Event Management and Event Goals Flashcards

Definition and Scope of Event Management

  • Event management is defined as the process by which an event is planned, prepared, and produced.
  • It encompasses the assessment, definition, acquisition, allocation, direction, control, and analysis of all critical organizational resources to achieve specific objectives:
    • Time
    • Finances
    • People
    • Products
    • Services
    • Other operational resources
  • Event management provides a strong career path for individuals possessing:
    • Business and leadership skills.
    • A dedicated interest in sports.
    • Broad functional knowledge across diverse areas within the sport industry, including:
      • Customer service
      • Marketing
      • Ticketing
      • Budgeting
      • Facility and operational maintenance
      • Risk management

Strategic Motivations and Event Goals

  • Organizations establish sporting events for a variety of specific strategic and operational reasons:
    • Generating profit.
    • Promoting travel and tourism by establishing a destination location.
    • Driving economic impact for the host community or region.
    • Supporting charitable causes.
    • Creating awareness about a specific cause or topic.
    • Fostering community building and social cohesion.
    • Facilitating give-backs and goodwill (philanthropy).
    • Establishing and enhancing brand awareness.
    • Building and preserving tradition.
    • Providing recreational opportunities.

Framework for Goal Specificity

  • Effective goal setting requires high specificity and adherence to key criteria:
    • Action-Oriented: A goal must clearly identify a specific action or event that will take place.
    • Measurable Benefits: A goal and its corresponding outcomes must be quantifiable. Event managers must be able to specify the exact number of hours dedicated to a goal and what exact return or value will be obtained from it.
    • Obtainable: A goal must be realistic and achievable given the current availability of resources.
    • Realistic yet Challenging: Goals require realistic framing while pushing capabilities sufficiently to ensure operational success.
    • Time-Bound: A goal must explicitly state the exact time period in which it will be accomplished (e.g., stating "I'll achieve this goal in 22 months").
    • Flexibility: Defined goals serve as adaptable targets that can be modified as circumstances require.

Planning Variations Across Event Scales

  • Event planning requirements differ significantly based on operational scope, audience size, and strategic objectives.
  • Comparative Event Planning Scenarios:
    • Major Professional/Collegiate Fixtures vs. High School Events: Contrast in scale between managing an NFL matchup (e.g., Colts vs. Patriots) versus executing a local high school football game.
    • Elite Qualifying Competitions vs. Local Community Races: Contrast between high-stakes multi-venue trials (e.g., Olympic Trials) versus local community university runs (e.g., Chase Charlie Races).
  • Formulating Clear Event Purpose Statements and Goals:
    • Adult Triathlon:
      • Purpose Statement: Host an elite-level competitive triathlon that is operated under a recognized sanction with national rankings implications for the participants.
    • Community Cycling Event:
      • Purpose Statement: Provide a fun community bike ride while providing opportunities for personal connections.

Stakeholder Alignment and Strategic Framing

  • Prior to addressing specific operational and logistical concerns, sport managers must clearly define the event and establish its fundamental goals.
  • Defining explicit goals frames the overarching event-planning structure.
  • All relevant stakeholders must thoroughly understand and reach consensus on established goals.
  • Goal incongruence among stakeholders directly leads to:
    • Organizational conflict
    • Operational disruption
    • Loss of overall productivity

The PAPER Test Framework for Goal Setting

  • Goal setting requires a systematic thought process combined with careful consideration of stakeholder needs.
  • The PAPER Test serves as a strategic framework to guide event goal setting:
    • P – Promotion: What is the message?
    • A – Audience: Who is our target market?
    • P – Partnerships: Who are we collaborating with?
    • E – Environment: Where are we doing the event?
    • R – Revenue: How much are we going to make?

Longitudinal Case Study: Chase Charlie Event Historical Performance (20172017–20252025)

  • Comprehensive longitudinal performance data tracking registration, event sub-types, corporate sponsorships, grants, and net profits across sequential iterations ("Put your 'stamp' on the event!!"):

  • 20172017 Chase Charlie Event Metrics:

    • Total Registrants: 314314
    • 5K5\text{K} Race: 167167 total (133133 pre-registered, 3434 walk-ups)
    • Mile Mania: 1515 total (1111 pre-registered, 44 walk-ups)
    • Kiddie 100100: 7474 total (1414 pre-registered, 6060 walk-ups)
    • Virtual Race: 5858
    • Sponsorships:
      • $500\$500 from Brother's Bar & Grill
      • $500\$500 from SOK
    • Grants: $800\$800
    • Net Profit: $2,786.37\$2,786.37

  • 20182018 Chase Charlie Event Metrics:

    • Total Registration: 352352
    • 5K5\text{K} Race: 212212 total (167167 pre-registered, 4545 walk-ups)
    • Kiddie 100100: 112112 total (3131 pre-registered, 8181 walk-ups)
    • Virtual Race: 2828
    • Sponsorships / Donations Total: $2,150\$2,150
      • $250\$250 SOK (donation for volunteer shirts)
      • $200\$200 Sponsor Level: CrossFit White River, Silver Tree, BSU Rentals, Brothers, Varsity House, Meijer (In-kind), 55 Star Nutrition, Next Day Signs (In-kind), Preservation Associates, Geno's
    • Net Profit: $5,690.36\$5,690.36 (Homecoming integration helped offset expenses)

