Playbook - Spring 2022

SPRING 2022

The Firefighter Challenge Your Guide to the 2022 Sports ETA Symposium Puerto Rico’s Sports Tourism Industry gets a JUMP with new Sports Development Center How Tulsa Landed the USA BMX Headquarters Women’s Summit Recap Creating a Winning Partnership to Drive Sports Tourism

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National Headquarters 9624 Cincinnati Columbus Road, Suite 209 Cincinnati, OH 45241 Telephone (513) 281-3888 Website www.SportsETA.org Staff Alan (Al) R. Kidd, President & CEO Janis Ross, CMP, STS, VP Events & Experiences Meagan Grau, Director of Member Services and Engagement Michelle Wessels, Business Services Director Bonny Bernat, STS, Director, Learning & Development Rebecca Myles, Sponsorship and Advertising Jennifer Stoll, Ph.D., STS, Research and Education Carol Courtney, Special Projects Coordinator Russ Yurk, Special Projects Coordinator William Knox, Facilities Program Development

Letter from the President & CEO and Board Chair, Mike Price....................................................... 1-2 Member Services News ................................................................ 3 The Firefighter Challenge ......................................................... 5-8 Your Guide to the 2022 Sports ETA Symposium .............. 11-14

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

Puerto Rico’s Sports Tourism Industry gets a JUMP with new Sports Development Center ...................................15-14 How Tulsa Landed the USA BMX Headquarters....................19-23 Women’s Summit Recap .......................................................25-26 Creating a Winning Partnership to Drive Sports Tourism ........................................................................27-28

Directors Ashleigh Bachert, STS, Vice President of Sales, Tulsa Sports Commission Derek Bombeck, STS, Sales Development Manager, Lincoln CVB John David, STS, COO, USA BMX Josh Dill, STS, Director of Sports & Events, Visit Frisco Jason Gewirtz, Editor and Publisher/SportsTravel, SportsTravel Magazine Pete Harvey, Director of Sports Development, Buffalo Niagara Sports Commission Gen Howard, STS, Senior Sales Manager, Louisville Tourism Matt Libber, Executive Director, Maryland SoccerPlex Brent Nelson, Sr. VP of Business Development, Greater Orlando Sports Commission Clay Partain, STS, Managing Director, Sports Salt Lake Scott Powers, STS, Executive Director, Experience Columbia SC Sports Daniel Rush, CMP, CASE, Vice President of Global Sports and Event Sales, MGM Resorts International Christy Simmons, Senior Director of Events, USA Taekwondo Marissa Werner, STS, Director of Sports Milwaukee, Sports Milwaukee, Championed by VISIT Milwaukee Gray Williams, STS, Executive Director, Play Greenville NC J.D. Wood, STS, Director of Business Development and Events, Dallas Sports Commission

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Looking to share your expertise?

Information-sharing is a founding principle of Sports ETA, and the industry knowledge among the Sports ETA membership lends itself to unprecedented expertise.

Sports ETA encourages members to share information with your peers.

Contact Meagan Grau, Director of Member Services and Engagement, at Meagan@SportsETA.org to learn more about how you can contribute to a future edition of the Sports ETA Playbook.

To include your news in the weekly Get in the Game eNews, send press releases and articles to info@sportseta.org.

Distribution Date: Thursdays. Deadline for content: Wednesday at Noon ET before distribution date.

2022

Letter from the President and CEO As we move through the first quarter of 2022, several of our members are playing at the top of their game. By no means are these the only markets making big news, but here are a few I would like to highlight: Cleveland, Orlando, Kansas City, and Puerto Rico.

Cleveland has completed a great run of major events all within a short period of time - the NFL Draft, Mid-American Conference Basketball Championship, MLB All-Star Game, and the NBA All-Star Game to name a few. I had the luxury of attending most of these events and can report on the high quality of attention to detail and delivery of each of these major marquee events. Attendees and sports leaders will benefit from the “positive vibes” for years to come.

Orlando recently produced an excellent report at the Leaders Conference, a prestigious international event that took place in London. As many of you who attend international events are aware, the worldwide notion of success differs dramatically from that in the United States. In fact, over the last year, Sports ETA has been articulating these distinctions to extend the concept of success and emphasize the benefit of sports to a variety of stakeholders. More to come on that soon, in the meantime, I encourage you to read the Leaders Report and review some of the thinking.

Kansas City recently appointed our very own Kathy Nelson, as the President of the CVB, in addition to her duties running the Sports Commission. This management combination is a rare accomplishment - especially in a big market like KC. Congrats, Kathy!

Puerto Rico has emerged from COVID and is aggressively pursuing events to the Island. Discover Puerto Rico, President & CEO, Brad Dean was one of the session speakers at our recent Chief Executive Summit and hit a grand slam with his presentation. We are pleased to currently be working with Brand and his team on some new and innovative programs to serve their market. There will be more information to come on those efforts in the future.

I’m looking forward to celebrating the 30th annual Symposium with you all in a few short weeks! Our team is working hard to provide high-quality programming as well as a positive business environment at the upcoming Symposium. The schedule is packed full of top-notch education sessions, 10+ hours of scheduled appointment time, 4+ hours of scheduled open marketplace time, and fun every night! Our content will be once again driven by our community groups, as well as a TED Talk-style stage in the Marketplace that will feature technologies to make your professional life easier.

Safe travels to our members heading to the Symposium – see you soon! Those of you who cannot make it, we will miss you!

THINK BIG!

Al Kidd President and CEO

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Letter From the Chair To say our careers are interesting, fun, unique and any one of a thousand great adjectives may be an incredible understatement. Every day we embark upon a new adventure, not always sure who we may meet, what unforgettable memories our events may create, often not even aware the full impact our events have within the region. Everyone I cross paths with and explain what I do often remark, “how cool!”

