Musselman  Triathlon:  Economic  Impact  

December  2012  

 

Introduction:  The  Musselman  Investment    About  five  years  ago  I  attended  a  triathlon  outside  Las  Vegas,  Nevada.  Another  race  director,  an  acquaintance  from  Missouri,  was  competing,  and  we  got  to  talking  about  our  events.  He  had  recently  raised  the  entry  fee  of  his  half-­‐iron  race  to  over  $200,  and  he  chided  me  for  keeping  the  Musselman  entry  fee  under  $150.  

 "You're  making  the  rest  of  us  look  bad,"  he  said,  referring  to  our  fellow  promoters.    It  has  never  been  my  intention,  nor  that  of  the  dedicated  men  and  women  of  the  organizing  committee,  to  characterize  Musselman  in  terms  of  dollars  and  cents.  We  produce  an  event  that  costs  money  to  run  and  that  requires  an  entry  fee  to  participate,  but  that  is  tangential  to  our  mission.  The  investment  by  athletes  should  not  be  burdensome;  we  prefer  accessibility  to  selectivity.    But  each  year  we  ask  for  use  of  public  roads,  we  run  and  ride  through  public  parks,  and  we  accept  a  responsibility  to  the  community  that  plays  host.  Our  return  investment  takes  many  forms,  one  of  them  economic,  but  overall  the  strategy  is  community  investment.  We  invest  in  public  art;  we  invest  in  our  children  and  their  health;  we  invest  in  non-­‐profits  serving  the  public  good.  We  are  building  a  destination  where  tourists  want  to  visit,  where  families  want  to  live,  where  athletes  want  to  play.    The  Musselman  Triathlon  was  conceived  in  2004  and  has  been  held  annually  in  July  ever  since.  This  coming  year  represents  our  10th  anniversary.  Nearly  9,000  unique  individuals  have  competed  at  Musselman,  and  thousands  more  have  become  part  of  the  Musselman  family  in  some  way.    This  report  endeavors  to  summarize  one  small  part  of  what  we  call  "The  Musselman  Effect."  This  is  the  economic  impact  report,  where  we  add  up  all  the  figures  to  quantify  the  financial  investment  the  Musselman  athletes,  spectators,  and  volunteers  are  making  to  the  Geneva  community.  But  economics  do  not  exist  in  a  bubble,  and  every  dollar  spent  can  promote  intangibles  like  pride,  opportunity,  and  well-­‐being  elsewhere.    Economic  vitality  is  but  one  component  of  a  healthy,  vibrant  community.  By  probing  and  discussing  the  successes  and  failures  of  Musselman  over  the  years,  future  events  can  bring  more  positive  outcomes  to  Geneva  and  the  Finger  Lakes.    I  welcome  you  to  read  the  full  report,  discuss  it,  critique  it,  share  it.  Then  go  outside  and  support  those  events  that  bring  a  greater  quality  of  life  to  your  own  community.  

     

Jeff  Henderson  Musselman  Triathlon  race  director  

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Executive  Summary    Since  2004,  athletes  have  traveled  from  across  the  United  States  to  Geneva,  New  York  each  July.  They  come  to  participate  in  the  Musselman  Triathlon,  a  weekend  of  swim-­‐bike-­‐run  races  which  now  includes  the  microMussel  super-­‐sprint,  the  mini-­‐Mussel  sprint,  the  Musselman  half-­‐iron,  and  MusselKids  (for  ages  6-­‐14).  They  bring  bikes,  gear,  spectators,  and  enthusiasm,  and  they  return  home  with  tired  muscles,  a  sense  of  accomplishment,  and  familiarity  with  a  destination  they  may  not  have  previously  known.    The  participants,  as  well  as  their  families  and  friends,  leave  their  mark  on  Geneva.  The  city  swells  with  pride  but  also  with  tourist  dollars,  as  the  triathlete  demographic  represents  active  lifestyles,  affluence,  and  discretionary  spending.  There  have  been  attempts  to  measure  this  economic  impact  and  generate  an  accounting  of  the  retail  and  restaurant  traffic  from  Friday  through  Sunday.  Those  efforts  are  important,  but  they  miss  a  critical  piece:  Musselman  isn't  just  one  weekend  in  July.  Instead  it's  a  showcase  of  everything  Finger  Lakes:  from  hospitality  to  natural  beauty,  from  roads  to  wineries.  And  when  people  have  a  great  experience,  it  has  collateral  effects.    This  report  presents  a  comprehensive  assessment  of  the  economic  impact  of  the  2012  Musselman  Triathlon  calculated  from  the  results  of  in-­‐depth  surveys  of  both  athletes  and  local  businesses,  as  well  as  data  collected  during  participant  registration.  Historical  data  from  the  previous  nine  editions  are  also  considered.  The  methodology  used  to  derive  the  findings  are  outlined,  and  the  trade-­‐offs  discussed.  Standard  protocols  from  foundational  studies  are  adhered  to  and,  where  deviation  occurs,  the  rationale  for  departure  explained.    The  calculations  serve  as  the  basis  for  the  findings  and  conclusions,  the  bottom-­‐line  figures  that  represent  a  snapshot  of  the  2012  event  weekend's  total  financial  impact  on  the  city  of  Geneva.  Speculative  assessment  and  anecdotal  evidence  are  avoided  to  present  a  clear  picture  of  the  new  dollars  entering  the  Geneva  economy.  The  greater  economic  impact  beyond  race  weekend  is  discussed  and  considered,  but  no  attempt  is  made  to  quantify  the  magnitude,  as  that  would  be  imprecise.    The  2012  Musselman  Triathlon  brought  over  3,000  unique  visitors  to  Geneva  and  was  responsibe  for  the  infusion  of  approximately  $4  million  into  the  Geneva  economy.  In  addition  to  these  new  dollars,  the  event  also  confers  accessory  benefits  to  the  region  in  the  form  of  return  visits,  the  introduction  of  a  desireable  tourist  demographic  to  the  region,  and  positive  national  press.    This  report's  findings  include  not  only  financial  conclusions,  but  also  policy  recommendations  for  Geneva's  city  government.  The  report  provides  strong  evidence  that  successful  events  are  good  for  the  local  economy  and  complement  the  strategic  objectives  laid  out  by  Geneva's  City  Council.  Beyond  economic  impact,  a  case  is  made  that  events  like  Musselman  confer  intangible  benefits  to  a  community  that  cannot  be  readily  quantified  but  exert  just  as  much  impact.    The  report  concludes  with  testimony  from  a  specific  Geneva  business,  the  Geneva  Bicycle  Center,  to  glean  additional  firsthand  knowledge  about  the  reach  of  Musselman  throughout  the  year.

 

Musselman  Triathlon:  Economic  Impact      I.  Methodology      II.  Findings    

a. Athlete  findings  1. Profile  and  travel  data  2. Spending  habits  3. Previous  experience/likelihood  of  return  trip  

    b.  Business  community  findings       c.  Historical  data      III.  Conclusions       a.  Calculating  economic  impact       b.  Accessory  impacts      IV.  Policy  Recommendations      V.  Addenda       a.  Case  study:  Geneva  Bicycle  Center       b.  2012  participant  survey       c.  Business  community  survey  

 

 

               

I.  Methodology  

 

 To  properly  gauge  the  total  economic  impact  of  the  Musselman  Triathlon  held  in  2012,  data  from  a  variety  of  sources  were  collected  over  the  course  of  the  year  for  later  analysis.  The  measurement  instruments  captured  data  specific  to  Musselman  weekend  2012  but  also  yielded  information  useful  for  assessing  events  beyond  and  apart  from  the  triathlon.  Utilizing  industry  best  practices  to  control  for  displacement  (dollars  that  are  not  new  to  the  area  but  simply  shifted  from  one  sector  to  another)  and  testing  against  the  counterfactual  case  (if  Musselman  didn't  occur),  the  collected  data  serve  as  a  benchmark  for  different  types  of  events  in  Geneva.    In  order  for  the  analysis  to  be  thorough  and  complete,  information  was  gathered  from  athletes  as  well  as  businesses  and  service  providers.  An  athlete  assessment  tool  was  created  and  disseminated  electronically  to  all  1,688  participants  in  the  2012  event.  A  separate  assessment  was  created  for  merchants  and  businesses.  The  Geneva  Area  Chamber  of  Commerce  and  Geneva  Business  Improvement  District  distributed  the  online  survey  to  all  of  their  members  and  followed  up  with  a  reminder  e-­‐mail  four  days  before  the  deadline.    Response  to  the  athlete  survey  created  a  sample  size  of  32.9%  of  total  Musselman  participants,  which  is  a  very  strong  response  rate  and  a  statistically  significant  percentage.  556  individual  athletes  responded,  with  97%  of  respondents  answering  every  question  posed.  Multiple-­‐choice  and  free  response  questions  were  offered  in  order  to  capture  both  quantitative  and  qualitative  information.  26  businesses  completed  the  survey  distributed  by  the  Geneva  Area  Chamber  of  Commerce  and  Geneva  Business  Improvement  district  (BID),  with  52%  of  those  respondents  representing  lodging,  retail,  or  dining  establishments.    In  addition  to  the  survey  tools,  there  exists  a  repository  of  Musselman-­‐specific  data  collected  via  the  online  event  registration  system  that  enables  cross-­‐checking  of  survey  findings.  This  data  has  been  collected  annually  since  2006  and  verifies  that  the  survey  sample  is  indeed  indicative  of  the  field  as  a  whole.  As  an  example,  20%  of  survey  respondents  reported  staying  at  the  Musselman  "Athlete  Village"  on  the  Hobart  &  William  Smith  campus.  Correspondingly,  the  registration  system  data  show  that  335  people  registered  for  accommodations  at  the  Athlete  Village  (19.9%  of  participants),  thus  verifying  that  the  survey  captured  a  representative  sample.    The  registration  system  provides  additional  insight  into  the  spending  habits  of  participants.  In  addition  to  the  warehouse  of  participant  home  addresses,  the  software  calculates  travel  distance  for  each  athlete  for  use  by  the  carbon  offset  module.  This  component  allows  athletes  to  purchase  carbon  credits  to  offset  the  greenhouse  gas  emissions  produced  by  their  travel  to  and  from  Geneva.  Athletes  are  also  asked  to  report  the  number  of  nights  they  intend  to  stay  in  the  area.  Over  time,  an  historical  analysis  overlayed  with  the  event  weekend  timeline  can  assess  the  effect  of  accessory  offerings  such  as  MusselFest,  the  downtown  mural,  and  the  pre-­‐race  dinner.      In  this  study,  Musselman's  economic  impact  is  calculated  in  four  stages,  which  leads  to  a  cumulative  assessment  of  net  impact.  First,  the  self-­‐reported  athlete  spending,  checked  against  data  provided  by  the  local  business  community,  yields  a  net  cash  infusion  from  non-­‐local  athletes.  This  is  referred  to  as  the  "participant  yield."  Since  participants  often  bring  family,  friends,  or  teammates  with  them,  data  referencing  total  party  size  and  spending  creates  an  "event  influx"  total,  which  represents  the  amount  of  new  money  coming  into  the  community  

