Downtown Biz Owners Running With Triathlon, Pop-Up Retail Idea

If you build it, will they come?

That's what a few downtown business leaders are hoping this summer when they're planning on hosting not only an Olympic-distance triathlon this July, but are in the process of getting businesses to open up a temporary "pop-up" village of stores in vacant buildings on Main Street, in an effort to cater to the participants and families expected to be staying in town.

Dennis McDermott, who opened up last year and tries to run one marathon per year, spoke to Town Board members on Thursday morning along with Ray Pickersgill, president of the Business Improvement District and co-owner of , and the owners of Event Power, a Southampton-based company that promotes and organizes triathlons of various distances across Long Island.

McDermott said he believes an Olympic-distance triathlon (6.2-mile run, 24.8-mile bike, and 0.93-mile swin) would fit best because as opposed to a shorter, "sprint" triathlon which is held in other locations on the East End throughout the summer - which are simalarly held by Event Power - the longer distance would bring in families overnight.

Event organizers would also require that participants show up the day before the event - tentatively scheduled for July 29 - to pick up their numbers and event information. Lastly, McDermott said, generally the population running triathlons is a relatively affluent one, so by getting businesses to sign on for packages to cater to the athletes - which could number anywhere from 300 to 500 - both businesses, the triathletes, and their families could win.

"I've never seen a group of downtown businesses owners take charge like this," said Councilman John Dunleavy.

In addition to recruiting Event Power - which the town nor the BID are paying, as the company makes its money mostly through participation fees - McDermott and Pickersgill are in the process of speaking with businesses and organizations to fill the "pop-up" villages, while Community Development Director Christine Kempner is working to secure retail space on Main Street and work out details such as insurance and proper permits.

McDermott said that one of the Event Power owners mentioned that at the Kona Ironman Triathlon, temporary tents "transform" the island for a few days.

"That triggered in my mind the idea for a triathlon expo," McDemott said. "From there, my mind kept rambling toward other venues to occupy stores for the weekend."

He said Thursday morning that Nike has expressed interest, as well as a company that makes the Lycra suits some triathletes wear. He's expanded the concept and reached out to other local organizations, including North Fork Animal Welfare League, the Long Island Wine Council, and is in the process of working to recruit more.

A finishing line in front of the Suffolk Theatre was pitched, and the swimming portion of the triathlon would likely consist of time trials starting and finishing in the Peconic River, though safety concerns were expressed.

While the appeal of a bustling downtown for one weekend in summer seems appealing - Pickersgill said the Hyatt East End is already booked that weekend for an event at the Long Island Aquarium - the lure of filling the retail spaces longer term and providing a platform for downtown Riverhead for those who may not otherwise visit loomed larger.

"This is a plus for everybody," Pickersgill said. "If this works out good, this is something we could be doing for years. And I would imagine in other places where they've done something like this, they usually end up with someone opening a store."

Police Chief David Hegermiller said that initial projections of the cost of the triathlon to his force hover around $7,000, not including any overtime costs that would be included. Town Board members all seemed receptive to the idea, though formal approval for a special event permit remains.