Introduction: The Musselman Investment About five years ago I attended a triathlon outside Las Vegas, Nevada. Another race director, an acquaintance from Missouri, was competing, and we got to talking about our events. He had recently raised the entry fee of his half-‐iron race to over $200, and he chided me for keeping the Musselman entry fee under $150.
"You're making the rest of us look bad," he said, referring to our fellow promoters. It has never been my intention, nor that of the dedicated men and women of the organizing committee, to characterize Musselman in terms of dollars and cents. We produce an event that costs money to run and that requires an entry fee to participate, but that is tangential to our mission. The investment by athletes should not be burdensome; we prefer accessibility to selectivity. But each year we ask for use of public roads, we run and ride through public parks, and we accept a responsibility to the community that plays host. Our return investment takes many forms, one of them economic, but overall the strategy is community investment. We invest in public art; we invest in our children and their health; we invest in non-‐profits serving the public good. We are building a destination where tourists want to visit, where families want to live, where athletes want to play. The Musselman Triathlon was conceived in 2004 and has been held annually in July ever since. This coming year represents our 10th anniversary. Nearly 9,000 unique individuals have competed at Musselman, and thousands more have become part of the Musselman family in some way. This report endeavors to summarize one small part of what we call "The Musselman Effect." This is the economic impact report, where we add up all the figures to quantify the financial investment the Musselman athletes, spectators, and volunteers are making to the Geneva community. But economics do not exist in a bubble, and every dollar spent can promote intangibles like pride, opportunity, and well-‐being elsewhere. Economic vitality is but one component of a healthy, vibrant community. By probing and discussing the successes and failures of Musselman over the years, future events can bring more positive outcomes to Geneva and the Finger Lakes. I welcome you to read the full report, discuss it, critique it, share it. Then go outside and support those events that bring a greater quality of life to your own community.
Jeff Henderson Musselman Triathlon race director
!
!
Executive Summary Since 2004, athletes have traveled from across the United States to Geneva, New York each July. They come to participate in the Musselman Triathlon, a weekend of swim-‐bike-‐run races which now includes the microMussel super-‐sprint, the mini-‐Mussel sprint, the Musselman half-‐iron, and MusselKids (for ages 6-‐14). They bring bikes, gear, spectators, and enthusiasm, and they return home with tired muscles, a sense of accomplishment, and familiarity with a destination they may not have previously known. The participants, as well as their families and friends, leave their mark on Geneva. The city swells with pride but also with tourist dollars, as the triathlete demographic represents active lifestyles, affluence, and discretionary spending. There have been attempts to measure this economic impact and generate an accounting of the retail and restaurant traffic from Friday through Sunday. Those efforts are important, but they miss a critical piece: Musselman isn't just one weekend in July. Instead it's a showcase of everything Finger Lakes: from hospitality to natural beauty, from roads to wineries. And when people have a great experience, it has collateral effects. This report presents a comprehensive assessment of the economic impact of the 2012 Musselman Triathlon calculated from the results of in-‐depth surveys of both athletes and local businesses, as well as data collected during participant registration. Historical data from the previous nine editions are also considered. The methodology used to derive the findings are outlined, and the trade-‐offs discussed. Standard protocols from foundational studies are adhered to and, where deviation occurs, the rationale for departure explained. The calculations serve as the basis for the findings and conclusions, the bottom-‐line figures that represent a snapshot of the 2012 event weekend's total financial impact on the city of Geneva. Speculative assessment and anecdotal evidence are avoided to present a clear picture of the new dollars entering the Geneva economy. The greater economic impact beyond race weekend is discussed and considered, but no attempt is made to quantify the magnitude, as that would be imprecise. The 2012 Musselman Triathlon brought over 3,000 unique visitors to Geneva and was responsibe for the infusion of approximately $4 million into the Geneva economy. In addition to these new dollars, the event also confers accessory benefits to the region in the form of return visits, the introduction of a desireable tourist demographic to the region, and positive national press. This report's findings include not only financial conclusions, but also policy recommendations for Geneva's city government. The report provides strong evidence that successful events are good for the local economy and complement the strategic objectives laid out by Geneva's City Council. Beyond economic impact, a case is made that events like Musselman confer intangible benefits to a community that cannot be readily quantified but exert just as much impact. The report concludes with testimony from a specific Geneva business, the Geneva Bicycle Center, to glean additional firsthand knowledge about the reach of Musselman throughout the year.
Musselman Triathlon: Economic Impact I. Methodology II. Findings
a. Athlete findings 1. Profile and travel data 2. Spending habits 3. Previous experience/likelihood of return trip
b. Business community findings c. Historical data III. Conclusions a. Calculating economic impact b. Accessory impacts IV. Policy Recommendations V. Addenda a. Case study: Geneva Bicycle Center b. 2012 participant survey c. Business community survey
To properly gauge the total economic impact of the Musselman Triathlon held in 2012, data from a variety of sources were collected over the course of the year for later analysis. The measurement instruments captured data specific to Musselman weekend 2012 but also yielded information useful for assessing events beyond and apart from the triathlon. Utilizing industry best practices to control for displacement (dollars that are not new to the area but simply shifted from one sector to another) and testing against the counterfactual case (if Musselman didn't occur), the collected data serve as a benchmark for different types of events in Geneva. In order for the analysis to be thorough and complete, information was gathered from athletes as well as businesses and service providers. An athlete assessment tool was created and disseminated electronically to all 1,688 participants in the 2012 event. A separate assessment was created for merchants and businesses. The Geneva Area Chamber of Commerce and Geneva Business Improvement District distributed the online survey to all of their members and followed up with a reminder e-‐mail four days before the deadline. Response to the athlete survey created a sample size of 32.9% of total Musselman participants, which is a very strong response rate and a statistically significant percentage. 556 individual athletes responded, with 97% of respondents answering every question posed. Multiple-‐choice and free response questions were offered in order to capture both quantitative and qualitative information. 26 businesses completed the survey distributed by the Geneva Area Chamber of Commerce and Geneva Business Improvement district (BID), with 52% of those respondents representing lodging, retail, or dining establishments. In addition to the survey tools, there exists a repository of Musselman-‐specific data collected via the online event registration system that enables cross-‐checking of survey findings. This data has been collected annually since 2006 and verifies that the survey sample is indeed indicative of the field as a whole. As an example, 20% of survey respondents reported staying at the Musselman "Athlete Village" on the Hobart & William Smith campus. Correspondingly, the registration system data show that 335 people registered for accommodations at the Athlete Village (19.9% of participants), thus verifying that the survey captured a representative sample. The registration system provides additional insight into the spending habits of participants. In addition to the warehouse of participant home addresses, the software calculates travel distance for each athlete for use by the carbon offset module. This component allows athletes to purchase carbon credits to offset the greenhouse gas emissions produced by their travel to and from Geneva. Athletes are also asked to report the number of nights they intend to stay in the area. Over time, an historical analysis overlayed with the event weekend timeline can assess the effect of accessory offerings such as MusselFest, the downtown mural, and the pre-‐race dinner. In this study, Musselman's economic impact is calculated in four stages, which leads to a cumulative assessment of net impact. First, the self-‐reported athlete spending, checked against data provided by the local business community, yields a net cash infusion from non-‐local athletes. This is referred to as the "participant yield." Since participants often bring family, friends, or teammates with them, data referencing total party size and spending creates an "event influx" total, which represents the amount of new money coming into the community
