THE BIG BUSINESS of SPORTS TOURISM the National Association of Sports Commissions

august 4-10, 2014 special advertising section ❘ street & smith’s sportsbusiness journal 25

THE BIG BUSINESS OF SPORTS TOURISM The National Association of Sports Commissions

Hosting amateur and collegiate tournaments and championship events is one of the hottest areas in sports business right now. And, cities, states and regions across the country have responded to the new demand for high quality facilities and amenities by providing innovative production strategies and spectacular new facility construction. In this special advertising section, we showcase some of the convention bureaus and sports commissions that are setting new standards for localities competing for these prize sports properties. From high school volleyball to NCAA championships, athletes, families and attendees have never had more and better choices for staging unforgettable events. THE BIG BUSINESS OF SPORTS TOURISM The National Association of Sports Commissions Youth sports defy economic slumps Since the Great Recession of 2007, cities and events organizers have learned one truth — that youth and amateur sports tourism is recession resistant. The dollars parents spend for their kids and themselves to travel to sports tournaments and championships flow unabated, regardless of the economic climate. “Parents will forgo a regular family vacation to make sure their child and his or her team go as far as possible in league play,” said Don Schumacher, executive director of the National Association of Sports Commis- sions (NASC). “Those families spend nights in hotels, fill restaurants and take in the local sights while attending a tournament. As cities and organizers have come to realize that these dollars don’t go away, we’ve seen a shift from nonprofit events to more profit- minded organizations.” The NASC began in the late 1980s as an affiliation of sports commissions that came together to discuss the rising cost and com- petitiveness of bidding for amateur sporting events. It formally began operations in April 1992 with 15 members and a $35,000 budget. Today, the NASC, the only trade associ- nasc ation for the sports tourism industry, has an Sports travel, particularly for youth and amateur sports competitions, is the fastest growing segment of the leisure travel market, according to the National annual budget in the low millions and Association of Sports Commissions. Parents often turn tournament travel into family vacations. expects to reach 700 members by the end of 2014. The NASC’s goal is to deliver quality and the cost of that room is out of the education, networking opportunities and hands of the hotelier, the city and the par- event marketing and management know ents. If anyone gets blamed for the cost, it’s how to members. the hotel and city, not the event organizer. “Since the NASC’s founding, sports tour- We’ve got to get a handle on room rebates ism has experienced steady, sustainable and commissions. We’ve got to have hotels growth, even after 9/11 and after the reces- and cities push back.” sion took hold in 2007,” Schumacher said. It’s not uncommon, he said, for a family According to the NASC annual study, in with kids in sports to spend $900 attending a 2012, sports tourism was responsible for $8.3 single tournament. Cities and organizers are billion in direct spending nationwide. One relying on the good will of those parents to year later, sports tourism grew to an esti- continue. But, if room rebates and commis- mated $8.7 billion. nasc sions continue, he warns that participation in That recession-resistant quality of sports youth and amateur events may decline. tourism can be a double-edged sword for will cost in bidding fees against what the city “People coming to see a friend run a cities, Schumacher said. Cities that land hopes to generate in taxes on hotel rooms marathon or parents coming to see their tournaments are filling hotels and restau- and in visitor spending in the local economy, kids play soccer will stop coming because rants and bringing new dollars to town. On very often a true economic analysis will not the rooms are simply too expensive for the other hand, profit-minded event orga- have taken place,” Schumacher said. Cities nasc them,” Schumacher said. “And that may be nizers are demanding — and getting — are often inclined to overestimate the posi- the undoing of the seemingly recession- higher and higher bidding fees from cities to tive economic impact of an event. low economic impact number.” resistant sports tourism industry.” host those events, along with commissions The NASC recommends that cities look Schumacher cautions that even direct Schumacher recommends that cities and rebates for hotel rooms booked. only at the estimated direct spending from spending figures are still estimates. “A city begin building some of their own events. “Those profit-minded owners are primarily an event to create a fair cost analysis as can show that new dollars came into the Homegrown events, created and owned focused on youth events, such as boys opposed to a more vague economic city,” he said, “but you can’t pinpoint pre- either by a sports commission or in partner- baseball or girls fast-pitch softball,” said impact analysis. The association provides its cisely where the money came from.” ship with local leagues and teams, gener- Schumacher, “but college sports organizers members with a formula for those calcula- The downside to overestimating dollars ate plenty of advantages. Cities don’t have are hardly immune. Even colleges and uni- tions. spent, Schumacher said, is that event orga- to pay bid fees, rebates or room guaran- versities are driving harder and harder bar- “A direct spending analysis is safer,” nizers use a previous host city’s economic tees. City-owned events can act as “quality gains with cities, and some cities are com- Schumacher said. “You can estimate the impact estimate to drive up the cost for the of life” events for its own residents, as well as plaining about the pressure.” number of people who came to town for next round of bidding. attract visitors. And, most importantly, the Every year, the numbers of traditional an event and more directly add up how “There’s a lot of profit-making,” said event doesn’t leave town when another city sporting events increase and, every year, much they spent on hotels and restaurants. Schumacher. “And it’s placed on the travel- makes a higher bid. new sports, such as Tough Mudder obstacle But an economic impact projection tries to ing teams and the people traveling to sup- “I don’t ever see a day when cities don’t races, come online. And every year, cities calculate how much the waitress then spent port those teams. Organizers will offer teams bid on events,” Schumacher said. “But the grapple with how best to analyze the costs at the grocery store and how much the gro- bargains on registration fees, then recoup big trend in the sports tourism industry now is of hosting events versus the real dollars a cery store cashier spent somewhere else their costs by demanding hotel room toward more and more communities build- city can hope to bring to the community. and on and on. That’s where you get in trou- rebates and commissions. Organizers are ing their own. In the end, that trend may be “When a city compares what an event ble. No one’s going to ever come up with a turning a $100 hotel room into a $150 room the one thing that puts a lid on bid fees.” ■ nasc nasc nasc nasc

26 special advertising section ❘ street & smith’s sportsbusiness journal August 4-10, 2014 The National Association of Sports Commissions THE BIG BUSINESS OF SPORTS TOURISM

August 4-10, 2014 special advertising section ❘ street & smith’s sportsbusiness journal 27 THE BIG BUSINESS OF SPORTS TOURISM The National Association of Sports Commissions Columbus builds reputation as sports hub Columbus is a city on the rise, building a national reputation as a premier sports destination, with spectacular growth in the number of tournaments and championships hosted in recent years. “We want visitors who come to a sporting event in Columbus to become an ambas- sador for our city and share all that we have to offer,” said Linda Shetina Logan, executive director of the Greater Columbus Sports Commission. “Columbus is a sports-loving town and that’s reflected in the variety of events hosted here.” The sports commission works with grass- roots sports groups, local businesses, col- S ports C ommission C olumbus G reater leges and universities, government entities Along with its experience handling major sporting events, Columbus offers a fun downtown that’s convenient, walkable and affordable.

and the city’s professional sports teams in its efforts to keep Columbus’ sports community strong. This summer, Columbus hosted more than 10,000 athletes and fans for the USA National Fencing Championships. In the spring, the NCAA held its Division III Outdoor Track and Field Championships here. The calendar for Columbus over the next 12 months is packed. The city will host the USA Diving Winter National Championships; NHL All-Star Celebration; and Big Ten’s women’s swimming and diving championships, wrestling championships and softball cham- UPCOMING COLUMBUS EVENTS pionships. The NCAA Men’s Basketball second and third rounds are scheduled for 2014 NCAA Division III Track & Field March and the National Collegiate Wom- Outdoor Championships en’s Gymnastics Regionals are set for April. In the last 10 years, Columbus has USA Fencing National Championships hosted more than 50 NCAA championships and 25 Big Ten championships in every field 2015 NHL All-Star Celebration from baseball and basketball to rifle and Big Ten Wrestling Championships synchronized swimming. WHY COLUMBUS IS THE CITY In 2013, the city hosted the FIFA Men’s National Collegiate World Cup qualifying match between the THAT CROWNS CHAMPIONS. Fencing Championships U.S. and Mexico for the fourth time in a sold- NCAA Men’s Basketball out 24,000-seat Crew Stadium, which was 2nd & 3rd Rounds the first soccer-specific stadium built for Major League Soccer as home of the Big Ten Softball Championships Columbus Crew. Central Ohio also hosted the PGA’s pres- USA Volleyball Boys’ Junior tigious international golf tournament, the National Championships Presidents Cup, at Muirfield Village Golf NAGAAA Gay Softball World Series Club. Muirfield Village, home of the Memo- rial Tournament presented by Nationwide 2016 NCAA Men’s Lacrosse Quarterfinals Insurance and a course designed by Columbus native Jack Nicklaus, became NCAA Women’s Volleyball the first in the world to host the Presidents National Championships Cup, Ryder Cup and Solheim Cup. National Collegiate Men’s “The Presidents Cup was a great exam- Gymnastics Championships ple of how collaborative our region can be for major events, and not just the golf tour- U.S. Senior Open nament, but also the creation of the ancil- USA Half Marathon Championships lary activities and added touches necessary to ensure a great experience for all,” said 2017 NCAA Division II Women’s Basketball Logan. Elite Eight Columbus brings thousands of visitors National Collegiate Men’s See columbus, page 42 Volleyball Championships

