Being in a college town means that the weekends are often busy with the typical come-and-go of families and fans heading into town to visit Penn State. But for two weekends of every school year, the demand disappears: spring break. This is known as a need period, where a once consistent sense of demand goes away. But the Happy Valley Sports & Entertainment Alliance takes advantage of these open weekends and has collaborated with two large events that keep hotels consistently filled during this need period, the Pennsylvania Middle School State Basketball Championships and Keystone State Wrestling Championships.

CENTRE COUNTY, Pa (WJAC) — In Centre County, various economic studies are showing that local tourism has already generated more than a billion dollars a year for the county’s economy, and new developments this year are expected to increase that figure.

One of those developments in tourism growth is a longtime fall fixture as Beaver Stadium has now become a multi-use facility.

Despite the cold weather last month, more than 80 thousand were on hand for Penn State’s first outdoor hockey game.

Happy Valley is set to enter the national spotlight with a new partnership.

The Happy Valley Adventure Bureau (HVAB) and the Happy Valley Sports and Entertainment Alliance (HVSEA) announced a new deal with Bear National Gravel Team. The team competes in off-road gravel cycling races all across the country.

As part of the agreement, the HVAB’s logo will be featured front and center on the gravel team’s uniforms for three years. Eric Engelbarts, director of the HVSEA, hopes the national spotlight on the logo will get people already interested in gravel cycling to swing by Happy Valley.

IRONMAN® has become a staple event in Happy Valley and has seen evolution in the community over the years. What started as a three-year contract with hesitations about bringing a big race brand into town has now turned into the community seeking its return. In its final year of the contract in 2025, athletes who competed participated in a survey, and Happy Valley was given a 96.71% rating in Host City Experience. Happy Valley loves IRONMAN® just as much as the athletes love Happy Valley. Because of this, and the challenging course that athletes love, Happy Valley’s event has been given the honorable title of North American Championship in 2026. 

State College, PA, Feb. 25, 2026 – The Happy Valley Adventure Bureau (HVAB) and the Happy Valley Sports & Entertainment Alliance (HVSEA) today announced an exciting new marketing partnership that will further position Centre County, PA, as a premier gravel riding destination while elevating the local outdoor recreation and cycling ecosystem.

The Happy Valley Adventure Bureau recently inked a three-year sponsorship agreement with the Bear National Gravel Team, the highest caliber development cycling team in the country.

Harrisburg, PA –  Today, Department of Community and Economic Development (DCED) Secretary Rick Siger announced a nearly $5 million investment in 15 sporting events across Pennsylvania through DCED’s Sports Marketing and Tourism Program. These grants are helping attract more visitors to Pennsylvania and supporting major events like the 2026 Major League Baseball All Star Game and 2026 FIFA World Cup, both in Philadelphia, and the 2026 PGA Championship in Newtown Square. The grants also support other exciting and impactful events like the 2026 State Games of America in State College, the 2026 USCAA Small College Baseball and Softball World Series in Dubois, and 2026 Banana Ball World Tour, hosted by the Lehigh Valley Iron Pigs in Allentown.

STATE COLLEGE — The Hoppy Valley Brewers Fest is set to return to State College for its third year on Sunday, May 24, bringing together the best of craft beverages, live music and local flavor.

This year’s festival will be hosted at Panzer Stadium, home of Penn State’s lacrosse teams, which is a new venue for the growing event.

The festival will run from 1-6 p.m. for VIP ticket holders and 2-6 p.m. for General Admission, giving attendees a full afternoon to explore pours from top regional breweries, enjoy live entertainment and sample delicious local food.

STATE COLLEGE — Families in the region looking for fun entertainment for all ages will have a new option next month as Nittany Valley Sports Centre opens The Clubhouse Family Fun Centre.

Located at 177 Champion Drive in State College, The Clubhouse is a new entertainment space designed to give families, teams, companies and groups a place to play, gather, and build memories. It was designed to complement Nittany Sports Centre, a year-round sports and recreation facility that offers youth and adult programs like basketball, soccer, volleyball, flag football, speed training, camps, leagues and special events.

STATE COLLEGE — Memorial Day weekend in Happy Valley is about to get a new rhythm, one built on whistles instead of fireworks and connection instead of competition.

