The February 2008 issue of the international publication Parks & Rec Business magazine ran a cover story exclusive on the Lancaster National Soccer Center (LNSC) and the City's sports tourism program as a whole. The article focused on how sports complexes can pay off for the community and the pocketbook by drawing substantial crowds to events.
When the Lancaster National Soccer Center was slated as a top priority project tying in to a larger economic development strategy built upon sports tourism, the organizing committee at the City knew that it would take more than just building a site for soccer to reach its lofty goals. Upon its completion in 1998, the $15 million complex consisted of 35 fields, 2,800 parking spaces, two activity buildings, seven restrooms, two snack bars, two children's play areas and two large, covered pavilion areas, all spanning 240 acres. "Marketing this tremendous package was logically the next step. 'Build it and they will come' only works in the movies. If you want to be truly successful, you have to put yourself out there and appeal to the right target audience," says Lancaster Parks, Recreation and Arts Director Lyle W. Norton.
Lancaster's Sports Tourism
"We pride ourselves on running a top-rate facility that benefits our residents and our local economy," says Lancaster National Soccer Center General Manager Mike Rosa. The LNSC brings in an average income of $300,000 annually from fees, concessions and admissions and up to $6,000,000 annually in revenues generated from lodging, restaurants and retail. In June 2009, the weeklong U.S. Youth Soccer Far West Regional Championships will be welcomed to the site and are estimated to provide $13 million in economic impact to the region.
The LNSC reputation speaks for itself as host to league and tournament games, public and private organizations, youth and adult leagues, and professional, educational and recreational sports activity. It services the entire community functionally and financially, serving as an example for other communities looking to explore the benefits of sports tourism.
Soccer is not the only big draw Lancaster has to offer. The Big 8 softball complex managed by City of Lancaster Sports Supervisor Jeff Campbell hosts about 50 tournaments annually that generate over $2 million in economic impact. Also comprising the City of Lancaster's Sports Tourism program is the Antelope Valley Film Office, Prime Desert Woodland Preserve, Lancaster Performing Arts Center, Lancaster Museum/Art Gallery and Clear Channel Baseball Stadium for the minor-league Lancaster JetHawks. "With so many quality-of-life assets in our community, Lancaster is a prime location for new business and industry. It is positively clear that we take the welfare of our residents, businesses and economy seriously. Who wouldn't want to be a part of that?" comments Lancaster Mayor Henry Hearns.
For more information about the Lancaster National Soccer Center, contact Rosa at mrosa@cityoflancasterca.org. For information about the Big 8 Softball Complex, contact Campbell at jcampbell@cityoflancasterca.org. Additional information regarding Lancaster Parks, Recreation and Arts programs and facilities can be found on the City's website at www.cityoflancasterca.org or by calling (661) 723-6077.