North Augusta is preparing to welcome one of the CSRA’s most popular, and economically significant, events back to Riverview Park.
The 2024 Nike EYBL Peach Jam Basketball Tournament kicks off on July 12. This marks the 28th year the city has hosted the tournament which began as the Peach Basket Classic in 1996.
It began as a four-day event, expanded to a weeklong tournament and this year is growing again.
“New this year is the event will last 10 days, July 12 through the 21st,” Rick Meyer, Director of Parks, Recreation and Tourism explained for ABD. “Nike is asking their players predominantly to just play one game a day. In the past, they would play twice a day and I think it’s a great concept, the thought that they’re trying to protect the health of their athletes and the wear and tear on their bodies.”
As the tournament has grown, the partnerships and economic impact have spiraled out from North Augusta and are now felt across the region.
“While you have the tournament going on here at the Riverview Park Activities Center, you have a separate Nike event for the teams that did not qualify for the Peach Jam being played at Josie High School and Westside High School. They set up four courts in the Marriott Convention Center, the Augusta Convention Center, so they’re playing all over the place.”
Nike Peach Jam is now one of the highest economic impacts each year, earning between $15 million and $20 million. That money helps government coffers, but it also beefs up the bottom line for business owners.
“North Augusta is starting to grow in the downtown area,” said Meyer. “You’ve got some new restaurants popping up, and I fully expect that they will see an impact over the next 10 days, that their sales will significantly increase. And if they do it right, those will be repeat customers going forward.”
One North Augusta business is anxious to see what impact the tournament has on its location.
Town Square Olive Oil & Wine on Georgia Avenue has been open less than a year, so this marks their first experience with Peach Jam visitors.
“We’re excited about it. We’re hoping that it’ll be fruitful. We’ll be prepared for lots of people to come through, and it’ll put some good eyes on our business,” owner, Tia Harville told ABD.
Harville is looking forward to increased foot traffic on Georgia Avenue. Being sandwiched between the Pink Dipper and Vampire Penguin, she thinks the heat wave will make her block particularly busy.
“We don’t have anything special planned, except Third Thursday falls during the Peach Jam on July 18, from five to eight. So, all the businesses down here will be open late,” she said. “We do free samples, and it is an open container during the event. So, you can get a cup of sangria and then walk around and shop and see everything.”
Meyer said preparing for the tournament each year is a major undertaking, but lessons learned along the way make it run like clockwork. He credited Former Augusta University Athletic Director, Clint Bryant’s relationship with Nike and Game Plan Sports with bringing the tournament to North Augusta.
“But what’s kept them here is professional staff and organization that we’ve been able to provide them,” he said. “Plus, the hospitality local churches, First Baptist and True North, provide them and the overall excitement that the people in the CSRA come and attend this event and produce an electric atmosphere for these players to play in.”
Meyer said collaborating with the Augusta Sports Council and Destination Augusta has ensured the tournament is successful every year.
The first games kick off at noon on July 12 at Riverview Park at 100 Riverview Park Drive off West Buena Vista in North Augusta. The championship games are on July 21 at 2:30 p.m. There are no advance ticket sales, tickets can only be purchased at the facility the day of the event.
More information is available at https://nikeeyb.com/