specifically due to Musselman. The costs associated with hosting the event, both in terms of local capital expended and contractual obligations of the race director for local vendors, are reported as "production outlay." Funds donated to service organizations through direct athlete contributions (whether via the registration process or charity slots) and post-‐race contributions from Musselman to local organizations are quantified and referred to as the "service organization yield." Standard economic impact assessment requires the use of a multiplier for capturing the full effect of local investment in terms of first generation indirect dollars. This means that while we cannot speculate as to the use, investment, and ultimate effect of each new dollar introduced into the local economy, we can, in various service sectors, anticipate with a reasonable degree of certainty the impact of each new dollar as it turns over in the local economy1. The multiplier selected for Musselman, given that many of the new dollars are spent in retail and dining establishments and taking into account the magnitude of contributions to service organizations as a proportion of total financial outlay, is 2.17. Dollars invested in service organizations see a higher percentage of local turnover, whereas money spent at retail and dining establishments often bleeds out of the community via vendors and suppliers. Therefore, the aggregate sum of participant and service organization yield, coupled with production outlay and event influx, is multiplied by 2.17 to provide the "total event yield." This final number represents the quantifiable monetary impact of Musselman weekend 2012. Results are divided into three sections: athlete findings, business findings, and historical analysis. Research conclusions are then presented, including the calculated economic impact of Musselman weekend as well as accessory impact to the region, and from that policy recommendations are made. The conclusions and recommendations both address Musselman-‐specific findings as well as those related to other local events. All results reflect best practices within the economic impact assessment industry. Addenda to the report include copies of the surveys distributed as well as a case study meant to illustrate substantial and sustained economic impact on local businesses involved with or related to local events. The findings of this study provide insight into the "Musselman Effect" on various sectors of the local economy. In addition, data collected from both groups (athletes and businesses) provide information and ideas that could facilitate effective planning related to the marketing, promotion, and cultivation of events in general. While the survey tools used in support of this research focused on the peak tourist season of May-‐September, the findings lend themselves to extrapolation throughout the calendar year and may unlock secrets to extending this season for maximum community benefit.
Athlete Findings The participant survey results can be sorted in a race-‐specific fashion. Of the 556 total respondents, 306 athletes (or 55% of the total) entered only the half-‐iron race on Sunday of the event weekend, 203 athletes (37%) participated in just the previous day’s mini-‐Mussel race, and that 36 athletes (6.5%) competed in both races, known as the "DoubleMussel." Additionally, the microMussel super-‐sprint race was offered as a Friday night prologue, and several entrants from each of the weekend races signed up for that race as well. Of all survey respondents, eight athletes (1.4%) competed in all three races. While triathlon, as an endurance sport, attracts a unique kind of athlete, the level of training required for successful completion of the half-‐iron distance or the DoubleMussel is generally indicative of a specialized caliber of participant (in terms of overall training time, equipment, the criteria for selecting particular races, and pre-‐race activities). Therefore, while the overall survey data provides interesting insight into the economic habits of triathletes generally, the findings will be presented in a manner specific to each race where notable differences occur. For purposes of clarity, Musselman will be used to describe the entire field of athletes, the term mini-‐Mussel will denote Saturday racers, and half-‐iron will refer to the Sunday pool. Athlete Profile and Travel Data The 2012 edition of Musselman brought 1,688 competitors to Geneva, NY. While Musselman weekend draws in many participants from the Finger Lakes region, locals are not the majority. Of the mini-‐Mussel participants, 39.7% reside within a 50-‐mile radius of Geneva, while in the half-‐iron less than 20% of the field are within that reach. The majority of half-‐iron participants travel over 100 miles to compete, with 39% traveling 201-‐400 miles for the race. 17% of all participants came to Geneva from distances greater than 400 miles.
Less than 5% of participants were solo travelers, meaning that 95% of those who responded came to Geneva with at least one other adult or child. 23% of half-‐iron participants were accompanied by at least one child, while over 40% of participants in the mini-‐Mussel brought children along. 23% of those children participated in Saturday’s kids race. As for adults, many
athletes attended with other athletes, and moreso amongst mini-‐Mussel participants, where 63.5% of accompanying adults were also racing. A full 11% of mini-‐Mussel participants brought five or more people. Among half-‐iron athletes, a majority (52%) brought at least one non-‐participant with them, and 32.6% brought three or more. In total, 2,159 people accompanied the athletes to Geneva for some portion of Musselman weekend, with 70% accompanying half-‐iron participants and 30% accompanying athletes in the mini-‐Mussel. “I came to the race as part of Team Z -‐ we had LOTS of people there cheering and racing!” “About 25 of my extended family members were there and about 12 of them participated.” "We had been to Watkins many times but never Geneva. Through Musselman and Seneca7... we discovered Geneva and now travel up there for day trips to the farmer’s market, the bike shop, etc." Given that most athletes travel from distances over 100 miles in parties of at least two people, the economic impact on local accommodations is significant. Several options exist for stays in and around Geneva: hotels, motels, bed and breakfasts, inns, rental homes, and the Athlete’s Village on the campus of Hobart & William Smith Colleges. The Athlete’s Village is made available on a first-‐come, first-‐served basis during registration. 335 athletes (approximately 19% of the field) took advantage of that option in 2012. Over twice as many athletes (42%) stayed at a hotel or motel in the region. Additionally, approximately 11% of the field rented private homes, 5% stayed at local bed and breakfasts (B&Bs), and 4% at a campground or RV park.
Many athletic events are single-‐day outings, but the survey data for Musselman show a different trend regarding participant stays. Once athletes are in Geneva, many accompanied by friends and family, they tend to stay more than one day. While this would be make the most sense for those entered in at least two races over the course of the weekend, it also holds true for those entered in only one race. Overall, 19.7% of the field reports staying one night; 24.4% two nights; 18.2% three nights; and 7.9% four or more nights. There is important differentiation between the lengths of stay of mini-‐Mussel vs. half-‐iron competitors. Because the former group (mini-‐Mussel) contains a higher percentage of local athletes, the length of stay tends to be shorter than the half-‐iron athletes who are, on average, traveling greater distances to Geneva.