And you know what? They are so very right.

As my time serving as your board chair winds down, I find myself thinking the same, how cool has this been? Serving our association and this incredible membership is an honor that I will carry with me the rest of my career. But I must admit, I feel a bit guilty. Guilty that, as it always has, this association continues to give more to me then I can ever give it back. I believe that is exactly how our association is supposed to function, the collective is better than the individual. Together over the last 25+ years we’ve fostered one of the most visible, impactful, and resilient industries in tourism. And while we are all competitive and competitors, we’ve done this by being collaborative and gracious with one another. Two qualities that seem to be increasingly rare these days.

Even as our industry and world fell apart during the early days of the pandemic, our members asked how they could help each other get through this and worked with the association to share all resources available to help ALL continue to move forward. In the face of our industries darkest hour, we never lost our desire to be collaborative and gracious. It’s not a surprise, that’s the bedrock of who and what this association and its membership is. Like the athletes we serve, our industry is about teamwork. And I hope that never changes. I’m thankful for the opportunity to serve our membership and support the association that’s given so much to each of us.

Yours in sport,

Michael Price STS/CTA Executive Director, Greater Lansing Sports Authority Board Chair, Sports ETA

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Member Services News Special shout out to all the organizations who have joined Sports ETA in 2022: Destinations

Rights Holder

Industry Partners

• Brandon Parks and Recreation • City of Fredericksburg, Economic Development and Tourism • Clay County / Highlands County, FL Sports Commission • CSP SFM LLC • David L Lawrence Convention Center • Discover Davis • Economic Development & Tourism, City of Danville, VA • Edwardsburg Sports Complex • Experience Rochester • Irving Convention Center at Las Colinas • Lake Tahoe Visitors Authority • Stevens Point Area Convention and Visitors Bureau • Team Indiana • Texas A&M Athletics-Special Events • The Greater Columbus Convention Center/ASM Global • Victoria Parks & Recreation • West Monroe Sports and Events

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3STEP Sports - Lacrosse Big Dreams Flag Football Bullpen Tournaments Lynn Lewis Foundation - (Women’s Flag Football) - United States Touch & Flag Main Attraction Recreational Sports LLC MMA Creative / World Food Championships Premier Ice Prospects Rank Up Sports Events Sunshine State Games Texas Cornhole League THE Spring Games, LLC USA Taekwondo

Membership Chart 612 TOTAL (as of 4/20/2022)

435

Destinations

117

Rights Holders

60

Industry Partners

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ASM Global Drury Hotels Earl Enterprises EPIC Insurance Brokers & Consultants (Sports & Entertainment Division) • Groups360 • Raconteurs • Travel Desk Inc

The fun doesn’t end when the game does Come for the 1,200+ sporting venues, stay for the charming small towns, epic outdoor adventures, or an encounter with Abraham Lincoln’s ghost.

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The Firefighter Challenge BY: Brenna Collins

article originally appeared on Playeasy In 1991, Dr. Paul Davis began the Firefighter Challenge – a high intensity competition for firefighters to promote health and wellness and bring awareness to the profession. This year, the Firefighter Challenge is celebrating its 30th anniversary, and today the non-profit organization hosts events across the globe for an array of first responder heroes. We were grateful to sit down with Melissa Shelton at the Firefighter Challenge who shared everything about its mission and the inspiration it spreads across the globe.

History

“It all came out of research.

What does a firefighter go through and how can we prevent some of these injuries,” says Shelton.

In 1975, Dr. Paul Davis received a U.S. Fire Administration grant to the University of Maryland to study the physical impacts on firefighters’ bodies. Dr. Davis started building sets to conduct research on the 5 essential functions of firefighting, putting firefighters through these sets to see how their bodies reacted. During this research, Dr. Davis realized that firefighters love to compete against each other. “Eventually these studies became one big course for the firefighters to compete and it became the Firefighter Challenge,” Shelton shares. Today, the competitions have amplified to a larger scale, featuring two semi-trucks holding props and a large tower to form one massive course. “We have competitors come from the local markets, as well as veterans, and they compete against each other for time,” Shelton shares.

At the start of 2022, Dr. Paul Davis announced his retirement from the Challenge to return to his focus on education and research. He has left the Firefighter Challenge in the hands of Russell Jackson as CEO. The Firefighter Challenge has been restructured from LLC to 501(c)3, and great things are on the horizon for the organization, like new events to benefit local charities.

“

50% of all firefighter deaths are cardiac related.

“It’s crazy because it’s preventable.

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MISSION Our mission is to inspire first responders to aim for the highest level of fitness, wellness, and safety.

About the Organization The Firefighter Challenge falls under the parent non-profit organization called the First Responder Institute.

Founded in 1999, the First Responder Institute has been providing research and counsel to first responder organizations around the world. The Firefighter Challenge and other programs are run under this organization.

VISION To eradicate preventable injuries and deaths of First Responders by leveraging the synergy of discovery, knowledge, spirit, and collaboration.

Raising Awareness 50% of all firefighter deaths are cardiac related. “It’s crazy because it’s preventable. We have genetic factors. But typically, with weight, diet, and exercise, we can prevent a lot of cardiac events. This is what has really propelled Dr. Paul in how we can prevent these injuries,” Shelton shares. In addition to promoting wellness in the competitors themselves, the events allow the public to witness the strength and comradery in the profession, as well as envision what actually occurs on the scene for these men and women. “It gives you a whole new perspective.”

