How Maryland Proved the Value of Sports Events in the Off-Season
When the Maryland Sports Commission set out to measure the true value of two popular annual events, they needed more than estimates. They needed proof. With Fastbreak Pulse, they gained the clarity to show real ROI, reassure stakeholders, and strengthen their case for future funding.
A Mission to Capture True Impact
The Maryland Sports Commission (MSC) manages world-class events year-round. But as the calendar turned to winter, a slower season for tourism, the team wanted to prove that sports could still drive meaningful economic activity.
“Our role is all about heads in beds, food in bellies, gas in cars, credit cards and cash on counters, and butts in seats,” said Terry Hasseltine, Executive Director of MSC. “Sports tourism is the economic matrix that powers communities, and we needed better ways to measure it.”
MSC focused on two signature events:
- Military Bowl, a long-running college football tradition
- Columbia Invitational Soccer Tournament, a large-scale youth soccer event
The goal was to understand attendee demographics, hotel demand, and economic impact. Until then, the Commission had relied on estimates and patchwork data. “An event might be valued at $25 million in one state and only $3 million in another,” Hasseltine explained. “That kind of inconsistency undermined credibility. Pulse gave us one verifiable source of truth.”
Putting Fastbreak Pulse Into Action
Fastbreak Pulse provided MSC with mobile-enabled attendee tracking, survey responses, and spending data across lodging, travel, and dining. The system delivered full event impact reports that could be shared with state and city partners.
“We recently used Pulse at the Military Bowl in Annapolis,” Hasseltine said. “It gave us a complete picture of where our guests were coming from, what their interests were while in town, and how they spent their money. Instead of relying on assumptions, we finally had a deep dive into what our travelers wanted and needed.”
What the Data Revealed
The Pulse reports showed that:
- “One of the biggest surprises was the Military Bowl and its proximity to Washington, D.C.” Hasseltine recalled. “We assumed people would stay outside Maryland because of our proximity to D.C., but the data showed most visitors were still staying in-state. That was a game-changer for us.
- The Columbia Invitational Soccer Tournament generated significant visitor spending, proving youth sports reliably drive hotel stays even during off-peak months.
Building a Stronger Case with Stakeholders
Armed with verified data, MSC improved how it communicates with policymakers, funders, and partners.
With Pulse, we can walk into Annapolis City Hall or the state legislature with robust, verifiable data and make a stronger case for grant funding and event support. When the Maryland Sports Commission speaks, everybody listens.
Terry Hasseltine, Executive Director of the Maryland Sports Commission
The feedback has been overwhelmingly positive. “Funders and elected officials are saying we need to use this on all events,” Hasseltine added. “That kind of support strengthens our case to expand from 25 events today to 35, 40, even 100 in the future.”
Looking Ahead
For MSC, Pulse has become more than a measurement tool. It is a foundation for smarter planning and stronger advocacy.
“If you’re not paying attention to event data, then why are we doing these activities?” Hasseltine said. “The purpose is to show economic growth, improve quality of life, and return resources to communities. Fastbreak Pulse is the backbone of why we do what we do.”
With partners aligned and momentum building, Hasseltine is focused on the future. “Maryland is emerging as a premier destination for domestic and international events. We have only opened the can on what’s possible. The next 17 years will be even more dynamic than the last.”
About the Maryland Sports Commission
The Maryland Sports Commission is the official sports tourism and events agency for the state of Maryland. Led by Executive Director Terry Hasseltine, the Commission works with partners across the state to attract, support, and grow sporting events that deliver economic impact and community pride. From youth tournaments to global championships, Maryland Sports leverages the state’s unique mix of venues, destinations, and resources to make Maryland a premier destination for sports at every level.
About Fastbreak Pulse
Fastbreak Pulse is a sports tourism intelligence platform that helps organizers, commissions, and destinations measure the true impact of their events. From economic activity to community engagement, Pulse turns data into clear, actionable insights so you can prove value, secure funding, and plan smarter for the future.
