Image Source: Virginia Beach Convention and Visitors Bureau
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In an eventful week during Ryan Ladd’s first few months as Virginia Beach Sports Center’s general manager, he and his team prepare for an indoor track meet, tear down the setup to make room for a state wrestling tournament three days later, and then go full circle by laying the groundwork for another track competition.
Those seven days earlier this year are a showcase for the draw Virginia Beach has as a sports tourism destination. Aside from premier facilities, the city counts among its assets industry veterans leading the CVB, staff dedicated to producing premier events, and all of the amenities that come with being a beachfront destination.
The citywide attractions and venues consistently prove to be a big draw, attracting 13.64 million visitors in 2022, according to the city’s most recent economic data. Those out-of-town guests spent $2.4 billion – on food and beverage, lodging, recreation activities, and more. The total economic impact on tourism was $3.7 billion in that report. Given the COVID-19 pandemic has since receded, those numbers will likely jump when new results are released this fall.
Virginia Beach Mayor Bobby Dyer explains the huge benefits events bring: “Having the many events we do in Virginia Beach is a huge asset in several ways,” said Dyer. “First, it contributes to our tax base, which helps us continue to be an affordable community to live and work in. Second, it raises our profile and gets the attention of businesses and families who might be interested in locating in our city.”
Image Source: Virginia Beach Convention and Visitors Bureau
Hosting events is hardly new to the community, but the opening of the Virginia Beach Sports Center, operated by industry leader The Sports Facilities Companies, in 2020 added another differentiator.
For instance, the 200-meter hydraulic track inside the Sports Center immediately jumped the destination to the front of the line to host the country’s top amateur indoor meets. The NCAA has already hosted its Division II and III championships on the track, and Division I will make its inaugural run there in 2025.
Meanwhile, the National High School Coaches Association brought its two largest events – the High School Nationals and National Duals – to Virginia Beach in April and May 2024, respectively. Both will return in 2025. Additionally, the center hosted the U.S. Association of Collegiate Fencing Club’s National Championship in April.
“There’s not a ton of venues that have our ability to host events,” said Ladd, noting the 5,000-seat stadium adds to the center’s allure.
But there is more to Virginia Beach than sports tourism. Its list of venues makes the destination a hot spot for conferences, meetings, and special events, including those run by popular musician and hometown hero Pharell Williams.
“As we have grown, we have become a very diverse city that attracts events that appeal to a broad cross-section of citizens and visitors,” noted Dyer. “There is always something for everyone. As a city, we embrace these events and work and encourage everyone to get involved.”
The annual Jackalope Fest is a perfect case in point. Produced by a Canadian-based adrenaline sports company, the three-day festival held on the beach attracts top athletes – climbers, BMX riders, skateboarders, etc. – and 30,000 visitors.
Dani Timm, the CVB’s director of sports tourism, says each event’s success begets another. “We continue to grow events by utilizing multiple venues, such as the convention center, creating a campus environment during events,” she said.
Image Source: Virginia Beach Convention and Visitors Bureau
That versatility is certainly in the Sports Center’s blueprints. Before it opened, Victus Advisors, a consulting firm that worked on the project, estimated the venue would add 33,000 new room nights annually to Virginia Beach. Timm reports the center has exceeded expectations.
“We doubled our projected number of events leading to a positive economic impact during the shoulder season,” Timm said.
Beyond the 18 basketball courts that convert into 36 volleyball courts, the center is established as a top wrestling venue and can host cheerleading, gymnastics, futsal, cornhole, martial arts, pickleball, fencing, and more.
But the hydraulic track is a true standout, as only about 10 other destinations have a similar surface. Hence, the NCAA, AAU, and Adidas have already laid stakes with their indoor meets there.
Image Source: Virginia Beach Convention and Visitors Bureau
Laura Peterson-Mlynski, director of the NCAA’s Division III championships, was effusive about the experience in Spring 2024.
“We loved working with the Virginia Beach staff,” she said. “They were excited to host us and it was evident in how they managed the event. They were accommodating and extremely professional. They were also extremely capable of adjusting on the fly throughout the event.
The facility also had more than enough space for our event and great ancillary spaces. It’s a great championship facility.”
Jeff Mlynski, the NCAA’s associate director of Division I championships and alliances, is sure the destination and center are ready for next March’s event.
“The Virginia Beach Sports Center provides a facility footprint with tons of flexibility and options to accommodate attending student-athletes, coaches, and fans,” he said. “The quantity and proximity of hotels to the venue is a bonus. The success of the Division II and Division III championships in prior years has certainly helped lay the groundwork for this venue hosting high-level championship events, and we are looking forward to a great experience.”
Image Source: Virginia Beach Convention and Visitors Bureau
Not surprisingly, the nation’s hottest sport, pickleball, arrived for two events this fall, organized by Major League Pickleball and the Carvana PPA Tour.
Also look for big waves once Atlantic Park makes its long-awaited debut in 2025. Built on the site of the former Virginia Dome, this mixed-use development will be anchored by a year-round, 2.67-acre surf park powered by Wavegarden that can be used by experts and novices alike. The site will also feature a live events venue, a public plaza for festivals and local markets, as well as shopping and dining establishments, offices, and residential units.
And the NCAA recently announced the Division III Indoor Track & Field Championships will return in 2028.
Such news suggests Virginia Beach is set to ride the wave of its momentum for years to come, said Dyer.
“Having so many festival events and sports tourism events – added to our highly popular Oceanfront and resort activities – just expands and solidifies our status as a premium ‘go-to’ destination on the East Coast.”
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