Playing for keeps: expanding KC's reach as a sports mecca city

Across the country and internationally, the Kansas City region has become known as a sports mecca, according to Chris Duke, director of sports operations and events at Paragon Star USA.

“There’s always room for growth and we don’t limit ourselves,” said Duke.

Duke and panelists Jake Farrant, CEO and owner at Mammoth Sports Construction; Darren Varner, lead landscape architect at Olsson Studio; Justin Wood, principal and sports and higher education practice director at Dimensional Innovations; and Marcia Youker, VP, client solutions at JE Dunn Construction Company, joined moderator Justin Stine, STS, senior championship sales manager at National Association of Intercollegiate Athletics (NAIA), at MetroWire Media KC’s 2024 Sports and Recreation Summit. The panelists showcased some of the current cutting-edge sports and recreation facilities around the metro area and their impact on the local economy and community.

For years, Kansas City’s Northland was underserved with sports projects or big complexes. In 2023, Central Bank Sporting Complex, located at the intersection of Route 152 and Platte Purchase Road, was completed. Last year, the 76-acre multi-sport complex hosted 32 tournaments. Varner said the complex is on pace to do that again this year. Sporting Kansas City operates the facility.

Wood said he believes that Kansas City has grown to become “Soccer City USA,” although some in St. Louis may disagree. He cited the extraordinary partnerships that have grown between Sporting Kansas City and the community and between the Kansas City Current and the community.

“Just being able to see the amount of community enthusiasm and backing that they have garnered is just extraordinary. . . . The outreach from professional teams down to supporting and enhancing the growth of the youth sports in this city has been unrivaled in any other city,” said Wood.

The panelists discussed the increasing importance that public and private partnerships and sponsorships have played and will continue to play to benefit sports and recreation projects and enhance the player and fan experience.

100+ attendees listen in on MetroWire Media’s 2024 Sports and Recreation Summit inside Dimensional Innovation’s stadium-like conference area. Photo credit: Jacia Phillips | Arch Photo KC

Wood said that AdventHealth’s partnership with the Bluhawk development is a great example of an organization that is committed to health and youth sports and that AdventHealth’s brand likely will show up more and more in youth sports.

“When we talk about partnerships and sports, ever since 2020, everything has pivoted pretty fast. . . . I mean whoever thought that the Kansas City Royals were going to have a giant red QT on their sleeve? That would have been unthinkable just a few years ago,” Farrant said.

Farrant also said that sports will be overwhelmed with marketing and advertising going forward as teams and facilities try to come up with more ways to make money.

To be successful, sports and entertainment facilities must have multi-uses and operate year-round.

“Whether it’s professional sports or a college football stadium or even youth soccer fields, you can’t build something for a few days a year or even Saturday or Sunday. These facilities have to be used 365 days a year, and there has to be revenue generation throughout,” Wood said.

Youker said youth recreation sports are now competitive sports and driving area economies.

“The days of orange slices and Gatorade at half time are over. It is now traveling and tournaments, the need for lodging and dining and retail,” said Youker.

Within walking distance of Celebration Park and Sports Complex in Gardner, Kansas, are multiple restaurants, a liquor store and a nail salon.

“That is just one area. That is just one complex. There are so many more across Kansas City that are all increasing the economy. It damages the parent’s checkbook, but it is wonderful for the economy in the metro,” Youker said.

Wood said that competitors and their families who travel to Kansas City for a tournament do not want to have to get back in their car and go somewhere else to eat, sleep or be entertained.

Jake Farrant, CEO and Founder of Mammoth Sports discusses the impact both professional and recreational sports have had on the Kansas City metropolitan area. Photo credit: Jacia Phillips | Arch Photo KC

“We have a captive audience. . . . If you can connect them with a bunch of familiar brands and give them something great to do, they’ll stay and spend,” he said.

“Now you’re seeing more facilities that are purchasing more land than what they need for the actual facility because they want to build around it. Once they get you there, they want you to stay there for as long as you can,” Stine said.

Varner said Scheels Overland Park Soccer Complex last year generated more than 24,000 hotel rooms, which equated to $40 million to the economy.

“Those are people coming from Oklahoma, Iowa, wherever. They weren’t going to be here necessarily other than to come to those tournaments. That brought money into our economy. They passed 1.2 million people through that facility last year. That’s a lot of people spending money through there,” he said.

And once you can create awareness of Kansas City as a destination, visitors who come for tournaments may think about coming back for a vacation to take in some of the other area attractions, Stine said.

According to Varner, it’s important to create facilities that will last a long time.

“It’s important that we do the details right and get materials that are durable and that we use good design practices to make things sustainable,” Varner said.

According to Duke, it’s crucial to do research and make sure your facility stays ahead of the game. When it comes to technology, Duke said everybody’s looking at that next new thing.

“We have a hunger for these facilities. As soon as they open, they are going gangbusters. They are bulging at the seams and we’re ready for the next one. So, I don’t think we’ve reached our limits by any means here in Kansas City. The numbers seem to still work, and there’s still that fervor out there,” said Varner.

Farrant said that his company worked in 36 different states across the country last year, and nobody does it better than Kansas City.

“Kansas City is number one when it comes to youth sports. There is a lot to be proud of,” he said.

Header Image from L to R: Lisa Shackelford of MetroWire Media along with the 2024 Sports and Recreation Summit panelists: Justin Stine of STS, Chris Duke of Paragon Star, Justin Wood of Dimensional Innovations, Darren Varner of Olsson Studio, Marcia Youker of JE DUNN, and Jake Farrant of Mammoth Sports Construction. Photo credit: Jacia Phillips | Arch Photo KC

Click here to view event photo album by Arch Photo KC.