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
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 their peers. Contact Meagan Grau, Director of Marketing and Communications, 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 our 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.
Letter from the President and CEO
As I reflect on my first year as President and CEO of Sports ETA, I am filled with immense pride and gratitude for the incredible journey we have embarked on together. Our association has achieved remarkable milestones, and it is with great excitement that I share these accomplishments with you in this special issue of Playbook, which for the first time in years, will now be printed and mailed to all our member organizations.
Over the past year, your team at Sports ETA has worked tirelessly to elevate our association and provide value to our members. Our efforts have resulted in significant growth and engagement, reflecting our commitment to fostering a vibrant sports events and tourism industry.
Membership Growth and Engagement We have witnessed an impressive nine percent increase in year-to-date membership, with new members growing by 48 percent. This growth is a testament to the strength of our association and the value we provide. Our focus on creating meaningful connections and improved communication has led to record levels of interaction on our social media platforms and record engagement within our 10+ community groups.
Educational Initiatives Our educational programs have continued to thrive, offering members valuable opportunities for professional development. The Sports Tourism Strategist (STS) designation remains a cornerstone of our offerings, and this fiscal year we successfully produced five live courses and launched three new online courses. These new courses have further solidified our commitment to empowering our members with the knowledge and skills they need to excel.
Research and Insights Our 2023 State of the Industry Report presented by Northstar Meetings Group has provided critical insights into the trends and developments shaping our industry. This year’s report morphed into a more robust industry resource and for the first time featured in-depth information on Rights Holder decision making, sports facility profiles, and even a top 10 states in Sports Tourism.
Event Successes Our events have seen unprecedented success, with attendance and engagement reaching new heights. The 2024 Symposium was the largest in 32 years, boasting a seven percent increase in participation. Our events have not only provided valuable networking opportunities but have also been instrumental in driving innovation and collaboration within our industry.
Advocacy and Industry Influence We have made significant strides in our advocacy efforts. I had the privilege of visiting many of our members across the country over the past year and presented at some of the tourism industry’s most important meetings. Each time we shared our passion, but more importantly backed it with data proving the strength of sports tourism all while positioning Sports ETA as our industry’s thought leader.
Looking Ahead As we celebrate these accomplishments, we are also looking ahead with optimism and ambition. Together, we will continue to elevate the sports events and tourism industry and drive positive change. You are the heartbeat of our association and your passion and commitment inspire us to strive for excellence every day.
Thank you for being a part of this incredible journey. Here’s to another year of growth, innovation, and success!
Yours in Sport,
John David President and CEO Sports Events & Tourism Association
Letter From Your Board Chair
Sports ETA Members and Industry Colleagues,
I hope this letter finds you prospering during your busy summer season, creating economic impact and quality of life for your community!
I am humbled for the opportunity to serve as the Sports ETA Chairman of the Board. It is an exciting time to serve in this role for an association that has done so much for me personally and professionally over the past 23 years. The number of friends I have met along the way in my sports tourism journey is simply amazing! There is nothing more important in our industry than building your network. More times than not, there is someone who has an experience that they are more than willing to share with you, to give you guidance in your own journey!
Symposium, 4S and Rights Holder Summit, Chief Executive Summit, Women’s Summit, and our many communities are your avenues to gain EDUCATION, ADVOCATE, build your RESOURCES, and grow your NETWORK! Sports ETA has all the tools in place for you to succeed! I encourage each of you not only to attend but be actively engaged in the association through these avenues.
The past work that has been done by both members and leaders of Sports ETA has set us up for the moments that are happening now. John and the staff are executing decisions that have accelerated our association to new heights! It’s not by accident that we are experiencing significant growth as an association, and I have no doubt that everyday John and the staff are enhancing the value of membership. As we move forward, we will remain focused on delivering first-class content.
I am confident that this is going to be a year for remarkable achievements for Sports ETA! Thank you for being a member of Sports ETA and for being the most vital part of our association and industry.
I look forward to seeing you soon,
Member Services
Record membership growth in 2024!
Destinations
• AdventHealth Sports Park at Bluhawk
• Brandywine CVB dba Visit Delco, PA
• City of Oak Creek Tourism
• CRYSP DC
• Cyclone Ballparks
• Discover Kalispell
• Elkhorn Athletic Association
• Emerald Acres Sports Connection
• Experience Prescott
• Explore Brighton Howell Area
• Florence Center / ASM Global
• Gaylord Area Convention and Tourism Bureau
• 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 Convention & Visitors Bureau
• Team Ohio Sports
• Visit Baytown, Texas
• Visit McKinney
• Visit McMinnville
• Visit Rio Rancho
• Willamette Valley Visitors Association
• Winchester-Frederick County VA CVB
• WYO Sports Ranch
• Yellowstone Teton Territory
Rights Holder
• 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
• Cycling Quests, LLC
• Disc Golf Pro Tour
• GO Race Productions
• GWN Dragon Boat
• International Døds 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
• 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
737 TOTAL (as of 7/29/2024)
• United States federation for Sport
• Cheering
• USA Dodgeball Inc.
