Leveraging Outdoor Recreation for Destination Placemaking

Episode Overview

What separates a community that has outdoor recreation from one that is defined by it? That's the question at the heart of this special episode, recorded live at world famous Explore Minnesota Tourism Conference 2026.

Host Randolph Briley — Director of Minnesota's Outdoor Recreation Industry Partnership (ORIP) — facilitates a conversation with three practitioners who have done the hard, on-the-ground work of turning outdoor assets into lasting community identity. The panel explores two case studies: the USA Cycling Gravel National Championships in La Crescent/La Crosse, and the transformation of Minnesota's Iron Range into one of the premier mountain biking destinations in the country.

Guests

A.J. Frels — Executive Director, Explore La Crosse; led the community bid process for the USA Cycling Gravel National Championships

James Longhurst — Professor of History, University of Wisconsin-La Crosse; volunteer bike advocate and architect of the La Crescent/Driftless gravel route library

Pete Kero — Engineer and community champion behind the Iron Range's mountain bike trail system, including the Redhead, Tioga, and Giants Ridge parks

Key Takeaways

• Outdoor recreation gives people a reason to show up. Placemaking gives them a reason to return.
• Casual outdoor recreation participation has now surpassed core participation for the first time — and casual recreators gravitate toward strong placemaking.
• You don't build a destination by building a trail. You build it with intentionality, scale, and community buy-in.
• Find your "champagne of gravel" — the unique asset your community is sitting on — and leverage it.
• Community champions are your most valuable resource. They're usually working for free.

Full Video Want to see the slides? A link to the full session recording is available HERE.

About ORIP The Minnesota Outdoor Recreation Industry Partnership (ORIP) is a four-agency collaboration between the DNR, DEED, Explore Minnesota Tourism, and IRRR. Learn more at HERE.

Credits: 
Producers: Randolph Briley & Cody Nelson 
Hosts: Sarah Strommen and Lauren Bennett McGinty
Original Music by Andrew Haaheim and Alsever Lake