DIMENSIONS JANUARY–FEBRUARY 2011
Get in the Game! Score a Career in Sports Marketing
Scholarships to the Tune of Full Tuition
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DENVER, COLO.
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CHARLOTTE, N.C.
DIMENSIONS
CONTENTS
JANUARY–FEBRUARY 2011
D E PA R T M E N T S E D I TO R I A L Publisher Edward Davis Editor Christopher Young Editorial Committee Barbara Henn, Shirlee Kyle
2 Let’s Talk 2 DECA Events 4 My Turn 26 Chapter Clips
F E AT U R E
Advertising Cindy Allen Art Direction and Design Chuck Beatty
D E C A N AT I O N A L O F F I C E R S President Kurtis Conkel North Atlantic Region VP Nate Keeney Central Region VP Paige Dorman Southern Region VP Aramis Betts Western Region VP Brennan Boehne
B OA R D O F D I R E C TO R S President: Jim Brock President-elect: Melissa Zelinski Secretary: Oleg Shvets Treasurer: Curtis Youngman Members: Marsha Bock, Roger Cartee, Kevin Reisenauer, Jacklyn Schiller NAB Chair: Mike Marchetti Ex-Officio Members: Edward Davis, Milton Ericksen, Deb Moore
E D I TO R I A L CO R R E S P O N D E N C E DECA Dimensions Attn: Editor 1908 Association Drive Reston, Virginia 20191-1594 deca_dimensions@deca.org
SUBSCRIPTIONS & CHANGE OF ADDRESS Dimensions Circulation 1908 Association Drive Reston, Virginia 20191-1594 (ISSN 1080-0476 is published four times each year—September/October, November/ December, January/February and March/ April. Copyright © 2011 by the Distributive Education Clubs of America, Inc., 1908 Association Drive, Reston, Virginia 20191-1594. All rights reserved. Annual non-member subscription rate is $5.00. Periodicals postage paid at Herndon, Virginia and additional mailing offices. $1.00 of membership fee goes toward subscription to DIMENSIONS, a publication of DECA, (USPS 566-200), Volume 30, Number 3. Postmaster—Send form 3579 for change of address to: DIMENSIONS, 1908 Association Drive, Reston, Virginia 20191-1594.
GET IN THE GAME! 7 Scoring the dream job Just as it is on the field or court, the competition in sports marketing careers is fierce. Learn how you can get ahead of the pack.
10 Putting sizzle in social media One minor league baseball team uses Facebook to engage its fans before, during and after the season.
13 Super logo The NFL revealed the official logo for Super Bowl XLV with a new permanent core design.
15 Seizing the spirit of North Texas Super Bowl visitors to North Texas will be welcomed with eager enthusiasm by thousands of friendly volunteers and ambassadors thanks to the Hospitality Action Team.
17 Economic boost Super Bowl XLV will be great for local businesses—and a study currently being produced should prove it.
19 Super Bowl by the numbers Want to know the economic impact of the Super Bowl? How much do you think the average fan spends during his or her visit to the Super Bowl? Find out.
21 Presentations with pizzazz! After months of research and rewrites, your DECA written event is ready to face the competition. Now, only one obstacle stands between you and your moment of glory: your presentation.
24 Quick Response Learn more about the topics featured in this issue by using your smartphone.
Go to www.facebook.com/decainc to join the conversation. DECA DIMENSIONS | January–February 2011
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LET’S TA L K
Bases to personal and professional success Dear DECA Members, We all want to reach a higher level of our personal and professional best. In keeping with this issue’s focus on sports marketing, I have designed a game plan for each of us to achieve success! So, you’re at the plate for the first pitch, which is similar to being an underclassman in high school. You want to start off high school right. You’re not sure what the best way is, though, so you step up to the plate. The best way to get on base is by getting involved! Whether it is with DECA, student council, your favorite sport—anything— just getting involved will start you on the right track to discovering your passions. Base hit! You got involved, and now you’re ready to steal second base. The best way to do this is by taking advantage of the opportunities offered by being involved. With DECA, you can participate in a multitude of different competitive events, travel across the country to leadership and career conferences, get a first or new job, and get a jumpstart on learning how to be a great leader! No matter what you choose, it will be a great start to high school! So, you’ve stolen second base and are ready to head toward third! To do this, you can really get ambitious and run for an office or assume a project leadership 2
position in your organization! As a junior or senior getting ready for college or career, this will really help polish your résumé and add to your applications! As you run for an office, whether it is for chapter, state or national, you are truly ready to try to get to home base and score! Now that you are a leader, you are ready to go home! You just need your team to get a hit to get home! When you rely on the peers that surround you, you will succeed. By working with your team throughout the game, you have created strong relationships that you can count on for recommendations, advice and personal support as you continue to take risks moving forward into the future.
