Playbook - Summer 2021

#SportsTourismStrong

SUMMER 2021

Catching Up With Our Communities Current Status and Economic Impact of Transgender Bill Legislation SBX II Recap First-Ever Sports Tourism Strategist Graduating Class New Partners

Cheers to ETA in Birmingham

We can hardly wait to host the 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 SPORTSETA8-5X11_GBCVB-Cheers.indd 1

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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 President and CEO.................................................... 1 Member Services News ................................................................ 3 Catching Up with Our Communities ........................................ 5-6 Current Status and Economic Impact of Transgender Bill Legislation.................................................. 7-8

Board of Directors Officers Chair: Michael Price, STS, CTA, Executive Director, Greater Lansing Sports Authority Vice Chair/Chair-Elect: Don Dukemineer, STS, CHSP, Director of Sports Development, Decatur Morgan County Tourism Secretary: Frank Lett, STS, Senior Associate Executive Director/Director of Sports Marketing, Visit Kingsport Treasurer: Ray Palmer, STS, President/CEO, Pensacola Sports Immediate Past Chair: Janis Burke, STS, Chief Executive Officer, Harris County - Houston Sports Authority

Going Virtual Blog......................................................................9-10 SBX II Recap ............................................................................11-12 First-Ever Sports Tourism Strategist Graduating Class ................................................................... 15-16 Sports Tourism Learning Institute ...................................... 17-18 New Partners: Threshold 360, EventConnect and Ohio University’s Sports Gambling Education education..... 19-20 Birmingham Events Overview ............................................... 21-24 White Papers Recap .............................................................. 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 Jason Gewirtz, Editor and Publisher/SportsTravel, SportsTravel Magazine Pete Harvey, Director of Sports Development, Buffalo Niagara Sports Commission Gen Howard, STS, Senior Sales Manager, Louisville Tourism Matt Libber, Executive Director, Maryland SoccerPlex Brent Nelson, Sr. VP of Business Development, Greater Orlando Sports Commission Clay Partain, STS, Managing Director, Sports Salt Lake Scott Powers, STS, Executive Director, Experience Columbia SC Sports 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 Milwaukee, Sports Milwaukee, Championed by VISIT Milwaukee Gray Williams, STS, Executive Director, Play Greenville NC J.D. Wood, STS, Director of Business Development and Events, Dallas Sports Commission

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AGMM Recap ................................................................................ 28 Sports Business Journal Member Benefits .............................. 29

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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Letter From President and CEO I am periodically asked to get on a pedestal and announce to the world that sports are leading the nation back in tourism business. From my point-of-view, there are two significant factors that we considered when arriving at our messaging.

• Secondly, once corporate and group travel returns, the overall spending space dwarfs our total sports spending.

So, when that engine restarts, where does that position the sports tourism industry on that continuum?

The undeniable position of strength and complete accuracy is that the sports events and tourism business is the main catalyst for the reentry and restart to the hospitality and tourism industry.

Hundreds of face-to-face meetings with our industry destination leadership (DMO leaders, Destinations International meetings, and Sports Commissions) have demonstrated to me over the last few years that they clearly understand sports contributions to their sales and the economic impact on their regions. Today, it is clear that those sports events are the catalyst to the reentry, restart, and reinvigoration to the tourism industry - and in some cases, the ONLY business.

Greater Cleveland Sports Commission

• First and most importantly, there are hundreds of billions of dollars on the sidelines waiting to be spent on leisure tourism. For example, just try to get into our National Parks, beaches or camping sites.

Columbus, GA Sports Council

But first, let’s get a few facts out of the way so we can get to our point of view:

Al Kidd President and CEO

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Rockford Area CVB

Make a difference and THINK BIG!

Visit Baton Rouge

Palm Beach County Sports Commission

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Sports Events And Tourism Continues to be The Catalyst For Business and Tourism Reentry

NOW OPEN

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thousand sq.ft. under one roof

FLSportsCoast.com

An unbeatable destination for cheer, wrestling, volleyball, basketball, martial arts and other sporting events, Florida’s Sports Coast is the perfect place to tackle your next BIG tournament or team training event.

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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 • • • • • • • • • • • • •

Membership Chart 569 TOTAL (as of 6/28/2021)

411

Destinations

105

Rights Holders

53

Industry Partners

MEMBERS

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Amelia Island CVB Beaver County Tourism Destination Bryan Discover Avondale Great Lakes Sports Commission Mid-Atlantic Amateur Sport Alliance (MAASA) Nathan Benderson Park Oak Creek Sports Commission Ruston Sports Complex Sand Mountain Park & Amphitheater St. Charles Business Alliance Visit Corpus Christi Visit Williamsburg

Rights Holders • Beach Soccer World Wide S.L. • Combat Sports Concepts

Industry Partners • • • • • •

Athletes Hospitality Caesars Entertainment Graduate Hotels Pellucid Travel SportsBR STAYKER

Sports ETA Event Calendar October 25, 2021 Women’s Summit Birmingham, AL

January 26-27, 2022 Chief Executive Summit Las Vegas, NV

October 25-26, 2021 Facilities Summit Birmingham, AL

March 1-3, 2022 4S & Rights Holder Summit El Paso, TX

October 25-28, 2021 Symposium Birmingham, AL

May 2-5, 2022 Symposium Fort Worth, TX

Life in the Front Office Podcast April

June (2)

The Madness of March Madness: Ryan Vaughn, President, Indy Sports Corp, and Eric Neuburger, Stadium Director, Lucas Oil Stadium.

