On weekends from early spring through late fall, the River Region comes alive with the energy of travel sports. Families crowd into local hotels, coolers and camping chairs fill the sidelines and restaurants buzz with team dinners. From Millbrook’s 17 Springs to Wetumpka’s growing sports complex, youth athletes from across the Southeast gather here to compete — with their families, dollars and dreams in tow.
This isn’t just a trend — it’s a movement. Travel sports are no longer a niche pursuit for hardcore sports families. They’re transforming the way cities plan, build and grow. The economic, cultural and community impacts are undeniable — and the momentum keeps building.
The Rise of Travel Ball and Its Recruiting Machine
With hopes of college scholarships or elite team placement, more families are turning to travel clubs earlier than ever. As a result, cities across the River Region are adjusting their game plans. Year-round training, weekend tournaments and out-of-state events are now the norm — and municipalities are making major moves to support that demand.
Millbrook’s 17 Springs hosts regional and statewide tournaments, averaging two to three major travel events per month. Each event draws hundreds of athletes, coaches and family members—often totaling 1,000–2,000 visitors depending on the sport and age group.
To stay competitive, 17 Springs maintains ongoing agreements and seasonal partnerships with travel ball organizations across baseball, basketball, softball, football, soccer and more. Their active marketing and outreach efforts include partnerships, online promotion, facility tours and relationship-building with key organizers. “The goal is to position 17 Springs as a premier destination for competitive sports,” said Bill Myers, Vice President of Operations of 17 Springs.
Pike Road’s baseball teams collaborate with organizations like Perfect Game for tournaments, and the Town of Pike Road is proactive in promoting its teams and facilities. “Each time a travel tournament is hosted at the local Trotman Fields, local businesses and restaurants benefit significantly from the influx of players and spectators,” said Caroline Hale of the Town of Pike Road.
Experience Montgomery is working hard behind the scenes to land major events, facing increasing competition from new markets. “In the past few years, one of the biggest things we have seen is growth. There are more sports with more tournament organizers putting on more events. With that, we are also seeing more and more markets building facilities to attract those events,” said Craig Howard, National Sports Manager for Experience Montgomery. “Cities are seeing the value sports tourism brings at all levels. So, we are seeing competition to bring in events from cities that we haven’t always seen in the past.”
To stand out in this competitive landscape, Montgomery emphasizes more than just high-quality fields. A strong community experience — the food, the friendliness and the fun — often seals the deal. “When we are competing for events, we are selling our city, not just our facilities,” said Howard. “People are the differentiating factor here. Combine that with attractions such as Montgomery Whitewater, the Montgomery Zoo, Riverwalk Stadium and the Biscuits and the depth of history found in this city — we continue to be a major player in the sports tourism industry.”
The Dollars Behind the Game: Economic Impact on Families and Cities
But beyond the wins and rankings, travel sports bring another powerful force to the River Region: dollars. For families, travel ball is a major financial commitment — from hotel stays and meals to tournament fees and gas. But for cities, this visitor influx is a powerful economic driver.
In Montgomery, sports tourism generated more than $42 million in economic impact in 2024. “This is the first year we began tracking this officially, and we expect to see that number grow in 2025. Economic impact numbers are becoming more and more important when recruiting sports across the country,” said Howard.
A Major Play: The state of Alabama reported over $614 million in economic impact for sports tourism in 2024. — Sports Alabama Annual Report.
That kind of impact is drawing nationwide attention. “That’s why the City of Montgomery and Experience Montgomery continue to put big resources behind facilities and event recruitment. It creates a more balanced economy and more importantly, a better quality of place for Montgomery citizens,” said Howard.
Wetumpka sees steady weekend impact, hosting tournaments nine months of the year and welcoming 4,000–5,000 visitors per tournament weekend. Between August 2023 and July 2024, Wetumpka Sports Complex recorded 308,000 visits from over 82,000 unique individuals.
“These tournaments generate a significant economic boost for the Millbrook and Elmore County area. Estimates indicate that a single weekend tournament can bring in $150,000–$250,000 in local spending on lodging, dining, fuel, shopping and entertainment,” Myers said. “Over the course of a season, this impact can total well into the millions of dollars annually.”
Parks, Facilities and the Citywide Ripple Effect
To keep up with demand, River Region cities are investing heavily in facility upgrades:
- Montgomery’s Lagoon Park Softball Complex underwent a $2 million renovation, converting all fields to fast-pitch-only. The upgrade helped secure a 51-team tournament that filled over 1,000 hotel rooms across the city.
- Montgomery’s Paterson Field, thanks to renovations in partnership with the Players Alliance, hosted the ACCC Division II State Tournament for the first time in over 30 years.
- Prattville’s Stanley-Jensen Stadium recently reopened following an almost $20 million renovation, featuring upgraded seating, locker rooms, concessions and a new digital scoreboard. The stadium strengthens the city’s capacity to host large-scale events.
- Wetumpka Sports Complex is converting its fields to full turf surfaces to boost usability and appeal with 30% of its current budget dedicated to the operation and maintenance of youth sports facilities.
- Pike Road is currently building an 80-acre multifunctional facility — the Agriculture, Recreation and Performing Arts Park — designed to support outdoor activities and community events in response to growing recreational demands.
- 17 Springs in Millbrook continues to expand. Upcoming projects include more parking, upgraded concessions, improved traffic flow and a proposed Marketplace to support and complement activity at the complex.
Balancing Growth with Community Access
As travel sports surge, so do the pressures on local infrastructure. With more visitors come higher expectations — but cities are working to ensure that growth doesn’t come at the expense of the local community. Balancing access for local players, preserving facility quality and managing increasingly complex schedules has become a key challenge across the River Region. Still, leaders agree: community recreation remains a top priority.
“At 17 Springs, scheduling is handled with a balanced approach,” said Myers. “Local youth leagues, school teams and recreational users have consistent and prioritized access throughout the week. Travel events are typically concentrated on weekends, allowing for ample community use during weekdays and off-peak hours.”
In Wetumpka, the philosophy is similar. “Community events have 100% priority over any travel tournament requests,” said Reggie Bass, Director of Parks and Recreation for the City of Wetumpka. “Travel tournaments are worked around all community sporting events.”
This careful coordination reflects a shared commitment across the region: expanding sports tourism without sidelining the hometown players it all started with.
What the Future Looks Like
Youth sports tourism isn’t slowing down — and neither is the River Region. Cities are investing in infrastructure, welcoming visitors and finding ways to support both competitive travel teams and local kids who just want to play.
With new parks, expanded partnerships and forward-thinking planning, the River Region is quickly becoming a top destination for families chasing both championships and community.
SIDEBAR: Stat Sheet: River Region Sports Tourism in Review
Quick facts on how youth sports drive the local economy and community.
Tournament Traffic
- 308,000+ visits at Wetumpka Sports Complex (Aug 2023–Jul 2024)
- 82,000+ unique visitors in Wetumpka
- 51 teams at a single Lagoon Park tournament
Economic Impact
- $42M+ from Montgomery sports tourism in 2024
- $150,000–$250,000 per weekend in Millbrook from tournaments
$614M statewide sports tourism impact in Alabama
