Playbook - 2024

Home of the Portland Trail Blazers modacenter,

Charting the Course: A Purposeful Path to Success in the Year Ahead

10 Tips To Start The New Year Off Right

Create Connections at the 2024 Symposium!

NEW Sports Tourism Learning Institute Course

Sports ETA #MemberWin

Q&A with Andy Dolich

A Lesson in Community Hospitality: Dublin Embraces American Football and American Tourists

Biggest Sports ETA Member

Let us host your next sporting event in Mobile, Alabama. After the big game, go aboard the USS Alabama Battleship, soak up the sights at Bellingrath Gardens, or go hard at the beach. Go all in, and let us go all out for you.

• 7,500 HOTEL ROOMS

• FACILITIES FOR EVERY SPORT

• 60 MILES OF BEACHES

National Headquarters

9624 Cincinnati Columbus Road, Suite 209

West Chester, OH 45241

Telephone (513) 281-3888

www.SportsETA.org

Staff

John David, President & CEO

Janis Breedlove, CMP, STS, VP Events & Experiences

Meagan Grau, Director of Marketing & Communications

Michelle Wessels, Director of Membership & Engagement

Rebecca Myles, Sponsorship & Advertising

Carol Courtney, Special Projects Coordinator

Board of Directors

Officers

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

Vice Chair/Chair-Elect: Frank Lett, STS, President and Chief Tourism Officer , Visit Kingsport

Secretary/Treasurer: Matt Libber, Executive Director, Maryland SoccerPlex

Immediate Past Chair: Don Dukemineer, STS, CHSP, Director of Sports Development, Decatur Morgan County Tourism

Directors

Phil Andrews, Chief Executive Officer, USA Fencing

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

Cindy Cowart, STS, President, Coward Sports Events

Chad Culver, STS, Senior Director of Sports Commission, Visit Knoxville Sports Commission

Tammy Dunn, STS, Executive Director, Snohomish County Sports Commission

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

Jerrine Lee, Vice President of Sales, Richmond Region Tourism

Chris O’Brien, Director of Sports Marketing & Special Events, Panama City Beach Convention & Visitors Bureau, Inc.

Jonathan Paris, STS, Executive Director of Sports Tourism, Myrtle Beach Area CVB

Clay Partain, STS, Executive Director, Sports Salt Lake

Hank Pivarnik, STS, Global Accounts Director - Sports, Sonesta International

Scott Powers, STS, Executive Director, Experience Columbia SC Sports

Ryan Strickland, STS, Vice President, Treasure Coast Sports Commission

Melissa Thompson, Chief Community Officer, Indiana Sports Corp

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

Looking to share your expertise?

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

Sports ETA encourages members to share information with their peers. Contact Meagan Grau, Director of Marketing and Communications, at Meagan@SportsETA.org to learn more about how you can contribute to a future edition of the Sports ETA Playbook.

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

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

Letter from the President and CEO

Dear Sports ETA Members,

Welcome to the first issue of the 2024 Sports ETA Playbook! As we embark on a new year filled with opportunities and growth, we are thrilled to present you with a lineup of compelling articles and insights that will inform and inspire.

In this edition, you’ll find a diverse array of topics ranging from strategic planning for success in the year ahead, to valuable tips for starting off the new year on the right foot. We also delve into exciting collaborations driving growth in Central Florida, and feature enlightening interviews with industry leaders like legend Andy Dolich and Mike Wattigny, Marketing & Creative Director at FRESHJUNKIE Racing.

One of the highlights of this issue is our focus on the continued growth of women’s sports in 2024, reflecting the dynamic evolution of our industry. We’re also proud to showcase Dublin’s embrace of American football and tourism, demonstrating the power of community hospitality.

As we reflect on the achievements of 2023, I’m delighted to announce that Sports ETA finished the year with an incredible 8% growth in membership. This remarkable milestone speaks to the strength and vitality of our community.

Looking ahead, we’re dedicated to providing you with exceptional educational content at our upcoming live events, including the Women’s Summit in Cleveland, OH, and Symposium in Portland, OR. Additionally, we’ve just launched our latest online certificate course through the Sports Tourism Learning Institute, titled “Disability Awareness & Sports Tourism: Advancing the Adapted Sport Movement.” This course promises to equip you with the tools and insights to create more inclusive and accessible events.

But that’s not all! Stay tuned for the release of part one of a four-part white paper addressing the challenges of sports event housing, in collaboration with our partners at Group Productivity Solution. We’re also excited to share best practices for event merchandising in an upcoming white paper, thanks to our partners at TeamIP.

As you dive into the pages of this Playbook, I encourage you to remember the importance of your work. Each event, each initiative, contributes to the enrichment of communities, the empowerment of athletes, and the advancement of our industry. Your dedication and passion are the driving force behind our collective success. Thank you for being part of the Sports ETA family.

Yours in Sport,

John David President and CEO Sports Events & Tourism Association

Letter From Board Chair

Welcome to the Sports ETA Playbook -- the first of 2024.

Our entire country has been covered in brutally cold temps recently, but things at Sports ETA are nothing but HOT!

The new year has started off with a bang and the entire team is busy managing all the daily operational activities of the Association while working diligently on the upcoming major event just around the corner. The entire Board of Directors is engaged and working diligently in support of the Association. Their commitment of time, in an all-volunteer role, is simply amazing. There is no way I can properly thank them all, but I will try, and I hope you will also let them know your appreciation of their efforts whenever you have a chance.

The Chief Executive Summit just wrapped up in beautiful San Jose, CA. The registration numbers were through the roof with record-setting numbers. The top-level leaders of our industry attended to learn from the amazing line-up of presenters and each other the latest issues, trends and opportunities. The programming was designed for the top leadership positions in your organization.

The Women’s Summit is up next and will be held from April 3-5 in Cleveland, Ohio. The event is a “must attend” event for our current and future leaders working to gain access to tools and resources desiring to improve their personal brand and increase value to your community and organizations.

And of course, we are very excited about the 2024 Symposium in Portland, Oregon from April 22-25. Sports ETA’s flagship event will be a showcase of the Association’s finest assets. Industry-focused education and business development opportunities alongside your sports tourism friends, partners, suppliers, and the development of new friendships, partnerships and suppliers will abound around every corner.

Look for more information and registration details on the Sports ETA website.

As we buckle down through the winter months, I wish you all the very best. Work hard, stay focused but never forget to keep those priorities in order as my grandmother Florence Glass Palmer reminds us in the title of one of her novels, “Spring will Come Again.”

Be Moved!

Ray Palmer Sports ETA Board Chair

Member Services News & Updates

We are proud to announce that we welcomed 93 new members to the Sports ETA family in 2023!

Destinations

• Allegany County, the Mountain Side of Maryland / TEAM Maryland

• Arrowhead Multi Sport Complex

• Bill Noble Park

• City of Douglasville Parks and Recreation

• City of Florence Athletics/Sports Tourism

• Colorado Springs Sports Corp

• Columbus, IN Parks and Recreation

• Cortland County Convention & Visitors Bureau

• County of Prince George

• Discover Schenectady

• Explore Newnan-Coweta, Inc.

• Green Bay Packers / Lambeau Field

• Greensboro Sports Foundation

• Iowa Travel Industry Partners

• Minnesota Sports and Events

• NRG Park Houston

• Pacific County Tourism Bureau

• Peachtree City Convention & Visitors Bureau

• Play Chesterfield, VA

• Plover Area Convention and Visitors Bureau

• RP Funding Center

• Sarasota County Parks, Recreation and Natural Resources

• Seattle Sports Commission

• Spooky Nook Sports Champion Mill

• Visit Bellevue

• Visit Overland Park

• Visit Pueblo

• Visit Wenatchee

• Wayne County Convention & Visitors Bureau

• West Monroe Sports & Events

Rights Holder

• 5X Volleyball Tour

• AAU Baseball

• Athletes Unlimited

• DS Sports Events

• ETC Sport Group

• FUJI BJJ

• Golf Coaches Association of America

• Gulf Coast Athletic Conference

• H3 Athletix Sports Group

• Heartland Soccer Association

• Hoop It Up

• International Teqball Federation

• International University Sports/ World University Games

• Maccabi USA

• MLTT LLC

• National Baseball Congress

• National Crappie League

• National Cycling League, Inc

• Official Strongman Games

• Our Vision Sports Education Foundation, Inc

• Players Way, LLC

• Powerlifting America

• Premier Lacrosse League

• Premier Ultimate League

• Prep Network (Prep Hoops, Prep Dig, Prep Girls Hoops, Prep Redzone, Prep Soccer)

• Press Play Dance Convention, LLC

• Professional Bowlers Association

• Prospect Select Baseball Inc

• Richard M. Brodksy Foundation

• SlamBall LLC

• SportEra Events

• Stage 8 Dance

• Steel Sports

• Team USA Golf Events

• Tier 1 Elite Hockey League

• Top of the Bay Sports

• United States Skateboarding Federation (dba USA Skateboarding)

• USA BMX Foundation

• USA Hockey, Inc.

