Cycling for change: How Bobby Finster is boosting rural Arkansas tourism

By Andrea Bruner, White River Now

For someone who wasn’t very athletic as a child, Bobby Finster has made a name for himself in the world of cycling and running.

In fact, Finster, with Rural Innovation Group, was honored with the Individual Innovation in Tourism award at the 51st annual Governor’s Conference on Tourism on Feb. 25.

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Finster’s journey in outdoor adventure and community-driven tourism began nearly nine years ago. He and his wife, Amy, are high school sweethearts who got together when he was a senior and she was a junior in 2003.

Above (from left): Cave City Mayor Jonas Anderson, former Cave City Police Chief Brian Barnett, Finster, and Amy Finster

While he wasn’t very good at sports in high school, Amy was the more active one. She went on to become a dietitian, and in 2016, she announced her plan to lose weight and become more fit for her job.

“When she started her journey, it was a running joke that I was on the couch eating Cheetos,” Finster said with a laugh. “But she never stopped inviting me to join her. When I finally did, I started seeing the results.”

“I told her I was going to catch her and lose as much weight as she was – and I haven’t stopped since.”

The two lost a combined 160-180 pounds through diet and exercise, encouraging and motivating each other along the way.

“Amy and I had decided to go on a fitness journey together, and through that, we created the Cave City Easter Run, our half marathon in Cave City.”

They had participated in some 5Ks and other runs and were training for marathons. Finster said that, over the years, as he became more active in long-distance races, he turned to cycling as part of a cross-training routine to develop a more rounded fitness base.

But what started as an effort to avoid burnout and work different muscle groups became a passion, one that would eventually turn into a vocation.

“We (he and Amy) were inspiring each other, but now it’s spun into a whole other thing,” he said.

A year ago, Finster left his career of nearly 20 years at LaCroix Precision Optics because opportunities in cycling and outdoor recreation kept opening for him.

“I left my job to chase my dream – now I am all in,” he said.

Before he left LaCroix, Finster had started helping out at Poke Bayou Outfitters on Main Street to start a bike shop and partnered with them to be the local “bike guy” on a part-time basis.

“Monica and Tyler Griffin opened the store about a year and a half ago, and they asked me to get the bike shop up and running. I’ve been bike-mechanicking for people in our area,” he said. “It’s been fun trying to build a culture for cycling and outdoor recreation here.”

He admitted the first couple of months after leaving his job were a little tough.

“We’re creatures of habit, and my habit was to go make optics, but it wore off, and I’m willing to deal with that to make an impact in the community,” he said.

Finster said he still has moments of self-doubt, but ultimately, he knows this is the right path for him.

Within a few weeks of his decision to change careers, he connected with UCI, a professional mountain bike race. He also became involved with other events, such as the White River Gravel Trail (a challenging but scenic route that starts and finishes in Cave City), the Sandtown Shuffle (a grassroots gravel event centered in the rural area of Sandtown Road), and Tour de Burt (another gravel event – this one honoring the town of Evening Shade’s claim on the late Burt Reynolds for his work on the TV show of the same name).

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It was at the Governor’s Tourism convention last year that Finster was visiting with the cycling director for Experience Fayetteville, which promotes tourism in northwest Arkansas.

“We started talking about the Sandtown Shuffle, and he was showing me a couple routes for the Arkansas Graveler (a race that started in Fayetteville and ended in Jonesboro). One was coming through Batesville and one through Cave City, and the others were not. I said, ‘Please come to our area.’”

Eventually, the route was moved to pass through Cave City, which hosted some 300-400 cyclists last year.

Finster (left) on a ride with fellow bicyclist Robert Campbell

“That was fun to ride and host in our area. We had five locals from Batesville – Jeff Owens, Jerrod Sandefur, Danny Storlie, Rick Elumbaugh, and myself – riding 360 miles over six days in the hottest part of the year. By Day 3, we had a 110-degree heat index – it was wild,” Finster said with a laugh.

This June, Arkansas Graveler participants will ride from Mena to Russellville, and instead of riding, Finster will be on staff as support.

Races and events like these have drawn visitors to rural Arkansas, boosting local economies and showcasing the region’s natural beauty.

Finster said he got involved with the Cave City Watermelon Festival after hosting the Melon Grind bike ride last year. Now, Amy is heading the committee, and he remains involved as well.

He was also awarded the 2023 Ozark Gateway Tourist Council President’s Award for Outstanding Service in the Tourism Industry.

Above (from left): Shea Lewis (Secretary of the Arkansas Department of Parks, Heritage and Tourism), Bobby Finster (Rural Innovation Group), and Delaney Thomas (Director of Arkansas Tourism) at last month’s Governor’s Conference on Tourism, which was held in Bentonville / Image provided by the Batesville Area Chamber of Commerce

Last month, he earned the highest honor in Arkansas tourism one can receive. The Arkansas Tourism Henry Awards recognize the biggest names in Arkansas tourism – awards are presented to people, organizations, and attractions that contribute to the state’s tourism industry.

“We have been going (to the tourism conference) a few years, so I knew what the Henry Awards were and that being nominated and winning was a big deal,” Finster said.

“I’m not great at public speaking, and the winners have to take the stage. We were at Crystal Bridges, and they gave Alice Walton a standing ovation and a lifetime award – I didn’t even bother to sit at the table for nominees. So then to have to follow her, it was pretty intimidating, to say the least,” he said, laughing.

“I’m just doing what I love to do – anybody who knows me knows I love it. It was so tough to leave my job like I did, but winning that award validates my efforts – it makes it feel like it was not for nothing.”

Finster said being outdoors can be healing and beneficial for both mental and physical health – helping reduce stress, boost mood, and improve thinking skills.

“This is what I love about it. I had a friend refer to it as ‘untangling of the mind.’ And it doesn’t really matter the speed, distance, or even the effort. It’s always rewarding to connect with the outdoors,” he said.

Images provided by Bobby Finister except where noted