Clay County plans major sports tourism events and marketing grant updates

The Clay County Tourist Development Council (TDC) meeting on September 3, 2025, highlighted significant advancements in tourism marketing and sports event planning, promising to enhance the county's visibility and economic impact.

A key discussion centered on the success of recent marketing strategies, which have led to a substantial increase in ticket sales for local events. Council members expressed enthusiasm about the upcoming feature on the Discovery Channel, showcasing Clay County, which is expected to attract national attention and potential visitors. The excitement surrounding this exposure underscores the county's commitment to leveraging media opportunities to boost tourism.

In the realm of sports tourism, Alan Verlander provided an update on various upcoming events, including a girls' flag football tournament and a minor league golf tour, both of which are anticipated to draw significant participation and visitors to the area. The council is actively pursuing a diverse range of sports events, including lacrosse, triathlons, and even unique competitions like endurance paddleboarding and dog jumping contests. These initiatives aim to utilize the new sports complex effectively, with a goal of hosting at least ten events that could generate over 3,000 room nights and an economic impact of $2 million.

The meeting also addressed the challenges posed by fluctuating tourism trends, with recent data indicating a slight decline in bed tax collections. However, council members remained optimistic, noting that Clay County continues to perform better than many neighboring areas. The introduction of a new hotel in Middleburg is expected to further bolster local accommodations and tourism revenue.

Additionally, the TDC discussed updates to grant processes for events, shifting from a sponsorship model to a more structured signature event grant system. This change aims to ensure accountability and measurable outcomes for funded events, enhancing the county's return on investment in tourism initiatives.

As the meeting concluded, council members expressed confidence in the strategic direction of Clay County's tourism efforts, emphasizing the importance of collaboration and innovative thinking to attract visitors and support local businesses. The TDC's proactive approach reflects a commitment to fostering a vibrant tourism economy that benefits all residents.