Salem’s Ironman 70.3 generates mass revenue and thrill
On July 21st, Salem’s fourth annual Ironman 70.3 drew over 2,500 athletes from around the globe to push their bodies to the limits right in the heart of downtown. Known as a half Ironman, this 70.3-mile race includes a 1.2-mile swim down the Willamette River, a 56-mile bike route winding through the rolling hills of South Salem, and a 13.1-mile run through the wooded Minto Brown Island Park.
This worldwide event hosted by Oregon’s beautiful capital city garnered two major awards in the past two years. Of the 34 Ironman 70.3 events in North America, Salem was voted #1 best running experience in 2022 and #3 most recommended race in 2023 in the Athlete’s Choice Awards.
Ironman 70.3 takes over Riverfront Park as the main event hub, bringing in big-name vendors like Hoka. They also hosted an array of local food trucks in this year’s beer garden, offering authentic tastes of Salem to participants and spectators alike.
The Ironman Foundation generously gives back to organizations that provide volunteers for the event, Keener explained. Groups like the Boy Scouts, South Salem wrestling team, Salem Bike Club, Sprague High School band, and a number of local nonprofits will receive a grant for volunteering their time. The event also pumps significant revenue into the local business economy. Travel Salem, the official event host, estimated that Salem’s 2022 Ironman 70.3 generated nearly $10.2 million of local economic activity.
Steve Lewis, president of Scott’s Cycle & Fitness, said the event draws in a large number of customers to the family-owned bike shop. Out-of-state contestants ship their bikes to the shop to be assembled, while other athletes seek a quick tune-up or last-minute fix.
Outside of its economic impact, the event offers the Salem community the opportunity to enjoy a weekend of world-class excitement. “It brings a lot of energy to town,” Lewis said. “It’s a lot of fun for us. We really enjoy the weekend.”
Moses Keener, head mechanic at Scott’s Cycle & Fitness, said one of his favorite things about the event is how it brings people together. Athletes from across the world race through the same route side by side, and afterward, many of them enjoy a drink together in celebration. Friends, family, and community members line the track, fueling every passing athlete with a fresh wind of encouragement. “It is quite a challenge,” Keener said. “It takes a lot to do a triathlon, let alone a long-distance triathlon.”
All four of Salem’s Ironman 70.3 have sold out within months of registration opening, drawing thousands of participants and spectators, and millions of dollars into the city. “The event is constantly getting better,” said Keener. This statement bodes well for Salem based on the event’s massively-successful track record so far.