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We are pleased to share with you this first copy of the new NASC Playbook, a quarterly publication designed to increase your knowledge on the latest trends and happenings in the business of sport travel. This new on-line publication is a culmination of what we have learned is important to you, our valued member. As the industry’s own association and the only not-for-profit corporation offering a full range of member services, including the only professional certification program, we trust you will find value within and look forward to the next edition.
Citation preview
January 2013
Your Resource for the Sports Event Industry
When fans get to meet Joey Votto, shake Jay Bruce’s hand or get a photo taken with Brandon Phillips, the fans get a personal experience that we can’t provide at the ball park. – Michael Anderson, Public Relations Manager, Reds
NASC Resources You Can Use to Develop Off-Season Events Round Rock, Texas’ Strategy: If You Build It, They Will ComePartnerships Pay Off for Louisville, NCAA
Cultivating Fans All Year Long: The Strategy Behind Off-the-Field Engagement
Inside this issue:
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TABLE OF CONTENTS
Industry Trends ..................................................4
Member Services Update ....................................4
Board Nominations .............................................5
Member Awards ................................................5
Spotlight on the ...6
NASC Resources You Can Use to Develop Off-Season Events .............................................7
Upcoming Webinars ............................................7
Round Rock, Texas’ Strategy: If You Build It, They Will Come .............................................. 8-9
Partnerships Pay Off for Louisville, NCAA ... 10-11
Cultivating Fans All Year Long: The Strategy Behind Off-the-Field Engagement ................ 12-13
Sports Legacy Fund ..........................................14
Consulting Services Update ...............................15
National Headquarters9916 Carver Road, Suite 100Cincinnati, OH 45242
Telephone/Fax(513) 281-3888/(513) 281-1765
Websiteswww.SportsCommissions.orgwww.NASCsymposium.com
StaffDon Schumacher, CSEE, Executive DirectorLori Gamble, Associate Executive DirectorBeth Hecquet, CMP, Director of Meetings & EventsElizabeth Chaney, Director of Member Services
Board of DirectorsOfficersGary Alexander, Nashville Sports Council, Chair Terry Hasseltine, CSEE, Maryland Office of Sports Marketing, Vice Chair/Chair ElectKevin Smith, CSEE, St. Petersburg/Clearwater Sports Commission, TreasurerGreg Ayers, CSEE, Discover Kalamazoo, SecretaryTara Green, CSEE, American Airlines Center, Immediate Past Chair
DirectorsMike Anderson, CSEE, Visit CharlotteGary Beck, Killer ‘B’ PromotionsJohn David, USA BMX Jim Dietz, Columbus Indiana Visitors CenterTammy Dunn, CSEE, Snohomish County Sports CommissionGreg Fante, CSEE, Louisville Sports CommissionKindra Fry, CSEE, Bryan-College Station CVBMike Guswiler, West Michigan Sports CommissionJennifer Hawkins, CSEE, VisitPittsburghJim Hilb, CSEE, Associated Premium CorporationEd Hruska, CSEE, Rochester Amateur Sports CommissionMary Lee Malmberg, CSEE, Cedar Rapids Area CVBLou Mengsol, Innovations ConsultingRalph Morton, CSEE, Seattle Sports CommissionNancy Yawn, CSEE, Round Rock CVBMarc Zimmerman, CSEE, Central Florida’s Polk County Sports Marketing
Media & Public Relations AdvisersJackie Reau, Game Day Communications Betsy Ross, Game Day Communications
Thank You to Our Partners
www.SportsCommissions.org
Annual Membership BenefitsThe NASC continues to develop benefits and services to make your organization more efficient and effective in the sports event industry each year including:
• OnlineDirectories• OnlineEventDatabase• NASCEconomicImpactTemplate• IndustryResearchandReports
• JobandInternshipBoard• ModelsandSamples• CSEEProgram• BestPracticesWebinars
• EventMarketplaceWebinars• MarketSegmentMeetings• SportsEventSymposium• ConsultingServices
Visit www.SportsCommissions.org for a complete list of benefits and services.
Member Services Update – 2013 membership renewals
ThankyouforyourinvolvementintheNASCin2012;wehopeyouvalueyourmembershipasmuchaswevalueyourcontinuedsupport!WeencourageyoutocontinuetotakefulladvantageofallthebenefitsandresourcesthatareavailabletoyourorganizationasaNASCmemberbycontinuingyourmembershipin2013.
In 2012, the NASC accomplished many important initiatives.
Updates to Online Profiles–TheNASChasdevelopedenhancedmemberprofilessothatdestinationscansharespecificdetailsaboutvenuesandfacilitieswitheventowners.
Event Marketplace Webinars–Weunderstandhowvaluabletimecanbe;thisiswhywehavedevelopedatime-savingwebinarseriesforeventownerstosharegeneralinformationabouttherequirementsofhostingtheireventswithoutevenleavingtheiroffice.Destinationsparticipateonthewebinarstoquicklygatherinformationandresearcheventstopossiblyhost.
