Playbook - Spring 2021

#SportsTourismStrong

SPRING 2021

Catching Up With Our Communities “Quarantine Re-Emergers” Ready for Live Sports Evaluating Resident Sentiment to Inform the Development of Sports Tourism Legalized Sports Betting in America FIFA World Cup 2026

unlimited

water breaks The brand new Sports Center boasts 285,000 square feet, 12 basketball courts, 24 volleyball courts, 200 meter hydraulically banked track and seating for 5,000 screaming fans. Awaken to a sunrise over the ocean, and walk or bike to a tournament at the Sports Center. Take in any number of outdoor adventure and unique dining experiences just blocks away — now this is what we call a sportscation.

DANI TIMM, STS

BILL KELLY, STS

SPORTS MARKETING NATIONAL SALES MANAGER DTIMM@VISITVIRGINIABEACH.COM 757-373-6804

SPORTS MARKETING SALES MANAGER WJKELLY@VISITVIRGINIABEACH.COM 757-385-6651

VBsports.com VBCVB_0048_WaterBreaks-PoleVault_SportsETA_Spring21_8.5x11.indd 1

2/24/21 10:12 AM

National Headquarters 9624 Cincinnati Columbus Road, Suite 209 Cincinnati, OH 45241 Telephone (513) 281-3888 Website www.SportsETA.org Staff Alan (Al) R. Kidd, President & CEO Janis Ross, CMP, VP Events & Experiences Meagan Grau, Director of Member Services and Engagement Michelle Wessels, Business Services Director Rebecca Myles, Sponsorship and Advertising Jennifer Stoll, Ph.D., STS, Research and Education Carol Courtney, Special Projects Coordinator Russ Yurk, Special Projects Coordinator

Letter from the Incoming Chair ................................................. 1-2 Member Services News ................................................................ 3 Catching Up with Our Communities ........................................ 5-8 New Sports Tourism Learning Institute Provides Self-Paced Education Options................................ 11-12

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

New Study says “Quarantine Re-emergers” Ready for Live Sports..............................................................15-16 2021 Symposium ....................................................................17-18 2021 Facilities Summit and Women’s Summit ....................... 20 Evaluating Resident Sentiment to Inform the Development of Sports Tourism ................................... 21-23 Legalized Sports Betting in America..................................... 25-26

Directors Ashleigh Bachert, STS, Vice President of Sales, Tulsa Sports Commission Derek Bombeck, STS, Sales Development Manager, Lincoln CVB John David, STS, COO, USA BMX Josh Dill, STS, Director of Sports & Events, Visit Frisco Pete Harvey, Director of Sports Development, Buffalo Niagara Sports Commission Gen Howard, STS, Senior Sales Manager, Louisville Tourism Meaghan Hughes, STS, Associate Director, Ann Arbor Sports Commission Frank Lett, STS, 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, STS, President/CEO, Pensacola Sports Hank Pivarnik, STS, Event Solutions Advisor, EventConnect Daniel Rush, CMP, CASE, Vice President of Global Sports and Event Sales, MGM Resorts International Christine Strong Simmons, Senior Director of Sport Operations, USA Fencing Marissa Werner, STS, Director of Sports Development, VISIT Milwaukee J.D. Wood, STS, Director of Business Development and Events, Dallas Sports Commission

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FIFA World Cup 2026: Where the Bids Stand ....................... 27-28

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. Distribution Date: Thursdays.

Deadline for content: Wednesday at Noon ET before distribution date.

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2021

Letter from the Incoming Chair Roughly 16 years ago, I embarked on a career in the sport tourism industry, knowing absolutely nothing about tourism. In my final interview for the position, I naively told the person making the final hiring decision that they should do a better job of marketing, because up until me going through this process I had no idea what a CVB or sports commission was, let alone how vital tourism Mike Price is to a community. Despite that horribly timed comment, I was somehow offered the opportunity to grow the sport tourism market in Greater Lansing, MI. That story underscores my initial lack of knowledge and why Sports ETA is so important to me. Like many across our industry, I have taken from the association and my peers more than I could ever return.

Sports ETA continues to evolve and provide the resources needed to support the sports events and tourism industry.

Investment in membership is the sole focus of our Sports ETA staff and all those that volunteer their valuable time to help advance our industry. With a solid foundation established we move toward establishing resources and assets in each of our four pillars: Education, Advocacy, Resources, and Networking (EARN).

The April Education Blitz offered earlier this month showcases our investment in Education, launching our own Learning Management Software through our Sport Tourism Learning Institute (STLI). This new approach ensures a consistent track of education as members progress through their career. You will be able to concentrate on items that are most important to you and your area of expertise and responsibility. And the courses will be tailored to all levels of membership and experience levels.

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Work is underway in the Advocacy pillar that will better support our membership with critical matters around legislation and ensure our residents and elected officials understand the value of what you do. Sports ETA will be better equipped to advocate on behalf of our industry and keep members abreast of developments that could impact their communities.

