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Allerdale Borough Council,
Allerdale House,
Workington,
Cumbria,
CA14 3YJ

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Lakesman gives £1.49m boost to the local economy

1 July 2016

The inaugural Lakesman long distance triathlon has brought £1.49m into the Cumbrian economy.

The event, which took place on Sunday 19 June, saw more than 300 competitors swim 2.4 miles in Derwentwater, cycle 112 miles across West Cumbria, then run a full marathon around the streets of Keswick.

The vast majority of athletes and supporters came to the area from outside Cumbria, so this saw a significant boost to the fortunes of businesses across Allerdale and local accommodation and hospitality providers in particular saw the benefits. Independent research after the event showed 74% of athletes stayed overnight in Cumbria. Around 8% of competitors were local to Allerdale and 21% came from elsewhere in Cumbria, with the remainder travelling from outside the county. That was great news for hotels, B&Bs, campsites and self catering accommodation as the average group consisted of 6.1 people, their length of stay was around 2.5 nights and the average spend per group was £1,042.08.

There was additional economic benefit before the Lakesman weekend too. Because of the intensity of the challenge and the extreme distances involved,  72% of athletes visited the area prior to the event for training sessions on the swim, bike and run routes, coming to Allerdale an average of 3.1 times. Spend on these training trips was around £129.54 per visit.

The Lakesman was made possible by a partnership between Allerdale Borough Council, Greenwich Leisure Ltd, Nuclear Management Partners, the Lakes Distillery, Carlisle-based CN Events and specialist sporting event company Sport in Action.

Allerdale Borough Council part-funded the Lakesman. Councillor Mark Fryer, Executive member with responsibility for economic development, said he was very pleased with the return on investment.

He added: “This council has a really strong agenda for economic growth and we know we have to shout louder about everything Allerdale has to offer in terms of sport and leisure if we are to compete with other areas of the Lake District. To hear how much money the Lakesman has generated for the local economy is fantastic and shows how important it is that we continue to invest in events of all kinds.

“When we first heard about the idea for the Lakesman, we could see the potential and knew this could become a national or even international event. The location is stunning, Keswick already has a reputation as the Adventure Capital of the Lakes, and the landscape lends itself perfectly to a race like this. We’re already excited for 2017.”

Race Director Phil Whitehead, of Carlisle-based Sport in Action, added: “Because competitors have to register on either the Friday or the Saturday of Lakesman weekend, we knew most of them would choose to stay over on at least one night, which is great for local businesses. What was fantastic to see was that so many competitors chose make a real break of it. We even had one party of 44 people staying for four nights – they had a cracking time.

“Word is spreading fast about next year’s event too. We knew our athletes would love the relatively flat course, which is perfect for seasoned competitors who want to set a fast time, as well as those who were taking the long distance triathlon challenge for the first time.

“And we weren’t disappointed. The feedback has been incredible. Jamie Gordon, the referee from the British Triathlon Federation send us a great note which said: ‘It was the best event I have ever been to - and you can quote me on that.’ That’s the sort of comment we like.”

The Lakesman 2016 key stats:

·           17% of spectators were local to Allerdale, and almost half (46%) were from elsewhere in Cumbria. 37% were from outside the county.

·           Satisfaction rates were very high. Every single spectator gave the event a positive rating, with 73% rating as ‘very good’ and 27% as ‘good’.

·           Every single spectator (100%) said they would come to another similar event in future, and they all said that they would recommend it to others.

·           74% of spectators said while they were in Allerdale for the event, they would also go for a meal or a drink, and 30% would go shopping. These activities generated additional spend in the area.

·           31% of spectators were visitors from outside of Cumbria and stayed here for the event. They spent, on average, £223.37 on their individual trip.

·           60% of groups were adult only and 40% included children. Average party size was 6.1 people.

·           Satisfaction with the event was very high. 87% rated it as ‘very good’ and 11% as ‘good’ – 98% in total.

·           Feedback was excellent, with compliments on: pre-event information; the marshals; the support; transition; food/drink stations; the course; the medals; the setting; the athletes’ village; event organisation; event staff and post-race hospitality.

·           Nine out of 10 athletes (91%) said they would do another Lakesman Triathlon. 97% would recommend the event to others.

·           Social media statistics showed that more than 500,000 people were reached over the weekend of the event.

 

ENDS

 

Notes

  1. For more information contact 01900 702526, corp.comms@allerdale.gov.uk

 

 

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0303 123 1702

Allerdale Borough Council
Allerdale House, Workington, Cumbria,
CA14 3YJ