What my membership in the NASC means to me

I had some time to reflect on the Symposium on my short drive home last Thursday, and one thing among many was pretty evident—-there is a passion for sports and sporting events like never before!

This brings me to the reason of this message to all of you. I wanted to pass along some thoughts on “What my Membership in the NASC means to me”? I really don’t know where to start with this other than the fact that it is OUR Association, and while we have some great leadership and staff at the National level, it is only as good as what we put into it. I have had the pleasure these past several years to serve on the Mentoring Committee, and as a committee we have had the opportunity to meet and talk with our new members and educate them on the value of the great decision that they and the organization that they belong to made by joining the NASC. How rewarding it has been for me help and assist someone as they venture into this exciting field of Sports and Events! Our new members are our future, and as the Symposium hit a new milestone with over 750 people in attendance this past week, we can only hope that we continue to see steady growth in the years to come. We can achieve this by offering strong educational programs, CSEE Certification, and  an outstanding Symposium each year.

If you are not active serving the NASC in some capacity—-Start Now! You would be pleasantly surprised by what you can offer (who would have thought that I would be writing this note to you now) and your event experience could help another member and its Organization save some time and effort on an Event they may be working on. There are many Committees that are available to serve on and you could be a valuable addition bringing in new ideas and thoughts. Learn more about committees and volunteer opportunities here.

If you are not enrolled in the CSEE Certification—Consider it! Expertise in any field is the benchmark for how you are perceived in your trade. Continuing education is important and what better place to receive that than in a CSEE Module. Educated and updated by the best in our field, that is what you can expect at each Module. Learn more about CSEE here.

If you are not looking at the website on a regular basis—Do it! Great updated information is only a “click” away. Make the website a favorite on your Internet menu and review it often.

If you have questions reach out to someone and find the answer. If you met someone this past week I am sure that they would be happy to speak with you. Not sure if that is where you want to start—call the National Office, they will have ideas and may recommend someone to call.

 

Thanks again to Louisville for hosting an outstanding Symposium!

 

Yours in Sports,

 

Ron Eifert, CSEE, Sr. Sales/Sports Manager

Dayton/Montgomery County Convention and Visitors Bureau

Direct: 937.226.8284

E-mail: reifert@daytoncvb.net

Website: http://www.daytoncvb.com

 

What my NASC membership means to me?

Being a veteran in the Sports Tourism Industry for 20 years, I can remember back when I first got involved with the NASC.  You see, I just came of the coaching world of college baseball and now I found myself in a new career path.

I attended the NASC Annual meeting, yes it was not the NASC Symposium yet, not knowing what to expect or even what the conference was about.  My first experience can mostly be related to the “TEAM” aspect that has been part of my life for over 45 years.  I found myself surrounded with individuals who, just like me, wanted to absorb everything anyone had to offer.  I was so blown away by the willingness of my competitors to share and help me learn about the industry.

I view my NASC membership as being part of that “TEAM” again.  I have been literally involved at all levels the NASC from serving on the committees, being a board member, being part of the Executive Committee and eventually the Chairman and I can honestly say every minute I spent working on projects for the NASC has enabled me to gain a better understanding of the industry and as well as provide me the tools to be successful.

The membership benefits are great, opportunities to get involved are numerous and the payoff is fantastic.  I am very glad to be part of the National Association of Sports Commission and I look forward every year to reconnecting with my all my old friends and meeting my new “competitors”.

As once said by a very famous coach to his team….”You can only get out of it what you are willing to put into it.”

 

  Rick Hatcher, CSEE
Director of Business Development
PSA
536 Chapel Hills Drive, Suite 146
Colorado Springs, CO  80920

Rick Hatcher has over twenty years of experience in the Sports Travel  & Event Management Industry. He is currently the Commercial Development Director of PSA in Colorado Springs, CO.  Prior to joining PSA, he was Sports Marketplace Coordinator for Collinson Media and Groups, President and CEO of the Lexington Area Sports Authority in Lexington, KY, Executive Director of the Tallahassee Sports Council and Senior Director of Sales and Marketing of the Tallahassee Area Convention and Visitors Bureau in Tallahassee, FL.

While serving as the President and CEO of LASA, he also served on the Board of Directors of the National Association of Sports Commissions (NASC) for three years, the Executive Committee for four years and as the Chairman of the NASC for one year.  Rick also served on numerous committees for the NASC and is a standing member of the NASC Leadership Council and a graduate of the Certified Sports Events Executive (CSEE) program.