• USA Patriots Athletics

• USA Table Tennis

• USA Team Handball

• World Long Drive

Industry Partners

• Alison Strange & Associates, LLC

• AMI Graphics

• Byrne & Jones Sports Construction

• Candid Color Systems

• Choice Hotels International

• Competition Travel

• First Place Collectibles

• Hotel Engine

• Jetr Global Partners

• L5 Management and Consulting

• Leslie Jordan, Inc.

• pc/nametag

• RADD Sports

• Sentral

• Sonder

• Southwest Sports Partners, LLC

• Strickland Event Management, LLC.

• Success Awards

• Tempest

• VolunteerLocal

2023

2024

699 TOTAL

2024 New Members

• American Cornhole League

• ARCO National Construction

• Big Bear Tournaments

Brandywine CVB dba Visit Delco, PA

• CampusVR

• City of Oak Creek Tourism

• ConferenceDirect

• CRYSP DC

• Elkhorn Athletic Association

• Explore Brighton Howell Area

• Gaylord Area Convention and Tourism Bureau

Generali Global Assistance

• Go4

• GotSport

• Grand Sierra Resort & Casino

• HipMaps

• Hyatt Hotels Corporation

• International D√∏ds Federation

• Just Courts Construction Legends Championship LLC.

• LR Productions

• Mayo Civic Center / ASM Global

• Member Deals (DBA EBG)

• Northwest Designs

• NXTPRO Sports

• Oregon Convention Center

• Paradragons USA PARALLEX AGENCY

• Prep Baseball Tournaments

• Prospects by Sports Illustrated - Soccer

• Resiada /ConferenceDirect

• Rise Productions

• SEQL

• South Fulton Convention & Visitors Bureau

• SportsTrip Team IP

• Team Ohio Sports

• The Barrymore Hotel Tampa Riverwalk

• Throw No Shade Kickball League LLC

• Top Gun Events

• USA Dodgeball Inc.

• USA Pickleball

• Visit Baytown, Texas

World of Step Alliance

• YOFJ, LLC DBA The Monster Games

We have a goal of surpassing our membership numbers by over 15% in 2024, and we can’t do it without your help!

Do you work with a rights holder that is not currently a member of Sports ETA and could benefit from the education, resources, and networking opportunities we have to offer?

Sponsor a new Rights Holder by paying their $250 membership dues, and receive a $250 credit on your Sports ETA account to use towards any event registration or education course.

Contact info@SportsETA.org for more details.

““The value of our Sports ETA membership continues to grow year after year as the association continues to expand its offerings to rights holders. The community created through Sports ETA for rights holders has never been stronger with collaboration across sports, idea exchanging, and a complete sincerity and desire for all rights holders to be successful. We will continue to renew our membership annually with Sports ETA in order to remain steadfast in our company’s desire to find great partners, provide safe and fun events to our participants, and learn from others in our sports tourism community!” - Elle Marks, Elite Tournaments

Member Shoutouts

Congratulations to all of our members who have been recently promoted or started a new job within the sports events and tourism industry! Your growth and achievements inspire us all. We are proud to have you as valuable members of our association and are thrilled to see you take this step in your career journey.

Promotions:

• James Adler, Director of Sports Sales, Buffalo Niagara Sports Commission

• William Bloom, MBA, Director, Sports & Tour Travel, US & Canada at the Louisiana Office of Tourism

• Nathan Kopp, Vice President, Sports San Diego

• Grace Schumacher, Events Manager, USA Gymnastics

• Taylor Sellers, STS, Senior Sports Development Manager, Visit Myrtle Beach

• Taylor Snow, Director of Sports Buyer Experience, Connect Sports + BizBash Sports

“New Role:

• Kayla Adams, National Sales Manager- Sports Tourism, Visit Greenville SC

• Stan Adams, Director of Sports Business Development, Springfield Sports Commission

• Katie Brunk, Business Development Manager, St. Pete Clearwater Sports & Events

• Hannah Burkig, Sports Sales Manager, Visit Galveston

• Lizette Castaneda, Sports Key Account Director, Sonder

• Marissa Guarneiri, Assistant GM of Operations, Publix Sports Park

• Baylee Robinson, Chief of Olympic and NGB Business Development, Team IP

• Chip Woytowitz, Sports Marketing and Events Manager, Ocean City Department of Tourism/TEAM Maryland

As a young professional entering the sports events and tourism industry, I have received great value from being a member of Sports ETA. The membership has provided me with ample opportunities to network with industry veterans and has provided me with valuable education. Being a member has also given me the opportunity to develop relationships with rights holders and national governing bodies who are bringing events to my destination with substantial economic impact.

I highly recommend becoming a Sports ETA member as members take a ‘team’ approach towards growing the sports events and tourism industry.

- James Adler, STS, SDLT, Buffalo Niagara Sports Commission

Contacts Recently Added To Their Organization’s Sports ETA MembershipWelcome to the Sports ETA Family!

• Mark Anderson, Olathe CVB

• Vaughn Anderson, USA Judo Jason Ansley, YOFJ LLC DBA The Monster Games

• Heidi Ansley, YOFJ LLC DBA The Monster Games

• Kathryn Ashley, Pacific County Tourism Bureau

• Todd Avery, Visit Athens, GA GA

• Courtney Babcock, Chester County Conference & Visitors Bureau

• Kim Bach, Destinations International

• Kyle Baldwin, Visit Wichita

• Kiki Barker Barnes, Gulf Coast Athletic Conference

• Christina Barnas, Elite Tournaments

• Doug Bates, Pensacola Sports

• Paul Beachnau, Gaylord Area Convention and Tourism Breau

• Toby Bishop, American Volleyball Coaches Association

• Juan Blanco, PARALLEX AGENCY

• Tommy Bombardo, Generali Global Assistance

• Fred Boucherle, American Cornhole League

• Ted Breidenthal, Kansas Collegiate Athletic Conference

• Mark Brown, Experience Champaign-Urbana

• Jordan Cannefax, Branson Chamber and CVB

• Cory Carlson, Hyatt Hotels Corporation

• Katie Castano, Virginia Beach CVB

• Alyssa Chavez, Indiana Sports Corp

• Chelsea Cipriani, Tempest

• Katie Cleveland, USA Taekwondo

• Jennifer Colbert, Our Vision Sports Education

• Foundation, Inc. Inc

• Brandon Conner, Greater Birmingham CVB

• Gillian Constable, Palm Beach County Sports Commission

• Anne Corbett, CRYSP DC

• Sammi Corcoran, Explore Brighton Howell Area

• Lance Cowart, USA Pickleball

• Lexi Cuff, Hunden Strategic Partners, Inc.

• Katelyn Cuff, Hunden Strategic Partners, Inc.

• Faith David, USA BMX

• Dharmesh Dayabhai, Resiada

• Theshantha De Silva, Prospects by Sports Illustrated - Soccer

• Tharindra De Silva, Prospects by Sports Illustrated - Soccer

• Robert de Wolff, SEQL

• Lauren DeMarco, Colorado Springs Sports Corp

• Allie Devine, Experience Kissimmee

• Zach Dietmeier, Bloomington-Normal Area Sports Commission

• Sydney Dietz, Erie Sports Commission

• Patricia Driscoll, EventPipe LLC.

