Jason Gewirtz, Vice President, Sports Division, Northstar Meetings Group, Executive Editor and Publisher, Spor tsTravel, Northstar Meetings Group/SportsTravel
Lawrence Hamm, Senior Director of Business Development, Sports and Entertainment Division, Events DC
Becky Harsch, STS, National Accounts Manager, Visit KC Jerrine Lee, Vice President of Sales, Richmond Region Tourism
Chris O’Brien, Director of Sports Tourism, Panama City Beach Convention & Visitors Bureau, Inc.
Jonathan Paris, STS, Executive Director of Sports Tourism, Myrtle Beach Area CVB
Brian Persky, Director of Business Development, Discover Kalamazoo
Hank Pivarnik, STS, Global Accounts Director - Sports, Sonesta International
Rachel Rogers, Vice President Sports Sales & Engagement, Cobb Travel & Tourism/Cobb Spor ts Alliance
Ryan Strickland, STS, Vice President, Play Treasure Coast Spor ts Tourism
Melissa Thompson, Vice President of Bids & External Affairs, Indiana Sports Corp
Katy Tigchelaar, STS, Vice President of Operations, West M ichigan Sports Commission-2025
Information-sharing is a founding principle of Sports ETA, and the industry knowledge among the Sports ETA membership lends itself to unprecedented
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
Dear Sports ETA Family,
As we step into 2025, I am once again reminded of the incredible strength, passion, and resilience that define our sports tourism community. Already, this year is proving to be another remarkable chapter for our industry—one marked by growth, innovation, and the continued impact of sports on communities nationwide. From record-breaking events to groundbreaking research, our momentum is stronger than ever.
January set the tone for an extraordinary year. The Sports ETA team had the privilege of conducting several site visits with potential future hosts for the CE Summit and 4S Summit—and we were simply blown away. The professionalism, creativity, and hospitality of our members never cease to amaze me, and these visits only reinforced the incredible talent within our association. Each potential host demonstrated an unwavering commitment to elevating sports tourism, and we left inspired by their vision and dedication.
We also had the honor of hosting the Chief Executive Summit in Fort Worth, Texas, an event that brought together the most influential leaders in sports tourism. Thanks to the outstanding support of our hosts, the Fort Worth Sports Commission, this year’s event was nothing short of spectacular. Their execution and hospitality set a new bar, ensuring a seamless and enriching experience for all attendees. With a 50% increase in attendance compared to last year, this gathering underscored the growing importance of executive leadership in our space.
Strengthening Our Industry Through Knowledge: One of the core commitments of Sports ETA is to provide members with the tools, education, and resources needed to thrive in an ever-evolving landscape. January saw the release of three insightful white papers, each addressing key areas of opportunity for our industry: 1) Unlocking the Value of Earned Media 2) Sustainability 101 for Sports Tourism 3) Building Strong Partnerships Between DMOs & Parks & Recreation Departments. Each of these white papers are new tools in your tool box of success. We even created a PowerPoint template you can use when communicating the amazing power of Sports Tourism when combined with parks & recreation.
Looking Ahead: New Educational Opportunities: The momentum doesn’t stop there. We’re thrilled to announce two new STS Courses that will be launching soon, further expanding our education offerings: Sustainable Sports Tourism and Health & Wellness in Sports Tourism STS Course. Both of these deep dive courses will truly provide you with the knowledge to improve your events and your community.
None of this would be possible without the unwavering dedication of our Sports ETA staff, whose tireless work ensures we continue to deliver exceptional value to our members. A special thank you as well to our Board of Directors for their leadership and vision. And of course, to each of you—our members—thank you for the work you do every day. Your passion, commitment, and innovation drive the success of our industry, making a lasting impact in communities across the country.
Yours in Sport,
John David President and CEO Sports Events & Tourism Association
Letter From Your Board Chair
Dear Sports ETA Members,
2025 is off to a great start and the Sport ETA staff has been working diligently to make sure it is a great year for the association and our members! The staff is small but mighty, they are the rock of our association, and they continue to impress with all they accomplish. Also, thank you to the board of directors and the members of our communities for all their hard work they are putting in between events. The more you engage, the more you will receive from our association. I’m happy to report that because of everyone working together our association is strong and thriving!
Our first event of 2025 was yet again a record breaker! Over 130 people gathered for the CE Summit in Fort Worth, TX. The event was amazing….personally I love the stockyards! Huge kudos to the Fort Worth Sports Commission for being amazing hosts of this year’s CE Summit! The bar continues to be set high by the host of this event each year!
Next up will be the Women’s Summit, April 2-4, hosted by the Tampa Bay Sports Commission and held in conjunction with the NCAA Women’s Final Four. This event receives rave reviews every year and I have no doubt this year’s event will be no exception! I highly recommend attending yourself or sending a member of your staff to participate.
Before you know it, we will all be getting a glimpse of the Golden Driller in Tulsa, OK for the 2025 Symposium. If you haven’t already, mark your calendars for April 14-17, for the marquee event of our association. Tulsa Sports Commission, in conjunction with the Sports ETA team has been planning a symposium that will create “Golden Standards” for the industry. More to come on that soon, keep an eye out for updates via email and at sportseta.org.
I look forward to seeing each of you at one of our upcoming events soon!
Member Services News & Updates
Membership Growth Hits New Heights!
With a 12% increase in total members, an impressive 16% of new members joining Sports ETA, and a 95% retention rate , Sports ETA is stronger than ever. Let’s keep the momentum going as we gear up for an incredible 2025!
2024
- Year-End Membership
Numbers
| TOTAL: 786
Destinations: 501 | Industry Partners: 101 | Rights Holders: 184
2024 New Members
Destinations
AdventHealth Sports Park at Bluhawk
Arizona Athletic Associates LLC
Brandywine CVB dba Visit Delco, PA
City of Folsom - Parks & Recreation
Department
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 Bureau
Grand Sierra Resort & Casino
Hawai’i Visitors & Convention Bureau
Hometown Sports
Mayo Civic Center / ASM Global
Missouri Division of Tourism
North Country Sports Council
Oregon Convention Center
Queen Anne’s County Tourism/ TEAM Maryland
San Francisco Travel
South Fulton Convention & Visitors Bureau
Sports & Exhibition Authority of Pittsburgh and Allegheny County
Team Ohio Sports
Ventura County Coast
Visit Baytown, Texas
Visit Greater Palm Springs
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 Holders
1 Movement Hoops
213 Sports // TRITON
5 STAR SPORTS
All In Play Sports, LLC
American Cornhole League
American Jet Sport Association
B.A.S.S. Events LLC
Beer League Players Association
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
Hurricane Group
Hype Nation Volleyball
International D√∏ds Federation
Junior Volleyball Association
Kings Hammer SBD Events
Legends Championship LLC.
LR Productions
Maryland Developmental Soccer League
National Collegiate Volleyball Federation, Inc.
NXTPRO Sports
Ozark Outdoors LLC
Paradragons USA
PARALLEX AGENCY
Phygital Sports USA Inc
PLAY Hockey
Prep Baseball Tournaments
Professional Bull Riders
Prospects by Sports Illustrated - Soccer
Ragnar Events LLC
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 / Women Major League Kickball
Top Gun Events
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 Dodgeball Federation
World of Step Alliance
YOFJ, LLC DBA The Monster Games
Industry Partners
1783 Group
828 Sports Ventures
ARCO National Construction
Blue Strike Environmental
Brittian Resorts & Hotels
CampusVR
Circa Resort & Casino
ConferenceDirect
Fastbreak.ai
Generali Global Assistance
Go4
GotSport GoVision
HipMaps
HotelPlanner
Hyatt Hotels Corporation
Just Courts Construction
Member Deals (DBA EBG)
Miles Partnership
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
2025 Membership Numbers (as of 2/3/2025) | TOTAL: 519
Destinations: 348 | Industry Partners: 57 | Rights Holders: 114
2025 New Members as of 2/3/2025
Destinations
Louisiana’s Cajun Bayou Tourism
Sports & Entertainment Authority
Rights Holders
Oklahoma Fadeaway Hoops
Team Kayak Series, LLC
US Youth Soccer
World Fitness Project
Industry Partners
Merchant Cost Consulting Sportsheadz
Calling All Members!
Do you know a rights holder who isn’t currently a member of Sports ETA but could benefit from our unparalleled education, resources, and networking opportunities? Whether you’re a destination, an industry partner, or a passionate supporter of the sports tourism industry, here’s your chance to make a difference!
Sponsor a new Rights Holder by covering their $250 membership dues, and as a thank-you, you’ll receive a $250 credit on your Sports ETA account—perfect to use toward event registrations or education courses. Together, let’s grow our community and amplify the impact of sports tourism!
