University of Florida study: World Masters meet generated an estimated $15.14 million in local business revenue; county agrees to bid to host 2027

The World Masters Athletics championship staged in Gainesville earlier in 2025 drew athletes from around the globe and generated a substantial economic impact in Alachua County, according to a report presented Aug. 26.

The University of Florida team that surveyed participants estimated the event brought 5,132 official registrants from 98 countries and a total of 17,433 visitors, producing an estimated $15,140,000 in business revenues, the presenters said. UF’s team also reported the event supported roughly 135 full‑ and part‑time jobs, produced an estimated $9,410,000 in added GDP for the region and resulted in approximately $5,170,000 in labor income. The study included direct spending in the county and a measured “flow on” effect — additional travel and spending in other Florida destinations connected to the visit.

The county commission voted to pursue hosting the 2027 World Masters. Commissioners added a condition to the county travel plan: staff should return with a prioritized travel plan so non‑required promotional travel is vetted before being authorized. The motion asked staff to attend required federation meetings and the major bidding events but requested that future promotional trip approvals be returned to the board for review.

UF researcher Heather Gibson and economist Alan Hodges presented the methodology and key findings. The survey used on‑site intercepts and translated questionnaires; researchers said the sample matched registrant demographics and produced reliable estimates of visitor behavior, spending by category (lodging, food, local transport, retail) and satisfaction ratings. “This was the very first time that this WMA championship was held in The United States,” the presentation noted, and attendees gave the event and host area very high satisfaction ratings.

Commission discussion emphasized the marketing value of large sporting events and the need to manage promotional travel and parking/transportation logistics. Commissioners also discussed leveraging the event to promote wider visitor flows through downtown Gainesville and University of Florida assets.

Action: the commission approved staff’s recommendation to pursue hosting 2027 and asked staff to provide a travel plan that separates mandatory federation attendance from discretionary promotional trips.

Ending: staff will return with a travel/prioritization plan and with operational details tied to marketing and lodging strategies for any future bid.