By being involved, you have scored for your team and yourself. Through these easy steps you have secured yourself a great start to your future as you prepare for college and for life. You are prepared with a multitude of skills that set you apart from the competition, and will pay off in a home run! Sincerely,
Kurtis Conkel National President High School Division decakurtis@gmail.com
DECA EVENTS January 2011
3 Virtual Business Challenge II begins 14 School-based Enterprise certification documentation due 17 Copy due for March/April DECA Dimensions 21 Corporate and Applegate student scholarship applications due. (Available online) 28 Virtual Business Challenge II ends
February 2011
1 DECA Emerging Leader Honor Award applications due at DECA Inc.
DECA DIMENSIONS | January–February 2011
1–28 Career and Technical Education Month 2–6 Sports and Entertainment Marketing Conference, Orlando, FL
March 2011
1 ICDC competitors’ final membership eligibility 1–31 Piper Jaffray Spring Online Survey 4 Corporate Advisor Scholarship applications postmark deadline 18 National Officer applications due
MY TU R N
Get In the S
ports have always been one of the biggest aspects of my life. From playing, watching, listening or even studying, I can never have enough of sports. I decided in middle school that this was something that I wanted to do as a career. At first, I wanted to be a sports broadcaster, then it turned into a sports agent, and recently it evolved into a sports marketer. No matter what, in ten years, I know that I will have a career in the sports industry. Aside from the excitement of the game itself, there are several other reasons that
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pull many like me into this direction. Could it be because most people in this field of employment get to go to sporting events for free? Or maybe even the atmosphere or emotional effect when you are part of a winning organization? Maybe the words “billion dollar industry” mean something to you. Essentially, the sports industry seems to be recession proof, because people take comfort in sporting events to compensate for financial worries. Athletes, coaches, writers, sales
DECA DIMENSIONS | January–February 2011
professionals, trainers, security personnel, announcers and fashion designers are just a few of the options available for being a part of the sports industry. There are hundreds of careers in this field, and there are many possibilities depending on your interests. I decided to go more into depth for three different careers in this industry with the help of simplyhired.com. Sports Broadcasting Technology has brought a media craze throughout the entire country. A major way people can enjoy life is through
watching current events on television, listening to them on the radio or seeing a Web cast. This is the reason that sports broadcasting is such a thriving business. The actual definition of this career is the coverage of sports on television, radio and other media channels. Usually, it involves one or more commentators describing the events as they happen. Sports broadcasting covers all professional events, and there are normally pre-game, in-game and post-game shows. As a result, you can choose the sport and the media type to best suit your interests. The salary for this career starts near $30,000 per year but can turn into millions based on ability and experience. If you are considering this profession, volunteer to announce or broadcast at your high schools sporting events. This will give you practice and the experience looks great on a college application. To become more knowledgeable about this career, one could go to an accredited university and study either sports journalism/broadcasting or communications. Additionally, make sure to apply for internships with local media channels or even with the university that you attend. Sports Agent Typically, people have a basic understanding of the professional responsibilities of a sports agent thanks to the 1990’s movie, Jerry Maguire. However, there are many details about this occupation that were not covered in that romantic comedy. First, a sports agent is typically a lawyer who negotiates employment and endorsement contracts for a professional athlete. Whether it is a contract with the New York Yankees or a brand such as Nike, the goal of the agent is to make the most money for the client. Though the image of the athlete is also important, there is a reason sports agents work hard to make the most money for their clients: the agent makes between four and twenty percent of each contract signed by the athlete, depending on the terms. Therefore, the sports agent normally wants a large clientele of the best
players to be a successful businessperson. Salaries of sports agents vary all across the board from $40,000 to multi-millions per year. To earn this very big paycheck, the agent has to offer these services to the clients all year round. From basic contract negotiations and endorsement deals to anything else the clients might need, the agent will be very busy. Even though it can be a very stressful job and sometimes a challenge to become the best, it does have its perks: going to professional sporting events for free, working directly with celebrities and the CEOs of the top businesses and even the potential of making more than six figures per year. To become a sports agent, I would start out with a basic bachelors degree in general business or even sports management/ marketing. During this process, I would also try to be an intern for either a sports agency or a professional sports team. Once this is all accomplished, I would get ready for law school and seek programs for sports law. Sports Marketing What is one of the most important jobs for each sports organization? Other than the team itself, what brings fans into the stadium? The marketing staff serves as the key role to keep each organization successful. If there is no marketing for the team, there will not be any fans. Therefore, no profit will be made and the team will no longer exist. In this career, your job is to create customer interest and fan loyalty. It is an integral part of the organization in which you must build strong customer relationships and create value for the customers and the team. You will be responsible for services such as advertising, promotions, community relations and management. Through these marketing services, your primary goal is to bring fans into the stadium. The average salary is around $60,000 per year but you can improve greatly depending on the company, location, experience and benefits. To become a sports marketing executive,
I would start by getting a degree in either general marketing or even sports marketing/management. Furthermore, see if it is possible to partake in an internship through the school or a professional sports team as an assistant to the marketing director. Clearly, there are endless opportunities for careers within the sports industry. There are jobs that can meet any person’s lifestyle or interests. There are many perks working in this business, and it is perfect if you have a love for sports. I would encourage you to further check into the sports industry for a possible career - that way you can base your college choices around it. Throughout the Internet, there are hundreds of articles that go into more depth about each sports career. Best of luck with your career choices!
Brennan Boehne Western Region Vice President High School Division decabrennan@gmail.com
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DECA DIMENSIONS | January–February 2011
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Scoring the Dream Job Competition in sports marketing careers is fierce. Learn how you can get ahead of the pack.
