NASC Playbook - March 2017

March 2017

Inside this issue: NASC Announces New Chief Executive Tips from the Mentoring Committee Sports Legacy Fund NASC Hall of Fame Inductees Sustainable Sports Case Study: Liberty University Athletics

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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 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

TABLE OF CONTENTS NASC Announces New Chief Executive ...............1 Member Services Update – TextUs ....................2 2021-2022 RFP ..............................................2 Call for Volunteers ..........................................4 3 Ways To Use Site Visits As Planning Tools to Ensure a Successful Event .............................5 How Organizations with Small Staffs Can Bid on and Host Sports Events ....................8 NASC HOF Inductees ........................................9 Sports Legacy Fund......................................... 11 Case Study: Liberty University Athletics .....13-14 The Green Path – Strategic Aspects to Begin Sustainability Efforts .......................15-16

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.

Jackie Reau, Game Day Communications

Betsy Ross, Game Day Communications

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NASC ANNOUNCES NEW CHIEF EXECUTIVE Alan Kidd, former president of the San Diego Sports Commission, has been appointed the new president and CEO of the National Association of Sports Commissions (NASC), succeeding Don Schumacher, who is relinquishing his title after 25 years as the only executive director the NASC has had.

A graduate of Euclid High School near Cleveland, Ohio, Kidd attended Bowling Green State University with majors in math and physical education. He taught in Ohio and in Utah before entering the advertising world. His career eventually led him to San Diego, with several positions in advertising and venture capital investing.

Al Kidd is the kind of leader that the NASC needs going forward.

And with his experience in the San Diego sports market, he’s shown he has the background to help organizations work together to promote and grow sports tourism.

– Don Schumacher, Executive Director, NASC

“The NASC Executive Search Committee was tasked with selecting a successor to industry legend Don Schumacher,” stated Ralph Morton, executive director of the Seattle Sports Commission and Chair of the NASC Board of Directors.

“After an extensive search, we are excited that Al Kidd has accepted the challenge of building on the success of the past 25 years and taking the association to new heights. He has deep ties in the sports commission world and the national contacts to help lead our membership into a very bright future.”

In 2003, Kidd helped with the financial turnaround of the San Diego Hall of Champions sports museum. As president of the San Diego Sports Commission, he led a merger effort to consolidate a number of non-profit sports organizations. Kidd is currently with BoldPointe Partners, a private equity firm specializing in middle market companies.

“I am honored to be selected by the NASC board of directors to build upon the legacy and body of work the NASC has performed as the recognized sports tourism leader by founder Don Schumacher,” said Kidd. “I look forward to coupling my experiences developing organizational strategy, marketing and new revenue in collaboration with the membership assets to create new and sustainable growth to propel the NASC for years to come. I will call upon my years of experience in the business, education, tourism and marketing industry, applying strong entrepreneurial methods, to bring new value and revenue to the NASC and its members.”

Kidd and his wife, Nancy, will be relocating to the Cincinnati area, and he will assume the position during the 2017 NASC Sports Event Symposium in Sacramento, CA. “Al Kidd is the kind of leader that the NASC needs going forward,” said Schumacher. “And with his experience in the San Diego sports market, he’s shown he has the background to help organizations work together to promote and grow sports tourism.”

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

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MEMBER SERVICES UPDATE Have a question about your membership? Need helping logging into the website? Want quick access to industry research? You can now text the member services department and receive a speedy response!

In March, the NASC added TextUs, a two-way texting platform, to increase member satisfaction and engagement.

Members who opt-in to the service will receive text messages about upcoming events and important deadlines. Members can also quickly text member services instead of calling or emailing.

To opt-in, be sure to update your communication preferences in your membership account.

2021-2022 NASC SYMPOSIUM RFP RELEASED We are excited to release our Request for Proposal (RFP) to partner and host the NASC Sports Event Symposium in 2021 or 2022. The Symposium is our signature event through which we deliver authentic education, business development and networking opportunities.

