Ryan Strickland, STS, Vice President, Play Treasure Coast Sports Tourism
Melissa Thompson, Vice President of Bids & External Affairs, Indiana Sports Corp
Katy Tigchelaar, STS, Vice President of Operations, West Michigan Sports Commission-2025
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Distribution Date: Thursdays. Deadline for content: Wednesday at Noon ET before distribution date.
Letter from the President and CEO
Dear Sports ETA Family,
As we approach the end of another remarkable year, I want to take a moment to reflect on the extraordinary journey we’ve shared and the milestones we’ve achieved together. This holiday season, I am reminded of the strength and resilience of our sports tourism community and the spirit of collaboration that defines us.
Since the last issue of Playbook, our association has reached new heights. The recent 4S & Rights Holder Summit in Chattanooga was spectacular. With an unprecedented 80% increase in participation and three times the number of Rights Holders in attendance, this event set a new standard for success. The energy, insights, and connections generated during those few days reaffirmed our commitment to fostering innovation and growth within the sports tourism industry. More than 25% of the attendees completed the post event survey and their feedback is already being implemented into next year’s event. More importantly, the event rated a 4.7 out 5, making it the highest rated event we have hosted to date. My heartfelt thanks go to the Chattanooga team for being outstanding hosts and to everyone who contributed to making this event unforgettable.
Beyond the Summit, our association has continued to thrive. Membership engagement is at an all-time high, with new members joining our ranks in record numbers. Our educational initiatives, including the ever-popular Sports Tourism Strategist (STS) designation, have expanded, empowering professionals across the industry. We’ve also made significant strides in advocacy and research, positioning Sports ETA as a trusted voice and thought leader in the broader tourism landscape.
As we celebrate these achievements, I am filled with gratitude for each of you—our members, partners, and supporters. You are the heart and soul of your association, Sports ETA, and your dedication inspires us to push boundaries and envision an even brighter future for sports tourism.
I would also like to extend a special thank you to our incredible Board of Directors and the Sports ETA staff. Their unwavering leadership, hard work, and passion have been instrumental in driving our success and ensuring that our association continues to thrive.
As you gather with loved ones to celebrate the holidays and welcome the New Year, I hope you take pride in the impact you have made in your community. May this season bring you joy, peace, and the opportunity to reflect on the incredible contributions you’ve made to our shared mission.
Happy Holidays, and I look forward to seeing you at our upcoming events in 2025!
Yours in Sport,
John David President and CEO Sports Events & Tourism Association
Letter From Your Board Chair
I hope this letter finds you well as most of the country begins to transition into cooler weather in the months of fall and winter. As you read this, I hope your favorite college or NFL team is having the season that you hoped they would.
I want to extend my heartfelt thoughts and prayers to those communities impacted in the Southeast by the hurricanes this fall. I have personally seen the devastation in Northeast Tennessee and Western North Carolina, and I’ve seen the damage in Florida online and on the evening news. The challenges in these communities are significant, and they need all the help and resources we can offer. It will be more of a marathon than a sprint to recovery, but we have your back!
On the association front, what an amazing 4S event in Chattanooga! Record breaking attendance, fantastic speakers, and dynamic networking opportunities. A big THANK YOU to the Chattanooga team for being great hosts!
CE Summit is just around the corner in Fort Worth, February 18 & 19. If you are a President, CEO, or Director of your office, I would highly encourage you to consider attending. The CE Summit continues to grow in attendance and has become a “one up” opportunity as each host community gives its all to outdo the previous host.
There are many other new and exciting opportunities on the horizon for our association. Please follow along on social channels and at SportsETA.org to stay in the game!
Happy Holidays and I look forward to seeing you soon,
Member Services News & Updates
Help us welcome the organizations who have joined Sports ETA in 2024:
Destinations
• AdventHealth Sports Park at Bluhawk
• Arizona Athletic Associates LLC
• Brandywine CVB dba Visit Delco, PA
• City of Oak Creek Tourism
• CRYSP DC
• Cyclone Ballparks
• Discover Kalispell
• Elkhorn Athletic Association
• Emerald Acres Sports Connection
• Engage Franklin
• Experience Prescott
• Explore Brighton Howell Area
• Florence Center / ASM Global
• Gaylord Area Convention and Tourism Breau
• Grand Sierra Resort & Casino
• Hometown Sports
• Mayo Civic Center / ASM Global
• North Country Sports Council
• Oregon Convention Center
• Queen Anne’s County Tourism / TEAM Maryland
• South Fulton CVB
• Sports & Exhibition Authority of Pittsburgh and Allegheny County
• Team Ohio Sports
• Ventura County Coast
• Visit Baytown, Texas
• Visit McKinney
• Visit McMinnville
• Visit Rio Rancho
• Visit Ventura
• Willamette Valley Visitors Association
• Winchester-Frederick County VA CVB
• WYO Sports Ranch
• Yellowstone Teton Territory
Rights Holder
• 1 Movement Hoops
• 213 Eventos Esportivos LTDA
• 5 STAR SPORTS
• All In Play Sports, LLC
• American Cornhole League
• American Jet Sport Association
• B.A.S.S. Events LLC
• Big Bear Tournaments
• BSC SOFTBALL INC
• College Golf Experience
• Cycling Quests, LLC
• Disc Golf Pro Tour
• Enhanced Games Ltd.
• GO Race Productions
• GWN Dragon Boat
• In2uitive Marketing & Events
• International D√∏ds Federation
• Junior Volleyball Association
• Kings Hammer SBD Events
• Legends Championship LLC.
• LR Productions
• National Collegiate Volleyball Federation, Inc.
• NXTPRO Sports
• Ozark Outdoors LLC
• Paradragons USA
• PARALLEX AGENCY
• PLAY Hockey
• Prep Baseball Tournaments
• Professional Bull Riders
• Prospects by Sports IllustratedSoccer
• RCX Sports
• Red Sox Destinations
• Rise Productions
• Shred the North (Canada Snowboard)
• Statewide Esports Summit
• The Ultimate All Star
• Throw No Shade Kickball League LLC
• Top Gun Events
2024 Membership Chart
780
(as of 12/10/2024)
• United States federation for Sport Cheering
• United States Korfball Federation
• USA Dodgeball Inc.
• USA Pickleball
• USSSA
• Varsity Spirit
• Volleyball World SA
• World Axe Throwing League
• World of Step Alliance
• YOFJ, LLC DBA The Monster Games
Industry Partners
• 1783 Group
• ARCO National Construction
• Blue Strike Environmental
• CampusVR
• ConferenceDirect
• Fastbreak.ai
• Generali Global Assistance
• Go4
• GotSport
• HipMaps
• HotelPlanner
• Hyatt Hotels Corporation
• Just Courts Construction
• Member Deals (DBA EBG)
• Northwest Designs
• Pixellot
• Resiada
• Rico Solutions
• Risk Strategies Company
• SEQL
• Sheller Visual LLC
• SportsTrip
• TB Products
• The Barrymore Hotel Tampa Riverwalk
• Wasserman Live
• WISe Wellness Guild
• Zartico
Member Shoutouts
Promotions:
• Ce’Nedra Dillard, STS, Director of Sports Development, Play Greenville, NC Sports
• Casey Doyle, CPRP, 17th Street Regional Complex Manager, Sarasota County Government
• Elle Marks, Senior Vice President of Business Operations, Elite Tournaments
• John Oney, STS, Vice President of Sports and Sales, Visit Virgina’s Blue Ridge
• Taylor Snow, Director of Sports, Connect
• Nate Sweetman, Sports Marketing Manager, Visit Sarasota County
• Laura Teixeira, Chief of Sport, USA Artistic Swimming
• Anthony Terling, STS, Auburn-Opelika Tourism, Sports Development Director
• Jason West, Parks and Recreation Director, Westopolis
James Megna, Harris County - Houston Sports Authority
Triston Monte, Visit Baton Rouge
Michelle Moore, Columbia County Sports Commission
Easton Negron, Individual Member
Suzannah Neitzel, Arizona Athletic Associates LLC
Dan Noake, Individual Member
Cait O’Neal, Visit Casper
Cierra O’Neal, Arizona Athletic Associates LLC
Emma Olsson, Arizona Athletic Associates LLC
Olivia Osteen, King Kat USA
Rick Rachner, In2uitive Marketing & Events
Dalton Rakestraw, National Horseshoe Pitchers Association
Connor Reiche, Sports & Exhibition Authority of Pittsburgh and Allegheny County
Peyton Ringer, Alabama Sports Council
Sierra Robbins, DistiNCtly Fayetteville
Scott Rutherford, USSSA Baseball
Kelly Sacchetti, Brandywine CVB dba Visit Delco, PA
Spencer Schaff, Las Vegas Convention & Visitors Authority
Sarah Sed, World Axe Throwing League
Isabella Shankar, Rancho Cordova Travel and Tourism
Dannielle Sharp, World Axe Throwing League
Carrie Shepeard, HipMaps
Kristal Silva, Ventura County Coast
Dontae Smith, RDU Sports
Shannon Smith, Varsity Spirit
Sam Smith, Greater Grand Junction Sports Commission
Robby Sortore, Varsity Spirit
Eric Steigerwald, MGM Resorts International
Meg Stevens, Arizona Athletic Associates LLC
Karey Stewart, Explore Newnan-Coweta, Inc.