Athlete Spending Patterns In addition to questions about travel distance and length of stay, athletes were asked to indicate a range that best corresponds to their annual household income. This was a mandatory-‐response question which ensured that all respondents provided this key demographic information. The following charts display the findings:
While athletes are in the area, they not only spend money on lodging but also food, supplies, and entertainment. Some triathlon clubs that travel to the event are largely self-‐sufficient, bringing groceries and grills and other items for the athletes they support. But many athletes do their shopping while in town: Spending Category % of Athletes Avg. Daily Expenditure restaurants 82.3% $51-‐75 groceries 69.4% $11-‐25 non-‐food, triathlon-‐specific items 47.7% $26-‐50 retail not related to triathlon 30.8% $26-‐50 entertainment 17.5% $11-‐25 misc. (coffee, gas, etc) 15.7% $11-‐25
Based on reported athlete accommodations while in the area, matched with the rates charged for each type of possible housing, the average lodging cost per day for each athlete is calculated to be $125. There does exist an outlying case: one athlete who traveled along Routes 5&20 stopped at Friendly Ford, where they purchased a new vehicle for upwards of $20,000. Because this single purchase would skew the average daily athlete expenditure, it is not included in the forthcoming calculations. However, it is added to the 2012 event total. Extrapolating the reported spending to the entire field, Musselman participants spend an average of $198/day in the area. In addition, the other travelers in each athlete's party also spend money locally. After backing out costs related to the triathlon and accommodations (so as to not double count rooms), the average person accompanying an athlete is responsible for an infusion of new dollars into the local economy at the rate of $82/day. "Since the Musselman started, we do more in the Geneva and Seneca Lake area and buy more of the local products." Athlete Experience in the Finger Lakes (and future travel plans) The survey administered as part of this study asked athletes to describe their prior knowledge, if any, of the Finger Lakes region (and Geneva specifically) and how, if at all, their participation in Musselman effected their desire to return to the area. As might be imagined, the half-‐iron participants, who generally travel to the race from a greater distance, had less prior knowledge of the area than athletes in the mini-‐Mussel, which attracts a larger local pool. Of total event participants, 8% had never heard of the Finger Lakes region prior to participating in Musselman. 14.4% had heard of the Finger Lakes but did not know of Geneva specifically. Amongst half-‐iron participants, Musselman was the first introduction to the region for 12.5% of athletes and the first introduction to Geneva for another 18.7%. Of those athletes newly introduced to Geneva or the region, 57.8% have an annual income at or above $100,000, 27% are over $200,000, and 74% come from distances of over 200 miles. When asked what activities they participated in during their stay, athletes that were new to the area reported that they took time to explore the region (52%), visit a wine trail (20.7%), spend a day in Watkins Glen or Ithaca (15%), or visit Finger Lakes Premium Outlets (18%). "We accidentally stumbled into a nearby garlic farm after wine tasting at one of the wineries near Hector, NY. We didn't really know what to expect – maybe buy some garlic or some pesto that they sold at the winery, but ended up getting an impromptu tour around the farm and barn which had garlic drying all over the place and a bit of an education as well." From that same pool of new-‐to-‐the-‐area athletes, 18.7% have already booked another trip to the Finger Lakes that will occur prior to the 2013 event. Of all participants, 81.5% indicate that they intend to return, 46.2% on a trip unrelated to the 2013 Musselman. This means 780 unique return trips apart from Musselman itself. Knowing that not everyone travels alone, we can
conservatively assume one additional traveler per trip and therefore at least 1,560 repeat visitors to the area at some time other than July 12-‐14, 2013. In addition to developing an affinity for the area, athletes report a strong desire to be repeat participants in Musselman, with 61.5% intending to come back for the 2013 edition. Historical data as to participation trends and repeat visitors can be found in the Historical Analysis section of this report. Athletes remarked on their Finger Lakes experience during Musselman weekend and how that guides their future travel planning: "We decided to go back to the area one month later to celebrate our 15th wedding anniversary. We stayed towards Keuka… but came into Geneva for dinner." "Planning a wine tour on one or two of the lakes this fall." "Have and will again come back to Geneva for training ride before next Musselman." "We will most likely be in the area for some fall wine tasting and visit the bike shop and see what is coming up at the opera house." "Planning another bike tour in this region next summer." "Saw what a great area it is and plan to bring the wife up for an extended weekend she does not travel with me to races." "My husband and I will be coming up for a day trip to the finger lakes to visit some wineries and to eat in some of the amazing local restaurants which use local foods from the finger lakes. One of the things that we love about the area is everyone's desire for good things from local farmers, and growers and crafters etc." Triathlon is a unique sport when considering the number of wealthy participants. The $100,000+ income bracket is a demographic that tourism organizations focus on when attempting to achieve the highest return on their marketing and outreach investment. Over 53% of respondents to the survey fall within this targeted bracket. Of that higher-‐income group, 43.3% indicate a desire to return to the region for non-‐Musselman events, with 32.7% having already booked a trip. Further, 64% explored the region during their stay, with 23% reporting visiting a wine trail (63.8% chose the Seneca Lake Wine Trail).
