Traverse City Track Club Study of Impact Economic Impact...• Many results in this report were...

Traverse City Track Club

Study of Impact

October 21, 2015 Avenue ISR • www.avenueisr.com

Established in 1962, more than 50 years ago

An affiliate of RRCA – Road Runners Club of America

More than 400 members in the Grand Traverse area

Mission: “Northern Michigan’s running club promotes, supports and

encourages running, racewalking and walking as a means to promote

health, enhanced fitness, family recreation and competition for all

individuals.”

Events:

o Frozen Foot Race

o Bayshore Marathon, Half-Marathon and 10K

o Summer Series

o Remembrance Run

o Devils Dive Half Marathon and 5K

o Jingle Bell Run

o Grand Prix Race Circuit

o Girls on the Run

o Race Walking Clinic

o Weekly Community Fun Runs

The Traverse City Track Club

Avenue ISR • www.avenueisr.com 2 October 21, 2015

• Many results in this report were gathered from 1,629 Bayshore

attendees who participated in either the Marathon, Half-marathon or 10k.

• The sample appears to be representative of the entire Bayshore runner

population

• Attendees were sent a link to a survey 2-3 days after the conclusion of

the race and asked to participate in a short survey based on their

experiences during their visit to the area for the event.

• The survey was sent using a 3rd-party online research tool

• Participants were offered a chance to earn a guaranteed spot in next

year’s race as well as free registration for the event as an incentive to

take part in the survey.

Survey Methods and Participants

3 October 21, 2015 Avenue ISR • www.avenueisr.com

The majority of Bayshore participants live outside the five counties of Antrim, Benzie,

Grand Traverse, Kalkaska and Leelanau.


85% travel from outside the five county region

The Traverse City area is the 4th most common region among Bayshore

attendees

10% of racers are from out of state

Where do you live? What is your zip code?

Non Local, 85%

Local, 15%

Local v. Non Local

1.6%

5.0%

6.8%

10.3%

14.9%

15.7%

16.3%

29.4%

0% 20% 40%

Not specified

Northern Michigan and UP

Mid Michigan (Saginaw, BayCity, Midland Area)

Other (non-Michigan) State

Traverse City Five CountyRegion

Grand Rapids/SouthwestMichigan

Lansing/Kalamazoo Area

Detroit Area

Region

Each participant brings an average of .75 additional spectators and supporters with

them. The total number of people brought to the region is more than 8,000.


People are coming with family, friends, running groups etc.

Nonlocal attendees (runners and supporters):

4,830 x 1.75 = 8,437

Aside from you personally, how many people (children and adults) traveled with you to the Traverse City area for the

Bayshore?

The Bayshore draws from a wide area – from California to Connecticut.


Where do you live? What is your zip code?

Although most participants are from the Midwest, the Bayshore draws

from many parts of the US

The Bayshore is a “gateway” experience that draws people to Traverse City

10% of participants had never been to Traverse City before

The Bayshore draws new attendees every year. Over 50% of non-local

participants in 2015 were first timers.


Was this your first time attending the Bayshore? Was this your first time visiting the Traverse City Area?

Yes, 54%

No, 46%

First Time Attendee (Non-Local)

Yes, 10.2%

No, 89.9%

First Time in Traverse City

Avenue ISR • www.avenueisr.com 8

Bayshore participants are more economically attractive than the typical Michigan

tourist.

October 21, 2015

Median annual household income of a Bayshore racer/attendee is nearly

twice that of a typical Michigan tourist

Average income

of typical

Michigan visitor is

$67,000*

Average income

Bayshore

racer/attendee is

$126,000

* Source: D.K. Shifflet & Associates Ltd., 2010

Michigan Visitor Profile

* Photo: michiganrunnergirl.com

More than 70% of non-local participants stayed at area hotels, motels and B&B’s.


Over 70% of Bayshore attendees spent one or more nights in paid

accommodations.

The majority of racers stayed in Traverse City, although some stayed in

neighboring towns.

Where did you personally stay during your visit to the

Traverse City area?

6.0%

1.3%

3.6%

6.3%

6.7%

19.5%

56.6%

70.8%

0% 20% 40% 60% 80%

Other, please explain

*Bed and Breakfast

At home - I/we livenearby

*Campground

*Rental property

With a friend or familymember in area

*Hotel/motel/resort

Paid Accomodations


Area hotels, motels, resorts and B&B’s see a big boost in occupancy during the

Bayshore. Non-local attendees typically stay 2+ nights.

