Playbook - Spring 2020

#SportsTourismStrong

SPRING 2020

PLAYBOOK Being a Working Mom is Fun, Make It That Way Transforming the Community Through The “Power of Sport” Branding Your Event and Yourself to Engage Your Community and Following

285,000 SQUARE FOOT FACILITY WITH SEATING FOR 5,000.

OPENING 4TH QUARTER, 2020.

DANI TIMM, CSEE SPORTS MARKETING NATIONAL SALES MANAGER DTIMM@VISITVIRGINIABEACH.COM 757-373-6804

BILL KELLY, CSEE SPORTS MARKETING SALES MANAGER WJKELLY@VISITVIRGINIABEACH.COM 757-385-6651

VBsports.com

National Headquarters 9916 Carver Road, Suite 100 Cincinnati, OH 45242 Telephone (513) 281-3888 Website www.SportsETA.org Staff Alan (Al) R. Kidd, President & CEO Janis Ross, CMP, CSEE, VP of Events & Experiences Meagan Grau, Director of Member Services and Engagement Michelle Wessels, Business Services Manager Rebecca Myles, Sponsorship & Advertising Jennifer Stoll, Ph.D., CSEE, Research & Education

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Board of Directors Officers Chair: Janis Burke, CSEE, Chief Executive Officer, Harris County - Houston Sports Authority Vice Chair/Chair-Elect: Michael Price, CSEE, Executive Director, Greater Lansing Sports Authority Treasurer: Don Dukemineer, CSEE, CHSP, Director of Sports Development, Decatur Morgan County Tourism Past Chair & Secretary: Kindra Fry, CSEE, SMP, Executive Director, Bryan College Station Sports + Events

Being a Working Mom is Fun, Make It That Way ....................7-8

Letter From President and CEO.................................................... 1 This is the Place for Sports ........................................................ 5-6

Host Your Sports Event in Wilmington, NC .......................... 9-10 Transforming the Community Through the “Power of Sport� .............................................................. 11-14 Branding Your Event and Yourself to Engage Your Community and Following ............................................ 15-16

Directors Ashleigh Bachert, CSEE, Executive Director, Durham Sports Commission Derek Bombeck, CSEE, Sales Development Manager, Lincoln CVB John David, CSEE, COO, USA BMX Josh Dill, CSEE, Director of Sports & Events, Visit Frisco Pete Harvey, Director of Sports Development, Buffalo Niagara Sports Commission Gen Howard, CSEE, Senior Sales Manager, Louisville Tourism Meaghan Hughes, CSEE, Senior Sales Manager, Ann Arbor Sports Commission Frank Lett, CSEE, Senior Associate Executive Director/ Director of Sports Marketing, Visit Kingsport Matt Libber, Executive Director, Maryland SoccerPlex Brent Nelson, Sr. VP of Business Development, Greater Orlando Sports Commission Ray Palmer, CSEE, President/CEO, Pensacola Sports Hank Pivarnik, CSEE, Director of Sports Sales, Hilton Worldwide Daniel Rush, CMP, CASE, Vice President of Global Sports and Event Sales, MGM Resorts International Christine Strong Simmons, Senior Director of Operations, USA Fencing Marissa Werner, CSEE, Senior Sports & Entertainment Manager, VISIT Milwaukee J.D. Wood, CSEE, General Manager, Panama City Beach Sports Complex

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Looking to share your expertise?

Information-sharing is a founding principle of Sports ETA, and the industry knowledge among the Sports ETA membership lends itself to unprecedented expertise.

Sports ETA encourages members to share information with your peers.

Contact Meagan Grau, Director of Member Services and Engagement, at Meagan@SportsETA.org to learn more about how you can contribute to a future edition of the Sports ETA Playbook.

To include your news in the weekly Get in the Game eNews, send press releases and articles to info@sportseta.org.

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2020

Letter From the President and CEO COVID-19 ONLINE RESOURCES We have created a COVID-19 micro-website to provide you with the most up-to-date news and a variety of resources for your reference. www.sportseta.org/resources/covid-19 Front Office Musings First and foremost, I want to let every member know that we are here to serve you and we are working very hard to revamp our content, education programs, and build new communities and resources for you so they are relevant to the current market conditions.