All photos courtesy of Playeasy

The Events The Firefighter Challenge itself take only a few minutes and simulates the intense physical tasks firefighters complete on the job. The course includes running up a 47-foot high tower, hoisting a 42-pound pack, pulling a hose, opening it up and shooting a target, and finally, picking up a 165-pound mannequin and dragging it 150-feet to the finish line. Some participants choose to compete in everyday athletic gear, while others compete in the full firefighter gear. The Firefighter Challenge runs individual and team events, tandems, and relays. Active and veteran firefighters alike compete, and any person who would like to try is welcome.

The Firefighter Challenges are held from coast to coast from April through November. “The challenge is fun, but also has a purpose. That purpose is to inspire fitness and

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continue the research of keeping these men and women healthy, whether it’s firefighters, military, police, or EMTs,” Shelton notes.

In 2022, under new leadership, the organization will continue to focus on its Challenges, while adding in another cause. The brand new Charity Challenge will be the same challenge, yet all for local charity. “Under our new leadership, we are still the Challenge competition; however, we are adding another layer, the Charity Challenge to bring out local businesses and groups to compete for their local charities…taking a great event and adding more benefits to our hosts!

Russell has had 27 successful years of non profit creation and leadership, we are grateful that Dr. Paul found an incredible successor to take us into the future,” Shelton continues.

Refocusing After the Pandemic When the pandemic hit, instead of events, the organization focused on training, visiting various academies. The team also worked to ensure their events were approachable for anyone. “We need to celebrate everyone at the station, not just those that are running it in under two minutes, to really stay grounded in our mission to help promote fitness. So, we also emphasize our relays. We say it’s 5 times the fun and 1/5th the work. It doesn’t matter what size you are or your level of fitness. It builds that camaraderie and competition that builds fire departments,” Shelton says. “Firefighter fitness saves lives. That’s the bottom line.

Let’s get everyone to know that anyone can come out here,” she continues.

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Worlds Event Each year, at the end of their regular season, the Firefighter Challenge hosts a Worlds championship event. Firefighters from around the globe travel to the US to compete and enjoy a weeklong celebration. “Typically, the week features wild card events where participants run for timing and seating. Then, Friday and Saturday are the final events. It’s the best of the best in the world,” Shelton says. The 2021 Worlds event was held at Fort Pierce and St. Lucie in Treasure Coast, Florida.

“It’s a mid-sized community.

They are extremely welcoming in Treasure Coast. The hospitality is amazing,” Shelton shares.

Not much sounds better than a weeklong firefighter celebration along Treasure Coast’s white sandy beaches!

Growth Shelton attributes the organization’s continual growth to the firefighters and the energy they bring to each event. Such momentum is contagious and drives the organization and participants.

“It’s the firefighters. If you’ve never been around firefighters, they have this big brotherhood. They get the word out. And then the communities, we’ve had amazing communities and sponsors.”

Changing Lives Shelton shares the powerful emotions that the challenges conjure in witnessing the strength of each competitor.

“You can imagine the struggles that they went through

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to finish these challenges and reach their goals. It’s also about people deciding to change their lives. There are stories of people on relay teams where they encouraged a buddy to come out and they became healthier, got off medications they were on, and started living life differently. That’s all we want. We just want these guys to go home. That’s our goal. To get them at their highest level, whatever that is to them – their level of fitness, wellness, and safety, so that they go home at the end of the day,” Shelton says.

“

If you’ve never been around firefighters, they have this big brotherhood. They get the word out.

Planning for the Future The schedule is announced for 2022, with more events to be announced soon. The Firefighter Challenge is always looking to plan for the future, so reach out today to see if your city could be a good fit for 2023 and beyond. This year, the organization has increasingly focused on emphasizing community. “When we travel to a destination, I want to make sure we are showcasing that community and the best it has to offer,” Shelton notes.

Whether it be a city’s quintessential cuisine or its iconic attractions, the Firefighter Challenge loves to incorporate local culture into their events.

When it comes to their requirements, it’s simple. All the group needs for a successful weekend event is a parking lot, or a comparable flat 200×200 space. The setup and cleanup are easy. “All we need is a parking lot and local community support. We need the space and volunteers to set the course. I will book into 2023. The sooner we book the better. We like to be ahead of the game,” Shelton says.

When it comes to their requirements, it’s simple. All the group needs for a successful weekend event is a parking lot, or a comparable flat 200×200 space. The setup and cleanup are easy.

“All we need is a parking lot and local community support. We need the space and volunteers to set the course. I will book into 2023. The sooner we book the better. We like to be ahead of the game,” Shelton says.

For the past 30 years, the Firefighter Challenge’s work has improved first responder wellness, raised public awareness, and fostered hope and inspiration among participants and spectators. With such momentum and its touching mission, the organization is sure to continue to thrive for the next 30 years.

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Salt Lake. The Perfect Destination to Host Year-Round Sporting Events.

Salt Lake is a dynamic city known for its entertainment, unique attractions and eclectic dining. It’s also the ideal location for sports – poised to accommodate events of all levels all year long.

Salt Lake is home to over one million friendly and welcoming residents. Surrounded by the Wasatch Mountains, this modern metropolis is the region’s hub for commerce, transportation, medical services, research, higher education and cultural attractions. The downtown convention district features over 200 restaurants, cafes, brewpubs and bars. A fare-free light rail line runs through the entire convention district, so visitors can easily explore the shopping malls, art and history museums, theaters and planetariums. The Historic Temple Square offers numerous admission-free cultural and historic attractions.

There’s truly something for everyone to enjoy in this vibrant destination.

