At a time when the competition for entertainment dollars is as fierce as any battle for championships or trophies, adventure sports are holding their own against more traditional events.

This week will see Supercross making its first stop in Salt Lake City since 2004. Organizers of Monster Energy AMA Supercross estimate this Saturday's event at Rice-Eccles Stadium will have an economic impact of about $9 million.

"We're lucky," said Denny Hartwig, of Feld Motorsports, the group responsible for bringing the event to Utah. "Our numbers are even with or better than they were when we came in 2004. We're head and shoulders above last year."

Adventure sports have been doing well financially across the country — including selling out in November and December shows that are traditionally more modest draws. But in Utah, the non-traditional competitions are even more popular.

"I've never been to a city that's embraced our race more than Salt Lake City," Hartwig said. "We feel like a part of the community."

Not only that, but Utah has distinguished itself as more than just another stop.

"Salt Lake is becoming kind of the Mecca of action sports," he said.

Some of the sports' success can be traced to the accessibility of its biggest stars. Hartwig said fans are allowed to enter the stadium at 12:30 p.m. to watch practice and qualifying, but the finals don't start until 7 p.m. The most expensive ticket is $40, and most tickets go for $10. With an empty can of Monster Energy drink, fans can get a free pit pass and wander among the competitors all day.

"If James Stewart is your idol, you'll have a chance to meet him," Hartwig said. "If you go to a Jazz game, you probably aren't going to meet any of the players. … But with a pit pass, you have a real chance of meeting the stars and getting autographs. It's very value driven."

It's not, however, just the support of the average Supercross fan that sets Utah apart from other tour stops. It's the support of the establishment that makes the state unique.

"It's neat to be able to come into a city and have the governor, the Utah sports commission, publicly support us," said Hartwig. "It lends us credibility. … I've never had a governor at a press conference in any other city."

And Gov. Jon Huntsman Jr. doesn't just plan to shake a few hands at Thursday's press conference.

"He's going to do a lap," Hartwig said.

The racers who will compete in Rice-Eccles this weekend enjoy the benefits of a sport that has gone from obscurity to the mainstream in the last decade. The stands are no longer filled with just motorcycle riders. Now casual fans, some who've never riden, flock to the events, as well.