How hosting a triathlon has yielded big dividends for the Tri-Cities.
By Kaya Williams
Want to know how luring a big-name triathlon to town might impact the local economy? Just ask Kevin Lewis. The president and CEO of Visit Tri-Cities says last year’s Ironman 70.3 debut in Richland brought roughly 10,000 visitors to the area—about 2,500 of them athletes—and that more than half of them were first-time visitors. Those visitors came from 45 states and 20 countries, and because they all needed a place to stay, they filled hotel rooms not only in Richland, Kennewick, and Pasco, but in cities farther afield. That demand drove up the average daily rate for accommodations, leading to a 59% boost in hotel revenue from the same weekend one year prior. Together, all those athletes, supporters, crews, and spectators spent around $7.5 million while attending the event.
But that’s not the way Lewis really likes to frame it. “An event like an Ironman does much more for your community than just the economic impacts of it,” he says. “It goes deeper. It gets into the heart of people.”
A full Ironman, at 140.6 miles, includes a 2.4-mile swim, a 112-mile bike ride, and a 26.2-mile run. An Ironman 70.3 event, like the one Visit Tri-Cities hosted last fall, cuts each of those distances in half—still a major feat of strength and endurance.
“Athletes that come for this event are obviously dedicated, committed to over-coming difficult things,” Lewis adds. “And so they bring that passion, dedication, and determination into your community, and they put it on display.”
So while Visit Tri-Cities paid Ironman a host fee knowing there would be some financial rewards, that wasn’t the only, or even primary, reason the visitors bureau decided to invest in the event. The Tri-Cities’ proximity to the Columbia River and Washington’s wine country made it a prime location for a swim-bike-run combination and, Lewis says, “the community was ready for it.… Everywhere you go in the world, you’ve heard of Ironman.” And that name recognition comes with opportunity. “You get to demonstrate the capabilities of your community,” he adds. “Can you pull something like this off?”
The answer, in this case, was a resounding “yes,” thanks in large part to collaboration and preparation. Athletes ranked the competition one of “the most recommended” Ironman 70.3 events in North America.” And Chris Waite, director of Richland’s Parks and Public Facilities department, says he heard over and over that it “didn’t feel like a first-year event,” because organizers were so “dialed in.” The department was closely involved in the planning process, offering both expertise and enthusiasm.
Still, he stresses, there’s room for improvement. Despite signage, mailers, an interactive map, and an outreach campaign, Lewis says “there were some frustrations” about road closures and traffic. When the event reprises this year, organizers are leaning into a “grassroots approach,” going door to door to make sure businesses and neighbors are aware of the impacts and the purpose behind the event.
For Lewis, this isn’t just about bringing athletes to the Tri-Cities. It’s about those athletes sharing the Tri-Cities with the world.
“They literally leave their blood, sweat, and tears in your soil—that’s their contribution to you,” Lewis says. And, in turn, “they take a part of this place back with them, wherever they go. They’ve accomplished something here that they will take with them for the rest of their life.”
For more information: visittri-cities.com; ci.richland.wa.us