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Sports events are unique in that every SPORT is different in terms of:

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* Venues * Rules * Event Setup * Common Practices

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Even some events in the same sport are very different from:

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* Region to Region * Country to Country

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Three types of sports events?

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* Special Events * Event Bids * Recurring Events

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What are two types of special events?

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* New Events * Existing Events

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* An event created from scratch * Always most difficult to execute

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New Events

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* An event that has already taken place * Experience and expectation exists * Pressure is to improve and grow

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Existing Events

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Local Organizing Committee that creates a proposal to conduct an event for a national governing body

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Event Bids

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Event bids characteristics:

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* Usually long term process (can be 10 years out or more) * Can be expensive to secure depending on the event * Competition for events can be fierce

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* Teams, Leagues or Conferences that produce a schedule of competitions over a certain time period * Essentially the same event executed many times * Generally spectator-based * Variations can be difficult to manage and communicate with fans and spectators

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Recurring Events

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* Common terms and concepts that are germane to the special event industry

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Event Terminology

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* Understanding Stakeholder Objectives * "Golden Rule" of Sports Events * Success in events requires a true desire to understand the stakeholders' objectives

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USO Philosophy

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Major Stakeholders

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* Cities/Venues * Sponsors * Media * Broadcasters * Community

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Most Overlooked Stakeholders

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* Fans * Athletes * Spectators

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Current Trends and Concepts

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* Value Added Activation/Branding Sponsorships * Sponsor Owned Events * Corporate Event Groups * TV Considerations * "Buying" Events vs Hosting Events

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First Law of Event Management

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Start with a single, primary objective

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Primary objective is....?

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* Clear * Simple * Easily Communicated

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How is event success or failure commonly determined?

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How "player friendly" they are.

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What influences the personality of the event?

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Both care and behavior of the athletes

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Player-friendly events are more likely to have what?

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Have stronger player fields resulting in greater satisfaction and higher revenues.

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* New (First Time) Events * Existing Events * Event Bids * Recurring Events

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Primary Event Objectives

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What does the P.A.P.E.R. Test stand for?

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* Promotion * Audience * Partnerships * Environment * Revenue

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* What essential message or important information do I want to communicate to the public about the event, sport, or organization * Can I build interest in my sport or organization before, during, or after the event? By what measure can this increased interest be demonstrated? * How do I want the event to position our sport in the community, and what kind of legacy should it leave?

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Promotion

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* Who is our target audience for the event, the people who are most likely to participate, attend, or purchase a ticket? * Beyond the most likely target, what audiences with similar interests can be attracted or invited to increase attendance, interest, and relevance for our event and further our organization's overall objectives? * Is there an opportunity to win entirely new fans or enthusiasts to our sport by encouraging their attendance?

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Audience

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* Can we use the event to develop, maintain, or strengthen relationships with our organization's partners and supporters (fans, athletes, members, donors, sponsors, community leaders, local government)? * What kind of experience do we want to leave our athletes and partners with? How do we want them to feel before, during and after the event?

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Partnerships

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* Who are our competitors, and what do we want to communicate to differentiate our sports organization from theirs, and our event from the programs they stage? * Do we need to set ourselves apart from other similar organizations operation in our community or business environment that compete for a share of available dollars, time or attention? * What do we need to communicate about the positive attributes of our sports event that sets it apart from other leisure activities similarly competing for the public's, or a potential sponsor's, attention? * Do we need to address a perceived time or economic inconvenience that attendees, participants, or partners may encounter when deciding to attend? * Do we need to address a preconceived notion about our sport, or organization, that makes it more difficult to generate attendance or participation?

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Environment

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* How much revenue do we need to generate for the event and/or for the organization? * Do we want or need to generate revenues in excess of expenses? Is this potential profit essential to growing the event in the future? * How much money can we invest beyond expected revenue to achieve our objectives? * Is, or should, our event be associated with a community cause or charity? How much money do we need to generate for that cause?

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Revenue

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What does the P.A.P.E.R. test analysis maximize?

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Maximizes event value by revealing ALL possible secondary objectives

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Best, most realistic, most cost efficient plan

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Strategy

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* The actions that cost and (potentially) make money * The event itself

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Tactic

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Companies use these to meet their business goals.

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Sports events

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In what ways do companies use sport events to meet business goals?

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* Product Launches and Re-Launches * Increasing Sales * Branding * Marketing Lifestyle Programs

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What is an example of a sport event as a business solution?

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Dew Tour

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Why should one CREATE a new event?

