PUSH Magazine Volume 4, Issue 2

Field Notes

As we prepared this issue of PUSH Magazine, we witnessed a new business term take off across all industries… FOBO. What is FOBO, and why is it suddenly rising among our workforce?

In this age of artificial intelligence (AI), our workforce, after having taken all the standard steps of earning undergraduate and postgraduate degrees and obtaining years and years of on-the-job work experience, is increasingly concerned about their jobs becoming obsolete.

As AI has become a stable news source, it is no surprise that our peers are fighting with FOBO now more than ever. So again, what is FOBO… it is the “Fear of Becoming Obsolete.”

To be direct, our colleagues fear that increasing technological advancements will make their jobs obsolete. Before the pandemic, especially in the sports tourism industry, any fear that technology would impact job security was almost non-existent. However, post-pandemic, and with the rollout of AI, we have witnessed growth in this sentiment over the past couple of years. These worrisome notions can be clearly linked to massive developments in AI, most notably in the establishment of chatbots such as ChatGPT.

College degrees, experience, continuing education certifications, and leadership roles aside, certain demographics are very concerned about machines replacing them. Specifically, the most noteworthy workforce fears when it comes to losing their jobs are the loss of benefits such as healthcare and wellness incentives, retirement matching, or reduction of wages.

In the past, movies, TV shows, and even social rhetoric have provided commentary and visuals of robots and machines performing jobs on assembly lines in distribution centers and warehouses. Today, the rise in concern indicates technological advancements that mimic human communication and imagination.

And while concerned, our workforce has not given up. Our content within this issue once again helps prepare our subscribers with the tools and tactics to navigate the sports tourism industry lifestyle and stand out by achieving success throughout the process of achieving your personal and professional goals.

We hope you engage with us and enjoy this issue!

On the Menu

6 - Joleen C. Miller - Destination Spotlight Gainesville Sports Commission

14 - PUSH tech: Chat GPT will not replace your creative team

18 - William Knox - Industry Spotlight Legacy Sports Group

24 - PUSH travel: Delta Airlines Loyalty Program Updates

26 - PUSH health: 12 Small Habits to Change Your Life

30 - Nick Pazzi - Destination Spotlight Visit Tucson Sports

36 - PUSH mindfulness: Easy Approaches to Increase Motivation

38 - Industry Confidential

Joleen C. Miller

What’s your current position?

Executive Director, 2013 to Present

Been in the industry since 2006

Please give us a brief overview of what you do in your work.

I manage all GSC daily activities, budgets, staff, contracts, and events. I oversee plans and set-up of all GSC events and marketing materials used. In addition, I supervise all sponsorship obligations for annual memberships and event sponsors.

What would you say most motivates you to do what you do?

Like most people who get into the sports industry, sports have played a significant role in my life, and I love that we get to be a part of sports events that impact the community we live in.

What are you most excited about or passionate about?

I love managing different sports events and being part of something bigger than ourselves. My favorite is seeing the teams and visitors enjoying our destination. Going to

restaurants, stores, Gator games, etc., and knowing that GSC helped bring them here.

What are the goals you most want to accomplish in your work? Not so much the goals in your job description but your personal goals.

Continue to grow our impact in the Gainesville community and create strong relationships. I want to continue to build more GSC-owned events as well. I had some big shoes to fill when I became the executive director, which motivates me daily. My goal is to leave GSC stronger than when I first started here.

Outside of GSC, I aim to continue to teach and help students at the University of Florida get into the sports industry and share my experiences with them.

What led you to this job? What were you doing before you came here? What attracted you to work for the Gainesville Sports Commission?

I was playing college volleyball and wanted to stay in the sports industry. My senior year internship was with Polk County Sports Marketing. The staff at Polk County mentioned the Gainesville Sports Commission was hiring a communications manager.

After I graduated, I went for my interview at GSC, and two weeks later, I moved to Gainesville. This position also allowed me to attend the University of Florida Masters program. Go Gators!

Where did you grow up? What was it like to grow up there? Where did go to college?

I grew up in Fort Lauderdale, FL.; Beach and Sports, what is there not to love?!

Playing sports led me to receive a scholarship to play volleyball at Florida Southern College and helped pay for my education. It was a great experience and helped me become who I am today.

