2019 YEAR IN REVIEW A MESSAGE FROM OUR EXECUTIVE DIRECTOR GINGER J.D. LARRY It was a record year for the Dallas Sports Commission in 2019 as we booked LIVELY-CADE WOOD KELLY 442,711 room nights, bringing our total to more than 1.8 million in our five DIRECTOR OF SALES DIRECTOR OF BUSINESS DIRECTOR OF years. We continue to look outside the box for new events to bring to Dallas DEVELOPMENT & EVENTS MARKETING & as DreamHack came to our city for the first time in May and the World Food COMMUNICATIONS Championships debuted in October. We were also very excited to welcome home the REC Foundation’s VEX Robotics World Championships from 2021- 2024. 2019 capped off the first five years of the Dallas Sports Commission, and it has been an honor. Since our inception in October 2014, we have been responsible for more than $2.2 billion in economic impact to the Dallas region. We now turn our attention to the next five years and hope that as an organization we can continue to bring the passion, the commitment, the integrity, and the benefits to the Dallas region in all we do. We look forward to creating and celebrating many more BIG WINS in 2020 and beyond! ANDREW MORGAN ADRAIN DOCKRILL STHELE ARMSTRONG EVENT MANAGER EVENT MANAGER SALES & SERVICES MONICA PAUL COORDINATOR EXECUTIVE DIRECTOR LET’S BRING THE 2026 WORLD CUP TO DALLAS Sports in Dallas is woven into the fabric of our culture. We want Dallas to be on the international stage for sports and we are committed more than ever to becoming a World Cup Host City in 2026. We look forward to welcoming the world to Dallas and North Texas for a memorable experience at the 2026 FIFA World Cup. Dallas serving as a host city for the 2026 World Cup would shape the region and its soccer legacy for subsequent generations on a global scale. Dallas and the North Texas region have taken steps to be on the international soccer scene by becoming the Pledge your support destination city and home-away-from-home for the next four years for Mexican soccer and its fans. This is a landmark sports partnership between the Dallas Cowboys, the Mexican Federation, FC Dallas, and the Dallas to bring the 2026 FIFA Sports Commission to bring the Mexican National Team U.S. Tour to AT&T Stadium thru 2022. This is the first World Cup back to partnership of its kind between an NFL Team, an MLS Club, and top international sports federation. Dallas is Dallas. proud to be the home-away-from-home of the Mexico National Team for the next four years. #DALLAS2026 As you know FIFA has awarded the World Cup to Canada, Mexico, and the United States in 2026. We had a great experience hosting the World Cup in 1994 and we have developed into one of the top areas in the country for soccer, evident with the success of FC Dallas, the history of the Dr Pepper Dallas Cup, Generation Adidas dallasworldcup2026.com Cup, and the recent opening of the National Soccer Hall of Fame in Frisco. We hope that our passionate sports and soccer fans will join us in our journey to elevate Dallas as an international sports and soccer city and bring the World Cup back in 2026! 2019 BY THE NUMBERS 1,034,956 attendees $405,176,298.21 Economic Impact 2609 Jobs Supported $9,293,651 local taxes Generated HOSTED events EVENTS 70 442,711 room nights booked, a record year for the Dallas Sports Commission Estimated $2.2 BILLION economic impact Estimated 3.6 MILLION attendees Estimated jobs supported FUTURE 14,598 COMMITMENTS Estimated $63,190,586 local taxes generated 82 future events booked $535,288,103.71 estimated total economic impact for the 82 booked 2019 BOOKED future events EVENTS 2019 MEDIA NUMBERS Viewers of Televised DSC Events Pageviews on dallassports.org Twitter Impressions 2nd Straight Year Over 1,000,000 Media Article Exposure for DSC Events AVE (Advertising Value Equivalency of Potential Media Reach of DSC Events the Media Articles) 2019 NCA SENIOR & JUNIOR HIGH NATIONAL CHAMPIONSHIP AND ALL-STAR CHAMPIONSHIP One of the promises of the Dallas Sports Commission is to have a positive impact on our local economy, and the exciting events put on annually by the National Cheerleaders Association helps to accomplish just that. The NCA Senior and Junior High School National Championship, along with the All-Star National Championship, the largest cheerleading competition in the country, provided a combined economic impact of more than $50 million to the city of Dallas in 2019. Hosted in Dallas since 1988, the NCA All-Star National Championship has grown to be the largest annual event that the Dallas Sports Commission hosts. Also the largest cheer competition in the world, All-Star Nationals has more than 1,300 teams that come from over 40 states and 10 countries. “Every year our events in Dallas get bigger and better. We always look forward to Dallas, as do the many visitors who come to this city annually to participate in our events,” said Mike Duhon, Executive Director, Competition Operations for the National Cheerleaders Association. 