Event Management Final

Ticket Collection and VIP Needs

-Although it seems simple, if it is not planned out, collecting tickets and moving customers into the facility can be problematic -Technology is increasing the efficiency of event operations through specialized software and applications that assist in ticketing operations. -VIPs may have higher expectations for their experience, and not meeting these needs can be disastrous -Ensure that every benefit promised has been delivered, and be prepared to deliver additional service above and beyond what is promised

Managing Staff

-Arrival and check-in: Staff should be scheduled to allow plenty of time for them to receive duties and prepare for work. -Staff briefing: Review organizational or operational issues. Also address event considerations, facility considerations, and chain of command -Responsibility overview: Specific duties and exceptions should be reviewed -Breaks and rotations: Communicate the break schedule -Problem resolution: Staff should be briefed on typical problems they may encounter and how to deal with them. -Positional assignments: Find the ideal person for a specific job. -Postevent debriefing and staff evaluation: Review the event and evaluate.

Award Ceremony

-Award ceremonies are usually celebrated at the conclusion of an event -They could be postgame ceremonies or ceremonies incorporated into a more formal event held at a hotel or other venue which include dinner, entertainment, and plaques, trophies, scholarships, gifts, or cash awards for honorees

Weather

-Cancellation insurance can ultimately save an event from bankruptcy before it has a chance to happen -Cancellations can occur because of weather, power outages, flu outbreaks, and other forseen circumstances

Assess and Classify

-Documentation of previous incidents is a resource when assessing issues and attempting to classify them. -Treat and manage -Retain, reduce, avoid & transfer -Generating Standard Operating Procedures (SOPs)

Facilities

-During the bidding process, the event manager may be required to interact with the facility manager of the sport venue regarding the necessary facility requirements and specifications for the event. -Most likely the event planner will have one primary contact for each sport venue, but there are cases where the event planner with have to work with multiple people. -One key issue for event managers is determining the physical requirements should be in the request for proposal (RFP) submitted to the sport venue before or during the initial site visit

Developing the Plan (DIM)

-During this stage, attempts to determine the potential risks that could be associated with an event are expressed. You can collect this information in a variety of ways, including talking to fans and walking throughout the venue. -Once the risks are identified, they must be classified. Classification of potential risks placed them in a hierarchical order that provides understanding of the frequency and seriousness of the risks

Equipment and Supervision

-Equipment is essential in sport for protection of the participants -Safety inspections need to be performed regularly to ensure the equipment is maintained and in working order

Registration and Ticket Sales

-Events catering to active participants are more likely to have some type of registration process in comparison to a regular-season contest attracting passive spectators -Sport fans have a variety of choice in terms of tickets: general admission, reserved, box seating, club seats, and luxury suites. -Take time to research the various options for the types of tickets that will be used to sell the event.

Transportation

-Events that involve moving guests from one location to another can be a challenge and may require various modes of transportation: planes, automobiles, boats, and trains -There can be hidden transportation costs that are absorbed during the event -One key factor that transportation is often the first point of contract with the event for many attendees

Event Flow and Alternative Plans

-Flow of activities, vehicles, spectators, participants, officials, and materials around the site are logistical concerns. -A contingency plan should be in place to deal with anything that could disrupt the event or harm of people. -Things can go wrong at any point. Swiftly assess the situation and be flexible to implement alternative plans.

Maintaining Crowd Control

-Good crowd planning and management improves the public's enjoyment of events and encourages attendance. -It also reduces crowd-related accidents, associated liability claims, and the possibility of more serious incidents. -Crowd management is the measure taken to facilitate movement and the enjoyment of people

Providing Exceptional Customer Service and Spectator Evaluation

-Good customer service increases positive word of mouth and can distinguish your event from the competition -Management must understand customers' needs and expectations, make meeting those needs a priority and demonstrate a commitment to providing good service. -Newer technologies assist in providing a high level of customer service with applications designed to provide information through PDAs, expedite concessions and merchandise purchases, and collect spectator feedback

