As the hectic summer months transition into the beginning of fall, the sports tourism industry continues to experience dynamic growth and adaptation. August and September 2024 have been eventful, marked by major sporting events, evolving travel trends, and a growing emphasis on sustainability. I’m excited to share my reflection on the current state of the industry and the key developments that have shaped it recently.
August and September culminated some of the year’s most anticipated sporting events, including the 2024 Summer Paralympics in Paris and the U.S. Open in New York. These events not only drew in millions of fans and athletes but also revitalized host cities economically, demonstrating the continued strength of sports tourism in driving both local and international travel. This economic boost is a promising sign for the future of the industry.
What’s particularly noteworthy is the increased integration of technology, which is becoming more prevalent. Fans worldwide can engage with events remotely through digital platforms, while those attending in person enjoy enhanced experiences with technologies like augmented reality (AR). This dual approach is broadening the reach of sports tourism, creating a more inclusive environment for fans everywhere.
A significant trend in the past two months has been the industry’s shift towards sustainability. More athletes and spectators are making eco-conscious decisions, and event organizers are responding with green initiatives. Many small, mid-, and large-scale events have made commitments to reduce their environmental impact through measures like carbon offset programs, waste reduction, and plastic-free zones. This collective commitment to sustainability is a reassuring sign for the future of sports tourism.
The demand for sustainable practices extends beyond event venues. Travelers also seek eco-friendly accommodations and transportation options, further driving the industry toward greener operations. These efforts are not just trends but a movement toward ensuring that sports tourism contributes positively to local economies and environments.
Another key development has been the rise of niche sports and emerging destinations. Adventure sporting events are gaining popularity, with travelers looking for unique experiences that combine unique competition with exploration. Niche sports events, from extreme sports to esports tournaments, are also seeing increased attendance, providing exciting new opportunities for industry professionals.
As we look ahead, the future of sports tourism is brighter than ever. The industry’s innovation, resilience, and commitment to sustainability are driving us toward new horizons. Despite the challenges, the industry has shown remarkable resilience, and we at Raconteurs and PUSH Magazine are thrilled to be part of this journey.
x Matt Dunn
VICTORY BEGINS HERE.
Just 30 minutes west of Orlando, Lake County is Central Florida’s premier destination for championship events and Olympic athletes. From world-class venues to scenic lakeside training grounds, it’s no wonder why so many choose “Florida’s Lakeside Escape” to elevate their game. Discover what makes Lake County the ultimate hub for elite competition - contact us today and be part of the action.
To make an appointment or book an event, contact Andrew Grant, Sports Tourism Manager andrew.grant@lakecountyfl.gov
DESTINATION SPOTLIGHT Bonny Bernat
What circumstances led you to begin working at Visit Winston Salem?
Which time??? :-)
When I first joined the staff at Visit Winston-Salem in 2009, I moved to the Charlotte area in May of 2007 to take a job working in the motorsports industry, a “dream job” for me.
The economy’s turn in 2008 directly impacted the company I was working for, and in the summer of 2009, I found myself unemployed.
Before moving to North Carolina, I worked for the Greater Springfield Convention and Visitors Bureau in Massachusetts. Sports had been one of the markets for which I was responsible.
During my job search, I checked Destination International’s job posting board, and the position in Winston-Salem was open and approaching the close date. I was fortunate to get my application submitted just in time, and as they say, the rest is history!
What was the first thing you did when you learned you got the job?
Of course, given my circumstances, I expressed my gratitude for the opportunity. At the time, Winston-Salem was about an hour from where I lived, so I jumped in to learn everything I could about the destination, particularly the sports assets, since I wasn’t familiar with the city.
Tell us about the “bread and butter” sports Visit Winston Salem caters to. Are these due to specific state-ofthe-art facilities?
As with most sports tourism destinations, linear field and court sports offer a solid foundation for our community. We have excellent facilities to support those sports, including Truist Sports Park and RISE Indoor Sports.
We also have annual events such as the Winston-Salem Open and Gears and Guitars that bring pro-level athletes into the community, fostering growth and excitement around tennis and cycling, respectively. We’re also fortunate to have the only dedicated indoor track and field venue, JDL Fast Track, in North Carolina. The facility hosts nearly fifty events annually from December to March.
How does seasonality affect your annual book of business?
Given our location in the Southeast, we are a year-round destination for sports. We have such an outstanding balance of indoor and outdoor venues that it evens the demand throughout the year.
The fall/winter is highlighted with indoor track & field, volleyball, wrestling, cross country, ice hockey, martial arts, cheer, and dance events. In contrast, the spring/ summer is highlighted with basketball, tennis, soccer, golf, lacrosse, baseball, running, and cycling events.
Describe why Visit Winston Salem events are so meaningful to you.
The sporting community in Winston-Salem is like no other! We have passionate and dedicated individuals and organizations who invest their time, money, and resources into making Winston-Salem a world-class sporting destination. When I can secure an event for our community, or I’m asked to play a role in the event that’s being hosted, it is so REWARDING to collaborate with our local community to highlight everything that Winston-Salem brings to the table, and it’s a lot!
Bonny, you are known in the industry as someone who is very genuine and naturally gifted at creating and maintaining relationships. In what ways has your past professional and personal experiences led to your success?
