Event Management

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Event Management

• Event Management
• and the
• Event Planning Process

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Todays Lecture

• Social Media The New Frontier
• Sport Products
• What is Event Management?
• Sponsorship
• The Event Planning Process
• Discussion of Event Planning Assignment

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Social Media

• Media designed to share
• Examples Facebook, Twitter, Flickr, MySpace,
  YouTube, FourSquare, ChatRoulette, iphone apps
• Still evolving - but it has ushered in a new
  trend in marketing Digital Marketing
• Content Driven
• Organizations must decide what is a trend and
  what is here to stay

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Social Media (continued)

• Creating problems
• Policies who is governed by them?
• Privacy Issues legal implications
• Legitimacy
• No one really knows where this is going, but what
  is clear is that it is important for
  organizations to utilize the technology to remain
  current

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5 Ps of Social Media

1. Purpose always changing or stay static?
2. Permission pictures, videos, articles
3. Participation active vs passive
4. Profile
5. Personalization

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Social Media Success Stories

• Ashton Kutcher (Twitter)
• Justin Beiber (YouTube)
• _at_! My Father Says (Twitter, Pilot on CBS
  premiering Fall 2010)
• 2010 Winter Olympics and Paralympics

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What is a Sport Product?

• A good, a service, or a combination of the two
  that is designed to provide benefits to a sports
  spectator, participant, or sponsor.

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Examples of Sport Products

• Athletes Tiger Woods, Steve Nash
• David Beckham, Sidney Crosby, Derek Jeter
• Sporting Goods Nike, Reebok, Bauer
• Sport Facilities ACC, Wrigley Field,
  Augusta National

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AndSporting Events!!
Global World Cup Olympic Games
International Wimbledon Ryder Cup
National Canadian Figure Skating Championships
Regional York Region Baseball Championships
Local Mitsubishi City Chase
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What is Event Management?
The planning, co-ordinating, staging and
evaluating of an event.
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Who Manages Sporting Events?

• Sport and Entertainment Agencies - IMG
• Professional Clubs/Leagues - NBA/NHL/MLB/NFL All
  Star Game
• National Sport Governing Bodies - Tennis Canada
• Municipal Parks and Recreation - City of Toronto
• University Athletics - Sport York
• Charities/Not for Profit Foundations - Heart and
  Stroke Foundation

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Sponsorship

• What is Sponsorship?
• Sponsorship is an indirect way of gaining
  financial support by helping businesses promote
  their products or services in exchange for their
  support (financial or in-kind).

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Types of Sponsorship
Sponsorship

• Title
• Presenting
• Platinum
• Gold
• Silver
• Bronze
• In-kind

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Why Sponsor An Event?

• Target a specific group of customers
• Goodwill to the community
• Give Back
• Looks good to potential customers
• Early 90s cutbacks in marketing novel form of
  marketing
• Bang for your Buck
• Guarantees

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Acquiring Sponsors The Event Sponsorship
Acquisition Model

1. Fan attendance/demographic profile of fans at the
   event
2. Cost/cost per number of people reached
3. Length of contract
4. Media Coverage
5. Communications Inventory Offering
6. Sponsorship Benefits

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The Event Planning Process

• Although not an exhaustive list, planning an
  event involves

• Participant Recruitment
• Medical Service Planning
• Facility / venue logistics
• Ticketing / Box Office Management
• Food Service Management
• Marketing Communications
• Public Relations
• Volunteer Recruitment

• Hospitality / VIP Protocol
• Permits / Licenses
• Merchandise / Concessions
• Parking / Traffic Control
• Risk Management
• Venue Contract Negotiations
• Evaluation of results

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Event Management Job Structure

1. Administration
2. Technical Services
3. Operations
4. Hospitality
5. Marketing and Communication
6. Special Services

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Event Management Assignment

• Plan an event from start to finish
• All required elements must be in main body
• Going over the page limit or putting a required
  element in the appendix will lead to a reduction
  in your final mark (by at least one half grade ie
  a B becomes a B)
• Ethics question to be provided IN CLASS on June
  8. It will NOT be posted on the course website

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Event Management Planning

• Phase 1 Assessing Feasibility
• Phase 2 Building Support
• Phase 3 Getting Ready
• Phase 4 Marketing
• Budget
• Sponsorship Proposal