Posted: January 13, 2012

The Hampton Roads Sports Commission is best known for hosting the Amateur Athletic Union Junior Olympic Games. The commission hosted the event in 2001, 2006 and 2010.

But that could change.

The commission, an affiliate of the Hampton Roads Chamber of Commerce, has embarked on an ambitious plan to raise its profile.

It plans to bring more events to the region, as well as create sports events here.

Last April, the chamber hired Morgan Lang as the commission's associate executive director who, in tandem with its executive director Jack Ankerson, i

s responsible for finding and bringing amateur sports events to the region.

Lang also manages the AAU Junior Olympics.

Lang graduated from the College of William and Mary with a major in psychology and a minor in sociology. She also has a master's in sports leadership from Virginia Commonwealth University.

Lang worked at several jobs in sports management before joining the commission and the chamber.

Lang, Ankerson and Jack Hornbeck, president and CEO of the Hampton Roads Chamber of Commerce, recently discussed the future of the commission.

What is the commission's history?

Hornbeck: In 1997, Oklahoma City informed the AAU that it couldn't host the Junior Olympic Games, so in 1998, the Hampton Roads region formed a committee to organize the 1998 AAU Junior Olympic Games. Subsequent to that, the games returned in 2001, 2006 and 2010.

Prior to the commission, the chamber had organized a sports committee, which was chaired by Frank Bowers of Cox.

Jim Spore, as chair of the local chief administrative officers committee of the Hampton Roads Planning District Commission, convened a meeting to determine how we would organize ourselves to market and promote amateur sports in Hampton Roads going forward. Spore asked the Hampton Roads Chamber of Commerce to organize what is today the Hampton Roads Sports Commission.

In 1999, the Hampton Roads Sports Commission was formed as a 501(c)6. Jack Ankerson was hired as the executive director in January 2001.

The commission is structured like the Hampton Roads Economic Development Alliance: The organization is funded by city money and sponsorships.

What is your current budget?

Ankerson: The commission's budget is $178,000. Cities provide $125,000 to $130,000 a year, based on a per capita levy of 15 cents. The AAU Junior Olympics are funded separately. The commission already has a commitment from the AAU to host the games in 2015.

Only Newport News, Virginia Beach and Norfolk donated money to the commission.

Suffolk, Portsmouth, Chesapeake and Hampton were previously members of the HRSC.

Over the past three or four years these cities have stopped contributing due to either a lack of venues or budgetary considerations. We do, however, actively work with all municipalities and expect one or more of them to return as members and begin financially supporting the HRSC.

Has there ever been an economic impact done of one of these events? If not, give an idea how these events impact the economy.

Ankerson: Yes, all four AAU Junior Olympic Games have had an economic impact study conducted. The results of these indicate that these games generated a combined total of more than $168 million in economic impact to the region. We are also in the process of conducting a Strengths, Weaknesses/Limitations, Opportunities, and Threats (SWOT) analysis of the HRSC with the ODU School of Business and Public Administration.

How is the commission and its events marketed?

Lang: The Hampton Roads Sports Commission is marketed through our website at www.hamptonroadssports.org, local sports clubs, the AAU, the Hampton Roads Chamber of Commerce, convention and visitor's bureaus, and other local organizations we work with when promoting an event. We also market through Twitter, Facebook and the media.

The last issue of the Sports Beat, the commission's newsletter, was published in August. Do you plan to publish more often?

Lang: The second issue was sent on Jan. 6 and then quarterly moving forward.

Do you publish ads in trade journals?

Lang: Not at this time, but it is something we will look into.

 Will you send email blasts of upcoming events?

 Lang: We are working on developing an expanded database of interested organizations and individuals. Currently, email blasts are sent through the chamber and promoted in the Sports Beat Newsletter.

What are your events for 2012?

Lang: Celebration of College Football Awards dinner, Jan. 31, with awards for the best offense and defense college players in the region.

V3 lacrosse - This is a local club that sponsors camps, clinics and tournaments. This year will include girls' lacrosse at the Princess Anne Athletic Complex on June 2. It's called "Beach Bash." A turkey shoot will be held Nov. 17.

A golf outing, which was sold out last year, will be held the fall. The location has yet to be determined.

Can you name some potential future events?

Lang: The Hampton Roads Sports Commission is planning to team up with the chamber's young professional program, Sync757, to conduct a young professional sporting event. We're looking into kickball.

Hampton Roads has great facilities for several types of events that we are working on attracting. These include track and field qualifiers and championships (USA Track and Field, AAU etc.), military events (Warrior Games, Armed Forces softball championships, etc.), Can-Am Police and Fire Games and other multi-sport events.

Do event organizers know Hampton Roads? Does the area have an identity problem?

Lang: Most event organizers know where this region is located.

Whether they know it as Hampton Roads or not is another topic. This region is very well-known in the sports market and event organizers like what we have to offer.We have a diverse market, great attractions and an active and engaged sports community. The commission and local convention and visitors bureau staff attend annual conferences and meetings that help promote Hampton Roads and venues. These meetings include the AAU, National Association of Sports Commission conference, and TEAMS (Travel, Events, and Management in Sports) conference.

Where do you see the commission in five years?

Lang: Over the past six months, the commission has taken steps to enhance its role in the region.

These steps include determining a return on investment for public and private members of the HRSC, hiring staff, creating a new mission and business plan, and updating the bylaws.

In five years, the HRSC plans to have a staff of at least five, have equal public and private sector support, and host one major event, such as the AAU Junior Olympics, every other year, and three or four smaller annual events.

By Philip Newswanger

philip.newswanger@insidebiz.com