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HOSP1001: Orientation to the Hospitality Industry (Buckley): Sports/Entertainment/Events Management

Event Planning

  • "Event planning is the process of managing a project such as a meeting, convention, tradeshow,  ceremony, team building activity, party, or convention. Event planning includes budgeting, establishing timelines, selecting and reserving the event sites, acquiring permits, planning food, coordinating transportation, developing a theme, arranging for activities, selecting speakers and keynotes, arranging for equipment and facilities, managing risk, and developing contingency plans."


The Event Cycle

Before the event

Determine goals and objectives

  • What is your event’s purpose? Defining your why gives you direction for everything else you do, from choosing a ticketing partner to setting attendance and profit goals, to going after sponsorships and vendor partnerships.
  • Put together a working budget and price your event
  • If you’ve planned a specific event before, you can start with your budget from last year. If you’re putting on a new event, make educated guesses and use this event budget template to get started.

Set the date and venue

  • Pick two dates — one that’s best for all stakeholders involved and a second best for backup. You may need to be flexible to get your venue of choice. And be sure to comb through the venue contract before signing!
  • Start your search for speakers, sponsors, and performers.
  • Put together a list of your ideal speakers and sponsors. Solidify your ask (including the date, what your event offers, any costs or payments involved, and the format and length). And be sure to reach out well in advance, as the process will take longer than you think!

Visualize your sales lifecycle

  • Most events don’t sell out the moment tickets go on sale, which is why it’s important to map out your sales lifecycle. If you have it, you can start with sales from past events. Doing this can also help you determine if you need a website, or can direct traffic to your registration page, and what promotional channels you’ll be using to advertise.

During your event

Don’t lose track of paperwork.

  • From permits to licenses to contracts, many events require paperwork of some kind. Make sure all your legal ducks are in a row by doing your research early and keeping copies organized.

Make sure you have enough staff on hand

  • Consider logistics, such as how much time you’ll need to set up, how many staffers and volunteers you’ll need, and if you need signage to help people get to the right place. Having the right team in place can help you ensure things go as planned.

Give attendees a seamless experience

  • From RFID entry badges to event apps that help your attendees navigate and network, using event technology can also help you deliver an amazing experience and manage the chaos. Plus, mobile or RFID cashless payments at food stalls and merch booths can speed up lines considerably.

After your event

Poll your attendees

  • Send out post-event surveys to your event-goers that gauge their enjoyment of, and engagement with, your event. You can also ask for their suggestions or things they’d like to see you offer in the future.

Dive deeper into your conversions

  • Take a look at your ticketing or registration partner's reports to see when you sold the most tickets and how that correlated to your best performing marketing campaigns. That way, next event, you can tighten up your marketing budget spend and focus on the strongest channels.

Track your ROI

  • Using the information you’ve gathered, calculate your return on investment (ROI) and use it to compare your profitability year over year. The basic equation is: [(Total Sales Revenue – Total Cost of the Event) ÷ Total Cost of Event]  X 100 = ROI. 

Compare your results to your goals

  • Remember those goals you set during the pre-planning phase? Bring them out and compare actual results to what you had hoped to achieve. Then, explore areas where you fell short. Doing a post mortem of your event’s performance can help you pinpoint what needs to change.
  • For example, what worked and what didn’t work during your event promotions? Track metrics as each marketing campaign unfolds to fine tune as you go, such as your social media analytics and ticketing platform’s event dashboard.


What is Sports Management?

"Sport management involves any combination of skills related to planning, organizing, directing, controlling, budgeting, leading, and evaluating within the context of an organization or department whose primary product or service is related to sport or physical activity."


Sports Managers

Sport managers carry out these skills in a variety of organizational settings, for example: college sports; professional sports; amateur sports including the Olympics, sport marketing and management firms; sport communications and news media firms; corporate sponsorship and advertising firms; sporting goods firms; arenas, stadium, and civic centers; among many others. 


Sports Management

  • The most recent research on the economic impact of sport identifies it as a $213 billion-a-year industry, making it the sixth largest industry in the United States.
  • Besides traditional sports, the sports industry now involves new alternative, action, and extreme sports (skateboarding, boogie boarding, ice climbing, snow kayaking, etc) and new professional sports, especially for women. 
  • Growth in the number and variety of specialized sports facilities, an increase in sports tourism and adventure travel, the rapid progression of the globalization of sports, and the provision of sport related goods and services for diverse market segments, is contributing to the continued growth of the sports industry. 


