Report fire on the rim economic impact

Rim View Consulting

Fire on the Rim Mountain Bike Race
Economic Impact Report
Ernie Borgoyne
This Report is the property of Rim View Consulting and may not be copied, transmitted or
reproduced in any manner without the express consent of the author. Anyone wishing a copy
may contact Ernie Borgoyne (602) 571‐7983 ewborgoyne@hotmail.com

19 August 2011

Fire on the Rim Mountain Bike Race Economic Impact Report 8/19/2011

Contents
1. Summary ......................................................................................................................................... 4
2. Objective ......................................................................................................................................... 4
3. Approach ......................................................................................................................................... 5
3.1. Race Participants Sampling ..................................................................................................... 5
3.1.1. Race Registration ............................................................................................................ 5
3.1.2. Pre‐Race Interview .......................................................................................................... 5
3.1.3. Post Race Interview ........................................................................................................ 5
.
3.1.4. Follow‐up E‐mail Survey ................................................................................................. 6
.
3.2. Business Community Sampling ............................................................................................... 6
3.2.1. Lodging Providers ............................................................................................................ 6
3.2.2. Pine/Strawberry/Payson Businesses............................................................................... 6
4. Results ............................................................................................................................................. 7
4.1. Race Participant Demographics .............................................................................................. 7
4.1.1. Population ....................................................................................................................... 7
4.1.2. Age .................................................................................................................................. 7
4.1.3. Gender ............................................................................................................................ 7
4.1.4. Domicile .......................................................................................................................... 7
4.2. Influx Impact ........................................................................................................................... 9
4.2.1. Pre‐Race Rides................................................................................................................. 9
4.2.2. Number of Companions .................................................................................................. 9
4.2.3. Number of Vehicles from Outside of Community .......................................................... 9
4.2.4. Accommodations ............................................................................................................ 9
4.2.5. Restaurants/Bars Patronage ......................................................................................... 10
4.2.6. Gift / Antique Shop Patronage ...................................................................................... 10
4.2.7. Groceries / Convenience Store ..................................................................................... 10
4.2.8. How Often Visited Pine/Strawberry ............................................................................. 10
4.2.9. Advertising .................................................................................................................... 11
4.3. Race Experience .................................................................................................................... 12
4.3.1. Month for Next Year Race ............................................................................................ 12
.
4.3.2. Attendance Next Year ................................................................................................... 12
4.3.3. Start Times .................................................................................................................... 12

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©This Report is the property of Rim View Consulting and may not be copied, transmitted or
reproduced in any manner without the express consent of the author. Anyone wishing a copy may
contact Ernie Borgoyne (602) 571‐7983 ewborgoyne@hotmail.com


4.3.4. Altitude ......................................................................................................................... 13
.
4.3.5. Race Course ................................................................................................................... 13
4.3.6. Race Venue ................................................................................................................... 14
4.4. Community Experience ......................................................................................................... 15
4.4.1. Information about Services ........................................................................................... 15
4.4.2. Community as a Permanent Bike Race Destination ..................................................... 15
.
4.4.3. Uniqueness of the Event ............................................................................................... 16
4.4.4. General Comments from the E‐mail Survey ................................................................. 17
5. Conclusions ................................................................................................................................... 19
5.1. Future Race Potential ........................................................................................................... 19
.
5.2. Sustained Economic Improvement ....................................................................................... 19
5.3. Permanent Mountain Bike Destination ................................................................................ 19
Appendix A. Fire on the Rim Race Participant Survey .......................................................................... 20
Appendix B. Preparation Letter Given to Business Owners ................................................................. 24
.

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1. Summary
This report concludes that the first annual Fire on the Rim mountain bike race made a direct economic
impact of $5,800 to $9,224 for the local community. It is expected that next year’s race could
potentially double the direct economic benefit realized this year. A sustained economic improvement is
very viable through improved awareness of the community, and development of a permanent mountain
bike destination.

