Event Management and the Event Planning Process

Today’s Lecture Social Media: The New Frontier Sport Products What is Event Management? Sponsorship The Event Planning Process Discussion of Event Planning Assignment

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

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”

5 Ps of Social Media Purpose – always changing or stay static? Permission – pictures, videos, articles Participation – active vs passive Profile Personalization

Social Media Success Stories Ashton Kutcher (Twitter) Justin Beiber (YouTube) “$#@! My Father Says” (Twitter, Pilot on CBS premiering Fall 2010) 2010 Winter Olympics and Paralympics

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.”

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

And…Sporting Events!! Global International National Regional Local World Cup Olympic Games International Wimbledon Ryder Cup National Canadian Figure Skating Championships Regional York Region Baseball Championships Local Mitsubishi City Chase

What is Event Management? “The planning, co-ordinating, staging and evaluating of an event.”

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

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).”

Sponsorship Types of Sponsorship Title Presenting Platinum Gold Silver Bronze In-kind

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

Acquiring Sponsors – The Event Sponsorship Acquisition Model Fan attendance/demographic profile of fans at the event Cost/cost per number of people reached Length of contract Media Coverage Communications Inventory Offering Sponsorship Benefits

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

Event Management Job Structure Administration Technical Services Operations Hospitality Marketing and Communication Special Services

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

Event Management Planning Phase 1: Assessing Feasibility Phase 2: Building Support Phase 3: Getting Ready Phase 4: Marketing Budget Sponsorship Proposal