Customer Service

-Higher quality service procedures more satisfied customers who return to the event, in subsequent years. -The service experience for the active participant beings the minute they depart from home and lasts until they arrive back home. -During planning stages, consider possible areas where the event process may suffer a service failure. -Customer service must be a primary initiative of everyone involved in planning a sport event -Communicate expectations of what constitutes quality service to everyone involved in the planning process

Lines of Communication

-Information flow may be one of the most important factors in managing the day of the event. -A communication plan maximizes the efficiency with which people communicate while minimizing unnecessary clutter. -Each unit needs to plan how they will communicate within their unit and between units. -Management and staff need to understand what needs to be communicated, who needs to be informed and by what means they should be informed.

Seating

-Many stadiums have been built in the past decade. Seating is an important factor in these new stadiums, providing fans with chair backs, wider seats, and drink holders. -There are also many seating options for luxury and club seating with upscale amenities such as bars, private restrooms, and TVs. - The Americans with Disabilities Act requires new stadiums to be accessible to people with disabilities so they, their families, and their friends can enjoy equal access to entertainment, reaction and leisure

Threats to Events

-Medical Attention -Heat-Related Illnesses -Lightning Safety -Bloodborne Pathogens -Equipment and Supervision

Signage and Communication

-Proper signage at entry points reduces back-ups at ticket lines, directs spectators to the correct entry points, and reduces spectator confusion -Informed spectators are more likely to enjoy their experiences and less likely to encounter frustrations -Plans must be developed for how organizers can communicate with spectators during a crisis or emergency

Budget Components

-Revenues present money coming into the event or organization through an exchange of money for goods or services -Expenses represent money flowing out of the event or organization and are the costs associated with generating revenues -Net income or loss represents the difference between revenues and expenses. Net income occurs when revenues *exceed* expenses, and net loss occurs when revenues do not cover the incurred expenses

Sound

-Some sounds can be controlled by the facility manager, but others cannot -Often times in sports, music is used by marketers to enhance the atmosphere of the stadium or arena excite the crowd. -Meeting with facility managers during the initial planning stages for the event and provide details concerning needs for each facility space.

Unique Aspects of Sport Event Marketing

-Sport Events share many of the same characteristics of services in that they are perishable (once they're over, they're over) and simultaneously produced and consumed -Consumers of sport events tend to be more highly identified with the product. Similarly, event participants may also be highly identified with the sport in which they participate -the cost of attending an event is often much greater than just the ticket prices -sport is social in that most consumers prefer to attend or participate with other consumers

Employment

-Staffing of events is key to providing a safe environment -Hiring adequate supervision and a trained and competent staff protects the event and facility managers. -employers must comply with federal laws -for the most part, sport organizations rely on volunteers -select the most qualified volunteers because the success of the event largely falls on their shoulders

Controlling Cost

-Take advantage of cost procedures by finding low-cost goods and services through auctions, bids, or negotiations -Updating the spreadsheet throughout the event allows for tracking revenues and expenses in real time. This shows where costs overruns exist -Limits who makes decisions on spending -Implement a system of check and balances -Use a petty cash fun to make small purchases

Hotels

-The merger of sport and tourism is a considerable factory in the industry. As more events travel between destination, participants and spectators follow along and need a place to stay. -Negotiating hotel contracts and room blocks is an important duty for sport event planners during site selection -One of the toughest challenges is estimating the number of hotel rooms required for an event

Restrooms and Traffic Flow

-The number of restrooms and hand washing stations required for an event will vary according to local and state sanitary codes based on attendance levels. Additional portable restrooms may be required. -Traffic flow can be seen from 2 standpoints 1. As attendees enter the event in passenger cars, how will traffic flow in and out of the sport venue 2. How will you set up the sport venue or points of purchase within the venue for the flow of spectators or participants? -signage is an important safety tool and should be readily visible and legible

Event Promotion

-To be successful, an event promotion plan should communicate effectively with various targets through multiple methods. -Event marketers need to set objectives and statements about what they want to accomplish through the promotional program. -Event marketers need to have a message and choose what communication tools to use to get the message out: --what advertising is a paid, clearly sponsored message --publicity is media exposure that is not paid -Sales promotion involves a variety of techniques such as discounts, special offers, coupons,, samples, premiums, contests, and sweepstakes -Direct sales techniques most often include personal selling, direct mail or email, and telemarketing -Word of mouth involves activities that generate communications with hard-to-reach or hard-to-influence consumers -Social media can provide instant communication before, during and after events. The communication is more user-driven and community oriented.

