NASC Playbook - Winter 2018-2019 by Sports Events & Tourism Association

NASC Playbook

Winter 2018-2019

Inside NASC Awards Committee Accepting Entries Registration and Housing Open for 2019 Symposium Bylaws, Branding & Strategic Planning Tips from the Member Mentoring Committee

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Sports Events and Tourism

Contents

National Headquarters 9916 Carver Road, Suite 100 Cincinnati, OH 45242

Letter From President and CEO............................ 1

Telephone/Fax (513) 281-3888/(513) 281-1765

Letter From the Chair.................................................. 2

Website www.SportsCommissions.org

Member Services News ...................................... 3-4

Staff Alan (Al) R. Kidd, President & CEO Elizabeth Young, Vice President Meagan Grau, Director of Member Services and Engagement Michelle Wessels, Meetings and Events Manager Madison Fante, Member Services Coordinator

NASC Awards Committee Accepting Entries ......................................................... 6 Registration and Housing Open for 2019 Symposium ............................................... 7-8 Bylaws & Branding .......................................................9

Board of Directors

Womenâ&#x20AC;&#x2122;s Summit ...................................................... 10

Officers Chair: Kindra Fry, CSEE, SMP, President/CEO, Bryan College Station Sports + Events Vice Chair/Chair-Elect: Janis Schmees Burke, CSEE, Chief Executive Officer, Harris County - Houston Sports Authority Treasurer: Michael Price, CSEE, Executive Director, Greater Lansing Sports Authority Secretary: Janis Ross, CSEE, Executive Director, Eugene Cascades & Coast Immediate Past Chair: Ralph Morton, Seattle Sports Commission

Directors Derek Bombeck, CSEE, Sales Development Manager, Lincoln CVB John David, CSEE, COO, USA BMX Josh Dill, CSEE, Director of Sports & Events, Visit Frisco Don Dukemineer, CSEE, Deputy Director of Sports Tourism, Foley Sports Tourism Matt Dunn, CSEE, Executive Director, Palm Coast and The Flagler Beaches Laura Gurreri, CSEE, Acting President, Sport York Jim Hilb, CSEE, Associated Premium Corporation William Knox, CSEE, Director, Grand Park Frank Lett, CSEE, Senior Associate Executive Director/Director of Sports Marketing, Visit Kingsport Matt Libber, VP Business Operations, Elite Tournaments Brent Nelson, Sr. VP of Business Development, Central Florida Sports Commission Kathy Nelson, President/CEO, Kansas City Sports Commission Ray Palmer, CSEE, President/CEO, Pensacola Sports Hank Pivarnik, CSEE, Director of Sports Sales, Hilton Worldwide Jennifer Stoll, CSEE, Executive Director, Greater Grand Junction Sports Commission Marissa Werner, CSEE, Senior Sports & Entertainment Manager, VISIT Milwaukee

Strategic Planning ..................................................... 11 What I learned as a First-Time Attendee at the 4S Summit ............................13-14 NASC And Destinations International Presents Event Impact Calculator .................. 15 DreamBikes: 2019 Sports Legacy Fund Beneficiary ........................................................ 15

LOOKING TO SHARE YOUR EXPERTISE? Information-sharing is a founding principle of the NASC, and the industry knowledge among the NASC membership lends itself to unprecedented expertise. The NASC encourages members to share information with your peers. Contact Meagan Grau, Director of Member Services and Engagement, at Meagan@SportsCommissions.org to learn more about how you can contribute to a future edition of the NASC Playbook. To include your news in the weekly Get in the Game eNews, send press releases and articles to info@sportscommissions.org.

www.SportsCommissions.org

Letter From President and CEO From The Clubhouse The 2018 Chief Executive Summit and 4S Summit are in the books. Thanks to our wonderful hosts in Houston and Cleveland for your tireless efforts to help make our fall events successful. Feedback on both events has been overwhelmingly positive. Staff and the event committees continue to deliver valuable content, both peer-to-peer and subject matter experts. Next up will be the Women’s Summit in collaboration with the NCAA and Beyond the Baseline at the NCAA Women’s Division I Final Four in Tampa, FL. Elizabeth Young and Michelle Wessels just returned from a site visit and are excited to deliver what will be a can’t miss event. Special thanks to Claire Lessinger and the Tampa Bay Sports Commission for providing great support locally. Sign up early as there is a limited amount of space available, and the event is expected to sell out.

