monetary donations. Work with local leagues to garner sponsor- ships in advance to help get the dollars needed as well as support to promote the event. Sponsors can help promote the event to their customers and members, as well as secure participants and encour- age the public and fans to attend the event. Solicit them for ideas on how and where to best market the event.
Marketing Working with sponsors and participants to market your event is
key to guaranteeing its success. With non-traditional events, word of mouth can be a huge factor, as well as posting to social media sites. Even traditional fl yers and mentions at local clubs will help gather your base attendees and give you the benefi t of advance reg- istration to help your planning.
Creating the Necessary Environment Groups vary and many will have their own volunteer and/or lo-
cal contacts to help set up and provide the items necessary, par- ticularly when it comes to more popular sports like pool. Jenni- fer Simonar, Sales Manager at the Radisson Hotel & Conference Center Green Bay found this to be the case when working with a tournament, “A pool tournament brought in their own lighting so we did not have to make special arrangements except for a scissors lift to get the lights to the ceiling.” Working with the materials and equipment, as well as the
volunteer manpower and staffed help, determine your needs well in advance so you can negotiate any special needs with your initial contract at your chosen venue.
Off ering Activities During Non-Event Times
For the friends, families and other spectators, it’s important to offer recreational activities and options for things to do during downtime. Many facilities offer amenities onsite, from swimming to game rooms. They may also offer transportation options to local attractions. Simonar notes, “Depending on the venue and where the participants are staying, our facility offers the Oneida Casino open 24 hours. Our hotel shuttle will offer transportation to various locations such as the local mall, movie theaters, Lambeau Field/ Packer Hall of Fame and other attractions.” Local sponsors and partners can also benefi t by offering specials for people attending. Ask about special coupons for food and bev- erage or related events available at their establishment. There is also potential to partner with them on fi nding entertainment for downtimes which can add excitement to the event. The bottom line when planning non-traditional sporting events is maximizing your participants and their connections along with your expertise and past experiences on what drives overall satisfac- tion and fi nancial goals.
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