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* Less financial commitment up-front * Does require monetary investment however * Allows for creative control and design

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Why should one ACQUIRE an existing event?

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* Acquisition usually means buying for history/prestige/title/date * Sanctioning can play a big role * Study the event's financial results

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What is the checklist for creating an event?

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* Always start with focus on objectives * Design of the event is your chance to be creative, build a personality of the event, and the process of defining the event * Participants * Geographic Reach (Its impact on local, regional, national, or international) *Branding

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A title and image/logo that reflects mission and garners the appropriate attention.

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Brand

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How to execute an event acquisition?

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* Alter or not Alter? (If it ain't broke, don't fix it) * Sponsor Acquisition (Leveraging value of sponsorship) * Re-branding events to past glory * Sanction acquisition (Moving events to new venues/cities)

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****************************************

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Managed Event

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* An official approval for your event from a National Governing Body * Standardizes the conditions under which competitions are executed

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Sanction

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Putting strategies and tactics together with a support organization

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Event Planning Process

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What are the financial goals?

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Budgeting and Financial Considerations

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Determining event location that best fits our event design

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Where are we going to "play"?

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What are the 6 P's?

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Proper Preparation Prevents Piss Poor Performance

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Covers everything you need to do and when you need to do it.

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Production Schedule

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Where do we start with a production Schedule?

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* Elementary Tasks * Begin with developing a list of elementary tasks * Review the event's primary/secondary objectives * Examine the TACTICS needed to meed the objectives * Your elementary tasks are designed to ensure the objectives are met * Elementary tasks are broken into "key activities"

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What is successful execution dependent on?

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"Supportive tasks" and "decision points" that precedes the completion of each activity

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Define areas of responsibility and accountability for each individual in the event organization

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The structure

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*****************************

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Decision Making Process

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Organizations are traditionally a combination of:

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* Full-time * Part-time * Volunteers * Outsiders * Consultants * Vendors * Sponsors * Stakeholders * Agencies

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What do professional event management companies do?

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Handle events year round

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Small core staff with combination of outside resources

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Seasonal Organizations

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Traditionally consist of volunteers only

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Grassroots organizations

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Functional Areas of an event organization:

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* Operations * Competition * Marketing * Guest Services * Presentation * Hospitality * Broadcasting * Business Affairs

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* Facility Management * Transportation * Office Services

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Operations

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* Scheduling * Site Preparation * Equipment * Officiating/Timing * Training/Medical

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Competition

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* Sponsorship * Creative Services * Advertising

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Marketing

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* Ticketing/Registration * VIP Management * Hotel Management

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Guest Services

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* Creative Production * Stage Management * Scoreboard Operations * Video/Technical Production

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Presentation

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What are keys to a great volunteer program?

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* Make registration easy * Communicate details and expectations clearly * Provide incentive upon completion * Value added items and rewards

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Where to recruit volunteers?

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* Fans of the sport * Community based * College/University Sports Admin programs * High schools * Service organizations * May need to advertise

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The simplest form of budgeting

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Line Item Budgets

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What are two components of Line Item Budgets?

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* List of Revenue/Income * List of Expenses/Costs

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Subtract expenses from revenues =

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Profits/Losses

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What is critical?

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Experience

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Specific Event Costs include:

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* Venue Costs * Player/Game Related Expenses * Event Operations * Marketing & Promotions * Sponsor Fulfillment * Guest Management * Event Presentation * Contingency Funds

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Where does budget construction begin?

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Reviewing venue options

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Types of Venue costs

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* Rent * Facility Labor * Commissions * Ticket Sales Tax

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Rent does what?

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* Significantly impacts/dictates rest of event budget * Every facility has different financial goals * Facilities will request information about the event to put together a proposal * Events with large numbers of hotel room nights may be eligible for significant discounts *Review the final facility proposal (have an attorney review all terms before signing)

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Facility Labor

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* Front of House vs Back of House * Conversion Charges * Union vs Non-Union Labor

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Commissions

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* Significantly impacts/dictates rest of event budget * Every facility has different financial goals

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* Significantly impacts/dictates rest of event budget * Every facility has different financial goals

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Ticket Sales Taxes

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* Must recognize participants or players in some way * Be sure to set aside funds for prizes, appearance fees, and winner pools.