Contact Member Services via text: Elizabeth Young Director of Membership and Marketing 513.842.8509 Meagan McCalla Member Services Manager 513.842.8307 #thatwaseasy

Our annual meeting attracts hundreds of sport tourism professionals and industry partners who gather to exchange time, resources, strategies, solutions, and more. The Symposium features dozens of education sessions, countless networking opportunities, and business development appointments in the NASC Sports Marketplace, all to help our members produce measurable ROI for their organization, elevate their sports events, and improve the quality of life in their destinations.

View the RFP on the NASC website at www.sportscommissions.org/RFP. Copies of the RFP will be available at the 25th annual NASC Sports Event Symposium in Sacramento, CA. Questions regarding bid procedures and requirements should be directed to Lori Gamble, Associate Executive Director, at 513.842.8309 or Lori@SportsCommissions.org.

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CALL FOR VOLUNTEERS

Mike Anderson, CSEE Executive Director, Myrtle Beach Sports Tourism Chair-Elect, NASC I am excited to invite all members of the NASC to volunteer on committees. This is YOUR association, so I strongly encourage you to consider getting involved in one of these rewarding opportunities.

If you have never volunteered before, you will find that this is a great way to give back to your association and build close relationships with peers in the industry. Your talents, passion, leadership and input are crucial to the NASC and it helps us to build effective, vibrant, inclusive, and multicultural committees.

The NASC is driven by more than 100 committed members who volunteer their time and resources for the good of the organization. Participating on a committee allows you to contribute to the decision-making that positions the NASC as the most valuable resource available to sport tourism professionals.

Here is how you can get involved: • Refer industry colleagues to join the NASC and attend the Symposium • Recommend educational content and programming and develop CSEE courses • Enhance mentoring activities for new members and first time Symposium attendees • Serve on judging panels for the annual member awards • Fundraise for the NASC Sports Legacy Fund

Awards Committee The Awards Committee is responsible for developing award categories and criteria for the annual NASC Member Awards. The committee also serves as judges for the various categories.

Membership Committee The Membership Committee oversees membership retention and recruitment. The committee contacts inactive and cancelled members on behalf of the association to encourage them to renew. The committee also evaluates membership benefits and resources on an annual basis.

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 annual Symposium.

Pre-requisites: Committee members must have a minimum of five years of industry experience and be actively involved in the NASC.

Professional Education Committee The Professional Education Committee assists with the development and implementation annual educational programming including CSEE, Symposium education sessions, and best practices webinars. Committee members are required to join and fully participate in monthly committee calls and continually evaluate the NASC’s educational offerings.

Pre-requisites: Must be enrolled in the CSEE Program and must have taken at least three CSEE courses, two live and one online.

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, and ticket sales, as well as equipment donations. Additionally, the committee coordinates community service projects for members at the Symposium and Best Practices Meetings.

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.

Save the Date – 2017 Best Practices Meetings!

October 2-4, 2017 | Detroit, Michigan

More details will be announced in April.

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3 WAYS TO USE SITE VISITS AS PLANNING TOOLS TO ENSURE A SUCCESSFUL EVENT Rob Coggin, Director, League Operations National Collegiate Roller Hockey Association

Site visits are a very important tool for both event owners and sports commissions or DMOs, but they come in many shapes and sizes and even different purposes.

These purposes include: • FAM Tours: Familiarize an event owner with the facilities in a location • Site Visits: Nail down the functionality and logistics of a specific facility, either before or after a bid is awarded • Planning Visits: planning visits Finalize plans for the event after the bid is awarded

Let’s take a look at each one of these types of site visits in a little more detail.

FAM Tours

These site visits usually skim the surface, not going too in depth on any one facility or amenity, and are designed to show off assets in the local area and leave the event owner with a favorable impression. For event owners, this can be a valuable way to experience what a destination can offer at the beginning of the bid process, to see if there is or isn’t a fit with their event. In many cases, this is the next logical step after a ‘speed-dating’ session at the NASC Sports Event Symposium.

Site Visits

Once an event owner and the destination have developed a sense that they have a good match, a site visit to dig into the details is imperative. This can be done either before or after the bid is submitted, but must certainly be done before the bid is awarded.

