How to Interpret This Article
This article is designed to help race organizers measure and communicate the economic impact of their events. By tracking things like participant spending, lodging, and local business engagement, organizers can build a strong case for community value.
Whether you’re applying for sponsorship, seeking support from local government, or simply trying to grow your event sustainably, this guide offers practical steps to demonstrate why your race matters – not just to athletes, but to the entire region.
Endurance races aren’t just tests of grit – they’re also opportunities for host communities to cash in on tourism. When trail runners, mountain bikers, and off-road triathletes descend on a small town for race weekend, they bring along travel companions, wallets, and a hunger to spend. From hotels and B&Bs to cafes and gear shops, local businesses often see significant upticks in revenue tied to these events. In fact, even modest-sized races can inject tens of thousands of dollars (if not more) into a rural economy virtually overnight. The following case studies showcase how U.S. trail runs, cross-country (XC) mountain bike races, and off-road triathlons have translated participation into dollars – and offer lessons for organizers looking to maximize community impact.
Trail Running Races Revitalizing Small Towns
The Leadville Trail 100 in Colorado is a powerful example of a race breathing life into a struggling town. After a local mine shut down in the 1980s, Leadville faced economic ruin – until a 100-mile trail race was introduced as a tourism draw[1]. Today, the Leadville Race Series (which includes the run and a 100-mile MTB race) brings in an estimated $15 million annually to this small mountain community[2]. On race weekends, some 800 runners plus their crews flood Leadville. “It’s tremendous. The influx of racers is so positive for us. It really helps us pay bills into the year,” says Adam Schuknecht, owner of a local coffee shop, noting that visitors from all over often continue supporting his business online after discovering it during race week[1].
In Illinois, the Tunnel Hill 50/100 Mile ultramarathon has put the tiny town of Vienna on the map. Over 600 runners (plus their families and support crews) swelled the population of Vienna (normally ~1,500 residents) during the 2023 race weekend[3]. Likewise, Auburn, California – home to the Western States 100-Mile Endurance Run – has embraced the “Endurance Capital” moniker as multiple annual trail events fill area hotels and eateries. One study of an off-road race found non-local participants spent about $415 per person over the weekend[4].
Mountain Bike Events: Big Spokes, Big Bucks for Communities
In Oregon, a study of MTB events in Oakridge found that a 3-day MTB festival pumped $1.2 million into the local economy[5]. The High Cascades 100 brought nearly $400,000 to Bend, OR, and a national championship event there added another $200,000[5]. These events combined created 50+ jobs and drew riders from 28 states and five countries – 65% of visitors came from outside Oregon[5].
In Michigan, the Iceman Cometh Challenge attracts roughly 5,000 racers, and $6.7 million annually in economic impact has been reported[6]. In Wisconsin’s Northwoods, the Chequamegon MTB Festival draws thousands and helps mountain biking contribute about $7.8 million annually to the local region[7]. Even grassroots MTB weekends, such as those in West Virginia, have shown $67,000 in economic value for small towns[6].
Off-Road Triathlons: Multi-Sport, Multi-Dimensional Impact
The Richmond XTERRA off-road triathlon brought roughly $197,000 to the Greater Richmond area[4]. Non-local triathletes spent an average of $415 each on race weekend[4].
The Ironman 70.3 World Championship in St. George, Utah brought an estimated $20-$25 million in economic activity[8]. Ruidoso, New Mexico is set to host the XTERRA World Championship from 2026-2028 and expects significant economic benefits[9]. A tourism study in Arkansas found bicycling visitors supported over 550 jobs and generated $59 million statewide in a year[3].
Closing thoughts – a few tips and tricks.
Hosting endurance races can be transformative for local economies, especially in smaller towns. The case studies above demonstrate a range of impacts – from tens of thousands to millions of dollars – flowing into communities as a direct result of race weekends. Here are a few takeaways.
- Enhance the Racer Experience to Encourage Longer Stays: The longer participants stay, the more they spend. Festival-style extras (expo booths, concerts, kids’ races, group rides/runs, etc.) can turn a one-day race into a multi-day tourist experience. Mountain bike events like Oregon’s MTB Oregon and the XTERRA triathlons include festivals and family activities, leading visitors to spend an average of 4 days in town. By making your event a true destination experience, you entice people to arrive early and stay late, maximizing local economic impact.
- Measure and Share the Impact: Gather data through participant surveys, registration ZIP codes, and lodging reports to estimate your event’s economic impact. Concrete numbers (e.g. total spending, hotel nights, jobs supported) strengthen your story. For example, showing that 65% of racers came from out of province and spent on average $400+ each will help convince sponsors, local officials, and residents of the race’s value.
Trail races, MTB events, and off-road triathlons can be a win-win-win: athletes get an unforgettable race, local businesses see their tills filling up, and towns gain positive exposure (sometimes reinventing their very identity around outdoor recreation). The examples of Leadville’s turnaround, Oakridge’s MTB-driven revival, and countless others show that endurance sport can be more than just a competition – it can be a catalyst for economic growth and community pride.
Sources
1. https://www.washingtonpost.com/travel/2023/08/17/leadville-100-colorado-trail-race/
2. https://www.trailrunnermag.com/people/leadville-100-economic-impact/
3. https://www.americantrails.org/resources/economic-and-health-benefits-of-trails
4. https://scholarscompass.vcu.edu/etd/2757/
5. https://digitalcommons.wou.edu/cgi/viewcontent.cgi?article=1002&context=per
6. https://www.ironman.com/news_article/show/1203403
9. https://www.ruidoso-nm.gov/news_detail_T2_R163.php
Checklist to showcase and leverage economic impact:
- Survey Your Participants
Use post-race surveys to ask athletes where they traveled from, how long they stayed, where they spent money (lodging, dining, retail), and how many people they brought. This obvious needs to be done after your upcoming event, but is a powerful tool.
- Estimate Economic Impact
Use multipliers from similar studies (e.g. $415 per non-local participant from the XTERRA Richmond study[4]) to estimate total visitor spending. Multiply by the number of non-local participants and their guests to calculate a rough dollar value you can share with sponsors, towns, or tourism boards.
- Pitch / Partner with Tourism Boards or Municipalities
Use your survey results and estimated economic impact to prepare a short, visual impact summary. Include testimonials from local business owners (“our busiest weekend of the year”), a heatmap of where participants came from, and spending estimates. Ask for co-marketing support or small grants to grow the event.
- Tell the story of the event.
Share stories of community involvement and business benefit on your website or in newsletters. Highlight how your event supports the local economy — this builds public goodwill and encourages more collaboration in future years.
Bonus: Create a Local Business Map or Passport
Partner with restaurants, coffee shops, breweries, and gear stores to make a printed or digital map of race-weekend discounts. Promote it in your welcome package or athlete newsletter. This increases racer spend locally and gives businesses measurable foot traffic.
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