For more information or to sponsor a new Rights Holder, contact our member services team at info@SportsETA.org.
New to Sports ETA:
Adam Workman, Visit Howard County/TEAM Maryland
Alessa Lopez, San Francisco Travel
Amber Wiza, Madison Area Sports Commission
Amy O’Neal, MYHockey Tournaments
Amy Springer, Visit Bentonville
Amy Vlachos, Hilton Worldwide
Andrea Moultrie, USA Pickleball
Andrew Givens, National Junior College Athletic Association
Angie Novik, Wicomico County Recreation, Parks & Tourism/TEAM Maryland
Anne Black, Chicago Sports Commission
Ariana Darcy, 3STEP Sports
Ashley Jackson, San Francisco Travel
Austin Emanuel, Playbook365
Autumn Hellinger, Individual Member
Bethany Sutherland, Visit Fort Wayne
Blake Warfield, USA Track & Field
Bonnie Alley, Ames Convention & Visitors Bureau
Brady Douglas, Rapid City Sports Commission
Brendrick Simmons, 828 Sports Ventures
Brenna Gannon, Chicago Sports Commission
Brett Monaghan, National Junior College Athletic Association
Jamal Brown, ATL Airport District Convention & Visitors Bureau
James Couch, 1 Movement Hoops
James Phethean, Visit Central Florida Sports
Jeff Geldien, Spokane Sports
Jeff Wallace, Top Gun Events
Jenn Shira,CMP, Austin Sports Commission
Jeremy Massie, Visit Oxford Mississippi
Jessica Castillo, Connect Sports
Jessie Carmack, National Collegiate Athletic Association (NCAA)
Jestiny Hughes, Sports Alliance of Greater Akron
Jillian Hamlin, OneSpartanburg, Inc
Jim Britt, SportsPITTSBURGH
Jim Rowland, Missouri Division of Tourism
Joe Townsend, 1 Movement Hoops
Jud Teague, Individual Member
Justin Reid, Maryland Developmental Soccer League
Justin Trout, Hype Nation Volleyball
Kendall Goodden, Hurricane Group
Kevin Cummings, National Congress of State Games
Kirsten Lovett, Bradenton Area Sports
Kyle Allen, Individual Member
Kyle Osterberg, Visit Phoenix
Kyle Walton, Legends Event Center
Laura Libby, Miles Partnership
Lena Hines, Ocean Center
Linda Longmire, Cabarrus County Convention & Visitors Bureau
Lindsey Wanstrath, Sports Events & Tourism Association
Lisa Ferguson, Nash County Travel and Tourism
Liz Brewton, Hilton Worldwide
Lucas Hartgrove, Individual Member
Lynne Bowis, CMP, Visit Greater Palm Springs
Mark Robinson, RCX Sports
Mark Shannon, Merchant Cost Consulting
Mary Hinkelman, Visit BG
Matt Rej, Merchant Cost Consulting
Matthew Dorris, American Junior Golf Association
Meg Watson, USSSA Baseball
Melina Iglasias, San Jose Sports Authority
Michael Musgrove, Team Kayak Series, LLC
Michael Solanik, Babe Ruth League Inc
Michelle Margo, Individual Member
Nick Worrall, Wyndham Hotels & Resorts, Inc.
Nick Fleehart, Beer League Players Association
Nicole Leggett, Monroe-West Monroe Convention & Visitors Bureau
Nilka Figueroa, Discover Puerto Rico
Paige Mathews, Fort Smith Convention & Visitors Bureau
Paulina Pawlak, Discover Long Island
Paulo Leite, 213 Sports // TRITON
Peter Davis, US Youth Soccer
Philip LaHaye, Ragnar Events LLC
Rachel Chaney, Ragnar Events LLC
Riley Born, Fresno/Clovis Convention & Visitors Bureau
Robely Rivera, Wicomico County Recreation, Parks & Tourism/TEAM Maryland
Robin Caruana, Brittian Resorts & Hotels
Rodolfo Flores Mendez, Phygital Sports USA Inc
Ryan Walsh, Harris County - Houston Sports Authority
Sara Toliver, Visit Ogden
Sarah Austin, USA Track & Field
Sarah Horvath, Visit Tucson Sports
Sean Hoek, Rico Solutions
Sean Lesko, Ragnar Events LLC
Sean Smith, Visit Greater Palm Springs
Shauna Pasanen, Visit Central Florida Sports
Shawn Burt, Individual Member
Stephanie Morthland, FUJI BJJ
Stephanie Solomon, Visit Ogden
Stevie Smith, Sports Salt Lake
Sydney Powell, Visit Athens, GA
Tanner King, Fastbreak.ai
Taylor Ramos, Visit BG
Tiffany Neilson, Discover Davis
Tim Lander, CPRP, Visit Fairfax
Will Moorad, World Fitness Project
Zac Brinchi, Utah Sports Commission
Domaunique Stephens Sr., Oklahoma Fadeaway Hoops
Benchmark Your Success: Unlock Exclusive Compensation & Benefits Data
Have you explored the new Sports ETA Compensation & Benefits Insights Platform yet? Launched just a few weeks ago, this members-only tool is already changing the game for sports events and tourism professionals by offering unprecedented access to dynamic compensation and benefits data. If you haven’t taken advantage of this exclusive benefit, now is the time to get involved!
How to Get Started:
1
2
3
Log In: Access the platform with your Sports ETA username and password.
Complete the Survey: Provide data as of July 1, 2024, even if your compensation changed on January 1, 2025. This consistent snapshot ensures credibility and comparability across the industry.
Unlock Results: Once you complete the survey, you’ll unlock interactive dashboards and reporting tools that allow you to analyze industry-wide compensation trends and compare your data to relevant benchmarks.
What Makes This Platform a Game-Changer?
Unlike traditional static reports, this tool evolves with every member’s survey entry, creating a comprehensive and ever-improving resource. The platform is designed to provide Sports ETA members with:
• Robust Industry Benchmarks: Gain insights into compensation and benefits trends across the sports tourism sector.
• Actionable Data: Use real-time comparisons to inform your organizational and professional strategies.
• Tailored Insights: Compare key metrics with peers from similar organizations based on type and size.
Why Your Participation Matters
The more members who participate, the stronger and more reliable the data becomes. By completing the survey, you’ll:
• Help establish valuable industry benchmarks.
• Support strategic decision-making in recruitment, retention, and budgeting.
• Elevate the entire industry with insights that benefit organizations of all sizes.
Special thanks to the Fort Worth Sports Commission for sponsoring this innovative platform.
Negotiation Tactics: Lessons from the FBI
BY JACKIE REAU, CEO, GAME DAY
I recently completed the FBI Citizens Academy, a community outreach program designed to foster a better understanding of the FBI’s role in national security, law enforcement, and public safety. My cohort of about 30 community leaders represented the corporate community, and members from local law enforcement, religious institutions, media and non profits. My interest was to understand how the FBI works with local law enforcement during major events and what resources are available.
Over eight weeks, we learned about a number of topics from cyberterrorism to firearms training simulation but one of the most interesting topics for me was hostage negotiation strategy. Below are some thoughts on how to use these tactics within your business and at your events.
Negotiating deals is at the core of sports events and tourism, where securing events can make or break a destination’s success. Leaders in this industry often find themselves bargaining with myriad of stakeholders: league executives, venue owners, sponsors, and local governments.
Consider FBI negotiation tactics. Known for their precision in hostage situations, these strategies offer invaluable insights into handling complex, high-pressure negotiations.
Empathy is Power
FBI negotiators emphasize the importance of tactical empathy, a cornerstone of their approach. Tactical empathy involves actively listening to the other party, understanding their needs, and validating their emotions. For sports events tourism leaders, this means stepping into the shoes of sports events and tourism leaders.
When negotiating to host a championship, you might start by identifying the event organizer’s key concerns: revenue potential, logistical support, and audience experience. By openly acknowledging these priorities: “I understand that fan experience and operational efficiency are critical to the success of this event,” leaders create an environment of trust. This validation opens the door for collaboration rather than confrontation.
The Power of “No”
Contrary to conventional wisdom, FBI negotiators value the word “no” because it signals honesty and fosters clarity. Sports events organizers often aim for a quick “yes” to secure a deal, but pressing too hard can backfire. Instead, allowing the other party to say “no” provides them with a sense of control.
For example, when negotiating sponsorship terms, instead of asking, “Can we count on your $50,000 investment?” a leader might ask, “Would it be impossible to allocate $50,000 to this event?” This subtle shift gives the sponsor room to express concerns and opens a dialogue for realistic compromises.