Front Office Musings Event Impact Calculator The NASC is proud to collaborate with Destinations International on standardizing the way event impact is calculated across segments. Utilizing the Event Impact Calculator, a tool that is localized, comprehensive, and credible empowers sports destinations and planners to show the value of sports events in a quantifiable way. With more than 140 NASC members already utilizing DI’s sports module, we encourage all members to switch to this method of reporting. Members who previously utilized the NASC’s economic impact calculator will continue to have access to completed reports; however, the last day to utilize the calculator to generate any new reports or finish reports in progress is December 31, 2018.

Project Play Linda Logan and I recently attended the Annual Project Play event in Washington, DC. Project Play announced a significant toolbox of resources for youth, coaches, parents and local markets. The longitudinal value of this project has significant implications on the future of activity and sport. We want to support and collaborate where we can as they build upon their successes. I encourage you to go to their website and download the tools for use in your local market.

From The Research Team • For kids 6 - 12, these are the top five sports that increased participation year over year: o Ice Hockey, up 10% o Flag Football, up 9.9% o Track & Field, up 9.6% o Lacrosse, up 7.9% o Court volleyball, up 7.2% • And the top five decreased participation sports were: o Tackle football, down 11.8% o Outdoor soccer, down 9.5% o Swimming, down 5.7% o Tennis, down 5.5% o Bicycling, down 3.7% • According to Smith Travel Research - National hotel occupancy rose again in October to a national average of 70.7% - up 1.2% over 2017, ADR was up 4% to an average of $134.39 and RevPar up 5.2% to $95.02

Unique Factoids About Sports • NFL refs also receive Super Bowl rings • The volleyball ball originated from a basketball bladder • According to the Wall Street Journal, the actual running time of a MLB game is 17 minutes and 38 seconds • A jump ball after every basket in early basketball games took place until 1936 • In early football, an incomplete forward pass was a 15-yard penalty • Worse yet, if the incomplete pass was not touched by anyone, the defense took possession As we head into this holiday season and reflect on the tremendous amount of support we’ve received over the last year, I want to thank each and every one of our members who served on a committee, attended an event, or reached out to me to share their thoughts and ideas about how we can make your association better. Without you, there would be no NASC. We continue to work hard every day to EARN your support. If you have any ideas for additional programs or tools to help you in your daily job, please drop me a note. THINK BIG!

Al Kidd President & CEO National Association of Sports Commissions

Tom Farley’s passion for activity and sport engagement has methodically added support groups since their founding five years ago.

Sports Events and Tourism

Letter From the Chair Howdy from Aggieland! As we prepare for 2019, I want to be sure you add upcoming NASC events to your calendar. In addition to our annual Symposium, our smaller, more topic-specific events are wonderful ways to network with our peers and develop professionally. To help you see the value of attending these meetings, I thought I would share my own experiences at the Chief Executive Summit and 4S Summit this past fall. In September, I made my way to Houston to attend the second annual Chief Executive Summit. Just like last year, the lineup of speakers and topics was fantastic. From a discussion surrounding Title IX, to a dive into our Culture Index, to learning about safety from the FBI, this Summit was full of relevant information and takeaways. Jeff Luhnow, general manager and president of baseball operations of the Houston Astros, had a great message to offer during our lunch. He reminded us that, “You have to wear the wins and the losses with the team if you want to be taken seriously.” I left with plenty of things to share with our staff when I returned home as well as things to use as I grow and develop in my own role.

interested in taking on a leadership role, please submit a nomination to serve on the board of directors. Between now and Symposium, you will have opportunities to learn more about the bylaws and the branding. Join me in participating in those opportunities to continue to move the NASC in a positive direction for the future. And of course, don’t forget to register for the Women’s Summit and Symposium. Thank you for your membership in the NASC. Thank you for your dedication to making this association THE association for the sports events and tourism industry. As always, if you would like to visit with me or any board member, please do not hesitate to reach out. As we go into this holiday season, I wish you and yours the very best.

