NASC Playbook- December 2016

Winter 2016

Inside this issue: State of the Industry Survey Board Nominations 2016 Year in Review 2017 Symposium Preview Selling Your Destination 4 Reasons to Earn CSEE Trends to Watch

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

Telephone/Fax

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

Website

www.SportsCommissions.org

Staff

Don Schumacher, CSEE, Executive Director Lori Gamble, Associate Executive Director Elizabeth Young, Director of Membership & Marketing Meagan McCalla, Member Services Manager Jeff Rank, Member Services Manager Michelle Long, Event and Operations Intern Jen Beck, Marketing and Communications Intern

Board of Directors Officers

Ralph Morton, Executive Director, Seattle Sports Commission, Chair Mike Anderson, CSEE, Executive Director – Sport Tourism, Myrtle Beach Regional Sports Alliance, Vice Chair/Chair-Elect Kindra Fry, CSEE, SMP, Executive Director, Bryan College Station Sports + Events, Treasurer Janis Schmees Burke, CSEE, Chief Executive Officer, Harris County - Houston Sports Authority, Secretary Greg Ayers, CSEE, President & CEO, Discover Kalamazoo, Immediate Past Chair

Directors

Janna Clark, CSEE, Sports and Sales Director, Elizabethtown Sports Park John David, CSEE, Chief Operating Officer, USA BMX Matt Dunn, CSEE, Executive Director, Tourism Development, Palm Coast and the Flagler Beaches Roy Edmondson, CSEE, Vice President of Sports Business Development, Visit Anaheim Jason Gewirtz, Editor, SportsTravel Magazine Pete Harvey, CSEE, Director of Sports Development, Buffalo Niagara Sports Commission Brian Hickey, CSEE, CDME, Director of Sports, Tallahassee Sports Council William Knox, CSEE, Director, Grand Park Kathy Nelson, President/CEO, Kansas City Sports Commission Michael Price, CSEE, Executive Director, Greater Lansing Sports Authority Janis Ross, CSEE, Executive Director, Eugene, Cascades & Coast Sports Steve Schell, Sports Strategic Sales Executive, Experient Sports Glen Schorr, Executive Director, Orienteering USA Kris Smith, CSEE, Sales Manager, Event Development, Detroit Sports Benjamin Wilder, CSEE, Director, Savannah Sports Council Marc Zimmerman, CSEE, Sales & Events Manager, Central Florida’s Polk County Sports Marketing

Media & Public Relations Advisers Jackie Reau, Game Day Communications

Betsy Ross, Game Day Communications

www.SportsCommissions.org

TABLE OF CONTENTS Letter from the Executive Director.....................1 State of the Industry Survey.............................1 Board Nominations ..........................................1 2016 Year in Review .......................................2 Submit Your Entry for Member Awards ..............3 2017 Symposium Preview.............................5-7 Sports Legacy Fund ..........................................8 Selling Your Destination ................................. 10 4 Reasons to Earn CSEE .................................. 11 Trends to Watch ............................................ 12

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 Elizabeth Young, Director of Membership and Marketing, at elizabeth@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.

Letter from the Executive Director

STATE OF THE INDUSTRY SURVEY

As the NASC celebrates 25 years of service to our members, the NASC staff and board of directors thank you for your involvement and dedication to the growth of the ever-evolving sport tourism industry. As you begin another year with your association, I encourage you to take advantage of our resources designed to increase your awareness on current industry topics, help you build relationships with great people, and provide you with new tools to help you be successful in the sport tourism industry.

We have continued to expand our staff to deliver high quality programming and member services of our ever-growing membership. In the last decade, we’ve tripled the number of staff to 5 full-time employees and 2 full-time interns.

Should you have questions at any time throughout the year, please contact the Member Services Department at info@SportsCommissions.org or 513.281.3888.

We are privileged to have served the sport tourism industry for the last 25 years and can’t wait to see what the next 25 years have in store for our members!

One of the responsibilities the NASC has to you as your trade association is to publish industry data and research you can use throughout the year that you can’t find anywhere else. One such report is the annual state of the industry report for which our research partner, Ohio University is now collecting data.

