Hamilton County, a fast-growing area with an abundance of athletic facilities, local support and a track record for hosting an array of events, found it needed a formalized strategy to keep all of its opportunities organized. A long list of initiatives is only that - a long list - without structure. Hamilton County Sports Authority (HCSA) and consultant CHARGE are taking the lead and sports event holders and the county itself are soon to benefit.
The HCSA, powered by a pair of new hires and a re-investment of resources, is cutting through the clutter of a crowded sports landscape and focusing on a new list of priorities. HCSA Director Carl Daniels has noted the long list of opportunities across the facilities and brands that have found success in the county.
“With the new arenas coming online in Hamilton County, it’s been fun,” Daniels said. “We are strengthening relationships in the county and working to bring the right events to the area.”
Prior to the 2020 pandemic, Hamilton County had built a working strategy but the events of the world put that on hold. Daniels as well as development director Gabe Amick have helped make a strong sports authority a daily focus. After a couple years, the HCSA and CHARGE have put an updated plan back together.
“Sports is a different beast when it comes to leisure and tourism,” Daniels said. “We are stepping back into it in a big way.”
The key tenets of an updated sports strategy involve new branding assets, increasing event capacity and being an advocate to local organizations. Community input and strategy insights from CHARGE along with bringing on Daniels and Amick have allowed the HCSA to focus on these priorities.
Building a distinctive identity with new marks and infrastructure to allow HCSA to stand out from other sports commissions. Increased capacity for events allows the HCSA to support events in the county at all levels of sports, from the Lil Dribblers to the Indianapolis Colts. Advocacy is a crucial part of the plan, supporting the massive youth and school support that blanket the county. Other advocacy initiatives include the Officially Human sportsmanship drive and the Green Sports Alliance for sustainability.
According to Ken Ungar of CHARGE, all of this helps the HCSA leverage its existing strengths and make data-driven decisions that benefit incoming sports events and the communities. Ungar’s team brings 27 years of sports strategy and non-profit experience. CHARGE has helped the HCSA stay flexible and bring sustainable value to the county. That means maximizing the busy peak summer season and bringing in shoulder events to bolster the other parts of the calendar.
“There is so much going on and so many paths to go down,” Daniels said. “Ken and other stakeholders have been great helping us focus our attention.”
HCSA and CHARGE urge sports event holders to imagine what success at their events looks like. See what Hamilton County can offer between its venues, hotels and corporate partners and reach out for more information here.