Athletes were also given the opportunity to provide, in free response format, the things they most enjoyed during their visit. The survey was administered over one month after the event and the survey did not contain any names of particular businesses, yet the following were remembered and repeated by the athletes with enough frequency to be statistically significant (presented in order, beginning with those most often cited): Geneva Bicycle Center wineries Watkins Glen State Park Red Jacket Orchards Wegmans Opus Red Dove Tavern The Smith Opera House Parker’s Grille and Tap
Beef and Brew Finger Lakes Premium Outlets Eddie O’Brien’s Belhurst Castle Nonna’s Trattoria Seneca Lake State Park/sprayground Halsey’s Cam’s New York Pizzeria
Business Findings The survey distributed to local businesses via the Geneva Business Improvement District and the Geneva Area Chamber of Commerce had three components. First, businesses were asked to describe any direct impact or change they experienced during the 2012 Musselman weekend. This served as a check on the athletes’ self-‐reported spending. Second, businesses were asked to assess the relative impact of a variety of events in Geneva to determine which kinds of events have the largest positive impact and any that might have a net negative impact on their operations. Third, businesses were asked to share the ways in which they interact with visitors and potential customers who are brought to the area during events to identify best practices and/or areas of suggested improvement. In total, 26 businesses started the survey that was distributed and the completion rate was 100%. Of the respondents, 15.4% were from the lodging sector, 26.9% retail (including wineries), and 11.5% dining establishments. With only two exceptions, every respondent indicated that Musselman has a positive impact on their sales or operations. The only other event that received as many positive responses in the survey was Hobart & William Smith Colleges’ graduation in May. There are several opportunities for businesses to be involved with Musselman, and 62% of those surveyed take part in some way. Most common is the displaying of signs and/or sandwich boards welcoming athletes and offering words of encouragement or special offers. Many businesses commit to providing volunteers from their employee pool for the weekend, advertise in the Finger Lakes Times insert that is produced the week of the event, or come out to support their employee-‐athletes in either the mini-‐Mussel or half-‐iron. In gauging economic impact, analytic controls must be present to assess the difference between "displacement sales" and an influx of new dollars. To achieve this, the survey distributed to businesses asked for net receipts for a non-‐event summer weekend, where "non-‐event" is described as a weekend that captures typical summer activity unrelated to a specific draw. The suggested range for consideration was the period after Hobart & William Smith Colleges' graduation through the end of the local school year (late May through mid-‐June). Businesses were then asked to report net receipts for Musselman weekend (date range July 13-‐15, 2012) for purposes of comparative analysis. By examining total spending patterns within each business category, it is possible to benchmark typical economic activity against activity during Musselman weekend. In addition, businesses were asked to report any change to their "per transaction average" to identify differentials in transaction volume vs. transaction magnitude. The business data supports the athletes’ self-‐reported local spending in that net receipts by lodging, dining, retail, and grocery sectors were markedly higher during Musselman weekend. However, 64.7% of businesses reported that their average transaction magnitude during Musselman weekend was the same as non-‐event weekends. This means that while a significant percentage of athletes were spending more money at local businesses than non-‐athletes do, the economic impact is also due to increased transaction volume. In other words, there are
more people spending money in Geneva during Musselman weekend and, as an additional benefit, many of those transactions are of greater magnitude than usual. This means that Geneva is capturing dollars that would not have been spent locally but for Musselman. Corollary data were also provided that support these spending conclusions. Local financial institutions reported a significant uptick in ATM withdrawals and lobby transactions during Musselman weekend. One institution reported a tenfold increase in ATM withdrawals over non-‐event weekends. It can be reasonably assumed, based on this data, that non-‐local athletes who withdrew money from local ATMs upon their arrival spent those dollars locally. In the free response section of the survey, several businesses commented on their perception of Musselman’s impact. Every response indicated that the event has a net positive impact on the community. In addition to direct spending, businesses cited the effect of introducing athletes to Geneva, the loyalty that is developed between businesses, athletes, volunteers, and spectators as the result of a good experience, and the improvement of the image of Geneva as a whole and downtown in particular amongst residents of the area. Here are a few of those responses: "puts Geneva on the 'map' as a destination" "The Musselman has a very favorable reputation especially with regards to the local community support. Some participants will extend their stay to enjoy the area and area wineries." "Awareness of the area so people return for personal time." "Geneva pride" "generating tourism" "Showcases what our area has to offer." "good PR for Geneva" "Introduces the Finger Lakes to so many folks of means who like to travel." "Community involvement. Athletes often share that we are the friendliest race course and most organized." In terms of quantitative measures, 52% of businesses reported repeat business on non-‐event weekends directly attributable to Musselman, with 30.7% saying that the return business is significant.
As previously mentioned, respondents were asked to gauge the impact of a variety of events on their business. The table below illustrates those findings. (Only events in which more than 50% of the respondents indicated some impact are listed.)
Event Positive Negative Musselman Triathlon 91% 5.8% Cruisin' Night 54.5% 45.5% Red Hat convention 88% 10.7% Seneca7 running relay 100% 0% HWS graduation 100% 0% The free response area of the survey indicated that "traffic congestion" is the reason for the negative impact noted for Musselman. Businesses were also asked to comment on methods they employ, or would like to see employed, to increase the likelihood of local spending by participants and visitors during local events. Those comments and suggestions have been incorporated into the conclusions and recommendations at the end of this report.
Historical analysis This section takes a broader look at the Musselman Triathlon through historical data collected by the event over five editions (2008-‐2012) or more to draw additional conclusions.
Participant Counts The field size of participants in Musselman has increased each year since its inception in 2004. In 2007 the event sold out for the first time, meaning the number of registrants reached the established capacity and some potential registrants were turned away. In subsequent years the field limits were increased and deliberately tuned to anticipated demand; in each of these years demand met supply and a "sold out" state was reached. In 2012 all races of Musselman weekend reached capacity in March, four months before the event itself. A wait list has been maintained each year, and considering the number of names on the wait list it is estimated that the field size of Musselman could be at least 25% bigger. This supports one of this study's conclusions that an additional triathlon held in Geneva would draw a large number of participants -‐ current supply is not meeting demand. Participant Demographics Over the past five years, the number of states and Canadian provinces represented (about 38), the percentage of Canadian visitors (about 6%), and the average age of each participant (37.6 years old) has held steady. However, the percentage of female participants has increased each year and in 2011 and 2012 nearly reached 50%. This follows Musselman's objective to establish itself as a "family-‐friendly race," which was picked up by the media. (Musselman was named "Most Family-‐Friendly" by Inside Triathlon magazine in both 2009 and 2010.)
Travel Distance The city of Geneva is relatively small (population 13,000), but it is situated a reasonable driving distance from several major metropolitan areas: Boston, New York City, Philadelphia, Pittsburgh, Cleveland, and Toronto. Musselman tracks the distance traveled by each participant to and from the event, as well as the mode of transportation used (car, plane, bus, etc) each year. The average distance traveled by each participant has decreased over the past five years, while the number of participants coming from less than 25 miles away has dramatically increased. This can partly be explained by several years of increasing the field limit for the sprint race (from about 600 in 2008 to 800 in 2012) while holding the half-‐iron limit steady (at about 1,000 each year). Since the sprint race typically draws less-‐experienced athletes, and because its footprint is limited to the morning, a short drive can be justified by those looking to try the race for the first time. (This trend may also reflect the prevailing weak economy and the rising cost of gasoline.)
The peak travel year for Musselman participants was 2010, when 1,911 competitors traveled a total round-‐trip distance of 340,530 miles to attend the event. To offset the greenhouse gas environmental impact of this travel, participants donated $644.91 to the organization Native Energy via the online registration process.
