Helping Pasco Sports Tourism Rebound in 2021

Club volleyball has been keeping the January calendar full at the Wiregrass Ranch Sports Campus of Pasco County.

If tourism is going to bounce back from the Covid-19-ravaged 2020, a series of spikes, dunks, cheers and racquet sports will have a lot to do with it.

At least that’s how it looks to Pasco County tourism director Adam Thomas, who says that after a tough year for tourism around the world, events are returning to Pasco’s “sports tourism” sites, including the Wiregrass Ranch Sports Campus, Advent Health Center Ice and the Sarah Vande Berg (SVB) Tennis Center — all part of the county’s “Florida’s Sports Coast” branding.

Thomas says the three facilities have 14 events scheduled for the first two months of the year, with many more to come, as national governing bodies like USA Volleyball, USA Wrestling, USA Powerlifting and others look to take advantage of Florida’s open-for-business status and have eyed the Wesley Chapel-area to hold events.

“We are just now getting back to normalcy,” Thomas says, despite rising Covid numbers in Pasco, in Florida and around the nation. “We are looking at sports tourism in 2021 to really get us back to where we need to be.”

One event that won’t provide as much help as originally expected is Super Bowl LV, which is being played at Raymond James Stadium in Tampa on February 7. Generally, a huge event like the Super Bowl would have a major economic impact on nearby Wesley Chapel, with visitors staying in local hotels and eating and shopping at local restaurants and stores.

But, Covid-19 protocols will limit the crowd at Raymond James Stadium, which can hold 65,890 fans, to roughly 20,000 for the Big Game.

Thomas thinks Wesley Chapel will still enjoy some benefit from the Super Bowl, but in October, Pasco backed out of plans to spend $250,000 on a Super Bowl sponsorship and instead use that money for something more likely to bring a bigger return to the county.

So, while the Big Game won’t make as much of an impact, hundreds of little ones will — and that’s fine with Richard Blalock, the CEO of RADDSports, which runs the Wiregrass Ranch Sports Campus, thanks to a public-private partnership between Pasco and RADD Sports.

The 98,000-sq.ft. AdventHealth Sports Arena will host a variety of club sporting events in 2021, bringing hundreds of teams and players and their parents’ wallets to Wesley Chapel.

The January calendar was filled with volleyball tournaments and gymnastics meets. Volleyball and gymnastics club seasons will roll into a basketball club season in the spring, and then the camp season over the summer. The Sports Campus is already proving to be responsible for a lot of hotel room nights and money spent at Wesley Chapel restaurants, malls and shopping centers, as nearly every weekend is booked through August and even Covid-plagued 2020 proved to be a success.

“We are not one-sport-specific, and that helps us,” Blalock says. “We made that decision by design. We can run a multitude of events here. As one season ends, another is starting.”

Blalock says in August and September of 2020, the first six weeks the Sports Campus was open, its events were responsible for 1,800 hotel room nights and just over $150,000 in sales, resulting in a $1.2-million indirect impact on the local economy. 

He doesn’t have numbers yet for the rest of 2020, but Blalock says he expects to exceed those numbers in 2021. He says this while staring out his office window at construction workers laying masonry blocks on the fourth floor of the Residence Inn by Marriott hotel, which is being built adjacent to the arena on the Spots Campus site and is expected to open around the first week in August.

But, 2021 also is planned to include  an NFL-style combine for pro football hopefuls, organized by former Tampa Bay Buccaneers wide receiver Yo Murphy, as well as the possibility of European soccer teams camping here prior to their fall 2021 seasons.

Hockey Tourism, Too

Thomas says the Sports Campus isn’t the only local venue to have a slew of events booked to meet pent up demand. AHCI currently is hosting a six-week United States Premier Hockey League (USPHL) camp — a college and pro showcase with hundreds of players staying at Saddlebrook Resort and playing games at AHCI — as well as in Ellenton and Brandon. 