Click here to listen

FIFA World Cup Bid Process: Jason Siegel, President & Chief Executive Officer, Greater Orlando Sports Commission, Terry Hasseltine, Executive Director, Maryland Sports, Monica Paul, Executive Director, Dallas Sports Commission, and Jackie Reau, Committee Member, Cincinnati Local Organizing Committee FIFA World Cup 2026.

Click here to listen

May HostingAn NFL Draft: David Gilbert, President & CEO, Greater Cleveland Sports Commission and Aubrey Walton, Director, Event Location Strategy & Planning, NFL Events.

Click here to listen

June (1) Preparing for Tokyo: Craig Cress, Executive Director, USA Softball, Kate Reisinger, Director of Sports Performance, USA Fencing, and Adam Andrasko, CEO, USA Artistic Swimming.

Click here to listen

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July Paralympics Team USA: Julie Dussliere, Chief of Paralympic Sport, United States Olympic & Paralympic Committee and Will Waller, CEO, National Wheelchair Basketball Association.

Click here to listen

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Catching Up With Our Communities Women’s Community Group Spotlight Community Leaders: Linda Logan, Executive Director, Greater Columbus Sports Commission Bree Nidds, Vice President of Sales, Discover Lehigh Valley Sports Gray Williams, STS, Executive Director, PlayGreenville NC Kayla Adams, Sports Sales Manager, Greensboro Area Convention & Visitors Bureau

Overview and Mission: The Women’s Community is dedicated to the advancement of women in the sports tourism industry. This passionate community meets (virtually) the last Wednesday of every other month with the exception of in-person meetings at industry events and months with holidays. Sessions are curated to include content pertaining to professional development, networking, best practices, and advocacy.

The composition of this community is relatively balanced; an even number of suppliers and event organizers regularly attend meetings and the Linkedin Community Group contains 60+ active professionals. All active Sports ETA members are welcome to join this community.

2021 Initiatives Professional Development • Develop virtual speaking schedule • Provide mentoring opportunities Networking • Meet with group virtually every other month • Invite a colleague / industry peer to join • Host in-person meet-up during an upcoming tradeshow or conference Best Practices • Survey membership on interests and how we can work together Advocacy • Building personal brands • Advocating for yourself • Life balance / how to get more flexibility

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“

I like being part of the Sports ETA Women’s Group because of its supportive nature, and the emphasis on relationship building in relaxed settings.

— Valerie McCutchan, Director of National Sport Programs, NIRSA

Sports EIC

How Members Can Get Involved Members can get involved in three ways: 1. Subscribe to our Women’s Group here to receive information on future meetings.

2. Join our Linkedin group here for information and updates.

3. Feel free to reach out to any of our Women’s Community Group leaders with questions and other ways to get involved.

• Linda Logan, Executive Director, Greater Columbus Sports Commission • Bree Nidds, Vice President of Sales, Discover Lehigh Valley Sports • Gray Williams, STS, Executive Director, PlayGreenville NC • Kayla Adams, Sports Sales Manager, Greensboro Area Convention & Visitors Bureau

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Current Status and Economic Impact of Transgender Bill Legislation B Y J A C K I E R E A U , G A M E D AY

The participation of transgender and transsexual people in competitive sports is a controversial issue, particularly where athletes who have gone through male puberty are notably successful in women’s sport, or represent a significant increased injury risk to female-by-birth competitors.

Resistance to transwomen Resistance to transwomen competing women’s sports Resistance to transwomen competing in in women’s sports competing in women’s sports

generally focuses on physiological attributes such as Physiological Attributes Attributes height and weight, or performance Physiological metrics such as speed and strength—and whether sustained testosterone suppression can adequately reduce any natural advantages Resistance to transwomen of male body characteristics competing in women’s sports within a given women’s sport.

Physiological Attributes

Performance Metrics Performance Metrics

Access regulations requiring that transathletes compete Performance Metrics against athletes of the same assigned sex at birth and requiring sex verification testing have been used.

Proponents of such regulations regard them as necessary to ensure fair competition, while opponents regard them as discriminatory.

Additionally, there is no service or organization that tracks the number of transgender athletes nationally. While it is difficult to determine the number of transgender people in the United States, a recent Gallup survey released this year estimated that about 0.6 percent of the country’s adults identify as transgender.

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The Political Debate Thirty-three states have introduced more than 100 bills related to transgender athlete participation across the country, with advocacy groups calling 2021 a record-breaking year for such legislation. Many of these bills are rapidly making their way through state legislatures.

On April 6, Arkansas became the first state to outlaw providing gender-affirming treatment to minors, a move that the American Civil Liberties Union said would “send a terrible and heartbreaking message” to transgender youth across the country.

According to data from the Human Rights Campaign, one of the nation’s largest LGBTQ advocacy groups, at least 117 bills have been introduced in the current legislative session that target the transgender community.

It’s the highest number the organization has recorded since it began tracking anti-LGBTQ legislation more than 15 years ago.

The flurry of bills come as part of a Republican response to an executive order signed by President Joe Biden on his first day in office, called “Preventing and Combating Discrimination on the Basis of Gender Identity or Sexual Orientation.” The order broadly expanded transgender protections in employment law to schools and other areas of government oversight, but did not create any new guidelines when it came to school sports. (Forbes)

organization learned of an anti-transgender bill being considered in the host state’s legislature. The legislation would have barred transgender youth from participating in school sports consistent with their gender identity, according to USAC, although they did not say which state the championship was slated to host. The legislation in the unnamed state was passed into law. Subsequently, USAC is currently reviewing new venue options, which they have deemed as “feasible.”

