ISSUE ONE
VOLUME 01 // ISSUE 02
T E M P LAT E BY I S S U U
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FIELD NOTES
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ow, the first two months of 2020 flew by. Everyone we’ve talked with reported an explosive start to the year in an unprecedented fashion. With new projects launching at the speed of sound, it seems the industry is headed toward one of the most productive years we’ve ever seen. For me, 2020 brought on a new chapter. After twenty-three years of representing one destination or another, I’m now “on the other side of the fence,” as they say. Toward the end of 2019, I formed a team to push through a creative planning process in an effort to form new brands with sights set on long term goals. Goals that allowed me to turn my passion into a profession. For some that’s what dreams are made of, but for me, I was set on making it my calling. Those creative planning sessions resulted in the formation of several new ventures…Raconteurs, Salty Sports Society and the co-purchase of RaceHawk. These new challenges are doing exactly what I intended and hoped for. They’re pushing me
out of my comfort zone. Even better, they’re allowing me to do exactly what I’ve been longing to do for years, and that’s to help others strive for success with a more concentrated focus. My new challenges have also reminded me of how our community respects and takes care of one another. Following the release of our first issue, I was floored and humbled by the tremendous support we received. I’ve thoroughly enjoyed interviewing the people that make a difference, are genuine and can push others to a new breadth of thought and invention. We appreciate the positive comments on the design, content style and our all-digital approach. I hope you always feel comfortable reaching out, good or bad, I’m a phone call (904303-0552) or an email (matt@raconteurs. us) away. After all, this publication is crafted specifically for you. We’ve worked hard on this second issue, keeping you in mind as you navigate the sports tourism industry lifestyle. We hope you enjoy!
X MATT DUNN
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TABLE OF
CONTENTS 6 10 14 16 22 28 32 36 40 42
DMO/SPORTS COMMISSION PROFILE CONFERENCE REVIEW 8 REASONS TO TAKE A VACATION SPORTS DEVELOPMENT PROFILE CONFERENCE PREVIEW POLICIES AND PROCEDURES RIGHTS HOLDER PROFILE MAXIMIZE YOUR CONFERENCE ROI REDUCE, REUSE, RECYCLE INDUSTRY CONFIDENTIAL
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EXPERIENCE. COMMUNITY. PERSPECTIV E.
R AC H E L ROG E RS D M O / S PO RTS CO M M I SS I O N P RO F I L E
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hat is your title and how long have you held the position with Cobb Travel & Tourism?
My current title is Director Sports Sales & Engagement which I’ve had for ten months. In total, I’ve been with Cobb Travel & Tourism/Cobb Sports Alliance for six years and four months. How is your organization structured? Cobb Travel & Tourism is a 501(c6) non-profit organization, working to bring visitors to our community and positively impacting the hospitality community. The Board of Directors consists of 11 elected members including the Chairperson of the Cobb Sports Alliance. The board meets monthly, and I am expected to give an update on all things sports related.
Atlanta’s Sweet Spot, as an inclusive sports tourism destination and being a voice for our hospitality community. I’d say we are a mix of both quality of life and room night generation. We want to bring in sporting events that our residents want to attend and support. At that same time, the Cobb Sports Alliance works closely to identify need periods within our hospitality community and recruit events during that identified period of time. What sports are your main area of concentration? There is no doubt that Cobb County is a balls and bats town. We are so thankful that East Cobb Baseball really put travel baseball on the map years ago. We continue to reap those benefits.
The Cobb Sports Alliance is a collaborative effort between Cobb Travel & Tourism and Cobb PARKS. We launched in 2013 as an initiative to look at sports in the County in a whole new way. The group, championed by more than 60 of Cobb’s sports leaders, meets quarterly.
Our long-term partnerships with Perfect Game, Atlanta Legacy, and Champions Fast Pitch have allowed Cobb County to host elite level baseball and softball tournaments/showcases for years.
In April 2019, I hired a Sports Sales Manger to assist with the day to day efforts of our sports department. Additionally, everyone within the Cobb Travel & Tourism organization supports the efforts of our sports sales team.
While we are very proud of our achievements in baseball and softball, our goal the past few years has been to diversify our portfolio of sports. In 2019, we worked with 30 different sports including ski & snowboard, which is definitely a first for Atlanta.
Is your organization focused on quality of life events, room night creation or both? Our primary focus is to establish Cobb County,
We are very fortunate to have a legacy with a number of events in the area including a mixed martial arts event- Battle of Atlanta (51 + years), USA BMX Dixieland National (42+
EXPERIENCE. COMMUNITY. PERSPECTIV E.
years), and professional wakeboard (10+ years) along with a number of events that have been in Cobb for more than 10 years. It is always a challenge to make each year’s event better than the last. Working with the organizers of those events we try to create unique opportunities for visitors to enjoy all Atlanta has to offer including our area attractions, water sports, and true southern hospitality. We want every visitor to feel at home when they are here. How do you analyze peak seasons in Cobb County and use them in your approach to recruit and create new events? We are very blessed as a location that Atlanta is known for our reasonable climate allowing us to recruit events year-round. We work very closely with our Metro Atlanta counter parts - (Alpharetta, Gwinnett, Dekalb, Downtown Atlanta, LakePoint) to share leads and coordinate venues that are best for the client/visitors needs. We all know that when visitors come, they have no idea which county they are in. They are in Atlanta. Because of this fact, we share and recruit business for each other. There is no competition between us, we work together for the greater good. What are your goals surrounding your work with Georgia Sports and your Committee work? I truly believe what is good for Cobb and Atlanta is good for the State of Georgia. With that being said, I am very passionate about the growth of Georgia Sports from a state perspective and as a coalition. Our goal is to effectively communicate the importance of sports in Georgia and change the perspectives. What are your hobbies? As with most people in the industry, my hobbies include traveling. I am always curious about the culture of a new city or country. With work trips, I try to create a top 10 list of all the cities we visit, and do/try at least three of the things on that list. Doing 8
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this really helps me connect as a visitor with each unique location. On a personal trip, I do all ten. Other than traveling, I enjoy being Aunt Rach. Besides your hobbies, what do you enjoy doing when you are not working? To know me is to know I am a baseball nerd. Like many of my peers, I am on the quest to catch a baseball game at all of the Major League Baseball parks. I am always down for a live concert (I don’t care about the genre of music), live sporting event, or enjoying a walk around the city - especially at Piedmont Park. What are your favorite reads? My favorite reads include People Magazine (the crossword is my favorite), Becoming Michelle Obama, Same Kind of Different as Me - Ron Hall, Denver Moore, Lynn Vincent and To Kill a Mockingbird – Harper Lee (on that note, I owe Catskill New York Public Library a lot of money, I never returned that book).
THE SOUND OF
Adventure
What is your favorite sporting event annually? That we host: When you’ve worked in and around sports your whole life, it’s not every day that I get to experience something new. In 2019, we worked with women’s wrestling, modern pentathlon, ski and snowboard. All firsts for me- I love learning, and adapting! As a spectator: Braves Opening Day!
VISIT
What are the three things you always have in your carry-on bag? Emergen-C, hand sanitizer, a gluten free snack.
VisitBakersfield.com EXPERIENCE. COMMUNITY. PERSPECTIV E.