2. Objective
Sponsored by the Pine Strawberry Fuels Reduction committee and the Mountain Bike Association of
Arizona, ‘Fire on the Rim’ is planned to be an annual event. Revenues from the event will help fuel
suppression in the community as well as establish new trails throughout Arizona.
Positive economic impact to the community is anticipated in 2011 and in future years as the annual
event gains popularity and the area becomes established as a destination for mountain biking. Long
term the economic impact studies should be enhanced to consider the broader impacts brought on by
such development.
An example of an economic impact study done on an established trail system is the Jackson Hole Trails
Project Economic Impact Study (which can be found in the following link:
http://www.friendsofpathways.org/assets/291/kaliszewski_JHTP_final-1.pdf?1307043051 ). The
Fire on the Rim economic impact study will use this study as a model.
The following are the objectives of the initial study for the August 6, 2011 race:
a. Measure the economic impact in terms of outside dollars coming in to Pine and Strawberry
as a direct result of the race.
b. Determine the effect this event has had on the economic activity in Payson.
c. Establish the demographics of the population of race participants and their supporters who
have attended the race.
d. Assess the potential for success of future race events.
e. Identify objectives for future races.
The initial study will NOT address the ‘profitability’ of the race in terms of revenues to support fuel
suppression and creation of new trails. In the future this may become a factor as the trail system
matures and we begin to see sustained economic benefits from an established destination.

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3. Approach
Statistics for this study was provided from two primary sampling sources: race participants and the
business community.

3.1. Race Participants Sampling
Multiple opportunities were used for obtaining data from the race participants:

3.1. 1. Race Registration
The plan was to get demographic data from the registration forms, specifically: ZIP codes, Date of Birth
and Gender. Additionally the email address would provide opportunity for on-line follow-up.
As it happened, complete registration information wasn’t available as expected; however pre-
registration did provide ages and gender. Email addresses quickly became part of the sign-in process,
many participants volunteered their hometown during the pre-race interview, and ages and gender
were obtained from the race results.

3.1. 2. Pre‐Race Int erview
The following questions were asked during the race sign in. Sample size is 71 although not all questions
were answered by each participant.

Name:
How did you hear about this race?
How many people came to the race to support you?
Where did you stay last night?  Circle one of the following responses
RV/CAMPING           HOTEL          FRIENDS/FAMILY        DROVE from HOME this morning
OTHER (Explain)
How much money have you spent locally in groceries, fuel, lodging, entertainment, etc., for this
race?   NOTE: This question was suspended after a few responses.
How often have you previously visited the Pine/Strawberry area?

3.1. 3. Post Rac e Interview
The following questions were asked after the racers completed. Sample size is 59, although not all
questions were answered by each participant.

Bib / Plate Number:  NOTE: intent was to quickly identify racer and cross reference to name later.
In actuality many of the numbers were incorrect.
Did the race course meet your expectations? YES/NO (explain)

How likely are you to participate in this race annually? LIKELY/NOT LIKELY (explain)

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Will you be spending tonight in the area? YES/NO (explain) Note: This question was predictive and
deemed to be unreliable. On‐line follow‐up survey data was more reliable.

3.1. 4. Follow‐up E‐mail Survey
After reviewing the preliminary pre and post interviews we decided to conduct a follow-up email
survey to obtain more data. Refer to Appendix A for the content of this survey.
Fifty-three (53) invitations were sent; eight (8) bounced; and thirty-five (35) responded for a 66%
overall response.

3.2. Business Community Sampling
Several opportunities are available for obtaining data from the business community.

3.2. 1. Lodging Providers
Seven (7) lodging providers throughout Payson, Pine and Strawberry have offered discounts to race
participants. Following the race event each of these providers will be asked how much revenue was
generated from this event.