Ellen Staurowsky, a sports media professor at Ithaca College and national expert on social justice in sport, said the NCAA’s threat of pulling championships has had real impact on policy decisions by state lawmakers. Staurowsky noted that a slight change last year to the NCAA’s Confederate flag policy, which said that championships would not be played “in states where the symbol has a prominent presence,” effectively pressured Mississippi legislators and Governor Tate Reeves to remove the Confederate battle emblem from the state’s flag.

January 20, 2021 President Joseph R. Biden signed an Executive Order Preventing and Combating Discrimination on the Basis of Gender Identity or Sexual Orientation.

The order prohibits discrimination based on gender identity or sexual orientation, affirming a Supreme Court ruling from last year that said work places could not fire people for being gay or transgender.

The Economic Impact on States that Restrict Transgender Women in Sports According to USA Today, the ramifications of these discriminatory bills on states’ economic and financial health are also well-documented. A UCLA study found that the social, economic and health effects of stigma and discrimination against LGBTQ+ people negatively impact Texas’ economy by tens of millions of dollars each year. Another study by the Texas Association of Business estimated that discriminatory legislation could result in an estimated economic loss to Texas’ gross domestic product ranging from $964 million to $8.5 billion.

This month, USA Cycling announced that they will change the venue for the 2021 USA Cycling Marathon Mountain Bike National Championship after the S P O R T S E TA

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As we know, the final four games of the NCAA Division I men’s basketball tournament can bring in between $250 million and $300 million for a host city in a good year.

A city hosting the women’s tournament can reap between $100 million and $125 million, and other sports championships -- there are about 90 events total -- can have significant economic impact.

Companies and Advocacy Organizations Take A Stand So far, 106 companies have signed the Business Statement Opposing Anti-LGBTQ State Legislation stating their clear opposition to harmful legislation aimed at restricting the access of LGBTQ people in society. Companies objecting to these bills include: Amazon, American Airlines, Altria, Apple, AT&T, AirBnB, Dell, Facebook, Google, Hilton, IBM, IKEA, Microsoft, Nike, Paypal, Peloton, Pfizer, Uber, and Verizon.

We expect states to continue to introduce legislation on both sides of the issue for the foreseeable future. While the new laws—and court challenges—will be debated for years to come, destinations need to be aware of their state’s regulations and the financial ramifications. Rights holders need to be aware of the host state’s stance on the issue as they plan future events and how they will form selection criteria their destination.

Read the full white paper

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Going Virtual to Create A New Event Called Virtual Artistic Swimming B Y B AY L E E R O B I N S O N , E V E N T S & M E M B E R S H I P D I R E C T O R , U S A A R T I S T I C S W I M M I N G

Looking back at 2020 and what we all went through is overwhelming, but it also shows how resilient the sport industry can be. Last year was full of planning, cancelling, planning again, moving, postponing and transitioning into a virtual world. To say 2020 was stressful and exhausting is an understatement of the year, it was so much more. It was devastating to watch but looking back now I can see how successful we all really were.

USA Artistic Swimming (USAAS) went through a lot of same struggles but as a unique sport we were able to create a unique competition opportunity, Virtual Artistic Swimming. We never thought COVID-19 would last as long as it did and we wanted to provide our athletes a light at the end of a dark tunnel. Our athletes had now gone over a year without an in-person event and the motivation to keep training without a goal is mentally and physically discouraging. With a little creativity and teamwork USAAS was able to host its first Virtual Artistic Swimming Competition.

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Artistic swimming is a unique sport and because athletes are judged with no head-to-head competition, virtual events were a realistic opportunity. The initial struggle was that a virtual event didn’t have a rule book and there was no one to turn to, so we created the rule book.

We created rules for how teams should record their routines, how music should be imported and how routines needed to be submitted. We created a platform that allowed for fair scoring that provided judges with a clear view of the routine, with high quality and from the comfort of their own home. And then, we had to put it

all together to stream the “live” event for teams to enjoy.

A month later we hit play on our first USAAS Virtual Year End Competition. Four hundred athletes from across the United States were able to compete again, were able to swim against their peers and got to watch artistic swimming live.

But we didn’t stop there. After all the success we had hosting our competition, we said to ourselves why stop.

Let’s host the FINA Artistic Swimming World Series, virtually. Let’s bring athletes and judges from across the world together for a chance to compete for their country on the virtual stage.

Photos courtesy of Liz Corman Photography

Bringing virtual to the world stage brought many more challenges to the event. We needed to create a better scoring platform that can be easily understood for all languages. We had to create a competition format that simulated the pressure of an in-person event but could be recorded from their home pool. We then had to create a production worthy enough to be streamed and desired to be watched, virtually.

USAAS could not have done this alone and with the support of its member clubs, ISS and FINA we were able to successfully host the first FINA Artistic Swimming World Series, USA, Virtual event. Twelve countries from around the world were able to compete in solo, duet, mixed duet, team, free combination and highlight events.

As rewarding as these events were to host, they did not come without stress and failures. As an events director you plan for your events and may spend a week or so hosting them. Virtual events are hosted for a month or more and there is a lot of screen time. We were 100% reliant on the technology that we created to make virtual work and watching it fail day after day was upsetting.