Salt Lake is proud to be home to a thriving sports community, and home to a myriad of incredible sports facilities to accommodate all age groups. There are amenities for traditional team sports, like basketball, soccer and volleyball. The city also has venues to showcase equestrian events, winter sports, indoor climbing, martial arts and aquatic sports. The Regional Athletic Complex is a new facility located in close proximity to the brand-new Salt Lake City International Airport, making it an easy stop. And speaking of our airport, it’s a Delta hub that services all major American cities with direct, nonstop flights to 100 cities every day. So, traveling to an event in Salt Lake is an easy flight away.

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Salt Lake is certainly no stranger to hosting major events.

After hosting the Olympic Winter Games in 2002, Salt Lake became an Olympic Legacy location. The community has dedicated itself to maintaining and hosting some of the best ice skating, ice hockey and winter sports training facilities in the nation. Other cities may have facilities that lie dormant after

Sports EIC

the Games, but the Olympic Legacy is strong in Salt Lake.

Salt Lake has its very own full-service sports division that ensures every event is an absolute success. Sports Salt Lake partners with event planners and rights-holders to create the most seamless planning experience possible. The team develops bid packages, partners with local clubs, executes powerful presentations and more – all to earn your business. Once you decide to let Sports Salt Lake take the lead, they’ll provide a full range of support services to bring your event to life. The team will provide logistical and promotional support, assistance in securing event volunteers, developing community awareness campaigns and most anything else you might need.

Salt Lake has everything you’re looking for to create the perfect event. For every sport, every age level and every season, there’s no better destination than the vibrant city of Salt Lake. Start planning your next event at Sportssaltlake.com.

Connect with Clay Partain today at 801-534-4923 or email him at cpartain@visitsaltlake.com and see how we can make Salt Lake the place for your sporting event.

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Your Guide to the 2022 Sports ETA May 2 - 5, 2022 Fort Worth, TX As you plan for the 2022 Sports ETA Symposium, here is a helpful day-by-day break-down of the week:

MONDAY Sports Facilities Summit, 9 AM - 5 PM Sponsored by Discover Puerto Rico Learn more The Sports Facilities Summit features a jam-packed day of best practices from the Dallas/Ft. Worth, TX area with a keynote presentation on “Changing the Game: Funding Sports Facilities with Tourism Improvement Districts” and “Beyond Room Nights: Creating Impact That Matters” in the morning followed by an afternoon of tours at Globe Life Field, AT&T Stadium, and Dickies Arena. **Separate registration and fees

STS Certificate Course, 1 to 5 PM The STS Certificate offering at this year’s Symposium is “Leading Through Influence,” powered by Game On Nation. This program helps leaders enhance their professional relationships and recognize that every interaction and every conversation is an opportunity 11

to make a positive and lasting impression on others.

Through an active, gamified training, leaders will experience a series of interactive exercises that will “test-their-mettle” as communicators and ensure they stay authentic and intentional about gaining others’ trust and connection. Completion of this course will earn you four credits toward your STS certification. **Separate registration and fees

Opening Party at Billy Bob’s Texas, 6 to 8 PM Sponsored by Fort Worth Sports Commission The Opening Party will be hosted at Billy Bob’s Texas, “The World’s Largest Honky Tonk”. There will be no shortage of fun as we kick off the 30th annual Symposium.

Hosted by

TUESDAY Opening Breakfast, 8 AM Sponsored by Pure Michigan The Opening Breakfast features bestselling author and keynote speaker Andrew Davis who will share his keynote presentation: “The Laws of Attraction: How daring dreamers turn serendipity into a success!” Andrew Davis is a bestselling author and internationally acclaimed keynote speaker. Before building and selling a thriving digital marketing agency, Andrew produced for NBC’s Today Show, worked for The Muppets in New York and wrote for Charles Kuralt.

Symposium

Click here to watch Andrew’s Welcome Video!

Appointments: 10 AM, 11 AM, 3 PM, and 4 PM Marketplace sponsored by North Carolina Sports Association Appointments begin on Tuesday with four blocks of time. This year, appointment blocks are broken up allowing for breaks to use the restroom, check emails, stretch, and even take in a short education session right in the marketplace!

Education and Community Group Sessions, 1 - 3 PM Education sponsored by Visit Milwaukee A number of education sessions will be offered from 1 - 2 PM, and the community groups will convene from 2-3 PM. Take a look at all the education and community group offerings here, and when you’re on-site be sure to check our mobile app for room locations.

Extra Innings, 9 - 11 PM

Activities will include: • Live Bull Riding Show • Line Dance Lessons • Live Band • Pool Tables • Billy Bob’s Photo Bull • Plus great food and beverages!

Sponsored by Valley Forge Sports When you’re at the Symposium, we always go into Extra Innings! Join Valley Forge for bowling, games, drinks, music, and more at Bowlounge, a boutique bowling alley!

Extra Innings, 8 - 10 PM Sponsored by SF Network The party continues! After the opening party, head next door to Second Rodeo Brewing to keep the party going with SF Network.

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WEDNESDAY Appointments, continue Marketplace sponsored by North Carolina Sports Association Appointments continue with three blocks of time at 9 AM, 1:30 PM, and 3:50 PM. Happy networking.

Marketplace Education, 11 - 11:45 AM Sponsored by EventConnect Load up on education right in the Marketplace! Head over to the education stage between, aisles 600 and 800, for one of our NEW offerings this year: Think Big Sound Bites in the Marketplace. These short, snack-sized education sessions are a great way to break up your appointment schedule.

Keynote Luncheon, 12 PM Sponsored by Discover Puerto Rico During the Keynote Luncheon, the 2020 and 2021 State of the Industry Report will be presented by Tourism Economics providing strategic insights on market size, economic impact, competitive dynamics, and trends within the industry. We’ll also recognize the most recent STS graduates!