Mirroring and Labeling
Two other FBI tactics that resonate in sports events and tourism are mirroring and labeling. Mirroring involves subtly repeating the last few words the other party said, encouraging them to elaborate. For instance, if a potential partner says, “Our biggest challenge is ensuring sufficient ROI for our sponsorship,” responding with “Sufficient ROI?” prompts them to reveal deeper insights.
Labeling, on the other hand, is about identifying emotions and stating them aloud. When working with a hesitant city council, a sports leader might say, “It seems like you’re concerned about the upfront investment,” or “It sounds like you’re worried about traffic congestion.” By labeling fears or concerns, the leader demonstrates understanding, reducing resistance.
The “Black Swan” Insight
FBI negotiators are trained to uncover “black swans,” the hidden pieces of information that can dramatically shift the balance of a negotiation. You can likewise dig deep to uncover what truly motivates stakeholders. A league might prioritize international TV exposure over ticket revenue, or a sponsor might value exclusivity over activation opportunities.
You can uncover these black swans through thorough research and by asking open-ended, calibrated questions like, “What would make this event a long-term success for your organization?”
Negotiation is both an art and a science, and FBI tactics provide a powerful playbook for sports events tourism leaders. By practicing tactical empathy, and leveraging the power of “no,” mastering mirroring and labeling,
and seeking out black swans, these leaders can transform high-pressure negotiations into opportunities for win-win solutions. In the end, the same skills that diffuse crises can secure the next championship, festival, or global event that puts a destination on the map.
You & The FBI Citizens Academy
The FBI Citizens Academy is a community outreach program designed to foster a better understanding of the FBI’s role in national security, law enforcement, and public safety. Open to selected business, civic, and community leaders, the academy provides participants with firsthand insight into the operations, mission, and challenges faced by the agency.
Typically held over several weeks, the program includes classroom-style sessions and interactive demonstrations led by FBI personnel. Topics range from cybercrime and terrorism to counterintelligence and evidence collection. Participants may also engage in hands-on activities such as firearms training simulations and learning investigative techniques. These experiences offer a glimpse into the complexities of FBI operations and the critical role the agency plays in protecting the nation.
The Citizens Academy aims to build trust and strengthen relationships between the FBI and local communities. Graduates of the program often join Alumni Associations, continuing to serve as ambassadors who educate others about the FBI’s mission and support community safety initiatives.
The FBI Citizens Academy is a program that offers business, religious, civic, and community leaders an inside look at the FBI’s operations. While the FBI has 56 field offices across the United States and Puerto Rico, not all of them may offer the Citizens Academy program. The availability of the program can vary by location and is subject to the discretion of each field office. To determine if the Citizens Academy is offered in your area, contact your local FBI field office directly.
The Road to America’s 250th: U.S. Cities
Gear Up with Sporting Celebrations
As America inches closer to celebrating its 250th birthday in 2026, cities and states across the country are preparing for a memorable celebration of history, culture, and community. While fireworks and parades are expected staples, sporting events are taking center stage as a unifying theme. From grassroots community events to large-scale tournaments featuring professional teams, sports are proving to be a powerful platform for cities to commemorate the nation’s semiquincentennial, led by America250.
A Nationwide Movement
America250 is a nonpartisan initiative working to engage every American in commemorating the 250th anniversary of our country. The U.S. Semiquincentennial Commission was established by Congress in 2016 to plan and orchestrate the 250th anniversary of the signing of the Declaration of Independence of the United States. The Commission, chaired by former Treasurer of the United States Rosie Rios, is working with America250.org, Inc. to engage Americans across the country in designing the largest and most inclusive anniversary observance in our nation’s history.
Each U.S. state has committed to forming an America250 commission for its state to promote collaborative programming and offer grants for programmatic funding. For more information, contact your state’s governing body.
Additionally, America250 has also established 11 Advisory Councils across a variety of industries and specialties to increase inclusiveness, expand America250’s capacity and connection to partners and stakeholders, and facilitate program development, implementation, and social impact.
The current roster of Advisory Councils includes: Arts & Culture; Health & Wellness; History Education; Hospitality & Tourism; Innovation, Science & Entrepreneurship; International; Parks, Preservation & Public Spaces; Sports
& Entertainment; Veterans, Military & Family Members; Youth Engagement; and Young Leaders. As America250 continues planning and preparations, additional Advisory Councils will be created.
The federal government, through America250, is encouraging cities and states to design programs that highlight local traditions while connecting to the broader themes of freedom, innovation, and resilience. This guidance has spurred collaborations between municipalities, sports leagues, and private organizations to create events that are both meaningful and engaging.
The Power of Sports to Unite
Why are so many cities leaning on sports to celebrate such a momentous occasion? The answer lies in the universal appeal of sports as a cultural and social connector. Sports bring people together across lines of race, class, and political affiliation, offering a shared experience that few other activities can match.
“In many ways, sports embody the ideals America was founded on—teamwork, perseverance, and the pursuit of excellence,” said Dr. Michelle Carter, a historian at the National Sports Museum. “Using sports as a platform to celebrate America’s 250th is a natural fit because it allows us to honor the past while looking to the future.”
“In many ways, sports embody the ideals America was founded on—teamwork, perseverance, and the pursuit of excellence,” said Dr. Michelle Carter.
Major League Baseball to Celebrate America’s 250
America250 and Major League Baseball (MLB) announced their multiyear partnership to share the American stories of the country’s national pastime. As the first major professional sports league to join in the effort to mark 250 years of America’s independence, MLB will work with America250 on several initiatives to highlight the sport’s historic roots and cultural contributions including the America250 Time Capsule, a literary podcast featuring classic American stories, and more.
Philadelphia: The Cradle of Liberty Leads the Way
Philadelphia, the birthplace of the Declaration of Independence, is naturally at the forefront of the celebrations. As part of its America250PA initiative, the city has announced a series of hosted sports events to connect its historic past with a forward-looking vision.
In 2026, several major sporting events will be hosted in Philly including the FIFA World Cup 2026™ where six matches will be played at Lincoln Financial Field. The schedule includes five group stage matches and one round of 16 match, which will be played on the Fourth of July.
March Madness will return to Philadelphia when the Wells Fargo Center hosts the NCAA Men’s Basketball select 1st and 2nd round games in March. And just outside of Philadelphia, the Aronimink Golf Club will host the 2026 PGA Championship in June. Philly will also host the 2026 MLB All-Star Game in July of 2026 at Citizens Bank Park.
Planning for America’s 250: Step by Step
While major cities are leading with large-scale events, smaller communities are making equally impressive contributions. For example, South Dakota has launched a program called “Walk 250 Miles by 2026,” sponsored by the state’s Department of Game, Fish, and Parks, to encourage South Dakotans to track their miles as they walk through the varied landscapes of South Dakota. Prizes will be awarded to participants completing 250 miles by July 4, 2026.
As planning continues to unfold, the emphasis on sports ensures that America’s 250th will be a celebration not only of the nation’s history but also of its enduring spirit and potential. Whether through community games or professional showcases, cities large and small are invited and encouraged to participate, program and engage their communities.
Reimagining Women’s Wellness in Sports Tourism
BY STEVI GABLE CARR, WISE WELLNESS GUILD
Addressing Inclusivity and Prioritizing Women’s Health in Sports Tourism Strategies
Sports tourism is evolving, with women-focused events gaining momentum and helping reshape the tourism segment. As women increasingly participate in athletic and wellness activities, the need for inclusive, health-conscious strategies becomes paramount. By addressing the unique needs of women and fostering environments where they feel more empowered, sports tourism activities can inspire meaningful connections, drive economic growth, and champion gender equity.
Here’s how women’s wellness is helping to transform sports tourism, with insights from impactful initiatives and partnerships.
The economic and wellness contributions of womenfocused sports events are undeniable. The Women’s World Cup 2023 shattered expectations, drawing nearly two million attendees and generating over $800 million in revenue, while also highlighting the growing global interest in women’s athletics. Events like these emphasize the immense value of investing in women’s sports and creating environments that not only celebrate their talents but also prioritize their well-being.
Looking ahead to 2027, Columbus, Ohio, is set to host the NCAA Women’s Final Four and the NCAA Volleyball Championship, further establishing the city as a hub for women’s sports. These events are projected to attract thousands of fans, significantly boosting local tourism, hospitality, and retail sectors. More importantly, they present an opportunity to integrate wellness-focused experiences tailored for female participants and spectators. By collaborating with organizations and local wellness brands, Columbus can introduce initiatives such as:
• Partnering with WISE to launch a chapter in Columbus, supporting the recruitment and advancement of women in the business of sports.
• Athlete Recovery Zones, featuring guided stretching and recovery sessions powered by StretchLab, offering on-site services like assisted stretching and mobility coaching.