We are living in an unprecedented situation, never before seen in the world, and are moving quickly in a fluid situation. We are providing you with news, peer-to-peer networking and subject matter experts that will be beneficial to you and your team.

We are working regularly with our tourism industry partners and have been included in the invite-only leadership calls to discuss national advocacy for financial support to the back-end recovery from COVID-19.

Visit our website today, tomorrow and often as new content will be added on a daily basis.

We have established a digital delivery platform called SEEN, Sports Events and Entertainment Network, which houses our growing inventory of webinars, and best practice videos. SEEN will also deliver our new education programs for CSEE and our new industry platform, Sports Tourism Learning Institute certificates.

I will begin to deliver regular video updates that will reside on our newly enhanced website coming in the next few weeks.

I am most excited about the growing fixed programming Jennifer Stoll and her team have started. Each week you will receive our webinar series schedule for the following week.

Our team is very enthusiastic and working overtime to provide valuable programs and insights as we navigate these difficult times. Please know that we are here for you and I am an email or phone call away.

We will come out of this, whether it is three months or nine months, and will be a unifying factor to begin a rebound to the new normal.

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Tourism Factoids According to a recent Destinations International survey, the majority of destination organizations are maintaining operating hours with staff working remotely based on their state mandates: • 15% have closed their offices • 10% are working from their offices • 10% have reduced operating hours • 27% are working partial remote • 74% have normal operating hours • 63% are working full remote Additionally, the majority of destination organizations anticipate some kind of short-term budget cuts with most expecting cuts in the range of 20-50%: • 75-100% budget cuts: 7% • 50-75% budget cuts: 10% • 35-50% budget cuts: 23% • 20-35% budget cuts: 23% • 15-20% budget cuts: 13% • No budget cuts: 20%

THINK BIG!

Al Kidd President and CEO

WANDER..

WANDER

Those who wander are never lost in the Queen City. Discover why Charlotte is the perfect place to play at charlottesports.com.

@

charlottesgotalot

charlottesgotalot.com

COMMITTED is an event series that provides women the opportunity to engage with inspiring professionals and supports development through a unique sports perspective.

COMMITTED

To empowering women and celebrating the power of sport in our community.

A 2018 NCAA Women’s Final Four legacy, this growing series furthers the Greater Columbus Sports Commission’s female empowerment initiatives and connects women to sport in a meaningful way.

For more information, please visit columbussports.org/committed

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#SportsTourismStrong What are you or your organization doing to brighten the days of other people? How are you engaging your community while following social distancing guidelines? We want to know about it. Include us in the conversation by using #SportsTourismStrong or email us at Info@SportsETA.org and we’ll spotlight you on social media and our website.

#SportsTourismStrong in Augusta, GA

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This is the place for sports.

When considering a city to host your next game or tournament, consider Salt Lake.

Salt Lake is an experienced, full-service, year-round sports authority. Our community’s diverse venues enable us to host a variety of national level events – soccer stadiums, pro-sports arenas, ice sheets, equestrian centers, Olympic games venues, and so much more.

And our services are award-winning. From developing dynamic bid packages, to partnering with local clubs, to executing powerful presentations, we’ll rise above to win your business. Once selected, we’ll provide you with a full range of support services – including housing and registration, assistance in securing event volunteers, community awareness campaigns, and more.

Great Places To Stay Salt Lake boasts 7300+ hotel rooms within walking distance of the downtown convention center, and 21,000+ hotel rooms within the Salt Lake Metro area – everything from value-oriented properties to luxury hotels. So rest easy knowing that we can help you find the right property or properties for you and your group to stay.

21,000+

hotel rooms

5

2000+

restaurants

200+ bars

700+

daily flights

Restaurants and Nightlife With more than 2000 restaurants and 200+ bars, Salt Lake is quickly becoming an up-and-coming foodie destination. Of course, we’re happy to provide suggestions on places that will accommodate your group’s size and tastes – and that goes for other entertainment as well. Given all our breweries, distilleries, art galleries, museums, concerts, comedy clubs, fine arts performances, and sporting events, we promise to keep you entertained.

