Remember what it like to go to a sold-out game? Waiting in line with others for seemingly forever before getting your ticket scanned, walking into the concourse and trying to avoid bumping into other people while finding a hot dog and soda, then going to your seats to check out the early scene. Maybe you left your spot for a few minutes to pick up some merchandise, pulled cash out of your wallet to pay for it before returning to your family’s seats with everybody else filling in for a few hours of excitement and sound.

For the few that have been able to attend a sporting event the past year, the fan experience is radically different. Mobile tickets and temperature checks. Contactless transactions for food, drinks and merchandise. Nobody within at least six feet of your seat. And if you are not wearing a mask, you could get ejected. The COVID-19 pandemic has forced a re-think to every facet of the sports world no matter the level of play or size of venue.

Some of the comments a year ago about the coronavirus blowing over have aged as poorly as you would think. Yet some of the analysis for how the sports world would look now looks prescient: “We in the sports industry need to start thinking of the reality that sports will not look in the future what sports have traditionally looked like,” said Penn Sports Properties Vice President Nino Vanin in April after the Penn Relays were canceled for the first time in 125 years.

The sports calendar has been disrupted like never before, but what sports mean to people has not. And while there will be times that it can feel the same, it will never look the same. The question then becomes: A year since the pandemic began, how have destinations tried to adapt?

“I don’t care what business you’re in, everybody has reevaluated how you do business,” said Matt Wilson, executive director for the Arlington Sports Commission. “Room nights will still be important, no doubt about that. But cities have understood that having eyeballs on your city as far as your entertainment districts and stadiums, that generates so much attention that a lot to folks don’t really think about sometimes.”

That’s it, right there. What you cannot get in direct economic impact, you can get in direct media attention — especially the ones such as Arlington and others who were able to hold the few high-profile events that have been staged over the past year. For destinations well-versed in planning for the long term has come the ultimate exercise; maximizing any opportunity to get publicity so when people can travel again, you have brand recognition from hosting events that fans have seen on television time and again during the past year.

Belief in the Bubble

After all, how many times did a basketball or soccer fan hear about Orlando, Florida, this past year? The home of the NBA’s much-talked about bubble and the MLS is Back Tournament at the same time, the destination received tens of thousands of media mentions. How can anybody forget the constant shots high above the ESPN Wide World of Sports complex? And since then, the city has capitalized on its hosting of MLS by being the home for the CONCACAF Champions League in December, as well as multiple U.S. men’s and women’s national team matches.

Yes, a lot of that opportunity was driven by the relative openness of Florida’s economy and the ability to host a restricted number of fans. But how many recreational basketball tournaments in the future will think of going to Orlando and playing in the same complex the NBA once did, and what could the potential long-term economic impact of that be? Jason Siegel, president and chief executive officer of the Greater Orlando Sports Commission, has seen his destination get three new youth basketball tournaments coming to town this summer and while they may be at the Orange County Convention Center and not at the ESPN complex, the impressions left by the NBA still lingers.

“Invaluable,” Siegel described it. “To have the opening and closing and beauty shots looking at the Disney campus, the amount of impressions that were generated … you’ll always be able to reflect back on LeBron and the Lakers winning the championship in the Orlando bubble. They’re synonymous with each other. The amount of media attention that we earned as an organic outcome of hosting so many of these events was so positive, it set the tone for our community and the state of Florida.”

Even before the NBA bubble, the first basketball bubble was organized by The Basketball Tournament in Columbus, Ohio. Through 10 days of action, the popular summer event was able to go off without a hitch thanks to many of the social distancing and testing concepts that have now become routine for sports organizations.

And in every game for the TBT’s 10 days, broadcast on ESPN, was the repeated mention of Columbus hosting the event. ‎Greater Columbus Sports Commission Executive Director Linda Logan said the organization has always had three main pillars for an event’s success: Economic development in the region, improving the quality of life through sports, and image building and raising the city’s profile.

“What we’ve learned over the years is that if you can check off the box for two of those three, that’s a great event,” Logan said. “This past year during COVID, that pillar of image building was front and center.”

Generating New Content

Image building and media mentions for a destination can take multiple forms: The profile of Logan’s destination not only grew during TBT, a series of YouTube interviews that she has conducted with those in the sports industry have received regional and national attention with executives from U.S. Figure Skating, the NCAA, Ohio State University and more taking part.

“I enjoy talking and learning from people — I didn’t know I would enjoy it so much,” said Logan, pointing out some of the interviews were covered not only in local media but in outfits such as the New York Times. “We had a lot of media that would call in and we became a content generator. What I’ve also found is it’s great for our board members to give them some extra mentions and get our community partners engaged.”

Engagement extends beyond your commercial partners and to the heartbeat of what makes a tourist destination — those who work in the hospitality industry, not just at hotels but bars and restaurants as well. When Arlington was able to host the first neutral-site World Series ever with 11,500 fans allowed at the new Globe Life Field, attention extended beyond the venue and into the Texas Live entertainment district and Live by Loews Hotel next door.

“To showcase a facility like Globe Life Field, Texas Live and Live by Loews, we got a ton of exposure from that,” Wilson said. “They talked about what a great setup we have on ESPN and MLB Network. We were able to feel really good about the amount of media exposure and ability to be the sole focus of the country and show off a little bit.”

Momentum continued when the National Finals Rodeo moved from Las Vegas to Arlington in the winter. The local hotel industry, initially having laid off 90 percent of its staff at the start of the pandemic, is close to fully staffed now.

“Room nights really became secondary to a lot of things,” Wilson said. “I mean this in all sincerity: The exposure for our events and our venues was fantastic but the number one thing was we were able to put people back to work. … For 10 days in the winter, we were the center of the Western sports and lifestyle world. We had people staying here for all 10 nights. What’s that worth to a hotel and restaurant nowadays?”

To that point, Siegel agrees. “We know that as we recover that you may not have the economic impact at the same ratio pre-pandemic but at the same time, it’s valuable to keep our venues going and keep our local people in jobs,” he said. “So there’s direct economic impact and indirect impacts that people may not think of. And the media value and marketing of our destination is definitely part of that equation.”

Social Media Impact

San Antonio and Indianapolis will be the next destinations to see their names in the spotlight repeatedly as the hosts for this month’s NCAA Women’s and Men’s Basketball Tournaments, respectively. A study by economist Steve Nivin, director of St. Mary’s (Texas) University’s SABÉR Research Institute, said even without capacity crowds that there will be up to $27.2 million injected into San Antonio’s economy. And both cities will have thousands of media mentions as the country tunes in for the events — something that is not lost on San Antonio Sports Senior Vice President and Chief Operating Officer Jenny Carnes.

“Whether you’re watching it on TV or you’re here in person watching the games in the venues, I think you’ll find San Antonio is one of the best places to host an event like this,” she said on a recent SportsTravel Podcast. “And if you only watch it on TV, come back and visit us when the pandemic is beyond us.”

That has become the name of the game for destinations. The countless shots on ESPN of the San Antonio Riverwalk will no doubt encite those who are ready to vacation for the first time in a year and want nothing more than to go somewhere where it’s warm in the summer. The same effect will be likely when the Indianapolis skyline is shown time and again on CBS, showcasing the destination’s central location and highlighting how it’s a short drive for the millions of people who want to get in a car and just drive.

“We may get 500 to 1,000 hours of Indianapolis as the center of the sports universe where you get your bumper shots of the city and (broadcasters saying) ‘live from Indy,’” said Leonard Hoops, president and chief executive officer of Visit Indy, when his city officially landed the Men’s Tournament. “This may be one of those cases where nobody has ever had this much media value.”

Media extends beyond television, of course; being able to be seen on social media is imperative for any destination. Golf has seen its recreational numbers perform well during the pandemic relative to other sports, not only because the sport is outdoors but because at the heart of the game, there’s built-in social distancing. The Wisconsin State Golf Association is trying to take advantage of the numbers of golf participants by running the “America’s No. 1 Golf Internship” promotion. The initiative is an effort to find somebody to play 50 rounds of golf throughout the state in 10 weeks — and yes, social media savvy is one of the keys for a candidate. Because what better way to attract casual golfers in the Midwest to pack up their clubs, throw a collared shirt and khakis into a bag and head to Wisconsin than by showing off courses such as Whistling Straits, multiple times a major championship host?

Ready to Return

Of course, hotel rooms will still matter going forward. So will the estimated economic impact that an event generates. The importance of bringing in recreational and youth events to a market have begun showing signs of rebirth; the latest Pulse survey from Northstar Meetings Group showed sporting events were among the few segments of the travel industry that did not stop completely in 2020. One reason may be that children have proved less susceptible to the virus, giving parents more confidence in letting their kids participate in tournaments.

“Destinations have always seen the benefits of a strong youth-sports marketing effort and now that is becoming more evident,” said Al Kidd, president and chief executive officer of the Sports Events and Tourism Association. “I’ve spent a lot of time with CVB presidents. They do understand the value of sports and they’re recognizing it more and more. They see how fast sports can come in and the impact that has on the hoteliers.”

At some point, it will be normal again to travel, to stay at a hotel, eat out for every meal and go to a sporting event with a capacity crowd. Sports bring together people from different walks of life in a way that few things can. How many times can you remember high-fiving a stranger after a touchdown, or singing the alma mater after a game with people that you’ve never met but feel like family for a few hours? Maybe it will never feel the same as it did before March 11, 2020, but it can feel like a new normal.

Sometimes, renewal is what is needed most. Until that moment of full renewal is upon us, sit back at home and enjoy watching the game at home. The destinations that host them will be hoping you take note of their cities when planning a future road trip.

The College Football Playoff National Championship may have looked the same on the field as any other recent year: Alabama won, again — its sixth title under Coach Nick Saban since 2009.

But for the 14,926 fans who attended the January 11 game at Hard Rock Stadium in Miami, the experience was anything but normal. Reduced capacity and social distance rules made for a different, if not quieter, atmosphere than what Alabama and Ohio State fans have been used to during their teams’ many recent appearances in big games.

One of the most notable experiences that changed was at the concession stand.

That was the challenge for Centerplate, the organization in charge of food services at the stadium and a company that has had to adapt as much as any in the COVID-19 landscape. The company, owned by Sodexo, may have to adjust again if the NCAA allows spectators into the Final Four in March, as Centerplate provides a similar service at Lucas Oil Stadium in Indianapolis where the final rounds will be held. Lucas Oil Stadium will also host next season’s CFP national championship.

