After a stint as medical meeting planner and a seven-year career in the CVB world, Lou Mengsol saw an opportunity to create a more intimate event for the sport events industry. Lou created the first U.S. Sports Congress in 2006. With new developments on the horizon for 2024, we caught up with Lou as he prepares for the next edition of this marquee event for sports tourism professionals.
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SPG:
Looking back almost 20 years now, what was your inspiration behind creating the U.S. Sports Congress?
Lou Mengsol:
We looked at a lot of the things that other shows were doing and, quite frankly, we didn’t want to be like others—especially the big shows. Our point of differentiation was balancing the ratio between rights holders to CVBs and sports commissions and saying: how can we develop something where real business gets done. It’s not just “speed dating,” it’s not just the eight- or ten-minute appointment and you’re moving on.
By making that biggest inflection point, it changes the conversations that people have, it changes the dynamics of the event.
SPG:
How so?
LM:
Let’s talk about the rights holders first, because I think a lot of times when the rights holders go to industry shows, they’re there for the appointments. But at the [U.S. Sports] Congress, they’re part of the conversation from the standpoint that we develop professional education specifically for them.
We educate our presenters on the entire business model so they’re not just talking to CVBs and Sports Commissions. Whether that’s in a general session or one of our breakout sessions, they’re speaking to both halves of the business.
There are topics that are specifically geared for rights holders and it’s an opportunity to have extended conversations about how to move the needle in your business, not just, “I’m going to follow up with you after the show.”
We’ve really seen some interesting conversations develop in moderated conversations. Our presenters set the table with a topic or a discussion, and then let our attendees interject and have a conversation either with the moderator or with each other. There is idea sharing, best practice sharing and people bouncing ideas around. We really see a lot of energy out of those sessions so come prepared.
SPG:
Are there any new sessions, topics or format changes for this year’s show?
LM:
One of the things we’re really excited about is our new podcast studio sponsored by Visit Omaha. Many people listen to the Business of Sports Tourism podcasts, and Snap Sports and Don Daly just had their first The Reckoning podcast. We’re inviting those folks in to podcast from the show with daily recaps and interviews.
The other thing I want to lift the veil on is our keynote session. We’re working with Allegiant Airlines on this. Sunseeker Resort, which is our host property, is owned by Allegiant Airlines. Their Chief Marketing Officer is going to talk about building your sports brand.
If you think about what Allegiant Airlines has done in the sports world, whether that’s sponsoring NASCAR races or naming rights on the Raiders stadium in Las Vegas, they’ve really moved into sports in a big way and I think it will be interesting to hear their thoughts.
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SPG:
You also bridge in some social and networking opportunities that are aside from the trade show and the keynotes. What’s in store for this year?
LM:
There’s a lot of great sessions that go on during the Congress, but we also have some terrific networking activities too that take place in more of a social situation. They are not limited to after-hours events or this forced interaction with trade show appointments. They’re very organic so people can open up. This changes the dynamic. It changes the feel of the event overall.
We also host off-site activities. Quite honestly, if we crammed in three days’ worth of professional development together, after a day and a half people’s brains just shut off, so we create this break in the middle of the Congress after our Tuesday morning session that’s sponsored by Maryland Sports.
We offer four different activities which are included in the registration. We do things that are very traditional, like a golf outing, but if you’re not a golfer there’s lots of other cool stuff. For example: this year we have an airboat ride through the swamps, a kayak tour and also a tiki boat tour. This helps our attendees interact in more of a social setting and build relationships.
SPG:
There’s a lot of evolution going on with your show in co-locating with the new Sports Venue Forum. What can attendees expect to see when they’re on location?
LM:
For the last couple years, everybody has talked about the facility boom. Some people would say it’s slowing down, but I see it continuing to develop and grow. That was part of the reason for bringing in industry experts, starting with William Knox.
Knox has created the Sports Venue Forum and he’s using his contacts in the industry to bring in talent—whether those are architects or construction folks or consultants on the operational aspects of facility management. You’re going to see two different tracks. I think it is truly inventive and smart.
To have that happen underneath the Congress umbrella where folks can bring in their partners, whether those are park and recs or maybe they’re independent facilities, they can come in while the Congress is happening at a great location.
We’re going to do some joint activities so it’s a great cross-pollination. It’s enough separation where folks who want just the facility side can focus on that, but they can also interface with the attendees at the Congress.
Not only will it enhance the Congress, but it’s also offering a brand new side to professional development and bringing in a whole new group of people.
SPG:
Where do you derive satisfaction in running the Congress for all these years?
LM:
I take satisfaction in knowing that everybody’s walking away with those one or two nuggets that help them advance the ball down the field—whether they’re having challenges or maybe they’re just looking to put their foot on the gas and make their events better.
We create an atmosphere where those conversations can happen. Where people can be productive and open their minds. But more importantly, it’s all about the people that attend who are willing to contribute ideas and thoughts.
This is the way that it should be done.
US Sports Congress is an invitation-only event for qualified rights holders. Limited registration is available to CVBs and sports commissions. Learn more at US Sports Congress | A Sports Conference Like No Other and Subscribe to Sports Planning Guide for FREE to read more interviews with industry experts
