Ask someone what brings visitors to Sioux City, and you’ll hear a variety of answers: concerts, conventions, family visits, or business travel.
My answer might surprise you.
I believe sports tourism has quietly become one of Sioux City’s largest, most valuable, and most overlooked economic engines.
Nearly every weekend of the year, athletes, coaches, officials, and families travel to Sioux City to compete, cheer, or simply enjoy the experience. They fill our hotels, dine in our restaurants, shop in our stores, purchase fuel, and discover everything our community has to offer.
Sports have become one of the best ways to introduce people to Sioux City.
Our professional teams help lead the way.
The Sioux City Musketeers continue to attract passionate hockey fans from throughout the region while developing future collegiate and NHL talent. The Sioux City Explorers provide affordable, family-friendly summer entertainment that has become a tradition for many. And the Sioux City Bandits have built a loyal following while showcasing exciting indoor football.
These organizations don’t just entertain us—they contribute to our economy, strengthen our community identity, and give visitors another reason to spend time in Sioux City.
Our collegiate and amateur events are equally impressive.
The Tyson Events Center has become a trusted host for major championships, including NAIA volleyball and basketball tournaments. This November, Sioux City will welcome both the University of Iowa men’s basketball team and the University of Iowa women’s basketball team for two highly anticipated games that will draw fans from across the Midwest.
The STF Expo Center continues to host youth volleyball, wrestling, basketball, and numerous other tournaments throughout the year, while private sports academies partner with the City to expand opportunities for athletes and attract even more events.
This August, our Historic Sioux City Auditorium welcomed Team USA and Team Canada for an international handball qualifier, introducing another world-class sporting event to our community.
Sioux City’s success in sports tourism also depends on strong private partners. The Sports Academy, a locally owned business, has established itself as a premier destination for travel sports, bringing thousands of athletes and their families to our community each year. By partnering with the City and utilizing our public facilities when needed, The Sports Academy helps expand our ability to host larger tournaments that benefit hotels, restaurants, retailers, and the entire local economy.
Last but certainly not least, a great deal of credit belongs to the Sioux City Sports Commission. Working behind the scenes, the Commission helps attract and grow sporting events by administering the Regional Sports Authority District (RSAD) grant program for our area. Through the annual distribution of these grants, the Commission provides financial support that helps event organizers bring tournaments to Sioux City, expand existing competitions, and continue building our reputation as a premier sports tourism destination.
Our success doesn’t stop there.
Sioux City is also home to recurring adult sporting events, including the Midwest 8-Ball Championship and the Midwest Dart Tournament. These events return year after year because participants enjoy the facilities, hospitality, affordability, and experience Sioux City provides.
One word—return—is important.
Tournament directors and event organizers have choices. They continue choosing Sioux City because we have earned their confidence.
Behind every successful sporting event are countless volunteers, coaches, officials, sponsors, nonprofit organizations, City staff, the Sioux City Sports Commission, and private partners working together to create an experience that visitors remember.
Sports tourism is economic development.
In today’s economy, quality-of-life amenities aren’t simply nice additions—they’re powerful economic development tools. Sports, recreation, arts, and entertainment help communities attract visitors, encourage private investment, and give families more reasons to live, work, and build their future here.
It supports hotels, restaurants, retailers, entertainment venues, and countless small businesses. It creates jobs, generates tax revenue, and showcases Sioux City to thousands of first-time visitors every year.
More importantly, it inspires our own young people. They get to watch high-level competition, dream bigger, and participate in sports that teach teamwork, discipline, perseverance, and leadership.
Communities across the country compete aggressively for sporting events because they understand their value.
Sioux City is no longer hoping to be part of that conversation; we are a constant topic in the conversation.
Now it’s our responsibility to continue investing in the partnerships, facilities, organizations, and people that have made sports tourism one of Sioux City’s greatest success stories.
Every athlete who competes here, every family who visits, and every tournament that returns helps write the next chapter of Sioux City’s story.
Sometimes the biggest victories for a community aren’t measured on a scoreboard.
They’re measured by full hotels, busy restaurants, returning visitors, and the pride that comes from hearing someone say, “We’ll see you again next year.”
By Julie Schoenherr, City of Sioux City, Mayor Pro-tem
