Promoting Sport Touring Motorcycle Travel

Old cliches about the motorcycle industry's future (and travel promotion in general) tend to go supernova every few years. Any seasoned enthusiast will tell you we're in dire straits. But blaming new generations of potential riders for their lack of access only hurts the industry more.

There's a gap between old and new social norms and the language of a younger generation doesn't cater to old-timers. In short, it's not the responsibility of a new era to keep the excitement of generational hobbies alive. As a Gen Xer, however I can tell you that beneath every boomer's rant about "what kids these days shoulda shouldn'ted", there's a fascinating story gathering dust.

Stories require attention. Attention requires interest. Interest requires the right wording to ignite it. Otherwise, that remarkable tale fades. There's rhyme and reason for why chronicles of legend never find ears and every ounce of it falls on the narrative's source.

Cataclysm of Motorcyclism

Our motorcycling "heritage" has become irrelevant. We're so engrossed in our own conversations that we're ignoring fresh voices. They rarely get a chance to contribute because we're too busy reinforcing stale banter. Travel promotion speeches about "freedom of the open road" fall on deaf ears and the longer we ramble, the fewer opportunities young riders have to voice their desires.

Motorcycling is a luxury, if not a cult and any would-be rider could just as easily take the bus. People need reminders that attention is earned, not given. To a rebellious youth, it's the role of elders to inspire, not simply echo warnings.

When communication and understanding flow both ways, everyone benefits. Elderly wisdom is sought, not imposed. Youth energy is harnessed, not stifled. Bonds are formed, not assumed. This is how we as current motorcyclists can thrive and fuel ideas for the future even if we can't "save" the industry.

So, How Do We Promote Motorcycle Travel?

We don't. We stay as far away from the topic as possible and instead promote ... travel. We kindly interact and mention the beauty of places we've seen in balance with the listener's topical choices.

A Few Choice Examples In Travel Promotion

1. There's a secluded, verdant forest nestled in the heart of Spain, crossed by a single road stretching over 200 miles. At its heart, hidden behind a four space gravel parking lot and devoid of any other signs of civilization, is a frickin' tennis court. Surreal.
2. Roseanna's Café sits next the iconic rock formation featured in the globally influential and Nobel Peace Prize-worthy film, The Goonies. This cinematic pilgrimage is just the beginning of what Oceanside, Oregon has to offer. Crystal clear waters, pristine beaches, friendly locals, rejuvenating spas and chowder.
3. Just outside Tucson, Arizona, the Kitt Peak Observatory stands as a hidden gem for stargazers. Arrive at dusk and be warmly welcomed by knowledgeable student volunteers. The night sky, free of light pollution, offers a celestial perspective so clear that a pair of basic binoculars can see stars.
4. Tennessee lovingly refers to Chattanooga as a "cute town". Its historic district is a hub of delightful restaurants, bars and shops within a stone's throw of downtown. Public bicycle rentals and electric shuttles make for easy commuting, connecting you from the Walnut Street Bridge to the aquarium, the IMAX theatre, even Salvadoran cuisine at Conga Latin Food.
5. Red River Gorge is a huge national forest in Kentucky. Somewhere at its center is the single-lane Nada Tunnel, a testament to the perseverance of local loggers. Adorned with graffiti, the "Rough Trail" is just one of many hiking paths that meander that way.
6. In Lemmon, South Dakota there's a nondescript building shrouded in mystery with a single entrance. Step toward the glow of light and follow sounds of musak to a hall filled with card tables and cowboy hats. Then have yourself the finest, most affordable steak you'll ever taste in an ambiance that's as unique as the town.
7. West of Truth or Consequences, New Mexico, perched on the ridge line of Gila National Forest, lies the ghost town of Chloride. Once a bustling silver mine, it now echoes a bygone era with all its period equipment intact. It's like stepping into an old western movie, offering an unparalleled glimpse into the past.
8. Door County sits along the coast of Lake Michigan. It's known for its cherry orchards, lighthouses and the unique culinary delight: Pasties. These hearty, hand-held pies are most often filled with meat, potatoes, and rutabagas. A must-try for any foodie traveler, pasties are a delicious testament to the region's history and culture.

Why The Destinations?

Call these a bait and switch all you like, "you have to see it to believe it" beats the living crap out of "you should ride a motorcycle to this cheap motel in Detroit that claims 'no bed bugs and minimal blood stains' as a feature". Descriptions are just the start, though. Other obstacles lie in wait.

Exhibit "A", every generation is glued to pixels, yours included. One big concern is that younger gens are seeing the amazing sights as pixels first. Their inner voice tells them to either be underwhelmed or reminded that they'll never have what's needed to see such things in person. Meanwhile, older generations are still barking at them for it. Remember, this judgement may as well be a case study in how to lose someone's attention.

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But to hint at the unmistakable bliss that is acquired when a person sees [infinitely amazing yada] for the first time, up close, while nobody else is around to witness it, how that moment belongs to them and them alone. If their eyes reply with "wait, nobody else?" keep talking, the answer being "yeah" ... while whispering telepathically "motorcycle".

Because off the beaten path. Because you know the shortcut or backroad or single track access. Because you have a captivating saga you want to inspire them with.

Maybe right here the topic diverts to their interests again. If you want to maintain intrigue, you have to do more than just steer. You have to hear. What's more, you have to prove that you're actually interested in their wording. It doesn't matter how far from your base of discussion it gets.

And There's This Really Thrilling Way To Travel

Called motorcycling. Getting a license in and of itself is fun. Some states offer the class for free and once you know the basics, the possibilities are endless.

In full travel promotion rhetoric mode: what a way to see anything! If you want to take over the world for a day, week or month, why not make it a journey on two wheels? The views are better ...

With a little money saved, smiles can be had and stopping points earned/enjoyed independent of the ride. Motorcycling and destinations don't have to be synonymous but wow, are they ever a good pairing. This is especially true with a bit of planning (everything in moderation, especially moderation).

With Travel Promotion, Listening is Everything

If you try to use hip phrases, you'll fail. If you try to tell someone who's never heard of you that you're an authority on what they should/shouldn't like, you'll fail. If you do most of the talking and in those short spurts of listening, act with disregard for what's being said, you'll fail.

Point is, if we want the rider base to develop for the better, i.e. grow while maintaining safety, it isn't future riders who need an adjustment. It's us. We must earn their attention without posturing, demands or ignorance.

What they want matters more than what we want them to want. They're willing to invest in their core desires. What we can do with honest discussion, above all else, is awaken curiosity about what thrills are worth collecting and looking back on with a grin.

Are You In Tune?

What are your favorite destinations for motorcycle travel? How might we bridge generational gaps in the motorcycling community? What epic stories/experiences would you like to share? Your input is invited. Leave a comment!