The NASC state of the industry report provides members with a snapshot of the significant role sports play in the tourism industry.

In order to provide you with the most accurate data, it is critical to receive a statistically significant number of responses from destination member organizations. Surveys should take less than 15 minutes to complete.

Findings will be presented in Sacramento at the Symposium.

BoaRD NoMINaTIoNS Board service to the sport tourism industry’s association is vital for its continued success. Board members serve as representatives of the NASC’s nearly 800 member organizations and help develop strategy for your Association.

The NASC Nominating Committee is accepting nominations now. Self-nominations are recommended and encouraged.

Don Schumacher, CSEE Executive Director

Visit the NASC website to learn more about the open positions and the responsibilities of the NASC Board of Directors.

To be considered, nominations must be received no later than February 3, 2017 at 11:59 p.m. PT. Questions? Contact Greg Ayers, CSEE, Immediate Past Chair and Nominating Committee Chair at gayers@discoverkalamazoo.com

Annual Membership Benefits

The NASC continues to develop benefits and services to make your organization more efficient and effective in the sport tourism industry each year including: • • • • • • •

Online Directories Online Event RFP Database NASC Economic Impact Calculator Industry Research and Reports NASC Career Center Models and Samples CSEE Certification

• • • • • •

Best Practices Webinars Event Webinars Market Segment Meetings Sports Event Symposium Consulting Services Shipping Discounts, courtesy of PartnerShip®

• Car Rental and Airport Shuttle Discounts • Premium Item Discounts • SportsBusiness Journal subscription discount • SFIA Reports

#SportTourism 1

2016 Year in Review As the chart shows we had still another year of solid growth.

Our revenues and expenses reflected this growth, with the year expected to end with a positive balance. This pattern has been maintained for many years, and has enabled your association to build its reserves to the point where we are able to afford some extraordinary expenses, as will be detailed below.

FIVE YEAR MEMBERSHIP GROWTH

621

661

705

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785

2012 2013 2014 2015 2016 ORGANIZATIONS

SPORTS LEGACY FUND The NASC Sports Legacy Fund made its largest donation to date. Our generous members donated $27,000 to the Mary Free Bed Wheelchair and Adaptive Sports Program.

The funds were used to purchase seven new specially designed chairs for their nationally recognized wheelchair tennis program.

CSEE This year also saw release of the first online course in our Certified Sports Executive Program (CSEE). The course in strategic planning was produced by our partnership with Ohio University. The NASC also partnered with Ohio University on a live course in negotiating skills that was presented in Indianapolis in November. Our second online course, “Effective Selling in Sport Tourism” will be released through OU in January 2017. We are building toward the day when two live and two online courses will be offered each year.

Participant surveys for these new courses have produced uniformly excellent ratings. The NASC/OU partnership is expected to continue to build in value with every new offering.

SFIA REPORTS Also in 2016 we purchased a license to provide all members with free access to the Sports Fitness Industry Association’s Report on Sports Participation. This is the only annual report that charts sports participation rates by sport and ages. It is a must for anyone wanting to understand the market for amateur sports.

EXECUTIVE SEARCH A search is underway to identify the next executive director of the NASC. Schumacher has been the only executive director of the NASC. He was a charter member and has served in his current position since 1994. A search committee was formed consisting of the NASC executive committee, three members at large and a representative of a rights holder.

The committee selected a search firm, and it is anticipated the new executive director will be present in Sacramento at the NASC’s 25th Anniversary meeting.

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NASC Awards Committee Accepting Entries for Annual Member Awards The NASC Awards Committee is accepting entries to recognize the excellence of our members.

For the 2017 Member Awards, activities, events, marketing campaigns, web strategies, etc. must have occurred between January 1 and December 31, 2016.

Organizations and individuals interested in entering a submission are encouraged to notify the Awards Committee of their intent to submit by January 13, 2017.

Entries are due by February 3, 2017 at 11:59pm ET.

ORGANIZATIONAL AWARD CATEGORIES Population size is defined as the metropolitan area which an Active member serves.

