Sports ETA Playbook

Harnessing the Power of Spectator Sports Tourism: Leveraging the 2024 Sports ETA State of the Industry Report

ADD KENTUCKY SPIRIT TO YOUR NEXT COMPETITION.

When hosting a sporting event, Kentucky offers more than a unique place. It gives you a one-of-akind spirit where you’re welcomed like family.

That’s what sets our state — and the Kentucky Sports Alliance — apart. Whatever you’re looking for, we’ll help you make it happen. Visit KentuckySportsAlliance.com to learn more.

National Headquarters

9624 Cincinnati Columbus Road, Suite 209

West Chester, OH 45241

Telephone (513) 281-3888

www.SportsETA.org

Team

John David, President & CEO

Janis Breedlove, CMP, STS, VP Events & Experiences

Meagan Grau, Director of Marketing & Communications

Michelle Wessels, Director of Membership & Engagement

Christina Velasquez, STS, Director of Education & Research

Rebecca Myles, Sponsorship & Advertising

Carol Courtney, Special Projects Coordinator

Lindsey Wanstrath, Marketing Coordinator

Glen Schorr, Rights Holder Representative

Brian Graham, Destination Representative

Vince Trinidad, Facilities Programming Adjunct

Board of Directors

Officers

Chair: Frank Lett, STS, President and Chief Tourism Officer, Visit Kingsport

Vice Chair/Chair-Elect: Matt Libber, Executive Director, Maryland SoccerPlex

Secretary/Treasurer: Clay Partain, STS, Executive Director, Sports Salt Lake

Immediate Past Chair: Ray Palmer, STS, President/CEO, Pensacola Sports

Directors

Phil Andrews, Chief Executive Officer, USA Fencing

Bonny Bernat, STS, Senior Sports Development Manager, Visit Winston-Salem

Rob Coggin, Director, League Operations, National Collegiate Roller Hockey Association

Cindy Cowart, STS, President, Cowart Sports Events

Jason Gewirtz, Vice President, Sports Division, Northstar Meetings Group, Executive Editor and Publisher, SportsTravel, 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

Sports Alliance

Ryan Strickland, STS, Vice President, Play Treasure Coast Sports Tourism

Melissa Thompson, Vice President of Bids & External Affairs, Indiana Sports Corp

Katy Tigchelaar, STS, Vice President of Operations, West Michigan Sports Commission-2025

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

Dear Sports ETA Family,

What a season we’ve had. From the record-setting Women’s Summit in Tampa to the most attended Symposium in our association’s history, this year has reminded us—once again— why sports tourism is unlike any other sector in the travel industry.

In April, Tulsa wasn’t just a host city—it was the epicenter of our movement. The energy, collaboration, and passion on display at the 2025 Symposium set a new benchmark for what’s possible when our industry comes together. The feedback on our education programming has been incredible, and the Facility Summit alone grew over 70% year-over-year. And when the work was done? We danced like champions at Cain’s Ballroom, celebrating a future we’re building together.

But our work isn’t just about great events. It’s about driving real impact. That’s why I’m so proud of the release of our 2024 State of the Industry Report – Spectator Sports Tourism. With over 109 million spectators generating $47.1 billion in direct spending, the data tells a powerful story—one that proves what we’ve always known: sports tourism builds communities, fuels economies, and inspires generations.

We’re also embracing the global stage ahead. With major international events coming to U.S. soil in the next decade, we’ve named Janis Burke our new Chief of International Sport & Strategy. Her leadership will help ensure our members are equipped to capitalize on this once-in-a-lifetime window of opportunity.

As I reflect on this extraordinary stretch, I’m filled with gratitude. To our members—you continue to raise the bar. To our partners and hosts—you make the magic happen. And to our Board and staff—thank you for your tireless work behind the scenes to bring our mission to life.

Now is not the time to ease up. Now is the time to lean in. Sports tourism is poised to lead through today’s challenges, just as it did yesterday. Let’s keep showing up, keep pushing forward, and keep being the light.

Yours in Sport,

John David President and CEO Sports Events & Tourism Association

Letter From Your Board Chair

Dear Sports ETA Members,

Summer is upon us and as the Sports ETA fiscal year draws to a close, so does my term as your Board Chair. On July 1, the next set of officers and board members will officially step into their roles, ready to carry the torch into the 2025-26 fiscal year.

Reflecting on the past year, I’m incredibly proud of the progress we’ve made together as a unified association! We’ve set new records and achieved meaningful milestones, all thanks to the dedication and energy of our membership. I want to recognize John and the Sports ETA team, “small but mighty.” Their unwavering commitment to quality and excellence continues to be the foundation of this organization. They are true “rock stars,” and I have enjoyed working alongside them and witnessing the passion they bring to everything they do.

I’m also deeply grateful to the Executive Committee and the Board of Directors. Their support has been extraordinary. The time and effort invested, often behind the scenes, is both significant and selfless. A heartfelt thank you to Ray, Matt, and Clay for your dedication and leadership. This year’s board has been a remarkable group. We’ve laughed, cried, collaborated, and grown together — always with the shared goal of making Sports ETA better for our members. I truly believe we’ve made a lasting impact.

Our industry is strong because of you, our members. You showed up, engaged, and participated in recordbreaking numbers at every Sports ETA event this past year. That level of involvement speaks volumes and confirms that we’re providing the experiences and opportunities you value. Thank you for your voice, your presence, and your commitment.

As you know, this is no time to slow down. Let’s continue to challenge ourselves and elevate our industry. Keep showing up, stay engaged, and together we’ll keep driving forward. I look forward to seeing many of you at upcoming events.

In closing, thank you for the honor of serving as the 30th Board Chair of Sports ETA. It has been an amazing and humbling experience, one that I will always cherish.

Member Services News & Updates

2025 Membership Chart

758 TOTAL (as of May 7, 2025) 179 Rights Holders

482 Destinations 97 Industry Partners

70 organizations have joined Sports ETA since January 1, 2025

New Members include:

Destinations

• Blue Water Area Convention and Visitors Bureau

• Cajun Coast Tourism

• Discover Klamath Visitor and Convention Bureau

• Enjoy Eagan

• Experience Maple Grove

• Ft. Lauderdale Convention Center

• Greer Sports and Event Center

• Jonesboro Advertising & Promotion Commission

• Louisiana's Cajun Bayou Tourism

• Nashville Convention & Visitors Corp

• Ottawa Tourism

• Paducah Sports Park

• Pulaski Sports & Entertainment Authority

• Silicon Valley Santa Clara Dmo Inc

• Skagit Tourism Bureau/ Skagit Valley

• Sports Commission

• Tooele County

• Visit McAllen

• Visit Milledgeville

• Visit Nyack, Inc

• Visit Seattle

• Western Sports Park

Rights Holder

• 3STEP Sports Basketball

• 3STEP Sports Volleyball

• American Powerboat Association

• Arnold’s Martial Arts (All About MAD)

• ENDZONE7ON7 LLC

• FCTR Sports (FCTR Events)

• Football University / 3STEP Sports

• Gladiator Series

• High Five Events

• Legends Lacrosse

• Level 12 Sports

• MultiGP Drone Racing

• National Amatuer Disc Golf Tour

• National Christian Homeschool Championships LLC

• National Collegiate Rugby

• National Powerlifting League, LLC

• Oklahoma Fadeaway Hoops

• Rated Sports Group

• Royal Events

• Soccer Youth

• Southern Pickleball Association

• Sports & Events World

• Sports Philanthropy Network

• Team Kayak Series, LLC

• Tulsa Disc Sports Association

• United Adaptive Soccer Association

Calling All Members!

• United States Trampoline And Tumbling Association

• Unrivaled Flag

• USA Catchball Association

• We Build You Play

• West Coast Premier Tournaments

• World Fitness Project Industry Partners

• 365 Sports Travel

• Active Track

• All Star Outfitters

• Book Your Block LLC

• Coordle

• Future Partners

• GameRun Inc.

• Great Wolf Lodge, Resorts

• Holiday Inn St Petersburg N - Clearwater

• Merchant Cost Consulting

• PIVOT Travel

• Pro Lighting Texas

• Sports Endeavors (SOCCER.COM, 431Sports.com)

• Sports Engine

• Sportsheadz

• SportsKey Ltd

• VenuWorks

Member Milestones

New Role:

• Dean Polk Bonfili, Business Development/Mid Atlantic Event Director, Firecracker Sports

• Joel Koester, Executive Director, Phoenix Sports and Events Commission

• Genesis Leggett, Director of Marketing, Visit Tallahassee

• Millie Osguthorpe, Executive Director, Discover Klamath Visitor & Convention Bureau

• Karissa Pendleton, CTA, Sports Sales Manager, Visit Galveston

• Connor Shane, Vice President of Global Events, The Express Conferences

Recently Promoted:

• Justin Balancio, Senior Manager, National Sales, GOCAL - Greater Ontario Sports & Entertainment Authority

• Cassidy Brinkley, Vice President of Visitor Experience, Chattanooga Tourism Co.

• Miranda Coleman, STS, Sports Development Manager, Choose Lansing

• Andrew Dockrill, Vice President, Dallas Sports Commission.

