TYLER (KYTX) - It's not just about the fastest time, the Tyler Marathon also trots in a big win for the local economy.
Businesses are profiting from people running into town this weekend.
Don Juan's restaurant caters to locals every day.
This weekend, they're looking forward to taking more orders when the runners hit the streets.
"Anytime there's an extra amount of people in downtown area or with in a mile that we are - definitely helps out," says Don Juan's manager Angel Alfaro.
Tyler Convention and Visitor's Bureau Vice President Shari Rickman says the Tyler Rose Marathon has grown every year since 2010, this year they expect more than 2,000 participants and more than half of them are from out of town.
"They're spending their money not only on hotels, but also in restaurants and retail, that's something for the city," says Rickman.
The runners may not have time to stop and smell the roses after they hit the ground running, but thousands of others do.
This is the kick off for the rose season, and those flowers help bring in more than $2.2 million.
"I love coming to Tyler, everyone's so helpful and excited about the events," says Mallory Jones-Fiske, the race director with Mellew Production.
Even the group putting together the race say it's an enjoyable destination.
The growth from the race shows a big profit for local businesses, Rickman says about $250,000.
"It brings so many into Tyler that haven't been here before," says Rickman.
For Don Juan's, it's about a 10% increase starting this weekend.
"This is the kick off for us because it trickles down to November and December. Fall is always welcome," says Alfaro.
A welcome addition, with every pair of shoes that cross the finish line with the roses.
The Tyler Rose Marathon is Sunday morning starting at 7:30 A.M. Taking off and ending at the Rose Garden.
If you'd like to know more about the marathon, or how to help, click here.