I help trail organizations, race directors, and rural tourism leaders build greater visibility through strategic social media marketing and storytelling.

Explore The visibility lab

what i do

I help trail organizations, race directors, and rural tourism leaders build greater visibility through strategic storytelling and practical social media marketing.

The people I work with are already making a difference. They’re building trails, organizing events, promoting destinations, and strengthening communities. What they often need isn’t more marketing. They need a clearer way to communicate the value of what they’re already doing.

My role is to provide that direction, then support it with photography, writing, and marketing strategies that fit their organization, their audience, and their long-term goals.

Join the Visibility Lab

Social media shouldn’t feel like another full-time job.

Visibility Lab is my membership for trail organizations, race directors, and rural tourism leaders who want practical marketing guidance without the overwhelm.

Each week you’ll receive one coaching lesson. Every month we’ll meet live for Office Hours. Together, we’ll help your organization tell better stories, build stronger communities, and create greater visibility.

Learn more

LATEST ARTICLES

Blog
Beyond the Registration Push: Why I Wrote a Content Marketing Guide for Race Directors
Beyond the Registration Push: Why I Wrote a Content Marketing Guide for Race Directors

Most race directors know how to promote a race.

Far fewer know how to build a brand.

Every year I see race directors pour enormous amounts of energy into registration announcements, sponsor posts, deadline reminders, and race-week updates. Then for many, almost as quickly as the finish line is packed away, the content stops.

The race disappears from social media.

The website sits unchanged for months.

Momentum fades.

Then, months before the race begins again next year, the process starts all over again.

I keep thinking there has to be a better way.

Read more →
Long-Form Content in a Short-Form World: Why Towns and Bike Races Need Both
Long-Form Content in a Short-Form World: Why Towns and Bike Races Need Both

Your latest social media post could be thoughtful, beautifully produced, and genuinely useful.

It could also disappear from your followers’ feeds before most of them ever knew it existed.

Social media is a lot of fun for me. Over time, I have trained my algorithms to show me content I am interested in. My feeds are filled with bikes, trails, outdoor recreation, photography, small towns, rural tourism, and content marketing. All fun stuff.

But when it comes to creating and publishing social media content, there is a reality we cannot ignore.

Read more →
How Earned Media from Bike Races Can Boost Rural Tourism
How Earned Media from Bike Races Can Boost Rural Tourism

One of the challenges many rural communities struggle with is exposure.

I am talking about more than attracting social media views, engagement, and followers. The larger challenge is simply letting other people on planet Earth know that your town exists.

That is where marketing comes to the forefront.

How do you get the word out?

Read more →
The Trust Gap: Why Rural Communities Don't Always Welcome Adventure Tourism
The Trust Gap: Why Rural Communities Don't Always Welcome Adventure Tourism

I was standing in the ditch with a camera in my hand as it offered a better angle for photographing the peloton as it raced toward me.

While I waited, I clicked through my camera settings one last time. Then I heard it before I saw it.

A lifted diesel pickup came barreling down the road, drifting toward the centerline. As the driver approached, he spotted me, rolled down his window, flipped me off, and started yelling.

He was moving too fast for me to hear what he said. I didn't need to. He was pissed.

Read more →
Can Rural Communities Build a Trail-Based Economy? Why Storytelling Matters as Much as Trails
Can Rural Communities Build a Trail-Based Economy? Why Storytelling Matters as Much as Trails

Every time we cut a new trail through the woods, not only are we changing the landscape, but we’re also changing the future of the communities that surround it.

Most of us don’t show up to a dig day thinking about hotel occupancy rates, tax revenue, or rural economic development. We’re thinking about drainage, sightlines, sustainable grades, rockwork, and building the best trail we can. And that’s exactly how it should be.

Read more →
Why Cascadia Super Gravel Is One of the Pacific Northwest’s Most Unique Gravel Races
Why Cascadia Super Gravel Is One of the Pacific Northwest’s Most Unique Gravel Races

I’ve been a part of more gravel races than I can count. Most of the time, my role is that of a photographer, capturing the moment. On some levels, that sounds exhilarating. While it is a blast, most of my time is spent waiting, watching … and thinking.

Recently, I shot photos at Cascadia Super Gravel outside of Olympia, Washington. It was my first time there. While I’ll circle back around to more details of the event itself, I want to pick up where I left off in that first paragraph … thinking.

Read more →
What Does It Take to Become an Outdoor Tourism Destination?
What Does It Take to Become an Outdoor Tourism Destination?

On a random weekend in June, I found myself driving through Moab, Utah.

Long before I reached the edge of town, I knew I had arrived.

Sprinter vans lined the highway with expensive mountain bikes hanging off the back. Signs advertised jeep tours, climbing guides, and bike shuttles. Every parking lot seemed full of dusty adventure rigs. There was an unmistakable energy in the air.

You could feel it.

Read more →
Rural Communities Don’t Need the Next Unbound. They Need Their Own Version of Dufur.
Rural Communities Don’t Need the Next Unbound. They Need Their Own Version of Dufur.

Every year, the gravel cycling world turns its attention toward Emporia, Kansas.

Thousands of riders from around the world travel to Unbound Gravel. The event attracts roughly 5,000 participants and generates millions of dollars in economic activity for the community. For a few days each year, Emporia becomes the center of the gravel universe.

It’s an impressive success story.

But I think many rural communities are asking the wrong question.

The question isn’t, “How do we become the next Emporia?”

The better question might be, “What is our version of Dufur?”

Read more →

When you sign up for my email newsletter, you’ll receive an email with a free download of my ebook:

Beyond the Registration Push: A Race Director’s Guide to Building Visibility, Trust, and Year-Round Momentum Through Content Marketing