U.S., international sports teams boost early season Manatee County tourism

MANATEE -- Sports teams are playing an even bigger part in Manatee County's tourism industry this year because of the expanding number of tournaments and practices held at area facilities.

In November, the Premier Sports Campus in Lakewood Ranch began work to add seating and other amenities. IMG Academy opened an $11.5 million academic center in August and Nathan Benderson Park added staff in December to prepare for increasing programming and events planned this year.

The expansions and continued marketing of area facilities bring out-of-state and international teams into Manatee and Sarasota counties. Sean Walter, director of sports for the Bradenton Area Convention and Visitors Bureau, said market research has shown first-time visitors, including many who initially visit the area for sporting events, have a 94 percent rate of return.

Rob Ferguson, director of sales for the Holiday Inn and Fairfield Inn and Suites Lakewood Ranch, said the hotels' mix of visitors has shifted to include more sports teams. His hotels are typically not sold out this early in January but rowing and soccer teams, have his reservation list full right now.

"It's been great business because the teams have meal programs so we're able to feed them breakfast lunch and dinner in addition to our regular room rate," Ferguson said. "And they usually stay a week to 10 days."

Eton College's high school rowing team of the United Kingdom was staying at the Holiday Inn until last Sunday because the team wanted a change of scenery for this year's U.S. trip. Famous alumni from Eton College include Prince William and Prince Harry.

Alex Henshilwood, head coach of the Eton College

rowing team, said the team usually races in the Head of The Charles Regatta in Boston. This year they elected to travel to Sarasota instead of Boston in favor of warmer weather and to give the team a different experience.

"It's a different venue and a different part of the world," Henshilwood said. The team thought about traveling to California, but the coach said "the jet lag would've been a bit much."

Plus, Henshilwood said the Nathan Benderson Park staff was helpful with recommending accommodations and the team's boat supplier, Hudson Boat Works, was able to easily provide the supplies they need.

Manatee County restaurants feel the extra visitation, too. Tom Venema, Bradenton Jimmy John's franchisee, said IMG Academy students frequent the sandwich chain.

"They do have a number of tournaments and it seems to be concentrated more this time of year," Venema said. "We've seen a lot from the soccer teams and they are familiar with Jimmy John's in other parts of the country and they know they can bring a team of 40 people into our restaurant and be out with full bellies in 20 minutes."

Team effort to get teams

It's been a team effort through multiple organizations to attract more sports competitions and practices here.

"I'm so glad the county and state did the things they needed to," Venema said, to keep IMG Academy "expanding their facility out there. It's only going to be better for us."

The Bradenton Area Convention and Visitors Bureau tries to take advantage of every opportunity to market to visiting sports teams, said Walter, the bureau's sports director.

"When I'm talking to a certain promoter I say, 'yes we want to house your event because it's good for your organization, but what are the benefits for us and what's the return for us?'" Walter said. "If they're giving goodie bags to every athlete, we'll have visitor guides in there so we can market the nature preserves, our restaurants and our beaches. We try to get out in front of athletes and their families coming down here."

Janelle O'Dea, business reporter, can be reached at 941-745-7095 or follow her on Twitter @jayohday.

This story was originally published January 10, 2016 at 11:30 PM with the headline "U.S., international sports teams boost early season Manatee County tourism ."