Looking back at my years being part of different sports teams, I realize how it helped me in my career, how to work as a team, be responsible, and be a part of something bigger than yourself. But I

could have done without the 6 a.m. workouts on college! j/k

Did you have any key mentors or people who profoundly influenced who you are, what you believe in, and what you’re committed to in your work and life?

When I started in 2006, the sports management industry looked much different and less diverse than it is today.

Luckily, I had various mentors and friends in the industry who included and guided me along the way. No one more than my Executive Director, Jack Hughes, he took a chance on a straight out of college 20 something with no experience except playing sports, and threw me into the fire with a lot of responsibility.

My first event was the 2006 NORCECA Girls Youth Continental Championship (U 18) at the Stephen C. O’Connell; I’ll never forget it. After that, I was hooked on event management and loved all the detailed planning and the ability to be creative with everyone working together to create a successful event.

What projects are you working on now? Could you give us a brief overview of it or them?

I am happy to say the Alachua County Sports and Event Center at Celebration Pointe is officially open! This 100,000+ sq. ft. indoor center has been a much-needed addition to our community and a long-time project for Alachua County.

What excites me most is Alachua County has the only indoor track in the state of Florida again, and we can bring back our annual Jimmy Carnes Indoor Track and Field Meet! The GSC previously used the Stephen C. O’Connell Center’s flat indoor track inside the main arena for this event.

In 2008, the GSC, with our past Executive Director, Jack Hughes, and local community members, created an indoor track event to honor one of our founders, Coach Jimmy Carnes (UF Coach and Olympic Coach). We ran the event for nine years in the O’Connell Center until renovations prohibit-

ed the opportunity.

After the last meet, I was not sure we could ever host it again. Losing this event was hard; the indoor meet was my favorite. Through the years, the team had put a lot of time and effort into growing the event.

Our County and private partners worked together to build a large enough indoor center to bring back the indoor track & field season to Alachua County.

Seeing all the different people work towards the same goal has been inspiring. This effort is special to our GSC Board and me since we can now host our annual Jimmy Carnes Indoor Track and Field Meet. I have never felt prouder of the GSC and the many people who were part of our organization when the first race went off. I aim to continue to grow this event for both our community and for Jimmy and Jack.

Joleen, under your leadership, the Gainesville Sports Commission has created a blended mix of owned events and those you bid on with rights holders. Your success in doing so has made it evident that this mix is working to drive sports tourism visitor traffic to Alachua County. How did this happen?

The GSC was founded in 1988, making it one of the oldest sports commissions in the nation, by some very creative community members, Jimmy Carnes, Perry McGriff, and Frank Saier. Their original mission is still a primary driver in the GSC today to “create impact through sports tourism in our community.” Jack Hughes was also a central component of GSC’s created and owned events.

I always recommend to partners the benefits of creating events - You know your community the best and know what works and what does not. You have the control to decide what time frame, etc., and lean on your local sports organizations for help.

What gets you out of bed every day to continue your drive? What motivates your work ethic?

My drive comes from participating in sports all those years. I started as one of the youngest in the room in my career, just like when I played. I learned that no one could take away from my success if I kept work-

ing hard and delivering. Actions speak louder.

Being a role model for my girls. I love it when they visit me at my events, and I can show them what GSC is managing. Plus, they love running around all the different venues.

What would you say are your best skills? What do you bring to the table that helps you rise above the rest? Where and how did you learn those skills?

Communication - I tend to over communicate. But when working with a large event, there are many moving parts, and sometimes things may be missed.

Being creative- I love it when we can get creative with one of our events. Usually, it is because of budgets, but it also can be an excellent way to step back and see the big picture of making the event our own. Even though things have always been done one way, the experience can still be enhanced by trying new things.

Problem solving - Let’s be real. If you are an event manager, your main job is to be the problem solver for the event. Have a contingency plan!

Most of the skills were from experience, getting out there, and managing the events.

What’s next for you in your work? What are you looking forward to down the road in your career?

I look forward to continuing to work with my team and community partners. Alachua County investing in the Alachua County Sports and Events Center opens up the different sports and types of events we can host in our community.