 

specifically  due  to  Musselman.  The  costs  associated  with  hosting  the  event,  both  in  terms  of  local  capital  expended  and  contractual  obligations  of  the  race  director  for  local  vendors,  are  reported  as  "production  outlay."  Funds  donated  to  service  organizations  through  direct  athlete  contributions  (whether  via  the  registration  process  or  charity  slots)  and  post-­‐race  contributions  from  Musselman  to  local  organizations  are  quantified  and  referred  to  as  the  "service  organization  yield."    Standard  economic  impact  assessment  requires  the  use  of  a  multiplier  for  capturing  the  full  effect  of  local  investment  in  terms  of  first  generation  indirect  dollars.  This  means  that  while  we  cannot  speculate  as  to  the  use,  investment,  and  ultimate  effect  of  each  new  dollar  introduced  into  the  local  economy,  we  can,  in  various  service  sectors,  anticipate  with  a  reasonable  degree  of  certainty  the  impact  of  each  new  dollar  as  it  turns  over  in  the  local  economy1.  The  multiplier  selected  for  Musselman,  given  that  many  of  the  new  dollars  are  spent  in  retail  and  dining  establishments  and  taking  into  account  the  magnitude  of  contributions  to  service  organizations  as  a  proportion  of  total  financial  outlay,  is  2.17.  Dollars  invested  in  service  organizations  see  a  higher  percentage  of  local  turnover,  whereas  money  spent  at  retail  and  dining  establishments  often  bleeds  out  of  the  community  via  vendors  and  suppliers.  Therefore,  the  aggregate  sum  of  participant  and  service  organization  yield,  coupled  with  production  outlay  and  event  influx,  is  multiplied  by  2.17  to  provide  the  "total  event  yield."  This  final  number  represents  the  quantifiable  monetary  impact  of  Musselman  weekend  2012.    Results  are  divided  into  three  sections:  athlete  findings,  business  findings,  and  historical  analysis.  Research  conclusions  are  then  presented,  including  the  calculated  economic  impact  of  Musselman  weekend  as  well  as  accessory  impact  to  the  region,  and  from  that  policy  recommendations  are  made.  The  conclusions  and  recommendations  both  address  Musselman-­‐specific  findings  as  well  as  those  related  to  other  local  events.  All  results  reflect  best  practices  within  the  economic  impact  assessment  industry.  Addenda  to  the  report  include  copies  of  the  surveys  distributed  as  well  as  a  case  study  meant  to  illustrate  substantial  and  sustained  economic  impact  on  local  businesses  involved  with  or  related  to  local  events.    The  findings  of  this  study  provide  insight  into  the  "Musselman  Effect"  on  various  sectors  of  the  local  economy.  In  addition,  data  collected  from  both  groups  (athletes  and  businesses)  provide  information  and  ideas  that  could  facilitate  effective  planning  related  to  the  marketing,  promotion,  and  cultivation  of  events  in  general.  While  the  survey  tools  used  in  support  of  this  research  focused  on  the  peak  tourist  season  of  May-­‐September,  the  findings  lend  themselves  to  extrapolation  throughout  the  calendar  year  and  may  unlock  secrets  to  extending  this  season  for  maximum  community  benefit.

 

 

                 

II.  Findings  

 

 Athlete  Findings  The  participant  survey  results  can  be  sorted  in  a  race-­‐specific  fashion.  Of  the  556  total  respondents,  306  athletes  (or  55%  of  the  total)  entered  only  the  half-­‐iron  race  on  Sunday  of  the  event  weekend,  203  athletes  (37%)  participated  in  just  the  previous  day’s  mini-­‐Mussel  race,  and  that  36  athletes  (6.5%)  competed  in  both  races,  known  as  the  "DoubleMussel."  Additionally,  the  microMussel  super-­‐sprint  race  was  offered  as  a  Friday  night  prologue,  and  several  entrants  from  each  of  the  weekend  races  signed  up  for  that  race  as  well.  Of  all  survey  respondents,  eight  athletes  (1.4%)  competed  in  all  three  races.          While  triathlon,  as  an  endurance  sport,  attracts  a  unique  kind  of  athlete,  the  level  of  training  required  for  successful  completion  of  the  half-­‐iron  distance  or  the  DoubleMussel  is  generally  indicative  of  a  specialized  caliber  of  participant  (in  terms  of  overall  training  time,  equipment,  the  criteria  for  selecting  particular  races,  and  pre-­‐race  activities).  Therefore,  while  the  overall  survey  data  provides  interesting  insight  into  the  economic  habits  of  triathletes  generally,  the  findings  will  be  presented  in  a  manner  specific  to  each  race  where  notable  differences  occur.  For  purposes  of  clarity,  Musselman  will  be  used  to  describe  the  entire  field  of  athletes,  the  term  mini-­‐Mussel  will  denote  Saturday  racers,  and  half-­‐iron  will  refer  to  the  Sunday  pool.    Athlete  Profile  and  Travel  Data  The  2012  edition  of  Musselman  brought  1,688  competitors  to  Geneva,  NY.  While  Musselman  weekend  draws  in  many  participants  from  the  Finger  Lakes  region,  locals  are  not  the  majority.  Of  the  mini-­‐Mussel  participants,  39.7%  reside  within  a  50-­‐mile  radius  of  Geneva,  while  in  the  half-­‐iron  less  than  20%  of  the  field  are  within  that  reach.  The  majority  of  half-­‐iron  participants  travel  over  100  miles  to  compete,  with  39%  traveling  201-­‐400  miles  for  the  race.  17%  of  all  participants  came  to  Geneva  from  distances  greater  than  400  miles.      

   Less  than  5%  of  participants  were  solo  travelers,  meaning  that  95%  of  those  who  responded  came  to  Geneva  with  at  least  one  other  adult  or  child.  23%  of  half-­‐iron  participants  were  accompanied  by  at  least  one  child,  while  over  40%  of  participants  in  the  mini-­‐Mussel  brought  children  along.  23%  of  those  children  participated  in  Saturday’s  kids  race.  As  for  adults,  many  

 

athletes  attended  with  other  athletes,  and  moreso  amongst  mini-­‐Mussel  participants,  where  63.5%  of  accompanying  adults  were  also  racing.  A  full  11%  of  mini-­‐Mussel  participants  brought  five  or  more  people.  Among  half-­‐iron  athletes,  a  majority  (52%)  brought  at  least  one  non-­‐participant  with  them,  and  32.6%  brought  three  or  more.  In  total,  2,159  people  accompanied  the  athletes  to  Geneva  for  some  portion  of  Musselman  weekend,  with  70%  accompanying  half-­‐iron  participants  and  30%  accompanying  athletes  in  the  mini-­‐Mussel.        “I  came  to  the  race  as  part  of  Team  Z  -­‐  we  had  LOTS  of  people  there  cheering  and  racing!”    “About  25  of  my  extended  family  members  were  there  and  about  12  of  them  participated.”    "We  had  been  to  Watkins  many  times  but  never  Geneva.  Through  Musselman  and  Seneca7...  we  discovered  Geneva  and  now  travel  up  there  for  day  trips  to  the  farmer’s  market,  the  bike  shop,  etc."    Given  that  most  athletes  travel  from  distances  over  100  miles  in  parties  of  at  least  two  people,  the  economic  impact  on  local  accommodations  is  significant.  Several  options  exist  for  stays  in  and  around  Geneva:  hotels,  motels,  bed  and  breakfasts,  inns,  rental  homes,  and  the  Athlete’s  Village  on  the  campus  of  Hobart  &  William  Smith  Colleges.  The  Athlete’s  Village  is  made  available  on  a  first-­‐come,  first-­‐served  basis  during  registration.  335  athletes  (approximately  19%  of  the  field)  took  advantage  of  that  option  in  2012.  Over  twice  as  many  athletes  (42%)  stayed  at  a  hotel  or  motel  in  the  region.  Additionally,  approximately  11%  of  the  field  rented  private  homes,  5%  stayed  at  local  bed  and  breakfasts  (B&Bs),  and  4%  at  a  campground  or  RV  park.    

     Many  athletic  events  are  single-­‐day  outings,  but  the  survey  data  for  Musselman  show  a  different  trend  regarding  participant  stays.  Once  athletes  are  in  Geneva,  many  accompanied  by  friends  and  family,  they  tend  to  stay  more  than  one  day.  While  this  would  be  make  the  most  sense  for  those  entered  in  at  least  two  races  over  the  course  of  the  weekend,  it  also  holds  true  for  those  entered  in  only  one  race.  Overall,  19.7%  of  the  field  reports  staying  one  night;  24.4%  two  nights;  18.2%  three  nights;  and  7.9%  four  or  more  nights.  There  is  important  differentiation  between  the  lengths  of  stay  of  mini-­‐Mussel  vs.  half-­‐iron  competitors.  Because  the  former  group  (mini-­‐Mussel)  contains  a  higher  percentage  of  local  athletes,  the  length  of  stay  tends  to  be  shorter  than  the  half-­‐iron  athletes  who  are,  on  average,  traveling  greater  distances  to  Geneva.    

