The economic impact of hosting ITU Multisport
Economic impact from the event in the range of $8 million to $10 million, according to festival spokeswoman Holly Bird
Competing in the ITU Multisport World Championships Festival isn’t cheap. Besides spending hundreds of dollars on registration fees and hundreds more on uniforms, athletes also need to get themselves and their equipment to Penticton, plus feed and house themselves while they’re here.
Fortunately, the average multisport athlete has money to burn.
Information provided to potential sponsors ahead of the 10-day event claimed the average participant is a middle-aged professional who earns $100,000 per year, spends $4,000 on racing annually, and is married with children.
Jonathan Bird checks most of those boxes.
The 46-year-old works in the information-technology department at the University of Saskatchewan and travelled with his wife to compete in Sunday’s standard-distance duathlon event. The two left their kids at home in Saskatoon and stayed with friends in Penticton for four full days.
“Even without accommodations, it’s probably going to hit $1,000,” Bird said when asked to estimate his spending in Penticton.
“We’re out in restaurants and buying groceries — things like that. We’re stopping at the bike shop for a few things that we need, things that we forgot.”
Bird was impressed by his first visit to the Peach City.
“I’m enjoying Penticton. It’s a really nice place and we’ll probably be back, for sure,” he said.
That’s music to the ears of festival spokeswoman Holly Bird, who’s not related to Jonathan.
“Our hope is not just immediate economic impact — although that’s really nice — but long term,” she explained, by showcasing Penticton to athletes who may return for future races, workshops or family vacations.
She put the economic impact from the event in the range of $8 million to $10 million.
That includes spending by 3,600 athletes and at least as many support staff, family and friends, plus race organizers’ costs, such as staff and equipment rentals.
However, she acknowledged it all comes at a price for local residents and businesses, who have to put up with related issues like road closures and extra traffic.
“We’re not here trying to make life difficult for people,” she said. “That’s not our intention and never has been. It’s to showcase the spectacular place that this is.”
The executive director of the Downtown Penticton Association said the festival has so far succeeded
I’m enjoying Penticton. It’s a really nice place and we’ll probably be back, for sure. Athlete Jonathan Bird
on that count, and praise from her members has so far exceeded complaints about lost revenue due to road closures.
“Generally, I would say the overall opinion is that having the ITU athletes and their families and their teams here has been really welcome,” said Lynn Allin.
“Even though there is a little bit of confusion, it’s worked out well in the end, and they’re looking forward to the balance of the festival.”