100 Years of Advancing Destinations

DMAI Releases Sports Module in 30 Destinations

Tuesday, October 1, 2013
DMAI releases the Sports Module to the Event Impact Calculator in 30 destinations as a flexible, localized, and comprehensive way to measure the economic impact of sporting events to host communities.

Since its introduction in 2011, the Event Impact Calculator has been adopted by over 120 destinations of all sizes as the standard for understanding the economic impact of events to their local communities in terms of taxes, jobs, and spending. With sporting events becoming an increasingly important part of group business for destination marketing organizations (DMOs), DMAI announces the initial release of the Sports Module to the Event Impact Calculator to 30 DMOs this week.

Like the core Event Impact Calculator released in 2011, the Sports Module was developed in conjunction with Tourism Economics, an Oxford Economics company widely known for conducting similar impact studies for the global travel industry. The module demonstrates an unequaled level of flexibility, quantifying the impact of diverse events including youth, adult amateur, collegiate, and professional level play, using extensive data from ten separate sources and sports studies to model spending behavior and its influence on local economies.

“Since sports, from the amateur level to professional, can account for up to half of a destination’s group room nights generated every year, DMAI is committed to supporting DMOs with a tool to capture the economic impact of sporting events to host communities and to justify its growth to their stakeholders,” said Michael Gehrisch, President and CEO of DMAI. “That DMOs can now measure the impact of these sporting events  in a way that is consistent with the standard for measuring  meetings and conventions is a bonus.”

DMAI together with Tourism Economics look forward to engaging representatives from the first 30 destinations in training and orientation webinars scheduled for the second week of October, and rolling out the module to more DMOs in the coming months.

Soon, DMOs will also be able to use the Sports Module through their customer relationship management (CRM) systems now that the calculator’s application programming interface includes integration capability for the new module. DMAI is pleased to continue working with CRM providers to make the Event Impact Calculator as accessible and seamless as possible.