2018 Big Ten Women’s Swimming & Diving Championships

National Collegiate Women’s Swimming & Diving Championships

Whether it’s a FIFA World Cup Qualifier, The Presidents Cup in golf, the NHL’s All-Star Celebration or NCAA Basketball, Columbus continues to shine as a city for championship events. With great athletic facilities, thousands of hotel rooms and amazing fans, Columbus is a city on the rise and major sports destination. Let us show you why we’re perfect for your next event. S ports C ommission C olumbus G reater Columbus will host the NCAA Division I’s men’s basketball second and third rounds in March.

28 special advertising section ❘ street & smith’s sportsbusiness journal August 4-10, 2014 The National Association of Sports Commissions THE BIG BUSINESS OF SPORTS TOURISM New venues ensure Sioux Falls’ success Two newly opened, multi-million dollar a hotel, a 10,000-seat football and track sports venues have established Sioux Falls, stadium and a 4,000-seat baseball sta- S.D., as the premier sports destination in the dium. The PREMIER Center will serve as Midwest. home to the indoor football team Sioux Falls “We have had so much growth that Sioux Storm and the USHL hockey team, the Sioux Falls has become recession-proof,” said Falls Stampede. Mattie Burnham, director of sales for the The city also offers Yankton Trails Park, a Sioux Falls Convention and Visitors Bureau. 21-field soccer complex, and the Tomar Park “And we already had so many youth sports Soccer Complex, with 10 fields comple- here that we wanted to up the ante for the mented by outdoor tennis courts, a basket- sports world in the Midwest.” ball court and a sand volleyball court. Sioux Anchored by the Sanford Pentagon, the Falls has two additional outstanding baseball newly completed Sanford Sports Complex is and softball complexes at Sherman Park, 162 acres of all thing sports. Opened in Sep- with nine lighted softball fields, and at Har- tember 2013, the Pentagon is a modon Park, with seven baseball and eight 160,000-square-foot facility with the pre- softball fields. mium NBA-sized Heritage Court as the epi- Sioux Falls is easy to access, served by a center of the nine basketball courts. Outfit- newly renovated airport, with five major carri- ted with state-of-the-art equipment, the Pen- ers, and two major interstates. New hotels tagon, designed to evoke a 1950s gymna- and restaurants and plenty of attractions, B ureau alls C onvention and V isitors sium, turns back the clock for fans. The Pen- from the downtown SculptureWalk at Falls tagon, which has already hosted several S iou x F Park to indigenous history center to Native college and professional exhibition games, Visitors can take in downtown’s Falls Park along with other area attractions like the Sculpture Walk, the American arts and culture, ensure visitors are Outdoor Campus and the Delbridge Museum of Natural History. is home to the NBA D-League Sioux Falls Sky- engaged and enjoy their visit beyond their force. sports experience. The Fieldhouse on the complex grounds tournaments. The tennis center will house games and college games. We have foot- The Outdoor Campus, a learning and is the premier indoor sports facility for athletic seven indoor tennis courts to provide a year- ball recruiting camps scheduled. And when outdoor center run by the South Dakota training, soccer, baseball, softball and foot- round, high-quality experience for players the IcePlex with its three sheets of ice is fin- Game, Fish and Parks Department, is ideal ball with 62,000 square feet of indoor turf. and spectators. ished, we’ll be able to tap into the hockey for learning to canoe and kayak, fly fish or The Sanford Fieldhouse, which is also used The Sanford Sports Complex features nine tournament market like never before.” snowshoe. The campus is adjacent to the for athletic rehabilitation, is the future home outdoor football fields and academies for In downtown Sioux Falls, workers are Sertoma Butterfly House and near the Great of the National Institute for Athletic Health baseball, football, basketball and volleyball. placing finishing touches on the Denny San- Plains Zoo, Delbridge Museum of Natural His- and Performance. A Fairfield Inn and Suites and a restaurant ford PREMIER Center, a multipurpose facility tory and U.S.S. South Dakota Battleship Scheduled to open this year on the com- are on the grounds to accommodate visi- for basketball, hockey, rodeo and trade Memorial. plex grounds are the Scheels IcePlex and tors. shows. The 12,000-seat facility joins an exist- “We call ourselves a ‘big small city,’” said Sioux Falls Community Tennis Center. Phase I “The Sanford Sports Complex is a game- ing adjacent entertainment complex that Burnham. “We’re easy to access in every of the IcePlex will feature three sheets of ice, changing venue for sports in Sioux Falls”, said features an 8,000-seat arena and conven- way and we have plenty to see and do for the ideal number for large youth hockey Burnham. “We’re bringing in NBA exhibition tion center. The center shares grounds with our sports visitors.” ■

Sanford Sports Complex A Game Changing Destination • South Dakota’s largest city • Centrally located at I-29 and I-90 • Over 4,700 hotel rooms • Accessible by major airlines • • Abundant shopping • Local flavor cuisine • Year-round entertainment and attractions • • New Sanford Sports Complex • Denny Sanford PREMIER Center open fall 2014 • Qualify for a complimentary site visit! VisitSiouxFalls.com/SeeForFree

800.333.2072

August 4-10, 2014 special advertising section ❘ street & smith’s sportsbusiness journal 29 THE BIG BUSINESS OF SPORTS TOURISM The National Association of Sports Commissions B ureau O klahoma C ity onvention and V isitors The Amateur Softball Association’s world-class stadium is undergoing a $20 million renovation. OKC is full package: great facilities, fun Oklahoma City is more than you might expect. For starters, Oklahoma City is the only city hosting three NCAA Division I championships in 2014, said Sue Hollenbeck, director of sports business for the Oklahoma City Con- vention and Visitors Bureau. “After the Final Four, there are five big championships in college sports,” said Hol- lenbeck. “Oklahoma City is hosting three of them.” In addition to its longstanding role as host of the NCAA Division I softball championship, Oklahoma City hosted Division I wrestling in March and is slated to host Division I volleyball in December. Oklahoma City, home to the Amateur Softball Association, has hosted the Division I Women’s College World Series every summer since 1990. The city’s already world-class softball stadium is undergoing a $20 million renovation, B ureau O klahoma C ity onvention and V isitors growing from 9,000 seats to 13,000, and The Oklahoma River, above, serves as a training RISE ground for USA Canoe/Kayak and USRowing. adding an upper deck and an underground Oklahoma City’s Bricktown is a center for dining, complex that will include dugouts, locker entertainment and hotels. rooms and meeting spaces. “We have continuously built a softball idents in a single day. The city suffered one of empire here in Oklahoma City,” Hollenbeck the worst modern tragedies with the bomb- said. “Softball is one of the fastest growing ing of the Alfred P. Murrah Federal Building SHINE sports. We actually get calls in September and economic turmoil in the oil bust of the from people wanting tickets for the next sum- 1980s. mer.” “We believe in ‘teamwork through adver- Oklahoma City is also headquarters for sity,’” said Hollenbeck. “We know we will FROM OUR EVER-RISING SKYLINE TO USA Canoe/Kayak. The Oklahoma River, run- achieve our goals only if we do it together. ning near downtown, serves as the training And that’s the spirit that carries us today.” THE MANY SHINING STARS ON THE RISE, site for Olympic flat-water canoeing and kay- The city hosts more than 25,000 runners aking and as a training site for USRowing. The annually for the Oklahoma City Memorial OKLAHOMA CITY IS GOING NOWHERE BUT UP. city is also building a whitewater center on Marathon in honor of the 168 people killed in the river that is scheduled to open in 2015. the bombing. SPEND A LITTLE TIME HERE AND SEE WHAT In addition to facilities, Oklahoma City Most recently, Hollenbeck pointed out, offers a hidden gem of a downtown. was Oklahoma City landing an NBA fran- IT’S LIKE IN A CITY WITH ALL OF THE HUSTLE “It’s walkable, it’s safe and it’s affordable,” chise. AND NONE OF THE HASSLE. said Hollenbeck. “Downtown offers a wide “Nobody ever thought a city our size variety of things to do and gives visitors real could support an NBA team,” she said. local flavor with our restaurants, bars, shop- “Nobody but us. A group of businessmen got ping and activities. When you come to Okla- together and decided, ‘If we build it, they will homa City, you get the full package – a come.’” great, well-run event in outstanding facilities The Chesapeake Energy Arena was fin- along with a great vacation. I think that ished in time for Hurricane Katrina in 2005. comes as a surprise to people.” The city played host to the New Orleans Hor- The city is big enough to offer a variety of nets, successfully filling seats for the next two fun for visitors, but not so big it is indifferent to years. In 2008, the Seattle SuperSonics left visitors. the Northwest to become the Oklahoma City “When you come to Oklahoma City for a Thunder. tournament, everyone’s excited you’re here,” “From youth and amateur sports to the Hollenbeck said. “People greet you at the air- NCAA to Olympic hopefuls to professional VISITOKC.COM port, people hang banners everywhere, teams, we cover the gamut,” said Hollen- everyone knows why you’re here.” beck said. “We want to do all of the things Hollenbeck attributes Oklahoma City’s we do and do them better than anyone success to its history of overcoming adversity else. Who would think ‘rowing’ when they think and the unexpected. In the 1889 Land Run, Oklahoma City? Oklahoma City IS the unex- the area grew from a few souls to 10,000 respected.” ■

