Sports ETA hosts record-setting 4S Summit in Chattanooga, TN, Nov. 12-14

CHATTANOOGA (November 15, 2024) – Sports ETA successfully hosted its annual 4S Summit here this week from November 12-14 drawing nearly 250 members, an 80% growth in attendance from 2023, for a three-day event to share sports events and tourism trends: strategies, services, sales, and sponsorships.

The 4S Summit was hosted by Chattanooga Sports, and supported by a network of sponsors, including Fort Worth Sports Commission, Florida’s Sports Coast, Visit Myrtle Beach, Traveling Teams, Team Travel Source, Play Tennessee, Visit Annapolis, Winchester Area Sports Tourism, Panama City Beach Sports, Visit Knox Sports, Rico Solutions, Team IP, Springfield Sports Commission, and Florida Sports Foundation.

John David, President & CEO of Sports ETA, expressed his gratitude to Chattanooga for playing host to the largest-ever 4S & Rights Holder Summit, bringing together key players in the sports events and tourism industry. "We enjoyed three productive days of meetings and education in this great city to discuss best practices, new trends, and business opportunities. With 114 first-time attendees at our 4S Summit, making up 47% of total attendees, and 67 individuals joining their first-ever Sports ETA event, we're thrilled to see new faces embracing the opportunity to connect and grow in the sports tourism industry.”

The 4S Summit offered more than a dozen educational and networking opportunities over the three days including keynote addresses by Mark Ezell, Commissioner, Tennessee Department of Tourism Development, Jerry Caldwell, President & GM of Bristol Motor Speedway and Dragway, and John Prater, President of Praters Inc. Additionally, Chris McKee, President & COO of McKee Foods, who are known for their Little Debbie snacks shared insights into the company's sponsorship of the Little Debbie IRONMAN Chattanooga & the Sunbelt Bakery IRONMAN 70.3 Chattanooga.

Sports Tourism Strategists Convene

More than 60 members working toward earning their Sports Tourism Strategist designation or STS maintenance credits attended the course, “Presenting with Authenticity” by Chris Friday of Game On Nation. The session enhances participant’s delivery and presentation skills using the principles of gamification and improvisation. The STS designation provides regular leading-edge content for the sports events and tourism industry offering industry-leading certification programs. Congratulations to Caryn Bradshaw, Sports Salt Lake, Tommy Cassel, Lee County Sports Development, and Timothy Ray, Cobb Travel & Tourism/Cobb Sports Alliance on earning their STS designation upon completion of this course.

2025 Sports Legacy Fund Beneficiary Announced

The Center for Individuals with Physical Challenges, located in Tulsa, OK, has been selected as the 2025 Sports Legacy Beneficiary. Proceeds from the 2025 fundraising, led by members of Sports ETA, will support the organization’s mission. Tulsa will proudly host the 2025 Sports ETA Symposium from April 14-17.

Four Member Organizations Honored

At the 4S Summit, four members were recognized for their outstanding work in destination branding and marketing as well as event marketing campaigns. The honorees are:

2024 Destination Branding &Marketing Campaign of the Year – Population 500,000 and above: Maryland Sports Commission

The Maryland Sports Commission has strategically positioned itself as a leading force in sports tourism, utilizing a multi-faceted approach to increase exposure and economic impact. Through a dynamic blend of marketing, partnerships, and community engagement, the Commission consistently elevates Maryland as a premier destination for national and international sporting events. By prioritizing innovation and community-driven campaigns, the Maryland Sports Commission brings unparalleled visibility to its impact on the sports tourism industry, fostering both local pride and global recognition.

Key Objectives of the Branding & Marketing Campaign were:

• Increase visibility and recognition of Maryland’s sports venues and events

• Engage local, regional, and national audiences

• Highlight partnerships with local stakeholders(e.g., venues, teams, athletes)

2024 Destination Branding & Marketing Campaign of the Year – Population Under 500,000: Eugene, Cascades & Coast Sports Commission

Eugene, Oregon is known around the world as TrackTown USA. The city's history with track goes back more than 100 years. The Eugene, Cascades & Coast Sports Commission set out to reinvigorate the TrackTown legacy, unite local track and field stakeholders, and inspire the community to welcome the tens of thousands of visitors that would be coming for events this season.

