NASC Playbook - Summer 2018

NASC Playbook Summer 2018

Inside Record Attendance Set, New leadership Elected, and Award Winners Announced at 26th NASC Symposium in Minneapolis Upcoming Education Opportunities The Changing Face of Sports Media It’s Time for a Mid-Year Review of Your (4S) Strategy

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Sports Events and Tourism

National Headquarters

Contents

9916 Carver Road, Suite 100 Cincinnati, OH 45242 Telephone/Fax (513) 281-3888/(513) 281-1765

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

Website www.SportsCommissions.org

Call For Volunteers....................................................... 2

Staff

Member Service News .............................................. 3

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

Record Attendance Set, New leadership Elected, and Award Winners Announced at 26th NASC Symposium in Minneapolis ............................................................5-6

Board of Directors

Member Awards ........................................................ 7-9

Officers

Women’s Summit Recap ........................................ 11

Chair: Kindra Fry, CSEE, SMP, Executive Director, 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

Upcoming Education Opportunities .............. 12 The Changing Face of Sports Media ...... 13-14 It’s Time for a Mid-Year Review of Your (4S) Strategy ......................................... 15-16

Directors Derek Bombeck, CSEE, Sales Development Manager, Lincoln CVB John David, CSEE, COO, USA BMX Josh Dill, CSEE, Director of Sports & Events, Frisco CVB 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

www.SportsCommission.org

Letter From President and CEO Alan (Al) R. Kidd

2018 continues to fly by. The 26th Annual NASC Symposium, held in Minneapolis, was a success on many fronts and provided a forum for our leadership to listen to our members on a variety of subjects. We will be better because of those discussions and promise to continue our drive to be more inclusive for all our members. We work hard every day to provide additional and richer content, many of the ideas coming from listening to our members as I travel.

Event Chatter Our team is busy putting programming together for upcoming fall/spring events. As a reminder, here are those dates: Chief Executive Summit, Houston, TX September 18-19, 2018 4S Summit, Cleveland, OH October 23-25, 2018 Women’s Summit, Tampa, FL April 3 – 5, 2019

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The Chief Executive Summit will be a similar format to last years’ successful event and will include several outside speakers. The Chief Executive Summit is an invitation only event based on your role at your organization.

4S will focus on educational content in four topical areas that are critical to your daily work: strategy, sales, sponsorship and service.

The Women’s Summit will be going into its second year partnering with the NCAA at the Women’s Final Four.

CE Summit, Women’s Summit and 4S Summit attendees will earn 2 CSEE credits just by participating.

Registration will open and program content will be announced in the coming weeks and months.

New Partnerships Consolidation of our Economic Impact Calculator in partnership with Destination International is in the final stages with the goal of communizing reporting data. We have had the opportunity to work with the technology team on specific elements for inclusion and engaged in conversations on how best to include facilities in the evaluation. We are excited for this first step to what may become a multi-faceted working relationship with DI.

Research Tidbits From Our Annual State Of The Industry • Visitor spending topped $11.4 Billion • 37% of survey respondents own and operate their own events. Up 40% year over year.

• Stay to play ended its slide over the last two years and reported up by 55%.

• The average annual budget for survey respondents was $1.46 Million.

• 64% of the respondents reported paying bid fees down 15% from 2016.

• The average bid fee $85,823.

• 42% of respondents now offer wellness and youth-based programs.

Out Of Left Field • The NCAA report on college basketball was published and is available on their website. My quick take on the outcome – the solution will take collaboration from several organizations to produce the changes the report details.

Included will be the NBA, NBA Players Association, sports retail corporations and youth basketball groups. I am looking forward to following the progress.

• The Top 5 exercise activities in order of priority according to SFIA research are: walking, treadmill, free weights, running, and stationary bike.

• In a comprehensive State of the Event industry survey in 2018, the top 3 marketing tools are: 73% social media, 65.5% email and 59% website marketing. The top Social Media platform used by far is Facebook and Facebook live.

• Marriott and Starwood will consolidate their loyalty program in August 2018.

• According to Athletic Business, every state “except for California” has athletic trainer regulations and licensing.

• 59 teams in this year’s Men’s NCAA Basketball tournament were from the Eastern and Central time zones.

• The new version of the President’s Council on Physical Fitness (now the President’s Council on Sports, Fitness and Nutrition) has shifted their emphasis to team sports over movement and physical activity.

• 2017 Sponsorship spending went over $23B with a majority of the spend towards venues.