John Stewart, Fastbreak.ai
Adam Stluka, Varsity Spirit
Catherine Stoerker, Alabama Sports Council
Hope Stokes, Amarillo CVB
Ann Stuckey, Simpleview
Jared Sullenberger, United States Collegiate Athletic Association
Careth Tash, St. Louis Sports Commission
Jaimie Tottleben, St. Louis Sports Commission
Brian Tucker, Ventura County Coast
Cayce Turbeville, Varsity Spirit
Ryan Vencer, World Axe Throwing League
Brad Wachler, St. Louis Sports Commission
Evan Walters, World Axe Throwing League
Chase Wiedemann, Individual Member
Sarah Williams, Rome Sports/Georgia’s Rome Office of Tourism
Allison Wolfe, Chattanooga Sports
Alex Wood, Visit Macon
Ben Worley, Arizona Athletic Associates LLC
Erika Wyant, LakePoint Sports
Laura Yoccabel-Dibble, Visit Vancouver Washington!
Community Corner
Exciting news! We’re thrilled to introduce “Community Corner”—a brand-new section in The Playbook dedicated to keeping you up to date on our thriving community groups. Whether you’re looking to get involved, stay informed on upcoming calls, or join the conversation through our LinkedIn groups, Community Corner has you covered. Each group operates on its own schedule— some meet monthly, others bi-monthly or quarterly—so there’s always something to engage with, no matter your availability. Stay connected and be part of the ongoing dialogue shaping our industry!
CEO / Executive Director
NEW in 2024! The CEO/Executive Directors Community Group launched on October 23 and was designed to empower C-suite leaders within the sports events and tourism industry to engage, learn, and grow together. Through this group, leaders will build meaningful connections, gain valuable insights, and collaborate on the challenges and opportunities unique to executive leadership.
College Events
The College Events Community Group aims to foster a collaborative environment for professionals involved in planning, managing, and hosting college sports events. Our mission is to share knowledge, best practices, and innovative ideas to enhance the quality and impact of college sports events within the sports events and tourism industry.
The community last met on September 5 where attendees had the opportunity to go behind the scenes of hosting NCAA Championships with insights from Ryan Tressel. Building on the knowledge from previous sessions on bidding, Ryan shared valuable tips for collaborating with local hosts, smaller schools, and conferences to create memorable events for both student-athletes and the community. Participants also learned strategies for strengthening the relationship between DMOs/CVBs/Sports Commissions, local universities, and the NCAA to ensure successful, impactful championships.
Diversity, Equity, & Inclusion
The Diversity, Equity, and Inclusion Community focuses on educating, celebrating, and welcoming diversity in the sports event and tourism industry. This community will allow space for members to engage in healthy conversations around DE&I, share best practices, and learn from our peers and subject matter experts.
The DE&I community serves Sports ETA members as ambassadors by helping to provide the membership with the tools they need to recruit, diversify, foster inclusion, and advance equity within their organizations. Through these initiatives with our collaboration amongst destinations, industry partners, and rights holders, our goal is to increase the knowledge and exposure of DE&I within the sports events and tourism industry – and continue to expand the industry.
Facilities
NEW in 2024! The Facilities Community is designed to be the leading community for sports venue professionals, empowering members to create, promote, and develop world-class sporting facilities that drive tourism, elevate communities, and support the growth of the sports events and tourism industry. This community last met on October 24 and discussed how to staff up properly in Operations, Sales, Marketing, Finance, Technology, and Customer Service.
Industry Partners
A community for industry partners by industry partners. This group shares best practices, challenges, successes, and more!
Mentoring
To cultivate a vibrant community where individuals are united by a shared passion for learning and a commitment to mutual support. While we facilitate one-on-one pairings between mentors and mentees, our community is more than just a mentoring program; it is a dynamic and collaborative community that encourages active engagement from all members. We believe in the power of collective learning and collaboration, where individuals come together to share insights, experiences, and expertise. The Mentoring community transcends the traditional mentorship model, providing a professional and collaborative space for everyone to actively participate, contribute, and benefit from the wealth of knowledge within our network.
Outdoor Recreation + Open Spaces
The vision of this community is to serve as a leading force in networking, education, and advocacy, using outdoor recreation events to drive sports tourism and further the opportunities provided by natural resources. We aspire to enhance the utilization of these outdoor spaces and highlight their crucial role in advancing the sports tourism industry while respecting the partnerships and conservation of the lands.
Parks & Recreation
The vision of this community group is to create a dynamic and collaborative community where Parks & Recreation professionals, Destination Marketing Organizations (DMOs), and Sports Commissions unite to enhance the impact of sports tourism, promote healthy lifestyles, and foster sustainable community development through the strategic use of parks, recreation facilities, and events.
Rights Holders
This community group is only open to Rights Holder members. They’ll discuss challenges, best practices, successes, and more! They met December 4 to share best practices on all things RFPs.
State Association Leaders
This community is made up of State Association group leaders, and allows for discussions on best practices, challenges, successes, opportunities and more! This group met on December 3 to discuss state association funding strategies.
Small to Mid-Market Destinations
This group is made up of destination members from small to mid-markets who have open and candid conversations on the future of the sports events and tourism industry, including technology, sponsorship, innovation, venues, and more.
Women’s
The Women’s Community is dedicated to the advancement of women in the sports events & tourism industry. Meetings are curated to include content pertaining to professional development, networking, best practices, and advocacy. Discussion topics focus on four primary pillars: professional development, networking, best practices and advocacy.
Young Professionals
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.
Looking to join a community group or two? Please email info@sportseta.org to get started today!
Record-Setting 4S Summit Held In Chattanooga
The annual 4S Summit, a three-day event to share sports events and tourism trends: strategies, services, sales, and sponsorships, saw an 80% growth in attendance from 2023.
Hosted by
The 4S Summit was hosted by Chattanooga Sports, and supported by a network of sponsors, including Fort Worth Sports Commission, Florida’s Sports Coast, Visit Myrtle Beach, Traveling Teams, Team Travel Source, Play Tennessee, Visit Annapolis, Winchester Area Sports Tourism, Panama City Beach Sports, Visit Knox Sports, Rico Solutions, Team IP, Springfield Sports Commission, and Florida Sports Foundation.
John David, President & CEO of Sports ETA, expressed his gratitude to Chattanooga for playing host to the largest-ever 4S & Rights Holder Summit, bringing together key players in the sports events and tourism industry. “We enjoyed three productive days of meetings and education in this great city to discuss best practices, new trends, and business opportunities. With 114 first-time attendees at our 4S Summit, making up 47% of total attendees, and 67 individuals joining their first-ever Sports ETA event, we’re thrilled to see new faces embracing the opportunity to connect and grow in the sports tourism industry.”
The 4S Summit offered more than a dozen educational and networking opportunities over the three days including keynote addresses by Mark Ezell, Commissioner, Tennessee Department of Tourism Development, Jerry Caldwell, President & GM of Bristol Motor Speedway and Dragway, and John Prater, President of Praters Inc. Additionally, Chris McKee, President & COO of McKee Foods, who are known for their Little Debbie snacks shared insights into the company’s sponsorship of the Little Debbie IRONMAN Chattanooga & the Sunbelt Bakery IRONMAN 70.3 Chattanooga.
Sports Touris m Strategists Convene
More than 60 members working toward earning their Sports Tourism Strategist designation or STS maintenance credits attended the course, “Presenting with Authenticity” by Chris Friday of Game On Nation. The session enhances participant’s delivery and presentation skills using the principles of gamification and improvisation. The STS designation provides regular leading-edge content for the sports events and tourism industry offering industry-leading certification programs. Congratulations to Caryn Bradshaw, Sports Salt Lake, Tommy Cassel, Lee County Sports Development, and Timothy Ray, Cobb Travel & Tourism/ Cobb Sports Alliance on earning their STS designation upon completion of this course.
2025 Sports Legacy Fund Beneficiary Announced
The Center for Individuals with Physical Challenges, located in Tulsa, OK, has been selected as the 2025 Sports Legacy Beneficiary. Proceeds from the 2025 fundraising, led by members of Sports ETA, will support the organization’s mission. Tulsa will proudly host the 2025 Sports ETA Symposium from April 14-17.
