Destination Spotlight: George Linley, Palm Beach County Sports Commission
Volume 6, Issue 1
For this issue’s Destination Spotlight, we sat down with George Linley, Executive Director at the Palm Beach County Sports Commission
1. What circumstances led you to begin working at the Palm Beach County Sports Commission?
I’ve been drawn to the sports business world since my college days. Back then, I made an unconventional move—I left a full-time accounting job in the financial sector, with a solid salary and benefits, to take an internship at Roger Dean Chevrolet Stadium, the Spring Training home of the Miami Marlins and St. Louis Cardinals. It was a leap of faith, but one I’ve never regretted.
That internship turned into a full-time role as a marketing and sales executive. A couple of years later, I joined the Palm Beach County Sports Commission as a sports event coordinator. Within a year, I was promoted to manager, and seven years after that, I applied for the executive director position. The search committee initially chose one of our talented board members, but the full board ultimately reversed the decision, and I was privileged to step into the role. Fifteen years later, I’m still here, and I feel incredibly fortunate.
I feel truly blessed each day when I go to work. I was born and raised in Palm Beach County, so leading an organization that promotes and elevates this community through sports is extremely personal. There’s not a day that goes by that I take this job for granted.
2. What was the first thing you did when you learned you got the job?
After being awarded the leadership role, my first action was to reach out to three mentors who had been instrumental in shaping my career. The first was Graham Morris, former Director of Operations for the Sports Commission, and the person who originally hired me. His work ethic and leadership style left a lasting impression on me, and I learned a great deal under his guidance. I also called Rob Rabenecker, General Manager of Roger Dean Chevrolet Stadium, who played a pivotal role in my development as a sports business professional. His mentorship helped me grow professionally. Lastly, I made a heartfelt call to thank the late Jim Riordan, founder of the FAU MBA Sports Management Program. He laid the foundation for my journey. Each of these individuals contributed uniquely to my path, and I felt it was essential to express my gratitude for their faith in me and their profound impact on my growth.
3. Tell us about the “bread and butter” sports that the Palm Beach County Sports Commission caters to. Are these due to specific state-of-the-art facilities?
Palm Beach County’s wide-ranging array of sports facilities and infrastructure offers a competitive advantage in driving sports tourism. The comprehensive mix of public and private facilities throughout The Palm Beaches allowed our Sports Commission to host 44 different types of sports over 213 events in 2024. This underscores the County’s status as one of the nation’s top 5 sports destinations in attracting and hosting events, per the Sports Business Journal. Our ability to host many different sports on a national and global level is one of our Sports Commission’s core strengths.
Palm Beach County does possess several core competencies within its sports landscape, most notably as Florida’s only destination with two Major League Baseball (MLB) Spring Training complexes, home to four MLB teams. In addition to Spring Training, the Palm Beach County Sports Commission annually hosts more than 30 amateur baseball tournaments, with both professional and amateur events collectively generating over 100,000 hotel room nights.
As Florida’s Golf Capital, The Palm Beaches leverages its unmatched golf assets to drive year-round visitation and hotel room night generation. With access to over 160 golf courses, the Palm Beach County Sports Commission strategically hosts a wide range of golf events at both the amateur and professional levels, reinforcing the region’s reputation as a premier golf destination.
Palm Beach County offers 1,400 tennis courts, an 8,000-seat tennis stadium, and an abundance of pickleball venues, which allows our Sports Commission to host the premier professional and amateur tennis and pickleball events in Florida.
Palm Beach County hosts America’s premier equestrian show jumping competitions and world-class polo events, generating record-setting tourism impacts. Additionally, the National Polo Center features five polo pitches, which can be converted into 40 contiguous multipurpose fields, enabling us to secure bids for some of the nation’s largest events for soccer, lacrosse, field hockey, and rugby.
Soccer has become a cornerstone sport in our community, thanks to the development of The Gardens North County District Park—home to some of the finest soccer pitches in Florida. This reputation is backed by five MLS teams and numerous international clubs that train at the facility. Most notably, Real Madrid recently selected the park as its base camp for the FIFA Club World Cup, further validating its world-class status. Finally, some of the nation’s premier soccer tournaments have chosen The Palm Beaches as their home.
The Palm Beaches have emerged as a premier destination for Olympic-related events. Over the past year, our Sports Commission has successfully hosted national events from a wide range of national governing bodies, including USA BMX, USA Swimming, USA Fencing, USA Shooting, U.S. Soccer, the United States Equestrian Federation, the United States Tennis Association, the United States Golf Association, and USA Gymnastics. This reflects our commitment to excellence in sports development and event hosting.