SportsTravel recently caught up with Centerplate CEO Steve Pangburn on ways the concession experience has changed for fans that have already returned to NFL stadiums (the company provided concessions at Colts, Dolphins and Saints games this season) and what the future might hold for spectators when they come back in earnest later this year. Here are some of the trends he identified.

Fans Are Embracing Mobile Ordering

For years, teams have been expanding their offerings to fans who want to order food through an app while they’re at the stadium. But now, the interest in mobile ordering has grown.

At Hard Rock Stadium, attendees had the option to order food and drinks through the stadium’s app, then pick up that food or beverage at a specific concession stand at a specific time. Meanwhile, those who wanted to stroll up to a concession stand and order from a menu retained that option as well.

“Fans don’t like to be forced into one way of doing something,” Pangburn said. “So they don’t want to see all mobile ordering. When they have that choice it makes that fan experience even better.”

“Fans don’t like to be forced into one way of doing something.
So they don’t want to see all mobile ordering.”
Steve Pangburn/Centerplate CEO

The result of more fans ordering by phone? Shorter lines for those who wanted to order at the stand, and virtually no lines for those who picked up their order at a specific location.

“Lines are gone and fans love that,” Pangburn said. “They don’t want to stand in a line. They want to stand up, order their food and get back to their seats.”

Moving forward, expect the ability to order via an app to become an increasingly attractive option in ways it never was before the pandemic. Fans who were on the fence about the experience are likely to embrace the option from here on out. And while lines are short or non-existent now, that may not hold when full stadiums return. But the willingness of fans to embrace mobile may well reduce lines in the future.

Cash May Be Gone Forever

All concession transactions, whether on the app or at the stand, were done without cash at the CFP title game. The main purpose was to limit hand-to-hand interaction of money. Many fans have been gravitating toward cashless purchases for years, but it’s possible cash may be gone for good when stadiums and arenas reopen in earnest.

In addition to cashless being quicker and more secure, there has been another benefit from Centerplate’s perspective: Fans are spending more.

“Because there’s no line, people are ordering multiple times during the game,” Pangburn said. “That’s not just through the app but through the concession stands. The per caps are going up by 30 and 50 percent depending on the event and game. About 15 percent of that is coming from cashless. That’s been very positive.”

Fan Favorites on the Menu

To streamline concession services, Centerplate reduced its menu options at NFL games and the CFP championship. After analyzing fan interests, the company chose to stick with the basics.

“They definitely want the hot dogs, hamburgers, chicken tenders—people love that,” Pangburn said. “It’s quicker.”

At Hard Rock Stadium, fans did have the option to purchase one of the stadium’s signature dishes: the Cubano sausage.

And all items were individually packaged, which was a new experience for many. That includes food that was available in the suites, which traditionally are on display for people to take in as a group.

Despite fewer fans in the stands, Centerplate kept the majority of its concession stands open in an effort to prevent additional gathering. “That’s a decision we make with clients,” Pangburn said. “We transformed several areas from concession stands into a mobile-order pickup location. Some of that transformation was done based on the expected level of mobile ordering.”

Pangburn also noted that the company chose not to raise prices on its menu items despite fewer fans being in the stands.

“We wouldn’t be seeing the fans as elated as they are if we were crushing them all on pricing,” he said. “It’s obviously a sensitive issue.”

Hawkers Take a Seat

“Beer here!”

That’s a cry you won’t hear at Hard Rock or other stadiums, at least during the pandemic. Hawkers walking the aisles to bring food and drink to your seat have gone by the wayside, at least for now.

“We generally prefer having our teams behind plexiglass,” Pangburn said. “I think that fans are looking for that as well. It gives us a level of social distancing.”

The End of the Condiment Stand?

One of the most challenging parts of the concession experience for fans has always been the condiment stand. The days of reaching for that spoon to put relish on your hot dog or squirting the top of that ketchup dispenser for your fries may be gone for good. At least Pangburn hopes so.

In addition to being a challenge to refill to keep up with volume, the communal sharing experience poses too many potential danger points and as a result, you may see the elimination of that stand for good.

An Obligation From the Fans

There is no doubt that food suppliers like Centerplate have an added responsibility to train staff and ensure fans they are getting the safest possible experience when it comes to food and beverages. But there is an obligation on the fans as well to play by the rules and be prepared for a potentially different experience when they return, Pangburn said.

“One of the messages is we all have our part to play,” he said. “Our teams have a part to keep fans safe. But for the fans, if you’re not feeling good, don’t come to the stadium for the good of someone else. Be responsible for that.”

Above all, Centerplate knows when fans return in earnest to sports venues when restrictions lift, that first game back is going to be among the most memorable.

“We know how to keep people safe and that’s the first thing, the most important thing in the fan experience is keeping people safe,” he said. “And we have to make sure it’s a unique experience they never forget. The first game you go to is going to be a memorable one.”

On the surface, it would appear that SloCoach would be one of those companies that must have formed as a response to the COVID-19 pandemic. An online coaching tool where athletes can upload videos of themselves practicing their sports—with professional or Olympic-level athletes or coaches returning a video critique—seems to be tailor-made for the new world of Zoom calls and video chats that society has been forced into during long periods of quarantine.

And while the pandemic has no doubt played to its advantage, the Australian-based company that is about to launch in the United States through deals with USA Volleyball and USA Artistic Swimming began before the world knew about or was worrying about the novel coronavirus.

Founder Luke Jecks, an entrepreneur who had seen success creating the Naked Wines distribution service, made the move from wine to sports in 2019 with the simple idea that amateur athletes around the world would benefit from a relationship with experts in their sport through video coaching. “We wanted to build a platform to give access to people who are the best at what they do,” he said.

After success with the concept in Australia in sports such as rugby, basketball and cricket, Jecks began approaching U.S.-based national governing bodies, which so far have expressed interest in the product to help develop their sports and provide a rare source of extra income for top athletes and coaches.

The fit has been a natural, especially during a time when both aspiring athletes and potential coaches have had to spend so much time at home. “When COVID hit, what we found were a lot of athletes were unable to travel and a lot of coaches couldn’t travel,” Jecks said. “It gave us a context that perhaps we couldn’t have imagined. All of sudden people are on Zoom calls and understood that things needed to get done even though we weren’t face to face.”

Coaching by Video

Under the program, aspiring athletes can book a particular Olympic-level athlete or coach to provide input on various elements of a sport. In the case of USA Volleyball, that could mean advice on specific techniques like serving, setting and spiking in the indoor, beach or sitting versions of the sport. For USA Artistic Swimming, that could mean tips on the sport’s various techniques or even unique aspects of the sport such as the importance of facial expression.

Adam Andrasko, CEO of USA Artistic Swimming, said the timing was right for his NGB to consider the platform. The organization, he said, had been having discussions about virtual coaching versus in-person coaching and the potential value of an online format. Products like Peloton, he noted, have seen considerable success during the pandemic by providing an online coach. But with SloCoach, he said, the coach isn’t a generic trainer that would appeal to anyone: It was someone specific. “And, it’s engaging with a high-profile athlete,” he noted.

At USA Volleyball, CEO Jamie Davis, whose background before the NGB was in business, said he was intrigued when he heard of the service. But he put it up to the people that mattered the most in his organization. “I said, ‘I’m not the person you need to convince, it’s the athletes and the coaches.’” After the athletes and coaches came back with a thumbs up, he said the NGB was in as well.

The concept is simple. Once an aspiring athlete books a coach, they upload a video of themselves practicing a particular technique. The elite athlete or coach then sends back video feedback using the company’s proprietary technology.

“For me, the really good opportunity was to share a way that an NGB is creatively helping their athletes, who we all know struggle financially. With this, they can be their own entrepreneurs.”
—Adam Andrasko, USA Artistic Swimming

The cost of sessions varies by sport and by the prestige or availability of the coach. In the case of artistic swimming, $60–$80 will allow athletes to upload three or four videos of their technique to receive a detailed video response. The elite athletes or coaches get to keep 75 percent of the revenue coming in, which provides a welcome and often hard-to-find source of income for Olympic-level athletes.

“For me, the really good opportunity was to share a way that an NGB is creatively helping their athletes, who we all know struggle financially,” Andrasko said. “With this, they can be their own entrepreneurs.”

Davis saw a similar benefit for his top athletes and coaches. So far, nine have signed up to be teachers with a launch expected in the next few weeks. But the added benefit of the program, he said, is that it could serve as a development tool for the sport itself.

“I think it’s a wonderful way for our members and for non-members too, for anyone, who wants to book a session to have an opportunity to be trained by the best players in the country, our Olympians,” he said. “It’s pretty amazing. And I think it’ll be great for the overall sport as well because it will be providing skill-based lessons.”

Adjusting to the Market

For Jecks, the program had to make adjustments before entering the U.S. market, something he learned at his last venture at Naked Wines. But the plan is to expand to other national governing bodies and other sports organizations outside the Olympic and Paralympic movement.

“At the moment we’re taking a considered approach into the market and that will follow with a quick expansion to as many NGBs as we can provide a good proposition to,” he said.

A new version of the product that will launch soon will provide live feedback, with the chance for other aspiring athletes to listen in to a particular session even if they aren’t the ones specifically being critiqued.

Andrasko said he’s interested to see how the technology can keep his members engaged in the sport as well as with his national team. But the fact his elite athletes can benefit from the program was a plus as well.

“I’m providing an exciting opportunity for our membership to better engage with our national team and have this exciting experience,” he said. “And for our athletes, I’m giving them the ability to be their own entrepreneurs.”

Jecks agreed and said NGBs and other sports organizations could benefit in multiple ways. He added the program isn’t designed to replace permanent coaches that aspiring athletes already have. Rather, it’s aimed at complementing that work.

“Not only is it a way for (elite) athletes to put earning under their control in the thing they’ve dedicated their life to, but it’s a powerful engagement tool for bringing an audience into the sport,” he said. “That’s the part where the NGBs get a double hit. It’s a great way to monetize your athletes and put that pressure of monetization off an NGB into an athlete’s hands, but it’s a great way to keep their audience engaged.”

The NCAA started calling in the fall. In an effort to cut down on team travel during the COVID-19 pandemic, would Indianapolis — which was set to host the 2021 Final Four — be interested or willing to host the entire Men’s Division I Basketball Tournament?

The answer, of course, was yes.

But the delay between November 16, when the NCAA and the city said they were negotiating, and the January 4 announcement that the deal was done was the result of the city needing to renegotiate with several groups already booked at the Indiana Convention Center — a key potential practice facility. In addition to those groups’ commitments, there was also the matter of rooms booked in at least five downtown hotels that would be crucial to house all 68 teams and their traveling parties for the tournament.

