Endurance sports events – like triathlons, marathons, and cycling races – are powerful drivers of tourism, community wellness, and destination branding. When aligned with local priorities, they generate significant economic returns, strengthen civic pride, and leave lasting legacies.
This white paper outlines a framework to help communities and organizers unlock their full potential.
Key Takeaways:
Endurance events are complex, two-way education, shared language and strategic planning between event producers, host destinations and facilities is vital for event success.
Alignment of short- and long-term goals should be part of agreement negotiations. (profit vs. public good, short-term tourism vs. long-term community value)
Key Elements (ex. event planning, data collection, community communication) must stay deliberate and collaborative annually. Information silos, gaps in data and a lack of fresh and ongoing storytelling weaken the case for continu...
Welcome to the October 2025 edition of the Sports ETA Facility Showcase! This month, we are featuring the Western Sports Park in Davis County, Utah. This is an expanded facility north of Salt Lake City that increases the sports facilities landscape of the region and the State. Keep reading to the end for the “Key Difference Maker” as this insight can add perspective to your own facility.
The Western Sports Park, One “Seamless” Investment to the “Amusement Capital”
Davis County is home to a rich history, diverse activities and unique scenery. It might be the smallest county in landmass in the state, but they are the third most populated county in Utah. Located approximately 20 minutes north of Salt Lake City, they proudly proclaim that they are the “Amusement Capital” of the state for their offering of adventures and opportunities not offered elsewhere in the state. The team at Discover Davis...
CINCINNATI, OH (October 14, 2025) — The Sports Events & Tourism Association (Sports ETA), the leading association for the sports events and tourism industry, announced today the addition of Jordan Dillon and Raelyn Dessart to its Membership & Engagement team. Together, they will support Sports ETA’s mission to unite and elevate the organizations and professionals driving the sports events and tourism economy across the nation.
“I’m excited to welcome Raelyn and Jordan to our team,” said Michelle Wessels, Senior Director of Membership & Engagement at Sports ETA. “They both bring incredible passion and fresh perspectives that will help us strengthen relationships, grow our membership, and continue driving engagement and participation across our events.”
Jordan Dillon, Associate Director of Membership & Engagement, Rights Holders
Jordan Dillon brings more than 15 years of exper...
CINCINNATI (For Immediate Release) – The Sports Events and Tourism Association (Sports ETA), the trade association for the sports events and tourism industry, announced today a new corporate partnership with Tanger®, a leading owner and operator of open-air outlet and lifestyle shopping destinations.
Through this partnership, Tanger will serve as the presenting sponsor of Sports ETA’s Student Enrichment Program, a philanthropic initiative designed to support the next generation of sports tourism professionals through education and networking opportunities. The collaboration will introduce Tanger’s brand to Sports ETA’s broad industry network and provide opportunities for engagement across the sports events and tourism industry.
“This partnership with Tanger demonstrates our commitment to connecting national brands with the sports tourism industry in meaningful ways,” said John David, President & CEO of Sports ETA. “Together, we wi...
ANNAPOLIS, MD (September 25, 2025) – Sports events and tourism professionals — including nearly 90 first-time participants and 50 first-time Sports ETA event attendees converged in Annapolis this week for the 2025 Sports ETA 4S & Rights Holder Summit, held September 23–25 for three powerhouse days focused on Strategies, Services, Sales, and Sponsorships in sports events and tourism. Attendees gained cutting-edge insights from icons of sports business and military leadership, forged valuable partnerships, and explored the future of sports tourism together.
Attendees were treated to a rare, behind-the-scenes conversation with baseball legend Cal Ripken, Jr. — Hall of Fame shortstop and member of the Baltimore Orioles ownership group. Ripken headlined a powerhouse keynote lineup that also featured MLB Network’s Melanie Newman, Brave Enterprises founder Crista Samaras, and Baltimore Ravens Director of Player Engagement Jameel McClain. Together, these le...