S
ports and entertainment marketing careers are very popular, and this makes attaining success a challenge in this competitive environment. Brennan Boehne, your Western Region Vice President, asked Darren Montgomery, senior director of group sales and arena events for Monumental Sports and Entertainment, to share insights into the profession. Monumental Sports and Entertainment owns and operates three professional sports teams: the NBA’s Washington Wizards, the NHL’s Washington Capitals and the WNBA’s Washington Mystics. Operating in the nation’s fifth-biggest media market, Monumental Sports and Entertainment also owns and operates the Verizon Center, the premier sports and entertainment venue in Washington, D.C. and is one of the largest integrated sports and entertainment companies in the country.
What can DECA members do during high school to prepare for a future sports industry career? Volunteer to help local athletic booster clubs with fundraising and ticket sales campaigns. Take marketing, communications and other business-related courses.
Would you recommend attaining a general business degree or a business degree with a sports emphasis? Why would you make this decision? This is an extremely difficult question to answer. The great thing about a sports management degree is that you will get the opportunity to do a lot of networking and meet industry professionals. The benefit of a general business degree is that you will be exposed to multiple industries.
During college, what programs or extracurricular activities do you recommend to enhance the future of someone seeking a career in this industry? Work with the development and fundraising office making calls to alumni for fundraising purposes. Look for professional and business student organizations that will help build your résumé, internships in the athletic department or game day staff opportunities. DECA DIMENSIONS | January–February 2011
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What do you look for when you hire someone that is new to the career field? We look for someone who is passionate about the field, understands the pros and cons of the industry, has a willingness to learn, is persistent but professional and has strong communication skills.
What do you love most about your job? I’m excited to come into work everyday, because it’s like running your own business. I get to engage in marketing and sales efforts, and every season I get to start all over again.
What are a couple of the best benefits you receive with your job? I get to attend games, be a part of a team and follow everything in the sports industry.
What is the typical day in the life of person who works in the sports industry? I get to the office at 9 a.m., plan my day, attend meetings, make phone calls, work games and get home at 11 p.m. and do it over again the next morning.
What is one of the most unique promotional activities that you have ever offered your fans? We gave away 3-D glasses for a 3-D opening video.
How do sports teams give back to the community? Our teams give back by player involvement in the community, fundraising opportunities and providing tickets for underprivileged kids.
What is the biggest revenue maker for a professional sports team? Ticket sales comprise our largest revenue stream.
If the team you represent is struggling and fan attendance is low, what do you do to put fans back in the seats? We try to offer a lot of ticket packages that have added value such as food vouchers or merchandise.
URLs from QR-codes, page 24 1. www.facebook.com/decainc 2. www.youtube.com/user/ NorthTexasSuperBowl#p/u/13/Tg5jTEGAoDo 3. http://adage.com/mediaworks/article?article_ id=146802 4. www.facebook.com/pages/Kansas-City-TBones/198501045337 5. www.verizoncenter.com/about/wse.shtml 6. www.deca.org/competitions/5
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DECA DIMENSIONS | January–February 2011
Careers in Sports Marketing and Management Advertising Coordinator Account Executive Director of Communications Director of Community Relations Director of Corporate Sales Director of Corporate Sponsorships Director of Game Operations Director of Group Sales Director of Guest Services Director of Ticket Sales Graphic Designer Group Sales Marketing Coordinator Mascot Coordinator Regional Sales Manager Video Coordinator Web site Editor
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Putting Sizzle in Social Media Kansas City T-Bones use Facebook to engage fans
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ECA Dimensions caught up with Jason Young, account executive for the Kansas City T-Bones, an independent minor league baseball team in Kansas City, Kansas. Here’s what he had to say about his team’s promotional efforts, including the use of social media.
How do you make a five-month season a yearlong job? During this time of the year, people ask me, “You work for a minor league baseball team, so what do you do in the offseason?” While I wish I could say that I take a few months off and live on the coast for the cold part of the year, this is not the case. As soon as the final out is recorded, we are already thinking about how we will top the promotions from last season. If you haven’t been to a minor league baseball game, you truly don’t know what you are missing. I will admit, nothing is like going to a major league stadium and watching baseball players at the top of their game compete; but, there is something about sitting close to 10
DECA DIMENSIONS | January–February 2011
the field, enjoying $1 hot dogs and not having to pay for parking. This atmosphere has brought over 2 million fans to watch T-Bones games in just eight seasons.
What stands out about minor league baseball? Minor league baseball is all about promotions. I’ll be honest— most of our fans go home without knowing who actually won the game that night or even who the opposing team was. They come for the entertainment and the atmosphere. Like many minor league teams, we are known for our crazy in-between inning promotions such as the dizzy bat race, sumo wrestling, steak night and the Chipotle burrito launch, where we launch a fake burrito into the air and a lucky fan has to catch it with a net on the field. We have given away replica jerseys to 3,000 fans on a single night, offered $1 tickets on the last game of the season and even gave away a car to a fan after a grand-slam was hit. While our product is a great way for various companies to get their message out to a captive audience, we have to find ways to get those people into the actual stadium first.
