EUGENE, Ore. - Ready or not, the U.S. Olympic Trials are approaching the starting gate.

An estimated 1,000 athletes, 900 reporters and technicians, and thousands of track fans are about to descend on Hayward Field.

Tourism officials say their arrival couldn't come at a better time.

A forecast 15,000 to 16,000 people will jam Hayward Field each day during the competition.

Add in the 10,000 folks per day they predict for the Eugene 08 Festival, and that's a ton of buying power and filled motel rooms.

After 28 long years, the U.S. Olympic Trials return to Eugene.

As officials size up the potential crowds at historic Hayward, they're also looking at the bottom line.

The Convention and Visitors Association of Lane County predicts fans will empty their wallets to the tune of $18 million during the Trials.

For the other major track events scheduled at Hayward in the next four years, officials expect $40 million of direct spending. 

"Add to that the exposure the community will receive nationally and internationally and clearly you can't put a dollar value on that," said David Hauser of the Eugene Chamber of Commerce.

Marketing Manager Lisa Lawton of CVALCO says on top of the track event, "Then an additional $10 million for the Eugene 08 Festival that's associated during that time period."

All the seats in the main house are taken. 

Hayward Field is sold out for the eight days of competition, but for the best seat that's not in the house, this is where you want to be: the 08 Eugene Festival.    Co-Director of the Eugene 08 Committee and University of Oregon Track coach, Vin Lananna, said, "Wimbledon does it, the World Cup does it.  The Final Four does it, the BCS bowls do it."

Coach Lananna said this will be the first time the festival idea has been tried at a U.S. Olympic Trials event to attract a cross section of people, even those who aren't track fans. It will be set up next door to Hayward and feature food, music, merchandise and live coverage of the competition on jumbo video screens. 

President Kari Westlund of CVALCO explains, "The component of the festival being free is a really important one. We want everyone to come down and enjoy this experience with us."

Officials say more people just adds to the retail shot in the arm for the Lane County economy.   Hauser of the Chamber office says if the community unites and puts on a first class event, even more dividends can come in future years--what he calls legacy contributions.  "What I mean by that is that I'm convinced that there will be business opportunities that result from Eugene 08 being here and the track & field events that follow through 2012."