Additional items needed to be taking into consideration when hosting virtual compared to in person and these include: • Language barriers • Multiple time zones for meeting schedules • Training your staff to use virtual software • Teams need to secure pool time (in a pandemic) to record their routines • Virtual judging • Creating a video production which takes more time than we ever imagined.

With a little bit of luck and a lot of teamwork, we did it.

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SBX II Recap

SportsBIZ XChange II was a succe

event, May 18-20, with over 10 ho

and networking opportunities am

and tourism industry colleagues.

“Through our research and on-going communication with our members and sports events rights holders, we know there are budget and travel limitations at this time. SportsBIZ XChange II allowed our members to conduct business with dozens of industry decision makers in a matter of days through innovative technology.”

— Al Kidd, President & CEO, Sports ETA

We are thrilled with the registration turnout as it exceeded our goals and expectations.

By the numbers: Destinations - 102 Industry Partners - 15 Event Owners - 40 Total - 157

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I had 17 really good meetings that we hope to turn towards tournaments.

Take a look at the stats and what happened at SBX II:

– Andrew Vorce, Total Meeting Requests:

T2 Sporting

2,644

essful three-day

ours of business Total Meetings:

mong sports event

1,656

.

SBX is perfect to meet with planners and discuss future events all in the comfort of

Total Meeting Participants:

157

your office. It is the perfect length to get business done while doing your daily work. – Nick Kleva, Visit South

Total Time Spent in the Marketplace by Attendees:

Bend Mishawaka I liked having a

49,144 minutes

platform to reconnect with colleagues in the industry. – Cole Lacey, Wicomico County Recreation, Parks & Tourism S P O R T S E TA

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Total Views in the Event Owner Locker Room:

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Sports Tourism Strategist Graduates “On behalf of the entire team at Sports ETA, I am thrilled to congratulate our first class of Sports Tourism Strategist (STS) Graduates! We are excited to share your accomplishments and recognize the commitment you’ve shown towards your professional education.”

- Al Kidd, President & CEO, Sports ETA Meet the first class of STS Graduates: • Caleb Peterson • Josh Anderson • Joseph Piotrowski • Shannon Anglin • J.C. Poma • Adam Ashton • Christy Raley • David Boyd • Tim Ramsberger • Shelby Connett • Erin Randall • Cindy Cowart • Dana Randt • Carlos Deliz • Chris Robinson • Courtney Fegter • Alden Rosner • John Mark Freeze • Marcia Rozell • JJ Greer • Paul Sheehan • Lauren Hatton • Cindy Smoak • Drew Hays • Patrick Stewart • Torye Hurst • Ryan Strickland • Angie Jepsen • Carl Toups • Joey Jewell • Tyler Weyant • Nikki King • Bryan Kunz • Katie Langland • Jerrine Lee • Holly Leiker • Charlene Lennon • Teresa Lewis • Kali Mork • Michelle Naval • Brian Persky 15

CONGRATULATIONS!

“

Throughout the program I have learned several key industry standards and best practices, including analytics, innovation, event security, marketing, and much more. I look forward to incorporating the knowledge I have learned in the program to further our sports tourism development and promotion efforts in Greenville-Pitt County.

— Paul Sheehan, STS, Director of Sports Development,

Greenville - Pitt County Sports Commission

A special congratulations from Al Kidd (President & CEO, Sports ETA), Dr. Jennifer Stoll (Research & Education, Sports ETA), Mike Price, STS, CTA (Executive Director, Greater Lansing Sports Authority, Sports ETA Chairman) and Brian Persky, STS (Director of Sports Event Development, Discover Kalamazoo Sports, Sports ETA Education Standards Advisory Council).

Click to watch S P O R T S E TA

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Sports Tourism Learning Institute Start Your Sports Tourism Strategist Certification Now! It’s never too late to begin your certification as a Sports Tourism Strategist (STS).

To acquire your STS designation, you must complete a total of 32 credits. You can now earn STS credits by enrolling in the Sports Tourism Learning Institute’s self-paced and self-guided Certificate Playbook courses. Attending in-person STS classes at the Symposium this October will also earn you credits. What’s keeping you from achieving your goals?

Certificate Playbook Highlights: The Sports Tourism Certificate Playbook is your source for in-depth knowledge on a range of essential industry topics. 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.

Online certificate courses are self-paced so you can consume the content at your convenience, and in-person certificate courses will be held in conjunction with a variety of Sports ETA live events throughout the year. Completion of the course material will earn you a designated Certificate of Achievement from the Sports Tourism Learning Institute, as well as increased knowledge to separate you and your organization from the pack.

Course Name: Introduction to Sports Tourism Certificate

I had the pleasure of getting to know sports tourism firsthand during my nine years at my hometown tourism agency, where I competed for and won the rights to host a multitude of signature events, developed national marketing and media partnerships, and created and executed events that generated global media reach. These are all results that can be produced for brands and destinations near and far, regardless of market size or location. The beauty of tourism is that every community has its own unique story to tell. I’ve been fortunate to find success by figuring out what that story is, telling it with creativity and tact, working hard with the long-term in mind, building relationships with like-minded professionals, and remaining committed to what’s next.

Content Provider: Nicholas Povalitis About the Course: Introduction to Sports Tourism is designed to provide existing, new, and aspiring sports tourism professionals with a comprehensive foundational understanding of the industry’s inner workings. The course will explore concepts including the history of the industry, business relationships, trends and issues, and professional development.

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Tell us about your role in the sports events and tourism industry.