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Player/Game Expenses

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* Insurance * Staffing Expenses * Legal Services * Communication Tools * Volunteer program * Venue Infrastructure * Storage/Warehousing * Shipping & Freight * Permits/ Regulations

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Event operations

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* Advertising * Publicity * Promotions * Graphic Design * Entities to manage these functions

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Marketing & Promotions

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* Sign Design & Fabrication * Comp Tickets * VIP Receptions * Gifts * Premium Items * Labor for Product Sampling

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Sponsor Fulfillment

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* Gifts * Suites/Premium Seating * Guest Transportation * Parties/Receptions * Hotel Accommodations

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Guest Management

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* Production specialists are needed to plan and stage the entertainment portions of the program * Entirely dependent on the event

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Event Presentation

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Event Presentation includes:

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* Event Producers * Stage Managers * Technical Directors * Lighting Designers * Script Writers

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Less than $50,000 Budget

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10%

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$50,000 - $250,000 Budget

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7.5%

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Budget of $250,000 or more

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5%

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What is always more difficult to forecast?

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Revenue Overview

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Revenue forecasting depends on:

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* Type/Nature of Event * Venue * Income Objectives

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Event Revenue includes:

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* Ticket Sales * Sponsorship & Advertising * Merchandise * Food and Beverage * Broadcasting * Tournament Fees * Grants & Donations * Miscellaneous Revenue

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Brings in the most amount of money

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Ticket Sales

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What is the Gross Potential of.... * 2,000 Lower Level Seats @ $10 * 5,000 Middle Level Seats @ $5 * 2,000 Upper Level Seats @ $2

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$49,000

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What is the most overpriced?

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Sponsorship

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* Amount of money the organizer expects to realize in merchandise sales, on average, from each person at the event site * Heavily dependent on understanding your audience

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Per Cap

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Provide the types of food/beverage items that do what?

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Best fit your audience/event

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Transfer risk of loss in merchandise and food & beverage to a third party

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Second Law of Event Management

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Very small percentage of events are desirable enough to attract broadcasters willing to pay for broadcast rights

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Broadcasting

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Grassroots events routinely do not charge admission but do charge registration/entry fees

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Tournament/Entry Fees

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* Parking/Valet * Coat/Bag/Packet Check * Sales of Passes to VIP/Exclusive Access Areas * On-Site Fundraising * Raffles/Lotteries

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Miscellaneous Revenue

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* Capital invested in an event early in the planning process * Covers early costs before revenues are generated

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Seed Money

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Sources of Capital/Seed Money:

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* Sponsors/Partners * Equity Investors * Host City

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Serves as initial "cash flow"

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Seed Capital

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__________ dip into your own pocket.

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NEVER

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Key Budget Points:

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* Develop your budget as soon as possible * Base almost every decision on it * Review of the budget should be ongoing

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Budget + Mission Statement =

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Key Budget Points

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Two Main Factors for Host Cities

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* Economic Impact * Hotel Room Occupancy

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Time of year when hotel occupancy is traditionally low

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Opportunity Period

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Showcases city or region to outsiders who otherwise wouldn't be there

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Media Coverage

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What events want from a host city?

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* Resources and Support * Bid Solicitation with a Request for Proposal * RFP Evaluation * Bid Fees * Host City is Selected

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Sports events test the market place with high demands in RFP's

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Bid Solicitation with a Request for Proposal

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Contrasting each market on a number of criteria

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RFP Evaluation

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Fees paid upon submitting a RFP or upon being chosen for event

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Bid Fees

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* Confirms what organizer and city have agreed to provide AT THIS POINT * Should include important deadline dates to any areas not yet confirmed * Letter agreement or contract is written up

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Host City is Selected

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Asks host city to ensuring the success of the event

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Bid Solicitation

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Two event facility types

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* Privately Owned * Publicly Owned

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Limited Availability

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University Owned Facilities

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Allocate certain time and space for special events

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Recreation Facilities

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Physical Characteristics of the Facility

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* Parking * Seating Capacity * "Part of the Town" * Weather Options * Traffic/Travel Times

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What Events Want From Facilities

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* Time Requirements * Labor Costs and Considerations * Venue Promotion * Sponsor Considerations and Exclusivity * Hospitality Options

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Very detailed, negotiation continues to work through all points

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Lease Agreements

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Factors to weigh before making a decision

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* Costs * Facility Capacity * Reputation and Geographic Desirability * Sponsor Relationships

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Essential to have ______ ___________ review and make any necessary changes

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Legal Counsel

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Contract "Boilerplate"

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* Sampling * Broadcast Rights * TV Capacity * Program (Creative) Approval * Damages * Cancellations (YOU and VENUE) * Interruptions * "Force Majeure" * Indemnification * Assignment Clause * Evacuation of Facility

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The Sales Process

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* Qualifying Prospects * Designing a Sponsorship Program * Present the Opportunity * Revise the Proposal * Close the Deal

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Types of Sponsor Benefits

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* Those that will generate expenses against the event budget * Those that can be provided without the organizer's encountering any out-of-pocket expenses

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Hire an event marketing agency to sell sponsorship?