Duration of Stay For the past four years (2009-‐2012) each registrant has been required to specify the number of days they plan to stay in Geneva over Musselman weekend. Of note is the impact of event planning decisions on the duration of stay. In 2010, Musselman introduced both the "MusselFest" concept and the microMussel race. Both ideas were primarily intended to expand the weekend to Friday and involve more than just the participants themselves, creating a compelling reason for participants to add an extra day (or more) to their stay. MusselFest added a participatory mural painting, an "Arts Triathlon" at The Smith Opera House, and community events like juice factory tours and live music. MicroMussel added a new race to Friday evening, one intended to be as much fun for spectators as participants. MicroMussel has increased in attendance (for both athletes and spectators) in each of its three years. The data reflect that starting in 2010, the year these new elements were introduced, the duration of stay increased for both mini-‐Mussel and half-‐iron participants. This indicates that the goals behind the expansion of Musselman weekend were reached: the number of one-‐day stays dropped from 2010 to 2012 while two-‐day and three-‐day stays increased. Elsewhere this document quantifies what an extra day means for the local economy. Athlete Loyalty One measure of the success of any sporting event is the number of return participants each year. For the last five years, Musselman has not run print, radio, TV, or online advertising, instead relying on word-‐of-‐mouth and unsolicited media coverage to attract entrants. Believing that a quality product and third-‐party reviews will do more to bring participants back than a glossy ad in a magazine, Musselman organizers instead focus on the "athlete experience" each year. Musselman has appeared in national publications each of the last six years. Triathlete magazine, Inside Triathlon magazine, and Bicycling magazine appear prominently on newstands and have awarded Musselman accolades: Editor's Pick, "Must-‐Do Triathlons," "Most Family-‐Friendly." In addition to providing free advertising for the race and driving loyalty, this press coverage affords the Finger Lakes region, and the city of Geneva, national exposure as a premier destination for tourism. Since its inception 8,905 individuals have competed at Musselman. This means that, on average, 889 new people are introduced to Geneva each July through Musselman alone (this figure only includes participants; it does not include spectators, family, or friends). Of the total history of competitors, 2,487 have participated in more than one edition (28%). The effectiveness of word-‐of-‐mouth promotion can be seen in the reason cited for participation in the 2012 edition of the event: 684 of the new participants (those who had not competed before) listed "heard about it from a friend" as their reason for coming. This represents fully 50% of the rationale given.
The following chart shows the number of participants who have competed in multiple Musselman events. The information is somewhat incomplete because registration has not yet concluded for the 2013 event, which is the 10th edition. 10-‐year participants 3 9-‐year participants 12 8-‐year participants 14 7-‐year participants 31 6-‐year participants 59 5-‐year participants 102 4-‐year participants 239 3-‐year participants 560 2-‐year participants 1,467 single-‐year participants 6,418
Calculating Direct Economic Impact Beginning in 2004, the Musselman Triathlon has brought athletes, spectators, and volunteers together each July in Geneva to experience the splendor of sport and recreation. The triathlon participants tend to have more disposable income as compared to the general population of the Finger Lakes region and have an appreciation of the types of amenities and experiences that the area, particularly Geneva, has to offer. Both during their stay in the area and beyond, the people who come to compete in Musselman make a significant impact on the local economy. The immediate economic impact of the Musselman Triathlon is measured in terms of new, direct dollars spent locally for and by athletes and spectators in Geneva the weekend of July 13-‐15, 2012. This is reflected in an increase in the volume of sales at local lodging, dining, retail, grocery, and other establishments, and by the direct outlay to vendors necessary for the production of the event weekend. In deriving these figures, it is important to note the distinction between spending per day and spending per night. Some athletes commute to the event in one day, thereby not spending money on lodging. These athletes do, however, still report race day spending. In addition, data collected from participants during the registration process (provided in detail in the Historical Analysis section) confirm that each overnight stay translates into participation in the economy of the destination for n+1 days (where n = the number of nights). In calculating total athlete spending, it is therefore necessary to break out the lodging expense from the total spending and account for both the one-‐day athletes and the additional spending of overnight athletes that corresponds with their additional time in the community. The formula used is: Participant Yield = p x ((n x 125) + ((n+1) x 100) + r) Where n = nights stayed; p = number of participants; and r = registration fee. The "participant yield" as previously defined is the influx of new dollars from athletes coming into the region for Musselman. This formula is repeated over each number of nights, in percentages reflected by survey responses, from 0-‐7, plus registration fees received for those athletes who did not attend. Participant Yield for the 1,688 athletes who competed in the 2012 Musselman is $1,399,336.
Using the data on people accompanying athletes to Geneva, we can determine a daily spending rate that accounts for dining, grocery, retail, and services other than lodging. Given that 2,159 people travel with the athletes, and using the average stay based on the particular races of those athletes, we calculate:
Total spending of accompanying adults is $478,003.
Therefore, the Event Influx (new dollars spent locally owing to the event) is $1,877,338. Money is also infused into the economy by Musselman organizers to secure supplies and services for the event weekend from local vendors and service providers.
The local portion of the Race Production Outlay is $88,243.
In addition to these dollars, the Musselman registration process includes an opportunity for athletes to make donations to several local charities. Some organizations also conduct fundraising events (such as the Community Lunch Program’s Pancake Breakfast and the Salvation Army’s red kettle campaign at the entrance to the state park on race morning) to garner donations from participants and spectators. "MusselFest," the series of family-‐friendly activities held in various locations throughout the event weekend, includes the Arts Triathlon, which raises money for The Smith Opera House. And Musselman donates a portion of profits to charities immediately following the event.
The Service Organization Outlay is $25,556. It is important to note that the above calculations do not include spending by local athletes, spectators not attending with an event participant, volunteers, or local vendors because a portion of that sum would qualify as "displacement dollars." Displacement dollars are monies that would likely be spent in the region under normal circumstances but are reapportioned due to an event’s location. In other words, a family who volunteers during the mini-‐Mussel may enjoy a meal in a downtown restaurant after their shift. However, if not for dining at the restaurant that family would have spent money at a grocery store in order to cook at home. While it is true that the family would likely spend more at a restaurant than they would have purchased in groceries, those dollars represent more of a shift in spending rather than an infusion of new monies. Displacement dollars are important to consider, particularly in the context of downtown development, identification, and overall business exposure, but such calculations are imprecise and it is assumed here that the displacement effect would be commensurate with other events held in similar locations. Therefore, this analysis is focused on quantifying new dollars that are most significant to the local economy. The infusion of new dollars to the local economy directly attributable to the Musselman
Triathlon is $1,991,137. The economic impact on the local community is not limited to event weekend. The US Department of Commerce’s regional input-‐output model of economic analysis provides guidance as to the multiplier that should be used to calculate first-‐generation economic impact in a region based on the sectors of the economy that receive dollars from tourism. The multiplier derived for Musselman is a function of both the magnitude of local investment via event production costs, the introduction of new dollars into the economy, the amount of money donated to non-‐profit organizations, and considerations of the business climate in Geneva, specifically the amount of sales leakage and second-‐tier importing of goods and
services that exists. While the US Travel Data Center places the nationwide multiplier at 2.40, the calculated multiplier for Musselman in Geneva is 2.172.
In determining the impact of those dollars on the local economy, a first-‐generation multiplier of 2.17 allows us to calculate a Total Event Yield of $4,320,768.