 

 Athlete  Spending  Patterns  In  addition  to  questions  about  travel  distance  and  length  of  stay,  athletes  were  asked  to  indicate  a  range  that  best  corresponds  to  their  annual  household  income.  This  was  a  mandatory-­‐response  question  which  ensured  that  all  respondents  provided  this  key  demographic  information.  The  following  charts  display  the  findings:  

                           

 While  athletes  are  in  the  area,  they  not  only  spend  money  on  lodging  but  also  food,  supplies,  and  entertainment.  Some  triathlon  clubs  that  travel  to  the  event  are  largely  self-­‐sufficient,  bringing  groceries  and  grills  and  other  items  for  the  athletes  they  support.  But  many  athletes  do  their  shopping  while  in  town:    Spending  Category   %  of  Athletes   Avg.  Daily  Expenditure  restaurants   82.3%   $51-­‐75  groceries   69.4%   $11-­‐25  non-­‐food,  triathlon-­‐specific  items   47.7%   $26-­‐50  retail  not  related  to  triathlon   30.8%   $26-­‐50  entertainment   17.5%   $11-­‐25  misc.  (coffee,  gas,  etc)   15.7%   $11-­‐25  

   

 

 

   Based  on  reported  athlete  accommodations  while  in  the  area,  matched  with  the  rates  charged  for  each  type  of  possible  housing,  the  average  lodging  cost  per  day  for  each  athlete  is  calculated  to  be  $125.  There  does  exist  an  outlying  case:  one  athlete  who  traveled  along  Routes  5&20  stopped  at  Friendly  Ford,  where  they  purchased  a  new  vehicle  for  upwards  of  $20,000.  Because  this  single  purchase  would  skew  the  average  daily  athlete  expenditure,  it  is  not  included  in  the  forthcoming  calculations.  However,  it  is  added  to  the  2012  event  total.    Extrapolating  the  reported  spending  to  the  entire  field,  Musselman  participants  spend  an  average  of  $198/day  in  the  area.  In  addition,  the  other  travelers  in  each  athlete's  party  also  spend  money  locally.  After  backing  out  costs  related  to  the  triathlon  and  accommodations  (so  as  to  not  double  count  rooms),  the  average  person  accompanying  an  athlete  is  responsible  for  an  infusion  of  new  dollars  into  the  local  economy  at  the  rate  of  $82/day.    "Since  the  Musselman  started,  we  do  more  in  the  Geneva  and  Seneca  Lake  area  and  buy  more  of  the  local  products."      Athlete  Experience  in  the  Finger  Lakes  (and  future  travel  plans)  The  survey  administered  as  part  of  this  study  asked  athletes  to  describe  their  prior  knowledge,  if  any,  of  the  Finger  Lakes  region  (and  Geneva  specifically)  and  how,  if  at  all,  their  participation  in  Musselman  effected  their  desire  to  return  to  the  area.  As  might  be  imagined,  the  half-­‐iron  participants,  who  generally  travel  to  the  race  from  a  greater  distance,  had  less  prior  knowledge  of  the  area  than  athletes  in  the  mini-­‐Mussel,  which  attracts  a  larger  local  pool.    Of  total  event  participants,  8%  had  never  heard  of  the  Finger  Lakes  region  prior  to  participating  in  Musselman.  14.4%  had  heard  of  the  Finger  Lakes  but  did  not  know  of  Geneva  specifically.  Amongst  half-­‐iron  participants,  Musselman  was  the  first  introduction  to  the  region  for  12.5%  of  athletes  and  the  first  introduction  to  Geneva  for  another  18.7%.  Of  those  athletes  newly  introduced  to  Geneva  or  the  region,  57.8%  have  an  annual  income  at  or  above  $100,000,  27%  are  over  $200,000,  and  74%  come  from  distances  of  over  200  miles.    When  asked  what  activities  they  participated  in  during  their  stay,  athletes  that  were  new  to  the  area  reported  that  they  took  time  to  explore  the  region  (52%),  visit  a  wine  trail  (20.7%),  spend  a  day  in  Watkins  Glen  or  Ithaca  (15%),  or  visit  Finger  Lakes  Premium  Outlets  (18%).    "We  accidentally  stumbled  into  a  nearby  garlic  farm  after  wine  tasting  at  one  of  the  wineries  near  Hector,  NY.  We  didn't  really  know  what  to  expect  –  maybe  buy  some  garlic  or  some  pesto  that  they  sold  at  the  winery,  but  ended  up  getting  an  impromptu  tour  around  the  farm  and  barn  which  had  garlic  drying  all  over  the  place  and  a  bit  of  an  education  as  well."    From  that  same  pool  of  new-­‐to-­‐the-­‐area  athletes,  18.7%  have  already  booked  another  trip  to  the  Finger  Lakes  that  will  occur  prior  to  the  2013  event.  Of  all  participants,  81.5%  indicate  that  they  intend  to  return,  46.2%  on  a  trip  unrelated  to  the  2013  Musselman.  This  means  780  unique  return  trips  apart  from  Musselman  itself.  Knowing  that  not  everyone  travels  alone,  we  can  

 

conservatively  assume  one  additional  traveler  per  trip  and  therefore  at  least  1,560  repeat  visitors  to  the  area  at  some  time  other  than  July  12-­‐14,  2013.  In  addition  to  developing  an  affinity  for  the  area,  athletes  report  a  strong  desire  to  be  repeat  participants  in  Musselman,  with  61.5%  intending  to  come  back  for  the  2013  edition.  Historical  data  as  to  participation  trends  and  repeat  visitors  can  be  found  in  the  Historical  Analysis  section  of  this  report.    Athletes  remarked  on  their  Finger  Lakes  experience  during  Musselman  weekend  and  how  that  guides  their  future  travel  planning:    "We  decided  to  go  back  to  the  area  one  month  later  to  celebrate  our  15th  wedding  anniversary.  We  stayed  towards  Keuka…  but  came  into  Geneva  for  dinner."    "Planning  a  wine  tour  on  one  or  two  of  the  lakes  this  fall."    "Have  and  will  again  come  back  to  Geneva  for  training  ride  before  next  Musselman."    "We  will  most  likely  be  in  the  area  for  some  fall  wine  tasting  and  visit  the  bike  shop  and  see  what  is  coming  up  at  the  opera  house."    "Planning  another  bike  tour  in  this  region  next  summer."    "Saw  what  a  great  area  it  is  and  plan  to  bring  the  wife  up  for  an  extended  weekend  she  does  not  travel  with  me  to  races."    "My  husband  and  I  will  be  coming  up  for  a  day  trip  to  the  finger  lakes  to  visit  some  wineries  and  to  eat  in  some  of  the  amazing  local  restaurants  which  use  local  foods  from  the  finger  lakes.  One  of  the  things  that  we  love  about  the  area  is  everyone's  desire  for  good  things  from  local  farmers,  and  growers  and  crafters  etc."    Triathlon  is  a  unique  sport  when  considering  the  number  of  wealthy  participants.  The  $100,000+  income  bracket  is  a  demographic  that  tourism  organizations  focus  on  when  attempting  to  achieve  the  highest  return  on  their  marketing  and  outreach  investment.  Over  53%  of  respondents  to  the  survey  fall  within  this  targeted  bracket.  Of  that  higher-­‐income  group,  43.3%  indicate  a  desire  to  return  to  the  region  for  non-­‐Musselman  events,  with  32.7%  having  already  booked  a  trip.  Further,  64%  explored  the  region  during  their  stay,  with  23%  reporting  visiting  a  wine  trail  (63.8%  chose  the  Seneca  Lake  Wine  Trail).  

 

                                         

 Athletes  were  also  given  the  opportunity  to  provide,  in  free  response  format,  the  things  they  most  enjoyed  during  their  visit.  The  survey  was  administered  over  one  month  after  the  event  and  the  survey  did  not  contain  any  names  of  particular  businesses,  yet  the  following  were  remembered  and  repeated  by  the  athletes  with  enough  frequency  to  be  statistically  significant  (presented  in  order,  beginning  with  those  most  often  cited):    Geneva  Bicycle  Center  wineries  Watkins  Glen  State  Park  Red  Jacket  Orchards  Wegmans  Opus  Red  Dove  Tavern  The  Smith  Opera  House  Parker’s  Grille  and  Tap  

Beef  and  Brew  Finger  Lakes  Premium  Outlets  Eddie  O’Brien’s  Belhurst  Castle  Nonna’s  Trattoria  Seneca  Lake  State  Park/sprayground  Halsey’s  Cam’s  New  York  Pizzeria  

 

 

