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Whiskey Off Road organizers tell council event drew thousands and an estimated $4 million in economic activity
Summary
Epic Rides reported 2,071 registered riders, broad national reach and estimated the event generated about $4 million in economic impact and $127,000 in taxable receipts for Prescott; councilmembers asked for more standardized economic‑impact data.
Prescott — Organizers of the Whiskey Off Road presented results from the 2025 event to the Prescott City Council on Sept. 9, saying the 20th annual mountain‑bike festival attracted riders from across the U.S. and several countries and generated substantial tourist spending for local businesses.
Todd Sadow of Epic Rides told council that 2,071 people registered for the event, 1,813 started the race and the organization estimates about 5,600 overnight visitors among nearly 6,000 total out‑of‑town attendees. He said about 16% of participants were local and 84% were visitors, with representation from roughly 38 states and seven countries.
Sadow described the event as a public–private partnership that markets Prescott as an outdoors destination. He estimated the direct event‑week visitor spending at approximately $3.5 million, additional visits at $430,000 and an overall economic impact of roughly $4 million. He also said the event generated an estimated $127,000 in taxable receipts for the city and contributed about $65,000 to local nonprofits.
On marketing value, Epic Rides estimated conservative earned and paid social media reach and placed a conservative dollar value on content and impressions. Sadow acknowledged the limits of the in‑house marketing valuation and recommended retaining a professional marketing firm to measure broader earned‑media impact.
Council members asked about the methodology behind the social‑media dollar estimate and requested more systematic post‑event surveys. Councilwoman Lois Freeworth asked whether the event collects detailed participant feedback about trail signage and navigation; Sadow said the event surveys attendees and offered to add council‑directed questions next year.
Mayor Pro Tem Cantellme thanked Epic Rides for collaborating with the city as officials develop a policy to evaluate economic impacts for events. There was no action or funding request associated with the presentation at the Sept. 9 meeting.