30 UNI_13-OKC-47_Night&Day.indd 1 special advertising 11/25/13section 1:19 ❘ PMstreet & smith’s sportsbusiness journal August 4-10, 2014 The National Association of Sports Commissions THE BIG BUSINESS OF SPORTS TOURISM Raleigh’s Trademark: Key Partnerships Through a combination of strong partnerships with more than 20 local organizations and a wealth of world-class facilities, Greater Raleigh has emerged as one of the nation’s leading destinations for sports events. “The key to our success is our host partners,” said Scott Dupree, executive director of the Greater Raleigh Sports Alliance (GRSA). “That’s our trademark. That’s what makes Raleigh such a great sports town. It’s all about teamwork and partnerships. We have so many teams, colleges and universities, venues, municipalities and clubs that grsa not only host championship events, but host Greater Raleigh hosted numerous competitions this year, including NCAA men’s basketball, the Rock ’n’ Roll Raleigh Marathon and ½ Marathon and Ironman them incredibly well.” 70.3 Raleigh. Greater Raleigh and surrounding Wake County are coming off a successful spring, hosting a slew of major events. In March, Greater Raleigh and North Carolina State University welcomed the second and third rounds of the NCAA men’s basketball tournament at PNC Arena, making 2014 the third time the area hosted March Madness events in the last 10 years. According to Dupree, the tournament generated more than 10,000 hotel room nights and $4.2 million in direct visitor spending. Right on the heels of the basketball tournament came the first ever Rock ’n’ Roll Raleigh Marathon and ½ Marathon in April. “The Rock ’n’ Roll Raleigh Marathon and ½ Marathon was an inaugural event for us and a major success,” said Dupree. “We had 12,500 registered runners from 49 states and seven nations.” Rock ’n’ Roll Raleigh generated more than 7,400 hotel room nights and $8.1 million in total economic impact, according to a study by San Diego State University. More than 18,000 visitors came to Raleigh for the event. The Greater Raleigh Sports Alliance (raleighsports.org, @raleighncsports) has a five-year contract with the Rock ’n’ Roll Mar- athon Series and Dupree expects even more success over the next four years. We can offer In June, the Greater Raleigh Sports Alli- ance brought in the Ironman 70.3 Raleigh you everything for the second consecutive year. Registra- under... See raleigh, page 42 the blimp.

A Sampling of Sporting Events in Greater Raleigh in 2014

• NCAA Men’s Basketball Tournament, second and third rounds • Rock ‘n’ Roll Raleigh Marathon and ½ Marathon • Ironman 70.3 Raleigh • NCAA Baseball Division II World Series • NCAA Men’s College Cup • ACC Men’s Soccer Championship • Great American Cross Country Festival • CASL visitRaleigh.com National Soccer Series • SAS Championship, part of the Experience, excellence, Southern hospitality and superb venues. That’s exactly PGA Champions Tour what you’ll get when you choose Greater Raleigh for your next event. • U.S. Lacrosse Southeast Championships • USA Baseball Tournament of Stars • Deep South Classic • ACC Tennis Championships • NCAA Division I Men’s Golf Regional • 12 N.C. High School Athletic Association State Championships

August 4-10, 2014 special advertising section ❘ street & smith’s sportsbusiness journal 31 THE BIG BUSINESS OF SPORTS TOURISM The National Association of Sports Commissions B ureau F risco C onvention and V isitors Toyota Stadium, home of the MLS FC Dallas, features 17 tournament soccer fields for youth and amateur competitions. Frisco tailor-made for sporting events Frisco, Texas, goes hand in baseball glove with youth and amateur sports. Frisco, 20 minutes north of Dallas, is one of the fastest growing cities in America, with a popula- tion that skews young. In 2011, Men’s Jour- nal magazine named Frisco “the best place in America to raise an athlete.” “Being the home to four major sports teams that have affiliations with the NBA, NHL, MLB and NFL provides us the opportunity to have quality well-managed venues to use for our youth and amateur sporting events,” said Marla Roe, executive director of the Frisco Convention and Visitors Bureau. While FC Dallas plays professional soccer at Toyota Stadium, the complex features 17 tournament soccer fields for youth and B ureau F risco C onvention and V isitors amateur players. In addition to soccer tour- State-of-the-art Dr Pepper Arena is frequent site for basketball and hockey tournaments, along with naments, the complex serves as the site for gymnastics and trampoline competitions. such diverse sports as USA Ultimate disc football and flag football. The complex will feature five indoor The Dallas Stars and the NBA D-League fields, one of which is regulation size, and a Texas Legends practice and play at Dr Pep- regulation-sized outdoor field. per Arena, Roe said, but the 6,000-seat Also in the works for Frisco is a new swim arena is more than just ice and basketball and tennis facility, scheduled to open this events. The state-of-the-art arena’s flexibility year. Frisco Aquatics, a local swim club affili- means it’s frequently reconfigured to fit ated with USA Swimming, is building the First other tournaments, as varied as gymnastics Interval Natatorium complex, which will and trampoline championships. have an Olympic-sized competition pool for In July 2016, the Cowboys will open the training and for state and national swim Dallas Cowboys World Headquarters and meets. Volleys Tennis club is breaking Training Facility on 91 acres in Frisco. A ground on a new venue that will feature 12 12,000-seat multi-use indoor stadium will outdoor and five indoor tennis courts. anchor the facility. The Cowboys have Tournaments and championships come already partnered with the Frisco high to Frisco because of the quality and volume schools to allow them to play both regular of facilities, said Roe, and because Frisco is season and championship football games both sports friendly and youth friendly. in the stadium. Almost half of the city’s fast-growing pop- “The partnership between the Cowboys, ulation is under the age of 18, which means the city of Frisco and the Frisco Indepen- the city has a great mix of things for visiting dent School District to build a multi-purpose players and their families to do when the facility will not be just a great addition for the tournaments are finished for the day, from local teams, but an optimal facility for any go-karting to indoor skydiving to games and sports organizer in the country that looks at food at Dave and Buster’s. Frisco to host its next event,” Roe said. “The vision the city government has with Frisco is also in the midst of breaking its master plan of parks, residences, retail ground on the PIT (Performance Training and sports is great,” Roe said. “A big driver of Center), a 60,000-square-foot indoor soccer our success has been our exemplary-rated facility. In addition to youth soccer games school district, which has attracted young and tournaments, FC Dallas will use the PIT families — including some Cowboys players for training. and their families — which, in turn, has “It’s a wonderful addition to our inventory brought us exemplary sports facilities for of sporting venues and is very high-tech,” both youth and amateur sports and profes- Roe said. “Families that cannot make the sional teams. And the quality of our facilities trip will be able to log in from home and cultivates our tournaments and champion- watch their kids play soccer.” ships.” ■

