SEEN Saturday Series
Sports ETA is the essential resource for sports commissions, sports destinations, industry partners and more.
Since being established in 1992, our promise has been to deliver quality education, ample networking opportunities and exceptional event management and marketing know-how to our members - destinations, right holders, and industry partners - and to protect the integrity of the sports events and tourism industry.
As the non-profit 501(c)3 trade association for the sports events and tourism industry in the United States, Sports ETA is the most essential resource for sports commissions, sports destinations, sports event owners, and industry partners. We believe sports tourism and the events that our members own and host have the power to transform society for the better. Our passion is to help sports events and tourism professionals achieve previously unimaginable levels of performance. We do this by nurturing a diverse and inclusive community of smart, creative, and interesting people: our members.
SEEN Saturday Series
The ROI of Play: Investing in Community Demand Generators
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Editor's Note: This episode was recorded live at the 2026 Sports ETA Symposium in April. As a result, some discussions reference upcoming events and opportunities that have since taken place.
In this episode, we explore the rapid transformation of the sports tourism industry over the last 20 years. From the early days of local tournaments to the modern "facilities arms race," our guest, Jason Sands, the Vice President of Business Development for KemperSports Venues breaks down how communities are leveraging high-end sports complexes to drive consistent economic growth.
We take a deep dive into the role of KemperSports—not just as a management entity, but as a strategic investor putting their own capital into the projects they believe in.
We also discuss the vital role of Sports ETA in shaping the industry and look ahead to the major facility openings scheduled for the remainder of 2026 that are set to redefine their local landscapes.