I know this saying is probably overused, but truly, if you love what you do, you’ll never work a day in your life. I didn’t learn about the sports tourism industry until I was in my 30s, and I’m sure my path to get there was somewhat different than most, but when I realized I could work in an industry doing something I had immense passion for (sports!), I knew it was where I needed to be.
I quickly learned that in our industry, people do business with people they trust, respect, and like, which is the basis for a successful relationship. These principles are especially important to me, and I take them into each conversation and inter action I have. Authenticity and transparency go a long way!
Recently, you were named to the Sports ETA Board of Directors. What are your biggest goals during your term on the Board?
During my tenure, I want to see the organization’s reputation continue to build as the leader in ed ucation and business development within the sports tourism industry. I also believe that edu cation is a priority, as it has been a defining fac
tor that sets Sports ETA apart from other sports tourism entities.
Advocacy is another area that I believe needs to be a priority. Our world is changing; unfortunately, there isn’t a bubble around sports that keeps these changes out. We must stay educated on governmental and societal issues that impact our industry and be prepared and proactive in addressing them. Membership growth and diversification should also be a goal of the organization.
What was the most significant moment you experienced thus far as Visit Winston Salem’s sports tourism lead?
When my peers recognized me as the Sports ETA Woman of the Year in 2021, it was my biggest achievement to this point in my career, and it meant the world to me.
If I’m allowed two, I’d also say that when my position became open again at Visit Winston-Salem in 2023, community members were asking not just me, but my previous director at the Bureau, if I was going to return; it was then that I truly realized that what I did and how I did it, had an impact on the community.
In what way, or ways, are you a different person today because of your experience working at Visit Winston Salem for the past 14 year(s)?
The professional growth that this position has offered me has been life-changing in many ways. I have been supported and encouraged to take on leadership roles within the industry and have had the greatest honor of mentoring many individuals new to sports tourism. My experiences have taught me to be a lifelong learner and to fully appreciate the opportunities that are presented to me.
What advice would you give to others in a situation like yours?
Don’t ever be afraid to ask a question! Our industry is unique because we are always willing to help a colleague.
Another word of advice would be to maintain your relationships and work at them. People move around a lot in our industry, and you never know where someone will land, especially a prospective client.
LEARN! Take all the classes and show up for the sessions; our industry is full of talented and knowledgeable people who are always open to taking away at least one new piece of information.
What would “today Bonny” share with “first day on the job Bonny?”
The road is always going to be winding! You have to learn that the trajectory you’ve set for yourself may not always be correct or realistic, but enjoy the ride… You’ll eventually get to the destination you were meant to.
What goals do you have personally and for Visit Winston Salem heading into 2025?
As for what’s ahead at Visit Winston-Salem,
we plan to reintroduce our G.O.A.L.S. (Growing Our Alliances and Leaders in Sports) Gathering events starting this fall/winter. We plan to offer educational programming and the opportunity for our facilities and local event organizers to network. Several great relationships were forged from our previous events, and with the changes in our local landscape, it will be exciting to see what develops from these future offerings. We’re also looking forward to creating a Winston-Salem Esports Alliance, bringing together local organizations, businesses, educational institutions, and gamers to brainstorm how esports can impact our community through economic development, education, entertainment/competition, and sports tourism.
Personally, it’s all about finding that right worklife balance – it’s doing the things I love, just more… Photography, reading, traveling, walking, taking better care of myself, time with friends, and, of course, time with Bella!
travel
Essential Items for Success: Staying
Energized, Healthy, and Memorable at a Multi-Day Sports Tourism Conference
Attending a multi-day sports tourism conference or trade show is an exciting opportunity to network, learn, and explore new trends in the industry. However, the physical demands of being on your feet for long periods, engaging in numerous discussions, and keeping up with the conference agenda can be exhausting. To ensure you remain energized, healthy, and capable of leaving lasting impressions, it’s essential to pack thoughtfully.
Here are the top five items to bring to a multi-day sports tourism conference that will help keep you moving, prevent fatigue, and optimize your experience.
1. Comfortable Footwear with Arch Support
A sports tourism conference often involves a lot of walking, whether navigating the exhibit hall, attending multiple workshops, or visiting off-site venues while networking. Wearing comfortable shoes with good arch support can make all the difference in staying energized throughout the day.
Opt for stylish and functional footwear, particularly if the event requires a certain level of professional attire. Look for shoes that reduce fatigue, provide cushioning, and absorb shock. Brands specializing in footwear for long periods of standing or walking (such as walking or running shoes) can help prevent foot pain, which often contributes to overall exhaustion. For women, low-heeled or wedge shoes with memory foam insoles offer a blend of comfort and style. Men might consider dress shoes with cushioned in-
soles or orthotic inserts that support the arch. Also, let’s face it… These are sports tourism conferences; athletic footwear is acceptable.
Tip: Consider packing extra shoes to switch between sessions, as even comfortable shoes can cause discomfort after extended wear.
2. Portable Power Bank and Charging Cables
In today’s tech-driven world, staying connected is critical, especially during conferences where networking is a top priority, and your email inbox doesn’t know you’re traveling. Whether taking notes, checking emails, or connecting with potential business partners via social media, your devices must remain charged throughout the day.