CO N F E R E N C E R E V I E W S P O R TS EXP R ES S
Staff Writer: Matt Dunn, Raconteurs & Salty Sports Society
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fter having co-created a new events company in the Fall of 2019, I was looking for opportunities to showcase our new brand and highlight our collective experience within our segment of aquatic sports. In October, I spoke with Roy Edmonson about the possibility of attending Sports Express. His enthusiasm for what he and his team set for the conference, combined with a short drive, it seemed like a no brainer. I also needed to be down in the Ft. Myers Beach area for a site visit in the same month. Something about two birds and a stone? However, several questions came to mind. First, who’s attending? Will I be able to connect with destinations that have a safe body of water we can use? Second, with the holidays having just ended and the start to a new year, will it be well attended? And third, are we a good fit for the conference. If they’re going to kindly host us, can we do them justice and show a benefit to the conference organizers? 10
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Then I reminded myself of several things: At our organization, we keep preaching the value of communication, and maybe I should put up or shut up. It would be an opportunity to meet new folks in the industry and continue cultivating current relationships. As we’re preparing to make several significant announcements on the growth of our efforts, maybe the timing would be an ideal opportunity to spread the word to respected and serious industry professionals, all in a beautiful setting. I’m happy to say my second thoughts were right on all counts. Just when I thought I’d encountered every concept and conference planning technique under the sun, the team at Sports Express succeeded in creating a schedule and participation concept that was surprisingly versatile and efficient. Quickly for me, this conference became all about what sets it apart. My first pleasant encounter was the remote resort selected for the show. If you truly want to unplug and get off the grid, then the South Seas Island Resort should go to the top of
your bucket list. After a few hours of relaxing on Captiva Island you truly feel a sense of calm and separation from the everyday hustle and bustle of life. I must confess, I didn’t quite understand the meal credit plan going into the conference but quickly learned. Each attendee received a credit for $80 to be used in any way at the resort’s Captiva Provision Company, a small but impressive grocery store on the resort grounds, Starbucks or any of the restaurants or shops. Additionally, everyone received a gift card for $60 for two lunches at one of the resort’s restaurants, Doc Ford’s Rum Bar & Grill, named after the main character in most of Randy Wayne White’s novels. The entire conference took a trip to the Ding Darling National Wildlife Refuge for a morning of discovery, learning, teamwork and community service in the form of a beach clean-up. This off-site experience provided the perfect setting to break the ice with fellow attendees and give back a little It was flawlessly planned, not to short, not too long. At about the halfway point of the conference, one thing that stood out was the realization that I never felt rushed. The schedule offered flexibility of options and time that allowed for conference calls, networking and even meetings with other attendees. There was a relaxed atmosphere among everyone, that opened doors for an enjoyable time, whether it be at the 80s dress up night, karaoke, listening to island steel drums or temperatures in the high 70s in January! One highlight was the overwhelming hospitality of the Lee County Sports Development team and the Florida Sports Foundation. Both hosted an excursion to the Pine Island Sound and the Cabbage Key Inn and Restaurant. Only accessible by boat, it’s rumored that Jimmy Buffett wrote “Cheeseburger in Paradise” there after having enjoyed one of the most popular entrees on the menu. The boat ride to and from, complete with dolphin riding our wake, family style lunch and an island trail walk provided another ideal setting for talking with colleagues and clients about all that’s to come in 2020. How often can you say you spent time exploring an island and having extended, and in depth conversation with people in the industry you’ve never met. For me, it had been a long time. But there I was, talking shop, working hands-on with paper and pencil, brainstorming new ideas from conversations had, and experimenting with new event concepts I hadn’t before seriously considered. If you have a chance to attend this show, do it! If nothing else, it’ll help you remember why you wanted to work in sports tourism in the first place.
EXPERIENCE. COMMUNITY. PERSPECTIV E.
www.usacrits.com
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Outsiders
WELCOME
See the stories: PureFlorida.com/play
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8 R E ASO N S TO TA K E A VACAT I O N
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ost people think vacations are a luxury provided as part of an employment package. However, they are a necessary for a well-balanced, healthy lifestyle just as important as exercising and eating well. Here are 8 reasons to make your vacation a precedence in your life! 1. Vacations Reduce Stress Stress, of course, is a physiological response meant to help and keep us safe. Stress releases hormones such as epinephrine and cortisol for the fight or flight syndrome that was necessary for early man. However, in today’s society, lingering stress can be detrimental to our bodies. Taking routine vacations and
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leaving our everyday stresses give us a break from the continual high levels of stress hormones and a chance to mend some of the harm. 2. Vacations Help Ward Off Heart Disease Stress is a significant contributor to high blood pressure and heart disease. Through studies in both men and women have shown that vacations can minimize the risk of heart attack and heart disease. Men who went on vacation regularly were more than 32% less likely to suffer a heart attack. For women who vacation often, that number jumps to 50% less likely to undergo a heart attack. (Framingham Heart Study)
3. Vacations Help Maintain Focus Lingering stress can affect the portion of the brain that hinders goal-directed activities and causes problems with memory. Endless work with no breaks or vacations can make people feel frustrated and confused, and have problems focusing. Surveys show almost three-quarters of people who vacation regularly feel invigorated and ready to face responsibilities. 4. Vacations Help Prevent Illness There’s a field of research called psychoneuroimmunology that locates stress and its adrenal dysfunction can adjust your immune system and make you vulnerable to several illnesses. Stress can enhance your chance of getting infections like the flu, as well as more serious conditions. Several researchers believe that long-term stress may somewhat contribute to cancer. 5. Vacations Make You Happier Neuroscientists have found that the brain can be distorted by chronic exposure to stress hormones causing anxiety and depression. Women who do not take vacations are three times more likely to be anxious and depressed. This validates a survey that found people who take vacation time reported feeling exceedingly happy with a sense of well-being compared to those who did not vacation. Most feel these effects beyond their actual vacation. 6. Vacations Strengthen Relationships Vacationing with your family or loved ones help build closer bonds. Studies have found those who take vacations with significant
others and spouses claim feeling more satisfied with their relationships and marriages. There is also a link between children’s academic performance and summer family vacations. These shared experiences encourage family bonding, which is invaluable. Family vacations create more memories, thus highlighting that people place a greater value on the shared vacation experiences than the material possessions they have acquired. 7. Vacations Make You More Productive at Work Contrary to what may seem, vacation time for employees in fact increases business productivity, and has proven to reduce the number of sick days taken off. Plentiful vacation policies create a better quality of life for employees, which converts into improved work quality. Overall staff reports feeling more creative and satisfied with their jobs after taking regular vacation time. 8. Vacations Improve Your Sleep Quality Studies show that people who travel regularly reported a roughly 20% improvement in their sleep. During time off, they averaged an hour more of quality sleep, which continued when they returned home. Taking vacations can keep you young at heart. Chronic stress is believed to speed up the biologic aging process. Do yourself a big favor, make your health a priority, take a vacation and travel! Dr. Leigh Vinocur contributed to this article
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JASO N C L E M E N T S PO RTS D E V E LO P M E N T P RO F I L E
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hat is your title? CEO, Founding Partner, Sports Facilities Advisory, Sports Facilities Development, Sports Facilities Management
Having three areas of focus, describe your current organizational structure. SFA, SFD, SFM are all separate LLC partnerships. We have 4 members (partners) of which I am Managing Member. The “Sports Facilities Companies” meet monthly as an ownership group with our executive leadership team. Each of our managed venues have standing meetings with facility owners, and their frequency is based on the age of the operation. Newly opened venues typically have weekly and monthly meetings. More mature operations meet monthly or quarterly and in some cases semi-annually if the building owner desires. How do you package construction financing and forecast facility revenue? Each venue’s revenue breakdown is unique. We build the operating model and revenue strategies based on the goals for that particular complex. The construction financing includes tourist development tax, hotel tax, new market tax credits, various state incentives, based on the community needs some federal funding sources, and more. Operating incomes include tournament, event, food and beverage, sponsorship, marketing partnership, unique programming and some innovative solutions related to use fees we bring as part of the SFM Network. How do you plan around a facility’s focus? Our mission is to “Improve the health AND economic vitality of the communities we serve.” We best accomplish the mission by creating a hybrid model custom blended based
on the unique market conditions and goals of each community. We manage a variety of venues focused on sport tourism, event production, local recreation and fitness. They include traditional turf, courts, ice, aquatics, climbing, family entertainment, fitness, sport performance and more. Each venue’s unique attributes and community needs require serious attention to both the qualitative and quantitative objectives for the development. Do you have any examples of how your facilities were used in non-traditional ways? Our goal is to provide an exceptional guest experience no matter the activity in order to accomplish the initial goals for developing the property. The programming scales beyond sports to concerts, black-tie banquets, conferences, tradeshows, e-gaming, and a wide variety of other nonsport activities. Specific examples of these events not originally anticipated as the typical purpose of the venue include hosting a 5k/10k fun run and beer festival at our Hoover Met Complex. During the 2018 Gatlinburg fires our facility was temporarily adapted into a headquarters for emergency responders and displaced families – in fact our team held a Christmas party complete with Santa Claus for those displaced families. We do our best to get creative and make happen whatever is in our client’s best interest, support the local community, and in-line with the goals of the facility. How closely do you work with DMOs/Sports Commissions on scheduling events at the facilities you oversee? This varies depending on the community. In some venues, the CVB/DMO/Sports Commissions have a lot of experience and are great partners. In other locations, we essentially play the role of the DMO or Sports Commission. In either
EXPERIENCE. COMMUNITY. PERSPECTIV E.
