economic
photo courtesy of Christopher Didario / USA Triathlon
including athletes, coaches, parents, and fans That distinction is important, says Philip The Destination Marketing Association
traveling from throughout the country, that Porter, an economist at the University of International (DMAI), a trade association of
figure might sound modest. South Florida and a vocal critic of economic convention and visitors bureaus, provides
Then again, it’s not uncommon for four to impact studies of sports events. Porter says similar guidelines for its members.
six college athletes to share a hotel room to the economic impact of a Super Bowl is Some sports commissions, government
defray costs. And unlike officials from major virtually zero since the mid-winter event agencies, and event promoters will use a
cities who tend to exaggerate economic typically is held in warm-weather destinations “regional multiplier,” a mechanism that
impact numbers to attract a Super Bowl such as Miami, Phoenix, and San Diego, determines indirect spending. Multipliers
or college basketball Final Four – or justify Visitors are merely displacing seasonal assume that a single dollar will change hands
the major expenditures for hosting such an vacationers who alter travel plans rather than many times over the course of an event. A
event or building a new venue to do so – city accept higher hotel costs. multiplier of three can turn a $3.5 million
officials tend to be conservative when it “A lot of the money being spent in these impact into $11 million.
comes to triathlon estimates. areas is at hotels that have an 85 percent Since sports commissions and event
Tammy Stout, executive director of occupancy rate in January and February promoters are in the business of promoting
the Augusta (Ga.) Sports Council, initially anyway,” Porter says. events and rallying civic support, there’s a
projected a $2 million economic impact for Triathlons tend to be scheduled during temptation to present findings that show eye-
the city’s inaugural Ironman 70.3 event in slow periods when traffic can be more easily popping financial benefits.
September. With a low no-show rate – more diverted and there are hotel rooms available. “We suggest caution and conservatism
than 3,000 athletes competed – and a crowd That makes them particularly attractive to and focusing on direct visitor spending,”
approaching 10,000, including athletes, the communities looking for additional revenue Schumacher says. “There’s no reason to make
figure was revised after the race to $4.7 streams. outlandish claims, and we see that in triathlon
million. Don Schumacher, the executive director on occasion just as we do with every other
Augusta, site of the prestigious Masters of the National Association of Sports sport. If your estimate appears too low, what’s
golf tournament, has plenty of high-end hotel Commissions, urges commissions to calculate the worst that can happen? An economist will
rooms. According to race surveys, athletes “total visitor spending” by taking the number say you were too conservative.”
stayed an average of 2.5 nights and brought of out-of-town visitors and multiplying by The annual St. Anthony’s Triathlon, the
three people. their average spending per day, then by the unofficial kickoff to the national triathlon
Since Augusta is 150 miles from Atlanta number of days. season, generates more than $5 million in
and 100 miles from Athens, home to the So if a race attracts 5,000 visitors (athletes economic impact to the Tampa Bay area,
University of Georgia, the triathlon generated and guests), who spend an average of $750 according to the St. Petersburg Clearwater
legitimate economic impact by attracting new apiece, that produces an economic impact Area Convention and Visitors Bureau. Some
business to hotels and restaurants rather than of $3.5 million, which Schumacher says is a of the 4,500 athletes are local, but out-of-
simply displacing college football fans and reasonable figure that would mesh with NASC towners bring guests and often stay additional
other visitors to the area. guidelines. days.
Continued on pg. 72
usatriathlon.org USA TriAThlon 71
USATTriWinter10pgs50-90.indd 71 12/9/09 3:10:33 PM
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130 |
Page 131 |
Page 132 |
Page 133 |
Page 134 |
Page 135 |
Page 136 |
Page 137 |
Page 138 |
Page 139 |
Page 140