I look forward to working through new international bids we have yet to be a part of in the past. New markets are always exciting to jump into and create strong relationships. Outside of GSC, I look forward to continuing teaching and sharing my experiences with the next generation of sports events managers at the University of Florida.

ChatGPT Will Not Replace Your Creative Team

From here on out, artificial intelligence (AI) will transform how organizations in the sports tourism industry approach marketing and advertising. But no, it should not replace your creative team.

Seriously.

Those of us heavily engaged in organizational marketing and advertising efforts find ourselves researching and even answering inquiries regarding AI several times a week. These questions come from both an interest in technology and fear of losing a job. AI is groundbreaking, stimulating, and frightening. From chatbots replacing customer service teams to forecasting analytics, the promise of the technology seems infinite and inevitable.

In some professions, AI means layoffs. At a time when the subject of another recession is at the forefront of many conversations, we all may be forced to stretch our operating budgets. On the other hand, AI can have another effect through a positive mindset. That is to say, employees may become even more valuable, and here is why this optimism exists:

AI is wide-ranging.

AI can perform copywriting tasks quicker and less expensive, however, that varies by who uses the technology. Certainly, bots such as ChatGPT can examine statistics, recommend language, and even script articles; however, their storytelling outcomes are only as effective as the supplied data. AI can be used to enhance work, but it can only be

Indeed, artificial intelligence has its place, but maybe not with your creative staff.

effective with a human approach and perceptions.

The human link is essential.

Here at PUSH Magazine, as content creators, we are fascinated with using words that connect with our subscribers. While AI aids marketers, the ability to communicate with colleagues and determine how to minimize the gap from their current state to improve their thought process, health, and careers with content creation is still and will remain, the job of a human, not a bot.

Currently and into the future, only humans can craft the secret sauce of awareness, struggle, motivation, brilliance, perseverance, prejudice, anxiety, unfamiliarity, sympathy, yearning, and fulfillment. And have the wherewithal to model messaging that ensures understanding. Only we know language tones, and only we can be genuinely adaptive to slight shifts and deviations in our shared experiences.

As a sports tourism entrepreneur, I welcome a new resource. AI is here to stay. But it will not replace the most effective marketers or creative minds. We possess the ability to construe human connection, which equals success in any organization and industry.

William Knox

What’s your current position?

I am the President and CEO of Legacy Sports Group (LSG), a consulting, management, and event production firm whose mission is to help transform destinations through the business of sport. I have been working on the consulting side of the sports tourism industry for the past 25+ years; however, as of the start of 2021, I have transitioned to providing consulting and management services full-time.

Please give us a brief overview of what you do in your work.

My company has three “pillars,” each of which could stand on its

SPOTLIGHT

own, but bringing them together allows LSG to assist destinations from every angle of the sports tourism industry. Our day-to-day work is almost never the same as no two clients experience the same challenges, nor are there ever turnkey solutions. One day, we could meet with a sports commission to formulate a bid strategy for a large-scale sporting event, and the next, we could assist in the negotiation process of naming rights for a complex. While sometimes hectic and honestly overwhelming, I wouldn’t have it any other way.

What would you say most motivates you to do what you do?

I have a long-time passion for sports and the business behind it and have always been quick to take action or share insights that will help others in their efforts to advance within the sports tourism industry.

I value the opportunity to use my knowledge and resources to assist in the growth and development of athletes and to increase sports tourism in new and growing markets. I’ve dedicated my adult life to the continuation and development of the sports tourism industry, and I am excited to see how I can continue to contribute over the next ten years.

What led you to this job? What were you doing before you came here? What attracted you to create Legacy Sports Group and its vision?

I have worked in sports tourism for the past 25+ years. I started my professional career in Bloomington, IN, at the Bloomington Convention and Visitors Bureau, where I was a major contributor to the development of the Hoosier Sports Corporation.

After nine years in Bloomington, I transitioned into the Director of the Hamilton County Sports Authority, where I was fortunate to be a part of the planning and development process of the Grand Park Sports Campus in Westfield, IN.

Once the Grand Park Sports Campus became operational in 2014, I was shortly thereafter approached about taking on the Directorship role. I was the acting Director of Grand Park from 2016 - 2021.