• Fueling Stations, sponsored by Kroger Health, providing nutrient-dense snacks and hydration options curated for optimal energy and recovery.
• M indfulness & Mental Health Lounges, supported by experts from The Ohio State University Wexner Medical Center, offering mindfulness workshops and stress management techniques.
• Community Wellness Walks, led by notable female athletes and influencers, fostering connection and encouraging physical activity for fans of all ages.
Photo courtesy of Westin
Photo courtesy of WIN for KC
The economic and wellness contributions of women-focused sports events are undeniable.
Beyond economic impact, these events cultivate a sense of belonging, empowerment, and holistic well-being for women. They create platforms that not only celebrate athletic achievements but also prioritize physical and mental wellness, encouraging long-term lifestyle changes among participants and attendees.
2. Tailored Wellness Programs for Women’s Unique Health Needs
Wellness programs that cater to the unique health needs of women are increasingly becoming a cornerstone of sports tourism, acknowledging the specific challenges they face, such as hormonal fluctuations, injury recovery, and mental health considerations. Recognizing that a one-size-fits-all approach is ineffective, innovative initiatives are stepping in to provide personalized support and holistic care.
Kansas City’s WIN for KC (Women’s Intersport Network) is a prime example of a program dedicated to empowering women and girls through sports and wellness activities. Their flagship event, the Women’s Sports Awards Celebration, not only honors female athletes and advocates but also brings attention to critical issues such as gender equity in access to health resources and fitness opportunities. In 2025 they launched WIN Wellness, a groundbreaking initiative focused on mental
health awareness, inclusive programming, and training resources—supported by partners like Garmin and Herbalife—to ensure a healthier future for women and girls in the Kansas City region.
Resorts and fitness centers hosting women-centric athletic activities are also stepping up their offerings to address these specific needs. Westin Hotels’ “Wellness Escape” program, for example, tailors experiences for female athletes by providing recommended safe running routes and recovery lounges with amenities such as Normatec compression therapy, guided meditation sessions, and hormone-friendly meal plans developed by sports nutritionists.
Major sporting events are also integrating comprehensive wellness hubs, ensuring female athletes have access to key resources that address both their physical and mental well-being. CrossFit competitions have expanded their support systems by offering pre-competition mindfulness coaching, menstrual cycle tracking guidance, and individualized recovery plans
By embedding these wellness-focused experiences into sports tourism activities, women are not only supported in achieving peak performance but also in maintaining longterm health and well-being.
Women-focused events are not just an economic opportunity—they represent a chance to create environments where women thrive, both physically and emotionally.
3. Inclusive Infrastructure and Leadership
Creating gender-inclusive sports tourism experiences requires a commitment to thoughtful design and representation. Infrastructure improvements, such as private locker rooms, enhanced lighting for nighttime events, and designated recovery spaces, contribute to safer and more welcoming environments for women participants.
Event planning organizations have increasingly prioritized women in leadership roles, ensuring diverse perspectives in decision-making processes. In 2024, the Sport Integrity Global Alliance (SIGA) hosted the Annual SIGA Summit on Female Leadership in Sport, co-hosted by FC Porto at Estádio do Dragão. This event united leading experts and key stakeholders from around the globe, influencing the public agenda with a strong call for enhanced governance and greater gender equity in sport.
Additionally, National Girls & Women in Sports Day®, celebrated annually on February 5, serves as a reminder of the importance of inclusivity and participation for women in athletics. Events held nationwide on this day reinforce the value of diverse representation in sports tourism.
By integrating women into the planning and execution of events, sports tourism can ensure experiences that reflect their voices and priorities.
4. Spokespeople Supporting Women in Sports Tourism
Collaborations between brands and organizations are driving impactful changes. Aliyah Boston, WNBA Rookie of the Year and former University of South Carolina star, is partnering with Experience Columbia SC to promote Columbia as a premier destination. Through this collaboration, Boston will highlight her favorite spots and activities from her time at the University of South Carolina, encouraging visitors to explore the city’s rich culture and vibrant community.
Boston’s involvement includes public appearances and participation in marketing and social campaigns. Her connection to the community and her authenticity make her a perfect ambassador for Columbia’s tourism initiatives.
Additionally, Boston serves as a tourism ambassador for the U.S. Virgin Islands, where she shares the beauty of her birthplace, including St. Thomas, St. John, and St. Croix. Her collaboration with Experience Columbia SC reflects the organization’s dedication to celebrating local stories and creating impactful campaigns that inspire regional and national audiences.
5. Cultural and Community Engagement
Sports tourism provides an opportunity to connect participants and spectators with local cultures and communities, fostering meaningful interactions and shared understanding. Women’s sports events are leveraging this potential in new ways by incorporating cultural experiences into their programming, highlighting the richness of local traditions and heritage.
During the Women’s Rugby World Cup in New Zealand, organizers collaborated with indigenous Māori groups to offer cultural workshops, performances, and storytelling sessions, celebrating the vibrant Māori culture. These efforts not only created a unique and enriching
Photo courtesy of Westin
experience for attendees but also promoted cultural preservation, mutual respect, and deeper connections between participants and the host community.
6. The Future of Wellness and Equity in Sports Tourism
The path forward for sports tourism lies in ensuring wellness and equity are prioritized for women. Collaboration across industries, from wellness brands to tourism boards, will be key to designing programs and events that empower women. These efforts must address accessibility, safety, and inclusivity at every level.
It is vital to remember the transformative role of Title IX in advancing equity in sports. The legacy of this legislation
continues to inspire change, encouraging sports tourism leaders to prioritize gender inclusivity and create opportunities for women and girls in athletics.
WISe Wellness Guild and WellNXT are at the forefront of this transformation, connecting organizations with resources to create equitable and wellness-focused experiences for women. By fostering partnerships and advocating for thoughtful planning, WISe is shaping a future where sports tourism celebrates women’s contributions and meets their unique needs.
Conclusion
Women’s wellness is a cornerstone of the future of sports tourism. By prioritizing health, inclusivity, and meaningful engagement, leaders in this space can inspire a new era of growth and connection. Women-focused events are not just an economic opportunity—they represent a chance to create environments where women thrive, both physically and emotionally.
Together, we can build a sports tourism industry that empowers women, fosters community, and paves the way for equitable and sustainable growth.
Are you ready to lead the charge in reimagining women’s wellness in sports tourism? Partner with WISe Wellness Guild and WellNXT to create strategies that prioritize inclusivity, equity, and health in your city.
Schedule your discovery call today to explore the possibilities at wisewellnessguildpartners.com and stay up to date on the best in wellness with our weekly newsletter at wisewellnessguild.com
Author Bio
Stevi Gable Carr, Founder & CEO of WISe Wellness Guild and co-founder of WellNXT, champions wellness through innovation and strategic partnerships. With over 20 years of expertise, she connects corporations with tools and resources to prioritize women’s health and equity in the workplace and beyond. Stevi has been featured in Forbes, Entrepreneur, and Fortune for her dedication to advancing whole-self wellness and fostering impactful community engagement. As an ambassador of Global Wellness Institute, Fellow at Institute of Coaching at Harvard McLean Hospital and Member of International Coaching Federation, Stevi is committed to igniting human potential by fusing wellness and leadership, creating a foundation for lasting success and well-being.
Sports & Tech: Trends from CES 2025 and Their Impact on Sports Events & Tourism
WRITTEN IN PARTNERSHIP WITH CHATGPT AND EDITED BY HUMAN, JACKIE REAU
The Consumer Electronics Show (CES) 2025, held in January in Las Vegas set the stage for groundbreaking innovations in sports technology, offering a glimpse into the future of athletics, fan engagement, and sports event & tourism. From performance analytics to immersive fan experiences, these developments promise to redefine how sports events are organized and enjoyed, with sports tourism leaders primed to adopt these advancements to attract fans, athletes, and economic impact to their destinations.
Performance Analytics and Wearable Technology: Data-Driven Excellence
CES 2025 featured startups like Whoop, Oura, and Catapult Sports, known for their advanced performance tracking systems. Whoop debuted its latest wearable, Whoop Strap X, which integrates real-time workload tracking and recovery insights. Oura unveiled an upgraded version of its iconic smart ring, with added AI-driven analytics for athletes’ sleep and stress management. Catapult Sports showcased its new Vector T7, designed specifically for team sports, offering coaches unparalleled insights into player performance.
Tourism Application:
• Sports events can partner with these companies to enhance participants’ experience. For example, marathons could integrate Whoop’s analytics, providing runners with live updates on their heart rate and recovery status during the race, viewable on a companion app.
