Archive for the ‘Sports Marketing’ Category

NASC Signs Top Sponsors for Sports Event Symposium

November 12, 2014

Cincinnati (November 11, 2014) – The National Association of Sports Commissions welcomes its Elite and Diamond level sponsors for its upcoming Sports Event Symposium, to be held April 27-30 at the Wisconsin Center in Milwaukee.

Elite level sponsors who have signed on for the Symposium include the host, VISIT Milwaukee, as well as the West Michigan Sports Commission.

Signed Diamond level sponsors include Foley Sports Tourism Complex (Alabama) and TEAM Maryland.

Foley Sports Tourism Complex will sponsor the Keynote Luncheon, TEAM Maryland the Sports Marketplace Aisle Signage, VISIT Milwaukee the Welcome Reception, and West Michigan Sports Commission, the Closing Celebration.

Grand Rapids and the West Michigan Sports Commission will be the host for the 2016 NASC Sports Event Symposium, Monday, April 4 through Thursday, April 7 at DeVos Place, downtown Grand Rapids.

“We are grateful for the support that our Elite and Diamond level sponsors continue to show the Sports Event Symposium each year,” said Don Schumacher, executive director. “Without their help, the Symposium would not continue to be the premiere education and networking event for sports professionals.”

The NASC Sports Event Symposium is the annual meeting for the only not-for-profit association for the sports tourism industry. For more than 20 years, the Symposium has been designed for sports tourism professionals by sports tourism professionals.

Through a combination of industry-leading educational and business development opportunities, more than 800 Symposium attendees learn how to produce measurable ROI for their organization and advance their careers in the industry. To learn more about the Symposium and sponsorship opportunities, email or visit


For more information or an interview with NASC staff, please contact Jackie Reau/Betsy Ross at Game Day Communications, 513-929-4263.

More than 200 sports tourism professionals in attendance at NASC Market Segment Meetings and CSEE Fall Module Held in Conjunction with USOC Olympic Sportslink

October 2, 2014

More than 200 NASC members gathered in Chicago, IL for the NASC semi-annual meeting from September 22-23, 2014. Hosted in conjunction with the USOC’s Olympic SportsLink conference, programming for the semi-annual meeting included: CSEE Fall 2014 Module, NASC Market Segment Meetings, and NASC Board of Directors meeting.

Daniel Diermeier, Ph. D., from the University of Chicago, presented the four-hour CSEE module on Crisis Management to 126 NASC members.  It focused on the key issues in a crisis situation and managing the flow of information.  After a 90 minute keynote presentation, attendees participated in a team activity that thrust them into a real-life crisis issue that grew beyond personal safety to include emotional issues and competing points of view. The session ended with a mock media conference and debriefing.  At the conclusion of the module, nine participants earned their CSEE credential.

Fall 2014 CSEE Graduates

Laura Garratt, CSEE, San Mateo County/Silicon Valley Convention & Visitors Bureau
John Giantonio, CSEE, Casper Area Convention & Visitors Bureau
Pete Harvey, CSEE,  Buffalo Niagara Sports Commission
Nick Hope, CSEE,  Al J. Schneider Company
Gen Howard, CSEE, Louisville Convention & Visitors Bureau
Alison Huber, CSEE, Wisconsin Dells Visitor & Convention Bureau
Lisa Pacheco, CSEE, Sports Williamsburg
Matt Robinette, CSEE, Richmond Region Tourism
Marva Wells, CSEE, High Point Convention and Visitors Bureau

The most recent class of certified sports event executives joins an elite group of only 140 sports tourism industry professionals across the country who share the CSEE credential. The next module will be held Monday, April 27th in Milwaukee, WI in conjunction with the 23rd annual NASC Sports Event Symposium.

The NASC Market Segment Meetings, created in 2006 to offer destinations with similar market size and organizational structure a platform to share ideas, was led by professional facilitator Adrian Segar. Over two days, 178 NASC members participated in discussions on the hottest topics  including local organizing committees, hotels, sports services, marketing/sponsorships, the bid process and bid fees, industry trends, facilities & facility management, economic impact, and creating your own events.