Why did you start using Facebook to promote the T-Bones? After a summer of interning, I was hired full-time at the beginning of October 2009 along with a new promotions director. We sat down to brainstorm ideas we would bring to the table for the 2010 season. One of the many ideas we tossed around was social media, primarily Facebook. Keep in mind, this was a year before the movie Social Network, probably right at the time you realized your parents somehow started an account on Facebook. In October 2009, we had only 660 fans. We knew that Facebook would be a great tool to spread the word on our promotions, but we knew we had to have more fans first.
How did your fan base grow from 660 to over 8,000 fans in a year? We came up with the idea to start a campaign to become the team with the most Facebook fans in the Northern League. At that time, the team that had the most fans in our league only had around 2,500. This idea caught fire with our fans, and they started inviting their friends to become a fan of our page (now it is referred to as “Likes”). The Fargo-Moorhead Redhawks heard about our campaign and they accepted our challenge. As their fan base grew, ours grew to catch them in this “friendly rivalry.”
What else did you offer for an incentive for fans to invite their friends? As an added bonus, we hinted to our fans that if we reached more than 5,000 fans, we would reward our Facebook followers. The weekend of our home opener in May, we broke the 5,000-fan mark. As promised, in mid June we rewarded our Facebook fans with free food and $2 off all tickets. We created a voucher and posted it on Facebook, and if fans brought it to the game, they would receive a free hot dog, bag of chips and lemonade along with $2 off their tickets. Fans began to tell their friends of the special and our fan base continued to grow throughout the season as we offered more and more specials exclusively on Facebook.
Now that you have reached 8,000+ fans, how do you utilize Facebook? It has been great tool. Not only are we able to spread the word on upcoming promotions, but we can also keep fans updated with game scores, rainout situations and game times. During the season, we use Facebook to show fans pictures of our giveaways for upcoming giveaway nights, promote fireworks and much more. The main goal is to stay in the minds of our fans and keep them coming back multiple times during a season. Facebook has also allowed us to engage our fans during the off-season and build excitement and anticipation for the upcoming season.
What is on the horizon? 10,000 fans! We have some tricks up our sleeves on how to reach that goal. DECA DIMENSIONS | January–February 2011
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The NFL has revealed the official logo for Super Bowl XLV with a new permanent core design By Mickey Spagnola North Texas Super Bowl XLV Host Committee
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he NFL was searching for something iconic, something that said Super Bowl. You know, like when you see the blue star on the side of a helmet, that’s Dallas Cowboys. When you see the intertwined N and Y, you know it’s the New York Yankees. When you see the five rings, you know it’s the Olympics. Some things should never change. And now the NFL has come up with a permanent core design for the Super Bowl logo, one that was unveiled at the North Texas Super Bowl XLV Host Committee’s “plaza” at the media center, and fittingly so since the logo will make its debut when the Super Bowl makes its North Texas debut. This wasn’t just any unveiling. This came with a certain amount of pomp and circumstance, including next year’s host committee making sure that Chairman Roger Staubach was on hand for the ceremony, along with the host committee’s President and CEO Bill Lively, and former Cowboys such as Daryl Johnston, Tony Dorsett and Leon Lett to name a few. Also fitting, the logo was first presented to the public on the center-hung video screen, a small-scale replica of the video screen at Cowboys Stadium that is the signature item of the North Texas Super Bowl XLV Host Committee’s presentation at the media center. “I think it’s great,” Lively said of the Super Bowl XLV logo. “It has the Lombardi Trophy, it has the Cowboys Stadium, and it has the Roman numerals. And the aggregate icon is rather majestic. “They sort of are emulating the rings for the Olympics. It will live on for another year with adaptations, but we’re glad to start it with XLV.” So the idea is very simple, yet classy. Make the Lombardi Trophy, given to the Super Bowl winner, the centerpiece of the logo, and place the highly-recognizable hardware that is synonymous with the Super Bowl on a platform of that year’s Roman numeral. Then to bring some regional flavor to each Super Bowl logo, the stadium of where the game will be played is included in part of the design each year. And viola, you have the Lombardi Trophy sitting on Roman
numerals XLV, with Cowboys Stadium placed behind the base of the trophy, all silver, sort of keeping in the architectural color of Cowboys Stadium. “What we’re doing with the logo is trying to reflect the stature and preeminence of the Super Bowl,” said Mark Waller, chief marketing officer of the NFL who represented the league during the presentation. “Given the global size and scale of the Super Bowl we really wanted a design that was permanent and that really could emphasize the prestige and stature of the game. “So we decided to focus very much on the (Lombardi) Trophy and the structures that host these incredible games.” Not only is the NFL changing the design of the Super Bowl logo, which previously changed significantly from year to year – the yearly designs depending on where the game was being played – but the league also has changed the design of the conference championship trophies (AFC’s Lamar Hunt Trophy and NFC’s George Halas Trophy), along with the logos for the playoff games and the conference championship games. Waller said about a year ago NFL officials began brainstorming the idea with NFL commissioner Roger Goodell, and decided since the game is so prominent, there should be a static symbol of the game, much like the NFL shield logo. And when they decided this was a good idea, they enlisted the help of Landor of San Francisco to design the logo, along with Tiffany, the designer of the Lombardi Trophy. And while there will be a core design, the NFL did not lose sight of regionalizing the logo each year to reflect the city and stadium where the game is being played. That not only will include the stadium being incorporated into the logo, but also color befitting to the area or stadium. “Every style guide will be customized for the particular city, and will have the colors of the city reflect the architecture of the area and reflect the local regional attributes,” Waller said. “You’ll get an awful lot of regional variation.” Printed with permission from the North Texas Super Bowl XLV Host Committee.
