The Pikes Peak International Hill Climb is putting a spotlight on the region, and businesses hope to profit from it.
Multiple hotels in the area, like the DoubleTree, the Antlers and Hotel Elegante, formally known as the Crowne Plaza, were booked to full capacity.
"We had a lot of last-minute activity, a lot of last-minute families coming in," DoubleTree Revenue Manager Tiffany Olhaba said.
The activity boost was a welcome sight at the DoubleTree, where Olhaba said they normally book at a 65 percent capacity. Last year's Waldo Canyon Fire hurt business, and this year could be a repeat of that.
"Unfortunately, when the fires started really early this summer, (it) kind of has us sitting on our seats wondering what's going to happen for the remaining summer," Olhaba said.
For now, the hotel is focusing on the weekend, hoping it'll help book more rooms in the months to come.
"We definitely need more events like these in our city to kind of keep this busy activity for hotels and see a lot of these local travelers coming to stay with us," Olhaba said.