Have you ever attended a youth sports event where the hotel was top-notch, and families had lots of fun things to do after the games? And you said to yourself, "Yeah, this group really gets us!"
It's not a coincidence. Chances are the event relied on deep destination connections to provide what you want.
This is where sports commissions and Convention & Visitors Bureaus (CVBs) come into play. It's all about the relationships organizers and travel planners build with destinations to give customers experiences they'll enjoy and remember.
Have you considered using destination partnerships to make your youth sports events stand out?
In this article, we'll highlight the benefits of deepening your connections with sports commissions to get the most out of your housing program. You’ll also get a few inspiring examples and find out how to build lasting partnerships of your own.
What Is a Sports Commission?
A sports commission is an organization dedicated to bringing sporting events to a community and generating economic impact through sports tourism. These organizations typically operate as independent non-profits or as part of a CVB or government agency.
Sports commissions and CVBs play a vital role in driving event success:
- Suggest facilities and financial assistance programs
- Garner support from area hotels and businesses
- Share destination insights on the best timing for events
- Connect organizers with trusted local experts, vendors, and volunteers
- Solve problems creatively
- Enrich events with unique local experiences
Examples of Destination Partnerships
A great destination partnership elevates your events and makes athletes and families eager to return. Here are three stellar examples.
#1. Atlantic City Sports Commission: Adding Value
Challenge: When Atlantic City set out to fill rooms during the slow season, the destination focused on the booming youth sports market.
Solution: The Atlantic City Sports Commission promotes family-friendly amenities like the Showboat Hotel & Resort. This property features a massive indoor/outdoor waterpark and giant arcade with go-cart racing, bowling, and hundreds of games.
Results: Showboat consistently sells out during youth sports events. Families love staying there. Many other nearby area hotels are also known for their exciting, kid-friendly amenities. The sports commission says attracting families year-round was a game changer. Giving families added value is a win for organizers, teams, and destinations.
#2: Decatur Morgan County Tourism:
Providing a Taste of the Local Culture
Challenge: When COVID-19 threatened to diminish the 2021 National Association of Intercollegiate Athletics (NAIA) Men's Soccer Championships experience, Decatur Morgan County Tourism faced a triple challenge: COVID shutdowns, teams' limited budgets, and athletes' unfamiliarity with the destination.
Solution: The CVB relied on Southern hospitality to provide a warm welcome. First, they matched community leaders as Honorary Coaches who hosted athletes for meals in their homes. Then, the CVB secured special evening access to a community pool for post-game recovery. Finally, barbecue is huge in Decatur. So, instead of the traditional banquet, the CVB staff delivered BBQ feasts from a local hotspot to teams at their hotels.
Results: The CVB’s personalized approach achieved its goals. Teams were honored with joy and celebration, and community engagement soared. When the Championships returned to Decatur the following year, the CVB had a long waiting list of volunteer Honorary Coaches.
#3. Valley Forge Sports: Finding Creative Solutions
Challenge: Valley Forge Sports hosts three national flag football tournaments annually with the same rights holder.
Last year, planning hit a roadblock. The biggest tournament was scheduled to take place on Villanova University's Graduation Weekend. Hotels wondered why they should partner with this event on a compressed weekend.
Solution: The sports commission suggested making the three tournaments a package deal. To win contracts for the events on lucrative off-peak weekends, the hotels needed to provide rooms during Graduation Weekend as well.
Result: The hotels agreed, and the events moved forward. The collaboration helped everyone come out ahead.
How to Build Successful Destination Partnerships
Now that you've seen examples of how sports commissions and CVBs enrich events, how can you build strong partnerships of your own?
Here are the top tips we've gleaned from 20 years of working with sports commissions and CVBs across the U.S.
1. Make Destinations Your First Point of Contact
Sports commissions and CVBs provide market intelligence on the best dates when venues are available, and nearby hotels offer better rates. Working closely with your sports commission gives you valuable insights to provide the best value and customer experience.
Be flexible and open to suggestions. One best practice is to offer multiple dates for your program. Let's say you're planning your youth sports event in Omaha on the same dates as the College World Series. Chances are the hotels will wait for companies that are willing to pay higher rates.
Offering several sets of dates can go a long way toward
finding availability and favorable rates.
2. Show Economic Impact
Many sports commissions and CVBs offer grants and cash sponsorships. But before committing resources, they want proof of your ability to deliver economic impact.
To this end, hotel room nights play a key role. They show the value of the business you're bringing to the destination, upping your chances of gaining support.
Your best bet is to get room pick-up reports after every event. Hotels submit this information through your event housing management software, making economic impact easy to show.
What if you don't use housing technology?
Work with the CVB or sports commission from the start. They have relationships with area hotels and can get pick-up reports if you ask them.
If you're planning a first-time event, think about other youth sports events you've run of similar size and scope. Share those pick-up reports to show your ability to deliver a strong return on investment.
3. Reduce Risk
One often-overlooked benefit of partnering with sports commissions is their skill in resolving challenges creatively or, better yet, avoiding them altogether.
Sports commissions educate organizers and rights holders about the destination upfront to anticipate issues and create workarounds.
Transparency is key. Address problems openly with destination partners. Sports commissions and CVBs have a vested interest in your event’s success. Their goal is to host events that return every year because people had a great time, and every detail went smoothly.
Many destinations subsidize site visits to deliver the best outcomes. This way, you can assess factors that might not be apparent in your online research. How long does it really take to get from the hotel to the venue? Could rush hour be a problem for early morning games?
As every organizer knows, things can change on a dime. Sometimes a lightning storm erupts seemingly out of nowhere. Or an irrigation pipe bursts and floods a field.
Having a Plan B is essential. Set clear protocols for handling cancellations and managing the unexpected. Also, take advantage of the latest youth sports management software to update schedules in minutes (not hours).
4. Give 'em a Taste of the Local Culture
Many families want to see action beyond the courts and fields. They're looking for memorable destination experiences that turn events into "playcations" - fun getaways centered on sports events.
Every city has unique amenities. Sports commissions help you find them by sharing insider knowledge about offerings organizers often don't know exist. Maybe there's a fantastic waterpark, homemade ice cream shop, BBQ hotspot, or a campground for attendees who like to travel in RVs.
Trust your sports commission and discover hidden gems that
enhance visitor experiences and set your event apart.
Many destinations collaborate with local businesses on special value-adding programs. For instance, create welcome gifts for teams at hotel check-in with goodies like discounts at local stores, restaurants, and attractions.
Leverage destination marketing materials, such as "Know Before You Go" materials, destination maps, and guides. You'll boost participation and help families make the most of their visit.
Ask the destination for local media contacts to arrange coverage of your championship. And use their databases for volunteers to provide on-the-ground support on the day of your event.
Conclusion
In short, destination partnerships enhance events in so many ways:
- Secure facilities, grants, and cash sponsorships
- Garner support for from area hotels and businesses
- Gain insights on the best dates for attractive hotel rates
- Prove economic impact
- Add value with fun, exciting family activities when games are done
Want to learn more about driving successful youth sports events through destination partnerships?
Read the new special report we produced in partnership with Sports ETA, “It Takes a Village: Your Playbook for Sports Event Housing Success.”
By reading this report, you’ll discover innovative ways to:
- Create new revenue streams
- Reduce costs and score better rates
- Show economic impact using simple tools
- Leverage destinations to rocket attendee satisfaction