• Daniel Gallagher, Executive Director of Sports and Entertainment, Atlantic City Sports Commission

• Lucas Gebhart, Associate Director of Sports Sales, Visit Boise

• Michael Greco, Director of Sales - Sports Division, Northstar Meetings Group

• Caleb Peterson, STS, Director - Sports Commission, St. Pete Clearwater Sports Commission

• Matt Prewitt, STS, Director of Sports, Butler County Visitors Bureau

• Natasha Reyes, Director of Partnerships, Sport Oregon.

• Bri Seifert, Senior Manager, Sports Sales, Visit Fort Collins

Recently added to their organization’s Sports ETA membership:

Ryan Abeyta, Albuquerque Sports Commission,

A division of Visit Albuquerque

Treshaun Abrahams, Calgary Sports & Major Events

Mia Abts, Discover Klamath CVB

Irfana Ahmed, Professional Pickleball Association

Jennifer Aldridge, Detroit Sports Commission

Christina Aleksic, THE Spring Games, LLC

Kevin Alphonso, Team IP

Chelsea Ancona, Team Travel Source

Anne Anderson, Experience Maple Grove

BA Anderson, USA BMX

Rick Arnold, Arnold’s Martial Arts (All About MAD)

Danyel Ayala, Visit McAllen

Josue Ayala, Visit Williamsburg

Jamie Baccari, St. Augustine, Ponte Vedra CVB

Hazel Bagwell, Rico Solutions

Drew Bailey, Arizona Athletic Associates LLC

Delanie Baker, USA Softball

Ali Barnard, Sports Hampton

Christian Barnes, Major League Quadball

Gork Barrette, USA BMX

Paul Batts, Compete-Valdosta-Lowndes

Erich Bauer, Calgary Sports & Major Events

Kristi Baughman, Yellowstone Teton Territory

Carlye Beadles, United States Trampoline

And Tumbling Association

Craig Bewley, SportsKey Ltd

Nick Biel, Discover Kalamazoo

Joslynn Bigelow, United Adaptive Soccer Association

Kim Bilancio, Active Track

Jason Black, Pro Lighting Texas

Jill Boggs, Visit Fort Wayne

Jillian Bowdring, Meet Boston

Joey Bradley, Brandywine CVB dba Visit Delco, PA

Matthew Bradley, Visit Seattle

Austin Bradshaw, Unrivaled Flag

Lauren Braunegg, On Location/Anthony Travel

Alex Briel, Royal Events

Emily Brooks, Olympia & Beyond Sports Commission

Jay Burress, Hunden Partners

Ronnie Burt, Hunden Partners

Jerek Butcher, Individual Member

Nina Canning, Western Sports Park

Patrick Carlile, GoVision

Drew Carlson, United Soccer Leagues

Patrick Caron, Maine Sports Commission

Ashley Chenaulta, Explore Charles County

Austin Chick, Discover Temple

Taran Christansen, Visit Kingsport

Jon Clare, Sportsheadz

Jennifer Clinton, Individual Member

Darren Cohen, Individual Member

Erica Collins, Las Vegas Convention & Visitors Authority

Matthew Collins, USA Team Handball

Tommy Collins, Sports & Events World

Deitre Collins-Parker, Arizona Athletic Associates LLC

Richard Comly, We Build You Play

Casey Conlon, Visit Billings

David Costlow, Stack Sports

Jack Counts Jr., NowCandid

Julie Cullen, West Michigan Sports Commission

Nicole Curbow, Visit Bentonville

Claudia Curry, Connect Sports

Chris Curtis, GoVision

Scott Cutten, United States Korfball Federation

Jamie Davis, USA Water Polo

Rory Davis, Individual Member

Evan Decker, Sports Salt Lake

Danya Diaz, MGM Resorts International

Dominic Difebo, Disc Golf Pro Tour

James Dixon, Individual Member

Avram Doomchin, Sports Engine

Brady Duricko, AC Sports

Hilary Dutcher, Visit Las Cruces

Alyson Eggart, Visit Billings

Brandon Esler, EventConnect

Jonah Exline, Meet Chicago Northwest Convention

Bureau

Kevin Faciane, GoVision

Timm Falzone, West Coast Premier Tournaments

Matt Fedorko, Blue Strike Environmental

David Feldberg, National Amatuer Disc Golf Tour

Shane Fernandez, USA BMX

Coleman Fish, GoVision

Walt Fisk, Gladiator Series

Taylor Flournoy, Pensacola Sports

Brent Foerster, Tempest

Adam Forringer, Greer Sports and Event Center

Erin Francis-Cummings, Future Partners

Walter Franco, Victus Advisors

Tiffany Frisch, Shores & Islands Ohio

Jen Fry, Coordle

Nolan Fuller, Soccer Youth

Camille Gale, DuPage Sports Commission

Myha Gallagher,Future Partners

Morgan Garcia, Sports Destination Management

Yuliana Garcia,Ventura County Coast

Thomas Garlock, Salem Area Sports Commission

Gary Gartner, 365 Sports Travel

Steve Gatesman, 5v5 Soccer

Alicia Gazda, Pellucid Travel

Eric George, Visit Phoenix

Kyle Gibson, Tulsa Disc Sports Association

Riley Glassmann, Fastbreak.ai

Lydia Golden, Colorado Springs Sports Corp

Andressa Gomes, Silicon Valley Santa Clara Dmo Inc

Anne Goodman, Big Bear Tournaments

Nelson Gord, Playbook365

Lavalius Gordon, ENDZONE7ON7 LLC

Tanya Gordon, ENDZONE7ON7 LLC

Tony Grabowske, Rochester MN Sports

Tristan Grant, Level 12 Sports

Adam Greenly, Playbook365

Ben Greer, Durham Sports Commission

Emma Griffith, USA Water Polo

Jennifer Griswold, Future Partners

Tanner Groff, Professional Pickleball Association

Rina Gross, USA Catchball Association

Des H., Pro Lighting Texas

Yafit Haba, USA Catchball Association

Pam Hailey, Meet Chicago Northwest Convention

Bureau

Hannah Hall, SportsEvents Media Group

Dianne Hallam, Professional Bull Riders

Maria Hannaseck, USSSA Baseball

David Hansen, Western Sports Park

Tari Haro, 3STEP Sports

Jeff Hartle,MYHockey Tournaments

Jesse Haynes, Grand Slam Sports Tournaments

Chris Healey, Sportsheadz

Chas Heeren, Paducah Sports Park

Jason Henderson, FCTR Sports (FCTR Events)

Jeff Hensiek, College Golf Experience

Abigail Hernandez, Colorado Springs Sports Corp

Robert Hickman, Gladiator Series

Marv HicksS, Individual Member

Chris Hix, MGM Resorts International

John Hodges, Emerald Acres Sports Connection

Jonathan Hoffmann, Greater Birmingham CVB

Brandon Hollmann, Stack Sports

Lonnie Homenuk, Paradragons USA

Adrienne Hopper, Individual Member

Madison Hornsby, Clermont County Ohio CVB

Erin House, Coastal Mississippi

Andrew Howard, City of North Myrtle Beach

Cody Hurd, Skagit Tourism Bureau/ Skagit Valley Sports Commission

Jonathan Huskey, Tulsa Sports Commission

Luke Hyvonen, Indiana Sports Corp

Brittney Iasiello, United States Olympic Committee

Sarah Iocovozzi, Savannah Sports Council

Tanya Jackson, World Axe Throwing League

Avery Jenkins, Tulsa Disc Sports Association

Devin Jenkins, Ottawa Tourism

Derek Jensen, 3STEP Sports Volleyball

Gene Jensen,Team Kayak Series, LLC

August Jimeson, Colorado Springs Sports Corp

Jacquelyn Jochum, Sport Oregon

Joshua Karten, Individual Member

Roy Kessel, Sports Philanthropy Network

Arash Kia, Active Track

Cicily Kind, Visit Conejo Valley

Michael King, USA Team Handball

Crystal Kinser, Pensacola Sports

Madison Kissner, Rated Sports Group

Michael Knopp, Individual Member

William Knox, The Collective Best

Russell Kroum, Can-Am Police-Fire Games Federation

Andrew Krupke, Prep Network (Prep Hoops, Prep Dig, Prep Girls Hoops, Prep Redzone, Prep Soccer)

Tom Kuhr, Fastbreak.ai

Alex Kulp, 3STEP Sports Soccer

Zac Kuykendall, Disc Golf Pro Tour

Mike Laan, Ventura County Coast

Lindsey Laird, Great Rivers & Routes Tourism Bureau

Andrew Lawrence, Dallas Sports Commission

Justin Lawrence, SportsTrip

Jay Leal, Destination Bryan

Abby Lerch, IHG® Hotels & Resorts

Jack Levy, US Quadball Inc.

Jon Limber, Shores & Islands Ohio

Dino LoBaido, Enjoy Eagan

Shalyse Lopez, IHG® Hotels & Resorts

Vered Lopez , USA Catchball Association

Madisyn Lowe, Sports Salt Lake

Shirley Lu, US Quadball Inc.

