The fast-paced, high-energy action of 3×3 basketball is taking the sport back to its streetball roots—half-court, one hoop, and nonstop sports entertainment. Played with just three players per side, the urban-style game moves at lightning speed, spotlighting individual skill, quick transitions, and the kind of intensity that keeps fans on their feet.
In smaller cities and mid-sized destinations, 3×3 basketball tournaments are emerging as powerful tools to breathe new life into underutilized spaces, while attracting visitors from near and far.
John David, president and CEO of the Sports Events and Tourism Association, notes these types of tournaments aren’t just fun, they’re economic and cultural wins for smaller cities looking to revitalize underused spaces and attract foot traffic.
“Smaller and mid-size cities are tapping into the fast-paced, urban-friendly format of 3×3 basketball to energize downtown areas and attract sports tourists,” he says. “For smaller destinations, 3×3 events are an accessible, cost-effective way to activate underused public spaces, drive foot traffic to local businesses, and create a festival atmosphere that supports long-term revitalization efforts.”
When thoughtfully planned, 3×3 tournaments can transform vacant lots, community parks, or underused sports facilities into bustling hubs of activity, drawing foot traffic to local businesses and fostering community pride.
Community sponsors are also important to help make a 3×3 tournament financially successful and to provide the opportunity for it to become an annual event.
Play on!
Gus Macker Basketball, founded in 1974 by Scott McNeal, began as a small 3×3 competition of friends at a backyard gathering in Lowell, Mich., but has since grown into a nationwide phenomenon, bringing people of all ages and backgrounds together through the love of basketball.
“We call our games 3-on-3, as we were recognized as the first ones to do it, and it sets us apart,” McNeal says. “We currently work in partnership with local nonprofit charity groups around the country. We come in with the equipment and a team to manage the event, and we have gravitated to smaller towns to help a city economically.”
Since 2012, the Snohomish County Sports Commission has helped run a basketball tournament at Arlington Airport in Arlington, Wa., regularly attracting more than 200 participants.
Additionally, over the past four years, the commission has helped run Everett 3on3 presented by Boeing, a 3×3 tournament held in downtown Everett on the streets of Colby Avenue and Wetmore Avenue.
“The tournament drew about 4,000 people in 2024,” says Tammy Dunn, executive director of the Snohomish County Sports Commission. “The setup includes a main court where teams play, an emcee, lively music, and bleachers for people to gather and watch.”
Other components of the event include a slam dunk contest on the center court, a three-point shot contest, and a free-throw shot contest sponsored by Everett Downtown Storage.
“Our experience with 3×3 basketball tournaments is a positive one,” Dunn says. “These tournaments have drawn basketball fans and players to downtown. These individuals spend money in restaurants, food trucks, and shops between the games. Hosting another event in conjunction with the tournament draws another group of people to experience the tournament. Plus, the teams and spectators enjoy a local event to experience the community.”
a slam dunk contest, a three-point shot contest, and a free throw contest. Courtesy Snohomish County Sports Commission
Tips for success
Each year, the Lackawanna County Government hosts a 3×3 basketball tournament in Scranton, Pa. For the past 15 years, the tournament has been played on the downtown streets of the city. Through collaboration with the parks, maintenance, and road departments, the organizers transform a city street into eight to ten half courts for play.
According to one of the event coordinators, it’s important not to try to handle everything through a single person. Instead, form a committee and assign different responsibilities and tasks that need to be done. This approach helps make the event more organized. The location should also be easy for players to access. For example, at the Scranton event, the courts are set up on one block of a city street, so teams don’t have to worry about missing court time.
Successfully organizing a 3×3 basketball event requires careful attention to ensure smooth execution and engaging competition. From selecting the right bracket format and designing optimal court spacing, to managing logistics like scheduling and equipment, each element plays a crucial role in creating a memorable experience for players and spectators alike.
“Some key areas are making sure there are enough flat areas to hold the number of courts that are needed, working with the city to ensure that the streets may be closed, and communicating with the local businesses about the event so they can be prepared for the business to come,” Dunn says. “You also have to match the teams fairly.”
For instance, the Scranton tournament tries to organize teams by different age groups but combines some if needed, depending on the number of teams registered, since it requires a minimum of three teams for one division. The teams are then placed in a pool play format with a guaranteed three-game schedule, with the two top teams playing for the championship.