scenario, we leverage the SFM Network of qualified and proven rights holders, promoters, and event providers. The SFM Network either fills the venue completely or rounds out the edges and fills the gaps provided by DMO’s and Sports Commissions. We collaborate very well because we align our goals with the property owner. We celebrate collaborative success because we enjoy working as a team. SFD is a relatively new venture for your overall portfolio, how has this effort evolved and did you see an area of focus due to past positive and negative experiences during the project design phase? Our venue planning, procurement, and owner’s representation services during the design and construction cycle are a direct result of recognizing a need in the industry. At times, we have been called in to manage after a complex has opened or during construction after many of the design decisions have been made. In those instances, unfortunately the operation was saddled with less-than-optimal lay-outs, space adjacencies, and minimal working capital because too much was spent on construction elements or equipment. So we formalized the services where we either represent the owner, advise the owner, or saddle up to design-build teams in order to set the project up for the best shot at success. This includes utilizing our buying power on sport-specific fixtures, finishes or equipment to get the very best value on behalf of our clients which may be realized in savings or re-investment in other areas of the facility. We are also advising the owner/architect/contractor on critical decisions and building efficiencies saving hundreds of thousands on downstream staffing, maintenance, or utility costs. When using your revenue per square foot analysis, how are you able to plan for opportunities during the SFD phase of a project? Are these opportunities sports specific, merchandising or rental fee oriented, etc?
JASO N ’ S TO P 3 1
Spending time with my family. Riding in the annual RAGBRAI bike ride across my home state of Iowa. In 2019, I joined a group of 13 guys by climbing Mt. Kilimanjaro to raise funds for orphan-care. We are going again in February of 2021 if you are interested!
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What is your favorite annual sporting event? The SEC Baseball Tournament. This tournament is special to me for a few reasons: 1) I love college baseball and the SEC is as good as it gets. 2) The event is played at the Hoover Met Stadium, and the environment that week is like a carnival where baseball happens to break out. 3) My brother is the hitting coach at Ole Miss so it is a great opportunity to spend time with family.
I would answer this in two ways: The first is cost containment in reducing the construction per square foot cost due to our experience, network of quality vendors, minimizing design-construction time and reducing operating costs. Smart design-build equates to more efficient staffing, energy, and maintenance models. The second is maximizing the revenue per square foot by proper placement and design of revenue generating spaces. Examples include food and beverage offerings, family entertainment activities, technology trends to activate sponsorships and gaming opportunities, right-sized retail, and vending. Additionally, the specifications for the design of the sport activity and spectator areas are evolving in order to create the most flexible environment to host the
What do you enjoy doing when you are not working?
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What are three things you always travel with? My running shoes/attire, my iPad, and the Bible.
next generation of sports and non-sport activities. The right technology infrastructure is important as well in order for the venue to remain relevant. To the best of our ability, we are thinking beyond the first five years to the next couple of decades. Jason, it seems as though the Hoover Met Complex is thriving, what can you tell us about SFM’s involvement? Have there been any challenges along the way? We have just finished the first full fiscal year at the Hoover Met Complex with all areas built out. This complex includes a 30+ year old meticulously maintained 10,000 seat stadium; 160,000 sf event center; a 100+ RV park, accessible playground, splash pad, 12 tennis courts, and numerous outdoor turf baseball, softball and soccer fields. Aside from the stadium, the other areas opened up over the course of the last two years and represent a significant investment by the City and its taxpayers. Blending the local usage with sports tourism events in a manner that served their financial goals while providing access for parks & recreation as well as school usage was a challenge. At the end of the first fiscal year with full operations, SFM reported 250,000 local participants in sport playing surface, splash pad/playground, and family climbing/entertainment usage. This was balanced by driving over $50 million in direct visitor spending thanks to sports tourism usage while we achieved the bottom line as approved by city council. Balancing the i) local usage - much of which is free, ii) achieving bottom line budget, and iii) driving $50 million in economic impact with multiple stakeholders has been a fun challenge and only possible by a collaborative effort with strong city leadership.
with CHAD HOOVER
54 Million TV Households • 238K Social Following Kayak Bass Fishing Events KayakBassFishing.com Call Kristie: 615-426-9940
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play here. and here.
Give your tournament the ultimate game plan – the new world-class, 160-acre Panama City Beach Sports Complex. Nowhere else combines sugar-white beaches and turquoise waters with the Southeast’s best state-of-the-art facilities. Which explains why when the game’s over, the fun is just getting started.
PlayPanamaCityBeach.com or contact Chris O’Brien, Director of Sports Marketing & Special Events, at 850.233.5070
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When the game’s over, the FUN is just getting started.
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S P O R TS E TA A N N U A L S YM P O S I U M
CO N F E R E N C E PREVIEW
Conference: Sports ETA Annual Symposium Dates: April 20-23, 2020 Host Destination: Kansas City, MO Contributing Writer: Dr. Jennnifer Stoll, CSEE Sports ETA Research & Education, Stoll Sports Strategies, LLC
Springtime is Just Ahead – That Means the Sports Events and Tourism Industry is About to Descend on KC: Be in-the-know about all things 2020 Sports ETA Annual Symposium
H
ere Comes the Warm-Up
While much of the country remains in the midst of winter chill, Kansas City is just heating up coming off the Chiefs’ impressive Super Bowl win. As the frost starts to thaw for the rest of us, we can look ahead to warmer days for another big Kansas City event this spring: the 2020 Sports ETA Annual Symposium. Sports ETA – the professional trade association for the sports events and tourism industry – has experienced tremendous growth over the last few years, including the roll-out of a new brand, successful launching new education initiatives such as the Women’s and Chief Executive Summits, and by enhancing value across the spectrum of member segments. Professionals in the industry can expect this momentum to roll right into Kansas City April 20-23 when the Annual Symposium comes to town. If you have spent much time in the sports events and tourism industry, you know the Annual Symposium has an impressive track record of bringing together a diverse collection of industry professionals from across the country in its 28-year history.
