From the field to the front office: A sports tourism leader’s journey and industry insights
In this edition of Faces of Sports Tourism by Sports Planning Guide, we speak with Suzanne Cecil, whose sports tourism career provides a front-row seat to the evolution of an industry that blends competition, community, and commerce. Few understand this better than Cecil, who has navigated the industry from multiple vantage points—event director, destination representative, and now, as Executive Sales Director for HBC Event Services.
Cecil’s journey, which began with organizing lacrosse tournaments and grew into a leadership role in the lodging solutions space, is a testament to the power of relationships, adaptability, and a passion for creating seamless event experiences. In this interview, she shares insights on industry shifts, leadership lessons, and the importance of strategic partnerships in an ever-evolving sports landscape.
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Tell us about your background
I’ve been working in the sports tourism industry for over 14 years and have had the unique opportunity to sit on a few sides of the table. I first started as Event Director for Adrenaline Lacrosse based in San Diego. We ran lacrosse events of all sizes across the country and I also coached while living there.
When it was time to make the move to Arizona for personal reasons, I was fortunate that some of the destination folks I had worked with on events were also looking out for me and sharing job openings. I was able to make the move and start a new job with Visit Mesa as their Sports Director. That was really an incredible experience and a great way to move to a new state—you immediately become immersed with your community and learn the area like the back of your hand!
Towards the end of 2020, I was approached about the open position with HBC and the timing was just right for a new challenge.
How did you get into your current role as Executive Sales Director with HBC Event Services?
I worked with the HBC team previously in my event director position and always maintained the relationship over the years. Our industry tends to see each other so often throughout the year at shows and events which is nice for staying in touch—even as people move organizations. As I mentioned, it was late in 2020 when I got the call that HBC’s sales director position was opening and they wanted to gauge my interest. 2020 was obviously a strange year for all of us, but we were open and busy running events in Mesa so I really had to take some time to think about next steps.
I’m always looking to develop my skill set and grow though; moving over into the vendor side of the business felt like a good way to push myself while also helping other rights holders understand how much more can be accomplished with their events when partnered with the vendors. I’d always had a great experience working and interacting with the HBC team and felt I could help others benefit as well.
What would you consider your favorite part about your job?
The people—and that really runs the full range from colleagues to industry peers all the way through the athletes & families we’re supporting. Sometimes I feel like I should set up an office at the Phoenix airport for how much I’m there, but any time I’m out on the road means I get to see people who have become true friends over the years! It’s not bad spending most of your time talking about sports, event management and tourism in general though; all things I’m passionate about.
Being involved in many different aspects of sports tourism throughout your career, how have these diverse roles shaped your approach to leadership and strategy in the industry?
It’s certainly helped overall in my current position. I’ve been in the same seat as our clients and destination partners so I understand what they need to qualify the event as a real success and can then work with our HBC team so we’re aligned and here to support.
I think it all ties into the deep appreciation for relationships I’ve developed as well. I’m a good example of someone who has been in the same industry, but in widely different capacities. Yet, the relationships I forged when I first started are still critical in the position I’m in now. And I remind myself that I’m not the only one. You can meet someone or a group with whom you want to do business, but for whatever reason it just doesn’t fit. Well, who knows, in another two years that same person may be in a different position or with a different organization and now you find a way to work together. There’s a lot of patience you have to develop working in this business.
What are some of the most significant changes you’ve observed in this industry, and how can event planners and destinations adapt to stay competitive?
I think one of the most positive changes I’ve seen develop over the time is how well multiple organizations work together on any one event. Athletes and family expectations continue to grow. As we’ve seen a few times, when the economy is struggling, the sports market is the group business that keeps on going. Families will use these events as their vacations or just have a commitment to paying for their kids’ activities.
With that, event organizers continue to adapt and grow the off-field entertainment and offerings as well. That takes partnership and we are watching more and more organizations come together at the table to create new ideas or offerings. It’s another reason I love being at HBC where our whole team is always open to creating unique, out of the box solutions for our partners.
As a frequent industry panelist, what emerging trends or discussions in sports tourism are you most passionate about?
I’ve always been passionate about the topic of women in the sports industry or sports in general. As we see more women take leadership roles in professional sports and all the way down, it’s great to use those case studies and hear their perspectives on the unique challenges and opportunities they encountered to get where they are.
As well, I’ve been excited to hear more US based discussions around sustainability in events. If you have conversations or attend meetings outside of the U.S., you quickly realize that most event organizers in other countries have already put sustainability as one of their very top priorities.
I don’t know that I’d use the word passionate, but I am also very curious to see, like most people I suspect, how AI continues to develop and both influence and streamline the work we do.
From your experience, what are the most effective ways event planners can build and maintain meaningful relationships with sports organizations, venues, and CVBs to ensure long-term success?
Honesty, communication and integrity are so critical. All of these various entities mentioned have a role to play in the success of the event, but it’s important for the event organizer to keep the lines of communication open so as changes occur everyone can react or prepare their piece of the puzzle accordingly. It helps avoid awkward situations or any disappointment in the end result. I find that if everyone is honest and follows through on what they say they’ll do, it leads to much stronger and longer lasting partnerships.
What’s your favorite sport to play or watch?
I grew up playing a lot of different sports, but lacrosse was always the most fun to play and what I played the longest. I enjoy watching it too, especially my nephews and nieces that are starting to get into more competitive age brackets. I’ve also recently become a bit obsessed with F1—one positive to come out of the pandemic for me when we binged the first two seasons of Drive to Survive. I had never followed any kind of racing before, and now suddenly I wanted to watch all the old races and movies, read up on the history of the teams and drivers, and had to learn all the rules. It had been a long time since I learned about a sport in that much detail.
Who do you root for?
I think most people find out pretty quickly upon meeting me that I’m an avid Philadelphia sports fan. Yelling “Go Birds!” to people I see, anywhere in the world, wearing Eagles gear is one of my favorite things.