PartnerShip ®–PartnerShip®workswithnationallyknowncarrierstoprovideunparalleledcustomerserviceandsignificantsavingsoneveryshipmentyousendandreceive.ThisprogramisavailabletoallNASCmemberswithnoobligationsandnominimumshippingrequirements.
MembershipintheNASCalignsyouwiththenation’sonlyprofessionalassociationdedicatedtoconnectingpeopleandideasinthesportseventtravelindustryandprovidesyouwithnetworking,educational,andbusinessdevelopmentopportunities.
Formoreinformationaboutyourmembershipbenefits,contactthememberservicesdepartment.Welookforwardtobeingtheanswertoallyoursportseventtravelneedsforyearstocome!
Elizabeth ChaneyDirector of Member ServicesNational Association of Sports Commissions
INDUSTRY TRENDSWearepleasedtosharewithyouthisfirstcopyofthenewNASCPlaybook,aquarterlypublicationdesignedtoincreaseyourknowledgeonthelatesttrendsandhappeningsinthebusinessofsporttravel.Thisnewon-linepublicationisaculminationofwhatwehavelearnedisimportanttoyou,ourvaluedmember.Astheindustry’sownassociationandtheonlynot-for-profitcorporationofferingafullrangeofmemberservices,includingtheonlyprofessionalcertificationprogram,wetrustyouwillfindvaluewithinandlookforwardtothenextedition.
OneofthefeaturesisourSpotlightonMembers.Weareaskingallmemberstosubmitstoriesoninterestingevents,solutionstoissuesfaced,thingstoremember,etc.SubmissionsaretobesenttoGameDayCommunications,theNASC’smediaandpublicrelationscounsel.Sendyourstoriestojreau@gamedaypr.com.
AsyourexecutivedirectorIwouldliketoremindyouofsometrendsthatcanimpactthewayyoudobusiness.Firstamongthemisthecreationofyourownevents.IwasrecentlyaskedbyawriterifIwasconcernedthatcreationoflocaleventsmightupsetourvaluedeventowners.Myresponsewasthatthistrendispartofthenaturalevolutionofthesportstravelindustry.Itisquitenaturaltowanttoownyourownevents,justasitistoseekouteventsthroughcompetitivebidding.Onedoesnotreplacetheother.
If,ontheotherhand,thistrendencouragessomeeventownerstore-thinktheirstrategiesthis,too,ispartofthesameevolutionaryprocess.
Anareaofgrowingconcernistheincreaseincosttotheoccupantsofahotelroom.Citiesworkveryhardtogetteamstocometotheirdestinationonlytofindvisitorsarepayingacommissionandadditionalfeesoneverynightofthestay.Iftheincreaseis$5orsoanightthatisonething.Demandingandgettinga10%commissionand$17additionalanightinrebatesisquiteanother.
Askyourselfhowyouwouldfeelifyour$100roomcosts$127plustax?Ifthiscausespeopletorethinkstrategies,great!
Bytheway,thebookerandeventownerdon’tgettheblame.Thatgoestothedestination.
Thinkaboutit.
Don Schumacher, CSEEExecutive DirectorNational Association of Sports Commissions
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Nominating Committee Now Accepting Nominations TheNASCNominatingCommitteeisintheprocessofnominatingsix(6)newboardmembersfor2013-2014term:(four(4)Activememberrepresentatives,one(1)RightsHoldermemberrepresentative,andone(1)Alliedmemberrepresentative).Thenominatingcommitteeisalsointheprocessofnominatingone(1)personwhohasservedontheBoardofDirectorstoserveasSecretary.Pleasereviewthematerialsonthewebsitetolearnaboutthepositionsthatareavailable,theprocessforyoutogetinvolved,andthedesiredqualificationsforcandidates.AllnominationsmustbereceivedbyFriday,February1,2013at5p.m.ET.
Ifyouhaveanyquestions,pleasecontactNominatingCommitteeChair,TaraGreen,CSEE.YoumayalsocontacttheNASCOfficeat(513)[email protected].
Awards Committee Accepting Submissions for 2013 Member Awards TheannualNASCMemberAwardsrecognizetheachievementsofActivecategorymembersinthepreviouscalendaryear.Forthe2013MemberAwards,activities,events,marketingcampaigns,webstrategies,etc.musthaveoccurredin2012.“Wefirstestablishedtheawardsprogramin2002torecognizethegoodworkthatourmembersconductintheircommunities.Theyareallmakinglargecontributionstotheircommunitiesthroughtheeconomicimpactoftheireventsandtheleadershipandexpertisetheyprovide,”saidDonSchumacher,CSEE,ExecutiveDirector.
Award Categories• CVBMemberoftheYear• SportsCommissionMemberoftheYear• OutstandingMarketingCampaign• OutstandingOnlinePresence• OutstandingLocallyCreatedEvent/Program
Budget Categories • Under$200,000• $200,000andabove
About budget categories: Eachawardcategoryisdividedintobudgetcategoriesbasedonyourorganization’stotalannualbudget.Totalannualbudgetforsportscommissionsisyouroperatingbudget.TotalannualbudgetforCVBsisyourtotalsportsbudget.