Accessory Impact In addition to the infusion of new dollars into the local economy and the heretofore non-‐reported displacement effect, there are important derivative benefits of Musselman weekend to the region. Unlike mega-‐events produced by large corporations (such as the Ironman series produced by the World Triathlon Corporation), Musselman grew up in Geneva, created and directed by a local resident whose family roots are here, and guided by an organizing committee of area residents. The event is infused with the local, starting with its name and permeating through the event’s production ethos and accessory activities (referred to as "MusselFest"). The work of the race director and his committee has earned the Musselman Triathlon national accolades, including in 2012 the distinction of "Editor’s Pick" and "Best Atmosphere" in Inside Triathlon magazine alongside races in major cities across the country and the world. The exposure the Finger Lakes region receives in these international publications is an important benefit derived from its role as host community -‐ but the showcasing of the area, particularly the city of Geneva, during event weekend translates into direct and measurable returns. Therefore, in addition to the direct economic impact of Musselman weekend quantified in the previous section, a large indirect economic benefit is derived by the region as the result of the event. Musselman not only introduces new visitors to the area, but it draws a demographic that is sought by local businesses and creates an experience that inspires many of them to return. The self-‐reported attitudes and plans of surveyed participants, coupled with the data shared by local businesses, yields clear evidence that Musselman is the point of entry for large numbers of return visitors to the region. In particular, downtown Geneva businesses and the Seneca Lake Wine Trail receive direct and recurring benefit from the event. But while there is substantial evidence of direct impact on the local economy apart from event weekend, such as repeat visits to the area, the subsequent purchase of local products showcased at the event, and the exposure of the region to additional travelers, this report does not make speculative calculations regarding that total influx of new dollars to the region. An article published in the Journal of Travel and Tourism Marketing in 2010 examines the factors that contribute to a visitor’s intent to return to a destination. The findings state that the decision to make a repeat trip to a destination is "primarily affected by destination attachment" where visitors "revisit, recommend, and resist change."3 Immediately following Musselman 2012, the race director asked athletes to consider sending a note of thanks to volunteers who make the event possible. Within 48 hours, over one hundred athletes sent
messages detailing the ways in which interaction with the event’s hundreds of volunteers had enhanced their experience and increased their affinity for the event and the region. In free response sections of both the athlete and business surveys, comments noted the welcoming spirit of the event, the beauty of the area, the uniqueness of the region, and the desire to make return trips both affiliated and unaffiliated with future Musselman dates. Approximately 30% of athletes surveyed said that they intend to return to the area for vacation prior to Musselman 2013, with 14% having already booked a trip. Of those surveyed, 69.2% intend to register for Musselman 2013. A general conclusion can be drawn that the positive experience delivered by Musselman weekend to athletes, volunteers, and spectators serves as the foundation for destination attachment. While here, athletes experience not only the hospitality and beauty of Geneva and the race courses, but many venture out with their travel companions around the wine trail, down to Watkins Glen, and into other small communities. They become oriented with the Finger Lakes, with Geneva serving as the home base. They develop familiarity with the area and discover things they would like to see and do again. That attachment, in turn, generates revisits and recommendations. In looking to capture ways to further entice return trips, the participant survey asked what events might bring people back to the region apart from future installments of Musselman. The results of that inquiry are reflected in the Athlete Findings section of this report. Quality events that connect people with the unique features and offerings of the area are necessary to, and in some cases sufficient for, visitor loyalty. In addition to the economic impact, there exist accessory community impacts that are not discussed elsewhere in this report. They bear mention, however, as they support the City of Geneva’s stated objectives of "Economic Development" and "Pride of Place" in that they create opportunities for direct engagement of residents and visitors in local community-‐building. For example, the Geneva Family YMCA joins the YMCAs of Pittsford and Canandaigua in offering "Musselman Prep" training groups. These year-‐round activities bolster identification of, and commitment to, participation in the July event. A group of local volunteers runs "Team Mussel" in partnership with the Geneva Family YMCA and the Geneva Boys & Girls Clubs. The afterschool program serves local children ages 9-‐14 and provides instruction in swimming, cycling, running, and nutrition. The program helps to fill an oft-‐cited gap in afterschool programming and encourages healthy habits. Many local people who do not compete in the event become involved in volunteering for Musselman. Neighborhood groups and local clubs come together for pre-‐race preparations and race day assignments, and local businesses sponsor athletes and commit volunteers. People enjoy helping out and have a positive experience doing so. Musselman brings multiple facets of the community together, which engenders a sense of pride and mutual purpose that lasts well beyond event weekend. In addition to the infusion of over $4 million into the local economy, there are ongoing positive impacts to the region, and specifically to the city of Geneva. Return visitors, engaged
residents, and a platform for collective community identity are all components of what can be considered the "Musselman Effect."
When considering economic impact of existing or current events and evaluating local effort relevant to their encouragement or support, it is important to develop expectations of return commensurate with the type of event. A study published in the Journal of Travel Research states that economic impact studies using multipliers "are more useful for policy analysis because they indicate how much in total earnings can be generated by a given increase in tourism spending. Jurisdictions can use such multipliers to determine the total 'bang for the buck' to be derived from stimulating an additional $1 million in tourism spending in the area."4 Based on the findings of this economic impact study, particularly the input of the local business community, trends emerge regarding the types of events that bring about the greatest ‘bang for the buck’ in Geneva. It is important to note that Musselman receives no cash capital from the City of Geneva or any other government body. Not only does New York State law prohibit the gifting of municipal funds to non-‐municipal entities (either for-‐ or non-‐profit), but the Musselman organizing committee has never approached the City for a contribution, finding it inconsistent with the values of the event. In recent years, the City of Geneva has struggled with the means and methods of stimulating tourism spending, particularly via events. Part of that challenge has been a lack of metrics by which policymakers can evaluate the potential (pre-‐event requests) and actual (post-‐event evaluation) impact. From the data and feedback provided in the administered surveys and an examination of independent industry research on the topic, a set of characteristics emerge that can inform and guide the recruitment, selection, support, and promotion of events. A classification system for events can be derived based on magnitude and type of impact: Low Impact: Events that anticipate almost exclusively local attendance (block party, small concerts, some festivals) is almost assured to provide benefit to the community in terms of boosting pride of place -‐ a sense of belonging and commitment to the city. In economic terms, though, an event of this type either does not induce spending or the dollars spent are simply reapportioned from other vendors. In other words, if a Geneva family decides to purchase a meal from a local vendor at a festival, that family spends dollars that otherwise would have been put into the economy at a supermarket or another local establishment. These "displacement dollars" have a negligible net effect on the local economy, but these types of events do contribute to pride of place amongst residents. Moderate Impact: Events that draw a regional crowd (larger festivals, bigger concerts, some conferences and tours) can also promote pride of place and have the additional benefit of elevating Geneva’s regional profile. The impact of such an event on the local economy is a function of several factors. Insofar as the event brings in people who otherwise would not have been in Geneva during that time, it increases the potential for local spending. If an event is self-‐contained, providing food on-‐site or having a schedule that does not allow for off-‐site