DECA DIMENSIONS | January–February 2011
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by Steve Pate North Texas Super Bowl XLV Host Committee
H
ospitality in North Texas seems such a given, as natural as the pink sunrises. And as the anticipation of the Super Bowl increases, that hospitality will be on display to the world. Hotels are already filling up, and special events are still being planned in many cities and towns all over North Texas’ four-county region (Collin, Dallas, Denton and Tarrant). Jay Burress chairs the host committee’s Hospitality Action Team, whose two dozen officials include members of convention and visitors bureaus, entertainment districts, taxi cab associations, destination management companies, hotel
Visitors to North Texas will be welcomed with an eager enthusiasm by thousands of friendly volunteers and ambassadors. and restaurant associations and more. These past 10 months, the Hospitality Action Team has held four major meetings—an introductory meeting uniting the entire region, one on roles and responsibilities, a third highlighting hotels and entertainment, and a fourth meeting concentrating on transportation issues. The diversity of North Texas hospitality is so far-reaching that Burress promises, “From the time they get off the airplane and experience the welcome of the hospitality there, from the time they get out of the taxi or the motor coach, from the time they check into the hotel to the first time
Jay Burress, Chair, Hospitality Action Team
DECA DIMENSIONS | January–February 2011
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they leave the hotel to experience what we offer, we know our volunteers will be prepared to make sure the visitors have the best time possible while they’re here.” Burress confidently adds, “The hospitality will be world class and much more than they will ever expect. Everyone is excited about this Super Bowl, and everyone is willing to lend a helping hand. I think visitors will find that it’s our first Super Bowl but not our first rodeo when it comes to big events. We’ve worked well as an area hosting large events before. I think people will probably discover we’re more than Tex-Mex and barbecue. We have some of the greatest restaurants you can find throughout the region. I think that’s something that will surprise a lot of people.” And as naturally as hospitality is ingrained in North Texans, it’s certain to shine on those who have never witnessed it. “The level of service and just how welcome they’re going to feel will take customer service and hospitality to another level here,” Burress assures. One of the unique components will be the Certified Tourism Ambassadors (CTA) Program, which has been used by only one other Super Bowl host city—Phoenix. “On our website where we are signing up all of our volunteers, we ask if they are CTA-certified,” says Tara Green, the Host Committee’s Vice President & COO. “If they are CTA-certified, that lets us know they have been trained and can speak on behalf of the region. They would be excellent volunteers to put at hotel information desks and as airport greeters because they are speaking with the same voice about what the assets of the region are, how far it is to downtown Fort Worth from the airport: questions that they would answer similarly.” Burress says the goal is to have a minimum 2,000 CTAtrained and certified ambassadors. All certified ambassadors must still register as a Super Bowl XLV volunteer to work Super
Bowl-related events. Burress estimates 1,300 have signed up thus far. “It was intended for front-line employees,” Burress says, “but we’ve had everyone from general managers at hotels to police officers and other public servants who have gone through the training.” Visitors will be encouraged to enjoy the many diverse traits of North Texas, from glamorous shopping to the Old West themes and everything in between. “North Texas is really a great mix and there’s so much to discover,” Burress says. “Visitors don’t have to stay in one place; they can move around and discover different things in each part of the entire North Texas region.” Obviously, not every community will concentrate on the same theme. It’s the diversity of North Texas that will in some ways unify the region for Super Bowl XLV. “All of the hospitality communities in all of the North Texas cities are working together,” Burress says. “But it’s also each community working on its own to develop its own ‘Welcome’ mat and the hospitality components each wants.” Some cities will host their own Super Bowl special days or nights and events. North Texas universities, various shopping malls and golf courses and so on will offer a range of remarkable destinations. “We want everyone to have such an incredible experience that they’re going to want to come back even when there’s not a Super Bowl going on,” Burress says. And that’s what hospitality is really about. It’s daily here, as understood as the breakfast taco, and that form of footwear known as the cowboy boot. Printed with permission from the North Texas Super Bowl XLV Host Committee.
