Should Your Town Market Itself as a Trail Town?
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.
So, how do you know if your town is ready?
What Makes a Trail Town?
Being a trail town isn’t about proximity. It’s about commitment.
Yes, it starts with having trails, but not just any trails. Are they well-built, maintained, and accessible? Are they connected to the heart of the community? Are they welcoming to visitors, or do they feel like locals-only secrets?
Beyond the trails themselves, trail towns create an ecosystem: parking lots with clear signage, bike-friendly lodging, a coffee shop that won’t blink when you walk in covered in dust, and a trail org that’s as active on social media as it is in the dirt.
A 2020 Oregon report on outdoor recreation noted that towns with a strong sense of outdoor identity tend to attract both tourism dollars and residents seeking quality of life. But that identity cannot be manufactured overnight. It is built, literally, one shovel, one volunteer, and one partnership at a time.
The Upsides of Going All In
There’s no doubt that becoming a trail town can have real benefits. A well-timed marketing push can attract tourism, secure grant funding, and help small businesses grow. When done right, the identity creates pride among locals and opens the door to new partnerships and investments.
According to the Economic Benefits of Mountain Biking report, mountain bikers spend an average of $50 to $100 per day in communities they visit, on meals, lodging, bike shops, and more.
And it’s not just about money. Trails create community. They give residents something to rally around. They become spaces where visitors and locals interact, not in gift shops or gas stations, but on switchbacks and shared climbs.
The Risks of Marketing Before You’re Ready
But branding your town as a trail destination before the infrastructure or the community is ready can backfire.
If visitors arrive to overgrown trails, missing signage, or nowhere to grab a bite post-ride, they won’t return. Worse, they’ll tell others not to bother. Small towns only get so many first impressions.
There’s also the question of buy-in. Does your community actually want this? Or is a small group pushing the trail town idea without broader support?
Economic development through trails isn’t guaranteed, and it isn’t without consequences. In some places, we’ve seen the story play out: a sleepy town becomes a hotspot, property values rise, and longtime residents get pushed out. It’s what some call “trail-based gentrification.” Adventure tourism can be a lifeline, but only if managed with care.
So … Should You Call Yourself a Trail Town?
Maybe. But only if you’re ready to back it up. Here are five questions worth asking before you slap “Trail Town” on a t-shirt:
1. Do our trails offer a quality visitor experience?
Well-built, well-maintained, and signed? Accessible from town? Suitable for a range of riders?
2. Is our community trail-positive?
Are business owners, city officials, and residents genuinely supportive, or just tolerating it?
3. Do we have the infrastructure?
Parking, bathrooms, food, lodging, bike repair ... can we actually host out-of-town visitors?
4. Are we building for the future?
Who’s maintaining the trails? Are there plans for growth, funding, and stewardship?
5. Is this our identity, or just a slogan?
Trails cannot be a sideshow. If you want to be known for them, they have to be central to who you are as a town.
Start Small. Think Long-Term.
Becoming a trail town doesn’t require a festival, a new slogan, or a massive marketing budget. It starts with building trails that locals love. With supporting the volunteers and crews who show up month after month. With helping local businesses understand how they can serve trail users.
You don’t need to be the next Bentonville or Squamish. You just need to be the best version of your own trail town.
If you focus on what matters, such as quality trails, community engagement, and thoughtful growth, the reputation will follow. The riders will come. And the sign at the edge of town won’t feel like a marketing ploy. It will feel like the truth.
Sean Benesh
Sean is the Founder and Editor-in-Chief of Trail Builder Mag. He is also the Communications Director for the Northwest Trail Alliance in Portland, Oregon. Sean also owns and roasts coffee for Loam Coffee.