Last fall, the Sports Commission brought over 30 track stakeholders together at the University of Oregon for a roundtable. Attendees included former athletes and individuals from USA Track & Field Oregon, University of Oregon Athletics, TrackTown Events, Oregon Track Club, Warsaw Sports Business Center, Bowerman Curve Collective, Endless Mileage Project and Eugene Marathon.

The roundtable members identified many long-term goals and the immediate need for an ambitious seasonal marketing campaign this year to use community branding and media to reinforce the TrackTown identity within the community and welcome visiting event rights holders, officials, athletes and fans attending events in an effort to:

• Position Eugene as the premier destination for elite track and field events

• Create alignment of scheduled events at HaywardField at the University of Oregon

• Help fill seats at events hosted at Hayward Field

2024 Event Marketing Campaign of the Year – Population 500,000 and above: Greater Columbus Sports Commission

The Greater Columbus Sports Commission (GCSC) in Ohio’s capital city has a mission to rally Columbus to compete and win sporting events, provide a singular athlete and fan experience and positively impact image, economy and lifestyle. Since 2002, GCSC has hosted more than 1,100 sporting events, generating an estimated $1.5 billion in direct visitor spending.

Hosting the U.S. Figure Skating (USFS) Championships was a long-time goal for GCSC. In late 2022, Columbus was named the host city for the Championships and began planning the integrated marketing communications campaign for the event’s debut in Columbus. The U.S. FigureSkating Championships determine the national champions across several skating disciplines and help determine which skaters represent the U.S. in international competitions like the Winter Olympics, World Championships and Four Continents Championships.

Since 1914, it has been held in 46 cities, most often in the Midwest and Northeast. Until this year, Columbus was the largest city in those regions that had yet to host the event. In January 2024 (Jan.22-28), Columbus hosted the Prevagen U.S. Figure Skating Championships at Nationwide Arena, in the heart of the Arena District neighborhood.

The marketing campaign's purpose was to promote the championships being held in Columbus and secure a high attendance for the event. There were two primary goals for the marketing campaign:

• To position Columbus as a premier destination for high-profile sporting events

• To showcase the city’s vibrant culture, making a lasting impression on athletes, fans and media audiences alike

2024 Event Marketing Campaign of the Year – Population Under 500,000:
Corpus Christi Sports Commission

The Coastal Bend Sports Hall of Fame & Awards Show was created to honor and recognize the best athletes, teams, and sports figures in the Coastal Bend region. Organized by the Corpus Christi Sports Commission, this inaugural event, held on June 6, 2024, was a landmark in celebrating the legacy and impact of sports on the community. The event brought together athletes, coaches, and sports enthusiasts to celebrate both the past year’s standout performers and local legends who have shaped the region’s athletic history. The campaign's core objective was to increase awareness of the newly formed Corpus Christi Sports Commission and establish the Coastal Bend Sports Hall of Fame & Awards Show as an annual tradition. The marketing campaign aimed to sell 500 tickets, generate significant digital engagement, and highlight Corpus Christi’s rich sports culture. The overarching goal was to unite the local sports ecosystem under a single, celebratory banner while strengthening community pride and encouraging future sports tourism.

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About Sports ETA

As the only trade association for the sports events and tourism industry, Sports ETA is the most trusted resource for sports commissions, destination marketing organizations (DMOs), and sports event owners. Sports ETA is committed to the success of more than 750 member organizations and 2,400 sports event professionals. We promise to deliver quality education, ample networking opportunities, and exceptional event management and marketing know-how to our members to protect the integrity of the sports events and tourism industry.  For more information, visit SportsETA.org.

Contact: Jackie Reau, Game Day
(513)708-5822 | jreau@gamedaypr.com