SEEN Saturday Series

Sports ETA

Sports ETA is the essential resource for sports commissions, sports destinations, industry partners and more.

Since being established in 1992, our promise has been to deliver quality education, ample networking opportunities and exceptional event management and marketing know-how to our members - destinations, right holders, and industry partners - and to protect the integrity of the sports events and tourism industry.

As the non-profit 501(c)3 trade association for the sports events and tourism industry in the United States, Sports ETA is the most essential resource for sports commissions, sports destinations, sports event owners, and industry partners. We believe sports tourism and the events that our members own and host have the power to transform society for the better. Our passion is to help sports events and tourism professionals achieve previously unimaginable levels of performance. We do this by nurturing a diverse and inclusive community of smart, creative, and interesting people: our members.

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English

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S4 · E32
August 29 · 11 min
Ice, Cameras, Action: The Future of Skating
Editor's Note: This episode was recorded live at the 2026 Sports ETA Symposium in April. As a result, some discussions reference upcoming events and opportunities that have since taken place. What does it take to turn a traditional sport into a massive, must-see entertainment spectacle? In this episode of Symposium Sessions, host Kathrine Nero sits down with Colin Smith, Director General of the International Skating Union (ISU). Colin shares how the ISU is shifting its global strategy to transform figure skating and short track events into dynamic sports-entertainment experiences. Tune in to hear about the challenge of finding the perfect U.S. host cities, how viral Olympic stars are bringing in a younger generation of fans, and why the organization’s brand-new event format, "Synchro 9," is poised to change the face of synchronized skating forever.
S4 · E31
August 22 · 19 min
Small Town, Big Game: The Kernersville Model for Sports Tourism
Editor's Note: This episode was recorded live at the 2026 Sports ETA Symposium in April. As a result, some discussions reference upcoming events and opportunities that have since taken place. Think your department is too small to make a massive economic impact? Think again. In this episode, we look at Kernersville, NC—a fast-growing suburb proving that intentional, multi-use facility planning can turn a small town into a sports tourism powerhouse. Guests Bonny Bernat, Senior Sports Development Manager for Visit Winston-Salem, and Ernie Pages, Kernersville Parks and Recreation Director will lead us through: The COVID Catalyst: How a single weekend post-lockdown proved the undeniable value of sports tourism to local officials. Designing with Intent: Why a "big" mindset matters when planning field layouts, court spaces, and facility expansions. Government 101: Why sports tourism professionals need to learn how to advocate, educate, and build relationships with elected officials. The Blueprint for Success: How small towns can successfully sync up with their CVBs to generate tournament revenue.
S4 · E30
August 15 · 11 min
Relationships over Code: The EventConnect Blueprint
Editor's Note: This episode was recorded live at the 2026 Sports ETA Symposium in April. As a result, some discussions reference upcoming events and opportunities that have since taken place. In this episode, we sit down with Sarah Dyer, COO of EventConnect, to discuss why the "human" element remains the most powerful engine in a tech-driven industry. Sarah breaks down how prioritizing partner relationships fuels revenue, why the best market innovations come from listening rather than guessing, and what the future holds as they deploy a year’s worth of groundbreaking new technology!
S4 · E29
August 8 · 15 min
Legacy in Motion: Sonesta’s Playbook for the Modern Sports Traveler
Editor's Note: This episode was recorded live at the 2026 Sports ETA Symposium in April. As a result, some discussions reference upcoming events and opportunities that have since taken place. Hospitality meets high performance in this episode! Today, we'll explore how Sonesta is leveraging nearly 90 years of hospitality history to redefine the sports travel experience. Hank Pivarnik, Sonesta's Global Account Director for Sports will lead us on a deep dive into the Sonesta MVP program and the Sonesta Sports Certified initiative, which are designed to provide specialized support, better value, and an 'athlete-first' mentality across their locations. You’ll learn: The MVP Program: How individual sports travelers can access exclusive rates and benefits tailored to their training and competition schedules. The Certification Standards: What it means for a hotel to be truly 'Sports Certified' and how that impacts team and individual logistics. A Legacy of Service: How a brand with 90 years of experience stays agile in the rapidly growing sports tourism market. 2026 Goals: A preview of how Sonesta is preparing to host the next wave of athletes and fans with memorable, high-touch experiences.
