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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, collected the data, and analyzed the results Photo source:

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3 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 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 Findings

6 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 OUT-OF-TOWN VISITORS 8,154

7 Total Details Accommodation $1,099,691 Indirect and Induced $3,045,289 Municipal Taxes & Fees Collected $375,984 Revenues Collected by BSIM $742,235 Total $7,159,047 Daily expenditures $1,857,429 Health & Fitness Expo $36,532 Rental car expenditures $4,672

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 Total $1,857,429 Entertainment $199,984 Ground transportation $390,138

10 Registration & Merchandise Revenue Local Vendor Revenue $742,235

11 Rental Car Expenditures Rental car expenditures $4,672

12 Health & Fitness Expo Local Vendor Revenue $36,532

13 Taxes & Fees Generated Rental car taxes & fees $1,519 Passenger Facility Fee Collected $1,064 Total $375,984 Hotel/Rental (occupancy tax) $115,468 Sales tax for daily expenditures & Expo $257,933

14 Indirect and Induced Indirect $1,890,359 Induced $1,154,930

15 rmation

16 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 rmation Hotel Costs: Average Daily Rate (pre-tax): $ Average Daily Rate (post-tax): $ 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 Best Western Monterey Inn: 4.5% of hotel guests

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19 Percent of runners who would have visited Monterey without event Yes 8.55% No / No Answer 91.45%

20 Detailed Travel Monterey 3% SFO 9% OAK 1% SJC 8% Drove 79%

21 Satisfaction with Event Characteristics 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 Packet Pickup Facebook Page

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23 Marital Status of Participants 4% 2% 37% 57% Married Single Domestic partnership Decline to state

24 Education Level of Participants 7% 6% 7% 9% 28% Doctorate degree Master's degree Bachelor's degree 43% Associate's degree Professional degree High school

25 Ethnicity of Participants 3%2% 1%.5% 2% 10% 6% Caucasian (non-hispanic) Asian Hispanic/Latino Multiracial 76% Pacific Islander African-American Native American

26 Income Level of Participants 14% 8% 4% 2% 2% 1% Less than $25,000 4% $25,000 - $50,000 10% $50,000 - $75,000 14% $75,000 - $100,000 23% 18% 54% of participants have an income over $100,000 per year Average annual income: $141, 269 $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+

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