Welcome to the September 2025 edition of the Sports ETA Facility Showcase! This month, we are featuring The Monument in Rapid City, South Dakota. Keep reading to the end for the “Key Difference Maker” as this insight can add perspective to your own facility.
Why is The Monument Important to Rapid City
According to our partners, the Rapid City Sports Commission in Rapid City, The Monument is the centerpiece of live sports and entertainment in western South Dakota. It serves as a hub for community connection, regional tourism, and local traditions. From Rapid City Rush hockey and high school tournaments to national touring acts, The Monument provides the stage where memories are created and shared.
The Monument contributes tens of millions of dollars annually to Rapid City’s economy. Visitors attending games, concerts, and tournaments generate hotel stays, restaurant business, and retail activity that ripple across the region. The most recent ...
Sports ETA is excited to announce we are officially accepting proposals to host the largest and most influential gathering in sports events & tourism, our annual Symposium in 2029, 2030, and 2031. We want your destination to be part of our future.
The Sports ETA Symposium unites 1,000+ industry leaders, destinations, industry partners, and rights holders. By hosting Symposium, your destination becomes the backdrop for the most powerful familiarization tour in sports tourism. For an entire week, 250+ rights holders, including both international and domestic rights holders, will experience firsthand what makes your destination exceptional.
Hosting the Symposium offers unmatched benefits:
Global platform with unparalleled exposure to 250+ rights holders from across the U.S. and abroad.
Economic impact from 1,000+ attendees providing you the opportunity to showcase your destination to top sports tourism professionals
...
CINCINNATI (For Immediate Release) – The Sports Events & Tourism Association (Sports ETA), the trade association for the sports events and tourism industry, is pleased to announce a new partnership with RCX Sports, a leader in youth sports experiences and events.
Under the partnership, RCX Sports will be present at several upcoming 2025-2026 Sports ETA events.Together, the two organizations will work to expand opportunities for youth sports, support community engagement, and continue strengthening the connection between event operators and destinations.
As the official youth sports operator for the NFL, NBA, WNBA, NHL, MLS, MLB, and USTA, RCX is the only multi-sport organization trusted by pro leagues and governing bodies to represent them. RCX Sports delivers officially licensed uniforms, comprehensive resources, and full support, empowering league operators to create the best youth sports experiences in their communities.
“We are excited to partner with ...
Welcome to the August 2025 edition of the Sports ETA Facility Showcase! This month, the spotlight is on the First Interstate SportsPlex in Valley, Nebraska. Keep reading to the end for the “Key Difference Maker” as this insight can add perspective to your own facility.
First Interstate Sports Complex – A Complex for All
In the sports world, we often associate Omaha, Nebraska with the College World Baseball Championship. Don’t get me wrong, Omaha has a rich history of hosting many sporting events from regional championship to Olympic Trials, as well as baseball. Located minutes west of Omaha, lies a sports complex that prides itself as a “sports for all” and their “no kids turned away” mantra. It is owned and managed by the Elkhorn Athletic Association (EEA).
As Omaha's largest non-profit youth sports organization, they served over 8,300 kids across 10 sports in 2024 and their participants a...
CINCINNATI, OH — (August 14, 2025) — The Sports Events & Tourism Association (Sports ETA), the only trade association for the sports events and tourism industry, is proud to announce the promotion of two key team members whose leadership has been instrumental in driving the association’s unprecedented growth over the past two years.
Michelle Wessels has been promoted to Senior Director of Membership & Engagement, and Meagan Grau has been promoted to Senior Director of Marketing & Communications.
Their exceptional efforts have helped Sports ETA achieve over 20% membership growth, a 10% boost in retention, double-digit increases in attendance across all events, and twofold rise in social media followers and engagement.
“These promotions recognize not only Michelle and Meagan’s exceptional contributions but also their ability to elevate the entire organization,” said John David, President & CEO of Sports ETA. “Their d...