IRONMAN Santa Rosa = Positive Economic Impact

Did Santa Rosa and Sonoma County feel more crowded than usual last weekend? That’s because last Saturday, 1,600 athletes competed in the IRONMAN Santa Rosa triathlon. A testament to the attractiveness of Santa Rosa and Sonoma County, the event drew athletes from 47 states and 43 countries, with competitors ranging in age from 18 to 74 years old.

Saturday’s race and its counterpart, the half-IRONMAN 70.3-mile competition on July 28th, is estimated to generate $13 million in economic activity in our region.

Hosting the event in the aftermath of October’s wildfires plays the dual role of bringing outsiders into the community to right misconceptions about how badly the region was damaged, said Peter Rumble, CEO of the Santa Rosa Metro Chamber. It’s also a chance to improve tourism long term.

“An event like this just solidifies Santa Rosa as one of those destination cities for outdoor living and recreational lifestyle,” Rumble said. “People leave singing the praises of Santa Rosa and Sonoma County as being positive places to be, and that builds momentum and the reputation for the city.”

“It’s a great event, especially because we need more people to understand that Sonoma County is open for business,” said Raissa de la Rosa, the City of Santa Rosa’s economic development manager. “For both (races) we see multiple room nights and multiple support people, and generally they’re extending vacations a little bit.”

The IRONMAN events are produced in partnership with the IRONMAN organization, Visit Santa Rosa, and the City of Santa Rosa, in cooperation with Sonoma County Vintners, Sonoma County Winegrowers, Sonoma County Tourism, Wine Road, and the Santa Rosa Metro Chamber.