In the heart of rural America, where vacant storefronts line dusty main streets and the hum of industry has long gone quiet, something unexpected is stirring: the whir of tires on gravel.


Gravel racing has exploded over the past decade—not just as a sport, but as a movement. And for rural communities searching for a spark to reignite local economies, it might just be the answer hiding in plain sight.

A Low-Barrier Entry to the Outdoor Economy


Unlike ski resorts or large-scale trail systems, gravel races require relatively little infrastructure to get started. The roads are already there—farm roads, forest service routes, old mining tracks—waiting to be reimagined as the foundation for something much bigger.


This is where gravel shines: it embraces the grit and remoteness that define rural landscapes. What some might see as isolation, gravel cyclists view as freedom.

What’s at Stake? Dollars—and Direction


Events like Unbound Gravel in Kansas or Rebecca’s Private Idaho have proven just how impactful these races can be. According to Bicycling Magazine, events like these pump millions into small towns, transforming them into temporary boomtowns for a weekend—and planting the seeds for sustained tourism beyond race day.


And it’s not just race organizers or out-of-town cyclists who benefit. Local businesses—from motels and diners to bike shops and breweries—often see surges in revenue. Riders come early to pre-ride the course. They stay late to soak in the culture. Many return.


One study from the Trust for Public Land reports that mountain biking tourists spend an average of $416 per visit, with that number spiking for overnight events. Gravel racers follow a similar pattern—arriving with bikes, booking rooms, eating well, and spreading the word online.

Gravel Races as Community Identity


Gravel isn’t just an economic play—it’s a cultural one. Races like Borderlands Gravel (which I help with for social media) in Douglas, Arizona, don’t just attract riders; they tell a story about place. Or I think about the Verde Valley Rally, rooted in Clarkdale and Cottonwood, Arizona (where these photos are from), bringing in cyclists from all over for a weekend of racing.


That’s the secret sauce: gravel events work best when they’re rooted in local identity. Not every town has a ski resort, but every town has a story—and gravel racing invites the world to come hear it, one pedal stroke at a time.

What Rural Leaders Need to Know


If you're a community leader in a small town with open space, a few backroads, and a vision—here’s why gravel racing should be on your radar:


  • Low startup costs: Many races begin with a grassroots effort and minimal investment.
  • Tourism without over-tourism: Gravel events bring in visitors without the infrastructure strain of more traditional festivals.
  • Brand building: Hosting a race puts your town on the map—literally and figuratively.
  • Catalyst for community pride: Locals become volunteers, ambassadors, and hosts. It builds buy-in.

But Don’t Stop at the Start Line


To maximize the impact, rural communities need more than just a race. They need a digital strategy.


Your website, social media, and story matter just as much as the course itself. Riders won’t come if they can’t find you—or worse, if what they do find is outdated, uninspiring, or hard to navigate. Gravel events are highly visual and social—Instagram reels, Strava posts, YouTube recaps—this is modern word-of-mouth, and your town needs to be in the conversation.

Final Thoughts


In a time when many rural communities are fighting for relevance, gravel offers more than a race—it offers hope. It’s an opportunity to reimagine identity, attract a new generation of visitors, and jumpstart economic vitality in a way that aligns with the landscape, the culture, and the soul of the place.


All it takes is a stretch of gravel, a few passionate people, and the courage to try.