Marketplace Happy Hour, 4:30 PM Sponsored by Louisiana Association of CVBs Join Louisiana Association of CVBs for a hosted happy hour in the marketplace following appointments. Enjoy food and appetizers, as well as music from conference DJ.

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THURSDAY Community Group Sessions, 8 - 9 AM Take a deeper dive with industry colleagues facing similar challenges and opportunities in Sports ETA’s Community Group discussions.

Appointments, continue Marketplace sponsored by North Carolina Sports Association Appointments continue with four blocks of time at 9:10 AM, 10:20 AM, 2 PM, and 3:10 PM. Make the most of the final day of appointments!

Closing Luncheon, 11:45 AM Sponsored by Visit KC and Kansas City Sports Commission + Foundation We’ll meet the Sports Legacy beneficiary, The Cowtown C.A.L.F. Program, and present them with a check, based on the donations collected from Symposium attendees throughout the week. After the check presentation, we’ll hear from Sarah Thomas. If you aren’t familiar with her name, you should be. She’s the first full-time female official in NFL history!

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Closing Party, 6 to 9 PM Sponsored by Team Texas Wrap up the week with us at Whiskey Ranch. Sitting on the grounds of a historic golf course, this venue hosts not only amazing views but also the largest whiskey distillery west of the Mississippi. Not only will we be celebrating the end of an amazing Symposium, but also Cinco de Mayo. We’ll have margaritas, coronas, tacos, music, games, and distillery tours! Matt Pittman from Meat Church BBQ will also join us. It’s the Cinco de Mayo party to end all parties – literally!

!

N FU

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Puerto Rico’s Sports Tourism Industry gets a JUMP with new Sports Development Center B Y J A C K I E R E A U , G A M E D AY

Earlier this year, Puerto Rican pro basketball player José Juan Barea, along with hotelier and businessman Ricky Newman, announced plans for a $7 million multi-sport complex to be built in Puerto Rico at a former school in Hato Rey. The JUMP Sports Development Center will feature indoor and outdoor spaces for volleyball courts, basketball courts, beach volleyball and beach tennis, as well as rehab facilities, a hotel, retail sports equipment store and food and beverage options.

Brad Dean, chief executive officer of Discover Puerto Rico, says this idea has been in the works for some time. “The JUMP Sports Development Center is a great example of the entrepreneurial spirit that is alive and well in Puerto Rico. This is a family venture that has been the dream of hotelier and businessman Ricky Newman since 2014,” Dean said. “Ricky and his father (Rick) recognized the extreme potential of sports tourism on the Island and identified the former facilities of the Nuestra Señora de la Merced School in Hato Rey with a vision to continue serving local youth while also boosting the economy.

“The two presented the idea to NBA star Barea and the resulting collaboration turned this dream into a reality. In 2019, a thorough review of Puerto Rico’s sports tourism industry, including a facilities review, was conducted by Sports ETA/Clancy Sports. The study noted the need for more indoor facilities, a call-out the JUMP team leveraged as this innovative tourism project came together.”

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Dean says he expects the project to expand Puerto Rico’s sports tourism industry. “The addition of JUMP to the Island’s sports facilities inventory will provide a significant boost to our venue repertoire and will almost immediately increase opportunities in our sales pipeline,” he said.

“Catering to multiple sports segments from youth to pro and college to recreational, Discover Puerto Rico will leverage this amazing resource to help them create a robust calendar of events and tournaments while at the same time, contributing to the local economy and tightening community relations.

“JUMP will enhance the Island’s ability to attract or create indoor sports activities, especially basketball and volleyball. Consisting of 100,000 square feet of space, the size of the facility is ideal for small or medium-sized tournaments and will attract teams from Puerto Rico, the mainland and other Caribbean islands. JUMP will greatly contribute to bringing more sports events to Puerto Rico and hopefully recurring ones.”

With facilities like JUMP and others to follow, Dean sees a strong sports tourism industry for Puerto Rico. “Puerto Rico offers many benefits as a U.S. territory while having the appeal of an international destination,” Dean said.

“From a fusion of flavors in our cuisine and cocktails, to outdoor adventures you can’t find anywhere else, travelers will find numerous ways to immerse in the culture of the Island - all with the comforts of a U.S. destination that is just an easy flight away and many non-stop flights available from the mainland US. “In addition to no passport requirement for U.S. citizens and without having to worry about phone plans, roaming charges, or currency conversions, Puerto Rico is ready to welcome you, hassle-free. And just imagine the lifelong memories and lasting relationships made by young athletes who are able to travel off-continent to enjoy the thrill of competition.”

“

JUMP will enhance the Island’s ability to attract or create indoor sports activities, especially basketball and volleyball.

Consisting of 100,000 square feet of space, the size of the facility is ideal for small or medium-sized tournaments and will attract teams from Puerto Rico, the mainland and other Caribbean islands. JUMP will greatly contribute to bringing more sports events to Puerto Rico and hopefully recurring ones.

”

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Unlock the Future of Sports Tourism Discover, find, participate, engage & communicate all in one place with the largest digital sports network in the US.

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Engage Join the sports tourism industry’s first-ever app where all players are gathering for sports events from planning to the final buzzer. Follow profiles that interest you, like & share events that you’d like to participate in, watch or host.

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How Tulsa Landed the USA BMX Headquarters BY : JASON GEWIRTZ article originally appeared in SportsTravel

An inside look at how the city turned one annual event into an even bigger victory Flash back 10 years.

