Was Rolex 24 at Daytona a win for area hotels? Here's a look
DAYTONA BEACH — In the wake of a record-setting crowd in attendance for the 62nd running of the Rolex 24 at Daytona this past weekend, the winners weren’t confined to the road course at Daytona International Speedway.
Area hoteliers and local merchants also were basking in the glow of a successful race weekend that generated more customers and sold-out rooms at average daily rates above previous years, according to responses to an informal poll of business owners and general managers.
On the track, Felipe Nasr held off Tom Blomqvist over a heated final half hour to win the legendary 24-hour endurance race, giving the No. 7 Porsche team owner Roger Penske his first overall win in the event since 1969.
Although Speedway officials don’t release specific attendance figures, they reported a record crowd for the race, which unfolded against a backdrop of perfect weather.
Along the way, additional buzz was generated by the presence of A-list Hollywood star Brad Pitt, in town to film scenes for a new Formula 1 race-themed movie at the track and at other Volusia County locations that included Pappas Drive-In & Family Restaurant and Christina’s Coin Laundry in New Smyrna Beach.
Hotels report 'bigger numbers' for this year's Rolex
Together, it translated into a big weekend at area hotels.
“It was great, all the good stories about the race and the attendance,” said Rob Burnetti, general manager of the 212-room Shores Resort & Spa in Daytona Beach Shores. “Similar to the track, we put up bigger numbers for the Rolex than we have in the past.”
At The Shores Resort & Spa, race demand generated sold-out rooms on Saturday night and near-capacity occupancy ahead of previous years on Friday and Sunday, Burnetti said. Average daily room rates were more than 10% higher than previous years, he said.
“We had a lot of demand last minute and we already had a good base of business on the books,” Burnetti said. “When you have that last-minute demand, you’re able to get better rates. It’s really a supply and demand issue. There aren’t many rooms left, so you can get a better average rate.”
Although buzz generated by the Brad Pitt movie crew likely didn’t have a big impact on business at The Shores, Burnetti said that it clearly elevated general interest in this year’s race.
“I don’t know that it affected our business, but it certainly was good for the overall event,” Burnetti said. “That created some interest three weeks out, but it was not necessarily a driving factor in our occupancy. It probably helped from Speedway perspective to get more people to the race.”
That positive reaction was echoed by Bob Davis, president and CEO of the Lodging & Hospitality Association of Volusia County, who said that he has heard similar reports from other hotels.
“It was a great weekend, a slam dunk, more than we’ve ever had,” Davis said. “Thanks to (Daytona International Speedway President) Frank (Kelleher) for making this a big-time international race. They (visitors) came from all over.”
Race fans also boosted crowds at area restaurants
Race crowds also generated big business at the Starlite Diner, a landmark eatery on State Road A1A just north of the Ocean Center in the heart of Daytona Beach’s core beachside tourist district, said Kevin Gelnaw, the restaurant’s co-owner.
“We did very, very well,” said Gelnaw, who estimated that business was up by at least 20% over a typical weekend. “There were so many guests in town and then we also have our regulars who come in. Any of these special events that the city or the track or anyone runs are always good for us, because we’re close to the center for many groups coming to town.”
In the hospitality realm, the weekend also was a winner for hotels owned and operated by Ormond Beach-based Premier Resorts & Management, said Domien Takx, the company’s vice president of operations.
Premier properties include Hilton Garden Inn, Holiday Inn Hotel & Suites, and Best Western Daytona Inn Seabreeze, all in Daytona Beach, as well as the Holiday Inn Express & Suites, Daytona Beach Shores.
“As anticipated, we were able to sell all available hotel rooms for the weekend of the Rolex race, Thursday through Saturday,” Takx said. “Since we sell out every year for this race, occupancy being at 100%, the only way we can compare ourselves to last year is to compare average daily rate.
“This year, rates ended up about 10% higher than last year, a very good weekend for our hotels.”
That positive impact also extended to Premier’s Hampton Inn in DeLand, which also was filled at high rates, Takx said.
Looking ahead to Speedweek and the 66th running of the Daytona 500 on Feb. 18, anticipation is equally optimistic.
“We expect that the big race, the Daytona 500, will yield similar results at all of our oceanfront hotels, as well as our hotel in DeLand,” Takx said.
That’s also the case at The Shores Resort & Spa, Burnetti said.
“We’re already doing good numbers there (for the 500),” he said. “We’re down to just a few rooms left; we know we’re going to sell out there. It’s just a matter of length of stay, to try to get people to come in earlier. Right now, for Friday, Saturday and Sunday, there’s not much left.”
This article originally appeared on The Daytona Beach News-Journal: Record crowds at Rolex 24 a big win for Daytona hotels, businesses
