Reports contrast on Thunder by the Bay's economic impact

As the organizers of Thunder by the Bay work to rally support for the survival of the motorcycle festival in its current location, a survey of downtown merchants paints a dreary picture of the event’s impact on business.

This year, the city of Sarasota is conducting a thorough examination of how Thunder by the Bay went, after the event drew criticism from some businesses and officials. Downtown Economic Development Coordinator Norm Gollub conducted a survey of 104 stores and restaurants impacted by street closures during the weekend, and the response was largely negative.

“For 89 businesses, it was not good,” Gollub said. “For many, it was a disaster.”

Merchants detailed issues with street closures, competing vendors, the festival’s clientele and the overall number of special events during tourist season. Gollub said the timing was a particularly crucial factor for why some merchants expressed displeasure with Thunder by the Bay.

“The shopkeepers have only so many weeks in season to make 70 or more percent of their yearly income,” Gollub said. “Every time there’s a significant closure — whether it’s for a special event or a construction project — it impacts businesses.”

Lucy Nicandri, the event organizer and executive director of Suncoast Charities for Children, pointed to the positive aspects of a third-party economic impact study regarding Thunder by the Bay. As city staff weighs potentially revising its special event policies, she’s attempting to rally support to demonstrate there’s a significant interest in keeping the event alive downtown.

In making an appeal to city officials, Nicandri wants to stress the broader impact of the event. The 2016 study said the event, with about 90,000 attendees, had an estimated economic impact of nearly $9 million in Sarasota County.

Beyond the downtown core, she believes other businesses see a benefit from Thunder by the Bay. She conducted a survey of 11 Sarasota hotels, which all reported high occupancy rates the weekend of the event and credited Thunder by the Bay as a significant contributing factor.

And even if some businesses take a short-term hit, she thinks there’s a long-term value — that the event brings people back to downtown Sarasota who wouldn’t otherwise visit.

“These are people that are spending millions of dollars to come into the area, book hotels for the week and come back after the event is over,” Nicandri said. “I think we need to look at the residual value — and look at the impact for the overall county area.”

Anecdotally, Gollub said, business owners don’t necessarily believe they’re deriving a long-term benefit thanks to Thunder by the Bay.

“I hear a lot of people say, ‘It didn’t help them out right away, but people will come back,’” Gollub said. “What I hear from merchants is that these are not the type of customers.”

Gollub said it’s in the city’s hands to determine the future of Thunder by the Bay in its downtown. However, when it comes to the specific question of how the event impacts business in the heart of the city, he believes the survey has shown a strong answer.

“Thunder by the Bay certainly has benefits,” Gollub said. “But in terms of the downtown district, it financially is not good.”

Merchant Feedback

Despite negative survey results, more than 70% of downtown businesses signed off on the street closures for Thunder by the Bay. We checked in with some of the merchants who reported poor sales after signing off on the event:

“Thunder by the Bay is for a very good charity, and it has a very positive impact on restaurants and bars — our business, not so much. We’re more of a team player. When we see other people signing off, we say OK. I’d like to keep it downtown, but maybe on a less retail-heavy downtown street, like Ringling.” 

— Aliki Gable, manager, Evelyn and Arthur

“The year before, we did way higher numbers than we did this year. All those food venders they put downtown, it’s ridiculous. You have to think — you get 10,000 bikers here, they’re going to get hungry. But when they can get $5 chicken on a stick or a $2.50 piece of pizza, it kills our business. We want things like this to happen in Sarasota. I think it brings a lot of money to downtown, and we can use it. They just need to promote the downtown businesses.” 

— Brian Rychee, general manager, Barnacle Bill’s

“Thunder by the Bay was great, as far as I know. The numbers were great. It was a great opportunity for people to come by the tavern and visit, to get to know about it for the first time.” 

— Mike Evanoff, owner, Evie’s Tavern