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Established in 1962, more than 50 years ago
An affiliate of RRCA – Road Runners Club of America
More than 400 members in the Grand Traverse area
Mission: “Northern Michigan’s running club promotes, supports and
encourages running, racewalking and walking as a means to promote
health, enhanced fitness, family recreation and competition for all
individuals.”
Events:
o Frozen Foot Race
o Bayshore Marathon, Half-Marathon and 10K
o Summer Series
o Remembrance Run
o Devils Dive Half Marathon and 5K
o Jingle Bell Run
o Grand Prix Race Circuit
o Girls on the Run
o Race Walking Clinic
o Weekly Community Fun Runs
The Traverse City Track Club
Avenue ISR • www.avenueisr.com 2 October 21, 2015
• Many results in this report were gathered from 1,629 Bayshore
attendees who participated in either the Marathon, Half-marathon or 10k.
• The sample appears to be representative of the entire Bayshore runner
population
• Attendees were sent a link to a survey 2-3 days after the conclusion of
the race and asked to participate in a short survey based on their
experiences during their visit to the area for the event.
• The survey was sent using a 3rd-party online research tool
• Participants were offered a chance to earn a guaranteed spot in next
year’s race as well as free registration for the event as an incentive to
take part in the survey.
Survey Methods and Participants
3 October 21, 2015 Avenue ISR • www.avenueisr.com
The majority of Bayshore participants live outside the five counties of Antrim, Benzie,
Grand Traverse, Kalkaska and Leelanau.
Avenue ISR • www.avenueisr.com 4 October 21, 2015
85% travel from outside the five county region
The Traverse City area is the 4th most common region among Bayshore
attendees
10% of racers are from out of state
Where do you live? What is your zip code?
Non Local, 85%
Local, 15%
Local v. Non Local
1.6%
5.0%
6.8%
10.3%
14.9%
15.7%
16.3%
29.4%
0% 20% 40%
Not specified
Northern Michigan and UP
Mid Michigan (Saginaw, BayCity, Midland Area)
Other (non-Michigan) State
Traverse City Five CountyRegion
Grand Rapids/SouthwestMichigan
Lansing/Kalamazoo Area
Detroit Area
Region
Each participant brings an average of .75 additional spectators and supporters with
them. The total number of people brought to the region is more than 8,000.
Avenue ISR • www.avenueisr.com 5 October 21, 2015
People are coming with family, friends, running groups etc.
Nonlocal attendees (runners and supporters):
4,830 x 1.75 = 8,437
Aside from you personally, how many people (children and adults) traveled with you to the Traverse City area for the
Bayshore?
The Bayshore draws from a wide area – from California to Connecticut.
Avenue ISR • www.avenueisr.com 6 October 21, 2015
Where do you live? What is your zip code?
Although most participants are from the Midwest, the Bayshore draws
from many parts of the US
The Bayshore is a “gateway” experience that draws people to Traverse City
10% of participants had never been to Traverse City before
The Bayshore draws new attendees every year. Over 50% of non-local
participants in 2015 were first timers.
Avenue ISR • www.avenueisr.com 7 October 21, 2015
Was this your first time attending the Bayshore? Was this your first time visiting the Traverse City Area?
Yes, 54%
No, 46%
First Time Attendee (Non-Local)
Yes, 10.2%
No, 89.9%
First Time in Traverse City
Avenue ISR • www.avenueisr.com 8
Bayshore participants are more economically attractive than the typical Michigan
tourist.
October 21, 2015
Median annual household income of a Bayshore racer/attendee is nearly
twice that of a typical Michigan tourist
Average income
of typical
Michigan visitor is
$67,000*
Average income
Bayshore
racer/attendee is
$126,000
* Source: D.K. Shifflet & Associates Ltd., 2010
Michigan Visitor Profile
* Photo: michiganrunnergirl.com
More than 70% of non-local participants stayed at area hotels, motels and B&B’s.
Avenue ISR • www.avenueisr.com 9 October 21, 2015
Over 70% of Bayshore attendees spent one or more nights in paid
accommodations.
The majority of racers stayed in Traverse City, although some stayed in
neighboring towns.
Where did you personally stay during your visit to the
Traverse City area?
6.0%
1.3%
3.6%
6.3%
6.7%
19.5%
56.6%
70.8%
0% 20% 40% 60% 80%
Other, please explain
*Bed and Breakfast
At home - I/we livenearby
*Campground
*Rental property
With a friend or familymember in area
*Hotel/motel/resort
Paid Accomodations
Avenue ISR • www.avenueisr.com 10
Area hotels, motels, resorts and B&B’s see a big boost in occupancy during the
Bayshore. Non-local attendees typically stay 2+ nights.