FOUR MEMBER ORGANIZATIONS HONORED
At the 4S Summit, four members were recognized for their outstanding work in destination branding and marketing as well as event marketing campaigns. The honorees are:
2024 Destination Branding & Marketing Campaign of the Year
– Population 500,000 and above: Maryland Sports Commission
The Maryland Sports Commission has strategically positioned itself as a leading force in sports tourism, utilizing a multi-faceted approach to increase exposure and economic impact. Through a dynamic blend of marketing, partnerships, and community engagement, the Commission consistently elevates Maryland as a premier destination for national and international sporting events. By prioritizing innovation and community-driven campaigns, the Maryland Sports Commission brings unparalleled visibility to its impact on the sports tourism industry, fostering both local pride and global recognition.
Key Objectives of the Branding & Marketing Campaign were:
• Increase visibility and recognition of Maryland’s sports venues and events
• Engage local, regional, and national audiences
• Highlight partnerships with local stakeholders (e.g., venues, teams, athletes)
2024 Destination Branding & Marketing Campaign of the Year
– Population Under 500,000: Eugene, Cascades & Coast Sports Commission
Eugene, Oregon is known around the world as TrackTown USA. The city’s history with track goes back more than 100 years. The Eugene, Cascades & Coast Sports Commission set out to reinvigorate the TrackTown legacy, unite local track and field stakeholders, and inspire the community to welcome the tens of thousands of visitors that would be coming for events this season.
Last fall, the Sports Commission brought over 30 track stakeholders together at the University of Oregon for a roundtable. Attendees included former athletes and individuals from USA Track & Field Oregon, University of Oregon Athletics, TrackTown Events, Oregon Track Club, Warsaw Sports Business Center, Bowerman Curve Collective, Endless Mileage Project and Eugene Marathon.
The roundtable members identified many long-term goals and the immediate need for an ambitious seasonal marketing campaign this year to use community branding and media to reinforce the TrackTown identity within the community and welcome visiting event rights holders, officials, athletes and fans attending events in an effort to:
Position Eugene as the premier destination for elite track and field events
Create alignment of scheduled events at HaywardField at the University of Oregon
Help fill seats at events hosted at Hayward Field
2024 Event Marketing Campaign of the Year
– Population 500,000 and above: Greater Columbus Sports Commission
The Greater Columbus Sports Commission (GCSC) in Ohio’s capital city has a mission to rally Columbus to compete and win sporting events, provide a singular athlete and fan experience and positively impact image, economy and lifestyle. Since 2002, GCSC has hosted more than 1,100 sporting events, generating an estimated $1.5 billion in direct visitor spending.
Hosting the U.S. Figure Skating (USFS) Championships was a long-time goal for GCSC. In late 2022, Columbus was named the host city for the Championships and began planning the integrated marketing communications campaign for the event’s debut in Columbus. The U.S. FigureSkating Championships determine the national champions across several skating disciplines and help determine which skaters represent the U.S. in international competitions like the Winter Olympics, World Championships and Four Continents Championships.
Since 1914, it has been held in 46 cities, most often in the Midwest and Northeast. Until this year, Columbus was the largest city in those regions that had yet to host the event. In January 2024 (Jan.22-28), Columbus hosted the Prevagen U.S. Figure Skating Championships at Nationwide Arena, in the heart of the Arena District neighborhood.
The marketing campaign’s purpose was to promote the championships being held in Columbus and secure a high attendance for the event. There were two primary goals for the marketing campaign:
To position Columbus as a premier destination for high-profile sporting events
To showcase the city’s vibrant culture, making a lasting impression on athletes, fans and media audiences alike
2024 Event Marketing Campaign of the Year
– Population Under 500,000: Corpus Christi Sports Commission
was created to honor and recognize the best athletes, teams, and sports figures in the Coastal Bend region. Organized by the Corpus Christi Sports Commission, this inaugural event, held on June 6, 2024, was a landmark in celebrating the legacy and impact of sports on the community. The event brought together athletes, coaches, and sports enthusiasts to celebrate both the past year’s standout performers and local legends who have shaped the region’s athletic history. The campaign’s core objective was to increase awareness of the newly formed Corpus Christi Sports Commission and establish the Coastal Bend Sports Hall of Fame & Awards Show as an annual tradition. The marketing campaign aimed to sell 500 tickets, generate significant digital engagement, and highlight Corpus Christi’s rich sports culture. The overarching goal was to unite the local sports ecosystem under a single, celebratory banner while strengthening community pride and encouraging future sports tourism.
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Beyond the Game: How New Orleans Sets the Standard for Hosting Mega Events
As New Orleans prepares to host the Super Bowl for the 11th time on February 9, 2025, it’s an opportunity to showcase the city’s vibrant culture, modern amenities, and rich history. With this opportunity comes the chance to reflect on past experiences, learn from them, and implement innovative strategies that enhance the Super Bowl experience for visitors and locals alike.
The National Football League (NFL) and Greater New Orleans Sports Foundation have planned an extensive roster of official events and activations for Super Bowl LIX, including fan experiences, community-driven initiatives and more.
“New Orleans is known for its rich history, legendary culture and iconic venues. The Host Committee and the city are proud to put our most symbolic and well-known landmarks on display for the hundreds of thousands of traveling fans and members of the media ahead of Super Bowl LIX,” said Jay Cicero, President and CEO for the Greater New Orleans Sports Foundation and Super Bowl LIX Host Committee. “We’ve been working closely with our partners at these venues to create a unique experience for all fans, visitors, and locals.”
Embracing Its Legacy
New Orleans is no stranger to the Super Bowl, having hosted this iconic event 11 times. The last Super Bowl,
XLVII, in 2013, was a significant success, generating an estimated $480 million in economic impact. In 2025, Super Bowl fans can expect a vastly upgraded experience compared to 2013, thanks to significant investments in infrastructure and amenities. The estimated economic impact is $500 million for February’s events.
Upgraded Facilities
The Mercedes-Benz Superdome, now known as the Caesars Superdome, has undergone a massive $450 million renovation. The enhancements focus on creating a more modern feel while adding a plethora of fan amenities. Fans can expect expanded seating, improved concessions, and a heightened gameday atmosphere designed to keep fans engaged.
The Ernest N. Morial Convention Center has also benefited from a $300 million renovation, allowing the venue to host a wider range of events and experiences leading up to the big game. New hotels, including the
Four Seasons and a luxury property at Harrah’s Casino featuring Nobu, are now available to accommodate visitors in luxury. The Four Seasons even includes a new attraction on the 33rd floor, “View Orleans,” providing breathtaking panoramic views of the city, along with interactive exhibits that showcase the city’s culture.
Collaboration & Community are Keys to Planning
According to Walt Leger, President & CEO at New Orleans & Co., whose organization is a partner to the LOC, collaboration is imperative for successfully hosting a major event like the Super Bowl.
Here are a few lessons learned in 2013 that informed planning for the next Super Bowl in New Orleans.
Community Collaboration
One of the most significant lessons was the power of community collaboration. In 2013, we learned that a united front among government, businesses, and nonprofits is essential for a successful event. This time, we have strengthened partnerships across sectors to ensure that all stakeholders are engaged and prepared for the influx of visitors. Our collaborative efforts extend to improving accessibility and infrastructure, with approximately 300 community projects aimed at enhancing the visitor experience.
Celebrating Local Businesses
During the 2013 Super Bowl, we saw how local businesses can creatively engage with the event. In 2025, we will encourage businesses throughout New Orleans to put their unique spin on the Super Bowl. From special menus at restaurants to themed displays at retail outlets, we want every corner of the city to celebrate the event in its own special way. This approach fosters a sense of pride among residents and creates a memorable experience for visitors. If you are in New Orleans in February, you will know the Super Bowl is here.
The estimated economic impact is $500 million for February’s events.
Revitalizing the Riverfront
New Orleans has also prioritized improvements to its riverfront, enhancing access to the Mississippi River. This revitalization includes recreational spaces that invite visitors to enjoy the beautiful waterfront while indulging in local cuisine from nearby eateries. The recent renovations to the aquarium and surrounding areas offer exciting opportunities for family-friendly outings, ensuring there’s something for everyone during their visit.
Compact Footprint
New Orleans is fortunate to have a compact city layout, making it easy for visitors to navigate. We learned the importance of optimizing this compactness during the last Super Bowl, allowing attendees to explore various attractions with minimal travel time. We’ve streamlined transportation and accessibility to ensure visitors can enjoy the vibrant atmosphere throughout the city, from the Superdome to the French Quarter and beyond.
Super Bowl Experiences Announced
From the Super Bowl Experience to the Super Bowl Soulful Celebration, the planned events will showcase New Orleans culture in its week-long programming. The Host Committee has curated an extensive lineup of activities that engage both visitors and locals.
For instance, the Super Bowl Experience, held at the Ernest N. Morial Convention Center, will offer interactive football-themed activities, meet-and-greets with current and former NFL players, and the chance to see the Vince Lombardi Trophy up close. The Super Bowl Soulful Celebration at the Mahalia Jackson Theater will bring together diverse musical talents, showcasing the rich cultural fabric of the city.