EXPERIENCE. COMMUNITY. PERSPECTIV E.
As the gold-star standard conference in the industry, hallmark elements of the Annual Symposium include dynamic marketplace appointments, top-tier education sessions, and engaging networking opportunities. This recipe has yielded tremendous success in the past, but Sports ETA is working diligently in concert with the KC team to up its game this year. That vision is being driven in large part by former Sports ETA Executive Committee member and new Vice President of Events and Experiences, Janis Ross. “Our goal is about more than just content,” commented Ross. “It’s about how we deliver education to our attendees, as well as offering a variety of engagement and networking opportunities.” Marketplace Mash-Up Each year, the post-symposium survey of attendees reiterates one of the top-rated aspects of the event is the marketplace appointments. 2020 attendees can expect robust appointment schedules to continue and can also look forward to enhanced marketplace elements such as un-programmed time for networking, a professional development area, and a stage in the marketplace featuring short, topical educational sessions, product demos, and more. Marketplace has been re-envisioned as more than a trade show, but as the Symposium’s “living room”, where attendees will want to spend their off-appointment time to network and to learn. Savvy professionals know that business-to-business success is found both in and out of appointments. It is just as likely to make an important connection in the buffet line or hanging out in the Fun Zone. Education Enhancements CSEE Courses - Due to increased demand in CSEE course content, organizers are adding a second live CSEE course to the schedule. The first course will run from 9am to noon on Monday, April 20, and the second course (an entirely different course and topic) will take place from 3-6pm the same day. While specifics regarding the morning course will be available shortly, the afternoon course will tackle the elements of developing a Performance Mindset by former NFL player and Kansas City local, Jon McGraw, Founder of Vision Pursue. As part of the workshop, Jon walks participants through a practical and engaging way to reach your peak performance through harnessing the power of one of your most powerful assets: your mind. Jon presented his course to top industry leaders at last year’s Chief Executive Summit and received rave reviews. Traditional CSEE courses at the 2020 Annual Symposium are $400 each for Sports ETA members. Education Tracks - Improvements are also coming to the Annual Symposium’s general education tracks in 2020. Let’s 24
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face it, content about sponsorship, for example, should not look the same for a first-time attendee and a seasoned sports professional. Blanketing a topic to the masses dilutes the depth of content covered and often limits the learning outcomes of the participant. To address the need for quality content geared toward each individual learner, this year’s content tracks promote diving into topics with peers from similar levels of experience. Unlike the past, when education tracks were divided by session topic, this year’s symposium tracks will be categorized as Rookie, All-Star, and Veteran. The Rookie track will provide excellent content for those professionals newer to the sports events and tourism industry, looking to learn about the industry, develop transferable professional skills, and set a strong foundation for a successful career. This track is recommended for those with industry experience of less than five years. The All-Star track caters content to individuals who have taken the next step in their career paths, those who have more than a handful of years of experience in the industry, who perhaps are managers, and who find themselves responsible for much of the operational implementation of the strategy set by organization executives. The Veteran track is designed as high-level content specifically for those who are the ultimate decision maker in their organizations. Content will focus on larger industry trends and issues, strategy, governance and policy, and personnel, for example. Not to be forgotten, new this year will also be a dedicated track for our industry’s valuable members: Rights holders. This track is designed with event operations in mind and will foster an environment for rights holders to engage with one another and receive content unique to the circumstances rights holders face. Sports ETA is excited about the new path of education for the 2020 Annual Symposium and will be reaching out to attendees for feedback during and after the event. It is our continued mission to resource all segments of our industry with education that helps you grow professionally and make better business decisions. Facilities Boom - New CSEE courses on site at the symposium are not the only opportunity for preconference education. Another area of growth Sports ETA is monitoring and proactively filling the void of related education content is facility and venue development and operation. This year marks the second edition of the Sports Facility Summit, being held at Pinnacle National Development Center on Sunday afternoon, April 19 and Monday, April 20.
Pinnacle, the expansive training home of Sporting Kansas City soccer club, will provide the setting for the day and a half of learning related to all things sports facility. The event will be highlighted by a state of the facilities industry discussion led by some of the facility world’s top thought-leaders, sessions on topics such as local versus non-local programming, building ancillary revenue opportunities, and the ecosystem of e-sports. In addition, the course schedule has been designed with the attendee in mind, by including value time for networking, open discussion, and idea-sharing. Registration for the Sports Facilities Summit is $299 for Sports ETA members and $399 for non-members.
“Through our expanded research efforts, the new state of the industry report will be a resource that details the value of the sports events and tourism industry in the United States and serves as a benchmark to more precisely monitor trends in the industry for years to come.” Attendees at the Annual Symposium will be the first to hear directly from researchers about the significant findings from the study including strategic insights on market size, economic impact, competitive dynamics, and trends within the industry.
Revamped State of the Industry - Sports ETA, in collaboration with the Northstar Meetings Group, has engaged Tourism Economics, an Oxford Economics company, to conduct a landmark study on the US sports events and tourism industry. This important study will serve as a benchmark for the sports events and tourism industry. For the first time, the state of the industry report will dive into the business landscape for event rights holders and facility operators in addition to destinations.
Let’s Not Forget Leaving a Legacy - What would a Sports ETA Annual Symposium be without the generous time, effort and money donated by our membership in support of our annual Sports Legacy Fund recipient organization? This year attendees have the unique opportunity to support KC Blind All-Stars Foundation organization. KC Blind All-Stars Foundation seeks to imagine, execute, fund, and support the needs and dreams of blind and visually impaired youth who benefit from the Kansas State School for the Blind and the educators who believe in them.
“Over the last several years we have heard from membership about the need for a more comprehensive state of the industry report. We are thrilled that through our partnership with Northstar Meetings Group, this vision is becoming a reality,” commented Alan Kidd, President and CEO of Sports ETA.
KC Blind All-Stars Foundation is seeking funding to build a new, handicapped-accessible playground at the Kansas State School for the Blind. The existing playground equipment on the KSSB campus in Wyandotte County is a 30- yearold, non-handicapped accessible metal swing set installed
EXPERIENCE. COMMUNITY. PERSPECTIV E.
directly into hard ground. In order to play on a playground, children are taken off campus to a local park to play. The park is not handicapped-accessible and does not meet the special needs the children require. KC Blind All-Stars Foundation will use the grant from Sports ETA to provide immeasurable joy and self-discovery, giving these children the opportunity for safe exploration and the physical exercise that they so greatly need - now and for many years to come. Make sure you plan to join us for the community service project, participate in the silent auction, and throw and extra $20 in the raffle. Speaking of legacy, you will not want to miss the annual Hall of Fame inductions and Membership Awards, which are a chance to celebrate those who have relentlessly served the industry for years upon years, and those who are driving the industry into the future through innovation and ideas. Both Hall of Fame inductees and Membership Award recipients will be honored during our General Session on Tuesday, April 21. Make it a point to seek these individuals out throughout the rest of the symposium to congratulate them on their achievements. Outside the Convention Center Walls - Wow! With all that going on at the Annual Symposium, it is hard to believe you will have time outside the convention center walls…but we have made sure you will!