October 21, 2015
1,600 families, other groups and individuals stayed in paid accommodations
per night
3,300 Nights of Paid Accommodations
96% engaged in at least one of the following activities
The most popular activities include eating at local restaurants, visiting
downtown Traverse City and shopping
Participants and their groups keep busy before and after their races enjoying all
the region has to offer.
Avenue ISR • www.avenueisr.com 11 October 21, 2015
Which of the following did you do in the Traverse City area in conjunction with the Bayshore? (select all that
apply; non locals)
3.4%
7.3%
7.9%
29.7%
32.5%
35.4%
47.4%
54.0%
69.6%
87.4%
0% 20% 40% 60% 80% 100%
None of the above
Visited one or more shopping malls
Paid for entertainment, e.g. movies, miniature golf,bowling, etc.
Visited one or more other towns in the area
Purchased groceries
Visited a park, trail or beach
Purchased gasoline
Shopped at one or more retail stores
Visited downtown Traverse City
Ate at one or more restaurants
Attendees reported visiting 409 unique restaurants, shops and
entertainment venues
That’s 223 different restaurants, 152 different shops and 34 unique
entertainment venues fanned out across the region
Groups visit and spend throughout Traverse City and the region.
Avenue ISR • www.avenueisr.com 12 October 21, 2015
= Restaurants
= Retail
= Entertainment
45.2%
24.9%
6.7%
5.9%
4.6%
12.7%
$653
Avenue ISR • www.avenueisr.com 13
Each party who travelled to the Traverse City area for the Bayshore spent an
average of $653 in the area.
October 21, 2015
Average spending per non-local group attending the Bayshore is as follows:
Accommodations
$295
Other (sporting goods,
souvenirs, entertainment)
$83
Fuel
$39
Groceries
$44
Restaurant Meals
$163
Total Average Spending
Clothing
$30
The Bayshore alone brings $1.5 million in total direct spending to the region
Applying a typical multiplier for tourism of 1.3* reveals total economic
impact of $1.9 million from spending by Bayshore visitors to the region
Total direct spending by non-locals during the Bayshore is $1.5 Million per year for
a total economic impact of $1.9 Million.
Avenue ISR • www.avenueisr.com 14 October 21, 2015
RUNNERS AND SUPPORTERS OVERNIGHT STAYS SPENDING
× ×
The overall annual economic impact of the Traverse City Track Club in the region
is $2.5 million.
Avenue ISR • www.avenueisr.com 15 October 21, 2015
The Bayshore generates new economic activity every year
63.5% of respondents plan on returning within the year for a vacation or
event
These new people plan to come back to the region either as visitors or residents.
Avenue ISR • www.avenueisr.com 16 October 21, 2015
Based on your most recent experiences of the Traverse City area, how likely is it that you would…(Top 2
Box – Very Likely or Extremely Likely)
10.9%
13.6%
63.5%
90.1%
0% 20% 40% 60% 80% 100%
Considered relocating to the areapermanently
Purchase a second home orvacation home in the area
Return for a vacation or otherevent during 2015
Return for a vacation or otherevent in future years
*Photo credits: theguardian.com & prweb.com
72% would recommend Traverse City to friends and family.
Those scoring 9’s and 10’s are ‘promoters’ and 0-6 are ‘detractors’.
Promoters (78.2%) minus detractors (6.3%) results in a Net Promoter score
of 72%
These people will recommend Traverse City to friends and family based on their
experiences.
Avenue ISR • www.avenueisr.com 17 October 21, 2015
Based on this most recent experience, how likely
is it that you would recommend The Traverse City
area to a friend or family member as a
destination? With 0 indicating “Not at all likely”
and 10 indicating “Extremely likely”
0.3%
0.2%
0.4%
0.7%
0.5%
1.8%
2.3%
4.6%
10.9%
16.1%
62.1%
0% 20% 40% 60% 80%
0
1
2
3
4
5
6
7
8
9
10
Please explain why you gave this score.
Promoters (9&10)
o “I'd move there in a heartbeat if I could!”
o “I love Traverse City and hope my sister will
come up from Atlanta next year to run the full
with me. Everything is so great.”
o “We come to TC 5-6 times a year. What isn't to
love?”
o “I love the TC area! So much to do, the water
and beach area is beautiful and it's a nice place
for families as well as young people.”
o “It's beautiful! There's plenty to do. And there
are some great restaurants.”
o “I love the Traverse City area, there is
something to do for everyone. Biking, beaches,
downtown atmosphere. There are lots of great
restaurants/pubs/wineries.”
o “Love this area…it is truly Michigan at its best.”
Detractors
Passive
Promoters
In 2014 the Traverse City Track Club paid out over $160,000 in grants to
local organizations and non-profits.
Few people know how much the Traverse City Track Club gives back to the
community.