EntriesmustbesubmittedbyMarch1,2013.
www.SportsCommissions.org5
2013 Schedule(subject to change)
Monday, April 226:30am - 10:30am Sneak Peek of the Kentucky Derby (Conference Add-On Activity; Additional Fees Apply)
2:00pm - 6:00pm CSEE Spring 2013 Module (Conference Add-On Activity; Additional Fees Apply) 7:00pm - 8:30pm First Time Attendee Cocktail Reception Tuesday, April 238:00am - 8:30am First Time Attendee Orientation8:45am - 10:00am Opening Ceremonies and NASC Annual General Membership Meeting10:30am - 11:30am Rapid RFP Review Session 1 & Game Changers 1-411:45am - 12:45pm Networking Lunch in NASC Sports Marketplace1:00pm - 2:00pm Engaging Education Sessions2:30pm - 5:00pm One-on-One Appointments in the NASC Sports Marketplace6:30pm - 8:30pm Welcome Reception at Churchill Downs9:00pm - Midnight Extra Innings Wednesday, April 248:30am - 9:00am NASC Sports Marketplace Open for Sponsors & Exhibitors Only9:00am - 10:30am One-on-One Appointments in the NASC Sports Marketplace10:45am - 11:45am Engaging Education Sessions12:00pm - 1:30pm Keynote Luncheon 2:00pm - 3:00pm Engaging Education Sessions3:15pm - 4:45pm One-on-One Appointments in the NASC Sports Marketplace5:00pm - 6:00pm Rapid RFP Review Session 2 & Game Changers 5-86:00pm - 7:00pm Networking Reception9:00pm - Midnight Extra Innings Thursday, April 258:30am - 9:45am Breakfast General Session10:00am - 12:00pm One-on-One Appointments in the NASC Sports Marketplace12:00pm - 1:30pm Closing Ceremonies and NASC Awards Luncheon 2:00pm - 4:30pm Brown-Forman Cooperage Tour (Conference Add-On Activity; Additional Fees Apply)
See What’s New in 2013:
Game ChangersThese 15 minute fast-paced presentations, facilitated by emcee extraordinaire Jon Petz, will touch on eight of the industry’s hottest topics.
Rapid RFP Review Offers a structured opportunity to learn which future events are a potential for your city.
Engaging EducationAllows you to drive your own learning experience by extracting the collective knowledge from industry experts and the audience.
Bring a Colleague We’ve further discounted pricing for additional attendees from the same organization to encourage you to bring a colleague, or two. Bring a board member, facility representative, park and rec partner, etc. so they too can fill their toolbox, and you can share the same vision for your sporting community.
For more information and to register visit www.NASCsymposium.com,
call 513-281-3888 or email [email protected]
Produced by Hosted by
NASCNASCSpor ts Event Symposium
Louisville, KY
April 22-25, 2013
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Upcoming Best Practices WebinarsFostering a Sports-Friendly CommunityJanuary 23rd at 2pm ETPresented by Janis Ross (Eugene, Cascades & Coast Sports)
Asasportseventinsider,weknowtheintrinsicvalueofsportsevents:revenue-generating,communitybonding,healthybenefitsfortheparticipants,wholesomeentertainmentforthefans...butassumingahostneighborhoodsharesourperceptionisadead-endapproach.TodissipateaNIMB(NotinMyBackyard)reaction,apro-activeandcollaborativeapproachwiththecommunityisessential.
Bid Prep & Presentation – Responding to the RFPFebruary 14, 2013 at 2pm ETPresented by Greg Moore (US Bowling Congress)
Haveyoueverwonderedwhyyouweren’tawardedaspecificeventyoutargeted?Youthoughtyourproposalwasgreat,butsomeoneelsebookedthebusiness.Learnsomeofthesecretstocreatingawinningproposalinthiswebinarcalled“BidPrep&Presentation–RespondingtotheRFP”.
