1. Event Management and the Event Planning Process

2. Today’s Lecture Social Media: The New Frontier Sport Products
What is Event Management?
Sponsorship
The Event Planning Process
Discussion of Event Planning Assignment

3. Social Media “Media designed to share”
Examples: Facebook, Twitter, Flickr, MySpace, YouTube, FourSquare, ChatRoulette, iphone apps
Still evolving - but it has ushered in a new trend in marketing – “Digital Marketing”
Content Driven
Organizations must decide what is a trend and what is here to stay

4. Social Media (continued)
Creating problems
Policies – who is governed by them?
Privacy Issues – legal implications
Legitimacy
No one really knows where this is going, but what is clear is that it is important for organizations to utilize the technology to remain “current”

5. 5 Ps of Social Media Purpose – always changing or stay static?
Permission – pictures, videos, articles
Participation – active vs passive
Profile
Personalization

6. Social Media Success Stories
Ashton Kutcher (Twitter)
Justin Beiber (YouTube)
My Father Says” (Twitter, Pilot on CBS premiering Fall 2010)
2010 Winter Olympics and Paralympics

7. What is a Sport Product?
“A good, a service, or a combination of the two that is designed to provide benefits to a sports spectator, participant, or sponsor.”

8. Examples of Sport Products
Athletes: Tiger Woods, Steve Nash
David Beckham, Sidney Crosby, Derek Jeter
Sporting Goods: Nike, Reebok, Bauer
Sport Facilities: ACC, Wrigley Field, Augusta National

9. And…Sporting Events!! Global International National Regional Local
World Cup
Olympic Games
International
Wimbledon
Ryder Cup
National
Canadian Figure Skating Championships
Regional
York Region Baseball Championships
Local
Mitsubishi City Chase

10. What is Event Management?
“The planning, co-ordinating, staging and evaluating of an event.”

11. Who Manages Sporting Events?
Sport and Entertainment Agencies - IMG
Professional Clubs/Leagues - NBA/NHL/MLB/NFL All Star Game
National Sport Governing Bodies - Tennis Canada
Municipal Parks and Recreation - City of Toronto
University Athletics - Sport York
Charities/Not for Profit Foundations - Heart and Stroke Foundation

12. Sponsorship What is Sponsorship?
“Sponsorship is an indirect way of gaining financial support by helping businesses promote their products or services in exchange for their support (financial or in-kind).”

13. Sponsorship Types of Sponsorship Title Presenting Platinum Gold Silver
Bronze
In-kind

14. Why Sponsor An Event? Target a specific group of customers
Goodwill to the community
“Give Back”
Looks good to potential customers
Early 90s cutbacks in marketing – novel form of marketing
Bang for your Buck
Guarantees

15. Acquiring Sponsors – The Event Sponsorship Acquisition Model
Fan attendance/demographic profile of fans at the event
Cost/cost per number of people reached
Length of contract
Media Coverage
Communications Inventory Offering
Sponsorship Benefits

16. The Event Planning Process
Although not an exhaustive list, planning an event involves:
Participant Recruitment
Medical Service Planning
Facility / venue logistics
Ticketing / Box Office Management
Food Service Management
Marketing & Communications
Public Relations
Volunteer Recruitment
Hospitality / VIP Protocol
Permits / Licenses
Merchandise / Concessions
Parking / Traffic Control
Risk Management
Venue Contract Negotiations
Evaluation of results

17. Event Management Job Structure
Administration
Technical Services
Operations
Hospitality
Marketing and Communication
Special Services

18. Event Management Assignment
Plan an event from start to finish
All required elements must be in main body
Going over the page limit or putting a required element in the appendix will lead to a reduction in your final mark (by at least one half grade ie a B+ becomes a B)
Ethics question to be provided IN CLASS on June 8. It will NOT be posted on the course website

19. Event Management Planning
Phase 1: Assessing Feasibility
Phase 2: Building Support
Phase 3: Getting Ready
Phase 4: Marketing
Budget
Sponsorship Proposal