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Event Management in Ice Hockey Case: Liiga (The Finnish Elite League)

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Event Management in Ice Hockey Case: Liiga (The Finnish Elite League) Södertörn University | School of Natural Sciences, Technology and Environmental Studies | Tourism Studies Master´s Thesis 30 credits | Autumn Semester 2016 Event Management in Ice Hockey Case: Liiga (The Finnish Elite League) Author: Maiju Heinonen Supervisor: Dr. Anders Steene 2 Abstract The aim of this research was to discuss about event management theory and how the Liiga (the major ice hockey league in Finland) team organisations could use this theory to improve their home game events. This topic has been divided into two research questions from which the first discusses the current situation and the other gives suggestions for future improvements for the Liiga team organisations. This research is conducted as a master’s theses and it has been conducted in years 2014 to 2016. In order to understand the research topic the general theory of event management has been told from the sporting event point of view. This theory has been divided into two different sections which are the five stages of event management and the operational strategies of event management. Answers for the research questions have been search with a qualitative research and its methods of interview and questionnaire, observation and content analysis. These methods and the way these have been used in this research are introduced after the event management theory. The data collected with the selected qualitative research methods has been introduced as empirical findings. These empirical findings are introduced a research method at a time and in a same order as the data has been collected. After introducing the collected data it has been carefully analysed. The analysis have also been divided into two section from which the first answers to the first research question concerning the current situation and the other the second questions concerning the future improvement that could be done. The first part of analysis has been made in a same chronological order as the event management theory has been written in order it to be easy to compere these two to each other. In the end the conclusions of this research and its research questions are introduced. Also the knowledge which this research is offering for the tourism industry and for its readers have been discussed. This are also a lot of different ways how this research could be continued and made further and these ways have been discussed as well. Last but not least the research has been viewed critically and the quality of it has been questioned. Key words: event management, small scale sporting events, Liiga, ice hockey, Finland Table of Contents 1 Introduction ............................................................................................................... 1 2 Event Management.................................................................................................... 3 2.1 The Five Stages of Event Management .............................................................. 3 2.1.1 Research ...................................................................................................... 3 2.1.2 Design ......................................................................................................... 4 2.1.3 Planning ...................................................................................................... 5 2.1.4 Coordination ................................................................................................ 5 2.1.5 Evaluation ................................................................................................... 6 2.2 Operational Strategies of Event Management .................................................... 7 2.2.1 Event Environment...................................................................................... 7 2.2.2 Human Resource Management ................................................................... 9 2.2.3 Catering ..................................................................................................... 10 2.2.4 Technology ................................................................................................ 10 2.2.5 Music and Entertainment .......................................................................... 11 2.2.6 Marketing .................................................................................................. 12 2.2.7 Merchandise .............................................................................................. 14 2.2.8 Sponsorship ............................................................................................... 14 2.2.9 Event Health, Safety and Risk Management............................................. 15 3 Qualitative Research Methods Selected .................................................................. 17 3.1 Structured Interview and Questionnaire ........................................................... 17 3.2 Covert Observation ........................................................................................... 18 3.3 Content Analysis .............................................................................................. 19 4 Empirical Findings .................................................................................................. 20 4.1 Interview and Questionnaire ............................................................................ 20 4.1.1 The Organisation and Planning ................................................................. 20 4.1.2 The Game Event and the Environment ..................................................... 21 4.1.3 Marketing, Research and Sponsorship ...................................................... 22 4.2 Observation ...................................................................................................... 23 4.3 Content Analysis .............................................................................................. 25 5 Analysis ................................................................................................................... 27 5.1 Event Management Theory Conducted in Liiga .............................................. 27 5.1.1 The Five Stages of Event Management .................................................... 27 5.1.2 Event Environment.................................................................................... 28 5.1.3 Human Resource Management ................................................................. 29 5.1.4 Catering ..................................................................................................... 30 5.1.5 Technology ................................................................................................ 30 5.1.6 Music and Entertainment .......................................................................... 31 5.1.7 Marketing .................................................................................................. 31 5.1.8 Merchandise .............................................................................................. 32 5.1.9 Sponsorship ............................................................................................... 32 5.1.10 Event Health, Safety and Risk Management............................................. 33 5.2 Improvements for the Future ............................................................................ 33 6 Conclusion .............................................................................................................. 37 6.1 Knowledge Contribution .................................................................................. 37 6.2 Further Research ............................................................................................... 37 7 Quality Assurance and Critical Review .................................................................. 39 References ....................................................................................................................... 40 Appendix ......................................................................................................................... 43 Appendix 1. FIFA Stadium Safety and Security Regulations .................................... 43 Appendix 2. Interview Cover Letter and Questions.................................................... 82 Appendix 3. Observation Form ................................................................................... 84 Appendix 4. Content Analysis Form ........................................................................... 85 1 Introduction Ice hockey is the most viewed sport in Finland according the yearly Sponsor Navigator research (Yle Urheilu 2014). Around 2.4 million viewers view the Liiga every year (Ministry of the Interior 2014, 5). Unfortunately the amount of visitors at ice hockey games everywhere in Finland is decreasing and one of the reasons is the lack of proper event management inside the ice hockey organisations. Ice hockey team organisations are often taking the visitor for granted and are not investing enough resources to the event management which could improve the enjoyment of the visitor at their ice hockey games. For example the newest team in Liiga, Sport of Vaasa, had 4402 visitors at their home games in the beginning of the season and nowadays the amount is only 2792 at its lowest. The local newspaper did a research for the visitors in which 270 took part and the message was clear; the visitors were not satisfied how the event was managed by the organisation and were not ready to pay for that level of service. (Kuikka 2014.) Some of the event management problems at Sport
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