Cowboys Stadium, Arlington, Texas Site of Super Bowl XLV
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DECA DIMENSIONS | January–February 2011
ECONOMIC
BOOST L
Super Bowl XLV will be great for local businesses—and a study currently being produced should prove it By Hy Cotton North Texas Super Bowl XLV Host Committee
et the records show the economic impact study for the greater Houston area for Super Bowl XXXVIII in 2004 was $340 million. Talk about the green, green grass of home. For the Super Bowl in Miami in 2007, it was $400 million. For Phoenix in 2008, $500 million. These figures are not determined by sliding one’s fingers into a big spinning barrel and selecting the lucky winner. They serve as a serious indicator of the impact a Super Bowl has on a hosting region’s economy. Those who helped put on the February 2010 Super Bowl in Tampa Bay said, despite the dire economic downturn nationwide, hosting the Super Bowl might have provided an even greater source of outside revenue than ever. The NFL’s Emerging Business Program, which works with minority—and women-owned—businesses, awarded $4 million in contracts to 130 local businesses in Tampa Bay for Super Bowl XLIII. The host committee hired Marketing Information Masters of San Diego, to determine what impact Super Bowl XLV will have. Michael Casinelli, president of MIM, is overseeing the project. “He has done studies for several Super Bowls,” said Larry McCoy, the host committee’s chief financial officer. “He has been involved with several NCAA tournaments. He’s also contracted for the NBA All-Star Game here. He’s worked 22 college post-season football bowl games, six PGA events, All-Star Games for NBA, MLB, NHL and NCAA Division I Men’s Basketball. “He has roughly over 30 years of experience doing economic impact studies. He’s been an expert witness. He’s developed his own statistical models and samplings based off tourist information.” Tara Green, the host committee’s vice president and chief operations officer, said the numbers Casinelli and his crew crunches aren’t just pulled from the sky. “We’re looking at estimates based on in-bound travelers that don’t live in the state of Texas, what they spend per day, how much they spend on hotels, how much is their discretionary income right around North Texas. If you’re staying in Addison, how much of your money gets spent in Irving or Grapevine or other places?” One thing about a Super Bowl: The vast majority of those attending the game are from out-of-state because tickets are divvied up among the league office and split among all 32 NFL teams. It’s also important, Green reminds, to determine the lasting impact Super Bowls may have. In Louisiana, tourism numbers have increased by one million tourists the year after New Orleans has hosted its Super Bowls. This will be the first in North Texas. If the NFL is impressed enough to bring future Super Bowls to the region, there’ll be no question then about the game’s impact—emotionally and economically. Printed with permission from the North Texas Super Bowl XLV Host Committee.
DECA DIMENSIONS | January–February 2011
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DECA DIMENSIONS | January–February 2011
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Don’t miss your opportunity! DECA Chapters are Enrolling NOW at www.CompetitionUniversity.com
To check your answer see Tara’s Blog at www.CompetitionUniversity.com
www.CompetitionUniversity.com
Presentations with Pizzazz!
by Julia Pitlyk
A
fter months of research and rewrites, your DECA written event is ready to face competitors from schools across your state/province (and possibly around the world!) in the heat of DECA’s competitive event season! After all your prep work, now only one obstacle stands between you and your moment of first-place glory on stage: your presentation. Even if your write-up is flawless from an exceptional executive summary to an amazing appendix, your presentation is the single element that allows you to express your expertise and passion for your project. This can make or break the outcome
of success for all your hard work. It’s no secret that all good presentations involve a neat visual aid, compelling opening and conclusion, and streamlined organization of all your information. As a DECA member, you probably have these skills mastered. If you’re looking to create a presentation that can bring you to a DECA victory at districts and beyond, read on for some finishing touches for a premium presentation. Just beware: these may lead you to on-stage success at DECA’s International Career Development Conference. DECA DIMENSIONS | January–February 2011
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Stop, Look, Listen
Brand Yourself A Winner When creating your project and delivering your presentation, you are essentially developing a brand for yourself and your ideas. Make your presentation’s brand attractive and easy for your judge to remember by wrapping it in a strong visual package. Tie together all the elements of your project, from the charts and graphs of your written document, to your slide backgrounds, to the shirt you wear with a signature element, such as a particular color palette or pattern. Not only will this make your presentation aesthetically sound, but it will also create an image for you and your ideas that the judge can recognize and recall at a later time. For inspiration of colors and patterns that will add a splash of success to your presentation, check out ColourLovers.com, a creative social Web site that compiles color schemes for various uses.
A great portion of your presentation’s success isn’t dependent on what you say, but how you say it. Like any good speech, the judge may not recall every statistic, market segment or promotional idea that you deliver, but they will remember how you made them feel. That’s where confidence in your delivery comes in. Being excited, nervous and anxious about your presentation can cause your rate of speech to increase rapidly, making your words fly by in a blur. Always remember the power of pause. When practicing your presentation, incorporate pauses into your phrases. This will create a dramatic, ear-catching effect to keep your judge attentive to your presentation, plus it will emphasize important points and information. Eye contact is another way to connect with your judge. Locking eyes shows confidence in the points you’re delivering and is another way to keep your judge engaged in your delivery. Eye contact can be awkward at first, especially with a judge you don’t know. Weeks before your presentation, practice holding gazes with your friends, family members and teachers when you converse with them. Eventually, eye contact will become like second nature to your everyday conversations.
A memorable part of your delivery that will greatly affect how your judge feels is your tone of voice. Your tone should vary depending on the subjects you’re covering in your presentation. For example, presenting a charity that your Community Service Project supports would be most effective with a serious, earnest tone, yet in sharing your visual merchandising ideas for a Fashion Merchandising Promotion Plan, an excitable, vibrant tone would be great for expressing your creativity. No matter what tone you use, make sure you vary your expression. Nothing will lose a judge’s attention more than a flat, boring delivery that gives them no feeling about your topic. 22
DECA DIMENSIONS | January–February 2011
Wrap It Up
Take Note While relying on your innate ability to “wing it” is never recommended for competition, writing down paragraphs of perfect phrases, word-for-word, doesn’t guarantee that your presentation will turn out trophies either. Note cards are a handy tool to remember specific numerical data and exact quotes, but using them as a crutch for your memory could reduce your confident delivery, especially in form of eye contact with your judges. Instead, commit your presentation to memory as best as possible. If you thought it, developed it and wrote about it, you should be able, with a bit of practice, to present it well. Use your visual aid to help guide your talking points, with illustrations, diagrams or other images to help cue your words.
