HOST Magazine - August 2012

August 2012

Great Lake Legacy

with Rich Harshbarger, Executive Race Director, of the

Detroit Free Press Marathon

MAKING IT COUNT

PROPER PRICING

CHOOSING THE BEST VENUE

QUALITY ON A BUDGET

The Shire London Hiseman Media

Head to the course not the conference room.

02 August 2012

Upcoming Fall Events August

ASAE (American Society of Association Executives) Annual Meeting & Expo 11-14th, Dallas, TX; www.asaeannualmeeting.

CHOOSE A HIVE Examples of the many events that can use

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2012 Summer Giveaway Hundreds of events may enter. Few will win.

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September

HSMAI (Hospitality Sales and Marketing Association International) MEET 5-6th, Washington, D.C.; www.hsmaimeet.com/ SITE (Society of Incentive Travel Executives) International Conference 14-17th, Beijing, China ; www.siteglobal.com/Events/ InternationalConference2012.aspx

Event Planning CertiďŹ cate Program 15-16th, Philadelphia, PA; www.calendar.phillymag. com/philadelphia_pa/events/ show/224538765-2-day-eventplanning-certiďŹ cate-program

October

IMEX (Worldwide Exhibition for Incentive Travel, Meetings and Events) America 9-12th, Las Vegas, NV; www.imexamerica.com/index.php

ACTE (Association of Corporate Travel Executives) Global Education Conference 14-16th, Rome, Italy; www.events.acte. org/ehome/35787/58268/

Sign up your event today for FREE to enter our Summer Giveaway*

For details, please visit the sweepstake website at

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*Each event is an entry. Unlimited entries per coordinator. First 50 coordinators are accepted.

Deadline 9/1/2012 is subject to change without notice.

REMARKABLE RESILIENCE

S

hould you get curious and ask any native Texan why they are so proud of their state be prepared to have your ear talked off. Some will go into a religious rant about the only thing that matters around here: Football.

Others may give you the secede from the Union speech –which is

removal of the Second Amendment.

As a state, we have our pride. As a different world, there is a city well known for becoming a place few want to move to, but fewer want to leave. One of my favorite marketing slogans is Chrysler’s “Imported from Detroit.”

Disregarding, for sake

The loyalty of Detroit’s citizens avails as a prime example of dedication.

04 August 2012

of keeping my inbox lower, that rival Cadillac is named after Detroit’s founder, and the slogan has dealt with its fair share of face time with a judge, the words still hold grand meaning.

Motown’s residents have incredible pride in their city and want to revive this former industrial powerhouse.

Such level of devotion

AUTHOR’S CORNER

entertaining to listen to from both a legal and statistical standpoint.

Regardless, their initial thoughts will ultimately lead to one moment; that decisive afternoon when one hundred eightynine men crossed over a dirt threshold never to return. A cannon was fired, El Degüello was played, and the rest is history. Though the line is a legend, the battle is branded into the minds of every young Texan, and serves as a constant reminder to stand for what we believe in.

That and Texas will always vote against the

H E

EAM

FOUNDER, EDITOR-IN-CHIEF Michael Burciaga -----------------------------------

PUBLISHER Travis Blythe EXECUTIVE DIRECTOR Dwamian Mcleish ART DIRECTOR Erica Weaver RESEARCH ASSISTANT Shannon Spake EDITORIAL ASSISTANT Sara Safi

exhibits itself as an inspiration for any kind of situation. Detroit was huge and fell harder than anyone could have imagined.

Nevertheless, with the help of its incredibly loyal citizens, the “Big Three,” the new Cobo Center, the Datsyuk/ Howard, Johnson/Suh, and Cabrera/Verlander combos, as well as the famous Detroit Free Press Marathon the Renaissance City may shine bright once again.