• Ashley Dye, Cullman Parks & Recreation

• Amy Eicher, Prep Baseball Tournaments

• Michelle Enright, Cortland County CVB

• Aaron Ewerdt, USA Rugby

• Nick Factoran, USA Dodgeball Inc.

• Alizé Farhat, The Sports Facilities Companies

• Dylan Finch, Cullman Parks & Recreation

• Ashley Flores, Odessa CVB

• Randy Fortes, Tempest

• Newell Fox, 5X Volleyball Tour

• Adam Fractenberg, Member Deals (DBA EBG)

• Emily Frost, Lake George Regional Chamber of Commerce & CVB

• Daniel Gale, United States Skateboarding Federation (dba USA Skateboarding)

• Dailee Gardner, Discover Davis

• Sarah Gleason, Clermont County Ohio CVB

• Peyton Glover, Destinations International

• Mike Golub, SlamBall LLC

• Carmen González–Aller, Winslow Spokane Sports

• Erin Graninger, Indiana Sports Corp

• Andrew Grant, Discover Lake County (FL)

• Jason Grover, Visit Wenatchee

• Jennifer Gustafson, Hilton Worldwide

• Shane Hackett, Heartland Soccer Association

• Fidel Hale IV, City of Laredo CVB

• Dell Hall, Experience Fayetteville

• Brooke Hamlett, Generali Global Assistance

• Don Hardman, SlamBall LLC

• Travis Harrison, Auburn-Opelika Tourism

• Avery Heikens, National Congress of State Games

• Alex Heimann, Tempest

• Jon Herr, Atlanta CVB

• Billy Hilliard, The Sports Facilities Companies

• Julie Holmen, Destinations International

• Amanda Howett, USA Softball

• Grant Hutcheson, Mooresville CVB

• Juliet Jacoby, Colorado Springs CVB

• Ben Jespersen, Just Courts Construction

• Gary Johnson, ARCO National Construction

• Zavier Jones, Visit Myrtle Beach

• Jack Jones, Valley Forge Sports

• Carlos Jurado, PARALLEX AGENCY

• Justin Kelley, Panama City Beach CVB Inc.

• Patrick Kelly, Peoria Area CVB

• Kat Kennedy-Halbert, American Cornhole League

• Leslie Kester, Press Play Dance Convention LLC

• Colleen Krantz, pc/nametag

• Kim Krutsch, Visit Bentonville

• Cole Kurtz, United States Skateboarding Federation (dba USA Skateboarding)

• Chase Lazarus, San Jose Sports Authority

• Rachel LeRoy, HipMaps

• Ariana Lewis, Events DC

• Joseph Linton, Legends Championship LLC.

• Nikki Lopez, South Shore Sports

• Jim Lucas, LR Productions

• Morgan Madanick, Sport York

• Steve Magee, Lake George Regional Chamber of Commerce & CVB

• Jodi Maguire, Wausau/Central Wisconsin Sports Authority

• Wade Martin, Ripken Baseball

• Doris Martinez-Oronoz, Discover Long Island

• Justin Martsolf, Destinations International

• Jeremy McDowe, Top Gun Events

• Laura McWherter, Tulsa Sports Commission

• Tonya Meir, pc/nametag

• Rebecca Messina, Visit Central Florida Sports

• Randall Michel, Jefferson CVB

• Emily Mieren, Leslie Jordan Inc.

• Connor Minyard, Bill Noble Park

• Rebecca Mittleman, Visit Greenville SC

• Jose Moreno, USA Pickleball

• Mike Moresi, Leslie Jordan Inc.

• Seagan Morrow, Visit Bentonville

• Aaron Mull, Wausau/Central Wisconsin Sports Authority

• Logan Murphee, Cullman Parks & Recreation

• Mike Nealy, USA Pickleball

• Jimmy Nelson, South Shore Sports

• Chandra Niekamp, Explore Utah Valley

• Rachel Nogalski, Tulsa Sports Commission

• Jessica O’Dell, pc/nametag

• Wendy O’Duffy, Rochester NY Sports Commission

• Evan Owen, Colorado Springs Sports Corp

• Scott Peavy, King Kat USA

• Brian Persky, Michigan Sports Commission

• Bryan Pettit, Just Courts Construction

• Emma Pirzadeh, Colorado Springs Sports Corp

• Nathan Plyn, Wisconsin Rapids Area CVB

• Justin Polizzi, Wicomico County Recreation Parks & Tourism/TEAM Maryland

• Allison Popadyn, Dayton CVB

• Ford Rainey, SEQL

• Jasa Rhone, SportsTrip

• Paul Rigault, International Døds Federation

• Stephen Rodriguez, RADD Sports

• Marynka Rojas, Gorgen Paradragons USA

• Miriam Santos, BWH Hotels

• Jessica Saul, World of Step Alliance

• Carissa Sawyers, Rise Productions

• Amanda Sewell, Visit Casper

• Emily Simon, Visit Central Florida Sports

• Samantha Solomon, Ocala/Marion County Visitors and Convention Bureau

• Victor Sviridyuk, Northwest Designs

• James Taylor, Palm Beach County Sports Commission

• Angie Teel, Branson Chamber and CVB

• John Tharpe, St. Augustine Ponte Vedra Visitors & Convention Bureau

• Cass Thomas, Sports Salt Lake

• Scott Thompson, NXTPRO Sports

• Jordyn Tramble, Events DC

• Matt Tungett, Irving CVB

• Cayla Tverberg, Prospects by Sports Illustrated

- Hockey

• Susie Vawter, Top Gun Events

• Hanna Waits, American Junior Golf Association

• Kate Walkup, Eugene Cascades & Coast Sports

• Michael Washington, Gainesville Sports Commission

• Kylee Webb, USA Softball

• Taylor Wheaton, Visit Tallahassee Sports

• Tim White, Wausau/Central Wisconsin Sports Authority

• Barry White, Chattanooga Sports

• Dawson Wise, Our Vision Sports Education Foundation Inc

• DeAndre Wise, Our Vision Sports Education Foundation Inc

• Staci Wise, Visit Baytown Texas

• Vaughn Woodeshick, Valley Forge Sports

• Mary Wright, Leslie Jordan Inc.

• Michelle York, Visit TRI-CITIES WA

• Krystal Zavorski, HipMaps

• Linda Zippy Neil, United States Skateboarding

• Federation (dba USA Skateboarding)

• Haley Zuehlke, City of Rock Hill Parks Recreation & Tourism

Special thanks to our CE Summit Host

Record Turnout of Top Sports Events & Tourism Industry Leaders

The 2024 Sports ETA Chief Executive Summit, the intersection of sports leadership and technology, wrapped up in San Jose February 21st and shattered records with an unprecedented turnout of the top leaders in the sports events and tourism industry. Hosted by the San Jose Sports Authority, it wasn’t just an event – it was a pulsating celebration of the synergy between sports tourism, professional development, and the transformative impact on communities and economies.

Sports events and tourism leaders representing CVBs, sports commissions, rights holders, and industry partners gathered from February 20 and 21 to share trends and learn best practices on various topics, including technology, business, and management. Attendees enjoyed an evening at the SAP Center, where they were surprised with an appearance by NFL legend and Hall of Famer Ronnie Lott. Not only did he pass around his impressive collection of rings, but he also shared the important message of “One More Time”: One More Time to step up. One More Time to make a difference. One More Time to be there and help others.