Just because you reach your last slide doesn’t mean it’s time to thank your judge, shake hands and flee the room. The time after your formal presentation is crucial for further interaction with your judge. Take this opportunity to clarify parts of your presentation, show more of your personality and impress your judge with an ability to provide thorough answers to any questions they may have. The best way to flawlessly answer these questions is to prepare for them in advance. Use your advisors and peers as practice judges for your presentation, and request that they each ask you at least three follow-up questions to your presentation. You begin to become more confident
Choose from DECA’s Written Events Business Operations Research Events 1. Business Services Operations Research Event 2. Buying and Merchandising Operations Research Event 3. Finance Operations Research Event 4. Hospitality and Tourism Operations Research Event 5. Sports and Entertainment Marketing Operations Research Event Chapter Team Events 1. Community Service Project 2. Creative Marketing Project 3. Entrepreneurship Promotion Project 4. Financial Literacy Promotion Project 5. Learn and Earn Project 6. Public Relations Project Business Management and Entrepreneurship Events 1. Entrepreneurship Written Event 2. International Business Plan Event 3. Internet Marketing Plan 4. Entrepreneurship Participating Event (Creating an Independent Business or Franchising Business) Marketing Representative Events 1. Advertising Campaign Event 2. Fashion Merchandising Promotion Plan Event 3. Professional Selling Event
delivering answers off-the-cuff and will begin to learn the most commonly asked questions of your presentation. Should your judge not immediately ask any questions, ask for them! Your judge will be impressed that you are open to more dialogue, and it will show that you value their thoughts and opinions. To leave even more of an impact on your judge, provide them with a handout before you walk out the door, such as a brochure or outline. Use this strategy to highlight important takeaway points from your presentation, further brand yourself and your ideas, and keep a presence in front of your judge, even long after your final handshake. Make sure to have a final statement or call to action to show your judge that you’re interested in following through. In DECA, the strength of your presentation comes from the content, but the power comes from the details. Putting these finishing touches to polish up your points will improve your confidence, speaking ability, visual presence and most importantly, your impact on your judge. Work these ideas into your project to find success in your event this competition season!
DECA DIMENSIONS | January–February 2011
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Content for
SUCCESS
QUICK RESPONSE Learn more about the topics featured in this issue of Dimensions! Download an app at reader.kaywa.com and use your camera-enabled smartphone to reveal the contents of the QR codes below. (URLs on page 8.)
1. Share your comments on DECA’s Facebook page.
2. Get a behind-the-scenes look at the Super Bowl venues.
3. Discover which companies have purchased commercial airtime for the 2011 Super Bowl.
Choose ,
the best products for Marketing & Business Education Goodheart-Willcox Publisher 800.323.0440 • www.g-w.com
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4. Follow the Kansas City T-Bones on Facebook.
5. Learn more about Monumental Sports and Entertainment.
6. View sample DECA competitive events presentations.
DECA DIMENSIONS | January–February 2011
Want to take DECA to the next level? www.decacollegeconnection.org
There’s DECA in college for that. Your DECA experience doesn’t have to end when you graduate. Sign up now for an exclusive opportunity to join thousands of college students through a virtual network. Begin meeting future college classmates who share the DECA connection before arriving on campus.
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CHAP T E R C L I P S Raising breast cancer awareness Lassiter (Ga.) DECA members raised $3,278.53 for breast cancer awareness through a month-long campaign that included a “pink out,” t-shirt sales, hat day, denim day, business donations and other activities. Lassiter DECA professional members—David Douglass Diamonds & Jewelry and Menchie’s Frozen Yogurt—respectively provided a Pandora bracelet and a percentage of proceeds from sales for the cause.
Project Mercy
Chick-Fil-A Challenge
Grateful Harvest Campaign
Colorado Governor Ritter stopped by Denver’s Strings Restaurant to congratulate the Colorado DECA state officers on their efforts to raise thousands of dollars for Project Mercy. Colorado DECA has partnered with the Cunningham Foundation, operated by Strings owners Noel and Tammy Cunningham, to support this project that provides relief to Ethiopians.
Lake Braddock Secondary School DECA and Robison Secondary School DECA in Virginia competed against each other in a Chick-Fil-A Challenge at the Fair Oaks Mall restaurant. Each chapter decorated one half of the restaurant, and during one week, customers were encouraged to place their receipts in a box voting for their favorite chapter’s decorations. At the end of the week, the chapter with the highest receipt totals earned $1,000 and the other received $500.
Covington County Vo-Tech (Miss.) DECA members assisted the Covington County Chamber of Commerce with kicking off the “Grateful Harvest Campaign.” DECA members raked leaves, trimmed hedges and cleaned out flowerbeds in an effort to beautify the area.