In 2021, I realized that it was time to take all that I’ve learned in the “industry” and use it to help others throughout the country who are looking to transform their destination through the business of

sport.

Where did you grow up? What was it like to grow up there? Did you go to college? Where did you go, and what was that like?

I grew up in Gary, Indiana, and still have many family members in NW Indiana.

Living in Gary and growing up in those surroundings made me the man I am today. There were countless opportunities where I could have strayed off my intended path, but with the help of my family and friends, I am now where I am today.

I graduated from West Side High School and then attended Indiana University in Bloomington, IN, where I received a bachelor’s degree in Tourism Management.

Did you have any key mentors or people who profoundly influenced who you are, what you believe in, and what you’re committed to in your work and life?

One of my biggest advocates in life has been my very first “real boss,” Valerie Pena.

I worked under Valerie’s leadership at the Bloomington CVB for ten years, and even after my time with her, she continued to invest her time in me and helped me navigate the tourism industry.

What projects are you working on now?

The LSG team and I are currently working on several projects, and they all have their challenges and rewards. I genuinely enjoy working with diverse communities nationwide and figuring out a unique solution to how they can transform their destination through sports.

One exciting thing we have been working on is helping the Columbus, IN Parks & Recreation Department (CPRD) with the NexusPark project. Over the last several years, the CPRD has been working to repurpose a mall into a community and health center, with one component being the Circle K Fieldhouse. Our scope with this project has been to assist the CPRD team with the planning and de-

velopment of the fieldhouse and to assist them with its day-to-day operation.

I’m so excited for its grand opening and to see everyone’s hard work come to fruition!

William, you are known in the industry as a facility management specialist who cares and puts great drive and determination into his work… You’re an example of someone who can always be counted on. What gets you out of bed every day to continue this work ethic?

I honestly love what I do. Working in sports, helping communities use sport as an economic driver, and contributing to keeping kids active via sport…What more could you ask for?

Over the years, you have developed relationships across Governments, Professional Sports teams, College and University athletic programs, and our industry colleagues. What attributes do you possess to develop such strong ties across many business segments and industries?

A core attribute I possess is being a good listener - Not only is it essential to be a good listener, but being a good communicator is also vital to success. Creating relationships comes naturally when you learn how to talk with people at their level and speed.

What would you say are your best skills?

I am a big thinker. Master planner. Visionary... I could get into the weeds, but it really comes down to giving people direction and giving them the space and tools needed to do the job. I developed these skills at an early age and have been able to hone them throughout my career.

What’s next for you in your work?

I am always looking for the next challenge. The team and I are always ready to assist where needed regarding helping communities, but I would also like to develop and manage sporting events/consumer shows and events. I have had my heart set on developing and launching an RV and Entertainment-style consumer show, so maybe we will dig into that soon.

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Delta Air Lines Loyalty Program Updates

Your status is now determined by how much you spend.

The Delta SkyMiles program started in the early 80s with the idea to reward passengers for selecting Delta by allowing them to earn miles with each flight. These miles could then be redeemed for complimentary flights. Over the years, the program, just as all other airlines rewards programs, changed. Now many ways exist to earn miles, and varying levels of status come with bonuses, like free seat upgrades.

As Delta’s SkyMiles program progressed, it became more complex. To earn status meant accruing a combination of miles (Medallion Qualification Miles or MQMs) or segments (Medallion Qualification Segments or MQSs). In addition, dollars (Medallion Qualification Dollars or MQDs) became a portion of the accrual process. Another option existed by possessing specific Delta American Express credit cards. The credit card ownership would waive the MQD obligation if you spent enough annually. Huh? Yeah, confusing.

Now, over 40 years later, Delta has unveiled a huge change to its SkyMiles program. From here on out, you can earn miles to be used to redeem flights. However, your status will be decided entirely on your total spending. This move is expected to be debated as it will change the game, and incentive, for many.

At first glance, the program overall will be easier to determine, as the confusing qualifi-

cation miles or segments have been removed. To gain status, you must earn enough MQDs, here are the new metrics:

Silver Medallion requires 6,000 MQDs.

Gold Medallion requires 12,000 MQDs.

Platinum Medallion requires 18,000 MQDs.