In a nod to the famous Mardi Gras celebrations, the city will host the Super Bowl Host Committee Parade through the French Quarter. This event will feature themed floats, marching bands, and local performance groups, creating a festive atmosphere that encapsulates the spirit of New Orleans. This parade is not just about the Super Bowl; it’s about celebrating the city’s culture and inviting everyone to join in the fun.
Culinary Highlights
Food is at the heart of New Orleans culture and will be on full display during Super Bowl Week. The Taste of the NFL event at the National World War II Museum will feature top chefs from the region, showcasing culinary delights while supporting a worthy cause: tackling food insecurity among children. This event underscores a commitment to community while delivering a taste of what New Orleans has to offer.
New Orleans will welcome the world for Super Bowl LIX, armed with lessons from the past and a look to a future legacy for residents and visitors alike with significant investments in facilities, infrastructure, and a nod to community collaboration.
The New Orleans Super Bowl LIX Host Committee, led by the New Orleans Saints and the Greater New Orleans Sports Foundation, is responsible for planning, executing, and hosting the City’s record-tying 11th NFL Championship game on February 9, 2025. The Host Committee works in partnership with the National Football League to deliver a successful Super Bowl LIX while driving lasting social and economic impact in the Greater New Orleans area. Learn more about the New Orleans Super LIX Host Committee at nolasuperbowl.com.
Super Bowl LIX events and venues include:
Super Bowl Media Center Powered by Verizon at Ernest N. Morial Convention Center
Sunday, Feb. 2 – Monday, Feb. 10, 2025
The Super Bowl Media Center powered by Verizon is the central hub for official press conferences and media activity throughout Super Bowl Week.
Super Bowl Opening Night Fueled by Gatorade at Caesars Superdome
Monday, Feb. 3, 2025
Fans are invited to the Caesars Superdome ahead of Super Bowl LIX for an exciting evening celebrating the AFC and NFC champions as they arrive in New Orleans. The event will give fans a sneak peek of the iconic Super Bowl imagery at Caesars Superdome prior to gameday and offer an exciting opportunity to hear directly from Super Bowl players and coaches during their only public appearance before the big game.
Super Bowl Experience at Ernest N. Morial Convention Center
Wednesday, Feb. 5 – Saturday, Feb. 8, 2025
Super Bowl Experience – the NFL’s immersive football festival – is a family-friendly event held annually during Super Bowl Week. This event will offer fans the chance to meet current NFL players and Legends for autographs, shop for exclusive gear at the NFL Shop presented by Visa, and enjoy interactive games and NFL FLAG clinics.
Super Bowl Soulful Celebration at The Mahalia Jackson Theater
Wednesday, Feb. 5, 2025
The annual “Super Bowl Soulful Celebration” is the NFL’s only sanctioned inspirational concert, uniting cultures through the power of music, faith, and football. Celebrating 26 years during Super Bowl LIX, this year’s event is themed “Keep Going” and will take place on Feb. 5, 2025, at New Orleans’ historic Mahalia Jackson Theater of Performing Arts. Featuring performances from diverse genres such as R&B, Gospel and Country, past artists include Kirk Franklin, Patti LaBelle, Earth, Wind & Fire, Yolanda Adams, T-Pain, Mary Mary, Snoop Dogg, Mickey Guyton, and more.
Q&A with William Bloom
Director, Sports and Tour Travel - US & Canada, Louisiana Office of Tourism
1. How does hosting the Super Bowl in New Orleans align with Louisiana’s broader tourism and economic development goals?
Super Bowl LIX will certainly draw significant economic impacts, exposure to our brands and destinations, as well as spur qualify of life within the New Orleans region and even the entire state of Louisiana. With hosting the largest domestic sports event, Super Bowl LIX will draw consumers and sports enthusiasts from all over the world, inspire corporations for growth opportunities in Louisiana, and fully illustrate that New Orleans and Louisiana destinations are fully capable of acquiring and hosting premier sports events to deliver on memorable experiences.
2. What steps is the state taking to ensure this event reflects the unique cultural identity of Louisiana while also creating a welcoming atmosphere for visitors from across the country?
One of those special projects includes the Louisiana Cultural Festival. The Louisiana Office of Tourism (LOT) will be partnering with the French Market Corporation and the New Orleans Super Bowl Host Committee to produce the Louisiana Cultural Festival, a cultural event to engage consumers with Louisiana cultural pillars specifically spotlighting our food, music, and overall culture across three Louisiana regions, North, Central, and South. This event will take place on Friday and Saturday, February 7th and 8th, from 11AM – 5PM, and it will completely engage incoming consumers to a larger cultural view of the host community, region, and state. Living up to our motto, we promise to our visitors that Louisiana will Feed Your Soul.
3. Can you speak to the partnerships between the state and local businesses or organizations to maximize the economic impact of the Super Bowl?
In partnering with our tourism stakeholders around the state and our sister agency, Louisiana Seafood Marketing and Promotion Board, we are assisting with several special projects with the New Orleans Super Bowl Host Committee to assist with garnering more exposure to tourism organizations and brands within, and outside the Greater New Orleans Region to fully maximize exposure and utilization of our state businesses and to inspire travel in more Louisiana communities from this record Super Bowl. To maximize in-state economic impacts, we are assuring that we are promoting and using statewide organizations to fulfill special activations during the Super Bowl or sharing the uniqueness as inspiration.
NFL Honors Presented by Invisalign at the Saenger Theatre
Thursday, Feb. 6, 2025
NFL Honors presented by Invisalign, an Align Technology brand, will celebrate the best in the league, recognizing standout performances and achievements from the 2024 season.
Louisiana Culture Festival at the French Market
Friday, Feb. 7 – Saturday, Feb. 8, 2025
The French Market, in partnership with the Host Committee, Lieutenant Governor Nungesser, Louisiana Office of Tourism, and the National Park Service, will host the Louisiana Culture Festival from Friday, Feb. 7 –Saturday, Feb. 8. 2025. The festival will highlight the many cultures of Louisiana with unique booths and activations featuring local Native American tribes and a cultural corner with basket weaving, storytelling, and cooking and dance demonstrations. Jazz and Zydeco bands will also contribute to the programming with live performances during the festival.
Super Bowl Host Committee Parade in the French Quarter
Saturday, Feb. 8, 2025
Showcasing the magic of Mardis Gras, the first-ever Super Bowl Host Committee Parade will be held on Saturday, Feb. 8, 2025, from 10 a.m. to 12 p.m. CT, in the heart of the French Quarter. The parade is a celebration of New Orleans hosting its record-tying 11th Super Bowl, featuring Super Bowl-themed floats from NFL partners, high school and college marching bands, and local stomping groups, all highlighting the city’s unique culture to the world.
Taste of the NFL at the National World War II Museum
Saturday, Feb. 8, 2025
Taste of the NFL is a culinary and gridiron extravaganza – it’s the NFL’s largest philanthropic culinary event held during Super Bowl weekend, featuring top chefs, NFL greats, captivating entertainment, and the shared mission of tackling food insecurity among children in Louisiana and nationwide.
Three Ways to Extend Your Visitors’ Stay
As sports events tourism leaders, we understand the thrill of a big tournament and the excitement it brings to our cities. However, to truly capitalize on this influx of visitors, we must go beyond just hosting events. To extend the stay of our visitors, we can leverage our destination’s cultural and food scene using best practices in hospitality.
Jason Suitt of Visit Baton Rouge offers a few strategies that can transform a short visit into an extended experience for your next group.
Embrace Local Culture
Every destination has a unique culture that reflects its history and community. To entice visitors to linger longer, think about curating cultural experiences that celebrate your local heritage.
For instance, in Baton Rouge, visitors can take in the vibrant music scene, enjoying genres like jazz and zydeco. Collaborating with local musicians for live performances before and after games can create an
immersive experience that connects visitors to the essence of your city. Additionally, partnering with local artists for pop-up exhibitions during sports events can provide visitors with a taste of your creative scene. Encourage attendees to explore art galleries or craft markets, highlighting the talent that often goes unnoticed. By integrating cultural experiences into the sports tourism schedule, you not only extend visitors’ stays but also enrich their understanding of your community.
Highlight Culinary Delights
Food is a universal language, and it can serve as a powerful tool to entice visitors to explore more of what a city has to offer. In Baton Rouge, the city boasts a culinary landscape that fuses Creole and Cajun influences, creating a unique gastronomic experience. To capitalize on this, think about designing food tours that guide visitors through iconic eateries, local markets, and food festivals.
Consider hosting tasting events featuring local chefs who showcase signature dishes. In Baton Rouge, we might feature gumbo, jambalaya, and beignets. Pair these culinary experiences with sports events by organizing pre-game tailgating that emphasizes local flavors. By making food an integral part of the visit, you can entice guests to explore more restaurants and try new dishes, encouraging them to extend their stay to savor every bite.
