Newstrack: Sports tourism doing well in Cedar Rapids

BACKGROUND

After bidding on and helping host the AAU national tae kwon do tournament in 1999 as a test event, the Cedar Rapids Area Convention and Visitors Bureau decided to launch a Sports Tourism Department that year. The city was building new recreation facilities, such as the Cedar Rapids Ice Arena and Tuma Soccer Complex, and the CVB wanted to share that with as many people as possible.

Mary Lee Malmberg volunteered to head the branch, and soon after formed a Sports Advisory Committee with local business and sports leaders interested in bringing athletic events to Cedar Rapids.

WHAT HAS HAPPENED SINCE

Sports tourism has become big business in Cedar Rapids and, for Malmberg, it's not just about hotel rooms and direct spending.

'I think there are quality-of-life things that happen when sports come here,” said Malmberg, the director of Sports Tourism and a 26-year veteran of the CVB.

Malmberg's first venture into event bidding was working with former Cedar Rapids Community Schools athletics director Duane Kramer and Susie McDermott of the school board in landing the Iowa Girls High School Athletic Union state volleyball tournament. That tournament will celebrate it's 25th year in Cedar Rapids in November.

'That's always near and dear to my heart,” she said.

But there have been many more events since, from high school state championships to national collegiate tournaments - and everything in between.

The NCAA has held its Division III wrestling championships here five times since 2008, and the Division II tournament was at the U.S. Cellular Center in 2008. Both are returning to Cedar Rapids, the D-III tournament later this year and D-II in 2018.

The Sports Tourism Department has brought in or secured 174 tournaments and $50,971,000 in direct spending into the community.

Not everything has been mainstream such as volleyball, wrestling or bowling.

'I'm very proud of the national horseshoes event in 2010,” Malmberg said. 'It was awarded to us 30 days after the flood.”

The CVB recently announced it will be hosting the 2017 International Juggling Festival, a seven-day event that will bring an estimated 600 jugglers and $350,000 in direct spending to Cedar Rapids. Events will be held at the U.S. Cellular Center, Paramount Theatre and Coe College.

'That is just plain going to be fun,” she said.

Cedar Rapids also is a finalist for the 2016 National Collegiate Roller Hockey Championships and is working with the Eastern Iowa Figure Skating Club to bid on a U.S. event in 2016 or 2017.

'Hopefully these events raise (the CVB's) value and raises Cedar Rapids as a great location,” she said.

Malmberg pointed out these events rely on local organizing committees and a host of volunteers who help the Sports Tourism Department meet its mission of promoting 'the Cedar Rapids area as a destination for amateur athletics, with primary emphasis on overnight stays for those who play sport, watch sport or visit a sport attraction.”

'I've learned a lot,” Malmberg said. 'I know the city and I know people who can help us get the job done.”