NASC Resources You Can Use to Develop Off-Season Events
Event Database:NASCrightsholdermembersposttheireventsavailableforbidintheNASCEventDatabase.NASCactivemembersmaysearchthedatabasebyeventname,biddeadline,organizationnameorsporttofindeventstobidon.TheeventdatabaseisFREEforNASCmembers.Viewdatabase.(login required)
Event Owner Directory:Areyoulookingforneweventstobringtoyourcommunity?Savetimeresearchingandgatheringcontactinformationforeventownersbyusingtheeventownerdirectory,avaluablememberresourceandtime-savingtool.Aninstantleadsheetwithmorethan900uniqueeventownerorganizationcontactslisted,memberscansearchandsortthedirectory.Findaneventowner.(login required)
Member Directory:Promoteyouruniquevenuesandfacilitiestoeventownersthroughyouronlinememberprofile.Besuretoaddinformationaboutyourdestination’svenuesthroughthenewonlinevenuemanager.Youwillalsobeabletoaddinformationaboutyourareahotelsinthecomingmonths.Findamember.(login required)
Virtual Event Marketplace Webinars:TheNASCispleasedtoannouncethecreationofanewwebinarseries,NASCVirtualEventMarketplace.Thisnewmemberservicewillalloweventownerstoshareinformationwithdestinationsabouttheirevents.Ifyouareaneventownerthatisinterestedinpresentinginformationaboutyoureventsto50to100citiesfromtheconvenienceofyouroffice,contactElizabethChaney,DirectorofMemberServices.Webinarsarefree,butyoumustregistertoensureyourspace.Viewrecordingsofthemostrecentwebinars. (login required)
www.SportsCommissions.org
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“RoundRockistheSportsCapitalofTexasandabigpartofthatisbeingabletohostanyyouthoramateurathletethatwantstocompeteinourcity,”saidNancy.“We’realreadyknownforouroutstandingplayingfieldsandoutdoorfacilities,soaddinganindoorsportscenterisa
naturalforus.”
Ofcourse,wantingtobuildanindoorsportsfacilityisonething:Findingthemoneytopayforitisquiteanother.RoundRockdiditwithatwopercentincreaseinthehoteloccupancytax,butithadtobeapprovedbyvoters.
Nancysaidatargetedpublicrelationscampaignhelpedgettheinitiativeapproved.
“Whenwedidourinitialpoll,therewas45percentsupportfortheinitiative,”Nancysaid.“Afterthecampaign,theactualvotesbrokedownto62percentinfavorandabout38percentopposed.”
Round Rock, Texas’ Strategy: If You Build It, They Will Comeby Betsy Ross, Game Day Communications
Whenyoursloganis“SportsCapitalofTexas,”you’dbetterhavesomebigplanstobejustthat—ayear-roundhostforavarietyofsports.That’sthestrategythatRoundRock,Texas,justnorthofAustin,isimplementingaspartofitssportstourismvision.
In2011,RoundRockbroughtinnearly$10millionfromitsoutdoorsportscomplexandsportstourismprogram.Ayearfromnow,RoundRockisexpectedtoopenanewindoorsportsfacilitythatwillmakeitssportsindustryayear-roundventureand,mostimportantly,bringinanestimated$10millionmoreineconomicimpact.
The$14.5million,50,000squarefootcomplexwillbeabletohosteventsnotjustinthewintermonths,butyear-round,likecheerleading,basketball,martialartsandthelike.The81,500squarefootfacilityfeaturessixbasketball/12volleyballcourtsandninemulti-purposeroomswithseatingforupto1,700fans.NancyYawn,directoroftheRoundRockCVB,saysit’sanaturalextensionofthearea’ssportsstrategy.
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Round Rock is the Sports Capital of Texas and a big part of that is being able to host any youth or amateur athlete that wants to compete in our city.– Nancy Yawn, Director, Round Rock CVB
Groundbreaking for Round Rock’s new indoor sports facility was held on December 3, 2012. The facility is expected to be open in December 2013. Photo courtesy Sports Capital of Texas.
Howdidtheyturnpublicopinion?Withtheexistingoutdoorsportsfacilitiesbringingin$8.9millionlastyearforthelocaleconomy,Nancysaiditwaseasyforvoterstoseethatanindoorcomplexcouldbringinmoreathletesandtheirfamilies,andinturn,bringinmoredollars.
“WebuiltonthesuccessoftheSportsCapitalofTexasbrandandusedthefollowingmessagestopromotethesportsplex,”shesaid.“Theproposedsportsplexwillbebuiltoncity-ownedland;facilitiesalsowillbeusedbylocalsportsteams;thesportsplexissupportedbycommunityandbusinessleadersandhotelandmoteloperators;andthehotel/motelvisitoroccupancytaxwouldbeleviedontourists—localhomeownerswillnotexperienceataxincrease.”
AndtheCVBcontinuestoengagethecommunityintheconstructionofthesportsplex.Localtelevisionstations,newspapersandthebusinessweeklyallcoveredthefacility’sgroundbreaking.Andawebcamonthelandingpageofwww.sportscapitaloftexas.comgivesvisitorsalivelookattheconstructiongoingonatthesite.RoundRockhasdecidedtogrowitssportsbusiness,notjustbypreparingbidsandcontactingvarioussportsorganizations,butbybeingpro-activeandgivingtheseorganizationsyear-roundopportunitiestoholdeventsandtournaments.AccordingtoNancy,it’snotjusttheCVB
thatmakesthishappen—foranyorganizationtodothisinanycity,theregionhastohaveasharedvision.
“Ifthere’sonethingwe’velearnedinRoundRock,it’sthattheentirecommunityneedstobeonboardwhenitcomestogrowingasportsbusiness,”shesaid.“It’snotjustabouttheCVBorsportscommission.IttakesleadershipfromtheCityCouncilandManager,supportfromtheParksDepartment,buy-infromlocalhotelsandrestaurants,andespeciallyawillingnessbypeopleinthecommunitytobehostsandambassadors.
