Executive Summary
📌 Key Takeaways
- Cornerstone Sports Complex in Starkville attracted 29,000 visitors and generated $9.3 million economic impact in first full year
- SportsETA reports sports tourism accounts for $52.2 billion in direct spending and $128 billion total economic impact nationally
- Sports Facilities Companies operates 90+ facilities generating nearly $1 billion annual economic impact from 25+ million visits
- Cyclone Ballparks in Pecos, Texas adding six fields while planning $47 million waterpark project
- Facilities operate with dual programming: local recreation during weekdays, tournaments on weekends
🧠 Youth Sports Industry Takeaway
- Economic impact data provides measurable returns for municipal facility investments
- Mixed local and tournament programming creates multiple revenue streams
- Facility operators expanding in both major metropolitan areas and smaller communities
Starkville Facility Reports First-Year Performance Data
Starkville, Mississippi’s Cornerstone Sports Complex opened in October 2023 and hosted 21 events during its first full year of operations. The 12-field baseball and softball facility, located on 125 acres off Highway 25, attracted 29,000 visitors and generated $9.3 million in economic impact.
“It’s been exactly what we wanted it to be, which was a driver for economic opportunity,” says Mayor Lynn Spruill.
The facility operates Monday through Thursday as a community recreation center, with local athletes using fields for clinics and camps. Mississippi State University coaches volunteer their time for these programs. Weekend tournaments bring visiting teams to the community of approximately 25,000 residents.
“We’re building baby Bulldogs,” Spruill says, referring to efforts to encourage local children to attend Mississippi State University and remain in the community after graduation.
National Sports Tourism Industry Reaches $128 Billion Economic Impact
According to SportsETA’s 2023 State of the Industry report, sports tourism generates $52.2 billion in total direct spending nationally. The total economic impact reaches $128 billion.
John David, president and CEO of SportsETA, previously served as chief strategy officer of USA BMX. “When we go back and we look at what happened during the pandemic, sports tourism saved destinations,” David says. “Now is the time to lean in to show the rest of the tourism industry that we’re the light.”
David points to upcoming international competitions as potential growth drivers: the 2026 FIFA World Cup, 2028 Summer Games, and 2031 Rugby World Cup will be held on American soil.
“When I started [at SportsETA], I was optimistic about where the industry was headed,” David says. “And I would tell you that after two years, I’m even more optimistic.”
Facility Management Companies Expand Operations Across Market Sizes
The Sports Facilities Companies (SFC) operates a portfolio of more than 90 facilities that generate nearly $1 billion in annual economic impact from over 25 million guest visits. The company has 12 new projects in development, including facilities in New York City and Los Angeles (Ontario, California), as well as smaller communities like Mattoon, Illinois.
In Pecos, Texas, Cyclone Ballparks is adding six playing fields to its existing complex. The expansion will allow for up to 11 diamond fields depending on tournament configuration. Thomas Ward, who became general manager in late 2024, operates the facility in the community of approximately 13,000 residents.
“I want it to feel like they’re playing in a major league stadium, because the fields are so nice,” Ward says.
Plans include a $47 million waterpark project near the facility. Ward notes that new hotels have opened in Pecos due to demand from nearby oil companies. The facility currently hosts tournaments once or twice per month, depending on the season, and targets teams from Oklahoma, New Mexico, Arizona, Texas, and Mexico.
Facility Development Balances Community Access with Tournament Revenue
Successful facilities maintain local programming alongside tournament hosting. David emphasizes community needs in facility planning decisions.
“If we’re meeting the needs of the community, and we’re factoring that into the decision-making process, I think we have a tremendous amount of room for growth,” David says.
Starkville’s model includes both community recreation and tournament hosting. The facility serves local athletes during weekdays and attracts visiting teams on weekends. Mayor Spruill confirms the facility functions as “a rec facility, not just a tournament facility. We’re doing it for our residents.”
David describes changing family travel patterns around youth sports: “The new family vacation is the tournament.”
Data Points Support Municipal Investment Decisions
The economic impact figures from Starkville provide measurable data for communities considering sports facility investments. The $9.3 million impact from 29,000 visitors represents hotel stays, restaurant visits, and local spending from traveling teams and families.
USA Today named Starkville the top small Southern town for the second consecutive year. The community is implementing a Main Street beautification project alongside its sports facility development.
“Our trajectory has always been some measure of growth,” Mayor Spruill says. “Our biggest challenge will be making sure that we take care of what we’ve currently got.”
via: Community Playmaker