A portable power bank ensures that your smartphone, tablet, or laptop has enough power, even when away from a power outlet. Opt for a power bank with a high capacity to charge multiple devices simultaneously. Most modern power banks are lightweight and compact, making them easy to carry in your bag or pocket. Don’t forget to bring the charging cables and adapters that correspond to your devices. A fully charged phone or laptop lets you stay productive and ensures you don’t miss any critical opportunities or connections.
Tip: Bring an extra charging cable or an adapter for different devices. You never know when a fellow attendee might need help, and offering a charger can serve as a unique icebreaker.
3. Snacks and Hydration Supplies
Maintaining your energy levels throughout the day is essential to avoid conference burnout. While conferences typically offer meals and refreshments, it’s a good idea to carry healthy snacks that provide quick energy boosts without causing crashes later. Nutrient-dense snacks like protein bars, trail mix, or dried fruit offer sustained energy without the sugar spike.
Staying hydrated is vital in addition to snacks. Conference environments—especially in large, air-conditioned venues—can be dehydrating. Carrying a reusable water bottle encourages regular hydration and eliminates the need to rely on bottled water, which might not always be available. A water bottle with time markers can also be a visual reminder to drink throughout the day.
Tip: Electrolyte tablets or packets can be added to your water to keep you hydrated and energized, particularly if you’re in a warmer climate or walking long distances.
4. Business Cards or Digital Contact Sharing Tools
Creating lasting impressions at a sports tourism conference requires efficient networking tools. Business cards are still a traditional and effective way to exchange contact information. However, modern alternatives like digital business cards or apps that allow you to share contact details through a simple scan or click are worth considering. These are more environmentally friendly and reduce the risk of losing someone’s information in a stack of paper.
Digital business card platforms allow you to share your contact information instantly via QR code or NFC tap. They can also link directly to your LinkedIn profile or website, creating an immediate connection and reinforcing your digital presence. Whether you go with physical or digital cards, ensure that your details are current and that your pitch or introduction is clear, concise, and memorable.
Tip: If using physical business cards, make them stand out with high-quality design and materials. A well-designed card can leave a lasting impression and keep you memorable even after the conference ends.
5. Personal Care Kit for Freshness and Comfort
With long days and packed schedules, it’s easy to feel worn down by the middle of the conference. A personal care kit can help you stay fresh and energized, enabling you to make strong impressions even late into the day.
Pack travel-sized toiletries such as deodorant, breath mints, hand sanitizer, and face wipes. These items can help you stay fresh between sessions, particularly if you don’t have time to return to your hotel room. Additionally, consider packing items like a neck pillow or an eye mask to catch a quick nap during breaks. Lip balm, hand lotion, and tissues can also be helpful, especially in drier or air-conditioned environments.
Tip: Essential oils like peppermint or eucalyptus can boost energy when applied to the temples or wrists. Some conference-goers swear by the invigorating effect of a quick sniff to stay sharp throughout the day.
Preparation is critical to making the most of your time at a conference.
By packing smart and considering items that prioritize comfort, energy, and networking, you’ll ensure that you remain healthy, energized, and capable of making lasting professional connections. Comfortable footwear, a power bank, healthy snacks, networking tools, and a personal care kit will help you maximize productivity and leave a positive, lasting impression on everyone you meet.
Just because you might be able to play anywhere doesn't mean you should. Bring your next sporting event to Pensacola for the facilities and hospitality. Stay for the historic culture, unique adventures, and award-winning sugar-white beaches.
Everyday Practices for a Happier Brain
Studies indicate that incorporating these daily habits can rewire your brain to experience greater joy.
If you have ever felt that happiness is out of reach, groundbreaking behavioral neuroscience will prove otherwise. We have more control over our moods than we think. We can all take control of our mindset and discover that it is possible to boost feelings of joy.
Happiness does not simply come from wishing it into existence. However, research suggests that we can increase our sense of well-being regardless of temperament or circumstances through intentional habits. Small, everyday behaviors hold the key.
We tap into our brain’s reward system by consciously adopting positive micro-habits and paying attention to their uplifting effects. When behavior triggers a positive emotional response, we will likely remember this and do so again. Developing habits with consistency can rewire our brains toward greater positivity. Get started today!
Identify Gratitude
One of the easiest ways to increase happiness is to focus on what you’re grateful for. Make a list of things you are grateful for. Gratitude removes stress. Start your day by identifying something—anything— you’re thankful for, and make it a habit to write it down, say it aloud, or think about it. Practicing gratitude daily sets a positive tone and can shift your mindset toward more joy throughout the day.
Discover Humor
Humor is a powerful tool for stress relief, as it increases feel-good neurotransmitters and reduces stress responses. Try spending a few minutes each night writing down three funny things you experienced or observed during the day and reflecting on why they made you laugh. Whether it’s a joke you heard, something silly your pet did, or a funny scene on TV, this practice can have lasting effects. Studies have shown that people who engage in this nightly exercise experience reduced depression and an increase in long-term happiness.
Detox From Devices
We spend so much time on our devices that stepping away—even briefly—can have immense benefits. Unplug for at least 30 minutes daily or delete apps that lead to mindless scrolling. Doing a digital detox allows us to be more present, reclaim our time for fulfilling activities, and break the habit of comparing ourselves to others. Research shows that reducing screen time or limiting notifications significantly boosts happiness and decreases anxiety and depression.