This spring, the inaugural See Her Win Festival will bring young female athletes, coaches and mentors together for a multi-sport celebration designed less like a tournament and more like an invitation. It’s an invitation to try something new, to feel empowered and to see what’s possible.

Happy Valley, PA, provides endless potential for independent filmmaking to thrive for several reasons. Keeping film-related projects local has numerous benefits for both the project makers and the community and residents. This idea is relayed well through HeroDoll and SuperDude Save the Universe, a local endeavor that highlights the many positives that occur when creating independent media in Happy Valley. 

A craft beverage festival is returning to the State College area for its third year with a new location and an expanded variety of offerings.

The Hoppy Valley Brewers Fest will be held on Sunday, May 24, at Penn State’s Panzer Stadium, home of the Nittany Lion lacrosse teams, the Happy Valley Sports & Entertainment Alliance wrote in a release on Tuesday. Hours will be 1 to 6 p.m. for VIP ticket holders and 2 to 6 p.m. for general admission.

A State College beer festival will return this spring with expanded offerings in a new location. The Hoppy Valley Brewers Fest will return for its third year on Sunday, May 24, festival organizers announced Monday. The formerly beer-exclusive event will now feature a broader range of craft beverages at Panzer Stadium, Penn State’s lacrosse stadium.

State College, PA, Feb. 17, 2026 - The Hoppy Valley Brewers Fest is set to return to State College for its third year on Sunday, May 24, 2026, bringing together the best of craft beverages, live music, and local flavor. This year’s festival will be hosted at Panzer Stadium, home of Penn State’s lacrosse teams and a new venue for the growing event. 

The festival will run from 1:00 p.m. to 6:00 p.m. for VIP ticket holders and 2:00 p.m. to 6:00 p.m. for General Admission, giving attendees a full afternoon to explore pours from top regional breweries, enjoy live entertainment, and sample delicious local food.

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. 

STATE COLLEGE — The Happy Valley Sports & Entertainment Alliance (HVSEA), in partnership with Teammates for Life, will host a new girls-only, multi-sport event celebrating athletics, leadership and empowerment.

The See Her Win festival will make its debut at Penn State University over the Memorial Day weekend. Designed for middle school and high school athletes, the festival will bring teams from across the region together for a weekend of competition, connection and inspiration.

A new girls-only, multi-sport festival will debut at Penn State this spring. “See Her Win” was designed by Happy Valley Sports and Entertainment Alliance (HVSEA) in partnership with Teammates for Life, a Penn State women’s athletics initiative. The event, to be held over Memorial Day weekend, will bring middle school and high school female athletes from across the region to compete, connect and grow on and off the field, according to a press release.

STATE COLLEGE, Pa. (WTAJ) — A new girls-only sporting event is coming to Happy Valley later this year.

The “See Her Win Festival” is scheduled for May 22 and 23 on Penn State’s main University Park campus. It will include various sports for girls to compete in, including:

• Flag football

• Field hockey

• Lacrosse

• Rugby

• Wheelchair basketball

The Happy Valley Sports and Entertainment Alliance (HVSEA) describes the event as being “designed for middle school and high school athletes,” while also creating “opportunities for girls to compete, grow and lead both on and off the field.”

HVSEA Event Manager Meghan Boyle says the idea came from looking at low occupancy rates during Memorial Day weekend.

The Happy Valley Sports & Entertainment Alliance and Teammates For Life, a Penn State women’s athletics initiative, will host a new festival called See Her Win this coming Memorial Day weekend.

The girls-only event will take place at Penn State. It is designed for middle and high school athletes from across the region and will feature competitions in flag football, field hockey, lacrosse, rugby and wheelchair basketball. Details around schedules and registration will be made available at a later date.

STATE COLLEGE, Pa. - Entertainment is a key piece to the quality of life of residents within any given community. These types of events have numerous positive implications for both individuals and the community as a whole. Entertainment isn’t limited to sold-out stadium shows and big nights – it’s more than that. Having local venues in Happy Valley means that community members can enjoy live entertainment without having to travel to major cities, which benefits not only the local economy but also provides activities for locals to boost their quality of life.