• USA Pickleball
• USSSA
• Volleyball World SA
• World of Step Alliance
• YOFJ, LLC DBA The Monster Games
Industry Partners
• 1783 Group
• ARCO National Construction
• Blue Strike Environmental
• CampusVR
• ConferenceDirect
• 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
Member Shoutouts
Congratulations to all of our members who have been recently promoted or started a new job within the sports events and tourism industry! Your growth and achievements inspire us all. We are proud to have you as valuable members of our association and are thrilled to see you take this step in your career journey.
Promotions:
• Sarah Capuzzi, Director, Digital Marketing & Engagement, Playeasy
• Alysha Case, Director of Sales, Visit Plano
• Brenna Collins, Director, Media Solutions & Content, Playeasy
• Carlos Deliz, STS, Director of Sports Tourism, Discover Puerto Rico
• Lance Fite, Vice President of Sports, Visit Mesa
• Heather Kouns, Vice President of Strategic Sales, North Little Rock Tourism
• Shelbey Morris, Senior Manager of Sales & Partnerships, North Little Rock Tourism
• Stephanie Slagle, Vice President of Marketing & Communications, North Little Rock Tourism
• Jonathan Walker, STS, Senior Director of Sports Sales, Rhode Island Sports Commission
New Role:
• Tony Cipollone, Director of Sports Sales & Development, Janesville Area Convention & Visitors Bureau
Target USA Cup Draws more than 1,180 Teams for Youth Soccer Experience
You won’t find many celebrations of youth soccer as large, or as spirited, as the annual Target USA Cup in Blaine, Minnesota, in mid-July. It is the largest youth soccer tournament in the Western Hemisphere and is held each year at the National Sports Center, the world’s largest amateur sports facility.
Target USA Cup started with 69 teams in 1985, and from the beginning, the tournament put an emphasis on attracting international teams to play against teams from the United States. Since then, the tournament has grown to feature more than 1,000 teams each year. Throughout its history, teams from every state in the United States have competed in the Target USA Cup, and 70 different countries have sent teams to Blaine to participate in the event.
“We exceeded 1,180 teams this year and it’s the largest number that we have seen,” said Sara Soli who leads Marketing and Media for USA Cup.
One of the standout features of the Target USA Cup is its emphasis on fair play and sportsmanship. The tournament promotes the idea that while winning is important, how you play the game matters more. This is reinforced through the Fair Play Award, which is presented to teams that exemplify respect, integrity, and positive behavior on and off the field. This focus on character development is a cornerstone of the event, teaching young athletes valuable life lessons that extend beyond the soccer pitch.
Off the field, the Target USA Cup offers a number of activities designed to enhance the overall experience for participants and spectators alike. The tournament village is a hub of activity, featuring food trucks, merchandise stands, and interactive games. There are skills challenges and clinics conducted by professional coaches, providing players with opportunities to improve their techniques and learn new skills.
About 16,000 players compete each year in the Target USA Cup and 25,000 people per day visit the National Sports Center during the tournament run. The estimated economic impact from visitors during the Target USA Cup is $28.5 million, and local spending boosts the overall economic impact to $36.4 million.
The Target USA Cup is held at the National Sports Center (NSC) in Blaine, MN - the world’s largest amature sports facility. The NSC itself is a tourist attraction, as the host for field sports, ice sports, golf, volleyball, basketball and more. NCS’s Super Rink features eight sheets of ice under one roof, is one of the largest ice arena complexes in the world and home to the U.S. Women’s Olympic Hockey Team. The NSC is operated by the National Sports Center Foundation, a registered 501(c)3 non-profit organization dedicated to providing exceptional sports and athletic experiences with programs and services.
The NSCF produces over 100 unique programs and events in a variety of sports as well as holds numerous national and international competitions. These events draw over four million visitors each year, making it the most visited sports facility in the state.
Along with the world-class facility, the USA Cup combines high-level competition with cultural exchange and personal development, creating a unique and unforgettable experience for young athletes. Through its commitment to sportsmanship, community, and global unity, the tournament not only celebrates soccer but also the values that make it the beautiful game. To find more information on the National Sports Center, go to nscsports.org
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The estimated economic impact from visitors during the Target USA Cup is $28.5 million, and local spending boosts the overall economic impact to $36.4 million.