You Get What You Give. What You Put Into Things Is What You Get Out Of Them!

Every year when April rolls around I’m totally exhausted and ready for a break from the realities of the work place. I’m tired from all the sending of emails, answering phone calls and labor intensive weekends out working events. To be honest I’m in need of a pick me up, a change or even a vacation, NASC Symposium just so happens to take place at this exact time every year and for me puts the excitement back into my job and gets me fired up for the second half of the year.

This just doesn’t happen you have to go into the Symposium with an open mind and desire to learn something new. The best advice I can give to a new attendee or even a veteran is to be open to new ideas and put yourself out there. Don’t stay in your room and hug the wall! Jump in head first and be willing and ready to walk away after the week is done with that, hey I never thought of doing that or we have to try that back home or even a new contact or two. You can’t be shy when it comes to the Symposium, the networking opportunities are invaluable! Don’t be afraid to walk up to someone and introduce yourself or attend an extra innings lounge by yourself. Chances are the person you are walking up to has been in your shoes before and will welcome you into conversation. The Symposium has so much to offer but if you hide under a rug and don’t embrace everything that is in front of you, you will head home after the week with an inbox full of emails and a phone full of voicemails to catch up on and be right back to where you started.

Don’t be shy and just remember you get what you give. What you put into things is what you’ll get out of them.

Meghan Ziehmer, CTA, is a Michigan State University graduate and proud Spartan. Meghan now serves as the Manager of Sports Events for the Greater Lansing Sports Authority where she has been since October 2009. In her time with the GLSA she has served on the local organizing committee for March Magic Hoopfest, two USA Hockey National Championship events, the 2012 U.S. Junior Figure Skating Championships and is currently serving as the Chair for the 2014 Midwestern Sectional Figure Skating Championships.

Come Often & Come Hungry to Louisville

When people think of Louisville, the Kentucky Derby or Louisville Slugger usually come to mind, but people might be surprised to learn Louisville has a vibrant and eclectic food scene. It is how we earned nods like being named one of the “Best Foodie Getaways around the World” by Zagat and the “Top 10 Tastiest Towns” by Southern Living two years in a row.

Locals are very proud of our great eats and it is easy to see why.  Louisville has a wide variety of restaurants offering farm-to-fork foods with award-winning chefs boasting the use of “Kentucky Proud” products.  A group called “Louisville Originals” features more than 30 unique restaurants, showcasing what real Louisville eating is all about. Far from what you might expect, Louisville has flavors from all over the globe including Ethiopian, Vietnamese, French and of course good old fashioned Southern comfort food.  There really is something for everyone.

We are also the “Gateway to Bourbon Country” so you can’t leave town without sampling America’s only native spirit.  This is a town that knows a thing or two about cocktails. The Old Fashioned was actually created right here in Louisville. Our bartenders also have a passion for pouring. As a matter of fact, Louisville bar MEAT was named one of the “World’s 50 Best Bars 2012” by Drinks International. They are just one of many bars in Louisville to quench your thirst.

We like to say “when it comes to food, Louisville brings a lot to the table.” You will find that it is absolutely true. Your biggest problem will not be finding a place to eat, but choosing where and what to eat. So come often and come hungry!

Gen Howard

Gen Howard is the Senior Sales Manager for the Louisville Convention & Visitors Bureau.  She is responsible for selling Louisville as a premier sports destination and generating room nights for the city.  Howard has been with the Louisville CVB for over 4 years and has been in the hospitality industry for 15 years. Prior to joining the Louisville CVB, Howard was the Sales & Marketing Manager for the Hard Rock Café at 4^th Street Live.  While at the Hard Rock Café, she assisted with opening the Louisville restaurant and managed all events, concerts, and marketing for the brand in the region for 5 years.  Howard started out her career at Six Flags Kentucky Kingdom, where she worked in various marketing & sales positions to promote and sell the Six Flags brand. Howard attended Western Kentucky University and received a Bachelor of Arts in Corporate Communications & Marketing. Howard grew up in Louisville and is very passionate about the city and everything is has to offer both residents and visitors.  When she is not selling Louisville, she enjoys running, biking, gardening, and spending time with her husband and two sons.