32 special advertising section ❘ street & smith’s sportsbusiness journal August 4-10, 2014 The National Association of Sports Commissions THE BIG BUSINESS OF SPORTS TOURISM Intersport events wow fans, TV audience For nearly 30 years, Intersport has been The nearly three-week festival was building live sports properties from scratch, capped with a double-header played by using its unique set of capabilities to create the University of Notre Dame, Miami Univer- seamless, nationally televised events that sity (Ohio), University of Wisconsin and Univer- benefit athletes, host communities and sity of Minnesota. sponsors. “We sold tickets in 47 states,” Russell said. “We’re traditionally known for our televi- “Chicago is a great tourism city, but in Janu- sion production and sponsorship marketing ary and February, it’s cold, making it a divisions,” said Drew Russell, vice president of downtime for visitors. With the Hockey City sports properties for Intersport. “The live sports Classic, we brought in 4,000 hotel room properties division combines both of those nights — a major increase for that time of elements to showcase all of our great capa- year.” bilities.” Russell estimated the classic brought Chi- Since its founding in 1985, the Chicago- cago $15-20 million in direct spending. Of based company has been a leader in sports the 52,000 attending the outdoor games, and entertainment marketing, with expertise about 25 percent were visitors to Chicago. in sponsorship strategy and activation, expe- “Our business is built on relationships,” he riential marketing, media production and said. “We have strong relationships in every digital and social media. market with sports commissions, sponsors,

Intersport’s eight live sports properties intersport the local media and community leaders. include Under Armour All-America Football The Under Armour All-America Game brings together the best and brightest in high school football talent. We believe in getting things done the way and the Hockey City Classic. we want them done — and that’s in a first- The Under Armour All-America Game, cana Field. Orlando over the course of the week,” Rus- class manner — and we believe that’s why which brings together the best and brightest In addition to a one-of-a-kind experience sell said. cities and sponsors continue to want to do in high school talent, showcases the innova- for a nationwide audience, Intersport Now in its second year is Intersport’s business with us.” tion and expertise for which Intersport is weaves together a week of unique travel Hockey City Classic, 18 days of hockey- Intersport expects to double the number known. Since the inaugural contest in 2008, experiences for the players, along with an related events that culminate in a college of its live sports properties within the next five the Under Armour game has seen several of annual community service project. doubleheader. The inaugural event, which years, Russell said. its participants become NFL professionals, “Last year, the student-athletes spent the took place in Chicago, marked the first-ever “We want to put innovation and creativity including first-round picks Julio Jones, A.J. day putting together bicycles with kids from hockey game played at Soldier Field, home together to bring more events to life,” Russell Green, Trent Richardson and Jadeveon the local Boys and Girls Club,” said Russell. of the NFL Chicago Bears. said. “The key to our success has been our Clowney. “These young athletes realize that someone “We wanted everyone to have a chance focus on giving people what they want — For the Under Armour game, Intersport along the way has given them a hand. This is to be a part of this experience,” Russell said. unique experiences — not only on-site, but flies elite players and coaches from across an opportunity for them to give back.” “We wanted the city — the entire state — to across the nation from a television perspec- the nation to Orlando for a week of tele- The week makes an impact on the host embrace this event, not just as a spectator, tive. Our heritage is that we create content vised practices at the ESPN Wide World of city, bringing players, coaches, families and but as a participant. We had everyone from and experiences that engage passionate Sports complex, culminating in a nationally staff members to Orlando. the six-year-old Mites to the Chicago Gray- audiences. That’s why we will continue to televised game at St. Petersburg’s Tropi- “We fill 2,500 to 3,000 room nights in hawks seniors on the ice.” grow.” ■

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August 4-10, 2014 special advertising section ❘ street & smith’s sportsbusiness journal 33 THE BIG BUSINESS OF SPORTS TOURISM The National Association of Sports Commissions Palm Beach’s service means return clients Palm Beach County Sports Commis- sports-specific components of their tourna- sion’s motto is “Just Bring Your Game, ” and ment.” with good reason. The Palm Beach County Sports Commis- Event organizers will find it easy to love sion offers a wide range of services to the variety of world-class facilities in Palm event organizers, free of charge. The com- Beach County, but will also find themselves mission can handle marketing and public blown away by the sports commission’s relations, as well as operational and logisti- dedication to serving their event. cal support. It can find volunteers, source “When an organization decides Palm equipment and manage operations from Beach County is the best location for an concessions to parking to security. It will event, then our work has only begun,” said assist in identifying local sponsors for an George Linley, executive director of the event, help organizers develop event lay- Palm Beach County Sports Commission. outs and work as a liaison between the “We can help an event owner handle all event organizers and the venue manage- business aspects of managing the event ment to keep planning flowing smoothly. It alm B each C ounty S ports ommission so the owner can focus strictly on the even works to keep organizers on budget. P

Palm Beach County is home to a host of tournaments and competitions, including swimming.

“We pride ourselves on our high level of event servicing,” Linley said. “We want you to have as successful an event as possible. We want to help you grow it and we want to make sure you come back. We connect all the dots for you to make life as easy as possible.” In addition to services, the Palm Beach County Sports Commission offers financial incentives to bring events to town. “Those incentives help rights holders off- set their costs to come here and to come back in the future,” Linley said. “When we invest in tournaments and sports events, not only financially but with our time and service, that investment comes back to us in big benefits to our county and economy.” When the PGA hosted the Honda Clas- sic in March, 190,000 people, including star players Tiger Woods and Phil Mickelson, came through the county, along with millions of dollars. “Well worth the investment,” said Linley.

See palm beach, page 42 alm B each C ounty S ports ommission P Win, lose, or go to the beach Just bring your game to Palm Beach County and win big. Palm Beach County is home to some of the nation’s premier sporting facilities. Event owners will uncover a variety of high-quality, sports-oriented venues, which will make a perfect fit for both amateur and professional sporting events. All this in the tropical paradise called Palm Beach County. Call now for more information about how to make your event a winner! 561.233.3180

Palm Beach County Sports Commission alm B each C ounty S ports ommission P PalmBeachSports.com | 561.233.3180 Palm Beach County can host large youth and amateur tournaments in a single location thanks to its partnerships with venues, such as the International Polo Club Palm Beach.

34 special advertising section ❘ street & smith’s sportsbusiness journal August 4-10, 2014 The National Association of Sports Commissions THE BIG BUSINESS OF SPORTS TOURISM mason fischer B irmingham cvb (3) G reater Birmingham knows more than football, regularly hosting events as varied as bass fishing tournaments to USA Wheelchair Rugby. Some of the city’s outstanding venues include, from left, the Birmingham Crossplex for swimming and track, the Birmingham-Jefferson Convention Complex and Barber Motorsports Park. Birmingham sports expertise goes wide, deep From professional Grand Prix races to rium that hosts college swimming and div- chair basketball tournament with teams Cup matches at the Birmingham-Jefferson youth soccer, Birmingham has deep experi- ing championships. The track is one of only from Australia, Japan and the U.S. Convention Complex. ence hosting any sports event. eight in the world with a unique, state-of-the- As headquarters to the SEC, Southwest- Birmingham features strong homegrown “Although Alabama is known for our foot- art Mondo banked track. The facility is fully ern Athletic Conference and Gulf South events as well, including the annual Mer- ball, we go way beyond that,” said David flexible and can be configured to host vol- Conference, Birmingham frequent hosts col- cedes Marathon, which brings in more than Galbaugh, director of sports sales and mar- leyball, wrestling, cheering and gymnastics lege and university events. The NCAA 10,000 runners. The city annually welcomes keting for the Greater Birmingham Conven- events. awarded the city five championships over Alabama volleyball and basketball high tion and Visitors Bureau. “We’re gymnastics The Birmingham area also features one the next four years, including the College school championships. championships, we’re marathons and tennis of the nation’s premier golf courses, Shoal Cup, which is the Final Four of men’s soccer. With the Bass Angler Society headquar- and golf and bass fishing.” Creek Golf Club, which is the annual host of This year, the city hosted the NCAA women’s tered in Birmingham, the “Bass Capital of The key to all that variety can be Regions Tradition, a major tournament on gymnastics championship. In 2015, Univer- the World,” was the site of February’s Geico summed up in one word — facilities. the PGA’s Champions Tour. sity of Alabama-Birmingham will be the site Bassmaster Classic. Fishing took place on Barber Motorsports Park, with its 2.3-mile The Lakeshore Foundation strengthens for Conference USA’s men’s and women’s nearby lakes with the outdoor exhibitions track, is home to the Honda Indy Grand Prix the area’s strong ties to the U.S. Olympic basketball championships. and weigh-ins at the Birmingham-Jefferson of Alabama every April, and is comparable Committee and the Paralympic movement “People always think of the SEC for foot- Convention Complex. to the best of European Grand Prix racing. as one of the few combined Olympic and ball, but the conference has strong pro- The city and surrounding region cooper- The annual event attracts more than 80,000 Paralympic training sites in the U.S. The bar- grams in a lot of sports, including gymnas- ate seamlessly to handle events bigger than fans from 43 states and three nations. The rier-free athletic complex features Paralym- tics and golf; and we regularly host those any one facility, Galbaugh said. park’s museum houses the world’s largest pic training and competitions in wheelchair championships, too,” Galbaugh said. “All of our local entities work well together collection of motorcycles. basketball and rugby, track and field, power The city and surrounding region have from our professional facilities to our high The Birmingham CrossPlex is another soccer, wheelchair tennis, marksmanship welcomed other big events in recent years, school stadiums to create well-run, dynamic example of the area’s great offerings. Built in and swimming. such as the USTA Southern League Champi- experiences for our visitors,” he said. “We run 2011, the facility boasts one of the finest Lakeshore Foundation is headquarters for onships, called the world’s largest tennis the gamut. We are very enthusiastic about indoor track and field stadiums in the USA Wheelchair Rugby. In March, the facility tournament, at the Pelham Racquet Club. sports of all kinds in this town and we can nation, as well as an Olympic-sized natato- held the Lakeshore Cup, a women’s wheel- The city has also hosted Davis Cup and Fed handle anything you bring our way.” ■