Sports Commission of the Year • Population: Under 400,000 • Population: 400,000 and above Sport Tourism Organization of the Year • Population: Under 400,000 • Population: 400,000 and above Marketing Campaign of the Year • Population: Under 400,000 • Population: 400,000 and above Locally Created Event of the Year • Population: Under 400,000 • Population: 400,000 and above Superior Service Award – Allied member of the year

INDIVIDUAL AWARD CATEGORIES Great people make a dramatic difference in the sport 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. Staff at member organizations are eligible to apply for individual awards.

• Sport Tourism Executive of the Year – Sport Tourism Organization/Sports Commission CEO • Game Changer Award – Sport Tourism Organization/ Sports Commission staff member • Sports Event Organizer of the Year - Rights Holder staff member Judging Policy Organizational Awards: Each judging panel will be comprised of three individuals (one Awards Committee member and two NASC members at-large). Judges may not submit an entry for the category which they are judging.

Individual Awards: Each judging panel will be comprised of five Awards Committee members. Committee members may not submit an entry for individual awards.

About NASC Member Awards The annual NASC Member Awards recognize the outstanding achievements of our members and are presented at the NASC Sports Event Symposium each year. Member Awards are the highest honor an organization or individual in the sport tourism industry can receive as they are created and awarded by industry peers.

Visit the website to learn more about how being recognized by their industry’s national association has positively impacted their business.

Questions? Contact Janis Schmees Burke, CSEE, Awards Committee Chair, at jburke@houstonsports.org.

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FOLEY IS READY FOR YOU Bring it

Contact: Don Staley dstaley@cityoffoley.org Executive Director Sports 205-394-0700 Sports Tourism City of Foley, Alabama foleysportstourism.com Contact: Don Staley, Executive Director Sports • dstaley@cityoffol.org • (251) 923-3332 • FoleySportsTourism.com C O M P L E X FOLEY

During his keynote speech, sit back, relax, and enjoy storytelling at its finest including anecdotes about your favorite athletes.

Education Sessions The NASC Professional Education Committee, consisting of your peers, designs educational content to raise the level of professionalism and provide training that leads to career advancement in the field of sport tourism. Whether you’re looking for introductory learning or are searching for strategic approaches to current challenges, you’ll find education that’s right for you at the NASC Sports Event Symposium.

A variety of session types puts you in control of your own development with options for inspiration, peer learning, leadership development and in-depth exploration across a wide-range of subjects. You’ll be sure to keep your skill set fresh and competitive when you make education a priority at the Symposium.

2017 Symposium Preview Build relationships with hundreds of sport tourism professionals at the NASC Symposium in Sacramento, CA, March 27-30, 2017.

You’ll learn fresh ideas and successful strategies to increase your organization’s visibility in an ever-growing and increasingly competitive market.

The full schedule of education sessions will be announced in January. Below is a sneak peak of some of the sessions you can expect.

• Expanding Your Report Card from Economic Impact and Room Night Numbers • How to Attract Non-Traditional Sport Events and Competitions to Your Community • Keys to Achieving Economic Impact Through Event and Operational Excellence • Scoring Big Wins with Your Park District • Senior Fitness Boom

Visit the website to view registration rates, hotel information, and the complete schedule.

Keynote Luncheon Rick Reilly, Author and Writer Tuesday, March 28 – Noon – 1:30 p.m.

The New York Daily News called him “one of the funniest humans on the planet.” Publishers Weekly called him, “an indescribable amalgam of Dave Barry, Jim Murray, and Lewis Grizzard, with the timing of Jay Leno and the wit of Johnny Carson.” And he is this year’s keynote speaker.

Rick Reilly has been voted National Sportswriter of the Year 11 times and the author of 10 books. He is a front-page columnist for ESPN.com and delivers human-interest television features for ESPN’s Monday Night Countdown, opinion essays and features for ESPN’s golf coverage, and essays for SportsCenter, which he also occasionally anchors.

For two years, he was the host of ESPN’s Homecoming with Rick Reilly, a one-hour interview show which has featured Michael Phelps, John Elway and Magic Johnson, among many others.