Easy Come, Easy Go Getting to Salt Lake is easy. Our international airport is a Delta hub and is just 10 minutes from downtown. And even though we’re already ranked #1 in the country for on-time arrivals and departures, we’re opening a brand-new airport this fall to offer even better service on our 700+ daily flights in and out. Combine that with our light rail system, our fast north-to-south Frontrunner train, and our network of buses, shuttles, taxis, and rideshare services, and travel will be one of the easiest parts of your trip.

This is the place. This is Salt Lake.

Give Clay Partain a call today at 801.534.4923 and let’s see what we can do to make Salt Lake the place for your big sporting event. visitsaltlake.com

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Being a Working Mom is Fun, Make It That Way G r a y W. W i l l i a m s , C S E E , E x e c u t i v e D i r e c t o r, G r e e n v i l l e - P i t t C o u n t y S p o r t s C o m m i s s i o n

More than ever, today’s business climate is transitioning from being male-dominated to embracing equality. Even as a woman, and a mom at that, embracing this is not easy – mom guilt is real. I cannot count how many times I have been asked why I work or have been told I am missing out on my toddler’s childhood. These people could not be more wrong and out of date. Just look at the sports world in today’s society! The thing is, even science can back me up. Research shows mothers who work have long-lasting, positive effects on their kids that go all the way into adulthood. Maybe this shows them that being a parent and working embrace having responsibilities by providing for the ones they love!

Being a woman in the sports industry – I can be up against some stigmas sometimes. I adore my job and I know I am At the end of the day, it is more than possible good at what I do. But, it doesn’t help that sometimes it to be a successful mother and a successful can be harder for me to be taken seriously or move up. leader in this business.

I have definitely heard jokes on “how is a woman running the sports commission?” However, I have data and facts on my side. Research shows that over 50% of the fan base of the NFL are women, but only 35% of jobs within the league are held by women. And it drops to 29% when it comes to senior executives. Think women only love football because their husband love it, too? Well, for professional sports, female fans make up for 47.2% of major league soccer, 46.5% of MLB, 40.8% of NHL, and 37% of NBA fans. It sure sounds like we know which ones make the touchdowns and home runs!?

And according to Market Watch in the 12 month period from 2016 to 2017 Americans spent a total of $108 billion on sports ($56 billion on sporting events, $33 billion on sports equipment, and $19 billion on gym memberships). Yes, billions of dollars. Guess who controlled how that $108 billion was spent? Women.

The bottom line is – when it comes to running the sports world, women are impacting the bottom line in major ways by being both consumer and running the show.

Female Fan Base for Professional Sports

50% NFL 7

47.2%

Major League Soccer

46.5% MLB

40.8% NHL

37% NBA

Showing my son how cool my job is makes this career that much better... I mean who doesn’t love a color run, cotton candy at a ballpark, or sitting with the EMT in the ambulance at a rugby match?

Sports EIC

It is more or less getting over the stigma, the tiredness, and diving into new territory. What I have learned over the years is knowing when it is okay to delegate a tradeshow to your counterpart, or when emailing a rights holder that their tradeshow just wasn’t in the cards this year (this doesn’t mean you don’t want their business, and can still do a good job at running it.)

Or maybe it’s a week away to a quiet hotel room for the Symposium, and you take some time for you. Yes, making relationships is so the name of the game in this industry, but calling it quits early one night, will not lose you that tournament!

I read all too many women’s journals/blogs about leaning out, being too busy, how women are held to a different standard, women are women’s biggest enemies, salary gaps, women equality. Listen, I get it.

I swear, but being a working mom is still FUN! Make it that way!

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Showing my son how cool my job is makes this career that much better and I believe it is a key component to the success of my career (and possibly the success of his own!) I mean who doesn’t love a color run, cotton candy at a ballpark, or sitting with the EMT in the ambulance at a rugby match? At the end of the day, it is more than possible to be a successful mother and a successful leader in this business. My job title may be Executive Director, but I always remember to have fun with it – because I know a handsome little dude with his daddy’s eyes is watching me.

