How Mountain Bike Trails Revived Derby, Australia—and What It Could Mean for Communities and Tourism

Drawn to a Town Built for Mountain Biking

We chose Tasmania with the goal of riding the trails of Derby. Word had spread about this once-forgotten mining town’s dramatic transformation into a mountain biking paradise, and we couldn’t resist experiencing it for ourselves. The moment we arrived, we knew we were somewhere special.

Much of that magic is thanks to World Trail, the visionary trail builders behind the Derby network. Their designs blend sustainability, artistry, and an intimate knowledge of how riders move through terrain. Every berm, bridge, and switchback felt deliberate and inspired—an experience that catered equally to weekend warriors and elite athletes. World Trail didn’t just build trails; they sculpted a playground that respected the landscape while unlocking its full potential.

Our first stop was a local bike shop to rent bikes, and it immediately felt like more than just a transaction, with a staff eager to share their local knowledge. They didn’t just hand us bikes; they gave us a game plan—pointing us to must-ride trails, offering pro tips on features to hit (or avoid), and suggesting ways to link trails together for the best flow. With their advice in mind, we set off, excited to see what Derby had in store.

After long days on the trails, we soaked in Derby’s après-ride scene, indulging in wood-fired pizza, locally brewed beer, and small-batch Tasmanian gin. As we sat watching an evening thunderstorm roll through, we felt the magic of Derby—a town that had reinvented itself around the thing we loved most.

Before Bikes: Derby’s Mining Past

Long before mountain bikes carved through Derby’s lush forests, the town thrived as a tin mining hub. Tin—a soft, silvery-white metal known for its corrosion resistance and use in everything from food cans to electronic components—was a prized resource during the industrial age. In the late 1800s, Derby became home to one of the richest tin mines in the world—the Briseis Mine—which brought jobs, infrastructure, and prosperity to this remote corner of Tasmania. But that boom didn't last. A devastating dam collapse in 1929 destroyed much of the town and its economy. Over the decades that followed, Derby’s population dwindled, and the town slipped into quiet obscurity.

By the early 2000s, Derby was hanging on by a thread. Businesses had closed, younger generations had moved away, and the spirit that once defined the town felt like a distant memory. It was a place with deep history, breathtaking scenery, and very little reason for anyone to visit—or stay.

That is, until mountain biking arrived.

Community at the Core

What if more communities could rally around mountain biking the way Derby has? In Derby, trails have become more than just recreation—they're the social spine of the town. Volunteers show up to maintain them, kids grow up riding them, and local businesses build their identities around them. There's a shared sense of pride, ownership, and place.

And maybe that’s what’s most exciting about places like Derby—not just what they are now, but what they point toward. Could trail systems help spark similar community cohesion in other places? Could a focus on outdoor recreation create stronger, more connected, more resilient rural towns?

As more local leaders and residents explore this question, Derby’s experience becomes a valuable lens. Yes, the trails brought in visitors, but they also gave residents something of their own to care about—something to share with the world and to rally around at home.

The Tourism Effect

Tourism, of course, follows quickly behind great trail design. Derby has gone from a town in decline to a vibrant destination welcoming riders from across the globe. With over 100 Airbnb listings and dozens of new homes built in the past five years, the town’s infrastructure has rapidly evolved to meet demand. Major events like the Enduro World Series have turned Derby into a marquee stop on the global riding calendar.

But that kind of growth raises questions: How do you scale without losing the local feel? How do you ensure residents still feel ownership when visitors far outnumber them? And how can towns maintain affordability and access as demand rises?

These are questions Derby is still grappling with—and ones that any town chasing a similar path will have to answer. Success isn't just about bringing people in; it’s about making sure those who already live there are lifted up, too.

What Comes Next?

Across the U.S.—from the red rock mesas of Utah to the rolling hills of Appalachia—towns are asking what’s next. Mountain biking may not be the only answer, but it’s a compelling one. Trail networks require relatively low investment compared to other types of development, and their impact—on health, business, and identity—can be profound.