“We literally don’t have a dark week at our convention center until the end of the year,” said Leonard Hoops, president and CEO of Visit Indy, whose organization worked with the Indiana Sports Corp and other entities to negotiate the deal that was recently announced by the NCAA. While everyone wanted the make something work, Hoops noted that “the NCAA had other options if we couldn’t pull it off.”

All sides were able to come to an agreement, which will see the tournament staged at four sites in Indianapolis, plus the campuses of Indiana University and Purdue University less than an hour away. The Final Four will remain at Lucas Oil Stadium, home of the NFL’s Indianapolis Colts. For all games, including the ones held outside of the city, teams will stay in downtown Indianapolis hotels and have access to practice courts and weight rooms that will be constructed in the Indiana Convention Center.

Ideal Downtown Footprint

The story of how Indianapolis was able to close the deal is one of negotiation with the groups that had already booked the convention center and various hotels throughout March.

When the first calls came from the NCAA, Hoops said he knew Indianapolis would be an ideal location. The city was already prepping for its latest turn as host of the Final Four and since the NCAA is headquartered in downtown Indy, the collegiate association was intimately familiar with the city’s downtown footprint. But perhaps the most compelling component for the NCAA was that the city has 12 downtown hotels connected via skywalk to the convention center and to Lucas Oil Stadium, making Indianapolis as conducive as any city to provide a controlled, bubble-type environment during the pandemic.

A key component early on was the convention center. While games won’t be played there, the plan was to use the exhibit hall to house 11 practice courts that the NCAA would install, plus weight rooms that would be constructed. Breakout rooms would also be needed for team meetings for all 68 teams expected to play.

“There were a lot of working parts to make the convention center available,” Hoops said. When the public announcement was made in November that the NCAA was negotiating with the city, no contracts had yet been adjusted for existing clients. “But we mutually felt we had what they needed to get it done,” Hoops said.

While Hoops declined to say which groups were booked at the center, he said several of them were already looking to go virtual with their conferences or were willing to reschedule to new dates. Other groups were more difficult to rebook, especially as it related to their hotel contracts. “The customer wants the best deal possible; the business partner wants the best deal,” Hoops said. “It took a while to find a mutually agreeable best deal.”

For customers that were already booked in the convention center, some had booked hotel blocks in the five properties that will be used for the tournament: The JW Marriott Indianapolis, the Indianapolis Marriott Downtown, the Westin Indianapolis, the Hyatt Regency Indianapolis and the Le Meridien Indianapolis. But one by one, those hotel contracts were renegotiated. The final contract was renegotiated on January 3, the day before the NCAA announcement.

Unprecedented Media Value

Attendance will be limited at early rounds, and no decision has yet been made on the Final Four. But under rules announced last week by the NCAA, each team will be allowed a delegation of 35 participants, which includes players and coaches. Each of those will be allowed up to six tickets for family members to attend the games, for a potential of 420 visitors per team. With a 68-team field, that could mean upwards of 20,000 people.

While those numbers will be welcome for the city, Hoops said, they don’t compare to what a host city might see if full attendance was allowed for that many games. But it’s also not an insignificant number. “It’s like a good-sized convention,” Hoops said. “But that starts dissipating pretty quickly.”

That’s because as teams are eliminated their contingents will go home, meaning the middle rounds will likely see the lowest numbers of visitors. But depending what the final ruling is on attendance at the Final Four, those numbers of course could rise. The Colts saw between 10,000 and 12,000 per game at Lucas Oil Stadium, leading to some hope that there will be fans allowed for basketball by the final tournament weekend in April once the NCAA negotiates those terms with local health officials.

Providing an even bigger impact than attendance, though, will be an unprecedented amount of television exposure. “We may get 500 to 1,000 hours of Indianapolis as the center of the sports universe where you get your bumper shots of the city and (broadcasters saying) ‘live from Indy,’” Hoops noted. “This may be one of those cases where nobody has ever had this much media value.”

Seven Negative Tests

As for protocols on site, each team will receive its own floor at one of the host hotels. Even teams that will play in Bloomington, Indiana, (home to IU) and West Lafayette, Indiana, (home to Purdue) will stay in Indianapolis. Other venues will be Bankers Life Fieldhouse (home of the NBA’s Pacers), Hinkle Fieldhouse (home of Butler University), Indiana Farmers Coliseum (home of IUPUI) and Lucas Oil Stadium. The NCAA will arrange a charter bus and/or air travel for all members of the Tier 1 group, which includes players and coaches.

The NCAA has said everyone in the Tier 1 group will need to demonstrate that they have had seven consecutive negative COVID-19 tests before arrival into Indianapolis. The NCAA plans to work with IU Health to provide health-related support, including the administration of PCR tests for that Tier 1 group as they arrive in the city. Others in the Tier 1 group include athletic trainers, physical therapists, medical staff, equipment staff and officials.

“Our emphasis is on the safety and well-being of everyone participating in the event,” said NCAA Chief Medical Officer Dr. Brian Hainline, in a statement announcing the procedures. “By working with local health officials to develop protocols and administer COVID-19 testing, we are confident we will provide a safe environment for student-athletes, coaches, administrators and officials.”

In addition to masks being required outside of competition, players and coaches will be required to wear a KINEXON contact-tracing device to monitor their movements. Those devices will be worn during practices and games, and will allow the NCAA to track who has been within six feet of anyone who may later have tested positive. Quarantines may not be required if the exposure was less than 15 minutes over a 24-hour time frame, the NCAA said.

A Memorable Event

Despite the logistical challenges in reaching an agreement to host the entire tournament — and the inevitable challenges that may still lie ahead — Hoops said the opportunities for Indianapolis and the surrounding region are endless. While the five hotels that have been contracted for the Tier 1 group will see significant business, the second tier of sponsors, media and others will also provide a welcome boost for room nights. And if fans are allowed into the Final Four, the benefit could be even greater.

Still, Hoops said, the region is aware that 13 cities have lost out on their turn to host early rounds. While Indianapolis has seen success bringing groups to town, the city has not been immune to lost events. The NBA, for example, pulled the 2020 All-Star Game from the city last season, providing Indianapolis will a sense of how quickly things can turn.

But for now, given the need to keep this season’s NCAA tournament in one spot, Hoops is glad the city was able to work something out for all involved. “This is going to be memorable,” he said, “if for no other reason than it will never happen again.”

Hosting a Super Bowl is stressful for any destination with months of planning, countless meetings and every detail checked repeatedly. That could be the lines on the field, lines at a fan event or lines in a makeshift parking lot.

Now try to picture all of the organizational work that entails hosting one of the biggest sporting events in the world while working under the stress of the COVID-19 pandemic that has forced people to turn dining rooms into home offices, damaged the economy and forced socially distanced events with a fraction of a stadium’s capacity.

Through all of the difficulties, Tampa Bay’s host committee for Super Bowl LV has stayed focused on February 7’s kickoff.

“This is going to be a fantastic shot in the arm when our community really needs it,” said Rob Higgins, executive director of the host committee and of the Tampa Bay Sports Commission. “Some people would look at it as the glass is half empty. We look at it as the glass is three-quarters full.”

Higgins points to response from the community that includes the most hotel rooms that the region has booked since the pandemic started and double the passenger traffic at the Tampa International Airport compared to recent months. While some in-person events traditionally part of Super Bowl week have been canceled, the Super Bowl Experience Presented by Lowe’s will be set up along Tampa Bay’s three-mile Riverwalk with health and safety protocols in place — and for the first time, the event will be free to attendees.

“We absolutely love the Super Bowl and appreciate the Super Bowl and I don’t think anything can dampen that,” Higgins said on the SportsTravel Podcast. “It’s not about the events that won’t happen or the hotel rooms that won’t happen, it’s about the ones that will.”

[SportsTravel Podcast with Rob Higgins: Inside Tampa Bay’s Plans for Hosting Super Bowl LV]
Super Bowl LV will mark the fifth time that the game will be in Tampa Bay and the third at Raymond James Stadium. The destination has seen two of the most dramatic finishes in Super Bowl history — Pittsburgh beating Arizona 27-23 on a touchdown pass with 35 seconds remaining in 2009 and Scott Norwood’s missed field goal with eight seconds to play as the Buffalo Bills lost to the New York Giants 20-19 in 1991. It has also hosted two of the more dominant performances in the game’s lore: Marcus Allen’s 191 yards rushing as the then-Los Angeles Raiders beat Washington 38-9 in 1984 and Baltimore’s dominating defensive earning the Ravens a 34-7 win over the Giants in 2001.

As Higgins noted, two of those games were held under challenging circumstances. The 1991 game kicked off within weeks of the Gulf War starting and the 2009 contest was held during the Great Recession.

“When we went on the clock last February, who knew that things would unfold the way they have,” he said. “There’s been a lot of twists and turns throughout. (But) we want to do a great job maximizing the opportunity for our community. When you think about what a Super Bowl does for economic impact and social impact and the marketing value that you receive, as a community, no matter what it looks like, we have to maximize what we can being on this incredible stage. … the NFL and Team Tampa Bay partnership has never been stronger. Certainly, it’s been battle-tested these past 10 or 11 months and we’re just so proud and so appreciative of this incredible opportunity to host the Super Bowl when really our community needs it the most.”

The community impact is highlighted by the partnership between the NFL and Super Bowl LV Host Committee on “Forever 55,” a social legacy initiative highlighted by 55 consecutive days of activities with civic partners throughout Tampa Bay. A $2 million investment by the local host committee and NFL is part of the project.

“We went on a listening tour when this (planning) process started and went to community leaders and found out what our key areas of need are,” Higgins said, pointing to things such as early childhood education, food insecurity, health and wellness, systemic justice as well as health and the environment. “We built out a strategic plan with our partners and now we’ve been executing it. … it’s not just about the lead-up to February 7, it’s about leaving a lasting impact and legacy. That’s what the NFL is all about and what we’re all about. Because of that setup and investment and partners involved, this is a Super Bowl that will leave a lasting legacy for a lifetime.”

The focus on a Super Bowl bringing community improvements also extends to the long-term tourism aspect. “There’s no bigger stage out there and it’s not just about the impact that it can make financially on a community,” Higgins said. “From a media value standpoint, the eyes of the world are really upon you.”

