The Hotter'N Hell Hundred weekend, Wichita Falls' equivalent to the Super Bowl, is in full swing.
When all the races are said and done, riders and tourists will spend about $7 million dollars in town because of this weekend's events.
The full financial impact of the Hotter'N Hell is around 50 million dollars, as Wichita Falls Chamber of Commerce CEO Henry Florsheim explains.
"Money brought into the community from the outside will turn over, or will be re-spent about seven times before it leaves and gets spent somewhere else," Florsheim said. "And so when you look at that, that turns into a really big number for us."
Primarily, the services industries, like hotels, restaurants, and retail establishments bring in the most money this weekend. But Florsheim points out another organization that benefits greatly from the Hotter'N Hell.
"It's a big boost to the city government and the sales tax and hotel/motel tax gets paid on those things," Florsheim said, "so events like this help our government provide more services to us."
Florsheim also emphasizes how big the races and events this weekend are for positive public relations for the Falls.
As far as projections for this year's festivities go, director of the Wichita Falls Convention and Visitors Bureau Lindsay Greer says that while it depends on final registration numbers, it looks like its going to be another big year, adding...
"Its not all about the numbers, were always happy to have them whether its 10,000 or 14,000."