Fat Tires, Fat Wallets

Graham Averill
Blue Ridge Outdoors Magazine
May 2007

A new study performed in Western Canada proves what most of us have been saying for years: trails mean money. Lots of money. Particularly mountain bike trails. The Sea to Sky Mountain Biking Economic Impact Study examined trails and mountain bike parks along the western edge of Canada and estimated mountain biking alone generated $10.3 million in visitor spending last year. That number jumps to $38 million if you include the Whistler Bike Park and Crankworx Mountain Bike Festival.

Whistler isn't the only community banking on fat tires. In spite of the mountain biker "Mountain Dew" stereotype, communities throughout the U.S. are turning to mountain biking to replace their floundering industry-based economies.

Fruita, Colorado, was on the verge of bankruptcy in the early '90s. The former farming community couldn't make ends meet until a former bike racer decided to build some singletrack in the surrounding forests. With the city's blessing, he built trails, opened a bike shop, and gave free tours of the area's brand new singletrack. Now, mountain biking is the lifeblood of the small Colorado town, estimated to generate $4 million in commercial revenue each year. Moab, Utah, was once known as the "Uranium Capital of the World." Now, it's the mountain bike capital of America. The famous Slickrock Trail outside of Moab is worth $8.5 million in tourism dollars a year all on its own.

Damascus, Virginia, has seen a similar renaissance. The former logging town was languishing ten years ago, but it had the forethought to replace its timber industry with trail tourism. As a result, mountain biking is one of the pillars of the town's new economy, along with hiking and backpacking. A 2004 USFS study showed the Virginia Creeper Trail alone attracts 130,000 visitors to Damascus every year. These tourists contribute $2.5 million annually to the local economy, and have sparked an economic renaissance that includes six new restaurants, a full service bike shop, three bike rental and shuttle businesses, and a guided bike tour company.

Chattanooga is also capitalizing on outdoor recreation"especially mountain biking.

"There's money in mountain biking," says Philip Grymes, director of Outdoor Chattanooga, an organization founded by the city to develop and market local outdoor activities, particularly mountain biking. "As the city moves forward with the development of new parks, it's keeping mountain biking in the forefront. Biking puts heads in beds and makes an economic impact."

It's difficult to determine exactly why mountain biking is such an effective tourism draw. It's certainly not a matter of numbers. According to the Outdoor Industry Association, there are twice as many hikers and trail runners than mountain bikers, yet footpaths alone don't offer the same bang for the buck as mountain bike trails. Most industry studies suggest it's a matter of money: mountain bikers have it, and they want to travel in order to spend it. A 2003 IMBA study showed the majority of its members are 38 year olds with household incomes of $75,000 or more. That same study showed 80% of its members had taken at least one bike trip that year, spanning 4.6 days on average. According to the Travel Industry Association, adventure travel is the fastest growing form of tourism, and mountain biking is often at the top of the active traveler's priority list. While people may not travel to hike or run a trail, they will travel to sample new singletrack.

"The economic impact of trails varies widely," says Nat Lopes, former member of the IMBA Trail Care Crew. "But whenever you create a trail, you're creating a tourist destination."

Not only is mountain biking money in the bank for floundering communities, it's a sustainable enterprise with low overhead and virtually no start up costs. The trails surrounding Fruita were created at no cost to the city or its taxpayers. The singletrack around Chattanooga are being created with volunteer sweat and labor.

"The infrastructure for this sort of enterprise already exists. There's a grassroots effort where people are willing to put in their own time and money," says Grymes of Outdoor Chattanooga. "The city is on board, but the grassroots effort is the driving force."

Even the U.S. Forest Service is jumping on the fat tire bandwagon. IMBA and the Forest Service recently signed a National Memorandum of Understanding, sort of a peace treaty that establishes the possibility for extensive bike trail development in the future. South Carolina's Sumter National Forest, which is traditionally managed for timber, is even looking to establish its first mountain biking recreation fee site at the Forks Area Trail System.

"It took us ten years to get permission to build that system," says Bill Victor, owner of Long Cane Trails, the company responsible for the Forks' 25 miles of bankable singletrack. "Now, the Forest Service sees Forks as something that will bring people here."

Mark Eller, communications director for IMBA, thinks the growing popularity of mountain biking is perfectly natural. "There's a funny cycle that small sports go through," he explains. "First, the sport is so small that it's off everyone's radar, then as the sport gains momentum, there's a knee-jerk reaction to shut the recreation down completely. But as the sport matures, people realize mountain bikers are here to stay and that we're reasonable people. This is the stage that mountain biking is finally enjoying these days."

