Small towns across the country are discovering a powerful strategy to stimulate economic growth and community revitalization: investing in youth sports facilities and embracing sports tourism. By transforming local venues into destinations for tournaments, leagues, and events, these towns are bringing in new visitors and sparking broader economic development and a renewed sense of community pride.
The Economic Power of Sports Tourism
Sports tourism-traveling to participate in or watch sporting events-has become a multibillion-dollar industry. In 2024 alone, the sports tourism sector generated a direct spending impact of $52.2 billion (according to SportsETA), with youth sports projected to reach $77.5 billion globally by 2026. Even a modest share of this market can translate into significant benefits for small towns.
When families travel for youth sports tournaments, they spend money on local hotels, restaurants, gas stations, and shops. On average, families spend $700 to $1,000 a month on youth sports, much of which flows directly into the host community. This influx of visitors can be a lifeline for local businesses—especially in towns where other industries have declined or disappeared.
Ready to make an impact in your community?
Job Creation and Community Development
Building and operating sports facilities creates jobs for local residents, from construction and maintenance to coaching and event management. Community centers and sports complexes often require large staffs, providing stable employment opportunities. For example, the Hoover Met complex has a staff of 18 full-time employees and 170 part-time workers. The ripple effect extends further: new businesses such as sports bars, fan shops, and fitness centers may open to serve the growing crowds and capitalize on the local sports culture.
Moreover, well-maintained sports venues and vibrant community engagement make small towns more attractive to families and businesses, boosting property values and diversifying the local economy.
Real-World Examples from the SF Network
Rocky Mount, NC: Downtown Revitalization and New Business Growth
Since the opening of the Rocky Mount Event Center (RMEC) in 2018, downtown Rocky Mount has undergone a remarkable transformation. The RMEC’s ability to attract thousands of visitors for tournaments, concerts, and conferences has directly boosted hotel occupancy rates and driven consistent business to local restaurants and shops-even during traditional off-seasons.
Key Developments:
- Five Points Crossing: A new mixed-use development near the event center, offering downtown living options and aiming to attract a growing workforce to reside in the city’s core.
- New Restaurants and Retail: The influx of visitors has spurred the opening of new dining options like Kafe Louverture and other small businesses, drawn by the city’s supportive business environment and increased foot traffic.
- Redevelopment of Historic Sites: The announcement and opening of the RMEC led to the purchase and redevelopment of once-shuttered buildings, including the revitalization of the Rocky Mount Mills area into a mixed-use destination.
- Hotel and Hospitality Growth: Increased demand from event attendees has led to a surge in new hotel developments and upgrades to existing accommodations.
City leaders note that tourism dollars are up 11-12% compared to pre-event center years, and the consistent influx of visitors is helping to reshape Rocky Mount’s downtown into a vibrant, “all-in-one” community.
Elizabethtown, KY: Explosive Growth in Hospitality and Entertainment
Elizabethtown Sports Park has been a catalyst for dramatic development since its opening over a decade ago. The park attracts around 160,000 visitors annually and has generated $150 million in direct economic impact for the city.
Key Developments:
- Hotels: Multiple new hotels have opened to accommodate the surge in visitors, making Elizabethtown a true sports tourism hub.
- Restaurants and Entertainment: The area around the park has seen the addition of new restaurants, a trampoline park, a movie theater, a mini golf course, and a waterpark, all catering to families and event attendees.
- Strategic Partnerships: The recent partnership with Ripken Baseball to create The Ripken Experience™ Elizabethtown is expected to further increase tourism and stimulate even more development.
Local leaders highlight that the growth has exceeded expectations, with new amenities and businesses emerging faster than anticipated, directly tied to the park’s success in attracting high-quality events and visitors.
Albertville, AL: Hotels, Restaurants, and Regional Impact
Sand Mountain Park & Amphitheater, opened in 2021, has quickly become a regional destination, hosting over 100 large-scale events and concerts annually and generating more than $20 million each year in economic impact.
Key Developments:
- New Hotels: Three new hotels have broken ground since the park opened, with two (Fairfield Inn and Suites, Hampton Inn Albertville) already open and a third (Home 2 Suites by Hilton) set to open soon.
- Restaurants and Retail: The park’s success has attracted several new restaurant brands and retail projects to Albertville, meeting the needs of both residents and visitors.
- Entertainment Venues: A new movie theater has opened, adding to the area’s family-friendly amenities.
- Broader Regional Benefits: The park has positioned Albertville as a gateway to North Alabama’s outdoor attractions, encouraging longer stays and increased spending throughout the region.
Local officials credit the park with making these developments possible, stating that many of the new hotels and restaurants would not have come to Albertville without the draw of Sand Mountain Park.
Keys to Success: How Small Towns Can Replicate This Growth
- Strategic Facility Design: Invest in multipurpose venues that can host a variety of sporting and non-sporting events. Flexible, age-appropriate spaces maximize usage and appeal to a wider range of visitors. For example, Sand Mountain hosts both elite athletic events and national musical acts in its amphitheater as well as community events throughout the complex.
- Community Collaboration: Engage local stakeholders—government, schools, businesses, and residents—to ensure the facility meets community needs and has broad support.
- Marketing and Event Recruitment: Proactively attract tournaments and events by promoting the town’s unique assets, hospitality, and amenities. Partner with regional and national sports organizations to secure recurring events. The Hoover Met Complex has elevated the profile of the Birmingham suburb through collaborations with event partners such as the Southeastern Conference, Adidas, and Perfect Game.
- Supporting Infrastructure: Ensure there are enough hotels, restaurants, and entertainment options to accommodate visitors. Improvements in transportation and signage can further enhance the visitor experience.
- Sustainable Operations: Prioritize safety, accessibility, and long-term maintenance to keep the facility attractive and functional for years to come.
Small towns don’t need to be large metropolitan areas to benefit from the booming sports tourism industry. By strategically investing in youth sports facilities and creating welcoming environments for athletes and their families, towns can drive economic growth, create jobs, and revitalize their communities. The success stories from our network demonstrate that with vision and collaboration, any town can become a destination for sports and prosperity.
