$4.4 million isn't just horsing around

The Event at Rebecca Farm contributed $4.4 million to the Flathead economy, a recent study shows.

That makes July’s equestrian showcase the biggest economic contributor of any area special events during the last year, according to the University of Montana’s Institute of Tourism and Recreation Research.

“That was great to verify that we are making an impact,” said Sarah Broussard, organizer of The Event at Rebecca Farm. “We’ve always felt that The Event at Rebecca Farm was created for the betterment of the community but its integrity lies in the support of the community.”

The Event drew 10,000 people from 29 states and international locations to the world-class arena, including the 590 entries in the event.

The Spartan Race in May contributed $4,141,288 to the local economy, according to the institute’s research.

Economic impacts from other major events were: Pond Hockey Classic ($632,613), High School Rodeo Finals ($1,009,283) and Montana Dragon Boat Races ($955,431).

“It’s great to know that we’ve reached that level with those other wonderful events the Flathead Valley puts on,” Broussard said. “You don’t come to Kalispell just to run a race. People bring their families and go hike in Glacier or go ziplining or fishing.”

According to the institute, many of those visiting for the Event reported staying a whole week in the Flathead Valley after the five-day equestrian triathlon.

Last July was the first time the institute conducted a survey to gauge the economic impact of The Event at Rebecca Farm.

Broussard said the survey was able to offer Event organizers information about the spectators and competitors, such as the fact that about 95 percent of competitors come from out of state while about 50 percent of spectators are from out state.

“It kind of verified what we already thought we knew,” Broussard said. “Now we can look at where are they spending money and where can we get them to spend more.”

Diane Medler, director of the Kalispell Convention and Visitor Bureau, said The Event at Rebecca Farm brings Kalispell to a bigger audience than most events.

“It puts Kalispell on the international stage,” Medler said. “It draws high-caliber equestrian riders. People might not have realized the importance of the event to our economy. Once [the riders and spectators] are introduced to the market, they want to come back with their families.”

Broussard said The Event grows locally each year through community outreach and volunteer programs. The event hinges on community volunteers and support, she said.

Outside Montana and the Flathead Valley, Broussard said the equestrian community promotes the event simply through word of mouth.

“People hear about it and hear all the stories of how beautiful it is and it ends up being on a lot of people’s bucket list,” Broussard said. “It’s become a destination event.”

Last July was the 15th anniversary of The Event at Rebecca Farm. Broussard said 2011 was a peak year for spectators, but the international reach of the event has continued to grow.

2011 was not only the 10th anniversary of The Event, but it also paired the Event with a celebration of Rebecca Broussard, Sarah’s Broussard’s mother and the founder of the Event. Rebecca Broussard died in December 2010.

Sarah Broussard said she’s proud to be part of the organizing team that generated $4.4 million for the Flathead economy.

“We’re always looking for ways to expand and tweak the Event,” she said.

“With it being here in the Flathead Valley, that’s just kicker and that’s what makes it unique.”

Reporter Seaborn Larson may be reached at 758-4441 or by email at slarson@dailyinterlake.com.