Sponsorship Benefits

-When approaching potential sponsors, they will likely ask what's in it for them. -Take an inventory of all assets before moving forward: merchandise, audience, signage -Familiarize yourself with the benefits for each potential sponsor -Success is based on two principles: 1. understanding your product 2. understanding your audience

Preliminary budget

-constructed in the earliest phase of the event -reflects information that was gathered on projected revenues and expenses -is a work in progress because event organizers continue to gather information and modify the event budget over time

Insurance

-these needs are determined by the type and location of your event -liability insurance is necessary no matter what because a facility owner will require you to purchase it to protect their interest in your event

The relationships in event triangle are described in 3 parts

1. The event provides the opportunity to attract fans and provide exposure to potential sponsors 2. Fans seek entertainment from the event and are exposed to the various promotional activities during an event 3. Sponsors exploit the opportunity to leverage fans through borrowed equity (i.e. the use of a sporting event to a market)

5 stages of the budgeting process

1. gather information 2. forecast sales 3. project profits and losses 4. compare industry norms 5. determine capital needs

Naming Rights

3 distinct naming rights options: 1. Rights to a legacy gift, such as the many buildings that have the name, Rockefeller and Kennedy 2. Rights for a title sponsor of an event 3. Rights for a long-term partnership

Sponsorship Components

3 step process: *identifying (researching), securing (selling), and maintaining (servicing)* -these components allow the sales team to provide companies with various opportunities to be associated with the event Sponsors can either provide in-kind donations or monetary support -In-kind sponsorships are nonmonetary partnerships that provide a service or product in return for association with the event -monetary involvement is the exchange of cash for the right to associate with the event

Debriefing

A debriefing with the most important stakeholders involved in planning the event is an important opportunity for event planners to gain feedback about the event. -Event planners may ask various stakeholders to complete a report that highlights findings from the event and provides recommendations for improving future events -Event planners can also use a survey during this phase

Revenues

A determinant in the event's potential financial success - Several forms: tickets, registrations, memberships, sponsorships, merchandising, licensing, food and beverage sales, souvenir program sales, corporate hospitality, and media rights for television, terrestrial radio, satellite radio and internet

Identify

A legal audit allows the identification of deficiencies that need to be addressed or corrected during the planning process.

What is Risk Management

A process for managing the risks that you can identify and insuring those you can't manage -There are many definitions but nearly all suggest it is necessary to aggressively identify potential hazards. To spectators, the processes of forming a risk management plan is often invisible, but that does not make it any less important

Promotional Tools

A promotion plan embodies promotional goals, strategies, and tactics and the budget and evaluation process defined in your planning stage -Price promotion includes things such as discounts and coupons -value-added enticements include premium giveaways. Minor league baseball relies heavily on these -Sponsor activation is most visible in NASCAR. It can be seen before, during, and after the event, making NASCAR fans more likely to be loyal purchasers of products

Event Timeline

A sequential listing of all the tasks associated with the event. It is divided into phases. -*Event Research:* Gather data that will assist with the planning of the event -*Event Planning:* Start with a meeting of all key stakeholders -*Event Coordination:* Synchronize and integrate activities, responsibilities, and organizational structures to ensure that organizational resources are used efficiently -*Event Evaluation:* Prepare and distribute surveys and questionnaires and collect, tabulate, and analyze the data

Spreadsheets

A vital tool for the development and management of event budgets - they can be used to examine historical data, looking for trends in the numbers from one event to the next -spreadsheets can track the actual expenses, comparing them to estimates and determining where variances exist and why

Evaluating Your Success

Action like purchasing tickets, apparel, or other sport products are the most tangible form of feedback Intangible forms of feedback like attitudinal change and nonverbal cues are just as important Along the way, you will pick up new fans and retain old ones. The goal will now be to retain new fans. -the most important thing is to keep lines of communication open. -constant communication and transparency are critical

Implementation Strategies (Activation)

Activation of sponsorship relates to the process of actively marketing and managing the sponsors partnership with an event -activation aligns with advertising but is more than a mere logo on a sign at an event. Activation refers to stimulation, stimulation translates into action, and action is what the sponsor desires.