Immersive Training Experiences: VR and AR in Action
Companies like STRIVR Labs and Rezzil demonstrated how virtual reality (VR) and augmented reality (AR) are transforming athlete training. STRIVR, known for its
VR training for NFL quarterbacks, presented VisionPro 2.0, which offers immersive, scenario-based training simulations. Rezzil, widely adopted in soccer, introduced PlayerFocus, an AR tool that enhances skills like ball control and reaction time through gamified training.
Tourism Application:
• Destinations hosting golf tournaments, for example, could incorporate STRIVR’s VR tech to allow fans and players to practice iconic courses before tournaments, such as Augusta National or Pebble Beach.
• Soccer camps could feature Rezzil’s PlayerFocus to engage visiting athletes, creating buzz and encouraging event registration.
Smart Stadiums: The Ultimate Fan Experience
Smart venue pioneers like Cisco and FanConnect unveiled cutting-edge solutions to enhance the stadium experience. Cisco’s Connected Stadium Wi-Fi 6 offers faster, more reliable connections, enabling features like live streaming from multiple camera angles. FanConnect introduced FanView 360, an AR-enabled app that allows fans to explore real-time stats, player bios, and food delivery options directly from their seats.
Tourism Application:
• Cities hosting large-scale events, such as FIFA World Cup 2026, could leverage these technologies to enhance the attendee experience. AR-guided apps could direct fans to nearby restaurants and hotels, seamlessly integrating tourism with the event.
Sustainability in Sports: Greener Games
CES spotlighted sustainability leaders like Green Sports Alliance and EnerVenue, which focus on reducing sports’ environmental impact. Green Sports Alliance introduced new guidelines for zero-waste stadiums, while EnerVenue unveiled EnergyVault, a sustainable power solution using renewable energy storage for large venues.
Tourism Application:
• Tourism organizations could collaborate with Green Sports Alliance to certify venues as eco-friendly, attracting environmentally conscious travelers and new sponsor dollars.
• Cycling events or marathons could use EnerVenue’s portable, renewable energy storage to power staging areas, reducing their carbon footprint.
Advanced Streaming and Cybersecurity:
Connecting the World
Sports streaming leaders such as NextVR and Pixelot introduced innovations that make events accessible worldwide. NextVR showcased FanVR Live, a 360-degree streaming platform for fans to experience games as if they were courtside. Pixelot, known for its AI-based camera systems, revealed an upgraded automated broadcasting solution tailored for youth and amateur sports.
On the cybersecurity front, Fortinet presented advanced tools to secure fan data, including ticketing systems and merchandise purchases.
Tourism Application:
• Streaming solutions like NextVR could be used by sports tourism leaders to broadcast destination events globally. For example, a city hosting a triathlon could offer fans a VR perspective from the athletes’ point of view.
• Blockchain ticketing systems from Fortinet could ensure secure transactions for visitors, increasing trust and event attendance.
Shaping the Future of Sports Tourism
The trends unveiled at CES 2025 illustrate how technology is transforming every aspect of sports. For sports tourism leaders, these advancements offer a unique opportunity to create dynamic, engaging events that attract athletes, fans, and economic benefits to their regions.
By integrating solutions from companies like Whoop, STRIVR Labs, Cisco, Green Sports Alliance, and NextVR, destinations can position themselves as cutting-edge hubs for the future of sports tourism. These changes not only enhance the athlete and fan experience but also ensure that sports events remain a vibrant and sustainable force in the industry.
As the intersection of sports and technology continues to evolve, the future of sports tourism has never looked brighter—or more exciting.
Kickstarting Sustainability: 3 Simple Steps to
Make Your Sports Tourism Events Greener and More Impactful
Getting started on your sustainability journey doesn’t have to be daunting—it’s as easy as 1, 2, 3!
Whether you’re just beginning to think about sustainability or looking to fine-tune your approach, these three simple tips will get your wheels turning. From making small environmental changes to building long-term community relationships, you’ll find practical steps to make your sports tourism events more sustainable, while creating lasting benefits for both your destination and its residents.
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Think Green, Act Local
Sustainability in sports tourism starts with the basics: reducing waste and minimizing environmental impact. Event organizers can start by introducing recycling and composting programs. These efforts not only help divert waste from landfills but also demonstrate a commitment to environmental stewardship. Additionally, opting for sustainable procurement practices, such as sourcing local food and materials, reduces transportation emissions and supports the local economy. Simple changes, like offering reusable cups or compostable serviceware, can also significantly reduce single-use plastics, addressing an urgent environmental concern.
Takeaway: Sustainability doesn’t have to be complicated. By making small, environmentally conscious decisions in waste management and procurement, sports tourism can become a leader in eco-friendly practices, all while supporting local businesses and ecosystems.
Build Community, Build Legacy
Sustainability in sports tourism isn’t just about what happens during the event—it’s about what the event leaves behind. A strong focus on social sustainability ensures that sports tourism events benefit the local community in meaningful ways. Involve residents early in the planning process, creating opportunities for them to engage with and shape the event. Volunteer programs, job creation, and community-focused initiatives can help ensure that the benefits of sports tourism extend well beyond the event itself. For example, working with local businesses to showcase their products during the event or offering youth programs can leave a lasting legacy of community development.
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Takeaway: The most successful sports events are those that engage the community. Involving local stakeholders creates a sense of ownership and pride, helping to build long-lasting support and leaving behind a stronger, more vibrant community.
Plan for Tomorrow, Today
Planning for sustainability is about creating a balanced future that supports people, the planet, and profit. Sports commissions can play a pivotal role in shaping sustainable practices by collaborating with local stakeholders. Partnering with venue operators, local governments, and community organizations to prioritize social inclusion, environmental stewardship, and longterm financial viability can drive positive change. For example, sports commissions can work to ensure that local communities benefit from the event through job creation, volunteer opportunities, and inclusive programming. Promoting environmentally responsible practices, like energy-efficient venues and waste reduction efforts, not only minimizes the event’s ecological footprint but also sets a sustainable example for the community. Fostering relationships with local businesses can ensure that economic benefits are reinvested into the destination, creating a ripple effect that strengthens both the local economy and the environment.
Takeaway: By considering the full spectrum of sustainability—people, planet, and profit—sports commissions can help build a future where events are not only economically successful but also socially impactful and environmentally responsible. Working with local partners to ensure sustainability in all three areas will create lasting benefits for the destination and its residents.
An Unrivaled Opportunity for Partnerships in Youth Sports
Q&A with Amanda Shank, Executive Vice President, Business Development & Brand Strategy, Unrivaled
Sports
Unrivaled Sports’ Amanda Shank shares their corporate strategy and how destinations and partners can best collaborate with her organization. In the Q&A, Amanda discusses strategic partnerships, collaborations, economic impact and more.
A Q Q
What are the key factors destinations should consider when partnering with Unrivaled Sports to host sports events?
AAt Unrivaled Sports, our mission is to create premium, inspiring, and inclusive sports experiences for young athletes and their families. Our diverse network of youth sports properties spans Baseball, Softball, Flag Football, Soccer, and Action Sports. This allows us to program a wide variety of events tailored to different age groups, genders, and seasons, making us a dynamic and valuable partner for destinations.
When evaluating partnerships with Unrivaled Sports, destinations should prioritize:
The quality of the guest experience for athletes and families.
· The operator’s proven ability to deliver on objectives, from economic impact to community engagement.
How does Unrivaled Sports evaluate potential destinations for sports events? What metrics or attributes are most critical?
Our first priority is ensuring that the destination has the necessary venues and facilities to meet our event specifications. This includes factors such as:
· Field sizes and surface types.
· Equipment availability, such as soccer goals or baseball batting cages.
Infrastructure quality, including water and ice access, maintenance standards, and cleanliness.
Beyond venues, we consider the destination’s appeal to families. This includes attractions, accommodations, and affordability, as well as the overall experience visitors will have during their stay. We leverage consumer insights from our programs to ensure a strong alignment between the destination and the event.
Finally, we evaluate the economic viability of the event, considering factors like local business support, community involvement, and assistance from Sports Commissions or CVBs.
A Q
A
What unique advantages can Unrivaled Sports bring to a destination compared to independently owned or community-based events?
Q Q
Unrivaled Sports offers scalable programming options, including leagues, tournaments, showcases, and camps, at the local, regional, and national levels. By working with us, destinations benefit from:
· Consistency and quality, with an advanced team on-site to ensure seamless event execution.
· Simplified collaboration, as destinations work with one main contact for programming across multiple properties.
Our experience across leading brands like Ripken Baseball®, Cooperstown All Star Village, and Soccer Youth ensures a world-class experience for athletes and families. Ultimately, destinations are best served by having a mix of community-based and tourismproducing events.
How can destinations effectively communicate their value proposition to Unrivaled Sports in terms of economic and tourism impact?