S4 · E28
August 1 · 16 min
From Blueprint to Boots on the Ground: The Reality of Sustainable Events
Editor's Note: This episode was recorded live at the 2026 Sports ETA Symposium in April. As a result, some discussions reference upcoming events and opportunities that have since taken place. Strategy is nothing without a solid plan for execution. In this episode, we sit down with a unique leader in the event space who operates at the intersection of sustainability consulting and real-world event services. Rico Solutions' Director of Sustainability, Jen Marhenke will lead us beyond the theory to discuss the daily realities of on-site management—tackling everything from vendor logistics and waste streams to the vital role of volunteer engagement. In this episode, you’ll learn: Why events often struggle to bridge the gap between their green goals and on-site reality. The benefits of working with a partner who understands both high-level strategy and physical execution. What’s on the horizon for sustainable events through the remainder of 2026. How different communities are finding practical, hands-on ways to support the planet while hosting world-class experiences. To learn more about Jen's Sports Tourism Learning Institute course - Sports Sustainability 101, click below! https://learn.sportseta.org/product/sports-sustainability-101/
S4 · E27
July 25 · 13 min
The ROI of Play: Investing in Community Demand Generators
Editor's Note: This episode was recorded live at the 2026 Sports ETA Symposium in April. As a result, some discussions reference upcoming events and opportunities that have since taken place. In this episode, we explore the rapid transformation of the sports tourism industry over the last 20 years. From the early days of local tournaments to the modern "facilities arms race," our guest, Jason Sands, the Vice President of Business Development for KemperSports Venues breaks down how communities are leveraging high-end sports complexes to drive consistent economic growth. We take a deep dive into the role of KemperSports—not just as a management entity, but as a strategic investor putting their own capital into the projects they believe in. We also discuss the vital role of Sports ETA in shaping the industry and look ahead to the major facility openings scheduled for the remainder of 2026 that are set to redefine their local landscapes.
S4 · E26
July 18 · 12 min
The Monroe Momentum: Facilities, Food, and Family
Editor's Note: This episode was recorded live at the 2026 Sports ETA Symposium in April. As a result, some discussions reference upcoming events and opportunities that have since taken place. In this episode, we explore the charm, flavor, and vibrant energy of Monroe, Louisiana! Join us as we uncover a surprising piece of aviation history—did you know Monroe is the birthplace of Delta Airlines?—and dive deep into what makes this city an unforgettable destination. Our guest, Discover Monroe - West Monroe's Executive VP of Convention Sales, Scott Bruscato breaks down the "Three Fs" of Monroe's unbeatable hospitality: Facilities: Top-tier event spaces and amenities that make hosting a breeze. Food: The mouth-watering, must-try culinary experiences you can only find in Louisiana. Family: The unique, welcoming culture that ensures every visitor leaves feeling like a local. Plus, we discuss the exciting growth and "continued momentum" propelling the region forward through the rest of 2026. Whether you are an event planner, a history buff, or just looking for your next great Southern getaway, you won't want to miss this one! Listen now and discover the magic of Monroe!
S4 · E25
July 11 · 13 min
More Than a Game: The Year-Round Impact of Special Olympics
Editor's Note: This episode was recorded live at the 2026 Sports ETA Symposium in April. As a result, some discussions reference upcoming events and opportunities that have since taken place. Inclusion isn't an event; it's a lifestyle. In this episode, we sit down with Special Olympics' North America Vice President of Sports to discuss the massive, year-round scale of Special Olympics. While the world often sees the highlights of global competitions, the true heart of the organization lies in the thousands of locations and dozens of sports offered every day to athletes of all abilities. In this episode, we dive into: The Scale of Opportunity: Breaking the myth that Special Olympics is a once-a-year occurrence. Community Enrichment: How the organization provides the coaching and volunteer infrastructure to strengthen local engagement. Mutual Growth: The vision for the remainder of 2026, focusing on building deep, beneficial relationships with organizations to expand athlete opportunities. Global Impact: How local connections contribute to a worldwide movement of awareness and acceptance.