Cleanup and Breakdown

After every event, there is some cleanup to restore the facility to working order. -If a vendor is allowed to operate in the sport facility, standards of cleanliness should be set and clearly communicated along with a deposit in the event you need to pay a third party to clean the area. -During breakdown, rental equipment will need to be delivered to a rental agency -The setup and breakdown portion of any event can be chaotic, and valuable items are susceptible to theft or loss

Barter

Also known as partnership; it involves a split in advertising revenues between event property and broadcaster

Crowd Management Plan

An effective plan addresses these issues: - Number of people at the venue - Behavior of spectators - Layout of the facility - Managing the movement and activities of guests - Assisting in emergencies - Assisting guests with specific concerns related to their visit to the facility

Managing Participants

Arrival of participants -The first opportunity to create an impression, positive or negative, of the event. Greet participants as they arrive. Logistics of participant area -Depending on event, participants have varying needs: locker and shower facilities, meeting rooms, hospitality, equipment storage, and warm-up areas. Communication with participants -Keep coaches and participants up to date Participant liaisons -Communication tools are integral to the satisfaction of participants. Be prepared to answer questions. Officials -The needs of these people should be considered in order to create a memorable experience for all involved. Locker facilities -Typical changing room includes lockers and showers, but many participants may require additional amenities. Participant departure -Have plans for exits, transportation, and safety. This includes participants' equipment. Participant evaluation of event -a participant's final evaluation of the event is often the determining factor about whether they intend to participate in future events. -Create a postevent participant survey to collect ideas about how the event can be improved. This will help planners evaluate how participants will respond to proposed changes to an event

Rights fee

Broadcasters pay for rights to broadcast an event or its associated content

Budget as an Evaluation Tool

Budgets need to be updated each time you receive new costs or make adjustments or changes -Look at the return on investment, which compares the cost of the event to usefulness (value) measured in monetary benefits. -Return on event is used to identify the percentage of earnings returned to an event organization sponsoring the event based on marketing efforts. -Successful budgeting is dependent on the amount of detail put into the budget

Reporting

Building a positive relationship requires an investment of time & energy. Repairing a severed relationship will require more.

Postevent Promotions

By reaching out to user groups through post-event promotions, the event planner stays in touch with the primary consumers of the event. -Promotions can take many forms: newsletters, follow-ups on contests or sweepstakes, posting of photos and videos -Aftermarketing is the process of providing continuing satisfaction and reinforcement to individuals who are past or current customers, which helps to create lasting relationships

Pay-per-view

Cable or satellite TV providers offer the event and viewers pay provider a fee for right to access event

Evaluating Sponsorships

Can be accomplished in various ways such as on-site distribution of products; website traffic before, during and after event; and tracking increase in sales after activation -at the close of the event, generate a report that encompasses the various components of each sponsor's package to distribute them -this should contain samples of all material that used the sponsor's material sponsors have expectation that they can quantify through data gatherings that will allow them to determine if their investment was profitable

Cash Flow and Cash Management

Cash flow and cash management address the timing of revenues and expenses -*expenses* might be incurred *before* receiving adequate revenues to cover them. - providing evidence of a clear budget, costs controls, or previous event and organizational financial statements may help in the effort to secure funds if you can show a clear connection between expenditures and subsequent revenue opportunities

Event Media Promotion and Relations

Communicating the information about the event to the target market will provide them with the necessary information to make an informed decision to attend and participate in the impending event -media promotion is the concept of integrating the various communication strategies to convey the organization's message -media relations is the give-and-take relationship that must be groomed and nurtured by the sport organization in an effort to maintain a position with the media outlet who in turn promotes and broadcasts the sporting events

The Marketing Mix

Consists of elements related to the sport four Ps

Communicate (event day)

Coordinate with multiple staff to ensure everyone knows what is happening and when things need to happen.