Partner with Your Hoteliers to Customize the Guest Experience
It’s important to note that exceptional hospitality can transform a good visit into an unforgettable experience. Training staff to provide warm welcomes, personalized recommendations, and local insights can make a significant difference.
For instance, consider creating a “Sports Concierge” program, where trained staff offer insider tips on local attractions, dining options, and cultural experiences tailored to visitors’ interests. Go a step farther and encourage the hotel staff to have reservations on hold or discount ticket offers on hand.
As we know, fostering partnerships with hotels, local businesses, and attractions can enhance the overall experience. Offering package deals that include game tickets, accommodations, and cultural or culinary experiences can encourage visitors to stay longer. By implementing these best practices, you can create a seamless experience that invites guests to immerse themselves in your city’s offerings for a few extra days.
Livin’ on Tulsa Time
Whatever you’re looking for, Tulsa has it.
Whether it’s basketball or bass fishing, Tulsa has the facilities, venues and infrastructure needed to make your event the best it can be.
When the next tournament, championship or showcase comes around, Tulsa will provide you with an unforgettable experience, both on and off the competition floor. Our team works with a diverse group of local partners ready to provide you the best experience possible, from hotel room rates to advertising and marketing to your audience.
WHAT MAKES TULSA, TULSA ?
Tulsa is a diverse sports destination in the middle of America with a thriving, multifaceted cultural fabric, a respect for our history and a vision for our future.
We are the Capital of Route 66®, with 28 miles of the Mother Road in the city limits. From neon signs to Instagram-worthy landmarks, there are plenty of unique shops, restaurants and stories along the historic highway to make your visit unforgettable.
Tulsa is also home to three sovereign tribal nations: Cherokee, Muscogee (Creek) and Osage. Native American culture permeates the city, from historical sites like the Council Oak Tree, art exhibits at the Philbrook Museum of Art and several Native-owned shops, restaurants and events.
Historic Greenwood District, or Black Wall Street, is a hub for Black history, culture and business. Greenwood Rising Black Wall Street History Center is an award-winning venue offering a deep dive into the legacy of Black Wall Street’s origins, the tragic events of the Tulsa Race Massacre and Greenwood’s rise to becoming the place it is today.
Tulsa is home to Gathering Place, a two-time winner of USA Today’s “Best City Park,” and now, a brand-new waterfront featuring Zink Lake, Tulsa Wave Park whitewater flume and Williams Crossing pedestrian bridge
WORLD-CLASS VENUES THE GUEST EXPERIENCE
Whatever the sport, competition, game or showcase, Tulsa has the venue for it:
• BOK Center: A 19,199-seat, state-of-the-art sports and entertainment venue that hosts major concerts, sporting events, ice shows and more.
• Cox Business Convention Center: Award-winning, 275,000-square foot facility that has hosted several sporting events, as well as galas, receptions, trade shows, concerts and conventions.
• Expo Square: Home to one of the largest clear-span buildings in the world, Expo Square’s 240-acre campus has hosted everything from national horse shows to circuses.
• Titan Sports Complex: A central sports hub for the entire Tulsa sports community and a 190,000-square foot facility home to 8 basketball courts, 16 volleyball courts, 6 pickleball courts, 11 soccer fields, a 16,000-square foot fitness center and much more.
• USA BMX Headquarters: Hardesty National BMX Stadium is an outdoor free-span arena with seating for 2,000 hosing weekly racing, practices, coaching clinics, training camps and several World Cup events just north of downtown Tulsa.
• WeStreet Ice Center: Opened in 2024, the Ice Center is the practice home of the Tulsa Oilers ECHL hockey team and home to two full-size ice rinks, a full-service bar and grill, pro shop, arcade and more.
COME PLAY!
Tulsa has a history of hosting a wide variety of top-level sporting events. Some recent notable events include:
• PGA Championship golf (2022)
• NCAA and Big 12 wrestling championships (2023 + annually for the latter)
• USA Gymnastics Championships (2023)
• NCAA men’s basketball tournament (2017)
• Big 12 baseball tournament
• Arabian & Half Arabian Championship Show (annually)
• Chili Bowl Midget Nationals racing (annually)
EXPLORE
When not on the field (or court, or track), Tulsa offers an eclectic mix of entertainment options. Find live music any night of the year at any number of places around town, and for those of-age, we also have a thriving brewery and craft beer scene. Tulsa offers an array of restaurants for even the most selective pallet, as well as a number of educational and historical venues and exhibits.
Get your kicks in the “Capital of Route 66®” when you attend this year’s Sports ETA Symposium. Unmatched venues, award-winning attractions, and live music every night of the week await. Home to the USA BMX Headquarters, the BOK Center, ONEOK Field and the brand new Tulsa Wave Park, T-Town really is the city of everything you could ask for—and more.
Make the most of life on Tulsa time. Scan the codes and start exploring.
visittulsa.com/sports
Hilton Annual Trends Report Predicts 2025 to be the ‘Year
Reprinted with permission from Hilton
Emerging Trends – from the Go Getaway and Hurkle -Durkling to the Rise of Frolleagues and MeMooners – Spotlight How Travelers Will Work to Have It All in the Coming Year
MCLEAN, Va. – 2024 was the Year of the Great Recharge, where sleep retreats made headlines, mindful drinking rose in popularity and wellness-themed guest rooms took off. Today, as the post-pandemic leisure travel boom normalizes, travelers surveyed in Hilton’s annual Trends Report are looking to pair their desire to relax and recharge with high-impact adventures and experiences to maximize their time and financial investment.
“Our 2025 Trends Report uncovers what has been simmering for years – the intersection of work and play; of relaxation and adventure; of being alone but together. Travelers don’t just want to choose their own adventure – they want to maximize every moment of their time away,” said Chris Nassetta, president and chief executive officer, Hilton. “This new data reveals a fascinating dichotomy and growing focus on experiences that will keep us on our toes, constantly evolving to meet the needs of tomorrow’s traveler.”
Report findings were uncovered after extensive global research, involving 13,000 travelers across 13 countries, feedback from over 4,100 Hilton team members and in-depth interviews with dozens of Hilton travel experts. Trend highlights include:
Adventure-seeking “go getaways” take on restorative sleep retreats and “hurkle-durkling”
• Go Getaways: 7 in 10 global travelers enjoy being active when they travel, with 1 in 5 leisure travelers planning outdoor adventures in 2025.
• Sleep Retreats & Hurkle-Durkling: 1 in 5 global travelers indulge in Hurkle-Durkling, the Scottish phrase for “lounging in bed all day” while on vacation, and more than a quarter of travelers will book a spa or wellness treatment to enhance their sleep.
“Time Travel” and “Slow Travel” Accelerate
• Time Travel: 58% of global travelers who travel with their kids revisit destinations from their own childhood, embracing nostalgia.
• Slow Travel: 1 in 4 leisure travelers are planning to explore the world and different cultures in 2025, leaning into the Slow Travel trend: the act of traveling and immersing yourself into a destination for an extended time as a local to fully experience the culture.
“High-Tech Travel” Meets “Digital Detox”
• High-Tech Travel: 63% of travelers place importance on having the option of a digital room key, allowing them to go straight to their room without stopping at the front desk.
of the Travel Maximizer’
• Digital Detox: 24% of global travelers admit to disconnecting from social media more than they used to during vacations.
Fido and frolleagues take the stage
• Pet-Friendly: 25% of MeMooners, or solo travelers, often travel for leisure with their pets – more often than the average leisure traveler (19%).
• Frolleagues: Today, nearly 30% of global travelers often travel with Frolleagues, friends who are also colleagues, on their leisure adventures.
Gen alpha and memooner travelers surge
• The Gen Alpha Effect: 70% of global respondents with children choose vacation destinations based on their kids’ preferences.
• MeMooners Rising: 64% of solo travelers consider a good book their favorite travel partner.
Foodie exploration and tempo drinking
• Will Travel for Food: Nearly1 in 5 of global leisure travelers seek out new restaurants or culinary experiences, with 50% of travelers booking restaurant reservations before their flights.
• Sober Curiosity Evolution: In just the past year, 1 in 4 global travelers* has either reduced or stopped their consumption of alcohol, reflecting the growing Tempo Drinking trend, or the mindful practice of moderating the pace and volume of drinking alcohol.
From Inner Discovery to Outward Cheering
• Soft Travel: More than 1 in 5 travelers plan to getaway for selfdiscovery or mental health when traveling for leisure, leaning into “Soft Travel,” or travel that encourages simplicity or spontaneity.
• Surge in Sports: From 2019 to 2024, Hilton Worldwide Sport Sales revenue tripled in volume - 80% of which is driven by youth or amateur sports.
Hilton continues to innovate to meet the needs of travelers globally through an unmatched portfolio of industry-leading brands plus exclusive partnerships that create more experiences for guests to dream about. From Hilton dramatically expanding its portfolio of luxury hotel experiences with the addition of nearly 400 boutique properties from the exquisite Small Luxury Hotels of the World (SLH) collection, to its exclusive partnership with premier outdoor hospitality company AutoCamp, Hilton is providing exceptional stay experiences for every traveler for every stay occasion.