 

Bid Preparation & Presentation: Responding to the RFP

Ever wonder why you didn’t get the event? We all have methods for responding to RFP’s and perhaps that’s where you fell short. Here are some tips for responding to RFP’s that might help you the next time you target an event for your community.

Being a Know-It All

Before you respond, there are several things you should “know” when you make your decision.

1)      KnoW your approach – Are you the Shotgun (throw yourself at anything that comes along) or the Rifle (targeting specific events). As you progress to the step of making your decision, knowing your approach will help you find a better success rate because you’ll be more focused.

2)      KNOW YOUR METRICS FOR SUCCESS – Too often we focus strictly on head-in-beds or economic impact. While the metric threshold for each event will vary due to event size, it’s important to consider all the metrics you wish to use in evaluating your approach. Are there media impacts (TV/webcasts) associated with the event? Are there opportunities to attract a new sponsor: one other than the “usual suspects”?

3)      KNOW YOUR SUCCESS RATE – No metric is more important than knowing your own success rate. It’s the only measure of how well you’re doing and how efficient you are with your valuable, yet often limited, resources

Build a Go/No-Go Matrix

Everyone should have a set of metrics from above, along with potential risks, that is used to reach a decision on whether or not to pursue the event. If you don’t, you’re probably closer to the “Shotgun” model.

Know the RFP Critical Elements

Every RFP has 6 critical elements. Make sure they are all there, or begin asking questions. The six critical elements are: 1) History of the NGB and Event; 2) Scope of Services for both NGB and Host; 3) Required Proposal Contents; 4) Evaluation Criteria, Process and Timeline; 5) Financial Arrangements; 6) Venue Specifications

Fold Your Knowledge Into Your Response

1)      KNOW THE EVENT – If you haven’t actually seen the event, studied the operational issues, participant demographics and geography, you won’t be able to detail how you can enhance the event and participation.

2)      KNOW YOUR COMPETITION – By knowing the hosts you’re competing against, you’ll be better able to capitalize on their weaknesses and minimize any strengths they might have.

3)      KNOW YOUR CLIENT – Who will sign the contract and how stable is the organization? Are there any issues that may add risk to hosting this event? You need to know your own “deal breakers” so you know where to draw the line in contract negotiation.

RFP Do’s & Don’ts

1)       DO YOUR RESEARCH – Make sure you’ve evaluated all the positives and the risks, and built your Go/No-Go decision on good metrics.

2)      DON’T FLUFF – Be precise and concise. Make the response easy to read and easy for the evaluators to find what makes your community the best choice.

3)      SHOW WHAT YOU CAN DO, NOT WHAT YOU HAVE DONE – Every community has experience in hosting events. Use this to illustrate how you can enhance the event you wish to host. This step will help you stand out against the competition.

4)      HIGHLIGHT WHAT MAKES YOU UNIQUE – What is different about you that no one else has. Go back to the know your competition step and emphasize your strengths. All communities have golf courses; attractions; restaurants, etc. What is it about you and your community that will make the event more successful than it has been in the past?

Following these steps should help you improve your success rate. Good Luck and Good Hosting!

Greg Moore, PE, PMP
Director of Tournaments
United States Bowling Congress
Greg.Moore@bowl.com

Finding the right events for your community

The National Association of Sports Commissions annual NASC Sports Event Symposium is a tremendous vehicle to join communities with ‘event owners’ and establish the win-win events that meet our goals and needs. The Symposium attracts communities from small to large and ‘event owners’ events that also range from small to large. It should also be noted that many of the ‘event owners’ have multiple events and those events have a wide range of participation.

As you plan your scheduling request to meet with ‘event owners’ it is extremely important to assess your communities assets and the ability for your community to conduct a successful event for a specific ‘event owner’. Some sample questions you should ask and answer before setting an appointment with a specific ‘event owner’ include:

v  Does our community have ample facilities that meet the specific requirements of the event?

• First and foremost for a successful event is the quality of the ‘field of play’ for the event.
  • Do are facilities meet the minimum standards for field of play dimensions for the event?
  • Do we have an appropriate number of facilities to handle the expected participation?
  • If multiple sites are needed are the sites within a reasonable proximity to one another?
  • Can we provide excellent maintenance of the facilities throughout the course of the event?
  • Hotel Accommodations
    • What is the expected participation for the event and does our community have ample quality and affordable housing for the participants and their families?
    • Are the accommodations within a suitable proximity to the playing venues?
    • Hotel accommodations and rates are highly important to participants and their families and ranks second in importance next to the quality of the ‘field of play’.

v  Does our community have a population that will support the event and provide ample staff and volunteers to conduct a successful event?

v  Does our community have ‘stakeholders’ with the ‘event owner’?