Two of the most popular concepts of activation

Cross-promotion: an example is Dodgers Pride Night tickets on sale at LA Kings Game Cause-related sponsors: Bring together not-for-profit and for-profit entities who share a mutually beneficial goal in an effort to increase attention and facilitate action.

Key Terms of Crowd Management

Crowd Expectations -Patrons expected the environment they are entering has been prepared for the event and is safe & secure Crowd Dynamics & Demographics -each crowd has unique qualities. Demographic plays a role in dynamics. Movement Theory -how people move in and around a facility relates to pedestrian traffic -movement theory takes into account the speed at which a crowd moves multiplied by density and width of crowd, which indicates flow Evacuation Procedures -max exodus of crowd requires that adequate exists be available, unlocked, and ready to use. Fan Education & Alcohol Policy -If the venue decides to sell alcohol, an alcohol policy must be in place. Training -Properly trained staff is the first & most important ingredient in a CMP Crowd Control -Relates to the actions that are implemented once a crowd begins to act in a way that was not planned. Signage -adequate signage in and outside the facility is important for crowd control -two typical signs are *directional* and *informational signs*

Securing Postevent Media Coverage

Depending on the type and impact of the event, securing some form of postevent media coverage may or may not be necessary. -Media relations programs maximize favorable publicity and minimize unfavorable publicity for the sport organization. -Postevent media coverage often takes the form of a quick interview of players and coaches

Plan (event day)

Detailed plans of action need to be in place to address how everything will be accomplished throughout the day

DIM Process

Develop, Implement, Manage

Working with Vendors

Developing strong relationships with vendors is a factor in event management. Continually work to cultivate the relationship with vendors. -Visiting outside vendors can reduce but not totally eliminate an organization's legal responsibilities -Event planners should be careful when selecting vendors because the reputation of the event will be affected by the products and services provided by the vendor

Staff Evaluations

Evaluating the staff maintains control over the success of the event and is helpful for professional development. -Benchmarking is a search for the best practices that will lead to exceptional performance through implementation of practices. -Use management by wandering around (MBWA). This is the business of staying in touch. -Event managers should be critically involved in the operations of the event. -Another way to evaluate the staff is to send out surveys to the consumer.

Liquor

Event managers face the difficult decision of whether to serve alcohol -Alcohol is a great source of revenue, but if you serve alcohol you incur risks - Develop a comprehensive alcohol management plan that is part of your overall risk management plan

Syndication

Event organizers can sell media rights to have their events broadcast simultaneously on multiple television and radio stations.

Expenses

Event organizers need to incur expenses in order to put on the event. It takes money to make money. - carefully track expenses to ensure the revenues generated lead to a more financially successful and viable event -expenses typically are either *variable costs* (costs that vary or change) or *fixed costs* (costs that remain the same despite the organization's activities)

Time Buy

Event property buys air time and broadcasts the event itself

Attracting Spectators

Find out what the consumers want from the event. Sporting events have many features, benefits, and attributes, but only a few are important to the consumer. -the event marketers task is to identify what aspects of an event are relevant to consumers, highlight the appealing aspects, and illustrate how this product is different than other entertainment options -identify what it is about the respective sport that motivates consumers to watch and attend

Problem Resolution

Five-point method for dealing with upset customers: 1. Listen 2. Apologize 3. Empathize 4. Explain 5. Act It may be necessary to compensate spectators with a gift or discount

Food and Beverage

Food and beverage operations at an event are vital. Considerations for event planners: - Providing meals for participants: many sporting events have meal functions for the participants, which may take place at the host hotel or sport venue. -Concession operations will vary based on the type of event being planned. Another important aspect of concession operations is determining whether the venue will serve alcohol -Hospitality: This involves the relationship between a host and a guest. Many venues now sell hospitality suites as part of their luxury ticketing inventory.