Some of those eyes, of course, come because there will not be a capacity crowd on hand. The Tampa Bay Buccaneers — still in the NFC Playoffs with a chance of being the first home team in a Super Bowl — started allowing fans in early October and by season’s end were allowing up to 16,000 fans per game. The NFL announced on January 22 that it will have 7,500 vaccinated health care workers in attendance along with 14,500 additional fans for a total of 22,000 at the game.

While the Super Bowl will bring the eyes of the world on Tampa Bay, the game is the latest in a defining stretch for the city’s sports scene. It started last year with the Tampa Bay Lightning winning the franchise’s second Stanley Cup in the NHL, followed by the Tampa Bay Rays reaching the World Series. The Tampa Bay Rowdies also advanced to the USL Championship game before it was cancelled because of COVID-19.

“Team Tampa Bay is on a little bit of a roll here,” Higgins said. “We don’t want to jinx it, we want to keep it rolling. But certainly it’s a great time for our sports teams and we love seeing our fans get rewarded for everything they continue to do to support them. The future’s bright here. We can’t be more excited to see how things unfold.”

The number of esports fans has skyrocketed during the coronavirus pandemic and those fans will be more willing than the general public to travel to live events and competitions when they return, according to new research presented at the EsportsTravel Virtual Summit held December 2–3 at Esports Stadium Arlington in Arlington, Texas.

In a session delving into the latest research about esports fans and live esports events, lead researchers from Conventions, Sports & Leisure International and YouGov presented data that show fans not only want to travel, but they are highly interested in attending live events. The data also showed that nearly nine out of 10 destinations are interested in hosting esports events.

For context, studies show esports fans have watched 750 billion hours of gaming on platforms such as Twitch and YouTube in 2020, including the months of the pandemic. “That’s 10 times the number of hours that’s been watched of Netflix,” said Tyler Othen, project manager for CSL, which conducted its fan surveys in conjunction with the Esports Entry Advisory. “That starts to hammer home how big this market could be.”

When it comes to live esports events, Othen noted that professional esports leagues were heading out to local markets for their franchised teams before the pandemic hit. When events return, he said, those fans—combined with the new fans esports have reached online since March—will be poised to travel to events. “I think fans had been excited about the prospect of this and then had it taken away,” he said. “So I expect there to be some pent-up demand.”

Among the combined findings from the research of CSL and YouGov:

• More than 67 percent of esports fans would “maybe,” “likely” or “definitely” attend a live esports event in 2021 assuming required safety measures are implemented.
• More than half of esports fans would travel at least an hour to attend a live event and consider paying for a hotel room.
• Those in the 18–24 age bracket are nearly 75 percent more likely than those 25–35 to attend a live esports event.
• 88 percent of convention and visitors bureaus—and 79 percent of venues—said they had a “strong” or “highly significant” interest in hosting esports events once public gatherings are considered to be safe again.
• 85 percent of destinations that have hosted an esports event said they would be “very interested” to host more.
• 70 percent of esports fans say they are “passionate” about traveling compared with 50 percent of the general population.
• 29 percent of esports fans have taken a trip by air more than once in the past year, compared with 20 percent of the general population

Othen and Nicole Pike, the global sector head of esports and gaming for YouGov, said esports remained poised for a rebound when it comes to travel in part because the industry has gained so many new fans during the pandemic. “I think a lot of the in-person event industries are going to rebound,” Othen said. “But esports is particularly positioned well because people have been introduced during the pandemic not just into gaming but into esports.”

Esports Fans Will Travel

The data compiled by CSL and the Esports Entry Advisory was among the first to answer the key question perplexing destinations that are seeking to host to esports events: Will fans travel?

The answer, according to the research, is a resounding yes.

Just over 67 percent of 1,300 esports fans surveyed by CSL in the United States said they would definitely, likely or maybe attend an esports live event when those competitions return. But only 17 percent indicated they had previously attended an in-person esports event, which Othen said is an opportunity for destinations and event organizers.

Click here to download the CSL/Esports Entry Advisory research
In addition, nearly 50 percent of fans surveyed said they would travel more than one hour for an event, with nearly one in five saying they would travel more than three hours to attend. On top of that, nearly 55 percent said they would maybe, likely or definitely pay for a hotel room for an event.

“I think the opportunity here is that these are multi-day events often very much like an amateur sports tournament,” Othen said. “You’re talking about something that could surpass what concerts do on room nights but could get up to those large amateur sports levels in terms of room nights.”

Othen’s group also surveyed venues and destinations, which showed a strong willingness to host events in the future. According to the research, 38 percent of venues have already hosted an esports event while 41 percent of destinations had experience hosting such events as well.

“If you were to ask me about two years ago my guess is it would have been half this figure,” Othen said of those statistics. “It shows the growth taking place out there.”

Of the venues and destinations surveyed, 58 percent of venues and 63 percent of CVBs expressed a “highly significant” interest in hosting future events.

Esports Fans Vs. the General Population

YouGov’s new research, meanwhile, delved into how esports fans compare to the general public when it comes to their willingness to travel. And the data show that esports fans outperform the general population when it comes to their willingness to explore new places.

When asked if they agreed with the statement “I am passionate about traveling,” 70 percent of esports fans said yes, compared with 50 percent of the population. Another 66 percent of esports fans said they are “excited to generally spend more when traveling” compared to 43 percent of the population, a statistic that Pike, the lead esports researcher at YouGov, said bodes well for esports fans’ willingness to travel and spend money when they visit a destination.

The YouGov research also showed that esports fans want to explore the destinations they visit, including opportunities to visit a beach, lake, mountain or countryside.

“Esports fans want a city break, something they can do for a three-day weekend,” she said. “Esports fans are more likely to do that.”

Click here to download the YouGov esports research
As a whole, esports fans also wait longer to book their travel, with about half saying they are willing to plan at the last minute. “This particular group has flexibility to do that especially if it means they don’t have to pay as much for travel arrangements.”

Another finding of note from YouGov’s research: Esports fans are looking for outdoor experiences when they travel. Of those surveyed, 64 percent said they prefer attending events in natural spaces as opposed to being indoors. While an esports competition may have to be held indoors, longer events that span several days may want to consider an outdoor ancillary element to help attract more attendees, Pike said.

“Having outdoor elements where they can go to an expo outside or have a drink at an ancillary event may be more COVID-friendly but also would play into what their preferences are,” she said.

Click here for more coverage of the EsportsTravel Virtual Summit

Arlington, Texas, hosted the World Series this year at the new Globe Life Field and its AT&T Stadium is annually home to some of the biggest college and pro football games of the year.

Alongside those iconic venues is another in its own right — Esports Stadium Arlington, which opened in 2018 after a $10 million public-private renovation of the city’s convention center and is the largest esports-specific venue in North America. And on December 2–3, it was the virtual home to the EsportsTravel Summit, which is designed to connect the esports industry with the travel and hospitality industry with a focus on live esports events.

Panelists during the first day of the EsportsTravel Summit described how having a state-of-the-art venue for gaming and esports has transformed the Arlington market. The idea was sparked when a local university team won a national championship in esports while a consultant hired by the city was advising an investment in infrastructure to support the growing movement.

“We wanted to get into this industry and we moved quickly to do it,” said Arlington Mayor Jeff Williams, who noted that a company that was recently expanding into Arlington wanted to see how it could start its own corporate esports leagues at the venue after it opened. “One of the things I’m extremely excited about is this being an attraction for our many talented young people staying here in our city, and being able to attract talent and businesses.”

The session also included Neil Leibman, co-owner, president and COO of the Texas Rangers, and Brian Mirakian, principal at Populous. Leibman, one of the owners of the Immortals esports company, helped finance the renovation and Mirakian was the architect who transformed the venue into an esports stadium. The session was moderated by Jonathon Oudthone, the president of Esports Stadium Arlington.

Leibman recalled how once he first heard about esports, it was his son that showed him the possibilities and what it meant to reach a younger demographic. “This was a thing I needed to be invested in and I’m glad that I have,” he said. “We’ve seen unprecedented growth in players, viewership, economics and everything surrounding esports.”

“This was a thing I needed to be invested in and I’m glad that I have.
We’ve seen unprecedented growth in players, viewership, economics and everything surrounding esports.”
Neil Leibman, Texas Rangers

Once Leibman decided he wanted to invest into esports, he knew he needed a venue as well, which is how Esports Stadium Arlington came to be. Since Arlington had plans to develop a new convention center in the near future, the existing convention was ripe for reuse. The 100,000-square-foot venue is now the largest dedicated esports facility in North America and can host up to 2,500 spectators for professional events.

“It has become a venue that’s unsurpassed worldwide,” Leibman said. “Esports transcends all sports.”

Once Leibman started pushing for the chance to have a unique complex in the region, Mirakian visited the convention center space and was immediately intrigued by the possibilities.

“This place has it,” Mirakian remembers thinking. “The word that comes to mind is versatility — that was such a critical factor as our design team embarked on this project was to create a venue that was versatile and could host a myriad range of events. It was so critical to look at this wide, dynamic range of programming that allows a facility like this to be effective in terms of generating revenue.”

Williams said the city’s early adoption of esports has been to the destinations benefit. “What an opportunity to get into one of the world’s fastest-growing industries,” he said. “The opportunity to have an exciting sport in Arlington, Texas, which has become the sports and entertainment capital of our nation.”

Franchising and Localization: The Post-Pandemic Outlook

Another session at the summit delved into the trend of professional esports to adopt the franchise and city-based team models that have dominated traditional sports for generations. Before the onset of the coronavirus pandemic, professional esports leagues were having success moving to a franchise model with teams playing in home venues in front of local crowds, especially as the Call of Duty League’s first home event was in Minneapolis in February with a sold-out crowd.

But as leagues were forced to make the move back online in 2020 during the pandemic, team owners also had to contemplate what the future holds for this model and if there will be continued growth in new markets. Two expert panelists at the summit were bullish about the possibilities.

“If I was leading a sports tourism entity, I’d be thinking a lot about esports,” said Brett Diamond of WISE Ventures Esports, which owns the Minnesota Rokkr in Call of Duty League. “It’s a very young audience, and an audience that may be more willing to travel” once the pandemic begins to dissipate.

Diamond’s group hosted the league’s opening event in 2020. But in addition to the sold-out crowd and Minneapolis Armory, a renovated venue that once hosted the NBA’s Lakers, the team was seeing success with watch parties for fans and other live components that left Diamond with a good feeling for the future. As for the future of the league, Diamond said, “Last year was year one of forever. This is not a three-year thing or five-year thing, it’s a 20-year-plus thing.”