The USPHL’s Hub City concept is designed in part to make up for the loss of games and exposure events for players last year, especially from hockey areas hit particularly hard by Covid-19, like the northeastern U.S.

Because so many events were cancelled last year and so many seasons went unfinished,  Thomas anticipates eager event organizers to be heading our way.

“Our event calendar looks pretty promising,” he says.

The SVB Tennis Center in Zephyrhills is attracting sports tourism with growing sports like padel (photo) and pickleball. 

The county won’t recover in one year, Thomas adds. He believes the Covid-19 vaccine will help make people more comfortable when it comes to travel and attending larger events, but that change will take a while. While 2021 is expected to put the Florida Sports Coast back on track, Thomas says the tourism industry is looking at 2023 before a full recovery can probably be expected.

“It’s going to take some time,” he says. “We’re still licking our wounds.”

When the pandemic hit last year, the county was coming off a record-setting February. March began the nosedive, and when the state was shut down for much of April, the county saw its tourist tax revenue drop to below $100,000 for the month, down from $430,000 in tourist tax collected in April 2019.

There is some good news, even if it is anecdotal — Thomas says the last weekend of 2020 saw 6.2 -percent growth, with almost 40 percent hotel occupancy. “We had a really good week,” he says. “Hopefully we’ll continue to see that.” 

In fact, Lisa Moore, the market director of sales for the Hilton Garden Inn Tampa-Wesley Chapel on S.R. 56 says, “We’ve been at or near 100% occupancy every weekend since the Sports Campus opened. It (2020) was a tough year, but things are looking better now.”

Wesley Chapel Center Of Pasco Sports Efforts

Pasco County tourism director Adam Thomas made the announcement that Pasco County will be rebranded as “Florida’s Sports Coast,” with Wesley Chapel’s sports facilities playing a major role.

Pasco County’s tourism department is rebranding the county & going hard after the sports market; Wesley Chapel will be a major player in that effort.

Pasco County is changing.

Once sleepy, it is now wide awake.

Once quiet and serene, it is now bustling.

Once regarded mostly for nature, it is now being rebranded.

“Let’s Play!”

That will be the new slogan that drives the county’s evolution from Nature Coast to Sports Coast, as Pasco looks to capitalize on a number of sports offerings it feels will, if marketed properly, bring in millions of dollars annually to local businesses and hotels, and much needed tax dollars for the county.

Pasco’s tourism agency, Visit Pasco, is expected to rebrand the county as “Florida’s Sports Coast” after January 1, 2019. It has a $326,000 contract with The Zimmerman Agency to help with the rebranding and marketing.

“This is a destination that is changing and changing,” says Adam Thomas, Pasco’s tourism director. “We are charging ahead to become that premier sports destination: Florida’s Sports Coast.”

Thomas emceed the East Pasco Economic Development Summit on Nov. 2, which brought together government officials like District 2 commissioner Mike Moore and county administrator Dan Biles, as well as heavy hitters in the sports tourism market like Jason Aughey of the Tampa Bay Sports Commission, Pat Ciaccio of Saddlebrook Resort, Richard Blalock of RADD Sports and Gordie Zimmermann of Florida Hospital Center Ice (FHCI).

The summit was held at the Pasco-Hernando State College Porter campus in Wiregrass Ranch, and the message, emphasized by keynote speaker Carolynn Smith, was simple: 

“You need to be ready,” Smith said.

Smith, a former college basketball standout at the University of North Florida in Jacksonville who now owns 7 Marketing & PR, stressed to local businesses the importance of preparation for an influx of new customers. She said to look at the schedules at the local sports facilities, be staffed properly when big events are in town, and ready to capitalize.

The panel drove home a similar message. The heart of the engine that will drive much of the transition from nature outpost to sports destination is right here in Wesley Chapel, with the soon-to-be-built $44-million Wiregrass Sports Complex, the booming FHCI facility and popular Saddlebrook Resort expected to attract hundreds of thousands of tourists annually.