The order of importance will vary depending on the type of event and the event owner, but the things that must be considered are the facility, hotels, local transportation, travel from the participants’ home towns to the destination, and dining and entertainment options for the participants before, during, and after the event.

Facility: The facility or location is usually paramount, and it is crucial to develop a positive working relationship with the ownership and or management that will carry itself through the planning stages and into the event itself. There are many different considerations, depending on the type of event, but commonalities include parking, entering and exiting the event, admission (whether paid or free), seating or viewing areas, amenities for the participants, locker rooms or changing and rest areas, concession, restrooms, signage, advertising, and many more. It is best to use this visit to anticipate anything that will impact or need to be addressed in the bid and decision making process.

Hotels: Hotels are another consideration that will vary by event type, but a very important one if the fans or participants will be staying one or more nights surrounding the event. Introducing event owners to hoteliers is very important because hoteliers are important stake holders in the industry, and taking the time to meet the local hoteliers will help build a strong partnership. Make sure that the hotels that are being used are in good condition, and in locations with places to eat and things to do nearby.

Proximity to the venue is often a major consideration by both participants and fans, as are things like number of people in a room, free breakfast, free parking, and free wireless.

Planning Visit

Once a bid is awarded, it is often wise to plan one or more follow up site visits to nail down particulars, such as signage and decorations, award ceremony locations, admissions, and any number of details. It is important to use this time to continue to develop a positive relationship with the staff and management of the venue, and anticipate as many potential issues as possible.

For event owners, there is always stress and anxiety in the days leading up to the event. However, properly utilizing site visits and developing relationships with the destination, venue management, and hoteliers can help take the worries away and create what everyone involved wants to see: a successful event.

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HOW ORGANIZATIONS WITH SMALL STAFFS CAN BID ON AND HOST SPORTS EVENTS Terra Alphonso, MBA, CMP Director of Sports Marketing & Development

In theory, you or I could submit a bid for any sporting event.

If you want to win a bid, and more importantly host an event, you must start by knowing your product (your local facilities, community and marketing plan) and developing strong relationships.

If you’re not already connected, it’s time to get connected within your community and within the NASC. Meet the management team and staff at each facility; get to know your community members and their interest in the sport(s) you are considering bidding on and build relationships with the event organizer(s).

5 Easy Steps for Organizations with Small Staffs to Bid On and Host Sports Events!

1. Dedicate time to research the sporting event.

Contact friends within the industry that have been hosts and have open, honest conversations with the organizer(s) to establish realistic expectations and to create a mutually beneficial plan. Knowing you and your team (staff, LOC, community partners and event organizers) are positioned to make the event successful takes precedence over bidding.

2. Develop a strong volunteer base. Assemble a team to help evaluate the event before bidding and determine the interest level of potential sponsors and volunteers.

3. Facilities, an LOC and your community’s goals are key ingredients to ensuring an event’s success. As the one part-time sports representative (for the first four of seven years with the Branson CVB) I relied heavily on strong relationships with our community partners, commitment from internal staff and staff at our local venues, volunteers from our sports committee and solid relationships with sports event organizers to ensure the success of the many events I have been fortunate to be part of. These relationships will always remain at the forefront of our potential success. Facilities and accommodations may not be available or sufficient for the event during the preferred date(s). Or, they may not be a fit for other reasons.

4. If your facilities are available, roles and responsibilities are defined and your teams are ready to support the event, submit a bid. Complete the application in its entirety (preferably) before the due date.

5. If you’re fortunate to win the bid, it’s time for the real work to begin. Get your teams together to start planning and promoting. You will wear multiple hats, have fun getting creative and remain flexible and adaptable.

As our sports department, has grown and the support from our now full-time event services coordinator (who has consistently worked like a full-time team member) and part-time sales manager are onboard, I’m excited about the many additional opportunities for our community within the world of sports. If you’re fortunate to have team members within your sports commission, or the sports department at your CVB, it’s also important to get to know their strengths and weaknesses and to outline a plan for your internal team’s success.