Sports Events and Tourism

Call For Volunteers Kindra Fry, CSEE, SMP, Executive Director, Bryan College Station Sports Events, Chair, NASC

YOUR association needs you! I am excited to invite all NASC members to volunteer on committees. I strongly encourage you to consider getting involved in one of the committee opportunities below. This is YOUR association and YOUR way of giving back to it. This year, the opportunities to serve are new and expanded, to allow you to really focus on what interests you most.

If you have never served on a committee before, you will find that this is a great way to give back to your association and build long-lasting relationships with peers in the industry.

Your talents, passion, leadership and input are critical to the NASC and it helps us to build effective, vibrant, inclusive and diverse committees.

To volunteer, complete a volunteer interest form no later than July 11. www.sportscommissions.org/about/ committees Here is how you can get involved: • Recommend educational content and programming and assist in developing CSEE courses • Enhance mentoring activities for new members and first time Symposium attendees • Encourage colleagues and peers to submit entries to be celebrated through awards • Fundraise for the NASC Sports Legacy Fund • Plan and develop Symposium, 4S Summit, Chief Executive Summit and Women’s Summit • Develop a more robust experience for rights holders Awards/Hall of Fame Committee The Awards Committee is responsible for developing award categories and criteria for the annual NASC Member Awards.

The committee will also assist with the Hall of Fame awards planning.

Education Committee The Education Committee assists with the development and implementation of annual educational programming including CSEE, online education and other educational opportunities.

Mentoring Committee The mentoring Committee cultivates relationships with new members to help guide them through their first year of membership. The committee is also responsible for planning and hosting first time attendee activities at the Symposium.

Pre-requisites: Committee members must have a minimum

of five years of industry experience and be actively involved in the NASC. Sports Legacy Committee The Sports Legacy Committee manages the Sports Legacy Fund. The committee establishes the criteria and eligibility requirements for beneficiaries of the fund and selects the beneficiary each year. The committee also coordinates all aspects of the annual fundraiser, including promotion, solicitation of donation items, equipment donations and ticket sales. Additionally, the committee coordinates a community service project for members at the Symposium and 4S Summit.

Symposium Committee The Symposium Committee assists in the planning and execution of the annual NASC Sports Event Symposium.

Committee members are required to join and fully participate in monthly committee calls, make recommendations about scheduling and hospitality functions, recruit event owners and promote the Symposium through word of mouth marketing to industry peers and colleagues.

4S Summit Committee The 4S Summit Committee assists in the planning and execution of the 4S Summit. Committee members are required to join and fully participate in monthly committee calls, make recommendations about scheduling and hospitality functions, recruit attendees and promote the 4S Summit through word of mouth marketing to industry peers and colleagues.

Chief Executive Summit Committee The Chief Executive Summit Committee assists in the planning and execution of the Chief Executive Summit.

Committee members are required to join and fully participate in monthly committee calls, make recommendations about scheduling and hospitality functions, recruit attendees and promote the Chief Executive Summit through word of mouth marketing to industry peers and colleagues.

Women’s Summit Committee The Women’s Summit Committee assists in the planning and execution of the Women’s Summit. Committee members are required to join and fully participate in monthly committee calls, make recommendations about scheduling and hospitality functions, recruit attendees and promote the Women’s Summit through word of mouth marketing to industry peers and colleagues.

Rights Holder Committee The Rights Holder Committee works with Rights Holders to assist planning education and events that meet their needs.

www.SportsCommission.org

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NASC Welcomes 3 New Staff Members We have welcomed three new team members to the NASC in the recent months; Meagan Grau, Madison Fante and Michelle Wessels.

Meagan was previously with the NASC from May 2012 to April 2017. In her new role as the Director of Member Services and Engagement, Grau is responsible for membership recruitment and retention as well as fulfillment of all member services, with the goal of increasing engagement of all members across all categories of membership. Meagan has extensive knowledge of the association and industry.

“While I was away from the industry, I truly missed all of the relationships I built with members. I am happy to be back and am ready to dive in!”

Call: 513.842.8307 Email: Meagan@SportsCommissions.org

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Madison Fante will support Grau as the Member Services Coordinator. With a degree from the University of Cincinnati in Organizational Leadership and experience in this realm, she will be a great asset in helping the NASC provide top notch services to all of our valued members. “I am excited to be part of the NASC and to use my customer service experience to continue the custom of providing a top-notch experience to our members.”