After nearly two decades of business development and marketing work in university, private sector and tourism settings, I recently launched Plus Seven Company as a content marketing company that specializes in delivering winning experiences and events, brand building and public relations, and tourism marketing and sales advisory work.

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What learners did you have in mind when you were developing this course?

It’s for anyone new to the industry and for those who work in ancillary spaces who find value in getting a comprehensive look at sports tourism. We are a $100-plus billion industry that blends the efforts of event operators, governing bodies, destinations and sports commissions. And while we all lean on each other for this to work, we also need hoteliers,

Know Your Numbers: Intro to Finance Certificate Content Provider: Greg Pepitone, Tourism Economics About the Course: Income statements, balance sheets, cash flow, accounting methods, pro formas and more. This course is designed for anyone who has ever wanted a clearer understanding of the core components of finance, applicable to any industry. Elevate your knowledge of this key area of business through this 5-session course breaking down principles of finance in an understandable and intimidating way.

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Tell us about your role in the sports events and tourism industry.

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What learners did you have in mind when you were developing this course?

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What’s one implementable take-away learners will get from this course?

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What’s your most memorable experience working in this industry?

I am a Senior Economist at Tourism Economics with more than 13 years of experience providing strategic advisory services to clients in the sports, convention, and tourism industries. I focus in the areas of economic and fiscal impact assessment, market viability and strategy, business planning and analysis, and facility and other capital project planning.

This course was made for employees in the sports events and tourism industry that have little to no finance experience, but are interested in learning about introductory financial concepts to further advance in their current role or elsewhere within the industry.

In addition to learning how to read financial statements, learners will discover how to develop a program for a potential project and determine whether or not it will be financially beneficial to take on that project.

The first project I worked on was a market analysis for an NFL stadium in the Las Vegas market. Over the years, we worked on multiple iterations of that project to understand the demand for and utilization of a stadium under various scenarios and later for an arena for numerous scenarios. Eventually, an arena was built. It was one of the most memorable projects because it was interesting to see how the project evolved over time and to ultimately see it come to fruition. I also had the opportunity to tour the venue when construction was nearly complete and attend a concert at the venue shortly after it opened.

Cost: Members: $399 | Non-members: $499

Register Now

restaurants, shops, media and so many more because of the holistic nature of what we do. The goal during the course build-out was to feature some of the industry’s best work samples and practices while underscoring the reality of change and disruption. The pandemic reminded us all of the importance of remaining committed to lifelong learning and growing, and that aligns well with SportsETA’s doubling down on providing quality educational content and data.

Like the Sports Tourism Learning Institute, the intent of this course is to help lift up the industry from the entry level on.

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What’s one implementable take-away learners will get from this course?

Success is on you, but you’re not alone. We are going to get curveballs thrown our way throughout our careers and lives, and that’s a reality that becomes manageable when we know our value, prepare to the best of our abilities, and are willing to embrace change. And if you’re ever feeling lost or in need of advice, pick up the phone and call an industry colleague. Conversation and idea-sharing is invaluable and it’ll be a refreshing break from your screens!

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What’s your most memorable experience working in this industry?

There have been quite a few times where I’ve said yes to or created opportunities that have made me uncomfortable and excited. These are the decisions that only a few people see in real-time, but they continuously yield the best and furthest-reaching results for me professionally and personally.

These are the decisions that laid the foundation for securing first-time national and international events, creating viral events and developing programs that earned many national recognitions. But it’s those event concept sketches, the discussions about dream projects and the thrill of saying yes that mean the most. And once you put the work in to see a new idea through, my absolute favorite sports tourism memories include those where my family is in attendance to enjoy the program’s end result.

Cost: Members: $399 | Non-members: $499

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Sports ETA Announces New Partnerships Sports ETA and Threshold 360 Announce Strategic Partnership to expand Sports Tourism Discovery Options Sports tournaments are a leading driver for travel and tourism, impacting both fly- and drive-market travel. The new partnership provides immediate access for Sports ETA members to a new entry-level Threshold Platform bundle specifically designed to provide consistent, re-targetable dynamic content for sports and events tourism destinations, sports industry partner’s facilities and event owners. The quickly-growing availability of Threshold Virtual Tours will support Sports ETA members in the expansion of their existing digital efforts, providing a new kind of interactive content to help drive online sports and event bookings.

“We’re excited to partner with the leading trade association in the sports events and tourism industry,” said Daniel Kraus, CEO of Threshold 360. “Sports ETA will be an invaluable partner for us in helping deliver the best of sports destination experiences online, and provide options in a market where visual understanding of sports facilities and related hospitality options is more important than ever.”

Learn more here.

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Sports ETA and Ohio University Partner to offer Masters Certificate in Sports Gambling Education In partnership with Ohio University’s Sports Gambling Education program, Sports ETA is offering its members a new education offering in the fast-moving legalized sports betting industry.

Sports ETA and EventConnect announce the first-ever live business dashboard for the sports events and tourism industry The EventConnect Pulse powered by Sports ETA will provide key industry insights for destinations and events rights holders alike to reference as they develop business plans. The dashboard includes year-over-year data: Travel registrations, average night stays in U.S. hotels, average nightly hotel rate, a heat map of the United States where events are being held and the number of events being held by event type, among other insights.

The dashboard is available here.

Check out the first quarterly report now.

“The EventConnect Pulse powered by Sports ETA is the only real-time tracker of key metrics for the sports events and tourism industry,” said Al Kidd, President of CEO of Sports ETA. “It is important for our industry to track trends and capitalize on opportunities to make better business decisions, especially during post-pandemic recovery.”

