Sport Event Management Exam 1
Sports recreation industry today
$1.5 trillion international $552.8 billion national Sport is often a vehicle for transmitting such values as justice, fair play, and teamwork Sport has contributed to racial and social integration over history Hard to define because of the volume Dropout rate of youth participation and commercialization of sport is a problem
Julia Rutherford Silvers
(Founder of event management body of knowledge): the process planning, preparing and producing an event.
Project management
5 phases: initiate, plan, execute, monitor and control, and evaluation
Sports commission
A nonprofit or governmental entity designed to attract and assist sport events
Special or one-off event
A one-time or infrequently occurring event outside normal programs or activities of the sponsoring or organizing body Ex: Super Bowl (not regular season games), SEC Championship
Event management
A roadmap of tasks involved in managing a sport event within a planning team Starts with the ID of mission and goals, event concept, budget, logistics, operations, monitoring and controlling through the project and post-event analysis Systematic process that reduces risks and increases the success of the event project
Request for Proposal (RFP)
A sports commission puts a bid together to respond to this
Event
An occurrence at a given place and time; a special set of circumstances; a noteworthy occurrence An organized occasion like a meeting, convention, exhibition. special event, gala dinner, sport
Stakeholder
Any group or individual with influence over the running of an event or someone who might be affected by the event "People and organizations with legitimate interest in the outcomes of an event"
Extreme sports
Athletes take considerable risks; X Games, Red Bull Cliff Diving
Sports commissions
Attract major and local events to the area involving the planning and managing of these events Hundreds across the country National Association of Sport Commissions offers a certified sport event executive designation for members who complete education training in sales and marketing, tech, revenue generation and the bid process
Major events
Attract significant media attention, a large number of participants and spectators, and generate significant revenue; Super Bowl, Open Championship Why SB? Typically does not attract a large international audience or held at the same location year after year, so it is not a hallmark event
Initiate (research phase)
Begins way before the event Comprises the steps necessary to determine the scope and feasibility of the event to broadly define the project Event manager relies on primary and secondary data to achieve the steps of initiation Necessary to conduct a SWOT analysis; if the resources are there, then you conduct the 5 Ws
Event organizer responsibilities
Bidding, site selection, manage budget, manage contracts, marketing, crisis management plan, registration, transportation, accommodations, on-site management, evaluation, food and beverage, and negotiate contracts/legal considerations
Request for Proposal
Common requirements: event dates and staff, venue and facility specifications, playing surface and spectator capacity, locker rooms, amenities, revenue guarantees
M&C extended
Compares the planned results of the project with the actual results of the project to ensure that deliverables are correct based on the approved requirements Provides an understanding of the status of the project and communicates to stakeholders Begins with the initiate phase through the entire cycle to closure Project risks are monitored and controlled from start to finish Examples in other phases: Execute: Project manager monitors contracts and vendors to ensure there is no deviation from the agreed upon terms; if there is, the project manager will take corrective action to adhere to the agreed upon terms to make sure the project stays on task This phase is reflective of the line of thinking of Taylor, Gantt and Fayol; purpose of this phase is to maintain an efficient and effective work flow during the project to make sure it stays in line with the plans
Multisport events
Competitions in a variety of sports in a host city or host region; olympics, Pan-American games, World Police and Fire games
Closure
Completion of the deliverables or outcomes at the end of the project
Secondary data
Data already collected Annual reports, budgets, income statements, post-event reports, site inspections, F&B orders, research articles, newspapers, census
When
Date? Season of the year? Time of day? Length of the event? Venue access? Back-up date?