Moms, soon to be moms, rainbow mom, dog moms, cat moms – whatever kind of mom you are, we are all in this together. If we don’t love and lift each other up, we will fail! So, remember when you see that woman on the tradeshow floor – give her a smile because we are all trying our hardest to just make it to our next appointment.

Know your limits and set them.

2020

My advice to the busy and working mom.

Take it or leave it! .............

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Know your limits and set them.

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Your health is your biggest asset.

Don’t neglect what your body is telling you.

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Know your weaknesses and strengths…

Hire on your weakness -- team work

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Ask and she shall receive...

Ask for what you want!

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Be present for what is in front of you…whether your boss, your kids, a tournament director, or partner!

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Host Your Sports Event in Wilmington, NC Thanks to good weather year-round, three breathtaking island beaches and a variety of available sports venues and natural conditions, Wilmington has become a sought after destination for sports events planners, offering many things to see and do before and after the event for athletes and spectators. Ranging from multiple indoor and outdoor athletic facilities like Miracle Field at Olsen Park (which is accessible for wheelchair athletes), to the largest convention center on the North Carolina coast, there are plenty of options for hosting sporting events in Wilmington.

Signature events hosted in Wilmington include the IRONMAN North Carolina, Seaside Soccer Classic and Wilmington, NC Marathon Madness, a Boston Marathon qualifying event. Wilmington offers all the perks that come with a coastal destination along with the conveniences and amenities of a big city.

Voted as one of “The South’s Best Cities” by readers of Southern Living magazine and one of TripAdvisor’s “Top Destinations on the Rise”

Top Reasons To Host Your Sports Event In Wilmington 1 Many groups max out their registration 2 Multiple indoor and outdoor athletic facilities include the Wilmington Convention Center, Wilmington Ice House, Wilmington Basketball Center and Althea Gibson Tennis Center 3 Unlimited pre- and post-vacation opportunities in a setting that combines the city’s historic charm, riverfront shops, cafes and entertainment with three island beaches 4 One of the top destinations in the country for a “Weekend Runcation” (Runner’s World), among the “Best Places to Live for Triathletes” (Triathlete Magazine), NC’s most naturally gifted watersports hub (Men’s Journal) and one of the top “Stateside SUP Hubs” (Outside Magazine) 5 Home to unique sports events like the Carolina Cup paddle races, Carolina Sand Blast Soccer Tournament and USA Wrestling Beach Nationals, plus IRONMAN North Carolina 6 Voted as one of “The South’s Best Cities” by readers of Southern Living magazine and one of TripAdvisor’s “Top Destinations on the Rise” 9

Wilmington and Island Beaches provides a variety of accommodations for sports participants and spectators. The area has easy access to three island beach towns and is home to nearly 8,000 hotel rooms with unique settings ranging from the river to the sea, and at a variety of price points. Many of the area’s hotels are located within a 15- to 20-minute drive of sports facilities.

record Races & EPIC PLACES

From IRONMAN North Carolina to Carolina Cup paddle races on the World SUP Tour, Wilmington’s hosted many diverse events filled with record-breaking participation and good times. Our welcoming year-round weather, breathtaking beaches and bustling riverfront are fan favorites.

From our venues to our walkable River District and three island beaches, consider a fresh possibility in North Carolina and at the coast.

WilmingtonSportsNow.com • 800.650.9064 ext.124

Transforming the Community Through the “Power of Sport” R u s s B o o k b i n d e r, P r e s i d e n t & C E O o f S a n A n t o n i o S p o r t s

Since 1984,​​San Antonio Sports​​has put San Antonio, Texas on the global stage. From​N ​ CAA Championships​​to the Rock ‘n’ Roll San Antonio Marathon, our nonprofit organization has contributed $900 million in economic impact to the local economy.

San Antonio Sports has hosted national championship events for USA Swimming, USA Diving, USA Track & Field, NCAA Women’s Volleyball, the NCAA Men’s Final Four four times and the NCAA Women’s Final Four two times. The city will again host the NCAA Women’s Final Four in 2021 and Men’s Final Four

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in 2025. While we are focused on bringing great events to our city, our team of passionate staff and board members also put significant efforts toward improving the health and wellness of families and kids. Most notably, Fit Family Challenge, presented by Blue Cross & Blue

Shield of Texas, has reached more than 10,000 participants in geographic areas with the highest rates of diabetes and obesity. This 12-week summer program provides free fitness classes in eight community facilities, three free 5K runs and free health assessments.

