Trails do far more than connect riders to landscapes. Across the country, they are connecting people to jobs, businesses, and new opportunities. From Arkansas to West Virginia, rural communities are proving that investing in trails pays off—creating both direct and indirect employment that strengthens local economies.

When the new Dollar Mountain Trail System officially opened in Grants Pass, Oregon, it marked more than the debut of 11 new miles of singletrack. It signaled the arrival of a new trail town. This feature explores how collaboration between city leaders, Visit Grants Pass, and RVMBA turned an overlooked hillside into a cornerstone of community identity and economic development. From morning coffee at Wheelhouse to post-ride beers at Weekend Beer Company, the anatomy of a trail town is taking shape … one ride at a time.

I’m back in Portland this week after a whirlwind trip to Arizona, which included speaking at the Spirit World fundraiser for the Arizona Trail. What is funny is that even though I spent a good amount of time writing and prepping for this speech leading up to the event, when it was time actually to speak, I pivoted.

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 “Price & Purpose,” trail builder Dillon Osleger calls for a shift in mountain biking culture—away from commodified, copy-paste flow trails and toward restoration, local engagement, and ecological stewardship. He critiques the industry’s fixation on new trails as economic drivers and urges a deeper reckoning with the environmental and cultural impacts of trail development. Trails shouldn’t just be sold—they should serve people and place.