“We’vebeenabletopullallthattogetherinRoundRockandwe’veallbeenonthesamepagewithaclearmission,avisionforourcommunityandadesiretobethebestwecanbe.”
www.SportsCommissions.org9
Local television and newspaper outlets, along with government and community leaders, were on hand December 3, 2012 for the groundbreaking ceremonies for the new indoor sports facility in Round Rock, Texas. The $14.5 million facility is expected to be open by the end of 2013. Photo courtesy Sports Capital of Texas.
proximity,nomorethan20minutesawayfromeachother.
“Thequalityofthevenuesisimportantbecausetheyhavetobechampionshipfacilities,”Reiscontinued.“LouisvillehassuchaterrificresourceinBellarmineUniversity,whichpartneredwiththeLouisvilleSportsCommissiontomakethishappen.”
Thevarietyoffirst-classfacilitiesthatcanholdanumberofsportingeventscertainlyplayedinLouisville’sfavor.Forexample,themen’sgolfeventwasatCardinalClubGolfCourse,whilethewomen’sgolfwasatanothercourse,PersimmonRidge.Women’slacrossewasonBellarmine’scampus,aswaswomen’ssoftballandmen’sandwomen’stennishadtwosites,includingE.P.“Tom”SawyerStatePark.
“ThiscommunityhasalonghistoryofwrappingitsarmsaroundbigathleticeventswhentheycometotownandweknowhowtotreattheDivisionIIChampionshipsjustlikeit’saBreeder’sCuporKentuckyDerbyorRyderCup,”saidKarlSchmitt,executivedirector,LouisvilleSportscommission.“Andthat’show(theNCAA)feltwhentheycameherethelasttime.”
Partnerships Pay Off for Louisville, NCAABy Betsy Ross, Game Day Communications
WhenBellarmineUniversityandtheLouisvilleSportsCommissionwereselectedtobethehostsforthe2012NCAADivisionIISpringNationalChampionshipsFestival,itsignaledagrowingpartnershipbetweenthecityandtheNCAA.And,youcouldsaytheyhadatrialrunonthatpartnershipwiththe2010FallNationalChampionshipsfestival.
AfterBellarmine,theSportsCommissionandthecityofLouisvillesuccessfullyhostedtheDivisionIIFestivalin2010forfallsports,theNCAAencouragedtheLouisvilleSportsCommissiontoonceagainplaceabidonthespringevent.
“TheDivisionIIFestivalisauniqueeventinthatwehavemanystudent-athletesinonecityparticipatinginthatlevelofNCAAChampionships,”saidAmyReis,assistantdirectorofchampionshipsfortheNCAA.“Whenwegointoacitywefirststartwithinfrastructure-becauseit’safestival,wewanttofindfacilitiesthatarewithinclose
C.W. Post teammates celebrate after winning the Division II Women’s Lacrosse Championship held at Owsley B. Frazier Stadium on the Bellarmine University campus in Louisville, KY.as part of the 2012 NCAA Division II Spring National Championships Festival. C.W. Post defeated West Chester 17-16 for the national title. Credit: Bill Luster/NCAA Photos.
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WhygooutofthewaytobidonaDivisionIIchampion-shipseries?Forthecity,itfills4,000hotelroomnights,bringingnearly1,000student-athletesandtheirfamiliestotownwithaneconomicimpactnorthof$1.5million.ButSchmittalsoseesitasarecruitingtoolforLouisvilleanditsbusinesscommunity.
“Theseareyoungwomenandmenwhowilltelltheirfriendsandclassmatesaboutourcommunityandwhomightbeinterestedinlocatingheresomedayaspartofourworkforce,”saidSchmitt.
TheimpressionLouisvilleleavesonthesestudent-athletesisnottobeoverlooked.“Onebigthingweworkonisthestudent-athleteexperience,notjustonthecourtorplayingfield,butoffitaswell,”saidReis.“Wehavetokeepinmindthatthismaybeacitythatthisstudent-athletewillnothavethechancetovisitagain.SowhenyouhaveopeningceremoniesattheMuhammadAliCenterandclosingceremoniesatChurchillDowns,tohavethestudent-ath-leteshavethosekindoffacilitiestothemselves,it’samemorablemoment.”
And,LouisvilleisnotoverlookingthebigpicturebetweenthecityandtheNCAA.Schmittcallsita“brandingopportunityforLouisville,”withthecityusingtheopportunitytosendtheNCAA“amessagethatLouisvilleisafriendlyplaceforthemtobringtheirevents.”