Development in the Resource pillar includes the expansion of industry specific studies, research, analysis, industry standards and trends that will provide much needed insight and structure to our rapidly evolving industry.

The evolution to a member community-based approach has helped shape the Networking pillar and creates groupings with shared commonality. We will further develop our established networking events and are already working on new outlets to provide connectivity across all membership.

NETWORKING We will further develop our established networking events and are already working on new outlets to provide connectivity across all membership.

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Investment in membership is the sole focus of our Sports ETA staff and all those that volunteer their valuable time to help advance our industry.

With a solid foundation established we move toward establishing resources and assets in each of our four pillars: Education, Advocacy, Resources, and Networking (EARN).

Sports ETA continues to evolve to best support our expanding membership base. The most important thing our membership can do is find a way to invest. Invest your time to volunteer, invest your ideas on how we can grow the industry, invest your talents to help us identify new opportunities, invest your time to help others in the industry. Your investment will lead to immeasurable return that supports all our efforts to grow the sports events and tourism industry.

Yours in sport,

Mike Price, STS, CTA Executive Director, Greater Lansing Sports Authority Incoming Chair, Sports ETA

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Member Services News & Updates We would like to thank all the organizations who have joined our growing list of members in 2021. Thank you for the privilege of serving you!

Destinations • Amelia Island Convention & Visitors Bureau • Beaver County Tourism • Destination Bryan • Mid-Atlantic Amateur Sport Alliance (MAASA) • Nathan Benderson Park • Oak Creek Sports Commission 394 • Ruston Sports Complex Destinations • Sand Mountain Park & Amphitheater • St. Charles Business Alliance • Visit Corpus Christi 93 • Visit Williamsburg Rights Holders

Rights Holders • Beach Soccer World Wide S.L.

Industry Partners • Athletes Hospitality • Caesars Entertainment • Pellucid Travel • SportsBR

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Industry Partners

Membership Chart 534 TOTAL (as of 4/19/2021)

Sports ETA Event Calendar May 18-20, 2021 SportsBIZ XChange II | Virtual October 25, 2021 Women’s Summit | Birmingham, AL October 25-26, 2021 Facilities Summit | Birmingham, AL October 25-28, 2021 Symposium | Birmingham, AL

Sports ETA Event Calendar January 26-27, 2022 Chief Executive Summit | Las Vegas, NV March 1-3, 2022 4S & Rights Holder Summit | El Paso, TX May 2-5, 2022 Symposium | Fort Worth, TX

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Catching Up With Our Communities L.E.A.D. Community Group Spotlight

The L.E.A.D. (Leading, Engaging, And Developing) Community, formerly the Mentoring & Engagement Community, will focus on collaborating, communicating, mentoring and educating association members on avenues to be engaged and involved within Sports ETA and its member communities. The group meets monthly for open forum discussions focused on a variety of topics ranging from building partnerships to staying engaged with hotels and clients during COVID. Members of the community are also encouraged to submit topics and questions they may be dealing with in their communities or organizations for discussion.

The webinar topics and speakers that the L.E.A.D. community presents are always fresh and timely. It is a strong group of seasoned industry veterans that enjoy reaching back and pulling others up to spread their knowledge and expertise. For anyone who is new to the industry, I highly recommend getting involved so you have that direct channel of networking and industry education. – Ryan Wolfe, Sports Sales Leader for the State of Delaware

NEW IDEAS

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“Participating in the monthly L.E.A.D. calls has been super beneficial! This community is a great tool for networking but more importantly serves as a real-life knowledge base made up of experienced individuals in the sport event industry. It is a safe place to get real advice for any new ideas or obstacles and important updates on the industry. Although we are always competing for events, in this community, we are all on the same team and truly try to help lead each other to success.” Shelbey Morris, Sales Consultant, Division of Arkansas Tourism

Mission, Goals, & Objectives

GUIDANCE “My experience with the Sports ETA L.E.A.D. Community has been amazing. From the initial invitation, to the monthly calls, to the personal one-on-one outreach, everyone in the L.E.A.D. Community has been great to work with. The group’s understanding of smaller market cities has been extremely helpful as I develop a plan for Salem, OR. I definitely would recommend this group to everyone in the sports tourism industry.” Damian Williams, Salem, OR

Sports EIC

Our community will guide members on networking opportunities within the sports events and tourism industry, and provide support, expertise and resources to utilize in developing their careers. L.E.A.D. will serve as the liaison between additional Sports ETA communities, and be responsible for the planning and execution of interactions for first-time attendees and new members at all live events.

