Fairfax County has joined three other Virginia localities to create SportsNOVA, a marketing partnership aimed at promoting Northern Virginia as a destination for sporting events.
As the county’s official tourism organization, Visit Fairfax announced on Aug. 10 that it has aligned with the marketing arms of Loudoun, Prince William, and Strafford counties to promote and pitch the region.
The agencies believe the location, availability of already-built venues, and accessibility of public transportation make Northern Virginia an ideal place for sports tournaments, events, and championships.
Eric Kulczycky, Visit Fairfax’s national sales manager, says sports can be a huge economic driver for a region, and he hopes that this partnership can help better capture those dollars.
“[Sporting events] can generate taxes and jobs,” he said. “Through visitor spending like hotel stays, eating at restaurants, buying tickets to [events]…Our mission is to generate additional spending and get new money coming into our communities.”
There is evidence that sports drive considerable economic activity. One 2019 study conducted by a sports tourism trade association found that 180 million trips were made in the U.S. for sporting events — from youth to professional leagues — with more than half of those trips being overnight.
Visitors who stayed overnight spent $359 per person on average.
Northern Virginia has hosted a number of large sports events in recent years, including the 2015 World Police & Fire Games, the 2017 Senior PGA Championship, and a Kayak Bass Fishing tournament this past May.
The hope, Kulczycky says, is to entice more events of this nature, like regional hockey tournaments and more senior-centric sporting events.
One of the main selling points is that the county and region have a number of available venues, several of which are relatively new.
The St. James complex in Springfield opened in 2018 and has a multitude of facilities, including four NBA-size basketball courts, two NHL-size rinks, a 50-meter Olympic pool, and indoor turf fields.
There is also George Mason University’s EagleBank Arena, which is on the verge of a major renovation. Elsewhere, there is Segra Field, which opened in Loudoun County two years ago, and the Jeff Rouse Swim and Sport Center in Stafford, which was also only completed a few years ago.
Kulczycky says there have been preliminary conversations in Fairfax County about opening additional indoor and outdoor sporting complexes as well.
Not every Northern Virginia locality is part of this partnership. Notably, Arlington County isn’t in the consortium. Kulczycky says Arlington officials have not been currently actively pursuing the sports tourism market, but there’s an “open invitation” for them to join.
Kulczycky says the decision to combine forces with other localities was due to the realization that being together was better.
“There are multi-sport and large single-sport events that Fairfax County simply cannot host unless we secure facilities in other jurisdictions,” he said.
Plus, Kulczycky notes that a combined marketing campaign is more cost-effective.
SportsNOVA is simply an extension of what Fairfax County and Northern Virginia has been trying to do separately for years.
“I’ve been doing this for 15 years and there’s always been an interest in hosting sports tournaments in Fairfax County and Northern Virginia,” Kulczycky said. “So, we’re just continuing to look to expand opportunities in the sports market.”
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