Tuesday, April 20, 2021

Why Some Mountain Bike Organizations are Rebranding: An Interview with Santa Cruz Mountains Trail Stewardship

SingleTracks.com - Full Article

APRIL 19, 2021

The group formerly known as Mountain Bikers of Santa Cruz (MBOSC) has formally changed their name to the Santa Cruz Mountains Trail Stewardship (SCMTS) as of April 13. The rebranding left a bad taste in some supporters’ mouths, because after 24 years of being known as the MBOSC, mountain bikers in and around Santa Cruz feel that shifting energy away from the already challenged access in the area will be a setback.

Matt De Young, the executive director of SCMTS says that they’ve already been advocating and collaborating with other user groups though, and the name change better encapsulates what the group was already doing. The rebranding follows similar recent moves by other mountain bike organizations across the country.

Greg Williams from the Sierra Buttes Trail Stewardship, which puts on events like the Downieville Classic, told Singletracks Editor In Chief Jeff Barber in a podcast that their name has been instrumental in the group’s mission. As a group of dirt bikers and mountain bikers, they weren’t sure how to best relay the mission in a brand name at first.

“In hindsight thank goodness we really keyed into just trail stewardship [because] it’s opened a lot of doors for us, especially when we partner with land managers. [We are] able to represent a community and not a particular user group...”

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