Purgatory Resort is preparing to host the Total Archery Challenge, the nation’s premier 3D archery event, on Friday-Sunday. With nearly 5,000 unique visitors expected, the event is anticipated to deliver a significant economic boost to La Plata County, drawing archery enthusiasts and their families from across the country.
Over three days, the resort expects to welcome approximately 4,700 unique visitors, representing a major boost in summer visitation to the region.
In addition to the multiday competition, the event features a vendor village, live music, food and drinks, and activities for all ages, creating a festive, family-friendly atmosphere at Purgatory’s Village Plaza. Weekend festivities begin Thursday evening with the Full Draw Feast, a hearty buffet of locally sourced dishes like bison burgers and elk cuts, and live entertainment. The event is open to all, inviting guests to connect and enjoy the flavors of Southwest Colorado.
Sporting events like the Total Archery Challenge are among the most impactful in terms of tourism dollars. Visitors typically travel with family, stay multiple nights, and spend across lodging, dining, and retail. For comparison, Durango’s Iron Horse Bicycle Classic, with 2,400 participants, generated an estimated $1.5 million in local economic activity. With nearly double that attendance expected at TAC, projected direct spending could reach up to $2.7 million, with additional ripple effects supporting local jobs and tax revenues.
Using Destinations International Tourism Economic Impact Calculator and current lodging data from Smith Travel Research (STR), the estimated total economic impact of the event is $2.7 million. This conservative estimate includes direct spending on lodging, meals, and recreation, as well as indirect contributions such as wages, supplies, and services supporting the event.
“While downtown Durango is always lively in July, events like this bring meaningful traffic to the north end of La Plata County, where the impact is especially valuable,” Matt Ericksen, marketing director at Purgatory Resort, said.
Total Archery Challenge is known for its professionally designed mountain courses, featuring more than 100 lifelike 3D targets that simulate elk, deer, and other wildlife. Archers hike through alpine terrain, taking aim from varying distances and elevations. The format is designed to challenge both novice shooters and seasoned bowhunters.
The event isn’t just for archers. Family and friends are invited to walk the courses or enjoy free festivities in the vendor village, where food trucks, beer gardens, kids’ activities, and live music will be on tap throughout the weekend.
For Purgatory, hosting Total Archery Challenge is a strategic move to position the resort as a year-round destination. Eventgoers booked heavily into on-site lodging, with many also camping and staying at hotels and accommodations throughout the Durango area.
“These guests aren’t just here for a day. They’re staying for the weekend, experiencing our resort and venturing into Durango,” said Ericksen. “It’s exactly the kind of visitor we want to welcome – people who love the outdoors and support our community.”
Purgatory and local tourism leaders see long-term potential as well. As the only Total Archery Challenge stop in Colorado this year, the event introduces a new segment of visitors to Southwest Colorado. Many are first-timers who may return for skiing, biking or future events.
“Our goal is to turn these first-time guests into repeat visitors,” Ericksen said. “Once they experience our mountain and the Durango community, we think they’ll come back.”
The Total Archery Challenge kicks off Friday with courses and base area festivities continuing through Sunday. Spectators are welcome free of charge. Parking will be limited, so carpooling and shuttle use are encouraged.
Visit totalarcherychallenge.com to learn more about the event.
