Sports at the Beach is more than bats and gloves

Anyone who travels on Route 9 during the baseball season is well aware of Sports at the Beach near Georgetown. The 96-acre,16-field baseball mecca is the center of the baseball world for youth travel teams from the Mid-Atlantic region and beyond from March to November.

What people are not aware of is the economic impact of the sports center has on Sussex County. Delaware Tourism Office reports show in 2011, restaurants, hotels, motels, camping areas, gas stations and tourist attractions benefited to the tune of more than $53 million. The complex helped to generate more than $3.7 million for hotels and motels throughout the county. On any given weekend during the season, the complex pumps $2 million to $3 million into the local economy.

Sports at the Beach has become a major player in the county's tourism industry. According to the Southern Delaware Tourism Office, tourism generated $750 million in 2010 in Sussex County. That figure includes money spent on hotels and motels, rental houses, entertainment, food and beverage, shopping and transportation. Shopping and dining are the two most popular visitor activities.

During the center's largest tournament, the Firecracker Open over the July 4th weekend, 117 teams participated pouring $7.8 million into the local economy. The tournament brought in more than 10,000 visitors to the county.

Last year more than 100,000 visitors came to Sports at the Beach with more than 2,000 teams playing in 31 tournaments. Teams from 18 states, Washington, D.C., and even three teams from Australia played in 2011 Sports at the Beach tournaments.

Adam Pettengell, director of Sports at the Beach marketing and promotions, said the numbers from the Delaware Tourism Office surprise everyone.

Pettengell, son-in-law of Sports at the Beach founder Pete Townsend, said he is making a concerted effort to make people and local businesses more aware of how the complex plays a role in Sussex County tourism.

“People see kids in baseball jerseys all the time at the shore, but there is so much more to what is going on,” he said. “Naturally, getting baseball teams here has been the focus, but we are getting the teams here now. It's surprising how many don't know what we do, but we can help businesses generate traffic and navigate our teams to our partners,” he said. “A lot of teams are looking for other things to do while in the area.”

He said many more local businesses can cash in because of the influx of visitors coming for tournaments. “Over the years, businesses have acquired teams' business. They are already getting a slice, but there is a bigger slice to be had,” Pettengell said. “They like the beach, and many people combine tournaments with vacation time at the shore.”

Sports at the Beach is developing a long list of partners that offer group discounts and special deals to teams. In return, Sports at the Beach features businesses through signage, email blasts, a program and a partners package given to teams when they check into partner hotels. Some partners – such as Atlantic Sands, Jake's Seafood House and Sleep Inn and Suites – are gaining additional exposure as tournament sponsors.

Businesses and hotels all over the county benefit from tournaments, Pettengell said. Some teams choose to stay at Route 1 motels such as Comfort Inn or Sleep Inn and beach hotels such at Atlantic Sands, while others choose to stay at area campgrounds such as Holly Lake Campsites near Rehoboth Beach. The complex has developed a partnership with Jellystone Park near Lincoln as well.

The Brick Hotel on The Circle in Georgetown attracts parents and grandparents of visiting teams. Pettengell said one of the most successful partnerships the complex has is with four motels in Seaford that offer group rates to teams. “Some tell me they are baseball motels every week during the season,” he said.

Pettengell said the partnerships are a win-win. “Savings are passed on to visiting families, and money is generated for local businesses,” he said.

Currently, Sports at the Beach has partnerships with 16 motels and hotels in Lewes, Rehoboth Beach, Georgetown, Millsboro and Seaford and 10 area restaurants. Pettengell is actively working to expand that list.

“Sports at the Beach provides our property with a significant number of overnight guests. It greatly impacts our ability to bring youth baseball teams to our hotel from New York, New Jersey and beyond,” said Chris Guidone, director of sales and marketing at Atlantic Sands Hotel and Conference Center. “It has been a great opportunity to further our partnership with Sports at the Beach and gain additional exposure through new marketing initiatives and sponsoring this past weekend’s tournament. Having Sports at the Beach as a nearby attraction means that southern Delaware is on the map for youth baseball teams. This offers families the opportunity to turn their tournament into a beach vacation.”

Sports at the Beach is extending its 2012 season more weekends in March and November, so Pettengell feels at least another 20,000 visitors will come to Sussex County, with the overall total topping 120,000 visitors.

The number of visitors continues to increase each year, up from 83,000 in 2009 and 90,000 in 2010. With more visitors, the economic impact also rises from $28.8 million in 2009 and $34.4 million in 2010. More than 2,000 teams played in tournaments in 2011; most teams came from Delaware, Maryland, New Jersey, Pennsylvania and New York.

Play at the complex began over St. Patrick's Day weekend with the Atlantic Sand’s Shamrock Shootout. Sports at the Beach also offers baseball and softball camps during the summer.

For more information about Sports at the Beach contact Pettengell at 856-7400 or 841-9332 or adam@sportsatthebeach.com.