The onus here is actually on event operators to communicate economic impact metrics to our destination partners transparently. We strive to share realistic projections for participation and room nights in advance and provide accurate reports on performance during and after events.
This level of collaboration builds trust and enhances long-term relationships.
In your experience, how can destinations and Unrivaled Sports work together to tailor events that align with the unique characteristics of the location?
AOur mission is to provide unrivaled experiences for young athletes everywhere, and much of that experience is shaped off the field. We look to destinations to:
· Showcase unique attractions, restaurants, and accommodations.
Help us curate itineraries that turn tournaments into unforgettable family vacations.
For example, destinations like Panama City Beach have helped us tailor events such as the All-Ripken Futures Games, blending world-class facilities with local attractions to elevate the experience for athletes and families.
What strategies does Unrivaled Sports use to minimize risk when partnering with destinations, and how can destinations contribute to those efforts as a good partner?
Risk mitigation starts with selecting destinations that align with our needs and values. Transparency from the destination is critical, particularly regarding:
· The level of support they can provide.
· Clear definitions of what a “successful event” looks like.
Maintaining consistent communication throughout the planning process ensures that challenges are identified early and addressed efficiently.
What steps can destinations take to build sustainable, long-term relationships with Unrivaled Sports?
Building long-term partnerships requires collaboration and shared goals. Destinations can: Initiate discussions early about success metrics for both parties.
· Be open to multi-year agreements for well-established programming, as well as piloting new event properties.
For instance, our Soccer Youth All-American Series and NEFFL Youth Flag Football World Championships have successfully expanded through multi-year agreements with destinations, delivering consistent economic and community value.
How does Unrivaled Sports measure the success of a sports event, and how should destinations align their goals with yours?
In addition to traditional metrics like participant counts and visitors, we use Net Promoter Score (NPS) to measure the quality of the guest experience. Our NPS scores for Ripken Baseball consistently outperform leading brands like Chick-fil-A and Disney, reflecting our commitment to excellence.
For destinations, this means aligning economic goals (room nights, direct spending) with guest satisfaction. A memorable event experience will not only benefit Unrivaled Sports but will also enhance the destination’s reputation for future tourism.
This event led to expanded collaboration with Miracle Leagues in other Ripken Baseball cities. Sports tourism leaders should embrace unexpected opportunities like these to make a lasting impact on their communities beyond the economic value of events. A A A A A Q Q Q Q Q
What trends do you see emerging in the intersection of sports tourism and event hosting, and how should destinations prepare for these shifts?
Staffing and industry turnover continue to be significant challenges. Destinations can differentiate themselves by: Building strong relationships with local stakeholders like umpire assigners and facility managers.
· Marketing their community’s support system as a value-add for event operators.
Can you share a successful case study where a destination and Unrivaled Sports collaborated to create a win-win scenario, and what lessons can other leaders learn from it?
In 2023, our Ripken Select tour visited Frisco, TX. In the planning process, the Visit Frisco team shared one of the causes that was important to them: accessibility for all athletes. We partnered with The Miracle League of Frisco to provide a special experience for their athletes with mental and physical disabilities.
Twenty Miracle League athletes took the field for an exciting competition, immersing them in the Ripken tournament experience. Each Miracle League athlete was paired with a Ripken Select player, creating meaningful connections through the shared love of sport.
For more information on Unrivaled Sports, visit www.unrivaledsports.com
Unrivaled Sports, founded by sports industry veterans Josh Harris and David Blitzer is a major player in the youth sports space. Unrivaled Sports is working to deploy their expertise in operations, programming and finance to grow their current portfolio which includes the following.
In collaboration with Hall of Famer Cal Ripken, Jr., Unrivaled Sports’ Baseball & Softball division includes Ripken Baseball®, Cooperstown All Star Village, Sports Force Parks™, Baseball Factory™, Softball Factory™, Diamond Nation, Rocker B Ranch, All-Ripken Games, and UA Next Prospect Tour.
The Flag Football division includes the ForeverLawn Sports Complex at the Pro Football Hall of Fame Village, Under the Lights, and NEFFL.
In partnership with 5-time Olympian Shaun White, the Action Sports division includes SNÖBAHN and the following We Are Camp properties: High Cascade Snowboard Camp, Windells Ski Camp, Seek Skateboard Camp, and Milepost 35 Mountain Bike Camp.
Unrivaled Sports also owns YTH Sports, operators of Soccer Youth.
“
Ultimately, destinations are best served by having a mix of community-based and tourism-producing events.
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.
SCAN HERE TO LEARN MORE
Five Steps to Earn the Sports Tourism Strategist (STS) Designation in 2025
BY CHRISTINA VELASQUEZ, DIRECTOR OF EDUCATION & RESEARCH, SPORTS ETA
Over the last three months since I started as your new Director of Education & Research, I have reviewed the Sports Tourism Learning Institute’s offerings to ensure our members can earn and maintain their STS effectively. Here are five steps to consider as you plan your education for the year.
The Sports Tourism Strategist (STS) designation is the industry’s gold standard, reflecting your dedication to learning, leadership, and advancing the sports tourism industry. With determination and a well-organized timeline, you can earn your STS designation by the end of 2025.
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Step 1: Understand the Program
The STS program is made up of building blocks called Playbook Certificate courses. Each Certificate course dives deeply into specific, timely, and relevant topics in sports events and tourism. Here’s how it works:
• Earn a Certificate of Achievement: Each completed Certificate course earns you a Certificate of Achievement and 4 credits toward your STS designation.
• Accumulate 32 Credits: Once you complete enough courses (8) to earn 32 credits, you’ll achieve your STS designation.
• Stay Compliant: Maintain your designation by earning 4 continuing education credits annually (1 Certificate course).
The program’s flexibility allows you to tailor your learning path based on your interests, experience, and career goals.
Step 2: Plan Your Learning Path & Create a Timeline
To stay on track, you’ll need to plan your coursework strategically. Sports ETA offers self-paced online courses, as well as in-person courses at events like the Symposium and the 4S Summit. By strategically planning these courses in your calendar, you can complete the program by December 2025.
To get started, register for your first Certificate course through the Sports Tourism Learning Institute at learn.sportseta.org.
Here is a sample timeline and course path:
January – March 2025: Orientation & First Course
• For Industry Newcomers, consider these courses:
– Introduction to Sports Tourism
– Know Your Numbers: Intro to Finance
– Sports Tourism Business Strategy
• For Seasoned Professionals, consider these courses:
– Analytics
– Innovation
April - June 2025: Online & In-Person Courses
• Register and attend the live STS course(s) offered at the 2025 Symposium in Tulsa, OK
• Online courses:
– Sports Sustainability 101
– Disability Awareness & Sports Tourism
July - September 2025: You’re Halfway There!
• Register and attend the live STS course offered at the 2025 4S Summit in Annapolis, MD!
• Online courses:
– Beyond Economic Impact
– Crisis Communication for Sporting Events
October - December 2025: Finish Strong!
• Media Ready Bundle:
– Confident on Camera
– The Media Landscape
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Step 3: Leverage Multiple Learning Formats
Sports ETA offers several ways to complete Certificate courses:
• Online: Access courses anytime through the Sports Tourism Learning Institute.
• In-Person: Attend sessions at Sports ETA events, such as the Symposium or the 4S Summit.
This variety ensures you can learn in a way that suits your schedule and learning preferences.
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Step 4: Track Your Progress
Sports ETA automatically tracks your earned credits in your member profile. Even if you’re not ready to commit to the full STS program, completing individual courses will earn you Certificates of Achievement. If you decide to pursue the designation later, your accumulated credits will already be in place.
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Step 5: Celebrate Your Achievement
Once you’ve earned your 32 credits, you’ll receive:
• The official STS Designee certificate, suitable for framing and sharing.
• The STS Toolkit, filled with additional resources.
• Exclusive access to special content, networking opportunities, and meet-and-greets with industry experts.
STS Graduates are recognized each year during a General Session at the Symposium. Completing your STS designation by the end of the year ensures you’ll be able to participate in the graduate recognition in front of hundreds of your industry peers!
Continuing Education Requirements
To maintain your STS designation, earn 4 credits annually. Your designation follows a rolling timeline based on your completion date. Sports ETA will track your progress and provide reminders.
Need Help?
If you have questions or need assistance curating your educational path, contact me at Christina@SportsETA.org. Education is for everyone, and I’m here to help you succeed!
By following these steps and utilizing the resources available, you’ll not only earn your STS designation but also enhance your knowledge, career, and contributions to the sports events and tourism industry.
To learn more about the Sports Tourism Strategist designation or to get started on your education journey, scan the code!