Remove Frustration and Anger
Holding onto anger can trap us in negative emotions, but releasing it through compassion can lead to greater emotional freedom. When someone hurts us, it’s natural to feel upset. However, by replacing anger with empathy, we can heal more quickly. Those who view past offenses with compassion reported higher levels of empathy, forgiveness, and reduced heart rates. Acknowledging our pain without clinging to it can open the door to emotional resilience.
Acts of Kindness
Doing small acts of kindness daily is a simple and powerful way to elevate your mood and spread joy. These acts can be as simple as sending a thoughtful text, holding the door open for someone, or complimenting a stranger. Even small gestures create a ripple effect, enhancing your happiness and the recipient’s. The beauty of kindness is that it doesn’t require grand gestures—the small moments count.
Capitalize on Positive Events for Others
Listening to and celebrating the successes of others can boost your happiness. You are actively listening to stories about what’s going well in the lives of loved ones. Being present and supportive reinforces positive emotions for both you and the other person. Engaging in this way strengthens social connections, an
essential component of long-term well-being.
Experience Nature Every Day
Taking a few moments to immerse yourself in nature daily can have profound effects on your mental health. Whether it’s a walk in the park or simply sitting outside, experiencing natural light, fresh air, and the sounds of nature can reduce stress and increase joy. Even in urban settings, appreciating small pockets of greenery can elevate your mood.
Incorporating these habits into your daily life can rewire your brain for greater happiness and contentment. While these changes may seem small, their cumulative effects are powerful and lasting. Start today and see how your mood and outlook transform over time.
SPORTS PLAYGROUND
Proud Host of Pickleball Championships
• Association of Pickleball Professionals
• World Pickleball Championship
• American Pickleball Series
• National Pickleball
• Level Up Pickleball Camps
From the world-class PicklePlex®, a 24 sanctioned court facility to exceptional planning assistance, Punta Gorda/ Englewood Beach stands ready to host your next pickleball tournament. Teams and fans enjoy an unrivaled experience in our charming outside wonderland, offering perfect weather, peaceful beaches, a variety of accommodations, easy access and more.
Start planning at PureFlorida.com/sports or contact Sean.Walter@PureFlorida.com or 941.764.4939.
Near Field Communication (NFC) Tapping: Revolutionizing Networking and Engagement at Conferences
Near Field Communication (NFC) technology has become an integral part of how we exchange information and interact with digital devices in modern-day settings, including conferences and business events. NFC allows devices, such as smartphones, to communicate with each other by simply being in proximity, typically within a range of 4 centimeters or less. This technology has revolutionized the way people exchange contact details, access event information, and interact with exhibitors, offering a quick, convenient, and touchless solution.
As conferences increasingly adopt digital solutions to enhance attendee experiences, NFC tapping has emerged as a powerful tool. By simply tapping your smartphone or NFC-enabled device to a compatible terminal or another phone, you can exchange data, connect with people, or initiate transactions seamlessly. Here’s an overview of NFC technology and the top three methods to use it effectively in a conference environment.
What is NFC and How Does It Work?
NFC operates on the same underlying principles as Radio Frequency Identification (RFID), but while RFID typically functions at longer ranges, NFC is limited to close-range communications. The technology requires two devices: one that acts as the “initiator” and another that functions as the “target.” These devices must be within proximity to each other to initiate communication. The initiator generates an electromagnetic field that powers the target, which means that one of the devices can be passive, such as an NFC tag, while the other (typically a smartphone) acts as the active initiator.
This technology is commonly used in mobile payments, contactless ticketing, and smart cards, but its potential at conferences is immense. Here are the top three methods for effectively using NFC tapping at a conference:
1. Digital Business Cards
One of the most practical and impactful uses of NFC at conferences is digital business cards. Gone are the days of carrying stacks of paper business cards and worrying about whether you brought enough. With NFC, you can store your contact details digitally and share them with a simple tap of your phone.
Using apps and services designed for digital business cards, you can link your NFC-enabled smartphone to a virtual profile that includes your name, job title, company information, website, and even social media links. At the conference, when you meet a potential connection, you can tap your phone against theirs to instantly share your details. This method not only eliminates the need for printed cards but also ensures your contact information is always up to date, as you can edit your digital profile anytime.
Idea: Many digital business card platforms, such as Popl or HiHello, offer customizable profiles that allow you to tailor your information for specific events, making it easier to stand out from the crowd.
2. NFC-Enabled Badges for Access and Information
NFC-enabled badges have become a common feature at tech-forward conferences and events. These badges are embedded with NFC chips that store a range of information about the attendee. When tapped against an NFC reader or terminal at different event locations, they can unlock access to specific areas, sessions, or activities.
NFC badges can be used to streamline check-ins, reduce wait times, and even manage room capacity in real-time. Some events also use these badges to provide personalized experiences, such as tailored recommendations for sessions based on your interests or schedule. Additionally, NFC badges can facilitate gamification at conferences, where attendees can collect points by tapping their badge at various exhibitor booths, creating an engaging and interac-
tive experience.
Idea: Make sure your badge is easily accessible, such as attached to a lanyard or clipped to your clothing, to avoid delays when moving through different sections of the event.