Call: 513.693.4809 Email: Madison@SportsCommissions.org Another previous employee to re-join the staff is our new Meetings and Events Coordinator, Michelle Wessels. Michelle worked as an events intern with the NASC from 2015 to 2017. When asked about re-joining the NASC staff Michelle said “I am excited to be back on the NASC team, and assist in the behind the scene logistics of hosting yearly events as well a taking ownership of the Sports Legacy Fund in hopes of helping raise money for an valued organization in our host city.”

Call: 513.842.8508 Email: Michelle@SportsCommissions.org

Great stuff for sports events planners #1

For print, digital, and face-to-face marketing solutions, there’s SportsEvents.

Sports Events and Tourism

Publi c Sport ation For s PlannEvents ers!

P.O. Box 2267, Gulf Shores, AL 36547 • 800.968.0712 www.SportsEventsMagazine.com info@sportseventsmagazine.com

www.TheRelationshipConference.com

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www.SportsCommissions.org www.SportsCommission.org

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Record Attendance Set, New leadership Elected, and Award Winners Announced at 26th NASC Symposium in Minneapolis Nearly 1,000 sports events and tourism professionals attended the 26th NASC Symposium, the annual meeting of the National Association of Sports Commissions (NASC), April 23-26 in Minneapolis. NASC members elected new leadership and participated in dozens of high-level education sessions. “The educational content was focused on key elements of effective strategies for sports event and tourism organizations, said NASC President & CEO, Al Kidd.

Our tracks, including event management, research, partnerships, and technology, provided attendees with insights on the latest trends and how they will impact their destinations and events.�

Board of Directors 5

Officers Chair: Kindra Fry, CSEE, SMP, Executive Director, 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

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

Hall of Fame:

Directors Derek Bombeck, CSEE, Sales Development Manager, Lincoln CVB John David, CSEE, COO, USA BMX Josh Dill, CSEE, Director of Sports & Events, Frisco CVB 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, Director of Sales, 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

Gary Alexander Gary has had a storied legacy in our industry with service to two National Governing Bodies (USOC & USA Gymnastics), a traditional sports commission (the Nashville Sports Council) and now as a consultant (with the Huddle Up Group). In addition, Gary has distinguished service to the National Association of Sports Commissions with engagement to its board of directors and committees, including serving as Chair of the NASC in 2012-2013.

Sports Events and Tourism

We have a saying here in Tennessee, “If you see a turtle on a fence post, you can be certain he didn’t get there by himself.”

I want to share this special recognition with all of the people who have helped me along the way during my sports career.

Without the guidance and support of many, this would not have been remotely possible. I am honored and humbled. Gary Karl Alexander

John Bisignano Throughout his 32-year career with Disney and ESPN Wide World of Sports Complex, as CEO of the Central Florida Sports Commission, and currently as President/CEO of Biz Sports, Bisignano has been instrumental in establishing Central Florida as a top sports travel and tourism destination.

As a champion in the sports tourism and travel marketplace, Bisignano continues to connect businesses, corporations and sports properties through his firm Biz Sports.

“It is a humbling honor to be named to the second class of NASC’s Hall of Fame,” said Bisignano. “The honor is even greater given that the other members of the Hall of Fame played key roles in the founding of NASC and the growth of the sports event industry.” - John Bisagnano

CSEE Graduates: Eric Archibald, CSEE Tiffany Benien, CSEE Chuck Brakes, CSEE Joshua Bricker, CSEE Lindsay Burns, CSEE Nathan Gaw, CSEE Travis Geiser, CSEE Natalie Harris, CSEE Amanda Heidecker, CSEE Leigh Hooten, CSEE JJ Kuerzi, CSEE Todd Lehrke, CSEE Corry Locke, CSEE Chris Massey, CSEE Lauren McNerney, CSEE Jeff Poole, CSEE Joshua Stephens, CSEE

Jordan Sutton, CSEE Todd Tucker, CSEE Ryan Vogt, CSEE Sean Walter, CSEE Ashleigh Bachert, CSEE Anthony Brenneman, CSEE Tina Brohlin, CSEE John Friebele, CSEE Josh Hicks, CSEE Brooks Hierstein, CSEE Mark Jeanneret, CSEE Bill Kelly, CSEE Lance Kettering, CSEE Tom Kinder, CSEE Parker Medley, CSEE Ryan Ritchie, CSEE Mike Robertson, CSEE

S H O W M E M I S S O U R I S P O R T S . C O M

MISSOURI’S GOT GAME MAKE YOUR NEXT EVENT A WINNER IN MISSOURI!