Elite Sponsors

Host Sponsors

FOLEY

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#SportTourism 5

Business Development The NASC Sports Marketplace is the longest-running reverse trade show in the sport tourism industry. Destinations, vendors, and event owners participate in pre-scheduled appointments to cultivate meaningful relationships and produce measurable ROI. 10 hours are dedicated to appointments.

A majority of the time is dedicated to individual appointments (think speed dating).

These one-on-one appointments take place at event owner booths. Each appointment is 10 minutes with no travel time between appointments to maximize the number of appointments that can be scheduled. This is an opportunity to begin or continue more detailed conversations with key clients.

A 2 hour time block is set aside for event overview appointments on Wednesday, March 29 from 9:30 a.m. - 11:30 a.m.

Each event owner organization will be assigned to a round table during event overview appointments in a separate location from their booth. Event owners will make brief presentations about the requirements of hosting their events to a small group of destinations. This is an opportunity to learn more about event owners with whom you do not already have a working relationship.

Premier Sponsors

Requesting Appointments Important Dates Mid-January - Individual Appointment Portal Opens February 27 at Noon ET - Individual Appointment Portal Closes No more individual appointments can be scheduled after this date.

March 6 - Event Overview Appointment Portal Opens Confirmed individual appointments will be available at this time.

March 13 - Event Overview Appointment Portal Closes March 22 - Appointment Schedules Released

How does it work?

First registered attendees for all NASC member destinations, event owners, and vendor exhibitors may request, accept, decline and prioritize appointments in the NASC Sports Marketplace. Login to request appointments. Once logged in, go to My Account and select the tab labeled “Marketplace Appointments.�

Registration must be paid in full before destinations and vendors can access the appointment request portal.

Official Sponsors

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Hospitality Celebrate 25 years of industry growth with the sport tourism community at a number of exciting hospitality events throughout the week. Hospitality events include: CSEE Shindig Monday, March 27 – 3:30 p.m. – 5:00 p.m.

Unwind after a productive course on Leadership at the Hyatt Regency Pool. Open only to CSEE Spring 2017 Course participants.

New Member Networking Monday, March 27 – 5:30 p.m. – 7:00 p.m.

NASC members often say their closest industry friends are those whom they met the first time attending the Symposium. Be sure to stop by the New Member Networking Reception to meet the NASC staff, board, and mentoring committee. Enjoy a beverage with light appetizers and make a new friend (or several!) before exploring Sacramento.

Open only to first time attendees and new members.

Opening Party Tuesday, March 28 – 7:00 p.m. – 10:00 p.m.

Join your closest industry friends for an opening party experience like no other at the brand new Golden1 Center, home of the Sacramento Kings. From design to sustainability to connectivity to cuisine, the arena is a celebration of everything Sacramento does best.

Happy Hour Wednesday, March 29 – 5:00 p.m. – 6:00 p.m.

Happy Hour in the NASC Sports Marketplace serves as the meet up location for attendees before heading out for the open evening to experience all that Sacramento has to offer.

Happy Hour is your last chance to bid on auction items and win raffle prizes for the annual Sports Legacy fundraiser.

Closing Party Thursday, March 30 – 7:00 p.m. – 10:00 p.m.

In response to member feedback, the Symposium schedule now includes a closing party. Attendees will be showing off their dance moves to the tunes of Northern California’s #1 party band, Pop Fiction, at one of Sacramento’s coolest venues, Cafeteria 15L, and have one last chance to build relationships in an entertaining environment.

schedule subject to change

#LiveAmplified

From softball to aquatics, we’re sporting the facilities you need to make a winning event. Off the field there’s also Clearwater Beach, named #1 beach in the U.S. by Tripadvisor in 2016, and league leading arts and culture. Get your game on at

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Sponsored by

Sacramento Police Activities League named 2017 Sports Legacy Beneficiary The NASC Sports Legacy Committee recently selected the Sacramento Police Activities League (SacPAL) as the 2017 Sports Legacy Fund Beneficiary.

The Sacramento Police Activities League is a 501(c)(3) non-profit organization that strives to make a difference in the lives of at-risk youth in underserved communities.