WhileLouisvillemaygooutofitswaytomakethestudent-athletesfeelathome,thestudent-athletesalsoreachouttothehostareathroughcommunityengagementactivities,includinganAdopt-A-Teamprogram.“Forexample,student/athleteswillofferclinicsatelementaryschools,andschoolscanattendthecompetition,”saidRobertaPage,directorofchampionshipsattheNCAA.“Thekidsattheschoolsgettomeetthestudent-athletes,watchthecompetition,attendclinics,getautographs.Wereallytrytotakeadvantageofengagingourstudent-athletestogivebacktothecommunityandtheyinturntakeprideingivingback.”
Thispartnershipalreadyispayingoff,astheKFCYumCenterindowntownLouisvillewasthesitefortheNCAA2012VolleyballChampionshipandtheNCAAmen’sbasketballtournamentsecondandthirdroundsinMarch.Andit’sbecomeacomfortablefitforbothgroups.
“Wehaveapersonalrelationship(withtheLouisvilleSportsCommission,)”saidReis.“Weseethemanumberoftimesduringtheyear,andsometimeswejuststopbyLouisvilletosayhello.AndIknowifIcalledthemupandsaid,‘Ican’tfindaplacetohostthiseventandIneedanewvenuerightaway,’Iknowthey’dsteprightup.Theyseethebenefitofbringingfolksintotheircommu-
nity.Andeveniftheycouldn’tfindavenuewithinLouisville,theywouldhelpusout,evenifitwouldn’tbeintheircity.”
Inacommunityusedtoholdinglargeevents,suchastheKentuckyDerbyFestival,theLouisvilleSportsCommissionisusingits‘bigevent’experiencetoshowtheNCAAthattheCommissionanditsavailablefacilitiescan
worktogethertogivestudent-athletesafirst-classcompe-titionexperience.AndtheNCAAandstudent-athletesaretakingnotice.
“Thesurveyswegetbackfromcoachesandstudent-athletesarecomplimentarytoboththecityandcommunity,”saidReis.“Thecommunityengagementpart,thosearen’tjustwords.Wewanttoofferthestudent-athletesanexperienceunlikeanyother.IfyouhaveacitylikeLouisvillethatdeliversonthat,it’saninvaluablepartnership.”
This community has a long history of wrapping its arms around big athletic events when they come to town and we know how to treat the Division II Championships just like it’s a Breeder’s Cup or Kentucky Derby or Ryder Cup. – Karl Schmitt, Executive Director, Louisville Sports Commission
www.SportsCommissions.org11
fantasycamps.TheCincinnatiRedsareanexampleofdoingallthree,firstbydustingofftheiroldwinterfanfesttobecomeatwo-daypromotionthatbringsinmorethan20,000fansinDecember,thenbyre-energizingthetraditionalJanuarypromotionalcaravantoincludenotjustradiostationsandnewspaperinterviews,butpublicstopsatmallsandwithRedsRadioadvertiserssoplayerscanmeetandgreetfansthroughout“RedsCountry”thatincludesstopsinIndiana,KentuckyandWestVirginiaaswellasOhio.
Finally,theFebruaryRedsFantasyCampheldjustbeforespringtrainingwhichstartsinArizonaallowsfanstogothroughdrillsandplaybaseballwithsomeoftheirchildhoodRedsheroes,againensuringfansforlife.
Butmoreimportantly,duringthe“offseason”ofDecember,JanuaryandFebruary,theRedsareofferingpersonalinteractionwithmembersoftheirteam.
“BothRedsfestandtheRedsCaravanareaboutcreatingpersonalconnectionswithfans,”saysMichaelAnderson,publicrelationsmanagerfortheReds.“WhenfansgettomeetJoeyVotto,shakeJayBruce’shandorgetaphototakenwithBrandonPhillips,
Cultivating Fans All Year Long: The Strategy Behind Off-the-Field Engagementby Betsy Ross, Game Day Communications
Theconceptofan‘offseason’insportsisbecomingasarchaicasyourfirstcellphone.Themore‘insider’accessfanshavetotheirfavoriteteamsorsportingevents,themorelikelytheyaretostayloyaland,consequently,themorelikelytheyaretobuytickets,merchandise,memorabilia,etc.
Differentteamshavedifferentwaysofcontinuingthe12-monthfanengagement,butMajorLeagueBaseballseemstohaveasuccessfulmodelwithitswinterfanfests,promotionalcaravansand
Cincinnati Reds share some suggestions for organizations who want to plot their year-round fan strategy:
Benchmarkwhatotherteamsaredoing:Redsexecutivesbench-markedotherfanfestsincludingtheMLBFanFestduringtheAll-StarGame.ItwasimmediatelyclearthatwhatMLBdoesforfansofallagesduringtheAll-StarGameiswhattheRedswantedtodoinCincinnatiatRedsfest.Wecontactedthesamevendors,partnersandexhibitorstoseeiftheycouldhelpusprovidethesameexperienceinCincinnatiinDecemberthattheyprovideinJulyattheAll-Starcity.ThatexperiencehelpstheRedsdrawmorethantwomillionfanstoGreatAmericanBallParkand,justasimportantly,growthenextgenerationofbaseballfans.
