KINGS BEACH, Calif. (KRNV & MyNews4.com) -- The end of September is usually a slow time for Tahoe Mountain Sports in Kings Beach.
It's not quite ski season but the summer crowd is gone. But this year is different.
"Every day just gets busier and busier and it's been a lot of fun," said owner Dave Polivy.
When he heard IRONMAN was coming to Lake Tahoe, bringing 2,600 triathletes and an expected 10,000 spectators with it, he knew it would mean a boost in business.
"When we heard this was coming, we knew it was going to be good," he said. "We wanted to make sure we were providing the product athletes wanted but also some fun and educational things for them too."
He's offering wet suit demos, book signings, and athlete seminars, hoping to bring more foot traffic through his doors.
"We expect it to pick up quite a bit as we head into Thursday, Friday and Saturday."
Andy Chapman, chief marketing officer of the North Lake Tahoe Resort Association said athletes started coming to Tahoe last weekend, training at Kings Beach, Truckee and Squaw Valley and staying in local motels and hotels.
"This has really helped keep our business profile high and the economic impact high coming through September," he said.
He estimated an $8 to $10 million impact on local businesses, but it could even be more.
"Folks have been coming up here, spending multiple days here earlier in the season training," said Chapman. "So overall we think it's in the $15 million range."
And that economic boost is something Polivy said he's already starting to see.
"As I've talked to my neighbors and other business owners, friends, they're all seeing the same thing. So I think it's great for the region."
2,600 triathletes are expected to compete in the 2.4 mile swim, 112-mile bike ride and 26.2 mile run.