FOLEY — As Baldwin County continues to grow, sports tourism continues to bring money and economic impact to Foley.

Foley Sports Tourism, a department of the city, recently provided Gulf Coast Media with economic impact statistics for the 2022-23 fiscal year, in addition to expectations on local hotel development.

The department reported 80 events hosted last year, including 39 indoor and 41 outdoor activities, which brought 256,785 people to the city in attendance (193,440 spectators; 63,345 participants) — a 5.2% increase from 2021-2022 with just three additional events. This generated $32.7 million in business sales, $7.6 million in food and beverage spending and $4.7 million in lodging sales alone. FST also tracked 27,788 room nights during that span, up 10.5% from the previous year. Foley stated that approximate operating costs sit at $450,000 for its event center and $415,000 for its athletic fields annually, also noting that the outdoor conditions have improved over the last five years.

"When you talk about what sports tourism is, anything that produces room nights you can almost call an event," said David Thompson, executive director of Leisure Services for the City of Foley. "We've kind of looked at trying to widen the scope."

From its 10-year deal with the Sun Belt Conference to anything from K9 teams competing in the USPCA PD-1 Nationals, grappling tournaments, archery competitions and more, the city has prioritized a variety of spectacles for the community and staff to have as festivities to both work and watch. Foley has collected over $2 million in lodging tax revenue every year since the pandemic — 2021 ($2.36 million), 2022 ($2.09 million) and 2023 ($2.14 million) — largely driven by the influence of sports tourism.

"We found out when visitors stay in Foley, they spend at least five times more than what they would spend if they were staying in another city," Thompson said. "If they happen to stay in Orange Beach, Gulf Shores or even over in Daphne sometimes, we're not getting that same economic impact. They'll get in their car, go back to the condo and eat at the steakhouse down there. Keeping them in Foley, they don't have a whole lot of incentive to go to those other places."

However, Foley is working at a major deficit when it comes to hotel accommodations in comparison to neighboring cities. As the surrounding options are limited, many visitors choose to stay at the plethora of hotels lining the state's beaches, thus leading Foley to miss out on a significant portion of revenue not just simply tied to lodging. Plans are in place to bridge this gap with three active hotel projects: Cobblestone Hotel and Suites by Wolf Bay Lodge, Fairfield Inn and Suites just a mile from Tanger Outlets and a new 200-room property being development by the Poarch Band of Creek Indians for OWA Parks and Resort.

Thompson added that it's possible two other properties are also built within the next three years, leaving the city optimistic it could have five new lodging options in that span.

"Those hotels are being built for sports tourism," Thompson said. "That's one of the main reasons people will be staying in Foley. Between us developing an attraction-friendly private partnership [with OWA], our sports tourism is really helping drive [room nights]."

It comes as no surprise the city isn't exactly pleased with the economic impact it's losing predominantly to Orange Beach and Gulf Shores by not having enough hotels. Foley is by no means attempting to build any borders on the issue, so to speak, but it wants its fair share of revenue generated as the pie continues to grow.

Foley Sport Tourism's overall goal is to improve quality of life within the community, provide unique and memorable experiences to its visitors and solidify itself as a nationally recognized host.

"We're not just here for a one-time exposure," Thompson reiterated. "It's about the repeat business and the reputation. I assure you we've gotten some people that moved to Foley because of the things we've created with this, and I know we've brought the businesses and retail."