Cyclocross Race brings over $388k impact on local economy

Presented by Deschutes Brewery, the cyclocross races that were held from Aug. 31 to Sept. 1, attracted 1,004 riders, a 10 percent increase over 2018.

The event generated $388,149 in economic impact according to a new study.

According to city officials, the impact is greater than that generated by Roanoke Outside’s successful Blue Ridge Marathon in any of its first three years.

The event drew riders from 29 states and five countries: Australia, Canada, Denmark, France, and the United Kingdom.

“This year’s analysis demonstrates that we’re meeting our goal of becoming a destination event. It also reinforces awareness of the Roanoke Region’s outdoor assets especially in the international cycling community,” said Pete Eshelman, director of outdoor branding for the Roanoke Regional Partnership.

Also, the post-race survey determined the races created $224,594 in direct new sales activity, plus an additional $163,555 in indirect and induced spending for the total of $388,149, which is up 90 percent over 2018.

Activity surrounding the event will also support 4.5 jobs in the regional economy over the period of one year.

“The beauty of the economic impact is that this money stays in our community because it’s a home-grown event, executed by the Roanoke Outside Foundation and a legion of cyclist volunteers,” said Frank Deal, race director. The Partnership and Roanoke Valley-Alleghany Regional Commission prepared a participant survey to measure the event’s economic impact. Respondents were asked to report the amount spent on fuel, meals, lodging, miscellaneous retail purchases and admissions while in the study area. The races are held at Fallon Park in Roanoke which has the only permanent cyclocross course in Virginia. “The fact we have such an asset speaks volumes about the quality of outdoor recreation here,” said Julia Boas, director of events for the Roanoke Outside Foundation. “That’s why we received so much exposure in cycling media, really, around the world.”