Diamond Medallion will require a lofty 35,000 MQDs.

These numbers are significantly higher than in previous iterations of the program. Making these changes will upset Delta’s loyal customers, especially those that have been planning an upcoming trip by earning status based on the old system.

However, we must take the good with the bad. Recently, Delta has been distinguishing membership in its SkyMiles program from other airline rewards programs. Not that long ago, Delta announced free WiFi onboard flights for its SkyMiles members. To earn status, Delta has introduced new methods to collect MQDs on flights, hotels, and car rentals, though this is challenging without one of the Delta SkyMiles Ameri-

can Express Cards.

Your flight frequency is only one aspect of your value to Delta as they profit in many ways. Delta certainly makes money when we buy a ticket to fly on one of its airplanes. Delta also makes money from its various co-branded partnerships, like Starbucks and American Express. So, with multiple options to earn status it makes sense that Delta explores new methods to evaluate its most valuable customers.

For those of you that work directly for government entities and are required to purchase the cheapest fare, you will have a harder time reaching your desired status, if allowed. So, some people will not like the fact that it will be harder to earn status. They may even decide to switch and start flying with another airline. Brass tacks… A rewards program should focus on delivering top benefits to top customers. This is, of course, the entire purpose of a rewards program in the first place.

12 Small Habits to Change Your Life

1. Write out 3 small goals per day, and 3 big goals a week

2. Plan out your meals before grocery shopping

3. Grocery shop once per week

4. Start lift weights instead of only cardio

5. Switch up the type of vegetables and fruits you eat weekly

6. Do something positive for your mental health on a daily basis

7. Make an effort to be more positive about everything“You are bigger than your problems.”

8. Stop focusing on body image

9. Eating until you are full every meal

10. Clean your room/space once per week

11. Always have fruits and nuts available for snaking

12. Plan out each days activities and tasks

DESTINATION SPOTLIGHT

Nick Pazzi

What’s your current position?

I am currently the Director of Tucson Sports at Visit Tucson and was promoted to that position in July 2023.

Can you give me a brief overview of what you do in your work?

I work closely with my Sports Coordinator, Bree Lopez, to bring sporting events to the Tucson community.

What would you say most motivates you to do what you do?

Nothing motivates me more than seeing children and young adults participating in sports they enjoy, building relationships, and learning what teamwork is all about.

What are you most excited about or passionate about?

My passion comes from seeing teams and athletes come to Tucson to compete in sporting events and discover all our community offers.

What are the goals you most want to accomplish in your work?

My goal is to make a difference in Sports Tourism in our community and create a fun, exciting, and safe environment for anyone participating in sports, locally and nationally.

What led you to this job? What were you doing before you came here?

My passion for tourism and the Tucson community where I grew up. Before coming to Visit Tucson, I spent over 20 years working in the resort & and hotel industry, going from Reservations to Accounting to Group Sales.

Where did you grow up? What was it like to grow up there?

My family moved around a bit when I was younger, starting in Detroit and then on to Kansas City before finally landing in Tucson, where I spent most of my childhood and young adult life.

Tucson was much smaller back in the 70s and 80s, with wide open spaces and a laid-back lifestyle that made exploring and growing up an exciting experience.

Did you go to college? Where and what was it like?

My college experience included time at the University of Arizona and Pima Community College. While in school, I took a part-time job at Price Club (Costco) that eventually led to a 10-year career in Sales & Marketing.

When Costco purchased Price Club, my Sales & Marketing position was eliminated, so I packed up my bags and moved to Telluride, Colorado to begin my hotel and tourism career at one of the resort properties there. From there, I went to Jackson Hole, WY, and Sun Valley, ID, before returning to Tucson.

Did you have any key mentors or people who profoundly influenced who you are?

My father has been the most significant influence in my life and an excellent role model. My father, Nick Sr., received his pharmacy degree at Wayne State University and worked at a local pharmacy before deciding to become a doctor. We then moved to Kansas City, where he was accepted to medical school. He attended school in the day and worked as a pharmacist at night until graduating from medical school. We then headed to Tucson, where he began his career as a physician.

What projects are you working on now?