The lineup of keynote speakers was nothing short of phenomenal:

• Jim Caruso, CIO, Elevate, jetted in all the way from New York to ignite the Summit with a great presentation on “The Future of Fandom: AI’s Role in Enhancing Experience”

• Andy Dolich, Executive, Fan Controlled Sports and Entertainment and President, Dolich Consulting, had attendees in stitches while imparting invaluable wisdom from his session “LOL: Loss of Logo”we are so much more than the logo on our business cards

• John Poch, Executive Director, San Jose Sports Authority and our CE Summit host, shared his innovative and intentional approach to fundraising through his “90 Days to Get to Know” session

• John Lambeth, Founder & CEO, Civitas showcased the immense opportunities of Tourism Improvement Districts (TIDs) and the various approaches that can truly solve the funding problem, while Kim Summers, CEO, Placer Valley Tourism, displayed the ultimate case study of Civitas success with her new facility and illustrated the massive real data room night numbers that are transforming her organization through their session: “Setting Up the Perfect Play: A Plan to Tackle Your Sports Tourism Funding Challenges”

• Darren Centi, Director of Events, San Jose Sports Authority, guided attendees through their path to success for their REACH Program and how they leverage their Hall of Fame efforts and success through his panel on “Community Initiatives That Truly Matter”

• Becca Greenwell Wathen, Strategic Partner Manager, Sports Partnerships, Meta, and former DI college basketball player, demonstrated the crossover of how talent on the court can transfer to tenacity and success in the board room and how the NIL is changing our landscape forever through her session “Navigating the NIL ERA, A Playbook for Business”

• Mark Gnatovic and John Brich with SearchWide Global knocked it out of the park, yet again, as they unveiled the secrets to navigating the modern workforce with their session “Navigating the Modern Workforce: Trends, Leadership, Skills and Industry Insights”

“Our Chief Executive Summit is where the industry’s top leaders converge to propel their organizations forward,” said John David, President & CEO of Sports ETA. “A heartfelt thanks to the San Jose Sports Authority for hosting this triumphant CE Summit.”

Special shout-out to our stellar sponsor lineup for making this Summit a reality: San Jose Sports Authority, Fort Worth Sports Commission, and Visit Myrtle Beach.

The downside? The fear of missing out. Brace yourselves for the 2025 Sports ETA Chief Executive Summit in Fort Worth, Texas from January 29-30. Mark your calendars – it’s an event you can’t afford to miss!

Our event sponsors:

April 3-5, 2024

Cleveland, OH

Hosted by

Charting the Course: A Purposeful Path to Success in the Year Ahead

BY ANTHONY TERLING, STS, SPORTS AND EVENT DEVELOPMENT MANAGER, AUBURN-OPELIKA TOURISM

As we enter a new year filled with possibilities and opportunities, it’s the perfect time to set the tone for a journey of growth, both personally and professionally. I’ve always thought of a new year as a reset button or a reboot. You may have had one of the most challenging years in your life in 2023 or you may have had one of the best years of your life. Whatever you experienced in 2023 doesn’t mean that it must carry over into a new year.

At Auburn-Opelika Tourism, where excellence, growth, joy, trust, and servant leadership are not just our core values but a way of life, I wanted to share with other Sports ETA members how myself and our team personally go about creating a purposeful course for the year ahead.

Mentorship is a key focus of my personal and professional growth plan. No journey is meant to be taken alone and that is why I encourage members of Sports ETA to consider signing up to be a mentor or mentee. Mentorship is not just for the young professional or someone that is experienced but in a new role, it is for everyone and should be a life plan. Mentorship can be part of your reset or reboot, it doesn’t have to be only when a new year starts but can be an ongoing process throughout the year that can support, advise, and guide you through those winning moments or those challenging losses we experience. Authentic mentors take the time to get to know you and the challenges you’re facing and then use their understanding and personal experience to guide you.

A cornerstone for a successful year is the implementation of setting intentional goals. I encourage you and your team to adopt SMART goals – ones that are Specific, Measurable, Achievable, Relevant, and Time-bound. Think of this as creating a roadmap for your aspirations, fostering a culture where everyone’s individual goals contribute to the collective success of your sports tourism mission.

Reflection is a core part of overall development or as I tell my 6-year-old son, how we grow to be a better human! Not only do I believe strongly in self-reflection, I also challenge myself

to ask for constructive feedback throughout the year from my family and friends, my professional network, including my supervisors. Looking back can be as crucial as looking forward. Take a moment to reflect on the wins and losses of the past. What worked well? What lessons were learned? By understanding our experiences, we pave the way for more informed decisions and continuous growth. It improves our communication skills, including active listening.

In the hustle and bustle of our sports tourism industry, selfcare often takes a back seat. Emphasize the importance of establishing healthy habits, both mentally and physically. Set boundaries to separate your work life from your personal life. This can be as simple as turning your phone to do not disturb when taking vacation days or on the weekends. We aren’t in the saving lives business; it is not a matter of life or death. Collectively this ensures that everyone can bring their best selves to the table. Just like athletes recover for their next competition, so should the sports tourism professionals.

Time is a precious resource, and effective time management is the key to unlocking its full potential. Create white space (aka free time) to stay focused on priorities that align with your mission and goals.

Focus on expanding your network, whether that be in the sports business industry or in your local community. Sports ETA offers avenues to expand your network, I encourage you to attend virtual and in-person events, join and engage with the various communities offered, and create authentic connections that will last a lifetime.

The pursuit of knowledge knows no bounds. I’m a huge advocate for continuous education, learning new skills, and ultimately being uncomfortable learning something new that may be intimidating or challenging. Our industry has opportunities for continuous learning, and none better than the Sports Tourism Learning Institute and the Sports Tourism Strategist (STS) designation offered to all members of Sports ETA.

As 2024 moves ahead, let us all embrace it with purpose and determination. Together, let us make this a year of growth, joy, and unparalleled success. Here is to charting the course for a year full of wins! Always strive to be a better human!

Tips To Start The New Year Off Right

BY ROBERTA MATUSON

It’s the beginning of a new year, and you’re super excited to start the year off right.

You promise yourself that this will be the year you grow your business or advance your career like never before.

You jot down some resolutions, and away you go!

But before you know it, you’re quickly back to doing things the way you’ve always done them and getting the same results.

Sound familiar? If so, you’re not alone.

A study by researchers at Scranton University found that only 19 percent of individuals keep their resolutions. Most are abandoned by mid-January.

Wow! That’s just mind-blowing!

So, what can you do to stay on track and achieve your goals? Here are a few tips to help you build momentum and ensure this is your best year ever!

1. Set reasonable and specific goals.

The surest way to fall short of your goal is to make your goal unattainable. When establishing your goals, be selective. It’s better to move one thing forward a mile than ten things forward an inch.

2. Create a plan.

Once you’ve set your goal(s), work backwards so that you know exactly what you need to do to get where you want to go.

3. List new skills you’ll need. You’ll likely need new skills to move ahead with your career plans or keep up with the times in your business. Take note of what you’ll need to learn this year and develop a strategy for mastering these skills.

Reprinted with permission by © Matuson Consulting, 2024.

Roberta

Roberta

4. Be sure your goals are measurable. What gets measured gets done. Keep track of your success and reward yourself along the way.

5. Talk about your goals.

Tell friends, family members, and trusted colleagues about your plans so that they can support you.

6. Make course corrections if necessary.

If you find yourself heading in the wrong direction, don’t hesitate to course correct. Goals are not carved in stone. It’s okay to adjust your goals as you go.

Matuson, The Talent Maximizer® and President of Matuson Consulting, helps world-class organizations like General Motors, New Balance, and Takeda hire and retain world-class talent.

is the author of seven books on talent, including the international bestselling book, Suddenly in Charge: Managing Up, Managing Down, Succeeding All Around and Can We Talk? Seven Principles for Managing Difficult Conversations at Work. Sign up to receive her free newsletter, The Talent Maximizer®. Follow her on X

Hosted by

April 22-25, 2024 Portland, OR

The 2024 Sports ETA Symposium is the annual meeting of Sports ETA.

Throughout the week, sports destinations meet with hundreds of decision-makers responsible for organizing sports events.

Grow professionally, exchange ideas, and drive more business at one of the largest gatherings of top executives in the sports events and tourism industry.

1,000+

98% of attendees recommend the Symposium to a colleague attendees including record-breaking sports rights holders

HOTEL:

92%

of attendees have a role in decision making

14,200+

14,200 scheduled appointments at the 2023 Symposium

In order to support our convention hotels & to keep registration fees low, Sports ETA encourages all attendees to book within the Official Sports ETA Housing Block.

Resiada is the official housing agency for the 2024 Sports ETA Symposium. If you receive communications from any other company, they are not authorized and should not be used.