3.2. 2. Pine/Strawberry/Payson Businesses
They were asked in advance of the race to quantify the increased revenue directly created by the race
event. Refer to Appendix B for the preparation letter given to them. Each business will probably have
a different way of estimating depending on their operations (computerized or manual). In general it is
suggested that they ask each of their non-regular customers if they are here for the race.
a. Restaurants / Bars – Nine (9) in Payson and eleven (11) in Pine/Strawberry
b. Groceries / Convenience – Three (3) in Pine / Strawberry
c. Gas stations – Two (2) in Pine/Strawberry

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4. Results
The results presented here came from the multiple sampling sources described in section 3.

4.1. Race Participant Demographics
4.1. 1. Population
For purposes of statistical analysis in this report, population is defined as the total number of racers
intending to start this race; which is 88. Not all of the racer population was interviewed. Some pre-
registered, but did not start the race. Some started the race but did not finish. Some were not
interviewed prior to the race, or after. Finally some did not complete the on-line follow-up survey.
Where applicable, a confidence interval (CI), aka margin of error, is calculated to determine how well
the sample reflects the population.

4.1. 2. Age
This data comes from the race results information, which only provides information about who actually
completed the race.

 Count = 73
 Mean = 35.7
 Minimum = 13
 Maximum = 59

DotPlot of Ages of Racers who Completed the Race

0 10 20 30 40 50 60 70
Ages

4.1. 3. Gender
Three (3) females and Seventy (70) males completed the race.

4.1. 4. Domicile
Domicile information came from two sources: Pre‐race interviews where participants volunteered
this information, and the on‐line survey.  Data represents 72% (63 out of 88) of the population.  The
following chart shows the breakdown in terms of percentage of respondents:

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Region 1

Region 2

Region 5

Region 3

Region 6

Region 4

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4.2. Influx Impact
This section summarizes the influx of people and quantifies the impact as a result of the race.

4.2. 1. Pre‐Race Rides
There were 3 weekend days that were offered to pre-ride the race course prior to the official race. No
sampling was done for this but it was reported that 32 racers participated. One restaurant reported that
25% of the 32 racers came to their place. This report will assume that 25% is the low range estimate
and 75% is the upper range estimate.

4.2. 2. Number of Companions
How many people accompanied the participant? This question was asked in both the Pre-Race
interview as well as the on-line follow-up survey. Additionally, the on-survey asked how many are
likely to accompany you next year if you plan to come.

This Year Likely To come next year
59 companions
Pre‐Race Interview
CI = + / ‐ 16% Not polled
Sample Size = 26
50 to 68
59 companions 91 companions
On‐line follow‐up Survey
CI = + / ‐ 13% CI = + / ‐ 13%
Sample Size = 35
51 to 67 79 to 103
Combined 50 to 68 NA

4.2. 3. Number of Vehic les fr om Out side of Community
This question was not asked, however an estimate is made for purposes of estimating how much fuel
was purchased locally. Because this is an estimate there is no sense calculating a CI to the population
Assumptions:

 Anyone from outside the region (e.g., Region 5 as defined in Domicile, would fill their tank
upon leaving for home.
 77% of the population that identified their domicile (49 out of 63) came from outside the
(local) Region 5.
 No racers carpooled, however companions rode with the racers.
 Number of vehicles from outside community = 49

4.2. 4. Accommodat ions
Where did race participants stay the night before and the night of the race? The pre-race survey
provided the answer to where stayed the night before (Friday) – sample size = 70. The on-line survey
provided the answer to where stayed the night of the race (Saturday) – sample size = 35. Interviews
with lodging providers provided only anecdotal information and deemed to be too subjective.

Friday Saturday
Sample size = 70 Sample size = 35
Drove from/to home 61% 61%
CI = +/- 5.2 CI = +/- 12.6

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Stayed in a local Hotel 20% 3%
CI = +/- 4.3 CI = +/- 4.4
16% to 24% 0% to 7.6%
14 to 21 0 to 7
Stayed at my second home in 10% 24%
the area or with Friends/Family CI = +/- 3.2 CI = +/- 11.0
Camping/RV 9% 12%
CI = +/- 3.0 CI = +/- 8.4

4.2. 5. Restaurants/Bars Patronage
The email survey provided statistics on how many times the racer patronized restaurants and bars.