Avenue ISR • www.avenueisr.com 18 October 21, 2015
A sampling of organizations that
benefit from TCTC direct grants
• Tart Trails, Inc.
• GT Hiking Club
• TCAPS – Athletic Dept.
• College Scholarships
• Grand Traverse Community
Foundation
• Kalkaska Public Schools
• Traverse City Bay Runners
• Grand Traverse Area Catholic
Schools
• Leland Public Schools
• Golden Shoe Fund
• Suttons Bay Public Schools
• Mt. Holiday Trail Improvement
Over 50 volunteer groups were given the chance to help others and make
some money for their organizations/causes
The Traverse City Track Club paid out over $60,000 to these groups in
exchange for help with aid stations and other volunteer activities
Most of these groups are associated with school groups or local youth
groups and activities
TCTC also provides local groups with the opportunity to earn needed funds
through a generous fee for service program.
Avenue ISR • www.avenueisr.com 19 October 21, 2015
A sampling of organizations that
benefit from TCTC fee for service
opportunities
• Traverse City Little League
• Grand Traverse Hockey Association
• Green Acres 4H
• Northern Regional Bleeding
Disorder Ctr.
• Vasa Ski Club
• Friends of Peninsula Community
Library
• Traverse City Central Lacrosse
• Kingsley Cross-Country
• Traverse City West HS Girls Track
and Field
Girls on the Run
o The Traverse City Track Club serves as
fiduciary for the local chapter of Girls on
the Run
o Girls on the Run is a nationwide
transformational learning program for girls
age 8-13; experience-based curriculum
creatively integrates running
o GOTR is offered through 50+ schools
throughout Northwest lower Michigan
In addition, the Traverse City Track Club provides important logistical support and
leadership to the Remembrance Run and Girls on the Run.
Avenue ISR • www.avenueisr.com 20 October 21, 2015
Remembrance Run
o Annual fundraiser supporting Munson’s
Women’s Cancer Fund
o The Fund serves approximately 100-
140 women each year by providing help
with non-medical expenses while
patients are undergoing cancer
treatment
o Since 2000, the Remembrance Run has
raised more than $120,000 for the Fund
25.8%
74.2%
Yes
No
Many runners use race events as a way to promote awareness and raise funds for
causes.
Avenue ISR • www.avenueisr.com 21 October 21, 2015
Which, if any, of the following situations apply to you?
Have used running events to personally
raise money for a philanthropic cause
“I have been a part of Team in Training
with the Leukemia and Lymphoma
Society for the past two years.”
“I have been part of Team in Training in
the past and also created a group for co-
workers through Hope Network called
Team Hope (running the Bayshore
events from 2006-2010) for persons with
traumatic brain injury and as a way for
co-workers to stay healthy.”
“I am a promoter of Hope Water Project,
which was started by Kensington
Community Church in southeast
Michigan.”
“I've raised money for the Children's
Tumor Foundation, the Arthritis
Foundation, and the American Lung
Cancer Association as a runner.”
What could be improved? Some Bayshore participants complain of feeling gouged
or at least not feeling appreciated.
Avenue ISR • www.avenueisr.com 22 October 21, 2015
o “Much too expensive to stay in Traverse City at the time of the race.
Amazed by the amount of vacancies at local hotels”.
o “The price of the hotels for this week-end makes me consider not
doing this race. Friends in my running group do not do Bayshore
only because of hotel prices. We can afford them, but are getting
to the point where we feel gouged.”
o “The hotels were very expensive no late checkout was given,
considering race, could be more accommodating to runners for
showering etc. I enjoy destination races, most hotels will allow a
late checkout for guests for special events”
o “Overall the residents of the Area don't seem happy to have us.”
1. The Bayshore draws runners to Traverse City from all over Michigan, the
Midwest and the nation.
2. Many of these are first time attendees and a substantial number are new to
the area.
3. Bayshore runners are more affluent and well educated than the typical
Michigan tourist or resident.
4. They bring friends and family, stay multiple days and fan out throughout the
region to spend at hotels, restaurants, retail stores, wineries, etc.
5. The total net economic impact that the Bayshore has on the Grand
Traverse region is at least $1.9 million annually; total net economic impact
for all of the Track Club’s activities is estimated to be $2.5 million annually.
6. The event serves as a “gateway” experience that will likely lead to future
visits and economic activity within the region.
7. In addition, the Traverse City Track Club and the Bayshore participants use
the event to provide substantial philanthropic support to area nonprofits,
youth groups and other community organizations.
8. By implication, community leaders and business owners in the Traverse
City area should do what they can to accommodate the Bayshore and its
participants.
Conclusions/Takeaways
Avenue ISR • www.avenueisr.com 23 October 21, 2015