Chris Luna, USA BMX

Brett Mack, Professional Pickleball Association

Clay Mack, ENDZONE7ON7 LLC

Ray Mack, National Powerlifting League, LLC

Blake Maniscalco, Harris County - Houston Sports

Authority

Corey Martin, Sugar Bert Boxing Promotions

Mike Martinez, All Star Outfitters

Chris Massey, Individual Member

Kyle Maute, National Amatuer Disc Golf Tour

Michael McCarthy, Meet Boston

Catherine McClure, Yellowstone Teton Territory

Joe McCray, Greater Miami CVB

Dave McCullen, Sportsheadz

Adam McGee, On Location/Anthony Travel

Verone McKinley, ENDZONE7ON7 LLC

Justin McLaughlin, Tulsa Sports Commission

John Meeker, Sports Endeavors (SOCCER.COM, 431Sports.com)

Danni Melquist, Visit Fargo-Moorhead

Christopher Mero, Orlando North Seminole County

Sports

Daquan Mickens, Greater Beaufort-Port Royal CVB

Paul Midkiff, Southern Pickleball Association

Tim Miller, Pulaski Sports & Entertainment Authority

Tom Miller, Sportsheadz

Mike Moake, Western Sports Park

Doug Moore, Louisiana Office of Tourism

Will Moore, Pensacola Sports

Anita Moreno, Sport Oregon

Ralph Morton, Individual Member

Christina Murphy, City of Myrtle Beach

Dave Myers, MultiGP Drone Racing

Mike Neal, Tulsa Sports Commission

Chrissie Nichols, Visit Ventura

Tehzeeb Nieberg, Wasserman Live

Jon Nyberg, International D√∏ds Federation

Christopher Nystrom, Individual Member

Chris OConnor, Individual Member

Wesley Oliver, Visit Bentonville

Raphael Omale, Individual Member

Paul Orentas, Individual Member

Millie Osguthorpe, Discover Klamath CVB

Jason Overstreet, United States Bowling Congress

Ernie Pages, Visit Winston-Salem

Lauren Palmer, MYHockey Tournaments

Miles Parkhill, National Amatuer Disc Golf Tour

Dylan Parsons, Colorado Springs Sports Corp

Brian Paschal, Tulsa Sports Commission

Nila Patel, IHG® Hotels & Resorts

Ashley Pauly,Arizona Athletic Associates LLC

Cody Pearson, Halpern Travel

Raul Penuela, RP Funding Center

Angelina Perez,Book Your Block LLC

Toby Peters, VenuWorks

Erica Peterson, National Senior Games Association

Tara Pielaet, Rated Sports Group

Dana Potts, American Powerboat Association

Maddie Quinn, Book Your Block LLC

Steve Quinn, Football University / 3STEP Sports

Melissa Quintero, Ft. Lauderdale Convention Center

Beth Ratliff, Indiana Sports Corp

Kathryn Reagan, St. Pete Clearwater Sports

Commission

Drew Reiners, West Coast Premier Tournaments

Danielle Renner, RCX Sports

Matt Reynolds, NXTPRO Sports

Craig Rickert, Jonesboro Advertising & Promotion

Commission

Natalie Rigatuso, Des Moines Area Sports Commission

Katie Ringer, Norman CVB

Jaime Risch, Great Wolf Lodge, Resorts

Vanessa Rivas, Discover Puerto Rico

Danielle Robards,Compete-Valdosta-Lowndes

Harlan Roberts, Wasserman Live

Michael Rocca, Rated Sports Group

Stephen Rodriguez, Bradenton Area Sports

Jose Romero, Experience Fayetteville

JR Rozier, Airstream Ventures LLC.

Katie Rueff, USA Volleyball

Nicole Ruiz, Discover Temple

Hannah Rushing, Visit Plano

Millenna Russell, Tooele County

Tyler Russell, USA BMX Foundation

Kaitlyn Sandland, Rapid City Sports Commission

Rachel Sarmiento, Greater Waco Sports Commission

Benjamin Schneck, Individual Member

Thomas Schneck, Visit Nyack, Inc

Braden Schrupp, Vertical Insure

Lara Schu, Southern Pickleball Association

Dean Scotti, GameRun Inc.

Carla Scrivener, City of Clearwater, Parks & Rec

Brent Seifert, Visit Vacaville

Jermaine Shakes, Hyatt Hotels Corporation

MARK SHEARER, Book Your Block LLC

Brali Simmons, City of Myrtle Beach

Kelly Sloan, Visit Bakersfield

Heyden Smith, Tulsa Sports Commission

Kris Smith, The Collective Best

Wade Smith, National Collegiate Rugby

Sofia Soto, City of Laredo CVB

Mark Spackman, Southern Pickleball Association

Zachary Stargell, National Christian Homeschool

Championships LLC

Greg Stephen, PIVOT Travel

Jacob Stephens, Visit Worcester County Maryland (Maryland’s Coast)/TEAM Maryland

Trevor Stephens, EventConnect

Meredith Stewart, Team Travel Source

Paden Stokes, Legends Lacrosse

Dave Stow, VenuWorks

Joey Swarbrick, Ottawa Tourism

Lolly Swicegood, Fort Smith CVB

Curtis Swisher, Visit Winston-Salem

Casey Taker, Raconteurs

Bruce Tate, National Association of Intercollegiate

Athletics

Sarah Taylor, St. Augustine, Ponte Vedra CVB

Erin Thetford, EventConnect

Justin Thiele, Ames CVB

Keith Thompson, Visit Vacaville

Donna Thornton, Events DC

Christina Tillman, Visit Milledgeville

Sy'Rai Trice, Minnesota Sports and Events

Joey Trimyer, High Five Events

Eric Tschudy, USA Judo

Brendan Tuohey, Victus Advisors

Emmitt Tyler, Royal Events

Chris Vadala, USA Volleyball

Tom Valdiserri, KemperSports

Rebecca Valdivieso, Las Vegas Convention & Visitors Authority

Maleah Van Buskirk, City of Clearwater, Parks & Rec

Mike Vescio, DeKalb CVB

Chad Vincent, PIVOT Travel

Michael Vizzoni,Tempest

DJ Wabick, Players Way, LLC

Travis Wade, PIVOT Travel

Anna Wahl, MGM Resorts International

Greg Waldbaum, 3STEP Sports

Phil Wallace, IMG Academy

Joe Walters, West Coast Premier Tournaments

Thomas Ward, Cyclone Ballparks

Rob Weir, West Coast Premier Tournaments

Victoria Weiskopf, American Cornhole League

Alesa Weiss, MultiGP Drone Racing

Bridgette Welch, Gainesville Sports Commission

Stacie Wells, GameRun Inc.

Chris Westover, Western Sports Park

Cody Wilson, USA BMX

Jennifer Winnagle, FCTR Sports (FCTR Events)

Randy Wise, Sports Engine

Andre Womack, Boise CVB

Desiree Woosley, FUJI BJJ

Shane Woosley, FUJI BJJ

Anne Worcester, Professional Pickleball Association

Katie Wright, Orange County Sports Commission

Scott Wright, Nashville Convention & Visitors Corp

Rick Yarosz, Experience Butler County PA

Kyle Young, Tulsa Disc Sports Association

Heard at the 2025 Sports ETA Symposium: AI and Data & the Future of Sports Tourism

At this year’s Sports ETA’s Symposium, the members working toward their STS designation explored how artificial intelligence and data analytics are redefining the way cities attract, plan, and execute sporting events. In a session led by Kyle Jordan, Ed.M, MS, CAE, CEM, CMP, DES, titled “Leveraging AI and Data to Transform Sports Tourism,” attendees were given not only a roadmap, but a mindset shift.

A New Era of Decision-Making

Jordan’s session opened with a clear message: “AI and data aren't tools of the future, they're tools of today.” For convention and visitors bureaus and destination marketing organizations, embracing these tools means gaining a competitive edge in everything from event acquisition to personalized client outreach.

Participants explored how to:

• Analyze past event performance (attendance, spend, engagement).

• Refine sales strategies using demographic and CRM data.

• Target repeat clients with precision and personalization.

• Leverage AI prompts to enhance creativity, planning, and outcomes.

Attendees were presented with a real-world scenario: evaluating whether a mid-sized city could attract a traveling youth soccer tournament, averaging 15,000 attendees. This exercise challenged them to prioritize key data like hotel capacity, walkability, and airlift while applying AI and data to justify their strategy.

AI Prompting: Not Just What You Ask, But How You Ask It

One of the most insightful segments of Jordan’s presentation focused on AI prompting techniques, a critical skill for unlocking real value from AI platforms like ChatGPT. His framework included:

• Application-Focused Approach: Define the problem, the use case, and who it impacts to ensure inclusivity.

• Growth Mindset: View AI as a tool for innovation—not just automation.

• Effective Questioning: Continuously ask, “What did I leave out that could improve this result?”

• Iterative Learning: Use dissatisfaction with early outputs as fuel to refine prompts and generate better insights.

• Curiosity Fuels Innovation: The more you question, the more powerful your AI outcomes become.

AI

Ethics: What You Need to Know

Jordan closed with a powerful set of reminders—Kyle’s Final Thoughts on AI—designed to instill responsibility alongside innovation:

1. If you don’t have an AI policy, create one now. Ethical use begins with clear guidelines.

2. People’s data is their data. Transparency and respect must guide any use of personal information.

3. Bias is baked in. AI reflects internet biases; use with a critical lens and human empathy.

4. Don’t get lazy. AI is a tool, not a substitute. Human judgment, creativity, and review are irreplaceable.

The Big Picture

In a world where cities are competing harder than ever for sports tourism dollars, Jordan’s message was clear: those who integrate AI and data, ethically, creatively, and strategically, will be the ones who win.