CONTRIBUTORS Ryan Cooper Chris G. Words Sara Safi Mandy Adwell SPECIAL THANKS Rich Harshbarger Detroit Free Press Kali Interactive Spectrum Printing ADVERTISING 877-885-7129 Ext. 5 HostAdvertising@bswarms.com SUBSCRIBE 877-885-7129 Ext. 4 magazine@bswarms.com

www.bswarms.com MB “A race that crosses international borders twice and features the world’s only underwater international mile, The Detroit Marathon is a longstanding tradition in the Motor City. For two years I was the Digital Marketing Director for the event, and working on this piece allowed me to reconnect with an event I hold dear.”

Ryan Cooper, author of A Cadillac Comeback

Your Menu For The Venue

Examples of event locations that can keep attendees coming back for more

PG 6

6 Things You Don’t Know About Me

Rich Harshbarger, Executive Race Director of the Detroit Free Press Marathon

A Cadillac Comeback

A look back at how a race came the rescue of a desperate city internationally renowned for all the wrong reasons.

PG 8

PG 11

Quality Control

Balancing every aspects of your event can have an enormous impact on the big day

Price it Right

A few things to consider to help properly set a registration fee for your hard work

PG 13

PG 12

Your Menu for the Venue

Why a Unique Location Matters in Event Planning

By Chris G. Words

T

o say that the location is the “raison d’être” of any event is an understatement. Whether you want to organize a gala, a charity event or a tradeshow, where you choose to organize them is just as important as why. For example, most businesses might have embraced the technological age and opted for meetings on the web. However, an event that is held in unique surroundings will have more of an impact on attendees than an event in a boring hotel lobby. In other words, your best bet is to give the attendees a memorable experience that will take them by surprise.

Many planners tend to restrict their options to particular locations or company sites when it comes to hosting events.

Either that or they prefer playing it safe and narrow down their options to conventional locations such as civic auditoriums, hotel banquet rooms or other venues of the like.

The reason is simple enough. For one, all planners are asked to host pertinent shows within a budget. Hotels, convention centers and other like venues are willing to adapt to it as well as provide them with a location within their vicinity that best suits their needs.

In other words, your venue of choice

will offer you a range of options that you can use to your advantage when it comes to keeping attendees occupied. Large hotel chains offer certain packages that can help an event planner titillate his/her guests’ needs. However being a little adventurous in your choice of venue can also come in handy especially if you are hoping for a larger crowd. A planner’s best bet is to therefore choose a venue that not only serves as a perfect setting for a chosen event but one that also comes with its own bag of tricks to keep guests occupied and entertained.

For example, local tourist or sporting venues can come in handy when it comes to choosing creative venues. If you are looking for locations that will give your event a bit of oomph you can try your hand at any of the following.

Tourist Venues Amusement Parks

Amusement or theme parks are tourist magnets. Now imagine having a workshop in a favorite tourist retreat. The best thing about hosting events in such venues is that they come available with adequate space, are a blast to go to and are situated in big cities. Needless to say a dearth of attendees is the last thing an event planner will have to worry about with venues like these. Fun venues such as these offer a smorgasbord of entertainment for attendees who have some time to kill after the event is over.

For example, amusement parks like Disney, Six Flags, and Universal Studios offer various event hosting opportunities. The same goes with other local attractions like zoos. An

06 August 2012

event planner must choose a local tourist venue that is easy to get to and is popular enough to reel in the crowds. For instance, local vineries also make for great venues if you think that organizing an event would be best organized with Mother Nature as a backdrop. Auditoriums, theatres and popular picnic sites can also be considered.

All it takes is a little bit of creativity to come up with a venue that will take your audience by surprise and give them an experience of a lifetime.

Of course, you do not always need to host an event in an amusement park in order to give your guests an unforgettable experience. The following venues have proven to be exciting prospects for event planners looking for unique venues to host their events.

Your Local Sporting Arena

Like amusement parks, local sporting arenas also offer to accommodate events.

Just remember, the event in question will be more meaningful if the venue is famous.

Wembley Stadium For example, the world famous Wembley Stadium is more than a football stadium. It also offers specialized rooms for every type of event. Its Great Hall is perfect for organizing large workshops or conventions. If timed right, an event at the stadium could also provide guests a way to watch their favorite soccer teams battle it out on the field.