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	Fat Tires, Fat Wallets Graham Averill Blue Ridge Outdoors Magazine May 2007 A new study performed in Western Canada proves what most of us have been saying for years: trails mean money. Lots of money. Particularly mountain bike trails. The Sea to Sky Mountain Biking Economic Impact Study examined trails and mountain bike parks along the western edge of Canada and estimated mountain biking alone generated $10.3 million in visitor spending last year. That number jumps to $38 million if you include the Whistler Bike Park and Crankworx Mountain Bike Festival. Whistler isn't the only community banking on fat tires. In spite of the mountain biker "Mountain Dew" stereotype, communities throughout the U.S. are turning to mountain biking to replace their floundering industry-based economies. Fruita, Colorado, was on the verge of bankruptcy in the early '90s. The former farming community couldn't make ends meet until a former bike racer decided to build some singletrack in the surrounding forests. With the city's blessing, he built trails, opened a bike shop, and gave free tours of the area's brand new singletrack. Now, mountain biking is the lifeblood of the small Colorado town, estimated to generate $4 million in commercial revenue each year. Moab, Utah, was once known as the "Uranium Capital of the World." Now, it's the mountain bike capital of America. The famous Slickrock Trail outside of Moab is worth $8.5 million in tourism dollars a year all on its own. Damascus, Virginia, has seen a similar renaissance. The former logging town was languishing ten years ago, but it had the forethought to replace its timber industry with trail tourism. As a result, mountain biking is one of the pillars of the town's new economy, along with hiking and backpacking. A 2004 USFS study showed the Virginia Creeper Trail alone attracts 130,000 visitors to Damascus every year. These tourists contribute $2.5 million annually to the local economy, and have sparked an economic renaissance that includes six new restaurants, a full service bike shop, three bike rental and shuttle businesses, and a guided bike tour company. Chattanooga is also capitalizing on outdoor recreation"especially mountain biking. "There's money in mountain biking," says Philip Grymes, director of Outdoor Chattanooga, an organization founded by the city to develop and market local outdoor activities, particularly mountain biking. "As the city moves forward with the development of new parks, it's keeping mountain biking in the forefront. Biking puts heads in beds and makes an economic impact." It's difficult to determine exactly why mountain biking is such an effective tourism draw. It's certainly not a matter of numbers. According to the Outdoor Industry Association, there are twice as many hikers and trail runners than mountain bikers, yet footpaths alone don't offer the same bang for the buck as mountain bike trails. Most industry studies suggest it's a matter of money: mountain bikers have it, and they want to travel in order to spend it. A 2003 IMBA study showed the majority of its members are 38 year olds with household incomes of $75,000 or more. That same study showed 80% of its members had taken at least one bike trip that year, spanning 4.6 days on average. According to the Travel Industry Association, adventure travel is the fastest growing form of tourism, and mountain biking is often at the top of the active traveler's priority list. While people may not travel to hike or run a trail, they will travel to sample new singletrack. "The economic impact of trails varies widely," says Nat Lopes, former member of the IMBA Trail Care Crew. "But whenever you create a trail, you're creating a tourist destination." Not only is mountain biking money in the bank for floundering communities, it's a sustainable enterprise with low overhead and virtually no start up costs. The trails surrounding Fruita were created at no cost to the city or its taxpayers. The singletrack around Chattanooga are being created with volunteer sweat and labor. "The infrastructure for this sort of enterprise already exists. There's a grassroots effort where people are willing to put in their own time and money," says Grymes of Outdoor Chattanooga. "The city is on board, but the grassroots effort is the driving force." Even the U.S. Forest Service is jumping on the fat tire bandwagon. IMBA and the Forest Service recently signed a National Memorandum of Understanding, sort of a peace treaty that establishes the possibility for extensive bike trail development in the future. South Carolina's Sumter National Forest, which is traditionally managed for timber, is even looking to establish its first mountain biking recreation fee site at the Forks Area Trail System. "It took us ten years to get permission to build that system," says Bill Victor, owner of Long Cane Trails, the company responsible for the Forks' 25 miles of bankable singletrack. "Now, the Forest Service sees Forks as something that will bring people here." Mark Eller, communications director for IMBA, thinks the growing popularity of mountain biking is perfectly natural. "There's a funny cycle that small sports go through," he explains. "First, the sport is so small that it's off everyone's radar, then as the sport gains momentum, there's a knee-jerk reaction to shut the recreation down completely. But as the sport matures, people realize mountain bikers are here to stay and that we're reasonable people. This is the stage that mountain biking is finally enjoying these days."


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