In preparation for 2025, we reviewed our marketing observations from 2024. Doing so created an exercise that circled in on several marketing predictions for 2025.
We ended up circling in on the following… Marketing will become leaner and more agile, authenticity is expected to take center stage, content overload will become a challenge, we must navigate AI’s evolution, social media will evolve and not disappear, and offline experiences will become a luxury.
Businesses will seek creative partners who are adaptable, resourceful, and deeply invested in their success. Agencies that are nimble, strategic, and understand the ever-changing landscape will gain a competitive edge.
With AI-generated content flooding digital spaces, consumers will gravitate toward what feels genuine. Real, in-person experiences will hold more value than polished but artificial moments. Brands that focus on creating meaningful connections will stand out. Thanks to AI and low-cost tools, the market is saturated with easily produced content. Brands must balance premium, high-quality campaigns with quick, engaging, and innovative content strategies to break through the noise.
AI continues to improve, but legal and ethical regulations will shape its future. The key for marketers will be leveraging AI for personalization and innovation while ensuring compliance with emerging policies and maintaining consumer trust.
Despite shifts in user behavior, social media remains a powerful platform. If traditional posting declines, short-form video content like reels and shorts will dominate—potentially increasing advertising costs as brands compete for attention.
As digital fatigue rises, consumers will crave unplugged, real-world interactions. Brands that embrace authenticity and foster genuine engagement will earn long-term loyalty, while those stuck in a purely digital mindset risk losing relevance.
Looking for deeper insights into the future of marketing? Contact Raconteurs for expert creative strategies. In the meantime, enjoy reading Volume 5, Issue 5.
x Matt Dunn
DESTINATION SPOTLIGHT
Ryan Ritchie
What circumstances led you to begin working at Discover Lake County?
At the time, I was serving as the Deputy Director of Parks & Recreation in Haines City, Florida, having previously worked in sports tourism business development at Visit Central Florida. I have always been passionate about the tourism industry, and when the opportunity arose to join Discover Lake County, I saw it as the perfect way to return to the field I love.
Beyond that, I am passionate about rebuilding things and saw areas where our team could make an immediate impact by capitalizing on low-hanging fruit. This role aligned with my professional aspirations, offering the chance for career growth and development while also being the best decision for my family.
What was the first thing you did when you learned you got the job?
The first thing I did when I learned I got the job was take
a moment to reflect on the opportunity ahead. I was excited to return to the tourism industry and immediately started thinking about how I could make an impact. After sharing the news with my family, I began strategizing on ways to strengthen Discover Lake County, identifying early wins and opportunities where our team could make a difference right away.
In fact, I started calling event organizers that I had established great relationships with in the past and shared the news with them so we could start working on a plan for hosting their events in Lake County. It was time to go to work!
Tell us about the “bread and butter” sports that Lake County caters to? Are these due to specific state-of-the-art facilities?
Lake County, Florida, has built a strong reputation as a premier destination for a variety of sports, with our “bread and butter” being softball, endurance sports, beach volleyball, golf, and fishing. These sports thrive here due to a combination of state-of-the-art facilities, ideal year-round weather, and a supportive local infrastructure.
Our softball presence is bolstered by top-tier venues like the Sleepy Hollow Sports Complex, which attracts high-level tournaments and showcases Lake County as a hub for the sport.
Triathlon flourishes here thanks to Clermont’s designation as the Choice of Champions, offering world-class training grounds, open water swimming, and cycling-friendly terrain that draws elite and amateur athletes alike.
Beach volleyball has also become a major draw, particularly at Hickory Point Recreation Sand Volleyball Complex, a world-renowned facility that attracts professional athletes and hosts high-profile events, making it one of the top sand volleyball destinations in the country.
Fishing is another major component of Lake County’s sports tourism industry, with our lakes serving as the backdrop for prestigious
professional bass fishing tournaments, including the Bassmaster Elite Series and Major League Fishing Toyota Series events. These competitions bring top anglers from around the world and highlight Lake County’s reputation as a premier freshwater fishing destination.
Additionally, our championship golf courses, such as those at Mission Resort & Club, make Lake County a prime location for golf events including the NCAA Division II and III Championships.
These facilities, combined with strong partnerships and a commitment to sports tourism, allow us to host major competitions and training camps, further cementing Lake County’s status as a premier sports destination.
How does seasonality affect your annual book of business?
Seasonality plays a significant role in shaping our annual book of business in Lake County, Florida. Thanks to our mild climate, we have the advantage of hosting events year-round, but different sports and tourism segments peak in different seasons.
Winter and early Spring are prime seasons for triathlon and endurance sports as athletes from colder climates come here to train and compete in ideal conditions. This period also attracts professional bass fishing tournaments, taking advantage of our world-class lakes before the summer heat sets in.