Bidding process
Determine feasibility using a SWOT analysis Determine budget by looking at potential income/expenses from and for the event Create bid proposal: event owners will assess the location for suitability and bidders experience with the hosting events, community support, finances etc Event management process: if the proposal is accepted, the initiate and planning parts of the planning phase are completed in the EMP
Local or community events
Draw large local audiences from surrounding communities; March for Babies, March for Dimes, 45th annual Jack Gamble Melon Run
Benefits of hosting a sport event
Enhances the local economy; Alachua County trying to host 2025 World Masters Indoor Athletic Championship as it would bring $12 million to the community Improve the host community's infrastructure and facilities Enhances the community's image Promotes community attributes and benefits
Fixed and non-fixed events
Fixed: occur each year in the same place; Kentucky Derby, The Masters, LLWS Non-fixed: annual events that take place at a different location each year; AAU basketball tournament, NCAA Mens and Womens Final Four
Project management
Frederick Taylor- root of project management; born in 1856; father of scientific management Believed worker productivity could be improved through efficiency rather than harder and longer hours Henry Gantt- student of Taylor; one of the fathers of project management Began setting the sequence and duration of tasks; sequence of tasks need to be coordinated by time and longevity of the task Henri Fayol- another student; credited with the creation of 5 phases of project management
Mission statement
Goals drive the sport event project to make sure everyone has a clear direction of the sport event project to avoid delays
Selection process and critical dates
Host date Will we be able to host on this date? Bid proposal due Site visit Decision makers Meet with decision makers Bid format
Gap analysis
Identifies needs, wants and desires of the target market in case you fail to identify this in the initiate phase; must do this before moving to planning Pre- and post-event surveys
Planning
Identify the work that needs to be completed and the sequencing of tasks to successfully complete the task based on time, cost and resource constraints Not necessarily the design of the event but what needs to go into the event like logistics, staff etc This should be documented to be clear to all stakeholders
Event management process
Initiate --> Plan --> Execute --> The Event --> Shutdown
Project Management Process
Initiate, Plan, Execute, Monitor and Control, Closure
Event Management Process
Initiate, Plan, Execute, The Event, Shutdown Deviates from PM in the fourth phase Monitoring and controlling takes place in all five phases of the event management process Deliverables from the fourth phase are different: for PM, it is the deliverable of the project. For event management, it is the event or event project Shutdown or evaluation is very similar to closure in PM EMP focuses on the management of the creation of the event rather than the planning of what happens at the event EMP phases are likely to overlap; planning and execution might overlap because resources listed in planning might conflict with actual resources needed in execution
Event management
Initiate, plan, execute the plan and shutdown (evaluation)
Strengths
Internal What are available finances for the event? What went well at the last event? How have past events been perceived? Does the event generate enough revenue to cover costs? External (opportunities) What is happening with the economy? What are other sources of partnerships? How may new technology change the events? What financial changes can be of benefit? Are there potential target markets?
Weaknesses
Internal What can be improved in the event management process? What is not working well? Were parts of the sport event poorly planned? What should you avoid? External Threats What other events are competing with your event? Is financial support evident in both the short and long run? Are there disputes in labor unions? Will new technology change interest? What social change is happening?
International events
Involve more than one country; Olympics, Asian Games, Pan-American Games, Commonwealth Games, Tour de France
Mega events
Large, short-term high-profile events capable of having a significant impact on the host country; Olympics or FIFA World Cup
Organizations hosting local events
Local sports commissions Convention and Visitors Bureaus Civic organizations Colleges and athletic conferences (for many intercollegiate athletic events) For larger mega-events, a city or country may serve as the host
Initiate phase order
Mission statement -> Goals -> Data Analysis -> SWOT Analysis -> 5Ws -> Stakeholder identification -> Budget -> Risk assessment
Evolution of Sport in America
Most sport evolved from Europe; Tennis and golf derived from England's club sports Horse racing was the first pastime and professional sport in the uS Led to the development of national leagues like NHL, MLB, NFL Basketball, volleyball and skateboarding are US inventions Lacrosse and surfing arose from Native Americans and Native Hawaiians that predates Western contact
Execute (implementation)
Operationalizing what was conceptualized in the planning Implements plan created to achieve the goals of the event Coordination of management and resources Vendors are contracted and carried out (can be very end of planning or beginning of execution)
Governing bodies
Organizations responsible for setting rules for sport they oversee; National Governing Bodies (NGBs)- overseeing amateur sport in the US; US Olympic and Paralympic Committee (USOPC) International Governing Bodies (IGBs)- oversee international sport; International Olympic Committee; IOC is an international umbrella organization for all sports specific to international federations
Event feasibility questions
Potential hosts or event bidders need to determine the feasibility of hosting the event before they respond to the RFP Mission Does the event go with their mission? Benefits- Triple Bottom Line Approach Facilities Costs Equipment Do we have the right equipment for a gymnastics event? Staff and volunteers Some events cannot take place without the force of volunteers Expertise Other resources
Data Analysis
Primary and secondary data Questions like: Was the event held in the past? Was it effective? Was there a demand for it? What were the costs associated? What internal and external resources are available to support the event? What are societal issues that may impact the event?
Major difference between Project management and Event management
Project management's deliverable is the project itself, while the sport event is the deliverable for the event management process Projects range from a variety of sizes from small to large, bound by constraints from scope, time and costs. Has a set beginning and end, along with predetermined and unexpected costs and resources. Both are driven by a purpose and need to be completed by a particular time.