Wimbledon Greyhound Stadium If you are looking for a venue that will take guests by surprise then the Wimbledon Greyhound Stadium is a good choice. This venue offers a lot of perks for attendees in its corporate packages. Some of them include glasses of bubbly for the guests on arrival which is followed by a five course meal and a chance to enjoy the evening’s races. In fact, organizers have also gone a step ahead and included sponsorship

for one race per twenty to twenty four guests in the packages as well.

Whatever venue you choose make sure that it is located in a central location. If the venue happens to have a hotel make sure that the guests are provided with accommodation or the appropriate transport to get them back home. In fact, selecting a venue that makes it easy for you to arrange for transport services for guests might be a good idea. For example some events see their fair share of people who cannot handle their liquor. You do not want your credibility questioned because of tipsy guests that insist on driving themselves home.

Remember, a tradeshow or seminar can

become very boring very fast. Depending on the type of event you are called on to arrange, your choice of venue can

include parks, movie theatres and even aquariums. Your aim should be to provide the guests a memorable event, a feat that can be achieved if you think out of the box when looking for a suitable venue for your particular event.

A Cadillac Comeback

Executive Race Director, Rich Harshbarger, tells how the Detroit Free Press Marathon has been helping to resurrect a powerhouse

BY RYAN COOPER │ PHOTOS COURTESY OF THE DETROIT FREE PRESS, 2011

08 August 2012

When the first runners step across the starting line of the Detroit Free Press/Talmer Bank Marathon early in the morning on October 21, it will be the culmination of a lot of work. It will be the culmination of several days’ work by race staff and volunteers who have moved downtown for the weekend in order to aid in registration, course setup and execution of the event.

But it goes further back than that.

I

A marathon runner must get physically and mentally prepared (left) to handle the stampede of eager competitors (center) and unyielding conditions of the great lake region (above), because once you begin (below) there is no turning back.

t goes back a year, to when staff began work

on the 2012 event, just as the 2011 event was wrapping up.

And further still, it goes back to 1978, when the Detroit Free Press took over the event, and to 1964, when a group of friends organized what would become one of the longest continually running marathons in the U.S. And still further.

T

he story of the Detroit Free Press/

Talmer Bank Marathon is a story of determination and resilience. The same grit and vigor that makes runners force their feet, stride after stride and mile after mile, from start to finish 26.2 grueling miles later, is the same spirit that made Detroit, and the same power of will that keeps the city alive today.

At the turn of the 20th Century, Detroit was a thriving epicenter of industry, shipping, art and culture - referred to as the Paris of the West. The auto industry began, and Detroit became the place that moved the country forward. In 1914, Henry Ford instituted the $5 a Day Plan, where workers in his plants earned $5 per day, more than twice what the previous wages were. Ford was hailed as a hero to the worker and a madman by business associates, while the best talent flocked to his plants, and Detroit saw a surge of immigration from both the American South and from Europe, making it the fourth largest city in the United States.

But it wouldn’t stay that way.

I

n the ebb and flow that is the life of a

city, the population declined. Civil unrest accompanying the Civil Rights Movement and exploding in the 1967 Detroit Riot, as well as rising unemployment that began with the gas crisis of the ‘70s and its hard-hitting effects on the automotive industry that was and is Detroit’s lifeblood marked the beginning of an exodus from the city.

10 August 2012

“People from the U.S. and all over the world come to take part in an event that takes place in two countries... very few races in the world can offer this experience. Not only that, we cross the border on the Ambassador Bridge at sunrise, with a beautiful view of both Detroit and Windsor, Ontario skylines... runners sometime refer to the experience as spiritually uplifting.”

Bill Ewing, Operations Director

It was the beginning of this era in that saw the first running of what is today the Detroit Free Press/Talmer Bank Marathon. With the Motor City Striders, Dr. Ed Kozloff started what was then the Motor City Marathon in 1964. Originally intended as something to bring a bunch of friends together on Thanksgiving Day for a leisurely 26.2-mile run, the inaugural event had just 24 runners. Kozloff finished sixth.

