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Fourth Annual Carson City Off-Road Dedicated to Joel Dunn

Charlie Pankey by Charlie Pankey
June 11, 2019
in Community Events, Cycling, Family REC, Mountain biking, News and Events, Route 395
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(CARSON CITY, NEV.) June 11, 2019 – The Fourth Annual Carson City Off-Roa, held June 28-30, is dedicated to Carson City native and visionary trails community leader, Joel Dunn. Born and raised in Carson City, Dunn has not only witnessed the evolution of Nevada’s state capital but has also been a driving force in its transition into a recreation-focused community.

Joel started his journey at the ripe age of 14, dragging baseball fields for Carson City Parks and Recreation. After a short stint with Nevada Tourism, Joel worked in marketing for Western Nevada College for more than a decade before coming back to Parks and Recreation where he spent the better part of 17 years developing group events – particularly softball tournaments – that brought thousands of people from around the country to Carson City. 

Joel Dunn in Carson City, Nev., on Tuesday, April 19, 2016. Photo by Cathleen Allison

“Between 1998 and 2013, the economic impact of sports tournaments was significant,” said Dunn. “During my time with Parks and Recreation, we increased the economic impact of tournaments from $3 million to $17 million.” 

Dunn and his wife Sheri consider themselves a softball family, with a daughter who competed at the national level and Dunn himself a coach for three national championship teams. But Dunn realized that sports tournaments aren’t enough to sustain Carson City tourism economically. 

The catalyst for change came in 2013 when the Wall Street Journal published an article stating that Carson City was one of the least likely communities to recover from the recession. When the Carson City Board of Supervisors saw this article, it set off a recreation movement changing the future of Carson City for the better, and Dunn has played an instrumental part.

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Ash to Kings Trail, a stunner to run, bike or hike. It’s the one you have to do when you visit our gorgeous hills. What are you waiting for? Plan your trip to Carson City today! • • 📸: @gingerpowered1973 #visitcarsoncity #carsoncity #travel #travelnevada #optoutside

A post shared by Carson City (@visitcarsoncity) on Jun 10, 2019 at 10:10am PDT

But the big question is when it comes to rebranding a community to attract a younger generation of residents and visitors, why make trails the focus? 

“While working for Parks and Recreation, I was aware Carson City acquired a significant amount of open space through a tax measure the city had adopted,” said Dunn. “I sat down with the open space advisory board and Juan Guzman to develop a plan around trails and recreation.” 

Dunn saw the impact mountain biking had on other American West communities like Prescott, Moab, Sedona, and Park City, and thought it might work for Carson City as well. Carson had the land and the trails, now they just needed the people and a way to bring them in. In 2013, Dunn became Executive Director of the Carson City Visitor’s Bureau (now known as the Culture and Tourism Authority) and began efforts around rebranding Carson City as an outdoor recreation destination. Dunn didn’t waste any time, and within two years attracted Epic Rides and the Carson City Off-Road, putting the community in the national spotlight for mountain biking. 

“Bringing Todd Sadow and the Epic Rides crew to Carson City was the showcase we needed to solidify our town as a recreation-focused community,” said Dunn. “But for us, it’s not as much about the event as it is about driving the culture change in our community. Who are the next 15,000 people moving to Carson City going to be? We want those who value and appreciate outdoor recreation.” 

Since 2013, thanks to efforts around outdoor recreation, trails and well executed social media marketing, Dunn and his team at the Carson City Culture and Tourism Authority (CTA) have largely driven the generational shift that’s happening in the community. Not only are more families moving to Carson City, but transient occupancy tax revenue from hotels has doubled since 2013 from $1.2 million to $2.4 million. And since the redevelopment of Carson City’s downtown in 2016, vacant storefronts have dropped from 19 to only two on West Carson Street. But what Dunn is most proud about is what the CTA has been able to give back to the community financially.

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Smooth, fast, singletrack and a spectacular view of the valley below… we can't think of a better reward for your climbing efforts in Ash Canyon. 🤙🏼 . What is your favorite trail in Carson City? . #throwback #so2016 #carsoncityoffroad #ridecarsoncity #tempsarerising #mtbgram #epicrides #agooddayonthebike

A post shared by Epic Rides (@epicrides) on Jun 8, 2019 at 9:45am PDT

“Since our rebranding in 2013, the CTA has been able to give $80,000 to our local trails organization, Muscle Powered, to use for environmental studies in building new trails,” said Dunn. 

After retiring from the CTA in 2017, Dunn is still busy leaving his mark on the community in the form of a custom furniture business – Reclaimed NV – made from reclaimed steel and wood. His latest handmade creations are two massive outdoor benches at the Firkin and Fox that thousands of visitors will gather around after an amazing day out on the trails – trails that he helped create – bringing Dunn’s impact on the community full circle.