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Sales Commissions

question

* Travel * Accommodations * Printing * Multimedia

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Sales Expenses

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* Researching your participants/spectators * Measuring effectiveness of sponsorship, advertising, and promotional programs * Results can drastically improve sponsorship sales

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Market Research

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Costs of selling and fulfilling the package of benefits offered to sponsors

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Fulfillment Costs

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Types of Fulfillment Costs

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* Complimentary Tickets * Signage and Displays * Program Advertising * VIP Receptions * Sponsor Gifts * Sampling/Giveaways * Discounting/Coupons

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Philosophy means we focus on understanding what sponsor's want from sports events

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USO (Understand Stakeholders' Objectives)

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Five Step Process to the Sales Process

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* Qualify and Target Prospects * Design a Sponsorship Program * Present the Opportunity * Revise the Proposal * Close the Deal

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Narrow potential partners to qualify prospects that perceive sponsorship of an event is an effective marketing opportunity and cost efficient business solution

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Qualify and Target Prospects

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Common to see attractive but generic presentations with standardized packages for everyone

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Shotgun Approach

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A precisely tuned campaign to reach specific target markets

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Rifle Shot Approach

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Design a Sponsorship Program

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Slide 9 Chart

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* Powerful, Far-reaching tool for corporate partner * This is worth a significant premium * Chick-Fil-A Bowl and Zurich Classic

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Title Sponsorship

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Sponsors can expect to reap what?

answer

Most benefits and most valuable solutions compared with other corporate partners

question

What is a critical component to title sponsors?

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Inclusion sponsor identity in the event title and graphic representation in the event logo

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* Generally priced lower because it is easy for fans/media to remove the corporate identity from the event name * ESPN College Gameday (Built by The Home Depot)

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Presenting Sponsorship

question

* Largest number of sponsor companies and brands * Critical to providing a respectable amount of revenue and promotional activation * Some will seek ways they can "standout" or exhibit more event ownership

answer

Exclusive Sponsorship

question

How are exclusive sponsorships exclusive?

answer

* Sponsors buy into events to convert the benefits they provide into business solutions * Protects sponsors from their competitors within the category * Essential to define what category is being granted exclusivity

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Most Commonly Found Product Categories

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* Beer * Soft Drinks * Wireless * QSR * Airline * Credit Cards * Computer * Automotive * Outfitter * Financial Services * Fuel/Energy * Timepiece * TV Station * Talk Radio * Music Radio * Print Media * Retailers

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* Not practical for grassroots organizations such as Little League or high schools to have exclusivity for sponsors (Multiple insurance agencies/restaurants sponsoring the same event) * Media partners are good targets for non-exclusive partnerships as well (Multiple radio/TV stations in a market) * An opportunity if no other companies in a category want to enter into an exclusive arrangement

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Non-Exclusive/Official Supplier

question

By matching the menu of event sponsorship resources to the business needs of the prospect, the events organizer is no longer selling just benefits.

answer

Business Solutions

question

What is the key for the event organizer?

answer

Be flexible with crafting packages

question

Objective of obtaining a partnership

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* Craft a proposal that will catch the eye of a decision maker * Clearly and inarguably illustrate the value of the event * Take possible questions/objections out of play by anticipating and answering them before they surface

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Sales presentation has two components:

answer

* In Person, Verbal demonstration that your event meets the needs/wants of the sponsor * Physical, leave-behind materials that keep selling well after the meeting

question

Factors that go into the actual presentation

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* Essential that the presentation be done in person * Include images that illustrate the strengths and visual attractiveness of the event * Use plenty of visual aids into your live presentation * Bring inexpensive gifts of event merchandise to the first meeting * Leave copies of the visuals behind

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* Widely used term for the written presentation of sponsorship opportunity

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Sponsorship Deck

question

Five Distinct Parts of Writing the Sponsorship Deck:

answer

* Overview * Introduction * The Event * The Opportunity * Next Steps

question

* Establishes the attractiveness and legitimacy of the event by portraying its past history and its growth in popularity, scale, and scope * Includes brief quotes from media coverage * Provide a brief statement identifying the event organizer

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Overview of the Sponsorship Deck

question

* Demonstrates the attractiveness of the event's audience demographics and lifestyle characteristics * Disclose the name of past and/or current sponsor companies and brands

