Article by Evan Decker, Sports Tourism Manager, STS, CATP, CTA
Photos courtesy of Visit Billings
Sports have a unique way of building both community pride and bringing people together. From the Olympics to a local softball tournament, the Superbowl to a high school rivalry game, sports hold a special place in most people’s hearts for one reason or another. In Billings, these trends are as clear as a summer day under the big sky. However, what is sometimes overlooked is the local economic power that comes with playing host.
Sports tourism is a major priority for Visit Billings and the Billings Chamber of Commerce. For more than a decade, staff have worked with governing bodies, collegiate colleagues, and local tournament owners to ensure growth as a top, full-spectrum sports destination in Montana and the West region.
Billings is leading the sports tourism charge for Montana. From hosting NCAA and NAIA events to NW Legion Championships and major travel sports tournaments, the sports market is critical and primed for visitor growth for Billings.
Visit Billings is the only destination leadership organization with a full-time employee dedicated to sports events sales, attending major sports conferences to learn more about events that the destination can host while also ensuring local tournament owners have a destination partner.
A fitting example of fostering sports events in Billings is Big Sky VolleyFest. This annual tournament, which brings thousands of people to Billings over its annual spring weekend, started as a tournament with a few dozen teams. Although successful, the owner, Craig Allred, knew there were many more teams to serve
and growth for the event on the horizon. Partnering together ten years ago, the Visit Billings team assisted with its transition to the MetraPark Expo Building, complete with a rolling-in sports court. Today, this tournament has grown to use facilities across Yellowstone County along with the Expo Building, bringing together teams and fans from the West and beyond.
In 2024, nearly 250 teams and their accompanying fans flocked to Billings to witness top-notch volleyball action, showcasing the city as a premier destination for sports enthusiasts with an economic impact of close to $4.2M in restaurant visits, retail sales, and increased hotel bookings.
The horizon is hopeful for sports. The next steps include researching what is next for Visit Billings Sports and diversifying the market to prioritize growth. Recently, the Billings Tourism Business Improvement District (BTBID), a funding source for Visit Billings, increased its assessment of hotel and motel guest nights to help increase funding for sports marketing and sales in Billings. This was a move in partnership with all BTBID stakeholders who are Billings lodging partners. This move allows Visit Billings staff
to grow its sports leadership role on behalf of the community in attracting key events and leveraging the sports market for economic impact.
Another pillar of Billings’ sports tourism landscape is the Big Sky State Games. This long-running, multi-sport extravaganza attracts athletes of all ages and abilities, transforming the city into a hub of athletic excellence several weekends a year. From basketball to Pickleball, the Big Sky State Games celebrate the spirit of competition and camaraderie, drawing participants and spectators alike. Beyond the thrill of victory and the cheers of the crowd, these games also inject vitality into Billings’ economy, creating
opportunities for the hospitality, entertainment, and recreation industries to thrive.
The benefits of sports tourism definitely extend far past the playing field. Sports events foster community pride, promote healthy lifestyles, and cultivate a vibrant quality of life. But at the same time, Visit Billings’ commitment to sports tourism boosts business throughout the year and builds a legacy of excellence for
the community.
This article originally published in the Summer 2024 Edition of LiNK, powered by Simply Local.
