Tour of the Gila applies grant award to highlight event’s heritage and impact
while inviting others to the experience

$30,000 from New Mexico Outdoor Recreation Division supports marketing iconic bike race

 Silver City, NM — Recognizing the impact of Tour of the Gila and rewarding the longevity of this internationally renowned cycling event, the New Mexico Outdoor Recreation Division awarded $30,000 to the race’s nonprofit, Gila Community and Tourism Development.

Forty-one organizations statewide received awards totaling $873,872 through the Outdoor Marketing Grant program, which is run by the Outdoor Recreation Division of the New Mexico Economic Development Department. “Of the 41 grantees, 26 are in rural communities where building the outdoor economy is vital to creating jobs and diversifying the economy,” the Economic Development Department’s Acting Cabinet Secretary Mark Roper said.

Tour of the Gila received the maximum amount available through this program and has already begun expanding the reach of their event with a new marketing approach that highlights the legacy of this singular event, involves the sport’s top names, engages devout fans, and provides informative content to support amateur athletes’ training and preparations. The award assists Tour of the Gila in showcasing the athlete, spectator and volunteer experience while honoring and building on the race’s steady base of supporters.

To reach even more cyclists who appreciate the beauty and solitude of southwest New Mexico, the race is reaching out to endurance athletes where they are through fitness tracking platforms and social media apps that athletes use to keep track of each other and stay in touch with the sport. “While volunteers have operated Tour of the Gila on a shoestring budget for three dozen years, the race feels the strain of being locally funded especially in areas like marketing, which requires resources the race wouldn’t have without the support of the state and others,” said Jack Brennan, Tour of the Gila Co-Director. “This grant award gives us a tremendous opportunity to invest more in reaching competitive athletes and active travelers in truly authentic ways.”

Meeting the need for U.S. stage racing, Tour of the Gila puts New Mexico on the map among cyclists, who return for bicycling tours, winter training and full-time residency. The result of Gila Community and Tourism Development’s work aligns with the Outdoor Recreation Division’s mission of increasing equitable access to the outdoors, ensuring healthy outcomes, environmental stewardship, and economic prosperity.