The 2024 New York Marathon is among one of the most popular courses of the World Marathon Majors. This year, over 50,000 participants are set to hit the streets of New York on November 3, and the city’s small businesses are preparing themselves. A recent NYC Hospitality Alliance survey revealed that the local business in New York had a rough summer.

The survey found that 72% of the city’s restaurants reported that sales declined during the summer. Needless to say, the declining sales have put these small businesses on edge, and they’re now hoping the marathon will provide a crucial financial boost. “We’ll be doing sign making, also have a grab and go station, with waters, coffees, cookies, and Bloody Mary’s and Mimosa specials,” Whisk & Whiskey’s co-owner Chandra Touch told News 12 New York.

The bar and bakery calls its New York Marathon-specific arrangements and sign-making booth the Cheer Zone. The initiative has been a success for the last two years, and Touch hopes things won’t be any different. Alejandra Dodd, the owner of another local eatery, the Root Hill Cafe, has similar hopes.

“We’re expecting for this to be that little push that we need instead of having to fund or having to ask for more loans,” Dodd explained to News 12 New York. Several small business and restaurant owners are also banking on the mega-event that’ll attract tens of thousands to New York City. However, there’s a good chance that their nervous anticipation will end on Sunday.

A 2019 survey discovered the economic impact of the New York Marathon, and it is quite an impressive number. The survey found that the 2019 edition of the WMM race generated $427 million on the day of the event. Owing to the road race’s rising popularity, it may be safe to assume the numbers have only gone up.

Another sponsor has also entered the field since 2019. In 2020, the New York Road Runners partnered with Master Card, who have since promoted many small businesses during each marathon. Last year they even set up a Small Business Boulevard at the Marathon Expo. Besides local businesses, the event will be an opportunity for individuals to raise funds.

The individuals who’ll run to make a difference at the New York Marathon

Just as small businesses look to the New York Marathon for a financial boost, individuals and charity organizations also use the event as a means to raise money and spread awareness. This year, many runners will participate to raise funds for various noble causes. However, the two stories of two individuals have already captured the imagination of the track and field world.

Hailing from Attleboro, Massachusetts, Matt Gouise will run the course on Sunday for his daughter. Over the past seven years, Gouise has run four of the six WMM courses and raised $50,000 in his crusade to spread awareness about Down syndrome. Matt Gouise’s mission is to show his daughter Cecilia, who suffered from Down syndrome, that “anything is possible.”

Meanwhile, North Carolina resident David Jones will partner with the Red Cross to raise funds for Hurricane Relief. Jones became a national sensation after he walked to his daughter’s wedding in Tennessee, amid the aftermath of Hurricane Helene. Coincidentally, Jones walked those treacherous 27 miles in his 2016 New York Marathon jacket.

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Shortly after his daughter’s wedding, Jones got a call from the Senior Vice President of Philanthropy for the New York Marathon, Alexander Egan. Egan urged the NC resident to run at the event and partner with the Red Cross to raise relief funds. It was an offer he couldn’t say no to. So while million-dollar brands are associated with them, these stories prove the significance of the road race to everyone, from small businesses to individuals such as Matt Gouise and David Jones.