Timothy Schneider, founder of SportsTravel magazine Photo Credit: Jared Wickerham/TEAMS
While sports events have lured crowds for centuries, the evolution of the industry as it is today began in earnest about 20 years ago. In 1998, Timothy Schneider, founder of SportsTravel magazine (a sister publication of M&C under the Northstar Meetings Group umbrella), launched the TEAMS Conference & Expo.
The goal was to help close the gap between cities and convention bureaus, which were beginning to form commissions to attract such events, and sports organizations that were getting more savvy about where to hold their competitions.
In the 20 years since, the conference has changed and evolved along with the industry. This year's TEAMS (an acronym for Travel, Events and Management in Sports), to be held Oct. 1-4 in Louisville, Ky., will welcome some 1,000 industry leaders looking to further their business goals in sports.
We sat down with Tim Schneider to discusses the evolution of TEAMS, its value for meeting planners and how the sports-event industry has changed over time.
Why did you launch TEAMS?
The conference was launched shortly after we started SportsTravel in 1997. We had been sponsoring an educational conference organized by George Washington University, and they asked us to sell exhibit space for the event. That's when we realized a show that brought SportsTravel to life and served as the gathering place for the sports-event industry would likely be very successful.
“When it comes to generating travel and travel spending, there simply is no power greater than sports.”
Why did you make TEAMS an appointment-based show?
From the beginning, we sought ways for people to make the business connections they were looking for. At first this took the form of sign-up sheets on-site, where people could arrange one-on-one appointments. In 1999, we also introduced a reverse trade show -- a marketplace where the buyers are in an assigned location and the sellers can meet with them there. We've continued to do that every year, which, combined with a trade show where sellers showcase their destinations and venues, makes for a powerful one-two marketing punch.
What has been the biggest change in the show's 20 years?
We've always been early adopters of technology, and we've been very innovative with making sure both buyers and sellers meet the people they want to at TEAMS. We use proprietary algorithms to make sure 100 percent of mutual requests get scheduled, and we weight the requests in a variety of ways that make participation at TEAMS productive for both buyers and sellers.
How has the sports-event industry evolved over time?
I believe the growing levels of sophistication on the part of both buyers and sellers has been the most dramatic change. Twenty years ago, only a handful of universities offered sports marketing and management programs. Opportunities for professional development on the seller side also were very limited. That's changed considerably over 20 years.
How has TEAMS evolved to adapt to those changes?
We've worked hard to stay in the vanguard of the sports-event industry. When we started, that meant providing a basic education for sports-event rights holders and prospective host cities. A few years ago, that meant providing a platform that helped facilitate the rapid growth of obstacle runs and themed competitive events. Now it means being right in the center of the explosive growth of live, in-person esports events.
What are some of your favorite moments from the conference over the years?
It would be hard to name only a few. The most gratifying part is seeing the growth of so many sports organizations that results from their participation in TEAMS. These are organizations with incredibly positive programs that touch tens of millions of people. To play a part in their success is a tremendous gift.
In terms of site selection, how do the needs of sports-event organizers differ from those of traditional meeting planners?
Typically, sports-event organizers will have very specific venue requirements in order to stage their event. These requirements are often far more complicated than those required by a traditional meeting planner. They can also require the involvement of multiple governmental agencies, which can be a daunting prospect for any organizer.
What recent trends is TEAMS exploring in its programming?
We've been tracking the growth of video games for years in the pages of SportsTravel and in the programming at the TEAMS Conference. Last fall in Orlando, we launched the eSportsTravel Summit alongside the TEAMS Conference in order to discuss the growing impact of live, in-person esports events and tournaments on the travel industry. The summit helps fill an informational void that exists between the organizers of esports events and the destinations and suppliers that want to work with them.
As a result, we've now launched a stand-alone eSportsTravel Summit, which will be held July 17-18 in Las Vegas. It will be a tremendous opportunity for destinations, venues and suppliers to connect with this incredibly fast-growing market segment.
Does TEAMS have programming targeting the specific needs of meeting planners?
Absolutely! Over the years, we've embraced meeting and convention planners from the sports industry. Since many of these planners come from sports-organization backgrounds, they don't tend to be as involved in the various meetings industry associations, so TEAMS is pleased to serve in that role for them. Many of them also organize sporting events in addition to meetings and conventions, so TEAMS serves as a one-stop shop for them regardless of whether they're planning a convention or a competitive event.
Many people consider sports to be a recession-proof part of the travel and tourism industry. Do you agree?
The sports-related travel segment has been a powerhouse through good times and bad. When things are tough economically, sports-related travel, especially if there are young athletes in the household, often becomes the family vacation. When the economy is stronger, people see sporting events as bucket-list adventures for which they will pay a premium. When it comes to generating travel and travel spending, there simply is no power greater than sports.
What's on tap for TEAMS '18?
This will be the first travel industry event to be headquartered at the newly renovated Kentucky International Convention Center. Our attendees will get to stay at either the brand-new Omni Hotel or the recently renovated Marriott and Hyatt properties, all of which are a short walk from KICC.
In addition, we are delighted that the United States Olympic Committee is co-locating its Olympic SportsLink at TEAMS '18. This will be an opportunity for all of our exhibitors and sponsors to spend time with all of the Olympic sports organizations. From the opening celebration at Churchill Downs to our closing party at the legendary Louisville Palace Theater and Mercury Ballroom, TEAMS attendees will get to experience much of what makes Louisville a destination unlike any other.
Jason Gewirtz is the editor of SportsTravel, a Northstar Meetings Group brand.