Volume 4 // Issue 5
Sports Tourism Business & Lifestyle
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Field Notes The ethos of collaboration and mutual support among colleagues has emerged as a driving force for success. Sharing knowledge and extending a helping hand to a sports tourism colleague is not merely an act of goodwill but a positive and transformative practice that benefits both individuals and the industry. One of the critical reasons why sharing and helping a sports tourism colleague is positive is fostering camaraderie and teamwork; in an industry where collaboration is essential for success, exchanging ideas and expertise contributes to the overall growth and development of professionals. By sharing insights, experiences, and best practices, colleagues can collectively elevate the standards of sports tourism, creating an environment where innovation and excellence thrive. Moreover, helping a colleague in sports tourism generates a ripple effect of positive feelings. The satisfaction derived from assisting someone in overcoming challenges or achieving their goals is unparalleled. It creates a sense of fulfillment and pride, fostering a positive mindset beyond individual interaction. This positive energy is contagious, influencing the overall atmosphere within the sports tourism community and promoting a supportive ecosystem. Collaboration and knowledge-sharing also serve as catalysts for personal and professional growth. In an industry as dynamic as sports tourism, staying abreast of the latest trends, technologies, and strategies is crucial. By helping a colleague, individuals contribute to their peers’ growth and expose themselves to diverse perspectives and fresh ideas. This knowledge exchange becomes a two-way street, with each party gaining valuable insights that can enhance their respective roles within the sports tourism landscape. As professionals navigate the challenges and opportunities within the ever-evolving sports tourism industry, the spirit of mutual support emerges as a beacon, guiding individuals toward success and collectively elevating the standards of the field.
x Matt Dunn
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Venues
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business
Emerging Trends in Sports Tourism:
A Comprehensive Guide for Professionals in 2024
Sports tourism has evolved significantly over the years, becoming a significant industry that attracts millions of enthusiasts and spectators globally. As we step into 2024, professionals in the sports tourism sector need to stay ahead of the curve by understanding and adapting to emerging trends. This comprehensive guide explores the critical factors that sports tourism professionals should consider in 2024. Sustainable Practices In recent years, sustainability has become a focal point for various industries, and sports tourism is no exception. In 2024, professionals in this field should prioritize environmentally friendly practices to minimize their impact on local ecosystems. Sustainability includes adopting eco-friendly event management strategies, promoting responsible tourism, and incorporating sustainable transportation options. Technological Integration The integration of cutting-edge technologies is transforming the sports tourism landscape. Augmented reality (AR) and virtual reality (VR) experiences enhance spectator engagement, providing immersive ways for fans to experience events remotely. Professionals should also leverage data analytics to gain insights into attendee behavior, enabling them to tailor experiences and optimize event logistics. 6
Health and Safety Measures The COVID-19 pandemic has underscored the importance of health and safety in sports tourism. Professionals should stay vigilant in implementing and communicating robust health protocols to ensure the well-being of participants and spectators. Ongoing protocols may include contactless payment systems, advanced sanitation practices, and real-time monitoring of health conditions. Diversification of Sporting Events In 2024, the sports tourism landscape is likely to see a diversification of sporting events beyond traditional favorites. Emerging sports, niche competitions, and alternative formats are gaining popularity, offering professionals new opportunities to attract diverse audiences. Investing in events that cater to niche interests can open up untapped markets and create unique tourism experiences.
Inclusive and Accessible Events The call for inclusivity and accessibility is growing louder in the sports tourism sector. Professionals should create events catering to a diverse range of attendees, including individuals with disabilities. This involves designing accessible venues, providing inclusive programming, and ensuring everyone can participate and enjoy the sporting experience. Destination Marketing The role of destination marketing in sports tourism cannot be overstated. In 2024, professionals should leverage digital marketing strategies, social media platforms, and influencers to promote destinations as premier sports tourism hubs. Collaborations with local businesses, cultural institutions, and tourism boards can enhance the overall appeal of a destination to sports enthusiasts.