• Many ‘event owner’ for National and Regional Events have local associations or individuals that conduct the ‘event owner’s’ programs at local levels. Does your community have these ‘stakeholders’ in place that can support and lobby for your community to hold the ‘event owners’ events?

These are just a few of the questions you should ask and answer before requesting an appointment with an ‘event owner’.

If you know or feel that your community is a good match with a ‘event owner’ request an appointment and discuss future possibilities and bid requirements at the Symposium.   If you are not positive if your community is a good match with a ‘event owner’ schedule an appointment with the ‘event owner’ at the Symposium and use your time to discuss your facilities and other assets with the ‘event owner’ and inquire as to their needs and expectations for conducting successful events.

Ron Radigonda
Executive Director of the Amateur Softball Association/USA Softball since May 1998.
ASA/USA Softball Commissioner for Metro Sacramento, CA. from 1982 – 1998.
Served as Executive Director of the Sacramento Sports Commission.
Incorporated and Served as Executive Director of the Sacramento Sports Foundation.

Learning to do my homework for NASC

I’ve been at my “new” job here as Sport Sales Manager for the Plano, Texas Convention and Visitors Bureau right at three years now.  So, my learning curve has been fast and steep.

I fess up to not having a clue the first year I attended the NASC Sports Event Symposium.  Fortunately, I had the priceless benefit of falling into a great support group with the Dallas Ft. Worth Area Sport Alliance, where anywhere from eight to ten experienced peers told me what to do and did it with me until I was ready to do it on my own.   Newcomers now rely on me from time to time and I am as open and generous with them as my forerunners were with me.

The first year, I was just trying to meet with as many different groups as I could and build a network.  By the beginning of my second year, I had learned my inventory and assets and started matching inventory of fields and facilities with events and rights’ holders.  I tried to meet with the long list of every group that matched up; all the soccer groups that needed soccer fields; all the baseball groups that needed baseball fields and so on.  So, during that second year, I was still spinning my wheels to some extent, but I wanted to build a network and just learn.

I didn’t worry about dates and affiliations too much; I was building a broad network of rights’ holders that may or may not become prospects, clients or event alliances.  Conveniently, many people knew more about my inventory than I did.  Even if they were not affiliated with the appropriate sanctioning associations, I was learning a lot from them.  Often someone from the east coast would tell me more about a soccer club here in North Texas than anyone here at home because they weren’t afraid of stepping on anyone’s toes.  Every conference, I still learn a lot about my local groups from competing associations across the country.

Now, I am much more specific in my preparation and meeting requests.  I rate my targeted rights’ holders by room nights, ease of association with local clubs and wear and tear on field inventory.  Then I make a list of open dates and facilities that I want to fill.  This process gives me an annual schedule of sport-specific inventory.

Like most CVB sales people, I have to work around our local leagues since they have first dibs on our fields.  I can “pre-empt” one weekend each park and each sport season, but I’m careful about pre-empting because I don’t want to displace my local leagues unless the tournament brings good room night numbers.  Additionally, I attend the seasonal league scheduling meetings and ask the league administrators if they have any tournament groups they’d like to host.  They don’t often speak up, but it’s just a common courtesy I offer to constantly try to improve my relationships with them.  I will eventually need their help in locating umpires and volunteers and it’s good to already know them before I have to make that call.

So, at sport conferences such as NASC, my priority meeting requests go to the open inventory I have to sell.  I research the sport tournament groups and find out what tournaments are at least regional or national in name and in deed.  By that, I mean, that some tournaments have “southern regional” or “national” in the title of the event, but until I can get team lists that show me the teams do indeed travel to the tournaments and stay overnight, it’s not necessarily a good room-night- tournament to me.  Texas is such an active sporting state that a team could play every weekend during their season and not have to travel overnight to find a tournament.  I need to find out if there are enough travelling teams to make a solicitation worthwhile and so I start calling and emailing CVBs, housing services and specific hotels to confirm room nights.