CILITIES EXCEPTIONAL FA CENTRAL LOCATION AFFORDABLE www.SportsCommission.org

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Member Awards For nearly two decades, NASC has celebrated the excellence of its members with annual NASC Member Awards, giving members an opportunity to share their success stories and be recognized for the wonderful accomplishments of their organization and staff. NASC Member Awards are the highest honor an organization or individual in the sport tourism industry can receive. Hear from this year’s winners below.

Organizational Award Winners Sports Commission of the Year Population: Under 500,000 Madison Area Sports Commission

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“We are humbled to be selected as Sports Commission of the Year among so many worthy peers. Our team prides itself on representing the Madison area through meaningful events, supporting our partners, and giving back to our community. Receiving this award validates those achievements and commitments, and we are thrilled to share this honor with the many community members who have supported our efforts.” - Jamie Patrick, Vice President, Madison Area Sports Commission

Sports Tourism Organization of the Year Population: Under 500,000 Rockford Area Convention & Visitors Bureau “On behalf of the Rockford Area CVB, we’re excited and humbled to be recognized again by our industry colleagues for such a prestigious honor. It’s a reflection of the hard work and support of our many local and national partners, customers and NASC colleagues who collectively push the sports events and tourism industry narrative forward each year. Most importantly, there is a responsibility that comes with this distinction—and we’re committed to keep doing our part to grow the industry in our community and beyond.”

– Nick Povalitis, Director of Sports Development, Rockford Area CVB

Population: 500,000 and above Louisville Sports Commission “There are sports commissions or similar organizations in cities throughout the U.S. that do an amazing job helping their respective communities participate in the $11.4 billion annual inbound sports travel industry. To be singled out as best in the country by a panel of our peers and industry experts is a tribute to our team’s hard work and dedication, and the support of our partners and volunteers.” Karl Schmitt, Jr., President & CEO, Louisville Sports Commission

Population: 500,000 and above Visit Anaheim Being recognized by our peers is one of the highest honors we feel in the industry. We are humbled to receive the award as it is a testament to the hard work Sports Anaheim has done over the past 3 years. Sports Anaheim is one of the newer members of NASC. We were tasked to make sports events and tourism industry a leading industry in Anaheim, one that would compete with the other markets that visit our destination. This award shows our community supports us and has a bright future.” - Anthony Brenneman, Sports Events Manager, Visit Anaheim

Sports Events and Tourism

Event Marketing Campaign of the Year Population: Under 500,000 Greater Cleveland Sports Commission “Greater Cleveland Sports Commission is honored to receive the 2017 Event Marketing Campaign of the Year for our NEOCycle event. This award is incredibly inspiring to our team, who dedicated a lot of time to creative thinking and strategizing to redefine this brand. We want to thank the tremendous support of our Cleveland community partners and applaud our fellow sports commissions as it’s honor to be among their ranks.” - David Gilbert, President and CEO, Greater Cleveland Sports Commission

work truly is setting Erie apart and showcasing all of its incredible assets on a national stage. I could not be more proud of our team for being presented with the National Destination Branding and Marketing Campaign of the Year award.” – Rob Sertz, Executive Director, Erie Sports Commission

Population: 500,000 and above Harris County - Houston Sports Authority “The Harris County – Houston Sports Authority is honored to have been recognized by the NASC for our marketing campaign around the 2018 Houston Sports Awards. It was the inaugural year for this now annual awards show, so naturally, the campaign played a pivotal role in launching the event. Internally we felt as if, and the metrics all pointed to success, but it’s always a great feeling to get that affirmation from our peers in the industry.” Chris Massey, Director of Events, Harris County-Houston Sports Authority

Population: 500,000 and above Seattle Sports Commission “The Seattle Sports Commission and Visit Seattle are proud to win the NASC’s Destination Branding & Marketing Campaign of the Year Award. Sponsoring a yacht in the Clipper Round the World race provides an authentic platform for connecting Seattle to the adventurous spirit of the sailors, as well as a year-round campaign that reaches countries all around the globe. Seattle is an international city with a deep maritime history, so this is a natural fit for our community and this award validates the effectiveness of our partnership with the race.” - Ralph Morton, Executive Director, Seattle Sports Commission

Locally Created Event of the Year Population: Under 500,000 Spokane Sports Commission

Destination Branding & Marketing Campaign of the Year Population: Under 500,000 Erie Sports Commission “It is an incredible honor to have been recognized by the NASC for our efforts in marketing and promoting Erie as a destination for sporting events and tourism. To be granted this prestigious honor by our peers only confirms that our

We are astonished everyday by Spokane’s active club sports scene that allow us to cultivate local events into highly anticipated tournaments with a regional or even national draw. We are proud to receive the NASC Locally Created Event of the Year for Spokane Sizzler Volleyball Tournament.