USA BMX, the national governing body for the sport, was headquartered at its longtime home in Gilbert, Arizona. As the sport grew in popularity — one of the fastest-growing sports in the past decade, according to the Sports and Fitness Industry Association — so did the needs of the organization. More tracks meant more events, which meant more staff, which meant more space needed for an office where closets were being converted to office space to keep up with demand.

“As we grew,” said John David, the chief strategy officer of USA BMX, “we basically outgrew the complex here.”

Leaders of the organization issued a nationwide RFP to find a new home as they also tried to find a way to stay in Gilbert, a city southeast of Phoenix and an area where the sport has some of its deepest roots. But multiple drafts of an agreement to stay in their hometown failed to reach a conclusion for a variety of reasons that caused the NGB to rethink its plans.

As the process played out, the host city of the organization’s largest annual event kept planting a seed: Why not just move here?

That city was Tulsa, Oklahoma, which has hosted the USA BMX Grand Nationals over Thanksgiving weekend for the past 24 years, an event that last year saw it largest edition — nearly 3,800 participants. One of the people most persistently raising the question was Ray Hoyt, who served as the president of Tulsa Regional Tourism since 2010 before recently leaving the organization. Seeing USA BMX look elsewhere for its headquarters was tough to watch. “It was kind of like those guys talking about dating somebody else,” Hoyt said. “My question was why not Tulsa?”

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David said Tulsa leaders remained persistent and focused on that question to the point where the NGB had to listen. “We really looked at it and said, you know what, why would this not be the perfect home for us? Why would this not be a perfect location to become the global capital of BMX racing?”

Flash forward to February 15, 2022.

In front of more than 500 people, the new USA BMX complex was officially opened, complete with a new headquarters building for a staff that has grown to 40, a permanent Hall of Fame with artifacts devoted to the sport and a spacious new arena capable of hosting the highest-caliber international events on an Olympic-sized, 8-meter starting hill with the latest technology embedded in its construction. What happened over a decade to reach that point is a story of one destination’s perseverance, the importance of long-term relationships, the need for advocacy and the ability to turn one successful event into an even larger success in the community. It’s also a case study in sports tourism about

the importance for rights holders and destinations to communicate and understand what each one is looking to achieve.

“To me, the story line and the lesson in sports tourism is community buy-in,” David said. “Before Ray came to Tulsa, we were looking elsewhere because we didn’t feel that community buy-in. And we’ve watched the bureau and this town become transformed. They bought into the mission of tourism and sports tourism.”

All photos courtesy of Jason Gewirtz

Taxpayers Light a Spark While that transformation was one thing, getting funding approved for what started as a $15 million project was another. Fortunately, a proposal called Vision Tulsa — a six-tenths of a penny sales tax — won voter approval in part because of the chance to attract USA BMX as part of a package of civic improvements.

Once the money was lined up, finding suitable space proved to be the next challenge. The original proposal

called for land to be used at Expo Square, home of the Tulsa State Fair and the annual USA BMX Grand Nationals.

But problems immediately surfaced over sponsorship commitments in place on the site that conflicted with partners the NGB already had secured.

After considering multiple site proposals, Tulsa came to USA BMX with an intriguing option — a former steel manufacturing plant in the city’s Greenwood District.

That area of Tulsa was looking to emerge from the long shadow of a 1921 race massacre when Black residents were attacked and killed, and businesses in the area known as Black Wall Street were destroyed. It’s an event the city is still coming to terms with decades later. The chance to bring a new catalyst for economic development to the area proved the perfect fit.

As time went on, though, so did the project’s cost. To build the venue right and meet international competition standards for a sport that joined the Olympic program in 2008, the project’s cost had risen to $23 million.

“This isn’t an art museum — this isn’t something that everyone understands,” David said. “Everyone knows it’s a BMX arena and complex but Ray had these people understanding the value of sports tourism transformation, and seeing that vision and believing in it enough to where they came in and made an enormous donation to a sport that they didn’t even know existed before.”

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To help fill some of that gap, city leaders approached the Hardesty Family Foundation, a local charitable foundation funded by a prominent Tulsa family.

in Tulsa on February 15 for the ribbon-cutting of the new headquarters. To him, the site is as much a tourism and economic development project as it is a sports attraction.

But even that approval wasn’t a guarantee.

Tourism generates $720 million in state and local taxes for Oklahoma, making it the third-largest industry in the state. “My goal is to make it a $1 billion state when it comes to our tourism industry, which would make it first or second,” he said. “That doesn’t happen without having world headquarters like this in the state of Oklahoma.

The other big reason this is such a big deal is it certainly is going to create a different narrative about the state of Oklahoma.”

“This isn’t an art museum — this isn’t something that everyone understands,” David said. “Everyone knows it’s a BMX arena and complex but Ray had these people understanding the value of sports tourism transformation, and seeing that vision and believing in it enough to where they came in and made an enormous donation to a sport that they didn’t even know existed before.”

Complete Community Buy-In

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By that point, the Tulsa community was all in on the potential to bring the governing body of an Olympic sport to their destination. For the community, the BMX project is a long-term play and one that is seen as a potential spark for tourism.

Tourism, he said, is economic development. “I mention it everywhere I go,” Pinnell said. “The tens of thousands, hundreds of thousands of people that will come to this facility that have never been to Oklahoma before or to Tulsa before will have that magic moment where they say I can’t believe Tulsa is this amazing.”

Matt Pinnell, the lieutenant governor of Oklahoma, knows this well. In June 2020, USA BMX became the first sports organization in the country to bring back large-scale competitive events with a race in Mayes County, Oklahoma.

Pinnell was on hand for the race launch and he was there

Locally, the NGB is already planning to immerse itself in the community by offering programs for local school districts. The governing body has had significant success in other communities by offering STEM programs focused on bike-building and the science behind the sport.

