Macon-Bibb generated $17.9 million in sports tourism economic impact in 2025, with Rhythm and Rally tournaments supporting nearly a quarter of that figure.
MACON, Ga. — Sports tourism pumped $17.9 million into the Macon-Bibb economy in 2025, and one facility inside a repurposed mall anchor store is responsible for nearly a quarter of that impact.
Rhythm and Rally, the world’s largest indoor pickleball facility located inside Eisenhower Crossing Mall, accounted for roughly $4 million of that figure, about 20%, according to Visit Macon figures.
Aaron Buzza, Senior Vice President and Chief Operating Officer of Visit Macon, said the numbers reflect a deliberate effort to bring tournament organizers to Middle Georgia.
“We have a really awesome sales team who has been very aggressive in working with sporting events and bringing Macon to the forefront with planners of all sorts — everything from pickleball to wrestling to basketball to baseball and softball and everything in between,” Buzza said.
Rhythm and Rally hosted several major events in 2025, drawing more than 5,000 players and generating an estimated $4.1 million in local economic activity. Tournaments at the facility have ranged from 100 to 1,200 players, with visitors traveling from 49 states.
John Roberts, general manager of Rhythm and Rally, said the milestone validates what city leaders bet on two and a half years ago.
“The last two and a half years have really been an exercise in proving that the city leadership’s gambit that pickleball was more than a fad — that it was actually part of the fabric of the Middle Georgia community — is paying off,” Roberts said.
The facility, which opened Jan. 1, 2024, now boasts nearly 800 monthly members and is on pace to host 15 tournaments in 2026. The Professional Pickleball Association is scheduled to make its first ever stop at Rhythm and Rally in July.
Roberts said the impact of those tournaments reaches well beyond the courts.
“We need to be a light — a fire — something that radiates out from this space so that we’re adding to the growth and revitalization of not only the Macon Mall but the entire Eisenhower business corridor,” Roberts said.
Buzza echoed that sentiment.
“They’re gonna have an opportunity to explore those communities — get into downtown, explore North Macon, and check out all of the great things that we have to offer,” Buzza said.
Looking ahead, Visit Macon is eyeing the FIFA World Cup, which is set to bring matches to Atlanta this summer, as an opportunity to attract international visitors to Macon. Buzza said the organization will have a presence at the Georgia World Congress Center during the tournament, actively inviting fans to make the trip south.
“Building on what was learned from the 1996 Olympics, we’re making a very proactive effort to invite visitors from all over the world to come to Macon,” Buzza said.
Buzza also said the city is expanding its sports tourism portfolio beyond pickleball, pointing to improvements at Carolyn Crayton Park to build back into baseball and softball, as well as events like an upcoming bodybuilding competition in July.
For Roberts, however, the most meaningful measure of success goes beyond economic impact.
“People are hungry for a third place — that other place you can go besides home and work. And if Rhythm and Rally can be part of that for the community here, that improves the health and well-being of Middle Georgia as a whole,” Roberts said.
Rhythm and Rally is also expected to add food and beverage operations inside the facility later this year, giving players another place to gather before and after matches.