The Bryan Multi-Sports Complex Generates Over $4 Million into Goldsboro Economy
The Travel and Tourism Department for the City of Goldsboro and Wayne County, also known as Visit Goldsboro, has published an economic impact report on the first operating year of the Bryan Multi-Sports Complex located in Goldsboro. The purpose of the report is to determine how the venue has positively impacted the local economy of Goldsboro-Wayne County. It reveals that during its first operating year, the complex generated an estimated $4,312,030 of new revenue into the local economy from visitor expenditures, which translates into approximately $291,062 of sales tax and $15,875 of occupancy tax revenues.
The report is based on data collected from multiple sources, including the Bryan Multi-Sports Complex’s internal reports for events during its first year of operation, Goldsboro-Wayne County Travel and Tourism market research, and Visit NC’s 2017 Visitor Profile Study. Additionally, the Travel and Tourism Department collaborated with local hotels to document actualized room nights based on events held at the venue to ensure the data was as robust as possible.
The Bryan Multi Sports complex opened April 23, 2018, and has held 153 event days in total within its first operating year. Five days after the grand opening, the City of Goldsboro and Wayne County United Soccer Club co-hosted the North Carolina Youth Soccer Association (NCYSA) Kepner President’s State Cup, which brought in thousands of visitors from across the state. The success of this tournament led to the bookings of two additional NCYSA state cups, as well as the attention of other national sports organizations, like U.S. Quidditch, to bring their tournaments to the Goldsboro venue.
“It is rare to see rec league games and upper level tournament games occur on the same premium fields. This is what you have with the Bryan Multi-Sports Complex,” said Felicia Brown, interim parks & recreation director for City of Goldsboro. “We have a facility that both serves our citizens and has an economic impact from outside visitation – people traveling from outside the county (state) to use it.”
Just five months after the complex opened to the public, the Bryan Multi-Sports Complex was nationally recognized by Connect Sports as one of the top rated soccer facilities in the nation in their publication’s September 2018 article. Connect Sports is a senior leader in sports destination marketing and event management. The link to the article published by Connect Sports can be found at: https://www.connectsports.com/feature/best-soccer-facilities-in-the-u-s/.
The report released by the Travel and Tourism Department also gives some deeper insight as to how the complex performed this past year. It reveals that approximately10 sporting events held at the complex have generated overnight stays in Goldsboro-Wayne County, the estimated total of overnight travel parties was 5,690, and the estimated hotel revenue generated from sporting events was $264,585.
“Goldsboro-Wayne County is on a fast track to becoming an amazing destination for visitors and residents. With the additions of both the Maxwell Center and Bryan Multi-Sports Complex in 2018, we are experiencing an increase in visitation from people choosing to bring their sporting, leisure, and business events to Goldsboro. The new dollars being spent in our economy is increasing the demand for additional hotels and fixed attractions in our market,” said Ashlin Glatthar, director of travel & tourism for Goldsboro-Wayne County.
Commenting on the success of the Bryan Multi-Sports Complex, Randy Guthrie, Goldsboro assistant city manager, said “it’s all thanks to the persistent efforts of Seymour Johnson AFB, the U.S. Air Force, and the generous sponsors, such as the Bryan Foundation. With their help, Goldsboro continues on its course towards economic growth and improved quality of life.”
Located on 63 acres of Seymour Johnson AFB at 501 South Oak Forest Road, the complex was built with the intent of growing the local tourism economy and enhancing the quality of life throughout the region. A product of the first joint P4 partnerships between a military base and its home community, the City of Goldsboro and Seymour Johnson AFB began this pilot project to share resources and reach common goals. The project set new precedence for how military installations can work with their host community, and furthermore, the successful performance of the complex outlined in the economic impact report proves that this collaborative model strengthens a community.
Current amenities of the Bryan Multi-Sports Complex include eight all-weather playing fields—six irrigated natural Bermuda hybrid and two artificial turf fields all installed on engineered soils. Additional amenities include a cutting edge fieldhouse with meeting space and concessions, premium restroom facilities, walking trails, over 700 parking spots, and a retired F-4E Phantom on static display welcoming visitors to the site.
Currently, three fields are illuminated with plans to install lighting on all eight fields. Future plans to enhance the venue also include a custom splash pad, playground, and sheltered picnic area. Additions are tentatively scheduled to break ground in fall 2019.
To read more about the economic impact study, visit http://www.visitgoldsboronc.com/meeting-facilities/sports-complex/.