4. How does seasonality affect your annual book of business?
Visitation and hotel occupancy rates in The Palm Beaches typically rise after Christmas and peak between February and March. During this period, lodging rates are at their highest.
Our Sports Commission hosts events year-round, with a strategic focus on developing sports tourism during the summer, fall, and early winter—key periods of high demand for hotel occupancy. Sports consistently outperform other tourism products during the summer. On an annual basis, we target sports with active summer calendars. Youth sports are especially prominent during the summer, as families are more likely to travel during school breaks. Additionally, we prioritize partnerships with Florida state associations to attract the drive market, which is strong during the summer and is more resilient to economic fluctuations. From the sports tourism perspective, the Palm Beaches are balanced well throughout the entire calendar year.
5. Describe why Palm Beach County Sports Commission events are so meaningful to you.
I’m fortunate to be part of the Palm Beach County Sports Commission, where I promote a product I love and deeply believe in—sports. Our portfolio of events not only drives economic growth and tourism but also enhances community pride and resident sentiment. Whether it’s the PGA TOUR or the ATP TOUR, we’re not only attracting sports enthusiasts from across the region, but we’re also creating unforgettable experiences for families right here in The Palm Beaches. When we organize national and international events, we create jobs within Palm Beach County’s hospitality industry and open doors for local youth teams to compete on a nationwide or global stage. I’ve had parents express heartfelt gratitude because their child had the chance to play against a team from Nebraska or the Dominican Republic, creating a unique sports experience right in their own backyard. We bring the nation or globe to our local community and local teams.
Moments like these remind me of the powerful impact sports can have on lives. My passion for sports continues to grow each year, as does my appreciation for being part of the Palm Beach County Sports Commission.
6. George, you have been identified as a colleague in the industry who is not only successful in bringing in sporting events to your community, but someone who also “talks the talk” and “walks the walk” throughout your various endeavors. In what ways has your passion for the sports tourism industry helped to drive your career forward?
At the Palm Beach County Sports Commission, our mission is to champion the Palm Beaches as the ultimate destination for sports and tourism. Our Sports Commission plays a vital role in strengthening our hospitality industry and local economy. In the past year alone, our portfolio of sporting events generated 452,361 room nights, contributing to 2 million room nights across the county. Sports events account for nearly one in every five room nights in Palm Beach County. Our efforts also resulted in a net gain of over $2 million in bed tax revenue. This impact fuels my motivation every day.
I have a deep belief in the product we promote. Through the events we organize and host, the Palm Beach County Sports Commission encourages active, healthy lifestyles and fosters sports participation across all age groups—from youth to seniors. Sports have shaped my life, and I am confident that our work has a positive influence on the lives of others. That purpose drives me every morning. And I am inspired that we are building a stronger economy and enriching the community.
Our Sports Commission owns and operates events that truly celebrate the power of sports and inspire participation across The Palm Beaches. From the Palm Beach County Sports Hall of Fame, which honors outstanding athletes, coaches, and contributors of sports, to the Kids Fitness Festival of The Palm Beaches, where thousands of children (ages 5-12) are introduced to more than 30 different sports each year, our work is rooted in impact. We know our efforts are making a difference in people's lives, and that is the ultimate motivation. I am inspired by the fact that we are building a stronger economy and enriching the community.
7. As the Executive Director of the Palm Beach County Sports Commission, how do you juggle the workload for all the events your organization hosts?
I cannot overstate the magnitude of the workload our Sports Commission takes on, nor can I overstate the exceptional talent and dedication of my colleagues. The demands placed on our Sports Commission are substantial, yet my teammates consistently rise to the occasion with remarkable skill, commitment, and professionalism. Our operations span days, nights, weekends, and holidays, an intensity sustained by the passion and expertise of our championship development, event management, marketing, and finance teams. I’m truly fortunate to work alongside such an extraordinary group of individuals who share a commitment to excellence in sports tourism. Because of my teammates, we can handle significant demands.
8. What was the most significant moment you experienced thus far as the sports tourism leader for Palm Beach County?
This is a difficult question to answer, as I have experienced many significant moments and continue to have game-changing experiences while serving the Palm Beach County Sports Commission. One particularly memorable moment involves Major League Baseball (MLB) Spring Training.