shopping, dining, or overnight stays, the volume of transactions that benefit local businesses may be low. But if the event happens at a time that is conducive to participants seeking out a local meal, extends two or more days, or otherwise includes activities in locations that allow for visiting businesses or restaurants, then there is potential for infusion of new dollars into the local economy. There is also the potential for repeat business generated by exposing people who live within a reasonable travel range (50 miles or less) to the local offerings. These return customers can extend the customer base of retail shops, restaurants, and businesses, providing repeat economic benefit. High Impact: Events that draw a regional, national, or international crowd and offer multiple days of activities, such as Musselman, can produce a substantial and lasting economic impact on the host community. The key to the success of such events is not captured simply in the number of attendees. A major event (2,000+ attendees) constrained to a single site is not likely to yield as much net spending in the community as a decentralized event with strong ties to local businesses and incentives for participant interaction in the community at large. Events that give people a reason to venture into the downtown, time to check out local offerings, and a variety of meal options (as opposed to a conference providing all meals on-‐site) not only create direct spending opportunities, but also expose participants to more facets of the local community. In order to ensure maximum impact from events, City partners should consider the duration and scope of the events. Questions to pose in the early stages of event planning include: Where will it be held? During what season? How does the event timeline comport with meal times and retail store hours? What portion of attendee/participant needs will be met by the event promoter directly on-‐site? Which businesses, or sectors of the business community, will receive direct exposure through partnerships and/or sponsorships? Perhaps more speculative in nature, but still important, are considerations of average income of the attendee and opportunities to promote discretionary spending related to the event. A place-‐based event that showcases the community and provides those who come from out of town a meaningful orientation to the region, and the city in particular, will boost the likelihood of repeat visits and the associated impacts that will bring. The city should also consider the extent to which the city’s residents can take ownership of preparation and planning to build pride of place and enhance the event’s authenticity. This increases the quality of the event and parlays into both volunteers and participants alike creating and sharing a positive association with Geneva and the greater Finger Lakes region. Partnerships might take the form of developing ancillary events and activities within the community of which event participants might avail themselves. For example, the Community Lunch Program’s Pancake Breakfast draws athletes into downtown on Saturday morning and
takes in revenue to support that community program. The pre-‐race briefing for half-‐iron participants takes place at the Smith Opera House and is bookended by opportunities for athletes to contribute to the Musselman mural behind the County office building. These events draw athletes out of their rooms and into the center of downtown Geneva. Two briefings are held, one at 1:30pm and one at 4:30pm, allowing for lunch prior to the first or dinner after the second. Bringing athletes to the mural wall to add their names not only adds an additional activity, but promotes destination attachment. While the burden is appropriately placed on the event director to be as responsive to community needs as possible, there is also a role for local government, agencies, and businesses to play in harnessing maximum impact from events. The Geneva Business Improvement District and/or Local Merchants Association should raise awareness of an event and the profile of its likely attendees. This assists businesses in developing strategic partnerships and promotions that resonate with the specific interests or needs of the incoming visitors. Other groups might coordinate accessory activities or other outreach to participants, or seek out ways to provide information about their organization to visitors. A key to maximizing economic impact is outreach to visitors prior to their arrival in order to assist in planning their stay. This could take the form of a centralized website with information about regional offerings and local events that is distributed to attendees in conjunction with registration information and details sent by the promoters/organizers. There should be efforts to coordinate lodging offerings while considering the possibility of minimum stay requirements without unduly burdening travelers and thereby discouraging participation. For instance, hotel providers in Lake Placid require a five-‐night stay surrounding the Ironman held there each year. This does not promote a positive association with the destination for visitors lacking the means to stay that many nights. However, a two-‐ or three-‐night minimum attached to a weekend event like Musselman would be appropriately responsive to the demand for lodging. Such efforts must be undertaken with a commitment to activities and high-‐level concierge services to create the best possible visitor experience, coordinated by government and/or local merchant groups. Musselman athletes who completed the survey provided suggestions of events that would draw them back to the region. These included (in order of preference): more triathlons/duathlons (preference for Olympic distance with relay option) running races (Seneca7, marathon, half-‐marathon) swim events ("stroke & stride," open water swim, training swims) bicycle touring (guided or unguided, multi-‐day, training rides) cross-‐country skiing (competitive events, open trails, group ski) kayaking camping opportunities (lakeside) charity bike rides fall events athlete-‐specific wine tours/events
While this group of visitors is but one target audience for businesses in the Finger Lakes, there are lessons to be learned about increasing the likelihood of return visits. As tourism studies show, attachment to a destination is key to getting people to return, to recommend the destination to others, and to continue selecting the destination over time. Whether the event is fitness-‐related or not, it should strive to be place-‐based, organized with an eye towards showcasing the region, and create a premier visitor experience. In conclusion, an event’s potential or actual impact cannot be calculated by attendance alone. The demographic characteristics of attendees, the venue and variety of the events, the scheduling and format of the activities, the use of local vendors and groups in providing for event needs, and other considerations serve as the basis for a responsible and accurate assessment. In addition, local effort is required in order to make events as impactful as possible, both during the immediate term of the event itself and in increasing potential of accessory spending, investment, and/or return visits by participants, spectators, and volunteers. This occurs not via cash contributions from government agencies to event promoters, but rather through strategic support in the areas of promotion, planning, and logistics. Geneva as a city and the Finger Lakes region generally has the natural resources and infrastructure to attract high-‐impact events on a year-‐round basis. The challenge comes in identifying, harnessing, coordinating, and communicating the availability of those resources to potential event promoters and developing accountability measures to ensure maximum return to the community for those efforts.
1 Miller, Wayne. “Economic Multipliers: How Communities Can Use Them for Planning,” University of Arkansas Cooperative Extension, Department of Economic Development, 2010. 2 Horvath, E.; Douglas Frechtling. “Estimating the Multiplier Effects of Tourism Expenditures on a Local Economy Through a Regional Input-‐Output Model.” Journal of Travel Research. 1999 Vol. 37 No. 4 pp. 324-‐332. 3 Morais, D.B.; Lin Chung-‐Hsein. “Why Do First-‐Time and Repeat Visitors Patronize a Destination?” Journal of Travel and Tourism Marketing. 2010 Vol. 27 No. 2 pp. 193-‐210. 4 Ibid.
Case Study: Sustained Economic Impact of Musselman Geneva Bicycle Center Jim Hogan, owner of the Geneva Bicycle Center in downtown Geneva, coordinates the bike portion of the Musselman Triathlon each year. In addition to
securing permission to ride through the many jurisdictions comprising the 56-‐mile half-‐iron course, marking the route on race weekend, and cleaning the roadways of debris, his business sponsors the athlete bike numbers and maintains a presence on-‐site during race weekend to check tires and provide general assistance to participants. Here, in his own words, he describes the impact Musselman has had on his business operations:
The impact of Musselman on the store is definitely year-‐round. Riders used to be in a panic last minute and that weekend saw huge sales. Now, they are more seasoned and better prepared, so I can be selling a tri bike in February during a snowstorm because of Musselman. Without a doubt, the race drives folks to our store that weekend, but the year-‐round impact is realistically 30 times bigger. To say that our sales increase only 10-‐20% Musselman weekend, compared with other summer weekends, is misleading because all of our regular customers know to stay away that weekend because it can be a zoo. For example: in 2012, over Musselman weekend we had 109 transactions at the register on Friday, 186 on Saturday (we are not open on Sundays). One month earlier (6/12 -‐ 6/13), during a month that is busier overall, we had 37 transactions at the register on Friday and 43 on Saturday. So Musselman weekend is up 3-‐4x in terms of transaction volume. Where we benefit the most is through the sales that come later from those who travel back to the store. We maintain customer location information, so we know that people are traveling, on average, over an hour to Geneva to make large purchases here. Also, at Musselman time we receive bikes that athletes ship in from out-‐of-‐state to be assembled and made ready to race, then get re-‐boxed to go home. We also have bike rentals, which are booked way in advance of race weekend, indicating again that folks are traveling far enough distances to dispense with bringing their own bikes. These folks usually end up needing more from us than just packing/repacking or a rental, so we are capturing business from far outside the region through those transactions.