Kindra R. Fry, CSEE, SMP NASC Board Chairman President/CEO Bryan College Station Sports + Events

Then in October I headed to Cleveland for the 4S Summit and another fantastic opportunity to networking with my colleagues around the country. This year’s event featured more outside subject matter experts who brought a different perspective to strategy, sponsorship, sales, and services. No matter what session you attended, I know you learned something that you could use immediately. I certainly was able to come away with several ideas to incorporate into our strategy at Bryan College Station Sports + Events. Aside from the awesome education, one of the highlights was lunch on the last day. Those in attendance heard from the Bylaws Committee who shared updates on the progress they are making and updates on the changes they plan to present to the membership for approval. We also heard from the Branding Committee to discuss the process of how we got to where we are today with a rebrand in the future. And finally, we heard from the Srategic Planning Committee. They discussed key initiatives the NASC will be focusing on including partnerships and increased membership involvement. There will be more to come from this group in the future.

IN ILLINOIS

KEEP THE OOHS AND AAHS GOING AFTER THE BIG GAME. DISCOVER MORE THAN 1,200 VENUES for your next sporting event, surrounded by everything from water parks to world-class museums. An expert will help you plan every detail to ensure your team makes memories on and off the field.

As we enter a new year with new goals, encourage you to review the many ways you can get more engaged in 2019. To be regonized for your successes this past year or through tour your career, you can enter submissions for our annual member awards and Hall of Fame. If you are

www.SportsCommissions.org

FIND THE PERFECT VENUE AT SPORTSILLINOIS.COM

Member Services News We would like to thank all the organizations who have recently joined our growing list of members. Thank you for the privilege of serving you! Below is a listing of our newest members:

Renew Your Membership for 2019!

Destinations

• Barboursville Convention and Visitor’s Bureau • City of Chesterfield Parks, Recreation & Arts Department • City of Maricopa • Greater Boston Sports Partnership • Kerrville Convention & Visitors Bureau/Kerrville Sports Commission • Lake Placid Conference Center and Visitors Bureau

Membership Benefits

Rights Holders

Top Benefits Include:

• American Football Events Team USA • American FootGolf League • Kingpin Sportz • Mountain West Conference • National Horseshoe Pitchers Association • OhioBasketball.com • On Target Challenge Inc • Teammate Basketball • USA Jump Rope • USA Roller Sports

• Member Directory • Event Owner Directory • Career Center • Event RFP Database • Webinars • Industry Reports and Whitepapers • Member Mentoring • Special member pricing for NASC events • NASC Get in the Game eNews • NASC Playbook • Car rental discounts • Shipping discounts • SportsBusiness Journal discounted subscription

Vendors • KAC Sports & Events

2019 Event Calendar Women’s Summit

Continually providing meaningful benefits and relevant content to all our members and remaining the most essential resource for sports event professionals is our ongoing goal. Membership benefits are extended to your entire staff through your organization’s membership.

We aim to provide dedicated service to each and every member organization. Should you have questions at any time throughout the year, please contact the Member Services Department at info@sportscommissions.org or 513.281.3888.

April 3-5, 2019 | Tampa, FL

Sports Event Symposium May 6-9, 2019 | Knoxville, TN

4S Summit October 8-10, 2019 | Providence, RI

Chief Executive Summit November 5-6, 2019 | Louisville, KY

Sports Events and Tourism

Nominating Committee Seeks Industry Leaders to Serve On NASC Board Of Directors Continued growth and success of the NASC requires strong leadership from our dynamic members. Board members serve as representatives of the NASC’s 800 member organizations and help guide the future direction of the Association. The Nominating Committee is now accepting nominations. Self-nominations are recommended and encouraged. Learn more about the open positions and the basic responsibilities of the NASC Board of Directors at www.sportscommissions. org/About/Board-of-Directors/Nominations.

State of the Industry Survey We will conduct the annual State of the Industry Survey in January 2019. The primary contact at Active member organizations (destinations) will be contacted to participate in the survey. We appreciate your honest answers and transparency of your organization’s operations. We ask that each Active member organization complete the survey only once. We hope these findings will ultimately provide industry best practices and benchmarks for measuring success. All answers will remain anonymous and results will be used to develop the annual State of the Industry Report, which will be presented at the 27th annual NASC Sports Event Symposium in Knoxville, TN.

