Santa Rosa County and the surrounding northwest Florida area saw a generous economic impact from this spring's Tough Mudder event. Nearly 6000 participants turned out for the hardcore obstacle endurance course held at the Ates Ranch in East Milton on April 9 and 10 with another thousand-plus joining them as spectators.
As part of their contract with Santa Rosa County, Tough Mudder commissioned the Haas Center for Business Research and Economic Development to assess the value of the gulf coast event.
The analysis showed that overnight visitors spent nearly $168 per day (not including lodging) and daytrippers spent nearly $69 per day, with the majority of dollars allocated primarily on food, beverage, clothing or retail (including fuel). Hoteliers saw 2,023 room nights filled as a direct result of the Tough Mudder, generating $255,681 in regional lodging spending.
"Santa Rosa's investment of around $100,000 to bring Tough Mudder back in 2016 resulted in approximately $1.5 million of economic benefit to the county's residents and businesses," said Zachary Jenkins, director of the Haas Center. The assessment showed a total regional impact of $2,753,229.