No matter how small or large your team is, at the end of the day, the successful bid and event depends on relationships and team work.

Go TEAM!

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NASC ANNOUNCES INAUGURAL HALL OF FAME CLASS The NASC recently announced its first class of inductees for the NASC Hall of Fame.

The mission of the NASC Hall of Fame is to promote the professional management of sporting events and the sport 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.

Those to be inducted into the Hall of Fame include, in alphabetical order: Hill Carrow Carrow is a founder of NASC and the North Carolina Sports Association as well as the founder of North Carolina Amateur Sports and its first executive director. He served as chair for the U.S. Figure Skating Championships in 2011 and 2015, US. Olympic Trials in Table Tennis in 2012 and 2016 and is a founder and CEO of USA Masters Games.

Kevin Gray Gray also was a founding member of NASC and was the first paid associate of the Greater Kansas City Sports Commission & Foundation. Over the 22 years leading the KC Sports Commission until he died in 2011 of cancer, the KC Sports Commission grew from one fulltime employee to 10 and now includes 14 employees. Since 1990, the KC Sports Commission has helped generate in excess of $700 million in estimated economic impact. He also was instrumental in helping secure the Kansas Speedway in 2000.

Jack Hughes, CSEE For 29 years, Hughes was the owner of Event Service and Organization Professionals (ESOP) and was a sports, festival, convention, and tourism consultant for cities and sports commissions throughout the United States.

His notable contributions were transferring the U.S. and North American Hot Air Balloon Championships to Baton Rouge; coordinating the U.S. Olympic Festival Torch Run relays in Louisiana, Texas, and North Carolina; and the World University Games Torch Run in New York. He was also the venue director for Archery and Cycling at the U.S. Paralympic games in Atlanta, GA and Executive Director with the Gainesville Sports Commission.

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Diane McGraw Diane was the executive director of the Philadelphia Sports Congress and also was the first full-time president of the Orlando Area Sports Commission, known today as the Central Florida Sports Commission. She was the first-ever President of the LA Sports and Entertainment Commission, and later went on to lead the Greater Louisville Sports Commission. Subsequently, she moved up to the state level and was the executive director of tourism and film for the Commonwealth of Pennsylvania. Diane was a founding member of the NASC and the first female chair. She presently is an active member of the NASC Leadership Council. Diane McGraw is the President of McGraw Productions, with offices in Philadelphia and Los Angeles.

Tim Schneider He became the first publisher to establish a magazine dedicated to the sports-event industry when he launched SportsTravel magazine in 1997. He also created the TEAMS Conference & Expo, which has established itself as one of the leading business development opportunities in the sports-event industry. He has served two terms on the board of directors for the NASC in its early years. He has also served a variety of roles in the travel industry, including past chairman of the Destination & Travel Foundation and board member for both DMAI and the U.S. Travel Association.

Don Schumacher, CSEE Schumacher is the only executive director the NASC has had. He was one of the group’s co-founders and has grown the association to nearly 800 member organizations. Before the NASC, he was president of Riverfront Coliseum (now U.S. Bank Arena) and successfully hosted the World Figure Skating Championships and the men’s NCAA Midwest Regional Finals. He also served as head of the Greater Cincinnati Sports & Events Commission, attracting the NCAA men’s basketball tournament, NCAA women’s basketball Final Four, the Frozen Four NCAA hockey championship, women’s gymnastics and major skating events.

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Sponsored by

SACRAMENTO POLICE ACTIVITIES LEAGUE NAMED 2017 SPORTS LEGACY 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.

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.

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.

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.

“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.”

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A VALUABLE PARTNERSHIP A college campus is an exciting place to be. Activities abound for young people outside the classroom as universities continue to invest in world-class facilities for sports and campus recreation.

Liberty University, located in Lynchburg, a scenic city in Central Virginia nestled in the Blue Ridge Mountains, has recently transformed its campus, devoting $200 million out of its $1 billion rebuilding project to build and expand facilities for its athletics and recreation programs.

