Chapter 5
Bidding and
Planning for
Different
Events
Chapter Objectives
1. Write a mission statement that articulates
the purpose of the event
2. Define and write SMART goals
3. Assess whether it is feasible to execute an
event
4. Explain the event bid process
5. Provide examples of the different types of
events
Executing Events
• Events by their very nature are not permanent.
– Occur at different times and in different locations
– May occur for different reasons
• One of the challenges of running events is that there
are many types of events, both sport and non-sport
related, that event managers and facility managers
might have to execute.
• The variety of events that an event or facility manager
may have to deal with is vast and can be challenging
if one is not prepared for the realities of the different
types of events.
Identifying Reasons for Creating,
Bidding for, or Hosting an Event
• Events are held for a variety of reasons.
• Some events are created to help a local economy,
generate buzz about a new product or sport, or deliver
benefits to sponsors/stakeholders.
• Events may be run in order to raise money for a
charity or philanthropic organization.
• Events may be created for the purpose of generating
revenue for the organization.
• There is the possibility that an event is created with
multiple goals in mind.
SMART Goals
• Specific stands for goals that are well
defined.
• Measurable goals provide enough detail so
the event manager may determine if the goal
was achieved.
• Attainable means the goals listed are
actually capable of being achieved.
• Relevant goals make sense given the event
that is being produced and resources
available to the organizing team.
• Time-based goals have a time limit placed
upon them.
Event Feasibility
• Event feasibility examines whether or not
the event can be executed at the desired level
given the resources at your disposal.
• Examining the feasibility will also help the
manager determine a budget for the event.
• A feasibility study refers to the analysis of
the potential event and assesses the strengths
and weaknesses of this event.
– When conducting a feasibility study, the
manager needs to hire the staff necessary
to complete the study, plan how the study
will be executed, implement the study,
write up the results, and distribute the
study.
The Bid Process
• A bid is a competitive process in which the objective
is to win the right to organize a specific sporting
event.
• Event owners, or rights holders, are the individuals or
governing body that control the event.
• The rights holders are the individuals or groups of
people who will ultimately make the decision as to
who has successfully won the bid (the right to
produce the event).
• Not all bid processes are the same.
Economic Impact
• Economic impact is the amount of new money entering
a region that can be attributed to a sporting event or
facility.
• The economic impacts of spending are composed of
direct, indirect, and induced effects.
– Direct effects of economic impact include the need
to meet the increased demand of visitors for goods
and services through actual dollars spent in the local
community.
– Indirect effects of economic impact refer to the
recirculation of the patrons' dollars that were
generated through the direct effects.
– Induced effects refer to the increase in
employment, employment opportunities, and
household income that result from the economic
activity from the direct and indirect effects.
Five Main Types of Events
•
•
•
•
•
Mega-events
Recurring events
Traveling events
Ancillary events
Community events
Types of Events: Mega-Events
• Mega-events are the most complicated type of event
to execute.
• Often require years of planning to implement and a
bid process to gain the rights to host the event.
• Often easily identifiable to the general public.
• Often a bid process involved in securing the rights to
present the event.
• Examples: the Olympic Games or the World Cup.
Types of Events: Recurring Events
• Happen on a regular basis.
• “Easiest” type of event to execute because they occur
consistently.
• Staff is able to understand all of the details of
executing the event.
• The benefit of recurring events is the event managers
know how much food to order for the concession
stand, the appropriate number of staff and volunteers
needed, the amount of security, timing of the event,
and where the signage should be place.
• Example: a Friday night football game at a high
school.
Types of Events: Traveling Events
• Occur on a regular basis, but in a different location
each year.
• The fact that the location varies year-to-year presents
a challenge.
• The individual or group of individuals who are
charged with executing the event are rarely the same.
• The organizers are able to contact the previous host
sites to identify what worked well for them, what they
would do differently, and what, if any, challenges
were present at the event.
• Example: A NCAA championship event.
Types of Events: Ancillary Events
• Occur in conjunction with another type of event.
• These events can require as much planning as another
type of event but the major difference is they are
paired with a larger event.
• These events can provide additional revenue for the
event organizers through ticket sales, merchandise,
additional opportunities to sell or increase the price of
sponsorships, and a way to involve different target
markets.
• Example: a Fan Fest at the Super Bowl.
Types of Events: Community
Events
• Smaller in scale and appeal to a specific geographical
region.
• Local YMCA’s or parks and recreation centers are
organizations that often hold community-sporting
events for the people who reside within the town.
• The event manager sometimes has the freedom to be
a little more creative or try different things because it
is not occurring on such a large scale.
• Example: A holiday 5K race.
Hosting Nonsporting Events in a
Sport Facility
• When you are in charge of a sport facility, there are
times when you may have to host nonsporting events
in your facility.
• These events could vary from a bridal show, a
concert, the circus, or a business meeting.
• Need adequate up-front planning to account for all
the details.
– Some of these details may include proper training
of the staff, bringing in additional equipment,
setting down false floors to cover the basketball
court, removing seats, hanging decorations, and so
forth.
Timelines for Events
• Timelines will help keep all of the employees on
track and ensure that all tasks are completed in
advance.
• Ensure each area is accounted for and nothing slips
through the cracks.
• Event timeline versus day of event timeline.