Sean Benesh

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?”

Rural Communities Don’t Need the Next Unbound. They Need Their Own Version of Dufur. - Sean Benesh What can rural communities learn from Dufur, Oregon and the Gorge Gravel race? Explore how cycling events, tourism, and community partnerships can create new economic opportunities.

With big gravel events like Unbound Gravel garnering millions of social media impressions and global attention, it raises an interesting question:

Is this a viable path forward for rural communities?

Unbound attracts roughly 5,000 racers and generates millions of dollars in economic impact for Emporia, Kansas, each year.

But perhaps the bigger story isn’t the race itself.

It’s what happens when a small town embraces an event, tells its story well, and creates an experience people want to travel for.

Not every community needs an Unbound. Most shouldn’t try to be.

What fascinates me is the relationship between the event and the community.

Does the race director create the momentum and the town follows?

Does the town embrace the event and help amplify it?

Or is the real magic found when both work together?

Rural communities across the country are searching for economic opportunities. I think outdoor recreation, events, and tourism deserve a seat at that table.

What do you think? Can cycling events be part of the future for small-town economic development? And who should be leading the charge?