Committed to transforming our community through the power of sport, we released groundbreaking research in 2018 linking youth sports to future career success. The online survey, conducted by Core Research Inc., revealed that among 325 business and opinion leaders in San Antonio, most business leaders played sports in their youth and agreed that sports can make a difference in the development and future success of our youth. To further supplement these findings, a 2013 global online survey conducted by EY/espnW surveyed 821 senior managers and executives, 44 percent of whom were female; 90 percent of these women played youth sports and held an executive position. In addition to personal attributes such as a strong work ethic, determination and teamwork fostered by their time playing sports, the survey found that women with a sports background thrive in competitive environments. Overall, this research helped ignite a larger conversation about how youth sports participation can transform lives, impact health, academics and lead to a prosperous career.

San Antonio Sports​ has contributed $900 million in economic impact to the local economy.

San Antonio Sports also put significant efforts toward improving the health and wellness of families and kids.

Most notably, Fit Family Challenge, presented by Blue Cross & Blue Shield of Texas, has reached more than 10,000 participants in geographic areas with the highest rates of diabetes and obesity. This 12-week summer program provides free fitness classes in eight community facilities, three free 5K runs and free health assessments.

“

The online survey, conducted by Core Research Inc., revealed that among 325 business and opinion leaders in San Antonio, most business leaders played sports in their youth and agreed that sports can make a difference in the development and future success of our youth.

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In 2019, San Antonio Sports launched the “Power of Sport,” a campaign aimed at demonstrating the benefits of youth sports participation. We engaged our target audience by identifying and securing influencers from the community whose testimonials helped spread our messaging across social channels. Overall, a combination of 17 business leaders, civic leaders and well-known sports figures, shared what the “Power of Sport” meant to them and the impact youth sports had on their lives. The campaign helped us increase support for San Antonio Sports’ i play! afterschool, an innovative program that fosters a love of sport in third through fifth graders while teaching them life lessons about active living, good nutrition and strong personal character. The program has grown from five schools in 2008 to 58 schools in 2020. It offers five, five-week sports development sessions (soccer, track, volleyball, basketball and tennis), with each sport culminating at a tournament where students can demonstrate their newly learned skills. Schools are located in underserved areas of San Antonio, and the initiative helps remove the financial barriers that parents face for their children’s early-stage sports development.

As a result of these efforts, San Antonio Sports’ “Power of Sport” campaign helped secure financial commitments from local businesses and the philanthropic community to expand the reach of i play! afterschool. The “Power of Sport’’ initiative will continue its fundraising efforts in 2020 with the ultimate goal of continuing to expand i play! afterschool in the years ahead.

The key to transforming the community through the power of sport is collaboration. San Antonio 13

Sports has established strong partnerships with school districts, business and philanthropic leaders, the City of San Antonio, as well as after school program providers like the YMCA and Boys and Girls Clubs of San Antonio. San Antonio Sports is also proud to be part of a unique collaboration with UP Partnerships’ “Excel Beyond the Bell” consortium of afterschool providers which provides key measurement data on attendance, math and reading scores.

The i play! afterschool program has grown from five schools in 2008 to 58 schools in 2020.

San Antonio Sports’ i play! afterschool,

an innovative program that fosters

a love of sport in third through fifth graders while teaching them life lessons about active living, good nutrition and strong personal character.

The significant economic impact and strengthened partnerships we have developed through community involvement have helped San Antonio Sports create very deep relationships in every segment of our community.

When we ask San Antonio to support

our efforts to host great events, our investment in developing our youth and attention to the well-being of our community, strengthens engagement with leaders. We hope to continue to meet and exceed our goals as an organization, and

provide impactful programs with measureable outcomes to further enrich the San Antonio community.

To learn more about San Antonio Sports and the “Power of Sport” campaign, please visit sanantoniosports.org

You can go it alone.

But when you need a partner, go all out.

