MILLBROOK, Ala. (WSFA) — A recent economic impact assessment reveals that the 17 Springs sports and entertainment complex could emerge as a major economic engine for Elmore County, generating over $166 million in annual economic activity once fully developed. The analysis, carried out by the Public Affairs Research Council of Alabama (PARCA), highlights how visitor expenditures, operational demands, and a planned commercial zone called The Marketplace could collectively sustain approximately 1,400 jobs across the region.
Geofencing data used in the study suggests the venue may draw around 419,000 visitors each year, including families from Alabama and over 25 other states. Visitor spending is forecasted to contribute between $48 million and $67 million annually, depending on travel duration and accommodation choices.
Earlier this year, Phase 2 of the development launched, introducing the Fieldhouse event center, enhanced stadium facilities, and additional turf and baseball fields. This expansion enabled researchers to gather real-world attendance patterns and refine long-term economic forecasts.
The upcoming phase centers on The Marketplace, a mixed-use district set to feature dining establishments, lodging options, retail outlets, and entertainment spaces. PARCA projects this component alone could produce more than $107 million in economic output and support over 900 jobs upon full buildout.
County officials note that revenue gains from sales and lodging taxes tied to the project have already contributed to funding over $30 million in quality-of-life upgrades throughout Elmore County. These include enhancements to parks, infrastructure, and public services.
The report also identifies potential benefits beyond finances, such as improved public health outcomes through increased physical activity, greater appeal for new businesses, and long-term resilience through sports tourism—one of the fastest-growing sectors in the U.S.
Project stakeholders are expected to release further details as development progresses. WSFA 12 News will interview key figures involved in the initiative Wednesday to discuss timelines and future plans.
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New economic impact study projects major growth from 17 Springs development
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. n nThe 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. n nVisitor growth driving the economy n nAccording 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. n nVisitor spending alone could generate between $48 million and $67 million each year, depending on travel and lodging patterns. n nPhase 2 opens, phase 3 on deck n nPhase 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. n nThe 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. n nBroader impact across the county n nCounty 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. n nThe 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. n nWhat’s next? n nProject partners are expected to share additional updates as The Marketplace phase moves forward. WSFA 12 News will speak with leaders involved in the development on Wednesday to learn more about the timeline and next steps. n nNot reading this story on the WSFA News App? Get news alerts FASTER and FREE in the Apple App Store and the Google Play Store!