Since the opening of Roger Dean Stadium in 1998, Palm Beach County has been home to Florida’s only destination to own a two-team MLB Spring Training complex. Roger Dean Chevrolet Stadium, which opened in 1998 in Jupiter (home to the Miami Marlins and St. Louis Cardinals). By 2012, however, the east coast of Florida faced the real risk of losing its MLB Spring Training presence entirely, as teams began relocating to the state’s west coast. Both the Marlins and Cardinals were considering relocation, which could have left not only Palm Beach County but the entire East Coast without Spring Training.
At this critical juncture, our Sports Commission, in partnership with County officials, met with the Houston Astros and Washington Nationals to explore developing a new MLB Spring Training facility in West Palm Beach. Despite opposition and resistance from various stakeholders, including our partners at the CVB and segments of the business community, who were reluctant to support additional stadium investments, our Sports Commission envisioned a larger opportunity.
We emphasized Palm Beach County’s potential to emerge as a national leader in both Spring Training and year-round amateur baseball events. The baseball tournaments would particularly happen during off-peak travel periods. We presented this vision multiple times to the business community, the City of West Palm Beach, and ultimately to the Palm Beach County Board of County Commissioners. As a result, Cacti Park of The Palm Beaches became a reality and opened in 2017.
Today, Palm Beach County owns two MLB Spring Training venues, featuring 26 diamonds and two stadiums, and is home to 1 out of every 4 Spring Training games in Florida. Combined, our spring training venues host over 30 amateur baseball tournaments annually. In the past year alone, our two spring training facilities generated 117,964 room nights, with amateur baseball tournaments slightly outpacing MLB in lodging impact. Combined, these facilities generated an economic impact of $99.7 million, driven by year-round activity. I believe our Sports Commission not only saved Spring Training in The Palm Beaches, but also saved it for Florida’s east coast.
9. In what way, or ways, are you a different person today because of your experience working in Palm Beach County for the past 20 years)??
Working in Palm Beach County’s sports industry for over 20 years has been both a professional journey and a genuinely personal one. Palm Beach County is not just where I work, it’s where I’m deep-rooted. Over the years, I’ve become a more strategic thinker, a more collaborative leader, and a more grateful resident. I’ve learned the importance of persistence, negotiation, and ingenuity. The experience has shaped my leadership skills.
10. What advice would you give to others who find themselves in a situation like yours?
Embrace the long game. Victories don’t come quickly. Whether it’s recruiting events or pursuing a specific goal. Focus on developing trust and credibility, and you will win.
11. What would “today George” share with “first day on the job George?”
When I first arrived at the Sports Commission, I saw this role as an opportunity to continue my growth in the sports industry and assumed I would advance to a greater role in a few years. I almost left for other organizations, many of which would take me outside of Palm Beach County.
I would tell myself, 'You have no idea how transformative the Sports Commission will be.' I know you have a timeline and are planning to leave; however, be patient. This journey will exceed anything you imagined. You’ll help lead the Commission through record-breaking events in both participation and attendance. You’ll help bring an Olympic Qualifier to Florida, where Team USA secures home field advantage and wins a berth into the Olympic Games—and for the first time in over 60 years, Cuba’s national baseball team will compete on Florida soil. You’ll help create an annual community event that introduces over 100,000 children—and counting—to more than 50 different sports. You’ll be part of creating a college football bowl game, and your Sports Commission will belong to one of the nation’s most popular sports video games. You’ll gain the trust of local Mayors and County Commissioners, and together with your team, build an unrivaled sports destination. You will also influence state legislators and meet with multiple Governors to advance sports tourism. And yes, you’ll even shake hands with a President of the United States—all because of the Palm Beach County Sports Commission. I would tell myself: this Sports Commission will not just build your career. It will change your life.
12. What goals do you have personally and for Palm Beach County in the second half of 2025?
Sports-related room nights in The Palm Beaches have grown 32% over the past five years and 8% in the last year. We aim to increase attendance by a significant margin and room nights by another 12% by the end of 2025, thereby boosting bed tax revenues in the process.
We are committed to bringing the FIFA World Cup to The Palm Beaches. This road will be through the team Base Camps. Two sites are already qualified as FIFA Team Base Camps, and we’ve been awarded a base camp for the Club World Cup—hosting global powerhouses Real Madrid and Manchester City. We will do everything possible to make sure we have multiple Team Base Camps in 2026 as well.
Finally, it’s more critical than ever for our Sports Commission to expand alternative revenue streams beyond bed tax funding. We have set goals to increase sponsorship revenue, enhance profits from Sports Commission-owned events, and launch an ambassador program to further support our mission.
