Brand Tone

Aspirational & Challenging, Inclusive & Welcoming, Passionate & Enthusiastic, Community-Focused, Professional & Credible, Respectful & Adaptable

Brand Values

• •Fun
• •Safety
• •Credibility, Fairness, and Accountability
• •Inclusiveness
• •Challenge
• •Positivity
• •Giving Back to the Community

Best Practices

• •Always Emphasize Inclusivity and Community: Use language that makes everyone feel welcome, regardless of skill level. Highlight the shared experience and the supportive atmosphere. Phrases like "riders of all levels," "join our community," "everyone is welcome."
• •Balance Challenge with Fun and Accomplishment: While acknowledging the difficulty of the event, focus on the rewarding experience, the beauty of the surroundings, and the positive emotions associated with participating and finishing.
• •Be Authentic and Passionate: Let the genuine love for gravel cycling and Steamboat Springs shine through. Use enthusiastic and inspiring language that resonates with fellow cyclists.
• •Maintain Professionalism and Credibility: Ensure all communications are clear, accurate, and reflect the high standards of a world-class event. This builds trust and reinforces the event's reputation.
• •Be Mindful and Respectful, Especially Regarding Local Context: Acknowledge the event's setting and the importance of the local community. When addressing potentially sensitive topics (like course changes or local impact), use a respectful, transparent, and solution-oriented tone. This includes highlighting efforts to be good stewards of the land and partners with residents.

Social Perception

Participants: Generally view SBT GRVL as a premier, well-organized, and highly desirable gravel event. They appreciate the challenging courses, stunning scenery, and the inclusive, vibrant atmosphere. The event is often described as a "bucket list" race. Wider Cycling Community: Recognizes SBT GRVL as a significant and influential event in the gravel scene, often setting a high standard. It's seen as a leader in areas like parity and inclusivity in cycling. Local Community (Routt County): This perception is more mixed. While the event brings economic benefits and vibrancy, concerns have been raised by some local residents, particularly ranchers, regarding the disruption caused by the event's scale, including road use and rider conduct. This has led to necessary dialogues and adjustments by the event organizers to ensure sustainability and community support. SBT GRVL is actively working on improving this perception through community outreach and event modifications.

Copy Examples

• •Headline: Conquer the Rockies. Discover Yourself. SBT GRVL. Body: Beyond the miles, beyond the epic climbs, lies an experience that will redefine your limits. Join a community of passionate riders in Steamboat Springs for a world-class gravel adventure. Are you ready for the challenge? #SBTGRVL #GravelAdventure #SteamboatSprings
• •Headline: More Than a Race. It's a GRVL Family. Body: From first-timers to seasoned pros, SBT GRVL welcomes everyone to share the beauty of Steamboat's gravel. Experience the camaraderie, the breathtaking views, and the pure joy of the ride. Find your grit, find your crew. #SBTGRVLCommunity #InclusivityOnWheels #RideWithUs
• •Headline: The Spirit of Gravel, Forged in Steamboat. Body: Feel the crunch of champagne gravel beneath your tires and the warmth of a community that celebrates every finish line. SBT GRVL is committed to fun, safety, and an unforgettable challenge. This is where your gravel story unfolds. #SteamboatGravel #PureGravel #ChallengeAccepted
• •Headline: Respect the Roads. Embrace the Adventure. Ride SBT GRVL. Body: We're passionate about gravel and the incredible landscapes of Routt County. As we ride, we commit to preserving the beauty and respecting the community that welcomes us. Join us for an event built on challenge, inclusivity, and a shared love for the ride. #SBTGRVLOath #RideRoutt #CommunityFirst
• •Headline: Your toughest day on the bike. Your best weekend of the year. Body: SBT GRVL isn't just about pushing your limits on some of the world's greatest gravel roads; it's about the laughter, the support, and the memories made with fellow riders and family in beautiful Steamboat Springs. Experience the magic. #SBTGRVLMagic #GravelWeekend #WorldClassGravel