Event bidders (potential hosts)
Respond to RFPs
Why do projects fail?
Roberts and Furlonger's research found that 85-95% of projects fail to stay on time, on budget and maintain the quality of performance expected by stakeholders Lack of justification Poor objectives and communication Outcomes not measurable Poor quality control, estimate of resources, role allocation or coordination of resources In terms of governance, you fail to comply to the rules associated with various governing bodies' expectations
SMART Goals
SMART Goals- Specific, Measurable, Assignable, Realistic, Timebound Founded in 1981 A refers to the person or group that the goal is assigned to
Competitors
SWOT of competitors: What are their strengths and weaknesses? Chances of winning the bid: Have we lost bids to this competitor? Is this worth it to prepare a bid? Competing events Residents Governments: County commissions Governing bodies Other stakeholders: Businesses Need confirmation in advance from stakeholders for support before launching bid
Project constraints
Scope, cost, time, resources, and schedule
Critical Path Analysis
Sequentially identifies the tasks that need to be completed before other tasks or after other tasks or in tandem with other tasks A tool to ensure the use of good time management
Benefits of budgeting
Spending limits reflecting the event mission and goals Forecast of income and expenses Decision making Prevents overspending Monitor and control costs Transparency for stakeholders
Stakeholder management
Stakeholder ID --> Needs --> Communication Plan --> Expectations
Olympic Stadium in Olympia
Started only for males as a religious festival honoring Zeus Expanded to athletes from distant locations around 776 BC Consisted of three foot races and the penthalon: discus, javelin, long jump, wrestling, and foot face Abolished in 393 AD when the Christian Roman Empire abolished it due to the link of gods Revolutionized in 1896 by Pierre Baron de Coubertin; left out women because they had the task of "crowning the winner"
SWOT Analysis- a tactic to ensure you don't waste time and resources on a project doomed for failures
Strengths, Weaknesses, Opportunities, Threats
Mega events
Target international markets and increase global awareness of the sport event and destination Stimulate regional economic growth and increase community pride; Olympics and World Cup Locations tend to change from year to year
Event management
The coordination of all task and activities necessary for the execution of an event regarding its strategy, planning, implementation and control based on the principles of the event marketing and methods of event marketing and methods project management
Shutdown (evaluation)
The end after everyone leaves and the post-event report has been gathered Administrative issues and contracts are closed; meetings are held to evaluate successes and failures of the event to improve for next year's event
How to determine the data collected?
Was the sport event held in the past? Was it an effective sport event? Was there a demand for the sport event? What were the costs associated with the sport event? Should we hold the event at a different venue? What internal and external resources are available to support the sport event? What are societal issues that might impact the event?
What
What type of event will be planned? What resources will be needed? Who are the stakeholders? Will be receptive? Are they a good fit?
Where
Where is the best location for the event? Which venue is most appropriate given the target audience? Will there be enough space or too much space? Is the event logistically feasible?
The 5 Ws
Why, Who, What, Where, When 5 Ws provides a framework so that stakeholders understand the direction of the sport event and minimize misconceptions about the event
Project constraints- scope
Work that needs to be accomplished to deliver the event; goals or requirements of the project Cost and times are used to achieve the goals; if there is a change in scope, there is likely to be a change in cost and time of the project
Request for proposal
a document soliciting proposals or bids to host a sport event
Event bidding
a formal attempt to attract an event, or win the rights to hold it, in a specific destination or venue
Projects
a product, service or result with a fixed beginning and end; Some projects have a very long cycle overrun by costs and delays The Big Dig in Boston, Massachusetts is a mega-project overrun by costs and delays; Reroute I-93 in the city to a tunnel; planning began in 1982 but construction didn't start until 1991 and finished in 2007 Sport event projects do not always have the luxury of being delayed; People traveling and resources invested in the event
Events for people with disabilities
adapted for people with physical disabilities or games created specifically for disabled participants; Paralympic games, Deaf Olympics, Special Olympics
Project constraints- time
addresses the amount of time to complete project (necessary to break down the time based on tasks required to complete the event project); time constraints are not only regulated by time and task, but by critical path analysis or critical path method
Feasibility study-
an assessment of how successfully an event can be completed through resources
Event budget
an estimate of the revenues and expenditures over the life of the event; a projection or forecast of hosting the event Quantitative expression of a financial plan for a sport event during a period of time What will it cost to produce the event? Who will pay to attend? Will additional costs be passed on to attendees? What revenue streams are available to promote the event?