Photo courtesy of Target USA Cup
STS COURSE AT TEAMS ‘24 Conference + Expo
Elevating Fan Engagement: The Key to Unleashing ROI for Sponsors and DMO’s
Let’s be honest. It’s a competitive landscape and delivering an exceptional fan experience is paramount to the success of any event. Join us for an insightful and dynamic session where Vipe Desai will share innovative strategies and actionable insights gained over 30 years of event development and creative marketing strategies to transform fan engagement into a powerful driver of ROI for all your stakeholders. Discover how to captivate audiences, create memorable experiences, and drive local economic activity. Whether you’re a visitors bureau or an event producer, this session will equip you with the information and inspiration needed to evolve your approach to fan engagement and sponsor satisfaction.
Tuesday September 24, 8:30-10:30am
Anaheim Convention Center
Vipe is a board executive, business strategist and philanthropist where he applies more than 3 decades of experience in launching disruptive brands, brand building and causemarketing strategies for both for-profit and nonprofits.
In the early ’90s, Vipe created the H2O Winter Classic, a two-day surf and snowboard competition with a concert that went on to inspire the creation of the Warped Tour
and X Games. In the late ’90s, he helped launch Red Bull in the U.S. Vipe has been called upon by numerous brands, CEO’s and even social campaigns to advise on branding, marketing and turn-around strategies which included creating a collaboration for Partnership for a Healthier America chaired by First Lady Michelle Obama.
As Executive Director of the Surf Industry Members Association (SIMA), Vipe is focusing on working with leading surf brands and retailers in growing the sport of surfing and also supporting the governing bodies in preparation of surfing making its 3rd appearance at the 2028 Olympics in Los Angeles, CA.
Jerry Caldwell and John Prater
Announced as Keynote Speakers for 4S & Rights Holder Summit in Chattanooga
One of the keynote speaker for the 4S Summit in Chattanooga will be Jerry Caldwell, President & GM of Bristol Motor Speedway best known as “The Last Great Colosseum.”
Caldwell’s career at Bristol Motor Speedway epitomizes the American Dream, starting as an events department college intern before transitioning full-time to the BMS sales and marketing department in 1997. In the following years, he was recognized twice as the BMS Employee of the Year and once as the Speedway Motorsports Salesperson of the Year. In 2010, Caldwell was named executive vice president and general manager of Bristol Motor Speedway and Dragway. Under his leadership, “The Last Great Colosseum” continued its illustrious history as one of NASCAR’s most revered venues, set an NCAA record for highest attendance (156,990) at a college football game and transformed to a world-class dirt racing facility and concert venue.
John Prater, President of Praters Flooring, will speak at the Wednesday lunch. His Chattanooga-based company makes courts for the largest brands in sports including the Los Angeles Lakers, Oklahoma City Thunder, the NCAA, and the SEC.
John founded Praters Inc. in 1990 to provide gym floor services to schools in the Tennessee Valley. In 1993, he was the first to introduce graphic design to the sports flooring industry. Today, the courts that feature multi-toned color, city scapes and dynamic branding are a direct result of his team pushing the limits with design.
In 2005, Praters established the world’s largest portable basketball court production facility. Since this time, the company has provided courts for 3 Olympics, 15 Final Four courts, World Basketball Championships and NBA Africa.
Currently, Praters manages the courts for the entire National Basketball Association as well as providing every court for the second year of the Emirates Cup, the NBA’s in s eason tournament.
Registration is open for the 2024 4S Summit to be hosted in Chattanooga, Tennessee from November 12-14, 2024.
John Prater, President Praters Inc.
Jerry Caldwell, President & GM Bristol Motor Speedway
On the Road with Sports ETA
Heading to one of our upcoming Sports ETA events? We’ll keep you busy with the networking and educational opportunities, but while you’re in our host cities, make sure you take advantage of some of the home-town attractions.
FORT WORTH, TX
Visit Fort Worth suggests stopping by the Stockyards National Historic District, one of the most popular attractions in Texas to check out the twice daily cattle drive. Begin your journey on Exchange Avenue, where the weathered brick streets are lined with historic buildings, restaurants, shops, saloons and other attractions. In between, try one of the locally-owned restaurants and breweries that will give you a true taste of Fort Worth, including Billy Bob’s Texas, the world’s largest honky-tonk.