Spring and Summer see a surge in softball tournaments, youth sports events, and beach volleyball competitions, particularly at Hickory Point Beach. These months are also strong for family travel and sports camps, as schools are out, and teams look for high-quality training destinations.
Fall is a busy season for golf events and major sports competitions, with cooler temperatures providing the perfect setting for high-profile tournaments. Fishing tournaments ramp up again, bringing in professional anglers for some of the biggest events of the year.
While we maintain a steady flow of sports tourism throughout the year, we strategically plan our events to align with seasonal demand, maximizing hotel occupancy, economic impact, and overall visitor experience in Lake County.
Describe why Discover Lake County events are so meaningful to you.
Discover Lake County events are incredibly meaningful to me because they represent more than just tourism—they showcase the heart of our community, create lasting economic impact, and bring people together through shared experiences. Every event we host highlights what makes Lake County special, from our world-class facilities to our welcoming atmosphere and passionate local support.
I take great pride in seeing athletes, families, and visitors enjoy everything our destination has to offer. Whether it’s a championship softball game, a triathlon along our scenic lakes, or a professional bass fishing tournament, these events drive business to local hotels, restaurants, and shops, strengthening our local economy. Beyond that, they create memories, inspire future athletes, and reinforce Lake County’s reputation as a premier sports and travel destination.
Being part of Discover Lake County allows me to help build and grow these opportunities, ensuring our community continues to thrive while providing world-class experiences for those who visit.
Ryan, you are known in the industry as someone who succeeds at utilizing your facility assets across many sports to bring events to the Lake County, FL area. The commitment you make to your clients is second to none. In what ways has your passion led to increasing the overall book of business within the Discover Lake County sports tourism effort?
My passion for sports tourism has played a significant role in expanding the overall book of business within Discover Lake County’s sports tourism efforts. From the beginning, I have been committed to identifying opportunities where our team can create immediate impact, leveraging our top-tier facilities and ideal location to attract new events while strengthening our existing partnerships.
One of the biggest lessons I learned early in my career at Visit Central Florida—particularly from Mark Jackson, the Director of Visit Central Florida—was the philosophy of “prosperity through partnerships.” Mark instilled in all of us the importance of building and nurturing strong relationships, and that mindset has always been my driving force when working with event organizers.
This industry thrives on trust, collaboration, and longterm relationships, and I’ve made it a priority to develop genuine connections with our partners.
By understanding the needs of event organizers and working closely with them, we’ve been able to attract larger, higher-profile competitions, secure long-term agreements, and position Lake County as a go-to destination for sports tourism. Whether it’s softball, triathlon, beach volleyball, golf, or professional fishing tournaments, our approach has been centered on ensuring every event is successful—not just for the organizers but for the local businesses and community as well.
At the end of the day, it’s about creating a win-win scenario where event organizers see the value in bringing their events to Lake County, while we continue to drive economic impact and elevate our status as a premier sports destination. That commitment to relationships and partnerships has been, and always will be, the foundation of our success.
As both the Executive Director for the Destination Marketing Organization and the sports tourism lead, how do you juggle the workload for these events combined with the intense travel demands on your position?
Balancing the responsibilities of both Executive Director for Discover Lake County and sports tourism lead requires a combination of strategic planning, strong delegation, and a deep commitment to the industry. Managing large-scale events while handling the travel demands of the position is challenging, but I’ve learned to navigate it by focusing on prioritization, teamwork, and efficiency.
One key factor is building a strong team. I trust my staff to handle critical aspects of operations, and I empower them to make decisions that keep things moving, even when I’m on the road. Clear communication and preparation allow us to stay ahead, ensuring that every event and initiative receives the attention it deserves.
Additionally, strategic scheduling plays a big role. The sports tourism industry is highly relationship-driven, and many of my travels revolve around maintaining and strengthening partnerships that benefit Lake County. Whether it’s meeting with event organizers, attending industry conferences, or working directly with governing bodies, every trip has a purpose— bringing more business back to our community.
Lastly, my passion for this work keeps me going. I thrive in fast-paced environments, and while the workload is demanding, seeing the direct impact of our efforts—whether it’s a sold-out tournament, a successful new event, or increased visitor spending in Lake County—makes it all worthwhile. Juggling both roles is about staying focused on the bigger picture: growing our destination, supporting our partners, and ensuring that Lake County remains a premier hub for sports and tourism.
What was the most significant moment you experienced thus far as the Discover Lake County tourism chief?
One of the most significant moments I’ve experienced as the tourism chief for Discover Lake County was navigating a major transition in my first six months on the job. We were in the middle of a complete rebrand, shifting from Visit Lake to Discover Lake County, while also overhauling our destination marketing website. This process was a crucial turning point, as we worked to redefine our identity, enhance our digital presence, and create a brand that truly reflects the energy and opportunity in Lake County.