Once Twice 3 Times Total
CI = + / ‐ 13%
Breakfast 7 1 0 8
7 to 9
Lunch 13 5 0 22
19 to 25
Dinner 6 5 2 21
18 to 24
Happy Hour 2 1 0 4
3 to 5

An interesting challenge was to determine the multiplier effect. The racer companions were not
surveyed on any of the questions. From the companions analysis 50 to 68 companions accompanied
each of the 88 racers on average. This equates to .56 to .77 to for each of the 88 racers. This report
will assume a multiplier of 2 (e.g., .56 to .77 rounded up to 1 plus the racer).

4.2. 6. Gift / Antique Shop Patronage
The email survey provided statistics on how many times a racer patronized a specialty shop.

29%
CI = + / - 12%
Yes
12% to 41%
11 to 36

4.2. 7. Groceries / Convenienc e Store
No quantitative information was available, although the event had a “positive effect”. Without any more
specifics a guess would be meaningless.

4.2. 8. How Often Visited Pin e/Strawberry
Pre-Race survey provided the following information

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4.2.9. Advertising
How did racers hear about the race?

Where do you suggest advertising in the future?

 Banners, local bike shops.
 Bike Shops and mtbr.com
 Flyers in swag bags at other events.
 Internet, bike shops, PHX t.v. story(free)
 Local Bike Shops in Phoenix
 Make Jerseys that can be purchased online or at the race. Give discount to podium finishers!
 Mbaa, Bike shops, and word of mouth are the best
 More Social Media like Facebook
 On the MBAA website if you're not there already
 Other race venues
 Perfect placement this year
 Sweet magazine & MBAA
 US Cycling
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 USA Cycling
 active.com
 advertisement was fine
 bicycling.com
 bike shops
 county‐wide businesses
 don't advertise, just be part of the points race season
 facebook
 mtbr.com
 posters at local bike shops and pamphlet at other races redrock, epicrides, mbaa

4.3. Race Experience

4.3. 1. Month for Next Year Race
The email survey asked which month the race should be held next year.

4.3. 2. Attendance Next Year
Post‐Race Survey asked the likeliness of attending the race next year:

88%
Likely CI = +/- 5%
83% to 92%

4.3. 3. Start Times
The email survey asked if racers would like for the race to start earlier.

74%
Start times were fine as is CI = +/- 11%
63% to 85%
26%
Yes - 6am to 7am range CI = +/- 11%
15% to 36%
0%
Yes - 5am to 6am range CI = +/3
0% to 3%

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4.3. 4. Alt it ude
The email survey asked if altitude was factor for the racers.  Half of the 29% who indicated they
would spend the night next year to get acclimated drove up on the day of the race.

69%
No, not at all CI = +/- 12%
57% to 85%
29%
Yes, will probably spend the night before to get acclimated.
CI = +/- 12%
(Note: Not surprisingly respondents were all flatlanders from Region 3 and 4)
17% to 41%
3%
Yes, but I will still drive up the morning of the race
CI = +/4
Respondent from Clarkdale, Arizona
0% to 7%

4.3. 5. Race Course
The email survey asked for suggestions to improve the trails:

 A mix of easy and hard.
 Good singletrack and fir road ‐ just need a marked permanent route.
 Have more of them. Less technical, more flow
 I loved the single track part of the course.
 Less forest roads
 Maintained. Difficult is fine. Unmaintained is not safe and usually a little disheartening.
 Make more of them
 Make them able to ride all year
 More single track, less hills
 None
 Ride them a lot
 They were good, maybe more singletrack
 Trail was great as is
 Trails were good but the last 2 miles or so of singletrack were tough, especially on third lap!
 different skill levels
 keep some technical singletrack, while making more beginner/intermediate trails, signage and maps
 less hiking
 marked
 more single track would be great but trails where awesome.
 more singletrack
 more trails, as it looks from the race there is only 3 miles of trails
 none, they were great
 see answer for #10.
 shorter water bars, more single track
 terrain is very rough, but the race trail was well maintained
 variety for all levels
 you are well on the way as is
 Keep lots of ups and downs, not too steep or too long with smaller sections of technical to offer
challenges.
 Technical aspects that don't require you to get off your bike (AKA "hike a bike"), but advanced
technical is desired. Flowing trails, elevation changes etc. You should suggest contacting IMBA
http://www.imba.com/trail‐solutions