Whether it’s understanding where a championship was last held, predicting economic impact, or crafting the perfect pitch with ChatGPT, the future of sports tourism belongs to the curious, the data-driven, and the AI-enabled.

As Jordan aptly put it, “Being AI-first doesn’t mean replacing your work, it means reimagining how you do it.”

For more information on the STS designation, scan the QR code below.

Learning Lessons from a Hero: An Interview with Captain Michael Abrashoff

BY DR. GARY JOHNSON

Dr. Gary Johnson is the best-selling author of Wowed! Using the Principles of Wow to Create Incredible Customer Service as Director of Sports Complex Development at ARCO National Construction (a Sports ETA member since 2024).

In my inaugural article with The Playbook, I wanted to bring readers ideas on leadership skills and principles they can use right away. In my past profession as a professional speaker and leadership development coach, I had the opportunity to interact with some of the best minds in leadership coaching in the world. As such, I could think of no better person to discuss leadership with than Capt. Michael Abrashoff.

“In less than one year, Abrashoff took the worst-ranked ship in the Pacific Fleet, the USS Benfold, to number one in every tested category.

He did this using practical leadership principles that anyone leading a team can implement almost immediately.

JOHNSON: If you could point to one thing business leaders need to do to transform their businesses, what would you say?

ABRASHOFF: Leaders must look at themselves first. This was an “aha” moment for me when I came aboard the Benfold for the first time and watched the crew cheer the departure of my predecessor. My jaw dropped open when I saw this; and I began asking myself, “What do I need to do to be sure this doesn't happen to me when I leave?” My second thought was how many of my past sailors cheered when I left the job? I wanted to make sure this never happened to me in the future, not because I wanted to be liked, but because I wanted my crew to be safe.

JOHNSON: So, when you say look at yourself first, what do you mean?

ABRASHOFF: I tell audiences to make sure they don’t wait for the rest of the organization to change or get better. Work on yourself first. Make sure you are the leader you can be and want to be. Additionally, I tell them to look at the image they are projecting as a leaderis it the image they want — and more importantly, is it the image of leadership that will get results?

JOHNSON: When you reflect on the rapid transformation of the USS Benfold from almost worst to number one in the Pacific Fleet, what other advice can you give business leaders that they can use to transform their businesses?

ABRASHOFF: Assume your people inherently want to do a good job. If they are not achieving the results you want and need, you must first answer these three questions taught to me by my former boss, Secretary of Defense William Perry —

1. Did you clearly articulate the mission?

2. Did you give your team the time and resources they needed to do the job properly?

3. Did you give your team the proper training necessary to do a great job?

JOHNSON: So, as you asked yourself those questions as it related to your new assignment on the Benfold, what did you find?

ABRASHOFF: I assumed the sailors joined the Navy for a reason and that they wanted to get something out of it and that inherently they wanted to do a good job. So, the fact that we were not doing well caused me to revisit our procedures and policies and question their effectiveness. So, every process was then open for critique and debate, specifically as it related to the question, “Can we do this better?”

JOHNSON: Was this easy?

ABRASHOFF: Not initially. I had to get the sailors comfortable challenging the status quo. Whenever I asked a sailor why we did something a certain way, they were banned from saying, “That is the way we have always done it!” I would then challenge them to think about how we could do it better.

JOHNSON: You had to change the mindset?

ABRASHOFF: Exactly. I had to get them to trust me so that they could tell me the truth without worrying about the negative consequences. Once the sailors realized that they could do this and that I valued their opinions, idea-sharing and changes happened quickly.

JOHNSON: Mike, that is a great point about trust. In my experience coaching leaders, I had to remind them that if they ask their employees for the truth, they better be prepared to hear it. Meaning, they tell you the truth, and if you as the leader, do not like the answer, be careful not to respond negatively, otherwise, they may just begin telling you what you want to hear. Do you agree with that?

ABRASHOFF: Yes, I completely agree. I would be very careful not to criticize those sailors who were willing to share with me their opinions about our ship and its processes and procedures. I would always take a deep breath and ask myself, “Where are they coming from on this?”

JOHNSON: Is that what you mean in the book when you write about listening aggressively?

ABRASHOFF: Yes. Employees may not always be able to articulate what they are trying to get across, so we need to listen carefully to the message they are trying to deliver. I assumed their heart was in the right place and wanted to make sure I understood what they were trying to tell me.

Some great advice from one of the most popular speakers on leadership in the world today. You are the captain of your ship, and the great news is that if you are not happy with the current state of your business or department, you can turn things around. This can be done in very short order if you, as the leader, are committed to getting better and following some of these great principles from Capt. Abrashoff.

Wellness as an Economic Driver: The Future of Sports Tourism and City Vitality

BY WISE WELLNESS GUILD

We are living in a pivotal moment where community health, economic development, and public safety intersect more clearly than ever before. Cities around the nation are grappling with burnout, population decline, rising healthcare costs, and workforce attrition. At the same time, they’re sitting on one of the greatest untapped engines of transformation: wellness-driven sports tourism.

This playbook explores how forward-thinking leaders are leveraging wellness to build healthier cities that are safer, more connected, and economically resilient. We’ll share tangible strategies for integrating wellness into civic policy, event design, and business tourism. Whether you’re a mayor, a CVB leader, or a rights holder planning your next event, this guide offers a roadmap to drive sustainable impact.

The New Mandate: Why Cities Are Betting on Wellness Health and wellness are no longer just a consumer trend; they’re a civic strategy. In response to growing mental health concerns, chronic disease burdens, and economic fragility, city leaders are embedding wellness into their infrastructure and planning.

• 64% of U.S. mayors now identify community well-being as a top-three priority.

• The global wellness market is expected to reach $9 trillion by 2028 (Global Wellness Institute).

• The global wellness tourism market is expected to reach $1.4 trillion by 2027 (Global Wellness Institute), and sports tourism is projected to top $70 billion in the U.S. alone by 2030 (Sports ETA).

City Priority

Lowering healthcare costs

Resident retention

Economic development

Tourism and brand equity

Corporate HQ attraction

Affordable housing connectivity

Crime reduction and safety

Wellness Integration Strategy

Activate preventative screenings and fitness hubs at sports events.

Host inclusive wellness festivals and rec leagues that foster belonging.

Design sports events around wellness retail, hospitality, and wellness tech activations.

Market cities as holistic wellness destinations with “sportcation” itineraries.

Showcase long-term wellbeing ecosystems for relocating talent.

Link green space, mental health access, and wellness incentives to housing developments.

Use wellness programs to build trust, reduce idle time, increase community visibility.

WELLNESS AS A STRATEGIC SOLUTION TO URBAN PRIORITIES

Let’s reimagine what’s possible when wellness isn’t an afterthought, but the strategy.

Cities Leading the Way

1. Cincinnati, OH: Through partnerships with Kroger Wellness Festival and civic leaders, Cincinnati created a year-round wellness event platform that drives millions in tourism while reinforcing mental health, food access, and fitness as key pillars of city vitality.

2. Oklahoma City, OK: After investing in wellness-based urban renewal (including bike trails, paddle parks, and walking clubs), OKC saw a 7% decrease in violent crime and a notable uptick in business relocation inquiries.

3. Boulder, CO: Known for its integration of wellness with tourism, Boulder attributes its low obesity rates and high resident satisfaction to accessible outdoor wellness programming tied to city planning.

4. Miami, FL: By investing in active-lifestyle events and fitness-forward tourism activations on public beaches, the city not only boosted its tourism GDP but also enhanced youth engagement, reducing juvenile arrests by 11% in key areas.

Photo courtesy of Game Day

Wellness Programs for Business Travelers at Sports Events

Sports tourism doesn’t stop at the field—executives and attendees are increasingly expecting wellness-forward experiences that support high performance and low stress. Event planners and destinations can:

• O ffer yoga, meditation, or recovery rooms on-site at tournaments

• Partner with local wellness vendors to deliver VIP experiences (cold plunge, IV therapy, nutrition stations)

• Provide wellness itineraries for non-game hours, including mindfulness walks, healthy restaurants, and spa access

• Include flexible meeting schedules that respect circadian rhythms and promote recovery time

Example: Indianapolis now offers business athlete packages for sports conferences that include gym access, tailored nutrition plans, and mental performance workshops for visiting professionals.

Wellness Tourism as a Tool for Crime Reduction and Safety

Creating wellness infrastructure isn’t just about aesthetics or lifestyle—it changes the social fabric of a city. Here’s how:

• Increased visibility: Wellness events draw residents into shared spaces, discouraging illegal activity through presence and participation.

• Youth programming: Cities like Louisville, KY offer youth judo and wellness workshops tied to sports tourism, engaging teens and reducing violent incident reports.

• Community trust: When wellness services (such as trauma-informed care tents or wellness ambassadors) are integrated into public events, residents report higher feelings of safety and connection.

• Built-in prevention: Neighborhoods with access to green space, fitness centers, and wellness education see reduced rates of chronic stress and community conflict.

A longitudinal study in Richmond, CA showed that wellness-focused community redesign (including traumainformed programming and green event infrastructure) correlated with a 43% drop in gun violence over 7 years.