3. Engaging Exhibitor Booths and Product Demonstrations
For exhibitors, NFC technology provides an innovative way to engage potential clients or customers. Exhibitors can set up NFC-enabled stations at their booths where attendees can tap to receive information, promotional offers, or even product demonstrations directly on their smartphones. This eliminates the need for paper brochures or lengthy explanations, as the attendee can instantly access all relevant details digitally.
NFC taps can also be used to enter contests or sign up for newsletters, with just a quick tap instead of filling out long forms. This method increases attendee interaction while reducing the amount of time they spend at each booth, making it easier for them to explore more of the event. For exhibitors, NFC provides valuable data on who interacted with their booth, helping them follow up with leads after the event.
Idea: Exhibitors should clearly label NFC-enabled areas at their booths and provide instructions for attendees who may be unfamiliar with the technology. A simple “Tap Here for Info” sign is usually enough to invite interaction.
NFC tapping is reshaping how conferences are experienced, offering fast, touchless, and seamless ways to exchange information, gain access, and interact with exhibitors. Whether you’re sharing digital business cards, navigating through an event with NFC badges, or engaging with exhibitors, NFC simplifies and enhances the conference experience. As this technology continues to evolve, its use in business and networking environments will only increase, providing even more ways to stay connected and efficient during events.
Kevin Smith INDUSTRY SPOTLIGHT
What circumstances led you to start The Collective BEST with your Partners?
Since I entered the industry as an advisor in 2017, there have been a lot of competing agencies in the marketplace. Most of us were small and could not compete with the larger groups. And if you could compete for projects, you may not have the capacity or full knowledge to offer clients various services.
That’s when I met up with Mike Chandler and pitched the concept of providing a service to clients that would give them access to a collection of talent from the industry with different skills to be a one-stop shop. That was the moment it all made sense, and we looked for the right partners to form the group.
What was the first thing you did when you learned all the invited Partners agreed to invest?
It was a great moment for me when colleagues from the industry with similar visions were interested in working together. I also realized then that we had captured lightning in a bottle. To be partnered with five industry Titans for one purpose and goal is motivating.
We continue to fine-tune The Collective BEST by staying close to our vision and mission of providing a comprehensive mentoring program and working on select strategic planning projects with communities looking to expand their business and incorporate their community. We’ve also developed a niche working with organizations that want to build their own events so that they can control outcomes and measurables. This is what our 165+ years of sports tourism industry experience brings to the table.
Tell us about the projects you are currently working on and what the new vision will mean for the future of The Collective BEST?
Working with all our partner communities for the past 4+ years has been great. Over the past three years, we have had a great relationship with the Maryland Sports Commission and the Sports and Entertainment Corporation of Maryland. We work closely with the members of Team Maryland in each community and with the Maryland Cycling Classic and the Maryland 5 Star events, two major events in Maryland that are unique and create community engagement.
We are also working with Butler County, OH, and the City of Oklahoma City Parks and Recreation. Our project in Chesterfield County, VA, with JC Poma, was also a worthwhile partnership, in addition to over 30+ other destinations we’ve partnered with over the last four years. Soon, we will be working with several new communities to mentor, create, and develop their very first sports initiative (More to come on that later).
Describe why The Collective BEST as a company is so meaningful to you.
To have an idea is one thing; to share a vision of something with people you respect is another thing. But to have those people you respect believe in the ideas and vision you present is truly something special.
My partners at The Collective BEST (Mike Chandler, Matt Dunn, William Knox, Kris Smith, and Ravi Rajcoomar) are truly not just partners; they are my friends, whom I think of as family and mentors.
We can share, disagree, and learn from each other all the time, maintaining respect for one another along the way. That is what allows us to be influential advisors for our clients. No one person is responsible for knowing everything. The depth of knowledge as a group makes us and our firm special.
Kevin, you are known in the industry as a connector, as someone who goes above and beyond to PUSH (see what I did there :-)) the industry forward. In what ways do these characteristics help increase the visibility of your career and The Collective BEST?
That’s a great question. I have never thought about it in that way before. I do what I have done for this industry over the years because I truly love this business and its people. I connect with people because their companies will prosper if they can create synergies from our relationship.
I honestly believe in leaving things a little better than you found them. Using that philosophy, if I help enough people get what they want and earn, I will continue to be blessed with what I need.
This business has taken me to places I would have never imagined. To share that with my clients and partners is just one way of giving blessings back. I am confident that The Collective BEST will be here after I’m no longer around because of the partners and our primary mission to continue to help this industry grow and be strong.
What was the most significant moment you experienced during the first three quarters of 2024?
Wow, let’s see… Well, the sports travel business continued to be vibrant and strong despite many experts saying things would go down. People are traveling in record numbers, and the youth and amateur industries seem to be stable for the moment.
The other thing I have found so far this year is that the international sports industry will be particularly competitive over the next few years. This success may be because the Olympics will be in the United States in 4 years and the emergence of sports taking hold overseas, such as Flag Football, especially with female programming. It will be vital that we continue to watch the key indicators, such as consumer price indexes, as well as any consumer impacts, such as union strikes, etc.
In what ways are you a different person today because of your experience working with the Partners at The Collective BEST for the past five years?
I know that The Collective BEST has allowed me to be part of a great group of people. We don’t always agree, but we respect each person’s opinion and position. We have learned together what projects will be good for us and how we will bring the highest level of success to each community and organization we work with. But this isn’t a perfect science, and sometimes we may need to adjust mid-stream, but we use that to improve with each project.