To be considered, nominations must be submitted online and received no later than January 31, 2019 at 11:59 p.m. PT. For more information, contact Ralph Morton, Nominating Committee Chair, at rmorton@seattlesports.org, or (206) 461-5819. You may also contact the NASC office at (513) 281-3888 or info@sportscommissions.org.

When you play here, you win. Host your tournament in Louisiana and you stand to leave with much more than a title. Memories made in our state-of-the-art sporting facilities—and in our restaurants, museums, music venues and more—are something our competition can’t touch. So come play in Louisiana. It’s a win-win. © 2018 Louisiana Department of Culture, Recreation & Tourism

LouisianaTravel.com/TeamLouisiana

www.SportsCommissions.org www.SportsCommissions.org

THE THRILL OF

VICTORY. 5

THE AGONY OF HAVING TO LEAVE.

Mobile, Alabama offers more for everyone to enjoy before, during, and after the competition. Find out why Mobile is right for your sports event when you call 251.725.1794, or visit www.MobileSportsAuthority.com.

GO ALL OUT. WE DO. Sports Events and Tourism

NASC Awards Committee Accepting Entries for Annual Member Awards To be considered, entries must be received by Friday, March 15, 2019 at 11:59 p.m. PT.

Organizational Award Categories Population size is defined as the metropolitan area which an Active member serves. • Sports Commission of the Year • Destination Branding & Marketing Campaign of the Year • Sports Tourism Organization of the Year • Locally Created Event of the Year • Event Marketing Campaign of the Year • Superior Service Award

Individual Award Categories Great people make a dramatic difference in the sports event and tourism industry. Exceptional leaders inspire others, set the pace for performance, and nurture success. The NASC seeks to recognize these outstanding leaders in the industry for our highest honors. • Sports Tourism Executive of the Year • Game Changer Award • Sports Event Organizer of the Year

Judging Policy An independent judging panel comprised of leaders in the sports events and tourism industry will critique award submissions based off a point system that has been determined by the awards committee. For more information, contact Kathy Nelson, knelson@sportkc.org or Derek Bombeck, dbombeck@lincoln.org, Awards Committee Chairs.

Hall of Fame The NASC Hall of Fame Committee was established in 2017 to honor those who played a vital role in the success and promotion of the NASC. The purpose of the Hall of Fame is to promote the professional management of the sports events and tourism industry as a whole by honoring those individuals who exemplified the values of the NASC in their careers and by acknowledging their legacies to provide guidance for future members of the NASC. Honor great talent and accomplishments of industry leaders in the sports events and tourism industry by submitting nominations for the 2019 class of the NASC Hall of Fame. To be considered, nominations must be received no later than January 31, 2019. For more information, contact NASC Hall of Fame Committee Chair, Mike Millay, at mike.millay@clancyssports.com or 407.341.8335.

www.SportsCommissions.org

Hosted by

Registration and Housing Open Now 27th NASC Symposium to be held in Knoxville, TN May 6-9,2019

Save $300 when you register before March 22, 2019! View registration rates sportscommissioins.org/symposium/registration and register online.

Schedule

WEDNESDAY, MAY 8

Subject to change.

SUNDAY, MAY 5 8:00 a.m. – 5:00 p.m. – 4:00 p.m. – 5:00 p.m. – 5:30 p.m. – 7:00 p.m. –

Registration/ Member Services 2018-2019 Board of Directors Meeting Board of Directors Reception (INVITATION ONLY)

MONDAY, MAY 6 7:00 a.m. – 1:00 p.m. – 8:00 a.m. – 5:00 p.m. – 8:00 a.m. – 5:00 p.m. – 2:00 p.m. – 5:00 p.m. – 6:00 p.m. 7:00 p.m. – 7:00 p.m. – 10:00 p.m. –

Golf Outing* Registration/ Member Services Exhibitor Move-In CSEE Course* New Member Networking Opening Party

TUESDAY, MAY 7 8:00 a.m. – 5:00 p.m. – Registration/ Member Services 9:00 a.m. – 10:45 a.m. – Opening General Session Breakfast 11:00 a.m. - Noon – Event Overview Appointments Noon – 1:30 p.m. – Lunch in Marketplace 1:45 p.m. – 2:45 p.m. – Education Sessions 3:00 p.m. – 5:00 p.m. – Appointments 5:00 p.m. – 6:30 p.m. – Sponsor, Exhibitor, and Event Owner Social (INVITATION ONLY) 7:00 p.m. – 9:00 p.m. – Women’s Basketball Hall of Fame Experience