Technology, Data, and Tools to Power Wellness-Based Sports Events

• Digital dashboards to track event economic + wellness impact

• Wearable integration for attendees to track recovery and stress levels

• Smar t event platforms that blend registration, wellness offerings, and schedule flexibility

• AI-powered wellness concierge to personalize experiences for each guest

Toolkit for Leaders & Planners

• Mayoral briefing template: Wellness as a city vitality strategy

• Sample sportcation itinerary for youth and families

• Wellness vendor RFP template for CVBs

• Data dashboard sample: Economic + wellness impact reporting

• Case Study Library: Top 10 wellness-forward sports tourism wins

Conclusion

Wellness is no longer a side dish. It’s the main course for cities that want to thrive. By strategically infusing wellness into every layer of sports tourism—from youth rec leagues to major tournaments to business travel—we can unlock not just economic success, but social cohesion, population retention, and community joy.

The future of sports tourism isn’t about more games. It’s about better lives built around them.

Sources and Further Reading:

Global Wellness Institute: globalwellnessinstitute.org

Sports ETA: www.sportseta.org

Brookings Institution Mayoral Survey 2024: www.brookings.edu

Global Wellness Tourism Economy Report: globalwellnessinstitute.org/industry-research/

“Cities With a Healthy Future,” National League of Cities: www.nlc.org

Richmond, CA Office of Neighborhood Safety Impact Study: www.evidenceforaction.org

Travel + Leisure Wellness Travel Trends: www.travelandleisure.com

Beyond the Arena: What I Learned from the 2025 WGI World Championships in Dayton

BY JOHN DAVID, PRESIDENT & CEO OF SPORTS ETA

In between the Sports ETA Women’s Summit and our annual Symposium, I traveled with my wife to watch our daughter compete in the Winter Guard International (WGI) World Championships over a weekend in Dayton, Ohio.

The WGI World Championships has become an annual economic boost for Dayton, injecting more than $18 million in direct visitor spending into the region over two weeks.

What a terrific experience for our family and all the tens of thousands of competitors and their families.

About 60,000 visitors (including the three of us from Phoenix) descended on Dayton for a weekend in mid-April for the WGI World Championships. We came for the artistry, athleticism, and precision of Color Guard, Percussion, and Winds competitions, what some may call niche, but what Dayton has learned to position as an economic engine.

A Global Event That Quietly Books Out a Region.

The WGI World Championships consistently fill more than 30,000 hotel room nights across 10 counties, and not just in Dayton proper.

This is not a single-venue event. Dayton’s ability to activate venues like the University of Dayton Arena and Wright State’s Nutter Center extends the economic footprint far beyond city limits. For destinations outside major metros, this is proof that a regional approach, not just a downtown one, can bring new layers of return.

Participants Are Also Producers of Impact.

WGI's primary attendees are not spectators, they’re performers. And they behave like power tourists.

With more than 15,000 youth participants (ages 14–22), WGI’s attendees stay longer, travel in groups, eat in volume, and plan for downtime. They’re also accompanied by directors, choreographers, parents, and fans, all creating an ecosystem of economic activity.

Here are a few takeaways from my experience at the WGI World Championships:

Don’t Just Brand the Event. Brand the City Around It.

Dayton turns over the town to WGI. Murals, signage, local business specials, and community welcome messages make the city feel like it was built for this event.

The CVB’s “Welcome WGI” effort transforms gas stations, coffee shops, and public buildings into part of the fan experience. These aren’t just passive touches; they become part of the social media storytelling that participants and their families share, deepening engagement. It’s a masterclass in low-cost, high-impact brand activation.

Arts-Based Sports Can Open New Funding Doors.

Because WGI sits at the intersection of athletics and the arts, Dayton and WGI tap into arts funding and education grants, an often-overlooked source for event development.

As sports events tourism leaders, we can take a cue here: not all funding has to come from sports commissions or hospitality taxes. Events like WGI create crossover appeal to foundations, school boards, and cultural organizations. Cities willing to support youth arts sports may find a new path to sustainability.

A

Long-Term Contract Can Build National Identity.

Dayton is locked to host WGI through 2031and has hosted it for over 30 years already. This stability allows the community to build long-term infrastructure and civic pride around the event.

Compare this to the rotating-location model of many tournaments. A long-term partnership helps deepen the relationship with fans, secure long-lead sponsorships, and elevate the city as part of the event’s brand identity. Dayton isn’t just where WGI happens, it’s part of what WGI is

Think Beyond the Obvious.

The WGI World Championships prove that sports tourism success doesn’t always come from the traditional playbook. If Dayton can turn a performing arts competition into a tourism juggernaut, your city can too. If you’re willing to embrace what’s unexpected, build around the participant experience and engage the full community.

It’s not about finding the biggest event. It’s about finding the most transformative one.

Thank you, Dayton, for a great experience for our family.

Harnessing the Power of Spectator Sports Tourism:

Leveraging the 2024 Sports ETA State of the Industry Report

At this year’s Symposium, Sports ETA released its 2024 State of the Industry Report: Spectator Sports Tourism, offering its most in-depth look yet into the powerful economic engine that spectator-based sports events generate across the United States. This comprehensive report for members is more than just a data snapshot, it’s a strategic advocacy tool that professionals in the sports tourism industry can use to elevate their conversations with local government, destination marketing organizations (DMOs), hotel and hospitality partners, and potential sponsors.

Key Insights from the Report

The 2024 report, produced in partnership with Tourism Economics with support from Northstar Meetings Group, presents a compelling case for continued investment in sports events tourism infrastructure, marketing, and operations:

• $128 Billion Total Economic Impact: Sports ETA’s research reveals that spectator sports tourism generated a staggering $128 billion in total economic impact last year, including direct, indirect, and induced effects.

• $52.2 Billion in Direct Spending: This figure reflects consumer spending tied directly to travel for spectator events, spanning transportation, lodging, meals, entertainment, and retail.

• Over 750,000 Jobs Supported: Employment in sports tourism-related sectors, including hospitality, retail, and event staffing, continues to grow, bolstering local economies.

• $20.1 Billion in Federal, State, and Local Taxes: A significant return on investment for communities hosting sports events, these funds help support education, public safety, infrastructure, and more.

This data arms professionals with concrete evidence of the value sports tourism brings to their communities and a powerful argument for why now is the time to double down on investment and innovation.

These States Are Leading the Way

For the first time, the report ranks the top 10 states in spectator sports economic impact. Florida, Texas, and California top the list—thanks to strong year-round weather, venue density, and professional and collegiate sports infrastructure. Other standouts like Ohio and Pennsylvania show how a mix of amateur events, minor league teams, and regional tournaments can drive major

returns, even outside the traditional powerhouses. These rankings offer a rallying point for stakeholders to benchmark against peer regions, identify growth opportunities, and celebrate success stories.

2024

Spectator Sports Tourism

Using the Report as an Advocacy

Fuel Local Messaging with National Numbers

Armed with Sports ETA’s data, sports commissions and DMOs can contextualize local wins in a national narrative. For example: “Our region’s $95 million sports tourism impact is part of a $52 billion national movement, one that supports over 750,000 jobs. Imagine the growth we can unlock with increased support.”

Win Over Skeptical Stakeholders

Not every stakeholder sees the value of hosting sports events immediately. The report provides compelling numbers to overcome objections, especially with decision-makers in city councils, hotel tax authorities, and chambers of commerce. A well-packaged one-pager that includes both national and local economic impact figures can be a game changer.

Support Capital Investment in Venues

Whether advocating for new turf fields, indoor complexes, or renovations of aging stadiums, use the report to position venue development as economic development. Highlight the lodging spend ($10.9B), which represents 21% of the tourism economy and supports more than 70 million room nights annually.

Strengthen Grant Applications and RFPs

Destination professionals can incorporate report data into proposals for state tourism grants, federal economic development funding, and private sponsorships. Reference national benchmarks to show funders that your destination is ready to compete—and deliver ROI.

Engage the Hospitality Community

Hotels, restaurants, and transportation providers are direct beneficiaries of sports tourism. Use the report to help them see how their success is tied to strategic alignment with local sports commissions. A shared datadriven roadmap fosters collaboration and boosts crosspromotional opportunities.

Ideas for Putting the Data to Work

• Host a Stakeholder Briefing or Economic Impact Breakfast: Invite local leaders to a morning session where you present highlights from the report alongside local case studies and 2025 hosting plans.

• Create a Custom Localized Infographic: Pull key takeaways from the national report and overlay your destination’s data. Share it with media, funders and elected officials.

• Develop an Annual Economic Impact Report for Your Destination: Model it after Sports ETA’s national version. Even a modest 3-5 page document with local metrics, event attendance, visitor spending, and hotel nights can go a long way.

• Educate Elected Officials: Meet with city, county and/ or state representatives and walk them through the multiplier effect of sports tourism in their districts.

• Inspire Local Businesses to Invest: Use the report to show sponsors why associating their brand with sports events means increased exposure to high-spending, traveling audiences.

As sports commissions, CVBs, and DMOs navigate a shifting tourism landscape, the 2024 State of the Industry Report is a critical compass. With data that backs the value of investment, partnerships, and innovation, sports tourism professionals now have the insights—and the story—to drive meaningful change and growth.

It’s GO time! With prime Southern California access, Greater Ontario has world-class facilities to make your tournament top-tier from rugby, golf, soccer or gymnastics, you name it, we got it. We’re not just another destination; we’re your partner in creating an exceptional sports experience. We’re ready to play, are you?