Each of the programs has at least one Sacramento Police Officer who serves as a coach and/or mentor and helps foster positive relationships between law enforcement and the community.

Together, employees of Sacramento Police Department and members of the community volunteer their time to provide valuable opportunities, develop leadership skills and teach meaningful life lessons that prepare participants for a better, more successful future. Programs include boxing, football, mountain biking, rugby, skiing and snowboarding, yoga and fishing.

“We are excited to announce the selection of the Sacramento Police Activities League at the 2017 beneficiary,” said Pete Harvey, CSEE, NASC Sports Legacy Committee Chair.

“As we have learned in the selection process, SacPAL has proven to be an integral part of serving its community through sports, and I know our members once again will be generous in supporting our fundraising efforts to make a considerable impact for such a worthy cause.”

Each year, the NASC partners with the host city of the Symposium to donate the proceeds from the Sports Legacy Fund to a worthy organization in the host community.

Originally developed by the St. Petersburg/Clearwater Sports Commission as an equipment donation program, the Sports Legacy Fund enriches the lives of youth in Symposium host communities.

The 2016 beneficiary, Mary Free Bed Wheelchair and Adaptive Sports in Grand Rapids, received a $27,000 donation from NASC members through the Sports Legacy Fund. The Sports Legacy Committee’s Goal is for 2017 is to exceed last year’s donation.

Volunteers Needed!

Monday, March 27 7:00 a.m. – 10:00 a.m.

The Sports Legacy committee is finalizing the location for the community service project, which will once again be held in an underserved city park. To volunteer, add the service project when you register. If you’ve already registered and didn’t sign up, contact info@sportscommissions.org.

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Selling your destination

John Nadeau, Ph.D, Associate Professor and Director of the BSM Program Ohio University - College of Business, Department of Sport Administration of Business “Putting your best foot forward” is an old adage and, in sales, is an obvious nod towards maintaining the focus on strengths especially with a unique selling proposition.

Destination strengths typically include things to do (e.g. shopping, amusement parks) or things to see (e.g. city views, natural wonders) which are good to communicate but are not the complete story. There is much to consider when thinking about a place. While the natural and built environments shape a place image, the people and the society/community can also play a role. For instance, are the people likeable, friendly or honest? Are they good at designing, building or creating things? These characteristics and competencies shape the image of a place and influence the decision to visit.

Destinations are represented by complex images in people’s minds which are derived from many different sources and only some can be controlled or influenced by a Destination Marketing Office (DMO). It can be challenging enough to coordinate messaging among the various tourism stakeholders in a major city let alone independent voices

and experiences which shape people’s perceptions of a place.

Indeed, some of these image building sources outside of the control of the DMO can cause the most anxiety to a place marketer.

In one great example, Cleveland felt the force of an independent person influencing what people might think about the city as a comedian released a pair of humorous yet critical and unflattering videos of the great city. With over 8 million views for each video, these messages achieved impressive reach. However, the DMO’s messaging response was also good in two important ways. First, with the “We Never Followed Their Rules”, they turned negative perceptions into something positive. Specifically, they positioned the perceived grittiness of the city as a positive characteristic resulting in the appealing cultural products of rock music, food, drink and sports. Second, with “Changing the Cleveland Narrative” they directly countered independent and negative sources with a message delivered by tourists articulating their perceptions of the city and its’ people.

While the strengths and unique offerings of a destination (i.e. “your best foot”) definitely need to be communicated, one has to stand ready to defend against weaknesses. So, to be successful, you really have to have “both feet in” for selling your destination.

www.SportsCommissions.org 10 15

4 Reasons to Earn Your CSEE

Bonny Bernat, CSEE, Senior Sports & Events Sales Manager Visit Winston-Salem The NASC is the leader in the sport tourism industry when it comes to providing educational opportunities to its members. The Certified Sports Event Certification (CSEE) is the most recognized professional designation in our industry. The program, having been developed in 2002, has continued to evolve as the needs of the NASC members have changed. Sessions have focused on such topics as Media Relations, Hotel Contract Negotiations, Strategic Planning, Coordination of Volunteers, RFPs and the Bidding Process, and Social Media. Online courses were also recently launched to supplement the live courses.

