"Our little decrease in sales during setup, it gets made up in those four or five days at the end of the contest," Barnes said.
The U.S. Open of Surfing, which brings together competitors from around the world, is set to take place Saturday to Aug. 7. Regardless of who takes home the surfing titles, the city's restaurants, hotels and retailers anticipate a few prizes of their own.
The Open represents the high point of visitor spending all year in Huntington Beach, according to Steve Bone, president and chief executive of the city's Marketing and Visitors Bureau.
Last year's event generated $21.5 million in consumer spending in and around Huntington, according to a study released Wednesday. Bone said he expects a similar result the next two weeks.
"It hits many levels," he said. "It's a great enforcer of the brand and validator of the Surf City USA brand that we carry with us all year. We have about 50 surf contests throughout the year, so it's not that we hang on this one. This one just gets the largest attention because of the quality and size of the surfing field."
Horizon Consumer Science and CIC Research Inc.'s study reported that attendees at the 2010 event spent an average of $43.45 per day, of which $33.72 was spent in Huntington and $9.73 in the rest of Orange County. The city and Marketing and Visitors Bureau commissioned the study.
The vast majority of funds generated, some $16.6 million, came from overnight lodging and retail items, the study said. The researchers also found that 185,035 people attended the U.S. Open. With the average visitor spending more than two days at the event, that amounted to a total attendance of 494,000.