Attendance as an Evaluation Tool

For a single event, compare attendance year to year. Multiple events can be compared to another. -Two ways to count attendance at a sport event: paid attendance and turnstile counts. This is how many people bought tickets vs. how many people actually came to the event. -Control the announcement of the attendance. -There is no industry standard for the correct way to count the attendance. -Somple calculating attendance without taking into account other relevant factors can be misleading when evaluating.

Symbiotic Relationship

For event managers, the symbiotic relationship between the media and an institution is critical to the success of the event -the media needs you just as much as you need them -the media needs content to fill the pages -be diligent in distributing information in a timely manner, respecting the media's deadlines

The Budgeting Process

Good budgeting requires managers to project all potential revenues and anticipate relevant expenses, and the budgeting process requires significant information gathering and planning

Measuring Economic Impact

Have a keen understanding of economic impact due to its political nature. -Economic impact is widely used to sell key stakeholders on bidding on and hosting an event their region due to the positive impact the event will have economically. -The total estimated economic impact of a sporting event is composed of the direct, induced, indirect, and implicit benefits that are calculated.

Heat-Related Illness (threats)

Heat is the most common weather-related killer. Someone from event management should be responsible for checking the extended forecast. Lightning safety -Consult the various organizations that address lightning

Managing Sponsors

Hospitality -exceed expectations. Catering facilities and special functions should provide a unique experience. Signage -the manager needs to choose the best possible location of signage Public address announcements -this is a good way to acknowledge and thank sponsors Promotions -Timing and execution ensure all activities meet sponsors' expectations. Sponsor liaisons -One person from the organization should be the sponsor liaison, who serves as the sponsor's primary contact Deliverables -Events should develop a fulfillment plan for each sponsor that ensures the event is honoring each contractually obligated component of the contract Sponsor's evaluation of event -Provide sponsors with reports detailing how the sponsorship was fulfilled.

Steps to a Risk Management Plan

Identify Assess and Classify

Target Marketing

Instead of marketing to everyone, events should be tailored to meet the needs of specific segments of the population Segments are groups of consumers or potential consumers with similar attributes, attitudes, or behaviors -by segmenting the population, event marketers are able to develop efficient marketing plans to reach those groups ***Target markets are selected based on the segment's interest in the event, likelihood of buying, size, and accessibility One common mistake that event marketers make is to target overly broad segments or target segments based solely on size.

Delegate (event day)

Know you cannot do everything yourself

Levels of Event Evaluation

Level 0: Statistics, scope, and volume: collects data such as the scope and volume of attendance, press coverage, and website traffic. Level 1: Reaction, satisfaction, and planned action; gathers information on what stakeholders thought of the planning process, marketing efforts, and facilities. Level 2: Learning evaluation measures the extent to which principles, facts, techniques, skills, and professional contact have been acquired during the sporting event Level 3: Application measures the extent to which skills, knowledge, and professional contacts learned at the meeting were applied on the job Level 4: Business impacts monitors organizational improvements of business measures such as sales, cost savings, work output, and quality changes. Level 5: Return on investment (ROI) for the various stakeholders of the meeting is calculated as the ratio of benefits to costs

Easily Missed Details

Missed details can cause big problems for an event -double-check everything on lists. -think of everything that may go wrong, and have a plan to fix it Logistics can be a crucial factor in determining whether your event succeeds or fails

Sponsorship Levels

Most sponsorship values are presented as gradual levels (packages) of involvement ranging from minimal investment to rights or ownership (bronze, silver, gold) -levels allow you to address your needs and potential sponsors' needs at a level that is comfortable for both -depending on the event, you will have specialized categories that represent your opportunities

Postevent Media

New Conferences -the goal of a news conference is to release noteworthy information from an organization to its targeted group. Social Media -Photos should be taken and uploaded to social media sites -Most sports fans use social media

Electronic Event Marketing

Often starts with a good website because consumers depend on the internet for information about events and activities surrounding the event. -Organizations depend on the internet to build their brand and generate sales -Outsourcing web management may be expensive. When the cost is weighted against the value, it may be worth it. -Keys to a successful website include a marketable URL, usability, and extensive and updated content -email provides event marketers a way to target customers beyond their immediate area

