Pedaling to economic vibrancy

In an era where small communities struggle to maintain economic vitality, an unexpected hero has emerged on two wheels: the bicycle. Across the country, savvy and forward-thinking leaders and communities are discovering that hosting biking events can inject much-needed vitality into their economies, foster community spirit and promote health.

The most immediate and tangible benefit of hosting biking events is the direct economic impact. When cyclists and spectators descend upon a small town, they bring their wallets with them. A study by the Outdoor Industry Association found that bicycling participants spend $83 billion annually on “trip-related” sales (bicycle tourism). Even a modest event can significantly boost local revenues.

Consider the case of Emporia, Kansas, home to the Dirty Kanza gravel bike race. This annual event draws over 2,500 participants and an estimated 12,000 spectators. A 2018 economic impact study revealed that the race generated $2.2 million in direct spending for the local economy. For a town of just 25,000 residents, this influx is substantial.

Hotels, restaurants, and retail shops often see the biggest boost. During biking events, accommodation occupancy rates can soar to near 100%, with visitors often staying for multiple nights. Local eateries report sales increases of 30-50% during event weekends. Even businesses not directly related to the event benefit from increased traffic and exposure.

While the immediate economic impact is significant, the long-term benefits can be even more transformative. Hosting regular biking events leads to job creation in various sectors. It creates event planning management opportunities, local bike shops spring up, tourism grows, and of course the hospitality related boost as well.  One of the greatest intangible benefits is successful events can put a community “on the map,” leading to increased tourism year-round. Travelers may return to explore the area’s cycling routes or attend future events, creating a sustainable boost to the local economy.

To accommodate biking events and capitalize on cycling tourism, communities invest in infrastructure improvements. These enhancements, such as bike lanes, trail systems, and road repairs serve event participants but also benefit residents. The Political Economy Research Institute found that for every $1 million invested in bike infrastructure, 11.4 jobs are created, compared to just 7.8 jobs created by the same investment in road-only projects. These improvements make a town more attractive to potential residents and businesses, creating long-term economic growth.

If your community is looking for ways to be healthier, one of the greatest intangible benefits of hosting biking events extend to community health and wellness. By promoting cycling, towns encourage active lifestyles among residents. The Centers for Disease Control and Prevention (CDC) estimates that physical inactivity contributes to $117 billion in annual healthcare costs. Promoting cycling through events and improved infrastructure can help reduce these costs at a local level.  Furthermore, healthier residents are often more productive, leading to increased economic output. A study in the Journal of Occupational and Environmental Medicine found that employees who exercised regularly were 15% more productive than their sedentary colleagues.

Perhaps one of the most valuable intangible benefits of hosting biking events is the boost to community pride and social cohesion. These events often require significant volunteer efforts, bringing residents together in a shared goal. The success of well-executed events can instill a sense of
accomplishment and put the town in a positive spotlight.

This enhanced community spirit can have knock-on effects for the local economy. Strong social bonds and civic pride often correlate with increased local spending and investment, as residents feel more connected to their community and motivated to support its growth.

While the benefits of hosting biking events are numerous, it’s important to acknowledge potential challenges. Traffic disruptions, the need for increased security, and upfront costs for infrastructure improvements can be hurdles. However, with proper planning and community buy-in, these challenges can be mitigated.

For small communities seeking to revitalize their economies and enhance quality of life, hosting biking events offers a unique and powerful opportunity. The combination of direct economic impact, long-term growth potential, health benefits, and community cohesion makes cycling events a powerful tool for local development.  As more communities discover the transformative power of these events, we may see a new era of prosperity rolling in on two wheels. For small communities willing to embrace the cycling revolution, the road ahead looks promising indeed.

John Newby is a nationally recognized Columnist, Speaker, & Publisher. His “Building Main Street, not Wall Street,” column appears in 60+ newspapers and media outlets. As founder of Truly-Local, he assists chambers, communities, media, and businesses in creating synergies that build vibrant communities. He can be reached at: John@Truly-Local.org.