Business  Findings  The  survey  distributed  to  local  businesses  via  the  Geneva  Business  Improvement  District  and  the  Geneva  Area  Chamber  of  Commerce  had  three  components.  First,  businesses  were  asked  to  describe  any  direct  impact  or  change  they  experienced  during  the  2012  Musselman  weekend.  This  served  as  a  check  on  the  athletes’  self-­‐reported  spending.  Second,  businesses  were  asked  to  assess  the  relative  impact  of  a  variety  of  events  in  Geneva  to  determine  which  kinds  of  events  have  the  largest  positive  impact  and  any  that  might  have  a  net  negative  impact  on  their  operations.  Third,  businesses  were  asked  to  share  the  ways  in  which  they  interact  with  visitors  and  potential  customers  who  are  brought  to  the  area  during  events  to  identify  best  practices  and/or  areas  of  suggested  improvement.    In  total,  26  businesses  started  the  survey  that  was  distributed  and  the  completion  rate  was  100%.  Of  the  respondents,  15.4%  were  from  the  lodging  sector,  26.9%  retail  (including  wineries),  and  11.5%  dining  establishments.  With  only  two  exceptions,  every  respondent  indicated  that  Musselman  has  a  positive  impact  on  their  sales  or  operations.  The  only  other  event  that  received  as  many  positive  responses  in  the  survey  was  Hobart  &  William  Smith  Colleges’  graduation  in  May.        There  are  several  opportunities  for  businesses  to  be  involved  with  Musselman,  and  62%  of  those  surveyed  take  part  in  some  way.  Most  common  is  the  displaying  of  signs  and/or  sandwich  boards  welcoming  athletes  and  offering  words  of  encouragement  or  special  offers.  Many  businesses  commit  to  providing  volunteers  from  their  employee  pool  for  the  weekend,  advertise  in  the  Finger  Lakes  Times  insert  that  is  produced  the  week  of  the  event,  or  come  out  to  support  their  employee-­‐athletes  in  either  the  mini-­‐Mussel  or  half-­‐iron.        In  gauging  economic  impact,  analytic  controls  must  be  present  to  assess  the  difference  between  "displacement  sales"  and  an  influx  of  new  dollars.  To  achieve  this,  the  survey  distributed  to  businesses  asked  for  net  receipts  for  a  non-­‐event  summer  weekend,  where  "non-­‐event"  is  described  as  a  weekend  that  captures  typical  summer  activity  unrelated  to  a  specific  draw.  The  suggested  range  for  consideration  was  the  period  after  Hobart  &  William  Smith  Colleges'  graduation  through  the  end  of  the  local  school  year  (late  May  through  mid-­‐June).  Businesses  were  then  asked  to  report  net  receipts  for  Musselman  weekend  (date  range  July  13-­‐15,  2012)  for  purposes  of  comparative  analysis.  By  examining  total  spending  patterns  within  each  business  category,  it  is  possible  to  benchmark  typical  economic  activity  against  activity  during  Musselman  weekend.    In  addition,  businesses  were  asked  to  report  any  change  to  their  "per  transaction  average"  to  identify  differentials  in  transaction  volume  vs.  transaction  magnitude.  The  business  data  supports  the  athletes’  self-­‐reported  local  spending  in  that  net  receipts  by  lodging,  dining,  retail,  and  grocery  sectors  were  markedly  higher  during  Musselman  weekend.  However,  64.7%  of  businesses  reported  that  their  average  transaction  magnitude  during  Musselman  weekend  was  the  same  as  non-­‐event  weekends.  This  means  that  while  a  significant  percentage  of  athletes  were  spending  more  money  at  local  businesses  than  non-­‐athletes  do,  the  economic  impact  is  also  due  to  increased  transaction  volume.  In  other  words,  there  are  

 

more  people  spending  money  in  Geneva  during  Musselman  weekend  and,  as  an  additional  benefit,  many  of  those  transactions  are  of  greater  magnitude  than  usual.  This  means  that  Geneva  is  capturing  dollars  that  would  not  have  been  spent  locally  but  for  Musselman.    Corollary  data  were  also  provided  that  support  these  spending  conclusions.  Local  financial  institutions  reported  a  significant  uptick  in  ATM  withdrawals  and  lobby  transactions  during  Musselman  weekend.  One  institution  reported  a  tenfold  increase  in  ATM  withdrawals  over  non-­‐event  weekends.  It  can  be  reasonably  assumed,  based  on  this  data,  that  non-­‐local  athletes  who  withdrew  money  from  local  ATMs  upon  their  arrival  spent  those  dollars  locally.    In  the  free  response  section  of  the  survey,  several  businesses  commented  on  their  perception  of  Musselman’s  impact.  Every  response  indicated  that  the  event  has  a  net  positive  impact  on  the  community.  In  addition  to  direct  spending,  businesses  cited  the  effect  of  introducing  athletes  to  Geneva,  the  loyalty  that  is  developed  between  businesses,  athletes,  volunteers,  and  spectators  as  the  result  of  a  good  experience,  and  the  improvement  of  the  image  of  Geneva  as  a  whole  and  downtown  in  particular  amongst  residents  of  the  area.  Here  are  a  few  of  those  responses:    "puts  Geneva  on  the  'map'  as  a  destination"    "The  Musselman  has  a  very  favorable  reputation  especially  with  regards  to  the  local  community  support.  Some  participants  will  extend  their  stay  to  enjoy  the  area  and  area  wineries."    "Awareness  of  the  area  so  people  return  for  personal  time."    "Geneva  pride"    "generating  tourism"    "Showcases  what  our  area  has  to  offer."      "good  PR  for  Geneva"    "Introduces  the  Finger  Lakes  to  so  many  folks  of  means  who  like  to  travel."    "Community  involvement.  Athletes  often  share  that  we  are  the  friendliest  race  course  and  most  organized."      In  terms  of  quantitative  measures,  52%  of  businesses  reported  repeat  business  on  non-­‐event  weekends  directly  attributable  to  Musselman,  with  30.7%  saying  that  the  return  business  is  significant.        

 

As  previously  mentioned,  respondents  were  asked  to  gauge  the  impact  of  a  variety  of  events  on  their  business.  The  table  below  illustrates  those  findings.    (Only  events  in  which  more  than  50%  of  the  respondents  indicated  some  impact  are  listed.)    

Event   Positive   Negative  Musselman  Triathlon   91%   5.8%  Cruisin'  Night   54.5%   45.5%  Red  Hat  convention   88%   10.7%  Seneca7  running  relay   100%   0%  HWS  graduation   100%   0%      The  free  response  area  of  the  survey  indicated  that  "traffic  congestion"  is  the  reason  for  the  negative  impact  noted  for  Musselman.    Businesses  were  also  asked  to  comment  on  methods  they  employ,  or  would  like  to  see  employed,  to  increase  the  likelihood  of  local  spending  by  participants  and  visitors  during  local  events.  Those  comments  and  suggestions  have  been  incorporated  into  the  conclusions  and  recommendations  at  the  end  of  this  report.  

                             

 

Historical  analysis  This  section  takes  a  broader  look  at  the  Musselman  Triathlon  through  historical  data  collected  by  the  event  over  five  editions  (2008-­‐2012)  or  more  to  draw  additional  conclusions.      

 Participant  Counts  The  field  size  of  participants  in  Musselman  has  increased  each  year  since  its  inception  in  2004.  In  2007  the  event  sold  out  for  the  first  time,  meaning  the  number  of  registrants  reached  the  established  capacity  and  some  potential  registrants  were  turned  away.  In  subsequent  years  the  field  limits  were  increased  and  deliberately  tuned  to  anticipated  demand;  in  each  of  these  years  demand  met  supply  and  a  "sold  out"  state  was  reached.  In  2012  all  races  of  Musselman  weekend  reached  capacity  in  March,  four  months  before  the  event  itself.      A  wait  list  has  been  maintained  each  year,  and  considering  the  number  of  names  on  the  wait  list  it  is  estimated  that  the  field  size  of  Musselman  could  be  at  least  25%  bigger.  This  supports  one  of  this  study's  conclusions  that  an  additional  triathlon  held  in  Geneva  would  draw  a  large  number  of  participants  -­‐  current  supply  is  not  meeting  demand.      Participant  Demographics  Over  the  past  five  years,  the  number  of  states  and  Canadian  provinces  represented  (about  38),  the  percentage  of  Canadian  visitors  (about  6%),  and  the  average  age  of  each  participant  (37.6  years  old)  has  held  steady.  However,  the  percentage  of  female  participants  has  increased  each  year  and  in  2011  and  2012  nearly  reached  50%.  This  follows  Musselman's  objective  to  establish  itself  as  a  "family-­‐friendly  race,"  which  was  picked  up  by  the  media.  (Musselman  was  named  "Most  Family-­‐Friendly"  by  Inside  Triathlon  magazine  in  both  2009  and  2010.)          

 

 

Travel  Distance  The  city  of  Geneva  is  relatively  small  (population  13,000),  but  it  is  situated  a  reasonable  driving  distance  from  several  major  metropolitan  areas:  Boston,  New  York  City,  Philadelphia,  Pittsburgh,  Cleveland,  and  Toronto.  Musselman  tracks  the  distance  traveled  by  each  participant  to  and  from  the  event,  as  well  as  the  mode  of  transportation  used  (car,  plane,  bus,  etc)  each  year.  The  average  distance  traveled  by  each  participant  has  decreased  over  the  past  five  years,  while  the  number  of  participants  coming  from  less  than  25  miles  away  has  dramatically  increased.  This  can  partly  be  explained  by  several  years  of  increasing  the  field  limit  for  the  sprint  race  (from  about  600  in  2008  to  800  in  2012)  while  holding  the  half-­‐iron  limit  steady  (at  about  1,000  each  year).  Since  the  sprint  race  typically  draws  less-­‐experienced  athletes,  and  because  its  footprint  is  limited  to  the  morning,  a  short  drive  can  be  justified  by  those  looking  to  try  the  race  for  the  first  time.  (This  trend  may  also  reflect  the  prevailing  weak  economy  and  the  rising  cost  of  gasoline.)    

                                             

 The  peak  travel  year  for  Musselman  participants  was  2010,  when  1,911  competitors  traveled  a  total  round-­‐trip  distance  of  340,530  miles  to  attend  the  event.  To  offset  the  greenhouse  gas  environmental  impact  of  this  travel,  participants  donated  $644.91  to  the  organization  Native  Energy  via  the  online  registration  process.      