S4 · E24
July 1 · 23 min
What's Next for Sports ETA? The New Chairman's Vision for the Industry
Editor's Note: This episode was recorded live at the 2026 Sports ETA Symposium in April. As a result, some discussions reference upcoming events and opportunities that have since taken place. The sports events and tourism industry continues to evolve—and Sports ETA is leading the way. In this episode of SEEN, we sit down with Sports ETA's new Chairman of the Board to discuss the future of the association, the opportunities ahead for the industry, and the initiatives shaping what's next. In this conversation, we explore: Sports ETA's newly released Convention Center Report and the key trends reshaping how convention centers are being utilized to host sports events. Sports ETA's expanding global strategy and what it means for destinations, rights holders, and the continued growth of sports tourism worldwide. The road to Salt Lake City as preparations ramp up for the 2027 Sports ETA Symposium and excitement builds toward the 2034 Olympic and Paralympic Winter Games. Whether you're a destination leader, rights holder, facility operator, or industry partner, this episode delivers valuable insights into the trends, strategies, and opportunities defining the future of sports events and tourism. Listen now and discover what's next for the industry.
S4 · E23
June 27 · 14 min
Beyond the Boots: The High-Stakes Strategy of Fort Worth Sports
Editor's Note: This episode was recorded live at the 2026 Sports ETA Symposium in April. As a result, some discussions reference upcoming events and opportunities that have since taken place. The West is Wide Open—and It's Winning. Fort Worth may be known for its iconic Western heritage, but beneath the cowboy culture is one of the most dynamic sports destinations in the country. In this episode, Fort Worth Sports Commission Director of Business Development Cassie Poss shares how a culture of collaboration, community investment, and what she calls "radical partnership" has helped position Fort Worth as a host for some of the world's most prestigious sporting events. From NCAA Championships and the MLB Draft to the FEI World Cup, Fort Worth has built a diverse event portfolio that continues to elevate its profile on the national and international stage. Cassie discusses the destination's approach to attracting events, supporting rights holders, and leveraging the strength of the Dallas-Fort Worth region to create winning experiences for athletes, fans, and organizers alike. Whether you're navigating the NCAA bid process, pursuing new event opportunities, or looking to strengthen partnerships in your own destination, this conversation offers valuable insights into how Fort Worth continues to raise the bar in sports tourism.
S4 · E22
June 20 · 14 min
From Data to Decisions: How Active Insight is Changing Sports Tourism
Editor's Note: This episode was recorded live at the 2026 Sports ETA Symposium in April. As a result, some discussions reference upcoming events and opportunities that have since taken place. Sports tourism leaders are constantly being asked to make faster, smarter, and more strategic decisions — but what happens when you finally have the data to back them up? In this episode, Sports ETA President & CEO John David sits down with John D’Orsay, CEO at EventConnect, to discuss Active Insight, powered by EventConnect — the newest data intelligence platform built specifically for the sports events & tourism industry. Together, they explore: 1. What Active Insight actually is. 2. How destinations and rights holders can use the platform. 3. The value of real traveler and booking data. 4. How members can uncover trends, answer questions, and make stronger decisions. Whether you’re focused on bidding, event strategy, advocacy, hotel demand, or understanding participant behavior, this episode will help you understand how Active Insight can become a powerful tool for your organization. Learn more about Active Insight: https://research.sportseta.org/active-insight/
S4 · E21
June 13 · 17 min
Designing the Destination: Architecture, Economics, and the Vision Behind Bluhawk with Bart Lowen
Editor's Note: This episode was recorded live at the 2026 Sports ETA Symposium in April. As a result, some discussions reference upcoming events and opportunities that have since taken place. In this episode, we sit down with Bart Lowen, Price Brothers' VP of Development, to explore the massive shift in sports tourism: the rise of the mixed-use district. Using projects like Bluhawk and the North River District as blueprints, Bart explains why communities are no longer just building stadiums—they’re building entire ecosystems of hotels, retail, and entertainment. We discuss the economic impact of "walkable" sports environments, why event organizers are now prioritizing these lifestyle hubs, and what destination leaders need to know before breaking ground on the next generation of sports-anchored developments.