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Tourism generates $720 million in state and local taxes for Oklahoma, making it the third-largest industry in the state. “My goal is to make it a $1 billion state when it comes to our tourism industry, which would make it first or second,” he said. “That doesn’t happen without having world headquarters like this in the state of Oklahoma. The other big reason this is such a big deal is it certainly is going to create a different narrative about the state of Oklahoma.”

— Matt Pinnell, the lieutenant governor of Oklahoma

There is also the hope that future BMX stars may emerge from Tulsa simply by having access to the site. “This may be the best facility that’s out there in the United States, custom-made to host major events,” David said. “But at the same time, one of our biggest missions is that it is the place we want children to come in from the city of Tulsa to come learn how to ride a bike one day up there. You’re trying to make this a facility that’s the ultimate training

Sports Tourism Component There is also a case to be made that the headquarters will help Tulsa attract future sports events even outside of BMX. The site is already tops on the list for other event organizers who come to the city for site visits and want to see what’s been built, said Joel Koester, director of sports sales for the Tulsa Sports Commission, who has been sending selfies to USA BMX’s David whenever those visits occur and who has a BMX photo on his business card.

Hoyt said the mere presence of the complex will attract visitors year-round but also make the destination more attractive to other event organizers. “If somebody did call and say, ‘Hey, we’re interested,’ I think the discussion would be much simpler,” he said. “And it wouldn’t be this hill to climb like we had seven years ago.”

facility for international teams for Team USA, but at the same time, really work within the fabric of the community.”

And with the location of the headquarters in a portion of the city that has been underserved, the opportunities are significant.

“My team at the mayor’s office brought this site forward to the team at USA BMX and they immediately got how transformative this project could mean to the Greenwood community — how it could mean so much more for Tulsa to be part of this sport but for a community that is looking to heal and revitalize,” said Tulsa Mayor G.T. Bynum. “Where we are is sacred ground.”

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Even for USA BMX, the site is now something the organization is looking to replicate in other communities.

As part of the effort that has come out of building the arena, the NGB has formed ABA Ethos, which will serve as a design firm that will aim to build similar venues in other destinations. The effort is being led by USA BMX Board President and Chairman Shane Fernandez, an architect who moved his family from California to Tulsa as the headquarters project got underway in earnest.

But before that happens, David said Tulsa has a compelling story to tell other event organizers just based on the development of the BMX complex. “The sports commission now has the ability to say these guys have been our partners for 24 years. Let us show you how committed we are to sports. We built them the most technologically advanced training center in the world for their sport — that’s our commitment to sports. We’ll do the same for you.”

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The Importance of Advocacy Hoyt and other city leaders see some key takeaways from Tulsa’s ultimate success in cutting the ribbon on the complex that will house many of USA BMX’s employees and is home to what is now called Hardesty National BMX Stadium after the donation from the family foundation.

David said that relationship even paid off for the NGB when it relaunched its 2020 series with Pinnella’s assistance.

“In the midst of the pandemic, his presence at that event was one of the biggest catalysts and the reason why we were able to go to other communities,” he said.

‘Find Out Where to Go’ B.A. Anderson knows the significance of the sport’s new home as well as anybody. His father, Bernie, is considered one of the legends of the sport, purchasing the American Bicycle Association (which later merged with another group to form USA BMX) in 1985 after running tracks on his own. B.A. has been with the organization nearly 30 years, including as CEO since 1994.

At the grand opening, with his father in attendance, the younger Anderson told of his own start in the sport.

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“When I was 6 years old, I saw a TV show called ‘Kids’ Timeout,’” he recalled. “There were kids on bikes imitating motorcycles,” which he later learned was BMX. “At 6 years old I told my dad I wanted to race BMX. So, he handed me the Yellow Pages and said, ‘Find out where to go.’”

I think the cool thing about this is nobody ever gave up on it,” Hoyt said. “And it became a reality.

One of the lessons is the importance of advocacy. While many destination leaders try to stay out of politics, Hoyt’s advice is to make sure you know who the people are who pull the strings, whatever you think of the politics. After all, the initial money for the USA BMX project came from convincing politicians to put an issue on the ballot that ultimately had to be sold to the public.

“Advocacy in the community and with the community leaders and the political leaders was important, clearly,” he said. “And I would tell everybody, if you’re not on a first-name basis with your mayor or your elected officials, whether it be local, state or federal, you should be. They can help get a lot done.”

Hoyt points to his own relationship with Pinnella, the lieutenant governor, as an example. “He and I, we talk on mobile phones probably once a week or text each other about tourism or sports ideas. And if you don’t have those relationships, you should be working on them.”

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He ultimately discovered that the local Schwinn bicycle shop hosted an event on the first Saturday of October.

But when he discovered this, it was November.

“We waited a whole year for our first BMX race,” he said, pausing as he spoke in front of the crowd at the new headquarters. “That is something kids in Tulsa do not have to worry about.”

Children in Tulsa will indeed be in a more fortunate situation if they are interested in getting involved in the sport. And for that, they can thank a concerted effort that began with city leaders turning one annual event into a much more significant commitment through persistence, advocacy and communication.

“I think the cool thing about this is nobody ever gave up on it,” Hoyt said. “And it became a reality.”

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Women’s Summit Recap The 2022 Women’s Summit in Minneapolis, MN was one for the books! The Summit started off with a networking reception at the Jolliet House where attendees spent time catching up with old friends and meeting new friends. Keeping with the theme of our 2022 events, Think BIG, the focus of all our Women’s Summit education was Think Strong – and we did just that! Wendy Blackshaw, President & CEO, Minnesota Sports & Events, and Tanya Dreesen, VP Partnership Activation + Special Projects, Minnesota Vikings Football, kicked off the morning with an amazing session candidly sharing about their paths, challenges, and successes.

