Faces of Sports Tourism: Ashley Whittaker

Sports ETA’s Woman of the Year and a Leader in Marketing

With us for this edition of Faces of Sports Tourism is Ashley Whittaker, leader of marketing for the Sports Facilities Companies (SFC) as well as the SF Network Marketing Department. Ashley is the 2024 recipient of Sports ETA’s Woman of the Year award, which recognized many of her achievements in the sports tourism industry. Along with numerous major projects under her belt, including Rocky Mount Events Center and Cedar Point Sports Center, just to name a few, she led the concept, development and launch of Community Playmaker, which is an SFC platform dedicated to educating and serving local government leaders.

Discover SFC Facilities and Projects on SPG

Ashley’s background

I started my career in sports as a pole vaulter for the University of Illinois. I held the school record for three years and helped our team win the Big Ten Championships twice. The head of R&D for Gill Athletics was a master’s decathlete and used to come out and join our vaulting practice on occasion. I ended up interning with him for three years, working the Olympic Trials in 2008 as well as numerous USATF and collegiate national championships as well as co-inventing and patenting a pole vault safety device that was later mandated by the NFHS and NCAA.

I got really interested in the sales and marketing side of business thereafter, so I maneuvered my career that direction and learned everything I could about marketing. Working with manufacturing taught me a lot about process development and change management, interdepartmental collaboration and the importance of great design.

How did you get into your current role with SFC?

I joined SFC in 2016 and have had the opportunity to expand my work and leadership over the last 8 years—starting our in-house marketing agency, leading brand development for our clients, building a staff of 12 and founding Community Playmaker. I am, and have been, extremely grateful for the leadership and support of my (now) business partners.

What would you consider your favorite part about your job?

SFC’s culture really resonates with me. Our values of collaboration, excellence, accountability and service drive the spirit of how we work together. I love working with people who care about serving others and our mission, who don’t let ego get in the way of making good decisions and are committed to doing a great job.

Ashley Whittaker (SFC) and family — Ashley Whittaker (left) with her family enjoying a day on the slopes.

How have you helped the sports tourism industry grow or recover?

I’ve had the opportunity to expand SFC’s education and advocacy under our brand and now under Community Playmaker. Over the last year alone we’ve built a platform that regularly reaches 10,000 local government and tourism leaders with topics relating to sports, recreation, tourism, economic development and more. Mayors, city counselors and city administrators need to see industry case studies, success stories, funding mechanisms and results to be able to carry the torch for the next generation of kids and families. Our content does just that—with our mission to inspire the next great American community.

What’s your favorite sport to play or watch?

I love playing spikeball. Living near the coast in Tampa Bay, there’s nothing better than meeting friends at the beach and crushing out game after game of spikeball. I may not be the best player out there, but I’m gonna give it my all. Now, my kids are 11 and 13, so they’re old enough to hold their own and get in the game, too.

Who do you root for?

People in leadership (laughs). I know that’s not the spirit of the question, but I don’t really get into professional sports. But, in my life, I’m watching, rooting and praying for people in leadership to make solid decisions, care about others and do good in the world. We need people in power to do the right thing.