S4 · E20
June 6 · 13 min
The Comeback Playbook: From Natural Disaster to Sports Destination
Editor's Note: This episode was recorded live at the 2026 Sports ETA Symposium in April. As a result, some discussions reference upcoming events and opportunities that have since taken place. What happens when a natural disaster threatens to wipe your destination off the map? You don’t just rebuild—you reinvent. In this episode, we sit down with the powerhouse team from North Little Rock Tourism to unpack one of the most inspiring comeback stories in the sports tourism industry. After a devastating natural disaster shifted their entire landscape, the NLR team didn't just aim for "normal"—they aimed for "better." Join host Kathrine and special guest Shelbey Morris, North Little Rock Tourism's Senior Manager of Sales and Partnerships, as they walk us through the journey from survival mode to a competitive masterclass in resilience. We dive deep into how they used a sports feasibility study to silence the noise and sharpen their strategy, the "unlikely allies" that fueled their recovery, and the massive revitalization of the community’s crown jewel: Burns Park.
S4 · E19
May 30 · 14 min
From Confidence to Community: A WISE Arizona Roundtable
Editor's Note: This episode was recorded live at the 2026 Sports ETA Symposium in April. As a result, some discussions reference upcoming events and opportunities that have since taken place. Following their impactful panel at the recent Women’s Summit, we are going behind the scenes with three powerhouse leaders from WISE Arizona. In this episode, Yolanda Mendez, MBA, SPHR, is the Vice President of Human Resources at Desert Services, and Past President and Founding Member of WISE Arizona, Maria Mwangi, CEO of Warehouse215, and President of WISE Arizona, and Gina Phelps Thoebes, PhD, ACC, Vice President, Organizational Performance for the Arizona Cardinals Football Club, and on the Board of Directors for WISE Arizona sit down to expand on the journey from building personal confidence to fostering a thriving professional community. We dive into the importance of advocacy in sports, the power of mentorship, and how leading with a spirit of "giving back" is transforming the landscape for women in the industry.
S4 · E18
May 23 · 10 min
Inside the 2026 Sports ETA State of the Industry Report with Tourism Economics
Editor's Note: This episode was recorded live at the 2026 Sports ETA Symposium in April. As a result, some discussions reference upcoming events and opportunities that have since taken place. In this episode, we’re joined by Greg Pepitone, Associate Director at Tourism Economics, to unpack the findings from the groundbreaking 2026 State of the Industry Report presented by Northstar Meetings Group. For the first time ever, the report combines participatory and spectator sports tourism into one comprehensive analysis, revealing the full scale and impact of the industry — a $274.5 billion economic engine supporting communities, destinations, venues, events, and businesses across the country. Greg shares how organizations of all sizes — from small and mid-sized destinations to major markets and event organizers — can use industry data and economic impact insights to strengthen advocacy efforts, guide strategic planning, support funding conversations, attract events, and demonstrate value to stakeholders and community leaders. We also discuss key trends shaping the future of sports tourism, the growing importance of data-driven decision making, and why global moments like the FIFA World Cup represent transformational opportunities for the travel and tourism industry. Looking for quick takeaways and key stats? Download our one-sheeter HERE to explore the latest industry data and insights.
S4 · E17
May 16 · 13 min
Beyond the Game: Inside the New NCAA Bid Cycle with Anthony Holman
Editor's Note: This episode was recorded live at the 2026 Sports ETA Symposium in April. As a result, some discussions reference upcoming events and opportunities that have since taken place. What does it take to bring the magic of an NCAA Championship to your city? In this episode, we sit down with Anthony Holman, Vice President of Championships and Alliances at the NCAA, to discuss the incredible economic and community impact of hosting collegiate sporting events. Coming off a wildly successful Spring Championship season, Anthony shares his insights on the shifting landscape of college athletics and why hosting an NCAA event is a uniquely low-risk, high-reward opportunity for destinations. We also dive into the brand-new NCAA bid portal and everything you need to know about the upcoming Championships Bid Cycle. In this episode, we cover: A recap of the record-setting Spring Championship season. How the rapidly changing collegiate sports landscape affects host cities. The true value and ROI of hosting an NCAA Championship. Step-by-step insights into the upcoming bid cycle and the new online portal. What the NCAA is looking forward to for the rest of 2026. Links & Resources: Learn more and submit your bid: www.ncaa.org/bids Follow the NCAA on social media for championship updates.
