Charlotte’s bid to host the CIAA Tournament again raises questions about culture, branding, and who controls the economic upside.
By Jack Beckett | Senior Writer, Charlotte Mercury
Sponsored by Glory Days Apparel – “Charlotte’s Premier Nostalgia Brand”
Charlotte City Council wants the CIAA Tournament back.
The discussion during the March 24 business meeting outlined the city’s formal bid to host the Central Intercollegiate Athletic Association Basketball Tournament for 2028 through 2030.
Steve Bagwell, CEO of the Charlotte Regional Visitors Authority (CRVA), presented the plan. He was joined by Mike Butts of Visit Charlotte.
The strategy includes discounted hotel rates, Spectrum Center as a full-week host venue, a scholarship fundraising goal of $1.5 million, and support from state and private partners.
“The high watermark for the event, $57.4 million in economic impact in 2016,” Bagwell told council. “In 2019… $43.7 million in economic impact.” He contrasted that with Baltimore’s 2024 figure of $32.5 million.
Charlotte, Bagwell said, is geographically positioned with eight of the 13 CIAA member schools in North and South Carolina, which helps with attendance.
But the Council’s questions made clear: this bid is not just about room nights or dollar signs.
“A Tournament for Scholarships”
Council Member LaWana Mayfield focused her comments on the event’s cultural and financial integrity.
“This is a tournament for scholarships for our young people,” she said. “There is a lot of money that are made over that week with outside promoters.”
She asked the CRVA and city leadership to consider placing requirements on promoters and venue owners profiting during CIAA week.
“If you’re going to come into our city and make money a day leap out, this is how you gonna need to benefit,” she said. “If we can have the ability… that here is what your commitment is gonna be… that a percentage on the front end… is going directly towards the tournament.”
Bagwell responded, “I’ve got that noted… I don’t believe we’ve ever had a commission go back to an entity like that, but I’ve got that noted as something to look into.”
Mayfield replied: “Like you said, we’re a brand new city. In 2025 and beyond, so let’s be creative on the front end… that would help us to do more to help our young people to be able to achieve their academic goals.”
“We Are Not a Tribunal”
Public safety was raised by Council Member Ed Driggs, who supported the bid in principle but emphasized risk management.
“There has been another element,” Driggs said. “This has become a destination during the tournament—people not attending—and there have been incidents which I think concern the public.”
“I want to reiterate what I said last time,” he added. “We would set a bad precedent if we depart from our normal procedure for things like this… We are not a tribunal.”
Council Member Malcolm Graham offered a counterbalance.
“One of the most important things that the CIAA really wants the city out with is their branding infringement and marketing,” Graham said. “A lot of the incident that Ed referred to had nothing to do with the conference at all.”
He emphasized that CIAA did not sanction those events and wants more control over how its name is used. “They were just as upset about what happened as we were,” he said.
Council Member Dante Anderson echoed the branding concern.
“There are other festivals… that sometimes have trouble with that. I’m thinking of Essence Fest in New Orleans,” she said. “They really leaned into some protocol… and that’s a level of importance as we’ve had these conversations.”
Spectrum or Bust
The centerpiece of the bid is Spectrum Center. The league wants the full week of tournament games and events in the same venue, not split between uptown and Bojangles Coliseum as in previous years.
“We are working with the Hornets on that,” Bagwell said. “They are open-minded about this.”
Bagwell added that the city is exploring state funding from the North Carolina Major Events Fund. That money could help cover venue expenses and offset CRVA’s planned $1 million investment.
Council Member James Mitchell said: “I presented to everyone a facility counter timeline. We had Spectrum from 2007 all the way up to 2017… The reason why we left Spectrum, there was a little event called the NBA All-Star Game.”
Unanswered Questions on Public Costs
Council pressed Bagwell on financial specifics.
Driggs asked directly: “What public funds are we talking about of any description that are likely to be committed by us?”
Bagwell replied that no public subsidies were planned. “There are three funding sources: the CRVA… the corporate, private fundraising effort… and potentially, if we can receive funds from the major events fund at the state level.”
Butts confirmed that hotels, not the city, would absorb the lower rates. “The hotels pay a rebate to the housing company and to CIAA to help offset some of those costs,” he said.
Fan rate expectations:
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Teams: $125
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Staff: $200
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Fans: $225
Bagwell added: “These rates are in the range that they paid when they were here before.”
The Stakes for Charlotte
Council Member Marjorie Molina said, “The potential for it to come home is exciting,” but added that CIAA’s return must also reflect updated priorities.
Council Member Renee Johnson emphasized enforcement and data. “We do have the PEC coming on board… but I want to hear from CMPD what measures they will take.”
Mayor Vi Lyles closed the discussion with a call for transparency. “We were in DC doing delegation stuff… and we were talking about the CIAA, but the council didn’t really have a chance to talk about CIAA,” she said. “You have made that possible tonight.”
Commentary: The Soul vs. the Suite
The March 25 conversation revealed a split—not just about logistics, but ownership.
Council wants Charlotte to be competitive. But some members are clearly asking: competitive for whom?
Mayfield, Graham, and Anderson spoke to something more than hotel block negotiations. They asked whether the events that built CIAA’s spirit in Charlotte—step shows, alumni meetups, unsanctioned day parties—would be welcomed back or pushed out.
As Graham noted, “This just happens to be basketball.”
The soul of the week has always existed outside the arena. Bringing CIAA back means deciding whether that soul still has a place.
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