“If you’re a chief marketing officer or have anything to sell and you’re not thinking about gaming, then you’re failing, I would argue.”
Christopher Overholt, OverActive Media

Christopher Overholt, whose OverActive Media group in Toronto owns the city’s franchises in Call of Duty and Overwatch, agreed. Destinations, he said, should view esports as an essential part of the sports landscape in the future.

“There’s a whole generation of fans that think differently about sports and about media,” he said. “If you’re a chief marketing officer or have anything to sell and you’re not thinking about gaming, then you’re failing, I would argue. I personally think there’s going to be a massive upside for gaming in our future.”

Esports 101: Understanding the Market

One of the valuable components of the EsportsTravel Summit is that for attendees who are still trying to get a better understanding of the esports and gaming markets, there are sessions tailored to breaking into the space. One of the opening day’s sessions was focused on how the industry differs from traditional sports, who the key players are, where to begin and how other cities have approached the space.

“(Esports) is something that’s not going away,” said Ed Tomasi of Subnation. “This is a new sport to some but to others that have been gaming for 10-plus years, this is their sport. This is something that’s part of our culture here in North America and I think that if you invest the time, that time will be well spent and be a great investment for your organization.”

To that point, Tomasi showed the economic impact of an event that his organization helped organize in February in Cary, North Carolina. The event had more than 700 attendees with $69,478 in direct attendee spending. Forty-six percent of the economic impact was from out-of-market visitors.

“One of the things that is most important is de-mystifing that esports is sports,” said Kim Meltzer of Destination Esports. “From a perspective of fandom, it’s a lot like other sports but it’s also very different. Esports fans look at things differently than your regular sports fan who goes to a stadium.”

Who Will Control Esports?

In addition, Vlad Marinescu, president of the U.S. Esports Federation and International Esports Federation, broadcast his message emphasizing that esports should be recognized as an athletic pursuit akin to any other professional or amateur competition. The ISEF is one of two main international organizations seeking to be the international federation or governing body for esports with the potential for esports to one day be included on the Olympic program. The International Olympic Committee has studied esports’ future at the Olympic Games in the past, although the organization continues to hold the movement at arm’s length.

“The only people in the world that can make that decision is the International Olympic Committee,” Marinescu said of esports’ potential inclusion. “From the esports community point of view, half of the people involved in esports don’t want to be involved in the Olympic Games and don’t mind which way it will go. The other half are interested and want to be involved.”

DEI and the Future of Esports

Diversity, equity and inclusion issues have been a major point of emphasis in nearly every industry this year, but especially in esports and gaming.

“One thing that is a challenge for every city is how do we increase economic impact?” said Dr. Marc Williams, commissioner of The Yard: HBCU Esports Alliance during a panel discussion on DEI in esports. His new organization, which is working with Collegiate Star League, is planning to bring both esports competition and academic opportunities to HBCU schools. “We’re excited about the approach that we’re taking. … Every city is trying to figure out how to diversify a city and bring a city value. Esports is a wonderful way to do that.”

The Yard’s associate commissioner and general manager, Rod Chappell, described the organization’s four pillars as competition (game play), education (esports curriculum), research (game play development) and pipeline (developing an esports workforce).

“All of this drives the overall mission, which is diversity, equity and inclusion but also workforce development,” Chappell said. “We want to make sure there are jobs on the other side for all the education that we are supporting them on.”

And destinations are increasingly working with the country’s HBCUs with the goal of having an impact on the industry overall in years to come.

Keshia Walker, founder of the Black Collegiate Gaming Association, which is building an infrastructure for HBCU students to gain careers in esports, said, “once we get back into live events, the solar system is the limit because then we can give (students) hands-on experience to produce events and activities throughout the year on the campus level and through our amazing organizations.”

The Sponsorship Landscape for Esports Tournaments and Events

With people feeling more optimistic than ever that the COVID-19 pandemic may come to an end in 2021 once vaccines are readily available, there will be opportunities for those in the sponsorship business of live events to activate in different ways.

“What COVID has forced all of us to do is redefine how we talk about events,” said Joe Barnes, head of esports at Anheuser-Busch InBev during a discussion on the sponsorship landscape. He pointed to one event this year on Twitch where his company was able to reach 9.5 million consumers, multitudes more than they would have for an in-person event.

“In-person events are going to be critical and always have been,” Barnes said. “There’s a lot of very cool things that we can do next year when fans come back and I can reach 20,000 people in person and 9 million more on Twitch.”

That also plays into the long-term strategy for Twitch Regional Vice President for Global Sponsorship Nathan Lindberg, who along with Subnation’s Chief Operating Officer Chris Mann was also on the panel.

“The desire is to still get together in-person,” Lindberg said, “but now brands and markets have this opportunity to look at what they’ve done for almost 12 months now and how this can change how we have experiences online as well as the value you can have on site.”

And being able to mix virtual and in-person will be the future going forward for those destinations and organizations who want to bring added value for sponsors.

“I think everybody has the perception that esports and gaming is COVID-proof and that’s not the case,” Lindberg said. “With that said, esports has been able to be COVID resistant and take their experiences that are in-person activations and have them come across in virtual experiences. … That to me is the forward-looking solution that the travel and hospitality industry should be looking at.”

The Future of the Events Industry

The travel industry has experienced a year unlike any in its known history, U.S. Travel Association President and CEO Roger Dow said. Dow also described how the industry has responded to the crisis, what needs to happen for recovery, and the role esports and sports-related travel will play in reviving the hotel and travel industry.

“The travel industry has a phenomenal impact not only on our industry but the nation as a whole,” said Dow, adding that the industry has experienced a downturn of $510 billion this year. But during the ongoing lame-duck session in Washington D.C., the USTA is hoping to get COVID relief extended for the travel industry.

“We’ve got to get it to the DMOs, the PPP programs, get the politics behind us and get the industry the relief it really needs,” Dow said. Once the Great Recession was over, there were 120 straight months of increased travel industry revenue and in a post-COVID world, “I think we’re going to get back sooner than anybody thinks,” Dow said.

The news that the NCAA will attempt to host its Division I Men’s Basketball Championship in one city was a tough blow for the 13 destinations that were looking to host opening and regional rounds. But as top collegiate officials continue their negotiations with Indianapolis to potentially host all rounds in a “controlled” bubble-like environment, it also speaks to the planning that city leaders there made years ago to put themselves in a position to step in during what continue to be uncertain times.

The official announcement came last week that the NCAA will attempt to host the entire men’s tournament in one location, with Indianapolis being the only city with which the association has entered negotiations.

“We have learned so much from monitoring other successful sporting events in the last several months, and it became clear it’s not feasible to manage this complex championship in so many different states with the challenges presented by the pandemic,” said Dan Gavitt, NCAA senior vice president of basketball in a statement announcing the decision. “However, we are developing a solid plan to present a safe, responsible and fantastic March Madness tournament unlike any other we’ve experienced.”

A similar decision is expected in coming weeks for the women’s tournament, whose opening rounds typically start on campuses before moving to pre-determined sites for regionals and the Women’s Final Four, which is scheduled for San Antonio.

On the men’s side, Indianapolis has benefited from beginning of the NCAA’s decision merely by chance: It was scheduled to host the Final Four at Lucas Oil Stadium already. But city leaders have also been putting themselves in potential position to host for months. In September, the Indiana Sport Corps issued a white paper designed for college basketball programs to consider the safe hosting of any preseason tournaments or one-off events in Indianapolis.

Ryan Vaughn, president of the Indiana Sports Corp, said the organization issued the document, outlining how the city could host a bubble-like environment for teams, in part because of the looming Final Four. “Watching the NBA successfully execute their term, the bubble, we started thinking it’s going to be really hard for college basketball to just get started,” he said. “If conditions didn’t change over the summer and early fall, if we wanted to be in a position to host a Final Four, we needed to get to work now figuring out how we can be the best friend to college basketball.”

Several teams have since taken up the city on its offer to play, with teams being based in the city’s compact downtown, where thousands of hotel rooms are connected to the city’s main venues, many via skywalk. Kentucky will play Kansas on December 1 at Bankers Life Fieldhouse. Scheduled for December 2 is the Jimmy V Classic will feature games between Gonzaga, Baylor, Tennessee and Illinois at the same venue.

“We thought, we may not be able to create a Disney World bubble, but we could create a heavily controlled environment that could keep people safe,” Vaughn said, noting that the white paper detailed how the destination would draft safety protocols, secure PPE and provide not just hand sanitizer but a testing solution for teams needed that level of assistance. “We put together a white paper that was malleable to whatever format of college games needed help, whether that was four teams looking for games over a long weekend or an entire conference playing for two weeks looking for multiple games. It’s been challenging to build it and execute it and but our goal was to be there and be ready.”

The NCAA Comes Calling

Vaughn said negotiations are in the early stages on what the entire NCAA tournament could look like and how many venues might be put into place to host before the games move to Lucas Oil Stadium, home of the NFL’s Indianapolis Colts, for the Final Four or other late rounds. That venue has hosted up to 12,500 fans per game during the regular NFL season, although a decision on whether any fans would be allowed into the Final Four isn’t expected until at least December.

Among the entities on the destination involved in the talks are Visit Indy, the Capital Improvement Board that manages the Indiana Convention Center and Lucas Oil Stadium, Pacers Sports and Entertainment and the Indiana State Fairgrounds.

In a statement, Visit Indy said it was ready to help should the tournament come entirely to the city. “Indy’s proven track record of hosting major sporting events and conventions, having the oldest sports commission in the nation located here, and our community’s longstanding partnership with the Indy-headquartered NCAA is emblematic of this potential opportunity to host March Madness,” said Chris Gahl, a senior vice president with Visit Indy. “Indy offers more hotels rooms connected via climate-controlled skywalks than any city in the nation, with 4,700 rooms connecting into the Indiana Convention Center and Lucas Oil Stadium. It’s a compelling package for event organizers to move attendees safely and efficiently.”

Still, Vaughn said the final decision is not a slam dunk.

“It’s not easy,” he said. “It does require moving or relocating some events that are currently booked. There are still a lot of logistics that need to be worked out from the city end and the NCAA, which is why the decision is far from final. But I’ll take solving that logistical problem over dealing with cancellations any day of the week. These are good problems to have.”

He also notes that the city’s decision years ago to go all-in on sports tourism — the Indiana Sports Corp was the nation’s first sports commission — continues to pay dividends in modern times. “We reflect on the wisdom of the folks who started this strategy 40 years go quite a bit” Vaughn said. “The intentional and consistent city leadership that is invested in a sports strategy, with density in our downtown, has really made a big difference for us. Again we find ourselves potentially in the right place at the right time.”