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Introduction of the Sponsorship Deck

question

* Fully describe the program ("W" questions answered) * Include a facilities map, a schedule of activities, illustrations, photographs, and graphics

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The Event of the Sponsorship Deck

question

* Present the series of business solutions, entitlements, and benefits the event can provide to the prospective sponsor * Offer a series of customizable packages * If you know what the prospect wants from an event marketing partnership, demonstrate how the opportunity can help that company to achieve its marketing objectives

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The Opportunity of the Sponsorship Deck

question

Taking all questions and feedback into consideration, and adding some creativity, flexibility and intuition

answer

Revising the Proposal

question

Three main elements a sponsor can provide:

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* Revenue * Activation * Cost Avoidance

question

Amount of revenue that sports event organizers can demand is a function of the event's:

answer

* Intrinsic attractiveness to a sponsor * Demographic compatibility between event and sponsor * Potential effectiveness in achieving the sponsor's business objective

question

* Provide products and services to an event and value them at the retail price an organizer would expect to pay if the organizer had to pay for cash for them. * Can be incredibly valuable to decrease costs - BUT these should be products/services YOU ACTUALLY NEED -AND you want to negotiate with terms that include wholesale costs to the sponsor, not RETAIL costs

answer

VIK (Value in Kind) Sponsors

question

Sponsorships are effective or ineffective based on one thing only: how they are activated.

answer

Event Management Law #3

question

* When Sponsors invest dollars beyond their sponsorship fee to promote their relationship with a sports event * Important to build awareness of the event, drive ticket sales, and promote the purchase of merchandise

answer

Activation

question

* Guarantees valuable adverting and promotion not otherwise available or affordable to the Organizer * If you do agree to activation only deals, ensure that you can generate needed cash from other sources

answer

Activation Only Associations

question

* Reduces the expenses and effort involved in selling each and every year * Provides degree of certainty to achieving at least a portion of the future revenue goals

answer

Multi-Year Deals

question

* Sponsor's involvement year to year builds a strong, valuable association with event and event's consumers

answer

Continuity

question

Sponsors understand that sports events can deliver benefits:

answer

* Targeted, Opportunistic, High-Impact Advertising Vehicles * Platforms for Promotion * Product Demonstration and Sampling * Sales Generation * Forms for Customer Interaction * Fundraising for Company's Charitable Endeavors

question

Benefits derived directly from the event

answer

* Exposure * Product Placement * Promotion and Publicity * Customer Hospitality * Sales Opportunities * Fund Raising for a Cause

question

Advertising mediums available during events entirely dependent on the event itself

answer

* In-Event Advertising

question

* Exposure in ads bought by the organizer * Exposure in conjunction with grassroots promotion efforts

answer

Off-Facility Advertising

question

Events can provide direct sales opportunities (Expos, Food/Dringk Exclusivity, Apparel)

answer

Direct Sales

question

Product demonstrations and sampling put the product/service right into the consumers hands

answer

Product Demonstrations ; Sampling Opportunites

question

Associative sponsor benefits include:

answer

* Exclusivity * Ownership (Actual or Perceived) * Prestige and Presentation * Pass-Through Rights

question

What determines the level of exclusivity?

answer

The price tag of the Sponsorship

question

What is the drawback of exclusivity for the event manager?

answer

They can't accept revenues from any other company or brand in that category

question

Publishing industry, especially special interest magazines, routinely own their events

answer

Actual Ownership of an Event by a Company

question

* Sponsors that have a strong branding connection with a particular event * Spectators/Participants believe that the sponsor owns the event

answer

Perceived Ownership by a Sponsor

question

The value found in simply being associated with an event considered highly attractive by the sponsor's most valued customers

answer

Intangible Benefit

question

Adds to the effectiveness of consumer promotions and also increase the likelihood of media coverage

answer

Event Prestige

question

When a sponsor offers a portion of its contracted entitlements to a third party

answer

Pass-Through Rights

question

Advantageous if they provide the potential for ticket sales, promotions or exposure opportunities beyond those available in the market

answer

Positives of Pass-Through Rights

question

Quick service restaurant enjoys an association with an event through rights from an event sponsor, the organizer will have a difficult time getting a different QSR

answer

Drawbacks of Pass-Through Rights

question

Sponsors will compare your _______ _________ to their _______ _________ or _______ _______

answer

* Event Demos * Existing Customers * Target Markets

question

Continually build list of possible sponsors ______ _______

answer

Year Round

question

ID Sponsors that fit with the _________ of your event

answer

Culture

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