YOUTH/AMATEUR SPORTING EVENTS IN WEST MICHIGAN GENERATEDALL-TIME HIGH OF $90.5 MILLION IN DIRECT VISITOR SPENDING IN 2022
West Michigan Sports Commission also Saw Record Number of Events, Athletes/Visitors and Hotel Nights Booked in 2022 Versus 2021 and 2019
GRAND RAPIDS, Mich., Jan. 23, 2023 –West Michigan’s youth and amateur sports industry has not only bounced back from pre-COVID times, it has left the last few years of pandemic-related uncertainty in its dust.
The West Michigan Sports Commission (WMSC) reported today that 2022 was its strongest year ever for youth/amateur sports tourism in the nonprofit’s 15-year history, generating $90.5 million in direct visitor spending through 113 sporting events – a 63 percent increase from 2021 ($55.4 million) and 65 percent increase from 2019 ($54.9 million). It also saw a 38 percent increase in athletes/visitors from 2021 and 10 percent increase from 2019, plus a 41 percent increase in hotel room nights booked from 2021 and 20 percent increase from 2019.
“While 2021 was a rebuilding year for youth and amateur sports tourism, 2022 has proven to be a blockbuster year in West Michigan across almost all metrics even when compared against pre-pandemic times, proving the resilience and growth of sports tourism,” said Mike Guswiler, president of the West Michigan Sports Commission. “We look forward to continuing this upward trend as we build back even more, such as growing our ratio of baseball/softball travel teams and increasing State Games participation.”
The WMSC was founded in 2007 as an economic generator to harness some of the $39.7 billion* 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 1,095 sporting events and tournaments that attracted more than 1.9 million athletes and visitors, generating over $557 million in direct visitor spending.
2022 Highlights
The West Michigan Sports Commission tracked the following highlights in 2022:
Record economic impact with increased events, athletes/visitors and hotel nights – Last year, 113 sporting events generated $90.5 million in estimated visitor spending, attracting 254,498 athletes/visitors while filling 60,520 hotel room nights. Below is the change from 2021 and 2019 (last pre-pandemic year):
Events increased 13 percent from 2021 (100) and 14 percent from 2019 (99).
Visitor spending increased 63 percent from 2021 ($55.49 million) and 65 percent from 2019 ($54.9 million).
Athletes/visitors increased 38 percent from 2021 (184,360) and 10 percent from 2019 (230,382).
Hotel nights increased 41 percent from 2021 (42,847) and 20 percent from 2019 (50,245).
Successful season at Meijer Sports Complex – The 2022 baseball/softball season generated $8 million in direct visitor spending from hosting 21 tournaments, 762 teams, 9,906 athletes and 24,765 spectators who booked 5,524 hotel nights – with most weekends full. Below is the change from 2021 and 2019:
Visitor spending increased 44 percent from 2021 ($5.6 million) and 32 percent from 2019 ($6.1 million).
The number of tournaments was on par with past years, with one less tournament than 2021 and 2019 (22 tournaments each year).
The number of teams increased 11 percent from 2021– 381 of which were travel teams, an increase of 11 percent in travel teams from 2021 though down 15 percent from 2019. The number of teams also increased 2 percent from 2019 (746).
Athletes increased 11 percent from 2021 (8,892) and 2 percent from 2019 (9,698).
Spectators increased 11 percent from 2021 (22,230) and 2 percent from 2019 (24,245).
Hotel room nights decreased 8 percent from 2021 (5,973) and 14 percent from 2019 (6,407), though overall hotel occupancy rates were up in 2022 with higher room rates, contributing to the increased visitor spending.
Meijer State Games generated $1.74 million in direct visitor spending – The Summer and Winter Games held 60 cumulative events that attracted 8,500 athletes, also reflecting the addition of a second Winter Games location in Marquette to supplement the Grand Rapids location (which will happen again in 2023). Below are the changes from 2021 and 2019:
Direct visitor spending increased 4 percent from 2021 ($1.68 million) and decreased 14 percent from 2019 ($2 million).
Events increased 62 percent from 2021 (37) and decreased 3 percent from 2019 (62).
Athletes increased 38 percent from 2021 (6,149) and decreased 19 percent versus 2019 (10,441).
