Whiskey Off Road organizers tell Prescott council event drew thousands and generated estimated $4 million impact

Organizers of the Whiskey Off Road presented a year-end report to the Prescott City Council Sept. 9, saying the 20th annual mountain-bike event generated large visitor numbers, paid hotel nights and measurable marketing value for the city. Todd Sadow of Epic Rides said the event drew 2,071 registered riders (1,813 at the start line), represented riders from 38 states and seven countries, and that about 84% of attendees were from outside the immediate area. “We estimate about almost 6,000 people, of which 5,600 stayed overnight,” Sadow said. Sadow estimated the event produced an estimated $3.5 million in direct event-week spending and an overall $4 million value when marketing and return visits were included. He said the event generated an estimated $127,000 in taxable dollars to the city and about $65,000 to local nonprofits. Sadow described additional marketing value from social and earned media and noted conservative valuations for content creators and influencer reach. Event feedback reported high satisfaction: 93% would recommend the Whiskey Off Road and 95% rated it better than other outdoor cycling events. Sadow said 99% of riders liked the course and that the event functions as a marketing “beachhead” for Prescott’s trail system and outdoor brand. Council members asked about the methodology for the marketing valuations and the sampling for event surveys; Sadow said the marketing figures were conservative industry-standard estimates and that the attendee survey response rate was roughly 15% of participants. Mayor Pro Tem thanked Epic Rides for coordinating with the city on a forthcoming economic-impact study. No formal city action or funding vote was taken during the presentation. Organizers and council members discussed continuing collaboration on data collection and trail feedback so future events can better measure visitor behavior and trail impacts.