October 21, 2015

1,600 families, other groups and individuals stayed in paid accommodations

per night

3,300 Nights of Paid Accommodations

96% engaged in at least one of the following activities

The most popular activities include eating at local restaurants, visiting

downtown Traverse City and shopping

Participants and their groups keep busy before and after their races enjoying all

the region has to offer.


Which of the following did you do in the Traverse City area in conjunction with the Bayshore? (select all that

apply; non locals)

3.4%

7.3%

7.9%

29.7%

32.5%

35.4%

47.4%

54.0%

69.6%

87.4%

0% 20% 40% 60% 80% 100%

None of the above

Visited one or more shopping malls

Paid for entertainment, e.g. movies, miniature golf,bowling, etc.

Visited one or more other towns in the area

Purchased groceries

Visited a park, trail or beach

Purchased gasoline

Shopped at one or more retail stores

Visited downtown Traverse City

Ate at one or more restaurants

Attendees reported visiting 409 unique restaurants, shops and

entertainment venues

That’s 223 different restaurants, 152 different shops and 34 unique

entertainment venues fanned out across the region

Groups visit and spend throughout Traverse City and the region.


= Restaurants

= Retail

= Entertainment

45.2%

24.9%

6.7%

5.9%

4.6%

12.7%

$653


Each party who travelled to the Traverse City area for the Bayshore spent an

average of $653 in the area.

October 21, 2015

Average spending per non-local group attending the Bayshore is as follows:

Accommodations

$295

Other (sporting goods,

souvenirs, entertainment)

$83

Fuel

$39

Groceries

$44

Restaurant Meals

$163

Total Average Spending

Clothing

$30

The Bayshore alone brings $1.5 million in total direct spending to the region

Applying a typical multiplier for tourism of 1.3* reveals total economic

impact of $1.9 million from spending by Bayshore visitors to the region

Total direct spending by non-locals during the Bayshore is $1.5 Million per year for

a total economic impact of $1.9 Million.


RUNNERS AND SUPPORTERS OVERNIGHT STAYS SPENDING

× ×

The overall annual economic impact of the Traverse City Track Club in the region

is $2.5 million.


The Bayshore generates new economic activity every year

63.5% of respondents plan on returning within the year for a vacation or

event

These new people plan to come back to the region either as visitors or residents.


Based on your most recent experiences of the Traverse City area, how likely is it that you would…(Top 2

Box – Very Likely or Extremely Likely)

10.9%

13.6%

63.5%

90.1%

0% 20% 40% 60% 80% 100%

Considered relocating to the areapermanently

Purchase a second home orvacation home in the area

Return for a vacation or otherevent during 2015

Return for a vacation or otherevent in future years

*Photo credits: theguardian.com & prweb.com

72% would recommend Traverse City to friends and family.

Those scoring 9’s and 10’s are ‘promoters’ and 0-6 are ‘detractors’.

Promoters (78.2%) minus detractors (6.3%) results in a Net Promoter score

of 72%

These people will recommend Traverse City to friends and family based on their

experiences.


Based on this most recent experience, how likely

is it that you would recommend The Traverse City

area to a friend or family member as a

destination? With 0 indicating “Not at all likely”

and 10 indicating “Extremely likely”

0.3%

0.2%

0.4%

0.7%

0.5%

1.8%

2.3%

4.6%

10.9%

16.1%

62.1%

0% 20% 40% 60% 80%

0

1

2

3

4

5

6

7

8

9

10

Please explain why you gave this score.

Promoters (9&10)

o “I'd move there in a heartbeat if I could!”

o “I love Traverse City and hope my sister will

come up from Atlanta next year to run the full

with me. Everything is so great.”

o “We come to TC 5-6 times a year. What isn't to

love?”

o “I love the TC area! So much to do, the water

and beach area is beautiful and it's a nice place

for families as well as young people.”

o “It's beautiful! There's plenty to do. And there

are some great restaurants.”

o “I love the Traverse City area, there is

something to do for everyone. Biking, beaches,

downtown atmosphere. There are lots of great

restaurants/pubs/wineries.”

o “Love this area…it is truly Michigan at its best.”

Detractors

Passive

Promoters

In 2014 the Traverse City Track Club paid out over $160,000 in grants to

local organizations and non-profits.

Few people know how much the Traverse City Track Club gives back to the

community.