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Fan Engagement Beyond the Event Sports tourism is not just about the event itself; it extends to the entire fan experience. Professionals should explore ways to engage fans before, during, and after events. This may involve organizing fan festivals, meet-and-greet sessions with athletes, and interactive digital platforms that keep the excitement alive even after the event. Collaboration with Local Communities Building strong partnerships with local communities is crucial for the success of sports tourism initiatives. Professionals should engage with local businesses, residents, and authorities to ensure that events contribute positively to the community. This includes addressing infrastructure, noise, and environmental concerns while fostering a sense of pride and involvement among locals. Crisis Management and Contingency Planning The unpredictable nature of global events requires sports tourism professionals to be adept at crisis management and contingency planning. Whether it’s dealing with natural disasters, political unrest,
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or health emergencies, having robust plans in place ensures a swift and effective response, minimizing disruptions to events and ensuring the safety of all involved. Evolution of Fan Expectations Understanding the evolving expectations of sports fans is crucial for professionals in this industry. With advancements in technology and changes in consumer behavior, fans now seek more than just the on-field action. Personalized experiences, interactive content, and seamless logistics are among the factors that will shape fan expectations in 2024. As sports tourism thrives, professionals must adapt to the dynamic landscape by embracing innovation, sustainability, and inclusivity. The trends outlined in this guide provide a roadmap for navigating the challenges and opportunities that 2024 will bring. By staying informed and proactive, sports tourism professionals can ensure their events’ success and contribute to this exciting industry’s growth.
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travel Combine Business Trips Into “Me Time” Ever heard of the term “bleisure?” As we have all experienced, travel in the sports tourism industry can be taxing, especially when you spend most of your time in airports, airplanes, Ubers, convention centers, meeting rooms, and hotels. Not to mention, restaurant bills equivalent to the cost of your monthly car payment. Nothing about these experiences equals relaxing, approaching the feeling of being on vacation, or taking time for yourself. In our line of work, traveling for the business of creating re-
lationships, securing sponsorships and events, and speaking engagements is part of the mix. However, it doesn’t have to be so draining. Even though we have these responsibilities and requirements, we can still find time to enjoy, relax, and take in some sightseeing that broadens our horizons and boosts creativity. So much so that, now more than ever, we see our colleagues responding to the idea of bleisure experiences. Business trips combined with leisure activities allow us to minimize the grind. Many of us try to create time for fun while on a business trip. Building in time to visit a museum, see a game at a stadium you’ve never been to, or eat at a famous chef’s restaurant makes traveling enjoyable. These experiences don’t take too long to plan and can happen before or after the work begins. The workforce in the United States needs to improve at taking a break from work. Over 55% of the workforce uses only
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the West side of the Grand Canyon. Check out the Harley-Davidson or Milwaukee Art Museum while in Wisconsin. Buy tickets to an Angels baseball game during your trip to Anaheim. Or don’t miss the Sedgwick County Zoo when visiting Wichita. If you have the perk of collecting rewards points, add a night on the front or back of a bleisure trip and stay at a nearby resort. Maybe you need a book to engulf yourself in and a great resort view to unwind and enjoy life as a visitor. Make a vow to plan and enjoy one memorable experience every time you travel for work. We all have different interests and ideas that will energize a work trip, but you must decide to move forward and participate in the experience. You’ve worked hard, and you deserve it.
some paid time off annually. Americans are so bad at prioritizing ourselves that the US Travel Association created a National Plan for Vacation Day each January. It’s true that booking a week-long vacation to lounge on a beach in the Caribbean isn’t in the cards for many of us (but it can be a goal). Instead, planning some time to explore a city and its surrounding areas while on your next business trip can provide snippets of happiness mixed with the travel you plan to do. With the conference lineup in 2024, you could take a scenic, guided tour of the Oregon coast or take a day trip to Mt. Hood. While in Las Vegas, you won’t be too far from 11
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mindfulness
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The Secret Formula to Move Forward Sports tourism is a thriving industry that combines the excitement of sports events with the allure of travel. Understanding and implementing a secret formula can be the key to success for sports tourism experts looking to propel their endeavors forward. This formula revolves around four essential pillars: Awareness, Reflection, Recharge, and Reconnect with yourself. Awareness The first step in the secret formula is to cultivate awareness. Sports tourism experts must stay attuned to the ever-evolving landscape of the sports and travel industries. This involves staying informed about upcoming sporting events, emerging trends, and the preferences of sports enthusiasts. One way to enhance awareness is through effective market research. Understanding the target audience’s preferences, demographics, and travel behavior is crucial for tailoring sports tourism experiences. This includes identifying popular sports, preferred travel destinations, and experiences that resonate with potential travelers. Moreover, building awareness extends to creating a solid online presence. Social media, content marketing, and other digital strategies can help sports tourism experts reach a wider audience. Engaging content that highlights the intersection of sports and travel can captivate the interest of potential tourists, creating a buzz around upcoming events.