Sports Management Careers

Since the sports industry is so large and diverse, a wide range of career opportunities exist in a wide range of organizational settings. Some examples of career opportunities for some of the management function areas in the sports industry include:

  • Administration
  • Communications/Media
  • Facilities & Events
  • Finance
  • Law
  • Marketing
  • Public Relations
  • Travel/Tourism


Types of Events

Anniversary Parties

  • Celebrate milestones in a couple's life together.

Award Ceremonies 

  • Great events to honor and motivate key staff or to acquire and retain customers. 

Birthday parties 

  • For both children and adults.


  • Popular and important business events, including academic, medical, and business conferences. 


  • Common business events in large companies, perfect to discuss operational and financial strategies.

Networking Events 

  • Personal marketing galas, such events are great opportunities for contact establishment and personal marketing.

Press Conferences 

  • Perfect business events to promote new products, launch marketing campaigns or to inform the shareholders and public about financial issues.


  • Educational events for the training of managers and employees.

Team Building Events 

  • A key to develop and motivate teams in companies and divisions.

Trade Shows 

  • Exhibitions where companies can present and demonstrate their latest products.


  • The most important days in the lives of brides, grooms and their families.


Event Careers

Catering Services Manager

  • Do you have a love for food? Then catering manager might be the right position for you. Whether you need to feed hundreds of people or design the perfect five-course meal for an intimate dinner, your job is important. You're essential to keeping guests and clients happy.
  • Most catering managers need a background in food preparation along with formal or innate skills in planning and problem-solving.

Donor or Sponsorship Coordinator

  • Many non-profits organizations rely on generous donors to keep their operations going. Donor coordinators help solicit these funds by throwing lunches, dinners, and other fundraising events. This is a fun way to encourage donations and thank past donors.
  • These professionals are often in charge of catering to the needs of important and well-off business people and community leaders. These guests are used to perfection.
  • That’s why a donor or sponsorship coordinator needs exceptional people skills, tenacity, and the ability to create meaningful relationships with sponsors.

Event Planner

  • Before the big day, planners choose and arrange all the logistics for food, décor, personnel, presenters, and technology to pull off a flawless event.
  • They might even handle large-scale events like trade shows or coordinate complex conference schedules for thousands of people.
  • During the event execution, planners are the go-to person for problem-solving every unforeseen change or obstacle.
  • It’s a fast-paced and intense job at times, but the feeling of accomplishment after a great event is priceless.

Event Space or Venue Managers

  • Event space or venue managers are experts on their own spaces. They know exactly how to execute a great event in their room. Whether it’s an arena, a concert hall, or a ballroom, they know how the layout, logistics, and ambiance will work for a variety of different events.
  • Venue managers often are also the sales and marketing managers for the space, helping to bring in new events and promote upcoming shows. They can sometimes function as event planners or help the event planner in charge execute the perfect event.

Marketing or Communications Manager

  • If you work for a mid-size company as a marketing or communications manager, you might be in charge of occasional promotional events and other experiential marketing. At the very least, your team will likely tas you with the event marketing.
  • It can be the best of both worlds to mostly work in marketing, but have the occasional event. This spices up the workload and see your promotions in action.

Social Media Coordinator

  • Social Media has influenced every industry, but perhaps the events industry as much as any. Social Media Coordinators work to promote events on social media to gain attendees and exposure for the event and the venue. They may create unique hashtags, do live feeds, design digital ad campaigns, and more.
  • Social media coordinators are integral to making the event a success. They’re also just as important during event execution to showcase the event in real-time. And as far as event planning careers go, it’ll give you more of a chance to interact with technology.

Staff or Volunteer Coordinator

  • A lot of events rely on temporary or volunteer help to succeed. A staff coordinator is in charge of all logistics related to the personnel on site for the event.
  • Be warned: It’s a tough job to train large sets of workers quickly and encourage productivity. Especially when your staff doesn’t have as much of a stake in the event going well.
  • Many times, volunteers or temporary staff lack the knowledge of the event’s inner workings. They’re unable to take initiative when problems arise. This means the volunteer coordinator needs to be able to think quickly and problem solve for unexpected issues as well.
  • But if you like to work with lots of new and different people, it could be a great role for you.

Wedding Planner

  • Weddings are a huge industry. When couples want to make sure their big day goes off without a hitch, they turn to wedding planners. These industry professionals know the ins and outs of every wedding topic from dresses and cakes to sound systems and marriage certificates.
  • During the planning phase, they help their clients make decisions that fit their expectations and budgets.
  • Once the wedding day arrives, they help take the pressure of the couple. They run interference on issues and decisions so newlyweds can just enjoy their special day.