Legislation could attract more high-profile events to Iowa through tourism grant program

DES MOINES — Iowa could create a grant program that would make it more competitive in attracting big events, including concerts, sports events and conventions, under legislation in the Iowa Senate.

Senate File 621, which was unanimously advanced by the Senate Appropriations Committee on Tuesday, would create a program and grant to help give Iowa a competitive edge in the bidding process for events.

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Sen. Carrie Koelker, R-Dyersville, the bill’s sponsor, said most states already have similar programs, which makes it difficult for Iowa to compete for large events looking for locations.

“It will not be available for county fairs or things like that. This is actually larger scope, things like PGA, NFL, NBA or NCAA. I mean, it's Taylor Swift concerts at Kinnick,” Koelker said. “It would put us in the market to host such events, and it would make us competitive with other states.”

The legislation would appropriate $15 million to the new fund from the current Sports Wagering Receipts Fund and establish a program to provide up to 50 percent matching financial assistance to Iowa nonprofit organizations that promote economic development and tourism during the bidding process for major athletic contests, conventions, music festivals, art festivals and other large events.

To receive the financial assistance, an organization must submit an economic analysis of the event. In determining whether to award an entity a grant, the Iowa Economic Development Authority Board would need to consider the event’s economic impact, potential to attract visitors and the positive media coverage it could create.

In 2023, visitors to Iowa spent more than $7.3 billion in the state, generating a total economic impact of $10.9 billion, according to the Iowa Tourism Office.

Dave Herrell, president and CEO of Visit Quad Cities, said he has seen the firsthand impacts of similar grant programs, including in Rock Island and Moline, after Illinois established a tourism grant program in 2021.

“When you're trying to move the needle and you're trying to figure out ways to drive overnight demand and get people to stay in communities … you need as many tools in the toolbox as you can possibly identify,” Herrell said. “More and more states are doing this, and if Iowa does not, it's just one more competitive disadvantage that we have.”

Herrell said Illinois’ grant program has helped attract multiple large events to the area, including the 2028 NCAA Division I Women’s Golf Regional Championship, which will be held at TPC Deere Run in Silvis. He added that cities like Davenport and Bettendorf could draw in more large events with an Iowa tourism grant program.

During the bidding process for large events, states, cities and towns are more competitive if they have money up-front to subsidize things like the cost of a promoter’s facility rental or venue, for example, he said.