The Detroit Free Press first became involved in 1978. It was the vision of former Free Press publisher Neal Shine, who saw the possibility to use the event to draw people into the city, promote its beauty and history and to offer participants the unique opportunity to run across international borders.

On Sunday, October 22, 1978, 1,942 runners gathered on the Windsor waterfront to run the first Detroit Free Press International Marathon. It was 57

Taking a 26.2 mile stroll across the Ambassador Bridge to and from a different country (above) is a memory tens of thousands of runners get to experience every year. The bridge has had a front row seat to Detroit’s story since November 6th, 1929 (right). degrees. The Free Press front page the next day blasted headlines about the historic peace treaty between Israel and Egypt and the inauguration of the first Polish pope, John Paul II. As current Executive Race Director Rich Harshbarger relates, “the marathon office was run by Shine’s wife Phyllis, with the help of two neighbors and the Shine’s children and grandchildren – a handy total of 13 people in all. In an interview given to Free Press sports editor Gene Myers, Shine recounted, ‘The phone rang incessantly with people who had problems or needed information. Not all of them qualified as serious inquiries. One man asked Phyllis if it was advisable to have sex the night before the race. She told him it was advisable to have sex any time the opportunity presented itself, including the

6

night before the marathon.’”

Shine passed away in 2007, and among his many contributions to the city, the marathon is part of his legacy,

S

till, the increase in participants and the

creation of a grand event to draw runners into the city was running parallel to Detroit’s decline. As the residents left, so did the businesses, which lead to more residents leaving, which lead to more businesses leaving. As the full effects of this downward economic spiral were felt, full neighborhoods now sit vacant in Detroit neighborhoods, with maybe one or two occupied houses per block. Feral dogs run rampant in some areas, and city services and even streetlights are all but nonexistent in others. Stories like this make Detroit an international interest that

bears the same fascination for some as grisly pictures of a train wreck. For many, the story of Detroit is like watching the fall of Rome firsthand.

In a big way, this is why an event like this, that brings tens of thousands of people into the city, is important to the future of the city. Harshbarger says “This event allows our city to shine and showcase the many wonderful assets that are unfortunately often overlooked or glossed over by many media outlets. Our course gives people the chance to see a “different” Detroit and pleasantly surprises folks.”

W

ith its international crossing, Detroit’s

marathon is a different kind of race from many other events throughout

(continued on page 14)

Things You Don’t Know About Rich Harshbarger

I was (guess still am?) a high school and collegiate All American swimmer

In my life I have lived in 7 different states – multiple times in two of them (California, Michigan)

I probably own too many pairs of shoes

I’m thankful for my family and upbringing

Even though some might call me picky, I think I’m a foodie

It’s easier to keep pace than it is to catch up

Background photo by Ian A. Fraser

Price It Right

Choosing a fee that satisfies you, your customers, and your budget

BY MANDY ADWELL

One of the most difficult tasks when planning an event

is determining the right ticket price. Many business owners and event planners want to charge a lower fee to attract large crowds, which could put your company’s brand, sales, and even reputation at stake. However, charging too much is also a heavy risk depending on your target audience, venue, and previous successes. Here are a few points to keep in mind to avoid overcharging or going into debt:

VENUE

The venue you choose for your event will have the biggest impact on how much it costs for a ticket. If your event costs thousands of dollars to attend, the venue has to be worth the money. Anybody shelling out that kind of cash to attend is going to be sorely disappointed if it takes place at a budget hotel banquet facility.

On the contrary, if your ticket price is mid-range or low price, go for something less swanky and more costeffective. If your event is on the lower price end, it may not be in your interest to go for an equally low-price venue. Stick to the mid-range level, because if you make too many cuts you may end up dealing with uncomfortable temperatures, bad lighting, and other problems that come with a cheap building.

