A summer challenge encouraging people to eat and drink around Marana drew record participation this year, with 367 people completing the program with an estimated 1,468 visits to local restaurants, cafes and other food businesses.

Dine & Discover Marana wrapped its fourth year in a partnership between the Marana Chamber of Commerce and Discover Marana, the town's official tourism organization.

The program launched to support local food-focused businesses during the slower summer months, when many restaurants see a dip in traffic as seasonal residents and visitors leave town.

Participants visit locations, fill out a challenge card and earn limited-edition merchandise such as T-shirts and hats for completing the program. More than 100 restaurants participated in this summer's challenge.

"The whole idea behind Dine & Discover is to give people a little nudge to try somewhere they haven't been before," said Stefanie Boe, tourism and marketing manager for the town of Marana. "We want people to find that restaurant, coffee shop or local spot they love this summer and then think of it again when friends and family come to visit."

Based on an average of $50 spent per restaurant visit, organizers estimate the challenge generated $73,400 in local dining activity this year alone.

"This is the first time we could really have a solid estimated per-meal amount," Boe said, adding that the$50 average was at first, a shock. "It's a reality that eating out is more expensive than ever. We appreciate so many people still participating when we know budgets are tight. I think that shows how much people want to support local."

This year marked the first time participants could choose a digital challenge card instead of the traditional paper version. Boe said the change came after feedback from past participants.

"We had heard from challengers last year that they left their paper card in the car or at home, so they weren't able to get server initials at some locations," Boe said. "Since the digital version allows for GPS, receipt or photo check-in, it gave people more options. As an introvert myself I really loved this."

More than 300 people opted into the digital format, logging 499 check-ins at participating businesses. Digital participants also posted photos from their visits showing where they ate.

Boe said the town was also surprised by how many people started the challenge but didn't finish.

"We asked our digital challengers about this in a survey we're conducting now," Boe said. "Perhaps the physical card is a better reminder to keep going."

Regardless of format, organizers say the challenge's overall numbers reflect a community showing up for its local businesses.

"Dine & Discover is a great example of what can happen when our community intentionally chooses to support local," said Marana Chamber of Commerce CEO Amanda Wiggins. "Nearly 1,500 visits to Marana dining businesses during the summer months represents real activity for our local businesses, and we're proud to continue growing this program alongside Discover Marana."

Organizers say the program is designed to introduce residents to businesses they might otherwise overlook, and to build lasting habits around supporting local restaurants and cafes.

Boe credited word of mouth, social media and this year's added events for the program's growth.

"Once someone participates and gets their beautiful merch, they want to do it again," Boe said. "We had lots of new people this year, which is so great to see. I also love seeing people in four years worth of shirts. The Chamber team also added two concerts at Tucson Premium Outlets, and we were able to kick off the program there and then give out merch at the second concert. I loved that."

Boe said she doesn't plan major changes to the program next year, but hopes to build on the model.

"I think we've found the magic formula for Dine & Discover and we'll continue to be consistent," she said. "Aside from Dine & Discover, I'm planning to use this digital mapping tool to create some other experiences or challenges in the coming months."

The challenge also supports the town's broader tourism goals, particularly around winter and spring visitors.

"For me it's all about those friends and relatives who come to visit in the winter and spring. This is our largest share of visitation," Boe said. "When your grandkids come to visit, I want locals to have their Marana list of places to eat rather than thinking they need to go to downtown Tucson."

She closed with a thank-you to participants.

"The more we help what is already here be successful, the more new spots we'll see open up in the coming years," Boe said.

Caitlin Schmidt is editor and publisher of Tucson Spotlight.

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