Sean Benesh
Sean Benesh on what makes a gravel event worth travelling for — the towns, the people and the stories around the race.
Beyond the big races: where gravel gets interesting
Social media strategist · Portland, Oregon
Some of the most memorable gravel experiences don't happen beneath finish-line arches or in front of thousands of spectators. They happen on quiet backroads, in small towns and at events most riders have never heard of.
That's one of the reasons we wanted to talk to Sean Benesh.
Through his work as a filmmaker, cyclist and storyteller, Sean has spent time exploring the places and communities that exist beyond cycling's biggest events. His perspective is a reminder that choosing where to ride isn't always about finding the biggest race on the calendar — sometimes it's about discovering a place, a story or an event you didn't know existed.
In this conversation, we talk with Sean about what draws him to these lesser-known corners of cycling, the relationship between gravel events and the places that host them, what makes an event worth travelling for, and why some of the best cycling experiences can be found far away from the obvious destinations.
For us at gravelevents.com, that's exactly what discovery is about: finding the ride you didn't know existed.
Sean Benesh is a social media strategist based in Portland, Oregon. He works with rural communities, trail organizations, and race organizers to grow visibility and momentum through photography, writing, and social media.
Sean is the founder and editor-in-chief of Trail Builder Magazine and a digital media & communications instructor at Warner Pacific University.
The conversation
You've experienced gravel events from behind the camera as well as on the bike. What makes an event genuinely memorable to you?
Interesting timing on this question as I just wrote an article about the very topic. I picked 5 ingredients that make for a great bike race. (1) Great races create a sense of community and belonging. (2) Great races have a strong sense of place. Meaning, they celebrate and highlight their host communities. (3) Great races have a clear identity. They know who they are ... and who they're not. (4) Great races make it a full experience which goes so much beyond the race. I'm talking about pre- and post-race festivities, fun aid stations, and more. (5) Great races give people a story worth telling. A memorable race gives people stories they want to share.
That means race directors should think beyond, “How do we get people to register?” Ask instead, “What are we creating that people will still be talking about six months from now?”
Are there gravel events, places or destinations you've come across that deserve far more attention than they currently get?
Oh, wow. I'd put everyone I've been to in that category. Why? Because I believe each and every race matters. Big and small. Those with great social media and marketing and those that don't. We need all kinds of races on the race calendar. Every race shouldn't aspire to be the next UNBOUND. Instead, be the best version of your race in your small town.
I will shout out one in particular since I work closely with it. Borderlands Gravel in Douglas, Arizona. It's been a fun challenge to not only help create something from scratch, but in a community that previously was not known for gravel. Plus there's no bike shops there nor trendy brew pubs. It's an authentic and raw border town.
A lot of attention in gravel naturally goes to the big-name races. What can smaller or lesser-known events offer that riders might not find at the biggest events?
Each smaller race is often in a small town. What they offer is something absolutely needed and unique. We need more to lean more into their host communities and what make them and the races unique. I love to see the different vibes of races.
Even more so, when the vibe aligns with the host community. Village Gravel in Flagstaff, Arizona is such a different vibe than Spirit World 100 in Patagonia, Arizona. I love them both and we need both. Each will also cater to a slightly different audience.
When you're documenting an event, what are you looking for beyond the racing itself? What makes you think, “there's a story here”?
I've written about this a few times already recently. When I'm shooting a race, my whole focus is really to observe and document. That ranges from packet pickup to the start to the race itself to the finish line to the podiums to the post-race brews and food and so much more. I simply watch with a camera in my hand. My goal then is to capture what makes each race unique as there are stories all around me.
How important are the people, landscape and local culture when it comes to making a gravel event worth travelling for?
To me, that has to be the primary selling point. Yes, there are races and race series that definitely attract an elite field who're looking for podium spots. Everyone else? It's about the experience. 50,000 people don't race the Boston Marathon because they think they will win.
They do it for the experience of running in Boston with others. That's how I view races. The culture, landscape, and people are what make the trip worthwhile. That's why we need races from the rainy Pacific Northwest to the arid Sonoran Desert and everything in between.
Do you think riders are increasingly looking for events that feel as much like an adventure or travel experience as they do a race?
To build off my last point, for most people, it is more about the adventure and experience than the actual race. We all have the GPS files downloaded on our phones and bike computers. We can ride them anytime we'd like. But what we're looking for is the community, the vibe, the adventure, and the experience.
You've done a lot of work around cycling and smaller communities. What can happen when a gravel event and a local community really get it right together — both for the riders and for the place itself?
In my work with Borderlands Gravel, I'm also working with the City of Douglas staff. One of the best things we did post-race was to send out surveys so we can collect economic data. It was so rewarding to share that the race directly generated over $120,000 in in-town spending over race weekend.
That doesn't also factor in other kinds of spending. We know races like UNBOUND generate millions of dollars for Emporia, Kansas. Towns that embrace gravel can see a real boom in adventure tourism. I've seen it happen in tiny communities like Patagonia, Arizona (population: 800) and Dufur, Oregon (population: 600).
Is there one event, place or experience you've documented that has particularly stayed with you? What made it special?
Like I mentioned above, it's hard to point out my favorite, because each race is special in their own right. Each of them has stuck with me for different reasons. I genuinely love and appreciate them all.
If a rider wanted to choose one unforgettable gravel event somewhere new next year, what would you tell them to look for beyond distance, elevation and race profile?
Oh wow, I'd more ask them about what experience they're looking for. Why? Each race delivers a cultural experience that is rooted in place. Real West Gravel in Pendleton, Oregon is a completely different vibe than Chino Grinder in Prescott, Arizona. What makes them unique and memorable are the host communities and backdrop.
Therefore, I'd ask, again, what kind of experience someone is looking for ... or what kind of place you want to race? Racing the Cascadia Super Gravel outside of Olympia, Washington is a completely different experience than races in the desert, whether the Sonoran, Mojave, Great Basin, or Chihuahuan.
Finally, where do you think the most interesting part of gravel is happening right now — and what should we be paying more attention to?
For me personally, I'm a huge fan of seeing races pop up in rural communities. Most often, as economies shift, many of these communities have seen a downturn in their economies after the mines or mills closed down. Races in these kinds of communities can help put them back on the map as a destination. It doesn't come without tension or work, but for me, that's what's most interesting.
I want to see more of these kind of communities thrive and I know the importance and impact that just one race can have.