The document analyzes the economic impact of the 2012 National College Blue Ridge Marathon and Half Marathon held in Roanoke, VA. It finds that the event attracted 1,092 runners and generated $377,198 in total economic impact for the Roanoke region through visitor spending on lodging, food, retail and other local attractions. The event supported around 4.9 local jobs and increased regional output by $206,184 according to an IMPLAN analysis.

1. 2012 Economic
Impact Analysis
National College Blue Ridge Marathon - Roanoke, VA
TM

2. This report was prepared by the Roanoke Valley – Alleghany Regional Commission and Roanoke
Regional Partnership.
The economic impact analysis provided in this report was generated using an economic impact
model calibrated for a specific study area using standard regional data sets. The results are to be
interpreted as a best estimate of economic impact based on the assumptions and/or data provided.
The Roanoke Valley – Alleghany Regional Commission does not guarantee the accuracy of data or
assumptions supplied by the client or of any other source, nor does it advocate or guarantee the
success of any particular policy change, course of action, or any decision that may be ultimately
based on the information in this report.
The Roanoke Valley – Alleghany Regional Commission is not responsible for any errors,
omissions, the accuracy of data/inputs supplied by its client(s), or for the ultimate use of this data
including any decisions made or the effects of any decisions made based on the information in this
report.

3. Introduction
On April 21, 2012, the Roanoke Region welcomed 1,092 runners who participated in the third annual
National College Blue Ridge Marathon and Half Marathon. Organized by a consortium of public and
private entities, including the Roanoke Regional Partnership, the City of Roanoke, Congressman Bob
Goodlatte and Odyssey Adventure Racing, the 2012 marathon is an excellent example of regional
collaboration. The event was supported by donations of cash and/or in-kind services from the following:
National College, Carilion Clinic, Fink’s Jewelers, RoanokeOutside.com, Roanoke Regional Partnership,
Foot Levelers, Taubman Museum of Art, Rotary Club of Downtown Roanoke, Dominion Electric Vehicles,
John Carlin Agency, City of Roanoke Parks and Recreation, FloydFest, WSLS Channel 10, Downtown
Roanoke Incorporated, RIDE Solutions, Fleet Feet Sports, GU Energy Labs, Roanoke Valley Convention
and Visitors Bureau, Organization for Autism Research, Just Finish, Woodrow Wilson Bridge Half
Marathon, Friends of the Blue Ridge, and United Dairy. The race benefitted the Friends of the Blue
Ridge Parkway, a nonprofit and volunteer organization dedicated to preserving and protecting the Blue
Ridge Parkway.
Billed as America’s toughest road marathon, the race course started in downtown on Jefferson Street
and ended at the Taubman Museum of Art and went from the low elevations of downtown Roanoke and
the Roanoke River to the higher elevations at the top of Mill Mountain and Roanoke Mountain along
sections of the Blue Ridge Parkway for a total elevation change of 7,234 feet.
Race organizers knew it would be of vital importance to gauge the economic impact of the race event.
Such information would be instrumental in helping the community to understand the impacts such events
bring to the community and to build support for future marathons in the Roanoke Region of Virginia. The
Roanoke Regional Partnership and Roanoke Valley – Alleghany Regional Commission worked to
prepare a participant survey and to prepare this assessment of the economic impact of the event.
Methodology
Figure 1: Study Area Location
A survey was produced jointly by Roanoke Regional
Partnership and the Roanoke Valley – Alleghany
Regional Commission by improving on the survey
instrument from the previous year. The survey was
distributed to event participants in the weeks following
the event. Participation was incentivized with entries
into a drawing for an iPad. In total, there were 316
respondents to the survey, representing a response
rate of approximately 29 percent of actual participants.
The study area for this analysis was defined as the
Roanoke Metropolitan Statistical Area, which is
composed of the Counties of Botetourt, Craig,
Franklin, and Roanoke; and the Cities of Roanoke and
Salem.
Survey responses were used to compute average
expenditures for food, lodging, and retail purchases
made in the region per person per day. The IMPLAN
(IMpact Analysis for PLANning) economic impact