“With 15,000 residential students, Liberty is like a city within a city,” said NASC member Ernest Carter, External Event Coordinator for Liberty Athletics. “Since 1971, our campus has come so far, and now our facilities are some of the best in the country.”

A $30 million indoor track complex opened in January. A $20 million indoor football practice facility is scheduled to open this fall, as well as a natatorium, with a 50-meter pool and separate 17-foot-deep diving well. Liberty offers one of the most varied campus recreation programs in the country, with a year-round skiing and snowboarding slope, ice center, equestrian center, paintball complex, and more.

It’s a partnership that is bringing people together — and seeing immediate results.

“It is because of Liberty University’s world-class athletics facilities, and their focus to bring more people to enjoy all that this city has to offer, that we are able to attract a wider variety of sporting events to Lynchburg,” said Sergei Troubetzkoy, Director of Tourism for LRCVB. “Because of this unique partnership, the City of Lynchburg gets to host sporting events we could have never hosted before.”

One of those events is the Virginia Commonwealth Games, the largest annual multi-sport festival to be held in Virginia.

In October 2015, Virginia Amateur Sports, the governing organization of the games, announced a five-year agreement with Liberty University and the City of Lynchburg to host “The Virginia Commonwealth Games presented by Liberty University.”

But Liberty students aren’t the only beneficiaries of these amenities. Carter said the university has made a concerted effort to open its doors to the community.

“We want to be a good neighbor,” he said. “We’ve stayed true to our mission to build community here, and a lot of that is about making our facilities available for public use.”

Liberty has a companion in its mission: the City of Lynchburg and its Lynchburg Regional Convention & Visitors Bureau (LRCVB). Because Lynchburg does not have a sports commission, the bureau works to connect event owners with the venue that best fits their needs. For the past three years, the bureau has formed a unique partnership with Liberty University Athletics to bring sporting events to the region.

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“We are so excited about this new partnership with Virginia Amateur Sports and the City of Lynchburg,” Liberty President Jerry Falwell said at the 2015 news conference announcing the move from Roanoke, Va., (where the games were held since 1990) to Lynchburg.

“We’ve spent the last decade building athletic and recreational facilities. We wanted to find a way to share these facilities with the local community, with the state and not keep them to ourselves … and thought this was the perfect opportunity to bring these games to Lynchburg, to share our facilities with the Commonwealth Games and with the general public.”

Last year was the first year for Liberty to host the games, which brought in a record 10,000 athletes, competing in over 55 Olympic and Pan-American sports, with most of the competitions held on Liberty’s campus.

“This was a significant accomplishment and a shining example of how strong the partnership exists between the city and the university as we worked together for the success of the event and the economic benefit of the community,” Troubetzkoy said.

Surveys show that about 90 percent of participants said they would be returning for the games, and 80 percent plan to make a return visit to Lynchburg — outside of this year’s games.

But the hard work of the city and university representatives has paid off in more than just a successful event.

As the partnership grew, so did more opportunities, including a winning proposal to host The State Games of America at Liberty in 2019.

Carter is excited about more growth as the university works directly with the city. He attends the NASC Sports Event Symposiums with Lisa Meriwether, Sales Manager for LRCVB. For more on how CVBs and universities can work together, look for the upcoming Case Study, “Teamwork in Motion: A Virginia university and a regional CVB are scoring wins together,” in your packet at the NASC Sports Event Symposium in Sacramento.

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THE GREEN PATH: STRATEGIC ASPECTS TO BEGIN SUSTAINABILITY EFFORTS Michael Pfahl, PhD, Ohio University

A group of football fans huddle around a small grill, brats and hot dogs pop and sizzle on it as each person talks up the chances of a win later in the day. A small child jumps up and down pointing excitedly at the largest foam finger she has ever seen as her dad reaches for his wallet and smiles with his wife. On the sidelines, a player pulls out a bottle of water from his bag as he finishes practice, drinks it down, and chats with the coach about the next game. A lone woman sweeps out a concourse in a stadium, catching dropped ketchup packets, game notes, and the sponsor’s coupon handed out at that night’s game. Each of these scenes, and thousands of others, are played out across the world of sport each day. What connects them all? Trash.

