Top Tips from an Industry Veteran

PUSH MENTORING: Interview with Anthony Terling, Sports Development Director

As the Sports Development Director for Auburn-Opelika Tourism, Anthony Terling has spent years turning introductions into partnerships and opportunities into major wins for his destination, Auburn-Opelika, Alabama. Known across the industry for his thoughtful, relationship-driven approach, Anthony believes success in sports tourism is not just about landing the next big event; it is about building genuine connections that last long after the competition ends.

Whether he is representing Auburn-Opelika at conferences like TEAMS, Sports ETA Symposium, Sports Express, or US Sports Congress, his process is rooted in Auburn-Opelika Tourism’s Core Values: Aspire to Excellence, Pursue Growth, Foster Joy, Earn Trust, and Practice Servant Leadership. Those values, he says, are not just a statement on the wall. They are the foundation of how he prepares, connects, and follows through.

When attending conferences, Anthony’s first step is to define clear goals. “I start by identifying who we need to connect with, what partnerships we want to strengthen, and what opportunities best align with Auburn-Opelika’s strengths or even our weaknesses,” he explains. “I look for gaps in our market, like slow seasons we can boost, or local resources that could help us secure new business. Preparation is key, but I always leave room for organic conversations. Those often turn into the most valuable connections.”

He approaches that preparation through the lens of Aspiring to Excellence by striving to exceed expectations and anticipating what partners and guests might need before they ask. “I try to think two steps ahead,” he says. “If I can walk into a meeting already understanding an organizer’s goals or challenges, it shows respect for their time and helps build trust from the start.”

The next step is collaboration at home. Anthony meets with local facilities, hotels, and community partners to ensure that Auburn-Opelika is represented cohesively. “It is about showing that our community collaborates to deliver excellence and hospitality at every level,” he says. “We stay aligned, but more importantly, we listen. It is not about what we want, it is about what our partners need to enhance the quality of life for everyone in Auburn-Opelika.”

His preparation also reflects Pursuing Growth by learning from every interaction and seeking opportunities for professional and organizational development. “I review event materials, RFPs, and call other destinations that have hosted similar events,” he says. “There is always something new to learn from others’ experiences.”

When it comes to materials, Anthony keeps it simple. “My message is that we are an extension of your event team, and our community will show up for you,” he explains. “I would rather prospects hear about Auburn-Opelika from their peers than from a brochure. It is about authenticity.”

Once the conference begins, Anthony’s focus shifts from preparation to presence. “I try to find opportunities for genuine conversations, not just about work but about life,” he says. “I intend to learn something new about the person, not just the professional.” He brings Auburn-Opelika’s Foster Joy philosophy, creating positive, engaging interactions that reflect the destination’s spirit. “A happy, passionate team leads to happy guests,” he adds. “If people enjoy being around you, they will enjoy working with you.”

Listening, Anthony says, is at the core of every meaningful interaction. “Every event organizer has different needs. I start by listening, then tailor my conversations to show how Auburn-Opelika can meet those needs, whether through our facilities, hospitality, or hands-on team support. There is no one-size-fits-all pitch.”

To stay focused amid back-to-back meetings and events, he builds structure into his day. “Before the conference starts, I map out who I need to meet and what I want to accomplish,” he says. “During the event, I stay flexible, take notes after each conversation, and make time to reset, whether that is reading a devotional, listening to music, or calling home. Staying grounded helps me stay present.”

Throughout every interaction, he strives to Earn Trust. “For me, it is about how you make people feel,” Anthony says. “When someone experiences genuine warmth and attention to detail, they do not just remember you, they remember your destination.”

Once the conference ends, the real work begins. “The first thing I do is organize my notes while everything is still fresh,” he says. “I prioritize leads based on interest, event fit, and community impact. Then I meet with our internal team, follow up with personal messages, and keep the relationships moving forward. Consistency matters. It is not about instant gratification; it is about long-term success.”

He also Practices Servant Leadership by keeping collaboration at the center of every follow-up. “When a lead shows potential, I immediately loop in our local facilities and hotels so everyone is aligned,” he says. “I see myself as the facilitator, the point guard, making sure each partner’s strengths shine through.”

That people-first approach has yielded tangible results. “A genuine relationship once led to a two-year national championship contract in a sport few would have associated with our area,” Anthony recalls. “That event proved what our community is capable of and elevated Auburn-Opelika’s reputation nationally.”

Reflecting on what has driven his success, Anthony sums it up simply. “Our Core Values shape how I approach every relationship with authenticity, follow-through, and a genuine desire to serve. It is not about selling, it is about developing something meaningful, whether that is a relationship or our community.”

After years in the sports tourism industry, he has come to believe that the most effective strategy is also the most human one. “Share, open up, and be who you are,” he says. “This is a relationship business. Who you know and trust often matters more than what you know. Be visible, be present, and keep the long game in mind. Being seen will always be more memorable than being absent.”

For smaller or emerging destinations, Anthony believes the same principles apply. “Be real about who you are and what makes your community special,” he says. “You do not need the biggest budget to make a big impression. You need genuine relationships and consistent follow-through. Authenticity always wins.”

If he could advise his younger self, it would be to find an organization that lives its values every day. “Find a team that shares your drive and values,” he says. “Surround yourself with people who hold each other accountable, stay true to their mission, and bring energy to what they do. When you are part of a culture like that, the work becomes meaningful and fun.”

Ultimately, Anthony’s best practices for any conference and for any career come down to preparation, presence, and follow-up, all guided by one belief: Success starts and ends with people. “No matter how great your facilities or budget are, it is the people who make the difference,” he reflects. “When you lead with authenticity, serve others first, and truly listen to what your partners and community need, everything else falls into place. That is what makes representing Auburn-Opelika so special. It is a team effort built on genuine relationships and shared purpose. It’s a ‘get to’ job, not a ‘got to’ job.”