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Branding Your Event and Yourself to Engage Your Community and Following Ty l e r C h i l d s , P r e s i d e n t / C E O , S p o r t -Tr a v e l

Branding can take you to two very different places: You own some cows. You own an idea, product, or company.

Although the first could be a bullish conversation.....we’ll spend some time talking about how it impacts your business, team, product or idea.

Branding in the marketing sense has several major distinctions but here are a few of the key points: •

• • • • • •

Branding communicates the consistency of your product and the customer experience Branding is essential for good advertising in today’s digital noise Branding encourages employee price, satisfaction, and morale Branding allows you to communicate why you stand out from the competition Branding helps you generate more customers Branding if done right can help increase your company’s value Most importantly Branding It creates trust and loyalty with the customer

Within sports, a segment that has such a strong media component, we often see so many strong brands.

In most cases, they have developed after years of winning, losing, or for making news for all the wrong reasons (See Cleveland Browns).

These examples often have internal brands that lead to external understandings of the product.

Take the New York Yankees for example (it’s hard for me to write about them positively) but their brand has been born from decades of success and legendary players like Gehrig, Ruth, DiMaggio, Mantle, Jeter, Rivera, and Berra to name a few. These great 15

players have given the franchise numerous championships and their fans lots to celebrate. Very few brands have stayed as consistent as the Yankees. In 1912, the Yankees adopted their classic pinstripe uniforms and 5 years later added the NY monogram. While other teams added color and adapted their logos over the years to match popular culture, the Yankees never wavered.

They’ve remained consistent. Which as we have already covered is a key distinction when branding.

How has that impacted the Yankees franchise? Well, that’s easy. They’ve

attached that consistency to winning. It’s been with them for years. Their fans are arrogant and demand victory each and every season. The result shines through when the game is on the line and the fans cheer louder than any other team in the league. It’s because they believe not only in the team but in the brand, which is winning.

There are hundreds of other things you could attach to the Yankees but winning and therefore success is the most notable tag associated with the organization. All associated with the consistency of their brand and the winning culture it has created.

Replicating this brand is a tall task. However, your organization or event can start by asking these three questions:

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What is the most important characteristic of our organization or business? - The answer to this question will set the table for the next two questions.

However, this is an important step in the journey. Most organizations use existing principles to determine an outcome for their brand. Instead of reverse engineering your brand you need to craft a brand from your competitive advantage the customer can relate to your product.

Does my brand tell the consumer what we do?

(See Forbes Top 100 Brands) - The most powerful brands in the world are where all of the case studies come from.

These don’t apply to a new, small, or medium-sized business. It takes years and often decades to establish the brand power these companies have. That said since you probably don’t have millions of dollars lying around to start communicating that brand start by communicating it with your branding. It can be in your name, slogan, tagline, hashtag, cause, or business model i.e., Bank of

America or Apple (‘Think Different’) but it’s important you share your vision with the customer and outline how you differentiate yourself from the competition.

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Does my brand match how our consumer does business? (see Sears) - Over the years in the industry, I’ve seen too many tournament companies brand their business with their name, use a generic name (e.g., ‘Insert Adjective’ Tournaments), or miss entirely by trying to be cool (it happens). Instead hit something in your niche. If you’re an elite event build a brand that communicates that but doesn’t try to accept any caliber participant and expect your brand to be associated with premium quality.

Branding is a fun exercise to do. We’ve seen many of the industry’s destinations re-brand in recent years and it’s helped the community grow and thrive. It’s ok to start over and if possible it’s even more important to get it right the first time. If you don’t that’s ok, few do.

WHEN YOU

YOU WIN. Host your tournament in Louisiana and you stand to leave with much more than a title. Memories made in our state-of-the-art sporting facilities—and in our restaurants, museums, music venues and more—are something our competition can’t touch. So come play in Louisiana. It’s a win-win. ©2020 Louisiana Department of Culture, Recreation & Tourism

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LouisianaTravel.com/TeamLouisiana

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August 2 – 5, 2020 Kansas City, MO

Photo courtesy of Jenny Wheat

Photo courtesy of Austin Walsh All Photos courtesy of Visit KC

Hosted by Visit KC and Kansas City Sports Commission

www.sportseta.org/symposium