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 The first two‐thirds of the course has no character, it's just a grind up a dirt road then several miles of
too easy dirt road. There should be no dirt or paved roads at all. Reduce the course to just the
singletrack sections, starting at top of Hardscrabble & find a trail to connect from end of singletrack in
Pine back up to starting point for extra laps. 10 good miles are better than 15 so‐so miles.
 I loved the Pine‐Strawberry section at the end of the course. You've got the technical part covered.
More flowy, fast and twisty singletrack.
 Keep the tech, don't sanitize too much. Make long loops so 50 mile days are possible without
doubling‐back.
 Keep all skill levels in mind. Don’t be afraid to make some pieces on the harder side...Too many trails
these days are boring because they remove all the big rocks and technical aspects.

4.3. 6. Race Venue
The email survey asked for suggestions to improve the venue:

 A food vendor for hungry racers
 All was great! more tents of local vendors
 Food.
 I liked the smaller feel compared to the larger races I've entered.
 It was a good venue.
 It was pretty good and liked the location. Parking may be an issue in the future.
 Maybe a short fun race for novices
 None
 None ‐ good venue for the size race.
 None.
 The aid stations weren't stocked at all. I appreciated the water, but even that was warm
 The venue was great. Food would be nice
 Vendors are a plus, food options, the mtb clinic was apropos.
 all seemed OK to me.
 beer at event
 food
 great as is
 great job, more parking for when race grows
 it was great, none
 more food vendors
 more food, kids race?
 something fun for the kids ‐ like a kids race.
 super d.
 Healthy food at vendors, try to get more bicycle product brands involved. ie bike companies,
component companies, bike shop tent w/ product for sale, giveaways, discounts. Better access to
beer would be cool too during the day instead of the beer garden. Nothing like a cold brew after a
long ride!
 Bike gear giveaways instead of a raffle. Following the published schedule ‐ I missed the clinic because
it got moved up unannounced. Same with the pre‐rides ‐ they varied from the published schedule.
 more of a fair type setting. Live music during the race for family, etc. Keep the schedule you posted. I
missed the raffle.
 Food on site after the race. Burgers, Brats or something. I was very hungry and there was nothing to
fill my empty stomach.
 loved the racing venue at school it worked out great, maybe beer garden at one of the private
properties like the rv park
 the start/finish line was hidden from the little fair going on, it would be nice to make the race a focal
point

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 An on‐site camping area would be nice. I drove just a few miles down on Old Country Rd and found a
nice spot, but it's nice to have on‐site camping. It adds to the overall experience of the event when
there's more interaction with the vendors, organizers and participants
 I don't think a lot more is needed here. Having Gatorade and/or food at the aid stations might be nice,
if possible.
 I thought the race and the venue as a whole was awesome. The course had all the aspects of mtn
biking needed to test riders which is what a race is for. I don't think there is a real need for
improvement as far as the race goes. The race will be much bigger next year just by word of mouth
and people returning trying to better their finish times.

4.4. Community Experience
4.4. 1. Information about Services
The email survey asked participants what services they would like to know more about:

No Comment or Interest Strong Interest
No Interest
Campgrounds 16% 45% 39%
RV Sites 46% 39% 15%
Hotels/Lodges 24% 53% 23%
Bed and Breakfasts 34% 45% 21%
Grocery Stores 29% 57% 14%
Fuel 54% 39% 7%
Restaurants 24% 62% 14%
Specialty Shops 35% 55% 10%