Waste Management & Custodial Services

One of the key factors to servicing an event is a sustainable program for waste management. -Managing waste systems is an important factor not only from an environmental perspective but also in terms of service quality of the venue. -Cleaning before and after a sporting event is a critical service factor. -Depending on the type of event, custodial services may be outsourced or event planners may use staff or volunteers

In-Game and Management Evaluations

Participants or spectators can provide feedback using a street intercept methodology where people are surveyed as they enter or exit a sport venue. -Ensure these are brief because spectators are there to watch the event, not do a survey. Use both qualitative and quantitative types of research. Individual interview and small focus groups can be conducted at events. Management should also be evaluated on how effective they are at managing the staff

Types of Budgets

Preliminary budget Working budget

Anticipate (event day)

Put substantial thought into what could happen during the course of an event

The 3 R's of Media Relations

Relating, Retaining, Repairing

Retaining

Retaining favor with the media requires special care; courtesy is expected -this falls into the hands of the sport info director (SID) -SID creates press releases, media guides, and articles that provide media with content

Evaluating Outcomes and Objectives

Return on objective is seen as a more comprehensive measure when compared to ROI. Some guidelines for measuring ROI: -Talk with key stakeholders and ask them questions. -Take that conversation and come up with a few objectives. -Determine how your objectives turn into monetary deliverables. -Factor in that every dollar spent should be tied to the objectives. -Set up a simple and consistent way of measuring success based on your objectives.

Types of Media Agreement

Rights fee Time Buy Barter Syndication Pay-per-view

Risk Management Process & Plan

Risk management is not a one-and-done exercise; its a process that uses the various entities involved in the creation and execution of an event to create the safest environment for patrons. A risk management plan contains all necessary elements of a risk crisis management plan, and communication plan. Process should happen in the following way: -Identify risks, project potential issues related to risk, identify remedies, do what is necessary to prevent injuries, anticipate reaction to crisis, and create a plan for both the crisis and how it will be communicated to the public.

Event Triangle

Sponsorship is a dynamic connection of event, fans, and sponsors. The relationship between the event and a sponsor encourages fans to purchase the product or service offered by the sponsor

Sponsorship and Sport

Sponsorship is firmly entrenched in sport, and sport has clearly benefitted from the relationship -sponsorship opportunities in the sports industry have attempted to bridge the gap between needs and wants, preying on the sports fan through enticing promotional campaigns, direct selling strategies, and emotions

Medical Attention (threats)

Staff should be CPR, first aid, and AED certified. Event personnel should carry cell phones if they need to call 911.

Blood-borne Pathogens (threats)

Strict precautions regarding the handling of blood-borne injuries are specified by OSHA. They provide guidelines to prevent the spread of diseases through contact with blood -Equipment is essential in sport for protection of the participants -Safety inspections need to be performed regularly to ensure the equipment is maintained and in working order

Implementation (DIM)

Successful implementation requires all involved to understand the expectations the plan has established and their role in ensuring they are maintained. -A key to the facilitation of a risk management plan is the effectiveness of the communication plans. -Handbooks, e-mails, posters, fliers, and other forms of communication and open lines of communication

Social Media

Ten reasons you should engage in social media 1. cost effectiveness 2. reach 3. connectivity 4. timeliness 5. flexibility 6. opportunities (mass distribution is more accessible) 7. easier referrals 8. increased web traffic 9. branding opportunities 10. hiring

Developing a Marketing Plan

The document of essential marketing activities for an event to reach its objective should include these details: -data and analysis, event description, customers and potential customers, competition, environment, and SWOT analysis -performance goals consistent with the organization's overall goals: specific, measurable objectives defining targets that need to be reached -target markets that are selected through careful analysis of consumer data and that are consistent with objectives -Marketing tactics based on the four P's: *product, place, price, and promotion* -A section on implementation that includes details of what will have to take place to successfully implement the marketing plan

