Fields of Impact: How Explore Cabarrus County Elevated Community Sports & Visitor Value
Learn how a conversation on the sidelines of a high school football tournament sparked a transformational investment in sports infrastructure that continues to generate millions in economic impact while enhancing everyday life for local students and families.
From Sideline Spark to Community Strategy
The idea for the Cabarrus County Convention & Visitors Bureau’s game-changing turf and track investments wasn’t born in a boardroom, it started on the sidelines of a youth football tournament in Myrtle Beach. While cheering on her grandson, Donna Carpenter, President and CEO of Cabarrus County CVB, saw firsthand the power of sports tourism and its ability not just to drive economic impact, but to spark ideas that could shape the future of her own destination.
As she watched her grandson compete on the field, Donna struck up a conversation with tournament organizer Larry Kennedy Jr. and asked, “If we had turf fields, would you bring your tournament to [Cabarrus County]?”
The answer was yes, and the idea stuck.
At the time, Cabarrus County lacked the infrastructure to host high-level amateur sports competitions. But Carpenter saw an opportunity. By turfing select high school fields located near hotels able to house visiting competitors, coaches, and their families, the destination could attract tournaments while also providing local student-athletes with access to top-tier facilities.
Shared-Use, Shared Investment
Explore Cabarrus collaborated closely with county leaders and the school system to develop a funding and usage model that prioritized both tourism growth and community enrichment. Schools selected for the initial turf field installations were intentionally chosen based on their proximity to hotel clusters, ensuring a direct connection to visitor infrastructure and satisfying the state requirements for occupancy tax funding.
The fields were installed using occupancy tax dollars through the CVB’s Sports Development Fund, via a loan from the county that was projected to be paid back over 10 years. The Cabarrus County CVB paid it off in just five years, ahead of schedule thanks to strong visitation and tourism-driven revenue growth.
Under the agreement, schools use the fields throughout the week, while the CVB retains first right of refusal for tournament weekends and special event bookings. The model proved successful, setting the stage for more.
Return on Investment, On and Off the Field
To date, the turf and track investments have generated over $19.2 million in estimated economic impact, with another $8.6 million projected from 19 confirmed events in 2025. But beyond the numbers, these projects delivered value where it mattered most: in the community.
Notably, while the original investment only covered turf at three high schools, the remaining county schools eventually received their own turf upgrades — funded through other sources and made possible by the precedent Explore Cabarrus set. “It started a conversation that sparked investment across the board,” Donna shared.
The impact has been both economic and educational. Schools continue to host events and generate revenue independently. Student-athletes now practice and play on improved fields. And Cabarrus County is increasingly viewed as a premier destination for amateur sports.
“These facilities are improving quality of life for our residents,” Donna said, “but they’re also helping us build a more competitive destination for the future.”
Built on Relationships and Trust
None of this would have been possible without the trust and support of elected officials, school leaders, hoteliers, and community partners. That trust didn’t happen overnight.
“When I took the job, it was a disaster,” Donna recalled. “There was a lack of credibility, lack of transparency, no engagement with stakeholders.”
She and her team rebuilt those relationships from the ground up by hosting one-on-one meetings, listening more than speaking, and showing results.
Today, Explore Cabarrus brings fully vetted proposals to its board, backed by ROI projections, stakeholder alignment, and community benefit. “We make it hard for them to say no,” Donna noted. “Because by the time we bring it to the table, it already has buy-in from all the right people.”
The CVB also continues to host annual partner celebrations, recognize frontline workers, and report clearly on its role in supporting economic growth through tourism.
Looking Forward
Explore Cabarrus continues to think ahead. Early conversations are underway around developing a cross-country course and supporting an indoor track facility. The CVB’s role, which Donna refers to as “a conduit,” remains central to each initiative.
“Sometimes the best thing we do is just put the right people in a room together,” she said. “We’re not always the funder or the builder, but we help make it happen.”
With a lived understanding of the tourism economy and a clear commitment to community value, the Cabarrus County CVB proves that destination organizations don’t just market places, they help imagine and build what comes next.
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