Destinations & Industry Partners - click HERE to book your hotel stay before April 1. After this date, the exclusive Sports ETA rate cannot be used.

Event Owners - Once officially registered for the Symposium, you’ll receive an email with a unique booking link.

INTRODUCING OUR 2024 KEYNOTE SPEAKER, SHANNON BOXX!

Thursday, April 25 - Closing Lunch

Sponsored by Visit San Jose

Hall of Fame Inductee, 3 x Olympic Gold Medalist & World Cup Champion Shannon Boxx, is a tenacious midfielder who has never shied away from a challenge on the field or off. Shannon Boxx is a 3- time Olympic Gold Medal Winner, World Cup Champion and was inducted into the National Soccer Hall of Fame in 2022. Her rise to the National team is unique in that she made the 2003 FIFA Women’s World Cup Team without ever previously earning a CAP (the only player in history to do so). In her 12 years on the National Team, Shannon started 177 of her 195 career matches.

Shannon was an executive mentor for Wolfpack Endeavor from 2019-2021, which focused on empowering women to reinvent work through elite teams of female leaders and is now currently a Co-founder of Ethos Mentality, which helps to support and empower athletes redefine who they really are beyond sport.

She is a Co-founder and Community Impact Leader for a youth soccer academy that is committed to developing and preserving the game for young female athletes.

She is a founding investor in Angel City FC, the first female-owned soccer team in history, and is 1 of 4 PNW Regional Council Members for the Lupus Foundation of America and serves as an ambassador and spokesperson for the organization.

IMPORTANT SYMPOSIUM DATES:

• Appointments cannot be guaranteed if not registered by March 31, 2024

• ONE-ON-ONE APPOINTMENT PORTAL CLOSES April 1, 2024 @ 11:59 PM PT

• SCHEDULES DISTRIBUTED April 15, 2024

Click to watch

Career Highlights

*2003 set a U.S record by scoring in her first 3 matches

*2003 Bronze Medal Women’s World Cup

*2003 Women’s World Cup All-Star Team

*2004 Olympic Gold Medalist

*2004 Captained the FIFA Women’s World All-Star Team

*2005 Finished 3rd FIFA Women’s World Player of the Year

*2006 Algarve Cup MVP

*2007 Bronze Medal Women’s World Cup

*2008 Olympic Gold Medalist

*2010 U.S. Women’s National Team Captain

*2011 Silver Medal Women’s World Cup

*2011 Women’s World Cup All-Star Team

*2012 Olympic Gold Medalist

*2015 FIFA Women’s World Cup Champion

SEE WHO IS COMING

• View Registered Rights Holders

• View Registered Destinations

• View Registered Industry Partners

Hey Rights Holders, how does $5,000 sound?

Sports ETA is so excited to see you at the Symposium, we’re giving away $5,000, thanks to our friends at Pensacola Sports.

In addition, 6 lucky Rights Holders are going to win $2,000!

All you have to do for a chance to win:

1. Register for the Symposium in Portland, Oregon by April 1

2. Attend all of your pre-scheduled appointments

3. Join us for an epic Closing Party at OMSI on Thursday, April 25

Easy. You got this!

You must be present at the Closing Party to claim your prize.

Don’t miss out on this incredible opportunity to elevate your Symposium experience and potentially walk away with $5,000!

What are you waiting for?

Secure your spot sportseta.org now and get ready for a Symposium like never before!

BIG thanks to Pensacola Sports for making this possible!

Build the Marketplace of Your Dreams!

Not only do we want to make sure that the rights holders attending the Symposium are quality organizations, but also on target list and someone you want to do business with.

Help us build the marketplace of your dreams!

Sponsor a Rights Holder by paying their $250 Sports ETA Membership and receive a $250 credit on your organization’s account to be used towards education, event registrations, or 2025 membership dues.

Check the member roster to see if you work with a rights holder that is not currently a member of Sports ETA.

“What’s the catch? No catch, the only requirement is that the rights holder you sponsor MUST register to attend the Symposium in Portland, Oregon, April 22-25, 2024.

Let’s get started! Email info@SportsETA.org with the organization name and contact information you’d like to sponsor. We’ll take it from there.

Sports ETA has always been my ‘go-to’ when it comes to networking in the sports events and tourism industry. Consistent, reliable, and always evolving & adapting to the ever-changing sports tourism space. The Symposium is a staple on my calendar every year. -

Mike Craigen, Team

Travel Source

Work hard, play hard at the Symposium!

FIRST TIME ATTENDEES RECEPTION

BWH Hotels presents the First Time Attendee Reception before the Opening Party on Monday, April 22 as we introduce the association and what can be expected throughout the week in Portland. First timers will have the opportunity to network amongst other first timers and industry veterans!

4:00 PM - 5:00 PM PT Hotel Eastlund, Cosmopolitan Ballroom

RERUN 5K

Reduce - Reuse - Recycle

Wednesday, April 24 | 6:30 AM - 7:30 AM PT

See you in Portland

FIRST TIME ATTENDEES MARKETPLACE LOUNGE

NEW THIS YEAR! Thanks to our sponsor, SF Network, the First Time Attendees Marketplace Lounge will be open for first time attendees to visit between appointments, relax, and escape the grind. There will be a professional photographer taking headshots throughout the week too:

Tuesday, April 23:

10 AM – 11:00 AM & 3 PM – 4:00 PM

Wednesday, April 24:

9 AM - 10:00 AM & 1:45 PM - 2:45 PM

Thursday, April 25:

9 AM- 10:30 AM & 2:30 PM - 3:30 PM

OPENING PARTY

We’ll kick off the week at Providence Park, home of the Portland Timbers and Portland Thorn, on Monday, April 22 for our Opening Party sponsored by our hosts Travel Portland & Sport Oregon. There will be delicious food and drinks, fun and games, and exclusive access to the pitch at this world famous historic sports venue!

6:00 PM - 8:00 PM PT

GOLF

Experience golf like never before at the Visit Charlotte & Greater Raleigh Sports Alliance-sponsored golf simulator on Wednesday, April 24.

Take a break between appointments to feel the thrill of every drive and the challenge of tricky putts.

Start your day with the team from Eugene, Cascades & Coast Sports Commission on an invigorating 5K run/ walk led by Ben Blakenship, an esteemed American middle-distance runner, world record holder, former Olympian and founder of the Endless Mileage Project and Recovered Running.

The first 25 people to register will receive a commemorative t-shirt. Funds will support the Sports ETA Sports Legacy Fund beneficiary, SHE FLIES.

You’re encouraged to bring donations of gently used running clothes, shoes, and gear for Recovered Running to redistribute to youth athletes in need.

The route is 2.6 miles of mostly flat terrain, with short ramps to floating walkways and the Hawthorne Bridge.

HAPPY HOUR

Join Team Louisiana for a hosted happy hour in the marketplace following appointments on Wednesday, April 24. Enjoy beverages and appetizers, as well as the wrap-up of the Sports Legacy Fund’s silent auction. Don’t be surprised if a dance party breaks out!

4:30 PM - 6:00 PM PT

GOT GAME?

Stop by the Myrtle Beach-sponsored Fun & Games Zone in the marketplace for a friendly game of ping pong between appointments throughout the week. Or maybe skeeball is more your speed? We’ve got that too!

THE PARTY CONTINUES

Tuesday, April 23 | 9:00 PM - 11:00 PM PT

Join Team KY as they host Extra Innings, which promises to be extra fun!

Wednesday, April 24 | 9:00 PM - 11:00 PM PT

Extra Innings, hosted by Valley Forge Sports, will knock your socks off!

NEW Sports Tourism Learning Institute Course

Disability Awareness & Sports Tourism

The Disability Awareness and Sport Tourism Course, presented by Fort Wayne Indiana Destination Sports, will provide an in-depth look into creating inclusive sports events. With a focus on advancing the adapted sport movement, the course aims to create increased access and opportunities for individuals with disabilities to engage in and enjoy sports.

After completing this course, you will be able to:

• Identify the broad impact of disabilities on athletes, their families, spectators, and society.

• Learn how to prepare venues for individuals with disabilities, by identifying and addressing barriers, and implementing proactive strategies for creating universally accessible events.

