Report Finds Resident Support for Sports Events

Industry professionals have a new data set to review as they make their case for the benefits of sports-related travel. Cimarron Global Solutions and Longwoods International, with support of the Greater Columbus Sports Commission, have launched a new report that aims to measure resident sentiment toward sporting events across the United States.

The result of the first report: More than half of residents surveyed (60 percent) perceive amateur and youth sports events as beneficial to their local economy, with a similar number agreeing that those events improved the quality of life within their respective communities. The numbers remain similar when it comes to perceived impact of collegiate and professional events.

“Understanding resident sentiment towards sporting events is crucial for communities aiming to balance tourism growth with quality of life for their residents,” said Amir Eylon, president and chief executive officer of Longwoods International. “This report offers essential insights into how sporting events can contribute to that balance.” 

The report’s authors noted as a measure of community perception of tourism, resident sentiment offers insights into how sporting events impact local communities. The report looked at three years’ worth of data to reveal a steady increase in resident sentiment towards sporting events across several metrics including support of hosting college and professional sporting events and perception of sporting events held in communities as community assets.  

“Our collaboration with the industry leaders at Longwoods International has resulted in an invaluable resource for communities as they broaden the definition of success for sporting events in their markets and monitor the health of resident sentiment of these activities,” said Jennifer Stoll, president and chief executive officer of Cimarron Global Solutions.  

Industry veteran Linda Logan, the president and chief executive officer of the Greater Columbus Sports Commission, said the data should be valuable to industry professionals. “The findings will be instrumental in guiding not only our efforts but also those of sports commissions and tourism boards across the country,” she said. “This report underscores the importance of resident sentiment in planning and executing successful sporting events at all levels.”