Sub-group leader: Don Dukemineer, STS, CHSP, Director of Sports Development, Decatur Morgan County Tourism

Support Leaders: Hank Pivarnik, STS, Event Solutions Advisor, EventConnect Bonny Bernat, Senior Sports & Event Sales Manager, Visit Winston-Salem Jerrine Lee, STS, Director of Sports Development, Richmond Region Tourism Cole Lacey, Assistant Tourism Manager, Wicomico County Recreation, Parks & Tourism/TEAM Maryland Ariana Tyler, Business Development Manager, Greater Columbus Sports Commission Meaghan Hughes, STS, Associate Director, Ann Arbor Sports Commission Gray Workman, STS, Executive Director, Play Greenville NC Tammy Dunn, Executive Director, Snohomish County Sports Commission This group meets via Zoom on the 3rd Tuesday of each month at 3:00 PM ET.

NETWORKING

How can Sports ETA members get involved?

• • • •

Visit the L.E.A.D. Community webpage Subscribe to L.E.A.D. emails Join our L.E.A.D. LinkedIn group Connect with L.E.A.D. community leaders

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• • •

Submit a discussion topic for an upcoming call Share resources with the L.E.A.D. Community Visit our blog to get advice from community leaders

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Young Professionals Community Spotlight The Young Professionals Community Group is a collection of sports events and tourism industry professionals open to Sports ETA members under 40 years old. The group meets monthly for education sessions focused on topics specific to young professionals, including networking, personal and professional development, industry best practices, rising trends and more.

Learn more about all of our Sports ETA Community Groups

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Mission, Goals, & Objectives A Sports ETA community led by Young Professionals for Young Professionals, across all sectors, to connect, learn and collaborate. This community seeks to support and empower members by focusing on education, networking, and personal and professional development through multiple platforms, providing the necessary tools for growth and career advancement.

2021 Initiatives • Continue to provide educational webinars • Increase participation from young professional rights holders • Live networking opportunity at Symposium in Birmingham • Highlight and celebrate young professionals and their accomplishments

Sub-group leaders: Ariana Tyler, Business Development Manager, Greater Columbus Sports Commission Luchie Javelosa, STS, Sports Sales Manager, Visit Tucson Sports

How can Sports ETA members get involved?

• • • • • • •

Visit the YP Group webpage Subscribe to the Sports ETA YP page Join our Sports ETA LinkedIn group Connect with YP community leaders Lead an educational webinar session Share resources with the YP community Visit our blog to learn more about our YP members

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Enjoy even better savings Members now save 45% on FedEx Express and 25% on FedEx Ground with the Sports ETA Shipping Program.

PartnerShip.com/SportsETA

800-599-2902 • sales@PartnerShip.com

Option 3 Event Owner Sponsored Mailer: $5,000 per mailer Periodically throughout the year, the Sports ETA will offer the opportunity for sponsors to plan a mailer to our member list of almost 200 event owners. Sponsor has the option to create a piece to be mailed to up to 50 event owners in our database. The investment cost above covers up to $400 in postage. Any costs above that amount would be covered by the sponsor.

Sports ETA General Advertising Options Option 1 Boosted Social Content through Sports ETA Social Pages: $1000 investment per boost

Option 4

Users are spending more and more time on social platforms for the content that they are looking for.

Bring your brand in front of users who have identified Sports ETA General Options as being interested in the Sports ETAAdvertising and their offerings as a low cost per engagement amount.

- Includes $350 boost to be split between Facebook Option 1- Boosted Social Content through Sports ETA Social Pages: $1000 investment and Instagram over a 3 month timeframe per boost Users are spending more and more time on for the content that they are looking - Expected reach ofsocial thatplatforms spend can range for. Bring your brand in front of users who have identified as being interested in the Sports ETA anywhere from 95-250 views per day and and their offerings as a low cost per engagement amount.

- Includes $350 boost splitcan between Facebook and Instagram over a 3 month clicks perto be day range from 4-17 depending timeframe on targeting. Based on your desired target - Expected reach of that spend can range anywhere from 95-250 views per day and clicks day can rangewe from can 4-17 depending targeting. Based on your for the per campaign furtheron refine those desired target for the campaign we can further refine those numbers further. numbers further.

Website Display Ads: Prices Vary

With over 500,000 views on a yearly basis of the Sports ETA website, take the opportunity to be in line with the content they are reading with a display ad. See pricing options here .

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Option 3- Event Owner Sponsored Mailer: $5, Periodically throughout the year, the Sports ETA mailer to our member list of almost 200 event ow to be mailed to up to 50 event owners in our data $400 in postage. Any costs above that amount w

Option 4- Website Display Ads: Prices Vary With over 500,000 views on a yearly basis of the Sports ETA website, take the opportunity to be in line with the content they are reading with a display ad. See pricing options ​here​.

Option 5 Sports ETA Playbook Ad: Prices Vary

Option 2 Sponsored Email Content: $2,500

- Sponsored Email Content: $2,500 d in getting right into the inbox of an Sports ETA Member? Sports ETA can spend d email content to the current member database promoting your destination. Open our email range between 30%-40% and trackable links can be included to track ent.