77,000+ $50.2M 44 ATHLETES & ECONOMIC U.S. STATES ATTENDEES IMPACT REPRESENTED 1,400+ 898,500* 10 TEAMS SNAPCHAT COUNTRIES PARTICIPATING FILTER VIEWS REPRESENTED 2019 MIZUNO LONE STAR CLASSIC When downtown Dallas isn’t teeming with spontaneous energy from tens of thousands of cheerleaders taking it over in the early spring, you’re certain to find roaming groups of budding volleyball stars bouncing and spiking their way through our city. Much like the NCA event, the Mizuno Lone Star Classic provides a major impact on hotels, restaurants, food trucks, merchants, transportation companies, and entertainment facilities during its stay downtown. The Mizuno Lone Star Classic is the second largest volleyball tournament in the world with more than 1,750 teams participating every April at the Kay Bailey Hutchison Convention Center. As one of the largest of all USA Volleyball National Qualifiers, the Mizuno Lone Star Classic annually attracts tens of thousands of athletes, coaches, families, and fans, along with more than 80 college recruiters. With more than 58,000 in attendance utilizing more than 27,000 hotel rooms, the Mizuno Lone Star Classic provided an economic impact of more than $31.3 million in 2019. 58,100+ $31.3M 24 ATHLETES & ECONOMIC U.S. STATES ATTENDEES IMPACT REPRESENTED 1,750+ 80+ 121 TEAMS COLLEGES VOLLEYBALL PARTICIPATING RECRUITING COURTS USED 2019 DR PEPPER DALLAS CUP Every Easter week, Dr Pepper Dallas Cup, the most prestigious youth soccer tournament in the U.S. and one of the top annual youth soccer tournaments across the globe, opens its arms to the soccer world. And each year it gets bigger, as youth teams and clubs from around the world descend on Dallas to participate in one of the most competitive tournaments in all of youth soccer. The tournament traditionally consists of approximately 40% international teams, 40% American teams outside of Dallas, and 20% Dallas-area teams. Each year more than 100,000 spectators watch teams from all over the world compete for the coveted Boot and Ball trophy. As the elite youth soccer tournament in the country, Dr Pepper Dallas Cup makes a tremendous impact on the local region each year. In addition to the economic impact, Dallas-area residents are able to witness some of the top amateur soccer players in the world before they become stars. Based on the event’s history, during any given year fans who attend Dr Pepper Dallas Cup matches figure to be watching future World Cup stars in action. 900+ $38.2M 24 INTERNATIONAL ECONOMIC U.S. STATES PLAYERS IMPACT REPRESENTED 6,000+ 200+ 244 ATTENDEES ELITE TEAMS TRAVELED TO REFEREES PARTICAPTED DALLAS BY AIR 2019 DREAMHACK The world’s premier gaming lifestyle festival, DreamHack, made its debut in Dallas May 31-June 2. The 24-hour-a-day event at the Kay Bailey Hutchison Convention Center Dallas was jam-packed with nearly $2 million in pro esports tournaments, collegiate and High School matches, world famous LAN party, music concerts, cosplay championship, panels, art gallery, arcade, virtual reality, expo and much more! DreamHack Dallas was attended by more than 35,000, making it the largest DreamHack event in North America to date. 40 ESPORTS ORGANIZATIONS $5.6M ECONOMIC IMPACT 15 COUNTRIES REPRESENTED 30,000+ EVENT ATTENDEES 2019 MEXICAN NATIONAL TEAM U.S. TOUR In 2019, a landmark partnership between the Mexican Soccer Federation, the Dallas Cowboys, FC Dallas, and the Dallas Sports Commission made Dallas the home-away- from-home for the Mexican National Soccer Team. For four years, through 2022, the Mexican National Soccer team will train in Dallas and play international matches in AT&T Stadium during the Mexican National Team U.S. Tour. And like all major events and partnerships hosted by the Dallas Sports Commission, this partnership provides numerous opportunities for members of 5,000+ our community, as Dallas’ partnership with the FAN FEST Mexican National Team is more than just one day ATTENDANCE and one match. It is about engaging and giving back to our community, providing opportunities for the youth within our region to experience $14.3M something truly special, celebrating the culture, ECONOMIC creating new soccer fans, and igniting the passion IMPACT and excitement of our community to make this truly feel like the home of the Mexican National Team throughout the span of the partnership. 7.8+m MINUTES READY Community events include an annual MexTour BY 31 SCHOOLS IN THE MEXTOUR READING Fan Fest in downtown Dallas that celebrates CHALLENGE the soccer culture and features concerts and musical acts, legend and mascot appearances, interactive games and activities, food trucks, beer gardens, FIFA gaming stations, and more.