August 4-10, 2014 special advertising section ❘ street & smith’s sportsbusiness journal 35 THE BIG BUSINESS OF SPORTS TOURISM The National Association of Sports Commissions Maryland growth in sports facilities SFA at vanguard ensures quality events for owners of venues trend Centrally located in the Mid-Atlantic 10th anniversary of the Dew Tour with five The big story in the sports industry now region, close to most of the nation’s major days of skateboarding and BMX competi- is the “professionalization” of youth and Eastern cities, Maryland is the ultimate desti- tions in front of record-setting crowds. amateur sports and sports tourism, said nation for sporting events. And, in July, Maryland hosted the inau- Dev Pathik, chief executive officer and “It’s a ‘one-tank-of-gas’ destination,” said gural International Crown, a premier global founder of Sports Facilities Advisory. Terry Hasseltine, director of Maryland Sports, women’s golf tournament with a $1.6 million “A real shift in the sports industry is that Maryland’s sports commission. “Not only is it purse. The LPGA brought teams from the travel and tourism professionals are more easy to get here, but you can drive from eight top-ranked nations to Caves Valley focused on youth sports than ever mountains to beaches and hit every basket- Golf Club in Owings Mills, just outside Balti- ball court, soccer field and field hockey more. before,” Pathik said. Communities know advisory sports facilities that tournaments and events attract tens Sports Facilities Advisory and Sports Facilities pitch in between.” “Sports tourism has grown exponentially of millions of dollars in new spending. Management oversee more than 1.5 million Youth and amateur sports organizers over the last decade,” Hasseltine said. “And Clearwater, Fla.,-based Sports Facili- square feet of indoor sports facilities have responded. Maryland, for example, Maryland has grown along with it, offering nationwide. ties Advisory and its sister company, Sports has become the epicenter of lacrosse in more fields, more venues and more quality Facilities Management, are at the fore- teams in a single event, a significant eco- the U.S., so much so that lacrosse is the offi- experiences to athletes than ever before.” ■ front of that trend. nomic boost to any city fortunate enough cial state team sport. The trend has grown to the point that to serve as host. Over Memorial Day weekend, the state Sports Facilities Advisory currently oversees Sports Facilities Advisory and Sports welcomed the NCAA Divisions I, II and III 1.5 million square feet of indoor facilities Facilities Management lead communities Men’s Lacrosse Championships, the NCAA and 600 acres of outdoor facilities. The through the process of planning, funding Division I Women’s Lacrosse Championships company’s future roster will require 9 mil- and managing sports travel facilities. and the U.S. Women’s Lacrosse National lion square feet of artificial turf and hun- Together Sports Facilities Advisory and Tournament, while simultaneously hosting dreds of thousands of hardwood courts. Sports Facilities Management have the Columbia Invitational, a 685-team youth Sports Facilities has been the advisor served a portfolio totaling more than $4 soccer tournament. or management company for The Myrtle billion in planned and operational facili- “In those three days, we welcomed Beach Sports Center; Tampa Bay Sports ties around the world. more youth and college athletes than many Commission; Round Top, Texas; Rocky “Here are our proof points: Rocky Top states and cities do in a year,” Hasseltine Top Sports World; Spooky Nook Sports and Sports Complex in Gatlinburg opened in said. “And that’s just one example of the vol- the list goes on. July and we’re already at 100 percent of ume of tournaments and championships “When the economy crashed in 2008, our full year’s projections for bookings,” we bring to Maryland.” the convention center model was hard Pathik said. “We are achieving these Maryland is a four-season sport state with hit,” Pathik said. “At the same time, youth results by professionalizing every aspect venues from mountains to cities to water- and amateur sports travel continued to of marketing, management and finan- ways. Garrett County in western Maryland’s grow and that industry has taken off.” cial tracking and we hope that it will ele- mountains will host paddlers from 40 coun- M aryland S ports / K evin oore tries in the International Canoe Federation Maryland, the epicenter of lacrosse in the U.S., It’s now common for travel tourna- vate the entire youth and amateur sports regularly hosts college, youth and amateur ments and championships to host 300 industry.” ■ Slalom World Championships in September. tournaments in several sports often with hundreds This summer, Ocean City kick-started the of teams.

36 special advertising section ❘ street & smith’s sportsbusiness journal August 4-10, 2014 The National Association of Sports Commissions THE BIG BUSINESS OF SPORTS TOURISM kerry huffman Pittsburgh, long known for its professional teams like the Pittsburgh Pirates here at PNC Field, is a natural for hosting youth and amateur competitions.

Pittsburgh’s dedicated The ultimate sports town. Whether you’re talking Olympic hopeful to quality sports or seasoned professional, Pittsburgh’s Pittsburgh has long been associated with annual hockey tournaments to USA Hockey success in professional sports, but, in recent National Championships. sports facilities raise the bar. years, the city has made a name for itself at “In recent years, we’ve been able to every level of competition. showcase Pittsburgh as a true hockey town,” “We’ve established ourselves as a profes- Davis said. In 2013, the city hosted the NCAA sional sports town and it naturally follows that Men’s Frozen Four, which brought 18,000 people would turn to us for amateur and people to the city, along with $10 million in youth sports as well,” said Craig Davis, CEO spending. The city also hosted the NHL Win- and president of VisitPITTSBURGH. “We’ve ter Classic in 2011 and the NHL Entry Draft in done a great job in recent history of creating 2012. venues and resources to appeal to the “Bottom line, Pittsburgh is successful youth and amateur sports market.” because of its recent investments in venues,” Case in point — the East Coast Volleyball Davis said. “It makes it easy for us to host Championships for high school girls’ club sporting events.” teams. The tournament, which attracts 5,000 Another key to Pittsburgh’s success is girls and their families, is a great way to end location. It is less than a six-hour drive or the season for teams not competing in the 90-minute flight, from most of the U.S. popu- USA Volleyball Championships. lation. On tap for August is the USA Gymnastics’ Pittsburgh offers some premier event, the P&G Gymnastics Cham- pionships, in Consol Energy Center. VisitPITTS- of the world’s best BURGH anticipates that the four-day event, professional sports facilities with 15,000 athletes, fans, coaches and that can be used for judges, will result in an estimated $12.6 million in direct spending. amateur and youth sports. The city will host the Atlantic 10 Confer- ence Cross Country Championships this year “After East Coast played here once, they and, in 2015, will welcome the second and decided they had to be in Pittsburgh every third rounds of NCAA Men’s Division I Basket- year,” Davis said. Now in its seventh year in ball Championships. Pittsburgh, the tournament’s annual esti- Pennsylvania has more golf courses per mated economic impact is $2.2 million. capita than any other state and Pittsburgh Pittsburgh is successful because of the was recently named the second-best U.S. quality and diversity of its venues. The David city for public golf. For the past three years, L. Lawrence Convention Center, for exam- the city has hosted the Constellation Senior ple, is column free, which means it can be Players Golf Championship at the iconic Fox configured to house any number of indoor Chapel Golf Club. sports under a single roof, including volley- In 2016, Pittsburgh will again welcome ball, basketball and cheerleading competi- the USGA’s Men’s U.S. Open Championship tions. at the renowned Oakmont Country Club. Pittsburgh offers some of the world’s best Oakmont was site of the U.S. Women’s Open professional sports facilities that can be used in 2010 and the Men’s Open in 2007. for amateur and youth sports, as well, includ- When the competition ends, Pittsburgh ing Heinz Field, home of NFL’s Steelers; PNC offers a compact, safe, walkable, affordable Park, home of MLB’s Pirates; and Consol and action-packed downtown with more Proud to host the 2014 P&G Gymnastics Championships. Energy Center, home of NHL’s Penguins. than 100 restaurants, nine live theaters, “We also have colleges and universities in scores of attractions and plenty of nightlife. CONSOL Energy Center | August 21-24, 2014 Pittsburgh with tremendous facilities of their More than 2,500 hotel rooms representing all own,” Davis said. Those include the new brands and prices are within walking dis- 12-acre Petersen Sports Complex and the tance of the convention center, Consol 12,000-seat Petersen Events Center, both at Energy Center, Heinz Field and PNC Park. Find out how Pittsburgh will compete for your event at: the University of Pittsburgh. Robert Morris Uni- “Sports are a big thing in this city — at versity’s Island Sports Center boasts Olympic every level,” Davis said. “It’s ingrained into and NHL regulation-sized hockey rinks. our very being. And our residents want noth- With the leadership of the Penguins, Pitts- ing more than to invite athletes and their Jennifer E. Hawkins | 412.325.0285 | [email protected] burgh has built a strong infrastructure for fans, from youth to professional, into our city hockey and is able to host substantial, multi- and show them our level of commitment PHOTOS: JOHN CHENG/USA GYMNASTICS ple youth tournaments, from locally grown and dedication to sports.” ■

