The West Michigan Sports Commission (WMSC) reported today that youth/amateur sports tourism generated $87.9 million in estimated economic impact1 for the region in 2023 through 121 events – the second highest year in the organization’s 16-year history and a 60 percent gain from five years ago in 2019. It also saw a 7.1 percent increase in the number of events from 2022 and 22 percent increase from 2019, plus a 9.2 percent increase in athletes/visitors from 2022 and 21 percent increase from 2019.
“We closed out one of the best years in our organization’s history for growing our region’s economy through sport,” said Mike Guswiler, president of the West Michigan Sports Commission. “Included in that success was generating the highest estimated economic impact yet for the Meijer Sports Complex and Meijer State Games of Michigan. Clearly, sports tourism is a key economic lever for West Michigan.”
The WMSC was founded in 2007 as an economic generator to harness some of the $39.7 billion2 national youth and amateur sports industry for the region. One of its key tenets is generating overnight stays from event visitors, which drives spending in area hotels, restaurants and other businesses. Since its inception, the WMSC has booked 1,216 sporting events and tournaments that attracted more than 2.1 million athletes and visitors, generating over $649 million in estimated economic impact.
2023 Highlights
The West Michigan Sports Commission tracked the following sports tourism economic highlights in 2023:
- Near-record estimated economic impact plus increased events and athletes/visitors – Last year, 121 sporting events generated $87.9 million in estimated economic impact, attracting 277,980 athletes/visitors while filling 43,775 hotel room nights. Below is the change from 2022 and 2019 (five-year mark):
- Economic impact reached the second highest level in the WMSC’s history, decreasing only 2.8 percent from 2022 ($90.5 million) yet increasing 60 percent from 2019 ($54.9 million).
- Events increased 7.1 percent from 2022 (113) and 22 percent from 2019 (99).
- Athletes/visitors increased 9.2 percent from 2022 (254,498) and 21 percent from 2019 (230,382).
- Hotel nights decreased 27.7 percent from 2022* (60,520) and 13 percent from 2019 (50,245).
*2022’s record hotel room nights is attributed to the USBC Junior Gold Championships that booked 10,000 hotel room nights, plus the NCAA DII Track and Field Championship at 3,700 room nights. Two spring volleyball events also contributed 1,500 and 1,300 room nights.
- Highest estimated economic impact for Meijer Sports Complex – The 2023 baseball/softball season was the strongest year yet in estimated economic impact at $8.7 million from hosting 21 tournaments and 29,302 athletes/spectators who booked 4,450 hotel nights – with most weekends full. Below is the change from 2022 and 2019:
- Estimated economic impact increased 8.3 percent from 2022 ($8 million) and 43 percent from 2019 ($6.1 million).
- The number of tournaments was on par with past years, with the same number as 2022 and one less tournament than 2019 (22).
- Athletes/visitors decreased 15.5 percent from 2022 (34,671) and 13.7 percent from 2019 (33,943), mainly because of lower team participation rates.
- Hotel room nights decreased 19.4 percent from 2022 (5,524) and 31 percent from 2019 (6,407) due to a 30-plus percent decrease in travel teams, though overall average daily hotel rates were up in 2023, contributing to the increase in estimated economic impact.
- Record estimated economic impact for Meijer State Games of Michigan – The Summer and Winter Games held 60 cumulative events that attracted 8,700 athletes and generated the highest estimated economic impact in the Games’ history at $3.1 million. Below are the changes from 2022 and 2019:
- Estimated economic impact increased 2 percent from 2022 ($3 million) and 52 percent from 2019 ($2 million), in large part due to direct spending calculations and increased average spending by each travel party.
- Events remained the same as 2022 at 60, and two less than 2019 (62).
- Athletes increased 2.4 percent from 2021 (8,500) and were down 17 percent compared to 2019 (pre-COVID).
- Raised almost 60 percent of Meijer Sports Complex capital campaign amount – The WMSC raised $6.3 million in public and private funds toward the $11 million “Winning Streak” capital campaign to expand the Meijer Sports Complex. See more about the Meijer Sports Complex expansion project below.