For more information on how Hilton is staying ahead of travel trends and to view the findings, read the full 2025 report at stories. hilton.com/2025trends. To start planning 2025 travel, visit Hilton.com
Embracing Esports: A New Frontier for Sports Events Tourism
With an ever-growing global audience and a diverse participant base, esports or competitive video gaming offers unique opportunities for engagement and economic growth. Consider adding esports to your sports events programming to embrace this phenomenon to engage a next gen audience.
THE RISING POPULARITY OF ESPORTS
According to a recent McKinsey report, the number of video game players worldwide has surged from 1.9 billion in 2018 to 2.6 billion in 2023. This growth reflects a broader trend where younger generations are spending more time playing video games than watching traditional television. In fact, consumers born between 1995 and 2010 now dedicate more time to gaming than any other leisure activity, a statistic that presents an untapped market for event organizers.
The increasing engagement with video games is also reflected in mobile gaming trends. In just five years, weekly time spent on mobile games has nearly doubled from 40 minutes to almost 100 minutes, and projections suggest it could reach 160 minutes by 2027. By 2030, an estimated 40% of the global population will be gamers. These numbers highlight not only the popularity of gaming but also its potential as a cornerstone of future events.
One successful collaboration is happening in Chandler, Arizona with a new intitative for the school district to build esports studios, engage students and host local and statewide tournaments. The Chandler School District is the second largest in the state serving nearly 45,000 students across all their school facilities.
Here are some tips from Kim Meltzer, CEO of Destination Esports, Sophany Tibke, an Instructional Technology Specialist and Educator at Chandler (AZ) School District and Julie Solomon, CMO of CCS Presentation Services and CCS Esports.
WHY ESPORTS SHOULD BE PART OF YOUR PROGRAMMING
Engage Younger Audiences
Esports provides a platform to engage with younger demographics that traditional sports may not reach. High schools and universities across the United States have embraced esports, establishing teams and clubs that foster a sense of community and camaraderie. By collaborating with local educational institutions, event organizers can tap into this enthusiastic audience and provide them with exciting opportunities.
For example, Meltzer, whose company, Destination Esports, designs esports events and tournaments, emphasizes the importance of integrating esports into overall event strategies. By creating tournaments that appeal to both competitive players and casual spectators, organizations can attract new fans and participants who may not be interested in traditional sports. Think about adding an esports experience into a fan fest or traditional sports tournament.
Career Pathways
Esports isn’t just about competition; it also offers pathways to career development. Many students involved in esports aspire to pursue careers in technology, game design, and professional gaming. Esports programming, especially in the education setting, has the potential to create a clear path for high school students to transition into college and, eventually, professional esports careers.
By partnering with local colleges and tech manufacturers like Logitech, you can create programs that support students in their esports journey. This not only enriches the educational landscape but also strengthens the local economy by retaining talent within the community.
Community Building
Esports serves as a powerful tool for community engagement. It reaches students who may feel marginalized or disconnected from traditional school activities or sports. By fostering a competitive yet supportive environment, esports can create bonds among students, teachers, and local businesses.
Tibke, an esports advocate for the Chandler School District, notes how esports can connect students with their schools and peers, promoting a sense of belonging through teamwork and shared experiences. Organizing local tournaments can also attract families and community members, transforming esports into a community-wide celebration.
BEST PRACTICES FOR LAUNCHING ESPORTS EVENTS
If you’re considering launching an esports tournament or event, here are some best practices to guide you.
Collaborate with Local Schools
Start by connecting with local high schools and colleges that have existing esports programs. Tour their esports studios, assess their facilities, and understand their needs.
This collaboration can provide valuable insights into what works best in your community and how you may fill a gap in the calendar by creating a new tournament event.
Invest in Infrastructure
Successful esports events require appropriate infrastructure, including high-quality gaming equipment and reliable internet access. Solomon suggests a tech audit which can help identify necessary investments in labor and equipment to ensure your events run smoothly. The audit will complement your overall strategic event plan.
Build a Mobile Esports Solution
To maximize the reach of your esports programming, consider creating a mobile esports solution that can bring events directly to your community. This approach allows for flexibility and accessibility, enabling more participants to engage without the need for a permanent venue.
Focus on Accessibility
Esports can be a more inclusive environment compared to traditional sports. By providing adaptive controllers and technology, you can ensure that everyone has the opportunity to participate, regardless of their physical abilities. Again, this will be an important aspect of your tech audit.
Market the Event Effectively
Utilize social media and local gamer networks (through high school and college programs) to promote your events. Highlight the competitive nature of the tournaments, the excitement of watching top players, and the community spirit they foster. Make sure to appeal to both gamers and non-gamers by emphasizing the social and entertainment aspects.
Esports represents a significant opportunity for the sports events tourism industry to engage with a new generation of participants and fans. By embracing esports as part of your event programming, you can tap into a growing market that values innovation, competition, and community.
Incorporating esports into your events not only caters to the interests of younger audiences but also fosters career pathways and builds stronger community ties. As the world continues to shift towards digital engagement, esports will undoubtedly play a vital role in shaping the future of event tourism. It’s time to seize this opportunity and lead the charge into the next frontier of sports engagement.
Create Buzz with Your Annual Program Announcements
The traveling baseball extravaganza known as the Savannah Bananas announced their 2025 season during a live YouTube stream sharing their tour schedule to 1.75 million subscribers with a program called “The 2025 Banana Ball World Tour Draft.” All in all, the show which lasted almost two hours featured a live audience of sponsors and ticket holders, fun skits by players and coaches, and boasts 180,000 views and counting.
As you think about the public announcement of your 2025 programs, here are some creative ways to create buzz and ultimately, calendar holds for your events.
Virtual Season Kickoff Show: Host a live-streamed event where fans can tune in to see exclusive interviews with players, coaches, and staff, as well as previews of key games and new additions to the team or organization. Incorporate behind-the-scenes footage and interactive elements like fan Q&A.
Citywide Scavenger Hunt: Create a scavenger hunt across the city with hidden clues at partner locations, offering fans the chance to win season tickets, merchandise, or exclusive meet-and-greets. Each location could feature QR codes with sneak peeks of the upcoming season.
Community Festival or Open House: Host a familyfriendly festival or open house at your venue, featuring player/coach appearances, interactive games, and free
giveaways. This can serve as a fun way to rally local support and excitement before the season kicks off.
Season Trailer Video with Fan Participation: Collaborate with fans to create a “hype” video for the season, asking fans to send in clips of themselves cheering or showing team pride. Release the video across social media platforms as a countdown to the season opener.
Pop-Up Merch and Promo Truck: Launch a branded truck or pop-up tent around town that doles out team swag, food vouchers, and promotional items for upcoming games or tournaments. Fans who visit could receive codes for discounts on tickets or enter a drawing for VIP season experiences.
Themed Social Media Challenge: Start a social media challenge that gets fans involved by creating videos, photos, or posts with the season’s theme or hashtag. Offer rewards for the most creative submissions, such as game tickets, field access, or a shoutout on the team’s social platforms.
Photos courtesy of Visit Baton Rouge
From the Sports ETA 4S Summit: Insights from the Services Community
BY CARYN BRADSHAW, MANAGING DIRECTOR, SPORTS SALT LAKE, AND AMBER BREWER, EVENT SERVICES MANAGER, VISIT ROCHESTER
At the recent Sports ETA 4S Summit, the Services Community was launched during an educational session where key strategies were discussed including effective communication, creative event servicing, and volunteer management.
The Power of Communication: Bridging Gaps Between Stakeholders
One of the most critical elements in hosting successful sports events is communication. It may seem basic, but when done right, it ensures a seamless experience for everyone involved—event organizers, facilities, athletes, spectators, and local communities.
Before event participants and spectators arrive, it is essential to establish clear channels of communication between the event’s local organizing committee (LOC), facilities, and key partners. This means sharing crucial logistical details like transportation schedules, event timelines, and venue specifics early in the process. The more information your stakeholders have, the more confident they will feel when navigating the event.
At Sports Salt Lake, a top focus is on ensuring all partners are in the loop with timely updates. Internal teams work closely with venue managers and local businesses to keep everyone on the same page. Additionally, participants are provided with pre-event materials and destination guides that offer useful information about the venue and local attractions, making it easier for attendees to plan their time in the area.
Communicating with Clients and Visitors
For participants and spectators, knowing what to expect when they arrive is critical. Provide event attendees with destination information in advance, whether through digital event guides, welcome packets, or an event app. This can include hotel recommendations, local dining options, transport details, and points of interest. If visitors are aware of all the exciting experiences your destination has to offer, they are more likely to extend their stay and explore the community beyond the competition.