Example Sponsored Email

Interested in getting right into the inbox of an Sports ETA Member? Sports ETA can spend sponsored email content to the current member database promoting your destination.

Open rates for our email range between 30%-40% and trackable links can be included to track engagement.

1,000 printed copies; 3,000+ digital copies of the Sports ETA Playbook are distributed quarterly to all Sports ETA Members. Content in the issues centers around association updates as well as the 4 S’s of sports events and tourism; sponsorship, sales, strategies and services. See pricing options here.

Contact Rebecca Myles today about your advertising opportunities.

Option 5- S 1,000 printe ETA Playbo Members. C updates as sponsorship options ​here

*All options in this p

Rebecca@SportsETA.org 513.205.0907 S P O R T S E TA

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New Sports Tourism Learning Institute Provides Self-Paced Education Options Earlier this month, we launched our April Education Blitz, a month-long celebration of education. Two Certificate Playbook courses were dropped each week through the Sports Tourism Learning Institute (STLI). These courses will still be available after the conclusion of April Education Blitz, so you can take advantage of these educational opportunities whenever it’s convenient for you!

In case you missed it, CSEE has retired. So what does that mean? For the many Sports ETA members that achieved their CSEE designation, those individuals’ designations are now referred to as Sports Tourism Strategist (STS) to more accurately reflect their role in the sports events and tourism industry. Continuing education requirements for those with their STS designation require 4 STS credits each calendar year.

For those members that were in the process of achieving their CSEE, you are now in the process of achieving your STS. Any previous credits earned, transfer over and count towards your STS designation. You are still required to complete 32 credits to become STS designated, but now you’ll have much more flexibility to complete courses on your terms with a more robust portfolio of in-person and online course options.

If you have not yet started on your education journey with Sports ETA, not a problem! Jump into the new Sports Tourism Strategist program at any time by taking one certificate playbook course, or many. There are no admissions or applications 11

Sports Tourism Analytics Course

required, and you can complete your STS on your terms.

Learn more about the transition from CSEE to STS. Your Sports ETA profile tracks all education course credits (including past CSEE credits, and past, current, and future STS credits for all online and in-person courses). Monitor your STS credit status.

No matter where you are on your education journey, take advantage of the Certificate Playbook courses available during our April Education

Blitz. Certificate Playbook courses are worth 4 STS credits and are self-paced, on-demand. Each certificate consists of three to five hours of content, presented by the industry’s most highly regarded experts, to take your understanding of a given topic to a new level.

Are you 1-2 courses away from earning your STS? Knock out your remaining credits during the month of April and you’ll not only be able to use STS after your name, but you will be eligible to participate in our May STS graduation!

Sports Tourism Innovation Course

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For the many Sports ETA members that achieved their CSEE designation, those individuals’ designations are now referred to as Sports Tourism Strategist (STS) to more accurately reflect their role in the sports events and tourism industry.

Here are a few pro tips for completing certificates to work toward your Sports Tourism Strategist designation: • Explore the Sports Tourism Learning Institute to discover the certificates available and begin to chart your path to completion for the remainder of 2021.

Sports ETA also offers corporate rates, bulk course purchasing, custom education development, and education bundling options for its members.

Log into the Sports Tourism Learning Institute and begin planning your Education Track for 2021

• Each educational program can be completed at your own pace and usually takes three to five hours. Block out time on your calendar and knock a certificate out!

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Join us May 18-20 Virtual networking event will connect America’s sports events and tourism industry

The second annual SportsBIZ XChange II presented by Sports ETA, a three-day virtual event featuring business appointments and industry networking opportunities for its members, will be held May 18-20, 2021.

Virtual attendees will have the opportunity to meet one-on-one with key decision-makers during

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15-minute appointments, access to dozens of new and updated RFPs, and networking opportunities in the Virtual Lounges. Additionally, a virtual Locker Room will be open to all attendees to view documents (RFPs, fact sheets, and videos) from each rights holder.

“During our inaugural SportsBIZ XChange held last August, we

facilitated more than 5,000 virtual meetings for our participating members,” said Al Kidd, President & CEO of Sports ETA. “SportsBIZ XChange II will provide our members with the opportunity to conduct business with dozens of industry decision makers in a matter of days through innovative technology offered by our best-in-class provider CSS.”

Each day will feature 3-4 hours of business appointments, industry updates, and networking: • Tuesday, May 18, 1:00 PM - 4:00 PM ET: One-on-one appointments and open networking • Wednesday, May 19, 1:00 PM - 5:00 PM ET: One-on-one appointments and sponsor networking event • Thursday, May 20, 1:00 PM - 4:00 PM ET: One-on-one appointments and event wrap-up

“As we begin a return to sporting events across America, it’s important for our industry to connect and begin planning for these activities in a safe and thoughtful manner,” said Mike Price, Vice Chairman of the Board, Sports ETA. “SportsBIZ XChange II offers a virtual platform for our industry to do business to bring back the sports events and tourism industry.”

