With hopes of cashing in on sports tourism, Seminole County commissioners took a major step this month toward building a new indoor events complex near the Orlando Sanford International Airport by agreeing to search for architectural and engineering firms.
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The proposed 178,000-square-foot facility, estimated to cost up to $175 million, is to sit on an old cow pasture and citrus grove west of East Lake Mary Boulevard and north of Moore’s Station Road.
The county’s goal is to lure indoor athletic tournaments — including for basketball, volleyball, wrestling, cheerleading and dance — into the county. Those events would draw fans, families and support staff for teams, which in turn would fill hotels, restaurants and county coffers.
Supporters add the new indoor complex would provide Seminole County Public Schools with a venue to hold graduation ceremonies. The county currently lacks a large facility for such events, and Seminole high schools regularly hold commencement ceremonies at University of Central Florida’s arena, which is in neighboring Orange County.
“We’re not competing with Walt Disney World, Sea World, Universal Studios, Islands of Adventure — go right down the list — the [Orange County] Convention Center,” Commissioner Bob Dallari said in support of the project. “But we want to grow sports tourism.”
Commissioners agreed the county will now seek bids from architectural and engineering firms. It’s not clear how much design plans would cost, but they would be part of the overall price tag. The county also will look into purchasing an adjacent five acre parcel for the parking lot.
No construction timeline was provided, including when work crews would break ground and the facility completed.
For the past decade, Seminole — which lacks the big-name theme parks that draw millions to Orange — has relied on amateur athletic tournaments to bring in visitors. The county currently markets nationally its six outdoor sports facilities, including the Boombah Sports Complex near the airport, as places to hold tournaments.
But county tourism staff and hoteliers say the number of visitors has grown stagnant in recent years, and a new indoor complex would expand the number of tournament offerings.
“The hospitality industry has long recognized the limitations posed by the current lack of an indoor facility,” said Melanie Anesh, of the Central Florida Hotel and Lodging Association.
In February, county officials projected tourist tax revenues would drop by $200,000 this year after its hotel occupancy rate dipped slightly to about 70% in 2025.
According to preliminary plans, the complex would feature 12 basketball courts, including a championship court, that could be converted into 22 courts for volleyball and other events.
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Plans show the facility could accommodate up to 7,500 guests for graduation ceremonies. It also would include a cafe and restaurant, several multi-purpose rooms, and a mezzanine that could serve as a walking track. Outside, plans show 25 sandy courts for beach volleyball, a sport gaining in popularity.
“The idea of having a dual event that has both indoor and outdoor beach volleyball would be a huge game changer in this particular market,” said Rick Durr, Seminole’s director of parks and recreation.
The size and layout of the facility “are flexible” and could change, officials said.
“This is still a concept drawing,” Durr said.
County estimates show in its first year, the indoor complex would host 32 tournaments over 67 days. That is projected to grow to 63 tournaments over 126 days in a decade.
Beach volleyball matches would draw a total of 18,000 attendees in its first year, and 40,500 attendees after a decade, according to county projections.
The indoor facility is projected to bring in just over $1.6 million in its first year, an income loss of $225,000, according to a county consultant’s report. But by the fourth year, it would earn nearly $2 million, an income gain of $34,000.
Of the estimated $175 million cost, $65 million — about 37% — would be paid for with revenue from the county’s new tourism improvement district fee and tourist development tax. The remaining $110 million would come from the county’s penny sales tax, which is an additional 1% tacked on by the county to the state’s 6% sales tax.
The new tourism improvement district fee was set up last year by commissioners to help pay for the facility. It allows hotels with at least 60 rooms to charge a $1.75 per-night fee in addition to the county’s 5% hotel bed tax.
For additional revenue, county officials proposed charging $5 for parking and giving a private entity naming rights for $100,000 a year.
County officials acknowledged that if those revenue sources fell short of paying the complex’ debt for the complex, Seminole may have to turn to property taxes.
“I do support the project, but the revenue that’s being generated into these funds has to come back to support the debt service,” Commission Chair Andria Herr said.
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