Reflect Reflection is a critical component of the secret formula. Sports tourism experts should regularly evaluate their strategies, successes, and areas for improvement. This reflective process involves analyzing past experiences, understanding customer feedback, and staying open to adapting to changing circumstances. Reflecting on past sports tourism initiatives allows experts to refine their approach. By identifying what worked well and what could be enhanced, professionals can fine-tune their strategies for future success. This self-assessment also involves staying abreast of industry best practices and incorporating innovations that can set their offerings apart. Furthermore, reflection extends to fostering partnerships within the sports and travel sectors. Collaborating with sports organizations, local communities, and travel agencies can open new avenues for sports tourism. This collaborative approach not only enhances the overall experience for travelers but also strengthens the industry as a whole. Recharge In the fast-paced world of sports tourism, professionals often find themselves immersed in hectic schedules and demanding responsibilities. The recharge phase of the secret formula emphasizes the importance of taking breaks and rejuvenating both physically and mentally. 15
Recharging involves prioritizing self-care and recognizing the significance of work-life balance. Sports tourism experts can benefit from periodic breaks to avoid burnout and maintain a fresh perspective. This could include incorporating wellness activities into travel packages, promoting destinations with rejuvenating natural surroundings, or organizing wellness retreats alongside sports events. Additionally, embracing technological advancements can streamline operations and reduce the burden of manual tasks. Automation tools, data analytics, and other technologies can help sports tourism experts recharge by minimizing administrative workload and allowing more focus on strategic planning. Reconnect with Yourself The final pillar of the secret formula emphasizes the personal growth and fulfillment of sports tourism experts. Reconnecting with oneself involves aligning personal values with professional pursuits and finding intrinsic motivation in the work undertaken. This pillar encourages professionals to explore their passion for both sports and travel. It involves pur-
suing projects that resonate with personal interests, fostering a sense of purpose beyond financial gains. Reconnecting with oneself also involves continuous learning and curiosity about the latest sports, travel, and tourism developments. Moreover, building meaningful connections with fellow professionals and industry enthusiasts can contribute to personal growth. Networking events, conferences, and online communities provide platforms for sharing experiences, gaining insights, and building a support system within the sports tourism domain. In conclusion, the secret formula for sports tourism experts to move forward encompasses Awareness, Reflect, Recharge, and Reconnect with Yourself. By weaving these pillars into their strategies, professionals can not only navigate the dynamic landscape of sports tourism but also contribute to the growth and enrichment of the industry as a whole. As sports enthusiasts increasingly seek immersive experiences, those who master this secret formula are poised to lead the way in shaping the future of sports tourism.
