Destination Spotlight: John Mark Freeze, Spartanburg SC
How did you first break into the world of sports tourism, and what hooked you for good?
Once upon a time, I was working in collegiate athletics at the University of Tennessee, selling tickets—dialing for dollars. I was ready for a new challenge and had my sights set on Charlotte, the closest major market to my hometown. I really had no idea the DMO/CVB world existed until I stumbled upon a Sports Sales Manager position with Visit Charlotte. I did my homework, reached out to Thomas Lee blindly, and a few conversations quickly led to a couple of interviews—and the rest is history. I’m forever grateful to my good friend, Thomas, for his trust and leadership, and for showing me the ropes in this industry.
As odd as it may sound, I enjoy the unpredictability. No two days are the same—different events, different sports, a variety of venues, and new challenges along the way. We have the freedom to be creative and bring a wide array of events to life, all for the benefit of our community.
What’s a recent project or event you’re especially proud of, and what made it stand out?
We recently hosted the NCAA Division III Cross Country National Championships. There’s nothing quite like watching student-athletes—many competing on the biggest stage of their lives—race toward the finish, achieve lifelong dreams, and then lift a national championship trophy. That never gets old.
We drew more than 11,000 fans and athletes from 29 states, filling the course with an energy you could feel from start to finish—for an event that lasts just 30 minutes. The passion surrounding collegiate athletics is always electric, and event day delivered everything you expect from an NCAA Championship: excitement, pressure, organized chaos, and a remarkable showcase of talent. It was a memorable win for the athletes and our community alike.
How have you seen the sports tourism industry evolve over the past few years, and where do you think it’s headed next?
Sports tourism is becoming one of the most reliable and high-impact drivers of tourism and economic development for communities. Events are no longer just about room night demand—they’re about creating holistic experiences that engage athletes, families, sponsors, and local partners in more meaningful ways.
We’ve seen a rise in rights holders prioritizing destinations that offer strong partnerships, intentional customer service, and streamlined planning and support. It's not just about competition venues or fields anymore; it’s the full-service approach that truly differentiates communities.
The future of sports tourism will be defined by creativity, intentionality, and a commitment to delivering exceptional experiences—not just for the athletes, but for the communities who truly support and welcome them. And hopefully, in time, more destinations will recognize the resilience of the sports market—often proving strong and steady, even in uncertain economic climates.
I’m optimistic that we will continue to see investment and support that places sports tourism at the forefront, on more equal footing with the traditional meetings and conventions market segments. As our industry continues to evolve, the impact of sports tourism will grow, creating even more opportunities for destinations nationwide.
If you could fix one misconception people have about sports tourism, what would it be?
I think there’s a misconception about the professionalism and strategy behind our line of work. For many, sports are simply a passion or a form of fun and recreation, so people don’t always recognize the work and effort that go into it long before the ball is in play or the whistle blows. Sports tourism isn’t just scheduling tournaments; it’s economic development. It requires relationship-building, long-term planning, data analysis, community alignment, and the ability to deliver at a high level for rights holders, local partners, and every athlete, official, and spectator.
What role does community impact play in your business development strategy?
We must leverage our business development efforts—and the impact of sports tourism—to drive growth and development across our community. The ripple effect of sports tourism is undeniable. When we recruit and bring events to our community, our impact extends far beyond the data and event statistics—we’re supporting youth development, creating and sustaining jobs, increasing facility activation and future growth, promoting health and wellness, and driving demand during peak periods.
At OneSpartanburg, Inc.—where our chamber of commerce, economic development partnership, talent and workforce development, and tourism teams all operate under one unified organization—those wins are amplified. Our efforts don’t just impact visitors and hotels; they strengthen our business community, enhance workforce attraction, and elevate overall quality of life through new or improved amenities, restaurants, attractions, and more. Each event, each win, each milestone, helps position Spartanburg as a terrific community to live, work, play, and visit.
What’s one sports moment (personal or professional) that changed your life or career path?
The 2010–2011 NBA Playoffs will always stand out, both personally and professionally. My first post-graduate job was with the New Orleans Hornets, and I had moved to NOLA without knowing a soul. Fast-forward through an incredible season and unforgettable experiences—the Bees fell to Kobe and the Lakers in Game 6…and shortly thereafter, the 2011 NBA lockout began.
My NBA stint was short-lived, but Mamba Mentality!? I soon relocated to Tennessee and began my career in tourism and hospitality. I still have incredible friendships from my time in New Orleans, and it is definitely one of my favorite cities to visit.
Outside of work, what sport, team, or athlete do you enjoy following the most?
I follow my alma mater, the Coastal Carolina Chanticleers—CHANTS UP! I’m also a fan of the Carolina Panthers, Charlotte Hornets, and Atlanta Braves = I’ve mastered the art of optimism.
If you weren’t working in sports tourism, what would you be doing instead, and why?
I’d be in a strategic sales role. I thrive on the drive to succeed and the simple, satisfying challenge of closing a deal. But it’s not just about the win—it’s about what it takes to get there: creating and building meaningful relationships. It’s essentially the same game plan as winning a bid—build trust and rapport, find the right fit, and deliver a successful result.
Or perhaps a YouTube golfer?
Who’s someone in the sports world (living or legendary) you’d love to grab coffee (or a cold one) with, and what would you ask them?
Bobby Jones. A brilliant mind who helped shape the sport of golf and co-founded Augusta National and the Masters—one of the best events on the planet. Cheers to a true legend!
What’s in your “event day survival kit”? (No judgment here… Energy drinks, lucky socks, secret Scooby snacks?)
A hat, coffee, and gum.
What’s the most unexpected or hilarious thing that’s ever happened at one of your events?
We hosted a cross-country event and hired a drone pilot to capture aerial footage. This guy was serious—controller, headset, goggles, the whole gamut. He was locked in. He maneuvered the drone into position, started to hype himself up, and counted down the final seconds aloud before the starter pistol fired. I was impressed.
The race began, the drone was in flight, and we were mid-conversation when he suddenly went silent. He ripped off his headset and goggles and said, ‘Damn, I’m sorry. My battery died. But I know exactly where it crashed…as we stood in a 600-acre arboretum. Ha, right! He took off sprinting down the course—full Mr. Larson-chasing-Shooter-McGavin-for-the-gold-jacket energy. Twenty minutes later, he returned, drone in hand, swapped the battery, and launched the flight without a word…
The content, though—A-1.
If sports tourism were an Olympic event, I’d take gold in ________________.
Last-minute logistics. Who doesn’t love tight deadlines and pure chaos?
Adapt and achieve.
What’s your go-to hype song when you need to get pumped for a long day on-site at an event?
'Put On' (Jeezy)
If PUSH Magazine gave you a free billboard in Times Square for one day, what message would you put up for the world to see?
Yesterday is your only opponent.
