From Colombia to Florida’s Sports Coast: Consuelo Sanchez’s journey of resilience, leadership and advocacy in sports tourism
In this edition of Faces of Sports Tourism by Sports Planning Guide, we sit down with Consuelo Sanchez at Florida’s Sports Coast. Sanchez’s journey is one of resilience, discovery and boundless ambition. Despite challenges and a nontraditional sports background, she has risen to prominence as a dynamic advocate for diversity and inclusion in sports.
Sanchez’s contributions have been recognized with several awards, including the 2023 Pasco County Public Services Branch Star Leader of the Year, the 2024 Compete Sports Diversity Person of the Year, the 2024 Florida Professional of the Year and the 2024 International Person of the Year in Tampa Bay by the Tampa Bay Organization of Women in International Trade.
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Tell us about your background
I grew up in the bustling city of Bogotá, Colombia, where sports weren’t a significant part of our culture. Despite my best efforts to participate in high school sports, I was often sidelined due to a lack of coordination, so athletics were never really an option for me. Instead, I found joy in outdoor activities, spending time hiking in the mountains, navigating steep trails and exploring creeks just outside the city. While I may not be a sports enthusiast in the traditional sense, I find immense joy in outdoor pursuits. I’ve had the privilege of experiencing incredible hikes in different countries, including a memorable 10-day trek along the Camino de Santiago between Portugal and Spain.
My corporate career started early—at just 13 years old—when I worked part-time for my mom as a secretary and bookkeeper. By 16, I had graduated from high school and joined her company full-time. At 17, I transitioned into the petroleum industry, working in import and export logistics. By 21, I was leading operations for an international company, managing imports and exports as a project manager for petroleum firms. While my professional journey was rapidly advancing, I was also fulfilling a lifelong dream of becoming a mom at a young age.
Unfortunately, not everything in life is all sunshine and rainbows. In 2004, during my first visit to the U.S., I was the victim of a terrible attack. At the time, I didn’t realize how much that traumatic experience would later shape my life. Eight years after the incident, it opened a door for me to move to the U.S. permanently under the U visa program, which assists victims of crimes. Tragically, I also lost my eldest daughter last year at the age of 23 due to mental health struggles and drug addiction. This tragedy has inspired me to advocate for mental health awareness and the prevention of suicide.
However, not everything is tragedy. “You reap what you sow” is something I truly believe in. The U visa allowed me to start a new chapter in the U.S., and over time, I found my way into the sports tourism industry. With over two decades of experience in project management and business development, I was able to apply my skills and build a successful career in the Pasco County Government’s Tourism Office.
How did you get into your current role as Senior Sports Development Manager?
When I moved to the U.S., I first settled in Tampa, but during a visit to a relative in New Port Richey, I was charmed by how cozy and perfect the town felt for raising my three daughters. Less than a year later, after receiving my temporary work permit, I made the move to New Port Richey. While visiting the Pasco County Government building to set up utilities for the house I rented, I noticed some job postings. I thought working for the county would be amazing but given my limited English and lack of U.S. work experience, it felt unlikely. Still, I applied for any position I believed I was qualified for.
Six months later, I received the phone call that changed my life—an interview for a secretary position for the Tourism Office. The interview was the very next day, and I got the job immediately. Drawing on my prior experience in contract management and finance, I was able to take on additional responsibilities well beyond my initial role, despite them being above my pay grade. But I didn’t mind—taking on those challenges helped me learn fast and prove my abilities.
Just eight months later, I was promoted to Sports Coordinator, which gave me the opportunity to start contributing directly to the development of the sports tourism sector. In this role, I shaped and advanced various initiatives aimed at driving tourism to Pasco County.
In 2017, my work paid off again, and I was promoted to Sports Development & Tourism Manager. This allowed me to deepen my relationships with National Governing Bodies (NGBs) and event planners, elevating Florida’s Sports Coast’s profile in the sports tourism market.
By 2022, after demonstrating consistent leadership and delivering results, I was appointed Tourism Deputy Director. Now, I oversee critical aspects of our Destination Management Organization (DMO), working closely with the Tourist Development Council and the Board of County Commissioners. It’s been an incredible journey that has allowed me to combine my expertise in business development, finance, and contract management with my passion for sports tourism, helping to grow Florida’s Sports Coast into a recognized leader in the industry.
