WHY COLLEGE TOWNS AND MID-SIZED MARKETS WIN IN SPORTS TOURISM

Participant crossing the finish line in IRONMAN® event

State College, Pa. - Sporting events have benefits for the entire community outside of just athletes and fans who participate and watch these events. Everyone sees a positive outcome, from businesses to long-term residents. Research from Evan Guido says that fans increase economic prosperity through dining experiences and merchandise sales surrounding sporting events. 

Instant atmosphere and local identity 

College towns have deep rooted sports culture that pair well with the Division I facilities in those towns. Within the Happy Valley region, venues such as Beaver Stadium and the Bryce Jordan Center have iconic status. Sports Destination Management also suggests that having a variety of sports venues to host events can be extremely beneficial to the region. In Happy Valley, additional campus facilities have national recognition that can also be home to different sports events throughout the year. 

Additionally, Happy Valley has active fans that remain invested. The HVSEA saw major success in the first year of the Hoppy Valley Brewers Fest due to the recognition of Beaver Stadium. Additionally, wrestling events thrive on campus due to the fact that they are held in the same venues where athletes have won national titles. Events plug into existing traditions, drawing similar energy and pride, all of which contribute to the success of these events. 

Attendees at the Hoppy Valley Brewers Fest in Beaver Stadium

Events that are held in places of recognition and tradition impact the atmosphere greatly. Everyone involved, from athletes to spectators, is able to feel the difference. The events feel bigger and more meaningful because it is being held somewhere that lives and breathes sports and tradition. 

Because of that deep rooted sports culture, sports also serve as a major piece to the identity of college towns, rather than as add-ons. Sports events align naturally with the destination branding and the values of the community and its members. On top of that, sports events are able to add to the overall visitor experience, giving them activities and a look into the sports culture of these regions. Because of this, events feel authentic rather than forced, and that authenticity is important to everyone involved in these events, from athletes and fans to event owners. 

Easier logistics 

Mid-sized markets strike a rare balance between the ease of a small town with just enough density for the area to feel lively. In State College, downtown, campus, hotels, and dining are all minutes apart. Anyone who visits can choose whether they want to stay in the heart of town or just outside the action, but still close enough that commutes aren’t long. Because of the nature of college towns, there is typically less congestion than big cities, meaning there are fewer traffic delays which allows for simpler planning and less stress. 

Because of these factors, people can spend less time navigating the stress that comes with planning, and more time enjoying the actual event, making the simplicity a competitive advantage for mid-size markets like Happy Valley. 

Community buy-in and repeat events 

Sports events do not exist as background noise in mid-sized markets, rather they serve as community moments. Through volunteers, local businesses, visitors, and residents, sports events provide an opportunity for everyone within the community to get involved to some degree. This builds a sense of community within a given region, making visitors to the region feel truly welcome. Because of that very sense of welcome, visitors feel more inclined to return for future events. 

Research from Richland Chamber suggests that sports tourism is able to bring in more jobs as well. Sporting events create specific roles that need to be filled, allowing for further economic prosperity that benefits everyone within the community.  

Participant in the Keystone State Wrestling Championship

Because of the nature of mid-sized markets, destinations within these regions become long-term homes for certain sports events, such as tournaments and championships. Many times, this occurs because these locations are easy to work with. The communication is direct and collaborative, and the destination can consistently deliver what it promises. Some events from the HVSEA that repeat consist of the Keystone State Wrestling Championship and the Pennsylvania Middle School State Basketball Championships, which draw consistent visitors to Happy Valley each year. 

Repeat events create long-term economic impact and see sustainable growth year and year due to the consistency of the events. Further, the repeated nature of these events allows for the development of strong relationships with rights holders and event organizers. 

The college-town atmosphere of Happy Valley offers numerous opportunities to develop sports tourism and benefit everyone in the community. 

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