4.4. 2. Community as a Permanent Bike Race Destinat ion
The email survey asked what would be needed to make this community an attractive, permanent
mountain biking destination:
 A good trail selection.
 A local bike shop, more single track trails
 Better trails.
 Easier trails
 Good local bike shop
 Great. As is
 I like it as‐is because it's laid back and not too commercialized.
 I thought it was all great
 Lots of trail options that flow well that might be accessible from the lodging.
 Make more permanent trails for year long riding/advertise them
 More biking trails
 More trails, less roads
 More trails, more restaurants
 Open up the trails for everyday use
 Pine is a beautiful city with lots of potential. More trails, it's that simple.
 Single track systems
 Trial maps, more events
 You have it now ‐ except camping.
 better signed trails, a bike shop, better restaurants & cheap camping or lodging
 better trails with maps
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 good trails
 map of trails
 miles of sweet singletrack, local beer joint
 more local information
 more of that awesome singletrack and some downhill
 more single track.
 more singletrack, linked trail systems for all levels of riders
 more trails
 more trails in the area
 well marked trails
 I don't know how you could make it happen, but getting an article about the area in a magazine like
"Bicycling" or "Mountain Biking" might help a lot.
 Well marked trails, of varying levels of difficulty (easy to difficult) and length (5‐25 miles). I've lived in
AZ for > 20 years, have biked all over AZ and yet this was the first time I was mtn biking in Pine.
There's real potential but it needs organization and some level of trail development (even if only
markings). Look at the white mountain trail system as an example. Publicize some cool after‐ride
hangout places (bar, coffee shop, etc...).
 More single track. Mountain bikers are really easy people to please...We just need the trails and we
will make due
 i think everyone was wonderful and all i would suggest is to keep all the volunteers coming and the
race will grow.

4.4. 3. Uniqueness of the Event
The email survey asked what made this Racing Event Unique:
 Awesome trails, scenery, promoting a good cause
 Beautiful and challenging single track on second half and TREES. Love the trees!
 Great support and friendly people.
 I really liked being located in a smaller community.
 It was in my backyard so to speak
 It was my first race
 It was near my home, I helped build the trails
 My first race. Beautiful setting. Very hard.
 New location. Town was GREAT. A bit hot thought.
 Race had it all
 Small field.
 Terrain
 The hard climb at the start, great community volunteers.
 The size. It was not an overwhelming experience.
 The spirit and energy of ALL THE VOLUNTEERS!
 Very positive. I liked the course, challenging. had a bit of everything.
 Very well run and we have a second home in Pine so locatiuon was perfect!
 Your community obviously put a lot of heart into this race!
 all the local involment
 challenging with great vistas
 challenging, fewer participants was nice but I know the idea is to grow it
 first time riding in pine. first xc race. i didnt think i would of done as well as i did
 first time, very difficult course
 great town and people
 it was the first time mtn biking in Pine.
 my 1st race ever
 my first MTB race

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 The cost was great for what you got. You really need to market it more as a Real race for Real
mountain bikers because the trail is not easy.
 the volunteers! I’ve done ALOT of racing and have never been asked to fill out a survey or what I
thought about the race/venue. I think thats great how in touch the community wants to be with the
race and building the trail. The efforts the community is putting forward will for sure pay off in the
years to come
 I enjoyed the huge participation from the volunteers and the bystanders cheering from their cabins,
love racing in small towns where the community stands behind the event
 having the entire town support and be apart of the race from cheering on riders to volunteering their
times
 Rolling in and out of the community was fun. Lots of people cheering from their porches and street.
Very supportive, cool vibe. Definite local feel, not corporate staunchiness. Very good.
 Opportunity to ride in a different place for me (I'm from California) on varied and challenging terrain.
 For me, it was the community. Everyone I bumped into in town was eager to talk about the race and
ask general biking questions. It was cool to see the town's enthusiasm and that's what made it for me.