 

 

 

Duration  of  Stay  For  the  past  four  years  (2009-­‐2012)  each  registrant  has  been  required  to  specify  the  number  of  days  they  plan  to  stay  in  Geneva  over  Musselman  weekend.  Of  note  is  the  impact  of  event  planning  decisions  on  the  duration  of  stay.  In  2010,  Musselman  introduced  both  the  "MusselFest"  concept  and  the  microMussel  race.  Both  ideas  were  primarily  intended  to  expand  the  weekend  to  Friday  and  involve  more  than  just  the  participants  themselves,  creating  a  compelling  reason  for  participants  to  add  an  extra  day  (or  more)  to  their  stay.  MusselFest  added  a  participatory  mural  painting,  an  "Arts  Triathlon"  at  The  Smith  Opera  House,  and  community  events  like  juice  factory  tours  and  live  music.  MicroMussel  added  a  new  race  to  Friday  evening,  one  intended  to  be  as  much  fun  for  spectators  as  participants.  MicroMussel  has  increased  in  attendance  (for  both  athletes  and  spectators)  in  each  of  its  three  years.    The  data  reflect  that  starting  in  2010,  the  year  these  new  elements  were  introduced,  the  duration  of  stay  increased  for  both  mini-­‐Mussel  and  half-­‐iron  participants.  This  indicates  that  the  goals  behind  the  expansion  of  Musselman  weekend  were  reached:  the  number  of  one-­‐day  stays  dropped  from  2010  to  2012  while  two-­‐day  and  three-­‐day  stays  increased.  Elsewhere  this  document  quantifies  what  an  extra  day  means  for  the  local  economy.    Athlete  Loyalty  One  measure  of  the  success  of  any  sporting  event  is  the  number  of  return  participants  each  year.  For  the  last  five  years,  Musselman  has  not  run  print,  radio,  TV,  or  online  advertising,  instead  relying  on  word-­‐of-­‐mouth  and  unsolicited  media  coverage  to  attract  entrants.  Believing  that  a  quality  product  and  third-­‐party  reviews  will  do  more  to  bring  participants  back  than  a  glossy  ad  in  a  magazine,  Musselman  organizers  instead  focus  on  the  "athlete  experience"  each  year.    Musselman  has  appeared  in  national  publications  each  of  the  last  six  years.  Triathlete  magazine,  Inside  Triathlon  magazine,  and  Bicycling  magazine  appear  prominently  on  newstands  and  have  awarded  Musselman  accolades:  Editor's  Pick,  "Must-­‐Do  Triathlons,"  "Most  Family-­‐Friendly."  In  addition  to  providing  free  advertising  for  the  race  and  driving  loyalty,  this  press  coverage  affords  the  Finger  Lakes  region,  and  the  city  of  Geneva,  national  exposure  as  a  premier  destination  for  tourism.    Since  its  inception  8,905  individuals  have  competed  at  Musselman.  This  means  that,  on  average,  889  new  people  are  introduced  to  Geneva  each  July  through  Musselman  alone  (this  figure  only  includes  participants;  it  does  not  include  spectators,  family,  or  friends).  Of  the  total  history  of  competitors,  2,487  have  participated  in  more  than  one  edition  (28%).  The  effectiveness  of  word-­‐of-­‐mouth  promotion  can  be  seen  in  the  reason  cited  for  participation  in  the  2012  edition  of  the  event:  684  of  the  new  participants  (those  who  had  not  competed  before)  listed  "heard  about  it  from  a  friend"  as  their  reason  for  coming.  This  represents  fully  50%  of  the  rationale  given.    

 

The  following  chart  shows  the  number  of  participants  who  have  competed  in  multiple  Musselman  events.  The  information  is  somewhat  incomplete  because  registration  has  not  yet  concluded  for  the  2013  event,  which  is  the  10th  edition.      10-­‐year  participants   3  9-­‐year  participants   12  8-­‐year  participants   14  7-­‐year  participants   31  6-­‐year  participants   59  5-­‐year  participants   102  4-­‐year  participants   239  3-­‐year  participants   560  2-­‐year  participants   1,467  single-­‐year  participants   6,418      

 

                   

III.  Research  Conclusions  

 

 Calculating  Direct  Economic  Impact  Beginning  in  2004,  the  Musselman  Triathlon  has  brought  athletes,  spectators,  and  volunteers  together  each  July  in  Geneva  to  experience  the  splendor  of  sport  and  recreation.  The  triathlon  participants  tend  to  have  more  disposable  income  as  compared  to  the  general  population  of  the  Finger  Lakes  region  and  have  an  appreciation  of  the  types  of  amenities  and  experiences  that  the  area,  particularly  Geneva,  has  to  offer.  Both  during  their  stay  in  the  area  and  beyond,  the  people  who  come  to  compete  in  Musselman  make  a  significant  impact  on  the  local  economy.    The  immediate  economic  impact  of  the  Musselman  Triathlon  is  measured  in  terms  of  new,  direct  dollars  spent  locally  for  and  by  athletes  and  spectators  in  Geneva  the  weekend  of  July  13-­‐15,  2012.  This  is  reflected  in  an  increase  in  the  volume  of  sales  at  local  lodging,  dining,  retail,  grocery,  and  other  establishments,  and  by  the  direct  outlay  to  vendors  necessary  for  the  production  of  the  event  weekend.    In  deriving  these  figures,  it  is  important  to  note  the  distinction  between  spending  per  day  and  spending  per  night.    Some  athletes  commute  to  the  event  in  one  day,  thereby  not  spending  money  on  lodging.  These  athletes  do,  however,  still  report  race  day  spending.  In  addition,  data  collected  from  participants  during  the  registration  process  (provided  in  detail  in  the  Historical  Analysis  section)  confirm  that  each  overnight  stay  translates  into  participation  in  the  economy  of  the  destination  for  n+1  days  (where  n  =  the  number  of  nights).  In  calculating  total  athlete  spending,  it  is  therefore  necessary  to  break  out  the  lodging  expense  from  the  total  spending  and  account  for  both  the  one-­‐day  athletes  and  the  additional  spending  of  overnight  athletes  that  corresponds  with  their  additional  time  in  the  community.  The  formula  used  is:    Participant  Yield  =  p  x  ((n  x  125)  +  ((n+1)  x  100)  +  r)      Where  n  =  nights  stayed;  p  =  number  of  participants;  and  r  =  registration  fee.  The  "participant  yield"  as  previously  defined  is  the  influx  of  new  dollars  from  athletes  coming  into  the  region  for  Musselman.    This  formula  is  repeated  over  each  number  of  nights,  in  percentages  reflected  by  survey  responses,  from  0-­‐7,  plus  registration  fees  received  for  those  athletes  who  did  not  attend.    Participant  Yield  for  the  1,688  athletes  who  competed  in  the  2012  Musselman  is  $1,399,336.  

 Using  the  data  on  people  accompanying  athletes  to  Geneva,  we  can  determine  a  daily  spending  rate  that  accounts  for  dining,  grocery,  retail,  and  services  other  than  lodging.  Given  that  2,159  people  travel  with  the  athletes,  and  using  the  average  stay  based  on  the  particular  races  of  those  athletes,  we  calculate:    

Total  spending  of  accompanying  adults  is  $478,003.    

 

Therefore,  the  Event  Influx  (new  dollars  spent  locally  owing  to  the  event)  is  $1,877,338.    Money  is  also  infused  into  the  economy  by  Musselman  organizers  to  secure  supplies  and  services  for  the  event  weekend  from  local  vendors  and  service  providers.      

 The  local  portion  of  the  Race  Production  Outlay  is  $88,243.  

 In  addition  to  these  dollars,  the  Musselman  registration  process  includes  an  opportunity  for  athletes  to  make  donations  to  several  local  charities.  Some  organizations  also  conduct  fundraising  events  (such  as  the  Community  Lunch  Program’s  Pancake  Breakfast  and  the  Salvation  Army’s  red  kettle  campaign  at  the  entrance  to  the  state  park  on  race  morning)  to  garner  donations  from  participants  and  spectators.  "MusselFest,"  the  series  of  family-­‐friendly  activities  held  in  various  locations  throughout  the  event  weekend,  includes  the  Arts  Triathlon,  which  raises  money  for  The  Smith  Opera  House.  And  Musselman  donates  a  portion  of  profits  to  charities  immediately  following  the  event.      

The  Service  Organization  Outlay  is  $25,556.    It  is  important  to  note  that  the  above  calculations  do  not  include  spending  by  local  athletes,  spectators  not  attending  with  an  event  participant,  volunteers,  or  local  vendors  because  a  portion  of  that  sum  would  qualify  as  "displacement  dollars."  Displacement  dollars  are  monies  that  would  likely  be  spent  in  the  region  under  normal  circumstances  but  are  reapportioned  due  to  an  event’s  location.  In  other  words,  a  family  who  volunteers  during  the  mini-­‐Mussel  may  enjoy  a  meal  in  a  downtown  restaurant  after  their  shift.  However,  if  not  for  dining  at  the  restaurant  that  family  would  have  spent  money  at  a  grocery  store  in  order  to  cook  at  home.  While  it  is  true  that  the  family  would  likely  spend  more  at  a  restaurant  than  they  would  have  purchased  in  groceries,  those  dollars  represent  more  of  a  shift  in  spending  rather  than  an  infusion  of  new  monies.  Displacement  dollars  are  important  to  consider,  particularly  in  the  context  of  downtown  development,  identification,  and  overall  business  exposure,  but  such  calculations  are  imprecise  and  it  is  assumed  here  that  the  displacement  effect  would  be  commensurate  with  other  events  held  in  similar  locations.  Therefore,  this  analysis  is  focused  on  quantifying  new  dollars  that  are  most  significant  to  the  local  economy.    The  infusion  of  new  dollars  to  the  local  economy  directly  attributable  to  the  Musselman  

Triathlon  is  $1,991,137.    The  economic  impact  on  the  local  community  is  not  limited  to  event  weekend.  The  US  Department  of  Commerce’s  regional  input-­‐output  model  of  economic  analysis  provides  guidance  as  to  the  multiplier  that  should  be  used  to  calculate  first-­‐generation  economic  impact  in  a  region  based  on  the  sectors  of  the  economy  that  receive  dollars  from  tourism.  The  multiplier  derived  for  Musselman  is  a  function  of  both  the  magnitude  of  local  investment  via  event  production  costs,  the  introduction  of  new  dollars  into  the  economy,  the  amount  of  money  donated  to  non-­‐profit  organizations,  and  considerations  of  the  business  climate  in  Geneva,  specifically  the  amount  of  sales  leakage  and  second-­‐tier  importing  of  goods  and  

 

services  that  exists.  While  the  US  Travel  Data  Center  places  the  nationwide  multiplier  at  2.40,  the  calculated  multiplier  for  Musselman  in  Geneva  is  2.172.        

