Benson and Price-Khan take MCSC's mission very seriously, but are equally serious about having fun while fulfilling it. Their mission is to establish Maricopa County as a premier national and international sports destination, and the two men already are bursting with ideas—only months into the job.
Their goals are three-pronged. “One focus is to bring sporting events to the Valley that generate a strong economic impact,” says Benson, who still maintains his sports marketing agency, SponsorIQ. “Secondly, we will help promote existing teams and sporting events here. Third, we will be launching youth sports initiatives to create more opportunities for kids to participate in sports.”
“We’re interested in bringing large scale, youth sports events here, such as amateur basketball tournaments,” says Price-Khan, who has worked at Fox Sports News and Legacy Interactive, licensing television and movie properties for the game developer. “Most high-end youth and amateur sports events come with their own infrastructure and traditions, and so these events often can operate on their own. Our role is to bring the event to the Valley.” A grant from the Arizona Sports and Tourism Authority to MCSC will fund a major effort to bring a national youth sports event to the Valley.
“We have a strong vision for what the Commission can do,” Benson says. “We want to have a greater effect on the Valley economically than the Commission has in the past. We complement the Arizona Sports and Tourism Authority. AZSTA focuses on facilities, while we concentrate on events.”
Cindy Slick, MCSC board chair and director of community development for Arizona Public Service, is concerned about confusion the public may have over the difference between AZSTA and the MCSC. “We have to make sure people understand that AZSTA helps get sports facilities built," she says, "but the Sports Commission can help find the events to bring the fans to the facilities and maximize the return on investment.”
Benson and Price-Khan don’t favor one sports facility over another for situating a sporting event that they bring to the Valley. “We’re venue-neutral,” Price-Khan says. “Where we put an event really doesn’t matter. We want to bring dollars to the Valley overall, not just to one particular venue. We function as a broker for those who hold the rights to sports events.”
“These guys have an exciting, invigorated attitude,” says Jeff Giek, MCSC board member. “They have very lofty goals and they’ll bring a lot more attention to Maricopa County.”
“I am so excited about their enthusiasm,” says Slick, referring to Benson and Price-Khan. “They’ve energized everyone on the board. We used to focus on two or three events a year, but Mike and Heath have met with the mayors of some of the outlying communities in the county with the intent of bringing many more events to the Valley.” The commission is becoming a strong economic development engine, she adds.
Benson points out that a third of MCSC’s operating budget comes from municipalities and convention and visitors bureaus. Two-thirds of the budget comes from corporate partnerships and partnerships with sports franchises and event sponsors. “We want to build value-based relationships with everyone we work with,” Benson says. “We think of ourselves as creators of entertainment properties. The core is sports, but we’d like to bring in music, too.” Price-Khan notes that he and Benson are in discussions with Phoenix Greyhound Park to bring a top-level music festival to the dog track.
Benson and Price-Khan say a name change for MCSC is likely in the near future. “We want a name that reflects recognition across the country,” Benson says. “So we’re thinking about something like Phoenix Regional or Greater Phoenix to build better brand identity.”
Giek, owner of Rhino Internet, appreciates MCSC’s new Web site (www.azsportsfan.com) as a vital communications tool. “The Web site will reinforce the range of events Mike and Heath are planning to bring to the Valley, from tournaments to cycling and skateboarding to alternative sports,” he says.

www.azsportsfan.com