But the smaller events in the Orlando area also add up for big economic impact — everything from the USA Canoe & Kayak Nationals to high school lacrosse spring training to collegiate golf. Since 1993, GO Sports has hosted or co-hosted more than 1,200 events with a total economic impact exceeding $1.4 billion in direct spending.
Future Growth
Orlando Mayor Buddy Dyer and GO Sports CEO Jason Siegel
The rebranding has done exactly what the commission and its board of directors hoped it would do, he said. “We know how strong the Orlando brand is and how recognizable it is. Obviously, we wanted our brand to reflect that positive perception of Orlando.”
Versatile Offerings With the slogan “Terrain for every game,” GO Sports has been positioning Orlando as a place that can host nearly any kind of sporting event. One of the biggest would be World Cup Soccer by FIFA, the Fédération Internationale de Football Association. Orlando was one of nine U.S. cities to host the 15th FIFA World Cup in 1994 and still counts that as one of its crowning achievements. Orlando is in the running to be one of 23 North American cities that host the 2026 event. FIFA accepted a joint bid from the U.S., Canada and Mexico in June 2018 and is narrowing down the host cities to three in Canada, three in Mexico and 10 in the U.S. Orlando, with a capacity of 68,000 at Camping World Stadium, wants to be one of them.
Siegel recently traveled to Colorado Springs to meet with Sarah Hirshland, CEO of the U.S. Olympics Committee. He was proud to talk about ongoing developments that will make Orlando even more appealing as a host for Olympic sports: the Orlando International Airport expansion, additions to the Orange County Convention Center, the planned Orlando Magic Sports and Entertainment District project, the downtown joint campus under construction for the University of Central Florida and Valencia College, and others. “The list goes on and on,” Siegel said. “When you’re able to talk about our future growth with site selectors and event organizers, they just light up.” There are opportunities Orlando couldn’t have imagined 15 years ago because of efforts by major stakeholders in the community. He cited the Orlando venues initiative, which included construction of the Amway Center arena and the Dr. Phillips Performing Arts Center and the renovation of Camping World Stadium. He also pointed to Visit Orlando, the theme parks and other tourism partners that led to Orlando being named in 2018 the most visited destination in the U.S. with 72 million visitors annually. “When you bid on Wrestlemania or the World Cup or a national football championship, it’s not just about the venue,” Siegel said. “It’s also about locations for a training site, it’s about hospitality at the convention center or the Dr. Phillips Performing Arts Center. It’s about all of our assets, along with a robust tourism community and 120,000 hotel rooms and the collaboration with the hotel and lodging association and our wonderful airport.”
For now, Siegel and his team are excited about several other marquee events that are booked in Orlando:
The Monster Jam World Finals are May 10-11 at Camping World Stadium, the first venue in a new rotating schedule for the annual event. The National Collegiate Athletic Association (NCAA) Division 1 men’s and women’s tennis championships May 16-25 are at the U.S. Tennis Association (USTA) facility in Lake Nona for the first time. The Major League Soccer All-Star Game takes place July 31 at Orlando City Stadium, a first since the Orlando City Lions debuted in 2015.
i4Biz.com | APRIL 2019 | 23
