1. Part D: Plan special events for sports/entertainment
WF SEMII - Obj 2.06
Part C: Explain considerations in using special events as a sales-promotion strategy
Part D: Plan special events for sports/entertainment

2. Define Special Event
A special event is a one-time or infrequently occurring event outside normal programs or activities of the sponsoring or organizing body
To the customer or guest, a special event is an opportunity for a leisure, social or cultural experience outside the normal range of choices or beyond everyday experience
According to The Special Event guru

3. Types of Special Events
Pre-game autograph session/meet & greet
Pre/post- game concert for fans
Blake Shelton concert prior to Belk Bowl in Charlotte
Giveaways to fans
Walk-In (first 100 people in the gate get free t-shirt)
In-Stadium (pom-pom on every seat in the stadium)
In-game contests
Half-court shot for $1,000,000 during halftime of Final Four game
Community Service Project
Donations for V Foundation collected at door
Toy for Tots contribution gets discount on ticket

4. Benefits of Using Special Events
Creates excitement for main event
Builds additional fan base
Maintains existing fan base
Creates goodwill
Increases revenue (ticket, merchandise, concessions)

5. Barriers to Using Special Events
Takes away attention from main event
Disappointment from fans not included
Not enough of the giveaway item for all the fans that arrive early
Traffic to bad to get to pre-game concert on time
High cost of some events
Paying performers
Paying for giveaways

6. Creating Special Event Plans
Develop strategies for success
Define the purpose
Start planning well in advance
Think about evaluation process after event
Make a detailed checklist to ensure organization
Create a budget (and stick to it)
Consider logistics
Traffic, start/end time, shipment of giveaway items from manufacturer, set-up/clean-up, staffing, etc
Plan advertising/publicity
Evaluate the event
SWOT Analysis