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We all know Kansas City is known for its BBQ, but after you polish of a rack of ribs, you may want to check out a variety of other attractions and entertainment options. Kansas City is home to the Negro Leagues Baseball Museum, the Harry S. Truman Presidential Library, a plethora of local eateries and live music spots, and much, much more. In fact, here are 20 suggestions on ways to explore the city from our friends at Visit KC. Kansas City’s vibrant culture and community is underscored by the turnout of its passionate Chiefs fans at the recent Kansas City Chiefs Kingdom Super Bowl Parade, in addition to its selection as a host destination of marquee events for USA Fencing, USA Gymnastics, the 2023 NFL Draft, and more. It is easy to see why Sports ETA and Kansas City are going to make for a memorable 2020 Annual Symposium! We’ll Make This Easy…We Want to See You There! - Now you are officially “in the know” about all things 2020 Sports ETA Annual Symposium. The schedule is set, and the time is drawing near for the must-attend conference on every sports event and tourism professional’s calendar. As the weather begins to warm up, we look forward to having you join us in Kansas City April 20-23, 2020! Check out SportsETA.org/Symposium for all the details on these and other 2020 Sports ETA Annual Symposium happenings.
KNOXVILLE...
WHERE CHAMPIONS ARE MADE
Sports.VisitKnoxville.com EXPERIENCE. COMMUNITY. PERSPECTIV E.
PO L I C I ES A N D P ROC E D U R ES
(A N D W H Y T H E Y ’ R E I M P O R TA N T )
P
olicies and procedures are a critical part of any company. Combined, policies and procedures furnish a roadmap for routine operations. They safeguard compliance with laws and regulations, provide guidance for decision-making, and simplify internal processes. However, policies and procedures won’t become beneficial to you, your employees or your organization if they are not followed. People don’t always like to follow the rules when the rules require additional work. However, taking the time to educate employees on the logic behind these directions provides a foundation for establishing the routine and consistency that success and scalability require. The Value of Following Policies & Procedures As your organization’s leaders craft and impose policies, it’s important to make sure your workforce understands why following policies and procedures are essential. Here are just a few of the helpful outcomes of following policies and procedures:
Trustworthy processes and structures Policies and procedures keep companies from shifting into total mayhem. When all employees are following policies and procedures, an organization can run efficiently. Management has structure and departments operate as they’re meant to. Therefore, errors and setbacks in processes can be promptly detected and tackled. When your staff is following proper guidelines, your organization will make use of time and resources more
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effectively. You’ll be able to progress and achieve your goals as an organization. Stability in methods is also good for employees individually. They know what they’re accountable for, what’s required, and what they can anticipate from their direct reports and co-workers. This allows them to do perform their roles with self-confidence and excel. Better quality service When employees follow policy, they execute tasks properly and provide dependable customer service. This boosts the quality of your organization’s products and services. And, in turn, enhances your company’s character. A safer workplace By following protocol, workplace accidents and incidents are less likely to occur. This minimizes liability threats and limits interruptions in operations. Your staff can feel safe and relaxed in their environment, knowing that management is looking out for their best interest and that they’ll be taken care of if something does happen. Ways to Implement Policies and Procedures Maybe your employees already understand the significance of adhering to policies and procedures. How can you confirm your staff follows through on compliance? Here are a few steps to make sure your team knows how to follow procedures: Provide more accessible policy manuals Your employees can’t follow procedures they aren’t aware of. Many companies continue issuing a paper version of their policy manuals, passing out three-ring binders that contain the employee handbook. These policy manual notebooks end up in the back of a desk drawer or on a bookcase collecting dust. 43% of millennial employees and 30% of non-millennial employees have never read the majority of their employee handbooks. Over one-third of employees are unaware of where they placed their handbooks.
This is troublesome because employees must refer to policies from time to time. If they don’t have easy access, they won’t know the proper procedures and will likely make a mistake, causing a delay in productivity and repeat work. Many organizations are switching to an online policy management system that allows their staff to access policies and procedures from anywhere at any time. This confirms they are following protocol instead of trying to remember the correct steps off the top of their minds. Implement training courses Having employees sign that they read your policies and procedures handbook is the first step toward ensuring conformity, but it’s not sufficient as a standalone measure. Employees may not grasp policy and not have a chance to ask questions. Every organization needs to train employees on the core policies as well as on how to implement them in real-life settings. Comprehensive training on procedures should take place for every new hire during standard onboarding practices. Data shows that workers who receive training are more productive, gain expertise quicker, and have a greater chance of hitting their performance benchmarks. Nevertheless, policy and procedure training should be constant for all personnel. Training, of course, varies depending on your line of work and size of your business. Test employee comprehension Policy dissemination and training don’t ensure that every employee genuinely understands policies. An employee may sign a document of understanding without totally grasping it.
EXPERIENCE. COMMUNITY. PERSPECTIV E.
This may not seem to matter immediately, but down the road, it could cause employees to not following policies and procedures. Creating customizable quizzes for employees to complete after reading a policy or finishing a training course can help showcase the importance to your employees. This exercise can, therefore, address any gaps in comprehension and provide for any additional training that is needed as a result. Encourage accountability Policy and procedure execution takes place from the top down. Employees are more likely to accept policy if they see their leaders reliably following the handbook, as well. Employees also must know the outcomes of not following procedures. Having a structure for discipline and corrective action is a must. Once more, this begins with managers. Supervisors must be trained on the timing and methods of conducting disciplinary reviews. This system can also reward employees in addition to offering corrective action. Employees who are straying from procedures may just need some assistance or continued training.
Regularly review policies and procedures When practices differ from policy, it usually means one of the following: 1. Your organization needs to better convey policy and procedure with your team and require compliance. 2. Your policy and procedures are archaic or lacking. Employees can’t follow procedures that don’t exist, undermine other policies, or neglect to focus on a major change in knowledge or routine. Management must frequently review and improve policies and procedures, taking updated regulations, industry standards, and technology into account. Each time you revise policies, be sure to follow the suggested steps listed previously. Make sure you send out policy updates to your team, integrate them into training sessions, test employees on the policy, and hold employees responsible. This takes work, but it doesn’t have to be a challenge. PowerDMS contributed to this article
IN GREATER LANSING— WE ALL LOVE THE GAME Did you know that over the last 10 years the Greater Lansing Sports Authority has grown sports events in our area by 272%? The GLSA is a full-service sports commission with a passion for bringing in and supporting sports events of all kinds. Offering premium venues, team-friendly dining and convenient lodging the Greater Lansing area is the best choice for your next event. Contact us and work with the GLSA today!
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517.377.1411 lansingsports.org #LANSINGSPORTS
From ballparks to beaches, make your next sports event unforgettable
When it comes to sporting, events St. Augustine | Ponte Vedra is a guaranteed win. With state-of-the-art sports facilities, worldclass accommodations, and fun-filled attractions around every corner, your athletes will not only enjoy some friendly competition, but also a lifetime of unforgettable memories. Visit FHCSports.com or call 800-418-7529 ext. 2009 to learn more.
EXPERIENCE. COMMUNITY. PERSPECTIV E.
R I G H TS H O L D E R P RO F I L E
CAS E Y TA K E R
W
hat is your title? Sr. Manager, Athlete Development, The IRONMAN Group
What are some of the new projects you’re focused on with your new promotion? In 2019 my primary focus was the develop-
ment of first-time athletes to IRONMAN and the sport of triathlon. Rolling into 2020 and a new position, I’m leading a team that oversees the strategy for development of athletes across multiple brands, including IRONMAN, Rock N Roll Marathon series and IRONMAN 70.3. Our goal as a department is to create a strong support system for our athletes that offers resources throughout their entire journey within our event ecosystem.