Disappointment in Host Cities

Unfortunately for the 13 other destination that will lose out on the tournament, the difficult problems of 2020 will spill into 2021. The good news: All but two (Minneapolis, which hosted the 2019 Final Four, and Boise, Idaho) received future rounds of the tournament in the recent bid cycle that covered events through the 2025­–2026 academic year.

The other cities missing out this year are Dayton, Ohio (First Four); first- and second-round hosts in Dallas; Detroit; Providence, Rhode Island; Lexington, Kentucky; Raleigh, North Carolina; San Jose, California; and Wichita, Kansas; and regional hosts in Denver, Minneapolis, Brooklyn and Memphis, Tennessee.

Malvin Gipson, vice president for convention/sports sales and services at Memphis Tourism, said previous Southeast Regionals at his destination have contributed “thousands of room nights and millions of dollars in economic impact” for a few days’ worth of events.

“I was not thinking about (the NCAA) moving, postponing or the cancellation of the Southeast Regional,” Gipson said. “We were moving forward. I even talked with the Beale Street Association right next to the FedEx Forum and they’ve always been extremely successful when we host a large regional. They were looking at that as if it was going to be our Super Bowl. They were heavily focused on that big event coming in March.”

The same type of economic impact was expected in Minneapolis, which was scheduled to host the Midwest Regional two years after hosting its fourth Final Four.

“We certainly were disappointed that we won’t be hosting the Midwest regional but we stand behind the NCAA 100 percent in putting the safety and health of the student athletes as the top priority,” said Wendy Blackshaw, CEO and president of Minneapolis Sports and Events.

NCAA officials said they understood the disappointment in host cities. The chair of the Division I Men’s Basketball Committee that reached the decision to relocate the event is Kentucky Athletic Director Mitch Barnhart, whose school was scheduled to host one of the early rounds in Lexington. “My committee colleagues and I did not come lightly to the difficult decision to relocate the preliminary rounds of the 2021 tournament, as we understand the disappointment 13 communities will feel to miss out on being part of March Madness next year,” he said. “With the University of Kentucky slated to host first- and second-round games in March, this is something that directly impacts our school and community, so we certainly share in their regret.”

Rich Basketball Traditions Abound

Memphis has a rich college basketball tradition with the Memphis Tigers reaching the NCAA Tournament championship game twice along with a 1985 Final Four appearance and three Elite Eight showings. The city’s FedEx Forum was scheduled to host an NCAA Regional in March for the fourth time overall since 2009; the city in the past has also hosted four early-round weekends.

“Memphis is a basketball city, basketball destination and we have a lot of basketball heritage in Memphis,” Gipson said. “From a tourism perspective for Memphis, the Southeast Regional has always been good to us because that has always been a big event that delivered a lot of people to our destination.”

Gipson said he understands the NCAA’s reason given the financial stakes involved in making sure the tournament is held. But he also notes that for destinations already dealing with major sports tourism losses over the past year, missing out on something in the near future hurts. “We’re looking for business to fill in but it’s hard to replace a Southeast regional when you have something of that magnitude and that many people coming,” he said.

Memphis will at least be on the books to host an early-round weekend again in 2024.

“The NCAA, the name in itself carries a lot of weight,” Gipson said. “The reputation that it has in Memphis has been hugely successful. They enjoy coming to Memphis, they think it’s a great destination and it’s unfortunate that they had to do what they had to do. But we understand. We’re just waiting and anticipating for the next move in the future to get more events in.”

While Minnesota may not be as widely recognized for its college hoops history as Memphis, it has hosted four Final Fours and 2021 would have been its sixth Regional weekend. Overall the destination has hosted 14 NCAA Tournament events.

Minneapolis may not have the NCAA Tournament returning in the next bid cycle but it is not without several major collegiate events in the future. The destination will host the 2021 NCAA Men’s Gymnastics Championships, plus three Frozen Fours between men’s and women’s ice hockey, the NCAA men’s swimming championships and the 2022 NCAA Women’s Final Four at the Target Center.

“These events are hugely important for our region, especially since the hospitality industry has been hit the hardest,” said Blackshaw, who said she did get a heads-up from the NCAA ahead of last week’s announcement. “We need fans flying into the airport, sleeping in our hotels, dining in our wonderful Saint Paul and Minneapolis restaurants and shopping at Mall of America in order to restore some of what has been lost. These events bring significant economic impact to our region and we look forward to continuing to welcome these events to our great cities.”

Women’s Tournament Decision Looming

When the NCAA Tournament made its announcement, one of the initial follow-up questions was a natural one: If this was going to be the format for the men’s event, what about the NCAA Women’s Tournament, scheduled to conclude with the Final Four in San Antonio?

“We’ve proposed that (one-site) concept to the NCAA for months now, thinking it would be a tremendous opportunity for our city,” said Jenny Carnes, senior vice president and chief operating officer for San Antonio Sports and the executive director of the San Antonio Local Organizing Committee for the Final Four. “It would be a once-in-a-lifetime experience. (The NCAA) has been looking at a number of different contingency plans and one would include an one-site tournament.”

The men’s and women’s tournaments have one difference in the setup in that the women’s tournament plays the first two rounds at 16 campus locations that typically are announced during the regular season. The women’s regionals are scheduled for Austin, Texas; Albany, New York; Cincinnati, Ohio; and Spokane, Washington.

“From our perspective, you think about what other venues in San Antonio would be capable of hosting early round games, you think about the whole piece of it from a transportation view,” she said. “Do we have the bus capacity for 64 teams, practice facilities for 64 teams, hotel inventory for 64 teams? And the answer is yes to all of those questions,” Carnes said. “And those are the things we have been thinking of.”

To that part, the San Antonio organizing committee is working on several contingencies so it can be prepared for whatever the NCAA decides.

“Because of the ongoing pandemic, the committee recognizes that the tournament may have a different feel,” said Lynn Holzman, vice president of women’s basketball for the NCAA. “The committee intends to maintain a field of 64 teams, and a variety of contingency plans — including reducing the number of first- and second-round sites or bringing the entire tournament to one location — are being considered in concert with staff, medical experts and other stakeholders.”

March would mark the third time that the Alamodome has hosted the Women’s Final Four along with 2002 and 2010, which set the NCAA title game attendance record with 29,619 as UConn beat Stanford. Carnes said any decisions about attendance this year would be determined between the NCAA and local authorities along with what the state mandates are for hosting indoor events with fans on hand.

“It would be a tremendous opportunity for our tourism industry in San Antonio,” said Carnes of hosting the entire event. “For the exposure of it, you think about hosting 63 nationally-televised games instead of three — you can’t put a price on the exposure and room nights and economic impact that the championships would drive, but also the opportunity to do so something that’s never been done before.”

The year 2020 will go down as a moment where the sports-event industry was forced to pivot. The impact of the COVID-19 pandemic was felt by all stakeholders, whether they are destinations, event organizers, hotels or any number of suppliers. While there has been evidence that the industry has begun its recovery, there are still many unknowns ahead as we look forward to the calendar turning to 2021. SportsTravel asked a variety of industry leaders to give us their thoughts on what lies ahead for sports organizations, cities, venues and the sports-event industry. Here are their thoughts.

What is the biggest lesson of 2020 that you can take going forward?

“Do not take anything for granted and enjoy each day.”
Marissa Werner
Director of Sports Development, Visit Milwaukee

“I’ve seen a coming together of community. So many nonprofit organizations are dependent on their fundraising events, all of which are virtual or “reimagined” in Maine. Despite people’s heart strings being pulled in so many different directions dollar amounts have been impressive and goals reached!”
Sheila Nee
Director, Maine Sports Commission

“The AAU has hosted events since 1888 – through world wars, depressions and recessions — as well as during times of peace and recovery.  We have faced many challenges throughout our 132-year history, but none has impacted the AAU, and the sports industry, quite like COVID-19. The AAU hosted more than 25 national events in 2020 — when most in the industry either postponed or outright cancelled their events. So, the biggest lesson we’ve learned is events can still be hosted during these times – albeit with diligent application of social distancing mitigation and containment strategies. For the foreseeable future, implementing appropriate COVID-19 protocols such as limiting or eliminating spectators, social distancing, mask coverings, temperature checks, increased sanitation, and other measures will need to be integrated into overall event planning. Therefore, event operators and rights holders will have to spend additional time and energy in hosting events only where, and when, it is deemed safe to do so.

“These are unprecedented times, and like the rest of the world, the sports industry is adapting to a new reality. In doing so, we are creating a different model for how events are hosted moving forward.”
Roger Goudy
President and CEO, AAU

Event operators and rights holders will have to spend additional time and energy in hosting events only where, and when, it is deemed safe to do so.
—Roger Goudy, President and CEO, AAU

“This year has likely been the worst year ever for our industry. Adversity creates opportunity through innovation. Hotels, sports planners and coaches have managed through 2020 in a way we never would have thought possible with an exciting future ahead of us.”
Yola Marshall
Vice President, IHG

“The biggest lesson for 2020 is always be nimble and alert of your surroundings. The unknown snuck up on all of us, so being prepared for more than just the everyday routine is a must. 2020 has proven that in a world where sports have always been looked to as a solid entity that brings everyone together, even it can be turned upside down. Not just the sports themselves, but the sports industry and everything that accompanies it.  Individuals from all over are seeing and understanding how many different financial resources are involved in the sports business overall. With that being said, the NJCAA has moved a significant majority of its fall national championships to the spring of 2021 with the hopes that 2021-2022 academic/athletic year will move back into a normal trajectory.”
Christopher Parker
President and CEO, NJCAA

“Stand ready for change, pivot quickly, take some calculated risks – make something work! You can survive if you pivot quickly.”
Phil Andrews
CEO, USA Weightlifting

“Destination leaders fed too long on a 10‐year bullish market without establishing sustainable enough business practices into their business. The need to diversify income sources, the investment into building long‐term sustainability through building operating reserves during good times and innovating local owned and operated events all a part of a solution for better-run businesses. The second aspect of business we learned was the importance of repositioning of the value and performance of the destination tourism work to be one of a community asset and not simply a glorified part of city government’s tax payer services. I am proud to say that between Destinations International and our efforts, that long‐term play is underway.”
Al Kidd
President and CEO, Sports ETA

How do you expect 2021 to look different for your organization than it did in 2020?

