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The Group Travel Leader Going on Faith Select Traveler

Round Rock, Texas

About 10 years ago, Round Rock officials and community leaders took a long look at the city’s tourism market. Although area hotels did a good job in the meetings market, the city’s meeting space was somewhat limited. That’s when officials realized that sports was their strength.

“Really, our strength was in the facilities that were already here and the strength of our parks department,” said Nancy Yawn, director of the Round Rock Convention and Visitors Bureau. She added, “We really took off on that, and our council has been really visionary about establishing and sustaining the brand.”

The brand includes Round Rock’s tagline as the “Sports Capital of Texas,” something the city further cemented with the 2014 opening of the $14.9 million Round Rock Indoor Sports Center. The facility has six basketball courts or 12 volleyball courts, as well as nine multipurpose rooms.

The sports center “has opened the indoor world for us,” Yawn said, and it has nearly doubled the city’s sports bookings, from an average of 25 events a year to 51 in 2014.