This process gives me “target” prospects and I contact with them by email or phone before I ever request a meeting with them to improve my chances of being “accepted” by them.  Also, preliminary conversations can often save time by weeding out groups that are not interested or by drawing out information about competing schedules or sanctioning that rules them out.  Even if it just rules them out in the short term, they seem to appreciate that I’m trying to save their time and effort as well as mine.

I have at least two major indoor sport facilities for basketball/volleyball and ice sports that I meet with regularly to find out what their preferences might be.  What is their “dream” event?  What event have they been to recently that caught their attention?  Do they want something high-profile or do they just want big numbers of teams?  The answers are usually driven by their business model and possibly a board of directors with specific interests.  I will add two or three of these “in your dreams” events to my meeting list.

Often these higher-profile events want local clubs to serve as host organizations so they can get a clear picture of the local facilities available to avoid unexpected surprises in that area.  Local support assures them of a participatory host committee and access to the local volunteer base.

The other thing I’ve learned about some of the high-profile “in your dreams” events that local clubs and facilities want to host is that these events are not always accompanied by the economic impact that the Plano CVB might require to sponsor such an event.  If we decide this is an event that would really be good for the community and an event that offers opportunities for good publicity about the City of Plano, we might be willing to take it on without big room-night numbers.

For example, Plano recently hosted the National College Table Tennis Championships.  For the several hundred room nights, we could tell it was going to be a lot of work, but, not a lot of money because they would qualify for Texas Special Event Trust Fund.  Plano has a huge Asian population and the largest table tennis club in Texas which gave us a lot of help and we were able to certify thirty new table tennis umpires through our volunteer recruitment and training.  It was the first time the tournament had ever had a certified umpire at every table, every match; a big accomplishment by our local table tennis club and the volunteer umpire trainer.  Additionally, we got exposure on every major network and newspaper because it was such an odd-ball event.  The Asian community was totally turned-on by the attention and being that they drive the excellent reputation of Plano schools and are the lead-draw to bring big corporations to our city, it turned out to be a great event for us even though the economic impact was so-so.

So, that’s my story and here is a list of my preparation activities that I do for NASC:

Ongoing activities to prepare for NASC:

1. Keep a constantly changing list of rights’ holders and events I’m interested in and for which we have the facilities. This comes from publications, internet, news outlets and my network of contacts.
2. Keep a permanent and constantly changing list of facility inventory and the dates they are available.  My best friends in business are the parks and recreation guys that control the inventory I have to sell and local facility owners and their sales people.
3. Meet with local sport clubs and facilities to learn the events and groups they want to work with and which dates they have available.  I want to bring them what they want to host, given that it has hotel room nights attached.

Preparation that starts a few weeks before NASC:

1. Call and/or email the rights’ holders I’m interested in to get an update on their needs and to let them know I would like to meet with them.  If I have organization contacts on several levels, I will try to talk to more than one person.  Everybody has different information and ideas.
2. Call and/or email local contacts at sport clubs and facilities to let them know who I may be able to see at NASC and to confirm they want the business.

Preparation once I get the list of rights’ holders that will attend NASC:

1. I will do more research on the top 5 to 10 rights holders on my list.  Most of this is checking on room nights and event venues.
2. I try to have one last conversation with the would-be hosts (local clubs and facilities) for the events in #1 above, relaying some the details I’ve uncovered most recently and confirming their level of commitment.  I also ask them for promotional materials to take with me.
3. Request my meetings and order their priority.  Often I will request meetings with rights’ holders that might be the primary competitors of the groups I am going after.  These are good places to get information.

Last things I do:

1. Once I get my list of meetings, I’ll reach out to the rights’ holders I didn’t get a meeting with and ask them for some time outside the parameters of the NASC meeting slots.  I’ve never gotten a “no” on these requests.
2. I prepare the materials I want to take that are particular to the meetings I have scheduled and the events I am going after:  park maps and a list of the assets and amenities associated with them; facility diagrams and photos; contacts at the facilities to make it easy for rights’ holders to reach and initiate contact.
3. I’d like to get all the stuff in #2 above on my iPad so I can show rights’ holders and immediately email them the documents they might ask for, but I haven’t done that…yet.  The fun starts now!

Cissy Aberg

Cissy Aberg is Sport Sales Manager for the Plano, Texas Convention and Visitors Bureau.  She is a former scholarship athlete with broad experience in sports including sport journalism, youth recreational sport administration and community outreach branding and operation for public sport figures.

