Specialized Markets: Sports and Sporting-Related Activities
FredWise is the director of sales for the Roland E.Powell Convention Center and also director of marketing for the Ocean City, Maryland Convention andVisitors Bureau.
Ocean City has long played host to a variety of meetings,conventions and trade shows. These include corporations, associations,and SMERF groups,but one of the biggest markets he has seen in his region is the sports and sports-related industry.
"Sports related activities provide a huge economic impact in our area," saysWise. "The majority of any sporting activities conducted in Ocean City require travel and hotel-restaurant activity. We have 10,000 hotel rooms,but very little unde- veloped dirt. So we are partnering with our neighbors to use our local facilities as well as theirs to offer more options so we might generate more hotel stays and CVB member income opportunities."
Wise notes that golf is the most visible sport in Ocean City,Maryland. Groups and individuals alike come from far and wide to enjoy golf in this resort area. Other sports that also are popular here include softball,basketball, flag football, street hockey and annual tennis tourna- ments. "We also host worldwide fishing tournaments (White Marlin Open,Tuna Tournament,and an annual shark tourna- ment) that pay big bucks and draw thou- sands of visitors and anglers," he adds.
These groups can vary greatly in size,but Wise notes that smaller groups might include around 70 people while some of the bigger functions might boast 800 par- ticipants plus members of their family and friends who also attend. TheWhite Marlin Open is a very big tournament in the area and draws upward of 5,000 attendees and guests each year. Most of these sports-related functions tend to last
about three days on average,observes Wise,but some can last a week or so. Over the years, Wise has observed this market segment changing in several ways. "We have transitioned from adult tournaments to youth activities," he con- tinues. "Youth and teen teams travel in larger groups and as family units. They spend more money and patronize a much wider variety of establishments, and use a far greater array of facilities."
"Our single largest non-convention activi- ty at the Roland E.Powell Convention Center is the National ‘Reach the Beach’ cheerleading competition," whichWise says draws about 25,000 attendees. "Golf and many other sports help Ocean City year round, too."
David M. Jackson,CMP, is vice president of sales for the Pocono Mountains Convention andVisitors Bureau. As is the case in Ocean City, sports is important to the Pocono Mountains Region,especially as it relates to the hospitality community.
"Our outdoor adventure sports draw 40,000 to 50,000 athletes per year between the months of April and November," observes Jackson. "Golf in the warmer months and skiing in the winter stand on their own. Plus our three races at the Pocono Raceway (Pocono 400,PA 400 and IndyCar 400) combine for over 250,000 spectators between June, July and August."
In addition, Jackson notes, the Pocono Mountains Region plays host to a num- ber of marathons,1/2-marathons, triathlons and 5K runs,plus the area wel- comes adventure sports enthusiasts and those who enjoy hiking,biking and whitewater rafting.
"Skiing, snowtubing,golf, hunting and fishing are staples that we count on year after year," notes Jackson. "We also host a
number of baseball, softball,basketball and soccer tournaments each spring and summer, plus those two NASCAR races and the IndyCar race." Tournaments here typically attract between 500 and 700 athletes and family members on average. "Our outdoor adventure races attract between 500 and 20,000 athletes and their families and friends. Motor sports in the Pocono Mountains attract 90,000 to 100,000 fans," Jackson adds.
Most of the tournaments in the region begin on Thursday and end on Sunday, while outdoor adventure sports usually start on Friday with registration and an expo,while the actual event takes place during the weekend. Notes Jackson, "We are involved in 12 to 15 local tourna- ments and 24 outdoor adventure races and mud runs per year."
Also noteworthy is that the sports market is the only market that was largely unaf- fected by the economic downturn of recent years. "At worst, it merely flatlined; it never dipped," says Jackson. "As long as people seek the great outdoors and health and wellness for themselves and their families, sports travel will continue to grow and prosper."
The continued growth and prosperity of this market explains why it has become such an important sector to so many des- tinations and properties throughout the region.
Cultivating the sports and sports-related market has proven to be a valuable source of consistent revenue for destina- tions such as these.
Sports hold appeal across virtually all demographics,which makes this particu- lar market one that has become both highly sought after and extremely rewarding.
Mid-Atlantic EVENTS Magazine 35
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84