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Kyle Brennan
What’s your current position? I am the VP for Sports Commissions and am brand new to the position and industry, having only been in my current role for three months. I spent the last 20 years in college athletics, so it is nice to be involved with an emerging professional sport and work with our leadership to grow the sport nationwide. My job is to connect with Convention and Visitors Bureaus and Sports Commissions and work together to bring professional pickleball events to their communities. A lot of detail goes into putting an event in a city, so starting with a strong relationship with a CVB/Sports Commission is critical to work through all the challenges of a live event. What would you say most motivates you to do what you do? I am encouraged by the growth of our fantastic product. Pickleball is a social sport that brings people together and is competitive; anyone can pick it up and immediately succeed. The ease of entry to the sport from a skill standpoint differentiates us from other sports like tennis and golf, which have a social aspect but require a highly developed skill set. I am excited to help bring this product to the country for people to participate in and from a professional standpoint. We provide an exhilarating sport to watch and engage with. 18
INDUSTRY SPOTLIGHT
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I am excited that pickleball is growing worldwide and reaching more people daily. It is a sport anyone can play. Speed, strength, and size don’t predetermine success, and I am so excited it brings people of all ages and abilities together. In my previous career in college sports, we were more exclusive in who could play for you, but in pickleball, both amateur and professional, there are tremendous opportunities for enjoyment and success. The first goal I want to achieve in my work is to be a part of bringing pickleball to as many people as possible. In my job, I am tasked with taking pickleball to different communities, and I am always the happiest when we can partner with someone who has created a pickleball facility. We take advantage of every chance we get to support these efforts of local court owners as we grow pickleball. The second goal is to be a part of sustaining a fan20
tastic culture that has been built by people like Connor Pardoe and Bryce Morgan at the PPA. Our staff loves their jobs, treats each other well, works hard, has fun, and loves the sport. I am so blessed to be here and be part of this fantastic atmosphere, and my goal is to be someone who helps strengthen this work culture. What led you to this job? Before joining the PPA, I was in college athletics for 20 years. I was led to this job by Kim Van Dyke, who has the enormous task of coordinating all the travel for the Professional Pickleball Association (PPA). She was a family friend in Utah, and since the PPA leadership is from Utah, I was able to meet and connect with them. Last June, Kim invited me to a tournament in Atlanta with Peachtree City’s assistance. I was blown away. They had sponsors like Carvana, Miller Lite, Vizzy, and Southwest Airlines. The event was being broadcast on ESPN+ and Amazon, and the center court had two VIP areas and
two substantial video walls. I realized this was bigtime athletics, and I was very impressed. I was also blown away by how the amateurs could play where the pros play and how they had unprecedented access to the professional players. The entire atmosphere was unique, and I knew I wanted to be a part of it. Where did you grow up? I grew up in a small dairy farming community in Lynden, Washington, five miles from the Canadian border. It was a great place to grow up. It taught me the value of hard work as we all started working in agriculture in sixth grade. It gave me an appreciation for hard work and physical labor but also showed me that my path was to be educated as I wanted to do something with my mind. I went to college at Calvin University in Grand Rapids, MI. It is a small Division III liberal arts college that my Dad had a connection
to, and since he was paying, that is where I went. It was the best thing that happened to me. I discovered a love of higher education and met my wife at Calvin, which changed my life and put me on my path. Did you have any key mentors or people who profoundly influenced who you are, what you believe in, and what you’re committed to in your work and life? I have several mentors. First is Dr. Chris Hill, the Athletic Director at the University of Utah for 31 years. He, as with all my mentors, taught me the importance of personal relationships and to treat everyone well. He also made decisions that were always best for the organization, even if they hurt him personally. He always put the institution first. My second mentor is Marcy Girton, a deputy athletic 21
director who has been involved in college athletics at many of the top universities in the country. She and I got to work together at TCU, and I learned from her that your work is basically divided into relationships and tasks, and she always puts relationships first. I remembered that no matter what she was doing, she would take the time for anyone who stopped by her office needing assistance. I would watch her spend eight hours a day with people, and then when everyone left, she would begin her tasks. I was impressed with how she valued people, and I took this with me. Finally, I would say Dr. Teri Goss Kinzy, a former college president. She taught me the value of holding yourself accountable without beating yourself up. It sounds easy, but this is a challenge for me. Often, we can hold ourselves accountable but then beat ourselves up if we don’t achieve our objectives. She taught me how to adjust goals based on circumstances, and this accountability with freedom made it easier for me to aim higher than I thought I could achieve. What projects are you working on