The Athens Convention and Visitors Bureau (CVB) held its first sports tourism meeting with Due North Sports Partners, Randy DuTeau, vice president of strategy and development. The meeting also included local sports and recreation stakeholders, to discuss the value of sports tourism in the community on Thursday, March 28 at Terrapin Brewery.

The Athens CVB partnered with Due North Sports for a community analysis, an examination of the strengths and challenges Athens has in bringing sport-related events to the area. This research included reports, documents, popular venues and stakeholder feedback.

DuTeau was accompanied by Athens CVB sales manager, Jay Boling on a site inspection of 16 venues that are considered suitable spots for sport-related events in July 2018. DuTeau met with and interviewed 14 stakeholders and later conducted phone interviews with three stakeholders. Stakeholders included representatives of the University of Georgia Athletic Association, Athens-Clarke County Leisure Services, and The Classic Center.

“Athens is enriched with a strong cycling culture, access to high-level Division I athletics, and thriving arts and music scene. With an estimated economic impact of $11.4 billion in the United States, sports tourism is a viable pathway for generating visitor spending and promoting a destination’s local attractions and outlying districts,” said Boling. “The unique reputation of Athens as an eclectic college town with quality venues and a growing multi-use trail system has only strengthened our value proposition to sport and recreation planners.”

Athens is uniquely situated as an iconic sports town. The University of Georgia’s national sports reputation draws not only NCAA tournaments, but also interest from sports planners of all types. Sports tourism in Athens has resulted in an economic impact of $4.7 million dollars from more than 50 events booked by the CVB during the 2018 fiscal year.

The Due North Sports Partners report concluded that Athens is a well-established destination for sports tourism, with more than 20 venues and facilities as well as local partnership opportunities. The report outlines recommendations for growing sports tourism as part of Athens’ economic development strategy. Recommendations include the creation of a sports advisory committee, development of a marketing and communications strategy around the Athens sports brand and targeting specific sport events to bring to Athens.

“Athens is well-equipped to provide excellent service, to sport-related events as well as an enjoyable experience overall,” said DuTeau, “not only because of the college and Athens-Clarke County Leisure Services, but also because of the restaurants and businesses that make up the town.”

Sports tourism will bring additional visitor spending; providing an increase in restaurant visits, retail purchases, hotel stays and an increase in expenses for local attractions and recreation.

The Athens CVB plans to create a sports advisory committee to assist in identifying and pursuing new sports event business that would be a good fit for Athens.