Let us host your next sporting event in Mobile, Alabama. After the big game, go aboard the USS Alabama Battleship, soak up the sights at Bellingrath Gardens, or go hard at the beach. Go all in, and let us go all out for you.
• 7,500 HOTEL ROOMS
• FACILITIES FOR EVERY SPORT
• 60 MILES OF BEACHES
Six Tips for Nailing the Site Visit
BY JANIS BREEDLOVE, CMP, STS, VP OF EVENTS & EXPERIENCES
As you host potential clients in your city, here are six tips for hosting a seamless site visit. To prepare for the site visit, think about the client and how they can see their event in your destination.
One of my most memorable experiences for a site visit was breakfast at the hotel we were touring. We were greeted by the director of sales in the lobby who knew all about our event. After providing mimosas, she led us to a very unique space in the hotel where there was an amazing table set with local breakfast specialties, a chef’s station making eggs benedict. We were also entertained by a local storyteller who told us the story of that city’s history, complete with costume and song.
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Seamless Transportation Experience
Arrange for convenient transportation from the moment the client arrives, whether it’s a VIP airport pickup or a dedicated shuttle. Consider branded vehicles with a knowledgeable staff member who is usually the one pitching the business and who can share key highlights of the city en route to set the tone. Ensure the route showcases your city’s most impressive landmarks.
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Warm and Memorable Greetings
Host a welcome reception at the hotel or venue featuring local ambassadors, mascots, or even athletes from the city. Offer personalized welcome kits with event-themed merchandise, maps, and details about the itinerary. Include a handwritten note from the mayor or a key figure to add a personal touch. Add their logo to your scoreboard or marquee sign with a welcome message.
Photo courtesy of Visit Sarasota
Photo courtesy of Visit KC
Photo courtesy of Fort Worth Sports Comission
Tailored and Immersive Experience
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Curate an agenda that highlights how the city aligns with the specific needs of the event. For example, demonstrate relevant venues in action, showcase unique local amenities, and prepare a visual presentation on the city’s track record of hosting similar events. Also make sure the services staff is also included on the site visits. They are not only experts in everything destinationrelated, but it provides a warm hand-off as this is the person the planner will work with when the event is booked.
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Exceptional Meals with Local Flair
Plan dining experiences at the city’s top restaurants, focusing on local cuisine and unique settings, such as rooftop venues or waterfront locations. Include opportunities to meet with local chefs or restaurateurs, and ensure dietary needs are accounted for in advance.
Engage Key Influencers and Decision-Makers
Schedule impactful meetings with city leaders, business executives, sports influencers, and community stakeholders who can speak to the city’s capabilities and enthusiasm for the event. Highlight a unified commitment to supporting the event’s success.
City-Wide Signage and Branding
Use strategic city-wide signage to demonstrate how the event will be celebrated. Examples include digital billboards, banners on light poles, and mock setups of event-branded signage around the venue. Consider adding a live demo or an activation relevant to the event, such as a mini-fan zone.
Bottom line: Play to your strengths, no one knows them better than you!
Let’s say you are conducting a site visit, and it’s the dead of winter with frigid temperatures. Instead of being apologetic, embrace the cold! After dinner, take the group outside (briefly!) for hot toddies, provide fun and funky faux fur headwear, and unveil an ice sculpture with the client’s logo. Talk about memorable!
Photo courtesy of Destination El Paso
Hosted by
APRIL 14-17, 2025 | Tulsa, OK
We’re weeks away from the sports events and tourism industry’s most anticipated annual gathering—the Sports ETA Symposium!
Hosted in vibrant Tulsa, OK, this premier event unites sports destinations with hundreds of decision-makers responsible for organizing sports events.
The Symposium is your ticket to unparalleled professional growth, idea exchange, and business development.
Why You Can’t Miss the Sports ETA Symposium
The Sports ETA Symposium is the ultimate event to grow professionally and connect with the best in the business. This is your chance to:
• Network with top executives and industry leaders.
• Participate in dynamic educational workshops and inspiring sessions.
• Engage in one-on-one meetings designed to foster collaboration and innovation.
With just weeks to go, now is the time to secure your spot and prepare to drive more business and elevate your organization’s impact.
NEW This Year: Marketplace Booth Opportunities for Destinations
Attention sports destinations! This year, the Sports ETA Symposium introduces an exciting new opportunity
to make your mark. Secure a Marketplace Booth and showcase your destination to the industry’s top decisionmakers. Here’s what you’ll gain:
• Direct Access to Industry Leaders: Connect with facility managers, event organizers, and tourism professionals who are shaping the future of sports tourism.
• Showcase Your Unique Offerings: Use captivating displays and live demonstrations to highlight what makes your destination stand out—whether it’s cutting-edge facilities, iconic venues, or your community’s unique charm.
• Boost Brand Visibility: Leverage extensive pre-event and on-site marketing exposure to attract high foot traffic to your booth and ensure your destination stands out.
• Drive Growth: Capture high-quality leads and turn them into meaningful business opportunities through face-toface interactions.
The Countdown is On: The Sports ETA Symposium in Tulsa, OK!
Act Now
The Sports ETA Symposium is just around the corner, and excitement is building! Don’t miss your chance to be part of the action in Tulsa, OK. Whether you’re elevating your brand with a Marketplace Booth or taking part in the wealth of education and networking opportunities, this is the place to be.
Time is running out—secure your registration today. Get ready to grow, learn, and connect at the event that brings the sports events and tourism industry together like no other.
of attendees have a role in decision making 92% 98% of attendees recommend the Symposium to a colleague attendees including over 100 sports events planners 1,000+ scheduled appointments at the 2024 Symposium 19, 600+ We’ll see you in Tulsa!
Big Giveaway Alert!
Rights Holders, are you ready to make your Symposium experience even more rewarding? Thanks to our amazing friends at Pensacola Sports, we’re giving away $15,000 in prizes to six lucky rights holders!
Here’s how you can win:
1. Register for the Symposium.
2. Attend ALL pre-scheduled appointments.
3. Be present at our unforgettable Closing Party on Thursday, April 17 to claim your prize.
Don’t miss this chance to elevate your Symposium experience, connect with industry leaders, and maybe even walk away with $5,000!
What I Learned During the Crisis on Bourbon Street:
Takeaways for Event Planners and Crisis Communications Professionals
BY BETSY ROSS, PRESIDENT, GAME DAY
TAKEAWAYS:
* Revisit and update your safety and security plan with the latest technology
* For major event organizers, create a collaborative working relationship among local law enforcement officials and meet regularly
* Establish a protocol and plan for a Communications Command Center to be activated during a crisis***
On the first morning of 2025, tragedy unfolded in New Orleans when a truck sped down Bourbon Street killing 15 and injuring dozens of others in an act of terrorism against the United States of America.
I was staying a few blocks away in a hotel on Canal, visiting for the 2025 Allstate Sugar Bowl.
Sirens started blaring at 3:15 am and local news came on with Breaking News alerts immediately after.
For the next 12 hours, I watched local news to get updates and watched the official press conferences.
Early on, local leaders called the senseless tragedy an act of terrorism. It was a surreal and chaotic day where I hunkered down in the hotel for safety’s sake.
As event planners and crisis communicators specializing in sports and entertainment, I watched closely how federal, state and local officials worked to gather evidence, communicate to the public and make decisions on future events and activities.
Here are my observations from New Orleans.
Collaborate with Law Enforcement
During a crisis, it shouldn’t be the first time you meet the police chief or mayor. Major event organizers develop their safety plans well ahead of the event, so they have already been in the room with the police department, Sheriff and city/county leadership. In New Orleans, it was clear that the law enforcement leadership knew each other, respected each other and collaborated well. The FBI was tapped to take the lead on the New Orleans case since it was an act of terrorism, a federal offense.
This is a call for major event organizers to review and update their safety plans, meet with local law enforcement including local police, Sheriff, FBI offices, etc.
Local Media Matters
I have spent my career in local and national broadcast media from Indianapolis, New York, Cincinnati, and at ESPN. From my perspective, local media in New Orleans should be commended for their quick action in coming on air and mobilizing their staff on a holiday. I was most impressed with the transparency in reporting the facts they had verified while not rushing to judgement to be first with breaking news. Every TV station quickly had reporters stationed near Bourbon Street, the major medical center treating victims and the police district, all coordinated from the anchor desk led by their seasoned veteran anchors.
Create a Crisis Communications Center
Early on, there were conflicting statements from local officials on whether it was an act of terrorism. It was quickly updated to be so, but having a unified communications effort may have avoided this.
A crisis communications team should also mobilize as quickly as the law enforcement teams do. The public information officers of all law enforcement agencies and any partners including hospitals and major events or activities should be in the same room, disseminating the same information to all media at the same time. It’s also a good idea to invite the media to work out of the space to ensure accuracy in receiving and reporting information.