It’s also essential to communicate to the community about events taking place, particularly if they affect local traffic, parking, or business hours. Keeping stakeholders, including local businesses and residents, in the loop fosters goodwill and helps avoid potential disruptions.
Every destination has its unique features and charm, and the key to creating unforgettable sports events is leveraging these to enhance the experience for athletes and spectators alike. Creativity in event servicing can transform a routine competition into something extraordinary.
Caryn Bradshaw
Amber Brewer
Utilizing Local Assets to Elevate the Experience
Look for ways to incorporate local culture, history, and attractions into your event offerings. For example, at Visit Rochester, we’ve partnered with local artists, musicians, and chefs to create themed food trucks and entertainment zones around key event venues. This allows spectators to enjoy a taste of the community while supporting local businesses.
In addition to cultural elements, local sports facilities can be used in creative ways to engage participants. Whether it’s hosting pre-event meet-and-greets with athletes, organizing training clinics, or offering behind-the-scenes access to sports facilities, there are many ways to add value for both competitors and fans.
Sports tourism is about more than just the competition. Consider how you can create memorable experiences for spectators. This could involve building fan zones with interactive activities, fan contests, or live music to amplify the excitement. In Salt Lake City, we often use surrounding parks and open spaces to host family-friendly activities and create a more immersive environment for fans of all ages.
Volunteers: The Heartbeat of Your Event
We all know that volunteers are integral to the success of any sports event, but acquiring and maintaining an engaged volunteer workforce requires thoughtful planning. Whether it’s helping with registration, assisting athletes, or providing logistical support, volunteers are essential for creating smooth operations and a positive event atmosphere.
Recruitment is the first hurdle in volunteer management, and it requires a strategic approach. While many event organizers rely on traditional methods like reaching out to local schools, universities, and community organizations, it’s helpful to tap into new volunteer sources as well. For example, consider recruiting corporate teams looking for community engagement opportunities, or connect with local sports clubs whose members may be eager to give back to the sporting community.
Once you’ve recruited volunteers, the next challenge is keeping them motivated and engaged. Effective communication and a strong sense of purpose are essential. Ensure your volunteers are well-trained, informed about their roles, and have access to the necessary resources to carry out their responsibilities. Recognition is also key—whether through a thank-you email, volunteer appreciation events, or exclusive access to certain event experiences, acknowledging their contributions helps build a loyal volunteer base for future events.
By focusing on key areas like effective communication, creative event servicing, and volunteer engagement, we can work to ensure that every event is a success. At the Sports ETA 4S Summit, we shared these insights not just to enhance the visitor experience but to build lasting relationships between communities, event organizers, and all involved stakeholders. It’s through collaboration and creativity that we continue to elevate the sports tourism experience and make every event memorable.
Introducing the Sports ETA Services Community
The mission of the Sports ETA Services Community aims to foster a thriving, collaborative community for sports services professionals. By creating a space to share ideas, address challenges, and develop solutions, we empower members to work together, elevate the sports industry, and provide mutual support.
GOALS:
Build a Strong Professional Network: Cultivate a closeknit community where sports services professionals can connect, share insights, and collaborate on industry advancements.
Facilitate Knowledge Sharing: Provide a platform for discussing innovative ideas, addressing common pain points, and sharing successful strategies to improve the sports industry.
Promote Industry Growth: Collaborate to identify trends, solve challenges, and implement best practices that enhance the sports services sector.
Foster Continuous Support: Create an environment where members can rely on each other for ongoing support, mentorship, and professional development.
Encourage Collaborative Problem-Solving: Enable professionals to work together to overcome obstacles and find collective solutions for industry-wide improvements.
Why Your DEI Content May Not Be Resonating
BY DAVID SHELLER, FOUNDER AND LEAD CREATIVE, SHELLER VISUAL
David Sheller
In the sports and tourism industries, diversity, equity, and inclusion (DEI) are more than just trendy buzzwords—they are important components of a successful business strategy. As destinations compete for visitors and rights holders work to attract a diverse fan base, understanding the unique preferences and cultural backgrounds of your target audience is essential. Without a deep understanding of who your audience is, where they come from, and what matters to them, even the most well-intentioned initiatives c an fall flat or backfire.
In both sports and tourism, the target audience is often broad and diverse, spanning different cultures, ethnicities, and economic backgrounds. However, many destinations and rights holders fall into the trap of treating this audience as a monolith, failing to tailor their DEI efforts to the specific needs and desires of the people they hope to attract.
A common reason DEI initiatives fall short is the disconnection between a brand’s content or visuals and the people it’s trying to reach. Often, brands create content that ticks the DEI box—featuring diverse faces and buzzwords—but doesn’t actually speak to the needs or desires of their target audience. When this happens, people notice the lack of authenticity. A brand can’t be inclusive if it doesn’t know who its customers are, what challenges they face, or what they value. Brands sometimes fail at DEI because they assume diversity is just about representation in content. In reality, DEI is about much more than surface-level visuals; it’s about making sure every aspect of a brand’s messaging resonates with its audience. This requires extensive research, customer feedback, and a deep understanding of the consumer Journey.
For example, a brand promoting gender equality in its campaigns may assume this issue resonates universally, but the way that message is conveyed must
be adapted for different audiences. A campaign targeted at Gen Z may leverage bold, inclusive language and visual representation, while older generations might respond better to a more subtle form of storytelling. Failing to account for these nuances leads to DEI efforts that feel forced or out of touch. True inclusivity requires a deep understanding of your audience’s values, cultural dynamics, and preferences.
Some brands may choose to roll out DEI campaigns in an attempt to appeal to younger, progressive audiences but neglect their existing, often more traditional customer base. This leads to a disconnect between brand messaging and audience values. For example, a company might champion a social cause without recognizing that certain segments of their audience are not as engaged with or informed about that cause, resulting in alienation rather than inclusion. For DEI to succeed in sports and tourism, strategies must be audience-specific. Destinations and rights holders should focus on understanding the distinct cultural, social, and economic factors that influence their target markets.
In both sports and tourism, the success of DEI initiatives hinges on knowing your audience. It’s not enough to simply include diverse imagery or messaging. For these efforts to be authentic and effective, destinations and rights holders must deeply understand the needs, values, and expectations of the diverse communities they hope
to engage. By aligning content, experiences, and visuals with the actual desires and preferences of their audience, brands in the sports and tourism sectors can create truly inclusive experiences that resonate and build lasting connections. Failing to do so risks DEI efforts being seen as token gestures rather than meaningful change.
“Sport has the power to change the world. It has the power to inspire. It has the power to unite people in a way that little else does.”
— Nelson Mandela
Sports Sustainability 101
As the world increasingly recognizes the impact of climate change and environmental degradation, the sports industry is stepping up to adopt sustainable practices. Sports sustainability not only helps protect our planet but also enhances the experience for fans, athletes, and communities.
In Richmond, VA, organizations and venues are leading the charge, showcasing how sports can contribute to a greener future. Local Richmond teams such as the Richmond Flying Squirrels (minor league baseball) and the Richmond Kickers (professional soccer) are setting examples of how sustainability can be integrated into sports operations.
Earn 4 STS Credits & Learn How to Incorporate Sustainable Practices at Your Organization & Events
Aiming to provide a comprehensive understanding of sports sustainability, our NEW Sports Tourism Learning Institute course, Sports Sustainability 101, will cover the fundamental concepts, importance, and practical implementation of sustainability in the context of sports tourism. Participants will learn how to make informed decisions and foster sustainable practices at their sports events and organizations.
The Sports Sustainability 101 course is the first in a series of five dynamic online courses, presented by Rico Solutions, designed to empower professionals in the sports tourism industry with sustainable practices.
Special thanks to our Sustainability series sponsor, Richmond Region Tourism!
Understanding Sports Sustainability
Sports sustainability refers to the efforts made by teams, organizations, and venues to minimize their environmental footprint while maximizing their social and economic contributions to their communities. This can involve initiatives in waste management, energy efficiency, water conservation, and community engagement.
FIVE KEY AREAS OF FOCUS
1. Energy Efficiency: Implementing energy-saving technologies, such as LED lighting and smart HVAC systems, can significantly reduce a venue’s energy consumption.
2. Waste Reduction: Adopting recycling and composting programs helps divert waste from landfills and encourages fans to participate in sustainability efforts.
3. Water Conservation: Utilizing rainwater harvesting systems and low-flow fixtures can greatly decrease water usage at sporting events.
4. Sustainable Transportation: Encouraging public transit use, carpooling, and biking to events helps reduce carbon emissions associated with travel.
5. Community Engagement: Building relationships with local organizations and schools to promote environmental awareness and sustainability practices strengthens community ties.
Best Practices For Sports Sustainability In Richmond
Conduct a Sustainability Audit: Before implementing any sustainability initiatives, it’s essential to assess your current practices. A sustainability audit can help identify areas for improvement and track progress over time. You may want to consider a local partnership with an environmental organization or university to conduct these audits.