TULSA, OK
Feb 18-19, 2025 April 2-4, 2025 April 14-17, 2025
The annual Symposium in Tulsa offers attendees a chance to tour the “world’s largest small town,” according to Visit Tulsa. Are you a fan of Sylvester Stallone’s “Tulsa King?” You can tour some of the most popular locations where the series shoots. Visit the Mayo Hotel, Triangle Coffee Roasters, and South Boston Avenue, among other locations, and feel like you’re part of the series. Check out the Bob Dylan Center which boasts more than 100,000 exclusive pieces created and owned by Bob Dylan, one of America’s most important influential artists. And include Tulsa’s historic Greenwood District during your visit, named Lonely Planet’s “10 Historic Black Landmarks to Visit in the USA.”
TAMPA, FL
Visit Tampa Bay suggests a number of family friendly stops in the Tampa area, including Busch Gardens for the entire family. You also might want to hit the retail offerings in the Hyde Park Historic District, featuring fashion, food and drink. And, of course, Tampa will be the host for the 2025 NCAA Women’s Division I I Basketball Championships at Amalie Arena April 4 and 6.
Sports ETA’s Earned Media Calculator
Rights Holders
As an event organizer, are you looking to showcase the success of your events? Is your team strategizing ways to best value your events to future hosts?
The new Sports ETA Earned Media Calculator is here to help you quantify the value of your media exposure and prove the impact of your marketing efforts.
With our calculator, you can:
• Easily measure the earned media value of your events
• Generate detailed reports for sponsors and stakeholders
• Optimize future marketing campaigns based on insightful data
Don’t miss out on this opportunity to enhance your event’s visibility and credibility.
Are you looking to showcase your marketing efforts to your board or stakeholders? Maybe you need to justify the investments you made in promoting your events, or you’re looking for guidance on future budget allocations.
With the new Sports ETA Earned Media Calculator, you can now accurately measure the media impact of events hosted in your area and showcase the value they bring to your community.
Benefits of using the Earned Media Calculator:
• Quantify the media exposure of local events
• Provide compelling data to attract future events
• Demonstrate ROI to current stakeholders and partners, while also securing new sponsors and partners
• Understand which events and activities generated the most media value to guide budgeting decisions
Elevate your destination’s profile and make data-driven decisions with our innovative tool.
We are here to support you in interpreting and applying this data to maximize your organization and event’s success. Please feel free to reach out if you have any questions or need further assistance.
From the USTA All-Stars to the ASA National Tournament to the LPGA Links qualifier, the Great Rivers & Routes region of southwest Illinois has played host to some of the finest tournaments in the U.S. With top-notch facilities and athletic fields, your next tournament will be a winner.
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Sports ETA introduces Health & Wellness initiative powered by WISe
Sports ETA recently announced an exclusive partnership with WISe Wellness Guild to introduce new health and wellness educational offerings for members. Stevi Carr, founder of the WISe Wellness Guild, says it’s a unique opportunity for
“We were founded in 2019 as a consultancy and network of wellness brands, experts and resources aimed at helping humans thrive,” Carr said. “We work with top brands like Procter & Gamble, Kroger and larger CPGs (consumer packaged goods) to help them come up with wellness strategies, but we’ve also started through Sports ETA to work with cities to help uncover how cities can really drive wellness strategies so they can attract individuals to their cities through wellness tourism, making them an incredible place for people to live and work.
Mike Millay of Clancy’s Sports and co-leader of the partnership, thinks that owning health and wellness in your area is an opportunity to engage the community and new partnerships. “Nobody is coming in and owning it and saying, ‘We are going to be the wellness Chamber of Commerce.’”
“How we partner with individuals within Sports ETA,” Carr continued, “is we go in and try to understand the objectives and the challenges. So if your city is seeking to become the destination for women in sports, we build wellness strategies around that objective while also ensuring that we’re bringing our global network of more than 600 businesses to the table, to help reinforce that message to a national audience.
“By doing that, we’re really solving for a lot of different approaches,” she said. “We’re helping you drive better relationships with businesses that can help further your objectives through B to B strategies, helping do education for your community through potential keynote sessions, or doing some different education sessions throughout the year that could be delivered against those objectives such as women’s health, children’s mental health, the aging population, anything for your wellness community.
“The tentpole events are the ones we receive the most interest in, larger one- or two-day events that can really garner a large audience to your community around health and wellness,” said Carr. “Being able to have something like Kroger Wellness Festival (in Cincinnati) in your back yard but being able to partner with different individuals in your region, you become that curator, almost becoming a wellness Chamber of Commerce.”
Carr sees these types of events as a growth industry. “We already know that wellness tourism is one of the fastest growing parts of the wellness industry,” she said. “The wellness industry is a $4.5 trillion industry so there’s a lot of money out there, but what it indicates more is, that’s where the human testament is. It’s that overarching feeling that people are saying, ‘I want to live longer, I want to have a more fulfilling life, and I want to take care of myself.’ As we talk about wellness tourism, it makes absolute sense that it’s growing about 12% year over year and there are a lot of ways you can step into it.
