SportsEvents Magazine

DEC 2015

SportsEvents is edited for those who plan tournaments or other sports events.

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Page 25 of 171

December 2015 26 SPECIAL FEATURE: CVBS & SPORTS COMMISSIONS "group" sales. There are nuances that come with sporting events, but our prop- erties are able to account for them." Multiple Revenue Streams & More Eads of Fishers of Men National Tournament Trail sees a much broader stream of revenue than that secured at hotels. "While I understand that CVBs, Tourism Commissions, etc. are funded by hotel tax, I feel that there are many other factors in determining the value and economic impact of the events we bring to a town," noted Eads. "Other money spent is also a beneft to the community. Our competitors are eating in restaurants, buying gasoline for their boats and vehicles, and locally shopping for fve days." Millerann Moya, marketing manager for Visit Plano, laid out a number of factors she feels are important consid- erations in a comprehensive calculation of economic impact, not all of them involving direct, immediate income. "You as the host should defne what a successful event is," claimed Moya, "and it may not always be the money. It could be any of these or a combination of the following: 1. Room nights generated 2. Overall direct spending in your city 3. Is this a tournament that might help local athletes with scholarships? 4. Does this event highlight your facilities for future events? 5. Do you own the event and are you making revenue by doing the event? 6. Does this event give your city PR by hosting the event? "Two years ago Plano did its own study over the summer months and we used that data to help determine our economic impact," said Moya. Day Trippers Plano, Texas,' Moya makes a strong case that state or regional events that bring in a lot of day visitors who don't contribute to the hotel tax still contrib- ute to an event's economic impact. "There are a number of variables when looking at any event and room nights is just one factor," noted Moya. "Others may include: the number of day visitors coming to take part in an event—because of the sheer size of some events, day visitors may equal or have a greater economic impact on a community. An example of such an event could be a regional basketball game. You may have two teams spend the night using a handful of hotel rooms, but you could have thousands come in from outside your community to see the game and while here they may buy dinner, souvenirs, food and drink at the game, stop at a retail store and gas up before they return home. Just a few of these purchases could add up to more than the room nights generated by host- ing this event." FASA's Hair has much the same per- spective. "The teams from what I will call the outlying areas, within 60 miles, do not get hotel rooms but they do buy food, gasoline, and shop during their breaks between games at the tournaments I host," said Hair. "Even the local teams are an economic impact. The majority of teams will go to a restaurant and eat out twice a day instead of going home and they also burn gasoline to get to the sports complex." Similarly, Joseph Van Valkenburg, Director of Operations and New Events for 212 Sports Group, a Columbia, N.J.- based enterprise, recognizes scenarios where not everyone attending an event is using a hotel room. "What if it is a state championship and half the participants are staying nights," he queries. "There is no value given to the remaining half for dollars spent with local merchants. There has to be a metric to value total dollars spent." Locals Earning & Spending FASA's Hair also reminds us that a major sporting event in a city is an "extra" event for a community that pro- vides income to local residents who then have more to spend locally. "The local umpires earn money for working the event and spend it," noted Hair. "The concession workers, gate workers, and tee shirt vendors also earn money for their services and spend it locally. We are not even mentioning what is spent in the local sporting goods stores or the local "super center" stores for items needed during the course of the event. As you can see, (this spend- ing, along with that from the other sources I mentioned) economic impact is far more than just heads in beds, but has a far-reaching scope on the local economy and impacts the income of the local businesses tremendously." Haughton, La.-based FASA organizes numerous state and regional tourna- ments as well as fve showcase events annually. Media Exposure & Advertising Dollars Count A number of respondents pointed out the value of media exposure an event brings to a destination, as well as advertising opportunities. Michael Mulone, Director of Event & Tourism Partnerships for B.A.S.S, the Bassmaster fshing tournament organizer, recognizes room nights as one factor, but doesn't believe it's the only consideration. "While it is one benchmark, room nights should not be the defnitive mea- surement tool," said Mulone. "Events like the Bassmaster Classic generate over 11,000 room nights but also bring in over 300 working media, and drive over 28 million pages views. The adver- tising value to hosting events like this are as important as national media buys which generate residual tourism." Birmingham, Alabama-based B.A.S.S. has more than 20,000 members around the world and organizes numer- ous tournaments. Indirect Intangibles—Future Focus There are also myriad indirect and intangible effects that come out of host- ing a prestigious event.

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