For San Antonian Red McCombs, the adage “if you build it, they will come" is quickly becoming a reality.
His Austin creation, the Circuit of the Americas, is expected to draw in nearly 300,000 fans over the next three days for the Formula 1 United States Grand Prix.
"At the end of the day, it is something that is positive for Austin, San Antonio and the entire region," said Richard Perez, president of the Greater San Antonio Chamber of Commerce.
Perez also served on the host committee for this weekend’s event.
In New Braunfels, the T-Bar-M Resort is just one example of the race’s effect. The hotel has been booked for some time.
"I think it's opening a huge market for us and a lot of potential for future business,” said Lianna Flores, conference sales manager for the resort.
The San Antonio International Airport has also been a flurry of activity.
Aeromexico is chartering 10 flights from Mexico starting Thursday specifically for the race. Interjet is following suit.
"High-worth Mexicans do indeed love Formula 1,” said Perez.
The charter flights -- from places like Mexico City and Monterrey -- have been booked solid, with much of the crowds expected to funnel through San Antonio.
"Those folks need a place to stay,” said Perez. “If they’re flying into San Antonio, they’re staying in San Antonio."
Area hotels were reporting a slight increase in occupancy. The visitors are expected to spend plenty of money in the area, too.
The sport reportedly boasts some of the wealthiest fans in the world, leaving businesses seeing dollar signs not only this weekend, but perhaps for years to come.
"We're definitely looking forward to 2013 and the years beyond," added Flores.
Sunday’s race is sold out, according to circuitoftheamericas.com.