Get the right people together in the right place at the right time and good things will happen. In May 2014, Mammoth Lakes Tourism hosted the #BikeMammoth mountain bike weekend. The group included photographer Michael Darter and professional cyclist Phil Mooney. Following a weekend of fun mountain bike riding, Darter and Mooney were able to reconnect a few weeks later for a special photo shoot … the cover of the August issue of Bicycling Magazine! Featured on the cover is Mooney pedaling Lower Rock Creek Road in the Mammoth Lakes area. The open rate on a magazine cover such as this one is $77,000.