The City of Victoria’s first sports tourism manager is a marketing expert with 23 years of experience helping her clients share what makes them stand out.
“My goal is to make sure Victoria is always front and center when tournament directors are looking for a place to host their next event,” Michelle Myers said. “For that to happen, the City of Victoria brand needs to be at the top of their minds.”
The City has been making strides to promote sports tourism through its own facilities and through venues operated by partner organizations such as Victoria ISD. This year, Victoria became the first city outside of a metropolitan area to host the Texas Amateur Athletic Federation Winter Games, attracting more than 1300 athletes during two weekends.
“Events like the TAAF Winter Games bring new funds to our community and contribute to economic diversity through the hospitality sector,” said City Manager Jesús A. Garza. “Promoting sports tourism is one of the goals outlined in our 2035 Comprehensive Plan, and we look forward to working with the new sports tourism manager to grow Victoria’s economy.”
Myers earned her degree in business marketing from the University of Maryland. During her career, she has specialized in helping small businesses build their brands by identifying and promoting their strengths, and she plans to use the same strategy to help Victoria attract sporting events.
Myers said that she is impressed by the wide variety of sporting facilities that are available in Victoria. During the TAAF Winter Games, the City partnered with VISD to increase the number of events it could host.
Local businesses could also play a role in attracting events, Myers said. She intends to work with local restaurants and hotels to create special offers for sporting event participants.
“Victoria really is an attractive package on its own,” Myers said. “There are things to do at any age level on any given day.”
Myers explained that promoting sports tourism is a long-term game with a ripple effect that will benefit all of Victoria.
“Sporting events have a tendency to bring a following,” she said. “My goal is that when people come to this city and see all that we have to offer, they’ll fall in love with it, they’ll keep coming back and spending money, and they’ll tell their friends to do the same.”
To learn more about recreation programs and facilities in Victoria, visit www.victoriatx.gov/parks.