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What impact can Athlete Development have to help IRONMAN combine quality events, room night generation and advertising opportunities with destinations? IRONMAN’s strength, like many sports, lies in it’s community. The culture of IRONMAN is insanely robust, and it exceeds far beyond just the athletes. An event is only as strong as the personalities that an athlete encounters throughout their experience. It’s a big week, and a long week for everyone; it’s important that our communities stay excited to be involved with our events.. We routinely take a look at how we are impacting a community and consistently adapt and make efforts to grow that positive impact. We’re always asking ourselves: Are we giving
EXPERIENCE. COMMUNITY. PERSPECTIV E.
athletes everything they need to be successful at this event? How are we increasing group travel? How can we get an athlete’s friends and family excited about a destination? Are we giving the local community everything they need to welcome our athletes? Are we working on programming year around that can increase fitness/wellness efforts? How can we promote and provide support for training travel and local camps? How are we supporting our IRONMAN Foundation to ensure their local charitable efforts are successful? By continuously asking questions and working with both internal teams and partners to find answers, we create a system that fosters growth for everyone.
Looking through the Athlete Development lens having a destination dedicated to supporting a strong culture of outdoor sports and healthy lifestyle is important. We continue to adapt and look for smarter and more effective ways to support local clubs, coaches, races and businesses in our host destinations. Forming these relationships can take some time, but once the wheel gets turning, it not only increases the success of the event, it can also lead to year around tourism opportunities as a training destination. Having a destination that can understand the importance of this cultural development and is willing to help us make connections, is a huge asset.
Please describe the impact of your media efforts and how they’ve climbed over the years? What tools and tactics have led to these increases?
In 2020, what are you biggest goals to accomplish by the end of the year?
Our media efforts have grown exponentially over the last five years, thanks to an investment in building a powerful media team and aligning ourselves with partners that are making waves in the industry. In 2018 we partnered with Facebook to bring groundbreaking live coverage to the sport of triathlon. IRONMAN Now featured 15 races in 2018, 17 in 2019 and will feature 19 races across the globe in 2020. This creates opportunities for our sport, brand and destinations to get in front of new audiences in addition to bringing our existing community one step closer. Beyond live coverage this also adds to our media library and allows athletes to explore race destinations at their leisure. Describe what features work best for your various events when seeking a new destination. How closely do you work with a DMO or sports commission on scheduling these? We’ve found that utilizing facilities, venues and racecourses that showcase key host city landmarks and natural beauty are critical. Especially when we are introducing athletes to a new destination. The primary race venue must feature a large, centralized area for swim start and finish, transition area, finish line, athlete recovery area, medical and massage areas, an operations compound, concessions, ample parking for athletes and spectators and areas for spectator viewing. To give an idea of course requirements we need: Swim: 2.4 miles of water that is clean, safe and appropriate for swimming. Bike: 112 miles, we understand the needs for residents to move around the city while the race is occurring, therefore a completely closed bike course is not mandated, however roads must be safe, well maintained and clean. A one loop bike course is preferred, but two loop courses are accepted. Run Course:26.2 miles, for the safety of our athletes, full road closures are required throughout the entire run course.
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Professionally, I’m excited to settle into this new leadership role and have an opportunity to work on multiple areas of the business. I’m learning however that everything boils down to the ability to get things done, every day. If I had to pick one goal for myself this year in this new role, it would be making sure that our team has the support and tools they need to focus, plan and execute, consistently and effectively. Personally, I have another IRONMAN 70.3 on my schedule with my Dad (last year was my first) and I’m eyeing a paddleboard race in the fall. Really I just want an excuse to play in the ocean everyday, Sunshine State livin’ baby!
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CAS E Y ’ S TO P 3 What do you enjoy doing when you are not working? Anything on the water (Boating, paddleboarding, swimming), enjoying the view from my porch, and attempting yoga. What are your top 3 favorite Podcasts and/or books? Book: Good to Great, Podcast: Joe Rogan Experience, Magazine(s): Whalebone & Flamingo. What are the three things you always have in your car? Swim cap & goggles, beach chair and almonds.
EXPERIENCE. COMMUNITY. PERSPECTIV E.
M A X I M I Z E YO U R CO N F E R E N C E RO I
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Contributing Writer: Sean Doherty, CSEE, Sales & Sports Marketing Manager, Punta Gorda I Englewood Beach Visitor & Convention Bureau
ports travel industry conferences and trade shows have come a long way since I started attending them over 20 years ago. From more in-depth educational sessions with expanded subject matter to more engaging networking functions, these industry gatherings have become a primary tool for destinations to utilize as part of their overall event recruitment strategy. While education and networking are both beneficial and worthy elements for any conference, the most valuable component from my experience in terms of event recruitment is one-on-one appointments. To maximize one’s effectiveness in this area, preparation and follow up are clearly key. Below I’ve listed the most important items I consider before and after attending an industry trade show that help keep me organized and on task.
Preparation Do your homework: Once the list of event organizers has been
released as part of the appointment scheduling process, I prioritize researching each entity to educate myself as to what opportunities exist that may be a fit for my destination and its facilities. Although I may feel a high level of familiarity with certain event organizers from previous interactions or due to the high-profile nature of particular organizations, I resist the temptation that I know all I need to know about them. Rights holders and their organizations are continuously evolving, whereby they may add events to their portfolios or even an entire sport. I recently experienced this when I met with an organization that I had not had much contact with the past few years due to an incompatibility with the sports they operated and our facility availability. I learned in our appointment session that this respected event organizer is now entering into the pickleball arena which potentially could be a great fit for our newly opened PicklePlex of Punta Gorda. Another item I keep in mind while doing my research is looking at the organizer’s event history. Do they typically only select large metro areas to host their events? Do they have a pattern of rotating geographically or have they ever had a presence in my region of the state or country? Is there an exorbitant bid fee that is out of reach for my budget? Which direction has their participation been trending? Answering these questions on the front end helps me maximize how I spend my time at the trade show. 36
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5 ST E PS O F P R E PA R AT I O N 1
DO YOUR HOMEWORK
2
KNOW WHAT YOU DON’T KNOW
3
WHAT’S NEW?
4
KEEP YOUR MESSAGE FRESH
5
INITIATE A CALL TO ACTION
EXPERIENCE. COMMUNITY. PERSPECTIV E.
Know what you don’t know: Once my schedule of one-on-one ap-
pointments has been established, I like to create a game plan of how I plan to approach each meeting. After conducting additional research on each organizer on my schedule, I create a binder or other organized file with the rights holder’s profile sheet along with at least 3-5 questions that will help me determine my destination’s capability or likelihood of hosting one of their upcoming events in the near future. Having these questions mapped out in advance can be very advantageous, as all trade show veterans know the 10-12 minute appointments go by extremely fast. Of course, these conversations can be fluid and as I never want to interrupt an actively engaged rights holder, I oftentimes run out of time before I’m able to ask all my questions, so having these questions in writing makes it easier to go seek out that organizer later in the show to get any critical questions answered. Following up onsite also helps to amplify your interest in the organizer’s event. What’s new?: Although there are always a few new rights holders on my schedule at each show, a significant percentage of my one-onone sessions are with individuals I’ve met with before who are at least somewhat familiar with my destination and its sports venues. As I only see many of these people face to face once or twice a year, it’s always beneficial to reconnect, but more importantly, it’s a prime opportunity to educate them on what’s new or upcoming in my destination. Obviously if there is a new venue specific to the rights holder’s sport it’s important to focus on that, but other areas of development in your destination may be enticing enough to gain that higher level of interest from the organizer to take the next step. For example, are there new hotels, resorts or attractions that have recently opened or are scheduled to in the near future? Is new air service coming to your primary airport? Has a new local league or club been created in that particular organizer’s sport? Local clubs can sometimes be an invaluable resource for organizers to provide logistical and volunteer support. What about your grant or incentive program? We all know that financial assistance can go a long way in helping recruit an event, so make sure organizers are fully aware of the scope of your program and application criteria.