Equally memorable was our partnership with Star Athletics, the professional track and field team that
had athletes compete in the 2024 Summer Olympics in Paris. Seeing our brand featured on the international stage as these remarkable athletes won gold, silver, and bronze medals was a true milestone. It was an honor to be a part of their journey, and the recognition we received on such a global platform highlighted the strength of Lake County’s growing sports tourism scene. This partnership not only elevated our brand but also reinforced the idea that Lake County is a place where athletes thrive.
While these milestones are significant, it’s the smaller, everyday moments—like event organizers returning because of our hospitality or local businesses thriving thanks to tourism—that remind me why I’m so passionate about my work and the role we play in Lake County’s success.
In what way, or ways, are you a different person today because of your experience working at Discover
Lake County for the past 3 years?
Over the past three years at Discover Lake County, I’ve grown both professionally and personally in ways I never could have anticipated. Leading a Destination Marketing Organization (DMO) while spearheading sports tourism efforts has challenged me to think more strategically, adapt to evolving industry trends, and manage multiple high-impact initiatives at once.
One of the biggest ways I’ve changed is my leadership approach. I’ve learned how to balance big-picture vision with the day-to-day operational demands of running a DMO. Whether it was guiding our organization through a major rebrand, overhauling our website, or securing partnerships that put Lake County on the national and international stage, I’ve had to stay focused, adaptable, and proactive in driving success.
I’ve also developed a deeper appreciation for relationships and collaboration. In this industry, success isn’t just about securing events, it’s about building trust, fostering long-term partnerships, and ensuring mutual success. The “prosperity through partnerships” mentality has reinforced just how critical that philosophy is in creating sustainable growth.
Beyond the professional growth, this role has deepened my passion for making an impact—not just on tourism but in the community. Seeing the economic benefits of our efforts, watching young athletes compete at the highest level, and knowing that we’re helping local businesses thrive has made this experience incredibly fulfilling.
I’m a more strategic, relationship-driven, and impact-focused leader because of my time at Discover Lake County, and I’m excited to keep building on that foundation.
What advice would you give to others who find themselves in a situation like yours?
If you find yourself in a situation like mine—balancing leadership in destination marketing and sports tourism—my biggest advice is to embrace adaptability, build strong relationships, and stay
passionate about the impact you’re making.
First, be adaptable. This industry is constantly evolving, and no two days are the same. Whether you’re managing a rebrand, launching new initiatives, or juggling multiple events at once, being able to pivot and problem-solve is key to long-term success.
Second, invest in relationships. Tourism and sports are built on partnerships, and the best opportunities come from genuine connections. Event organizers, facility operators, local businesses, and community leaders all play a role in success. The “prosperity through partnerships” mindset I learned early in my career has guided me every step of the way, and I can’t stress enough how important it is to cultivate trust and collaboration.
Finally, stay passionate about the bigger picture. It’s easy to get caught up in the day-to-day challenges but always remind yourself why you’re doing this work. Whether it’s seeing a young athlete compete on a national stage, watching a local business thrive from increased tourism, or bringing a high-profile event to your community, the impact you’re making matters. If you lead with adaptability, relationships, and passion, you’ll find success—not just for your organization, but for the people and places you serve.
What would “today Ryan” share with “first day on the job Ryan?”
If today’s Ryan could sit down with first day-on-thejob Ryan, the message would be simple: stay humble, be patient, and trust the process.
Starting any leadership role comes with excitement, ambition, and a drive to make an immediate impact. And while that passion is important, I’ve learned that lasting success doesn’t happen overnight. There were challenges I didn’t see coming, opportunities that took time to develop, and lessons I had to learn along the way.
I would tell myself to stay humble, to listen more, to lean on my team, and to recognize that growth comes from collaboration. No one has all the answers on day one, and the best leaders surround themselves with people who bring different perspectives and strengths to the table.
I’d remind myself to be patient. The big wins— whether it’s securing major events, building strong partnerships, or seeing the impact of a rebrand—take time. Progress isn’t always immediate, and sometimes the small, consistent efforts make the biggest difference in the long run.
Most importantly, I’d say trust the process. There will be challenges, but every obstacle is an opportunity to learn and improve. The vision I had on day one—to grow Lake County’s tourism industry, create meaningful partnerships, and make a lasting impact—was the right one. And by staying focused on that mission, things would fall into place.
Looking back, I’d reassure myself that every challenge, every lesson, and every milestone along the way has been worth it. And that three years later, I’d be just as passionate—if not more—about the work we’re doing to elevate Discover Lake County.
What goals do you have personally and for Discover Lake County in 2025?
