A more vibrant, visible and viable community sports enterprise 21 st June 2012 SENscot Glasgow Svend Elkjaer Sports Marketing Network

provides thoughts, tool and to-dos on how to make sport vibrant through the activities and events sport creates together with its communities visible by engaging and communicating with customers, partners and their communities viable – based on the above sport can generate sustainable income

Community Sports Enterprise 1.Vision - Strategy 4.For the Community 5. Welcoming 6. Communication (internal & external) 7. Income Generation 2. Leadership 3. Great experiences Community Sports Enterprise... the seven key strands

4.For the community Community groups Health sector Other clubs/sports Police Fire Service Local businesses Council Schools Housing Association Universities Colleges Community Sports Enterprise

Shared Value for sports clubs and other activity providers A new kind of partnership, in which both the CSE and the community contribute directly to the strengthening and development of each other

Create Shared Value What are you providing? Health, social, inclusion, learning What does the community want? Health, social, inclusion, learning

Create Shared Value What does your CSE want? People with skills, customers, money What can the community provide? People with skills, customers, money

The 12 steps for creating shared value (1) Be open to new skills, users, members, volunteers and partners

The 12 steps for creating shared value (2) Discuss and agree what is your purpose

The 12 steps for creating shared value (3) Be prepared to be challenged

The 12 steps for creating shared value (4) Do an audit of what you are already doing with/for the community

The 12 steps for creating shared value (5) Create an inventory of your assets, skills, relationships and expertise

The 12 steps for creating shared value (6) Draw up a list of your current and potential community partners and their needs

The 12 steps for creating shared value (7) Identify Connectors both within and outside your CSE People with a special gift for bringing the world together

The 12 steps for creating shared value (8) Work out how to collaborate with other groups

The 12 steps for creating shared value (9) Organise the Big Launch

The 12 steps for creating shared value (10) Take your CSE to your communities:  in the park  on the beach  in the street  in the shopping centre  in the office  Go where people are, engage with them and then welcome them

The 12 steps for creating shared value (11) Set up a Community Board for your club

The 12 steps for creating shared value (12) Invite ideas and suggestions, set in action and then follow up

7. Income Generation  Fund-raising is dangerously close to begging  Income-generation is providing a service that has value to your customers

The more you give the more you get… link up with local, dynamic charities: raise profile more people added emotional engagement

Users/Members… a key source of income  Adapt user and membership categories to people’s lives – not just what suits you: Pay ‘n Play/Come ‘n Go Not just sport (a place where people live their lives) Bring Granny/Grandad PEOPLE WILL PAY FOR GREAT EXPERIENCES - JUST ASK

Social pricing – fair for everyone £ = concessions ££ = community £££ = corporate

3,500 people walk 3.5 miles in Harrogate’s St Michael’s Hospice Midnight Walk and raise £150,000

And from South Shields: 22,639 dogs (and their ‘owners’) participate in the Great North Dog Walk and raise £3.2m over 15 years (£500K in 2011)

Hospices run Bark in the Park across Britain

600 people pay £12 for Halloween All-Nighter at

Income streams?  Commissioning (health etc)  Informal sport/Pay ‘n’ Play  Membership categories: Premium, corporate, remote, student, part- time?  Events Sporting Social Community

From ASK to EARN – a balanced income model

“Do a Svend!” “Man or woman who doesn’t smile, should not run community sports clubs” Chinese proverb (from Boroughbridge, North Yorkshire)

Thank you for your time… Svend Elkjaer Sports Marketing Network 5 Station Terrace Boroughbridge YO51 9BU Tel: