Gerry Baron, executive director of the Palm Beach County Sports Commission, described the 2008 S.P.O.R.T.S. Institute as a unique experience. “To have industry leaders visit Palm Beach County while attending such a well-planned and topical event…and having the opportunity to showcase Palm Beach County and all it has to offer added another dimension to our sponsorship of this program,” he said, adding that S.P.O.R.T.S. Institute was a “much-needed symposium” and the informational sessions were “first-class.”

Alicia McConnell, director of athlete services and programs for the U.S. Olympic Committee (USOC), delivered the keynote address during the luncheon on Monday, Dec. 8. In “Lessons Learned from Beijing,” McConnell shared photos and highlights from the 2008 Beijing Olympics and offered a best practices approach to planning sports events of any size and scale based upon the experiences of the 2008 Olympic Games in Beijing. McConnell advised attendees to always have a Plan B and Plan C, recounting how USOC officials had to purchase materials to fashion line holders to mark lanes for swimming and water polo events after realizing the practice pool’s measurements were off. “Always be prepared for unexpected things to happen,” she said, “but focus on the project and how you can solve problems and enhance the event.” McConnell also encouraged sports event planners to never underestimate their customers (athletes, sponsors, etc.) and reminded them that little things make a
big difference. “Ultimately, it’s about competing in sports and what inspires you as an event planner to be better every day at getting kids involved and making a
difference.”

Education & Conversation

In addition to McConnell’s keynote presentation, S.P.O.R.T.S. Institute covered the spectrum of sports event planning with educational sessions that included “Creating & Enhancing a Sports Event,” “Dollars & Sense,” “Increasing Participation & Improving the Participant Experience,” “The Spectator Experience,” “Marketing & Selling,” and “Event Administration.” Each session featured three panelists from different segments of the industry, providing firsthand experiences and valuable tips from the perspective of event owners, administrators and destination marketing officials. The open format and intimate gathering allowed attendees to get one-on-one with top industry professionals and to learn from their examples of success—providing new tools and takeaways for enhancing future events and programs. As Thomas said, “The key to anyone’s success is to share ideas and experiences and to learn from them. S.P.O.R.T.S. Institute allowed for informal discussion to be more successful.”

In “Creating & Enhancing a Sports Event,” Evans emphasized that promoters of events have to ask themselves how they can make their events more of a value to participants, sponsors, spectators and to the communities that host them. “Demonstrate on the venue and sponsorship side that your event is the best investment and has a proven return,” he said. “We’ve had lots of repeat hosts and most of our sponsors for more than 20 years. We like to ‘sell’ just one time. Do it right and keep them coming back.”

With every sports event, it’s important to start with a plan, Schumacher said. “Your event won’t have any chance of success without a thorough business analysis. Both the event owner and host city should conduct a due diligence.”

Financial support of sports events, especially during a recession, comprised much of the “Dollars & Sense” session. Although many believe sports events are relatively “recession resistant” because they provide family entertainment and because it’s important to parents that their kids remain involved in sports, industry experts said, it’s still important that event owners, sponsors and host cities show their value in an event. “Listen to your clients to learn their needs and to keep them optimistic,” Balling said. “It might take 29 calls, but be passionate and have a plan when the sponsor is ready to listen.”

Terry Hasseltine, director of sports marketing for the State of Maryland, added, “Every event and every market is different. Determine your basis for evaluating return on investment and what the role of sponsors would be. To me, everything is negotiable if I can show a return on investment.”

With so many sports events in the marketplace, event planners are competing for participants, spectators and for exposure—each discussed in depth in individual sessions. Wanda Rutledge, president of the National Council of Youth Sports, encouraged event planners to consider the experience of an event rather than just the competition to attract athletes and to enhance their participation. “Athletes ask themselves if they can get a better experience at a better value elsewhere,” she said. “They choose an event because it’s fun, but what constitutes fun? That the event is challenging, allows them to improve their skills, provides a social aspect with friends, and has qualified coaches.” Rutledge said reaching out to underserved communities, such as Latinos and other ethnicities, could open up a “floodgate” of new participants as well.