View the full schedule.

Important Dates: 4/26 - Appointment Portal Opens 5/7 - Appointment Portal Closes 5/14 - Schedules Distributed 5/18 - SBX II Kicks Off 5/20 - SBX II Concludes To participate in SportsBIZ XChange II, you must be a Sports ETA member with current 2021 membership.

For more information on SBX II, visit sportsbizxchange.org

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“ Quarantine Re-emergers” Ready for Live Sports As vaccines have an expanded rollout across America, sports venues are beginning to open their doors to fans with new health and safety protocols along with limited capacity measures.

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Masks and social distancing become the new norms for the near future, fans are ready to re-engage with their favorite teams—live and in-person.

Fans are ready to come back.

— Dan Migala, a co-founder and partner at 4FRONT

The innovation arm of Sports ETA, sports marketing firm 4FRONT, recently conducted research on an audience of sports fans dubbed “quarantine re-emergers” with the study revealing positive trends for sports venues and organizations.

the overall data, they’re basically saying we’re ready. The fact that the majority of those are in that 40-to-60% range is a great sign.”

Even small crowds during a pandemic present a wide array of challenges for sports organizations, beginning with the safety of fans and employees. Collaboration is one route for helping alleviate some of the issues.

By examining anonymized online browsing behavior and third-party data covering 921 million phones, tablets and other devices in the U.S., 4FRONT identified 434 million devices belonging to what it calls those who are part of households “that have recently visited dining, entertainment and retail ... part of households “that have locations,” with modeled recently visited dining, predictive data also factored into entertainment and retail locations” the equation.

434 Million devices

Of the 109 million devices belonging to NASCAR fans — based on online browsing behavior like interacting with a NASCAR website or purchasing NASCAR apparel — 68 million, or 62%, were considered re-emerged, the best percentage of any of the sports examined by 4FRONT. UFC was next at 59% of 40 million devices, followed by the NFL at 53% of 497 million devices. Major League Baseball (42% of 245 million) and the PGA Tour (20% of 94 million) were at the bottom of the list.

“I think broad headline, fans are ready to come back,” said Dan Migala, a co-founder and partner at 4FRONT. “Just

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NFL teams shared best practices throughout the season, and Kansas City Chiefs president Mark Donovan said the organization had been in communication with MLB’s Royals. Kauffman Stadium is across a parking lot from the Chiefs’ Arrowhead Stadium.

The Chiefs hosted approximately 17,000 fans for each home game last season. Fans had to go through temperature checks, sit in small groups and pods, adhere to strict social-distancing measures and wear facemasks whenever they weren’t eating or drinking.

“As fans return to sporting events, it’s important for our member organizations to support and collaborate with its venues and facilities to set best practices to be used in attracting future events to restart the sports events tourism industry,” said Al Kidd, President & CEO of Sports ETA.

4FRONT ANALYTICS

COVID-19 RELEVANT DATA SEGMENTS 4FRONT’s data management platform (DMP), Oracle BlueKai, houses 70+ data sources and 60,000+ data segments with unmatched targeting capabilities. Using AnalyticsIQ, 4FRONT’s DMP has curated an audience called “Quarantine Re-emergers” based on geolocational pinpoints and online browsing behavior of registered devices.

% of Devices Re-emerged

Total Devices (U.S.): ~921M Devices Quarantine Re-emergers (U.S.): ~434M Devices

43%

Devices in households have recently and frequently visited dining, entertainment and retail locations.

(47% of Total Devices U.S.)

60%

51%

54%

NASCAR Fans (U.S.): ~109M Devices 68M Devices Re-emerged: 62%

College Football Fans (U.S.): ~327M Devices 160M Devices Re-emerged: 49%

UFC Fans (U.S.): ~40M Devices 23M Devices Re-emerged: 59%

NBA Fans (U.S.): ~409M Devices 192M Devices Re-emerged: 47%

NFL Fans (U.S.): ~497M Devices 263M Devices Re-emerged: 53%

NHL Fans (U.S.): ~188M Devices 87M Devices Re-emerged: 47%

MLS Fans (U.S.): ~105M Devices 55M Devices Re-emerged: 52%

WNBA Fans (U.S.): ~4.54M Devices 2.1M Devices Re-emerged: 46%

College B-Ball Fans (U.S.): ~303M Devices 155M Devices Re-emerged: 51%

Esports Fans (U.S.): ~98M Devices 50M Devices Re-emerged: 51%

MLB Fans (U.S.): ~245M Devices 102M Devices Re-emerged: 42%

PGA Tour Fans (U.S.): ~94M Devices 19M Devices Re-emerged: 20%

Source: Oracle BlueKai, AnalyticsIQ

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October 25-28, 2021 Birmingham, AL

We are beyond excited to see all of our members in Birmingham, AL this fall, and know our hosts at the Greater Birmingham CVB are too!

Click to watch

What happens to my registration?