Looking to 2024
Looking at 2024, the WMSC is focused on increasing the number of traveling athletes and visitors and their related hotel revenue, plus bidding on more marquee events in 2024 and beyond – including NCAA DI, DII and DIII tournaments through a multi-event, multi-year bid proposal process with results due in October. The WMSC also will implement key elements identified through a strategic planning process with a national sports consulting firm, including creating a permanent local bid committee plus a regional sports tourism facility master plan with regional partners such as Grand Rapids Parks & Recreation, Kent County Parks and Experience Grand Rapids for pitching national tourism-driving sporting events. It also celebrates its 15th year of hosting the Meijer State Games of Michigan in 2024.
Meijer Sports Complex Expansion
A focal point of 2024 will be raising the remaining $4.7 million project budget to expand the Meijer Sports Complex, which will bring gender parity with the addition of a championship softball field, continue to promote inclusivity with the resurfacing of Nate Hurwitz Miracle Field, and generate an estimated additional $1 million in annual visitor spending through a 200 more teams that can be accommodated.
The $11 million complex expansion will include a new championship softball field for youth, amateur and collegiate softball; three flexible-use diamond fields for youth and amateur baseball and softball plus collegiate softball; 20 pickleball courts (including a championship court); resurfacing of the Miracle Field; a new playground; bleacher canopies; synthetic turf on the championship baseball field; new concession and restrooms; and 350 more parking spaces.
Construction of the first phase of the project began following the 2023 season with installing synthetic turf to the championship baseball field, which will extend the playing season and be ready for Wolverine Hoosier Athletic Conference Baseball Championships as one of its competition fields in May. Following the West Michigan Miracle League spring 2024 season, work will begin to resurface Nate Hurwitz Miracle Field, providing 10 more years of play for more than 130 children with physical and cognitive disabilities annually. Construction will begin in August on the championship softball field and additional quad of fields.
Owned and operated by the WMSC and opening in 2015 with eight baseball and softball fields (including a championship baseball field), the Meijer Sports Complex has cumulatively attracted 170 events, 8,150 teams and 264,875 visitors for a total economic impact of $60 million in visitor spending.
2024 Signature Events
Signature sporting events on the 2024 calendar so far include:
- Meijer State Games – Winter Games (Feb. 16-18 – Grand Rapids; 9-11 – Marquette)
- Michigan State USBC 2024 Women’s Championship Tournament (Feb. 17-May 5)
- NXTPro youth basketball college recruitment event (April 5-7)
- MAHA Girls Tier III State Championship (March 8-10)
- MHSAA Track & Field Finals (June 1)
- MJVBA AAU Volleyball Tournament (June 1-2)
- Meijer LPGA Classic (June 13-16)
- Meijer State Games – Summer Games (June 20-23)
- Beer City Open - APP Pickleball Tour (July 9-14)
- Professional Disc Golf Association 2024 Amateur World Championships (Aug. 6-10) - New to West MI
- 108th PGA Annual Meeting (Nov. 4-8) - New to West MI
- Meijer Sports Complex baseball/softball travel tournaments almost every weekend May through August (with eight by Game Day USA and 10 by USSSA), including four USA Softball national tournaments:
- Men’s Fast Pitch 50+ & 60+ National (July 31-Aug. 1) - New to West MI; 20+ years since in MI
- Men’s Fast Pitch Championship (Aug. 1-4)
- Men’s Slow Pitch Class D & E Event (Aug. 9-11)
- Men’s Class D Slow Pitch National (Sept. 7-8)
1 “Estimated economic impact” represents both direct and indirect visitor spending.
2From Sports ETA’s Sports Events and Tourism: State of the Industry Report (2021) - p. 6.
About the West Michigan Sports Commission
The non-profit West Michigan Sports Commission (WMSC) identifies, secures and hosts youth and amateur sporting events to positively impact the economy and quality of life in the region. Since its inception in 2007, the WMSC has booked 1,216 sporting events and tournaments attracting more than 2.1 million athletes and visitors, generating over $649 million in estimated economic impact. Visit westmisports.com, Facebook.com/ WestMichiganSportsCommission and @westmisports on Twitter and Instagram for more information.
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