Additionally, the NASC Sports Legacy Committee announced Running Rebels Community Organization as the 2015 beneficiary of the NASC Sports Legacy Fund and kicked off the annual fundraiser with a 50/50 Split the Pot Raffle, raising nearly $500. The Sports Legacy committee’s goal is to raise $20,000 through a variety of activities to take place over the next six months with an emphasis placed on the silent auction and raffle to be held at the upcoming NASC Symposium.  Learn more about Running Rebels or how you can help leave a legacy.

At the conclusion of the Market Segment Meetings, the NASC board of directors held their monthly meeting. The agenda included reviewing the summer board action items, hearing updates from the retained earnings and hall of fame ad-hoc committees, sharing ideas and input on the marketing of the association to event rights holders and reviewing the 2014 mid-year membership survey results.  The NASC Board of Directors meets on a monthly basis via conference call and three times a year face-to-face.  If you are interested in applying for the 2015-2016 NASC Board of Directors to help lead the industry’s only not-for-profit association visit

Current plans are to hold the 2015 NASC Market Segment Meetings in conjunction with the 2015 USOC SportsLink Conference. Dates and times for next year’s meetings will be announced in winter of 2015.

Prospecting in the NASC Sports Marketplace

August 18, 2014

Let’s talk for a few minutes about Sports Marketplaces. The NASC developed the first Sports Marketplace in the late nineties and since then it’s become an intricate part of the annual NASC Sports Event Symposium. And looking at the recent responses from our meeting in Oklahoma City, we can tell that your interest in the sports marketplace is as high as or higher than ever, and it turns out to be the number one reason why many of you attend the symposium and we understand that. One of the questions I would ask you though is to determine for yourself whether you’re prepared for the sports marketplace before you begin. And now we’re talking from the cities point of view, because one of the concerns, I personally have is, that many of you are relatively inexperienced in the industry are expecting to go to the Sports Event Marketplace and pick up business in 10 to 12 minutes, when you’re not even sure whether your destination can host the events you’re talking about. How do you fix that?

First, don’t go to a Sports Marketplace until you know the kinds of events you can host, and which age groups, and why. And if you don’t know that, you’re going to have to find somebody to help you determine what you can do before you talk to anybody. Because what happens is, a very simple prophecy is fulfilled if you don’t know whether you can handle the event or not, and you show the event owner in a sports marketplace appointment that that’s the case, what you’re doing is losing the business, rather than gaining the business.

What’s a proper approach to a sports marketplace appointment? Be prepared, be absolutely ready with what you can do and don’t take appointments with people who have events that you can’t handle. How do you find out where these events are? You go to the Rights Holder section of our database and you can find hundreds of event owners, and you can determine by sport which ones you ought to be talking to. And it makes common sense, to go ahead and do your homework before you go to the marketplace, at all.

Now, there has been some thought about restricting appointments at the marketplace to people who have been members and have attended the symposium for at least two years, and not have marketplace appointments with new people. That, of course, is not what we are going to do. Instead, I think you’re going to find the NASC to rely itself increasingly on Rapid RFP Review sessions; where an event rights holder meets with 10 or 12, or 15 of you at one time, “Here’s what we’ve got, this is what we’re looking for, go off do your homework. When you know you have it, get in touch with us, let’s talk then.” That’s a great way to do this. What is not a great way is to say to yourself before you arrive on-site for a sports marketplace series of appointments, is all I have to do to be successful in this business is to have a bunch of appointments, talk to a bunch of people, I’ll make friends and they’ll want to do business with me.” That’s not the way this business works, never has, never will, and it will be a waste of your time and a waste of the other event owners time, also.

I wish you well in all of your marketplace appointments, but I also, would wish preparation and the understanding that in 10 to 12 minutes you can lose a relationship faster than you can gain one. It is a terrific way to go back and say hi to old friends and acquaintances, and remind them that you are still interested in doing business with them. It is a terrible way to show people that you’re too new to know what’s going on.

Video blog: Don Schumacher, CSEE, Executive Director
National Association of Sports Commissions
513.281.3888     – 
Published  August 18, 2014

Caution: Social Media at Work

May 5, 2014

By now just about everyone has heard about, and weighed in on, the reported telephone conversation between, allegedly, Los Angeles Clipper owner Donald Sterling and his girlfriend. While the authenticity of the recording is still being debated, along with the punishment, if any, for the owner, this is not a post about bad owner behavior.

