The Bayshore Marathon is celebrating its 43rd year in Traverse City, and organizers expect the sold-out event to bring about 8,000 runners to the East Arm of East Grand Traverse Bay over Memorial Day weekend. All three races have already sold out.

That turnout is more than a mark of local pride. The Traverse Track Club estimates the marathon generates close to $2.5 million for the local economy, a figure that helps explain why the race remains one of Traverse City’s key summer events.

Trevor Tkach said the marathon is a huge help. He said runners are typically in town for the entire weekend and often make time to explore area attractions, adding that wineries and other businesses usually see a bump. “It becomes a real fun community event, like something I haven’t seen anywhere else in the state. So that’s kind of special, too,” Tkach said.

The race’s reach is easy to see at restaurants. Ron Robinson said the marathon pushes guests to book early at Reflect Bistro, where he expected about 40 reservations one night and 60 the next, along with additional walk-in customers. “One of the things about the marathon is not only is it Memorial Weekend, which is busy, but the race is such a big race that people book reservations as soon as they get accepted into the race,” Robinson said.

For local businesses, the weekend is a reminder that the marathon is no longer just a road race. It has become part of the region’s summer calendar, with visitors filling tables, trails and tasting rooms before many of them head home after the holiday.

Robinson said good restaurants can keep drawing the crowd back. “The biggest thing about restaurant is service. If you have great service and great food, people will come,” he said. That kind of repeat business is exactly why the Bayshore Marathon matters far beyond the finish line.