I’ve grown from this experience in that I have learned that failure isn’t fatal, and we will be better for some of the missteps we make in life. Every Partner in The Collective BEST firm has had an unfortunate thing happen to them in this industry, and their stories are different. But once we started together, we realized that those are the things that will make us better, stronger, and valuable advisors to our clients. Sometimes, you must be knocked down to experience pain and then know how not to let it happen again. Wisdom comes from experience.
What advice would you give to others in a situation like yours?
Well, hopefully, no one ever finds themselves in a situation like mine. But that’s probably likely because, unfortunately, some toxic leaders are still out there. That said, if you find yourself in a bad place, seek out someone to talk with first. An impartial coach, friend, or mentor that you can confide in. They may give you some hard feedback, but that could be what you need. Second, the best ad-
vice that I received was from my wife. She said, “No matter where you go, there you are.” In short, be prepared to look at yourself and make changes that will allow you to grow. Spoiler alert… You are the easiest person to lie to. Third, eyes forward. Your mind and body will follow in the direction your eyes are looking. Whatever happened yesterday is a distant memory, and you must keep pushing forward, especially when you don’t think you can.
What would “today Kevin” share with “first day on the job Kevin?”
Learn to play on both sides of the ball. This means being more attentive to what your clients are experiencing and why they make specific decisions. Understand their business, goals, vision, and mission. Make sure they align with your organization’s vision and industry standards. It will save you both valuable time.
What goals do you have for your career and The Collective BEST for the remainder of 2024?
The Collective BEST will finish up 2024 as our best year yet. That said, we will complete 2024 just as it started, doing our best work in as many communities and with as many organizations that need our services. At the end of each year, the Partners of The Collective BEST have a retreat to discuss what we did well, what we can improve upon, and what’s next. Although improvement is necessary and constant, what’s next for 2025 will be industry-changing. We look forward to sharing that with our industry colleagues in the coming year.
Please stop by our booth at the US Sports Congress in December. Or, if you see any of the Partners at shows this Fall, stop us and ask us any questions you may have. We are here for you!
health
Fall Season’s Health Foods
Superfoods are cherished by nutrition experts and food lovers alike because they offer a dense concentration of nutrients for optimal health. The freshest superfoods, especially those in season, are always the best choice. Eating seasonally brings numerous benefits, such as better prices, enhanced flavor, and texture. By indulging in seasonal produce, you’re more likely to enjoy whole, unprocessed foods. While the vibrant colors of summer may fade, autumn brings its own bounty of nutritious superfoods. Here are some of the best Fall superfoods, as recommended by experts:
Brussels Sprouts
Brussels sprouts are harvested in the Fall and belong to the same cruciferous vegetable family as broccoli and cauliflower. Brussels sprouts contain sulforaphane, a natural plant compound with neuroprotective and anti-cancer effects. Brussels sprouts are also a great source of fiber, with 0.7g per sprout, which can help you reach your daily fiber
intake goal of 25 grams for women and 38 grams for men. This fiber supports gut health, lowers cholesterol, and can protect against colon cancer and Type 2 diabetes. For a delicious Fall dish, try roasted Brussels sprouts with pecans or enjoy them raw in a grated Brussels sprout salad.
Apples
Fall is synonymous with apple season, and for good reason. Apples are packed with fiber— each one contains about 5 grams, which is 20% of your recommended daily intake. They are also rich in vitamin C and potassium and are easy to pack and carry. Pairing apples with nut butter or yogurt can give you an added protein boost. Apples are versatile and dehydrating them is a great way to preserve their flavor and nutrition for months to come.
Pomegranate
Pomegranates make their return in the Fall, offering a burst of vibrant color and nutrition. Pomegranates are loaded with antioxidants, prebiotic fiber, polyphenols, and vitamin C. These nutrients make pomegranates a powerful food for boosting immunity during cold and flu season. Additionally, they support heart health by protecting cholesterol from oxidation, which can prevent plaque buildup in the arteries. Enjoy pomegranates by making a vinaigrette for salads or grain bowls. Though they can be tricky to peel, the reward is well worth it.
Squash
In addition to pumpkins, Fall offers a variety of other nutrient-packed squashes. Squashes are rich in carotenoids, which are antioxidants that support the immune system. Delicata squash is high in fiber, vitamin A, potassium, and antioxidants. Roast Delicata squash slices in avocado oil with salt for a side dish or add them into a salad.
Pumpkin
One of Fall’s most iconic foods, pumpkin is a powerhouse superfood. Pumpkins are loaded with immune-supportive antioxidants like vitamin A and vitamin C. Just half a cup of pumpkin puree provides 104% of your recommended daily value of vitamin A, which is essential for immune function and infection defense. For a seasonal dish, try a hearty turkey pumpkin chili.
Pumpkin Seeds
Even if you’re carving pumpkins for decoration, don’t overlook the nutritional benefits of the seeds inside. Just one ounce of
pumpkin seeds provides 25% of the daily recommended zinc intake, which is crucial for healing and recovery. They are also a good source of iron, offering about 15% of the recommended daily intake in just a quarter cup. Pumpkin seeds are rich in fiber and omega-3 fatty acids, which support heart health, gut regularity, and reduce inflammation. Roast them with your favorite seasonings and enjoy them as a snack or salad topping.