That’s a great question! We are currently in the midst of developing a comprehensive destination strategic plan for Lake County which will provide guidance prioritizing the use of our tourist development tax revenue for capital projects and highlighting our county’s natural beauty, small towns, and events to boost tourism – I anticipate a lot of my time will be involved in the planning and coordinating of those strategic initiatives.
On a personal level, I recognize how fortunate I am to have a family dynamic that fully supports my passion and is always there for me. The demands of this industry can be intense, with frequent travel and long hours, so when I do have free time, I make it a priority to spend it with them. Every single one of us is blessed to have support structures that allow us to do what we do, and for me, that foundation is my family. Their unwavering support fuels my drive, and that’s why family is extremely important to me.
health MARCH FRUITS & VEGETABLES
As spring appears, March brings a fresh variety of seasonal produce to brighten your meals and inspire your menu. This March produce guide will have you thinking of warmer days with recipes featuring tropical fruits, leafy greens, root vegetables, and more.
While farmer’s markets aren’t entirely in bloom yet in most parts of the country, early spring produce is beginning to sprout. Every fruit and vegetable has its prime season, and March offers an exciting mix of versatile staple ingredients. By choosing what’s in season, you’re getting fresher and more flavorful produce and more affordable options. Whether you’re prepping meals for the week or planning dishes for breakfast, dinner, or a springtime gathering, these March fruits and vegetables are the perfect additions to your shopping list.
What fruits and vegetables are in season in March?
Tropical fruits and citrus: If a spring break getaway isn’t in the cards this year, let seasonal fruit bring the vacation vibes to you. Pineapple, kiwi, oranges, and tangelos offer a taste of the tropics and are perfect in everything from smoothies and cocktails to fruit salads and desserts. Their vibrant flavors and natural sweetness make them a musthave for early spring.
Cruciferous vegetables: Also called brassicas, this group includes broccoli, Brussels sprouts, and cauliflower — known for their versatility and health benefits. Rich in vitamins and linked to reducing cancer risk, these affordable veggies can take center stage in stir-fries, stews, pasta, and some of America’s most popular side dishes. Even veggie skeptics will find these vegetables hard to resist when cooked with the right seasoning and preparation.
Spring greens and “daisy” family vegetables: The tail end of kale and cabbage season makes way for tender, early spring greens like spinach, Swiss chard, and arugula. These nutrient-dense vegetables bring fresh, peppery, and earthy flavors to your dishes. Artichokes — technically thistles — also debut alongside the first tender stalks of asparagus, ideal for roasting, grilling, or tossing into salads and pasta.
Root vegetables: March is prime time for crisp, springy root vegetables like radishes, white-fleshed turnips, pale yellow parsnips, and golden-hued ru-
tabagas. Radishes add a satisfying crunch and peppery bite to salads or can be enjoyed simply with butter and sea salt. Turnips, parsnips, and rutabagas shine in comforting recipes like mashes, stews, and casseroles, offering earthy sweetness and hearty texture.
Herbs and aromatics: Don’t forget the fresh herbs and early spring aromatics that also start to pop up in March. Parsley, chives, and cilantro add bright, zesty flavors to any dish, while green onions and leeks provide a mild, sweet bite that enhances soups, sautés, and grain bowls. These seasonal favorites help elevate your meals with fresh and fragrant notes.
As you plan your March menu, embrace seasonal produce’s vibrant colors and flavors. Not only will your dishes taste better, but you’ll also support local growers and enjoy the cost savings of buying in-season. From tropical fruits and crisp greens to robust root vegetables, March’s bounty offers endless possibilities for delicious, fresh, and nourishing meals.
The Sports Events and Tourism Association (Sports ETA) Chief Executive Summit occurred February 17-19, 2025, in Fort Worth, Texas, at the Omni Fort Worth Hotel. The conference presented an unparalleled opportunity for leaders in sports events and tourism.
Originally designed specifically for CEOs, presidents, and directors, this Summit has evolved to include sports tourism professionals on the rise.
The Summit offers a platform to delve into high-level topics such as office culture, leadership strategies, crisis management, and goal achievement. Attendees benefit from insights shared by industry experts that foster an environment of learning and collaboration.
The event kicked off with an informal welcome and networking session at the Fort Worth Sports Commission Office, setting the stage for meaningful connections. With sessions held at the Omni Fort Worth Hotel, participants engaged in educational experiences, including keynote speeches, general sessions, and interactive discussions.
A highlight of the Summit was a visit to the historic Fort Worth Stockyards, featuring a live cattle drive, a VIP bull riding event, and an educational experience at the Cowtown Coliseum, including the Commissioner and CEO of the Professional Bull Riders (PBR), The President and General Manager of the Ariat Texas Rattlers, and the General Manager of the Cowtown Coliseum.