4. model for the Roanoke Metropolitan Statistical Area (using IMPLAN data for the study region and utilizing
social accounting multipliers) was employed to estimate the amount of regional activity originating from
the Marathon event.
IMPLAN is an economic impact modeling software first developed jointly by the University of Minnesota
and the U.S. Forest Service in the 1970’s and later expanded upon by the Minnesota IMPLAN
Group. The modeling software and IMPLAN proprietary data set is currently maintained by the
Minnesota IMPLAN Group, a private company based in Stillwater, Minnesota. IMPLAN is widely used by
a number of universities, economic consultants, economic development professionals, and others
involved in estimating economic impact of programs and events. IMPLAN models the flow of
expenditures through industries and institutions of a regional economy that result after an initial economic
stimulus is made in a given economy. More information on the IMPLAN model and data set can be
obtained at http://www.implan.com.
Survey Results
The survey was conducted by Roanoke Regional Partnership. The survey yielded 316 responses for a
response rate of 29 percent.
Geographic Dispersion
Approximately 61 percent of runners were from the state of Virginia and 83 percent were from the
southeastern United States. In all, there were 29 states represented in addition to the District of
Columbia. One runner traveled from Quebec.
Figure 2: Participation by Year
Utilizing the runner registration list, it was determined that 59 percent of participants originated from
outside the study area and were therefore counted as visitors in the analysis. Those originating from
outside of the MSA were divided into those who were likely to have made a day-trip out of running in the
marathon and those who were likely to have spent the night based upon the distance traveled to attend.
Generally, those traveling two hours or more were classified as overnight visitors. Generally, survey
results supported this classification with the majority of runners from two hours or more indicating some

5. hotel expenditure associated with the event. Runners living outside the MSA boundaries but living less
than two hours away were classified as day-trip visitors. There were 491 participants classified as
overnight visitors and 151 participants classified as day-trip visitors.
It is important to note that expenditures of visitors to the area are of chief concern to this analysis, since
such expenditures represent new money entering the region.
Income and Education
Figure 3: Household Income of Participants
Most runners, approximately 79 percent, held at least a four-year degree and 41.6 percent held
advanced degrees. Approximately 37 percent made over $100,000 last year.
Length of Stay
Over half (56 percent) of all survey respondents reported staying in town for the 2012 National College
Blue Ridge Marathon for at least one night. Approximately 45 percent stayed between one and two
nights in the region. The average length of stay among overnight visitors was 1.85 nights.
Size of Travel Party
Just over 44 percent of all respondents reported traveling with family or friends. Respondents were
asked to report the number of non-participants that traveled with them. The average size of the travel
party among overnight visitors was 1.7. Day-trip visitors traveled with an average of 0.3 others per
participant.
Visitation to Local Attractions
Participants were asked if they visited any local attractions such as Taubman Museum of Art, Virginia
Transportation Museum, Mill Mountain Star, etc. Approximately 55 percent of respondents more than
two hours from the race reported visiting a local attraction. Approximately 37 percent of other
respondents living outside the study area reported visiting a local attraction.

6. Average Expenditures
Respondents were asked to report the amount spent on fuel, meals, lodging, miscellaneous retail
purchases, and admissions while in the study area. The following were the average values for those
respondents who were from outside of the study area.
Figure 4: Average Travel Party Expenditures
Category Overnight Visitors Day-trip Visitors
Lodging $110.14 --
Meals $68.35 $35.00
Gas $43.70 $26.03
Misc. Retail $59.13 $16.67
Admissions $4.90 $2.50
These average per travel party per day expenditures were used to identify an initial direct impact figure
input into the IMPLAN model. The number of participants associated with the Blue Ridge Marathon was
multiplied by each category to determine the direct impact in the restaurant, hotel/motel, general
merchandise retail, gasoline, and museum/historical site industries. These direct impacts were entered
into the IMPLAN model. The software was instructed to consider only the retail margin of the purchases
made in the retail sectors (the wholesale cost of each product likely leaves the region as in most cases
the product is manufactured elsewhere and the margin also does not include the costs of transporting the
product to the store).
Purchases made by the race organizers for goods and services in the study area were also added since
the majority of funds used in organizing the marathon were race entry fees. Donations to local charitable
organizations having their headquarters in the region were also considered since those organizations
operate within the study area. The fees paid by the participants from outside the study region far
surpassed these local expenditure and donation amounts.
The IMPLAN model calculates a direct, indirect, and induced impact after adjusting the initial direct
impact for leakage by using estimated retail margins.
Local Spending
As a general rule, only those expenditures made by visitors are used in any estimate of economic impact
since local spending represents recirculation of wealth within a local economy. While there were 450
local runners, 375 known local volunteers, and at least 1,000 local spectators that likely spent local funds
on lunch and snacks during the day of the event and likely made other expenditures that they might not
have spent otherwise, there is no method short of a volunteer/spectator survey to determine the
proportion of local participants that would have travelled outside the region as opposed to participating in
marathon activity. A case for import substitution simply cannot be made without this data.