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Keep your message fresh: While this item ties into the “What’s New” section above, it’s important to not just wait until a new venue or attraction comes along before reviewing your existing collateral. If any component of your branding has changed, make sure it’s reflected in your collateral, including your printed marketing materials, your booth display and any promotional giveaways. I also conduct a regular review of my collateral to ensure the imagery and copy best encapsulate the message we want to relay to all existing and potential clients. Not only do destinations evolve, trends do too, so what was cutting edge or dynamic three or four years ago may be tired and cliché now. Make sure you’re sending a positive message to the rights holder that your organization is innovative and creative, not lazy or complacent. Initiate a call to action: In today’s society, even with advances in technology, everyone seems to be busier than they were 20 years ago which can make it tougher to move prospective business to the next step. As a result, it’s important to be able to grab the organizer’s attention and generate a sense of urgency. One way to do this is to create an attractive promotional offer. For many event organizers, their projected bottom line is one of the most important areas of concern when making a decision on where to host an event. Anything the prospective host organization can do to help alleviate the rights holder’s financial burden will help boost their chances of being selected. Following are a few things I keep in mind when formulating a promotional offer: -Make the offer valid only during peak need times. -Include an expiration date as part of the offer. This not only helps create the sense of urgency but also keeps you organized from a budget perspective. -Provide something that will make your event memorable to the decision makers, coaches and players and stands out from the previous events. Sponsor a reception for staff and officials, partner with an existing festival or sporting event to offer free or discounted admission, work with the primary host hotel to provide an additional incentive or activity such as a reception with live music or a pool party. -Offer additional money or other incentives for a multi-year deal.
Now that the closing party is over and you’ve traveled home, the real work begins. It’s in this phase of the process that you can really differentiate yourself from the competition and maximize the depth of your relationship with an individual organizer. Although for some of us (raising my hand) it may be very tempting to play catch up with other job duties that may have been neglected while on the road, it’s imperative to immediately focus on and prioritize at least some type of quick follow up whether it be an email recapping your conversation at the show, a brief handwritten thank you note or a phone call to ask any questions you may not have gotten to at the show, this timeframe can be critical for setting the tone for the relationship moving forward.
Cultivation
Immediate follow up: I set a goal of following up with each client within a week of meeting with them at a trade show. My preference is to follow up with as many as I can as soon as I get back to my hotel room if time permits. However, in some cases my follow up may require that I do a little research or have access to files I’m unable to retrieve remotely, in which case, I typically try to block off the first couple days after returning from a show to conduct these tasks.
Be a fan of their sport: Selling your destination, just like selling anything, is all about relationships. One of the best ways to build that relationship with an event organizer is to show your true interest in their sport and/or event. While it’s fairly common practice to conduct a site visit of an event after your destination has been selected to host it, I believe doing a site visit before the decision has been made, or even prior to submitting a proposal, can carry a lot of weight with the decision-makers. Although budget and/or staff constraints may make this unreasonable for every event you bid on, this face to face touch point can be well worth the effort for those select events that are expected to generate a significant level of economic impact or where you feel you might need a leg up on the competition. If possible, try to bring along the facility manager or other representative as this could plant the seed for cultivating an additional relationship between the event organizer and your destination. Above all, I feel it’s important to be patient and focus on building a solid relationship with any prospective client. If this is effectively accomplished and your destination is a strong fit for the organizer’s event, it’s likely just a matter of time before you can close the sale.
Another part of my immediate follow up is to request an RFP of any event the organizer has available that was determined to be a good fit for my destination, assuming the RFP was not provided at the show. A well-developed RFP typically will provide the most comprehensive picture of the event requirements and history, providing the valuable information needed to decide whether moving on to the next step is warranted. Build the relationship: I’ve attended many educational sessions and have read numerous industry articles focused on the sales process whereby various research studies have been cited. Most seem to indicate that the average sale is closed after having 5-8 touch points with the prospective client. As a result, it’s extremely important to track all your potential and existing clients in an organized fashion so that a lead doesn’t go cold due to a lapse in communication. In 2020 it’s likely that most organizations have invested in some type of Customer Relationship Management (CRM) program. This invaluable tool is an efficient and effective platform for organizing those touch points, tracking deadlines, storing rights holder information and running a variety of reports that can be shared with your board of directors or other stakeholders. Of course, this tool is only as good as the information that is inputted so it makes sense to enter any new organizer into your CRM during the immediate follow up phase. Hot lead identification: Once I’ve determined which events my destination has the capacity to host, I loop in the respective facility managers as to the dates, scope of use and any unusual requirements that may be included in an event’s RFP. In my experience, it’s always beneficial to include these stakeholders as soon in the process as possible. Having them involved early, where they can have input from the outset, not only provides the opportunity for creativity in the proposal phase but also helps foster a team approach rather than a mere lessor/lessee relationship. The more your facility manager is bought in, the more likely of landing an event as well as its successful execution. Follow up to the follow up: After a lead has been determined to be a strong potential fit and the facility and other stakeholders are on board, I make an immediate effort to initiate another touch point with the organizer to emphasize our interest in the event and remind them of any promotional offer or incentive program that can benefit them and the event. At this juncture, if the organizer is not familiar with my destination on a firsthand basis, I will invite them for a site visit. Just like a picture is worth a thousand words, a well-executed site visit helps an organizer visualize how their event will fit into the destination’s infrastructure and can spark their creativity allowing the destination to sell itself.
5 ST E PS O F C U LT I VAT I O N 1
IMMEDIATE FOLLOW UP
2
BUILD THE RELATIONSHIP
3
HOT LEAD IDENTIFICATION
4
FOLLOW UP THE FOLLOW UP
5
BE A FAN OF THEIR SPORT
EXPERIENCE. COMMUNITY. PERSPECTIV E.
events, fans who are caught recycling are rewarded with tokens that can be used for goods and services. Food service elements can be a starting point to creating a more environmentally friendly event. Biodegradable and compostable wooden cutlery and palm leaf tableware are designed to provide an eco-friendly alternative to the non-biodegrading disposable plastic cutlery and Styrofoam plates used so commonly in the food industry. Not only are these disposable petroleum-based utensils, plates, and bowls not biodegradable or compostable, but they often end up in landfills, polluting oceans, or even killing animals when they mistake these for food. Wooden cutlery and palm leaf plates are disposable, biodegradable, and compostable. They are 100% natural and made of birch wood. Eco-friendly palm leaf plates and bowls are made from fallen palm leaves. The wooden knives can cut steak, and the wooden forks can handle salads. Disposable cutlery and tableware all work well with hot or cold foods. There are no coatings, waxes, or chemicals of any sort added to the natural tableware. Therefore, all the disposable tableware products are free of toxicants and are accepted at all composting facilities on the basis of being composed of completely organic material. Small changes can make significant impact when event directors take the time to plan. Find ways to reduce single use products and encourage participants to recycle and utilize re-usuable items.