 

Making the Most of The NASC Symposium Experience

“The buck stops with you” at the NASC Symposium. You get out of it what you prepare and put in to it.

That is easy, we all know that in whatever and wherever our jobs and tasks take us.

After 13 years attending NASC Symposiums, there are tips that allow for you to be highly successful and take back with you. These are not necessarily original, we all know them. A little reinforcement always is good.

LISTEN MORE THAN YOU TALK

Ideas can come from the most unlikely places – listen to people, draw out and learn from them.

KEEP IT SIMPLE

There are many simple ways to accomplish what you need to accomplish. Maintain a focus of what you want to accomplish at Symposium, be innovative, but don’t try to reinvent the wheel. Consider, if yiou have not done so, enrolling in the NASC CSEE Program.

TAKE PRIDE IN YOUR WORK

Take pride in what you do and within your organization. You and your staff are your biggest brand advocates. Taking pride shows when you are selling your event, destination or product/service; it can make for an easier sale.

HAVE  FUN, SUCCESS WILL FOLLOW

Have fun at Symposium in the Marketplace, in the Break Out Sessions, at Extra Innings. Networking means having fun. Don’t forget you have to be up and early the next day and do it over again.

TEAR IT UP AND START OVER AGAIN

If you happen not be having fun, or being productive, or are in a funk, start over again. Learn from what went wrong, don’t get disheartened, seek out your peers and start all over.

Believe Your Symposium Experience will be a good one.

 

Jim Hilb, CSEE

Associated Premium Corporation

Cincinnati, Ohio

Over 15 years in the Sports Events Industry with the NASC including terms on the Board of Directors and various NASC Committees. Entrepreneurial skills in promotional branding and recognition including strategic planning and budget management. International experience in consumer goods products focusing on operational excellence,  developing and implementing growth strategies. Extensive knowledge in the areas of Sales, Marketing, Brand Management, Licensing and Intellectual Property, Due Diligence, Global Marketing, Strategic Alliances and E-Business. Proven ability to lead strong and loyal teams, to plan short term and long term and understanding communications with organizations at all levels including senior management. I received a BA in Economics and History for the University of Wisconsin-Madison and an MBA from the University of Cincinnati.

Plan early for NASC Sports Event Symposium!

Well folks, it’s that time of year again – the time that we all start rolling out the New Year’s resolutions.  Some of us will vow to eat less, exercise more, be more appreciative of what we have, spend more quality time with loved ones, etc.  Here’s one for you:  Plan early for NASC Sports Event Symposium!

• The deadline to register (let’s start there) is Friday, March 8.

• Watch for the best airfare.

• Book your hotel reservations while there is still room left in the block – you will save money by getting the group rate and a lot of business takes place in the corridors or public areas of the headquarter hotel(s).

• Strategically think about the people that you’d like to extend an invitation to meet with during open time in your schedule.  The earlier you reach out to individuals to ask if they are attending and if they’d please take an appointment request from you, the better your chances of actually making it happen!

• To get the most out of the conference, start your research early.  Research takes effort and time.  Know who you are requesting an appointment with and whether it’s truly a good match for both parties.  Many people skip this step and wonder why they don’t get more out of the appointments.

• Make a wish list of the people that you’d like to have an appointment with and the moment the opportunity arises to request times, you’ll be ahead of the game with a priority list already made.

• Try to remind yourself that quality is better than quantity.  Having a packed agenda of meetings or introductions that go nowhere doesn’t benefit anyone.

• Have fun.  The sports industry is great because it’s not only a really enjoyable market, but anyone can be a winner – big events or small competitions, large cities or tiny towns… find the right partner and soar.

Happy New Year!  I’ll see all of you resolution makers and breakers at the Symposium.

Janis Schmees, CSEE, has been the CEO of the Harris County – Houston Sports Authority since 2006 when she became the third chief executive and first woman to hold the position since the inception of the organization.  In addition to overseeing the billion dollars of bond debt service for Houston’s premiere, professional sports stadiums, under her leadership, Houston has been awarded major sporting events.  Schmees has been recognized by Conference USA and Rice University for her outstanding contributions and achievements as a woman in the Houston sports industry, honored as a “Woman on the Move” by the Texas Executive Women’s Association, and recently named “Houston’s 50 Most Influential Women of 2012.”

