Utah Tech study: St. George Marathon infused $10.4M into local economy
A study conducted by Utah Tech University’s College of Business showed that the recent St. George Marathon infused an estimated $10,383,000 into the local economy. The 47th edition of the event took place Oct. 7, is a Boston Marathon qualifier and is the 15th-largest marathon in the U.S.
“The St. George Marathon is our signature annual event,” said St. George Mayor Michele Randall. “Not only is it a great unifier for our community, but it is always good for the bottom line of local businesses.”
Kristy Grayson, assistant professor of marketing at Utah Tech, led a team of business students in surveying athletes, supporters, volunteers and vendors. Surveying occurred during the Marathon Expo and at the marathon finish line to estimate the economic impact of the event for the city of St. George.
The study showed that in addition to those registered for the race, an estimated additional 21,000 supporters visited the area for an average of 2.5 days. The economic impact figure considers the number of attendees, whether they traveled from outside the region to attend the event and includes estimates of amounts spent on lodging, local restaurants, shopping in stores and other activities in the area.
The study estimated the overall spending for the key categories during the event duration and visitor stay in St. George as follows:
- Lodging: $3.4 million (excludes locals and those staying with friends and family).
- Transportation: $1.6 million.
- Food and beverage: $1.3 million.
- Local activities: $1.1 million.
- Shopping: $811,000.
Over 50 percent of respondents participated in marathon events for the first time. Participant sentiment toward the marathon was extremely positive, as an overwhelming majority would recommend the St. George Marathon to a friend or acquaintance.
“Not only is the St. George Marathon a beloved tradition, attracting visitors from nearly every state in the country and several different countries, but it also serves as a powerful means to support our city,” said Michelle Graves, assistant parks and community services director. “The numbers are amazing and shows how important this event is to St. George.”