The Masters Certificate in Sports Gambling Education, comprising three online courses, will help sports events tourism leaders understand the landscape of legalized sports gambling and how to best leverage it. A 15% discount on tuition will be offered to Sports ETA members and industry partners. To learn more about the program, visit sportsgamblingeducation.com.

“Sports ETA provides ongoing education that is important to the sports events tourism industry,” said Al Kidd, CEO & President of Sports ETA. “Our partnership with Ohio University’s Sports Gambling Education program will provide our industry with the knowledge they need to leverage this game-changing industry of legalized sports gambling.”

“Managing the issues surrounding legalized sports betting in the United States is a complex task,” said Jim Kahler. “That’s why Ohio University has partnered with US Integrity and Cyanna Education Services to deliver a new online program for SGE: Sports Gambling Education.

Subject matter experts from the gaming industry, college athletics, higher education and more have joined to deliver an exciting online program for legalized sports gambling awareness.”

Learn more here.

This program will benefit college athletics departments, professional sports organizations, legal professions, event directors and more Learn More Here.

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Birmingham Schedule of Events We’re Excited to See You in Person Again!

October 25, 2021 Sheraton Birmingham Hotel Birmingham, AL About Developed by top women leaders in the sports events and tourism industry, the annual Women’s Summit will inspire you to achieve your career goals. The Sports ETA Women’s Summit offers attendees solutions to build stronger bonds with their community, advocate for themselves, and hone their leadership skills. Attendees will takeaway tools and resources to elevate their personal brand and become more valuable to their organization after attending the Sports ETA Women’s Summit.

Who Should Attend • Women in sports events and tourism at all levels of experience, who want to expand their network and grow in their careers • Sports events and tourism professionals who champion the hiring and advancement of women in the industry

Registration is now open.

Member Rate:

$299

Non-Member Rate: $399

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Schedule

Subject to change

7:45AM - Registration Opens 8:00AM - 8:30AM .......... Breakfast Buffet 8:30AM - 9:30AM .......... Opening Session 9:30AM - 10:00AM ....... Table Discussions 10:00AM - 11:00AM .... Education Session 11:00AM - 11:30AM .... Table Discussions 11:45AM - 1:00PM ....... Group Luncheon 1:00PM - 3:00PM ........... Deep Dive Education Session 3:00PM - 3:45PM ........... Table Discussions/Recap 4:00PM - 6:00PM ........... Wine Education and Networking

October 25-26, 2021 Birmingham Jefferson Convention Center Birmingham, AL About Developed by industry leaders in sports facilities, events, and tourism, the Sports Facilities Summit provides education and networking to sports tourism professionals through expert presentations, facilitated discussions, case studies and networking. The Sports Facilities Summit is valuable content for facility developers, sports facilities personnel and vendors, destination professionals and sports event owners.

The 2021 Sports Facilities Summit provides targeted educational content in addition to participation in the Sports ETA Annual Symposium with historical exposure to 1,000+ attendees.

Registration is now open.

Who Should Attend • Stadiums & Arenas • Sports Complexes • Sports Destinations • Sports Facility Vendors • Sports Parks

Schedule

Subject to change

Monday, October 25 8:00 AM ........ Exhibitor Booth Set-Up 12:30 PM ..... Facilities Trends and Funding 2:00 PM ........ Operational Procedures in a Covid World 3:15 PM ........ Sponsorship for Facilities 4:45 PM ........ Networking Mixer

Member Rate: Photos courtesy of Maryland SoccerPlex

• Convention Centers • Developers & Architects • Indoor/Outdoor Facilities • Non-Traditional Sports Venues • Parks and Recreation

$299

Non-Member Rate: $399

Tuesday, October 26 8:00 AM ........ Breakfast

(combined with Sports ETA Symposium Opening Breakfast) 10:00 AM ..... Technological Advancements in Facilities and Venues 12:00 PM ..... Networking Lunch 1:45 PM ........ Education & Networking 4:00 PM ........ General Session - Industry Power Panel

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October 25 - 28, 2021 Birmingham, AL

Build relationships with hundreds of sports events and tourism professionals at the 29th Sports ETA Symposium. We’re on the move and can’t wait to see you there!

Register Now

Schedule

Subject to change

(All times are Central Time.)

Sunday, October 24 11:00 AM - 5:00 PM Exhibitor Set-up

(Facilities Summit Sponsors Only) 3:00 PM - 6:00 PM Registration Desk Open

Monday, October 25 8:00 AM - 5:00 PM 8:00 AM - 6:00 PM 8:00 AM - 7:00 PM 9:00 AM - 11:00 AM 12:30 PM - 5:00 PM 7:00 PM - 9:00 PM

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Marketplace and Exhibitor Booth Set Up Women’s Summit* Registration Desk Open STS Certificate #1* Facilities Summit* MVP Reception (Invite Only)

Tuesday, October 26 7:00 AM - 5:30 PM 8:00 AM - 9:45 AM 10:00 AM - 11:45 AM 10:00 AM - 11:45 AM Noon - 1:30 PM 1:45 PM - 3:45 PM 4:00 PM - 5:00 PM 6:00 PM - 9:00 PM

Registration Desk Open Opening Session & Breakfast Education Sessions Facilities Summit Networking Luncheon Stations One-on-One Appointments Industry Power Panel - General Session Kickoff (Opening Party)

Photo courtesy of Katy Anne on Unsplash

Hosted by

Rise Up Recognition Award We all endured a lot in 2020 as we saw our industry completely come to a stop. During that time, we know individuals and organizations rose to the challenge and helped make their community and our association better. We would like to hear from anyone and everyone that has positive outcomes from the struggles that occurred last year. Whether you were fighting against COVID related issues, natural disasters, social justice movements or more, we want to hear from you. Tell us how you or your organization helped make positive outcomes during the struggles we faced in 2020.