The creative spirit and popularity of Sizzler is because of Spokane’s passionate volleyball community. They work endless hours every year to put on a show-stopper.” - Ashley Blake, Director of Sports Development, Spokane Sports Commission

www.SportsCommission.org

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to our industry and the professionals who serve it. We view service in two contexts. First, we serve our clients in a professional manner, ensuring that we meet their expectations. Second, we believe that we have an obligation to serve the sports event industry. We want to see continued growth and development in event creation and production, enabling cities to reinforce important community initiatives.”

– Dale Neuburger, Director and Partner, TSE Consulting – North America

Individual Awards Sport Tourism Executive of the Year Population 500,000 and above

Kathy Nelson, Kansas City Sports Commission

Richmond Region Tourism

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“It’s a true honor to be recognized by NASC for ‘Locally Created Event of the Year.’ Richmond Region Tourism was proud to partner with Sportable, Richmond’s Paralympic Sports Club, and the National Wheelchair Basketball Association to host the 2018 NWBA Preseason NIT Presented by Carmax. This award is a testament to Sportable’s important role in our community and a win for the additional partners who made this event possible. The Richmond Region is a great host destination for all types of sporting events showcasing the talents of athletes with all abilities and we hope partner on more events like this in the future.” – J.C. Poma, Sports Development Manager, Richmond Region Tourism

“The NASC Member Awards offer an incredible opportunity to be celebrated on a national level. The awards program provides organizations and markets a platform to share their success stories, marketing efforts and strategies and other local accomplishments.

Personally, it is an honor to be recognized amongst my industry peers and friends.”

Game Changer Award

Superior Service Award

Holly Kesterson, Harris County - Houston Sports Authority

TSE Consulting -- North America “TSE Consulting is pleased and honored to receive the 2018 NASC Superior Service Award. An award from NASC is very meaningful to us because of its exemplary commitment

Sports Events and Tourism

“There’s nothing more humbling than receiving an award that your team nominated you for and that your peers selected you for. Though this award is very special to me, I truly could not be successful without the dedicated and talented people around me. I am truly grateful for my entire team.”

teamwork Naturally Made

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Successful tournaments and sporting events are right at home in The Natural State. With the perfect combination of fields and facilities, plus plenty to see and do when the games are over. Arkansas is where teams and families make winning memories. Find out more at Arkansas.com/sports. What will you make in Arkansas?

www.SportsCommission.org

NASC Women’s Summit The inaugural NASC Women’s Summit was based in Columbus, Ohio and developed by top women leaders in the sports events and tourism industry. It inspired women to achieve their career goals, while making mentors and friends in the industry.

NASC WOMEN'S SUMMIT

To learn more about the NASC’s Women’s The inaugural NASC Women’s Summit was based in Columbus, Ohio and Summit or to register for next year’s summit, developed by top women leaders in the sports events and tourism industry.

Visit www.sportscommissions.org/education/ It inspired women to achieve their career goals, while making mentors and womens-summit.

friends in the industry.

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PART I C I PAN T S R ECE IVE D

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DAY EVENT

PE RKS INCLU DE D

IN COLLA BORATIO N WITH

SIGNED BOOKS & C E LE B R ATO RY G I F T BAG S

CRED IT HOU R S

TOWARD CS E E

WIDE VARIETY OF OVER 10 SPEAKERS AND INDUSTRY LEADERS

Energy and enthusiasm is more than the personality of National Association of Sports Commissions, its' the behavior as well! Honored to share in conversation at

TOP - R AT E D SESSIONS

the initial meetings in Columbus about service with an

Keynote speaker Debbie Antonelli from ESPN

organization that understands creative solutions for

Education session “From Aggressive to Assertive: Tips for Effective Communication” presented by Dr. Heather Lawrence Benedict

all stakeholders in the Sports Industry!

DEBBIE ANTONELLI, ESPN

Small group sizes offered opportunities to develop relationships and share on a deeper level.

