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Get ready for an exciting edition of the September 2024 Sports ETA Facility Showcase! This month, we’re shining the spotlight on one of the most groundbreaking facilities in the sports events and tourism industry: Arizona Athletic Grounds (AAG). As one of the largest sports and entertainment complex in North America, AAG is not just a venue—it’s a game-changer for sports tourism. Dive into this showcase and discover how AAG is driving both community engagement and economic growth. Plus, don’t miss our "Key Difference Maker" and a thought-provoking question to help you level up your own operations. Let’s get started!
Mesa, arizona: A Premier Sports Destination, Powered by Partnership
Mesa has earned a reputation as one of the nation’s most desirable destinations for hosting a wide range of sporting events—whether amateur, youth, collegiate, or professional. The city has hosted premier tournaments for the NCAA, NJCAA, USA Swimming, and many more. With over 300 days of sunshine, top-tier playing conditions, and cutting-edge facilities, Mesa is a well-rounded and highly sought-after sports destination in the Southwest.
But the success of sports in Mesa is not achieved by facilities alone—strong partnerships, particularly led by our friends at Visit Mesa, have been integral to this achievement. Visit Mesa plays a pivotal role in elevating AAG and the city as a whole by attracting large-scale sporting events and driving tourism. Through strategic marketing, sponsorships, and their in-depth understanding of the sports tourism market, Visit Mesa helps to secure year-round event bookings, filling hotel rooms and generating millions in economic impact.
Arizona Athletic Grounds: A World-Class facility
AAG offers ideal conditions for outdoor and indoor sporting events year round. Its proximity to Phoenix provides seamless access for event organizers, participants, and spectators, thanks to two major airports (Phoenix Sky Harbor and Mesa Gateway) and over 65,000 hotel rooms across the metropolitan area. Visitors can also take advantage of a variety of nearby attractions, dining, and entertainment to enhance their stay.
Completed in 2022, AAG’s 280-acre campus features an extraordinary range of facilities:
The venue’s three expansive fieldhouses total 487,000 square feet, offering unmatched space for large-scale events. On-site amenities include diverse food & beverage options—from catering services to a vibrant food court and nine food trucks. State-of-the-art internal messaging and advertising, supported by 60 videoboards and 175+ TVs, will engage with the anticipated 2 million visitors in 2024.
The Visit Mesa & AAG Partnership: A Model for Success
What truly sets AAG apart is the synergistic partnership between the facility and Visit Mesa. This collaboration is the driving force behind attracting high-profile events and positioning Mesa as a leading destination in sports tourism. Visit Mesa actively markets AAG as the premier venue in the region, aligning the facility with local hotels, transportation options, and nearby entertainment venues. Their robust support system, which includes everything from event promotion to logistical coordination, has been a key factor in AAG’s rapid growth and success.
This partnership has led to AAG hosting a wide variety of elite events, including the Costa Rican national soccer team, the Olympic Development Program, the National Wheelchair Basketball League, and U.S. Youth Soccer. AAG has also secured the USA Pickleball Nationals in November, a major milestone that reinforces its reputation as a premier venue!
Visit Mesa’s efforts have significantly boosted economic activity, helping AAG generate an annual economic impact of $17M to $27M. Through a shared vision of making Mesa a top sports destination, Visit Mesa and AAG continue to attract national and international events, increasing tourism through sports and benefiting their local economy.
Expanding the Vision
Leading the way at AAG is President Meg Stevens, whose vision is taking the facility to new heights. Stevens is working to bring on partners to add a sit-down restaurant, a sports performance facility, fitness center, recovery clinic, and medical or physical therapy offices—further enhancing the visitor experience. “Arizona Athletic Grounds is already hosting elite teams and athletes from around the globe. The possibilities for this nearly three-year-old facility are endless" Stevens said. With the support of Visit Mesa, the future of AAG is brighter than ever..
Events & Economic Impact
AAG’s partnership with Visit Mesa has helped attract a diverse range of events. From Athletes Unlimited Volleyball to Park University athletics, and even local youth soccer club Arsenal, AAG is home to a wide range of activities. Its events list includes partnerships with brands like Nike, Under Armour, and New Balance. Since coming under new institutional ownership this year, AAG has booked over 400 events, generating millions in revenue for the local economy.
Key Difference Maker: The limitless vision for AAG, paired with the robust support of Visit Mesa, has created a winning combination. This partnership has allowed AAG to secure top-tier events and further establish Mesa as a destination for sports tourism at the state, regional, and national levels.
Parting Thoughts
In today’s sports event & tourism industry, strong partnerships between sports commissions, destination marketing organizations (DMOs), and key facilities are essential for success. The collaboration between Visit Mesa and AAG showcases how these relationships can drive event bookings, grow tourism, and generate significant economic impact. If you have a great facility, pair it with a great leader and a strong DMO partnership to bring the vision to life.
Reflect on this: What is your relationship with your Sports Commission or DMO, and are you all working together to elevate sports in your area?
A special shoutout to Becky Nemmers of Arizona Athletic Grounds and Lance Fite of Visit Mesa providing in-depth information about Arizona Athletic Grounds. Thank you for sharing your “Limitless” attitude.
Want to showcase a facility in your destination?
Contact: Vince Trinidad at Vince@SportsETA.org
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