Reviewyourfanbaseandwheretheylive:Thisanalysiswillhelpyoubettertargetwhereyouravidfanbaselivesintheevent
youwanttolaunchanoutermarkettour.Youmayalsobeabletopartnerwithlocalmediainthatmarkettohelpyoupromoteyouroutermarkettour.
Engageyourpopularplayers,administrators,broadcastersand/ormascots:TheRedsaresuccessfulintheoff-seasonbecausetheyengagealloftheabovementionedfacesoftheteamandofferaccesstothemwithanautograph,photoorhandshake.
Makeitsocial:Intheageofsocialmedia,it’simportanttogivefansthechancetotakeaphotoorvideotosharetoFacebookorTwitter.Createbrandedareaswherefanscaninteracttoshareyourbrandwiththeirfriendsandfamily.
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thefansgetapersonalexperiencethatwecan’tprovideattheballpark.”
ThecornerstoneforthisisthegrowthofRedsfest,whichin2012tooknearlytwofullfloorsoftheDukeEnergyConventionCenterindowntownCincinnatifortwofulldays.
“RedsCOOPhilCastelliniandtheRedsfrontofficestaffhavebuiltRedsfestintothefinestfanfestivalinallofMajorLeagueBaseball,”saidAnderson.“For2012it’sover250,000squareofautographandphotobooths,memorabiliaandgame-usedmerchandiseandinteractivegamesforfansofallages.
“OverallRedsfestattendancehasgrownincrementallyandeachyearwetrytomakeitalittlebiggerandbettersofanscontinuetocomeback.Thisyearwefocusedoncreatingadditionalkidsgamesforouryoungfans.Engag-ingfansofallagesiswhatRedsfestisallabout.”
Butthebottomlineforanyorganizationis,ofcourse,thebottomline,andtheRedsarenoexception.“AsimpleformulaforRedsfestROI(returnoninvestment)wouldbetolookatattendancenumbersandnetproceeds,”Andersonexplained.(AlltheproceedsgototheRedsCommunityFund.)“Eachyearwetakeacriticallookat
thenumberofpaidandcomplimentaryRedsfestticketstomakesurewe’reinapositiontomaximizehowmuchisraised.
“ROIonRedsCaravanisnotaseasytodetermine.ThegoaloftheRedsCaravanistovisitourlocalRedsonRadioaffiliateswhilemeetingandgreetingfansalongtheway.Thereisverylittlecommerceonthecaravan,soit’sallaboutconnectingwithfansthroughoutRedsCountry,”saidAnderson.Thereasonwedrive1,000milesthroughfourstatesoverfourdaysinthecoldJanuaryweatherissoourfanswillbemorelikelyvisitusatGreatAmericanBallParkwhenit’swarminthesummerduringbaseballseason.”
Gonearethedayswhenabaseballteam,oranysportingeventforthatmatter,couldjustopenthedoorsandexpectfanstoshowup.Fanengagementandcultivationdoesn’tendwhentheseasonoreventdoes,andbaseballdoesagoodjobofshowingjusthowimportantitistokeepthat12-monthcontact.
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About the Sports Legacy Fund
TheNASCSportsLegacyFundwillraiseanddistributecashand/orsportsequipmenttoorganizationsorindividualsinneed.Anemphasiswillbeplacedondonationstonot-for-profitorganizationsservingtheneedsofdisadvantagedyoungpeople,withafocusonorganizationsinhostcitiesoftheNASCSportsEventSymposium.ThesedonationswillbepartofthelegacytheNASCprovidestoeachcity.
“Becauseweofferoureventtoawiderangeofyoung-sters,manyofthemarefromConnecticut’sinnercitiesandareunabletopaythefullentryfee.Asaresult,we“scholarship”agoodportionofthoseyoungsters.Yourgenerouscontributionwillhelpusprovideevenmoreun-derprivilegedathleteswiththeopportunitytocompeteinConnecticut’slargestmulti-sportOlympic-stylecompeti-tion,theNutmegStateGames.Intoday’sworldthatposi-tive,memorableexperienceismoreimportantthanever!”
- Patrick Fisher, Executive Director, Nutmeg State Games (2012 Sports Legacy Fund beneficiary)
About the 2013 Beneficiary
Run.Louisville,Run!(RLR)isaprogramthatchallengesyouthtotrainforandcompleteTheTripleCrownofRunning.Designedforkidsages12to18,RLRwillprovideyouththechancetocompleteincreasinglychallengingracesbuildinguptoa10mileraceinthespring.TheprogramismadepossiblethroughapartnershipwiththeYMCAandJeffersonCountyPublicSchools.Twovolunteermentorsarepairedwitheachschool.Lastyear,over180kidscompletedthisamazingchallenge.Theprogramemphasizesself-esteembuilding,academicperformanceandimprovedphysicalfitness.Theschoolsselectedhavethehighestratesofstudentsonfreeandreducedlunchandalmostallofthemhavenevercompletedmorethanamilerun/walk.Recruitmentalsofocusesonstudentsthatarenotthetypicalteamsportsparticipants.
