The Importance of Athletics Tourism in Small Communities

In small towns across the country, college athletics does more than generate school pride. It brings people to town, fills hotels and restaurants, supports local businesses, and drives sustained economic activity. For communities without major tourist attractions or large-scale events, athletic competition can be one of the most consistent and impactful sources of outside revenue.

For years, Gaffney and Cherokee County benefited from this dynamic through Limestone University. The institution sponsored 23 NCAA Division II intercollegiate athletic teams, six of which competed at Saints Field. Those programs that played on Saints Field brought an estimated 25,000 to 28,000 visitors to the city annually.

Most Limestone student-athletes came from outside Cherokee County, meaning their families and friends traveled in to attend games. Visiting teams and their supporters added to that total, staying in local hotels, dining at restaurants, shopping in stores, and contributing to the local economy with every visit.

Limestone football alone drew between 15,000 and 18,000 fans each season. Other sports at Saints Field held more than 40 home games annually, not including postseason contests that brought additional regional and national attention. A prime example was the 2024 NCAA Division II Field Hockey Final Four and National Championship, which brought thousands of fans to Gaffney and generated significant exposure for the area.

Athletics tourism was also driven by events at several other Limestone campus venues, including Founders FCU Stadium for baseball, Jimmy Martin Field for softball, and the Timken Center, which hosted men's and women's basketball, volleyball, and acrobatics and tumbling.

This year, Limestone University closed permanently. While that marks the end of a 180-year educational legacy, it also brings an abrupt end to the steady flow of athletics-driven tourism that so many local businesses relied on.

NCAA Division II operates on a partial scholarship model. Most Limestone student-athletes paid tuition and received federal and state financial aid, making them contributors not only to the university’s financial health but also to the economy of Gaffney and Cherokee County.

The full impact of Limestone’s closure has not yet been felt across the community, but it is inevitable.

The loss will extend well beyond the classroom and the playing field. It will affect jobs, small businesses, and the economic lifeblood of a town that, for generations, rallied around its Saints and welcomed thousands of visitors each year.

Many small communities across the nation have seen their local colleges close, but the important role these institutions and their athletic programs play in driving economic growth and community spirit is undeniable. Supporting and valuing local colleges creates lasting opportunities and helps build a stronger foundation for the future.