• Develop strategic planning skills for inclusive sports events, encompassing teams with disabilities, effective communication, and community promotion.

Dawna Callahan, Founder, CEO at All In Sport Consulting, LLC

Meet the Industry Expert Leading this Course

Throughout her life and professional career, Dawna Callahan has consistently been a trailblazer for people and athletes with disabilities. She is a wheelchair user as the result of incomplete paralysis at the age of three from transverse myelitis, a neurological disorder that causes inflammation of the spinal cord. Dawna has dedicated much of her professional career to advancing the adapted sport movement to create more access and opportunities for people with disabilities to experience sports.

STS Credits: 4

Format: Online, Self-Paced

Length: 6 sessions - approx. 4 total hours

Sports ETA Member Price: $399

Non-Sports ETA Member Price: $499

She has been involved with adapted sports professionally for more than 20 years. In 2017, she founded All In Sport Consulting, a consulting firm that leads organizations in creating life-changing opportunities for people with disabilities through adapted sport. She has worked with numerous nationally known clients, including the U.S. Center for SafeSport, The World Games, Lakeshore Foundation, Augusta Sports Council, and various national governing bodies including USA Boxing and USRowing. Her career also includes positions with the Challenged Athletes Foundation (CAF), the United States Olympic & Paralympic Committee, Disabled Sports USA, and Adaptive Sports USA.

As a competitive wheelchair racer, Dawna’s ability to successfully balance sport, career, and community leadership was recognized when she was selected as one of 25 elite female athletes for the Women Athletes Business Network (WABN) Mentoring Program, a partnership between EY and the International Women’s Forum.

Sports ETA #MemberWin

SOURCE: VISIT CENTRAL FLORIDA COLLABORATES WITH COMMUNITY AND EVENT OWNERS TO DRIVE GROWTH WITH TWO CAPITAL PROJECTS

Visit Central Florida collaborates to drive growth with two new capital projects

Located in the geographic center of Florida and along Central Florida’s I-4 corridor, Polk County is less than 40 minutes from both Tampa and Orlando. In the early 1990s, Polk County officials developed a strategic plan to invite sports events organizations to relocate their events with the intention of long-term deals that would yield large events.

Today, the strategic plan continues with the recent announcement of the expansion of their headquarters at the Lake Myrtle Sports Park in Auburndale, Florida and the redevelopment of the Chain of Lakes Ball Park and an adjacent City multi-purpose recreation and arts venue.

According to Marc Zimmerman, Senior Economic Development Manager, Visit Central Florida, the headquarters site development began in 2006 when they first recruited the Florida Youth Soccer Association and built 11 soccer fields. This site quickly expanded to include nine full-size baseball fields, four youth baseball fields, a championship water-ski lake, and a 3,000 seat multi-purpose stadium.

Our development strategy focuses on first building the demand and then addressing the inventory to accommodate the groups that have committed to bring their events to Polk County,” said Zimmerman, who has served Polk County for nearly 25 years.

Polk County also recently announced that the American Powerboat Association (APBA) will relocate its headquarters to Central Florida celebrating an 85-year partnership that began when they first hosted the Orange Cup Regatta boat race in 1934.

“Founded by Walter Eugene Engle and then continued by his son Gene Engle, the race forged a relationship with the APBA that will now become even closer.” said Zimmerman. “Gene Engle has not only overseen the Orange Cup Regatta for many years, but he was instrumental in forming the sports tourism organization in Polk County. Our staff has a

great relationship with the staff of the APBA, so the idea of them relocating fit very well with our recruitment and development strategy.”

Collaboration is the key to success for Polk County, a community that hosts more than 300 events annually. “We as an organization realize that we could not do anything without our community partners. While we have development investments in many of our facilities, they are owned and operated by our community partners who understand the tangible and intangible value that we bring to the table.

Polk County is also working on another capital project, the redevelopment of the Chain of Lakes Park in Winter Haven with the City of Winter Haven.

This capital project began with the development of the Advent Health Fieldhouse, a 45,000 square feet of playing surface that was attached to one of the City of Winter Haven’s community centers. The space in the community center was also redeveloped to match the new fieldhouse space in 2020 as the first phase.

“The redevelopment of the former baseball spring training complex into a tournament venue has been on-going for several years and will break ground soon with plans to be open by the spring of 2025,” he said.

Polk County and the City of Winter Haven shared in development costs of the $25 million field house and will do the same for the $19 million baseball complex.

Advent Health Fieldhouse

Chain of Lakes Park Redevelopment in Winter Haven

Digital Badge Program

Last fall we launched the Sports ETA Digital Badging Program, which is a dynamic and engaging recognition system designed to celebrate your active participation and contributions within the Sports ETA community. We know just how competitive our members can be, so why not have a little fun? These digital badges showcase your commitment, expertise, and dedication to the sports events and tourism industry while adding a gamification aspect to your journey. Since the introduction of the badging program last fall, we’ve awarded over 14,500 digital badges to our members. Take a look at the top badge earners:

Top Badge EARN’ers

Q&A with Andy Dolich, President, Dolich Consulting

Andy Dolich is the president of Dolich & Associates, in Los Altos, California. He has more than five decades of experience in the professional sports industry, including executive positions in the NFL, NBA, NHL and MLB. Dolich is the author of “LOL, Loss of Logo…What’s Your Next Move?”

Q: In your book, “LOL, Loss of Logo…What’s Your Next Move,” you interviewed nearly 40 sports executives about their careers. What was the best advice you heard? What was most surprising?

A: The best advice came from an artist named Michelangelo. When asked how he created David, the world’s most famous statue, his answer. “David was inside the stone. I just chipped away all the pieces that weren’t David.” The most surprising thing is that I never really had a career plan.

Q: Take us through the journey of creating a professional development plan to plot career advancement. What are the important tactics for the plan?

A: Personal and business leadership skills are defined by the ability to navigate the uncharted waters created by today’s economic Cuisinart. The only managerial consistency that I have seen is inconsistency. Implement your leadership skills and keep your brand nimble, focused and healthy by becoming an expert on the uses of the Eight Scopes.

EIGHT SCOPES OF LEADERSHIP

1. Microscope: To view and understand every minute detail of your business.

2. Telescope: To look beyond the given and create road maps to unexplored territories.

3. Stethoscope: To listen to the heart of your organization and the people in it.

4. Proctoscope: To take you to places that people don’t want to go, but necessary to protect the long-term health of the enterprise.

5. Gyroscope: To keep everyone centered in times of crisis. In today’s world, crisis is the new normal.

6. Periscope: To give you the ability to stealthily see what your competitors are up to.

7. Kaleidoscope: To help you visualize and appreciate the ever-changing business patterns and human interactions of your enterprise. Without diversity we have no teamwork.

8. Horoscope: A tool of science and symbolism used to develop bold plans for the future.

Q: In a recent interview, you said “Run toward the chaos” as career advice. What are some successful examples that come to mind?

A: Most neophytes in the sports job search process look for the most successful sports teams and leagues they can find and send blind letters to the owner right after they have won a championship. (Wrong, wrong, wrong.) You want to reach out to the disasters, car wrecks, and toxic dumps. Find teams, properties and events that people are running away from. That’s where you want to be. By pure good luck, my first job in sports was with the Philadelphia 76ers in 1971. For trivia experts they would know that this team has a record that stands unbroken to this day. In the 1972 -73 season when I was Administrative Assistant to the GM, we went 9-73.It was a glorious time in that I was able to take responsibility for areas that I would have had to wait years to experience because the organization was in such disarray. I was learning on the job. Look for chaos, disaster, unrest, change and opportunity; that is where you are going to learn and move up the fastest.

Q: In the fast-changing world of sports management, how do you stay informed of new trends and ideas?

