Leigh Hooten, Gwinnett Sports Commission

Destination Spotlight

What is your title, and how long have you held the position with the Gwinnett Sports Commission?

I am the Director of Sales and have been with the Gwinnett Sports Commission for eight years.

What is your current organizational structure?

We are a 501c(6) non-profit destination marketing organization. The Gwinnett Sports Commission is the sports tourism division of the Gwinnett Convention & Visitors Bureau.

What is the % breakdown of your revenue?

We are 100% funded by a portion of the hotel/motel tax in Gwinnett County.

What were your biggest challenges during the pandemic in 2020 and thus far in 2021?

One of our biggest challenges was venue availability. Some of our facilities were shut down for a long time, so while we had a lot of interest from clients, we couldn’t find them a home for their events. The open facilities were jam-packed with events since other states weren’t as flexible as Georgia’s COVID policies. Unfortunately, because the facilities were so busy with other groups, they didn’t have availability for some of the groups we were assisting.

In general, I think there’s still a little bit of uncertainty with COVID, so some events aren’t as large as they have been in the past. Event organizers are trying their best to estimate participant numbers and event details for the future, but it’s somewhat of a guessing game right now.

You are noticed for being very “hands-on” during high-profile events hosted in your destination. Does being so help you land additional events? And do you see this happen within the same sport or across all sports?

My favorite part of my job is the actual event activation portion and being on-site when the event occurs. I love seeing all our hard work come to fruition, and I’m always happy to help clients during the event itself. While our team might be small, I still try to make an impact in any way possible, and being there for our clients during their event is the least I can do to thank them for being here in Gwinnett County.

Some clients need more help than others, so I assist with everything from volunteer recruitment to supporting their team hospitality areas and any other on-site needs they might have during their event.

Before the coronavirus, you had some staff turnover. Where do things stand now, and how did you pivot to keep things afloat? We did have some staff cutbacks during COVID, like many other organizations, and during that time, it was an all-hands-on-deck situation. Everyone in our industry can say that we probably worked on some tasks that we never anticipated doing, but I didn’t mind. We will be hiring a new employee in the coming months, and I’m excited to have some help again, as business is starting to pick up.

What sports does the Gwinnett Sports Commission cater to? What are your “bread and butter” sports? Is this so due to facilities you own and operate? Or have you used natural resources to serve as facilities?

Both. Gwinnett County has always been strong in basketball and football- it all starts with our excellent youth programs, which continuously produce some of the top athletes in the country. Our indoor facility, the Suwanee Sports Academy, and our local parks have helped bring in a lot of basketball and football events over the years. The Gwinnett County Parks & Recreation Department has won many awards over the years. It has even been voted the #1 parks and recreation department in the nation by the National Parks Association, and we’re very fortunate to have them as partners.

Our organization operates an arena and convention center (the Gas South District), and they are wonderful facilities to utilize for a variety of sporting events. For amateur, collegiate, and professional events, the facilities have hosted gymnastics, cheer/dance, volleyball, arena football, taekwondo, hockey, judo, basketball, indoor lacrosse, etc.

In general, we cater to almost every sport because we have such a wide variety of facilities in Gwinnett County, which is very helpful to our organization’s mission. We also love to be diverse with the different types of groups we host because we know how diverse our population is within the county - we want there to be an event for everyone to enjoy here in Gwinnett.

Are there any new facilities on the horizon for the Gwinnett Sports Commission? Or expansion plans for existing facilities?

The Gas South Convention Center is currently expanding and will double in size to 100,000 sq. ft. of exhibit hall space in the fall of 2022. We are also in the process of building a Westin Hotel on the convention center/arena property, which we’re excited about. We know that the expansion will allow us to reach a new sector of clients that we couldn’t help before.

In what capacity are you and the Gwinnett Sports Commission focused on driving international business to your destination?

Gwinnett County is located 30 minutes north of downtown Atlanta and is easily accessible to Hartsfield-Jackson Atlanta International Airport. Being so close to the airport makes us an excellent destination for international events. Gwinnett County is also the most diverse county in the southeast, so we know that we have a lot of local support for any international event that we pursue.

Your efforts with Georgia Sports have been impressive. Tell us about that journey and the need for cooperative outreach during the pandemic and beyond.

All of us with Georgia Sports have close friendships, and I think I can speak for the group to say that we know there’s value in partnering to help Georgia collaboratively. We constantly share information, send leads and client contacts to each other, and work together well to promote sports in Georgia at client events. Georgia Sports is helpful for each local organization during standard times, but it was beneficial during the pandemic since there was so much uncertainty.

Leigh, your involvement with the PGA TOUR’s Mitsubishi Electric Classic shows natural leadership characteristics. Can you tell us more about your involvement?

The Gwinnett Sports Commission owns a PGA TOUR Champions event called the Mitsubishi Electric Classic, held each year at TPC Sugarloaf. We have staff working full-time on this event, but I also work very closely with the tournament. I am the Director of Player Services and can lead six committees each year before and during tournament week. It’s a lot of work to run those committees and oversee so many people/logistics, but I enjoy working on the event each year. Our relationship with TPC Sugarloaf has also allowed us to partner with them on other golf events, including a Gwinnett Sports Commission-owned college golf tournament which we will be hosting next fall.

Where would you most like to live?

As cheesy as this sounds, I hope to always live in metro Atlanta. I’m born and raised here, and I think Atlanta has a unique southern vibe that can never be replicated. The diversity, music, unique neighborhoods, nature, history, and soul make it a place hard to resist.

What is the most prized possession you have in your office?

Probably my Ham Porter Braves bobblehead. I have quite a collection of bobbleheads, but the Braves are my favorite professional team, and The Sandlot is my favorite movie so it’s the perfect item for me.

What do you enjoy doing outside of work?

I enjoy attending any live sporting event, traveling, and eating out at restaurants with friends/family (Is eating at restaurants a hobby? If not, I’m making it one!)

What is your favorite sporting event annually?

I love The Masters and the first weekend of college football.