Triathlon brings in $14.1 million

By Kelly Yamanouchi
Advertiser Staff Writer

Costas Liatsos of Boca Raton, Fla., takes the corner at the halfway point of the Ironman competition's bicycling segment in Hawi. Many business owners in the Kona area saw their sales soar during the triathlon. Tim Wright photo

"We have people from all over the world, and it's just amazing. They buy everything," said B&L manager Bill Curry, whose store gets about a quarter of its annual sales from the Ironman by assembling shipped bikes and selling merchandise. "For a few days before the race, it's controlled chaos."

Curry, like many other business owners in the Kona area, watches his sales soar during the Ironman race and this year's event was no exception.

Saturday's Ironman attracted 1,647 athletes and infused an estimated $14.1 million into the Big Island economy.

By comparison, the Honolulu Marathon brings about $62 million to the state, and the Pro Bowl generates about $25 million in spending.

The visitor spending estimate from the state Department of Business, Economic Development and Tourism is based on the influx of athletes traveling to Hawai'i along with 6,774 supporters, 2,500 other spectators and 400 media personnel covering the event.

Depending on who they are and where they are coming from, the visitors stay for five to 10 days on the Big Island and spend between $115 and $233 daily on average, the state projects. The estimates are based on about 45 percent of athletes arriving from the Mainland and nearly a quarter from Europe. Others come from Japan, Oceania, Canada and other countries.

In a 1999 DBEDT analysis of the Ironman event, the state said in addition to direct visitor expenditures, the race results in a total economic impact of about $25 million, including $9 million in added household income and $1.6 million in state and local tax revenue.

The Hawai'i Tourism Authority, which put up $250,000 for the event, values the media exposure generated by race. This year's event was televised on ESPN2. And NBC affiliate KHNL-8 will televise an Ironman program Dec. 6 at noon.

This year, Curry said the triathletes and other visitors seemed to have arrived earlier and spent more time in Hawai'i. If true, their longer stays would have helped Kona businesses seeking a recovery from post-Sept. 11 days.

"This is going to be a record year for us," said Vik Watumull, vice president of silk screen embroiderer Happy Shirts, a local Ironman licensee.

Watumull estimates he'll see a 25 percent increase in business over last year, thanks to sales of products pegged to the 25th anniversary of the race and the large pool of participants who want to preserve their memories.

"Each participant spends a tremendous amount of money on events," Watumull said. "They've been trying their whole life to get here."

Reach Kelly Yamanouchi at 535-2470, or at kyamanouchi@honoluluadvertiser.com.

Correction: In addition to an ESPN2 broadcast of an Ironman Triathlon World Championship 25th anniversary show, NBC affiliate KHNL-8 will televise an Ironman program Dec. 6 at noon. Information in a previous version of this story was incomplete.