A: Most neophytes in the sports job search process look for the most successful sports teams and leagues they can find and send blind letters to the owner right after they have won a championship. (Wrong, wrong, wrong.) You want to reach out to the disasters, car wrecks, and toxic dumps. Find teams, properties and events that people are running away from. That’s where you want to be. By pure good luck, my first job in sports was with the Philadelphia 76ers in 1971. For trivia experts they would know that this team has a record that stands unbroken to this day. In the 1972 -73 season when I was Administrative Assistant to the GM, we went 9-73.It was a glorious time in that I was able to take responsibility for areas that I would have had to wait years to experience because the organization was in such disarray. I was learning on the job. Look for chaos, disaster, unrest, change and opportunity; that is where you are going to learn and move up the fastest.

Q: What will sports events and tourism executives take away from your presentation at CE Summit that they can immediately implement?

A: Achieving work-life balance is about defining your goals and expressing them clearly to those most important to you. What areas outside your career do you want to experience and achieve goals and objectives? How much time do you need for family and friends? Where are you going to live, How much travel will you be doing that will separate you from your family? Your life isn’t the logo on your business card.

Women’s Sports will see continued growth in 2024

The 2024 Women’s Sports Summit will be held April 3-5 in Cleveland, Ohio.

When the Women’s Summit is held in Cleveland in conjunction with the NCAA Women’s Final Four this April there will be a number of hot topics to discuss and business initiatives to celebrate. The growth of women’s sports in 2024 looks to continue with increased visibility, investment, and support contributing to the continued development and recognition of female athletes across various sports. In fact, a recent Deloitte study is predicting that women’s sports will realize $1.3 billion in revenue this year, a figure that is up 300% from 2021.

Consider these three areas of growth we will see in the coming year:

Increased Broadcast Coverage:

More television networks and streaming platforms are showcasing women’s sports events, providing broader access and exposure to audiences. On a recent Sunday, there were more than 30 women’s basketball games on networks from the ACC Network to ESPN and The CW. At this year’s CES Show in Las Vegas, a panel was dedicated to women sports: “From Buzz to Business: the ROI of Women’s Sports,” where sports and broadcast executives talked about how they are working to enhance coverage. For example, Scripps Sports is working with the National Women’s Soccer League (NWSL) to create a consistent 15-week schedule of matches.

Click here to watch the CES Panel.

Higher Sponsorship Deals:

Female athletes are securing more lucrative sponsorship deals, reflecting a growing recognition of their marketability and skill, contributing to the financial stability of women’s sports. Consider the recent ESPN and NCAA deal, an eight-year, $920 million dollar extension to the current media rights package consisting of 40 NCAA championships, which includes the popular women’s March Madness games.

Name, Image and Likeness (NIL) is also becoming a lucrative space for female athletes. LSU student athletes Livvy Dunne and Angel Reese are on the NIL Top 10 list with NIL valuations of $3.5 million and $1.7 million respectively.

Elevated Fan Engagement:

The fanbase for women’s sports is expanding, with increased attendance at events, higher social media engagement, and a growing community supporting female athletes and teams.

According to “Front Office Sports,” women’s sports is showing up big. The strong turnout perhaps shouldn’t be surprising considering other recent attendance spikes for women’s sports:

• The 2023 NWSL season attracted a record 1.37 million fans.

• Nearly 2 million people attended the 2023 FIFA Women’s World Cup.

• The WNBA’s 1.58 million total attendance number was its highest in 13 years.

• In August, Nebraska women’s volleyball team set the alltime record for a women’s sports event with 92,003 fans packed into the Cornhuskers’ football stadium.

• Iowa’s women’s basketball team, led by star senior Caitlin Clark, drew 55,646 fans to its football stadium for a preseason game in October.

Consider the recent ESPN and NCAA deal, an eight-year, $920 million dollar extension to the current media rights package consisting of 40 NCAA championships, which includes the popular women’s March Madness games.

From the Event Rights Holder Perspective: Catching Up with FRESHJUNKIE’S Mike Wattigny

Mike Wattigny is Marketing & Creative Director at FRESHJUNKIE Racing, an endurance event production company that produces road running races and triathlons, and is headquartered in Baton Rouge, Louisiana.

Q: FRESHJUNKIE Racing produces 20 road races and triathlons per year. Post-pandemic, are you seeing growth in registration numbers for your live events? Are you still offering virtual registration?

A: We have seen growth in our events since the pandemic, but most notably we’ve seen exceptional growth since the start of the fall 2023 season. Almost every event we’ve produced has seen growth across the portfolio. We produce 2 Turkey Trots on Thanksgiving Day in cities about 80 miles from each other. Both Trots had record crowds, further reinforcing that the runners aren’t simply choosing one event over another, but the entire market is increasing.

We do not offer virtual registration for our events any longer. Our company specializes in producing exceptional events that create memorable experiences. Virtual events can’t deliver the excitement and anticipation of the Start, the camaraderie of running with friends, and the exhilaration of the Finish Line. Add on the incredible Finish Festivals and Post-Race Parties after the race and virtual events just don’t deliver on our company mission.

Q: Road races often attract sponsors looking to connect with those living a healthy lifestyle. Let’s discuss your approach to crafting partnership opportunities. What are the three most important aspects?

A: The three most important aspects of attracting sponsor are:

1) A sponsor will want to align with an event producer who can represent their brand well. From signage to communication and messaging to the in-person experience, the sponsor wants to know their resources are being handled professionally. Building trust is crucial in extending the partnership beyond an initial conversation to closing a deal.

2) Crafting the opportunity that is the right fit for the sponsor. Listening to their needs, wants, and goals is key to attaching them to the property or asset that helps them achieve their mission.

3) The event needs to have a strong marketing and sponsorship activation plan for at least 6-8 months, if not year-round. Long gone are the days of just slapping a logo on a t-shirt. Sponsors want to have their brand integrated seamlessly into the experience of the event and the positive feelings that runners take away from the event.

Q: As brands and companies are looking at sponsorships, what advice would you give them? What are important facets of a successful sponsorship program?

Q: After the event or activation is over, it’s important to evaluate. What are key areas for evaluation?

A: Sponsorship of running events can be wide ranging in scope. The Majors, like the NYC Marathon, command huge audiences, extensive media coverage, and top dollar for their sponsorships. However, the majority of running races in the country are under 500 participants according to leading registration platform, RunSignUp. When a sponsor wants to become involved in an event the advice I would give them is to have a clear goal of what they want to achieve through the sponsorship. Be upfront with the event sales team about those goals so the event can provide them with a variety of sponsorship opportunities to achieve the ROI they are looking for. Having realistic goals and crystal clear goals help both the sponsor and the event create an environment of success.

A: If the goals were outlined at the beginning this should be easy, but very few running events do it. We pride ourselves on providing an in-depth Sponsorship Fulfillment Report, which will include pictures of all the areas of sponsorship activations and analytics across all areas of interest (digital impressions, participant demographics, earned and paid media, etc).

Q: Experiential activations are a hot topic. What is your advice for creating these? What are a few successful examples from your company?

A: This is an area with tremendous growth potential. At FRESHJUNKIE Racing, we’ve done a good job attaching our sponsors to unique elements within the event, but I know we can do so much more. Most recently we created a Diaper Dash for the Birth Center of Baton Rouge. Infants crawled across a branded vinyl backdrop ‘race course.’ Each infant was outfitted in a branded onesie that had the title sponsor on the back (to be seen clearly when crawling) and the event logo on the front. It was an immensely successful activation for a birthing center, got their message in front of their target market, generated great buzz, and was a fantastic addition to the Expo for the Louisiana Marathon.

Another such activation is the Blue Cross and Blue Shield of Louisiana sponsorship of the Kids Marathon. Louisiana historically ranks near the bottom of the country in health metrics. BCBSLA is committed to improving the health of all Louisianans and their Title Sponsorship of the Kids Marathon demonstrates that effort. Kids were one of the groups most impacted by the pandemic from school shutdowns and physical education programs being slow to come back. Their support of the Kids Marathon provides an opportunity for school kids to train for the one mile race throughout the fall and winter and then complete their race on Saturday morning of marathon weekend. The excitement seen when the kids get their Finisher Medal is an overwhelming statement of their accomplishment. BCBSLA has been involved for many years and their efforts are apparent. The 5K, which takes place prior to the Kids Marathon, had as many runners in the 18 and under category as the Kids Marathon. This is proof that the healthy habits of running started through the Kids Marathon continue for years after and into the longer distance races.