Additionally, this team needs to be supported by a social media team to share these same consistent messages across all social media channels and websites managed by the law enforcement agencies.
Most importantly, the Communications Center can also include a hot line for families to call to inquire about their missing loved ones. In one physical center, the communications team can provide correct, consistent and compassionate messaging.
Show Compassion for the Victims and their Families
I have always thought of New Orleans as a hospitable city that is tourist friendly.
In a matter of hours, a fund for victims was set up by the New Orleans Foundation.
A day later, a blood drive was set up and publicized to support the victims and their recovery.
Additionally, the Allstate Sugar Bowl between the University of Notre Dame and the University of Georgia was delayed by a day out of respect for the victims and the active investigation. Sugar Bowl officials clearly have strong partnerships with law enforcement and elected officials including their U.S. Senator, Governor, and Mayor. They quickly rescheduled the game with ESPN and College Playoff leadership and communicated to the tens of thousands of fans who were visiting for the game.
Many of the ancillary events like the Notre Dame Bayou Bash pep rally were canceled with refunds offered.
As a Notre Dame alumna, I was invited to attend mass led by university president Fr. Bob Dowd at the hotel in the early afternoon after the tragedy. It was a welcome respite from watching local news and to pray together for those who lost their lives and were injured.
Honoring the Victims
The FBI ordered Bourbon Street establishments to be closed for at least 48 hours while they conducted their investigations.
As Bourbon Street reopened, business, tourism and civic leaders publicly discussed a number of heavy issues. On the top of the list: how to pay tribute to those who tragically lost their lives. Religious ceremonies, tributes and memorials were planned to remember those with a personal touch and compassion.
Officials will also continue to discuss renewed safety plans for the entire French Quarter including Bourbon Street to eliminate future breaches and to ensure a sense of trust from visitors and patrons to the area. Bourbon Street is big business but it’s also an area that celebrates American culture and heritage and needs top level security with additional law enforcement support and upgraded technology.
Tourism officials will continue to clearly communicate these new safety measures to the thousands of tourists who will continue to flock to the city for major events and celebrations.
After watching the leadership of Louisiana and New Orleans come together in a matter of hours to collectively manage the tragedy, we know New Orleans will rebound with resilience.
The Momentum of Running in America
Road races in America enjoyed a record-breaking year in 2024, according to the latest Top Races Report from Running USA. This landmark report showcases how running events and festivals continue to be a powerful economic driver for cities across the United States.
Running’s Historic Year
The numbers from the 2024 Top Races Report are staggering. The TCS New York City Marathon held in November had more than 56,000 finishers, reclaiming its title as the largest marathon globally and the largest race of any distance in the United States. Earlier in the year, the Berlin Marathon had briefly held that honor, proving that running is on an unprecedented growth trajectory, worldwide.
This resurgence isn’t confined to iconic marathons; it’s happening nationwide. Events of all sizes are drawing record-breaking participation, highlighting running’s unique ability to unite people and communities. According to Jay Holder, Executive Director of Running USA, “Running is back. Participation levels are mirroring or surpassing those seen in 2019, and the momentum shows no signs of slowing.”
Running Events as Economic Catalysts
From major marathons to local 5Ks, running events have become must-attend occasions that drive tourism, boost local economies, and foster community engagement. The 2024 Top Races Report reveals several key insights for sports events tourism leaders:
Nationwide Appeal: The 25 largest races span 15 states, demonstrating that running is thriving across the country. From Boston to Chicago, Austin to San Diego, cities are leveraging running events to draw thousands of participants and spectators, filling hotels, restaurants, and shops.
Diverse Event Offerings: While the 5K or 3.1 miles remains the most popular entry point into the sport, over one-third of the top 100 races were half marathons. This trend highlights a growing appetite for longer distances, providing opportunities for cities to host events that cater to a wide range of runners who oftentimes travel to the 13.1 mile events.
The DAV 5K has been held annually for more than a decade to enjoy the membership and supporters of Disabled American Veterans on the Saturday before Veteran’s Day. While the in-person race is held in downtown Cincinnati, the DAV 5K engages active service members and members around the world with its virtual offering. Each year, 5,000+ participants support the DAV 5K.
Community Engagement: The resurgence of running has sparked a collective effort among race organizers, participants, volunteers, and fans. This unified enthusiasm is driving the sport’s growth and creating memorable experiences that keep people coming back. For example, the Flying Pig Marathon voted as the #1 Marathon in America by USA Today readers last year, recruits 8,000 volunteers each year to assist with logistics during its race weekend, held on the first weekend of May.
Photo courtesy of DAV
A Winning Formula for Race Cities
For cities and sports event tourism leaders, hosting a successful running event requires more than just a scenic course. It involves creating a holistic experience that attracts participants and leaves a lasting impact on the local economy. In summary, it’s about a professionally managed race experience and the race swag that participants receive. Here are key strategies to harness the momentum of running:
Invest in the Participant Experience
Running USA’s report emphasizes that race organizers are innovating to enhance the participant experience. Cities can support this by partnering with race directors to provide seamless logistics, vibrant expo events that celebrates local flavor. For example, integrating unique aspects of the city—such as a post-race concert, local cuisine, or cultural experiences—can elevate the event.
Leverage Marketing and Media
Races like the New York City Marathon and the Boston Marathon have global appeal, but smaller events can achieve similar success by leveraging social media, local influencers, and targeted advertising. Storytelling around a race’s history, its community impact, or the personal journeys of participants can attract a broader audience.
On Sunday, January 19, the College Football Playoff hosted the Trophy Trot, featuring races at both the 5K and 10K distances with courses running throughout downtown Atlanta, offering a chance for locals as well as out-of-town fans to take part in national championship weekend. Each Trophy Trot participant received a t-shirt and finisher’s medal.
Proceeds from the Trophy Trot support the work of the College Football Playoff Foundation in lifting up teachers across the country. All donations to the CFP Foundation’s primary initiative, Extra Yard for Teachers, directly support teacher resources or programming related to the recognition, recruitment and professional development of pre-K - 12 educators.
Promote Inclusivity and Accessibility
The diversity of race distances and formats allows people of all abilities to participate. Promoting wheelchair divisions, encouraging beginner-friendly events like 5Ks, and creating family-oriented activities can ensure that running events appeal to everyone. During the Flying Pig Marathon weekend festival, the Pigabilities race is offered on Saturday afternoon where athletes of all abilities are invited to run one mile on the marathon course. Last year, more than 300 participants in the Pigabilities race competed among the 43,000 total field.
Photo Courtesy of the College Football Playoff
Photo courtesy of the Flying Pig Marathon
In 2024, the largest races drew tens of thousands of visitors, providing an influx of revenue for host cities.
Create Lasting Partnerships
Collaborating with local businesses, hotels, and transportation services can amplify the economic impact of running events. Offering runner-specific discounts or creating race weekend packages can encourage participants and their families to stay longer and explore the city. Many hotels will work with race officials to offer late checkout so runners can refresh after their race.
The Economic Impact of Running
The economic benefits of running events extend far beyond race day. Participants often travel from out of town, bringing along friends and family who stay in local accommodations, dine at restaurants, and explore nearby attractions. In 2024, the largest races drew tens of thousands of visitors, providing an influx of revenue for host cities.
Moreover, running events generate long-term tourism. For instance, a participant who has a memorable experience at a marathon may return to the city for vacations, or they may encourage others to visit. This ripple effect positions running as a sustainable driver of economic growth.
Spotlight on Top Races
The 2024 Top Races Report shines a light on events that are leading the charge in redefining the running experience. From the record-breaking TCS New York City Marathon to community-driven races in smaller cities, these events showcase the power of running to inspire and unite people. The report also highlights trends like
sustainability initiatives, technology integration (such as race tracking apps), and creative race formats that engage diverse demographics.
The Future of Running in America
Looking ahead, the momentum of running in America shows no signs of slowing. As more people discover the physical, mental, and social benefits of the sport, the running community will continue to grow. For the sports events tourism industry, this presents an opportunity to invest in and capitalize on the popularity of running.
Emerging Trends to Watch
Sustainability: Environmentally friendly practices, such as zero-waste events and eco-conscious swag, are becoming more important to participants.
Virtual Integration: While in-person events are booming, virtual races remain a popular option for those unable to travel, creating additional revenue streams.
Global Participation: With the rise of international tourism, races that attract runners from around the world can boost a city’s global profile.
Youth and Family Engagement: Programs that encourage young runners and family participation can cultivate the next generation of enthusiasts.
The 2024 Top Races Report is available for members of Running USA with a nominal fee for non-members. For more information, visit RunningUSA.org.
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