Sports tourism has become one of the most competitive growth categories in destination marketing, and Columbia County — home to Lake City in North Florida — had the raw assets to compete: natural grass fields, indoor and outdoor venues, and a growing roster of amateur and youth sporting events. What it lacked was the marketing infrastructure to compete for them. The Sports Commission’s website hadn’t been updated in years, and its sales, PR, and social media efforts were fragmented across disconnected platforms with no unified digital front door.

That gap was becoming more consequential as the county broke ground on a new 500-acre regional sports complex, its first facility of this scale, designed to serve more than 10,000 active youth sports participants and attract new regional, state, and national tournaments. Paradise built a cohesive brand and digital foundation to carry the destination’s sports identity, make it easy for planners to find and book venues, and give the Sports Commission the integrated marketing engine required to compete with better-resourced destinations for tournaments and rights holders.