Energy. Fun. Responsibility.

From golf courses to major professional stadia and everything in between, sport, as a broad entity, has a significant impact on the natural environment. The past decade witnessed a growth in ways that personnel working in various levels of sport understand environmental issues and work to address them. A fundamental question that is asked at the start of these efforts is simple to understand, but

increasingly complicated to answer: what do we do to start to address our environmental impact? If personnel in a sport organization demonstrate the will to enact changes, then the ability becomes the next challenge.

Pathway to Green Action The first step to undertake strategic environmentally-related efforts is to understand that there is no single way to start.

A common rule of thumb is to begin where you can and to continue within your strategy, means, and abilities.

Sustainability efforts, by their nature, have no end point, only continuous development and attention, hence their strategic nature. Internalizing sustainability efforts means that sport organization personnel are committed to changing the way they operate.

Strategic Mindset With a commitment in place, strategic planning is critical to success. There are two levels of strategic planning that must take place in tandem. The first is to incorporate sustainability

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into the overall organizational strategic plan. It must become part of the discussions held about what an organization is and what it stands for as the International Olympic Committee did by making it a pillar of the Olympic Movement. Like the National Hockey League did by making it a macro and micro (i.e., team) strategic planning item.

An environmental mission or vision statement can help here, but the idea is that sustainability must be thought of as organizational DNA as important as any other current strategic consideration. Following this, different sub-areas within an overall organizational strategy will need to plan strategically with sustainability in mind (e.g., departmental strategy).

At all levels, goals, objectives, tactics, and measures of success must be developed (GOTM), communicated, and used if success is to be achieved. A simple example of this is that athletics department personnel who, when planning for their next 5-year plan, account for building maintenance issues (i.e., a first level strategic plan), they will incorporate sustainability efforts into the sub-levels (e.g., field maintenance plan, building refurbishment plan, marketing plan, development plan) (i.e., a second level strategic plan).

From this work, the various operational tactics (e.g., recycling program development, lighting issues) can be created. While recycling is a common, and visible, starting point for many sport organizations, there are many internal and external ways to start. Organizational personnel must work to understand these areas and prioritize their response

to environmental issues in each one in order to find a starting point that fits their situation.

Communication Counts As plans are developed, refined, implemented, and reviewed, it is imperative that communication among all relevant organizational units takes place. Later, as organizational capability grows, this communication will extend to stakeholders. Green teams are often developed from among key organizational units in order to oversee all green elements. These teams are fine, but individual organizational units must make certain they incorporate feedback mechanisms into their operations as well as with higher administration levels. Everyone must understand the sustainability efforts undertaken if they are to implement and support the efforts to their fullest extent. Sustainability is not a top down, or even bottom up, effort. Rather, it is a total organizational commitment to share information and to design work practices that maximize environmental concerns while attaining balance with organizational goals.

Resource Needs The areas noted above are important, but none can be activated unless resources of all types are committed to changing the way a sport organization operates. Less is written and discussed about this area than in the corporate social responsibility and facility or event actions that can be taken. This is often because finding financial resources, time within staff schedules, and many other factors are at work enabling and constraining actions. The strategic nature of sustainability means that resource issues must be included as strategy is developed (e.g., clear allocations of money, return on investment targets, transparent and accurate budgeting and data gathering).

In the end, sport organization personnel will undertake a transformative task; re-shaping their organization for the future. Following all the strategic planning and tactical implementation, the challenge remains that this work will never cease. As change takes place, more change occurs in the form of new needs, identified weaknesses, new regulations, etcetera. Making sustainability a strategic concern, as opposed to a marketing effort or goodwill generator, means that sport personnel can undertake, and maintain, a pathway towards improving their small part of the (sports) world.

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teamwork Naturally Made

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 or call 1-800-872-1259.

What will you make in Arkansas? come see us at the 2017 nasc sports event symposium, March 27-29 in sacramento, california.

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