“In 2020, once the pandemic took effect, we were specific to help our communities that helped grow Perfect Game to implement reopen and recovery strategies. Our hopes are that we expand our efforts within our current cities and expand strategically throughout the country and even more international events.”
Taylor McCollough
Vice President of Operations, Perfect Game

“We are cautiously optimistic. Every sporting event is expected to take place as planned, along with several others we had to move from 2020. It is exciting to know that the Wisconsin Center will be filled with the sound of volleyball teams cheering each other on, beginning in January, that ultimate frisbee teams will be competing for the USA Ultimate DI Championships at Uihlein Soccer Park; triathletes and their families will be enjoying the beauty of Lake Michigan while racing towards the finish line at the USA Triathlon Age Group National Championships, and the PGA will welcome the world’s top golfers to the 2021 Ryder Cup at Whistling Straits. And with all that, I am excited to announce that Sports Milwaukee, championed by Visit Milwaukee, will be introduced to the public. Sports Milwaukee is a dedicated sports development division within Visit Milwaukee that will position the city and surrounding region as the ultimate sports destination. The creation of this division builds on the incredible momentum we’ve had with sports events in recent years and will help us continue to deliver economic benefits to our community through sports tourism.”
Marissa Werner
Director of Sports Development, Visit Milwaukee

“Our organization is excited to promote current events on a broader scale — from grassroots to college to professional sports, youth to seniors! All athletes, rightsholders and venues will, of course, be adhering to Maine’s guidelines; despite current uncertainties, the outlook for the new year is encouraging. The ECHL Maine Mariners have had great support from season ticket holders; fans are eager for players to hit the ice again. The Maine Red Claws, owned by the Celtics, are primed to hit the courts once the G-League schedule is set. Portland Sea Dogs will hope to be welcoming fans come next spring. This Boston Red Sox Double-A affiliate has been creative this season offering “Dining on the Diamond,” and golf at Hadlock Field with their successful “Hadlinks” events.”
Sheila Nee
Director, Maine Sports Commission

“One thing we’ve learned from 2020 is to not predict too much what is coming, and stand ready to pivot. 2021 ought to contain an Olympic Games and several other international events which are re-arranged from 2020. Meanwhile, domestically we will have to see how quickly people have an appetite to return to in-person national events, and in-person coaching education events – even as we put in place significant safety measures. This makes it challenging to construct our budget for the 2021 year. We’ve certainly appreciated the flexibility of our city partners in 2021 in Denver, Detroit, Columbus and Calgary.”
Phil Andrews
CEO, USA Weightlifting

“While an unpopular opinion, I see 2021 being a slow transition from the extreme reductions started in March 2020 to 50 percent of our high‐water mark of 2019 in sports events and tourism activity. Until we have widespread lessening of states’ group gathering restrictions, the reinstatement of high school sports on the same schedule as existed in 2019 and the rebuilding of consumer comfort for travel and staying in hotels, our industry will be challenged. The misalignment of state guidelines for sports puts limitations on traveling for participating or attending sports events. This is particularly important to hold indoor events. A robust high school sports program in its old schedule is very important. Shifting high school sports to spring has dramatic effects on travel and tournament sports as well as college sports and its recruiting of athletes. I receive seven weekly reports on tourism, travel, sports participation and the general consumer travel sentiment. There simply are no trends that show enough to offer a differing point of view. As a result, the 94 percent of destinations who depend on hotel tax revenue will continue to be challenged.

A robust high school sports program in its old schedule is very important. Shifting high school sports to spring has dramatic effects on travel and tournament sports as well as college sports and its recruiting of athletes.
–Al Kidd, President and CEO, Sports ETA

“There is no one who wants this scenario to change. I have used a significant amount of updated data from a variety of highly reliable sources to arrive at this current point of view. However, with all the data available, there will be a time that we must take a measured risk to expand our opening guidelines to begin the long rebuilding of our industry. The data tells me we are making progress towards that, but we are just not there yet.”
Al Kidd
President and CEO, Sports ETA

“IHG implemented its IHG Clean Promise this year, that puts the focus on ensuring our guests a safe and clean stay. This program will continue to be our focus so that our guests have confidence to stay at IHG hotels. Additionally, our sports partners have a better idea of how to travel during a pandemic and have adjusted quickly, which will result in less cancellation of events and more stabilization for dates and locations.”
Yola Marshall
Vice President, IHG

What is one thing you’re looking forward to in 2021 when it comes to sports events?

“I am looking forward to welcoming athletes and spectators back into all of our first-class facilities. I am looking forward to welcoming athletes and spectators back to all our first-class facilities. I’m also looking forward to bringing back more sporting events planners to show them the UWM Panther Arena, Fiserv Forum, Franklin’s Ballpark Commons, and more — all excellent venues where they could host their next and best sporting event.”
Marissa Werner
Director of Sports Development, Visit Milwaukee

“Evolution. We need to think carefully about how to run sporting events in these times, how do we make this work for our athletes, coaches, but also our organization and the local communities in which we are hosting events. How do we ensure a comfort level with safety, how do we make it affordable for the participant and the organization? In every crisis there is opportunity, and the opportunity we have as an industry is to try new things, and progress our business models.”
Phil Andrews
CEO, USA Weightlifting

“As mentioned, 2021 financial and human capital resources will be challenged from the decrease in their main funding source. I do see more destinations exploring and implementing owned and operated sports events. The more experienced markets are exploring the expansion of sports events to include festivals, entertainment and sports business meetings to augment their o/o properties. I see CVB’s embarking into this space.

“An unintended consequence of the decrease in destination financial and human capital resources will be the challenge to continue at the 2019 levels of investment into staging events in their markets. Bid/hosting fees and grants are already being reduced, which will have a trickle‐down effect on previous and future commitments. In the spirit of bringing events back live, everyone on all side of this equation will have to rethink their position.

“I am looking forward to a gradual and safe reintroduction of youth and amateur sports. With everything we now know, it surely will look different and I do not plan to predict how it will look but am highly confident several areas will be positively affected. From league and organizational governance, participation and eligibility guidelines and the ability to track the importance and value of sports and sports participation from a near zero starting point will go a long way in positioning sports at the appropriate level in the tourism value chain. We are intending to lead a group of innovative markets in reshaping and expanding the definition of success achieved in markets through sports events and tourism.”
Al Kidd
President and CEO, Sports ETA

“Increased attendance at youth sports for participants and family and welcoming back international travel! For our hotels, having a more return to normal booking windows that can help hotels staff accordingly to support great service experiences for our traveling teams.”
Yola Marshall
Vice President, IHG

“The aspect of sports events I’m most looking forward to in 2021 is that feeling of connectivity to community sport brings — whether cheering on a pond hockey tournament or watching tobogganers fly down a hill, hearing fans get louder at the crack of a bat, yelling along with supporters encouraging runners to cross a finish line and, just taking in any good game.”
Sheila Nee
Director, Maine Sports Commission

The aspect of sports events I’m most looking forward to in 2021 is that feeling of connectivity to community sport brings.
–Sheila Nee, Director, Maine Sports Commission

Give us one prediction for the sports-events industry in 2021.

“It will return stronger than ever. I think the pandemic has shown us just how valuable human connection is and sports, of course, offer an avenue to friendship, mentorship, team building, and so much more. We’ve missed those connections so much, and we know that means there is pent-up demand for sports activities to resume. Additionally, I think the sports industry in 2021 will have a renewed focus on health and safety, and I know Milwaukee’s sporting facilities like the Wisconsin Center have made that their No. 1 priority.”
Marissa Werner
Director of Sports Development, Visit Milwaukee

“2021 will prove to be the year of the fan. From venues, teams, and leagues, to ticketing companies, concert promoters, and marketplaces like StubHub, the entire live events industry will be more focused than ever before on reducing fan friction and maximizing fan joy. This will take a lot of forms: simplified mobile ticketing, easier transfer of tickets, smoother experiences at the gate, and more robust live experiences, to name a few. The pandemic has reminded all of us of the important role that fans play in live sports. They’re more than just faces in the stands. They’re the soundtrack, the heartbeat, and the source of the energy that emanates from sporting events. As a huge sports fan myself, I’m excited to see the ways in which StubHub is already thinking about making the fan experience more seamless and maximizing the joy of live events in 2021, and I know our partners in the live events industry are also developing innovative and creative ways to put fans first. Many of us are eager to get back in the stands, and I anticipate that, when we do, it will be better than ever.”
Akshay Khanna
General Manager of North America, StubHub

The entire live events industry will be more focused than ever before on reducing fan friction and maximizing fan joy.
–Akshay Khanna, General Manager of North America, StubHub

“Innovation in technology that supports sporting events.  The opportunity in the short term to assist in COVID case management, and near term, for our event organizers to elevate the efficiency in sporting events.”
Yola Marshall
Vice President, IHG

“Innovation will increase, we’ll see new ways of working that need and can be shared between different rights holders and cities.”
Phil Andrews
CEO, USA Weightlifting

“Amateur sports governance across all platforms will begin a long and possibly painful process of change to their long‐term governance process.”
Al Kidd
President and CEO, Sports ETA

Will 2021 look more like 2020 or more like 2019?

“Like many, I am just hoping for 2021 to be better than 2020.”
Marissa Werner
Director of Sports Development, Visit Milwaukee

“I believe 2021 will gradually look more like a version of 2019 once comfort increases around travel and attending events inside venues. That’s the hope!”
Sheila Nee
Director, Maine Sports Commission

“Neither, it will look like something different! I don’t see 2021 being the same as 2019, and there are ways that we’ve found and I am sure other organizations to find new ways of working, which are more inclusive and cost effective which we will continue to do. As we move forward into 2021, we’ll see more of that across the industry.”
Phil Andrews
CEO, USA Weightlifting

“It should be a hybrid and a step in the recovery. The recovery encompasses several factors that are currently impacted that need to start to change. It is simply not enough to say that there are youth tournaments taking place in sporadic markets – there are bigger issues at work that need reconciliation for the recovery to take place.

“For example but not an inclusive list of those changes are; a vaccine and/or virus management strategies, air travel, hotel stays, TOT taxes, unemployment (including furloughs and layoffs), the change to at‐home work environment, the impact on stay at home workers managing family now as a part of their daily activities, the possible credit crisis with unpaid mortgages, auto loans, student loans, credit card debt and consumer confidence. These will take time to work through 2021 and as we gain ground in these areas, 2022 may look very bright.”
Al Kidd
President and CEO, Sports ETA

Pent up demand and the need for people to connect through sports will be stronger than ever.
–Yola Marshall, Vice President, IHG

“I think a bit of both. Pent up demand and the need for people to connect through sports will be stronger than ever and new approaches to create memorable experiences for our youth with be top of mind to support the excitement of this great industry.”
Yola Marshall
Vice President, IHG

When Esports Stadium Arlington opened in 2018 in Texas, it marked the dawn of a new era for esports and live events. The first esports-specific venue at a municipally owned building—a renovation of the city’s convention center—it marked a landmark in the evolution of esports and the facilities that could support live esports events.