There will not be a winner selected for this award, but we will recognize all who submit for this category at the Symposium in October.

Criteria: • One (1) page max description of how your Destination qualifies to be recognized. Photos and videos can be submitted, but not required. 5 attachments max.

• One (1) Submission per member organization Click to upload submission.

Deadline to submit recognition is August 29, 2021.

Wednesday, October 27

Thursday, October 28

7:30 AM - 8:45 AM 7:30 AM - 4:00 PM 7:30 AM - 6:00 PM 9:00 AM - 10:00 AM 10:15 AM - 12:15 PM 12:30 PM - 2:00 PM 2:15 PM - 3:45 PM 4:00 PM - 5:00 PM

5:00 PM - 6:00 PM 6:00 PM - 9:00 PM 9:00 PM - 11:00 PM

7:30 AM - 4:00 PM 8:00 AM - 9:00 AM 9:15 AM - 11:15 AM 11:30 AM - 1:00 PM 1:00 PM - 7:00 PM 1:15 PM - 3:15 PM 1:30 PM - 5:00 PM 1:30 PM - 5:00 PM

6:00 PM - 9:00 PM

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Networking Breakfast Stations Vendor Demo Day Registration Desk Open Education Sessions One-on-One Appointments Luncheon - Awards and STS Graduates One-on-One Appointments General Session - National Youth Sports Forum Panel Halftime Networking Event Open Evening Extra Innings

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Registration Desk Open Education Sessions One-on-One Appointments Closing Session & Luncheon - HOF Exhibitor Teardown & Moveout Certificate #2* Birmingham City Tours* Birmingham Venue Tours for Rights Holders (Invite Only) Overtime (Closing Party)

*Additional fees apply Click Here For Frequently Asked Questions.

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Expanded Definition of Success for the Sports Events and Tourism Industry

BY J E N N I F E R S TO L L , P H D, S T S

For many years, the primary metric for success among sports events and tourism organizations has been economic impact, usually equivocated with hotel room night generation. In other words, sports events and tourism’s primary objective was to solicit non-local travelers to a destination resulting in maximum room-night generation – commonly referred to as “heads in beds.”

As the industry has evolved, it has become apparent that hosting sporting events in a certain locale provides deeper value than solely counting heads in beds.

However, despite the growing body of evidence underscoring the widening value of sports events and tourism efforts on the local community, industry-accepted expanded metrics of success have significantly lagged.

Confining the scope of industry success to room nights presents several limitations to the industry: It does not account for the reality that a variety of reasons exist for hosting an event, not all of which center on filling hotel rooms. This is the why of the event. Every event is different and thus, has a different rationale profile when determining whether to host/build the event and measuring its success. The ranking and scoring of these rationales are also highly audience dependent.

For example, a community may host an event due to the platform it provides to enhance the destination’s brand perception and awareness, or earned media, rather than due to economic impact. This is often the case with large-scale sporting events due to the incremental costs associated with hosting. The collective sports events and tourism industry would be wise to embrace a substantial expansion of what success means and how it is measured.

It limits the ability of sports events and tourism operators from telling the whole story, which is comprised of many facets beyond lodging occupancy. By telling a more complete story about the value of sports events and tourism entity eorts, we can expand funding mechanisms, build ambassadorship, and increase overall organizational sustainability. Short changing the story of events in our destinations stifles our ability to leverage those impacts into broader community value propositions. For example, contribution to the quality of life that is then conveyed in the business recruitment efforts of a community.

Also, it compromises the industry’s innovation and advocacy potential. Prior to – and now during the pandemic – industry organizations from all segments (destinations, rights holders, industry partners, etc.) find themselves in a crucial position to understand, prove, and articulate a wider value chain back to the community more than ever before. There are small pockets of our forward-thinking industry colleagues who have begun forging through the brush to bring attention to other metrics of success. However, the collective sports events and tourism industry would be wise to embrace a substantial expansion of what success means and how it is measured. Not only is the expanded definition of success conversation emerging in the U.S., but parallel conversations are also occurring at international sport levels as well.

Read the full white paper 25

Tourism Improvement Districts: Securing Dedicated Funding for Sports Tourism

FUNDING

B Y C I V I TA S (July 9, 2021)

As we emerge from the COVID-19 pandemic, sports commissions and sports-focused destinations should look for creative ways to take advantage of the post-pandemic momentum to diversify their funding sources.

Tourism Improvement Districts (TIDs) are the next frontier for sports tourism, as these special self-assessments on tourism-related businesses generate dedicated revenue to bid for, host, and market sports events. Some destinations have even used TIDs to fund local events and capital improvements for sports facilities, benefitting both residents and visitors alike. By looking beyond the traditional bed tax model to sustainable funding sources such asTIDs, sports commissions and sports-focused destinations will emerge more competitive in the new age of sports tourism.