Contact Justin Balancio today to start planning your next winning event! JBalancio@GO-CAL.org | GO-CAL.org

Sports ETA Save the Dates

ANNAPOLIS, MD

Hosted by Visit Annapolis and Team Maryland

OCTOBER 12 - 14, 2026 | FORT WORTH, TX

Sept 23-25, 2025

Jan 26-28, 2026

COLUMBUS, OH

Hosted by Greater Columbus Sports Commission

PHOENIX, AZ

April 1-3, 2026

Apr 21-23, 2026

LAS VEGAS, NV

Hosted by Las Vegas

APRIL 12 - 15, 2027 | SALT LAKE CITY, UT

APRIL 24 - 27, 2028 | CLEVELAND, OH

APRIL 20, 2026 - LAS VEGAS, NV

Photo

Photo Courtesy of Visit Annapolis

Photo courtesy of Las Vegas

Vegas Evolves: How Las Vegas

Redefined Spectator Sports Tourism and Set the Gold Standard

Once considered a risky gamble for major sports, Las Vegas has officially hit the jackpot. What was once called “the world’s greatest ghost town in waiting” has blossomed into the ultimate destination for sports tourism. Jeremy Aguero’s powerful presentation at the 2025 Sports ETA Symposium captured just how Las Vegas pulled off one of the greatest reinventions in tourism history.

It didn’t happen overnight, and it certainly didn’t happen without setbacks. From the failed ventures of the Las Vegas Sting and the Vegas Rollers to early skepticism about the viability of professional hockey in the desert, Las Vegas has taken its punches and gotten back up, just as former Mayor Carolyn Goodman once proudly said.

Today, Las Vegas stands as the unrivaled entertainment and sports mecca, a city where hosting the Super Bowl, Stanley Cup Finals, Formula 1 Grand Prix, and Final Four feels like business as usual.

Playing the Long Game

Las Vegas’ sports journey started with losses. Teams folded. Events fizzled. Critics scoffed at the idea of an NHL team surviving in the desert, let alone thriving. Yet behind the scenes, the city was playing the long game, investing in infrastructure, improving the visitor experience, and building a foundation resilient enough to weather the skeptics.

By staying patient and focused on its strengths, hospitality, entertainment, and accessibility, Las Vegas positioned itself to seize opportunities when professional leagues became ready to bet on it. The arrival of the Golden Knights (NHL) in 2017, Raiders (NFL) in 2020, and soon the Athletics (MLB) in 2028, proved that the gamble had paid off.

The MVP Skillset

What sets Las Vegas apart today isn’t just the glitz of the Strip. It’s a meticulously built environment designed to deliver unforgettable sports experiences:

• 150,000 hotel rooms, more than any other U.S. city.

• A welcoming workforce, the largest leisure and hospitality sector in America.

• Top 10 airport status, offering 58 million passengers easy access.

• A massive transportation network, moving millions across buses, rideshares, monorails, and taxis.

• Sports venues with 291,700 seats—more capacity than New York and Los Angeles combined.

And it’s all concentrated within just a few miles of the Strip, creating a cityscape where the entire city is the venue.

Game Time Productivity

The economic impact of Las Vegas’ sports tourism surge is staggering. In 2024 alone:

• 1.8 million visitors attended a sporting event.

• Sports tourists spent $1,980 per trip, compared to $1,290 for non-sports tourists.

• $1.9 billion in total economic impact was generated from 32 major events at Allegiant Stadium.

• The 2024 Super Bowl alone generated more than $1.5 billion in direct and indirect economic activity.

According to Aguero, live sports are not just an add-on, they have become a central reason for visits: 73% of surveyed fans said sports added a new dimension to their Vegas trip, and 56% said sports were the reason they extended or planned their trip.

Raising the Bar for Everyone

Las Vegas is now considered the second-best “sports business city” in America (behind only Orlando) and one of the top sports travel destinations globally. The city’s model shows that it’s no longer just about return on investment, it’s about return on experience. Visitors don’t just want a seat at the game; they want to immerse themselves in a city that offers world-class dining, shopping, nightlife, and entertainment within arm’s reach.

Even more impressively, the success of sports tourism has rippled through the community, creating new youth opportunities like the explosive growth of youth hockey, inspired by the Golden Knights’ Stanley Cup win.

Lessons for Sports Events Tourism Leaders

The success of Las Vegas offers a blueprint for other cities aiming to elevate their sports tourism profiles:

• Play the long game: investment today creates opportunities tomorrow.

• Double down on hospitality: experience matters as much as the event itself.

• Leverage concentration: proximity enhances the visitor experience.

• Think beyond the game: sports are an anchor, but entertainment is the amplifier.

As Travis Kelce put it during the Super Bowl festivities, “Las Vegas is built for the biggest stages.” And thanks to decades of vision, resilience, and reinvention, it’s now hosting them better than anywhere else on Earth.

Teamwork for a Greener Future: The Power of Partnerships & Data in Sports Sustainability

BY JEN MARHENKE, RICO SOLUTIONS

Sustainable sports events don’t just happen—they require collaboration, strategic planning, and a focus on environmental responsibility. Across major events in the U.S., several key themes contribute to their success:

• Collaboration with Local Partners: Engaging local organizations, sponsors, and community stakeholders ensures sustainability initiatives align with regional goals and resources.

• Comprehensive Waste Management: Events focus on waste diversion through recycling, composting, donations, food rescue, and minimizing single-use plastics.

• Energy Efficiency and Water Conservation: By using renewable energy sources, optimizing energy use, and investing in energy-efficient infrastructure, events can significantly reduce their environmental impact.

• Community Engagement: Active participation from local residents, businesses, and volunteers promotes sustainable behaviors and generates local support.

• Data-Driven Decision Making: Collecting and analyzing data on waste, water usage, energy, and community impact helps measure the effectiveness of sustainability efforts and allows for continuous improvement.

Collaboration, waste management, energy efficiency, and community engagement have been key to achieving sustainability goals.

Jen Marhenke

Examples of Sustainable Sports Events

Here are three events that embody these themes: the 2019 NCAA Women’s Final Four in Tampa Bay, the 2021 USA Swimming National Championships in Greensboro, and the 2023 USA Track & Field Outdoor Championships in Eugene, Oregon. Each has successfully implemented sustainability initiatives with the help of local sports commissions and community partners.

1 3

2

2019 NCAA WOMEN’S FINAL FOUR –TAMPA, FL

The 2019 NCAA Women’s Final Four, hosted in Tampa, set a standard for sustainability, achieving Evergreen certification in partnership with the Tampa Bay Local Organizing Committee (TBLOC) and TECO Energy.

Key Initiatives:

• Waste Diversion: The event implemented recycling and composting programs, diverting waste from landfills.

• Energy Efficiency: TECO Energy purchased renewable energy credits to offset the event’s energy use.

• Community Engagement: Volunteers educated attendees on sustainable behaviors, fostering widespread participation in green initiatives.

Impact: The event’s sustainability efforts earned Evergreen certification, providing a model for future event organizers. (Evergreen Certification indicates that an event has earned 90%+ of the possible credits.)

2021 USA SWIMMING NATIONAL CHAMPIONSHIPS – GREENSBORO, NC

The USA Swimming National Championships, held at the Greensboro Aquatic Center, demonstrate how sports commissions like the Greensboro Area Convention & Visitors Bureau (CVB) can collaborate with rights holders to implement sustainable practices.

Key Initiatives:

• Water Conservation: Efficient filtration systems and water-saving practices reduced water usage during the event.

• Waste Reduction: The event promoted reusable water bottles and minimized single-use plastics.

• Energy Efficiency: The facility used energy-efficient systems, reducing overall energy consumption.

Impact: These efforts aligned with USA Swimming’s sustainability goals, helping reduce the event’s environmental footprint.

2023 USA TRACK & FIELD OUTDOOR CHAMPIONSHIPS – EUGENE, OR

The USA Track & Field Outdoor Championships, hosted by the Eugene Cascades & Coast Sports Commission, showcased how sports commissions can drive sustainability efforts.

Key Initiatives:

• Sustainable Venue Practices: Existing facilities and temporary structures were used to minimize resource consumption and waste generation.

• Transportation and Mobility: The event encouraged public transportation and carpooling to reduce travelrelated carbon emissions.

• Waste Management: Comprehensive recycling and composting systems diverted waste from landfills.

Impact: These initiatives set a precedent for sustainable events in the region, promoting environmental responsibility within the community.

CONCLUSION

These examples demonstrate how sports commissions and their partners prioritize sustainability in major events. Collaboration, waste management, energy efficiency, and community engagement have been key to achieving sustainability goals. By leveraging data and continuously improving their efforts, these events not only minimize their environmental impact but also set a benchmark for future sustainable events.

As sports commissions across the U.S. continue to host major events, they serve as powerful examples that with the right partnerships and strategies, sustainability in sports events is both achievable and essential for the future.

At Rico Solutions, we are ready to collaborate with you to build strong coalitions focused on sustainability in sports and events, driving meaningful impact in your community and helping protect the planet.

Utah Valley: An EPIC Destination for Sports Tourism

In the heart of Utah, framed by the soaring Wasatch Mountains and the shimmering Utah Lake, lies a destination that’s redefining the sports tourism experience: Utah Valley. With its brand-new Epic Sports Park, welcoming community, and world-class recreation options, Utah Valley offers sports planners and athletes a destination that is Naturally Epic, Playfully Epic, Proudly Epic, and Reliably Epic.

