THE BUSINESS OF
PLAY
Travel Sports Fuel Economic Growth in the River Region
On weekends from early spring through late fall, the River Region comes alive with the energy of travel sports. Families crowd into local hotels, coolers and camping chairs fill the sidelines and restaurants buzz with team dinners. From Millbrook’ s 17 Springs to Wetumpka’ s growing sports complex, youth athletes from across the Southeast gather here to compete— with their families, dollars and dreams in tow.
This isn’ t just a trend— it’ s a movement. Travel sports are no longer a niche pursuit for hardcore sports families. They’ re transforming the way cities plan, build and grow. The economic, cultural and community impacts are undeniable— and the momentum keeps building.
THE RISE OF TRAVEL BALL AND ITS RECRUITING MACHINE With hopes of college scholarships or elite team placement, more families are turning to travel clubs earlier than ever. As a result, cities across the River Region are adjusting their game plans. Year-round training, weekend tournaments and out-ofstate events are now the norm— and municipalities are making major moves to support that demand.
Millbrook’ s 17 Springs hosts regional and statewide tournaments, averaging two to three major travel events per month. Each event draws hundreds of athletes, coaches and family members— often totaling 1,000 – 2,000 visitors depending on the sport and age group.
To stay competitive, 17 Springs maintains ongoing agreements and seasonal partnerships with travel ball organizations across baseball, basketball, softball, football, soccer and more. Their active marketing and outreach efforts include partnerships, online promotion, facility tours and relationship-building with key organizers.“ The goal is to position 17 Springs as a premier destination for competitive sports,” said Bill Myers, Vice President of Operations at 17 Springs.
Pike Road’ s baseball teams collaborate with organizations like Perfect Game for tournaments, and the Town of Pike Road is proactive in promoting its teams and facilities.“ Each time a travel tournament is hosted at the local Trotman Fields, local businesses and restaurants benefit significantly from the influx of players and spectators,” said Caroline Hale of the Town of Pike Road.
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