In  determining  the  impact  of  those  dollars  on  the  local  economy,  a  first-­‐generation  multiplier  of  2.17  allows  us  to  calculate  a  Total  Event  Yield  of    $4,320,768.  

   Accessory  Impact  In  addition  to  the  infusion  of  new  dollars  into  the  local  economy  and  the  heretofore  non-­‐reported  displacement  effect,  there  are  important  derivative  benefits  of  Musselman  weekend  to  the  region.  Unlike  mega-­‐events  produced  by  large  corporations  (such  as  the  Ironman  series  produced  by  the  World  Triathlon  Corporation),  Musselman  grew  up  in  Geneva,  created  and  directed  by  a  local  resident  whose  family  roots  are  here,  and  guided  by  an  organizing  committee  of  area  residents.  The  event  is  infused  with  the  local,  starting  with  its  name  and  permeating  through  the  event’s  production  ethos  and  accessory  activities  (referred  to  as  "MusselFest").  The  work  of  the  race  director  and  his  committee  has  earned  the  Musselman  Triathlon  national  accolades,  including  in  2012  the  distinction  of  "Editor’s  Pick"  and  "Best  Atmosphere"  in  Inside  Triathlon  magazine  alongside  races  in  major  cities  across  the  country  and  the  world.  The  exposure  the  Finger  Lakes  region  receives  in  these  international  publications  is  an  important  benefit  derived  from  its  role  as  host  community  -­‐  but  the  showcasing  of  the  area,  particularly  the  city  of  Geneva,  during  event  weekend  translates  into  direct  and  measurable  returns.    Therefore,  in  addition  to  the  direct  economic  impact  of  Musselman  weekend  quantified  in  the  previous  section,  a  large  indirect  economic  benefit  is  derived  by  the  region  as  the  result  of  the  event.  Musselman  not  only  introduces  new  visitors  to  the  area,  but  it  draws  a  demographic  that  is  sought  by  local  businesses  and  creates  an  experience  that  inspires  many  of  them  to  return.    The  self-­‐reported  attitudes  and  plans  of  surveyed  participants,  coupled  with  the  data  shared  by  local  businesses,  yields  clear  evidence  that  Musselman  is  the  point  of  entry  for  large  numbers  of  return  visitors  to  the  region.  In  particular,  downtown  Geneva  businesses  and  the  Seneca  Lake  Wine  Trail  receive  direct  and  recurring  benefit  from  the  event.  But  while  there  is  substantial  evidence  of  direct  impact  on  the  local  economy  apart  from  event  weekend,  such  as  repeat  visits  to  the  area,  the  subsequent  purchase  of  local  products  showcased  at  the  event,  and  the  exposure  of  the  region  to  additional  travelers,  this  report  does  not  make  speculative  calculations  regarding  that  total  influx  of  new  dollars  to  the  region.      An  article  published  in  the  Journal  of  Travel  and  Tourism  Marketing  in  2010  examines  the  factors  that  contribute  to  a  visitor’s  intent  to  return  to  a  destination.  The  findings  state  that  the  decision  to  make  a  repeat  trip  to  a  destination  is  "primarily  affected  by  destination  attachment"  where  visitors  "revisit,  recommend,  and  resist  change."3  Immediately  following  Musselman  2012,  the  race  director  asked  athletes  to  consider  sending  a  note  of  thanks  to  volunteers  who  make  the  event  possible.  Within  48  hours,  over  one  hundred  athletes  sent  

 

messages  detailing  the  ways  in  which  interaction  with  the  event’s  hundreds  of  volunteers  had  enhanced  their  experience  and  increased  their  affinity  for  the  event  and  the  region.  In  free  response  sections  of  both  the  athlete  and  business  surveys,  comments  noted  the  welcoming  spirit  of  the  event,  the  beauty  of  the  area,  the  uniqueness  of  the  region,  and  the  desire  to  make  return  trips  both  affiliated  and  unaffiliated  with  future  Musselman  dates.  Approximately  30%  of  athletes  surveyed  said  that  they  intend  to  return  to  the  area  for  vacation  prior  to  Musselman  2013,  with  14%  having  already  booked  a  trip.  Of  those  surveyed,  69.2%  intend  to  register  for  Musselman  2013.    A  general  conclusion  can  be  drawn  that  the  positive  experience  delivered  by  Musselman  weekend  to  athletes,  volunteers,  and  spectators  serves  as  the  foundation  for  destination  attachment.  While  here,  athletes  experience  not  only  the  hospitality  and  beauty  of  Geneva  and  the  race  courses,  but  many  venture  out  with  their  travel  companions  around  the  wine  trail,  down  to  Watkins  Glen,  and  into  other  small  communities.  They  become  oriented  with  the  Finger  Lakes,  with  Geneva  serving  as  the  home  base.  They  develop  familiarity  with  the  area  and  discover  things  they  would  like  to  see  and  do  again.  That  attachment,  in  turn,  generates  revisits  and  recommendations.    In  looking  to  capture  ways  to  further  entice  return  trips,  the  participant  survey  asked  what  events  might  bring  people  back  to  the  region  apart  from  future  installments  of  Musselman.  The  results  of  that  inquiry  are  reflected  in  the  Athlete  Findings  section  of  this  report.  Quality  events  that  connect  people  with  the  unique  features  and  offerings  of  the  area  are  necessary  to,  and  in  some  cases  sufficient  for,  visitor  loyalty.    In  addition  to  the  economic  impact,  there  exist  accessory  community  impacts  that  are  not  discussed  elsewhere  in  this  report.  They  bear  mention,  however,  as  they  support  the  City  of  Geneva’s  stated  objectives  of  "Economic  Development"  and  "Pride  of  Place"  in  that  they  create  opportunities  for  direct  engagement  of  residents  and  visitors  in  local  community-­‐building.  For  example,  the  Geneva  Family  YMCA  joins  the  YMCAs  of  Pittsford  and  Canandaigua  in  offering  "Musselman  Prep"  training  groups.  These  year-­‐round  activities  bolster  identification  of,  and  commitment  to,  participation  in  the  July  event.  A  group  of  local  volunteers  runs  "Team  Mussel"  in  partnership  with  the  Geneva  Family  YMCA  and  the  Geneva  Boys  &  Girls  Clubs.  The  afterschool  program  serves  local  children  ages  9-­‐14  and  provides  instruction  in  swimming,  cycling,  running,  and  nutrition.  The  program  helps  to  fill  an  oft-­‐cited  gap  in  afterschool  programming  and  encourages  healthy  habits.  Many  local  people  who  do  not  compete  in  the  event  become  involved  in  volunteering  for  Musselman.  Neighborhood  groups  and  local  clubs  come  together  for  pre-­‐race  preparations  and  race  day  assignments,  and  local  businesses  sponsor  athletes  and  commit  volunteers.  People  enjoy  helping  out  and  have  a  positive  experience  doing  so.  Musselman  brings  multiple  facets  of  the  community  together,  which  engenders  a  sense  of  pride  and  mutual  purpose  that  lasts  well  beyond  event  weekend.    In  addition  to  the  infusion  of  over  $4  million  into  the  local  economy,  there  are  ongoing  positive  impacts  to  the  region,  and  specifically  to  the  city  of  Geneva.  Return  visitors,  engaged  

 

residents,  and  a  platform  for  collective  community  identity  are  all  components  of  what  can  be  considered  the  "Musselman  Effect."                                                                  

 

                 

IV.  Policy  Recommendations  

 

 When  considering  economic  impact  of  existing  or  current  events  and  evaluating  local  effort  relevant  to  their  encouragement  or  support,  it  is  important  to  develop  expectations  of  return  commensurate  with  the  type  of  event.      A  study  published  in  the  Journal  of  Travel  Research  states  that  economic  impact  studies  using  multipliers  "are  more  useful  for  policy  analysis  because  they  indicate  how  much  in  total  earnings  can  be  generated  by  a  given  increase  in  tourism  spending.  Jurisdictions  can  use  such  multipliers  to  determine  the  total  'bang  for  the  buck'  to  be  derived  from  stimulating  an  additional  $1  million  in  tourism  spending  in  the  area."4    Based  on  the  findings  of  this  economic  impact  study,  particularly  the  input  of  the  local  business  community,  trends  emerge  regarding  the  types  of  events  that  bring  about  the  greatest  ‘bang  for  the  buck’  in  Geneva.  It  is  important  to  note  that  Musselman  receives  no  cash  capital  from  the  City  of  Geneva  or  any  other  government  body.  Not  only  does  New  York  State  law  prohibit  the  gifting  of  municipal  funds  to  non-­‐municipal  entities  (either  for-­‐  or  non-­‐profit),  but  the  Musselman  organizing  committee  has  never  approached  the  City  for  a  contribution,  finding  it  inconsistent  with  the  values  of  the  event.    In  recent  years,  the  City  of  Geneva  has  struggled  with  the  means  and  methods  of  stimulating  tourism  spending,  particularly  via  events.  Part  of  that  challenge  has  been  a  lack  of  metrics  by  which  policymakers  can  evaluate  the  potential  (pre-­‐event  requests)  and  actual  (post-­‐event  evaluation)  impact.  From  the  data  and  feedback  provided  in  the  administered  surveys  and  an  examination  of  independent  industry  research  on  the  topic,  a  set  of  characteristics  emerge  that  can  inform  and  guide  the  recruitment,  selection,  support,  and  promotion  of  events.    A  classification  system  for  events  can  be  derived  based  on  magnitude  and  type  of  impact:    Low  Impact:  Events  that  anticipate  almost  exclusively  local  attendance  (block  party,  small  concerts,  some  festivals)  is  almost  assured  to  provide  benefit  to  the  community  in  terms  of  boosting  pride  of  place  -­‐  a  sense  of  belonging  and  commitment  to  the  city.  In  economic  terms,  though,  an  event  of  this  type  either  does  not  induce  spending  or  the  dollars  spent  are  simply  reapportioned  from  other  vendors.  In  other  words,  if  a  Geneva  family  decides  to  purchase  a  meal  from  a  local  vendor  at  a  festival,  that  family  spends  dollars  that  otherwise  would  have  been  put  into  the  economy  at  a  supermarket  or  another  local  establishment.  These  "displacement  dollars"  have  a  negligible  net  effect  on  the  local  economy,  but  these  types  of  events  do  contribute  to  pride  of  place  amongst  residents.    Moderate  Impact:    Events  that  draw  a  regional  crowd  (larger  festivals,  bigger  concerts,  some  conferences  and  tours)  can  also  promote  pride  of  place  and  have  the  additional  benefit  of  elevating  Geneva’s  regional  profile.  The  impact  of  such  an  event  on  the  local  economy  is  a  function  of  several  factors.  Insofar  as  the  event  brings  in  people  who  otherwise  would  not  have  been  in  Geneva  during  that  time,  it  increases  the  potential  for  local  spending.  If  an  event  is  self-­‐contained,  providing  food  on-­‐site  or  having  a  schedule  that  does  not  allow  for  off-­‐site  

