Sport and Tourism Management

Like sports? Yearn to travel? Have a competitive edge? Then a career in sport or tourism management might be your ticket to success.

In 1999, the travel and tourism industry generated a $12 billion trade surplus for the United States, according to a Travel Industry Association of America report. International travelers spent $94 billion in the United States, and the sports industry generates even more money than that. From Gatorade to GM, the NCAA to Little League, the American sports industry racks up a $213 billion scorecard, estimates Street and Smith’s SportsBusiness Journal.

With all this cash available in the sport and tourism industries, you can bet your lost golf balls that there are plenty of career options for students. Imagine running a niche market that specializes in managing tours of Scottish castles, arranging adventurous ecological tours of the Amazon, working onboard a Mediterranean cruise ship or running a ski resort in the Rocky Mountains. Travel and tourism, which employs 7.6 million workers* in fields including transportation, meetings and conventions, resorts, hotels, attractions, entertainment and recreational events, offers many jobs.

Kraig Walkup, who manages international faculty development seminars for the Council on International Educational Exchange (CIEE), suggests a simple way of determining your field of interest in tourism. “Ask yourself ‘what kind of travel do I personally like?’ A personal interest and passion in what you do is the most important key to success in the tourism industry,” Walkup says. “If you hate the outdoors, then do not work for an alpine-trekking company. If you like art, then maybe a position with a museum-tour company is for you.”

Tons of opportunities also await those interested in sports management. Managing professional franchises, fitness clubs, athletic departments or community leagues are all jobs that fall into this growing industry. Employers range from big corporate sponsors such as Nike, the local YMCA, a major-league ball team or Web sites such as Sportlink.com. Job titles include event manager, sponsorship sales, tournament director, director of promotions, sports-information director, adventure-travel director and coordinator, sport facility manager and director of marketing.

Donald Zamperetti, professor and co-creator of the new sports and tourism studies associate’s degree at Finger Lakes Community College in upstate New York, says, “the sports business industry will continue to grow faster than the growth rate for the economy as a result of a focus upon entertainment and events. In addition, destinations are developing sport/event opportunities as a means of economic development for their communities. This growth will drive the need for professional individuals in the areas of sports business disciplines and event management.

Pre-Season Training
Preparing for the sport-tourism industry usually requires at least an associate’s or bachelor’s degree. Street and Smith’s SportsBusiness Journal recently listed more than 120 American colleges and universities that offer sports and recreation degrees. According to career industry profiles at www.wetfeet.com, jobs are easier to find for sport tycoons who have some business training, which is often taught at institutions offering these specialized recreation degrees.

In the past, those in the sports business typically majored in business administration with no special orientation to sport concepts. But as the sports industry grew, education responded. Now, the academic community is catching up with the industry demand. Sports business, an area previously relegated to jocks who couldn’t make the big leagues, is now being pursued by career-minded people educated in both sports marketing and management, Zamperetti says.

“As a result of the large [monetary] investment in sports/event business and the risk present, professionals need to have a strong knowledge in management sciences,” say Zamperetti and Jeanne Fagan, associate professor, tourism coordinator and co-creator of sports and tourism studies at FLCC.

“Investment” and “risk” refers to the economic stability and health of towns across America. “Cities and communities are using sports and sport events to drive their economies,” says Sandy Caligiore, director of communications for New York’s Olympic Regional Development Authority (ORDA). In Lake Placid, where ORDA is located, tourist revenue comes from hosting events such as World Cup Bobsledding and ESPN’s Great Outdoor Games.

Students interested in marketing, events, sponsorship, sales and management of the sport tourism industry need a solid grounding in economics, accounting, statistics, finance and business, as well as specialized courses in managing and marketing. Degree plans will most likely include an internship requirement.

Survival Skills
In order to swim with the sharks in the competitive sport and recreation industry, you must have some killer characteristics. John McMillen, assistant professor at Bowling Green State University’s sport management, recreation and tourism division, cites leadership, communication skills, strong work ethic, patience and understanding of the industry as key characteristics found in the most capable students.

Caligiore recommends the job to “a person who wants a fun career and wants to get paid for it.” But because no two days seem to be alike, job candidates should be organized and flexible.

First and foremost though, the ideal candidate is a people-person. Professionals spend most of their time writing to or talking with potential sponsors, advertisers, agents or facilities managers. Tenacity will give you the edge you’ll need; competition is fierce both in the job market and when you’re in the industry itself.

The Right Stuff
Does it sound like you have what it takes? Then get hopping on your career homework. For starters, your high school may offer introductory sports marketing or management courses.

If courses are not available, Fagan and Zamperetti say to use Web sites of sport, tourism and event associations to learn about the opportunities available, and contact working professionals. In addition, beg and plead (with dignity) for an internship in the sports-management field.

Most college programs mandate internships as part of their core requirements for sports or tourism-management degrees, such as at Arizona State University’s recreation management and tourism department. Mark Pritchard, assistant professor at ASU, says internships benefit both employers and students. Companies and students get to work together, while students try and put their best foot forward. Best of all, there are no strings attached. But with this hands-on experience, students have a much better chance of being noticed and hired by companies after graduation.

Ups and Downs
Despite the allures of the sport and tourism business, it’s not all fun and games. Pritchard says, “there is a lot of glamour attached to working in the sports [and tourism] industry, and I think that once you begin to get out there, you realize that it is still just a job. For instance, a lot of baseball games are actually away from town. Half of them are in different cities, so travel might get old after awhile. But certainly for young people, it is an interesting career to start with.”

After managing for awhile, careers often steer into the corporate world. Pritchard says that big companies “are developing their own sports-marketing people that specialize in sponsorship and developing sponsorship connections.”

In addition, salary range depends a great deal on your location and the organization for which you work. Most students will find their first jobs as assistants to marketing managers.

Is the business a cinch? Nope. Is it fun? That’s a sure thing. With passion, persistence and a degree in sport or tourism management, you might just hit a home run.

* Source from Travel Industry Association of America’s Tourism Works for America 2000.

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