Those who call Southwest Florida home can enjoy an array of events from sporting functions like the Sarasota Music Half Marathon to cultural happenings like the Ringling International Arts Festival. But from a tourism point-of-view, these major events are most important as a stimulus for outside travelers to visit the region, bringing outside dollars into the local economy. “What we really wanted was for people to come in from out of town because they were going to spend more money,” said John Korff, founder of the Sarasota Music Half Marathon. “More money with us, more money in general. They invested in an airline ticket and a hotel room, and they have already come with this preconceived notion that ‘I can have fun.’ ”

The topic was discussed at length at the most recent installment of the SB2 symposium series, Hosting a Crowd: Regional Events as Economic Drivers. The event was hosted by SRQ Media Group last week at the Powel Crosley Estate.

Katherine Harris, chairman of Modern Pentathlon International, a group which successfully lured a series of Olympic-level pentathlon events to the region, said events can bring exposure to the area even beyond those people who attend. When NBC broadcast the last event here, it reached 15 million U.S. viewers. And there were 450 articles written about the pentathlon in outlets around the world. 

Lucy Nicandri, Suncoast Charities for Children executive director, organizes such events as Thunder by the Bay and the Sarasota Powerboat Grand Prix. “Our big demographic reach right now is international,” she said, noting the boat races have developed a reputation as the Indy 500 of the powerboat racing world. She also said the event is changing every year to bring a new generation of fans.

And even venues that are open 365 days a year with or without events see a boost by making an occasion to visit. Steven High, executive director of The Ringling, said the museum sees events as a key to long-term achievements. “What we try and do with these events and other things is create an environment of creative energy and excitement at the campus that will bring people here,” he said.

The next SB2 event, Taking Care: Advancements in Women’s Health Initiatives, will be held May 28 at The Francis.

SB2