Thu, March 28, 2024

Nike Peach Jam delivers a slam dunk for CSRA economy

On both sides of the river, folks are pumped up like the Nike basketballs being used at their Elite Youth Basketball League tournament. Pride is at stake for the players and parents. Finding hot prospects to recruit is the goal for coaches visiting from almost every major university across the country, from Duke to UCLA. For area businesses, the tournament delivers a major economic boost.

“Last year because of Covid, the only spectators attending were parents and coaches,” said Rick Meyer, Director of Parks, Recreation, and Tourism for North Augusta. “This year with the return of crowds, gate receipts are up and so are a concession and merchandise sales. It helps significantly.”

For 26 years, North Augusta has played host to the national tournament which now brings in around 5,000 visitors who are sleeping, eating, and shopping across the CSRA.

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“Yes, there will be champion teams come Sunday for the finals, but the real winner is the economy from Augusta to Aiken and everywhere in between,” Meyer added.

The Augusta Sports Council did some pre-tourney number crunching and estimates between $12 to $14 million will dribble into local economies through the course of the week.

The Riverview Park Activities Center in North Augusta is ready for its annual national event, the Nike Peach Jam.

North Augusta Chamber of Commerce President/CEO, Terra Carroll is seeing an uptick in visitor numbers.

“In the first couple of days most of the players and parents were focused on the business at hand, but now I see them walking from the Riverview Park Activities Center towards downtown,” she said. “Likewise, most of the coaches arrived yesterday and they’re checking into the Crowne Plaza and checking out restaurants and shops and playing some of our golf courses.”

Both Meyer and Carroll are grateful for the opportunity to host the longest-running event of its kind in the country. As Meyer pointed out, “We have never had a contract with Nike for this tournament but thanks to hundreds of volunteers and our community who serve up some world-class hospitality, they keep coming back.”

Like some of the Peach Jam Alumni, including Andrew Wiggins, now with the NBA Champion Golden State Warriors, and Jabari Parker, who played in this year’s playoffs with the Boston Celtics, this year’s Peach Jam is sure to produce some future stars.

The Peach Jam is the final event and the championship round of the Elite Youth Basketball League tournament. Previous rounds were played in Orlando, Fla., Indianapolis, Kansas City, Mo., and Louisville, Ky.

Right now, North Augusta and the entire CSRA are in the winner’s circle, and you can take that to the bank.

Editor’s Note:
Mitzi Oxford is a veteran broadcaster and features writer who also worked at the same television station in Columbus, Georgia as Augusta’s Brad Means! 

If you have a South Carolina story idea for Mitzi, please email her at mitzioxfordcreative@gmail.com.

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