Event Event ManagemenManagemen

ttEvent Management Event Management

and the and the

Event Planning ProcessEvent Planning Process

Today’s LectureToday’s Lecture Social Media: The New FrontierSocial Media: The New Frontier Sport ProductsSport Products What is Event Management?What is Event Management? SponsorshipSponsorship The Event Planning ProcessThe Event Planning Process Discussion of Event Planning Discussion of Event Planning

AssignmentAssignment

Social MediaSocial Media ““Media designed to share”Media designed to share” Examples: Facebook, Twitter, Flickr, Examples: Facebook, Twitter, Flickr,

MySpace, YouTube, FourSquare, MySpace, YouTube, FourSquare, ChatRoulette, iphone appsChatRoulette, iphone apps

Still evolving - but it has ushered in a new Still evolving - but it has ushered in a new trend in marketing – “Digital Marketing”trend in marketing – “Digital Marketing”

Content DrivenContent Driven Organizations must decide what is a trend Organizations must decide what is a trend

and what is here to stayand what is here to stay

Social Media (continued)Social Media (continued)

Creating problemsCreating problems Policies – who is governed by them?Policies – who is governed by them? Privacy Issues – legal implicationsPrivacy Issues – legal implications LegitimacyLegitimacy

No one really knows where this is No one really knows where this is going, but what is clear is that it is going, but what is clear is that it is important for organizations to utilize important for organizations to utilize the technology to remain “current”the technology to remain “current”

5 Ps of Social Media5 Ps of Social Media

1.1. Purpose – always changing or stay Purpose – always changing or stay static?static?

2.2. Permission – pictures, videos, Permission – pictures, videos, articlesarticles

3.3. Participation – active vs passiveParticipation – active vs passive

4.4. ProfileProfile

5.5. PersonalizationPersonalization

Social Media Success Social Media Success StoriesStories

Ashton Kutcher (Twitter)Ashton Kutcher (Twitter) Justin Beiber (YouTube)Justin Beiber (YouTube) ““$#@! My Father Says” (Twitter, $#@! My Father Says” (Twitter,

Pilot on CBS premiering Fall 2010)Pilot on CBS premiering Fall 2010) 2010 Winter Olympics and 2010 Winter Olympics and

ParalympicsParalympics

What is a Sport What is a Sport Product?Product?

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

Examples of Sport Examples of Sport ProductsProducts

Athletes:Athletes:Tiger Woods, Steve NashTiger Woods, Steve NashDavid Beckham, Sidney David Beckham, Sidney

Crosby, Derek JeterCrosby, Derek Jeter

Sporting Goods:Sporting Goods: Nike, Reebok, BauerNike, Reebok, Bauer

Sport Facilities:Sport Facilities: ACC, Wrigley Field, ACC, Wrigley Field, Augusta NationalAugusta National

And…Sporting Events!!And…Sporting Events!!GlobalGlobal World CupWorld Cup

Olympic GamesOlympic Games

InternationalInternational WimbledonWimbledon

Ryder CupRyder Cup

NationalNational Canadian Figure Canadian Figure Skating Skating ChampionshipsChampionships

RegionalRegional York Region Baseball York Region Baseball ChampionshipsChampionships

LocalLocal Mitsubishi City ChaseMitsubishi City Chase

What is Event What is Event Management?Management?

““The planning, co-The planning, co-ordinating, staging and ordinating, staging and evaluating of an event.”evaluating of an event.”

Who Manages Sporting Who Manages Sporting Events?Events?

Sport and Entertainment Agencies - IMGSport and Entertainment Agencies - IMG Professional Clubs/Leagues - Professional Clubs/Leagues -

NBA/NHL/MLB/NFL All Star GameNBA/NHL/MLB/NFL All Star Game National Sport Governing Bodies - Tennis National Sport Governing Bodies - Tennis

CanadaCanada Municipal Parks and Recreation - City of Municipal Parks and Recreation - City of

TorontoToronto University Athletics - Sport YorkUniversity Athletics - Sport York Charities/Not for Profit Foundations - Charities/Not for Profit Foundations -

Heart and Stroke FoundationHeart and Stroke Foundation

SponsorshipSponsorship

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).”

Types of SponsorshipTypes of Sponsorship TitleTitle PresentingPresenting PlatinumPlatinum GoldGold

SilverSilver BronzeBronze In-kindIn-kind

SponsorshipSponsorship

Why Sponsor An Event?Why Sponsor An Event?

Target a specific group of customersTarget a specific group of customers Goodwill to the communityGoodwill to the community

““Give Back”Give Back” Looks good to potential customersLooks good to potential customers

Early 90s cutbacks in marketing – Early 90s cutbacks in marketing – novel form of marketingnovel form of marketing

Bang for your BuckBang for your Buck GuaranteesGuarantees

Acquiring Sponsors – Acquiring Sponsors – The Event Sponsorship The Event Sponsorship

Acquisition ModelAcquisition Model1.1. Fan attendance/demographic profile of Fan attendance/demographic profile of

fans at the eventfans at the event

2.2. Cost/cost per number of people Cost/cost per number of people reachedreached

3.3. Length of contractLength of contract

4.4. Media CoverageMedia Coverage

5.5. Communications Inventory OfferingCommunications Inventory Offering

6.6. Sponsorship BenefitsSponsorship Benefits

The Event Planning The Event Planning ProcessProcess

Although not an exhaustive list, Although not an exhaustive list, planning an event involvesplanning an event involves::

Participant RecruitmentParticipant Recruitment Medical Service PlanningMedical Service Planning Facility / venue logisticsFacility / venue logistics Ticketing / Box Office Ticketing / Box Office

ManagementManagement Food Service ManagementFood Service Management Marketing & Marketing &

CommunicationsCommunications Public RelationsPublic Relations Volunteer RecruitmentVolunteer Recruitment

Hospitality / VIP Hospitality / VIP ProtocolProtocol

Permits / LicensesPermits / Licenses Merchandise / Merchandise /

ConcessionsConcessions Parking / Traffic Parking / Traffic

ControlControl Risk ManagementRisk Management Venue Contract Venue Contract

Negotiations Negotiations Evaluation of resultsEvaluation of results

Event Management Job Event Management Job StructureStructure

1.1. AdministrationAdministration

2.2. Technical ServicesTechnical Services

3.3. OperationsOperations

4.4. HospitalityHospitality

5.5. Marketing and CommunicationMarketing and Communication

6.6. Special ServicesSpecial Services

Event Management Event Management AssignmentAssignment

Plan an event from start to finishPlan an event from start to finish All required elements must be in main All required elements must be in main

bodybody Going over the page limit or putting a Going over the page limit or putting a

required element in the appendix will lead required element in the appendix will lead to a reduction in your final mark (by at to a reduction in your final mark (by at least one half grade ie a B+ becomes a B)least one half grade ie a B+ becomes a B)

Ethics question to be provided IN CLASS Ethics question to be provided IN CLASS on June 8. It will NOT be posted on the on June 8. It will NOT be posted on the course websitecourse website

Event Management Event Management PlanningPlanning

Phase 1: Assessing FeasibilityPhase 1: Assessing Feasibility

Phase 2: Building SupportPhase 2: Building Support

Phase 3: Getting ReadyPhase 3: Getting Ready

Phase 4: MarketingPhase 4: Marketing

BudgetBudget

Sponsorship ProposalSponsorship Proposal