This is about social media.

Because this whole Sterling phone call, if it indeed was him, started with his objection to his girlfriend’s posting on Instagram. Ah yes, Instagram, where you can upload photos to the world. She apparently did so, and he didn’t like it.

Instagram is just the latest in a long line of social media channels that people, businesses, teams and athletes use to stay connected, get out information and ‘skip the middle man’ of media and preach directly to those who have deemed they are interested by ‘liking’ or ‘following’ your page. We follow celebrities on Twitter to get a sense of their lives, we ‘like’ a team on Facebook to get inside information and, often, ticket and event deals.

So yes, most of the time, social media is a good thing. Except when it isn’t.

We could fill this page, and more, of reports of athletes tweeting before they think about some issue, then immediately taking it down.

For example: Earlier this month the Dallas Mavericks were fined $25,000 by the NBA after public address announced Sean Heath sent off a series of three not-so-flattering tweets aimed at the refs who worked a Mavs vs. Warriors game.

For many organizations, especially those who are strapped for cash and personnel (like many sports corporations) it seems logical to bring in a college intern (since anyone under the age of 30 ‘gets’ social media) and entrust him or her to your most direct line of communication to your followers. Often, it works out fine. Sometimes it doesn’t.

Social media is never going to go away, and in fact it’s a marvelous tool for tight-budgeted organizations who want to communicate to their fans and followers directly. But your organization needs to do it responsibly and regularly.

A few tips:

1)      Create an editorial schedule of what you will post (when and by who).

2)      Decide what channel will communicate what information (you don’t have to use all social media platforms, just those that make sense for your audience).

3)      Make regular posts on your social media channels so fans become accustomed to your news feeds.

Yes, social media is, in large part, a great tool for all of us to use. But we must remember to use it wisely, and strategically, to impart information, burnish the brand and share messages directly to fans.

NASC Announces 2014 Member Award Winners

April 3, 2014

Kansas City award photoThe NASC Member Awards signify outstanding work in the areas of sports events, marketing and promotion. All entries were reviewed by a panel of peers in the association and judged based on the criteria listed for each category. Winners were then announced at the NASC Symposium in Oklahoma City, where more than 800 sports tourism professionals were in attendance.

Award winners include:

  • Inaugural Sports Event Professional of the Year award, Ron Radigonda, recently retired as head of the Amateur Softball Harris County Houston award photoAssociation/USA Softball
  • Locally Created Event of the Year, under $200,000 budget, Hampton Roads Sports Commission
  • Locally Created Event of the Year, $200,000 budget and above, Kansas City Sports Commission
  • Marketing Campaign of the Year, $200,00 budget and above, Round Rock CVB
  • Sports Commission of the Year, under $200,000 budget, Erie Sports Commission
  • Sports Commission of the Year, $200,000 budget and above, Harris County-Houston Sports Commission

For more information on the NASC Member Awards program, visit:

Grab Them at the Start, Leave Them Wanting More!

February 6, 2014

Whether you’re speaking to clients at trade shows, or presenting to your Board Members…. conducting meetings with your Hospitality Partners, or appearing before civic groups or Sports Event Owners… Each time you speak, you have the “one-time-only” chance to grab your listeners’ attention right from the start.

Unfortunately, many presenters miss this valuable opportunity: they begin in a predictable, boring way that the audience has heard many times before. They miss their chance to “hook” their listeners with their opening words.

Yet while starting out strong is critical, it’s not enough. Once you grab your listeners’ attention, how do you hold onto it? Research shows you must change the energy in the room every ten minutes. Otherwise, you lose your audience. Here’s the good news: you CAN maintain their attention throughout your entire talk, if you know how to use proven energy-changing techniques.

Now you come to the end of your presentation. Is it compelling? Memorable? DOES IT GET YOU WHAT YOU WANT? Most speakers end by thanking their audience and opening it up for final questions. This is a predictable way to end, and it fails to leave a lasting impression that inspires your listeners to action.