“As we look at the existing ecosystem of wellness tourism, so many people think about going to a wellness retreat and spending an ungodly amount of money, but wellness tourism also is going to Cleveland, Ohio, and deciding you want to get an Air BnB on the water and spend your weekend riding a bike around the lake and
getting a massage and investing in an experience from a mental health perspective. There are so many aspects of wellness that I think we don’t consider as wellness tourism, but the overarching sentiment is that I’m going to a destination and I’m going to spend it on things that fit within my definition of wellness.”
Carr thinks that owning health and wellness in your area is an opportunity to engage the community and new partnerships. “Nobody is coming in and owning it and saying, ‘We are going to be the wellness Chamber of Commerce.’ Instead, we are going to be the aggregator that can truly show up and be the thought leader. We’ve got the power of the community that’s going to open a lot more doors from brand advertising dollars, it’s going to open up employee engagement dollars, and it will open up a relationship with city leaders like you’ve never seen before.”
Partners make events richer, and Carr says that can make the difference in your community. “The power of partnerships, that’s how all business gets done, right? We can have incredible strategies, we can have incredible ways to bring things to life, but one thing we’ve always had at the center of WISe Wellness Guild is, it’s not a win unless it’s a win-win-win. It has to be a win for businesses, a win for the city and a win for the individual.”
To find out more about the WISe Wellness Guild and its partnerships, subscribe to the WISe Wellness Guild newsletter at wisewellnessguildpartners.com.
AAU Junior National Volleyball Championships Score Big for Orlando
The 51st edition of the AAU Junior National Volleyball Championships, which ran from mid-June through early July at the Orange County Convention Center in Orlando, was once again a showcase for top girls’ and boys’ teams ages 10 through 18 from across the country and beyond. It’s the largest youth volleyball championship in the world, and each year college coaches make this a ‘must see’ event for recruiting.
The AAU Junior National Volleyball Championships still hold the Guinness World Record for the largest volleyball event in the world, which was first set in 2012.
More than 117,000 athletes and coaches
Representing all 50 states along with Canada, Puerto Rico and the Virgin Islands
A total of 5,868 teams (1,263 boys and 4,605 girls)
Becoming the largest sporting
event
ever held at the Orange County Convention Center
The AAU Junior National Volleyball Championships are the premier event for AAU’s largest sport,” Jo Mirza, AAU President, said. “Thanks to the incredible relationships we’ve built with our community partners, including the Orange County Convention Center, Greater Orlando Sports Commission, and Visit Orlando, this has become one of the best amateur events in the world.”
The event significantly boosts the local economy, with an estimated economic impact of approximately $760.8 million for Central Florida, driven by an anticipated attendance of 300,000 people.
“It continues to be an honor to host the AAU Junior National Volleyball Championships at the Orange County Convention Center,” said OCCC Executive Director Mark Tester. “This premier event has significantly shaped the evolving landscape of youth sporting events at our facility. Witnessing its remarkable growth over the years has been truly inspiring and we deeply value the thriving relationship we have cultivated with AAU.”
The AAU Junior National Volleyball Championships still hold the Guinness World Record for the largest volleyball event in the world, which was first set in 2012. To learn more about the AAU and its events, visit www.aausports.org, to find out more about Greater Orlando Sports, go to greaterorlandosports.com and for more information on the Orange County Convention Center, go to www.occc.net
Photos courtesy of AAU
Maximizing Budget for Creating Content
BY DAVID SHELLER, FOUNDER AND LEAD CREATIVE, SHELLER VISUAL
For many, budget is often a major consideration or obstacle when developing their content strategy. With a focused message, the right support, and thoughtful planning, you can develop content that delivers valuable engagement for a reasonable investment.
The first and most important step is to determine your message and clarify the story you want to tell. It is crucial to know your audience and craft a narrative that engages them emotionally and piques their interest in the solutions you provide. A clear message should resonate through every format and medium you use to engage with your audience. Photographs, videos, and graphics should all align with your story and the value you bring to your audience.
From my experience, the next step is critical to your success in maximizing budget: get an experienced team to support your efforts in developing a creative and effective content strategy. The right people, with talent, skills, and experience, will not see your budget as a limitation. Instead, they will help you develop the most creative content strategy for valuable engagement.
When considering who will be on your team, look for individuals who offer more than just pretty pictures and trendy gimmicks. What is needed at this critical stage is creative problem-solving, strategy, and efficient storytelling. For example, a good team will help you get months of content from a one- to two-day video shoot through efficient storytelling, location selection, and effective planning.
