When I shared this year’s call for Bicycle Month and Bicycle Means Business updates (happening in May), one local business owner enthusiastically raised his hand to share how he celebrates bicycling and makes bicycling mean business (and so much more) to him.
Noah Elbers, owner of Orchard Hill Breadworks in Alstead, hosts an annual gravel cycling ride called “Dirty Pizza” during Labor Day weekend. Gravel cycling, or bicycling on unpaved roads, has gained momentum over the past decade—and Dirty Pizza has contributed to its rise in popularity.
The ride, started by Noah and his friend Chris Northcott and now in its eleventh year, attracts about 300 people from throughout the Northeast each year and transforms 70 miles of “breathtaking scenery, babbling brooks, epic climbs, technical terrain and smooth packed dirt, along with a few sections of pavement” into a mecca for New England gravel bike enthusiasts.
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Katy Haas crosses the finish line during Dirty Pizza gravel cycling ride at Orchard Hill Breadworks in Alstead. (Photo provided by Noah Elbers.)
“Most of us know [Orchard Hill Breadworks] from the beautiful, fragrant, perfectly crusted loaves that appear in stores throughout town,” shared Lara Matthias of Greenfield, a Dirty Pizza enthusiast. “That’s how I first recognized the name, until several years ago when it suddenly became synonymous with riding bikes, dirt roads, and pizza.” That pizza is wood-fired by Noah at the Orchard Hill Pavilion, and some riders boast the post-ride all-you-can-eat meal as the best part of the event. In addition to Orchard Hill Breadworks, Dirty Pizza also means business to event partners like West Hill Shop in Putney, VT, specializing in gravel bikes and more. West Hill Shop also hosts monthly group gravel rides for both new and experienced cyclists. Beyond the businesses that organize, support, and participate in gravel rides, studies show that the positive economic impacts of gravel cycling ripple through the broader community. In Emporia, KS, the Unbound Gravel event attracts over 25,000 visitors, generating over $21.7 million for the rural economy in 2024. Unlike other major events, where locals flee, the community has embraced this event and the tourists the ride attracts. The Unbound Gravel Finish Fest, hosted by Emporia Main Street, works to put local businesses in front of the crowd.
“Every year, people view this as a go-to event,” said Casey Woods, Emporia Main Street Director. “Even if they’re not cycling themselves, they are just seeing somebody from overseas that crossed the finish line or seeing one of their friends that crossed the finish line. We're hoping for another big crowd, and we're hoping for another instance where we put that crowd in front of local businesses.”
Gravel rides tend to be more about camaraderie than competition, a refreshing alternative to road races. The rides are described as “cool, welcoming, and inclusive.” Noah and Chris follow this mantra, planning each Dirty Pizza route to highlight the beautiful scenery and maximize camaraderie. “We’re social beings, and we love shared experiences,” said Noah. “Our gravel ride provides just this—an adventure. Everyone starts together and follows the same route, no matter their age or skill.”
“There is truly a sense of community present at the Dirty Pizza,” Laura shared. “Friends show up and ride together, kids help with registration and pizza making, sometimes people show up just for the food after. It takes time and energy to pull off an event like this, and yet, every year, pull it off they do. I think I can speak for most of the riders when I say I appreciate the care that goes into this event. And I’d like to think there is a kind of reciprocity, as the organizers see the fun and camaraderie they have facilitated.” Those good vibes continue to ripple out beyond Orchard Hill as Dirty Pizza’s proceeds benefit the Fall Mountain Nordic Ski Team in Langdon. “We raise a few thousand dollars for local youth sports programming [annually],” said Noah. “And a whole bunch of people, who'd otherwise not come to the area, make their way here and have a total blast exploring the most hidden nooks and crannies of the landscape, all on two wheels.”
I first learned about gravel cycling through the Trinidad-Las Animas County Gravel Adventure Field Guide, developed by the City of Trinidad, CO. It connects great gravel rides with local restaurants, shops, and other notable sites, while amplifying the region’s unique culture and history. Back then, I didn’t realize this effort was part of a full series of Gravel Adventure Field Guides, which embraced the gravel cycling culture in communities from the Maine Woods to Bellingham, WA.
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“Gravel isn’t just an economic play—it’s a cultural one,” said bicycling advocate Sean Benesh. “That’s the secret sauce: gravel events work best when they’re rooted in local identity. Not every town has a ski resort, but every town has a story—and gravel racing invites the world to come hear it, one pedal stroke at a time.”
Set your course for adventure this cycling season. Sign up for one (or more) of our region’s fantastic gravel rides, including The Tour de Francestown Gravel & Road Ride on June 6, Kearsarge Klassic in Warner on August 8, and Rose Mountain Rumble in Lyndeborough on August 29. Discover more event details at bikereg.com/events.
“The Kearsarge Klassic is, indeed, a gravel riding classic,” said ride organizer Arlon Chaffee. “Now based out of the quaint town of Warner, NH, the ride includes many of the same roads legacy riders have come to love. Our guarantee—you will finish tired but feeling accomplished. At the finish, riders will be treated to a delicious meal and craft beer.”
How do we bring more of that bicycling camaraderie, community, and adventure to our region? Please share your thoughts! Email jen@thelocalcrowd.com. Also, take the City of Keene’s community survey about updating the Bicycle and Pedestrian Master Plan, open through July 15: keenenh.gov/bicycle-pedestrian-path-advisory-committee/bike-ped-plan. Finally, celebrate National Bicycle Month with us this May. Each year, the League of American Bicyclists, a national organization advocating for a more Bicycle-Friendly America, declares May National Bike Month. The Local Crowd Monadnock puts its own spin on this celebration by participating in the American Independent Business Alliance’s Bicycling Means Business campaign.
Stay tuned for local updates, and let’s get rolling!
The Local Crowd Monadnock - Keene, NH