8:00 a.m. – 5:00 p.m. – 9:00 a.m. – 10:00 a.m. – 10:15 a.m. – 11:15 a.m. – 11:30 a.m. – 1:30 p.m. – 1:45 p.m. – 2:45 p.m. – 3:00 p.m. – 5:00 p.m. – 5:00 p.m. – 11:00 p.m. –

Registration/ Member Services Town Hall: Association Rebranding Education Sessions Keynote Luncheon and Awards Presentation (Including HOF & CSEE) Education Sessions Appointments Open Evening

THURSDAY, MAY 9 8:00 a.m. – 5:00 p.m. - 8:00 a.m. – 9:00 a.m. – 9:00 a.m. – 10:30 a.m. – 10:45 a.m. – 11:45 a.m. – Noon – 1:30 p.m. – 1:45 p.m. – 2:45 p.m. – 3:00 p.m. – 5:00 p.m. – 5:00 p.m. – 8:00 p.m. – 7:00 p.m. – 10:00 p.m. –

Registration/ Member Services 2019-2020 Board of Directors Meeting Appointments Education Sessions Closing Luncheon Education Session/Overtime Appointments Exhibitor Move-Out Closing Party

*Additional fees apply

Important Dates Networking from beginning to end is a critical component of a successful Symposium. Start making your travel plans now!

Early Registration Deadline – March 22, 2019 Cut-off Date to Book Hotel Rooms – April 19, 2019 Meetingmax is the official housing reservation system for the 2019 Symposium. Reserve your room online at sportscommissions.org/symposium/hotel-travel.

Keynote Speakers

Education Sessions

Inky Johnson September 9, 2006. It started as a normal college football game in Neyland Stadium. If anything, the event was an afterthought, dropped into the schedule at the last minute. For Inky Johnson, though, the game changed everything. A routine tackle turned into a lifethreatening injury, and nothing has been normal for Inky ever since. Not with a paralyzed right arm. Not with daily pain. Not with constant physical challenges. His dream had always been to play professional sports. You might think his injury would have destroyed his motivation and crushed his spirit. But that’s only because you don’t know Inky.

LeeAnn Morgan Leanne’s style of comedy combines her southern charm and hilarious story telling about her own life into an act that keeps them coming back for more. As a stay-at-home, mother of three with a husband, people are always accusing her of spying on them because she seems to be living the same life that they do. The fact that everyone can relate to her comedy has made her a hit even among the strangest of audiences.

The education committee is seeking proposals for education sessions for the 2019 NASC Symposium. The NASC offers speakers a unique opportunity to share their expertise and best practices to sports events and tourism professionals. To submit a proposal or recommend a speaker, visit proposals. sportscommissions.org no later than February 1, 2019.

Marketplace Appointments The NASC Sports Marketplace is the longest-running reverse trade show in the sports events and tourism industry. Destinations, vendors, and event owners participate in appointments to cultivate meaningful relationships and produce measurable ROI. Educational opportunities and other activities are not scheduled during Marketplace hours, so exhibitors have the undivided attention of attendees.

Appointment Participation Deadline March 22, 2019 One-On-One Appointment Portal Opens March 27, 2019 One-On-One Appointment Portal Closes April 17, 2019 EO Appointment Portal Opens April 22, 2019 EO Appointment Portal Closes April 24, 2019 Appointment Schedules Distributed April 26, 2019

Sponsor Opportunities Contact Rebecca Myles at Rebecca@SportsCommissions.org

www.SportsCommissions.org

Update from Branding and Bylaws Committees In advance of the 2019 General Membership Meeting, members will have ample opportunities to provide input and review proposed bylaws changes and rebrand.

Bylaws:

Branding

Proposed bylaws amendments, broken into three separate and distinct categories, will be introduced in advance of the 2019 General Membership Meeting and voted on at the meeting.

Recommended rebranding and repositioning of the NASC will be distributed to members to review prior to the 2019 General Membership Meeting. Under the NASC’s current bylaws, the Board of Directors will vote to approve the rebrand of the association.