Anyone that was registered for the Symposium, originally scheduled to take place in April, your registration will automatically transfer to the October Symposium.

Check your registration status in your Sports ETA profile here.

If you did not register for the Symposium, originally scheduled to take place in April, you can register for the October Symposium later this summer when registration opens. Keep an eye on your email as we’ll be sending out communications in the coming weeks regarding registration and updates.

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Hosted by

What about my hotel reservations?

If you made a hotel reservation through the Sports ETA official housing service, hosted by EventConnect, your reservation for the April dates were automatically cancelled with no penalty and received a full refund of the service fee.

If you did not make your hotel reservations through EventConnect, it is your responsibility to cancel your reservation.

Health & Safety Sports ETA is committed to the safety of Symposium attendees and plans include health and safety measures. We will be carefully monitoring travel and event requirements over the coming months. Please watch for future communications on guidelines and protocols.

Online reservations for October dates will open when Symposium registrations open later this summer.

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October 25, 2021

October 25-26, 2021

Birmingham, AL

Birmingham, AL

The 2021 Women’s Summit is scheduled to take place in-person on Monday, October 25.

The 2021 Facilities Summit is scheduled to take place in-person on Monday afternoon, October 25 and continue throughout the morning on Thursday, October 26.

What happens to my registration?

What about my hotel reservations?

Anyone that was registered for either the Facilities Summit, Women’s Summit, or both, originally scheduled to take place in April, your registration will automatically transfer to the October dates. Check your registration status in your Sports ETA profile here.

If you made a hotel reservation through the Sports ETA official housing service, hosted by EventConnect, your reservation for the April dates were automatically cancelled with no penalty and received a full refund of the service fee.

If you have not registered for the Facilities Summit or Women’s Summit, originally scheduled to take place in April, you can register for the October dates later this summer when registration opens. Keep an eye on your email as we’ll be sending out communications in the coming weeks regarding registration and updates.

If you did not make your hotel reservations through EventConnect, it is your responsibility to cancel your reservation.

Online reservations for October dates will open when Facilities Summit and Women’s Summit registrations open later this summer.

Health & Safety Sports ETA is committed to the safety of our Summit attendees and plans include health and safety measures. We will be carefully monitoring travel and event requirements over the coming months. Please watch for future communications on guidelines and protocols.

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Evaluating Resident Sentiment to Inform the Development of Sports Tourism B A S E D U P O N A W H I T E PA P E R B Y J E N N I F E R S T O L L , P H D , S T S , S P O R T S E TA

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A N D R I A G O D F R E Y, L O N G W O O D S I N T E R N AT I O N A L TA M M Y K O E R T E , L O N G W O O D S I N T E R N AT I O N A L

Download Full White Paper

As the country emerges from the COVID-19 pandemic and the economic downturn, the sports events and tourism industry has an opportunity to help guide a safe, strong, and swift recovery and increase destination awareness, quality of life, and community pride within local communities.

In 2019, the sports tourism industry created nearly 750,000 jobs and brought more than $100 billion in economic benefits to communities across the United States. But beyond traditional metrics, recent studies have found important, though harder to measure, benefits such as community pride, resident quality of life, and increased destination brand perception/awareness.

“Gauging the sentiment of the local populous toward sports events and tourism events in the local community is an important way to ensure an expanded and aligned value proposition back to the destination,” says Al Kidd, Sports ETA President and CEO. Longwoods International launched the initial research related to resident sentiment toward tourism in 2018.

The study found that by evaluating and tracking the perceptions of local stakeholders, policymakers are able to gather support for, and meaningfully develop tourism, that benefits the community at large. However, in many locations, the Covid pandemic halted the ability of destinations to adequately leverage resident sentiment of travel.

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According to Tourism Economics, sports-related travel, estimated at 180 million people in 2019, was projected to decrease $20 billion in sports-related direct spending in 2020 due to the pandemic. The wide disparity in guidelines, policies, and protocols across the country are creating difficulty for re-opening strategies within the industry. As the nation rebuilds from the economic downturn, the sports events and tourism industry must seek to galvanize strong partner and community relationships in order to return to normalcy as quickly, and safely, as possible.

The Longwoods International’s 2020 National Resident Sentiment study examined public perceptions of sports events and tourism from multiple angles, including positives and negatives of economic development, environmental impacts, “over-tourism,” and quality of life.

“What we have learned through our research over the past several years is that resident sentiment is a vital insight to fully inform both advocacy and planning for any type of development, including sports,” commented Amir Eylon, President and CEO of Longwoods International.

To conduct the study, a survey was completed by 4,000 adults across the four regions (Midwest, Northeast, South, and West) of the United States in July 2020. Respondents were asked to identify their level of support when it came to hosting and/or attending, participating in, or watching outdoor, youth, amateur, collegiate, and professional sporting events. The study also sought to assess respondents’ perceptions of event safety during the COVID-19 pandemic.

