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ST. GEORGE — A study conducted by Utah Tech University's business college estimates the 2023 St. George Marathon brought nearly $10.4 million into the southern Utah city economy.
Kristy Grayson, assistant professor of marketing at Utah Tech, led a team of business students in surveying athletes, supporters, vendors and volunteers at the Oct. 7 marathon's expo and the finish line.
This year's marathon involved 6,220 athletes, 1,414 volunteers and 48 vendors.
The study estimated — in addition to 7,682 out-of-town participants directly involved in the race — another 21,419 supporters visited St. George for an average of two-and-a-half days. Over 86% of racers are not from St. George, and the average out-of-town attendee had four people in their travel party.
The $10.4 million estimate includes registered racers and whether they traveled from out of town, as well as costs of food, lodging, shopping and other activities.
An estimated $3.4 million was spent on lodging, excluding racers and families who stayed with relatives and friends in the area. An average of $257 was spent on lodging.
An estimated $1.6 million was spent on transportation, $1.3 million on food and drink, $1.1 million on local activities and $811,000 in shopping. The most common activities among attendees (outside of racing) were hiking, visiting Zion National Park, shopping and visiting state parks, the study states.
Average spending per day for a local attendee totaled $369, and average per-day spending for out-of-town attendees was $626.
The grand total estimated economic impact of the 2023 St. George Marathon was $10,383,006.
Over 50% of those surveyed for the study were participating in the St. George Marathon for the first time, and 20% had run the race more than six times. Forty-four percent of respondents had attended one of the several events that comprise marathon weekend before the race.
Attitudes were overwhelmingly positive, with 67% of respondents saying they would recommend the St. George Marathon to a friend or acquaintance.
"I love the race route, the atmosphere, the climate and the city," one respondent said in the survey.
"It's a renowned race and has a good reputation that reflects the outdoors and athletic image of the city," another said.
"The St. George Marathon, encompassing multiple events such as a 5K race, Kids Fun Run on Oct. 6 and half- and full-marathon races on Oct. 7, has significantly enriched the St. George community," the study concludes.
"The St. George Marathon is our signature annual event," St. George Mayor Michele Randall said in a press release. "Not only is it a great unifier for our community, but it is always good for the bottom line of local businesses."
"Not only is the St. George Marathon a beloved tradition, attracting visitors from nearly every state in the country and several different countries, but it also serves as a powerful means to support our city," said Michelle Graves, assistant parks and community services director in the same press release. "The numbers are amazing and shows how important this event is to St. George."
The St. George Marathon is the 15th largest marathon in the United States and a qualifier for the prestigious Boston Marathon. David Cordero, St. George communications and marketing director, noted the race begins in the Pine Valley mountains and descends nearly 2,600 feet through scenic southwest Utah.