August 4-10, 2014 special advertising section ❘ street & smith’s sportsbusiness journal 37 THE BIG BUSINESS OF SPORTS TOURISM The National Association of Sports Commissions Jacksonville has big city amenities Elizabethtown along with small-town hospitality Sports Park Big enough to host a Super Bowl, yet small enough to make every visitor feel has pro flavor important, Jacksonville has honed the art of sports and sports tourism. Elizabethtown Sports Park plays like “We are dedicated to making every visi- the pros. Set on 150 acres, this Kentucky tor feel like the big fish in a small pond,” said complex sets the gold standard for out- Katie Mitura, director of marketing and prod- door youth sports as one of the largest uct development for Visit Jacksonville. “Peo- and most comprehensive in the country.

sports park elizabethtown ple think of Jacksonville for our pro teams, The professionally managed com- but we’re also a hub for youth and amateur plex, with 12 baseball and softball fields, Players feel like the big leagues at dre x ler / SE sports media todd Elizabethtown Sports Park, a venue that treats sports travel.” 10 natural grass soccer and football every athlete like an All-Pro. The University of North Florida’s Hodges fields, two full-sized synthetic turf fields Stadium is a dedicated track and field and a diamond for physically disabled grounds with cool-water misting stations. venue featuring a Mondotrack SX surface, athletes, is built with many of the same Parents love that all the seating is which gives Jacksonville the ability to host features as professional sports. shaded. And restless fans can take large-scale track events, said Mitura. Hodges With stadium-quality lighting, tourna- advantage of the three-mile walking Stadium is one of only seven U.S. facilities to ments can last into the night, and pro- path that surrounds the complex. receive certification from the International fessionally designed drainage and irriga- “We want our players to be treated Association of Athletics Federations. tion systems keep the fields playable like rock stars,” said Janna Clark, the The city regularly welcomes the NCAA’s when the weather fails to cooperate. park’s sports and sales director. “We want Eastern track and field preliminaries, along V isit jacksonville There’s even a WiFi tower for parents and them to feel they’re playing like the pros. with Florida high school and Amateur Ath- University of North Florida’s Hodges Stadium, top, coaches to set up live streaming. The For many families, this is their vacation and the Jacksonville Equestrian Center play host letic Union events. artificial turf fields stretch the tournament and we want them to feel that it’s worth to youth and amateur athletes from across the “We have the USATF Junior Olympics nation. season from mid-March for softball to every minute. Parents are spending their coming in 2015, as well as the USATF Mas- December for soccer and football. money on sports travel rather than other ters Outdoor Championships,” said Mitura. Coast, the 1,700-acre facility is home to Players feel like they’re in the big kinds of travel. The youth sports travel In keeping with Jacksonville’s strong soc- rodeos, dressage, bull riding and barrel leagues when they leave their covered, market is a very important, very special cer following, the city regularly hosts youth racing. brick dugout to take the field. Each of market to us.” and amateur tournaments at Patton Park Some of Jacksonville’s signature sporting the diamonds has a warning track to Those families and players are Fields, home of Jacksonville FC. The 120- events include golf’s The Players Champion- protect outfielders, bullpens for safe responding. In only its second year of acre park features 12 year-round soccer ship and Web.com PGA Tour Championship, relief-pitcher warm ups and wireless operation, Elizabethtown Sports Park is fields and a football field. both played at TPC Sawgrass; and, at Ever- scoreboards. booked, with 50 events scheduled from The state-of-the-art Jacksonville Eques- Bank Field, the TaxSlayer Bowl, formerly the Elizabethtown Sports Park is built to mid-March to December, bringing thou- trian Center routinely hosts regional and Gator Bowl. EverBank Field also welcomes keep fans and families happy. For sands of athletes and families from national events showcasing the best in the annual mash-up between University of younger fans, the park has four play- every state to Elizabethtown. ■ horse competition. Regarded as one of the Florida and University of Georgia in the clas- premier equestrian facilities on the East sic SEC football rivalry. ■

Game

time!all the time. Check out our 9-lane Olympic-quality track and field perfect for your meet; the Jacksonville Equestrian Center for true horse lovers; a Convention Center fit for gymnastics, wrestling and cheerleading competitions; and baseball, softball and soccer fields galore. No matter Play like the sport, Jacksonville is your biggest fan.

the pros. Go to visitjacksonville.com/sports Email or call Janna Clark at: [email protected] • 270-765-2175 ElizabethtownSportsPark.com

New Sports Park Ad_4.75x6.25.indd 1 7/18/14 11:51 AM 38 special advertising section ❘ street & smith’s sportsbusiness journal August 4-10, 2014 The National Association of Sports Commissions THE BIG BUSINESS OF SPORTS TOURISM Massachusetts’ dedication means winning events A passionate fan base for every sport, colleges and universities and venues to over the next few years, including Division I from fencing to the Frozen Four, historic and ensure premier events for rights holders. championships in men’s hockey, fencing world-class venues and a dedicated and Event organizers know they will receive and men’s volleyball, along with the Division experienced events team ensure rights hold- needed support from both local experts and II Field Hockey Championship. ers will find Massachusetts a blue-chip desti- a statewide team of dedicated sports mar- In addition to hockey, Massachusetts’ nation for every event at every level. keting professionals. communities are well known for their quality “People think of Massachusetts for its pro- “Basketball was invented in Massachu- venues in ice skating circles, having hosted fessional teams and their facilities, such as setts,” McArdle said. “And that, in itself, the U.S. Figure Skating Championships this our iconic Fenway Park, but we offer out- exemplifies our state’s long passion for year and, in 2016, welcoming the ISU World M assachusetts S ports M arketing O ffice standing venues in communities across the sports. We bring an electric atmosphere Figure Skating Championships. The MassMutual Center in Springfield, Mass., has hosted NCAA Division II Elite Eight men’s basketball. Commonwealth for college, youth and and record numbers of fans to events at Boston is home to a popular stop on the amateur sports,” said Shannah McArdle, every level. We love nothing better than a PGA Tour, the Deutsche Bank Championship “Massachusetts brings excitement to director of the Massachusetts Sports Market- good competition.” at the Tournament Players Club of Boston. every sporting event it hosts, whether that’s ing Office, a department of the Massachu- Massachusetts and its communities have And, the state has a long history of host- basketball and lacrosse or rowing and water setts Office of Travel and Tourism. a proven track record for handling a wide ing gymnastics competitions, including the polo,” McArdle said. “Our dedication and Sports Marketing works collaboratively variety of events. The NCAA has awarded USA Gymnastics America Cup and USA our rich sports tradition ensure every72913 event with regional tourism councils, communities, Massachusetts several major championships Gymnastics Women’s Visa Championships. here is a winner.” ■

