Alabama scores big in sports tourism
Article by Colette Boehm of Alabama News Center
With state-of-the-art facilities and a diversity of landscapes and resources, Alabama is winning the sports tourism game. In 2024 the industry had more than $614 million in economic impact on local economies throughout the state, as reported in the Sports Alabama Annual Report. Sports Alabama is a trade association that promotes the state as a premier sports destination and works with its 11 member-destinations in recruiting and attracting events of all sizes to Alabama.
Its largest member, Birmingham, hosted 150 events in 2024, including Major League Baseball at Rickwood Field, which was televised to an estimated 2.5 million viewers. Last year sports tourism contributed more than $249 million in economic impact. The 2024 SEC Baseball Championship alone resulted in a $15 million economic impact and welcomed a record 180,000 attendees. The Sports Business Journal included Birmingham in its Top 50 Best Sports Business Cities in the country and one of 2024’s best sports cities without a major professional sports franchise.
The 130-acre Sand Mountain Park & Amphitheater, which opened in Albertville in 2021, hosts numerous travel ball tournaments on its nine turf diamonds. (Colette Boehm / Alabama Living)
While Birmingham boasts the largest share of the state’s sports tourism business, smaller destinations are also seeing very big impacts from the sector. As the market shows signs of continued growth across Alabama, several locations are increasing their investment by building sports tourism facilities. They expect more events being held in their communities and larger returns in the form of economic impact.
The 130-acre Sand Mountain Park and Amphitheater opened in Albertville in 2021; the city of Saraland is nearing completion on a $72 million sports complex on a 100-acre site. The city of Muscle Shoals has announced plans for a $65 million complex, and Alabama’s Beaches Sports & Events has purchased 111 acres for a multifaceted sports tourism complex.
“I believe that Alabama is positioned to continue serving as host to quality events for years to come,” says Don Dukemineer, president of Sports Alabama and director of sports development for Decatur/Morgan County Tourism.
“Destinations continue to research and plan for facility growth that matches their community need, while also matching that community need to sports tourism goals of attracting new visitors. The work each team does helps build a new interest in the outdoor and recreational offerings Alabama has, while also generating economic impact for the hospitality community.”
An economic driver
According to Katy Norton, president of Marshall County Tourism & Sports, the Sand Mountain Park generates more than $20 million each year in economic impact and has also spurred new business activity. “Since the park opened in 2021, we have seen three new hotels break ground” — Fairfield Inn and Suites, Hampton Inn Albertville and Home 2 Suites by Hilton, all now open.
“We have also seen several brands come into our market, restaurants, etc., as well as a new movie theater. So, the park has definitely driven economic growth for Albertville and the county as a whole.”
The complex, which cost a reported $86 million to build, has outdoor facilities including nine turf diamonds, five turf multisport fields, a Miracle League field, 16-court tennis center, a 7,500-square-foot amphitheater, 18-hole disc golf course and a 3.5-mile trail, in addition to seven playgrounds, an RV park, dog parks and a water park with a lazy river. The indoor, two-story Fitness and Aquatics Center houses an eight-lane indoor competition pool, four hardwood courts and 25,000-plus square feet of event space.
At the southernmost end of the state, the local sports and events commission is proposing a new complex in Gulf Shores, with a price tag of nearly $56 million for outdoor facilities and an additional $43 million for an indoor phase. Gulf Shores and Orange Beach hosted 142 events last year, and officials estimate a current economic impact of more than $84 million annually.
The commission sees the new facilities as a means to maintain and increase sport tourism activities – and their positive impacts – despite the increasing local need for facilities from the rapidly bourgeoning population along the coast. A feasibility study estimates a year-one impact of 38 additional events that will generate a total economic impact of more than $62 million. In year five, that estimated impact grows to $84 million.
In addition to new, large complexes like these, Marshall County and Alabama’s Beaches sports authorities, along with others throughout the state, say Alabama’s diversity of natural resources adds to the types of events that can be hosted in the state.
“Location plays a key role in organizers choosing Alabama’s beaches for events,” says Michelle Russ, vice president of sales, sports and events at Alabama’s Beaches Sports & Events. “Our natural assets are the heartbeat of the destination. Any destination can have an amazing sports complex, but not every destination has 32 miles of beaches, the Gulf of Mexico, back bays and freshwater lakes.”