4.4. 4. General Comments from t he E‐mail Survey
 Great event and I plan on coming next year.
 Great event and turnout from the locals.
 Great job!
 Great time. I hope for it to be a success for the entrants and the community.
 I had a great time.
 I have family in Pine, so that skews some of my answers, like food, lodging, etc.
 Later start in the year for cooler temperatures, and announce the camping better.
 More adds to bring kids
 See you next year!
 good job overall, looking forward to next year
 great race ‐ finally, some technical singletrack in a beautiful setting!
 thank you for a wonderful event. it was inspiration and rejuvenating
 Consider adding a running event as well but possibly on a different day. Use same/similar course and
make it 50K, 25K, 10K, 5K options. I am a runner and really enjoy running the Pine trails all around
town. I think this would attract many runners from the valley and even out of state.
 I enjoyed it and had fun. It would have been nice if we could have avoided spending so much time on
the big roads during the first part of the course. I hope to come back.
 I really enjoyed this race and my wife who just supported really enjoyed the race venue, I just want to
thank all the volunteers and the community on putting on such a great event. I will be there next year
and will spread the word with friends to get more participation. This race will be on my A list of races
to do during the year. Thanks again
 good race, fun, the locals where into it. less forest service roads and more singletrack. super d or
downhill?
 I thought the course was grueling and had way too much road and too little single track. The single
track section was disappointing. The log waterbars really took away from the flow of the trail.
 the hill was a killer but it would nice if were a 15/30 or 45 mile route but not 3 of the same loop
 Camping at the race site would be great. The hotel we stayed at was terrible, and cost of a room plus
race fees makes for an expensive weekend!
 This trail (as far as races go) is on par with the other big name races out there (Tour of the White
Mountains, Whiskey Off Road) and needs to be pushed as a less expensive and charitable alternative
to those types of races.
 We really really hope to have a better course next year. Please advise about trail building in the
future.
 It was very nice to have had the discounts at the hotels and EVERYBODY was VERY nice. It was good to
see a whole community effort and have people seeking mountain bike tourism dollars.

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 See you next year, but maybe just for two laps. Also, the race needs to be in August for me. That's the
only time I can get away from work but I understand if more people want it in Sept. or Oct.
 Racing season can be expensive, esp with $40 or $50 race fees each time. We try to save money, so
camping and cheap food are a big help. Thanks!
 Need some more singletrack on the course. Keep the neighborhood riding. Keep the techy sections.
Very fun. Showers a big bonus. Maybe add a few miles to the course. Rider support was great!

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5. Conclusions
The following table summarizes the direct economic impact based on the results presented in section 4.
It does not attempt to quantify the residual impacts from free and discounted coupons for hotel stays in
the area.

5.1. Future Race Potential
The potential future economic benefits of this race cannot be understated. At a minimum the next
annual race would expect to double the direct economic benefits from this year. Reasons:

 Longer time is available to promote and bring a larger field of racers
 High level of interest in return by this year’s racers
 Anticipation that racers will bring more companions to the race.
 A mutual respect and appreciation by the community and the race participants.

5.2. Sustained Economic Improvement
The good will generated by this experience will potentially bring more visitors to the community over
the long term. For example, polling indicated that 7 to 11 racers have never been to the community
prior to the race.

5.3. Permanent Mountain Bike Destination
There is much potential for this community to become a permanent destination for mountain biking.
This will increase the sustained economic outlook for the future.

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Appendix A. Fire on the Rim Race Participant Survey

Thank you for Riding the Heart of Arizona and discovering our beautiful community!

We are very excited about next year's race and want to improve your experience.
You've given us some good feedback prior to the race and after but we have some
additional questions. Please take a few minutes and complete this brief survey.

For your effort we will be raffling a coupon for a 2 night stay at Cabins on
Strawberry Hill worth $400! To be eligible you must complete the survey by
midnight August 17th.

Cabins on Strawberry Hill located in Strawberry, Arizona.
http://www.azcabins.com/

Advertising Effectiveness
1) Please enter your Zip Code for your primary residence

____________________________________________
2) How did you hear about this race? Check all that apply
[ ] MBAA
[ ] Fire on the Rim Flyer
[ ] Fire on the Rim Banners
[ ] Word of Mouth
[ ] Local Bike Shop
[ ] Arizona Tourist News
[ ] KTAR on-line advertisement
[ ] Arizona Daily Sun (Print or On-line)
[ ] PaysonRoundup articles
[ ] Involved in trail work
[ ] Other (Please specify)
3) Where do you suggest we advertise in the future?