What would you consider your favorite part about your job?
My favorite part of my role is the sense of community and camaraderie I experience within the sports tourism industry. After working in diverse sectors like accounting and petroleum, and even within different segments of the tourism industry such as film commissions and marketing, I’ve found that the sports industry stands out for its collaborative spirit. It’s refreshing to see competitors unite with a common goal of promoting and elevating the sport, creating a supportive network where individuals genuinely care about each other’s growth.
I’ve found a new family in this industry, and I treasure the relationships I’ve built. From the start, I felt embraced despite my race, limited English skills, and appearance, and that inclusion has been key to my growth. I love my leadership and my team at Florida’s Sports Coast, whose constant support has been instrumental in my journey.
This culture of empowerment is remarkable; it encourages people to lift one another up, regardless of their competitive status. Even though I may not be an avid sports fan, I’m drawn to the sports industry because of this unique dynamic. It’s about more than just the games; it’s about building relationships and making a positive impact on our communities together.
It’s also incredibly rewarding to witness the tangible impact of our efforts—seeing local restaurants, hotels, and retail shops full of visitors attending events that I was instrumental in bringing to our town. Moments like these remind me just how significant our work is.
What makes Florida’s Sports Coast stand out in a busy sports tourism market?
Florida’s Sports Coast truly stands out because it’s more than just a destination — it’s an active, bold, and energetic experience. Our brand voice captures that perfectly: we speak to our audience like a friend, with authenticity and enthusiasm, always encouraging engagement. We believe that life is a game meant to be played, and that’s reflected in everything we do.
Our messaging isn’t just about observing; it’s about inspiring visitors to be part of the action. Whether people are traveling with family, friends, or teammates, we offer something for everyone to actively participate in. Florida’s Sports Coast is a place where adventure and connection happen naturally — not just on the sidelines but right in the heart of the experience.
We’re strategically located near major cities like Tampa, making travel easy for both national and international visitors, while offering the charm of a smaller, community-focused destination. Our region is incredibly versatile, hosting everything from youth and amateur sports tournaments to adaptive sports events competitions. And beyond the sporting events, we provide a wide range of outdoor recreational activities like skydiving, kayaking, paddleboarding, hiking, and cycling, creating a well-rounded, immersive experience.
What’s your favorite sport to play or watch?
As a native Colombian, my favorite sport to watch is soccer—or as we call it, fútbol! It’s more than just a game in my culture; it’s a passion that brings people together. Whether it’s cheering for my national team or watching local matches, the energy and excitement are unbeatable. I also enjoy watching hockey. I love the intensity and toughness of the players—unlike fútbol, where you might see players go down for minor fouls, hockey players just keep pushing through. It’s a whole different level of grit and determination.
Who do you root for?
I wholeheartedly root for my daughters. It may sound cheesy, but my real passion lies with them more than anything else in this world—well, except for God. Being a mom has always been my greatest dream, and I proudly stand as their biggest cheerleader. There’s nothing that fills my heart with joy like spending time with them, sharing laughter, and creating unforgettable memories together.
However, as a Colombian, I proudly root for the Selección Colombia de Fútbol, our national soccer team, which always brings me immense joy and pride. I also support the Millonarios, one of Bogotá’s prominent fútbol clubs. Here in the U.S., I root for the Tampa Bay Lightning.
What is Florida’s Sports Coast building or renovating right now?
We’re thrilled about the upcoming expansion of the Wiregrass Ranch Sports Campus of Pasco County. Opened in 2020, Phase 1 included a state-of-the-art, 98,000 square-foot indoor sports facility designed for hosting a variety of sports tourism activities and large corporate events. This impressive venue features two 35,000 square-foot hardwood floor arenas, each equipped with four full-size high school basketball courts or eight volleyball courts, making it ideal for tournaments and competitions. Additionally, it boasts two full-size outdoor multipurpose fields and is conveniently located near two on-site hotels—one directly across the street and another just a 10-minute walk away.
With the addition of Phase 2, we will introduce five additional multipurpose fields, slated for completion before the end of this year. This expansion will enhance our ability to host multi-sport events and further solidify Florida’s Sports Coast as a premier destination for sports tourism. We can’t wait to see the positive impact this facility will have on our community and local economy.
Get in contact with Consuelo Sanchez
813.770.4343
