Introduction. Photo source:

(1)

Introduction

• November 14, 2010: Eighth Annual Big Sur Half Marathon on Monterey

Bay

• Started and finished in downtown Monterey, with a picturesque route

along Monterey Bay, featuring over 5,700 participants

• This economic impact analysis aims to provide an accurate assessment of

the financial gain realized by the Monterey County region as a result of

hosting this annual event

• San Diego State University’s Sports MBA program designed the survey,

(2)

Methodology

Methodology Economic _Impact Hotel Info Other

(3)

Methodology

• Questions about race weekend spending habits, demographic

information, Health & Fitness expo purchases, and race

element satisfaction

• Responses collected via

. In total, 1,375

participants responded (a 23.7% response rate)

• Results extrapolated to the entire population of runners using

the total “combined pickup” number of 5,795 race

participants

(4)

Methodology

• The survey results were analyzed by Scott Minto, Director of the

Sports MBA program at San Diego State University

• Scott Minto holds a Master of Business Administration from the

SDSU Sports MBA program (2006) and has served as its director

since November 2007

• The Sports MBA program at SDSU performs economic impact

analysis reports for numerous endurance events, primarily for San

Diego-based Competitor Group, Inc. These reports have included

studies for marathons and half marathons in Seattle, San Jose, Los

Angeles, Las Vegas, Chicago, Dallas, Philadelphia, and Virginia Beach

(5)

Economic Impact Findings

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Methodology Economic _Impact Hotel Info _StatisticsOther Demographic _Information

Executive Summary

TOTAL ECONOMIC IMPACT

$7,159,047

DIRECT SPENDING

$4,113,758

INDIRECT/INDUCED IMPACT

$3,045,289

TAXES & FEES GENERATED

$375,984

HOTEL ROOM NIGHTS

6,350

(7)

Accommodation

$1,099,691

Municipal Taxes & Fees Collected $375,984 Daily expenditures $1,857,429 Rental car expenditures $4,672

Health & Fitness Expo Economic Impact $36,532 Revenues Collected by BSIM $742,235

Indirect and Induced Impact $3,045,289

Total Economic

Impact

$7,159,047

(8)

Accommodation expenditures

Total

$1,099,691

Rental

house/apartment

$95,615

Hotel

$1,004,075

(9)

Daily Expenditures

Dining/groceries/

beverages

$1,420,545

Ground

transportation

$390,138

Entertainment

$199,984

Total

$1,857,429

(10)

Registration & Merchandise Revenue

Local Vendor

Revenue

(11)

Rental Car Expenditures

Rental car

expenditures

(12)

Health & Fitness Expo

Local Vendor

Revenue

(13)

Taxes & Fees Generated

Rental car taxes & fees

$1,519

Hotel/Rental (occupancy tax)

$115,468

Sales tax for daily expenditures & Expo

$257,933 Passenger Facility Fee Collected $1,064

Total

$375,984

(14)

Indirect and Induced Economic Impact

Induced

Economic Impact

$1,154,930

Indirect Economic

Impact

$1,890,359

(15)

Hotel Information

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Room Nights

• Out-of-Town Participants: 4,819

• Total Out-of-Town Visitors: 8,154

• Total Hotel Visitors: 6,305

• Total Room Nights Generated by Event: 6,350

• Average Rooms Per Night: 1.48

• Average People Per Room: 2.28

• Average Room Nights Per Party: 3.40

(17)

Specific Hotel Information

Hotel Costs:

• Average Daily Rate (pre-tax): $158.12

• Average Daily Rate (post-tax): $174.12

• Hotel Tax Rate: 10.5%

Hotel Preferences:

• Portola Monterey Hotel & Spa:

12.5% of hotel guests

• Monterey Marriott:

9.2% of hotel guests

• Casa Munras:

4.5% of hotel guests

(18)

Other Statistics

Methodology Economic _Impact Hotel Info Other

(19)

Percent of runners who would have

visited Monterey without event

8.55%

“Yes”

“No”/ No Answer

91.45%

(20)

Detailed Travel Information

Monterey

3%

SFO

9%

OAK

1%

SJC

8%

Drove

79%

(21)

Satisfaction with Event Characteristics

4

4.25

4.5

4.75

5 Course

Volunteers

Event Organization

Aid Stations

Toilet Facilities

Start Area

Finish Area

Sweats Handling

# of People on Course

Course Entertainment

Post-Event Refreshments

Website

Registration Process

Event Shirt

Expo

Race Program

Merchandise

Timing & Results

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Demographic Information

(23)

Marital Status of Participants

57%

37%

4% 2%

Married

Single

Domestic partnership

Decline to state

(24)

Education Level of Participants

9%

28%

43%

7%

6%

7%

Doctorate degree

Master's degree

Bachelor's degree

Associate's degree

Professional degree

High school

(25)

Ethnicity of Participants

76%

10%

6%

3%2% 1%.5%2%

Caucasian (non-Hispanic)

Asian

Hispanic/Latino

Multiracial

Pacific Islander

African-American

Native American

Other

(26)

Income Level of Participants

4%

_10%

14%

18%

23%

14%

8%

4% 2% 2% 1%

Less than $25,000

$25,000 - $50,000

$50,000 - $75,000

$75,000 - $100,000

$100,000 - $150,000

$150,000 - $200,000

$200,000 - $250,000

$250,000 - $300,000

$300,000 - $500,000

$500,000 - $1,000,000

$1,000,000+

• 54% of participants have an income over $100,000 per year

• Average annual income: $141, 269