The session offered a unique blend of professional development, local culture, insights on site selection for PBR, and new offerings in the sport.
By attending, executives enhanced their leadership skills and gained valuable perspectives to drive their organizations forward in the dynamic field of sports tourism.
And for you history buffs out there…
Fort Worth, Texas, holds a significant place in the history of President John F. Kennedy’s final days. On the night of November 21, 1963, President Kennedy and First Lady Jacqueline Kennedy stayed at the Hotel Texas, now known as the Hilton Fort Worth, one of the Summit’s overflow hotels. The following morning, November 22, President Kennedy gave a speech in the hotel’s ballroom before delivering an impromptu speech to a crowd gathered outside the hotel before proceeding to Dallas, where he was tragically assassinated later that day.
Fort Worth has established the JFK Tribute in General Worth Square at the southeast corner of Main and 8th Streets, adjacent to the Hilton Fort Worth, to commemorate President Kennedy’s visit and his last public speeches. This tribute features an 8-foot-tall bronze sculpture of President Kennedy, created by artist Lawrence Ludtke, set within a granite plaza. The plaza includes photographic displays and selected quotes from several of JFK’s historical speeches, providing visitors with an insight into his visit to Fort Worth and his enduring legacy.
VISITPENSACOLA.COM
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.
PensacolaSports.org IT’S NOT IF YOU WIN OR LOSE, IT’S WHERE YOU PLAY THE GAME.
8 Harmful Habits You Should Leave Behind mindfulness
Holding onto grudges.
Carrying resentment only weighs you down. Let go for your own well-being, not for anyone else. Freeing yourself from past hurts allows space for peace and personal growth.
Endless late-night scrolling.
One more video turns into hours of lost rest. Sleep is essential for your body and mind to function at their best. Set screen time limits and prioritize quality rest—your future self will be grateful.
Suppressing your emotions.
Burying your feelings doesn’t make them disappear—it only builds stress over time. Acknowledge your emotions, talk them through, and embrace healthy ways to release them. Emotional well-being is a key part of a balanced life.
Avoiding movement.
Your body thrives on movement, not long hours of sitting. Even a short daily walk can boost your mood, improve focus, and enhance overall health. Make physical activity a non-negotiable part of your routine.
Letting meaningful connections fade.
How often do you say, “We should catch up,” and never follow through? Strong relationships require effort. Take the time to reach out, nurture friendships, and appreciate the people who matter most.
Mindless eating.
Snacking out of boredom or stress doesn’t solve the root issue. Before reaching for food, ask yourself if you’re truly hungry or just looking for distraction. Mindful eating leads to better health and a stronger connection with your body’s needs.
Spending without intention.
Living paycheck to paycheck can create unnecessary stress. A clear financial plan gives you
control, stability, and freedom. Build a budget that aligns with your goals and stick to it.
Skipping breakfast.
Starting the day on an empty stomach leaves you running on fumes. Fueling your body properly in the morning sets the tone for better energy, focus, and productivity throughout the day.
Small habits add up—eliminating these negative patterns can lead to significant positive change. Which one speaks to you the most?
RIGHTS HOLDER SPOTLIGHT
Sarah McAuliffe
What circumstances led you to begin working at the United States Rowing Association?
I walked on to the Women’s Rowing team at University of Tennessee – Knoxville and fell in love with the sport. My undergraduate and graduate degree at UT is in sport management and I quickly fell in love with the business side of sport.
After I graduated, I got a job managing regattas at a well-known regatta venue in Oak Ridge, TN, where I was able to learn event management, volunteer management, communication skills, and how to really connect with people because I was a one stop shop!
After staying there for 6 years and developing many relationships with people in the rowing world, I was eager to apply to the USRowing role when it opened. Fast forward, and I’ve now been at USRowing for five years
2025. Beach Sprints have been announced as an Olympic event (for the first time) in LA2028, so we’re excited to provide the youth rowing audience with the opportunity to dive into the rowing discipline. Picture rowing, but add waves, some sprinting on the beach, and a party-like atmosphere!
All this work takes a village. Between my team, additional USRowing departments, our referee corps, our Coaches Councils, our venue partners, board of directors, and more are the reason we can host the quantity and quality of events that we do.
Describe why United States Rowing Association events are so meaningful to you.
I’m lucky enough to wake up every day and work to create a sporting experience that our membership will never forget for the rest of their lives. Working for an NGB, I get to have a direct impact in showing more people the sport that I love so much.
I’ve seen athletes cry happy tears with their fellow high school seniors after hitting their goal for the
season at our events. I’ve also watched masters’ athletes join the sport for the first time in their 80’s and find community, meaning, and a great workout.
Every detail of an event is an opportunity to make it memorable for our members and I really look forward to providing those special moments.
