Sporting events bring in largest overnight visitors, study shows
Soccer, marathons, NASCAR and other sports drew the largest number of tourists to the Richmond area last year outpacing other events, according to a study released Friday by the regions top tourism group.
The study, commissioned by the Richmond Metropolitan Convention amp; Visitors Bureau, tracked hotel occupancy rates and compared the figures with events going on in the area at that time.
Researchers from Virginia Commonwealth Universitys Department of Statistics found that the days with the highest occupancy rates corresponded with weekends when large sporting events were going on.
The study did not break down occupancy rates for individual events or hotels.
The biggest draw was the second weekend of last years Jefferson Cup youth soccer tournament.
I would have expected one of the NASCAR weekends, said Scott Turner, executive director of the Richmond Strikers Soccer Club, which puts on the tournament.
Among the other events in 2011 bringing in the largest crowds of overnight visitors were basketball and volleyball tournaments in May, NASCAR races in April and September, and the SunTrust Richmond Marathon in November, the study said.
Association and religious-based conventions also brought out large groups of overnight visitors.
Knowing that sporting events were such a big draw is welcome reaffirmation for local tourism officials who are working to make the area a top destination for tournaments and other sports-related events.
The study highlights the positive effect sports can have in the area, said Jack Berry, president and CEO of the Richmond Metropolitan Convention amp; Visitors Bureau.
The Jefferson Cup, which began last week, is a good example of the economic impact sports can have in an area, officials say.
According to tournament officials, 24,250 hotel room nights have been booked for this years Jefferson Cup three-weekend tournament. The event is expected to bring 916 teams from 35 states.
Attendees eat at our restaurants and shop at our stores, Turner said.
Officials estimate that economic impact for the area to be about $15 million.
Berry said the area has made a concerted effort in the past several years to reach out and find tournaments willing to play in the area.
That effort has shown some good results as the occupancy rates throughout the Richmond region outpaced growth in the state thanks, in part, to sporting events, he said.
According to the industry group Smith Travel Research, room occupancy in the US increased 4.4 percent in 2011 when compared with 2010. In Virginia, occupancy grew 2.4 percent.
In the Richmond downtown/airport category, occupancy rates increased 12.4 percent in 2011 when compared with 2010, Smith Travel Research said.
Chesterfield County, Henrico County and Petersburg individually saw higher growth rates than the state.
While satisfied with the results, local officials are working to increase the number of people it is bringing here for events.
For instance, Dennis Bickmeier, president of Richmond International Raceway, said the track is making a concerted effort to draw fans from Canada.
I think an April date would be attractive to Canadians, Bickmeier said.
And Jon Lugbill, executive director of Metropolitan Richmond Sports Backers, said his organization plans on adding at least one event a year for the next five years. We also have plans on expanding our current events as well.
One potential roadblock to the continued growth of sports tourism in the area is SportsQuest, the troubled sports complex in Chesterfield that has been used as a tool to help bring tournaments here.
A number of tournaments and events are now played on SportsQuests fields, including several Jefferson Cup games.
But the partially developed project has been mired with financial troubles. The complex is planned as a sports village, but the only development to date has been on lighted soccer fields and concession and bathroom facilities.
Several contractors have filed mechanics liens for work on the property. The state has sued the company for the way it marketed its fitness center memberships. The landlord of the building where the fitness center was temporarily housed has evicted the company; and a longtime partner has severed its relationship.
On Friday, several officials said they believed the project, in some form or possibly with different ownership, would be completed.
I am concerned but optimistic, said James M. Holland, chairman of the convention and visitors bureau board and a member of the Chesterfield Board of Supervisors.
Chesterfield has a lien on the property in exchange for leasing SportsQuests fields several days a week. The county also has a $2.3 million deal for a senior center and indoor basketball court. Neither has been built.