Parker said the packaging of an event is important, and suggested creating a new, larger event, such as a sports festival, to attract participants. “Play up the history of athletes participating in your event and have local celebrities on hand,” he said, explaining that this would create interest from participants and the media. “If you put on a quality, fun event, you won’t lose participants.”

“An event or program must meet the audience in its lifestyle,” said McConnell, who has helped bring more than 400,000 participants into the USOC’s Community Olympic Development Partnership programs since 1998.

Likewise, a fun spectator experience is key to attracting fans. Pro-Ams, clinics, fan events, gift bags and contests are common ways to engage spectators. It’s important to survey spectators on site to find out what they like and don’t like, Thomas said. “We have a baseball tournament in Sioux City, Iowa, that dates back to the 1930s, when fans could bring a sack lunch and stay all day. But over the years, the facility has changed its policy of bringing in outside food, and that was an important aspect of the spectator experience. We receive letters and e-mails about it all the time.”

Branding plays a large role in marketing sports events, panelists said. For example, the EVP Tour distinguishes itself from other beach volleyball tours by having players wear jerseys. “The jerseys serve as our uniform, which helps identify the tour and its sponsors,” Balling said, adding that destinations also help “brand” their identity as a beach volleyball destination by having booths at each tour stop.

Sponsors help establish a brand or identity of a sports event as well, Evans said, noting that it’s important to have non-endemic sponsors, such as FLW Outdoors tour sponsors Land O’ Lakes butter and Kellogg’s cereal. “If your program or event is the best, you’ll attract sponsors beyond the obvious equipment manufacturers.”

Much of the “Event Administration” session involved contingency planning, working with volunteers, and establishing a code of conduct for coaches, officials, athletes and parents. Because YBOA often uses school facilities for its basketball tournaments, Ruedlinger said he prefers for someone from the school to work at YBOA tournaments and provide assistance in the event any problems arise. Ensuring that all parties are reputable and responsible is also important, he said, noting that YBOA is trying to establish mandatory background screening of coaches, officials and volunteers and also has a policy that makes coaches responsible for the behavior of their athletes and parents. “We’ve had to eject some teams and players in the past, and other teams usually take notice and stay in line for the entire tournament.”

Networking & Competition

In addition to the educational sessions, S.P.O.R.T.S. Institute featured networking and recreational activities that allowed attendees to connect in an informal setting. Refreshment breaks between each session were held in the exhibit area, which provided a casual setting for relaxed conversation and building relationships among industry peers. Joni Williamson, with Greene County CVB in Ohio, said the program layout and schedule, including the exhibits, allowed attendees and exhibitors alike to gather in an “intimate atmosphere and provided quality face-to-face time without having to stand at a booth all day.”

S.P.O.R.T.S. Institute took attendees out of the classroom and onto the playing field for some friendly competition at the National Croquet Center. Instructors gave a crash course in the rules and strategy of croquet, then attendees paired off for the S.P.O.R.T.S. Croquet Hammer Stroke Finals. It was a great break from typical conference agendas, attendees said. “The National Croquet Center tournament was outstanding and a very enjoyable experience,” Hasseltine said.

“There are plenty of industry events out there,” O’Connor said, “but S.P.O.R.T.S. is the only one designed for one-on-one professional development, hands-on learning and on-the-field sports competition. We’re excited at how well-received it was and are already thinking of how we can make the next S.P.O.R.T.S. even more valuable and successful.”

Sponsors & Exhibitors

The SportsEvents staff would like to express appreciation to the following organizations for supporting the 2008 S.P.O.R.T.S. Institute as sponsors or exhibitors.

Click here to read about the 2007 S.P.O.R.T.S. Institute.