20 | P a g e


Dates and Time
4) Which of these months would you prefer Fire on the Rim be held in the future?

( ) August
( ) September
( ) October

5) Would you like to see the race start earlier?

( ) Yes - 5am to 6am range
( ) Yes - 6am to 7am range
( ) Start times were fine as is

6) Was altitude a factor for you?

( ) No, not at all
( ) Yes, will probably spend the night before to get acclimated.
( ) Yes, but I will still drive up the morning of the race.

Accommodations
7) 20% of the race participants indicated they drove directly from home (farther than 30 miles from
Pine) the morning of the race. Would you be more inclined to spend the night before the race?

( ) Yes, If affordable hotels were available
( ) Yes, If accessible camping were available
( ) No, Would drive the day of the race in any event

8) Did you stay in the area overnight AFTER the race?

( ) Yes - at my home in the area or with Friends/Family
( ) Yes - at a local hotel
( ) Yes - locally camping/RV
21 | P a g e


( ) No - Drove home

9) I would like to have better information on the following types of services available in the
Pine/Strawberry:

Strongly
Disagree Agree
Agree

Campgrounds () () ()

RV sites () () ()

Hotels/Lodges () () ()

Bed and () () ()
Breakfasts

Grocery () () ()
stores

Fuel () () ()

Restaurants () () ()

Specialty () () ()
Shops

Overall Experience
10) What would be needed to make this community an attractive, permanent mountain biking
destination?
11) What suggestions do you have for the trails?
12) What improvements would you suggest for the racing venue? (e.g., activities, vendors, food, etc.)
13) Post-race interviews were very positive about the race course and the community. What made this
racing event unique for you?
14) How many times did you go to a local restaurant/bar during your stay?

0 1 2 3

Breakfast () () () ()

Lunch () () () ()

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Dinner () () () ()

Happy () () () ()
Hour

15) Regarding your supporters, how many:

More
0 1 2 3 4 5
than 5

Came to () () () () () () ()
support
you this
year?

Likely to () () () () () () ()
come and
support
you next
year (if
you
participate)

16) Did you purchase anything from a local specialty shop (e.g., antique, gift, etc.)?

( ) Yes
( ) No
17) Any general comments?

Thank You!
Thank you for your participation and support! Your name has been entered to the raffle.

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Appendix B. Preparation Letter Given to Business Owners

Payson/Pine/Strawberry Business owners:

Events like the “Fire on the Rim” mountain bike race bring economic benefits to the region through
increased sales from lodging, restaurants, grocery / convenience stores, gas stations, etc.  The
question often asked though is, how much?
“Fire on the Rim” is planned to be held annually, which will not only help to fund the
Pine/Strawberry fuel reduction and maintenance efforts, but will help to develop the area as a
permanent mountain biking destination.  This means long term economic benefits for the
community.  But again, how much?
As a volunteer board member for the Northern Gila County Economic Development Corporation, I
am doing an economic impact study for the first annual “Fire on the Rim” mountain bike race in an
effort to help answer that question.
I’m asking for your help by reporting to the best of your knowledge how much revenue did you
receive as a direct result of this race.  The method is up to you, which can be as simple as asking your
customer “Are you here for the bike race” and tallying the sale, or if you are computerized you might
be able to quantify based on other typical weekend events.
Keep in mind the following dates for potential revenue from this event:

 First Pre‐ride ‐ Saturday July 23rd
 Second Pre‐ride – Saturday July 30th
 Actual Race – Saturday August 6th

I will follow up with you sometime during the second week of August to get your results.

Thank‐you for your participation!

Ernie Borgoyne

Rim View Consulting

602‐571‐7983

24 | P a g e

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