Data showed that residents in the Midwest and South are slightly more amenable to sporting events in their communities, which corresponds with previous research on sports tourism efforts. The study also found that these regions were more proactive and engaged in tourism endeavors at a higher rate than the rest of the country.

GENERATIONAL DATA 32% Older Americans were more likely to agree that sporting events had a positive impact on their local economy and quality of life.

Generation Z (ages 18-23): 32% felt that youth and/or amateur events improved their quality of life.

At the time of the study, less than a quarter of Americans indicated that they felt safe attending sporting events during the pandemic. Regional results were consistent though generational data varied widely. Respondents over the age of 55 did not feel as comfortable going to sporting events as their younger counterparts. Millennials emerged as the group that felt the most safe attending and participating in sporting events.

It is no secret that during the pandemic people felt a lost sense of community. But the study found that sports tourism organizations have a great opportunity to demonstrate how sporting events contribute to a community’s quality of life. As restrictions on travel, tourism, and sports are lifted, leveraging the role these events play in personal and community-driven well-being is paramount. The

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55% Boomers (ages 56-74): 55% felt that youth and/or amateur events improved their quality of life.

58% Silent Generation (ages 75+): 58% felt that youth and/or amateur events improved their quality of life.

sports events and tourism industry should be a focal point in bringing communities together through camaraderie, community pride, and even volunteerism.

While Americans are supportive of sporting events, the findings of the study reveal that a significant portion of those surveyed gave a “neutral” response. This response presents an opportunity to educate and inform them, and the community at large, about the many benefits, economic and otherwise, that sporting events provide to their community. By contrast, if no effort is made to increase the level of support from the quarter of Americans with this neutral attitude, the likelihood of generating their support for sport tourism-related efforts could decrease.

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One of the groups with the lowest support for attending or participating in sporting events is Generation Z, who also reported the lowest support of economic and quality of life benefits of sports in their communities. Since many members of Generation Z do not have children, own their own homes, or operate businesses within their communities, it is not surprising that only a third (31%) of respondents in this age group agreed that sporting events positively affected their local economy.

But Gen Z is an important part of the sports events and tourism conversation moving forward and their support will be necessary to fund and develop projects related to the industry. Gen Z will shape decisions in their respective communities for years to come, so it is critical to bring them into the sports events and tourism conversation now.

The Longwoods study also examined sports sentiment by household composition, which offered an encouraging outlook. Households with children saw greater value in sporting events, and that support increased as their children grew older, the study found. But industry leaders should not just assume this trend will continue. Instead, industry leaders should focus on educating and creating participatory opportunities for households with children to sustainably grow the sports events and tourism industry.

As the COVID-19 pandemic continues to present significant challenges to sports events and tourism destinations, efforts must be made to diversify event offerings. At the time of

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the study, a majority of respondents to the study noted that they did not feel safe attending or participating in youth, amateur, collegiate, or professional sporting events.

However, almost 20 percent more Americans did feel comfortable participating in hiking, biking, water sports, and other outdoor activities.

Although location and environmental conditions vary, communities across the United States have the unique opportunity to create new, or expand existing, outdoor events within their communities. Whether it is walking, running or bike trails, canoe/kayak events, golf tournaments, disc golf, or other activities that allow participants to be physically active with a greater degree of social distancing, industry practitioners should take advantage of the nation’s renewed interest in outdoor recreation. This finding dovetails into industry insights showing the continued growth of destination owned and operated events.

As the country emerges from the COVID-19 pandemic and the economic downturn, the sports events and tourism industry has an opportunity to help guide a safe, strong, and swift recovery and increase destination awareness, quality of life, and community pride within their local communities.

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Disc golf, pro golf, kickboxing, kickball, softball, football, pickleball. If it can be considered a sport, Columbia can host it. Centrally located and easy to navigate, here you’ll find professional, collegiate, traditional and nontraditional sports venues without the hassle and chaos of a huge city. Plus, the Columbia CVB will help you secure your location, your date and even your hotel blocks. Call 573-874-7684 or go to VisitColumbiaMO.com and let us know how we can help you plan your next sporting event.

202-1605 CCVB SPORTS AD 8.5x11.indd 1

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Legalized Sports Betting in America B Y J A C K I E R E A U , G A M E D AY

As additional states legalize sports betting in America, Sports ETA has partnered with Ohio University’s Sports Gambling Education program to serve as the convener of the Sports Events Tourism industry for the legalization of sports betting in America.

$

Billion Dollar Industry

Predicting Double Digit Growth

Legal in More Than Two Dozen States

Where Is Sports

As part of the partnership with Ohio University, Sports ETA members will have access to the new master’s certificate in Sports Gambling Education offered in three cohorts at a discounted rate for members. Registration will open later this spring.

Legalized sports betting is already a billion dollar industry in America and experts are predicting double digit growth and rapid introduction of legalization for states across the United States.