1. Operational a. Summary includes: Change in fiscal year dates, dues pricing and collection dates 2. Legal a. Summary includes: Changes in non-profit status according to North Carolina law (state of incorporation), rights of members, discipline matters 3. Business a. Summary includes: Purpose and mission of the organization, nomination For more information, contact Bylaws Committee Chairs, Ray Palmer, CSEE, President/CEO, Pensacola Sports at rpalmer@pensacolasports.org, or Pete Harvey, Director of Sports Development, Buffalo Niagara Sports Commission at harvey@buffalosportscommission.com.

Timeline of Activity January 2019 • NASC Board of Directors to review proposed bylaws and new brand, provide feedback for any final revisions.

February 2019 • Proposed bylaws and new brand be distributed via email to membership for review. • Discussion on bylaws and new brand during virtual town hall forums. • Feb. 12, 12 p.m. (ET) • Feb. 20, 3 p.m. (ET)

March 2019 • Discussion on bylaws and new brand during virtual town hall forums. • March 12, 12 p.m. (ET) • March 20, 3 p.m. (ET)

April 2019 • NASC Board of Directors votes on recommended rebrand.

May 2019 • NASC membership votes on proposed bylaws changes during 2019 Membership Meeting. • NASC Board of Directors announces rebrand (if approved). For more information, contact Branding Committee Chairs, Matt Dunn, CSEE, Executive Director, Palm Coast and the Flagler Beaches at mdunn@visitflagler.com, or Kathy Nelson, President/CEO, Kansas City Sports Commission at knelson@sportkc.org

Sports Events and Tourism

Sponsored by

Developed by top women leaders in the sports events and tourism industry, the Summit will inspire you to achieve your career goals. Successful speakers and enlightening sessions will guarantee to supply tools and give you the direction you need to reach new heights in your professional and personal life. This illuminating Summit is filled with several practical, idea-packed sessions. Between workshops, you’ll experience meaningful networking at its best. This winning combination delivers your money’s worth and more!

Registration & Housing

Topics

Fee: $499 *Participants will receive 2 credit hours towards their CSEE certification.

Topics subject to change

• Building Professional Allies • Breaking Down Barriers • Communication for Women • Overcoming Perfectionism • Personal Branding • Women Entrepreneurs

Crown Plaza Tampa-Westshore Single/Double room: $149 Cut-off date for the NASC room block is Monday, March 11, 2019.

www.SportsCommissions.org

Strategic Planning Thought Starters for 2019 Jackie Reau, CEO, Game Day Communications

As we look to turn the calendar over to a new year, it’s a good time to catch your breath and think about next year’s strategy. Strategy: a core tenant of NASC’s annual 4S Summit provides an opportunity to reflect upon the past year and plan ahead in a thoughtful manner. To learn more about the 4S Summit to be held October 8-10, 2019 in Providence, RI, visit sportscommissions.org/education/ 4s-summit. Here are five thought starters for consideration.

Evaluate 2018 11

Before you begin your planning, take a look back at 2018. Did you meet your budget goals? Did you grow your business? Did you add new customers and/or capabilities? Summarize your 2018 business activity under the following headers in bullet form: • Financial goals • Total economic impact • Community engagement (number of meetings with local officials, number of volunteer hours) • Social media insights • Earned media results (number of impressions and total value of media placements)

Plan Your Work, Work Your Plan Here’s a brief outline to follow for your 2019 strategic plan: • Objective (define your business objective in real numbers, i.e. number of events hosted, total economic impact, number of hotel rooms booked, number of volunteer hours logged) • Target Audiences (who are you intending to reach, i.e. event rights holders, local and state politicians and/or local hoteliers) • Key Messages (what information do your target audiences need to have to motivate them to help you or act upon your message) • Tactics & Timeline of Activity (tactics can be a number of initiatives from monthly emails to your target audiences, one-on-one meetings with politicians, press conferences, social media activity) • Plot out the tactics on a month-by-month basis so you can see the timeline of activity to complete the tasks • Budget (list all budget items that relate to your strategic plan so you can track them in one document) • Measurement (based on your objectives, outline your goals here so you can measure them monthly or at least quarterly)

Benchmark Your Competition NASC offers the opportunity to network with industry colleagues around the country. Take a look at the membership list and review five similar organization to your (small and large) and take a look at five rights holders to review any new initiatives where you may be able to partner. Keep this list and review their websites on a quarterly basis so you can spot trends to, perhaps, add to your strategic plan.

