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2011 WILKESBORO CYCLOCROSS FESTIVAL
ECONOMIC IMPACT REPORT TO THE WILKESBORO TOURISM DEVELOPMENT AGENCY
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PA
RT
ICIP
AN
T SU
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EY
SURVEY VALIDITY
•Executed December 12 to December 19
•Survey Instrument
•J. Rosie Tighe: Public Opinion
•Melissa Weddle: Rec & Tourism
•Deployed via iContact.com
•179 Valid Email Addresses
•110 Confirmed Receipts
•82 Starts
•76 Responses
•42% Response Rate
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VISIT
OR
SUM
MA
RY
HUGE GROWTH, REPUTATION ESTABLISHED
•231 Participants
•60% Increase
•7% above projection
•115 Friends and Family
•52% Increase
•53% above projection
•Great Impression
•91% plan to return in 2012
•60% considered it better than other races
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HO
TE
L STA
YS
CONVERTING MORE STAYS, NEED TO DRAW MORE TENNESSEE PARTICIPANTS
• 22 Room/Nights
• 120% Growth
• $1,150 Spending
• Holiday Inn
• Fairfield (Elkin)
• Kerr Scott
• Sewerfest
• 10% Raced in Kingsport, TN prior day
• Only 150 participants
• Mostly Tennessee regulars
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OT
HE
R LO
CA
L SPE
ND
ING
Restaurants, Other Local Businesses Benefit from Race
• $1,790 Food Spending
• 120% Growth
• La Fortuna, Talia Espresso, 421 Chains
• $2,300 Other Spending
• Primarily Gas Stations
• $385 Event Overhead Spent Locally
• Course Materials, Volunteer Meals
• $5,625 Direct Local Impact
• 46% Growth