now? The project I am working on is a three-year commitment with a city near the West Coast. The relationship between our organization and the CVB we were working with was significant concerning working on items they could help us with to relieve our costs at their tournament site. We encountered some resistance from the County, but the CVB and the City supported our event, and these people were able to help us get through the issues with the County. I attribute this to the relationships built and the quality of the people we work with. Kyle, the Professional Pickleball Association, produces a huge number of events annually. Yet, you always seek more to help expand the sport and the PPA’s offerings. How do you and your team handle the day-today workflow? This is a great question. As any organization grows, there are some pains. Still, the PPA has done a very good job at defining roles and responsibilities, but at the same time, it is an “all hands on deck” mentality where even our CEO is willing to fold up chairs, take down an event, or pick up trash. This attitude makes its way throughout our organization. Everybody is willing to do any job asked of them and also help their col22
leagues in their tasks. What gets you out of bed every day to continue your drive? What motivates your work ethic? I get out of bed every morning excited to be a part of the PPA and to work in a great organization with amazing people. We have all had jobs that were difficult or had a negative environment. That is not the case at the PPA. People love what they do, the product we produce, and the sport. This energy, enthusiasm, and joy is contagious and motivates me every day to do my best. What would you say are your best skills? My best skill is working well with people by building relationships. I have taken from each mentor of mine that relationships are critical to success, and I have witnessed it firsthand many times throughout my career. I bring the ability to connect with people from all walks of life and bring them together to achieve a common goal. Working with CVB’s and Sport Commissions I get the opportunity to build relationships and work together to bring a complex event to life. The skills I have are mostly natural. I am a believer that you do what you are best at and don’t worry about getting the skills you don’t have. For me, the important thing was learning from my mentors what was important for success, and then I just put my skills into these areas the best way I could. At the end of the day, you won’t have success trying to be something you are not, so my goal is to remain true to myself and simply apply the skills I have where they fit best. What’s next for you in your work? My goal is to continue to work and learn as I am so new to this sport. As I grow, my hope is to diversify what I do so I can be as supportive as possible of the PPA. My career goal is to work with the PPA to continue to grow pickleball into a sport that rivals many traditional sports like tennis and golf. The only limits we have are ones we put on ourselves, and I am convinced that PPA, under the leadership of Connor Pardoe, will continue to grow and defy expectations. I want to be here for the entire ride and look forward to what we will achieve as a team at PPA.
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health
Healthy Travel Choices From conversations to social media to showing up and witnessing it for yourself, travel for our sports tourism colleagues is already full force just over one month into the year. However, it is not a surprise with so many sports-specific and industry conferences and gatherings. Staying healthy while traveling for work can be challenging, especially when making smart restaurant choices. Here are some tips for healthy restaurant ordering: 24
Plan Ahead: • Look up restaurants in the area beforehand and check their menus online for healthier options. • Consider restaurants that offer a variety of salads, grilled proteins, and vegetable-based dishes. Portion Control: • Be mindful of portion sizes, as restaurant servings are often more significant than what you might eat at home. • Consider sharing dishes or ordering smaller portions. Balance Your Plate: • Aim for a balanced meal with lean proteins, whole grains, and plenty of vegetables. • Choose grilled, baked, or steamed options instead of fried. Watch Your Beverages: • Opt for water, herbal tea, or other low-calorie beverages instead of sugary drinks or alcohol. • Be cautious with liquid calories, as they can add up quickly. Choose Lean Proteins: • Opt for lean protein sources such as grilled chicken, fish, turkey, or tofu. • Limit processed meats Load Up on Vegetables: • Include a variety of colorful vegetables in your meal for added nutrients and fiber. • Ask for extra veggies or a side salad to supplement your main dish. Be Mindful of Sauces and Dressings: • Ask for sauces and dressings on the side to control the amount you use. • Choose vinaigrettes or other lighter dressings instead of creamy, high-calorie options. Limit High-Calorie Extras: • Limit extras like bread baskets, appetizers, and high-calorie sides. • Opt for a broth-based soup or a salad if you want a starter. Listen to Your Body: • Pay attention to your hunger and fullness cues. • Stop eating when you’re satisfied, and avoid overeating just because the portion is large. Practice Moderation: • Enjoy indulgent foods in moderation rather than completely depriving yourself. If you’re craving something specific, find a way to incorporate it into your meal without going overboard. Stay Active: • Try incorporating physical activity into your routine, even if it’s just a short walk after a meal. Remember, it’s about making sustainable and balanced choices. By being mindful of your selections and incorporating these tips, you can maintain a healthy lifestyle while traveling for work and dealing with the rigors of being a sports tourism professional.