event owners or rights holders
ask for responses to RFPs Sport commission seeks to host sport events from rights holders or governing bodies
Sport Event Mangement- Initiate phase
can be weeks, months or years prior to the event occurring; purpose is to define the scope of the project at a broad level; SWOT analysis, stakeholders Mission Statement
Initiate
comprehensive analysis of the research and resources needed to gather information to determine if the project if feasible
Hallmark event (regional event)-
designed to increase the appeal of a specific tourism destination or region; held in the same place every year Kentucky Derby, LLWS Held in tourist destinations to achieve domestic and international region
Gantt chart
detailed plan of tasks (usually broad) based on a beginning and ending period to achieve the goal; one component of project management that can determine the success or failure of a project Project management is a blueprint of tasks involved in the process of managing a project that designates the tasks and responsibilities by time across departments or personnel There is a beginning and end to the project; it is not an endless or continuous project
Planning
determining the detailed plans of what the work will be based on time, costs and the scope of the project
Triple Bottom Line approach
economic, social and environmental positive and negative consequences of hosting the sport event How much revenue is going back into the community? Will it bring jobs? How will it increase quality of life? Does it impact the environment?
Multiple-location events
held in multiple locations, take place in several different cities or venues
Communication plan
how are we going to communicate with them and ensure their needs are being met? Key stakeholders who have the ability to affect the outcome of the project are going to be managed differently than stakeholders with lower level needs You need transparent communication throughout the process; strong oral and written communication Level of communication between coach and player vs communication with Gator fans during the game due to stakeholder levels
Execute
how the work will be delivered or operationalized from the planning phase
Cross-cultural sports
interactions between members of different cultural groups; Olympics
Why
justification for holding the event; always the first to be examined Why are you planning the sports event? Why will people attend the event? Is there a demand for the event? How can you gather this information?
Stakeholder expectations
level of engagement with stakeholders based on how the stakeholders are affected by the project and their expectations associated with the project Goal is to minimize unexpected problems
Monitor and Control
monitoring and controlling of the project from the initiation to closure, ensuring the project stays on track with the plan Takes appropriate action to make sure the project does not deviate from the plan Done from start to finish
Budgeting
occurs in the initiate phase in the EMP like event bidding Key to making sure it aligns with sport event vision Comes after the SWOT Analysis, 5Ws and Stakeholder ID
Collection of secondary data
one drawback is the quality of the source in terms of who collected and how it was collected (may be unreliable); examining historical data of past events can inform organizers about possible incomes and budgets Annual reports, budgets, income statements Post-event reports, site inspections, food and beverage orders, media articles, websites Past financial statements helps as a foundation to build the budget and estimate varied revenues etc; look for facts and figures
Rights holders
organizations or businesses that control and own the rights to events ESPN owns the X Games and controls everything associated with the event
Project constraints- cost
people, equipment and materials associated with the project that form the budget (heavily related because the scope is affected)
The event
planning team participates in the monitoring and controlling of the product of the event to control unexpected circumstances and to assure that the event stays on track Event project managers turn the productions of the event to the operations or stage directors of the event
Market segmentation
process of dividing heterogenous markets into groups that are homogenous
Family events
provide families with opportunities to gather and enjoy sports; Fishing Derby or All American Soap Box Derby
Collection of primary data
provides flexibility of examining the exact info you are interested in; can be expensive and timely Quantitative (questionnaires)- Orlando Magic event manager asking fans about the halftime show and if they watch, why/why not Qualitative (interviews) Can be administered to stakeholders involved with the event
Primary data
provides the flexibility of the examining of the exact information you are interested in Collection of data Quantitative (questionnaires) Qualitative (interviews) Observations
Small-scale events
regular season sport competitions that use existing infrastructure and need less public support for hosting; MiLB games
Who
stakeholders of the event; Who is involved in the consumption of the event? Who are the expected attendees? Who are the stakeholders? Will they be receptive to the event? Are they a good fit for the event?
Youth events
targets children 18 and under; Colombian Invitational, Memorial Day Soccer Tournament, LLWS
Senior events
targets older people; National Senior Games, Senior League Softball World Series
Economic impact
the net change in the economy as a result of hosting a sport event
Stakeholder needs
what is their interest in the project? How will they be affected by the project? What are their needs and expectations associated with the project? We need to think about the needs of every stakeholder; a player, a gainesville resident and a police officer are going to have different needs as stakeholders
Stakeholder ID
who is involved/affected by the event? Indicates clear distinction between internal and external Event organizer, law enforcement, transportation agencies, media, private industry, government agencies, public safety, elected officials, regional organizations, public
