Sports Tourism Program Wins 2015 NACo Award

Chesterfield County’s “Sports Tourism Support to Business” program was named the “Best in Category” at the 2015 NACo Achievement Awards.

Dale District Supervisor, Jim Holland, and Assistant County Administrator, Lou Lassiter, were present at the ceremony to accept the award.

Sports tourism activity in Chesterfield County has grown exponentially in recent years, spawned as a result of new public and private facilities which host major regional and national tournaments.

Hotels across the region are “sold out” and outside dollars are spread across the community. Yet in the early years of the expanded activity, local businesses were not prepared to take advance of the opportunities presented by the increase in out-of-town visitation.

A major outreach effort – which has expanded over the past three years — was developed to assist businesses to handle the influx of visitors, increase sales, and provide a favorable visitor experience for guests.

More than 400 area businesses across the Richmond region were personally visited by community “foot patrols.”

Owners and managers were encouraged to “Welcome, Staff Up, and Entice” the sports visitors, as well as offer online discounts and promotions at no cost to the business.

Social media campaigns, website tournament landing pages and on-site visitor services provided additional support to visitors and tournament organizers.

The Sports Tourism Support to Business program has greatly enhanced communications with the business and sports tourism community.