The Dole Great Race of Agoura Hills is $1.1M Economic Boost for Conejo Valley

A recent study conducted by Corona Insight, a Colorado-based data analytics and market research group, concluded that The Dole Great Race of Agoura Hills, held March 26, 2011, boosted the local economy by $1,129,000 for the greater Conejo Valley. More than 7, 000 competitive and recreational runners participated in the running event, competing for medals and prizes.

“The Dole Great Race of Agoura Hills brings visitors from around the nation to stay, eat, and shop in Agoura Hills and the Conejo Valley communities,” said Danny Greenberg of Endurance Events, the event producer. “We partner with local businesses, schools and organizations to make it advantageous for the entire community and the study reflects the success of that effort.”

In addition to analyzing the overall economic boost that The Great Race provides to the region, the summary also indicated the economic impact of spending by out-of-area participants and related parties. Total expenditure per visitor was reported to average $172 that was spent directly within the Conejo Valley. (The spending excluded expenditures outside the area such as airfare, rental cars, and any lodging, dining, or other expenses incurred en route to the Conejo Valley). The summary reported that 3,878 participants and 1,101 spectators came from outside the Conejo Valley for the race, a total of nearly 5,000 tourists among the 7,000 participants. According to the study, the tourism created a second-tier revenue benefit to Los Angeles and Ventura counties from airfares, car rentals and other spending by out-of-area participants.

Host sponsor the City of Agoura Hills stated that the Great Race has grown into a signature event for the city. “Every year the Great Race directs thousands of visitors to our specialty hotels, restaurants, boutique shops, attractions and nightlife,” said City Manager Greg Ramirez. “Tourists discover our rural charm and beauty and the word spreads that Agoura Hills has a lot to offer in the way of recreation and entertainment.”

The Insight report also indicated that once dollars are spent inside a community, they re-circulate, producing benefits above and beyond the initial spending. An example of the long-term benefits is the giving back component of the event. The Dole Great Race annually donates about $100,000 to 9 schools in the Oak Park and Agoura Hills communities. According to event producers, over the last 26 years, the event has donated more than $1.4 million to schools.  In addition to the economic benefit, the community also enjoys being identified with promoting a healthy and active lifestyle, Greenberg said.

“Every year, we rally our students and their families to participate in this phenomenal event. For the last few years, when the Great Race donation comes, there are those of us who break out in tears.  Literally.  If it weren't for Great Race funds, we'd have to lay off or downsize support staff and specialists for Yerba Buena.  It's that simple,” said Debbie Lopez, PFA president at Yerba Buena Elementary School in Agoura Hills.

The Renaissance Agoura Hills Hotel reported that being part of the event was well worth the involvement. “The Great Race showcases the community along with local businesses to a large audience that may have never come to this area otherwise. Being involved is a wonderful experience for us because the Great Race not only helps us to fill rooms on weekends, which is our need period, but the hotel is fun and active with all the athletes.  We also see some of these same people return to the area from having such a great experience here,” said Renaissance Hotel General Manager Matt Huss.

The 27th annual Great Race of Agoura Hills will be held on Saturday, March 24, 2012. The event consists of the Pacific Half Marathon (road race), Chesebro Half Marathon (mostly trail race), Old Agoura 10K, a 5K, Kids Mile and Family Fun Run. The competitive and recreational races invite all ages and running levels by registering at GreatRaceofAgouraHills.com. A post race festival features a food feast, live music and a fitness and running expo. For sponsorship or expo information on how a business can get involved, please email sponsor@greatraceofagoura.com or call 877-478-7223 x2.