Orange cones = No phones Ice Cream Apprentice Wentzville Holt (Mo.) DECA members used their marketing skills and a little friendly competition during the “Ice Cream Apprentice.” Six teams competed to make the most money selling ice cream after creating a company name, logo and product. Shake It! raised $171.65 and the chapter collectively raised $581.65.
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DECA DIMENSIONS | January–February 2011
Falls Church (Va.) DECA members worked toward earning an internship opportunity with the TransUrban organization, the leading developer for the HOT lanes in Northern Virginia.
CHAPTER CLIPS Fashion show
Labor Day telethon
Ben Barber (Texas) DECA members used skills and practices learned in DECA to manage and coordinate their first-ever fashion show. DECA’s National Advisory Board partner, Men’s Wearhouse, as well as Banana Republic, Buckle, Coldwater Creek and more were featured.
Buchholz (Gainesville, Fla.) DECA members volunteered on a local Labor Day telethon for the Muscular Dystrophy Association (MDA). Twenty-five members took calls at the WCJB TV20 studio and presented a check to MDA for $1,022 to help a child attend the MDA summer camp.
A special cause Manzano (N.M.) DECA members have become strong supporters and good friends of the New Mexico Special Olympics. Chapter members will help raise money to buy uniforms, volunteer at the fall bowling tournament and volunteer at the spring track and field meet. DECA members look forward to trading lots of hugs and high-fives with the athletes.
N O R T H W O O D
U N I V E R S I T Y
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SCHOLARSHIPS $4,000 ($1,000/year) - Active students with a 2.7 GPA and letter from advisor.
$10,000 ($2,500/year) - State officers and national or state 1st place winners by category with a 2.7 GPA and letter from advisor. $20,000 ($5,000/year) - All national officers with a 2.7 GPA. Your advisor must submit a letter on your behalf by May 1. DECA scholarships are renewable if G is maintained and are in addition to academic scholarships. To learn the academic a 2.5 GPA merit scholarship for which you may qualify, visit the Freshmen Merit Scholarship Estimator located in the financial aid section of our website.
Several business majors available. Choose from three campus locations: West Palm Beach, Florida - Midland, Michigan - Cedar Hill (Dallas), Texas
www.northwood.edu DECA DIMENSIONS | January–February 2011
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CHAP T E R C L I P S DECA Boot Camp
Make a change. Donate yours.
CPR training
Oregon DECA District 3 officers planned the third annual “DECA Boot Camp” for the district. State Publicity Director Cecilia De La Cruz and District 3 Vice President Katie Siharath taught over 50 first-year DECA members the basics of DECA role-plays.
Battlefield High School (Va.) DECA members revealed twelve chapter projects during DECA Week to encourage school-wide participation. The chapter raised over $1,100 for different charities by encouraging students to donate change to make a difference and get involved.
Lajoya Community (Az.) DECA members participated in CPR training as part of the CPR Across America program. Chapter members were able to use a hands-on approach through the use of mannequins.
DECA-tastic night Brown Deer (Wis.) DECA members held their first annual spaghetti dinner, raffle and silent auction to raise money for students participating in DECA activities. Members secured donations from local stores and companies for the event that raised more than $1,100.
Pie in the eye Mountain Range (Colo.) DECA members raised $10,072.93 from their annual “DECA Pie in the Eye” food fight event. The proceeds were sent to the Cunningham Foundation as part of Project Mercy.
Defending our own Homecoming tees Lakeville South (Minn.) DECA members held its sixth annual homecoming t-shirt sale. Chapter members gained the experience of helping customers and obtained valuable knowledge of inventory tracking during the chapter’s most successful sales project.
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Francis Howell High School (Mo.) DECA members recently hosted a nearly monthly-long campaign, “Defending Our Own Against Hodgkin’s Lymphoma,” for Jenna Hale and Katie Long, two alumni diagnosed with the disease. The chapter conducted a variety of awareness activities and a miracle minute that raised $1,022.
DECA DIMENSIONS | January–February 2011
Taking stock with teens McLean (Va.) DECA members participated in the PiperJaffray retail survey marketing research event at the Tysons Corner Classroom on the Mall.
Pink out Blue Valley West (Kan.) DECA members sold pink t-shirts with their schools mascot at the school store and various sporting events. Chapter members donated more than $3,500 to the Susan G. Komen Foundation.
KNOW
yourself first
Take DeVry University’s personality assessment to learn more about yourself. There really are no right or wrong answers—just stick with the facts and we’ll steer you toward a future career that’s just right for you. Create a profile and plan your future at devry.edu/careershop. Connect with us:
DeVry University is accredited by The Higher Learning Commission of the North Central Association, www.ncahlc.org. In New York, DeVry University operates as DeVry College of New York. DeVry University operates as DeVry Institute of Technology in Calgary, Alberta. DeVry is certified to operate by the State Council of Higher Education for Virginia. AC0060. DeVry University is authorized for operation by the THEC. www.state.tn.us/thec. Nashville Campus – 3343 Perimeter Hill Dr., Nashville, TN 37211. Program availability varies by location. ©2010 DeVry Educational Development Corp. All rights reserved.