Loam Cycling Journal

Small towns understand the immediate economic impact of events like bike races. Hotels fill up. Restaurants get busy. Coffee shops see a rush of customers.

But there’s another layer of value many communities still overlook: visibility.

Every cycling event generates thousands of photos, videos, stories, recap posts, and conversations online. Riders become storytellers, and social media becomes tourism marketing.

In this new article, I explore how cycling events create both economic impact and Earned Media Value (EMV), why influencer-style storytelling matters, and why content is now part of a town’s tourism infrastructure.

Read more: https://bit.ly/4v4GOTS

Most social media posts disappear in less than 24 hours.

Then what?

If that’s the only place your race story lives, it gets buried just as fast.

Long-form storytelling gives it a longer life.

More depth. More context. More staying power.

Something people can come back to. Share. Trust.

Not everything needs to be fast.

Some stories deserve to last.