NJCAA DII Men’s & Women’s Soccer Championship. This will be the second year in a row hosting the NJCAA DII Men’s & Women’s Soccer Championship. Tucson would not have been able to host this event without the support from Pima Community College.

The staff and students at Pima Community College stepped up to provide financial and staffing support. The event utilized athletic trainers, coaches, and security staff from Pima CC to help pull off the tournament.

The biggest challenge with this event was lodging –teams participating in the tournament are notified about a week out, so working with local hotels and all the teams to make sure everyone has lodging on short notice can be a big task.

Tucson is a tourist destination, so we always com-

pete with leisure travelers for hotel space. The best part about hosting the event was hearing all the athletes comment about getting out of the cold weather where they come from and spending a November week in Tucson with sunshine and temperatures in the 80s.

Nick, Visit Tucson Sports has become a leader in sports tourism public relations. It is apparent that your team has tremendous talent and has

I am motivated by finding an exciting and fun career in the sports industry, which I am very passionate about.

What would you say are your best skills? What do you bring to the table that helps you rise above the rest? Where and how did you learn those skills?

I learned many skills working in the hotel industry and at Costco. Some of the best skills I took away from those industries would be customer service and communications. In this industry, relationships

risen to the top on public relations. How did this happen?

Visit Tucson Sports has benefitted from some of the best in the industry passing through our doors, including Vincent Trinidad and Angel Natal. We have been set up for success thanks to the past efforts of these two individuals.

What gets you out of bed every day to continue your drive?

are critical, and you need skills that are related to that.

What’s next for you in your work? What are you looking forward to down the road in your career?

I hope to close out my career working here at Visit Tucson as the Director of Tucson Sports and one day turn over the reins to the next person who is equally passionate about sports, tourism and Tucson as I am.

mindfulness

Easy Approaches to Increase Motivation

Being consistently motivated is a challenge for everyone when thinking of your path toward reaching your personal and professional goals.

Do you struggle to maintain motivation on a day-to-day basis and consistently work to bring your fire back?

Motivation is the instinct to achieve whatever you set your sights on. Like the tides, it ebbs and flows, making it a regular occurrence to lose your incentive. However, motivation is a significant influence toward accomplishing your goals.

Whether you seek to be awarded a new event or to paint your kitchen, you can leverage motivation to adjust your habits, begin a routine, solve project problems, and more. It is undoubtedly easier said than done, though all of us can realize inspiration to alter our ways and accomplish more.

If you wish to increase your motivation toward goals, below are a few easy approaches to get you started:

1. Ensure Your Goals Are Realistic

Establishing small, achievable goals is essential when looking to increase motivation. Should your goals start too lofty, it will only cause a decrease in interest, and you may lose your passion in place of feeling overwhelmed. To avoid burnout, set goals that are easier to accomplish by breaking them down into smaller, more manageable steps.

If you are interested in hosting a national championship for a national governing body, rather than bidding on it out of the gate, begin by bidding on a state championship first. Then, once awarded and successful, bump up to a regional competition.

There is so much to learn from a technical aspect of each sport that these smaller hosting opportunities may work in your favor as learning experiences before seeking the big show.

You must set a solid foundation to build on when seeking success in the long term. Should your tasks to accomplish your goal of hosting a national championship start to seem overwhelming, you will be more prone to lose motivation and quit in the middle by feeling a lack of interest. Building a strong foundation will also set the tone to increase your motivation as you accomplish each step, resulting in seeing the project through.

2. Be Kind to Yourself

When failing to complete a task or a project, and we all do, it is easy to get down on yourself. In these moments, we usually focus on everything we did wrong. Nonetheless, beating yourself up only diminishes your motivation and causes you to lose interest in accomplishing your goals. If you focus

on what is not working for you or the success of others, the easier it will be to get distracted.

While in the grip of challenging times, the most effective way to stay motivated is by allowing yourself space for shortcomings. You may not have fulfilled your task list for the day, but you started it and crossed off several items. You may have taken a day off for some well-deserved rest. No matter the scenario, allowing yourself a bit of kindness to pick up where you left off and not miss a step when you are ready to get back at it is imperative.

3. Ask for Help

In no way do you have to accomplish your goals alone or rest all obstacles on your shoulders. To boost our motivational skills and improve, we all reach out to the influences in our lives to help keep us on the right path.