Candy Fuzesy, VP of Team & Venue Partnerships, Suite Experience Group, Jenifer Freeman, GM of Aramark, US Bank Stadium, and Cassie Batinich, Director of Communications, Version1 made up a Women of Minneapolis Power Panel moderated by Melissa Thompson, Indiana Sports Corp. Can you say inspiring?!?

Attendees were treated to a fun afternoon at Finnegan Brew Company where Head Brewer, Jaquie Berglund introduced us to the “inside itchies”. She used that perfect phrase to capture what her creative and innovative process is like for coming up with new ideas. What she has envisioned and breathed life into is nothing short of incredible, truly embodying social entrepreneurship and generating more than $2M in community impact. Such a fantastic story, and good beer!

We closed out the Women’s Summit final day with sessions on partnership and branding with Lyndsey Thorpe, Brand Activation Manager, Caribou Coffee. SearchWide Global’s Cambria Jones, Director of Marketing, and Nicole Newman, Vice President joined us to share the STRONG approach for a successful career in sports tourism. The Summit was a fun, intimate, and educational 3 days and we can’t wait to see the impact it has on attendees throughout the year!

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View the full photo album here

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Can you say inspiring?!?

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Creating a Winning Partnership to Drive Sports Tourism BY: Mike Wattigny, Marketing Director, FRESHJUNKIE Racing with collaboration from: Anthony Terling, STS, CHSP, Sports and Event Development Manager, Auburn-Opelika Tourism Cat Bobo, Communications Manager, Auburn-Opelika Tourism

Want to create a dynamic event with meaningful, trackable economic impact? Want to build something unique that energizes participants that they tell all their friends about?

Want to ensure your first-year event is a success?

The key? Strategic partnerships. In other words, building a team consisting of the event producer, the Convention & Visitors Bureau (CVB) or sports commission, and the host municipality/venue. That’s exactly what happened at the Inaugural War Eagle Run Fest in February when Auburn-Opelika Tourism teamed up with FRESHJUNKIE Racing to bring a new event to Auburn University.

Having worked with Tuscaloosa Tourism & Sports for many years, FRESHJUNKIE Racing was referred to AO Tourism to brainstorm and conceive a major running event that would attract visitors for a weekend of running and fandom. With great relationships in place at Auburn University and the city of Auburn, AO Tourism was able to facilitate the meetings necessary to gain approval for the Inaugural War Eagle Run Fest, a half marathon, 5k and kids race finishing on the 50-yard line of Jordan-Hare Stadium.

Tourism impact for the Inaugural War Eagle Run Fest: • 2,551 runners • 1,564 reported room nights • 37 states were represented + Canada & and Germany • 41% of runners said they were traveling in from out of town (42.9% were from zip codes outside an 80-mile radius of Auburn-Opelika) – 1,365 hotel nights are attributed to participants traveling further than 80 miles from Auburn.

– 199 hotel nights are attributed to participants within 80-miles of Auburn.

• $494,000 - Direct Economic Impact (State/Local impact)

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Key lessons when launching a new event to drive tourism:

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Give yourself enough time – Conceiving, brand development, launching, marketing, and executing a new event takes a long time to do successfully. When looking at new events, we recommend a minimum of 16-20 months from the event date to properly plan for a successful endurance event. If you are an event producer looking to launch a new endurance event in a market, it takes time to find the right decision-makers with government agencies, host venues, etc. If you are a tourism, visitor, or sports commission it can take months to develop an RFP, meet/interview the event producers, and arrange meetings with appropriate government agencies. Everything takes more time than you think, and without giving yourself enough lead-time the event won’t live up to its true potential.

Decide upon ownership structure at the outset – Will the event be owned by the sports commission and produced by an event management company, or will the race be owned by the event management company and supported by the sports commission? Each have unique positives and negatives, but our preference is for each entity to do what it does best: what they do day in and day out. The event management company owns, operates, and produces the event, the sports tourism commission drives tourism, while they collaborate on marketing. Producing a running event is a unique skill set to execute at a high level. It’s the unknowns that can

make a running event go sideways quickly, leading to negative reviews, bad press, and potential marketing and PR nightmares. One of the biggest lessons we’ve learned when working on launching new events was to not cut corners on staffing. Hiring the professionals who can think on their feet and solve problems as they happen is a priceless piece to a successful event.

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Look for a track record of success – There are lots of event production companies,: some specialize in concerts, some in tournaments, and some in running events. Look for a company that has produced the type of event you want see in your community. Has the event production company organized a running event for multiple thousands of runners? Have they produced those events in their home market, or have they succeeded out-of-market? There is a big difference between putting on a successful race in your hometown where you know all of the local suppliers versus putting on major running event away from home. Look for a company who has proven they can meet your goals.

Regardless of who owns the event, the race will represent your city. If you have goals of driving tourism you need to know the event organizer will exhibit professionalism every step of the way and can help you reach your goals.

Look at their portfolio of work, where they had success, and what metrics were used to define the results.

The Inaugural War Eagle Run Fest was a tremendous success on all fronts due to the key partnerships. Runners loved the event, filling up social media with pictures of their 50-yard line finish in Jordan-Hare Stadium. The goal of driving tourism was exceeded with runners traveling from as far as California to Maine, resulting in over 1,500 room nights.

Remember, focus on your strategic partnerships! They are the key to a successful new event or breathing life into an old one.

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Contact Lisa Pacheco, STS, today to learn how your