These Fall superfoods are packed with nutrients and flavor, making it easy to enjoy a healthy and delicious autumn diet. From hearty squashes to sweet apples and crunchy pumpkin seeds, the season’s bounty offers a variety of ways to indulge in whole, nutritious foods.
money
Grocery shopping is a routine part of life, but it can also put a strain on your budget if you’re not careful. Fortunately, there are plenty of strategies to help you save money without sacrificing quality. By making the most of sales, discounts, and store perks, you can significantly cut down your grocery bill. Here are six smart tips to help you get the most bang for your buck during your next shopping trip.
1. Take Advantage of Buy One, Get One Free Deals
One of the easiest ways to save money is to keep an eye out for Buy One, Get One Free (BOGO) deals. These offers allow you to get two items for the price of one, doubling your value. BOGO deals are often available on pantry staples, snacks, or frozen foods, so stock up on items you know you’ll use.
To maximize your savings, only take advantage of BOGO deals on items you already need or that can be stored for later use. Avoid buying items you won’t consume just because they’re on sale, as that defeats the purpose of saving. If your store allows it, you can often pair BOGO deals with coupons, doubling your savings on those items.
2. Sign Up for Loyalty Accounts and Use Perks
Most grocery stores offer loyalty accounts that provide special perks to regular shoppers. By signing up for a store’s loyalty program, you can unlock members-only discounts, earn points for future purchases, and receive notifications about sales. Many programs also provide personalized offers based on your shopping history, helping you save on the items you frequently buy.
In addition, some loyalty programs offer exclusive digital coupons or special deals, making them a valuable tool for saving even more. Signing up is usually free and simple, and it’s a great way to consistently trim down your grocery expenses.
Download the store’s app for easy access to loyalty account perks and to check for digital coupons while you shop.
3. Digital Coupons
Gone are the days when you had to cut coupons from the newspaper. Many grocery stores now offer digital coupons that can be easily accessed via their app or website. You can search for coupons based on your shopping list and load them directly onto your loyalty account. At checkout, these coupons are automatically applied when you scan your loyalty card, saving you time and money.
Be sure to check your store’s digital coupon offerings before you head to the store and add the ones that fit your list. Combining digital coupons with ongoing sales is one of the best ways to maximize your savings.
4. Purchase Store Brand Items
When shopping, don’t overlook store brand products. These items are often just as good as name-brand alternatives but come at a fraction of the price. Many grocery stores carry their own private-label brands for everything from cereal to cleaning supplies, and these options can help you save big without compromising on quality.
Store brands are typically produced by the same manufacturers that make the name-brand products, but without the hefty marketing costs. Try out the store brand version of your favorite items, and you may be surprised by how much money you save without noticing a difference in taste or quality.
Compare the ingredients on store-brand products with the name-brand version to see how similar they are. In many cases, they’re nearly identical.
5.
Look for the Clearance Rack
Every grocery store has a clearance rack or sec-
tion where you can find marked-down items that are nearing their expiration date or being discontinued. While these products may have a shorter shelf life, they are often still good to use and can be frozen or consumed quickly.
Clearance sections are a goldmine for saving on items like bread, canned goods, produce, and even dairy products. Check these areas for deep discounts but be mindful of expiration dates and only buy what you can realistically use before it goes bad.
Items like bread and meat can often be frozen if you don’t plan to use them immediately, allowing you to take full advantage of clearance discounts without wasting food.
6. Review Your Receipt
Finally, a great habit to develop is checking your receipt after every shopping trip. It’s easy to miss out on savings when you’re not keeping track. Look for any discrepancies, such as missed discounts, incorrect pricing, or unscanned coupons. Sometimes deals like BOGO offers or loyalty program discounts don’t automatically apply, and checking your receipt allows you to catch these mistakes.
In addition to identifying potential errors, reviewing your receipt also helps you track how much you’re saving overall. Many stores show the total amount saved at the bottom of the receipt, and this can be a motivating factor to continue using smart saving strategies.
Keep a small log of how much you save each month using discounts, coupons, and other deals to motivate yourself and track your progress.
Saving money on groceries doesn’t have to be difficult. By taking advantage of BOGO deals, using loyalty perks and digital coupons, opting for store brands, shopping clearance items, and checking your receipts, you can make a significant dent in your grocery bill. These simple yet effective strategies will help you keep your pantry full and your budget in check.
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 the sports tourism industry’s financial imbalance issues.
The sports tourism industry is a thriving sector of the overall tourism industry, contributing significantly to the economies of host destinations. Sports events attract visitors who spend money on accommodations, dining, and entertainment, generating direct and indirect revenue for local economies.
However, a significant imbalance exists between event rights holders and host destinations. While event owners bring visitors to a destination, they often receive incentives, including financial contributions from local sponsorships and value-in-kind, marketing support, and event funding from destinations. These incentives create a skewed dynamic where destinations bear a financial burden. At the same time, event owners do not contribute monetarily to the host destinations beyond some customary expenses per event. As an events rights holder, I’m looking further to examine the inherent imbalance in the sports tourism industry and call for a more equitable partnership between destinations and event owners.