Naturally Epic

Utah Valley blends breathtaking natural beauty with convenience. Just 10 minutes from downtown Provo, athletes and families can explore both alpine and aquatic adventures. Hike to waterfalls in Provo Canyon, raft the Provo River, or bike the scenic trails along the foothills. Nearby, Sundance Mountain Resort, founded by Robert Redford, provides year-round outdoor recreation, skiing in winter and fly fishing, ziplining, and horseback riding in warmer months. This is a place where a tournament trip turns into an unforgettable adventure.

Playfully Epic

Utah Valley knows how to keep the whole team entertained. Whether it’s karaoke and axe throwing in walkable downtown Provo, or family outings to Thanksgiving Point’s dinosaur museum and working farm, this is a destination built for fun between games. A new addition, Dreamwalk Park, invites visitors to experience a sci-fi fantasyland of immersive art and music. Youth sports thrive here thanks to the safe streets, vibrant atmosphere, and endless options for allages activities.

Proudly Epic

Utah Valley is no stranger to the spotlight. The Peaks Ice Arena, a legacy venue from the 2002 Winter Olympics, will once again host athletes in 2034. Provo continues to rack up accolades: Ranked among the Top Ten Most

Dynamic Metropolitans by Heartland Forward, and repeatedly named one of the happiest and safest cities in America . The city's Parks and Recreation Department, which operates Epic Sports Park, recently earned the National Gold Medal Award from NRPA, a testament to the area’s commitment to excellence.

Reliably Epic

Behind the scenes, Explore Utah Valley provides toptier support to event organizers, from hotel sourcing and vendor coordination to site visits and volunteer assistance. Their team works hand-in-hand with planners to craft memorable events with seamless execution. And it’s all easily accessible, just 10 minutes from Provo Airport, which offers direct daily flights to major hubs like Dallas and Phoenix, and 30–45 minutes from Salt Lake City International Airport.

Venues That Deliver

• Epic Sports Park: A 100-acre masterpiece with 15 pristine natural grass fields (20+ at full buildout) and jaw-dropping mountain views.

• Lakeside Sports Complex: 8 soccer and 5 ball turf fields with lighting and bleachers.

• Peaks Ice Arena: Two Olympic-size ice sheets with a legacy of international competition.

• UCCU Center: A dynamic 8,000-seat indoor arena, home to NCAA D1 action and versatile for tournaments and fan experiences.

In Utah Valley, it’s more than just the game, it’s the experience. Whether you’re hosting a national tournament, youth soccer weekend, or a winter sports competition, this central Utah gem delivers epic moments at every turn. Come for the sports. Stay for the scenery. Return for the reliability. To learn more, visit the website, www.utahvalley.com/sports.

Reasons to Host Your Sporting Event in Puerto Rico

WORLD-CLASS VENUES FOR VIRTUALLY EVERY SPORT

Sports are a big deal in Puerto Rico. As a result, we have a wide variety of professional-level sporting facilities across the Island. In San Juan, the popular Eco’s Sports Park accommodates soccer, American football, beach tennis, and several other sports. The facility has a rooftop bar, concessions, and a plaza for your group to grab a bite and a drink. Eco’s also happens to be across the street from the Hiram Bithorn Stadium and Roberto Clemente Coliseum. Discover the beauty and history of Puerto Rico’s south region by planning your sports trip around Albergue Olímpico (Olympic Training Center) in Salinas. These facilities are used by local athletes preparing for almost any Olympic event. During the summer, families come to enjoy the Olimpia Water Park and visit the Museo Olímpico de Puerto Rico (Olympic Museum), showcasing the history of Puerto Rico’s participation in the Olympic Games.

EASY, PASSPORT-FREE TRAVEL

Being a territory of the U.S. means traveling to Puerto Rico is as easy as a domestic trip, but with the flavor of an international destination. U.S. citizens don't need a passport to travel to the Island, nor do they need to convert currency while here. For added convenience, most major airlines offer direct flights daily from the mainland to Luis Muñoz Marin International Airport in metro San Juan. Language shouldn't be a barrier, either, since many locals - particularly in popular visitor areas and larger towns - speak both English and Spanish. This also applies to most venues, restaurants, and accommodations, where signage, brochures, and menus are frequently provided in both languages.

LARGEST CONVENTION CENTER IN THE CARIBBEAN

If you’re planning a sports conference or if your event requires meeting space, the Puerto Rico Convention Center has everything you need in one location. With a sleek, modern design and 600,000 square feet of space, PRCC is the largest and most technologically advanced meeting facility in the Caribbean. PRCC is also at the heart of the Convention Center District, which includes luxurious hotels, restaurants for every mood and budget, and plenty of entertainment options. At the Distrito T-Mobile entertainment complex your group can take in a concert, watch a movie on a 270-degree panoramic screen, or go ziplining - all on the same day and in the same place!

FUN IN THE SUN

Done with training, competing, and meetings? Head for the beach! If your trip will be centered around San Juan opt for El Escambron Beach, where you can enjoy sunbathing or swimming, rent snorkeling equipment or schedule a scuba diving class at Scuba Dogs, or ride the waves with equipment rented from La 8 Surf Shop. Puerto Rico’s west side is famous for its sunsets and surf beaches, including Domes, Tres Palmas, and Sandy Beach. María's Beach in Rincón has even hosted international surfing competitions. If your group is on the southwest side of the Island, Cabo Rojo's beaches are stunning, perfect for lying on the sand with a tropical cocktail.

ADVENTURE IN THE MOUNTAINS

If your athletes still have energy to burn and want an unforgettable outdoor experience, charter a bus for the mountains. For thrill seekers, Toro Verde Adventure Park checks all the boxes thanks to their unique ziplining experiences that will have participants soaring over jungle foliage. More down to earth? Plan a hiking tour of El Yunque Rainforest, either with a tour company or just by picking a trail to explore. One town over in Luquillo, you can book horseback riding or ATV tours around the foothills of the rainforest at Carabalí Rainforest Adventure Park.

EXPERT SALES TEAM

Composed of passionate travel experts, Discover Puerto Rico’s sports sales team is committed to developing programs and events that highlight the Island's beauty and adventure. Whether you hope to host a game at a renowned sports venue or a banquet to celebrate a huge win, the sports sales team promises to curate an unprecedented experience.

Member Award Winners

Executive of the Year, Woman of the Year, Symposium award winners

Mike Guswiler Named Sports ETA Chief Executive of the Year

Mike Guswiler, President of the West Michigan Sports Commission, was honored as Sports ETA’s Executive of the Year at the 2025 Chief Executive Summit in Fort Worth, Texas. With over 30 years in the tourism and hospitality industry, Guswiler has built a nationally recognized sports commission from the ground up. Since launching the organization in 2007, he has overseen more than 1,300 events, drawing 2.4 million athletes and visitors and generating $738 million in direct visitor spending. His leadership also brought to life the Meijer Sports Complex, a championship-caliber facility undergoing a $13.5 million expansion, and the Meijer State Games of Michigan. Recognized by Crain’s Grand Rapids Business as one of the 200 Most Influential Leaders in West Michigan for the past two years, Guswiler’s impact extends far beyond event hosting; he’s helped shape a regional identity rooted in sports-driven economic development.

The Executive of the Year award celebrates visionary leadership, operational excellence, and an enduring impact on the sports events and tourism industry, qualities Guswiler has exemplified throughout his career.

“Mike Guswiler is a true leader for our sports events and tourism industry and deserves this prestigious honor to recognize his leadership of the West Michigan Sports Commission as well as Sports ETA where he served as a former board member,” said John David, President & CEO of Sports ETA.

Marissa Werner Named 2025 Sports ETA Woman of the Year

Marissa Werner, Director of Sports Milwaukee at VISIT Milwaukee, has been named the 2025 Sports ETA Woman of the Year, a recognition presented during the Sports ETA Women’s Summit held in Tampa in conjunction with the NCAA Women’s Final Four. Werner launched and now leads Sports Milwaukee, where she has been a driving force in positioning the city as a major player in sports tourism. Her visionary leadership has helped Milwaukee secure and host high-profile events such as the NCAA Men’s Basketball Championships, PGA Championships, and multiple national championships across triathlon, volleyball, fencing, and more. Werner’s work has not only generated significant economic impact for the region, but also brought energy and equity to the local sports landscape.

This prestigious award honors a woman who exemplifies innovation, leadership, and community impact in the sports events and tourism industry, qualities that Werner consistently delivers with passion and precision. “Marissa Werner’s recognition as Sports ETA’s Woman of the Year is a testament to her incredible passion for health and wellness in our community as well as her relentless dedication to bringing world-class sporting events to Milwaukee,” said Peggy Williams-Smith, President and CEO of VISIT Milwaukee. Sports ETA’s John David added, “She’s a dynamic leader who’s shaping the future of sports tourism through innovation, collaboration, and passion.”

Congratulations to all the 2025 Sports ETA Member Award honorees for setting the standard in sports events and tourism.

And your 2025 winners are…

EVENT OR PROGRAM IMPACT OF THE YEAR

Population 500,000 and Above

Detroit Sports Commission

With $213 million in economic impact, 21 billion media impressions, and $1.7 million directed to youth nonprofits, the 2024 NFL Draft showcased how Detroit maximized its moment on the national stage through sports and social responsibility.

