How BorderLands Gravel Generated $200,000 in Economic Impact for Douglas, Arizona

When riders line up at the start of BorderLands Gravel, most are focused on the miles ahead. The wind. The terrain. The wide-open stretches of gravel that make this race what it is.

What often goes unseen is what happens off the bike.

Thanks to everyone who traveled to Douglas for BorderLands Gravel, this year’s race generated approximately $200,000 in economic impact for the local community. That impact represents real dollars spent at local hotels, restaurants, gas stations, shops, and service providers over race weekend.

Simply put, this happened because you showed up.

BorderLands Gravel and Cycling Tourism in Douglas, AZ

This year, BorderLands Gravel was more than a one-day race. Rider survey data shows that participants arrived early, stayed overnight, brought travel companions, and spent time exploring Douglas and the surrounding borderlands region.

On average:

• Riders spent $259 per person over race weekend

• Participants stayed 1.65 nights in Douglas or nearby communities

Direct Economic Impact: Dollars Spent by Riders and Visitors

Visitor spending is the foundation of BorderLands Gravel’s economic impact. Lodging, food and beverage, fuel, and local shopping accounted for more than $120,000 in direct visitor spending.

In addition, the race invested locally through event operations, including lodging, food, services, and supplies sourced in Douglas and Cochise County.

Total Economic Impact of the BorderLands Gravel Race

Economic impact does not stop at the point of sale. As local businesses respond to increased demand and employees spend income supported by the event, additional economic activity is generated.

Using conservative rural tourism multipliers, the total estimated economic impact of BorderLands Gravel reached approximately $200,000.

For a single weekend event, that level of impact highlights the growing role gravel cycling events can play in rural tourism and local economic development.

Introducing Douglas, Arizona to First-Time Visitors

One of the most meaningful outcomes of BorderLands Gravel is destination awareness.

A large share of riders reported that this was their first visit to Douglas. For many participants, the race introduced them to a community they had driven past or never seriously explored before.

Beyond riders themselves, BorderLands Gravel generated hundreds of thousands of digital impressions through social media, website traffic, and third-party coverage. When earned and paid media are combined, the event produced an estimated $4,000 to $11,000 in media visibility value, helping put Douglas on the map for cyclists well beyond southern Arizona.

BorderLands Gravel as an Emerging Anchor Event

BorderLands Gravel is still early in its lifecycle, especially when compared to long-established events like Unbound Gravel, SBT GRVL, and Belgian Waffle Ride. However, rider behavior follows the same patterns seen at successful gravel races nationwide.

Riders travel from outside the region. They bring friends and family. They stay overnight. And they leave with a stronger connection to the place that hosted them.

The data shows a strong foundation, with clear opportunities to grow impact further by encouraging longer stays and expanding weekend programming in future years.

Why This Impact Matters

None of this happens without riders, volunteers, sponsors, and community partners choosing to be part of something bigger than a race.

Your participation helped generate real economic activity, meaningful exposure, and long-term awareness for a rural community that doesn’t always get the spotlight.

BorderLands Gravel was built to create an experience and contribute something tangible to Douglas. This year’s economic impact shows that it’s doing exactly that.

Thank you for being part of it. We look forward to welcoming you back to Douglas next year.