The Value Exchange: Event Owners vs. Destinations
Event Owners’ Contribution
Event rights holders play a pivotal role in driving tourism to a destination by organizing sports events that attract participants and spectators. These visitors, in turn, inject capital into the local economy by spending on accommodations, restaurants, transportation, attractions, and other tourism services. The economic impact of these events can be substantial, and destinations often calculate this benefit as a critical metric for justifying their investment in securing events.
From the event owners’ perspective, their contribution is the audience they bring to the destination—an influx of visitors whose spending boosts local businesses and tax revenues. Event organizers leverage their events’ economic impact to negotiate substantial financial incentives from host destinations, which often include venue fees, marketing budgets, inkind requests providing budget relief, and even direct financial subsidies.
Destinations’ Contribution
While event rights holders provide a surge in visitors, destinations are the ones that provide the infrastructure that makes hosting these events possible. This includes facilities such as stadiums, arenas, sports complexes, parks, hotels, restaurants, and local attractions. Beyond the physical infrastructure, host cities invest in services like public safety, transportation, and hospitality, which enhance the overall visitor experience. Destinations also market these events extensively, investing time and resources into promoting the event to ensure maximum attendance, directly benefiting the event rights holders. It is important to note that these investments are often made at significant financial cost to the destinations. Hosting a major sporting event requires substantial upfront capital to ensure facilities meet the standards of the event while offering financial incentives to the event organizers can further strain local budgets. Although destinations see long-term economic benefits from increased tourism, the immediate financial burden falls on them.
The Financial Imbalance
The relationship between event rights holders and host destinations is one of mutual benefit. Both parties contribute value to the sports tourism ecosystem. However, the current model places an uneven financial burden on host destinations, which are expected to fund events, offer incentives, and provide infrastructure. In contrast, event owners collect revenues from ticket sales, sponsorships, registration, merchandise, and broadcast rights.
Event owners often charge high fees to destinations, expecting them to cover significant costs. These costs include bid fees, staff lodging, promotions, hospitality, officials and volunteer incentives, and more. However, there is little financial reciprocity, as event owners typically retain the lion’s share of profits without directly reinvesting in the destination.
The Realities of Economic Impact
While the economic impact of sports tourism is undeniable, the benefits are often more diffuse and long-term than immediate. Visitors may boost the local economy, but much of the revenue generated by the event itself flows to event owners. Event owners benefit from complimentary facilities, ticket sales, sponsorship agreements, and media rights. Although these events help boost tourism, the financial returns for the destination are not as direct or immediate as they are for the event owners.
Many sports tourism conferences and trade shows cater to the event rights holders. Destinations pay astronomical registration fees to conference owners that help fund the attendance of event rights holders. This has taken place for years to attract event owners to attend. They will have little to no reason to attend without their attendance destinations. And on goes the saga, thus making the conference registration fee wars among conference owners never-ending. With this scenario taking place for decades, who knows if it can be overcome, or if the conference fees will continue to rise.
The Need for Change
The current structure of the sports tourism industry perpetuates an imbalance that could be more sustainable for host destinations. In the long term, this imbalance may deter smaller or financially constrained destinations from competing to host major events, ultimately limiting the pool of potential hosts and potentially reducing the overall diversity of destinations in sports tourism.
There are several ways in which the industry can evolve to create a more balanced partnership between destinations and event owners:
1. Shared Risk and Reward Model
One possible solution is to develop a shared risk and reward model, where event owners and destinations both invest in the event and share in its profits. Under this
model, event owners would contribute financially to the infrastructure and operational costs of hosting the event, while both parties would agree on revenue-sharing terms that ensure equitable distribution of the event’s financial success.
2. Financial Contributions from Event Owners
Event owners should consider contributing directly to the operational and logistical costs of hosting their events. This could include subsidizing facility upgrades, funding marketing initiatives, or covering some of the direct costs assumed currently by the destination. By doing so, they would help offset the financial burden placed on destinations and foster a more sustainable partnership. In several current cases, event rights holders do pay for facility costs to host events.
3. Performance-Based Incentives
Destinations could shift to a performance-based incentive model where event owners only receive financial support based on the actual economic impact generated by the event. This model would encourage event owners to work closely with the destination to maximize attendance and engagement, aligning both parties’ interests more closely. Some destinations currently have funding models using this type of sliding scale.
4. Transparent Economic Impact Assessments
One issue in the current system is that economic impact assessments are often inflated to justify the costs of hosting an event. Every methodology used to determine economic impact in the marketplace today has flaws. A more transparent and standardized approach to measuring the economic impact of sports tourism events could help ensure that the benefits are accurately represented, leading to fairer negotiations between event owners and destinations.
When Will the Sports Tourism Industry Change?
The imbalance in the sports tourism industry is unlikely to change without concerted efforts from both destinations and event owners. Event organizers must recognize that the infrastructure, services, and marketing provided by destinations are essential to their success and that a more equitable financial partnership is necessary for the long-term sustainability of the industry. Likewise, destinations must be more strategic in their negotiations, demanding a fairer share of the profits while investing wisely to ensure long-term returns.
As the sports tourism industry continues to grow, so does the urgency of addressing these imbalances. It is time for industry stakeholders to reimagine the financial dynamics of this relationship, ensuring that both event owners and host destinations share in the costs, risks, and rewards of hosting sporting events. Only then will a true balance be achieved, fostering a more sustainable and mutually beneficial sports tourism ecosystem.