Launch of Meijer Sports Complex capital campaign – The WMSC kicked off the “Winning Streak” capital campaign to raise $11 million in public and private funds to expand the Meijer Sports Complex. With fundraising continuing in 2023 and construction slated to begin in 2024, the expanded complex will accommodate 200 more teams annually and bring in an additional $1 million in annual visitor spending.
Largest event in WMSC history – The WMSC hosted the 13-day IBC Junior Gold Championships July 11-23 for the first time (and second time in Michigan) – attracting the top 4,000-plus U.S. youth bowlers to eight bowling centers in West and Central Michigan. Generating $7.3 million in economic impact with 10,000 hotel nights booked at 30 properties, this was one of the region’s largest sporting events ever in terms of attendees, length and economic impact. The WMSC was named a “Champion of Economic Impact” by Sports Destination Management for hosting this championship.
Looking to 2023
Looking at 2023, Guswiler and his team are focused on continuing to increase the number of traveling athletes and visitors and their related hotel revenue, plus bidding on new events for 2023 and beyond. The WMSC also is engaging with Phoenix-based sports tourism consulting firm Huddle Up Group on a strategic planning program to evaluate West Michigan’s sports tourism market and identify opportunities for continued growth. Another key priority in 2023 will be fundraising for the Meijer Sports Complex expansion.
“We’re finally back to ‘business as usual’ in the sports industry, and now we’re building back our travel team base and booking those last events that may have been postponed, plus keeping an eye on new bid opportunities,” said Guswiler. “We’re also looking to the future at how we can grow this industry, which includes expanding our sports infrastructure to meet increased demand at venues like the Meijer Sports Complex. We see a bright future for youth and amateur sports in West Michigan.”
Meijer Sports Complex Campaign
A key focal point of 2023 will be fundraising for the $11 million capital campaign to expand the Meijer Sports Complex, with construction anticipated to begin in 2024. Owned and operated by the WMSC and costing $7.5 million funded through private donations, the Meijer Sports Complex opened in 2015 with eight baseball and softball fields (including a championship baseball field); Miracle Field; warm-up areas, restrooms, concessions and maintenance building; and parking for 400 vehicles. The complex has cumulatively attracted 148 travel events, 7,500 teams and 243,750 visitors for a total economic impact of $52 million in visitor spending. Using remaining acreage to the south of the complex, the expansion will fill the growing need for infrastructure to host more youth and amateur sports tournaments in West Michigan. The WMSC estimates that the expanded complex will accommodate 200 more teams annually and bring in an additional $1 million in annual visitor spending.
Funded through a “Winning Streak” capital campaign that will raise both public and private funds, the 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 450 more parking spaces.
2023 Events
Signature events on the 2023 calendar so far include:
United States Tennis Association (USTA) Junior Tournaments (multiple)
Meijer State Games – Winter Games (Feb. 17-19 – Grand Rapids; 10-12 – Marquette)
Mary Free Bed Jr. Wheelchair Basketball Tournament (March 4)
MHSAA Boys Swimming & Diving D1 Finals (March 10)
2023 Griff's Sled Hockey Classic (March 24-26)
Lakeshore Volleyfest (April 28-30)
THE JOHN SHIPPEN Women’s National Golf Invitational (June 1-2) - New for West Michigan
MJVBA AAU Volleyball Tournament (June 2-4)
Meijer LPGA Classic (June 15-18)
Beer City Open - APP Pickleball Tour (July 18-23)
ACES Annual Conference (Sept. 11-14) - CEOs of Olympic governing bodies - New for West Michigan
Spartan Race (Oct. 21-22) - New for West Michigan
Meijer Sports Complex baseball/softball travel tournaments every weekend May through July (with 12 by Game Day USA), including two USA Softball national tournaments:
2023 Men’s Fast Pitch Open East National Championship (July 28-30)
2023 Men’s Class D Slow Pitch Northern National (Sept. 8-10)
*From 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 1,095 sporting events and tournaments attracting more than 1.9 million athletes and visitors, generating over $557 million in direct visitor spending. Visit westmisports.com, Facebook.com/WestMichiganSportsCommission and @westmisports on Twitter and Instagram for more information.