Sarah, during the Sunshine Sports Council’s 2025 Innovation Think Tank, there was a buzz among the conference attendees recognizing the enthusiasm you bring to USRowing. In what ways has your passion led to increasing the overall experience for all United States Rowing Association athletes, coaches, and spectators?
I really believe “great things are done by a series of small things brought together”. I like to think that I bring enthusiasm about the importance of the small details and knowing we have to get those right, whether it’s to my team or to the overall organization.
Other event managers will know what I’m talking about, but I always joke that we absolutely must nail the park-
ing experience at an event.
How organized is it? Do we have friendly people assisting our members? What’s the value add our customers get when they are in the parking lot? If it goes according to plan, then we have members who start off on the right foot and with a positive experience. It sets us up for the rest of the event to continue to build the blocks to the overall experience.
The parking attendant’s enthusiasm may seem like a “small thing”, but that experience will be a building block to a member’s experience and it’s our choice to make it a positive or a negative.
What were the biggest reasons for these changes and how did they work to your advantage?
At the end of the day, everyone just wants to feel appreciated, noticed, and heard. Coaches, athletes, spectators etc. want to feel a personal touch and not like they’re one of the thousands that’s part of the bigger product. These small gestures help with that.
What was the most significant moment you experienced thus far as United States Rowing Association’s Director of Competition?
Every regatta/workday at USRowing has jaw dropping moments, but at the 2023 USRowing Youth National Championships it was our first year of having 10,000+ people on site at one time, and racing 8-lanes across for a 2,000-meter race at Nathan Benderson Park in Sarasota, Fla. I was standing on the balcony of the finish tower watching 8 boats wide come down the course and 10,000+ people screaming for their team to win. All 8 boats ended up finishing within 2 seconds of each other and required photo finish technology to determine placements. The buzz in the venue mixed with the emotion of it being most of the athletes last high school race was a feeling I’ll never forget.
In what way, or ways, are you a different person today because of your experience working at the United States Rowing Association for the past 5 years?
I’ve been lucky enough to meet many industry professionals and attend conferences filled with top notch speakers (like the Sunshine Sports Council’s Think Tank!) that continue to challenge my thinking and process for doing things daily. I’m constantly reaching out to people in the sports/tourism world who are experts in their fields and trying to soak it all up.
What advice would you give to others who find themselves in a situation like yours?
Things are always going to go wrong, but it’s important to be solution driven and not get too caught up in the emotions of something not going according to plan. While overseeing all USRowing’s owned events there is a personal pressure I put on myself to ensure they go well, but all I can do is strive to make things better with data-backed decisions.
I have a great team to help support tough decisions and we try to prepare for as many possible scenarios that may impact our day including weather, safety, and health of our athletes.
What would “today Sarah” share with “first day on the job Sarah?”
Relationships are everything! My favorite part of this job is finding creative solutions and pushing the limits of our expectations with our members and all stakeholder groups. I’m lucky enough to have a working relationship with hundreds of coaches, vendors, sponsors, spectators, athletes, referees, volunteers, event directors, boards members, etc. and those relationships have been the primary reason as to why we’ve been able to ensure the USRowing regatta experience is a positive experience for all. And we’re not done yet!
What goals do you have personally and for the United States Rowing Association in 2025?
My team and I are striving to create the gold-standard sporting experience for USRowing members. We want USRowing regattas to be the most memorable sporting event that they attend in 2025. We owe it to our membership to bring them as much joy as possible while rowing!
On a personal level, I spend a lot of time working with CVB’s, Cities, and Counties to grow rowing venues throughout the US and I plan to continue to bring the education behind what it means to bring a rowing event to your city!
The Sunshine Sports Council’s Innovation Think Tank has quickly established itself as a cornerstone event in Florida’s thriving sports tourism industry. Bringing together key stakeholders, visionaries, and industry leaders, the Innovation Think Tank offers a collaborative platform to tackle challenges and explore opportunities within an increasingly competitive marketplace.
Founded in 2020, the Sunshine Sports Council has been instrumental in enhancing the efficiency and impact of Florida’s sports tourism efforts. As a subsidiary brand of Raconteurs, LLC, the council aligns with the mission of the Florida Sports Foundation, often serving in an official capacity to support statewide initiatives.
At the heart of the council’s work lies its mission to foster cooperation among Florida’s sports tourism organizations. Through the Innovation Think Tank (ITT), this mission is realized via robust information exchange, meaningful networking opportunities, industry education, and a focus on legislative issues and public relations. The event serves as a dynamic forum where ideas are shared, refined, and transformed into actionable strategies.