TheRLRprogramprovides25hoursofinteractionwithmentorsandotherpeersthatareworkingtogethertoaccomplishthesamegoal.Runningandwalkingisalifelongactivityandtheexcitementofparticipatingintheirfirstraceisagreatwaytoinspireyouthtobemoreactive.Ultimately,thegoalismaintainahealthybodyweightwhilegivingtheyouthconfidencethatcomeswithaccomplishinggoals.
Suggested Equipment Donations • Baseballs (High School and LittleLeague)• Basketballs (Men’s and Women’s)• Cones•CornerFlags(Soccer)•FastPitchSoftballs• Field Hockey Balls•Footballs(HighSchool)• Golf Balls•IceHockeyPucks• Lacrosse Balls•Racquetballs•RollerHockeyPucks•SoccerBalls(Size4&5)• Tennis Balls
Table Sponsorship ($100 per table) Sponsoranauctionorraffletable.Includes8.5”x11”signageat table with company logo.
Suggested Auction Item Categories:•IndustryProduct(convention registrations,advertisingspace,etc.)• Airline Tickets•AutographedItems•Collectibles• Electronics•Experiences•GiftBasketsUniquetoYourCity orEvent•GiftCards• Getaway Packages• Hotel Stays• Sports-themed Items/ Memorabilia•StateSpecialties
H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H ✍
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Speaking EngagementsDonSchumacher,CSEEisscheduledforanumberofnationalandinternationalspeakingengagementsin2013.HereisasneakpeakofwhereyoucanseeDonspeakaboutthesportseventindustryinthenextfewmonths.• 2013AlabamaRecreation&ParksAssociation Conference• 2013ExploreMinnesotaTourismConference• JapanSportTourismAllianceSportEventConvention• SportAccordConvention
Consulting Services UpdateBuffalo Niagara Sports Commission–NASCconductedafacilitiesanalysisandcreatedamarketdevelopmentplanforBuffaloNiagara.Chester County Conference and Visitors Bureau–NASCisconductingathoroughinventoryofthesportsfacilitiesinthemarketandaSWOTanalysis,makingrecommendationsonhowtobestpackagecapabilitiesandmarketthemtothesportseventtravelindustry,andprovidingguidanceonwhatmostproductivestrategiescanbe.City of Myrtle Beach–NASCconductedamarketanaly-sisandfinancialanalysis.TheMarketAnalysisindicatesthepossibilityofattracting55,000ormorenewvisitorsayearthroughsportsevents,tournaments,campsandclinics.TheFinancialAnalysisdeterminesthefeasibilityofamulti-purposesportscomplexinMyrtleBeach.Cobb County CVB–NASCisconductingathoroughinventoryofthesportsfacilitiesinthemarketandaSWOTanalysis,makingrecommendationsonhowtobestpackagecapabilitiesandmarketthemtothesportseventtravelindustry,andprovidingguidanceonwhatmostproductivestrategiescanbe.Johnstown/Cambria County CVB–Thepurposesofthisstudyweretodeterminethenumberandqualityofthesportsfacilitiesinthecountyandrecommendonwhichsportsandagegroupstofocus.Kingsport City Schools–KingsportCitySchoolsretainedtheservicesoftheNASCtoconductastudyofoutdoorsportsfacilitiesatDobyns-BennettHighSchool.Lake Erie Shores and Islands Welcome Center (LESIWC)–TheLESIWCcontractedwiththeNASCforasportsfacilitiesanalysis.TheprimarypurposesofthisanalysisaretodeterminetheseasonalimpactonroomnightsinErieCountyofasportsfacilityandtodetermineifsufficientannualusagecouldbedevelopedinsupportofitsoperatingcosts.
Peachtree City, GA CVB–TheNASCconducteditstrainingseminarwhichprovidesacompleteoverviewofthesportseventtravelindustryandthemanydifferentchoicesadestinationneedstoaddresswhendecidingonthestrongest,mostappropriateapproachtothisveryspecialmarketsegment.Rapid City CVB–TheNASCconductedthoroughinventoryofsportsfacilitiesinRapidCity,recommendedhowtobestpackagecapabilitiesandmarkettothesportstravelindustry,andtodiscusstherolestheSportsCouncilcould/shouldplayintheprocess.Santa Rosa CVB–TheNASCconducteditstrainingseminarwhichprovidesacompleteoverviewofthesportseventtravelindustryandthemanydifferentchoicesadestinationneedstoaddresswhendecidingonthestrongest,mostappropriateapproachtothisveryspecialmarketsegment.Springfield, MO Sports Commission–TheNASCassistedwithstrategicplanningandgoalsettingattheSpringfield,MOSportsCommissions’boardofdirectorsretreat.Virginia Tourism Conference–NASCconductedatrainingseminarthatfocusedonwhatyouneedtoknowtowinwithsports.
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Convention & Visitors Bureau
We’ll see you in 2014!
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