As a sport tourism professional, I believe it’s important to continuously keep myself educated on what’s happening in our industry. My primary reasons for earning my CSEE include: 1. Knowledge - The world around us is constantly changing and it’s imperative that for us to do the best jobs we can, that we stay informed. CSEE courses provide us with another source of information, on a variety of topics, that we can then add to our own knowledge base.

2. Professionalism – When working with clients, I want them to know that I take our industry seriously and that by obtaining and maintaining my CSEE, I am staying current on issues that are important to them.

3. Investment – By completing my CSEE designation, both time and financial resources have been invested into my continuing education. In doing so, I am an asset to my employer, my community, and my customers. Because NASC is the provider of the CSEE program, as students, we are also investing back in our association.

4. Network – CSEE graduates provide a network of industry professionals with a mastery of knowledge and commitment to the sport tourism industry, which is vital to the success of our organizations.

Yes, the CSEE is a commitment of your time, but what you gain through the program is worth the investment.

Upcoming CSEE Courses

January 2017 – Online Course: Effective Selling in Sport Tourism March 2017 – Live Course: Leadership $400 per course

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We’ve got trails, beaches, arenas, fields and parks close to downtown. And we’ve got a city filled with award-winning restaurants, hotels, nightlife, a casino and museums.

Together, that means no matter who wins the event you host here, you’re still a hero.

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6097 / 5704 • VISIT Milwaukee • Meetings & Conventions/sports • NASC Playbook June 2016 • 7.5" x 5"

Top Trends to watch in 2017 The NASC staff communicates regularly with our membership to keep a pulse on what is happening in the industry. Here is what we are hearing from our members about the trends to watch in 2017.

Senior Fitness Boom

Because of obvious demographic trends, there is an increased emphasis in engaging seniors in sports events. The “ Senior Games Movement” captures that market in important ways.

Active seniors don’t utilize as much expensive health care and can contribute to the economy in positive ways.

Facility Development

Quality of life

More and more destinations are building new facilities or refurbishing out-dated ones. Although the “build it and they will come” attitude is popular, it is important for destinations to weigh not only opportunities to land sport tourism events but also to fulfill unmet local needs when making decisions about building new venues.

While it is the mission of most traditional sports commission to include emphasizing the value events bring to enhancing their citizens quality of life, more DMOs are beginning to move beyond room night calculations as the benchmark for the success of an event and incorporating quality of life factors as well.

Event Servicing

Non-traditional sports

Sales and service go hand-in-hand. As the most successful destinations know, the real work begins when the event has been awarded. In most cases, sports events require more hands-on servicing that a meeting or convention. It is more important than ever to set your destination apart from the competition by providing exceptional service. This will create an atmosphere for an unforgettable experience that will make event owners, athletes, and fans want to visit your destination again and again.

As the popularity of new markets like gaming competitions, robotics, and quidditch continues to increase, how is your destination positioning itself to diversify your portfolio?

Learning how to find non-traditional sports events to host and the infrastructure to host those awards events will be increasingly important to destinations looking to stay ahead of the curve.

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Because with world-class venues, gorgeous weather, award-winning beaches and attractions galore, it’s the perfect sports vacation destination. So consider planning your next event or vacation where every season is a great time to train, compete or just enjoy your favorite outdoor activity.

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PUTTING BIG TIME SPORTS IN SACRAMENTO USA TRACK & FIELD CHAMPIONSHIPS BASSMASTER ELITE SERIES AMGEN TOUR OF CALIFORNIA WORLD RUGBY PACIFIC NATIONS CUP NATIONAL JUNIOR OLYMPIC CHAMPIONSHIPS NCAA DIVISION I MEN’S BASKETBALL TOURNAMENT CIF STATE FOOTBALL AND BASKETBALL CHAMPIONSHIPS The Sacramento Sports Commission delivers the region’s premier sporting events from professional sports to national, state and regional championships to youth tournaments.

For more information on how to get into the game, visit www.sacsports.com

Joe Kovacs, Shot Put Champion