The Innovation Think Tank (ITT) is a dynamic conference designed to foster creativity, collaboration, and problem-solving among Sunshine Sports Council (SSC) members and invited guests. Participants have the unique opportunity to present ideas or challenges they are facing and receive actionable solutions and detailed feedback from their peers. SSC members participate in multiple Innovation
Key features of the ITT include:
Collaborative Problem-Solving
Members collaborate to address complex issues, offering fresh perspectives and actionable recommendations.
Interactive Presentations
Group results and presentations are shared, fostering transparency, learning, and the implementation of solutions.
Networking
Build meaningful connections and foster professional relationships among Sunshine Sports
Think Tank sessions, each tailored to specific themes or challenges within Florida’s sports tourism industry landscape. These sessions encourage open dialogue, idea-sharing, and creative thinking, ensuring diverse perspectives and innovative approaches.
Hosted by Ryan Ritchie of Discover Lake County, the 2025 Innovation Think Tank kicked off with a lively round of golf at Clermont National, offering attendees a relaxed yet competitive environment to network and bond. The evening reception at Home2Suites, sponsored by the Bradenton Area Sports Commission, set the stage for the days ahead, providing a warm and welcoming atmosphere.
Various engaging sessions occurred throughout the conference, starting with a powerful keynote address from Meghan McLean, COO of Special Olympics Florida. Industry experts like Kevin Smith from OnPoint Sports Strategies and Matt Dunn from Raconteurs and Salty Sports Society facilitated panels and discussions. Representatives from prominent organizations like the National Collegiate Roller Hockey Association, the United States Rowing Association, and The IRONMAN Group also led discussions and sat in on panel sessions. These sessions focused on rights holder perspectives,
Council members participating in ITT sessions. Collaborative problem-solving, sharing best practices, expanding professional circles, showcasing expertise, and building trust and collaboration occur at the Innovation Think Tank.
Continuous Engagement
In addition to scheduled monthly meetings, ad hoc meetups are organized based on the group’s needs and interests, ensuring flexibility and ongoing support.
Driving Innovation
The ITT aims to tackle real-world sports tourism challenges, inspiring innovative strategies and initiatives strengthening Florida’s sports tourism landscape.
best practices, innovative marketing, and operational strategies.
Amanda Shank and Heather Raburn of Unrivaled Sports presented a “Master Class” on the evolving landscape of youth sports and the private equity driving that effort.
Breakout discussions covered evolving trends in youth sports, the impact of name, image, and likeness (NIL) opportunities, and strategies for enhancing sports facilities. These interactive sessions encouraged participants to share their experiences and collaborate on actionable solutions. Athletes and coaches from the STAR Athletic Club such as United States Olympians Coach Dennis Mitchell, Twanisha “Tee Tee” Terry, Melissa Jefferson, and Aaron Brown (Team Canada).
As facility projects continue to rise, so does the art form of identifying how a new or retrofit project should be recognized and accomplished. All ITT attendees were
divided into teams and participated in a group project using the many facilities at the National Training Center, including Track and Field, Aquatics, Cross County, Multi-Purpose Fields, and Softball. Each team put their assigned facility through an analysis of strengths, weaknesses, opportunities, and threats. The exercise yielded results by showcasing a facility’s various features and assets with those that may be needed to host future events.
Networking opportunities were abundant, with lunch and evening dinners at Suncreek Brewery and Clermont Brewing Company providing a more informal setting for participants to deepen professional relationships, including Trivia Night. These events, sponsored by key partners Punta Gorda/Englewood Visitors & Convention Bureau, Visit St. Pete Clearwater Sports & Events, Lee County Sports Development (Fort Myers, FL), Experience Florida’s Sports Coast, and Pellucid Travel, underscored the collaborative spirit of the ITT. The final day featured forward-looking discus-
sions on the state of the industry, presented by John David of Sports ETA, and a vital session on security and safety led by Ryan Armstrong from Alpha Insight. The conference wrapped up with a member roundtable, allowing attendees to voice their ideas and set the agenda for future SSC initiatives through its Bright Ideas program.
Additional sponsors included Presenting Sponsor Pensacola Sports, Credential Sponsor Visit Sarasota, and Media Sponsor PUSH Magazine.
Whether you’re seeking advice on event creation, marketing strategies, or operational efficiencies, the Innovation Think Tank provides a supportive environment to brainstorm, refine ideas, and drive meaningful changes for all those who conduct sports tourism-related business in Florida.
Attend the ITT to collaborate with industry leaders, enhance your problem-solving skills, and contribute to the collective advancement of Florida’s sports tourism industry!
The Sunshine Sports Council would like to thank the Sponsors of the 2025 Innovation Think Tank
5 Dirtiest Parts on a Plane, According to Flight Attendants travel
Put on hand sanitizer before reading this. According to the Federal Aviation Administration, nearly three million passengers fly across the United States every day, and millions more travel across the globe. Those planes must get turned around quickly, and while dedicated cleaning crews do their best to scrub every seat before the following passengers file in, things can sometimes get missed or stay a bit dirty from flight to flight. And, according to flight attendants, there are a few spots you may want to avoid, or at least use hand sanitizer after touching.
