MILLBROOK, Ala. (WSFA) – A new economic analysis shows the 17 Springs sports and entertainment complex could become one of the biggest economic drivers in Elmore County, with projections reaching more than $166 million in activity each year once the full development is complete.
The study, conducted by the Public Affairs Research Council of Alabama (PARCA), outlines how visitor spending, ongoing operations, and a planned commercial district known as The Marketplace could collectively support nearly 1,400 jobs across the county.
Visitor growth driving the economy
“They’re coming from all around Alabama; about 12 states that have come here,” said Bill Meyers, vice president of operations.
According to geofencing data analyzed for the report, the complex is estimated to attract around 419,000 visitors annually, including families from across Alabama and more than two dozen other states.
Visitor spending alone could generate between $48 million and $67 million each year, depending on travel and lodging patterns.
Phase 2 opens, phase 3 on deck
Phase 2 of the project — which added the new Fieldhouse event center, upgraded stadium, and additional turf and diamond fields — opened earlier this year. That expansion allowed analysts to track early visitor trends and update long-term projections.
“We’re coming up on a year of this all being done that’s why we’re tracking the economic development and the growth and what’s happened here since we opened,” Meyers said.
The next step is The Marketplace, a commercial district planned to include restaurants, hotels, retail, and entertainment venues. PARCA’s report estimates the Marketplace alone could generate more than $107 million in economic output and support more than 900 jobs once fully built.
Broader impact across the county
“It really brings a lot of people in our community who otherwise wouldn’t be here,” Meyers said about the tourism impact.
County leaders say the growth tied to 17 Springs is already shaping other community projects. Increased sales and lodging tax revenue has helped fund more than $30 million in new quality-of-life improvements across Elmore County.
The study also notes potential public health benefits, increased business attraction, and long-term economic sustainability connected to sports tourism — one of the fastest-growing sectors nationwide.
UPDATE: Leaders discuss growing impactElmore County Leaders share their outlook for 17 Springs development’s expected economic impact
WSFA 12 News spoke with 17 Springs officials Wednesday about the economic momentum building around the complex.
“They’re coming from all around Alabama; about 12 states that have come here,” said Bill Meyers, vice president of operations, describing the visitor traffic that now fills the complex on weekends.
The influx of visitors is creating a ripple effect throughout Millbrook, with cars spilling into town and increased activity at local hotels and restaurants.
“We’re coming up on a year of this all being done that’s why we’re tracking the economic development and the growth and what’s happened here since we opened,” Meyers said.
The tourism uptick is already showing up in local spending patterns, fueling much of the growth officials are tracking.
“It really brings a lot of people in our community who otherwise wouldn’t be here,” Meyers said about the tourism impact.
Officials said the momentum from visitor activity has already helped fund more than $30 million in improvements around Elmore County.
Elmore County Leaders share their outlook for 17 Springs development’s expected economic impact
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