Implement Energy-Efficient Solutions: Investing in energy-efficient technologies can significantly reduce operating costs, which may include upgrading to LED lighting and optimizing HVAC systems. Facilities can also explore renewable energy options, such as solar panels, to power their venues.
Develop Waste Management Programs: Creating effective waste management programs is critical for reducing landfill waste. These may include offering recycling initiatives at venues, encouraging fans to separate recyclables from general waste. You can also work with local waste management companies to set up composting for food waste, further minimizing their environmental impact.
Promote Water Conservation: Water is a precious resource, and sports venues can play a significant role in conservation efforts. Installing low-flow toilets, urinals, and faucets is an effective way to reduce water usage. Additionally, venues can implement rainwater harvesting systems for irrigation purposes. Parks and Recreation Departments are often leaders in these efforts where they nurture native landscaping, which requires less water and maintenance.
Encourage Sustainable Transportation: Reducing the carbon footprint associated with transportation to and from events is essential. One suggestion is to collaborate with local transit authorities to provide special event buses or discounted transit fares for fans. Additionally, creating bike racks and promoting biking to events can encourage eco-friendly travel options.
Engage with the Community: Building partnerships with local organizations can enhance sustainability efforts. Collaborate with schools to promote environmental education programs, host community clean-up days, or sponsor local sustainability initiatives. Engaging participants through these activities fosters a sense of community and shared responsibility for the environment.
Set Goals and Track Progress: Establishing clear sustainability goals allows teams, events and organizations to measure their impact over time. For instance, setting a target to reduce energy consumption by 20% over five years provides a tangible goal to work toward. Regularly tracking and reporting progress not only holds organizations accountable but also inspires others in the community to take action.
Educate Participants and Staff: Raising awareness about sustainability among participants and staff is crucial for fostering a culture of environmental responsibility. Incorporate sustainability messaging into marketing materials, social media campaigns, and in-game presentations. Offering training sessions for staff on sustainable practices can also ensure that everyone is aligned with the organization’s goals.
The Role of Local Governments and Organizations: Local governments and organizations also play a pivotal role in promoting sports sustainability. Initiatives such as city-wide Green Plan Initiatives aim to provide resources and support for businesses and organizations looking to adopt greener practices. By collaborating with local government, sports organizations can access grants, technical assistance, and best practices to enhance their sustainability efforts.
Sports sustainability is not just a trend; it’s a necessary evolution that the industry must embrace for the sake of future generations.
How the 3M Open is Revolutionizing Sustainable Golf Events
BY LAURA SIVELS, SUSTAINABILITY PROGRAM MANAGER, RICO SOLUTIONS
When spectators arrived at TPC Twin Cities for the 2024 3M Open, they found themselves part of something bigger than a premier golf tournament. Behind the scenes, an ambitious sustainability initiative was transforming this PGA TOUR event into a model for environmental stewardship in sports tourism.
In just one year, the tournament achieved what many considered impossible: elevating its waste diversion rate from a modest 17% to an astounding 81%. This dramatic improvement didn’t happen by chance. It required a complete reimagining of how a golf tournament handles its environmental footprint.
Walking the grounds, visitors encountered strategically placed recycling and composting stations, each clearly labeled to guide proper waste disposal. Every food vendor
served meals using 100% compostable materials, while behind the scenes, a partnership with Second Harvest Heartland ensured that surplus food would feed the hungry rather than fill landfills. Most impressively, the tournament implemented a rigorous back-of-house sorting system where every single bag of waste was handsorted to ensure maximum recycling and composting rates. The result? Over 125 tons of waste diverted from landfills, including enough rescued food to provide 13,401 meals to the local community.
Over 125 tons of waste diverted from landfills, including enough rescued food to provide 13,401 meals to the local community.
Photos courtesy of 3M Open
The 3M Open’s vision of sustainability extends beyond environmental initiatives through their signature community programs. Their annual Women’s Leadership Summit brings together hundreds of professional women for networking and development, while Golf 4 All Day introduces underprivileged youth to the sport through clinics, activities, and mentorship. Since 2019, these programs (and many others) have reached over one million youth and young adults in the region.
The success of the 3M Open’s sustainability initiatives stems from strong partnerships with sponsors, vendors, and local organizations. Through collaborative efforts with their sustainability advisory committee, the tournament has been able to implement comprehensive waste reduction strategies and expand their community impact initiatives.
For other sporting events looking to follow the 3M Open’s lead, the message is clear: dramatic improvements in sustainability are possible with proper planning, partnerships, and execution. The tournament’s success demonstrates that environmental responsibility and world-class sports entertainment aren’t mutually exclusive – they’re increasingly inseparable.
From the comprehensive recycling program to the community initiatives touching millions of lives, the 3M Open has shown that sustainability in golf isn’t just about protecting the greens – it’s about ensuring that sporting events leave lasting positive legacies for both the environment and the communities they serve.
OF PA SPORTS 20 YEARS
Excelling in the Sports Tourism Industry
PA Sports celebrates 20 years of excellence with new Pennsylvania grant initiatives to further drive economic growth
Christopher D. Silbernagel
The team at PA Sports is celebrating their 20th anniversary, along with a growing list of successes the Commonwealth of Pennsylvania has seen in the sports tourism industry. Originally founded as Ready, Set, Go! in 2005 by members Happy Valley, Hershey, Reading, Valley Forge and York, PA Sports has since grown with impetus to 13 members.
In 2023, the group (including Butler County Tourism & Convention Bureau, Chester County Tourism, Discover Lehigh Valley, Erie Sports Commission, Happy Valley Sports & Entertainment Alliance, Hershey Harrisburg Sports & Events Authority, PHL Sports, Sport York, SportsPITTSBURGH, Valley Forge Sports, Visit Delaware County, Visit Johnstown and VM Sports) hosted and supported over 460 events that generated $480 million in estimated economic impact by sports tourism.
By comparison to the rest of the nation that same year, Pennsylvania ranked fourth in Sports ETA’s most recent State of the Industry report. This tremendous growth is anchored by the determination of PA Sports members, as well as their original goal of meeting the sports tourism economic impact in Illinois, which they have now surpassed.
Along with hosting major 2024 events like WrestleMania XL in Philadelphia and the IIJL World Junior Lacrosse Championship in Erie, just to name a few accolades, PA Sports has certainly lived up to all aspects of their mission, such as improving the lives of their communities.
“The benefits that we see for our communities are universal,” said Larry Needle, who has served as executive director of PHL Sports for more than 30 years. “Of course, it’s the economic impact and the exposure that these events bring, the room nights generated, and the civic
“ “
We’re proud of the successes that we’ve had as a state, but we’re also very much focused on how we can get even more wins going forward.
~ Larry Needle, Executive Director of PHL Sports
pride that’s created around hosting these events. It’s also the quality of life—giving your citizens a chance to experience these events that they might not otherwise have a chance to go to.”
GRANTS TO ELEVATE SPORTS TOURISM IN PENNSYLVANIA
To keep the momentum going to promote and advance year-round sports tourism and quality of life through sport in Pennsylvania, grants have been created to assist with funding. The Sports Marketing and Tourism program (SMAT) allows municipalities, local authorities, and nonprofit organizations to apply for a grant to attract professional as well as amateur and youth events and tournaments, including esports.
There are many different costs to sporting events which SMAT will look to ease and assist in making Pennsylvania destinations the best choice to host. Some of the eligible expenses include, but are not limited to, necessary preparations, improving or renovating facilities, and promotion and marketing. With grants being awarded every calendar quarter, there are plenty of opportunities available.
“PA Sports has made a concerted effort to make certain that those overseeing [SMAT] understand that grand slam events come in different sizes,” said Mark Jeanneret, executive director of the Erie Sports Commission and chair of PA Sports. “The 2026 FIFA World Cup in Philadelphia and the U.S. Open in Pittsburgh are huge events in major
markets that are enormously impactful. Although smaller in scale, the IRONMAN 70.3 Pennsylvania Happy Valley represented a significantly impactful event in that community. It’s vitally important to fund events across the Commonwealth and I believe you will see an increased number of events in smaller communities funded in the next round of grants.”
Pennsylvania is scheduled to introduce a second funding program before the end of 2024 to continue to raise the Commonwealth’s profile as the premier sports tourism host. The program will be targeted toward attracting new sporting events and tournaments at both the amateur and professional levels. Eligibility for this new grant must bring in a large influx of out-of-state visitors for at least two overnight stays, with awarded funds going towards bid fees and other expenses associated with the ability to pitch and win a bid.
“We’re proud of the successes that we’ve had as a state, but we’re also very much focused on how we can get even more wins going forward,” Needle commented. “I think success breeds success, and grants for advertising and attracting events are going to support that and help drive people towards Pennsylvania if they weren’t already thinking about us. It’s a multi-layered strategy, ensuring the resources are there and spreading the message about how fantastic a place this is.”