Now that you have a clear message for your target audience and a creative team in place, the next step to maximizing your content investment is to create a plan that will provide the best content and the greatest number of deliverables. By deliverables, I mean usable content. With thoughtful planning, you can achieve valuable content assets that can be used across websites, social media, presentations,
and advertising. It is in this planning process that you will determine what content assets you need and how you will share them with your audience. Once this is determined, you can work with your team to build a strategy and plan for maximizing your investment.
Many of us are working within specific budget constraints that can sometimes feel impossible to overcome. I like to see these budget parameters as fuel for creativity. It is an opportunity to overcome a common challenge with the most creative solutions.
You can ensure that your content strategy delivers maximum impact and engagement, even within the constraints of a limited budget.
Regardless of the budget a successful content strategy involves three key steps: defining a clear and engaging message, assembling a talented and experienced team, and creating a well-thought-out plan for content creation and distribution. By focusing on these elements, you can ensure that your content strategy delivers maximum impact and engagement, even within the constraints of a limited budget. Embrace the challenge as an opportunity for innovation and creativity, and you will find that your content can achieve remarkable results.
U.S. Rowing Brings Largest Youth Nationals to Sarasota
Forty-one new youth national champions were crowned in early June at Nathan Benderson Park in Sarasota at the 2024 U. S. Rowing Youth National Championships. This year’s event was the largest ever, featuring more than 4,000 athletes and 1,000 coaches and staff members competing in 854 crews from 225 clubs across the country, with 5,507 spectators on hand.
“Coming back to Sarasota County for the seventh year feels like a homecoming for the U. S. Rowing Youth National Championships,” Sarah McAuliffe, Director of Competition, said. “It’s more than just a competition; it is a festival and celebration of the best young rowers in the nation. Nathan Benderson Park provides the perfect setting, with its top-notch facilities and stunning views and we can’t wait to see thousands of incredible athletes in action.”
The nation’s premier rowing venue, Nathan Benderson Park has hosted numerous national and international rowing events including the 2024 Olympic and Paralympic trials and the 2023 U. S. Rowing Youth National Championships.
The action on the water was only part of the weekend with a festival-like atmosphere on land that kept fans busy, with daily activities catering to all ages and interests. After the rowing festivities kicked off on Thursday, time-trial racing was followed by a rowing workout for parents, supporters, and the Sarasota community.
Friday offered a Coastal Rowing demonstration at lunch, and closed with the Toast in the Tower social. On Saturday, along with the finals, were a second Coastal Rowing demonstration and a cornhole tournament at The Green at University Town Center.
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This year’s event was the largest ever, featuring more than 4,000 athletes and 1,000 coaches and staff members competing in 854 crews from 225 clubs across the country, with 5,507 spectators on hand.
Photo courtesy of Lisa Worthy
Photo courtesy of Dan Wagner, Herald-Tribune
Photo
Throughout the weekend at Nathan Benderson Park, attendees enjoyed music from a live DJ and explored a diverse array of on-site vendors. These included specialty food, rowing merchandise, souvenirs, and offerings from local businesses.
The Youth National Championships are just part of a busy rowing season for Sarasota.
“U.S. Rowing events at Nathan Benderson Park will have a
direct effect on the 2024 Summer Olympic Games in Paris,” Nicole Rissler, Director of Parks, Recreation and Natural Resources for Sarasota County, said. “They actually will be bringing most of their Olympic developmental team here for the first three months of 2024 to train here. And then at least some of the Olympic trials that will pick the team will be here in Sarasota.”
“The industry itself around the country has just exploded,” Pete Harvey, Director of Sports Development for Visit Sarasota said in regard to amateur sports events. “Looking at the fiscal year for 2024, we are looking at about an $80 million economic impact from amateur sports tourism.”
To learn more about all the amateur sporting events going on in the Sarasota area, visit www.visitsarasota.com
Photo courtesy of Lisa Worthy
Making Waves: Best Practices from the USA Swimming Olympic Trials in Indianapolis
The USA Swimming Olympic Trials, held in Indianapolis, have long been a hallmark of excellence in sports events and tourism. This year’s event exemplified best practices, drawing over 200,000 spectators and generating extensive media coverage, setting a high standard and making waves in the world of sports.
Here’s a look at how they achieved such success.
The Pools: Strategic Partnerships and Advanced Planning
Murtha Pools’ involvement ensured top-tier pool infrastructure, critical for an event of this magnitude. Their temporary pools, renowned for quality and adaptability, allowed the event to be hosted in a versatile venue without the need for permanent, costly infrastructure. This strategic partnership was pivotal, ensuring that the pools met Olympic standards and provided an optimal environment for athletes.