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August 4-10, 2014 special advertising section ❘ street & smith’s sportsbusiness journal 39 THE BIG BUSINESS OF SPORTS TOURISM The National Association of Sports Commissions

Myrtle Beach: Ready to play ball with new center Tournament organizers can walk into the Myrtle Beach Sports Center in South Carolina ready to play ball, knowing the sports world top rocky 72,000 square feet of column-free space Rocky Tops Sports World, which opened in July, is creating a new generation of repeat visitors for is already set up and staffed. Gatlinburg, Tenn. The sports center will be a one-stop

shop for event organizers. The Myrtle myrtle beach sports center Beach Sports Center’s staff will set up The Myrtle Beach Sports Center will enhance Rocky Top Sports opens with a ‘wow!’ events for organizers and provide ticket the sports tourism market in this South When Rocky Top Sports World in Gatlin- “Youth sports is the fastest growing seg- takers, scorekeepers and other event Carolina beach town. burg, Tenn., opened in mid-July, the reaction ment of the leisure travel industry,” Moore staff. Organizers can take advantage of from all over the East Coast. from parents and athletes was “wow!” said. “Right now is the premier time for Rocky plentiful hotel rooms, and, in the off-sea- “We’re such an easy drive,” said Beale. “We had an amazing opening weekend,” Top to come into the marketplace. Families son, reduced rates. “Colleges bring their spring training here said Lori McMahan Moore, Rocky Top’s direc- are turning tournament travel into a ‘sport- “Sports tourism is a natural fit for Myrtle because they say, ‘Why drive all the way tor of marketing and business development. cation.’ Rocky Top Sports World, combined Beach,” said Mark Beale, director of the to Florida when we can stop halfway?’” “We had four tournaments going on the first with all the great attractions we have in the center’s marketing and business develop- The Myrtle Beach Sports Center will week — basketball, volleyball, lacrosse and area, turns Gatlinburg and the Smoky Moun- ment. “What’s better than coupling your bring basketball, volleyball, wrestling and seven-on-seven football.” tains into an ideal destination for teams.” beach vacation with your kid’s sports tour- other tournaments under one roof. Bookings for Rocky Top Sports World Event planners nationwide are bringing nament two blocks from the Atlantic? The “We have wildly successful tourna- already far surpass first-year projections, said tournaments for every season. reason people vacation here is the same ments, with 350 teams, but until now, Moore. She’s expecting about 40,000 ath- “Our six synthetic turf fields mean we can reason people bring their tournaments they’ve been scattered all over the city,” letes and spectators to use the youth sports host tournaments from January to Decem- here. You’re steps away from shopping Beale said. “With the center and our complex in the first 12 months. ber,” said Moore. “Even if it’s snowing, the and entertainment and you’re steps adjacent convention center, we can The complex, with an indoor facility hous- fields are playable. Rocky Top Sports World away from the Atlantic Ocean.” house most of them in one location. And ing six hardwood courts for basketball and really opens the door for teams to compete The Myrtle Beach Sports Center, having more facilities will allow tourna- volleyball and seven outdoor fields for soc- at a higher level.” owned by the city of Myrtle Beach and ments, like the Winter Bump volleyball cer, lacrosse, football and band competi- And, most importantly, Rocky Top Sports managed by Sports Facilities Manage- tournament, to double in size. The Myrtle tions, is owned by the city of Gatlinburg and World, with its focus on kids aged six to 16, is ment, will open in March 2015. The cen- Beach Sports Center will be able to han- Sevier County. creating a new generation of repeat visitors ter’s bookings are already at 75 percent dle 130 basketball teams on its own.” ■ It’s the newest project to come online for to Gatlinburg. of Sports Facilities Management’s first- the Sports Facilities Advisory and Sports Facili- “The long-term results of Rocky Top Sports year projections. Twitter: @mbsportscenter ties Management, sister companies that World extends far into the future, from repeat Myrtle Beach’s centralized location is Facebook: Myrtle Beach Sports Center helped bring Rocky Top to life, from the initial tournament guests to reunions and family another natural draw for tournaments Website: MyrtleBeachSportsCenter.com feasibility studies to marketing and manage- vacations,” Moore said. “We’re creating a ment and operation of the complex. Gatlinburg-for-life visitor.” ■

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40 special advertising section ❘ street & smith’s sportsbusiness journal August 4-10, 2014 The National Association of Sports Commissions THE BIG BUSINESS OF SPORTS TOURISM Pensacola Sports Association: Proud Past, Bright Future As the Pensacola Sports Association cel- ment of the marathon a few years ago, the ebrates its 60th anniversary, PSA Executive PSA shifted the date from mid-February to Director Ray Palmer keeps one eye on the Veteran’s Day weekend. past and another firmly on the future. The marathon in Pensacola, which “We’re really good at staying focused serves as home to the famed Blue Angels on what we do well,” Palmer said. “We’re Naval Flight Demonstration Squadron, has always looking to grow, but with a firm eye now evolved into the centerpiece of a full- on making sure we are going to be suc- fledged holiday festival. cessful. That old under-promise and over- “We enjoy, not just partnerships, but deliver mantra, we spend a lot of time cooperation with a multitude of groups — focusing on that.” arts and culture and entertainment — and Pensacola delivers with a unique blend so this year we have a new conglomera- of beauty and activity that combines to tion of events that are going to run about make it the perfect sports event destina- 10 days surrounding the Veteran’s Day weekend,” Palmer said. “We honestly would tion. The PSA helps stage more than 50 ssociation events annually and the economic impact rather have more things than you can pos- on the region is significant. A commis- sibly do in Pensacola than be the lone sioned study last year by the University of event here that weekend.” West Florida Haas Business Development A myriad of adventures is just waiting to Center found an annual impact of up to be had in this picturesque part of North P ensacola S ports A The Pensacola Marathon, a signature event for the city, is the centerpiece of an annual 10-day festival in $22.5 million each year between 2009-12. Florida along the Gulf of Mexico. In addi- November around Veterans Day. Below left, a Marine helicopter monitors the runners’ progress. The upcoming Pensacola Marathon in tion to its breathtaking white sand beaches, November is a signature event and a case Pensacola also boasts a bevy of cultural The Pensacola Double Bridge Run, a easy. The city has the largest airport study in success. After taking over manage- diversions, including the symphony, opera, 15K point-to-point race that starts in down- between Jacksonville and New Orleans with theaters and museums. town Pensacola and runs to the beach, more flights than its regional counterparts in “The history of Pensacola is significant draws 30 percent of its 4,000 entrants from Mobile and Tallahassee combined. Inter- and I think a lot of people aren’t aware of outside markets. The NCAA Division II men’s state 10 runs from Jacksonville to the west that until they get here, learn about it and and women’s soccer championships are coast right through Pensacola, making it explore,” Palmer said. “We’ve got a great returning for a third time in 2015 and volley- extremely accessible to the drive markets. lighthouse, beaches, the world’s largest ball is on tap in Pensacola for 2017. Pensacola’s bright future has been Naval aviation museum and the Blue Minor League Baseball’s Pensacola Blue forged on its proud past with the PSA play- Angels.” Wahoos, the Double-A affiliate of the Cin- ing an integral role throughout. The PSA has helped attract a wide vari- cinnati Reds, play at Pensacola Bayfront “We’ve been a component of our com- ety of guests and events to the area. Under Stadium. Baseballparks.com named the munity for 60 years,” Palmer said. “We take ssociation the terms of a three-year contract with the stadium, which has views of the bay loom- great pride in trying not to be something National Intramural-Recreational Sports ing just off the outfield, the 2012 Ballpark of we’re not. We try and find where we’re Association, Pensacola will host NIRSA’s the Year. needed and fill that void. I think we’re con- national flag football championship event There is something for every sports servative, but moving forward at the same

P ensacola S ports A in January. enthusiast in Pensacola and getting there is time.” ■

Pensacola…Explore the Challenge, Discover the Fun!

