How Elon University Athletics and the Town of Elon are Teaming Up for Thriving Sports-Driven Economic Growth

Elon’s Downtown Development Director, Jill Weston, is keen on strengthening the bond between the town and Elon University, particularly through its athletics. As the town’s population hovers just under 12,000, Weston recognizes that an expanding university may bring challenges like increased traffic. However, the town leadership is open to balancing growth and community needs.

Sport management professor Alex Traugutt studies college athletic finances. He points out that collaboration between the town and university isn’t well-established yet. “There’s often a gap between the community and university life,” Traugutt explains. “If the university grows too fast, it might not have the resources to support students properly, which could hurt its reputation.”

Elon Athletics operates on a budget of $33.6 million—nearly three times the town’s $11 million budget. Traugutt believes it’s vital for Elon Athletics to maintain its budget to attract competitive student-athletes. He emphasizes that college towns like Elon face unique challenges, especially during big game days when businesses find it hard to staff adequately.

Although Elon Athletics declined to comment directly, they shared a 2020 economic impact report showing they attracted nearly 119,000 fans to campus events from June 2019 to May 2020. This influx has influenced local businesses significantly. Weston notes, “All the businesses prepare for it. They’re aware of when significant events happen.”

For instance, downtown restaurant MaGerk’s Pub & Grill collaborates with Elon Athletics for events like “Elon Basketball Live,” where coaches interact with customers about upcoming games. This partnership enhances local marketing efforts.

Before formal collaborations began, Phil Smith, owner of The Oak House, hosted coaches and athletes after games. “It was a fun place for celebration after wins,” Smith reminisces. However, he notes that moving to Schar Stadium complicated these gatherings. While the pub provided a welcoming space, the longer distance from the new stadium has reduced pre- and post-game traffic.

Smith has seen the town undergo significant changes during his 16-year tenure in Elon. He observes that businesses have improved and diversified. “The changes are striking. If you were an alum from 2010, you’d hardly recognize it now,” he says.

According to tax data, Elon’s median property tax rate stands at 0.43%, considerably lower than Mebane’s 0.80%. This discrepancy highlights how Elon’s structure and financial resources can challenge growth, especially given that key entities like the university and Twin Lakes Community limit tax revenue and economic progress.

Weston emphasizes that the town operates on a smaller budget than nearby towns, limiting their ability to engage with athletics financially. However, she believes that collaboration benefits both the town and the university. A recent initiative was a social district block party, celebrating the town and school’s connection.

Elon University’s athletic department reports that nearly 86% of its budget comes from the university rather than direct revenue from sports. This reliance on institutional support showcases the unique dynamics of college towns. Traugutt adds that cutting the budget could harm recruitment efforts for student-athletes, emphasizing athletics’ role in drawing students to this small community.

Weston sees potential in the future for more growth through upcoming developments like the PARC project, which includes new housing units and facilities. “This can create excellent opportunities for collaboration between the town and athletics,” she notes. “The presence of students and athletics enriches our community.”

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