S4 · E16
May 9 · 16 min
At the Top of Her Game: Rachel Rogers on Leadership, Impact, and Recognition
Editor's Note: This episode was recorded live at the 2026 Sports ETA Symposium in April. As a result, some discussions reference upcoming events and opportunities that have since taken place. In this episode, we sit down with the 2026 Sports ETA Woman of the Year, Rachel Rogers. As the Vice President of Sports Sales & Engagement for Cobb Travel & Tourism and the Cobb Sports Alliance, Rachel has become a powerhouse in the sports tourism industry. We dive into her incredible career journey—from her early days with the Rome Braves and her pivotal role in transitioning Shorter University to NCAA Division II, to her current leadership in making Cobb County a premier national sports destination. Rachel shares her insights on the evolving landscape of sports tourism, the importance of strategic partnerships, and what it means to lead as a woman in a high-stakes industry. Whether you're an aspiring sports executive or a tourism veteran, Rachel’s story of "connecting strategy with execution" is a masterclass in professional excellence. This episode is made possible by the generous support of Team Travel Source, the official sponsor of the Sports ETA Member Awards. We are proud to partner with an organization that shares our commitment to celebrating excellence and leadership within the sports events and tourism community.
S4 · E15
May 2 · 19 min
Safe by Design: How the 2026 CRSA Playbook is Changing the Game for Host Cities
Editor's Note: This episode was recorded live at the 2026 Sports ETA Symposium in April. As a result, some discussions reference upcoming events and opportunities that have since taken place. When we talk about host city readiness, we often focus on hotels, venues, and transit. But in 2026, there is a new "must-have" for every RFP: a comprehensive child safeguarding strategy. In this episode, we sit down with Katie Hanna, Head of North America with the Centre for Sport & Human Rights, and Danielle Goldberg, Managing Director, Community Alliance for Child Rights at UNICEF USA following their standout session at the 2026 Symposium. They break down the "Safe by Design" philosophy and share key insights from the 2026 CRSA Playbook, a guide that is helping destinations move beyond simple compliance toward a future where community safety is a competitive advantage. Whether you’re a small sports commission or a mega-event host, this episode is your blueprint for creating a lasting, safe legacy. Interested in reading the Child Rights and Sports Alliance Playbook? You can find it at the link below. https://www.sporthumanrights.org/media/lapertui/crsa-playbook_building-a-legacy-for-children-through-the-fwc-2026.pdf
S4 · E14
April 25 · 9 min
Jon Tibbs, The Strategy of Sport: How Geopolitics Shapes Host Cities
Editor's Note: This episode was recorded live at the 2026 Sports ETA Symposium in April. As a result, some discussions reference upcoming events and opportunities that have since taken place. Live from Las Vegas, this is Symposium Sessions, featuring exclusive interviews and educational highlights from the 2026 Sports ETA Symposium. Join us as we dive into the latest trends in sports events and tourism with the industry’s top leaders and innovators. In this week's episode, we pull back the curtain on the world of international sports politics. While many consultancies focus on the logistics of an event, JTA specializes in the intricate "International Relations" that happen behind the scenes—a field often more complex and high-stakes than mainstream politics. We discuss immediate, actionable steps destinations can take to establish themselves as global players and look ahead to the 2026 FIFA World Cup. Join us as we explore what this massive tournament means for U.S. host cities through a geopolitical lens, moving beyond the scoreboard to understand the true impact of hosting the world's most popular sport. Key Takeaways: Why sports diplomacy is the "hidden engine" of successful hosting. Tangible strategies for destinations to apply to their current sports marketing. A geopolitical preview of the 2026 FIFA World Cup.
S4 · E13
April 18 · 17 min
Leading at Full Speed with Latasha Causey
In this episode, we sit down with Latasha Causey, President of Phoenix Raceway and the first African American woman to hold that title in NASCAR history. Ahead of her keynote address at the 2026 Women’s Summit, Latasha pulls back the curtain on what it takes to lead a high-stakes sports venue and the intersection of operations, community, and culture. We discuss her transition from corporate leadership at Bell Bank and USAA to the fast-paced world of motorsports, her experience hosting major double-header events, and her philosophy on building credibility in spaces where representation has historically been limited. Whether you’re navigating a career pivot or looking to own your leadership lane, Latasha’s insights on resilience and authenticity offer a masterclass in leading at any speed.

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