Rolex 24 Brings Record Crowds and $1.7B to Florida

When race engines roar to life in Daytona Beach this weekend, local cash registers are singing right along with them.

The Rolex 24 is bringing record-breaking crowds to Daytona International Speedway, and the impact reaches far beyond the track. Small businesses across the city are seeing their toughest season transform into one of their strongest weekends of the year.

For Jeremy Craig, owner of Copper Bottom Craft Distillery, the timing couldn't be better. "The first couple of weeks of January are always a little slow for us," Craig said, explaining how major racing events turn shoulder season struggles into success stories.

Craig prepares weeks in advance, knowing the influx of tens of thousands of visitors will keep his business buzzing. Even better, many race fans discover his distillery and return year after year, building steady momentum for local shops.

The economic impact numbers tell an impressive story. According to a Florida State University study, Daytona International Speedway contributes $1.7 billion annually to Florida's economy, with the local community capturing a significant share.

Lori Campbell Baker, executive director of the Daytona Beach Area Convention and Visitors' Bureau, says the benefits extend far beyond race weekends. Major events like the Rolex 24 attract developers and investors looking to establish new businesses in the area, creating jobs for residents and more attractions for visitors.

The Ripple Effect

The momentum from the Rolex 24 doesn't stop when the checkered flag waves. Business owners are already looking ahead to the Daytona 500 in just weeks, followed immediately by spring break visitors.

"Once we get past the Rolex, it really starts building for us," Craig said. What begins as a single weekend creates lasting connections with customers who return annually, helping businesses grow stronger each season.

City leaders see events like these as catalysts for long-term community development. More foot traffic means more opportunities for current business owners to expand and new entrepreneurs to invest in Daytona Beach's future.

The green flag dropped this afternoon with thousands of fans expected through Sunday, kicking off a racing season that local businesses count on to carry them into their busiest months ahead.