There is a synergy between a store like ours and Musselman because the event "creates" customers. From the local people getting into the event as competitors or just seeing it and wanting to be more active in their daily lives, to the people traveling year-‐round from out of town to check out the course, we get to serve as a resource providing equipment, guidance, service, tips (encouragement), and maybe a little bit of a year-‐round sense of place/community for riders. We have definitely expanded what we carry and our floor space allocation due to this increased interest -‐ more tri bikes, wetsuits, aero wheels, etc. It is not a stretch to say that business attributable to the Musselman, as a portion of our overall operations, is more than enough to create the need for at least one of our full-‐time employees. Musselman is how a lot of customers come to know us. Musselman should be proud that they changed the lives of a lot of locals. Folks who barely knew of triathlon watched the first year, competed the second, moved up to the longer distance after that, etc. People from outside Geneva come year-‐round to ride/run the course, though most heavily from spring into July. We need to keep copies of the bike course maps on hand because people are always stopping in to pre-‐ride the course from all over. A lot of folks will drive hours, stay over and take in a ride on the course, then go to wineries and more. The people coming in for the event are more than just the person competing. The classic way that a married guy goes to a tri is to make a mini-‐vacation for the family. The Musselkids race provides a way to truly make it a family event. Geneva can suffer unnecessarily from an image and a self-‐esteem issue, and Musselman goes a long way towards undoing that. In my view, the most telling "facts" are the large number of comments we get every year such as "what a cool town this is" or "this is such a beautiful place.” And we are overwhelmed by how many times we hear people talk about the volunteers and how great they are. People involved in Musselman just want to be here, plain and simple. One local doctor at Geneva General swears to me that he moved here because of the Musselman, and I believe him. I think more events like Musselman would be great! Genevaman, Lakeman, NewYorkman, etc.! Events like 5Ks, the Seneca7, half marathons, etc. definitely spur on healthy living in other ways and are the gateway to triathlon! My views are best summed up by saying what a shame it would be for all of us if there was no Musselman.
Musselman Economic ImpactMusselman Economic ImpactMusselman Economic ImpactMusselman Economic Impact
Musselman Economic ImpactMusselman Economic ImpactMusselman Economic ImpactMusselman Economic Impact
Musselman Economic ImpactMusselman Economic ImpactMusselman Economic ImpactMusselman Economic Impact
Musselman Economic ImpactMusselman Economic ImpactMusselman Economic ImpactMusselman Economic Impact
Economic Impact: Musselman TriathlonEconomic Impact: Musselman TriathlonEconomic Impact: Musselman TriathlonEconomic Impact: Musselman Triathlon
1. What best describes your service or industry?
2. In what ways, and to what extent does your business market directly to athletes, spectators, and volunteers coming to Geneva for the Musselman Triathlon? (please check all that apply)
Lodging
nmlkj
Restaurant/Fine Dining
nmlkj
Spa/Salon
nmlkj
Grocery
nmlkj
Retail
nmlkj
Coffee/Bakery/Cafe
nmlkj
Other
nmlkj
If your business doesn't fit one of these categories, please describe your service/product:
55
66
My business sponsors the Musselman
gfedc
My business has athletes competing
gfedc
We have a dedicated group of volunteers for the event
gfedc
We run a special product/offer for athletes
gfedc
My business advertises in the Finger Lakes Times Musselman
insert
gfedc
My business distributes products/information to participants
gfedc
My business has webbased promotions for participants
gfedc
We have welcome signs in our windows/on a sandwich
board/outside our business
gfedc
Other (please specify)
55
66
Economic Impact: Musselman TriathlonEconomic Impact: Musselman TriathlonEconomic Impact: Musselman TriathlonEconomic Impact: Musselman Triathlon3. Please consider your business during the Musselman Triathlon weekend and other event weekends in Geneva when assessing the impact on your net receipts:
4. Do you experience repeat business anytime during the year from customers/clients that visit your business during Musselman weekend?
5. What is the greatest benefit that you believe the Musselman triathlon brings to the regional business community?
really impacts my business in a positive way
has a slight positive impact on
my business
does not impact my business in any
way
has a slight negative impact on
my business
really negatively impacts my business
I'm not familiar with this event
Musselman Triathlon nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj
Cruisin' Night nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj
HOG Rally nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj
Sons of Italy Festival nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj
Fireman's Parade nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj
Lakefront Wine and Music Festival
nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj
Festival Latino nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj
Oktoberfest nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj
GTG Summer Musical nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj
Wine Country Dog Show nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj
Hydrobowl nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj
Bon Ton Roulet nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj
Red Hat Convention nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj
Ramada Inn SummerFest nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj
Seneca7 Running Relay nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj
HWS Graduation nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj
55
66
Have particular examples? We'd like to hear them.
yes, quite a bit
nmlkj
yes, a little bit
nmlkj
no
nmlkj
probably, but I don't keep track that closely
nmlkj
probably not, but I don't keep track that closely
nmlkj
I don't know
nmlkj
Economic Impact: Musselman TriathlonEconomic Impact: Musselman TriathlonEconomic Impact: Musselman TriathlonEconomic Impact: Musselman Triathlon6. What issues or problems does the regional business community face as a result of the Musselman Triathlon? Are these specific to this event, or associated with large events in general?
7. Please consider a weekend in early June, after local colleges are on summer break and before the peak tourist season hits. What are your baseline net receipts for that weekend?
8. What were your net receipts for the weekend July 1315, 2012?
9. Please consider the amount of the average transaction in your business for the weekend July 1315, 2012 in comparison with nonevent weekends in Geneva. Was the average transaction amount during Musselman Weekend....
10. What ideas or suggestions do you have to boost the economic impact of events like the Musselman Triathlon?
55
66
55
66
55
66
55
66
greater than nonevent weekend sales
nmlkj
the same as nonevent weekend sales
nmlkj
less than nonevent weekend sales
nmlkj
we were closed that weekend
nmlkj
How many days did you notice a change (higher or lower) in your net receipts that might be attributed to Musselman?
Top Related