NIAAADECEMBER 15, 2013

EVENT MANAGEMENT

PLANNING AND PREPARATION

TRACI NEELY, ASSISTANT DIRECTOR OF ATHLETICS – UIL (TEXAS)

TOPICS OF

DISCUSSION

1- Partnerships

Schools / Community / Sponsors

2 - Event Infrastructure

Budget / Branding / Business

3 - Information Systems

Schools / Public / Media

4 - Event Execution

Facility / Personnel / EAP

SUPPORT FROM EXPERTS• Event format developed based upon the facility

choice, previous history of events and expected school entries and possible attendance.

• Trial or pilot event is highly recommended with a large school hosted event utilizing same facility or site and a similar format.

• Utilize and pay consultants (coaches or administrators) from schools that host the same type of event on a regular basis.

• Facility/site or equipment agreements should be formed no later than 18-24 months ahead of time.

• Expand and explore the previously established community/facility site relationships formed by the schools.

SCHOOLS

PARTNERSHIPS

EVENT SITE• Open dialogue with decision makers to explore

the city or community minimum and maximum ideas of event size, facility development or expansion to accommodate an “dream” event.

• Coordinate efforts that parallel the city or community goals for the facility usage, commerce and future event expansion.

• Determine the number of support staff or administration needed to conduct the event.

• Join forces with community services including police/sheriff departments and emergency management operations.

• Notify local businesses that the event necessitates including food and hotel establishments.

COMMUNITY

PARTNERSHIPS

EVENT SPECIFIC SUPPORT • Contact and coordinate with sponsors or businesses

that reflect the character of the event in order to create contracts and agreements in writing.

• Utilize sponsorship provisions already in place for previous events or predetermined by the facility or community.

• Search or request services or products that specifically support the facilitation of the event.

• Identify the value or need of the sponsor item/service offered to the event.

• Offer the possibilities to local businesses that may help support the event infrastructure including food and hotel establishments.

SPONSORS

PARTNERSHIPS

REQUIREMENTS & COSTS• Develop or review the obligations for the contest

and generate a budget for the event to include inaugural year costs and expansion thoughts for expenses.

• Select line items based on priority needs to facilitate the first year and work to grow the event over several years.

• Clarify processes for each service and/or line item to be obtained and discuss non-negotiable deadlines.

• Construct a budget plan that utilizes the experts for the event that include school administration, community services and others to produce not only a fair and equitable contest, but also an efficiently organized and appealing event for the contestants.

BUDGET

EVENT

INFRASTRUCTURE

MAKE AN IMPRESSION• Put the most important visuals in the forefront and

prioritize the delivery and to whom.

• Consider the priority of the message according to

contract and declare proper protocol based on how that

will be received by the contestant schools, the public

and the media.

• Refrain from making it appear “too busy” with visuals

and or identified services that might create an

overwhelming negative effect on the priority of the event.

BRANDING

EVENT

INFRASTRUCTURE

PROCESS & PROCEDURES• Identify and develop a connection with operating staff

that will serve internally and the personnel units that

will assist externally.

• Cooperate with internal and external procedural

requirements and insist that deadlines are met

accordingly.

• Produce and share with others a month-to-month

calendar to include the tasks identified to make the

contest or event possible, which must include an

emergency secondary plan if extenuating

circumstances postpone the event for any reason.

BUSINESS

EVENT

INFRASTRUCTURE

PRIORITY GROUP• Create methods of delivery to inform schools

about the required procedures, guidelines and other valuable information to make an event that is a pleasure for school coaches and administration as well as their contestants.

• Standardize the mandatory information through common methods of delivery for school coaches and administration.

• Secure site facilities to demonstrate priority treatment to the contestants and the school personnel.

• Obligate yourself (and other staff if necessary) to meet, greet and solve crisis on the day of the event.

SCHOOLS

INFORMATION

SYSTEMS

ACCESSIBLE & EASY• Take advantage of all methods available to

push event information to the public.

• Separate written or posted public information

from the school information.

• Circulate public information through the

schools for distribution to parents.

• Coordinate messages and information

through community methods as well.

PUBLIC

INFORMATION

SYSTEMS

ATTRACT

ATTENTION• Make it simple for media to

obtain credentials and

information about the event.

• Regulate the sources of

information through the

expected media methods.

• Create a protocol of behavior

that is similar to other high

priority level events.

MEDIA

INFORMATION

SYSTEMS

FINAL FACILITATION• Make confirmation calls to all vendors and/or

services to detail any changes or additional

information.

• Coordinate final site visits and conduct

discussions with working personnel as well

as expert consultants.

• Perform walk-thru of venue or site with key

members of support staff.

• Dedicate last minute conversations to those

people that will be your “right and left” hands

on event day(s).

• Arrive extra early, stay on schedule and pat

people on the back with “thank you’s”.

FACILITY

PERSONNEL

EAP

EVENT EXECUTION

EMPOWER OTHERS• Produce written site maps, instructions

and/or other important information for as

many people as possible to make final

decisions when necessary.