Planning for the Trials began years in advance, with meticulous attention to every detail, from construction to visitor amenities. This comprehensive planning facilitated smooth operations and allowed ample time for testing facilities and logistics, ensuring everything ran seamlessly when the event commenced.
Enhancing Visitor Experience
The Trials emphasized creating a memorable fan experience, incorporating interactive zones, exhibits, and
meet-and-greet sessions with athletes. These initiatives enhanced fan engagement and their connection to the sport. Technology played a significant role, with a dedicated event app providing schedules, maps, and live updates, enhancing convenience for attendees.
Community involvement was another key success factor. Over 1,000 local volunteers assisted with various aspects of the event, fostering a welcoming atmosphere and local pride. Engaging the community not only ensured smooth operations but also enhanced the overall visitor experience.
Photos courtesy of Indiana Sports Corp.
Marketing and Communication
A robust marketing strategy was crucial to the Trials’ success. A combination of traditional and digital marketing, including social media campaigns, national advertisements, and influencer partnerships, ensured widespread reach and high engagement. The event’s social media presence alone garnered over 10 million impressions, significantly boosting its visibility.
Clear and consistent communication with stakeholders, through regular updates and transparent information sharing, was essential. This approach built trust and anticipation among attendees, contributing to the event’s overall success.
Sustainability and Legacy
Sustainability was a core focus, with initiatives such as recycling programs, energy-efficient lighting, and a reduction in single-use plastics. These efforts not only minimized the event’s environmental impact but also resonated well with attendees, many of whom are increasingly environmentally conscious.
The Trials also emphasized creating a lasting legacy. The event inspired future athletes and heightened interest in
swimming within the community. Investments in local sports programs and facilities ensured that the benefits of hosting the Trials extended beyond the event, fostering long-term growth in the sport.
Economic Impact and Media Coverage
The economic impact of the Trials was substantial, with an estimated $30 million boost to the local economy. This included tourism revenue, job creation, and media exposure. Extensive media coverage, with over 500 articles and broadcasts, highlighted Indianapolis as a premier destination for sports events, further enhancing its reputation. NBC broadcasted nine evenings of coverage from the USA Swimming Olympic Trials in Indianapolis as part of its Olympics coverage.
West Monroe Sports & Events Center Serves Up Olympic Trials in Opening Months of its New Facility
With a new facility and an Olympic Trials already under their belts, West Monroe Sports & Events Center already is making its mark in Northeastern Louisiana sports. The West Monroe Sports & Events facility is a 100,000 square foot state-of-the-art sports facility that has been open for less than a year, offering eight indoor basketball courts, 16 volleyball courts and 16 pickleball courts.
Expected to bring in an estimated $22.5 million annual economic impact, the facility also offers multi-purpose rooms, flexible meeting and event spaces and an open-air mezzanine for spectators.
After its grand opening this January, West Monroe Sports & Events got an impressive christening in March as host of the Olympic Trials for table tennis which brought in more than
100 players looking to earn a spot on Team USA for the Paris Olympic Games. Discover Monroe, the city of West Monroe and West Monroe Sports & Events were also the hosts for the U.S. Junior National Team Trials, drawing 250 youth players from around the country to earn national team status.
“We are thrilled to host a new event of Olympic level competition,” Alana Cooper, Discover Monroe-West Monroe president and chief executive officer said. “The U.S. Table
Tennis Olympic Trials and the U.S. Junior National Table Tennis Team Trials will bring students and professional athletes from throughout the U.S. to compete.”
Plans for the complex include an adjoining hotel with a covered corridor for what the facility calls a “stay and play” experience. “Our incredible team has worked so hard to make sure our venue is a safe, accessible place for the people of West Monroe to engage in healthy activities and enjoy quality time at special events,” said General Manager Jamie Johnson.
“This state-of-the-art venue will attract top quality sporting events and tournaments to our city, boosting our local economy,” added West Monroe Mayor Staci Mitchell.
For more information about West Monroe Sports & Events Center, visit www.westmonroesports.com
Photos courtesy of Discover Monroe-West Monroe
SAVANNAH BANANAS HIT A HOME RUN FOR BATON ROUGE
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Jason Suitt, Director of Sports Development for Visit Baton Rouge, knows firsthand what it means to have the Savannah Bananas come to town. Suitt can tell us about his experience with the barnstorming team and how their brand of baseball resonates with fans everywhere, but first, let’s look at the Savannah Bananas.
Events like these helped the Baton Rouge area record 8.8 million visitors in 2023, who spent $1.7 billion and supported 40,000 local jobs.