7. Economic Impact
It is estimated that the second annual National College Blue Ridge Marathon attracted $248,876 in direct
new sales activity to the region, which lead to an additional $128,322 in indirect1 and induced2 spending
for a total impact on output3 of $377,198. This corresponds to an increase of $206,184 in value added4
to the regional economy. Activity surrounding the event will support 4.9 jobs in the regional economy for
the period of a year5.
The summary impact table below is a useful illustration of the event’s impacts.
Figure 5: Summary Economic Impact Table
Output Employment Labor Income Value Added
Direct Effect $248,876 3.9 $90,746 $133,806
Indirect Effect $74,345 0.6 $25,801 $40,919
Induced Effect $53,977 0.4 $16,571 $31,460
Total Effect $377,198 4.9 $133,118 $206,185
The impact of the National College Blue Ridge Marathon increased 11.2 percent from 2011. A
considerable increase in the number of runners translated into a higher net economic impact. The chart
below summarizes the impacts of the last three marathon events. In all, the event has supported over a
million dollars in total regional economic impact in its first three years.
Figure 6: Economic Impact by Year
1
Indirect impacts are those represented by local industries purchasing from other local industries as a result of a direct economic event. Indirect
impacts represent a cumulative total of several cycles of spending that work through the local economy until all remaining money from the initial
stimulus leaks from the study area economy. For instance, a series of restaurants making purchases of goods from local suppliers as a result of
participant spending on meals would be an example of an indirect impact.
2
Induced impacts are those impacts that result from household spending by employees impacted in the direct and indirect phases of economic
impact. The respending of wages earned by employees working for industries impacted into the local economy are induced impacts.
3
Output can generally be understood as regional sales activity. Output is more precisely defined as the value of industry production. In the
case of service industries, which are primarily involved in the tourism and visitation industry, the value of production equals sales.
4
Value added is defined as the difference between an industry’s total output and the cost of any intermediate inputs. Value added includes
employee compensation, taxes, and operating surplus. Value added is best understood as the contribution made to gross domestic product or,
more simply, as new wealth in the region.
5
The IMPLAN model considers employment to represent annual average full-time/part-time jobs, which may manifest themselves as overtime
and/or retention of a job in the service industry that might otherwise have been lost without the economic stimulus of the event.

8.
APPENDIX

9. 2012 National College Blue Ridge Marathon and Half Marathon
Please answer the following questions as completely and accurately as possible. All responses will remain confidential. Thank you for participating
and for taking the time to help us improve our efforts for next year.
1. For purposes of determining local economic impact, please enter your zip/mail code
below.
2. How did you hear about this event? Select all that apply.
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g Friend or Family Member c
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g LetsRun.com c
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g Endurance
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g Facebook c
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g MarathonGuide.com c
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g Baltimore Marathon Guide
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g Twitter c
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g Active.com c
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g Richmond Marathon Guide
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g Odyssey Adventure Racing c
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g Washington Running Report
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g Blue Ridge Outdoors c
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g Competitor
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g Other (please specify website or other source)
3. Did you participate in the 2011 Blue Ridge Marathon or Half Marathon?
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n Yes, I participated in the 2011 full marathon
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n Yes, I participated in the 2011 half marathon
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n No, I did not participate in last year's full or half marathon
4. What was your motivation for signing up for this event? Please select all that apply.
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g Challenge of the Course/Event
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g Event Date
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g Registration Price
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g Event Location
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g Chance to compete
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g Something fun to do with friends
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g Training opportunity for future events
Other (please specify)

10. 2012 National College Blue Ridge Marathon and Half Marathon
5. What level of competitor do you consider yourself?
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n Beginner
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n Intermediate
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n Advanced
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n Professional
6. Where did you stay during the event?
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n A family or friend's house j
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n I didn't stay overnight
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n Cambria Suites j
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n I live locally
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n Comfort Inn Airport j
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n King George Inn
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n Courtyard Marriott j
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n Mainstay Suites
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n Fairfield Inn & Suites j
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n Other Hotel/Motel
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n Hotel Roanoke j
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n Ramada Inn
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n Hyatt j
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n Sheraton
If other hotel/motel, please specify.
7. How many miles did you travel to the event?
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n 0 to 50 j
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n 201 to 500
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n 51 to 100 j
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n 501 to 1,000
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n 101 to 200 j
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n More than 1,000
8. How many nights did you stay in the area for the Blue Ridge Marathon?
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n 0 j
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n 4
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n 1 j
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n 5
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n 6
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n More than 6
9. Did you travel with family or friends?
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n Yes
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n No
If yes, how many non­participants traveled with you?

