Of about 20 businesses contacted by the Otago Daily Times yesterday, nearly every one reported being fully booked or at capacity during the event at the Highlands Motorsport Park near Cromwell.
Eating establishments were also busy, staying open later to provide food for large numbers.
Highlands estimated the crowd at the event exceeded the approximately 25,000 who attended last year.
Many hotels, motels, backpackers, camping grounds, and homestays reported being fully booked during the weekend and the week before the event.
Some operators said it was their busiest weekend for the year.
Cromwell Motel owner and Central Otago Motel Association president Debbie Reece said her business had been fully booked, and about half of her customers attended Highlands.
She had heard from most other businesses in the area and they had been full.
''It's fantastic for Cromwell, and it can only get better.''
Golden Gate Lodge general manager Glen Christiansen said the hotel was ''basically fully booked'', with more than 100 people.
A spokesperson for the Cromwell Top 10 Holiday Park said about half of the nearly 650 people staying over the weekend were in town for the Highlands 101.
The Chalets manager Mike Griffiths said they had more than double their regular November customers staying.
One motelier described the town as ''buzzing''.
New World Cromwell manager Phil Ryan said the supermarket had more staff on than usual to cope with increased business.
He did not think the store was as busy as during last year's Highlands 101, but it was ''certainly'' busier than a normal November weekend.
Cromwell Brewhouse Bar and Bistro owner Graeme McDowell said the establishment was full, and had stayed open late to cook and serve meals.
It had been busier than Christmas, he said.
Thai Crom owner Jinba Fox said the restaurant had been ''really busy'' and fully booked for two nights over the weekend by people attending the motorsport racing.
Her eatery also remained open late, with a group of 24 walking in at 9.30pm one night.
Highlands business development officer Josie Spillane said about 500 volunteers and Highlands staff worked at the event.
She was proud of what had been achieved by the park in the past 18 months, including the 101, but said it was only because of the support of the Cromwell community and businesses.
''Highlands and Cromwell put on an awesome show. We did not do this ourselves, and we are proud to be a part of the Central Otago community.''