Beyond the “Sale”

The National Association of Sports Commission (NASC) is a primary catalyst for growing successful sports commissions and providing them the tools to enhance their impact in the community.

One of the greatest opportunities at the NASC isn’t to sell your destination; it is to become more effective as a sports commission.  Through education, CSEE and market segment meetings, the NASC is critical resource for learning more about best practices in the industry and important trends.  For many, attending the Market Segment meetings have become an essential tool for running a sports commission.

This resource doesn’t come from the NASC home office in Cincinnati; it is from peers in the membership.  This year in Kansas City, 25 large market sports commission and 35 attendees spent two days sharing information, swapping stories of success and failure.  They weren’t there as rivals, they were there to talk about best practices and learn from each other.   On a different day, some might be competitors for an event they’d like to host.  At these meeting, they were attendees committed to the philosophy that a stronger sports commission industry ultimately benefits us all.

The attendees at the meeting tackled topics such as marketing to distracted customers in the new world of social media and numerous media outlets vying for the multi-tasking consumer.  This included everything from our websites and Facebook pages, Twitter, Instagram, Google, traditional media, email, snail mail and grass roots marketing.  Winning the bid is great, hosting a functional and financially successful event is far more important.

The discussion on marketing was followed by one on the 3 M’s of sports commissions:  Money, Money and Money.  From fundraising events to sponsorship to memberships to government support, it is the life blood of a sports commission.   Organizations from around the country shared information on fundraising events that worked, what sponsors are looking for to activate their brands and other sustainable funding ideas that have helped organizations grow.  With the demise of many public funding sources, sports commissions are tasked to be entrepreneurs that look beyond government funding and old sources of revenue to open the door to the new financial future of our industry.

The second day of the meetings began with the strong roots into each commission’s community, looking at an effective board of directors, further engaging them in a sports commission, partnerships with other nonprofits and the relationship with the tourism industry.    Board members can be the key to the door for funders, the source of credibility in the community and ambassadors for the events and projects.

The conversations closed with a targeted look at the events this industry hosts.  Those it bids on, creates, owns and operates.  What the trends are around the country for the next two to five years.  Setting criteria for bidding or creating specific events was discussed, including the reasons for a sports commission to own an event and the secrets to their success.

Before engaging an event owner, a sports commission needs the capacity to successfully host their events.  The venue and arrangements are important, but filling seats, raising funds, selling tickets and marketing it to the community are important to a single event’s success, along with the future reputation of your community. What better place to plan for these event that with your peers who may have already hosted them.

There are also many reasons that were discussed for being involved in specific events, from their economic impact to health and fitness to supporting women’s athletics to access to sports for kids to sportsmanship.  Sports commissions host and create events for specific reasons that motivate their community.  Events like NCAA Final Four, an awards show, Olympic Trials and State Games exist for different purposes, but each have a place in a sports commission.  In Kansas City, the discussions were able to clarify many reasons locals will rally behind events and organizations to make them successful.

As would be expected, Kansas City did an amazing job of hosting peers from the sports industry augmented by plenty of great BBQ.  The large market meetings has always been a great resource, but truly the highlight of the trip was a visit to the Kansas City Sports Commission’s offices to honor a former colleague who recently lost his fight with cancer.  Kevin Gray wasn’t only the head of the Kansas City Sports Commission; he was a leader and innovator in the industry.  He took risks, created new opportunities and many were the beneficiary of his knowledge and friendship.  Kevin is the perfect example of the true spirit of membership in the NASC.  He learned from and gave back far more to the association that he was passionate for and led to the expansion of sports commission across the country.

Make the most of the NASC membership.  It isn’t always what a member gets, but what they give that ends up being rewarding.  From small markets to large, from sports commission to CVBs, make the most of the NASC by getting involved and investing your time in the future of the industry.  It will pay dividends for your sports commission.

Ralph Morton, NASC board member, has been in the sports industry since 1988.  He is the Executive Director of the Seattle Sports Commission, whose mission is to make Seattle a world-class sports community.  As Vice President of Events for the Greater New Orleans Sports Foundation, he held a leadership role on events such as Super Bowls and NCAA Final Fours.  He served as Vice President of Operations for the Acxiom Grand Prix Du Mardi Gras and Entertainment Coordinator for Aggreko Entertainment Services.  He is a University of Florida graduate, and lives with his wife and four children on Mercer Island.