REDUCE R E US E R ECYC L E
H
igh profile events like the X Games have taken environmental issues at its events to the next level. X Games Environmentality (XGE) is a program that was created to make X Games fans and viewers aware of environmental issues. The program promotes recycling and waste reduction. In addition to promoting recycling at events, X Games organizers use biodegradable cups, plates, and napkins. These materials are made from corn and potato waste. The paper used at the games is made from 100 percent post-consumer waste. Furthermore, the X Games “Get Caught Recycling� program gives fans an added incentive to recycle. At the
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from holes
TO HOPS
TM
In the past decade, the rise of the Northeast Florida beer and distillery scene proves that it’s never too late to craft your image. Home to Anheuser Busch and over 15 artisan-owned breweries, Northeast Florida takes golfers from holes to hops all along it’s coast. www.florida-golf.org
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I N D UST RY CO N F I D E N T I A L
T
here is an old saying, “he who owns the gold makes the rules.” A rule that seemingly has governed the outcomes and evaluation for success in tourism performance for many years. Business Improvement Districts (BID) first surfaced in Toronto, Canada in 1970 as a new funding mechanism alternative to blanket tax assessments, levied against businesses in an area to improve the environment of a business district. Often BID funds were used for services such as cleaning and maintenance, marketing, promotion, beautification, and capital investments. The fund’s financed services enhanced existing city services rather than replace them. The United States first established BID is often traced back to the Downtown Development District of New Orleans in 1974. Today in America, there are well over 1,000 such districts scattered around large and small cities. The success of BID’s led to a more specific single-purpose business improvement district where the funding was aimed at attracting overnight visitors and would become a funding source for a community’s tourism development and marketing programs. Often a public-private partnership, the programming, and administration of these funds generally run through a Convention and Visitors’ Bureau or similar destination marketing organizations. The programs delivered were originally aimed at providing a source of funds to be used specifically for marketing, sponsorship, promotions and special events to attract overnight visitors to a destination.
In many cases, this funding replaced the annual funding by the municipality out of the general service’s budget. Over time, the use of these annual proceeds has expanded to include capital improvements in destinations that will lead to long-term sustainable revenue-producing events, yielding revenue to the market. The primary source of this revenue is often generated from a daily hotel-room surcharge to overnight visitors from the lodging industry. As a result of this specific funding mechanism, many destinations primary funding shifted away from the general service’s budget in their municipality. This siloed the DMO’s effort away from working with other municipal functions and the lack of interactions began to cultivate a disconnect between DMO leaders and municipal departments. An unintended consequence that may work against the interaction of these departments in building an integrated and cohesive economic development plan for the community. Thus, the gold was generated by lodging stays and managed by a board that included hoteliers aimed at increasing local visitation to the destinations and increased overnight stays. A unique and very productive mechanism to steadily increase tourism marketing dollars which have worked very well. The definition for evaluating success centered on “heads in beds” and became the standard measurement metric for success for destinations. Additionally, the second metric for DMO’s definition
“ H E W H O OW N S T H E GO L D M A K ES T H E RU L ES ”
EXPERIENCE. COMMUNITY. PERSPECTIV E.
of success falls under the complex metric of valuing media use and their viewing or listening habits. These media evaluation criteria have existed for years where the evaluation of the value of media comes from sampling surveys of listeners and viewership from extrapolating against a market segment and size. This process arrives at information that is at best “a slightly informed estimate of the audience and their habits.” Now enter the Sports Commissions and Right Holders who are a subset of the destination tourism plan. Many DMO’s sports sales departments have rebranded their work under the Sports Commission banner which informs the industry partners of the type of work, services, and expertise they have. In the early days, since the DMO Sports departments fell under the control and management of the DMO, “heads in beds” were the only measurement used to determine their success. Those that worked in the sports world quickly found out that they were required to have ground services to support the sports event that was coming to town that was not as valued by DMO management as hitting their “heads in beds” quotas the sports sales team was assigned. That became the first distinctive disconnect between the world of DMO services and those of the sports tourism world. As time progressed, the sports tourism world grew in volume, scope and economic impact for communities of all shapes and sizes. Those working in the sports events and tourism field quickly found that their work and events were a source of great community engagement and pride. Resident sentiment from those events and their impact on the community quickly became a topic of discussion. Politicians loved attending sports facilities openings, a large national tournament that came into town or one of the marquee events from the professional and collegiate teams. In addition, larger marquee events often left legacy funds for the community that hosted their events to use and deploy to the benefit of the community. Forward-thinking markets like Cleveland, are conducting longitudinal research to measure the community impact and goodwill created by such legacy funds left to their community. Conversation in cities began to center on how sports events and tourism were becoming more of a community asset that builds community goodwill and
excitement as a result of the events they brought into town and serviced. Add to that several communities began building a portfolio of community events that were owned and operated by the local sports tourism organization. Many communities including the Richmond Backers and Kansas City now own and operate several community events including running, cycling, active oriented events, recognition banquets and youth sports camps and clinics all year round. These owned and operated activities serve the community in a variety of ways. They generate great community pride, add revenue to the organization to provide additional services and programs to the community, bring in tourism dollars from visitors who attend such events and is creating a narrative to aid local company’s employee recruiting efforts by letting them know the great things taking place for their kids in the community. Many communities are adding sports recognition events for Hall of Fames, athlete recognition, women in sports initiatives, youth clinics, military sports support, and recognition banquets to honor all that is good about sports, sportsmanship and community pride. These inspirational events in Houston, Columbus, Cleveland, Kansas City, Seattle, St. Louis, Phoenix, Los Angeles, and others are often televised and are first-class local productions. This local community pride generated by the sports tourism teams and resident sentiment towards the value of those events has begun to enhance the definition of success for the use of tourism dollars through sports. There is a case building to include the refinement of current economic evaluations with that to the community benefit generated by events in the sports events and tourism industry. The lodging industry which is interested in the return on their investment, coupled with the impact, value, and importance of community pride and resident sentiment begin to broaden success for markets. After all, the ones who care most about the value of resident sentiment and pride are the community leaders, politicians, and business owners. It is time for the sports tourism leaders to be sitting at the table discussing the importance and their role in building this community asset and pride while adding to the economic development for their destinations.
Discover natural peace and your perfect battleground.
With top-notch facilities and expert support staff, Tallahassee is the perfect destination to host your next athletic event. In-between competitions, dine at world-class restaurants, take in some live music or explore one of our many local adventures.
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VisitTallahasseeSports.com
Start planning your trip today at VisitKingsport.com
Success is When Space Meets Style.
Visit Central Florida is able to accommodate your sporting event, no matter the scale. The Winter Haven Field House and Conference Center is now open, adding 60,000 square feet of multi-use gymnasium to Polk County. Plan your next sporting event at CentralFloridaSports.com
EXPERIENCE. COMMUNITY. PERSPECTIV E.
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Long days can still feel like they’re not long enough.
SANIBEL ISLAND, FL
Islandology is our way of life. It’s escaping from lists, schedules and itineraries. It’s making more time for play time and discovering how a stretch of sand can become your own private getaway. Plan your trip at FortMyers-Sanibel.com
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EXPERIENCE. COMMUNITY. PERSPECTIV E.
Go from world-class facilities
Premier Sports Campus
to world-class escape in no time.
It’s time to discover the leader in Florida tournament venues. The Bradenton Area is where champions train, play and relax all while taking the game to the next level with exceptional facilities such as Premier Sports Campus at Lakewood Ranch, IMG Academy, and Pirate City, the winter home of the Pittsburgh Pirates.
To book your event today, call Sean Walter (941) 742-4051
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