Aughey, who has helped bring Super Bowls and NCAA Football National Championships and men’s and women’s NCAA Basketball Final Fours to Tampa, says that sports tourism had a $57.4-billion impact on the national economy last year.

But, it is youth and amateur sports, he says, “that are truly the bread and butter” of sports tourism.

One reason: they are recession proof, according to Aughey. No matter the economy, he says, parents are not likely to cut out their children’s sports because they provide physical and social benefits as well as college scholarship opportunities.

In fact, according to U.S. News & World Report, a 2009 study by the National Association of Sports Commissions and Ohio University showed that participation in youth sports travel still increased from 2008 to 2009 despite the Great Recession.

“Regardless of the economy, sports is going to continue to pull through,” Aughey said.

Ciaccio, the general manager at Saddlebrook Resort, said that is good for everyone in Wesley Chapel. “Everyone benefits from the ancillary benefits,” he said, citing everything from walk-in clinics to local mom-and-pop shops, sign makers, restaurants and retail and grocery stores.

“There’s a little niche for everybody,” Ciaccio says. “You have to see how you can benefit, and find your place.”

FHCI has already made its mark with more than 1 million visitors since opening in 2017. Most recently, the complex hosted a 68-team event, which can translate to 1,300 players and just as many parents needing hotel rooms, places to eat and things to do in their downtime, like shop.

Zimmermann said that events like that at FHCI are commonplace almost every weekend, and often are much larger.

Aughey added that back in May, Tampa hosted a cheerleading competition that filled 22,000 rooms over two days. A volleyball tournament this year brought 900 teams, resulting in 10-20,000 visitors.

The Wiregrass Sports Complex being developed by RADD Sports is expected to handle large indoor events like that, hosting hundreds, even thousands of athletes and their parents every weekend, all looking for ways to spend their money.

It’s no wonder there has been a rush to build new hotels in Wesley Chapel.

The popularity of youth and amateur sports is only going to grow bigger. According to the National Association of Sports Commissions State of the Industry report in 2017, visitor spending associated with sports events was $10.47 billion in 2016, a 10 percent increase from the year before.

But, Pasco County’s rebranding goes beyond just the sports tourism market in Wesley Chapel. It also includes things like the sand volleyball courts at Sunwest Park in Hudson, zip lining at Treehoppers in Dade City, and fishing and boating on the Gulf coast.

“Show me any place (else) around where, on the same weekend, you can have a beach volleyball event going on at the same time as an ice hockey tournament is happening,” said Biles. “You can go scalloping, you can jump out of a plane (in Zephyrhills), you can go biking on trails….how many destinations offer that kind of variety?”

And, there’s still more to come. While the RADD Sports facility broke ground earlier this year, it won’t be ready to host events until late 2019. There is talk of a large aquatics facility being negotiated in Land O’Lakes and a new tennis complex is scheduled to be built in Zephyrhills.

“We have a lot of assets, and more will come because they will follow,” said Moore, comparing it to Orlando, where DisneyWorld was the first amusement park, but not the last to build in that area.

Commissioner Moore even had his own suggestion for anyone interested — equestrian facilities for those who like to ride horses.

“We aren’t going to build it, but you can,” he said, to laughter. “You gotta figure out a way to get in the game!”

 

Aggressive Approach Yields Tourism Results

Pasco County has put its tourism department on steroids.

The county’s formerly sleepy, nature-centric manner of attracting visitors is giving way to a high-powered, aggressive approach that, if everything goes according to plan, will soon yield a new brand that is expected to focus on the county’s diverse offerings.

Executive director Adam Thomas of the Pasco County Visitor Bureau has commissioned Tallahassee-based public relations firm Zimmerman Agency, LLC, to help coordinate a brand relaunch at a cost of $481,000. In other words, the motto “Open spaces. Vibrant Places.” could be giving way to something that reaches a broader, more defined audience.

“We are building a platform that is going to springboard us into the future and will make us relevant in the Florida tourism market,” Thomas says.

Working with local leaders, the Zimmerman Agency is expected to unveil a draft plan by Aug. 31, and the new brand for Pasco tourism could launch in early October.

