Alachua County has received a Silver Flagler Award from VISIT FLORIDA for its work in supporting and promoting the 2025 World Masters Athletics Indoor Championships (WMACi25), which brought athletes and visitors from around the world to the county.
The event was built on the county’s significant investment in the Alachua County Sports & Events Center and continued public investment to attract and host major events. The award was presented yesterday in the Special Event category during VISIT FLORIDA’s annual Florida Governor’s Conference on Tourism in West Palm Beach.
Now in its 26th year, the Flagler Awards recognize outstanding tourism initiatives throughout Florida. This year, nearly 300 entries were submitted and evaluated by an independent panel of 14 judges, who evaluated entries based on creativity, innovation, production quality, and effectiveness, with only the top three entries in each category receiving a Bronze, Silver or Henry Award.
The award recognizes the tourism and economic impact of WMACi25, which attracted 5,132 participants and 17,433 visitors. A visitor survey and economic impact assessment conducted in partnership with the University of Florida’s Eric Friedheim Tourism Institute and Economic Impact Analysis Program found that visitors spent $10.66 million in Alachua County and another $5.03 million elsewhere in Florida. The event generated an estimated $24.28 million in economic output, $14.90 million in value added, $8.39 million in labor income, supported 204 jobs and $4.13 million in tax revenue.
“This award reflects what can happen when a community makes strategic investments and works together to attract and successfully deliver events of this scale,” said Alachua County Manager Michele Lieberman. “The Board of County Commissioners invests in facilities and infrastructure that allow us to compete for major events, bringing visitors and economic activity to our community while supporting local businesses and jobs. The 2025 World Masters was an extraordinary event, and it is one of many national and international championships we are able to host because of these investments, with more national championships and world-level competitions on the horizon.”
The championships were anchored by the Alachua County Sports & Events Center, a county investment supported through Tourist Development Tax revenue paid by visitors staying in local accommodations, not local residents. That visitor-generated investment helped create the facility, which now provides a world-class venue for events that bring visitors, economic activity and new opportunities to the community and local residents.
“The Silver Flagler is a meaningful recognition, particularly given the competitiveness of the awards,” said Jessica Hurov, director of Alachua County Tourism and Economic Development. “Being selected as one of the top three entries in our category among nearly 300 statewide entries recognizes both the quality of the work and the broader impact of WMACi25. We welcomed athletes from around the world, generated over $10 million in local spending and showed that Alachua County is well qualified to host a world championship on a global stage.”
Alachua County will welcome the World Masters Athletics community back to Alachua County in March 2027 when it hosts the World Masters Athletics Indoor Championships at the Alachua County Sports & Events Center and West End Park.
“We look forward to welcoming the world back to Alachua County in March 2027,” Alachua County Sports and Events Manager Stephen Rodriguez said. “WMACi25 created lasting relationships and introduced visitors from around the world to our community. We are excited to build on that success and welcome athletes, families, officials and spectators back to Alachua County.”
For more information, contact Alachua County Tourism and Economic Development Director Jessica Hurov at 352-374-5260 or jhurov@alachuacounty.gov.