If you are worried about having to raise the price by going with a mid-range venue rather than a low-budget spot, reevaluate your budget and cut out any “extras” that will not 12 August 2012

make or break the experience.

If you plan on serving a meal and drinks, consider coffee and pastries if it is in the morning or afternoon, or appetizers and drinks if it is in the evening.

TARGET AUDIENCE

Taking your target audience into consideration is crucial to costs. Charging $1,500 for a one-day local, community event is excessive, and only charging $200 for a weekendlong conference that includes meals and hotels is obviously falling short. Whether you go too low or too high, you risk businesses and individuals not taking you seriously which cuts into your profit and can negatively affect your business. Likewise, if your event is for small local businesses, attendees will be hesitant to shell out as much money as a company with a larger business expense would.

ANTICIPATION FACTOR

If you have priced your event slightly above what

you are comfortable with and want to make sure you do everything you can to get people walking through the door, you must build your fans up with anticipation and get them pumped to attend.

The perceived value of your event is crucial, so the more interaction and build-up you are creating, the more people will want to attend and the more likely it is that sponsors will want to join you. Engaging with your fans on Facebook or Twitter by asking questions or offering “sneak peeks” of what to expect is a great way to get them excited for an experience they will never forget. Always make sure your event meets this anticipation and surpasses expectations, otherwise it will fall flat and no one will want to return. Getting creative with marketing is a big money-

saver that will also help you keep ticket prices low.

DO NOT BE AFRAID OF YOUR PRICE

A quirky yet accurate rule of thumb is that if you do not feel slightly uncomfortable at the price you have chosen, you are probably going with too low of a number. If your goal is to make money, you need to make sure you are accurately covering the costs. If you offer too low of a rate and cannot afford to pay for everything you have ordered, you are going to feel much more uncomfortable when you get the final bill.

So relax, enjoy yourself, and feel good about what you are doing. If you have created a stellar event that practically sells itself, you have nothing to worry about.

HOST Magazine assumes no responsibility for the content of articles or advertisements, in that the views expressed therein may not necessarily reflect the views of the publisher or any magazine employee or contributor. This publication and all of its contents are copyrighted. SPONSORS: If you are interested in placing an advertisement, please request a media kit from hostadvertising@bswarms.com or download it from www. bswarms.com/sites/host/sponsorships. [877-885-7129]

Why balancing all elements

E

veryone thinks they can put on a perfect event and they can if they consider quality and consistency in their organization. There are numerous reasons to create an event.

Events can increase awareness, can be key in your customer relations management efforts, and if you are in the event planning industry they are the center of your universe. No matter the reason behind the event or the business you are in there is one thing that should be present at every event; that is quality. Without quality in the venue, food, entertainment, etc., your event is sure to be a sinking ship and may even drag your brand or product down with it.

BORN IN TEXAS PRINTED IN THE U.S.A.

READ WORLDWIDE

It is important to realize that you cannot put all your eggs in one basket either. If you are working on a budget like most of us, do not put all your hopes and finances toward one aspect over the others and expect a quality event. A pricy venue, though perfect for your event, may leave your attendees with scraps to eat. But then again, the beautiful Grand Ballroom at the Plaza Hotel is the perfect place to eat crackers and ketchup. An event may have gone over and beyond in one area but can still be ruined by another.

Think about it: have you ever been to a party that seemed great at first; well planned, great food and drinks, all the right people, then something horrible happens‌the music comes on, and the only one dancing is the DJ. Maybe he is playing the wrong type of music; maybe there should not have been a DJ at that particular event at all. Know what is appropriate for your event and maintain the same level of quality across all areas. Do this and elements of your event should fit together like puzzle pieces, yielding the results you

is paramount to your success

BY SARA SAFI

were looking for.

It is also important to remember that your attendees’ experience with your brand does not start once they enter the venue. If the location you have chosen is too far out of the way, difficult to get to, or surrounded by construction, for example, your attendees will be frustrated by the time they enter the room and associate their negative experience with your event.