SPORTS COMMISSION OF THE YEAR

Population 500,000 and Above

Indiana Sports Corp

Recognized for hosting marquee events and launching a visionary 25-year “2050 Vision” strategy, Indiana Sports Corp continues to lead nationally through strategic planning, innovation, and legacy-building.

EVENT OR PROGRAM IMPACT OF THE YEAR

Population Below 500,000

Go Great Lakes Bay of Michigan

The 2024 CHL Memorial Cup generated $40 million in economic impact and delivered a lasting legacy of accessibility improvements, including a $1 million elevator installation—an inspiring example of inclusion and infrastructure investment.

SPORTS COMMISSION OF THE YEAR

Population Below 500,000

Greater Cleveland Sports Commission

Delivering $111 million in impact from 20 major events— including the NCAA Women’s Final Four—this commission set itself apart with inclusive outreach and lasting community legacies.

RISING STAR AWARD

Lance Fite, Visit Mesa

In just four years, Fite ascended from Director to Vice President of Sports, boosting Visit Mesa’s profile through significant event growth and championing diversity, equity, and inclusion across the industry.

SUPERIOR SERVICE

Huddle Up Group

Honored for their industry-leading consulting services, Huddle Up Group delivered 13 strategic plans, seven feasibility studies, and helped clients secure 41% of NCAA bids in 2024. Their 100% referral or repeat client base underscores their unmatched credibility and value in the industry.

EVENT PARTNERSHIP OF THE YEAR

Population 500,000 and Above

Indiana Sports Corp & USA Swimming

The 2024 U.S. Olympic Team Trials in Indianapolis generated $130 million in impact and created a model for sustainability and safety. Their “Swim IN Safety” initiative trained 50,000 individuals and ensured pool reuse, leaving a lasting legacy.

SPORTS TOURISM ORGANIZATION OF THE YEAR

Population 500,000 and Above

Visit Central Florida Sports

With over 300 events spanning 34 sports and 64 venues, this organization generated $211 million in impact while investing in community engagement, infrastructure, and youth development.in small-market destination success.

EVENT PARTNERSHIP OF THE YEAR

Population Below 500,000

Go Great Lakes Bay & Canadian Hockey League

This historic collaboration brought the CHL Memorial Cup to the U.S. for the first time in 26 years, delivering a $40 million impact and launching seven communitydriven legacy projects in Saginaw, Michigan.

SPORTS TOURISM ORGANIZATION OF THE YEAR

Population Below 500,000

Go Rockford

Hosting more than 80 events and producing nearly $24 million in impact, Go Rockford fills 90% of annual hotel bookings through sports tourism, a powerhouse in small-market destination success.

Why Jacksonville Is the Ultimate Destination for Your Next Sporting Event

When it comes to hosting successful sporting events, few cities offer the ideal combination of facilities, atmosphere, affordability, and support like Jacksonville, Florida. Whether you're planning a regional tournament or a national championship, Jacksonville delivers everything you need—and more—to create an unforgettable experience for athletes and attendees alike.

Top-Tier Sports Venues

Jacksonville is home to some of the most versatile and well-equipped sports facilities in the Southeast, making it a natural fit for events of all sizes and types.

Highlights include:

• EverBank Stadium – A nationally recognized venue that hosts major football events like the Florida-Georgia game and the TaxSlayer Gator Bowl.

• VyStar Veterans Memorial Arena – A go-to facility for basketball, hockey, and high-energy indoor events.

• Hodges Stadium at UNF – Olympic-quality track and field venue ideal for elite competitions.

• Jacksonville Equestrian Center – Perfect for equine events and rodeos.

• Multiple public parks and athletic fields – Ideal for soccer, softball, and youth tournaments, with plenty of green space and amenities.

Year-Round Weather & Vibrant Event Calendar

With its mild climate, Jacksonville offers year-round hosting potential, meaning your event won't be weatherbound. From THE PLAYERS Championship to the Gate River Run and Super Girl Surf Pro, Jacksonville has proven its ability to welcome top-tier athletes and large crowds seamlessly.

Expert Support for Event Planners

Jacksonville doesn’t just provide the venue—it provides the strategy and support. The Visit Jacksonville Destination Experience team offers complimentary services to ensure your event runs smoothly, including:

• Venue sourcing & site visit coordination

• Room block and housing assistance

• Marketing and promotional support

• On-site visitor information and attendee welcome tools

Jacksonville delivers everything you need—and more—to create an unforgettable experience for athletes and attendees alike.

Affordability, Accessibility & Appeal

Located in Northeast Florida, Jacksonville offers affordable accommodations, convenient travel access, and all the coastal charm that makes attendees want to stay longer. From beaches and museums to local cuisine and family attractions, your event becomes more than a competition—it becomes an experience.

Start Planning Your Winning Event Today

Jacksonville combines world-class venues, coastal charm, and expert planning support to create the ultimate destination for sports events. Ready to bring your tournament or competition to life in this vibrant city?

Reach out to Sydney Lindblad, Sales Development Manager at Visit Jacksonville, to get started: (904) 421-9182 Email Sydney - slindblad@visitjacksonville.com

Let Jacksonville help you create a winning event from start to finish.

Janis Burke Tapped to Lead Sports ETA’s International Strategy

As the United States enters what many are calling a “decade of global sport,” Sports ETA has appointed Janis Burke as its first-ever Chief of International Sport & Strategy, a visionary role designed to help Sports ETA members navigate and capitalize on the wave of international mega-events heading to the United States.

Burke is no stranger to the global stage. During her two-decade tenure as CEO of the Harris County – Houston Sports Authority, she helped transform Houston into a world-class destination for international competitions, from FIFA World Cup matches to Olympic qualifying events. Her new role at Sports ETA puts her at the center of the most significant sports tourism moment in U.S. history, with events like the FIFA Team World Cup 2025, FIFA World Cup 2026, the LA 2028 Summer Olympics, the 2031 and 2033 Rugby World Cups, and the 2034 Salt Lake City Winter Olympics all on the horizon.

“Janis Burke is the ideal architect to help guide our members through this era of opportunity,” said John David, President & CEO of Sports ETA. “Her leadership and global expertise will help shape how American cities engage with the world through sport —economically, culturally, and strategically.”

For Burke, the appointment is more than a career milestone, it’s a mission. “Hosting back-to-back-to-back global events is unprecedented,” she said. “This is a once-in-a-generation chance to drive economic impact, showcase our communities, and connect with fans from every corner of the globe. I’m thrilled to help Sports ETA members seize this moment.”

Why Baton Rouge Should Host Your Next Sporting Event

When it comes to hosting premier sporting events, Baton Rouge, Louisiana, stands out as an exceptional choice. As the state's capital, Baton Rouge combines top-tier athletic facilities, a rich sports culture, and unparalleled Southern hospitality to create an ideal environment for athletes and spectators alike.

World-Class Sports Facilities

Baton Rouge boasts a diverse array of venues capable of accommodating various sports disciplines. From the expansive Raising Cane's River Center, which offers over 200,000 square feet of flexible space suitable for basketball, wrestling, and gymnastics, to the state-of-the-art LSU and Southern University athletic complexes, the city is well-equipped to host events of all sizes. Additionally, numerous parks and recreational areas provide ample space for outdoor sports like soccer, baseball, and track and field.

Proven Track Record of Hosting Major Events

Baton Rouge has a history of successfully hosting significant sporting events, including the Louisiana Marathon, US Youth Soccer Southern Regional Championships, and the USA Track and Field Masters Outdoor Championships. These events not only highlight the city's logistical capabilities but also its ability to create memorable experiences for participants and fans.

Comprehensive Support for Event Organizers

The team at Visit Baton Rouge offers extensive support to event planners, ensuring a seamless experience from start to finish. Services include assistance with venue selection, coordination of accommodations, marketing support, and provision of visitor materials. Their expertise ensures that every aspect of your event is handled with professionalism and attention to detail.

Vibrant Culture and Entertainment

Beyond the sporting venues, Baton Rouge offers a vibrant cultural scene that enhances the overall event experience. Attendees can enjoy local cuisine, live music, and explore historical sites, providing entertainment options that cater to a wide range of interests. This rich cultural backdrop ensures that visitors have a memorable stay, both on and off the field.

Accessibility and Affordability

Strategically located with convenient transportation options, Baton Rouge is easily accessible for both domestic and international travelers. The city's affordability, in terms of accommodations and services, makes it an economical choice without compromising on quality or experience.

Plan Your Event in Baton Rouge

Choosing Baton Rouge as the host city for your next sporting event means partnering with a community that values excellence, hospitality, and cultural richness. To begin planning and to learn more about what Baton Rouge has to offer, contact Jason or Triston at Visit Baton Rouge. Their dedicated team is ready to assist you in creating an event that is both successful and unforgettable.

Big Plays & Bigger Hospitality

Big games need big plans, and Baton Rouge delivers. With premier facilities that host everything from baseball and soccer to waterskiing and golf, plus a dynamic city that blends sports with Southern hospitality, we make event planning seamless. Ready to play? We’ve got a game plan for an unforgettable experience that you can tackle on your own schedule. Our Place, Your Pace.

To Find Your Pace, go to VisitBatonRouge.com/Sports