Richmond Hill “Pond Hockey” Tournament

Event Management Assignment Summer 2010

Your Sport Management Company is considering the development and running of a Co-ed Sports tournament that will last a minimum of three days. For the participants of the tournament, you are thinking of recruiting at least 48 teams from eastern Canada (Ontario, Quebec and the Atlantic provinces) and the Northern United States. Your plan is to run the tournament as a continuous round robin (determined by a draw) leading into an elimination series of the top 6 teams on the final day.

Challenge

Following the Budget and Event Planning Guide in the Course Kit, the modified outline below and the Lecture Notes as a reference, prepare an Event Plan for your Outdoor Co-ed Sports Tournament. The plan is to be done in teams of four students and is due, at the latest, on June 14, 2010 no later than 1:00 pm (Hand in via email to [email protected] and [email protected].)

You have had some preliminary discussions with the City of Vaughan and they are interested in being the Host City and Title Sponsor of your tournament. Before they sign on, they need to know the following:

 What sport is your tournament going to be?  Does the city have the infrastructure to support the tournament in the sport you have chosen?

Phase 1 – Assessing Feasibility

Step #1: Gather & Analyze the Facts

. Identify the facilities, community infrastructure, people, financial and other resources necessary to run this event

Step #2: Develop the concept

. Describe your event and identify its unique aspects. Discuss the key factors that will differentiate the event from other sporting and participation-based events in the “marketplace”

Summer 2010 1 Step #3: Identify Standards for Success

 Identify 5 standards that your team will use to measure the success of the event

Once you have completed Phase One, you must sell the concept to the town. Assume the town agrees to your proposal, in exchange to being the Host City and Title Sponsor, they will also provide the following:

 Title Sponsorship for $3 000.00. In exchange, you provide them with the most exposure in comparison to any other sponsors  Free permits to use the facilities you have chosen to run your event in as well as coverage under the city’s liability insurance policy

Once the city has signed on, you must do the following:

Phase 2 – Building Support

Step #4: Securing Participants

. Identify all the terms of an agreement that your company is willing to commit to, in order to secure attendance guarantees from all 48 teams (i.e. time commitments/financial support/deals etc)

Step #5: Secure Facilities

. Identify and briefly discuss all the major factors to be considered for hosting the event at your chosen facility . Identify all the negotiated terms of agreement with the City of Vaughan that your company is willing to commit to in order to access the facility for the duration of the event (i.e. venue rental fees / divisions of revenue/resident approvals)

Step #6: Let’s Make a Deal (can be done in chart form)

 Identify all the stakeholders (people and organizations that have a vested interest) and corporate partnerships for the event and their contribution (monetary and in-kind contributions) – potential considerations include:  City of Vaughan  Governing bodies: Local Associations/Federations /Vaughan Board of Trade etc  Corporate sponsors (money and in-kind)

Summer 2010 2 Phase 3 – Getting Ready

Step #7: Establish the Follow Through Team

. Given the scope of the event, design an Event Follow Through Team Structure and discuss major functional areas and related job-descriptions for division of responsibilities necessary to manage the event

 Outline the method of recruitment for volunteers (include your agreement with volunteers – i.e. your promise to them in exchange for their services)

Step #8: Develop Workplan (only discuss major functions – eg major marketing dates, volunteer recruitment, sponsorship finalization, etc.)

Required workplan format:

OBJECTIVES TASK / KEY DATES SUCCESS ACTION IDICATORS

Step #9: DO NOT INCLUDE “RIDE HERD” IN THE REPORT

Step #10: Count Down

 Prepare an “Event Script” for one special event (eg opening ceremonies, closing ceremonies etc) and an “Escape Plan” for the special event

Phase 4 – Marketing

Step #11: Address the following aspects of Event Marketing (refer to Lecture notes/slides) components:

1. Marketing & Communications (pre, during, post)

 Provide a detailed Market Segmentation Plan . Design a detailed marketing plan for the event

2. Discuss any post event communications your company will have to engage in

Summer 2010 3 Budget (1 budget)

1. Prepare a budget for the event

Sponsorship Proposal

Create a sponsorship proposal that outlines the benefits and costs for all levels of sponsors you plan on obtaining for your event. The proposal should be similar to the one presented in class during the Event Management lecture.

Ethics

A question on ethics will be added to this assignment on June 8, 2010 during the class.

Assignment: will be given a letter grade This case is worth 30% of the year’s mark.

The assignment must not exceed 16 pages in length, double spaced, using 12 pt font. Any variation from these instructions will result in at least a half letter grade deduction (i.e. A becomes a B+, etc).

Use (as a template or otherwise) or distribution of any previously submitted KINE 2380 Event Planning Case Projects, drafts or rough notes is strictly prohibited. If you are unsure of what material is covered by this request you must submit the material in question to the course director for approval prior to use of the material.

Summer 2010 4