Sports betting is legal in more than two dozen states, though many have only in-person betting without mobile offerings. Budget shortfalls due to the pandemic have many states reconsidering sports betting, but more than a dozen will likely never get online sports betting because of political opposition or tribal relationships.

Possible 2021/2022

Budget shortfalls due to the pandemic have many states reconsidering sports betting, but more than a dozen will likely never get online sports betting because of political opposition or tribal relationships.

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Legal (Retail)

Legal (P

“

While Sports ETA doesn’t advocate for legalized sports gambling in the U.S., it is important for our members to have a solid understanding of the industry and how it will impact the sports events & tourism industry. — Al Kidd, President & CEO,

Sports Events & Tourism Association

“While Sports ETA doesn’t advocate for legalized sports gambling in the U.S., it is important for our members to have a solid understanding of the industry and how it will impact the sports events & tourism industry,” said Al Kidd, President & CEO of Sports ETA. “Our partnership with Ohio University will help inform and educate our members on this hot topic.”

s Betting Legal?

Pending)

Another initiative in which Sports ETA is leading with Ohio University is introducing a new role called the Sports Integrity Officer for sports commissions and CVBs to consider.

The Sports Integrity Officer would provide leadership for their organization and destination by: Serving as a liaison to industry partners: Sports organizations, operators (gaming companies), regulators (casinos, lottery, etc.) to ensure the integrity of sport for hosted events and games in the destination market.

Serve as an on-going resource for state lawmakers, destination stakeholders and media to communicate status of legalization and monthly efforts once legalization begins.

Legal (Online)

2023+ or Never Source: Action Network, February 2021

Sports ETA has recently published a new white paper, “Understanding and Leveraging Legalized Sports Gambling in the United States.” If you are interested in purchasing the white paper, contact the office at info@sportseta.org.

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Research and implement new events leveraging legalized sports gambling to drive revenue to hotels, restaurants, transportation, sports organizations in the destination market.

Sports ETA will continue to monitor legislation and trends, and share information and educational opportunities on legalized sports gambling in America on a regular basis.

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FIFA World Cup 2026: Where the Bids Stand 17 U.S. Cities Vie to Host 2026 FIFA World Cup In just five years, the 2026 FIFA World Cup will be held in North America with a joint bid effort from Canada, the United States and Mexico. In America, 17 U.S. cities remain on the short list to serve as a host city with the selection process to be determined by the end of the year.

During the first part of 2021, FIFA and US Soccer officials have been working with each of the 17 cities to better understand stadium accommodations and renovation plans as well as human rights initiatives.

16

Host Cities

23

to Select From

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Let’s take a look at the impact 2026 FIFA World Cup would have in America.

Economic Impact Each Host City for World Cup 2026 can realize an economic impact in the range of $90 to $480 million.

Here’s a comparison look at other major sporting events in America: • Economic Impact of Hosting the 2020 Super Bowl (Miami): $572 million • Economic Impact of Hosting the 2019 World Series (two games in Washington, D.C.): $6.5 million • Economic Impact of Hosting a First Round NCAA Men’s Basketball Game: $3.5 million to $18 million

TV Viewership More than half of the world watched the 2018 FIFA World Cup. That’s 3.5 billion people.

According to FIFA, the 2018 World Cup final between France and Croatia reached an average live audience of 517 million viewers, with more than 1.1 billion people

tuning in over its 90 minutes. The 2019 Super Bowl had an average viewership of 98 million in America plus an estimated 50 to 65 million around the world.

Travel and Tourism In 2018, 3.03 million people watched the games of the FIFA World Cup live in the stadiums. The average attendance at the 2018 World Cup games was 47,371.

In 2018, 7.7 million fans attended FIFA’s Fan Fests in 11 different venues over the month. More than five million visitors traveled to Russia from June 14 through July 15, 2018.

The Teams In 2026, the field of teams will expand to feature 48 teams with a schedule of 80 matches. Teams are required to be in their base camps five days prior to their matches.

Additional bases will be needed for media and referees.

A Summary of the Expected Economic Impact of Hosting the 2026 FIFA World Cup

> $5B

$160-620M

40,000

> $5B in short-term incremental

economic activity generated

across US, Canada, Mexico ...

$160-620M in short-term incremental economic activity across host cities in the 3 nations ...

Approximately 40,000 jobs supported ...

$3-4B

$90-480M

... resulting in a host nation net benefit of approximately $3-4B after factoring in estimated public costs

... translating to a host city net benefit of approximately $90-480M per city after factoring in estimated public costs

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> $1B ... leading to more than $1B in incremental worker earnings

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It’s nice to have you IN BIRMINGHAM.

Carrigan’s Public House

We can hardly wait to host Sports ETA Symposium in Birmingham in October. Prepare to enjoy this spirited Southern city known as the “Dinner Table of the South.” Come see why sporting events like The World Games 2022 choose Birmingham time and again.

It’s the place to be.

Photo | Art Meripol