Sports Events and Tourism

Try One New Tactic to Test As you conduct your competitive analysis, keep tabs on new initiatives and/or ideas that your competition is doing. Think about how you might adapt the idea for your market. You might also register for free emails from innovative organizations to test ideas from other industries. A few good sources are: FastCompany.com’s daily email, INC.com’s daily email and SportTechie’s daily email. Set aside a small budget to execute this idea or ideas and make sure it’s trackable to add to your metrics.

Create a Dashboard for 2019 Once you have completed your plan, create an infographic dashboard that you can share internally with your colleagues and board members. Thanks to visual.ly.com, here is an example of how to create a visual dashboard to share your strategic plan’s results with key stakeholders.

www.SportsCommissions.org

What I Learned as an Industry Veteran, but First-Time Attendee at the NASC 4S Summit Bonny Bernat, CSEE, Senior Sports and Events Sales Manager

Although I have attended the NASC Market Segment Meetings in the past, I did not attend the inaugural 4S Summit in 2017.

Between the FOMO (fear of missing out) and the extremely positive feedback I received from industry peers, there wasn’t a chance I was going to miss out on year two. I wanted to personally experience what was making the 4S Summit different from the past Market Segment Meetings. And, as a longstanding mentor, it was important for me to share this experience with both new members to the Association and future first time attendees. From the moment I arrived onsite, familiar faces were surrounding me…in the hotel lobby, in the hotel restaurant, and even on the hotel elevators. Right off the bat, the sense of camaraderie was evident. To kick off the Summit, the attendees were treated to a reception at the Rock and Roll Hall of Fame. The red carpet was rolled out for us (thank you Cleveland!) and for two hours, we had full access to the seven floors of rock and roll memorabilia. All I can say is that two hours wasn’t nearly enough! Wednesday morning kicked off with enrollees of the CSEE (Certified Sports Event Executive) certification program headed to FirstEnergy Stadium to learn from Cleveland media and communications experts during the Elevating Your Media Relations Efforts session. Topics included Telling and Disseminating Your Story, Working With The Media At Any Size Market, and How The Pros Do It: Browns Media Relations.

Before jumping into an afternoon of learning, several mentors and nearly forty first-time attendees gathered over lunch; introductions were made, conversations were had and lots of questions were asked and answered. At our table alone, we had three mentors and the rest were individuals with varying degrees of experience and roles in the industry, but the one common element was that it was also their first-time attending the 4S Summit. Now came the reason we were all here, to engage in the 4S’s of sports events and tourism: Strategies, Services, Sales, and Sponsorships. Each of the sessions were standing room only as leaders in our industry spoke on the varying topics. Although my role is considered “sales”, I participated in sessions covering both Strategies and Sales during the Summit. Given more time in the schedule, I would have also liked to have experienced additional sessions in the Services and Sponsorships tracks. After an evening of socializing and taking in Cleveland, we were back at it Thursday morning. At breakfast, we were all updated on the NASC relationship with Destinations International and the integration of their economic impact calculator for sports. Sessions resumed, and the meeting rooms were abuzz with peers comparing notes and sharing content from the day before. Personal highlights for me on Thursday morning included Bidding Best Practices and Collaborative Partnerships. On the way to the airport that afternoon, I had a few minutes to reflect on some of the reoccurring messages that I picked up on throughout the Summit…Relationships, Trust, and “This is YOUR Association.” Whether it’s with your clients, stakeholders, community, co-workers and peers, relationships and trust apply to several aspects of our

Sports Events and Tourism

This is YOUR Association. industry and you can never work too hard to refine these fundamentals. The last message, “This is YOUR Association,” is always a great reminder that we get what we put in and the more you give, it will be returned to you tenfold. Lastly, I encourage everyone to attend the 4S Summit in the future; regardless of your years of experience or your role in the sport and events tourism industry, there were multiple takeaways and implementable action items in each session. But, don’t stop with the Summit, participate in as much of the programming that the NASC is offering as you can. Where else in the industry will your find your peers, clients and leaders giving of their time to develop content and programming that’s meant specifically for us. If you attended the 4S Summit this year, I hope you found it as insightful as I did. For those who didn’t attend, I am going to venture to guess that you will next year!

www.SportsCommissions.org