Courtesy/Purgatory Resort
PURGATORY News:
DURANGO, CO — Purgatory Resort is gearing up to host the Total Archery Challenge – the nation’s premier 3D archery event – for the first time this week, July 11–13, 2025. 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 multi-day 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 gather, 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.
Total Archery Challenge is known for its professionally designed mountain courses, featuring more than 100 life-like 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,” Matt Ericksen said, marketing director at Purgatory Resort. “It’s exactly the kind of visitor we want to welcome – people who love the outdoors and support our community.”
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,” Ericksen said.
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 added. “Once they experience our mountain and the Durango community, we think they’ll come back.”
The Total Archery Challenge kicks off Friday, July 11, 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.
Hosting a high-profile outdoor event like this reinforces Purgatory Resort’s role in driving sustainable, experience-based tourism and strengthens the region’s reputation as a hub for adventure in the Four Corners. Visit totalarcherychallenge.com to learn more about the event.
About Purgatory
Purgatory is tucked away between Durango and Silverton along the San Juan Skyway, on the southern edge of the San Juan Mountains. One of Colorado’s most family-friendly ski resorts, Purgatory is a year-round destination for an authentic Colorado mountain experience when the snow melts. In the summer, Purgatory offers a range of family-friendly attractions, including scenic chair lift rides, an alpine slide and mountain coaster. The Village Plaza base area is home to a vibrant collection of family-friendly attractions, lodging, retail shops, restaurants, and bars. Purgatory serves as the gateway to over 400 miles of high alpine singletrack and backcountry mountain biking trails in Colorado’s San Juan Mountains. Discover more at Purgatory.ski.