For 60 years, Pensacola Sports Association has helped event organizers create successful sporting events. From youth teams to nationally recognized events, we have the know-how and the facilities to attract participants and help your event run smoothly. When the competitions are over, you’ll find miles of sugar-white beaches, delicious coastal cuisine and a historic downtown, ripe for exploration. Bring your event to PensacolaSports.com Pensacola and see why Pensacola has been loved by explorers since 1559.

August 4-10, 2014 special advertising section ❘ street & smith’s sportsbusiness journal 41 THE BIG BUSINESS OF SPORTS TOURISM The National Association of Sports Commissions columbus, from page 28 Half Marathon Championships for both each year for its homegrown events, includ- 2016 and 2017. ing the Capital City Half Marathon, with All of those sports events translate into 15,000 runners, and the Nationwide Chil- hundreds of millions of dollars in direct visitor dren’s Hospital Columbus Marathon, which spending in Columbus. Logan estimates is celebrating its 35th year. The 2014 Arnold that since 2002, the sports commission has Sports Festival, held in Columbus every brought more than 240 new sporting events March, is the world’s largest multi-sport fit- to Columbus that generated an estimated ness event with 175,000 sports fans and $500 million in visitor spending. 18,000 athletes. “Facilities are our strength,” Logan said. The city is home to more than 21 high “Ohio State University has almost a mini- school championships annually, one of the Olympic village of fantastic venues. We’re highest numbers for any individual city in the one of only a few cities to feature two country, and will welcome back the Ohio 20,000-seat arenas. We work closely with our High School State Football Championships professional teams and colleges as their to Ohio Stadium, home of the Ohio State facilities set us apart and that’s what gives Buckeyes football team. us the ability to host all of these events.” In December, the NCAA awarded Add to that Columbus’ long experience Columbus nine championships in seven with handling major sports events, as well as sports from 2015 to 2018, one of the highest a strong city infrastructure, plenty of hotel number of championships awarded to an S ports C ommission C olumbus G reater rooms and a fun, compressed downtown individual city. Those events range from Divi- The Presidents Cup, a prestigious stop on the PGA Tour, was held at Muirfield Village on a course that’s convenient, affordable and walkable. designed by Columbus native Jack Nicklaus. sion I Women’s Volleyball and Division II “Our city collaborates to make all of our Women’s Basketball Elite Eight to NCAA Rifle II and III colleges based in Columbus,” said The North American Gay Amateur Ath- community feel welcome and taken care Championships. The city will host the NCAA Logan. “They make our city a natural draw letic Alliance Gay Softball World Series will of,” Logan said. “Columbus is big enough to Division I Men’s Lacrosse Quarterfinals in for the NCAA, which appreciates a city that return to the city in 2015. The city has handle large events; we roll out the red car- 2016. hosts a great event and treats all the division booked the U.S. Senior Open for 2016 and pet to make our visitors feel like their event “We’re fortunate to have NCAA Division I, levels as equally special.” the USA Track and Field Men’s and Women’s owns this city.” ■

raleigh, from page 31 Golf Course. “For most rights-holders, the single big- Greater Raleigh houses some of the gest factor in selecting a site is the quality tions were capped at 3,200 athletes — a finest sports facilities in the nation, said of the venue,” Dupree said. “We are fortu- growth of 700 athletes from 2013 — who Dupree. PNC Arena, with seating for nate here in Greater Raleigh to have a came from 41 states. almost 20,000 and 66 luxury suites, has large number of world-class facilities. “The GRSA is delighted and proud to hosted NCAA men’s and women’s basket- Other factors that strengthen our bids have partnerships with two of the most ball tournaments, Stanley Cup Finals, NHL include our superb host partners and the respected and highly regarded brands in All-Star Weekend and the NHL Entry Draft. abundance of hotel rooms. We’re conve- the sports event industry — Ironman and WakeMed Soccer Park in Cary is the bene- nient and have a great climate. But most the Rock ’n’ Roll Marathon Series,” said ficiary of a $6.4 million expansion that saw of all, we have tremendous community Dupree. its seating capacity grow to 10,000. support and we provide all our visitors with The fourth signature event for spring Other venues include Five-County Sta- a dynamic experience. All these factors 2014 was the Deep South Classic, a girls’ dium for baseball in Zebulon; Carter-Finley combine to make Greater Raleigh a pre- basketball showcase in the Raleigh Con- Stadium for football at N.C. State Univer- mier sports event destination.” ■ vention Center. Twenty courts were set up sity; Cary Tennis Park, one of the largest in in the exhibit hall to accommodate 328 grsa the Southeast with 29 lighted courts; the The Raleigh Convention Center plays host to the teams from throughout the U.S., up from Deep South Classic, a signature girls’ basketball USA Baseball National Training Complex in 272 teams in 2013. More than 400 col- tournament, this year boasting 328 teams from Cary, the home of amateur baseball in ™ lege coaches came for scouting and across the U.S. the U.S.; Walnut Creek Softball Complex, recruiting. Deep South generated more lege Cup, considered the Final Four of with nine fields; and the WRAL Soccer GREATER RALEIGH than 7,000 hotel room nights and $2 mil- men’s soccer, at WakeMed Soccer Park in Center with 25 fields. SPORTS ALLIANCE lion in direct visitor spending. Cary. In May, Cary will host the NCAA The Raleigh Convention Center, home The GRSA is anticipating more suc- Baseball Division II World Series at the USA to the Deep South Classic, is a multi-pur- • raleighsports.org (website) cesses throughout the next 12 months. The Baseball National Training Complex and pose state-of-the-art facility with more than • @raleighncsports (Twitter) area will host three more NCAA champi- Raleigh will host the NCAA Division I Wom- 500,000 square feet under cover, includ- onships, including the NCAA Men’s Col- en’s Golf East Regional at Lonnie Poole ing a 150,000-square-foot exhibit hall.

palm beach, from page 34 ment to partnering with the sports commis- ticipants were very affluent spenders. They sion to bring other amateur events to Palm accounted for 80,000 room nights in hotels “And a lot of those visitors had such a great Beach County. and vacation rentals and $100 million in time in Palm Beach County that they’ll Last fall, the polo club hosted 4,400 col- economic impact.” ™ come back for a second visit to take in all lege- and high school-aged girls — 260 The Delray Beach Tennis Center, with an the other things they missed.” teams — for the National Hockey Festival. 8,000-seat stadium and 20 courts, is a But, Linley said, the gatekeeper to all GREATER RALEIGH That Thanksgiving weekend tournament favoredSPOR stop onTS theALLIANCE ATP World Tour and that success is in the quality of venues brought in almost 13,000 room nights and Champions Tour, as well as for amateur found in Palm Beach County’s 38 munici- an estimated $8.9 million in direct spend- tournaments. palities. One of the premier venues is the ing. Jupiter’s Roger Dean Stadium, the International Polo Club Palm Beach, both “We were able to bid on that event spring training complex for the St. Louis Car- for its nine polo fields and for its commit- because of the polo club,” said Linley. “They dinals and the Miami Marlins, with 13 dia- converted six polo fields into 33 field monds offers plenty of room for amateur hockey pitches and used another two fields baseball tournaments. for parking. We were able to offer organizers In addition, Florida Atlantic University

33 pitches in one location, which was key alm B each C ounty S ports ommission boasts a 30,000-seat football stadium, P to our winning the bid. It’s tough for other which was the site of last spring’s interna- The Delray Beach Tennis Center is a favored stop cities to compete with that. Very few places on the ATP World Tour. tional friendly between 2014 World Cup can host 260 teams at one venue.” winner Germany and Ecuador. Having the polo club as a partner has PGA National Resort and Spa. “We’ve had some banner years,” Linley enabled the sports commission to bring The Palm Beach International Equestrian said. “In the last year, we’ve supported 122 other big amateur tournaments to town, Center in Wellington is home to the FTI events for 171,000 room nights. I attribute such as lacrosse and soccer. Consulting Winter Equestrian Festival, which that to, not only the growth in the sports With its 160 courses, Palm Beach County draws elite riders, including Olympic ath- travel market, but to the Palm Beach alm B each C ounty S ports ommission P is known as “the golf capital of Florida,” Lin- letes, from around the world. County Sports Commission’s high level of The International Polo Club Palm Beach can be ley said. Those courses include the Jack “We had 20,000 participants over 12 investment in quality services along with the converted into soccer fields to host hundreds of teams for a single tournament. Nicklaus-designed Champion Course at weeks this year,” Linley said. “And those par- expansion and growth of our venues.” ■

42 special advertising section ❘ street & smith’s sportsbusiness journal August 4-10, 2014