O F 2 0 1 8 PA RT I C I PA N T S

Discovered current best practices and learned from other professionals’ past experiences.

OF 2 0 1 8 PART I C I PANTS

SA I D T H E Y W I L L AT T EN D

SAID T H EY WOULD

N E XT Y E A R ’ S S U M M I T I F

R ECOMMEN D T H E S U M M IT

S C H E D U L E S A L LOW.

TO A F R I EN D .

TO LEARN MORE

Education, training and networking opportunities for female leaders.

ABOUT TH E NASC’S WOM EN’S SUM M IT O R

REGISTER Sports TO Events and TourismFOR NEXT YEAR’S SUM M IT,

Upcoming Education Summits Chief Executive Summit September 18-19, 2018, Houston, TX Open to a limited number of C-Suite attendees, the Chief Executive Summit will provide an up close and intimate perspective about the issues facing sports and recreation today and tomorrow. Attendees will be active participants in the day’s activities through not only Q&A sessions but group discussion.

4S Summit October 23-25, 2018, Cleveland, OH The 4S’s of sports events and tourism, strategies, services, sales, and sponsorships, will be covered during general sessions, small group discussions, and off-site excursions.

Takeaway key tools, resources, and best practices from your peers as well as experts in the sports events and tourism industry.

REGISTRATION FOR EACH: Member Rate: $499 Non-Member Rate: $699 Registration will open on July 1.

Participants will earn 2 credit hours toward CSEE certification or recertification.

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Experience...

The Wild Wild Wet in Lewisville, Texas

Dive In. Move Fast. Play to Win. Westside Aquatic Center

n Seating

for 1,200 spectators

n 75-meter competition pool

n 36 numbered lanes

n Two 1-meter and two 3-meter diving boards

Lewisville Lake Park

n 8

lighted soccer fields

n 10 lighted baseball/softball fields

n Golf, disc golf, cricket, fishing, boat ramps, and marinas

Hotels / Restaurants

Lone Star Toyota of Lewisville Railroad Park

n 8

lighted soccer fields

lighted football fields

n 4 lighted baseball fields

n Permanent concession buildings n 4

n 1800 rooms within minutes of sports venues

n Variety of dining choices for every appetite

www.SportsCommission.org

VisitLewisville.com

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The Changing Face of Sports Media

By Matt Cacciato, Executive in Residence and Director, Masters of Sports Administration Program, Ohio University

The past few years, and even the past few months, have brought about numerous changes in the media space that will impact the sports events and tourism industry as organizational media strategies evolve. The number of new sports media offerings, technologies, joint ventures and mergers (completed and/or pending) have been dizzying and difficult to keep score of... even for those who follow the action closely!

Therefore, it is worthwhile to highlight some of these happenings, and trends, to update you on key platforms in media. The biggest development is the industry’s move toward a direct to consumer model with enhanced viewer control over when, where and how they follow sports. The following sports media platforms all deliver significant impact on the sports ecosystem and share the concept of greater viewer control: • ESPN+: The launch of ESPN+: A long time coming this subscription based ($4.99 per month) direct to

consumer network offers a mix of sports from all the ESPN Networks via the re-designed ESPN App. The service debuted in late April and will provide significant revenues to a multitude of sports organizations at all levels with rights agreements and exposure for Soccer, Lacrosse, Grand Slam Tennis, Top Rank Boxing, eSports and smaller Division 1 Conferences (i.e., Ivy League, Sunbelt), just to name a few. There are more deals to come as variety and tonnage for ESPN+ is vital in order to attract as many viewers as possible.

• Facebook Live and Facebook Watch: Facebook is now a content company and sports are a driver for each and every company hoping to attract eyeballs. No different for Facebook, and the combination of offering user generated content via Facebook Live and acquired rights from pro leagues (i.e. MLB) will be huge for anyone looking to super-serve their loyal followers. Jason Pheister, VP & GM of Spectrum Sports in the Midwest (and Executive Board Member, Greater Columbus

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Sports Events and Tourism

Sports Commission) offered that “it’s a necessity to digitally market amateur sports content in order to supplement traditional cable channel viewing.” As an example, Spectrum offered extensive and simultaneous Facebook Live feeds of numerous regular season Ohio High School Football games airing on their Spectrum Sports Networks, and significantly improved their overall audience as a result (not just their paying cable subscribers who get Spectrum Sports exclusively).

