Sports events are important tools in the marketing of destinations. Events attract outsiders who provide economic impact. They also attract media attention that allows for a place to be seen in a favorable light as well as help position a city as a tourist destination for the event and in the succeeding years.

The purpose of this case study is to provide information and examples of cooperative marketing efforts by various destination marketing stakeholders within a community, based upon the development of an American college football bowl game. Included will be a brief discussion of the creation of the game as a place marketing tool, development of outside activities that are designed to add to the value perceived by visitors, and techniques used to encourage involvement by the various stakeholders in the local hospitality industry.