Sporting events provide tens of millions of dollars in economic stimulus to the state, but there could be a much larger impact if Connecticut was more aggressive in luring big-ticket athletic competitions.
That’s why some members of the state’s sports and business community are pushing for the creation of a marketing corporation that would attract and promote major athletic events.
A legislative proposal that would establish a 21-member board to oversee such a private-public enterprise has passed several committees and is awaiting action in the Senate.
Supporters say such an entity is necessary for Connecticut to compete for athletic events that are increasingly being granted through competitive bid processes.
Connecticut is not likely to shake the Big East tournament from Madison Square Garden, but other tournaments and special events could be in play like NCAA men’s and women’s Lacrosse, softball and cross country championships, the U.S. Figure Skating National Championships or Special Olympics Games.
About 25 states have an entity overseeing coordinated sports tourism activities, backers of the plan said.
“We have to overcome the notion that the lack of a viable sports commission indicates that there isn’t broad support for our region when bidding on or hosting events,” Chuck Steedman, senior vice president of Northland AEG, told the commerce committee.
In written testimony Steedman, whose company manages the XL Center and the Hartford Wolf Pack, said sports commissions have become a major factor in securing these events because they provide one-stop shopping in meeting bid requirements and can leverage statewide resources, including financing, to make bids more attractive.
Lynn Carlotto, general manager of the Arena at Harbor Yard in Bridgeport, said being able to attract a major sporting event goes beyond simply having the right arena or ballpark. The surrounding community, and the state as a whole, must have infrastructure to accommodate fans and show a willingness to support the event.
Putting together a bid that reflects that type of widespread commitment is time consuming and expensive, Carlotto said.
A lack of a sports commission may have cost Connecticut the 2012-14 Metro Atlantic Athletic Conference men’s and women’s basketball championships.
The Arena at Harbor Yard, which is the home court for Fairfield University, met the bid specifications, Carlotto said, but the tournament was awarded to the MassMutual Center in Springfield, Mass., even though that area has no ties to the conference. Carlotto said the Massachusetts Sports Partnership was the difference.
Athletic events stimulate a local economy by filling hotels, restaurants, and shopping centers. They are also often broadcast on TV, which serves as a marketing platform.
Connecticut has had some success in landing prominent athletic competitions.
This past March, the XL Center hosted the Big East women’s basketball tournament and in August the XL Center, University of Hartford, Connecticut Convention Center will play host to the National Gymnastics Championships, which will air on NBC and generate nearly $7 million for the region.
Larger events include the Travelers Championship in Cromwell, which generated an estimated $20 million in economic impact last year and was broadcast on CBS.
The bill before the legislature would empower the corporation to represent the state at industry events and trade shows and raise private funds to encourage the development, promotion, and marketing of sports events.
Alan Victor, president of the Hartford Whalers Booster Club, said establishing the commission could be the first step in bringing back a professional hockey team to Hartford.
In order to attract a team, Victor said, the state would need to build a new stadium, something that sports authorities have had success doing in other states. Victor said he’s in favor of adopting a 0.1 percent tax on people using sports and entertainment venues in Connecticut to help pay for a new Hartford arena.