No one wants their brand to be tied to feelings of frustration; especially by the people who were carefully selected to attend. For many corporate occasions, such as launch parties, attendees are strategically picked, so it is important that they leave impressed.

No matter the size of the event or the brand hosting it, the external circumstances surrounding it can affect the attendees’ experience. The Super Bowl is an annual production that generates national interest, about 70,000 football-lovers, and is backed by a franchise worth billions. Yet in 2011 disaster struck for many of these fans who were forced to pay hundreds of dollars for parking spaces miles away from the stadium. This poor planning tainted what should have been an exciting experience.

This unfortunate situation is further proof that an event can be ruined, or at least diminished, by a single element.

If this can happen at a large-scale event like the Super Bowl, it can happen at any event. Plan ahead and focus on making sure that all the elements at your event, internal and external, are consistent in quality for an experience that your attendees will enjoy.

Need help planning your event? Give our friends at Bswarms a call at 877-885-7129 or visit their event services page at www.bswarms.com/sites/services

Detroit Free Press Marathon (continued from page 11)

the country. But in many ways it’s the same, requiring the involvement of the same entities in order to create a successful event, plus a few more. As Harshbarger says, “there are many challenges to producing and organizing this event. First and foremost is the safety of all participants, volunteers and spectators.

Each year we work closely with multiple organizations to provide a safe and fun environment. This includes the US Bureau of Homeland Security, Canadian Border Services, Detroit Police, Detroit Medical Center and many other public and private entities. “ In the years after 9-11, a heightened presence by Homeland Security has increased the number of runners barred from admission into Canada for multiple reasons. For some, it was a matter of reporting to the right people in order to have their names cleared. For others, no amount of work could lift the ban.

Harshbarger was unbowed in his wish to allow opportunities for runners. To address the issue of inadmissible runners “we created the US-only half-marathon this year. Detroit has been known for its

14 August 2012

gritty resolve and as race organizers we tackle any challenge head on.”

Challenges have also been physical. As Ewing recalls, “Two years ago, we had a 20-foot deep construction hole on one of the major streets the week of the race.

I was calling the City Engineering office several times a day, and they promised that it would be finished. True to their word, the project was completed Friday afternoon, less than 48 hours before the race. I swear that the cement was still drying. I’ve learned to stay calm and be prepared for anything.”

And yet Detroit forges ahead, seeking to reinvent itself. Recent years have found the city repeatedly looking for ways to reinvent itself, from the creation of a downtown entertainment district with sports stadiums, entertainment venues and restaurants, to the addition of casinos, to a revitalized waterfront with parks and green space that stretches on for miles.

Even as the old residents flee the city, the city soldiers on. Like the scrappy little wild dogs that still plague certain neighborhoods, it bites down and refuses to let go.

It’s the same scrappy determination that carries a runner across the finish line. It’s the same determination that will carry this event forward as well, no matter the

direction Detroit is headed. “Standing at the finish line and seeing people achieve their goals and in some cases their dreams is priceless. The Detroit race is an “every man” race – all ages, all sizes, all levels of fitness. It is truly inspiring to celebrate these achievements,” say Harshbarger.

“This event will continue to evolve and grow based on what runners wish to experience. As long as there are people putting distance events on their so called bucket lists, we’ll continue to provide an extraordinary experience.”

Ryan Cooper is the former digital marketing director for The Detroit Free Press Marathon. He currently lives in Amsterdam, where the Amsterdam Marathon happens to take place on the same day.

Detroit Free Press/Talmer Bank Marathon takes place on October 21st of each year. For more information, go to www.freepmarathon.com

HOST Magazine is published monthly by BSWARMS LLC. Copyright © 2012 by BSWARMS LLC. POSTMASTER: Send address changes to 2300 Valley View Lane, Suite 360, Irving, TX 75062. SUBSCRIBERS: Domestic recipients may register online to receive HOST Magazine. For international shipping, please contact our office by phone or email.

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16 August 2012