Seek a trusted friend, co-worker, or teammate and tell them about your goals. Doing so will keep you accountable and maintain your focus, thus keeping you on track. We all have challenging days when trying to stay motivated, and on these days, influencing a faithful friend can make a difference.

Do you seek out and post about your goals on social media communities? This activity can also hold you accountable and provide you with the inspiration and drive to stay on course. These community groups help to build like-minded friendships and obtain beneficial advice.

Now it is Up to You.

Maintaining your motivation will be challenging to accomplish your goals and strive for the life you wish to lead. Remember, a huge factor is that you do not have to get or keep your inspiration all by yourself.

So many steps exist to help kickstart your passion for tackling your to-do list. Which of these steps will you focus on to increase your motivation?

INDUSTRY CONFIDENTIAL

Check in every issue for the unfiltered thoughts of our guest writers and contributors as they discuss the hottest topics in sports tourism.

In this issue, our guest writer discusses the subject of approaching tourism with a buyer or seller mentality.

If you are in the Sports Tourism industry, there is one question you should be asking yourself: are you a buyer or a seller?

Please take a quick journey with me; today, we are stepping away from previous definitions of our roles in the industry. Grab a snack, this’ll be fun.

OK, What do I mean by the question above, and why is it so important?

First, let’s look at how we’re currently classified. Typically, DMOs (destinations) hire salespeople to bring events (Rights Holders) to fill hotels. These efforts are based on the marketing and sales plans that leadership developed at the beginning of each budget year to sell the rights holders they have marketed to in previous years. Conversely, rights holders create an RFP and attend trade shows to attract destination interest.

What if, instead, each side were to focus on the idea of themselves as a buyer or a seller?

That is this, destinations and event organizers would benefit more if the destinations became a better, more sophisticated “Buyer” of goods and services. In other words, being better educated about your needs and then going out to buy what you need. That’s what you do when you go to the grocery store, Right? Well, I don’t, but most people do.

This approach could allow you to maximize your cash and minimize loss due to lost time and effort. If you are a steward of being a good buyer, it also will allow you to buy something off the list occasionally. Better yet, be able to take advantage of sales and BOGO’s. If you want to change a few things, ask or negotiate the best product/price for your destination. This business isn’t a one-size-fits-all.

How does this work for the event organizers? The opportunities are indeed endless; now they can design a product that can work on different levels to fit the needs of the buying destination. No longer waiting endlessly at trade shows for the right fish to come by, they can go to the biggest pond if they have the right product. The more moderate buyers can focus their energy and time on products that will fit their budgets. The event organizers, the “sellers” can now provide “fully loaded” versions of their product and/or more basic versions of their product (a more “Boutique” version). These variances are designed to meet the destination’s needs and financial range.

Matching up their top shelf products to the right markets produces the best results and highest prices. The secondary product still has value but may not have power windows or leather seats. AND THAT’S OK… That stripped-down model allows the buyer and seller to come together to add options and create the right fit for the buyer’s needs.

Three things can come from this type of analysis and thinking on both sides:

1. Save time.

2. Save money.

3. Increase customer experiences on both sides of the table.

Now, there are certainly going to be exceptions to this theory. Some destinations are great at “punching up” meaning they can play outside of their perceived weight class. Good on them if that’s the case. I’m not talking about you so just keep your hat on. Then there are some destinations that create several of their own events, taking the approach of ownership is never a bad thing if you have the talent to do it. Again, don’t get bent out of shape. Then there are the Tier One destinations; if you are wondering if you are one, you’re not.

I’m talking to the other 95% of the destinations, trying to find the way to the best events. So, where do you start? Create a shopping list, or start creating your “product catalog.” When we become a better, more educated “buyer and “seller” and add a different purpose or dimension to our search for the right event or destination, our success will grow exponentially.

Begin thinking more about qualified quality as opposed to overwhelming quantity. You will begin to find a better mix of events that will resonate with your stakeholders and community. And yes, if you do it right, there will be room nights too. Something I may address in my next rant. So, now that I have given ulcers to DMO executives and maybe upset a few event organizations, there is a way to do this that makes it work for everyone. All you must do is ask.