A sampling of organizations that

benefit from TCTC direct grants

• Tart Trails, Inc.

• GT Hiking Club

• TCAPS – Athletic Dept.

• College Scholarships

• Grand Traverse Community

Foundation

• Kalkaska Public Schools

• Traverse City Bay Runners

• Grand Traverse Area Catholic

Schools

• Leland Public Schools

• Golden Shoe Fund

• Suttons Bay Public Schools

• Mt. Holiday Trail Improvement

Over 50 volunteer groups were given the chance to help others and make

some money for their organizations/causes

The Traverse City Track Club paid out over $60,000 to these groups in

exchange for help with aid stations and other volunteer activities

Most of these groups are associated with school groups or local youth

groups and activities

TCTC also provides local groups with the opportunity to earn needed funds

through a generous fee for service program.


A sampling of organizations that

benefit from TCTC fee for service

opportunities

• Traverse City Little League

• Grand Traverse Hockey Association

• Green Acres 4H

• Northern Regional Bleeding

Disorder Ctr.

• Vasa Ski Club

• Friends of Peninsula Community

Library

• Traverse City Central Lacrosse

• Kingsley Cross-Country

• Traverse City West HS Girls Track

and Field

Girls on the Run

o The Traverse City Track Club serves as

fiduciary for the local chapter of Girls on

the Run

o Girls on the Run is a nationwide

transformational learning program for girls

age 8-13; experience-based curriculum

creatively integrates running

o GOTR is offered through 50+ schools

throughout Northwest lower Michigan

In addition, the Traverse City Track Club provides important logistical support and

leadership to the Remembrance Run and Girls on the Run.


Remembrance Run

o Annual fundraiser supporting Munson’s

Women’s Cancer Fund

o The Fund serves approximately 100-

140 women each year by providing help

with non-medical expenses while

patients are undergoing cancer

treatment

o Since 2000, the Remembrance Run has

raised more than $120,000 for the Fund

25.8%

74.2%

Yes

No

Many runners use race events as a way to promote awareness and raise funds for

causes.


Which, if any, of the following situations apply to you?

Have used running events to personally

raise money for a philanthropic cause

“I have been a part of Team in Training

with the Leukemia and Lymphoma

Society for the past two years.”

“I have been part of Team in Training in

the past and also created a group for co-

workers through Hope Network called

Team Hope (running the Bayshore

events from 2006-2010) for persons with

traumatic brain injury and as a way for

co-workers to stay healthy.”

“I am a promoter of Hope Water Project,

which was started by Kensington

Community Church in southeast

Michigan.”

“I've raised money for the Children's

Tumor Foundation, the Arthritis

Foundation, and the American Lung

Cancer Association as a runner.”

What could be improved? Some Bayshore participants complain of feeling gouged

or at least not feeling appreciated.


o “Much too expensive to stay in Traverse City at the time of the race.

Amazed by the amount of vacancies at local hotels”.

o “The price of the hotels for this week-end makes me consider not

doing this race. Friends in my running group do not do Bayshore

only because of hotel prices. We can afford them, but are getting

to the point where we feel gouged.”

o “The hotels were very expensive no late checkout was given,

considering race, could be more accommodating to runners for

showering etc. I enjoy destination races, most hotels will allow a

late checkout for guests for special events”

o “Overall the residents of the Area don't seem happy to have us.”

1. The Bayshore draws runners to Traverse City from all over Michigan, the

Midwest and the nation.

2. Many of these are first time attendees and a substantial number are new to

the area.

3. Bayshore runners are more affluent and well educated than the typical

Michigan tourist or resident.

4. They bring friends and family, stay multiple days and fan out throughout the

region to spend at hotels, restaurants, retail stores, wineries, etc.

5. The total net economic impact that the Bayshore has on the Grand

Traverse region is at least $1.9 million annually; total net economic impact

for all of the Track Club’s activities is estimated to be $2.5 million annually.

6. The event serves as a “gateway” experience that will likely lead to future

visits and economic activity within the region.

7. In addition, the Traverse City Track Club and the Bayshore participants use

the event to provide substantial philanthropic support to area nonprofits,

youth groups and other community organizations.

8. By implication, community leaders and business owners in the Traverse

City area should do what they can to accommodate the Bayshore and its

participants.

Conclusions/Takeaways


Traverse City Track Club Study of Impact Economic Impact...• Many results in this report were...

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