• Provide adequate food and drink to all

workers, volunteers and officials for the

necessary time frame.

• Review schedules, discuss and adjust if

necessary.

• Distribute official event gear (if any) and

identification badges.

PERSONNEL

EVENT EXECUTION

EMERGENCY PRE-PLAN• Analyze and discuss (with appropriate

personnel) any situation immediately prior to

the event that could effect the arrival, safety

or contest in a negative manner.

• Provide a written Emergency Action Plan

specific to the event to all personnel, staff,

volunteers and/or officials that could be

involved in communication or execution

during an emergency situation.

• Continuously review and maintain a vigilant

mindset to prohibit and reactive

EAP

EVENT EXECUTION

SUMMARY

Event Management in a

Multi-High School District

Bob DeJonge Keller ISD Director of Athletics

Establish a Planning Calendar Scheduling, Contracts and Invitations Promotion / Marketing Staffing Security Game Day Plan Expected Challenges Emergency Action Plan Contingency Plans Review and Reflect

High School Football

Volleyball

Basketball

Tennis

Cross Country

Soccer

Wrestling

Swimming

Track / Field

Baseball

Softball

Golf

Middle SchoolFootball

Volleyball

Basketball

Tennis

Cross Country

Track / Field

Soccer

Swimming

Invitational Events

District Events

Regional Events

Hall of Fame Banquet

Gold Classic Golf Tournament

At face value many of these events look completely different – They

appear to require entirely different strategies and plans…..But do they

Really??

Typical Varsity Football Game

7,000 fans

500 band members

50 Flag Girls

75 Cheerleaders

120 Drill teamers

50 Spirit Squad Members

10 Police Officers

8 District Security Personnel

60 Event Workers

Total 7873!

Feb – Contracts

March – May – Marketing / Sponsorship Agreements

April – Radio Broadcast Agreements

May – Staff Planning and Orientation

June – Signage, Field Prep

July – TV, Internet Broadcast Agreements

July – Ticket Renewals and Sales

Security Plan and Review

August - Scrimmages and Staff Training

September – Season Begins

Calendar – 2 years in advance

Site – Four Schools Share One Stadium

Contracts – Sent to all Participant Schools

Broadcast Agreements◦ TV: 3 Months, ESPN, CH 21 & UIL $$$

◦ Radio: 6 – 9 Months $$

◦ Internet: 3 Months $

Posting / Printing Schedules

Stadium / Event Advertising $40,000 / YR

Scoreboard Advertising -$80,000 / YR

Ticket Sales

Print Media

Electronic Media

150,000 attend our varsity games per year!

On Site Stadium Staffing

◦ Ticket Sales – 9◦ Ticket Takers – 8◦ Pass Gates – 3◦ Concourse Staff – 7◦ Reserved Seating – 4◦ Press box – 1◦ Elevator - 1◦ Field staff – 5◦ Event Manager – 1◦ Police – 10◦ Campus Security – 8

Off Site Staffing

o Event Contracts - 2

o Campus Ticket Sales – 4

o Worker Payment Sheets -1

o Game Reconciliation - 1

o Game Worker Payment – 6

Training Components

Staff Orientation and Job Assignments

Rehearsal at Scrimmage or Sub-Varsity Game

Job 1 - Customer Service and Safety

Weekly Review of Troublesome Areas

Keller ISD Security Staff

Keller ISD Student Resource Officers

Event Manager

Athletic Director

Keller Police Department

HS Principal

8:00 Concession Preparation

10:00 Press Box – Food and Drink

11:00 Concourse and Stands (check)

11:00 TV Crew Arrival

12:00 Field and Site Prep

1:00 Game worker sheets and Gate $$

1:30 Print Scripts for Announcer

2:00 Prepare Worker Assignment Instructions, Press Box, Pass List, Will Call, Tickets

4:00 Radio Set Up, Lead Team for Head Phone and Video

4:00 Field Manager and Event Manger on Site

5:00 AD Shows up and Smiles!

5:00 Teams Arrive

5:30 Teams Walk The Field

6:00 Specialty Teams Take the field

6:30 Full Team Warm Up

7:00 Teams Leave the Field and Game Script Begins

7:30 Kick Off!

Weather Precautions

Safety –Plans

Lighting, Scoreboard, Play Clock and PA

Examples –

Field Security after the game

Altercations Between Teams or Fans….After or During the Contest

Lightning and Severe Weather and Heat Examples

Evacuation (Training, Announcement and Security Readiness

Multiple Banks of Light or PA Failure

Contingency Plan – Alternate Site or Day

Athletic Trainers – Both Teams

Team Doctors – Both Teams

Ambulance and or Paramedics on Site

Communication Devices for Event Leadership and Emergency Personnel

There is no Substitute for Planning, Training and Continuous Review.

As Coaches Become Athletic Directors our Victories Become Safe and Successful Events!

Questions??

Bob.dejonge@kellerisd.net 817-744-1066