Making Special Events A Success
When I worked for the Mighty Ducks of Anaheim, now known as the Anaheim Ducks, part of my responsibilities included overseeing the community relations team for the hockey club.
Recently, I spoke with a friend of mine who was planning a special event for her non profit group (non sports related) — you can see the background story at thesportscalendar blog . It made me think, how are these events valued, internally by a team and what can be done to help improve the results.
Here are a few brief thoughts that crossed my mind.
* Don’t just measure how much money was made. Also figure out if you are generating more interest in terms of attendance, exposure from media an other variables
* Are you meeting your overall business goals?
* Are you following up with participants post-event — this is easily done via a survey to find out what was good and what can be improved.
* Test new components or twists when doing the same event year over year
* Certainly check for conflicts with other events and which days of the week have events performed the best.
* Don’t settle that you must continue to do things the same way as they have been done in the past