What has 46,000 running shoes, more than 40 rock bands, 26.2 miles of streets closed to traffic and zero hotel vacancies? A new event for Savannah that could become one of its most lucrative tourism events.
After 13 years of bringing a rock concert vibe to lung-busting road races in larger cities from Las Vegas to Nashville, the Rock 'n' Roll Marathon will hold its first full and half marathons in Georgia's oldest city this weekend.
Registration for both races sold out months ago, meaning 23,000 runners have signed up to be at the starting line in front of City Hall when the marathon kicks off at 7:30 a.m. Saturday.
Visit Savannah, the city's tourism bureau, estimates the marathon could bring $23 million — or $1,000 per runner — in direct spending on lodging and souvenirs, cross-training before the race and massages afterward, not to mention big dinners and breakfasts so runners can fuel up for the course.
"We have had a lot of questions from runners about where's the best place to get the most carbs and protein on a Friday night or Saturday morning," said Joe Marinelli, president of Visit Savannah. "Drug stores will stock up on pain reliever and ACE bandages, grocery stores will stock up on bananas and bottled water. The spinoff business in these other areas beyond hotels and restaurants is significant."
Started in California in 1998, the Rock 'n' Roll Marathon added Savannah to its tour schedule of 18 U.S. cities this year. It's the smallest city ever to host one of the events, which feature cheerleaders and live rock bands — local acts aside from the headliner, Los Angeles-based band Carolina Lair — at every mile of the course.
The Competitor Group, which organizes the marathon series, says Savannah proved more popular with runners than some larger venues. There were 21,000 who ran in the marathon in St. Louis last month. That's 2,000 fewer runners than Savannah had signed up when organizers and police opted to cap registration out of concerns the city might not be able to handle a larger field.
"It's a testament to Savannah's popularity as a destination," said Dan Cruz, spokesman for the Competitor Group, which plans to return to Savannah at least through 2013. "It's a city people want to visit and have heard about how beautiful it is."
The marathon won't bring the crush of people Savannah sees every March 17 for its sprawling St. Patrick's Day parade, which can draw crowds up to 400,000. But city officials say runners and their guests are booking more hotel rooms, rather than crashing with friends or family as many do for St. Pat's. They're also expected to stay a little longer, at least two or three nights.
Savannah officials are so confident the marathon will prove profitable that City Hall has agreed to pick up the tab for $75,000 in costs to the city, from hours put in by city staffers helping plan the event to police providing security along the course.
Marathon organizers said most of the runners are traveling from out of town and are expected to bring two or more additional guests. Hotels in the city's downtown historic district started selling out for the marathon weekend four months ago. Everyone from restaurant owners to yoga instructors are hoping for a healthy influx of cash at a time of year when tourism typically tapers off.
Jody McIntyre, sales director for the Savannah Marriott Riverfront, said the hotel's 391 rooms sold out within a single week in July. She said she's heard from other hotels that high demand is causing marathon runners to book rooms in neighboring counties and even in neighboring South Carolina.
"There have been a few cancellations," McIntyre said. "But as soon as it happens there's someone else looking to get downtown."
Kelley Boyd, owner of the Savannah Yoga Center, said she's gotten several calls and emails from marathon runners looking for a cross-training workout to stretch their bodies either the day before or after the race. Boyd said she'll be happy to pick up some extra business on Sunday, even though she's running the half-marathon the day before.
"It's exciting," Boyd said. "And it's kind of scary, because I don't know if the city knows what's about to hit."
City officials have tried to spread the word that getting around town Saturday could be tough, considering the 26.2-mile course not only passes through downtown but will also reach into neighborhoods and commandeer 2 miles of a parkway.
Police say more than 50 streets will have to be closed to traffic at some point during the races.
Marty Johnston, an assistant city manager who worked on marathon planning, said at a news conference Monday: "The Rock 'n' Roll Marathon is coming whether we're ready or not."