The exhibition baseball team is part baseball, part show, part Harlem Globetrotters. Founded in 2016, the Bananas started life as a college summer baseball team in the Coastal Plain League, and did that until 2022. After that, the team disbanded its college affiliation to concentrate on what it calls “Banana Ball,” their entertainment brand of baseball. Thanks to the boost from an ESPN+ miniseries “Bananaland,” the team and its followers exploded through social media. As of today, the team has more than 8.5 million followers on Tik Tok, compared to MLB’s 7.3 million, and 2.7 million followers on Instagram.
“I came in at the very tail end of it” Suitt said, as Visit Baton Rouge was planning its partnership with LSU for a three-game series with the Bananas at LSU’s Alex Box Stadium in March. “Thankfully, everything aligned perfectly. That weekend they came in was a huge weekend for Baton Rouge in general. LSU baseball was out of town for their first road trip of the season, and then the Bananas came in and did their thing.
“The weekend we actually had two other youth baseball tournaments going on, we had a tennis tournament going on, a racquetball tournament going on, and on top of that it was St. Patrick’s Day, which is one of the big celebrations for Baton Rouge.”
“It was a very tough ticket to get,” Suitt said. “For their 2024 tour, we were the third most requested ticket at just over 142,000 tickets requested for three nights at basically 10,000 a night. There were only 30,000 tickets available, and 142,000 tickets requested. That was only behind Boston and Houston and ahead of Philadelphia and Columbus, Ohio. It just shows you what baseball in particular means to Baton Rouge and just sports in general. People here love their sports and come out to support it.”
That includes another spring event in Baton Rouge, the Masters of Strength, a first of its kind competition with Olympic weight lifting, Olympic power lifting, Louisiana strongman and strong women competition, and arm wrestling. “Think of a strength track meet,” Suitt said. “It’s a five-day event, bringing a lot to our downtown area. It’s a 35 (years old) and up event, which means they’re all adults, which helps on the spending side. I think this is going to be something that comes back here pretty regularly.”
Events like these helped the Baton Rouge area record 8.8 million visitors in 2023, who spent $1.7 billion and supported 40,000 local jobs. And the area is ready to welcome even more visitors in 2024. To learn more about activities and events in Baton Rouge, visit visitbatonrouge.com
Sports ETA Members
Celebrate Olympic and Paralympic Day on June 23
Olympic and Paralympic Day is set aside each year to celebrate the Olympic and Paralympic athletes, and the joy of sport for millions around the world. Held this year on June 23, the day celebrates fitness, well-being, sport culture and educational opportunities, while promoting the Olympic values of excellence, friendship and respect, and the Paralympic values of determination, inspiration, courage and equality.
An initiative stemming from the IOC, the day was created in 1948 to commemorate the birth of the modern Olympic Games on June 23, 1894. On that day, delegates from 12 countries unanimously approved Baron Pierre de Coubertin’s proposal to revive the Olympic Games, and two years later the first modern Olympic Games were held in Athens, Greece in 1896.
The United States began celebrating Olympic Day in 2009, and the event continues to grow each year. To learn more about the United States Olympic and Paralympic Committee, visit www.usopc.org.
Several member cities hosted their own Olympic celebrations, including St. Louis, which offered a once-a-year opportunity to run or walk side-by-side with
the area’s Olympians, including Olympic champion Jackie Joyner-Kersee, who was at the track at Francis Olympic Field on the campus of Washington University in St. Louis, site of the 1904 Olympic Games.
“As America’s first Olympic city, we are proud to commemorate Olympic Day in St. Louis with Jackie JoynerKersee, our greatest area Olympian and our greatest role model,” Solomon Alexander, Director of the St. Louis Sports Foundation, said. “This is a fantastic opportunity to inspire young people through the Olympic Movement, which seeks to build a peaceful and better world by educating through sport, and there is no one better to inspire them.”
The Florida Sports Foundation asked supporters to purchase a Team USA Specialty License Plate to support the growth of sports in Florida and the U.S. Olympic Committee.
At Utah Olympic Park, visitors were offered an event passport. The passport, once completed by participants, offered free entry into the Flying Ace All-Stars freestyle pool show. Other activities included laser biathlon, adaptive biking and an Olympic and Paralympic athlete meet and greet autograph signing.
Houston Sports had Houston Olympians and Paralympians from the US Olympic & Paralympic Association teaching more than 100 children how to play various sports, including tennis, baseball, track and field, taekwondo, boxing, gymnastics, bobsled and basketball. The day also featured athlete appearances, lunch, autographs and an Olympian and Paralympian Q&A session.