 

shopping,  dining,  or  overnight  stays,  the  volume  of  transactions  that  benefit  local  businesses  may  be  low.  But  if  the  event  happens  at  a  time  that  is  conducive  to  participants  seeking  out  a  local  meal,  extends  two  or  more  days,  or  otherwise  includes  activities  in  locations  that  allow  for  visiting  businesses  or  restaurants,  then  there  is  potential  for  infusion  of  new  dollars  into  the  local  economy.  There  is  also  the  potential  for  repeat  business  generated  by  exposing  people  who  live  within  a  reasonable  travel  range  (50  miles  or  less)  to  the  local  offerings.  These  return  customers  can  extend  the  customer  base  of  retail  shops,  restaurants,  and  businesses,  providing  repeat  economic  benefit.    High  Impact:    Events  that  draw  a  regional,  national,  or  international  crowd  and  offer  multiple  days  of  activities,  such  as  Musselman,  can  produce  a  substantial  and  lasting  economic  impact  on  the  host  community.  The  key  to  the  success  of  such  events  is  not  captured  simply  in  the  number  of  attendees.  A  major  event  (2,000+  attendees)  constrained  to  a  single  site  is  not  likely  to  yield  as  much  net  spending  in  the  community  as  a  decentralized  event  with  strong  ties  to  local  businesses  and  incentives  for  participant  interaction  in  the  community  at  large.  Events  that  give  people  a  reason  to  venture  into  the  downtown,  time  to  check  out  local  offerings,  and  a  variety  of  meal  options  (as  opposed  to  a  conference  providing  all  meals  on-­‐site)  not  only  create  direct  spending  opportunities,  but  also  expose  participants  to  more  facets  of  the  local  community.      In  order  to  ensure  maximum  impact  from  events,  City  partners  should  consider  the  duration  and  scope  of  the  events.  Questions  to  pose  in  the  early  stages  of  event  planning  include:    Where  will  it  be  held?    During  what  season?    How  does  the  event  timeline  comport  with  meal  times  and  retail  store  hours?    What  portion  of  attendee/participant  needs  will  be  met  by  the  event  promoter  directly  on-­‐site?    Which  businesses,  or  sectors  of  the  business  community,  will  receive  direct  exposure  through  partnerships  and/or  sponsorships?        Perhaps  more  speculative  in  nature,  but  still  important,  are  considerations  of  average  income  of  the  attendee  and  opportunities  to  promote  discretionary  spending  related  to  the  event.  A  place-­‐based  event  that  showcases  the  community  and  provides  those  who  come  from  out  of  town  a  meaningful  orientation  to  the  region,  and  the  city  in  particular,  will  boost  the  likelihood  of  repeat  visits  and  the  associated  impacts  that  will  bring.  The  city  should  also  consider  the  extent  to  which  the  city’s  residents  can  take  ownership  of  preparation  and  planning  to  build  pride  of  place  and  enhance  the  event’s  authenticity.  This  increases  the  quality  of  the  event  and  parlays  into  both  volunteers  and  participants  alike  creating  and  sharing  a  positive  association  with  Geneva  and  the  greater  Finger  Lakes  region.        Partnerships  might  take  the  form  of  developing  ancillary  events  and  activities  within  the  community  of  which  event  participants  might  avail  themselves.  For  example,  the  Community  Lunch  Program’s  Pancake  Breakfast  draws  athletes  into  downtown  on  Saturday  morning  and  

 

takes  in  revenue  to  support  that  community  program.  The  pre-­‐race  briefing  for  half-­‐iron  participants  takes  place  at  the  Smith  Opera  House  and  is  bookended  by  opportunities  for  athletes  to  contribute  to  the  Musselman  mural  behind  the  County  office  building.  These  events  draw  athletes  out  of  their  rooms  and  into  the  center  of  downtown  Geneva.  Two  briefings  are  held,  one  at  1:30pm  and  one  at  4:30pm,  allowing  for  lunch  prior  to  the  first  or  dinner  after  the  second.    Bringing  athletes  to  the  mural  wall  to  add  their  names  not  only  adds  an  additional  activity,  but  promotes  destination  attachment.        While  the  burden  is  appropriately  placed  on  the  event  director  to  be  as  responsive  to  community  needs  as  possible,  there  is  also  a  role  for  local  government,  agencies,  and  businesses  to  play  in  harnessing  maximum  impact  from  events.  The  Geneva  Business  Improvement  District  and/or  Local  Merchants  Association  should  raise  awareness  of  an  event  and  the  profile  of  its  likely  attendees.  This  assists  businesses  in  developing  strategic  partnerships  and  promotions  that  resonate  with  the  specific  interests  or  needs  of  the  incoming  visitors.  Other  groups  might  coordinate  accessory  activities  or  other  outreach  to  participants,  or  seek  out  ways  to  provide  information  about  their  organization  to  visitors.    A  key  to  maximizing  economic  impact  is  outreach  to  visitors  prior  to  their  arrival  in  order  to  assist  in  planning  their  stay.  This  could  take  the  form  of  a  centralized  website  with  information  about  regional  offerings  and  local  events  that  is  distributed  to  attendees  in  conjunction  with  registration  information  and  details  sent  by  the  promoters/organizers.  There  should  be  efforts  to  coordinate  lodging  offerings  while  considering  the  possibility  of  minimum  stay  requirements  without  unduly  burdening  travelers  and  thereby  discouraging  participation.  For  instance,  hotel  providers  in  Lake  Placid  require  a  five-­‐night  stay  surrounding  the  Ironman  held  there  each  year.  This  does  not  promote  a  positive  association  with  the  destination  for  visitors  lacking  the  means  to  stay  that  many  nights.  However,  a  two-­‐  or  three-­‐night  minimum  attached  to  a  weekend  event  like  Musselman  would  be  appropriately  responsive  to  the  demand  for  lodging.  Such  efforts  must  be  undertaken  with  a  commitment  to  activities  and  high-­‐level  concierge  services  to  create  the  best  possible  visitor  experience,  coordinated  by  government  and/or  local  merchant  groups.    Musselman  athletes  who  completed  the  survey  provided  suggestions  of  events  that  would  draw  them  back  to  the  region.  These  included  (in  order  of  preference):    more  triathlons/duathlons  (preference  for  Olympic  distance  with  relay  option)  running  races  (Seneca7,  marathon,  half-­‐marathon)  swim  events  ("stroke  &  stride,"  open  water  swim,  training  swims)  bicycle  touring  (guided  or  unguided,  multi-­‐day,  training  rides)  cross-­‐country  skiing  (competitive  events,  open  trails,  group  ski)  kayaking    camping  opportunities  (lakeside)  charity  bike  rides  fall  events  athlete-­‐specific  wine  tours/events  

 

 While  this  group  of  visitors  is  but  one  target  audience  for  businesses  in  the  Finger  Lakes,  there  are  lessons  to  be  learned  about  increasing  the  likelihood  of  return  visits.  As  tourism  studies  show,  attachment  to  a  destination  is  key  to  getting  people  to  return,  to  recommend  the  destination  to  others,  and  to  continue  selecting  the  destination  over  time.  Whether  the  event  is  fitness-­‐related  or  not,  it  should  strive  to  be  place-­‐based,  organized  with  an  eye  towards  showcasing  the  region,  and  create  a  premier  visitor  experience.    In  conclusion,  an  event’s  potential  or  actual  impact  cannot  be  calculated  by  attendance  alone.  The  demographic  characteristics  of  attendees,  the  venue  and  variety  of  the  events,  the  scheduling  and  format  of  the  activities,  the  use  of  local  vendors  and  groups  in  providing  for  event  needs,  and  other  considerations  serve  as  the  basis  for  a  responsible  and  accurate  assessment.  In  addition,  local  effort  is  required  in  order  to  make  events  as  impactful  as  possible,  both  during  the  immediate  term  of  the  event  itself  and  in  increasing  potential  of  accessory  spending,  investment,  and/or  return  visits  by  participants,  spectators,  and  volunteers.  This  occurs  not  via  cash  contributions  from  government  agencies  to  event  promoters,  but  rather  through  strategic  support  in  the  areas  of  promotion,  planning,  and  logistics.  Geneva  as  a  city  and  the  Finger  Lakes  region  generally  has  the  natural  resources  and  infrastructure  to  attract  high-­‐impact  events  on  a  year-­‐round  basis.  The  challenge  comes  in  identifying,  harnessing,  coordinating,  and  communicating  the  availability  of  those  resources  to  potential  event  promoters  and  developing  accountability  measures  to  ensure  maximum  return  to  the  community  for  those  efforts.                        