For more information on the Off-Road Series, visit epicrides.com or follow @epicrides, @whiskeyoffroad, @carsoncityoffroad, @grandjunctionoffroad and @oztrailsoffroad on social media channels

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Checked off another Yosemite Great!😀
We experienced a pretty special day today in Sequoia. Entire day a cloud just sat on the mountain. It was misty and cool all day. The greens were greener and the trees and birds full of life. #blessedlife #goingbig #goexplore #sequoianationalpark
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Happy National Trail day to you and yours. Weather you are working on a trail today pr enoying one, we hope your day is filled with great joy and adventure. A shout out to @musclepowered for all the trail work they do in Carson City... our inspiration for today. Ash Creek Canyon... #wildflowerhikes #goexplore @visitcarsoncity @pankey901 @pankeyprincess @ambrlynnr @tylerstricklan @kstricklan_15
The East Fork of the Carson River today. Not certain the fishing is any good, but the rafting has to fantastic.

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    • A Great Five Lake Day Trip into Desolation Wilderness
    • HIKING DESOLATION WILDERNESS GLEN ALPINE TRAILHEAD
    • WOLF CREEK TRAIL | CARSON ICEBERG WILDERNESS
    • FEATHER FALLS NATIONAL RECREATIONAL TRAIL – PLUMAS NATIONAL FOREST
  • National Parks
    • National Parks
      • Free Entrance Days for National Parks in 2021
    • Explore Yosemite National Park
      • Glacier Point – Yosemite National Park
      • Hiking Lyell Canyon and the JMT From Tuolumne Meadows
      • Hiking Yosemite’s Wawona Area
      • Yosemite Lodging
      • 25 Best Yosemite Hikes
      • Yosemite Routes / Travel
      • Mountain Passes in Yosemite
      • Yosemite High Sierra Camps Open Again in 2023
    • Explore Lassen Volcanic National Park
      • Lassen Volcanic National Park – 1 Day Itenerary
      • Kings Creek Falls – Lassen Volcanic National Park
      • Hiking Lassen Volcanic National Park
      • Snowshoeing Lassen Volcanic National Park
    • Explore Kings Canyon National Park
    • Explore Sequoia National Park
      • Sequoia National Forest Trails and Camping Sites
      • Plan your 2023 Sequoia and Kings Canyon National Park Backpacking Trips
      • Exploring Mineral King Valley – Sequoia National Park
      • Mineral King Day Hikes Sequoia National Park
      • Day Hiking grant grove trails in Sequoia National Park
      • Day hiking Giant Forest & Lodgepole in Sequoia National Park
      • Day Hiking Cedar Grove trails Sequoia National Park
    • Explore Death Valley National Park
      • Day Hiking Death Valley National Park
      • Discover Darwin Falls in Death Valley National Park
  • Wilderness Adventure
    • Explore Carson Iceberg Wilderness
      • Wolf Creek – Carson Iceberg Wilderness
      • Deep in the Canyons of the Carson Iceberg Wilderness
      • WOLF CREEK TRAIL | CARSON ICEBERG WILDERNESS
      • NOBEL LAKE HIKE VIA NOBEL CANYON
      • Highland Lakes – Stanislaus National Forest
    • Explore Mokelumne Wilderness
      • Backpacking Trails Mokelumne Wilderness
    • Explore Desolation Wilderness
      • Backpacking Desolation Wilderness
      • Lakes of Desolation
      • Trails of Desolation
      • Desolation Wilderness Trailhead and Mileage
    • Exploring Hoover Wilderness
      • Top 6 Bridgeport Day Hiking Trails & Destinations
      • Discover Green Creek Canyon
      • 20 Lakes Basin – Hoover Wilderness
      • Explore Gardisky Lake
    • Explore Ansel Adams Wilderness
      • The Best Backpacking Destinations in Ansel Adams Wilderness
      • Explore Parker Lake
    • Explore John Muir Wilderness
      • Top 10 Backpacking Trails John Muir Wilderness
    • Emigrant Wilderness
    • Explore Granite Chief Wilderness
    • Explore Golden Trout Wilderness
    • Jennie Lakes Wilderness
    • Exploring the Dinkey Lake Wilderness
    • Explore the Caribou Wilderness of Northern California
  • Destinations
    • Explore Lake Tahoe Reno
      • Explore & Visit South Lake Tahoe
      • Explore North Lake Tahoe
      • Explore Reno
      • Visit and Explore Virginia City
      • Explore Desolation Wilderness
      • Lake Tahoe Ski Resorts Guide
      • Guide to Hiking Meiss Country in Lake Tahoe
      • Chickadee Ridge
      • Echo Summit Recreation
    • Explore The Carson Valley
    • Explore Bridgeport
    • Explore Alpine County
      • Lodging and Accommodations Alpine County California
    • Explore Mammoth Lakes California
      • Hiking/ Backpacking From Reds Meadow
    • Explore Calaveras County
      • Kid-Friendly Summer Adventure in Calaveras County
    • Explore Plumas and Lassen Counties
      • FEATHER FALLS NATIONAL RECREATIONAL TRAIL – PLUMAS NATIONAL FOREST
    • Explore Tuolumne County
      • 15 Great Outdoor Destinations and Trails in Toulumne County
    • Explore Bass Lake
      • Bass Lake Hiking Trails
      • Bass Lake Bike Trails
    • Yuba River Outdoor Recreation
    • Donner Summit Recreation
  • Sierra REC Now
    • Adventure Guides
    • Sierra Scenic Routes
      • California Sno-Parks
      • Drives & Drivers
    • Lifestyle Features
    • Active Aging Lifestlye
    • Health & Wellness
    • Food and Recipes
    • West Region Climate News

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