Last year, SportsEvents reported that convention centers across America were responsible for keeping our industry afloat during the pandemic. However, now that our country is hopefully past the peak of it all, another group has stepped up to the plate. “Sporty” hotels in the U.S. have recently played a major part in hosting sporting events. After all, most hotels are in close proximity to convention centers or outdoor sporting venues.
Sports ETA’s The Pulse, powered by Event Connect, shows that on average in 2022, sporting teams are booking an average of 10 or more hotel nights per month as opposed to the average eight in 2021. In addition to more room nights, the hotel booking average is up almost 20 percent.
However, even though numbers are significantly higher than the ones reported in 2021, pre-pandemic numbers have yet to return. While most states have held an average of 50 or more events to date, this summer saw a decline in the average numbers. While that can be attributed to families and groups getting to spend time with one another openly for the first time since 2019, numbers are still lower than industry officials would have liked to see.
Convention Center “Location-ships”
While some hotels prefer to go solo—utilize their own facilities—others prefer to partner up with convention centers to maximize sports tourism dollars in general rather than more profits for themselves.
Other new developments prefer to be in a central part of town, not connected to a certain hotel, but in walking distance to several.
The new Classic Center Arena in Athens, Ga. is a prime example of utilizing location to maximize profit.
During the groundbreaking ceremony for the Classic Center Arena attached to the Classic Center downtown in April, officials announced the main reason for the center to be in such a specific location downtown was to help boost the entire town, not just the center itself. The new Classic Center Arena will not only act as a host to the Georgia Music Hall of Fame, but will see several music artists, events, and sporting tournaments when it opens in fall 2023.
The arena will have an easy access to the public thanks to its location between the Foundry building downtown and its pre-designed concourse. Visitors will be able to walk to the arena after preparing for their event by shopping, dining, or checking out local attractions.
Because most of the contractors are local, construction on the Classic Center’s Arena will bring over 600 jobs, 90,000 hotel nights, and over $30 million in economic impact in the next year alone. The Classic Center has also partnered with the University of Georgia, Athens-Clarke County Career Academy Athens Technical College, and local career academies to provide unique hands-on learning for students/employees in the area.
Across state lines, the Hilton Knoxville Airport in Alcoa, Tenn., is a quick shuttle ride away from the Knoxville airport featuring 17 meeting rooms, 241 guest rooms, a large conference center, an executive boardroom, and multiple ballrooms. The space is great for smaller events, or events in the greater Knoxville area wanting to get away but stay in the general vicinity of the area.
Several other convention centers are also in walking distance from hotels—especially in larger cities such as Atlanta, Dallas/Fort Worth, and Chicago.
The Future Role of Hotels
Looking ahead, our industry can expect hotels to play a much larger role when it comes to sports, conferences, and execution of events. Since many planners are looking towards top rated safety facilities, many hotels are becoming certified with sports safety organizations nationwide. Hotels can also be used as an event supplement—think networking receptions, after hours at the hotel lounge, and a networking room featuring a display of business cards. Hotels, coming back from 2020/2021 losses, are a key role in building back our industry and should be treated as such. Hotels can offer event space, room blockings, custom breakfasts, lunches, and dinners, and more. It is time our industry starts utilizing hotels nationwide for what they are—a force to be reckoned with in the future.