The popular series returns for riders ages 15-18, with an expanded calendar, updated points structure, and junior development opportunities.

The overall series champion will be determined by total accumulated points across the season once the three race minimum is met. Each event will utilize a points system that combines points from the riders finishing place with a starter bonus based on field size, rewarding both results and participation.

The Happy Valley Sports & Entertainment Alliance (HVSEA), in partnership with Teammates for Life, will host a new girls-only, multi-sport event celebrating athletics, leadership and empowerment. The See Her Win festival will make its debut at Penn State University over the Memorial Day weekend. Designed for middle school and high school athletes, the festival will bring teams from across the region together for a weekend of competition, connection and inspiration.

Volunteers shape the way that the Happy Valley Sports & Entertainment Alliance is able to host large-scale events for the community. Without our volunteers, our events wouldn’t be able to operate successfully, as their continued generosity and support make all the difference. 

The Happy Valley Adventure Bureau will host its Annual Marketing Summit on February 25, 2026, at the Penn Stater Hotel and Conference Center from 8:00 to 10:00 a.m. Doors open at 7:30 a.m., and a buffet breakfast will be available beginning at 7:45 a.m.

This event is intended for festival and event organizers, museum and attraction representatives, lodging and food and beverage teams, tourism grant applicants, and others interested in improving customer experience and tourism marketing efforts.

Calling All Centre County Businesses!

Want to get your name in front of major sporting events and thousands of athletes and families traveling into Happy Valley? Each year, premier competitions bring visitors who are eager to shop, dine, and explore everything Centre County has to offer.

The Happy Valley Sports and Entertainment Alliance works hand in hand with global brands and premier events, and we are on a mission to drive that visitor traffic directly into local businesses like yours.

Happy Valley is gearing up for a blockbuster year in 2026, welcoming thousands of athletes, families, and fans for some of the biggest sporting events in Pennsylvania and beyond. From packed arenas in March to endurance racing and multi-sport celebrations all summer long, here’s what’s coming and why you won’t want to miss it.

With Rothrock by UTMB™, a new stop on the UTMB™ World Series, coming to Happy Valley on May 16-17, 2026, it’s important to understand and recognize the value of endurance events within the Happy Valley region. Endurance events have several benefits to the community and the residents within those communities. Examples of these events not only include UTMB™, but also IRONMAN®, which was the first race introduced to Happy Valley through the Happy Valley Adventure Bureau and the Happy Valley Sports & Entertainment Alliance. In fact, after a successful three years of hosting the event, Happy Valley has been selected as the location for the North American Championship, happening June 14, 2026. 

As the year comes to a close, all of us at the Happy Valley Sports & Entertainment Alliance would like to wish you a joyful and relaxing holiday season. This year was filled with memorable moments, exciting events, and strong community connections, and none of it would have been possible without the continued support of our partners, participants, volunteers, and fans. Your enthusiasm and dedication help make Happy Valley a premier destination for sports and entertainment.

As 2025 comes to a close, we’re taking a moment to reflect on another exciting year in Happy Valley. From the Keystone Wrestling Championships to the State College Criterium, this year was filled with memorable events that brought energy, competition, and community together.

Inside, we’re highlighting some of our most-read blog posts of 2025 on topics that made this year so special. We’re proud of what was accomplished and grateful for the partners, participants, and fans who helped make it all possible.

2025 was a year of momentum for Centre County and the Happy Valley Sports & Entertainment Alliance, with new events taking shape and longtime favorites continuing to grow across Happy Valley. During the year, HVSEA supported more than 40 events that drew over 23,000 athletes and nearly 58,000 spectators from around the world to experience the region. Those visits fueled local impact, generating more than 40,000 room nights and supporting over 11,000 jobs. Altogether, these events delivered more than $21 million in direct visitor spending to Centre County.

Wondering what’s happening around Happy Valley? From live music and performances to comedy, nightlife, and community events, there’s always something going on, and we’ve made it easier than ever to stay in the know.

Our Weekly Lineup is your go-to calendar for live events across Happy Valley, refreshed every week so you never miss out. Whether you’re planning your weekend or looking for something to do tonight, the Weekly Lineup keeps everything in one place.