   

                                                                                                               1  Miller,  Wayne.    “Economic  Multipliers:    How  Communities  Can  Use  Them  for  Planning,”  University  of  Arkansas  Cooperative  Extension,  Department  of  Economic  Development,  2010.  2  Horvath,  E.;  Douglas  Frechtling.    “Estimating  the  Multiplier  Effects  of  Tourism  Expenditures  on  a  Local  Economy  Through  a  Regional  Input-­‐Output  Model.”    Journal  of  Travel  Research.    1999  Vol.  37  No.  4  pp.    324-­‐332.  3  Morais,  D.B.;  Lin  Chung-­‐Hsein.    “Why  Do  First-­‐Time  and  Repeat  Visitors  Patronize  a  Destination?”  Journal  of  Travel  and  Tourism  Marketing.    2010  Vol.  27  No.  2  pp.  193-­‐210.  4  Ibid.  

Case  Study:  Sustained  Economic  Impact  of  Musselman  Geneva  Bicycle  Center    Jim  Hogan,  owner  of  the  Geneva  Bicycle  Center  in  downtown  Geneva,  coordinates  the  bike  portion  of  the  Musselman  Triathlon  each  year.  In  addition  to  

securing  permission  to  ride  through  the  many  jurisdictions  comprising  the  56-­‐mile  half-­‐iron  course,  marking  the  route  on  race  weekend,  and  cleaning  the  roadways  of  debris,  his  business  sponsors  the  athlete  bike  numbers  and  maintains  a  presence  on-­‐site  during  race  weekend  to  check  tires  and  provide  general  assistance  to  participants.  Here,  in  his  own  words,  he  describes  the  impact  Musselman  has  had  on  his  business  operations:    

The  impact  of  Musselman  on  the  store  is  definitely  year-­‐round.  Riders  used  to  be  in  a  panic  last  minute  and  that  weekend  saw  huge  sales.  Now,  they  are  more  seasoned  and  better  prepared,  so  I  can  be  selling  a  tri  bike  in  February  during  a  snowstorm  because  of  Musselman.  Without  a  doubt,  the  race  drives  folks  to  our  store  that  weekend,  but  the  year-­‐round  impact  is  realistically  30  times  bigger.      To  say  that  our  sales  increase  only  10-­‐20%  Musselman  weekend,  compared  with  other  summer  weekends,  is  misleading  because  all  of  our  regular  customers  know  to  stay  away  that  weekend  because  it  can  be  a  zoo.  For  example:    in  2012,  over  Musselman  weekend  we  had  109  transactions  at  the  register  on  Friday,  186  on  Saturday  (we  are  not  open  on  Sundays).  One  month  earlier  (6/12  -­‐  6/13),  during  a  month  that  is  busier  overall,  we  had  37  transactions  at  the  register  on  Friday  and  43  on  Saturday.  So  Musselman  weekend  is  up  3-­‐4x  in  terms  of  transaction  volume.      Where  we  benefit  the  most  is  through  the  sales  that  come  later  from  those  who  travel  back  to  the  store.  We  maintain  customer  location  information,  so  we  know  that  people  are  traveling,  on  average,  over  an  hour  to  Geneva  to  make  large  purchases  here.  Also,  at  Musselman  time  we  receive  bikes  that  athletes  ship  in  from  out-­‐of-­‐state  to  be  assembled  and  made  ready  to  race,  then  get  re-­‐boxed  to  go  home.    We  also  have  bike  rentals,  which  are  booked  way  in  advance  of  race  weekend,  indicating  again  that  folks  are  traveling  far  enough  distances  to  dispense  with  bringing  their  own  bikes.  These  folks  usually  end  up  needing  more  from  us  than  just  packing/repacking  or  a  rental,  so  we  are  capturing  business  from  far  outside  the  region  through  those  transactions.    

 

There  is  a  synergy  between  a  store  like  ours  and  Musselman  because  the  event  "creates"  customers.  From  the  local  people  getting  into  the  event  as  competitors  or  just  seeing  it  and  wanting  to  be  more  active  in  their  daily  lives,  to  the  people  traveling  year-­‐round  from  out  of  town  to  check  out  the  course,  we  get  to  serve  as  a  resource  providing  equipment,  guidance,  service,  tips  (encouragement),  and  maybe  a  little  bit  of  a  year-­‐round  sense  of  place/community  for  riders.    We  have  definitely  expanded  what  we  carry  and  our  floor  space  allocation  due  to  this  increased  interest  -­‐  more  tri  bikes,  wetsuits,  aero  wheels,  etc.  It  is  not  a  stretch  to  say  that  business  attributable  to  the  Musselman,  as  a  portion  of  our  overall  operations,  is  more  than  enough  to  create  the  need  for  at  least  one  of  our  full-­‐time  employees.  Musselman  is  how  a  lot  of  customers  come  to  know  us.    Musselman  should  be  proud  that  they  changed  the  lives  of  a  lot  of  locals.  Folks  who  barely  knew  of  triathlon  watched  the  first  year,  competed  the  second,  moved  up  to  the  longer  distance  after  that,  etc.  People  from  outside  Geneva  come  year-­‐round  to  ride/run  the  course,  though  most  heavily  from  spring  into  July.  We  need  to  keep  copies  of  the  bike  course  maps  on  hand  because  people  are  always  stopping  in  to  pre-­‐ride  the  course  from  all  over.  A  lot  of  folks  will  drive  hours,  stay  over  and  take  in  a  ride  on  the  course,  then  go  to  wineries  and  more.  The  people  coming  in  for  the  event  are  more  than  just  the  person  competing.  The  classic  way  that  a  married  guy  goes  to  a  tri  is  to  make  a  mini-­‐vacation  for  the  family.  The  Musselkids  race  provides  a  way  to  truly  make  it  a  family  event.    Geneva  can  suffer  unnecessarily  from  an  image  and  a  self-­‐esteem  issue,  and  Musselman  goes  a  long  way  towards  undoing  that.  In  my  view,  the  most  telling  "facts"  are  the  large  number  of  comments  we  get  every  year  such  as  "what  a  cool  town  this  is"  or  "this  is  such  a  beautiful  place.”  And  we  are  overwhelmed  by  how  many  times  we  hear  people  talk  about  the  volunteers  and  how  great  they  are.  People  involved  in  Musselman  just  want  to  be  here,  plain  and  simple.  One  local  doctor  at  Geneva  General  swears  to  me  that  he  moved  here  because  of  the  Musselman,  and  I  believe  him.  I  think  more  events  like  Musselman  would  be  great!    Genevaman,  Lakeman,  NewYorkman,  etc.!    Events  like  5Ks,  the  Seneca7,  half  marathons,  etc.  definitely  spur  on  healthy  living  in  other  ways  and  are  the  gateway  to  triathlon!      My  views  are  best  summed  up  by  saying  what  a  shame  it  would  be  for  all  of  us  if  there  was  no  Musselman.  

 

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1. What best describes your service or industry?

2. In what ways, and to what extent does your business market directly to athletes, spectators, and volunteers coming to Geneva for the Musselman Triathlon? (please check all that apply)

 

Lodging 

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Restaurant/Fine Dining 

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Spa/Salon 

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Grocery 

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Retail 

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Coffee/Bakery/Cafe 

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Other 

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If your business doesn't fit one of these categories, please describe your service/product: 

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My business sponsors the Musselman 

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My business has athletes competing 

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We have a dedicated group of volunteers for the event 

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We run a special product/offer for athletes 

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My business advertises in the Finger Lakes Times Musselman 

insert 

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My business distributes products/information to participants 

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My business has web­based promotions for participants 

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We have welcome signs in our windows/on a sandwich 

board/outside our business 

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Other (please specify) 

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Economic Impact: Musselman TriathlonEconomic Impact: Musselman TriathlonEconomic Impact: Musselman TriathlonEconomic Impact: Musselman Triathlon3. Please consider your business during the Musselman Triathlon weekend and other event weekends in Geneva when assessing the impact on your net receipts:

4. Do you experience repeat business anytime during the year from customers/clients that visit your business during Musselman weekend?

5. What is the greatest benefit that you believe the Musselman triathlon brings to the regional business community?

 

really impacts my business in a positive way

has a slight positive impact on 

my business

does not impact my business in any 

way

has a slight negative impact on 

my business

really negatively impacts my business

I'm not familiar with this event

Musselman Triathlon nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj

Cruisin' Night nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj

HOG Rally nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj

Sons of Italy Festival nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj

Fireman's Parade nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj

Lakefront Wine and Music Festival

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Festival Latino nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj

Oktoberfest nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj

GTG Summer Musical nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj

Wine Country Dog Show nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj

Hydrobowl nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj

Bon Ton Roulet nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj

Red Hat Convention nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj

Ramada Inn SummerFest nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj

Seneca7 Running Relay nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj

HWS Graduation nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj

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Have particular examples? We'd like to hear them. 

yes, quite a bit 

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yes, a little bit 

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no 

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probably, but I don't keep track that closely 

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probably not, but I don't keep track that closely 

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I don't know 

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Economic Impact: Musselman TriathlonEconomic Impact: Musselman TriathlonEconomic Impact: Musselman TriathlonEconomic Impact: Musselman Triathlon6. What issues or problems does the regional business community face as a result of the Musselman Triathlon? Are these specific to this event, or associated with large events in general?

 

7. Please consider a weekend in early June, after local colleges are on summer break and before the peak tourist season hits. What are your baseline net receipts for that weekend?

 

8. What were your net receipts for the weekend July 13­15, 2012?

 

9. Please consider the amount of the average transaction in your business for the weekend July 13­15, 2012 in comparison with non­event weekends in Geneva. Was the average transaction amount during Musselman Weekend....

10. What ideas or suggestions do you have to boost the economic impact of events like the Musselman Triathlon?

 

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greater than non­event weekend sales 

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the same as non­event weekend sales 

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less than non­event weekend sales 

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we were closed that weekend 

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How many days did you notice a change (higher or lower) in your net receipts that might be attributed to Musselman?