Competitive paddlers from throughout the country have descended on Gainesville-Hall County this week for a major canoe/kayak event, meaning a big boost in income for area businesses.

Vicki Wineland, Gainesville's tourism and trade manager, said that, using a formula that multiplies the number of visitors by amounts spent per day, the area could see up to $500,000 in "direct spending."

Simply put, visitors are dropping cash aplenty at restaurants, hotels and retail stores.

"After that, you've got what they call the ripple effect, where everybody who works in the (hospitality) industries around here goes out and spends money they made (from the extra customers)," Wineland said.

The 2011 USA Canoe & Kayak Sprint National Championships and Masters National Championships, taking place today through Sunday at Clarks Bridge Park in Gainesville, is expected to draw 274 athletes from such places as Hawaii, California, Seattle, Oklahoma City and Washington, D.C., said Stacey Hepp, a spokeswoman for the event.

Also attending the event are about 225 parents, 40 officials and 35 coaches, said Hepp, who also serves on the board of directors for the Lanier Canoe and Kayak Club, which is sponsoring the event.

"Most of the athletes got in last Thursday or Friday," she said. "... Most will leave on (Sunday), after the event."

The club, which dates to 1994, holds events through the year, as well as trains and prepares teams for competition from its home in the Lake Lanier Olympic Center.

It has lost some of its luster since the 1996 Olympics, when rowing and canoe/kayak events were held at Clarks Bridge, as more U.S. venues have developed behind bigger bankrolls.

Still, officials boast of the venue's natural setting, including long stretches of sparkling water and tree barriers that help keep stiff winds at bay.

"There aren't many towns in this state that have this kind of a jewel," Wineland said. "We really need to take full advantage of it."

The area also benefits in ways even beyond the obvious dollars.

"The exposure is really the best part of the (impact)," Wineland said. "You have people ... who are going to leave (here) with some really awesome memories. And word of mouth means everything to a community.

"If we can make sure they have the best possible experience ... they're going to go home and tell all their family and friends about it."

Hepp said boosting the venue's reputation is the high number of canoe/kayak athletes that Gainesville has produced.

"They have done incredibly well in this sport," said Hepp, a Charlotte resident who was former marketing director of USA Canoe/Kayak.

One economic impact is clear for the Lanier Canoe and Kayak Club.

"It's good for our athletes to compete on their home course and we don't have to travel across the country," said Brenda Miller, office administrator for the club.

"As far as having the whole country come to our home course, it's a good feeling," she added.