Attracting Participants

The event planner should ask what participants want from the event and what makes the event attractive to participants The type of client will dictate what the participant wants. Also different types of particpants will want different things -Focus on the entire experience rather than just the event itself -try to turn an event into an unforgettable experience

Event Day

The number of tasks that need to be accomplished can be overwhelming Plan, Anticipate, Delegate, Communicate

Sponsor Follow-Up

The relationship with corporate sponsors does not end once the event is complete. -Shortly after the event, the sponsor should be contacted and a meeting should be scheduled. During the meeting, the sponsor representative should be provided with metrics that measure the success of the sponsorship -It is hard to quantify some part of a sponsorhip agreement because emotion can play a large role.

Branding the Event

a brand is the combination of names, symbols, slogans, or logos that identify a product and distinguish it from other products -an event's brand generates the associations consumers connect to the event. Its brand names, symbols, slogans, and logos help consumers identify the event and differentiate the event from those of competitors -the goal is to have an event where the mention of the name generates recognition, attention, and awareness -try to communicate certain images or values in order to create the impression that the event is unique or important

Sponsorship Proposal

a carefully crafted packet that addresses all the questions necessary for a company to review and decide to participate -it should answer these questions: why should I sponsor the event? Who is going to come for the event? Why will they come? How do I target the audience? -Sponsors look at what you are offering and how much it will cost them Secure the name of the person responsible for making sponsorship decisions -construct the proposal in a sensible order, professionally presenting your case, and employing the KISS principle -Format of sponsorship submission should include cover letter, description of event or program, sponsor's benefits, sponsorship investment amount, and deadline for decision

Place

an important issue related to time (when is the event) and location (where is the event)

Promotion

embodies the methods marketers use to communicate with customers. The purpose is to stimulate interest in , awareness of, and ultimately purchase of product.

Relating

media relations are the most popular form of public relations in the sport industry -The goal is the development of positive relationships with members of the media and organizations -Media relations are founded on the principle of producing positive publicity while lessening the impact of negative publicity for a sport entity -Event managers rely on publicity to spread the word about the event

Product

the unit of exchange designed to satisfy needs and provide benefits to the event participant & spectator

Price

what you ask from your customers to watch or participate in your event

Advertising vs. Sponsorship

*Advertising* any paid nonpersonal, clearly sponsored message conveyed throughout the media *Sponsorship* acquisition of rights to affiliate or directly associate with a product or event for the purpose of deriving benefits related to that affiliation or association

Working budget

- Becomes a working budget when the estimating process is complete and actual numbers are included - Includes specific and expected revenues

Creating Community Support

- Community leaders and local politicians can provide high-profile support, and by working together it is likely to generate media attention - To better engage the community, organizations will often create advisory boards made up of local leaders to assist them in promoting the event - Events may recruit host committees or local organizing committees. These groups differ from advisory boards in that they assist in specific functions beyond advising

Legal Considerations

- Insurance - Weather - Employment - Regulations, licenses, permits - Food Handling - Liquor

Regulations, Licenses, and Permits

- What you offer during your event will dictate the types of regulations, licenses, and permits you need. - Common regulations are the use of loudspeakers in public areas, performing in a public area, and building permits.

Food Handling

- When food is improperly handled, it leads to illnesses of guests. - Hiring a food service manager with experience and proper training will ensure you have taken the necessary steps to offer quality food service.

Frequently Incurred expenses

-*Event operations:* expenses directly related to the event itself -*Facility or venue costs:* expenses related to the rental agreement -*Player-related costs:* may include appearance fees, prize money, and transportation -*Capital investment:* may purchase physical assets for use over multiple events -*Marketing and promotion:* involve significant costs -*Sponsor fulfillment:* delivery on terms of sponsorships, fulfilling what was promised to the sponsors -*Guest Management and Hospitality:* working with a variety of stakeholders to organize and host events -*Event Presentation:* one of the largest financial considerations -*Misc. Expenses:* Typically too small to need its own category, such as office supplies or postage -*Contingency Allowances:* Funds reserved for emergencies or cost overruns