A Lesson in Community Hospitality: Dublin Embraces American Football and American Tourists

BY BETSY ROSS, GAME DAY

With the NFL making games in Europe a regular part of the schedule, it’s no surprise to see college football following suit. Dublin, Ireland, has become the unofficial headquarters for college football overseas, beginning with the Emerald Isle Classic in 1988 between Boston College and Army. Notre Dame’s Fighting Irish have been a natural fit for the Dublin game three times now, the last time this August in a COVID- delayed matchup with the Naval Academy.

While American football may still be a bit of a mystery to the Ireland Irish, you’d never be able to tell it, the way Notre Dame and Navy fans were welcomed to the Emerald Isle. In fact, the way Dublin handled the influx of American tourists the weekend of the game would make a good blueprint for any city bringing in a major sporting event.

A bit of background: Notre Dame-Navy is the second college football game in a series of five packaged as the Aer Lingus College Football Classic (ALCFC). The Irish and Midshipmen were supposed to kick off the series in 2020, but COVID canceled the series until last year. The event is truly a national effort: The official ALCFC website notes that “in preparation for the larger number of traveling fans, Dublin City Council, An Garda Síochána (National Police) and the National Transport Authority, in collaboration with organizers, have put the necessary plans in place to ensure the event passes off smoothly and safely.”

The official app and website (www.collegefootballireland.com) were available to fans weeks before the game with information on hotels, transportation and activities.

The experience started at the Dublin airport, with signage welcoming fans from the two teams. At most of the larger hotels a separate check-in table was set up for fans, especially for those traveling in tour groups, making it easier to get to your room in a timely fashion (and pick up game swag).

It’s how the city itself prepared for the weekend, though, that really sets Dublin apart from many other game experiences. When you travel to a large city, often the game you’re attending is just one event in a long list of others that are going on that same weekend. Often an event can get lost in the day-to-day of a big city. In Dublin, seemingly everyone in the hospitality business knew about the Notre Dame-Navy game.

Fox Sports reported that organizers estimated the game’s economic impact on Ireland, fans typically include the game as part of a full trip in the country, to be more than 147 million euros ($159 million).

“This is not just a Dublin event, it’s an Ireland event,” Padraic O’Kane, co-founder of Irish American Events, the game organizer, told Fox Sports. “With all the business and academic events, it will be indirectly giving for years to come, and that’s what makes it so intriguing and exciting for Ireland.”

The year before, when Northwestern played Nebraska in Ireland, the Cornhuskers were vocal about their frustration over not being able to sell their own merch because of red tape. No such issue this year for Notre Dame—game-related gear was readily available at official merchandise locations as well as retail outlets. (Next year, Florida State and Georgia Tech are scheduled to play there)

And the industry prepared for the expected influx of some 40,000 American fans, the hop-on-hop-off tour companies added buses to accommodate the tourists; the city’s transit system added buses and train cars, especially going to and coming from Aviva Stadium on the night of the game. Taxi drivers chatted up fans about the city and best places to eat. The Guinness Storehouse and Jameson Distillery tours were packed, but that didn’t diminish the experiences. Business and academic summits were held over the football weekend, along with a Notre Dame pep rally Friday night, mass at Dublin Castle Saturday, and a Notre DameNavy rugby match Friday at historic Trinity College. Dublin even renamed (temporarily) Dame Street to “Notre” Dame Street and closed off part of it to make a pedestrian fan zone near Trinity.

Fans also set a record over Notre Dame-Navy weekend. Sports Business Journal reported that 39,176 American fans made the trip from the U.S. to Dublin, setting what the city called “a new world record for the largest number of Americans traveling internationally for a single sporting event.” As a home game for Notre Dame, the Irish had the luxury of branding Aviva Stadium and the field just like they would for a game at South Bend.

While the game itself (a 42-3 Notre Dame rout) held little suspense, the way Dublin and its tourism industry welcomed its visitors made the trip a memorable one for fans of both teams. Even though Dublin has centuries worth of attractions, the city made you feel like the college football game was the event of the weekend. It’s a lesson in hospitality other cities can learn from for their own big events.

IT’S GEAUX TIME

In Baton Rouge, competition is a part of the culture – after all, they don’t call it the Sportsman’s Paradise for nothing. Locals and visitors alike seek out Louisiana’s Capital City for its incredible and unforgettable sporting events. Visit Baton Rouge can take your event to the next level and make sure that, win or lose, your competitors will be talking about it for years to come.

Your Best Event Yet

Baton Rouge is the perfect backdrop for any type of sporting event. From baseball to tennis, wrestling to gymnastics, Baton Rouge has the ability and facilities to host a wide array of sporting events all across the city. Whether you’re looking for a professional venue, or something a little more recreational, there are facilities of every shape, size and scale to suit your needs as you look to plan an event here in the Red Stick.

A Foodie’s Paradise

Baton Rouge is known for its incredible culinary scene. Centrally located in the heart of the state, it draws its inspiration from all four corners of Louisiana. This results in a unique and flavorful combination of Cajun and Creole cuisines that is unlike any other city in the state.

Exploration Awaits

There are plenty of ways to fill the downtime during a stay in Baton Rouge. From the state capitols (both old and new) to the outdoor recreation and beautiful Louisiana scenery that just begs to be explored, there’s something for everyone right here in Louisiana’s Capital City.

The Company We Keep

We’ve had the pleasure of playing host to a variety of sporting events that have come from around the country to the Capital City. Since 2020, Baton Rouge has hosted more than 180 sporting events with a combined guest total of more than 107,000. Some of those events include:

• Marucci World Series at Alex Box Stadium

• The Louisiana Marathon

• US Youth Soccer Southern Regional Championships

• Baton Rouge Block Party Volleyball Tournament

• Tiger-Rock Martial Arts World Championship

• United States Bowling Congress Women’s Championships

• USA Track and Field Masters Outdoor Championships

• National Pro Fastpitch Softball Championship Series

• National Collegiate Waterski Championships

Biggest Sports ETA Member Event Wins

We asked you, our members, to share your biggest event win in 2023.

s Greater Raleigh Sports Alliance

The 2023 Navy Federal Credit Union NHL Stadium Series™ game in Raleigh, N.C., on Sat., Feb. 18, 2023, showcased the Carolina Hurricanes vs. Capitals at NC State’s Carter-Finley Stadium in front of a capacity crowd of nearly 57,000; it was the fastest sellout ever for an NHL outdoor game and saw record-breaking numbers in terms of TV ratings, merchandise sales and social media engagement. The full NHL Stadium Series weekend generated $20.1 million in total economic impact!

t Elite Tournaments

Elite Tournaments & the IWLCA were thrilled to welcome one of the largest girl’s lacrosse tournaments in the country back to the state of Florida in 2023! This event hosted over 450 teams in a three-day span and covered three locations in Bradenton and Sarasota, Florida.

s Snohomish

Over 330 9U-19U boys and girls soccer teams across the Pacific Northwest competed in the 2023 Snohomish United Bigfoot Soccer Tournament, July 28-31, 2023. Snohomish Youth Soccer Club has hosted this tournament for 40 years and 2023 was the first time in eight years that the tournament had more than 320 soccer teams. Over 15,000 people in attendance and $3 million in economic impact.

(photo credit: Jacob Kupferman/Getty Images)

City of Brownwood

Increased Economic Impact by 30% over 2022, doubled team registrations for our marque basketball tournament TexasBank Holiday Classic with a 45% increase in EI with that event alone!

sMain Attraction Recreational Sports LLC

We aired our Turf Wars Adult Kickball tournament live on ESPN for the second consecutive year and increased viewership by 212% YOY. This event was immediately followed by our Charlotte event which produced over 54 Adult Kickball teams.

t Visit Quad Cities

Visit Quad Cities proudly played host to the globally renowned sports and lifestyle phenomenon, RAGBRAI, in 2023. The 50th anniversary for this extraordinary event drew over 30,000 cyclists to the community, creating a vibrant tapestry of participants engaging in the world’s oldest, largest, and longest recreational bicycle tour.

We’ve said it before, and we’ll say it again –you all are rockstars!