Somewhere between a rusting welcome sign and an empty storefront, a hand-painted banner flaps in the wind: Welcome Riders! Trail Town USA. It’s hopeful, maybe even inspiring, but is it true?

Across North America (and beyond), small towns are embracing the label of “trail town” in a bid to bring in new energy, dollars, and identity. The idea is simple: trails bring riders, riders bring money, and maybe, just maybe, that’s enough to kickstart something new.

But here’s the catch: not every town with a trailhead is ready to claim the title. And sometimes, rushing into the trail town identity can do more harm than good.

In Pioche, Nevada, a new trail system is transforming more than just the landscape—it’s helping reshape the town’s identity. And they didn’t do it with big sponsors or flashy marketing. They told their story.

In our latest article, we explore how small and underfunded trail nonprofits, for-profit builders, and rural communities can use social media to build momentum, invite others in, and grow support—without needing a big budget.