A Winning Team

C O V E R S T O R Y

A WINNING TEAM

6 May 2019

C O V E R S T O R Y

With two children competing in athletics, JJ Kuerzi has spent many weekends at the tennis complex and softball fields cheering them on to victory and providing support totheir respective teams. Her dedication also fostered a keenunderstanding of the willingness of family members to travel from city to city supporting their children and the positive impact sportsrelated tourism has on the host cities.

Tourism is economic development in Troup County, and sports tourism, in the amount of more than $9 million annually, contributes to the positive economic impact generated each year for the community. Through a partnership between the Chamber and Troup County Parks & Recreation (TCPR), Kuerzi is an integral member of the sports tourism team.

Each year, Kuerzi attends important sports conferences around the country where she has the opportunity to meet with organizers seeking locations for their events.

Meetings such as S.P.O.R.T.S.-The Relationship Conference, an exclusive event designed to bring together sports event owners and rights holders with host organizations, and the annual meeting of the National Association of Sports Commissions (NASC), provide a marketplace for event organizers and prospective host cities. It is during these sessions that both parties become familiar with the needs and expectations each entity has when beginning discussions about possible collaborations.

“I am proud of the relationship between the Chamber and TCPR. The support provided by the Chamber makes it possible for me to attend these important industry meetings,” explains Kuerzi. “Being face-to-face makes it much easier to develop the close relationships

that are necessary with rights holders and vendors looking for quality destinations with experience in hosting events, to land some of the major events.”

In addition, during these meetings, Kuerzi can learn more about new events and make a determination on which groups are producing quality events that will ultimately generate a positive return on investment. She says, “The sessions are also informative as we talk about best practices and leading trends that are happening in the ever-evolving world of sports events.

“From baseball to softball, fishing to karate, and scores of other sports in between, if there is a competition tournament, we want the organizers to consider Troup County when selecting a site.”

Dave Marler, VP for Marketing and Tourism with the Chamber, says: “JJ works to recruit tournaments in many sports to Troup County. She has developed relationships with many key tournament organizers throughout the region.”

As the Facilities Director for Troup County Parks & Recreation, Kuerzi is very familiar with the venues and amenities available in our community. “We have exceptional bricks and mortar facilities that are suitable to host a variety of sports events but we can’t forget what a tremendous resource we have in West Point Lake,” she says.

It was through a relationship developed at one of the annual conferences that West Point Lake and Troup County was selected to host the 2017 Fishers of Men tournament. That group was so pleased with their experience that they have decided to return in September 2019.

Other fishing tournaments that have already taken place or are on the schedule for the remainder of 2019 include the 14 th annual Rod Benders Bass Club Homecoming Tournament, the Georgia Bass Federation Top Six Championship and Georgia Florida Semi-Final

RECENT TROUP COUNTY SPORTING EVENTS

BLUESOX BASEBALL INVITATIONAL (7 teams, 180 players plus family members)

FISHERS OF MEN (100 anglers)

ROD BENDERS FISHING TOURNAMENT (170 anglers)

GEORGIA BASS FEDERATION TOP SIX STATE CHAMPIONSHIP (125 anglers and staff)

GEORGIA B.A.S.S. NATION STATE TOURNAMENT (214 anglers)

US TENNIS ASSOCIATION GEORGIA TRI-LEVEL STATE CHAMPIONSHIPS (560 participants)

Championship and a tournament for high school teams from around the state (see sidebar for more events).

“Fishing is a major component of our sports tourism mix,” says Kuerzi. “The addition of a proposed permanent building at Pyne Road Park will only enhance that venue and make it easier to attract larger, more prominent fishing events in the coming years. My goal is to become a regular destination for the major events as they plan their three- to five-year event schedule.”

While there is a good variety of existing events, the tourism team is always seeking new opportunities. Renovations at McCluskey Tennis Center have created a facility ready to host larger, more prestigious tournaments

on the amateur and collegiate levels. Other options may include a collegiate invitational softball tournament, major adult softball competitions and non-traditional sports such as disc golf, skills competitions and more.

The popularity of soccer and lacrosse continue to grow but, until additional rectangle fields come online, the possibilities of hosting large tournaments in either of those sports are limited.

Visitors to these events and other attractions in our community are a reminder that tourism is big business in Troup County. Any time a major sports event is taking place, the community stands to enjoy a tremendous economic impact as the visitors stay in our hotels, eat in our restaurants, shop in our

The LaGrange-Troup County Chamber of Commerce Tourism team and Troup County Parks and Recreation, in collaboration with LaGrange College, hosted the 2019 USA South Spring Sports Festival, April 25-28. As one of the oldest Division III conferences in the nation, the USA South has 18 member institutions stretching from Alabama to Virginia.

Competition venues included baseball at Cleaveland Field and Point University, softball at Shuford Field, tennis at McCluskey Tennis Center and LaGrange College, and lacrosse at Callaway Stadium. Champions were crowned in baseball, softball, golf, men’s and women’s tennis and men’s and women’s lacrosse during the festival. The student-athletes were honored for their achievements during the annual USA South Awards Banquet at Sweetland Amphitheatre.

stores and refill with gas and snacks on their way to and from the competition venues.

According to data provided by the Georgia Department of Economic Development for 2017, the tourism industry supported 1,214 local jobs with a total payroll of $29.6 million, generated $167.3 million in direct tourist spending (including the more than $9 million directly attributable to sports tourism), created $6.91 million in state tax revenues and generated $4.6 million in local tax revenues.

“At the end of each tournament, a champion is crowned on the field of play and I know that championships come through teamwork,” says Kuerzi. Continued contributions from every member of the team – lodging partners, retailers, restaurant owners, Parks and Recreation, the Chamber, the cities and the county – are essential to the sports tourism efforts. With JJ Kuerzi at the helm, there are many prestigious events and championships to come.

“This was the third year in a row that the USA South Softball Championship was played at Shuford Park, and it just gets better every year. As the Umpire-in-Chief responsible for the officials I want to thank the LaGrange-Troup County Chamber of Commerce and Troup County Parks and Recreation for their work. Their hospitality was outstanding and the softball fields were always in perfect condition. Thank you for three years of great experiences.”

Mickey Call USA South Athletic Conference Coordinator of Softball Officials

2019 CHAMPIONS

MEN’S TENNIS............................. NC WESLEYAN COLLEGE WOMEN’S TENNIS...................... NC WESLEYAN COLLEGE MEN’S LACROSSE...............................PIEDMONT COLLEGE WOMEN’S LACROSSE.........................MEREDITH COLLEGE BASEBALL........................................... LAGRANGE COLLEGE SOFTBALL............................................MARYVILLE COLLEGE GOLF..............................................HUNTINGDON COLLEGE