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An evolution of the Business Improvement District, a TID’s purpose is to benefit the assessed businesses within its specified territory. The assessment is determined by business owners – the payors – at the formation of the district. Hotels have traditionally paid assessments on room nights; however, some districts include assessments on restaurants, attractions, and retail. The TID is governed by a nonprofit comprised of the assessed businesses, and because the funds raised must be used to benefit the payors, unlike taxes, they are immune from government diversion. There are currently over 190 tourism improvement districts nationwide, spanning 17 states and collectively raising approximately $500M per year.

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Some destinations are already using TIDs to support sports tourism, typically by providing direct grants to rights holders to host events. For example, Destination Missoula (MT) and Visit Denver (CO) used TID funds to provide grants to sports events, Placer Valley Tourism (CA) built a new sports facility by bonding TID funds, and the Spokane Sports Commission’s budget has historically been 50%-funded by its TID. As sports commissions emerge from the pandemic, it is clear TIDs should be at the top of the list for new funding opportunities. For a more in-depth look at how TIDs are applied for sports tourism, download the full white paper at CivitasAdvisors.com.

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Your group belongs at The Beach.

MyrtleBeachSports.com

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Annual General Membership Meeting Sports ETA announced new board leadership as elected at the Virtual Annual General Membership Meeting on June 22, 2021.

NEW IDEAS

The 2021 Officers of Sports ETA are: Chair Michael Price, STS, CTA Greater Lansing Sports Authority.

Price has served as executive director of Greater Lansing Sports Authority for the past 15 years and is a long-time committee chair with Sports ETA. He is the co-founder of Pure Michigan Sports, the state sports association for Michigan and serves as the groups lead.

Immediate Past Chair, Janis Burke, STS, Harris County – Houston Sports Authority. Burke has served as CEO of the Harris County – Houston Sports Authority for the past 15 years. Under her board leadership, Sports ETA unveiled the landmark study “2019 State of the Sports Tourism Industry Report in America presented by the Sports Events and Tourism Association in partnership with the Northstar Meetings Group.” The report concluded that U.S. sports travelers, event organizers and venues spent a total of $45.1 billion in 2019, an increase of over 5 percent from the previous year, generating $103.3 billion in direct, indirect and induced business sales.

Click to watch 2020 Recap Video

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Vice Chair Don Dukemineer, STS, CHSP, Decatur Morgan County Tourism. Dukemineer serves as the Director of Sports Development for Decatur Morgan County Tourism. He also serves as the Chairman of Sports Alabama, the state’s sports association.

Secretary Frank Lett, STS, Visit Kingsport. Lett has served as the Senior Associate Executive Director at Visit Kingsport for the past 15 years. He is also actively involved in Play Tennessee, the state’s sports association.

Treasurer Ray Palmer, STS, Pensacola Sports. Palmer has served as the President/CEO of Pensacola Sports for the past 19 years.

Eight of ten proposed bylaw amendments passed.

View the newly updated Sports ETA Bylaws here.

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Sports Business Journal Partnership Sports Business Journal has partnered with Sports ETA to provide you with additional membership benefits!

Sports Business Journal sits at the epicenter of the sports industry. SBJ provides the news, the networking and the data to equip the most powerful executives in sports business to make more informed decisions, deals and partnerships. SBJ’s award-winning media content is delivered via multiple media platforms, unparalleled networking opportunities through its hallmark events and awards and market-leading data.

Sports Business Journal’s weekly and daily content provides original reporting and news aggregation, plus newsletters, podcasts and video. SBJ’s renowned events create opportunities for lead generation and partnerships as well as showcase the industry’s best talent in widely-viewed awards series. SBJ Atlas is the gateway to the data the industry needs.

To take advantage of your special rate click HERE and use promo code SPORTSETA at check out (or mention to your SBJ representative) to receive a 10% discount. *Offer valid for new subscribers only.

Access the Sports ETA page here, and use code SBJ_ETA_2021 to enter.

Subscription Options Include: SBJ weekly Product highlights include: • Features award-winning original reporting, with in-depth profiles, timely research and expert opinions on the biggest issues and stories in sports business.

• Informative podcasts and videos that showcase leaders in the sports industry.

• Must-read newsletters covering Media, College, Football, and Esports, as well as our widely read premium product, SBJ Unpacks.

• 49 print issues delivered to your home or office.

• Access to easy-to-read digital edition of weekly issue.

• More than two decades of archival stories, profiles, research and data.

SBJ daily Product highlights include: • Daily updates aggregating the stories and spin from more than 600 outlets across the globe.

• Timely, daily updates provide the latest developments and news relied upon by industry leaders.

• The latest personnel hires and promotions, plus exclusive ratings and research from the sports industry.

• Access to more than two decades of archival information, news and data.

SBJ All Access • •

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Includes both SBJ weekly edition and daily content.

Unlimited access to the leading content in sports business, every day and every week.

Track essential news, trends, data and research on sports business.

• Access to our popular newsletters, podcasts, and video series, plus more than two decades of archival news and data.

• SBJ All Access Exclusive – Virtual/streaming access to all 2021 SBJ Events including World Congress of Sports, Sports Business Awards, and topic-specific conferences focused on your segment in sports business.

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E X P E R I E N C E

FOLEY, ALABAMA 16 state-of-the art sports fields, a 90,000 sq-ft event center, 500 acres of unique natural habitat, and ten pristine baseball/softball fields all next to shopping, an amusement park, first-class hotels, and over 100 dining options. #PlayFoley

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251-923-2119 FoleySportsTourism@gmail.com

www.FoleySportsTourism.com

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