When the Gus Macker tournaments started, they would allow people to just show up with their teams. Then, they would take the age, height, and experience into consideration before putting the competitors on the court with similar players. While that worked well when they were only dealing with a few divisions, it became difficult as the tournaments grew, and soon, they needed to use their own software package to rank and bracket teams fairly.
“In today’s world, especially for 18 and under, I’m in an AAU kind of format where I have 10 and under, 11 and 12, 13 and 14, 15 and 16, and adults have an average age,” McNeal says.
Creating an experience
These 3×3 events are more than just the games, as music, announcers, and other forms of entertainment help create a fun, exciting atmosphere. Some organizers also work with food trucks and local restaurants to participate in the tournament.
David notes the secret to success is to design an experience, not just a regular tournament.
“Integrating local food trucks, live entertainment, youth skills clinics, and vendor zones creates a family-friendly atmosphere that appeals beyond basketball fans,” he says. “According to our latest Sports ETA State of the Industry Report, destinations hosted an average of 69 events in 2023, many of which layered in community elements to broaden appeal. Collaboration with parks and rec departments, which 80 percent of destinations did, helps build that holistic experience, aligning with broader tourism and wellness goals.”
Eric Turney, sales and marketing director at The Monterey Company, has partnered with various event organizers to help bring 3×3 basketball tournaments to life by providing custom T-shirts, medals, trophies, and hats that make the events memorable for both players and fans.
“One standout example is Deschoops, a 3×3 tournament hosted in our local community of Bend, Ore., where we helped them create a full range of branded merchandise and awards. The event was a huge success, drawing visitors from across the region and energizing our downtown area with families, athletes, and spectators,” he says.
Making room for the game in unlikely spaces
Transforming unconventional spaces into lively basketball courts is central to successful 3×3 tournaments in smaller cities. Whether it’s a vacant lot, a park, or an underused parking lot, these creative conversions turn overlooked places into social hubs.
“We’ve found that parking lots with enough space are great venues for 3×3 tournaments,” Dunn says. “Parking lots can create a basketball atmosphere as the courts are next to each other, and it doesn’t require streets to close down.”
However, there have been times when McNeal expected 200 teams to show up, and more than 300 did, causing some logistical issues.
“We recently did a tournament in Michigan, and there were 350 teams. They had traditionally played in a parking lot, but they ended up adding courts on a street near a school,” he says. “That worked a lot better for us, because we could stretch the courts out and spread the space out for spectators.”
David said he’s seeing more out-of-the-box thinking when it comes to locations. “Cities are reimagining parking lots, rooftops, and urban plazas as temporary sports venues, which is an exciting trend,” he says. “These creative uses don’t just save money, they create visually impactful experiences.”
The biggest hurdles, he adds, are often infrastructure and awareness. “Smaller destinations may lack the staff or funding for turnkey production,” he says. “Yet the data shows nearly half of destinations operate with budgets under $500,000, so efficiency is crucial. Partnering with schools, parks, and local businesses helps share resources.”
From a marketing standpoint, leveraging social media and local influencers is cost-effective, especially when 3×3 basketball offers such a visual, high-energy product.
“It is also important to always plan for weather and focus on storytelling to elevate the event’s visibility and value,” David says.
Small courts, big impact
These 3×3 basketball tournaments offer more than just thrilling competition—they bring significant economic benefits as well. These events showcase a vibrant community. Businesses benefit as thousands of people dine, shop, and stay in the community. Meanwhile, local sponsors have an opportunity to give back and interact with individuals who may be potential customers.
While 3×3 events may be smaller in scale than some other community sports activities, they often punch above their weight in terms of economic activity, according to David.
“In 2023, sports tourism supported 757,600 jobs and generated $20.1 billion in tax revenue,” he says. “For grassroots events, even a few thousand attendees can lead to strong local restaurant, lodging, and retail spending. CVBs and sports commissions can use tools like the Sports ETA + Destinations International Event Impact Calculator to track spending, room nights, and visitor behavior, then share those insights with stakeholders and funders.”
Sports ETA’s report showed that owned events are growing in importance, especially among destinations with budgets under one million. That’s why David recommends positioning the event as a platform for local brands to connect with families, young athletes, and community causes.
“Offer layered sponsorships that include on-site activation, digital reach, and alignment with local revitalization or health and wellness efforts, something 50 percent of destinations already participate in,” he says. “Local banks, media outlets, and healthcare providers are often great starting points for partnerships.”
With the right approach—especially when supported by great branding, merchandise, and community involvement—organizers can create memorable experiences that boost local visibility and create lasting economic impact while celebrating their community’s vibrant spirit.