• The Olympic Channel: Maybe some of you noticed that the IOC, USOC and Comcast combined to launch this new cable channel last July to little/no fanfare, then used it as part of their vast coverage of the 2018 Winter Olympics from Pyeongchang. The good news for US “Olympic Sports”, and host cities, going forward is that the partnership needs a lot of content so more premier competitions, festivals and trials will receive exposure.

However, The Olympic Channel has competition from a growing competitor.

• YouTube, Snapchat, Twitter, and Instagram: Along with Facebook, these massive social media platforms/ networks are critical elements of sports branding for the entire sports ecosystem (athletes, fans, networks, consumer goods, teams & leagues). I recently attended a major Division 1 University’s multi-media marketing luncheon that featured guest speakers from their football program, women’s basketball team, and the general athletic department. Each spends extensive time developing timely and consistent custom content on the platforms that best fit their respective teams.

Each varsity program averages 2.5 active social media “channels” based on their student-athletes, coaches and overall sports preferences. What impressed me most was the unrelenting focus of all these teams to meet their target audiences where they live; on digital media. By the way, the department has 15 staff members dedicated to social media and “digital assets”. I did say they were a major DI program, didn’t I?

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• FLO Sports: This subscription based ($19.99 per month... yep nineteen ninety nine!) direct to consumer online network has been around for a number of years but they now have 20 different dedicated networks for various amateur sports such as wrestling, track & field, swimming, cheerleading/spirit and even marching band. This is for the hardcore sport enthusiasts that drive so many local sport events - and they now have a new source of revenue and exposure. FLO Sports has a number of established and respected media investors who are committed to the space. Their focus and intent has created competition for the owners of The Olympic Channel, and leverage for non-professional sports organizations and other rights holders. The net result has been more money in the way of rights fees. While FLO sports is commercial free, it’s added exposure for event sponsors and cities.

• Twitch TV: This Amazon owned online network is a sports media phenomenon and allows eSports and digital gamers to stream their own content, some of which (Fortnite, League of Legends, Overwatch League) amasses significant concurrent viewing and interaction.

As professional eSports leagues grow (and they are, significantly!) the result is more events in more places, all of which have the access and ability to grow their audiences on Twitch.

• Regional Sports Networks: Finally, the announced and pending acquisition of Fox Sports’ 22 Regional Sports Networks by Disney/ESPN for $20 billion would be the single largest sports media deal ever. Kind of crazy that nobody is talking about it, but maybe that is because Comcast/NBC Universal will likely up the bid. The impact of this many regional sports networks changing hands will obviously get the attention of the US Department of Justice. But one thing is inevitable, this movement of critically important regional networks with have a significant impact on sports beyond MLB, NHL & NBA (no NFL regular season games on RSN’s).

This is just the starting point. There are so many more and not enough column inches here to continue. The growth of free and subscription based direct to consumer sports networks like Monumental Sports Network (DC based from Ted Leonsis, owner of the Capitals and Wizards), Stadium, (from Sinclair Broadcasting, Silver Chalice, PGA and other investors), and The Lacrosse Network/TLN (from Whistle Sports) will only fuel the growth of sports rights production at all levels. In turn, the exposure for all stakeholders increases and provides new, more cost-effective marketing vehicles to meet the needs of host cities, rights holders, and event organizers. One thing is for sure, the viewer and sports fan are in control, and regardless of audience size, their passion will drive our industry going forward.

www.SportsCommission.org

It’s Time for a Mid-Year Review of Your (4S) Strategy

By Jackie Reau, Game Day Communications

There were dozens of informative education sessions at the NASC Symposium a few months ago. Now is the time to review your notes and take a pulse check of your strategy as we reach the mid-year calendar milestone.

It’s also important to note the enormous (and growing) economic impact of the U.S. sports events and tourism industry (studied annually by the NASC and Ohio University), which now stands at $11.4 billion, a 37% increase over the last four years. Keep these stats in mind as you plan your strategy against metrics.

Here are a few thought starters to get you going on the process following the theme of the 4S Summit to review your strategy, services, sales and sponsorship.

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First, take a half-day and schedule yourself out of the office so you can have quiet time to think. Head to your favorite coffee shop, library or campus spot for inspiration.

Strategy Plan in Place: Dust off your 2018 strategic plan and update it based on your activity over the last six months. After you make the updates, draft an update to your board of directors and/or your stakeholders to share the updated plan and your progress to date. You might also indicate where you need their assistance in achieving the goals or the remainder of the year.