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CONFERENCE REVIEW
Illuminating Success: An Overview of the Sunshine Sports Council’s Innovation Think Tank in Lakeland, FL In the heart of Florida, the Sunshine Sports Council’s Innovation Think Tank emerged as a beacon of inspiration for sports enthusiasts, professionals, and industry leaders. Co-founded by Matt Dunn, Kevin Smith, and Ravi Rajcoomar, the conference sought to revolutionize the landscape of sports tourism for those conducting business in Florida. Held in the vibrant city of Lakeland, the event showcased groundbreaking ideas, fostered collaboration, and left a lasting impact on Florida’s sports tourism industry. 27
Before delving into the conference details, it is crucial to understand the roots of the Sunshine Sports Council and its co-founders’ motivations. The founders joined forces in 2020 to create a platform redefining sports tourism collaboration in Florida. Their mission is to generate opportunities that develop and inspire cooperation among Florida’s sports tourism organizations through information gathering and exchange, networking opportunities, industry education, legislative issues, and public relations. Planning and execution of the Innovation Think Tank conference were evident when attendees stepped into the venue. With its central location and state-of-theart facilities, Lakeland provided the ideal backdrop for this gathering of sports tourism industry leaders. The organizers spared no effort in curating an agenda covering a broad spectrum of topics, from technological advancements, leadership and growth, Olympic year and women in sports challenges and successes, and even sustainable event management practices. One of the conference’s highlights was the stellar lineup of speakers and panelists who shared their insights and experiences. Industry icons, such as Brian Gainor (Gainor Sports), Amy Boek (Zartico), Olympic year panelists Justin Travis (USA BMX), Pete Isais (USA Wrestling), and Adam Andrasko (USA Artistic Swimming), Women’s Sports panelists Casey Taker (IRONMAN), Luisa Andrade (Orlando City/Orlando Pride), Dr. Katherine Loh (Florida Southern College), and Raelyn Dessart (Visit Central Florida Sports) all spoke on a robust day one.
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John David (Sports ETA) provided a 2024 State of the Industry Outlook that captured the conference attendees’ attention, followed by many in-
sightful questions. Roundtable topics and general discussions explored topics like leveraging data analytics in sports tourism, enhancing fan engagement, implementing eco-friendly initiatives in event planning, and so much more. The Sunshine Sports Council’s Innovation Think Tank prioritized fostering connections and collaborations among attendees. The organizers incorporated various networking sessions, from informal meet-and-greets to structured discussions. From golf to dining, from ax throwing to a virtual shooting range, these opportunities allowed professionals from different sectors to exchange ideas, explore potential partnerships, and lay the groundwork for future collaborations.
The synergy generated during these interactions was palpable, contributing to the event’s overall success. The Sunshine Sports Council’s Innovation Think Tank conference in Lakeland, Florida, was a resounding success, leaving an indelible mark on Florida’s sports tourism landscape. The Innovation Think Tank co-founders envisioned a platform that showcased the latest and future trends in sports and fostered collaboration, community engagement, and long-term initiatives. As the industry continues to evolve, the legacy of this conference serves as a guiding light for future endeavors, demonstrating the potential of sports to unite, inspire, and innovate.