Before the COVID-19 pandemic hit earlier this year—and as professional esports leagues with city-based franchises were looking for new venues in their home markets—progress was being made on the next generation of esports-specific venues of all kinds. Whether they were purpose-built stadiums for teams, convention centers rethinking their space for a new generation of fans, or shopping malls reconfiguring their massive square footage for a new concept in experiential retail, esports-specific venues were gaining momentum.

To be sure, the pandemic has taken a toll. Some of the projects that were full-steam ahead at the start of 2020 have seen either a hold or a pause. But in that interim, destinations have found creative ways to take advantage of the changing landscape. Raleigh, North Carolina, for example, found a way to market itself as esports-friendly by launching a “medical concierge service” for professional teams willing to compete from the city. The program included access to medical professionals and best practices for staying healthy. The move attracted at least one team to compete at an undisclosed location in the city.

But while venue projects saw a temporary pause, there was also an irony of the pandemic that has developers bullish about what comes next. While live esports events have largely been shut down for months after so much momentum before the crisis, the interest in esports itself has only grown. Younger fans, in particular, report that they are even more engaged in esports and will be even more likely to attend events when they return. And in another unexpected benefit of esports-specific venues, the technology required to make them function for tournaments may position them even better in a post-pandemic world by their ability to easily host virtual or hybrid events of all kinds.

“In general, this has been interesting to watch in terms of esports the last six months since March,” said Brian Mirakian, a principal at the architecture firm Populous, which designed Esports Stadium Arlington and has several other significant projects in the works. “What we’ve seen is a dramatic uptick in gaming activity, people going online, people engaged in virtual entertainment. There’s been a real pivot to virtual online activity. When traditional sports came to a screeching halt, esports really accelerated.”

While the venue in Arlington may have been the standard bearer for municipal esports venues, there is evidence other destinations are quickly catching up. In South Bend, Indiana, San Antonio, Texas, suburban Atlanta and Philadelphia, among others, projects are in the works from office buildings to shopping malls that may well change the landscape for venues in the years to come.

A Boom in Philadelphia

For Mirakian and Populous, what began in Arlington has continued elsewhere, notably in Philadelphia, where the firm is involved in projects large and small. At the highest level, construction began before the pandemic on a new esports stadium for the Philadelphia Fusion, the city’s Overwatch League team. Once complete, the $50 million venue will feature 60,000 square feet of new construction, a 3,500-seat theater, two balcony bars, club seats with USB ports, loge boxes and exclusive suites. It will become the largest purpose-built esports arena in the Western Hemisphere.

While the project was originally scheduled for completion in 2021, construction has recently come to a halt because of the pandemic, although plans still call for the venue’s completion.

“It will be packed full of technology, a lot of firsts,” Mirakian said. “Fans will be excited when they come in. It will be one of a kind and it will put a new dimension to the fan experience.”

While the project will produce another milestone by being the first arena built specifically as a permanent professional team’s home venue, Populous’ other major esports project may have an even greater impact nationwide. The firm has partnered with Nerd Street Gaming on a plan to expand the localhost concept, which would put smaller gaming venues into urban settings across the country. Localhosts are described as public esports arenas that use the same high-powered computers that professional games use in tournaments. The venues are managed by Philadelphia-based Nerd Street, a network of esports venues and events dedicated to providing competitive opportunities for gamers.

The localhosts will allow visitors to compete casually or in more structured competitions and plans call for more than 100 of the venues over the next five years, with two immediately on the books. The company is also partnering with Five Below stores as part of the venture. “It’s representative of bringing esports and gaming to the masses,” Mirakian said. “These are community-focused projects.”

The localhosts will also offer an opportunity to expand the notion of an esports venue into other areas such as retail space, a trend that would appear to have an immediate future.

“The nature of retail-specific developments is changing from a consumer goods model to an experiential model with food and beverage to entertainment,” he said. “So when we’re talking to developers and property owners that have traditional retail development, oftentimes they do have an asset like a big box they want to reposition. We have fielded so much interest in that capacity as gaming or esports become the driver to reactivate some underperforming assets. The reality is there’s a ton of potential around that.”

Rethinking the Mall

One company that knows that potential well is Allied Esports. While Esports Stadium Arlington marked a shift in publicly owned venues, Allied has been operating privately held arenas for years. Its flagship venue is the HyperX Esports Arena at the Luxor Hotel in Las Vegas, which opened in 2018.

The latest project, however, has been partnership with Simon Property Group and Brookfield Properties, the largest developers of shopping malls in the country. Under a deal first announced in 2019, Allied is in the process of developing venues that will be placed in the malls, with the first one expected to come online in Buford, Georgia, at the Mall of Georgia near Atlanta. The Georgia site calls for a 13,000-square-foot space on two levels in The Village outdoor portion of the property.

Allied is working with HOK on the architecture, engineering, design and planning on the venues, whose openings have been delayed because of the pandemic. The first venue, however, is expected to open in 2021, said Allied Esports CEO Jud Hannigan.

“We want these to be opening when life is normal, when people are congregating again without restrictions,” he said. “Right now in the U.S. it’s a mixed bag depending on the market you’re in. The good thing is we’ve got great partners and we’re in this for the long haul. And we’re more excited about the prospect of operating physical venues with what I believe will be a resurgence of live experiences when this is all over.”

Under the mall concept, the venues will offer a range of esports and gaming experiences, including nightly tournaments for gamers of all levels, PCs and consoles for walk-up play and daily use, broadcast and streaming production capabilities, full food and beverages and experiential retail.

The move to mall venues also has come with an event series at other Simon locations. The first season of the so-called Simon Cup was staged at malls in Long Island, New York, Ontario, California, and at the HyperX Esports Arena.

Hannigan said that based on the return of patrons to the Las Vegas arena when it reopened in June, the company believes there will be a market at malls when fans are ready to return there as well. “We’re seeing that people want to participate in our events and events are being sold out,” he said, noting that weekend traffic has been the strongest. “We’re still seeing that. The pandemic and restrictions are just creating more demand for it.”

South Bend Enters the Scene

While retail may be the hot spot for future esports venue development, others are starting to take the Arlington model and adapt it to their own communities. And one of the next frontiers in that space is South Bend, Indiana, where a portion of the city’s convention center is under redevelopment to become an esports hub.

Behind the project is someone with considerable history organizing traditional sports. Before he became executive director of venues for the city of South Bend, Jeff Jarnecke spent years at the NCAA as the association’s point person on awarding championship host locations. Now he’s shifted gears toward esports by repurposing portions of the Century Center Convention Center into a competition theater and a LAN center for community use.

“We thought that that this was going to be a differentiating factor for us,” Jarnecke said. “I don’t always think people thought of South Bend as being an early adopter of things, but that was our strategy.”

Plans call for using revenues from hotel-motel tax collections and putting up to $2 million toward the renovation, whose highlight is the 630-seat Bendix Theater. That project has turned an older amphitheater setting at the convention center that now has new seats, flooring, carpet and technology in its renovation to an esports venue. In addition, several breakout meetings rooms will be turned into a LAN center with 32 gaming consoles that will serve as a community venue.

Just the beginning of the project has already resulted in one new partnership as the local NAIA Bethel University has named the new venue home to an esports program launched in part because of the space. “That was from the president of the university reaching out when the story first broke,” Jarnecke said. “It was literally the president and I working together to come up with this operating model.”

“As we looked at the opportunity presented by the Bendix Theatre renovation, and as we began to research collegiate esports, it became clear that there is a lot of momentum for esports and having a pilot team would be an asset to the athletic department and to the university,” said Christopher Hess, Bethel’s associate athletic director, in announcing the partnership. “Our athletic department wants to provide the best college experience we can for our students and there are a lot of student gamers (women and men) here on campus that can enhance that experience by enjoying the benefits of all that comes with being a part of a team.”

While the timing of the project has been pushed back several months this year because of its hotel tax funding, plans still call for opening the full scope of the project this year. And when it’s done, the hope is that the visibility of events from the venue will give South Bend some visibility as well.

“We think we’ll get to the point where when you see Benidx on Twitch and online, you’ll know which arena you’re talking about because it will be so much different,” Jarnecke said.

The Education Model

Other cities are taking yet another approach with esports venues, including incorporating them into tech campuses. That’s the case in San Antonio, where leaders at the Port San Antonio technology campus in August announced plans for a 2,500-seat arena.

The project is part of a $60 million addition to the tech campus that will include a 130,000-square-foot building that will feature the esports arena and other projects. The arena itself will be designed by RVK Architects and will be capable of configuration for esports competitions, concerts, product launches and large training programs. Retractable seating will also allow the space to host conventions and conferences. The project will also feature a 24-hour electronic gaming area and a full-scale food hall, including catering support for events hosted at the center. ASM Global will manage the complex when it complete, which is expected in early 2022.

The Port San Antonio tech campus is home to aerospace, cybersecurity, defense, robotics and other advanced operations in the Texas city. By mixing esports into the project, the site’s operators are hoping to connect the community in different ways than a mall development or localhost site. In this case, the goal is to incorporate the genre into the campus’ goal of connecting people through employment, education and entrepreneurial opportunities, including those that are STEM-based.

“Our board has been hard at work to ensure that the Port serves as a strategic asset for all people in our region,” said Port San Antonio Board Chair Chris Alderete in announcing plans for the arena. “We have taken another major step forward in delivering on that promise to create a place that is welcoming to all people in our community.”

Different Opportunities

To Mirakian, Hannigan and others, the future of esports-specific arenas would appear bright, despite the current challenges with the slow return of live events.

“We’re all trying to cope in this climate but because of the space we operate in, our positivity in the future isn’t wavering,” Hannigan said.

And part of what’s driving that optimism is the different ways that communities are finding to incorporate these new esports venues into their inventory, whether it’s a specific arena, a community gaming center, the rethinking of retail space or convention center, or as part of a larger educational mission.

“When you look at the landscape, the purpose-built large-scale arenas—those are happening already,” he said. “And there’s a lot of activity related to the experiential gaming center model. But I don’t think there’s a one-size-fits-all solution. There are so many opportunities for cities and investment groups for people who are interested in looking at the future of retail and consumerism on different levels where esports really dovetails nicely.”