What if more towns looked at their surroundings not just as backdrops, but as assets? What if trail building was seen as community building? What if mountain biking wasn’t just something for tourists, but a way to connect people who already live there?

The next Derby isn’t a copy of this one. It’s a place that sees what’s possible and makes it its own. And that future might just start with a shovel in the dirt and a vision for something more.

Paramount+ Brings “The Lodge” to Palisades Tahoe — But Is Experiential Marketing at a Ski Resort Worth the Investment?

In an era where every brand is chasing attention and engagement, experiential marketing has become a favorite tactic for companies looking to break through the noise. Paramount+ is betting big on this approach with “The Lodge,” an immersive pop-up at Palisades Tahoe, designed to bring fans into the worlds of hit shows like 1923 and SpongeBob SquarePants.

But when the novelty wears off, one big question remains: Is it worth it?

The Promise of Experiential Marketing

The theory behind experiential marketing is appealing:

• Create a memorable, physical connection between consumers and your brand.

• Encourage social sharing to amplify reach organically.

• Drive brand loyalty by offering exclusive, emotional experiences.

It sounds great in pitch decks — but the reality is more complicated, especially for a streaming platform trying to make waves at a ski resort.

The Cost of Immersion

Experiential activations like “The Lodge” aren’t cheap. From custom set designs and staffing to themed beverage creation and swag production, the costs add up quickly — often hitting hundreds of thousands of dollars, if not more. In return, Paramount+ is essentially renting attention for a limited audience — visitors to a single resort over a short period of time.

For a subscription-based streaming platform, this raises critical questions:

• How many of these visitors aren’t already Paramount+ subscribers?

• How many will convert to paid subscribers because of the experience?

• Will the investment pay off in long-term brand affinity, or will it be forgotten once the vacation ends?

Right Audience, Wrong Place?

Skiers and snowboarders are a niche demographic, and while they skew toward higher incomes (a positive for subscription platforms), they’re also at the mountain for the sport — not necessarily for entertainment tie-ins. Sure, a cozy cabin and free swag are nice bonuses, but are these visitors actively thinking about what to stream next after a day on the slopes?

There’s also the question of show alignment. Western drama fans drawn to 1923 may not overlap much with SpongeBob enthusiasts — meaning the thematic mashup could confuse the narrative, diluting the impact for both audiences.

Measuring the ROI Black Hole

The biggest challenge with experiential marketing, particularly in non-digital environments, is measuring success. Yes, Paramount+ can count foot traffic and Instagram posts, but how do they tie those metrics to actual subscriptions or retention?

Without clear data pipelines linking the experience to conversions (e.g., promo codes, QR-based sign-ups), experiential activations can become feel-good branding exercises rather than measurable performance plays.

Could the Spend Be Better Allocated?

For the same price as a single experiential activation, Paramount+ could fund:

• A hyper-targeted digital campaign aimed at known streaming enthusiasts.

• Partnerships with influencers who already have strong, engaged audiences in key demo segments.

• Expanded content production to keep current subscribers engaged longer — arguably the real key to streaming success in an oversaturated market.

Is There Still Value?

To be fair, experiential marketing can work — particularly if the goal is to build buzz, generate earned media, and reinforce brand identity. It may be less about direct ROI and more about shaping how the brand is perceived: premium, creative, fun, and culturally relevant.

But for Paramount+, operating in an industry already under pressure to prove profitability and subscriber growth, the question remains: Is this splashy pop-up at a ski resort a smart, strategic play — or just another expensive stunt?

The Verdict: Worth Watching, But With Skepticism

“The Lodge” is undeniably creative and will likely get some press coverage and social buzz. But whether it moves the needle where it matters — subscription growth, retention, and brand stickiness — is far less certain.

As streaming platforms face increasing pressure to justify every marketing dollar, Paramount+’s foray into the snowy slopes of experiential marketing could become a case study: either a shining example of outside-the-box thinking, or a cautionary tale of misaligned spend.