Thomas says his goal is to help develop a “life-cycle” of tourism, where visitors fall in love with the area they are visiting, and decide to relocate their families or businesses here, and feed the ongoing growth of Pasco County.

While the county already boasts a variety of festivals and outdoor activities, as well as a bustling western coastline attractive to those who like water sports like fishing, inland suburban areas like Wesley Chapel have evolved quickly to offer even more, like two thriving shopping malls.

Natalie Taylor of “Tampa Bay’s Morning Blend” talks with Pasco County commissioner Mike Moore, Gordie Zimmerman and Adam Thomas about Pasco County tourism.

If tourism in Pasco County felt somewhat staid in the past, it could have been for a lack of product that is now becoming more ample.

Wesley Chapel already is proving there is fruit on the sports tree, thanks to the overwhelming and immediate success of Florida Hospital Center Ice (FHCI).

Helped by a two-percent increase in the Tourist Development Tax (TDT) last year to help pay for a new sports complex (see below) in Wiregrass Ranch, FHCI deserves to receive at least some of the credit for the recent boost in tourism dollars filling county coffers.

The TDT has raised more than $200,000 every month through June this year, with a high of $355,279 in April. Last year, the most it raised in any month was $157,942.

Managing partner Gordie Zimmermann (no relation to the agency) says FHCI is booked almost every weekend with hockey tournaments and other events, a majority of them requiring at least a two-night stay.

There is a rush to build more hotels (the Hyatt Place just opened and three more are on the way along S.R. 56), so visitors have a place to stay, and FHCI is more than able to fill them. “We didn’t have as many places to stay in Pasco County in the past,” says District 2 Pasco Commissioner Mike Moore. “Now, the visitors that may have come to Pasco for a day trip or to visit family can stay. We now have (hotels).”

Moore also said that in the past, the county has lost out on events, due to a lack of facilities, like FHCI, hotels and even enough shopping options and restaurants.

“Now, we can handle all of those visitors,” says Moore, who lives in Wesley Chapel.

Our area should be prepared to handle even more in 2019 and, as a result, more hotels and restaurants are on the way.

“I don’t know if they have ever seen anything like this in the history of the county, and we’re really just ramping up,” Zimmermann says. “We have a lot of different events coming in 2019 that we didn’t even have in 2018. It’s something every week.”

Even the “American Idol” auditions held last week (and one year ago) produced overnight stays. However, it has been the various ice sports, from youth and adult hockey to figure skating events, driving Wesley Chapel’s increased impact on county-wide tourism.

FHCI recently hosted a roller hockey tournament featuring 200 teams over the course of 10 days. Any number of events the facility has already hosted are the largest Pasco County has ever seen, Zimmermann says.

“I’m not surprised by the increase in tourism right now,” says Hope Allen, the CEO of the North Tampa Bay Chamber of Commerce. “We can definitely  tip our hat to Gordie for the majority of that.”

Next year, the new RADDSports-developed Wiregrass Ranch Sports Complex will enter the tourism market and, like FHCI, is likely to make a huge impact of its own.

Thomas also hopes to shine a spotlight on some of Pasco County’s other treasures, including those that speak to the county’s reputation for open spaces, even if those seem to shrinking.

He said “influencers” in the travel industry will be enlisted to spread the word, even travel bloggers, many of whom have large audiences.

On a recent travel post, a blogger wrote of a trip she took, sponsored by VisitPasco, to the county. She wrote (and posted videos) about staying at the Hilton Garden Inn near the Suncoast Pkwy., where to rent a car or a bike, cycling through Jay B. Starkey Wilderness Park, enjoying a balloon ride in Land O’Lakes, ziplining at TreeHoppers Aerial Adventure Park in Dade City and enjoying great food at Capital Tacos and Noble Crust in Wesley Chapel.

“Those are the people that can persuade someone’s travel plans,” Thomas says. “It’s all about finding different ways and different strategies.”