Need to Plan: If you need inspiration for your plan or a refresh to your current strategy, here is an outline to follow as a planning agenda that can lead to your overall plan: • Objective: Always tie these to the overall business objectives of your organization.

• Target Audiences: Who are you current clients as well as your prospect clients?

• Key Messages for Your Target Audiences: What do your current clients need from you to succeed and what do your prospective clients need to close the deal with you?

• Timeline of Activity: What is the time frame for you to complete the strategic plan using a month by month timeline to ensure progress?

• Budget: What is the revenue plan and what are the overall expenses?

• Measurement: How will you measure success of the plan tied to the overall objectives?

Think about adding a stretch goal too.

Another Thought: Create a War Room to plot out your strategy for future event bidding, event creation and/or new service capabilities. Select a space within your office where staff can see the ideas with a timeline of activity so it is always top of mind. As a resource, start with the NASC Event RFP Database to review those events in which you might want to host.

Services Plan in Place: Take a proactive approach with your clients who are hosting an upcoming event in your city. Review your calendar and set up calls with each over the next month or so. Start off by asking them how you can help them succeed, what are they worried about and has anything changed with their event plan. Take this information to your team to address each with a plan to address all items.

Need to Plan: Whether or not you have a full slate of events or projects for the remainder of the year, brainstorm six potential new clients. Once you have the list, reach out and schedule a 15-minute call or visit to learn about their 2019 and beyond plans and needs. This proactive initiative will show your strategic initiative and help your prospective new client in the same vein. Even if there isn’t a new business opportunity, reach out to the contacts each month to touch base with a quick email.

A Tried and True Idea: Plan an upcoming familiarization (FAM) trip for these new prospects to visit your city, facilities and attractions at the same time of a major sporting event in your city. Invite your key partners to join you and support the FAM trip from hoteliers, restaurants, attractions and events.

As you know, it’s important for the client to learn the vibe of your city or region.

Sales Plan in Place: First off, meet/review with your accounting team/accountant/your Quickbooks to determine where your sales goals are year to date. This review will give you a good sense of where to focus your sales efforts for the remainder of the year and which months need a boost.

Sports Events and Tourism

Need to Plan: As you are talking to current clients and listening to their needs, think about how you can offer new resources to them to earn new revenues for your organization. New resources may include but not limited to: on-site staffing, transportation services, and/or photography/ videography with live streaming from the event.

Another Thought: Think about developing a menu of services (similar to a restaurant) with pricing. Of course, the prices will vary based on the size and nature of the event but you can create a menu such as: Event staffing: Hourly rates begin at $20/hour.

Sponsorship Plan in Place: In all NASC surveys, sponsorship sales remain at an all-time high and opportunity for members. The key to success in selling sponsorships is creating mutual value with the organization

and the sponsor. Take the time to review your benefits package as you have sold to current clients,and determine how you can over deliver to enhance the relationship.

Need to Plan: If you are building a sponsorship plan, start with research now to understand the landscape of other events and current sponsors. There are many sponsorship resource platforms to consider for research and prospecting.

One such source is SponsorPitch, an online sponsorship platform providing news, intelligence and analytics to help professionals connect with sponsors and marketing partners.

I found SponsorPitch when I was working on the World Cup 2026 Bid for Cincinnati and found it to be very helpful. Check it out and see if it will help you with your sponsorship outreach.

I hope to see you at the 2018 4S Summit in Cleveland from October 23-25. Registration opens July 1 at sportscommissions.org/education/4s-summit.

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Let the games begin.

When considering a city to host your next game or tournament, consider Salt Lake. Salt Lake is an experienced, full service sports authority. Our community’s diverse venues enable us to host a variety of national level events – some of which are unique to Salt Lake as part of our Olympic legacy. And our services are award-winning. From developing dynamic bid packages to partnering with local clubs to executing powerful presentations, we rise above to win the business. Once selected, Visit Salt Lake

visitsaltlake.com

provides a full range of support services, including housing and registration.

Give Clay Partain a call today at 801.534.4923 7.5x5_VSL_NASC_Sports_Print-Ad_V2.indd 1

www.SportsCommission.org

4/12/18 3:36 PM

ROCKY MOUNT, NORTH CAROLINA: A DESTINATION FOR ALL Featuring the All-New

THE PREMIER NEW SPORTS DESTINATION

OPENING FALL 2018!

Visit Us Online to Learn More and Pre-Book Your Event

RockyMountEvents.com