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money
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10 Money Rules for Everyone 1. Always have one year of emergency funds and cash. If you don’t, start working on it. 2. Save 10% and invest 20% of gross income, minimum. 3. Pay cash for significant expenses (engagement ring, wedding, a dream honeymoon, etc.) 20% down, minimum on the house. 4. Never question spending money on books, appetizers, health, or donating to a friend’s charity fundraiser. 5. Business class on flights over 4 hours. 6. No limit on spending for health (personal trainer) or education (courses, events, etc.) 7. Buy the best and keep it for as long as possible. 8. Earn enough to work only with people you respect and like. 9. Make sure your significant other is the right, like minded person. 10. Prioritize time outside the spreadsheet. 31
INDUSTRY CONFIDENTIAL Check in every issue for the unfiltered thoughts of our guest writers and contributors as they discuss the hottest topics in sports tourism. In this issue, our guest writer discusses the subject of complementarity. In the dynamic world of sports tourism, cities and destinations often find themselves vying to host high-profile sporting events. The competition for these events can be fierce, with each destination striving to outdo the others regarding facilities, infrastructure, and attractions. However, an alternative perspective suggests that rather than viewing each other as rivals, these destinations can benefit more by adopting a complementary approach. Let’s explore the idea that competition in sales between destinations for sporting events doesn’t have to be cutthroat but can be a synergistic collaboration that contributes to the fulfillment of each destination’s annual goals. The Current Landscape of Sports Tourism Before delving into the concept of complementarity, it’s essential to understand the current landscape of sports tourism. Cities and destinations worldwide invest heavily in creating state-of-the-art facilities, improving transportation networks, and enhancing their overall appeal to attract sporting events. The economic benefits of hosting such events are significant, ranging from increased tourism revenue to heightened global visibility. However, the competitive nature of bidding for these events often leads to a zero-sum game mentality, where one destination’s gain is perceived as another’s loss. This traditional approach to competition can limit the potential growth and collaboration within the sports tourism industry. The Concept of Complementarity in Sports Tourism Complementarity in sports tourism refers to the idea that destinations can work together to enhance the overall appeal of a region as a host of sporting events. Rather than competing for the same events, destinations can identify their unique strengths and collaborate strategically to create a network of complementary offerings. For instance, one city might excel in hosting water-based sports events, while another may have a rich cultural and historical background suitable for hosting marathons or outdoor adventure sports. By recognizing and capitalizing on these differences, destinations can create a symbiotic relationship where each complements the other. Building a Network of Specialized Destinations Destinations can proactively identify their specialized niches and build a network highlighting these strengths. This approach requires a shift in mindset from viewing other destinations as competitors to seeing them as collaborators in a broader ecosystem of sports tourism. Collaborative efforts can involve sharing best practices, coordinating event calendars to avoid overlap, and jointly marketing the network of destinations to event organizers and participants. The goal is to create a collective brand that emphasizes the diverse offerings across the network, ultimately attracting a more comprehensive range of sporting events. 32
Leveraging Economic and Social Benefits Complementarity in sports tourism benefits the destinations involved and amplifies the economic and social impact of hosting events. The network can maximize its overall economic gain by strategically planning the allocation of events based on each destination’s strengths. This strategy can increase tourism revenue, job creation, and infrastructure development. Moreover, the social benefits extend to the local communities, fostering a sense of pride and engagement. Residents become active participants in supporting the sporting events, leading to a more vibrant and connected community. Complementarity, therefore, becomes a catalyst for sustainable growth that extends beyond the immediate economic impact. Case Studies of Successful Complementarity Several examples from around the world demonstrate the success of complementarity in sports tourism. The European Alps region, for instance, has effectively coordinated the hosting of various winter sports events across multiple destinations, leveraging the diverse mountain landscapes and facilities. In the United States, cities with a strong sporting culture, such as Boston and New York, have collaborated to host major marathons, recognizing each city’s unique strengths. This approach has elevated the profile of these events and showcased the variety of experiences available within the region. Overcoming Challenges and Fostering Collaboration While the concept of complementarity in sports tourism holds great potential, it has challenges. Destinations may initially hesitate to share information or collaborate due to perceived competition. Overcoming these barriers requires a commitment to open communication, transparency, and a shared vision for the greater good of the sports tourism industry. Public and private stakeholders play a crucial role in fostering collaboration. Governments, tourism boards, and event organizers can facilitate the creation of a collaborative framework that encourages destinations to work together. This may involve the development of incentive programs, joint marketing campaigns, and shared resources. The Future of Sports Tourism: A Collaborative Ecosystem As the sports tourism industry continues to evolve, the future lies in creating a collaborative ecosystem where destinations complement each other rather than compete. This shift requires a paradigm change in how destinations approach bidding for sporting events, moving away from a zero-sum game to a win-win scenario for all involved. The success of this collaborative approach hinges on the willingness of destinations to embrace complementarity, recognizing that by working together, they can collectively elevate the entire industry. It also requires a shift in the mindset of event organizers, who should value the diversity and specialization offered by a network of destinations. The benefits extend beyond economic gains to include social cohesion, community engagement, and the establishment of a collaborative ecosystem that positions sports tourism for long-term success. As we look toward the future, the synergy of sporting event destinations offers a path to unlock untapped potential and redefine how we approach the business of hosting sports events. 33
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