11. 2012 National College Blue Ridge Marathon and Half Marathon
10. Did you visit any local attractions? Please select all that apply.
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g Taubman Museum of Art c
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g Transportation Museum c
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g Roanoke River Greenway
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g Science Museum c
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g O. Winston Link Museum c
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g Carvins Cove
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g Center in the Square c
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g Mill Mountain Zoo c
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g Other
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g Virginia Museum of Transportation c
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g Mill Mountain Star
If other attraction(s), please specify.
11. Please enter the amount (to the nearest whole dollar) spent per day on the following
commodities/services by your entire travel party while in the area?
Lodging
Dining
Gasoline
Retail Purchase
Admissions (Local
Attractions)

12. 2012 National College Blue Ridge Marathon and Half Marathon
12. We are donating $500 to the company with the best aid station. Please tell us which aid
station was the best.
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n Corner of Walnut/Sylvan (Mile 1.25 & 14.5 for full; Mile 1.25 & 5.5 for half)
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n Intersection of Fishburn Parkway and Spur Road (Mile 3 & 12.5 for full; Mile 3 for half)
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n Roanoke Mountain Campground Entrance (Mile 4.25 & 11 for full)
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n Gum Springs Overlook (Mile 5.25 & 9.75 for full)
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n Mill Mountain Overlook (Mile 6.5 for full)
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n Top Roanoke Mtn. "Noisemakers on Roanoke Mountain" (Mile 7.5 for full)
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n Bottom of Roanoke Mtn. (Mile 9.25 for full)
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n Mill Mountain Star ­ "Mill Mountain Zoo" (Mile 13 for full; Mile 3.75 for half)
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n Rivers Edge Park ­ "Fleet Feet Sports Basecamp" (Mile 15.75 for full; Mile 6.5 for half)
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n Intersection of Somerset & Peakwood (Mile 17.25 for full)
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n Top of Peakwood (Mile 18.25 for full)
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n Top of West Ridge (Mile 19 for full)
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n 27th & Crystal Spring (Mile 20 for full)
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n Crystal Spring & 26th (Mile 7.5 for half only)
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n Reserve Avenue ­ "Hawaiian Theme with bubbles and water guns" (Mile 22 for full; Mile 9 for half)
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n Wasena Park (Mile 23.25 for full; Mile 10.25 for half)
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n Black Dog Salvage ­ "Who Let the Dogs Out Rest Stop" (Mile 24.25 for full; Mile 11.25 for half)
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n YMCA (Mile 25.25 for full; Mile 12.25 for half)

13. 2012 National College Blue Ridge Marathon and Half Marathon
13. Please rate the following from 10 (best) to 1 (worst).
10
9 8 7 6 5 4 3 2 1 Worst
Excellent
Registration j
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Participant Shirt (70% j
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cotton/30% microfiber)
Race Staff/Volunteers j
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Communications with Event j
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Staff
Course j
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Awards Ceremony j
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Finish Line Food and j
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Beverage
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Event Website j
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Timing j
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Expo j
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Music and Festivities j
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Following the Event
Race Photographs j
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Overall Experience j
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14. How would you rate the Pasta Dinner with guest speaker Bill Rodgers? Skip question
of you did not attend.
Worst Bad Good Excellent
Price j
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Timing j
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Speaker j
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Other Pasta Dinner comments?
15. Which of the following sports do you plan to participate in this year? Please select all
that apply.
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g NA c
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g Duathlon c
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g Golf
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g Half Marathon c
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g Cycling Event c
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g Tennis
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g Marathon c
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g Adventure Racing
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g Triathlon c
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g Open Water Swimming
16. Gender
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n Male
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n Female

14. 2012 National College Blue Ridge Marathon and Half Marathon
17. Age
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n Under 18 j
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n 36 to 40 j
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n 56 to 60
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n 18 to 25 j
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n 41 to 45 j
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n 61 to 65
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n 26 to 30 j
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n 46 to 50 j
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n 66 to 70
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n 31 to 35 j
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n 51 to 55 j
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n Over 70
18. What is your ethnic origin?
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g Caucasian
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g Black or African­American
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g Hispanic/Latino
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g Asian
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g I prefer not to answer
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g Other
19. What is your household income range?
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n Less than $25,000 j
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l
m
n $100,001 to $150,000
j
k
l
m
n $25,000 to $50,000 j
k
l
m
n $150,001 to $200,000
j
k
l
m
n $50,001 to $75,000 j
k
l
m
n Over $200,000
j
k
l
m
n $75,001 to $100,000
20. What is the highest level of education you have completed?
j
k
l
m
n Less than High School Diploma
j
k
l
m
n High School Diploma
j
k
l
m
n Associate's Degree
j
k
l
m
n Bachelor's Degree
j
k
l
m
n Master's Degree
j
k
l
m
n Doctoral/Professional Degree
21. Would you recommend competing in the Blue Ridge Marathon to others?
j
k
l
m
n Yes
j
k
l
m
n No
22. What did you like about this event?
5
6

15. 2012 National College Blue Ridge Marathon and Half Marathon
23. What could we do better?
5
6
24. Would you like to leave a testimonial for use in marketing future events? If so, please
enter it below.
5
6
25. To enter for a chance to win an iPad, please enter your name and email address below.
Name
Email