Here are five of the dirtiest places on a plane.
Tray Tables
Passengers generally know airplanes are riddled with bacteria, but the tray tables go beyond general germs. Giving your tray table a good wipe once you get on board, especially before eating, is a good idea. Tray tables have nearly eight times more bacteria per square inch than the second-dirtiest place: the overhead air vent button. Passengers have been known to use tray tables for changing diapers to resting their heads, making them a hot spot for germs.
Overhead Bin
It is key to either wipe down or use a cloth to open the overhead compartments, as they are touched by many people and rarely cleaned. While it’s tough to avoid them, once you are done loading your carry-on, use some hand sanitizer again. Remember that other passengers’ luggage, which has been on the ground or in dirty cabs, also makes contact with the bin surfaces.
Bathroom Handles
The toilets are regularly cleaned, but the locks and door handles are not. For this reason, it is a good idea for passengers to use hand sanitizer after stowing away their luggage, touching anything in the seat pocket in front of them, and going to the bathroom. Since airplane bathrooms are small, bacteria from flushes can easily spread, so it’s wise to avoid touching surfaces as much as possible.
Seat Covers
The seat covers are not always replaced or cleaned and only get replaced or cleaned if they have been reported. Even then, it could be a toss-up. Not every soiled seat is reported, as it could delay a flight. Plenty of disposable and reusable seat covers are on the market for those who can’t bear the thought of a gross seat. A simple solution is to bring disinfectant spray or wipes and quickly clean your seat before settling in.
Instruction Cards
The safety instruction card in the seat pocket is the plane’s dirtiest spot. Though the tray tables usually get wiped down, the instruction cards do not. So, once you’re finished reading the safety instructions, put on a little hand sanitizer — or better yet, wipe down the instruction card with a wet wipe to save you and future passengers from germs. Seatback pockets, where these cards are stored, are rarely cleaned and often hold trash from previous passengers.
There is one more thing you might not want to touch on your next flight… Ice. Drinking water on planes is potentially unsafe for humans when coming from the plane’s tanks. Studies have shown airplane water tanks can contain bacteria like E. coli, making any beverages from this water potentially hazardous. The best two takeaways are not to drink coffee and tea and not wash your hands using the bathroom sink; instead, bring and use wipes. If you need a hot beverage, it’s safer to stick with bottled options whenever possible.
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 Bridging the Gap: Partnership vs Client
In recent years, there has been a global surge of new sports leagues, teams, and events. There are expanded offerings from traditional leagues, more women’s professional leagues, new formats in established sports, and niche sports looking to capture the public’s attention. This growth is being driven by several trends. Ratings, attendance, investment- including private equity, and valuations to name a few. There are also more digital distribution channels, such as streaming services and social media, enabling direct access to fans.
Traditional leagues are looking to expand their offerings to capture more attention from existing fans, reach new fans, and provide more opportunity for revenue, such as with media rights and advertising. This is evidenced in the partnership between five national governing bodies to create the United Sports Collective. This collective unifies their commercial rights to create a singular platform.
One thing has become abundantly clear, the global sports industry is professionalizing, with heightened stakes and increasing investment in talent, analytics, and participant and attendee experiences. This transformation is not limited to top leagues but extends to the very core of our sports tourism world. The stakes are higher than ever, and sport organizations must adapt to meet increased financial expectations. We must build stronger front offices, compete for and develop top talent, leverage data and analytics strategically, and develop new organizational competencies.
In 2025, amidst an arms race in sport tourism facilities and grant programs, scrutiny and accountability is at an all-time high as we aim to maximize our return on investment. In this dynamic landscape, a growing number of sports, rights holders, and host destinations are vying for time and attention. New sport experiences, beyond the venue, could redefine what success means.
In recent years, many sports organizations have expanded their capabilities in collecting, managing, enriching, and monetizing their athletes and event attendees. These statistics allow sports entities to tailor their business strategies to enhance fan engagement, improve live event experiences, secure profitable media valuations, and acquire lucrative sponsorship deals. The financial and cultural success of the sports industry encourages organizations to increasingly take a more professional approach.
Meriam-Webster defines the word client as a person who engages the professional advice or service of another. It also defines a partner as a person with whom one shares an intimate relationship. In sports tourism, not unlike other industries, relationships matter. It is time to move past the client relationship and begin to fully comprehend the foundational pillars on which our partners’ organizations are constructed. This is not a one-way street either. This is not just about how destinations understand rights holders, but a symbiotic relationship between the two, therefore driving key metrics to become partners in success.
