Whether it’s the Super Bowl or a small, provincial tennis tournament, event planning revolves around the same key factors. The aim should be to maximize the enjoyment of the experience for visitors, creating an entertaining spectacle while also keeping them safe and making it as easy as possible for them to arrive at - and return from - the venue.
Event management involves creating a complete fan experience, which can take considerable time and investment. For instance, Russia is understood to have invested $15bn to get the country ready for the most recent football World Cup, with two thirds of that figure going into event preparation and management. Here are some things about the complexities of event planning sports management students need to consider.
The Physical Infrastructure Must be Able to Handle the Scale of the Event
Choosing the right location is crucial when planning an event. Above all else, the venue must be suitable for the sport. Football and rugby players deserve a top quality pitch, golfers deserve a fair course, and ice hockey players deserve safe ice.
Students in sports management programs must look beyond this, however, to consider the overall fan experience. That’s why so much money is spent on physical infrastructure, including airports, railways and hotels. To meet demand for the 2016 Olympics in Rio de Janeiro, there was a 37% increase in the number of hotel rooms in the city in the four years before the event. On a smaller scale, things like seating, crowd flow, and adequate space for food and drinks vendors and other services all need to be considered.
Sports fans expect a great experience, not just a sports event
Carefully Consider the Date of the Event
One of the aims of sports event planning is to get as many people to attend as possible. Planners should therefore try to avoid clashing with other popular events in the city on a particular day, weekend, or week.
Other factors can come into play, too. For example, a local transport workers strike may have been announced, which would make it very difficult for visitors to attend. Plan ahead and look out for any potential difficulties that may arise on your desired dates.
Make Sure the Event Complies with Relevant Laws
Insurance is a crucial consideration when planning sports events, as it prevents the potential for highly expensive injury claims. Examine what type of cover is required in the event’s jurisdiction. Permits will also probably be needed from local or national authorities to host the event. Communicate regularly with legal experts to make sure that the event complies with regulation. All the money spent on event planning could be wasted if it doesn’t have the necessary documentation to go ahead.
Security is an Increasingly Important in Sports Management Careers
Safety is a major concern for event organizers and visitors attending a sports event. Planners must make sure that the outer perimeter of the event is secured, and that trained personnel are hired to handle potential risks.
On a larger scale, security can become increasingly more elaborate. For instance, an elite counter-terrorism team was hired to secure the most recent Ryder Cup golf event near Paris. Personnel costs can be reduced by getting volunteers to help out as stewards around the venue, but keep in mind that they will only be able to handle more basic duties.
Careful Financial Planning is Required to Be Sure You Cover Your Costs
The physical infrastructure and staff required to run a sports event will end up being expensive, so consider the necessary income required to make it profitable. Professionals in sports management careers can use their marketing skills to build exposure for the event and sell tickets.
Use your passion for sport to plan create great events
Sponsors are also another useful income stream for sports events. For example, you could establish a partnership with a local beer or food company and then give them exclusive rights to sell products at the event. This can greatly improve your chances of making the occasion profitable, and ensuring your organization has the funds to continue putting on more events in the future.
Follow your passion by obtaining a master in sports management.
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