Posted: January 22, 2005

Athletics: Napa Valley Marathon Bolsters Local Economy

NAPA, Calif. - January 21, 2005 - The 27th Annual Napa Valley Marathon, scheduled for Sunday, March 6, 2005, is known as "the biggest little marathon in the west." Soon, the claim of "little marathon" may sound archaic as each year the popular 26.2-mile road race gets larger. The event will accept 2,300 runners in 2005, its biggest crowd ever. The marathon has sold out for the past several years, and this year should be no exception. Race organizers now report that these figures help fortify the economy of the greater Napa Valley.

Runners can register for the marathon online or download an entry form at www.napa-marathon.com. Alternatively, contact the race at NVM, P.O. Box 4307, Napa 94558, e-mail: nvm@napanet.net, telephone: (707) 255-2609 or FAX: (707) 257-6515. The $85 early registration fee for the race goes up to $100 on entries received after February 1. There is no race-day registration.

Entry limits for the race are largely determined by the number of available hotel rooms in the world-renowned Napa Valley wine producing and tasting region.

"We keep building more hotels here," explained Co-Race Director Rich Benyo, "and every year the hotels are filled for the marathon."

Although the region is a boon for tourism, the Napa Valley Marathon's March date helps provide an economic filler for local businesses before the tourist-packed summer and fall months arrive. Before now, race organizers could not quantify the local economic impact of the race.

"These are important numbers for any road race, especially a marathon, to have," remarked David Hill, who co-directs the race with Benyo. "Now, our new economic survey shows that the Napa Valley Marathon has a significant positive economic effect on the Napa Valley during race weekend."

Allan Steinfeld, race impresario for the New York City Marathon, attended last year's Napa Valley Marathon. He observed the substantial spending traits of the 2,200 entrants, plus their relatives and friends (approximately 4,000 in 2004) at the race on wine tasting and purchases, dining in highly acclaimed restaurants, and souvenir and gift buying. That's when Steinfeld recommended to Benyo and Hill that they conduct the survey.

In October, 2004, a 32-question e-mail survey was sent to 1,845 runners who participated in the '03 and '04 Napa Valley Marathon races. 472 participants responded. The economic assessment shows that the local economic impact of the Napa Valley Marathon is between $593,000 and $1,465,000 annually in direct spending. (The survey's questions identified ranges of expenditures in various categories rather than specific dollar amounts. See summary below.)

The indirect outcomes of runners' spending - such as additional jobs or employee hours created by the influx of runners, their friends, and families into the Napa Valley - were not calculated. Neither was the possible long-term fiscal impact of return visits by runners to the area - or their recommendations to friends and co-workers - after they've had a taste of the region's attractions. The average marathon participant brought two additional people with them for the race. 73.8 percent of race participants (1,900 starters, 1,743 finishers in '04) are first-timers at the NVM according to the study.

In comparison, the 2003 ING New York City Marathon (35,000 finishers) had an economic impact of $140 million - by far the largest bump of any U.S. road race according to Running USA, a professional association for the road race industry based in Santa Barbara, Calif. (This figure, of course, includes expenditures for local NYC taxi transportation!) Other marathon's numbers in terms of economic clout: Honolulu ('03, 22,100 finishers) $86.8 million, Chicago ('03, 32,400 finishers) $80 million, HP Houston ('04, 5,800 finishers) $12 million, and Cleveland ('04, 6,000 finishers) $6.8 million.

"Running has an incredible but largely unrecognized economic impact both locally and nationally," commented Craig Masback, the CEO of USA Track & Field, in 1999.

Since then, civic awareness, largely fostered by organizations such as Running USA and its member road races and event promoters, have helped to boost the commercial and charitable perception of running as it compares to other sporting events.

In Napa Valley Marathon's case, its self-imposed definition of "little" doesn't translate to "insignificant" in either local economic or philanthropic terms. Since its first running in 1979, the NVM has hosted more than 25,000 runners over its Calistoga-to-Napa course on the scenic Silverado Trail. Each of these runners have indirectly donated to worthy local causes. All proceeds from the Napa Valley Marathon (a non-profit organization) are donated to local charities in the Napa Valley. In addition, the Leukemia & Lymphoma Society's Team In Training program will field a group of participants at this year's NVM. T&T participants raise funds to cure deadly diseases.

The Napa Valley Marathon has earned a reputation for outstanding runner support, attention to detail, and a breathtaking point-to-point course. In its January 2002 issue, Runner's World magazine named the Napa Valley Marathon one of the Top 20 Marathons in the U.S.

The 2005 edition of the NVM has again been selected by the Road Runners Club of America as its National Marathon Championships - a designation it has received since 1998.

Napa Valley Marathon weekend includes a Sports and Fitness Expo, Saturday, March 5 from 9 a.m. to 5 p.m. at the Napa Valley Marriott Hotel & Spa. Also on slate is the marathon's popular Marathon College, an innovative speaker/seminar program that includes a "faculty" composed of respected running authorities and celebrity runners.

Napa Valley Marathon By the Numbers

Annual local (Napa Valley) economic impact via NVM participant and visitor related purchases (2003 and 2004):

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	Low	High
Lodging	$242,000	$ 490,000
Shopping	$ 96,000	$ 293,000
Food & Beverage	$150,000	$ 430,000
Wine	$105,000	$ 252,000
Total	$593,000	$1,465,000

The Napa Valley Marathon appreciates generous sponsor support from Calistoga Mountain Spring Water, Gatorade, ASICS America Corporation, Silverado Trail Wineries Association, Marathon & Beyond, Road Runners Club of America, USA Track & Field, Marathon Photo, Napa Valley Marriott Hotel & Spa, St. Helena Hospital, CBS 5 and UPN Bay Area, GU, KVYN/99.3 The Vine, KVON 1440, Wines Central, MRC Delivery Solutions, Pacific Union College, Napa Running Company, and Queen of the Valley Hospital.