  • 20192019 Chase Charlie Event Metrics:

    • Total Registration: 350350
    • 5K5\text{K} Race: 170170 total (131131 pre-registered, 3939 walk-ups)
    • Kiddie 100100: 117117 total (2626 pre-registered, 9191 walk-ups)
    • Virtual Race: 6363
    • Sponsorships Total: $1,050\$1,050
      • $250\$250 Level: SOK Donation (In-kind)
      • $200\$200 Level: Meijer (In-kind), BSU Rental, PA Associations
      • $100\$100 Level: Brothers Bar & Grill, ATI Physical Therapy
    • Net Profit: $5,295.02\$5,295.02 (Homecoming integration helped offset expenses)

  • 20202020 Chase Charlie Event Metrics (Virtual Format):

    • Virtual Race Revenue: $3,255\$3,255
    • Virtual Race Total Registrations: 119119
    • Sponsorships Total: $950\$950
      • $250\$250 Level: SOK Donation (In-kind)
      • $100\$100 Level: University Village, Sigma Alpha Epsilon, Sigma Chi Epsilon Omega, Women's Soccer Club, First Merchants Bank, Village Promenade
      • $50\$50 Level: The Haven
    • Net Profit: $2,774.72\$2,774.72

  • 20212021 Chase Charlie Event Metrics:

    • Total Registration: 366366
    • 5K5\text{K} Race: 164164 total (142142 pre-registered, 2222 walk-ups)
    • Kiddie 100100: 183183 total (2222 pre-registered, 161161 walk-ups)
    • Virtual Race: 1919
    • Sponsorships Total: $1,508\$1,508
      • $250\$250 Level: SOK Donation (In-kind)
      • $200\$200 Level: Meijer (In-kind), Puerto Vallarta, Redhead Salon, BSU Rentals, Pita Pit, University Avenue Dental, 3D3\text{D} Company Inc., Suding Family Dentistry
      • $100\$100 Level: Rent BSU, ATO Fraternity, Tom's Underwater SCUBA
      • Direct Donation: $25\$25 from Rosenthall Orthodontics
    • Reimbursement: $642\$642 (Homecoming)
    • Net Profit: $5,786.38\$5,786.38 (Homecoming integration helped offset expenses)

  • 20222022 Chase Charlie Event Metrics:

    • Total Registration: 465465
    • 5K5\text{K} Race: 218218 total (183183 pre-registered, 3535 walk-ups)
    • Kiddie 100100: 216216 total (2222 pre-registered, 194194 walk-ups)
    • Virtual Race: 3131
    • Sponsorships Total: $2,950\$2,950
      • $250\$250 Level / Entries: SOK Donation (In-kind), Kirk's Bike Shop, NMW, Inc, F4545 – Training, Sparks, BSU Rentals, Aqua Systems, Insomnia Cookies, Concannon's, Edward Jones, Athletico
      • $200\$200 Level: Meijer (In-kind)
      • $100\$100 Level: Campus Rentals
      • Direct Donation: $100\$100 from Penske Entertainment
    • Net Profit: $8,324.62\$8,324.62 (Homecoming integration helped offset expenses)

  • 20232023 Chase Charlie Event Metrics:

    • Standard reporting framework established for registration, entry sub-types, corporate tier levels, and profit tracking.

  • 20242024 Chase Charlie Event Metrics:

    • Total Registration: 561561
    • 5K5\text{K} Race: 289289 total (237237 pre-registered, 5252 walk-ups)
    • Kiddie 100100: 228228 total (4949 pre-registered, 179179 walk-ups)
    • Virtual Race: 4444
    • Sponsorships Total: $4,650\$4,650 across 2323 total sponsors
      • $275\$275 Level: 1010 sponsors
      • $200\$200 Level: 66 sponsors
      • $100\$100 Level: 77 sponsors
      • Direct Donation: $100\$100 from Penske Entertainment
    • Net Profit: Expense structure supported by Homecoming integration

  • 20252025 Chase Charlie Event Metrics:

    • Total Registration: 479479
    • 5K5\text{K} Race: 301301 total (244244 pre-registered, 5757 walk-ups)
    • Kiddie 100100: 152152 total (2424 pre-registered, 128128 walk-ups)
    • Virtual Race: 2626
    • Sponsorships Total: $3,425\$3,425 across 2323 total sponsors
      • $275\$275 Level: 1010 sponsors
      • $200\$200 Level: 33 sponsors
      • $100\$100 Level: 1010 sponsors
    • Net Profit: $7,698.15\$7,698.15 (Homecoming integration helped offset expenses)

Fall 20262026 Event Goal Formulation

  • Develop quantifiable, realistic, time-bound goals for the Fall 20262026 Chase Charlie event.
  • Utilize historical longitudinal data (20172017–20252025) and the PAPER Test model to evaluate and set targets for:
    • Promotional strategy and core messaging.
    • Target audience reach and runner conversion rates.
    • Collaborative sponsor acquisition and partnership tiers.
    • Environmental, course, and venue planning.
    • Financial revenue and net profit expectations.