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Visit Williamsburg pitches sports tourism as new 200,000-square-foot center nears opening
Summary
Visit Williamsburg told the City Council that a new 200,000-square-foot sports and events center, marketing campaigns and multi-year tournament commitments have secured nearly 90,000 hotel room nights and are expected to boost midweek and weekend economic activity when the center opens in 2026.
Ed Harris, a representative of Visit Williamsburg, told the Williamsburg City Council on Sept. 8 that the tourism organization is actively selling the city and the surrounding Historic Triangle as a sports destination while a 200,000-square-foot sports and events center is under construction.
Harris said Visit Williamsburg has attended national trade shows, produced a marketing “sizzle” reel and partnered with agencies including White 64 and Epsilon to target tournament organizers. "We are starting to become [a] sports and events center," Harris said during the presentation, describing branding that centers on a “W” motif for “win” and “Williamsburg.”
The council heard that Visit Williamsburg and its partners have secured nearly 90,000 hotel room nights tied to future tournaments, and that some rights holders have signed multi-year commitments, with several groups waiting to start playing in the city until after the new center is fully operational.
Why it matters: Large tournaments bring multi-night stays, meals and local spending, and Visit Williamsburg officials said long-term contracts and trade-show sales efforts are intended to generate sustained hotel occupancy beyond leisure weekends.
Harris highlighted concrete sales activity: agreements with organizers such as Phenom Hoops (a North Carolina-based boys basketball circuit that runs “mega tournaments” of more than 100 teams on a weekend) and a list of volleyball, fast-pitch and other events that await the new facility. He said some tournaments are choosing to start competition in Williamsburg in 2027 to allow the center time to open and demonstrate operations.
Council members asked about related needs and next steps. Mayor Ponds complimented Visit Williamsburg’s promotional video, calling it “probably one of the best pieces we have produced in 30 years” and said the video makes visitors want to stay in Williamsburg. Harris said sales efforts include familiarization (FAM) trips for rights holders, shuttle coordination for visiting teams, and a competitive incentive plan tied to room nights. He also said Visit Williamsburg is building staff capacity: an intern has started, a sports sales specialist position is posted and additional sales support is expected by year end.
Harris and council members discussed non-sports uses for the venue, including trade shows and other weekday events that could address the historic drop in midweek hotel occupancy. "There are hundreds of acres of thrilling theme parks, momentous historic sites, and untouched nature to burn off all that excess adrenaline," a portion of the Visit Williamsburg video states, positioning the center as part of the region’s broader tourism assets.
Visit Williamsburg did not present projected revenue figures for the center or detailed public incentives during the council meeting. Harris said specific tournament bookings and multi-year agreements vary by organizer and were negotiated on a case-by-case basis.
The city council received the presentation. Visit Williamsburg will continue outreach at upcoming trade shows and return with updates as the facility nears opening.
