Silver Bicycle Friendly Business Awarded to Explore Willmar Lakes Area

The Willmar Lakes Area Convention & Visitors Bureau has earned recognition as a Silver Bicycle Friendly Business from the League of American Bicyclists! We take great pride in the bike-friendly workplace we have created for employees and visitors!

Below is a portion of the “Investing in Better Biking Pays Off for 39 New and Renewing Bicycle Friendly Businesses” blog by Marlee Townsend (February 19, 2025).

WASHINGTON, D.C. – The League of American Bicyclists is proud to recognize 39 new and renewing Bicycle Friendly Businesses (BFBs) and four Honorable Mentions in its latest award round. This brings the total number of Bicycle Friendly Businesses nationwide to 1,192, joining a nationwide network of employers committed to making bicycling safer, easier, and more joyful for their employees, customers, and the broader community. BFBs can earn Bronze, Silver, Gold, or Platinum status based on their efforts, and must renew periodically to ensure their efforts towards better bicycling are sustained over time.

“Bikes mean business, and Bicycle Friendly Businesses are proving it,” said Bill Nesper, executive director of the League of American Bicyclists. “When businesses support biking, they’re investing in healthier employees, more engaged customers, and stronger communities. Bicycle Friendly Businesses are leading by example, showing that making biking safer and more accessible isn’t just good for individuals—it’s a catalyst for thriving local economies.”

This round of awards underscores how Bicycle Friendly Businesses are leveraging local investments in bicycling to attract more foot (and pedal) traffic while improving community well-being — a win-win for local riders and business owners alike.

For example, Willmar Lakes Area Convention & Visitors Bureau in Minnesota saw their award level increase to Silver for their work to transform Willmar into a bicycling destination by investing in trail maps, signage, a bike share program, and events like the annual Mayor’s Bike Ride—all of which have boosted local tourism.

“Personally for our business, biking and trails are incredibly important to the success of tourism in our county. Before we started talking about biking 12+ years ago, there was no biking in our communities. Since then, we have a Bicycle Friendly Community, Bicycle Friendly Businesses, a Bike Share, trail improvements, maps, new trails, a planned trailhead improvement, a mountain bike facility, bike and pedestrian plans and many more items. As an organization, we have led this charge and the awareness of biking has significantly improved,” shared Beth Fisher, Explore Willmar Lakes Area’s Executive Director.

This bike tourism model is a trend growing across the nation, where an influx of revenue from out-of-town visitors helps a region thrive economically while also creating access to better biking for locals. Click here to read the article.

As a tourism organization, we are proud to be committed to the health and well-being of our employees, visitors, and community through the promotion and encouragement of bicycling as a means of transportation, fun, and fitness. We will continue our work to improve awareness and positive change for all things bike related in our county!

Up for some adventure? Grab your bike and a complimentary trail map and explore our beautiful lake country! Don’t have a bike? Rent one from one of eleven BikeWillmar bike share hubs located in Willmar and enjoy the trails in the Willmar Lakes Area.

The League of American Bicyclists invites organizations of all sizes and industries to apply for the next round of Bicycle Friendly Business awards. The next application deadline is March 20, 2025. Learn more at bikeleague.org/business.

Bicycle Friendly Business^SM is a service mark of the League of American Bicyclists and is used with permission.

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