Thousands of people from around the world head to Haleiwa to watch the first leg of the contest. The spectators are pumping millions of dollars into the local economy.

"We know through some of the economic surveys that we've done in recent years that we bring in in excess of $9 million in direct spending in just a six week period," said Jodi Wilmott, communications director for the Vans Triple Crown of Surfing.

The owner of Surf n Sea in Haleiwa said sales dropped about 20 percent in October. This month hasn't been much better.

"Everyone's having a rough time. I wouldn't be surprised if there won't be some shops closing in this town within the next few months," said owner Joe Green.

But strong sales could help turn things around. The Triple Crown will bring in about a 1,000 event staff and surfers during the next six weeks.

"The Triple Crown is like bringing the circus to town. Everyone comes out to see it," said Green.

"It's just a sport that is synonymous with Hawaii that I think sells the Hawaii message around the world," Wilmott said.

Businesses hope to ride this wave all the way to the bank.

"I know we'll make it. We've been here long enough," Green said.

"This is what we dream of all year long cause it's a year-long process planning these events and you hope that the swell arrives on time," Wilmott said. "It really has this year." 

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