O’Fallon considers indoor center to capitalize on sports tourism boom

After seeing substantial economic impact from soccer, baseball and softball tournaments at Family Sports Park, O’Fallon is exploring the possibility of building an indoor activity center to attract year-round tourism dollars.

“The primary objective of this facility is to enhance tourism — particularly sports-related tourism — during periods when the outdoor park facilities are unavailable because of seasonal closures,” said Andrew Dallner, director of parks and recreation.

The proposed indoor complex could include basketball and volleyball courts, functional training areas, artificial turf, meeting rooms, and performance spaces. The city would operate the facility, which could serve as a primary location for activities, rentals and special events.

While there are some similar indoor centers in St. Louis, Dallner said there are none like it in the metro-east.

Family Sports Park, located at 301 Obernuefemann Road, is a 200-acre sports and recreation complex featuring eight lighted, all-weather synthetic turf soccer fields—including a championship field—two premium grass soccer fields, and 10 turf infield/grass outfield baseball and softball fields.

Built to attract regional tournaments, the complex draws athletes from other states as well as nearby metro-east and St. Louis teams. Last year, the economic impact topped $9.6 million in gross revenue from visiting baseball, softball and soccer teams, according to a city-funded study.

The park began to take shape in 2007, but expanded in 2018 with the addition of new soccer and ball fields following the introduction of Destination O’Fallon’s tourism tax revenue. The soccer complex cost $4.58 million.

A 2016 economic development initiative, Destination O’Fallon, led to an increase in the city’s hotel/motel tax from 5% to 9%. The tax is paid only by those booking lodging in the city.

Dallner said the new center could be built in the park’s southwest area, but city leaders will also consider whether that is the best location given the potential size. Upgrades to the surrounding area may also be added, he said.

Studies and Surveys

A feasibility study for the project, contracted to BallardKing & Associates, is underway. The study is expected in draft form in November, with a final report due in December. BallardKing is a recreation planning and operations firm based in Denver.

“The study will determine the greatest needs for the facility. We are expecting volleyball and basketball, but other sports—such as indoor soccer, baseball training, and more—will all be studied. The study will evaluate the center’s appropriate scale,” Dallner said.

The city also recently conducted a survey of residents to assess community interest and gather ideas for potential facility features.

“We are eager to hear the community’s input on this transformative project for the city and want people to share their vision,” Dallner said. “The feasibility study is the first step in a series toward making an indoor activity center a reality. The information gathered will be a cornerstone of the project if it moves forward.”

The development of a field house is a priority initiative in the city’s newly unveiled Strategic Plan and Capital Improvement Plan. The council approved $37,500 for the feasibility study, and those findings will be shared with local schools, Dallner said.

The gym at the new Katy Cavins Community Center will not be used for sports tourism.

“It is used for our local programming, cheerleading, karate, and community rentals,” Dallner said.

Unveiled this summer, the completely overhauled Cavins Center, a new aquatic center, and an amphitheater were part of a $20 million Community Park upgrade in mid-June.

Sports Tourism Effect

Since 2016, park developments and improvements have increased sports tourism, making Family Sports Park a regional tournament hub.

The lodging industry has become a major economic driver for the city. Assistant City Administrator Grant Litteken said data shows that overnight visitors spend more than three times as much—on hotels, meals, and shopping—compared to day visitors.

“The Family Sports Park not only attracts hundreds of thousands of people to O’Fallon each year, but it also helps fill O’Fallon’s hotels, restaurants, shops and many other businesses,” Litteken said.

The addition of all-weather turf fields has further boosted financial gains, Dallner said, by reducing rainouts and providing peace of mind for teams, making them more likely to schedule events in O’Fallon.

A 2024 study found that Family Sports Park was the third most visited nature and landmark site in Illinois. The department used Placer.ai, a location intelligence software, to analyze where visitors come from and their activities while in town, using anonymous mobile device data to ensure privacy compliance.

Key findings included:

• 1.575 million visits to Family Sports Park by people staying longer than 10 minutes
• 390,000 unique visitors stayed longer than 150 minutes

Tournament activity included 32 tournaments played over 36 weekends from March 3 to Nov. 2 last year. Major drivers included Greater Midwest Baseball, USSSA Softball, and soccer teams from Metro Alliance, Gateway Rush, and St. Louis Scott Gallagher.

The number of park visits held steady compared to 2023, up 9.4% from 2022 and up 25.2% from 2021. Compared to 2017, when there were 856,000 visits, there were 1.575 million visits in 2024. The average visit in 2024 lasted 151 minutes, compared to 117 minutes in 2017.

City data show that overnight visitors for tournaments typically spend about $60 per day at local restaurants, compared to about $10 for day visitors.

Soccer tournaments from September through April last year generated substantial economic impacts: St. Louis Scott Gallagher contributed $1.3 million with three tournaments, Metro Alliance brought in $880,000 with three tournaments, and Gateway Rush added $960,000 with two tournaments. These numbers reflect both local and overnight teams, but do not include field rental fees for tournaments or practices.

New data for 2024 will be available in January, Dallner said. Soccer tournaments typically are held in September, October, November, February, March and April, while baseball and softball tournaments take place from May through August. A lacrosse tournament was added recently. The park is also used by youth and adult leagues for regular season play.