BEGINNING. MIDDLE. END. Key components of every presentation. In this session, you’ll learn to START in a way that surprises and delights; MAINTAIN YOUR AUDIENCE’S ATTENTION through energy-changing techniques; and END in a way that is memorable and achieves your desired results.
By using these tools and techniques, you’ll have more fun giving your presentation, and your audience will have more fun hearing it.  And, who knows? You might just become that speaker who is “back by popular demand” …again and again!
Candace BelAir is a Presentation Skills Expert who helps business and community leaders EXCEL in high-stakes communications. She has earned the highly-competitive designation of “Professional Speaker” from the National Speakers Association, and is an Emmy Award-winning journalist, formerly with CNN, Newsweek, United Stations Radio Network, and KIRO-TV (Seattle’s CBS affiliate). Her clients include Microsoft, Amazon, Starbucks, AOL and the Bill and Melinda Gates Foundation.

Deadline to Submit Entries For NASC Member Awards and Board Nominations is January 31st

January 30, 2014

As a reminder, all member awards entries and board nominations are due on Friday, January 31, 2014. Contact Elizabeth Chaney Young, Director of Membership and Marketing, with any questions about member awards or board nominations.

ImageMember Awards

The annual NASC Member Awards recognize the achievements of Active category members in the previous calendar year. For the 2014 Member Awards, activities, events, marketing campaigns, web strategies, etc. must have occurred in 2013.

Click on the each award category to view judging criteria and submission guidelines.

Entries must be received by Friday, January 31, 2014. Submit an Entry.

ImageCall for Nominations

The NASC Nominating Committee is in the process of nominating six (6) new board members for 2014-2015 term (four (4) Active member representatives, one (1) Allied member representative, and one (1) Rights Holder member representative).  The nominating committee is also in the process of nominating one (1) person who has served on the Board of Directors to serve as Secretary.

NASC Board of Directors Job Description

Nominating Committee Guidelines

Nominations must be received by Friday, January 31, 2014.   Complete nomination form.

Playing the Game of Social Media Marketing

January 21, 2014

Are you getting stressed out by the pressure to be using social media? Are you confused about what is worth doing in social media and how to do it right? Then it is time for you to take a breath and join Author and Social Media Expert; Doug Motel in Playing the Game of Social Media Marketing. Doug will show you how to market your business with the top social media platforms including Facebook, Twitter, Pinterest, YouTube and more. Some of the things you will take away from this webinar are:

-What social media is and what it isn’t. 
-Why social media platforms are vital for small businesses.
-Tips & tricks for effectively using each platform for your business.
-Strategies to avoid overload when using this stuff. 
-And much, much more. 

Learn how to more effectively use social media platforms to keep your customers engaged and satisfied, giving you more time to focus on what you love to do most in your business!

Time: Tuesday, January 28, 2014
Date: 2:00pm ET
Presenter: Doug Motel
Register Now!

Want more information on upcoming Best Practice and Event Webinars, check out our upcoming webinar schedule here.

Taxes: The Hidden Economic Impact of Sporting Events

January 6, 2014

Yes, it’s the first of the year, the time when we start thinking about our own personal taxes with April 15 lurking. But taxes are something that the world of sports thinks about all year round. From ticket taxes to taxes on contracts, it can mean the difference between a good year and a great year, and the difference between a star outfielder going to Texas, or New York.

First, the outfielder: Shin-Soo Choo, a free agent this past offseason, turned down a seven year, $140 million deal with the Yankees, then days later signed a seven year, $130 million contract with the Texas Rangers. Not that $10 million means that much when we’re talking about hundreds of millions of dollars, but why would someone sign for less money?

The short answer: taxes.

The Rangers’ $130 million deal is worth almost $17 million more, since Texas has no state income tax. In addition, the Rangers play a lot of road games in Seattle and Houston, where visiting players aren’t subject to a tax on their earnings. Less money for taxes, more money in Choo’s (and his agent’s) pocket.

In the NFL, being the host for a playoff game not only means home field advantage for the hosts, it also means an opportunity for extra revenue. Taxes on ticket and tourism spending can give a boost to the local economy and visitors’ bureaus as well. A year ago, when the Redskins and Ravens were both in the playoffs (what a difference a year makes!), Maryland enjoyed a double dose of post-season ticket sales and, it was estimated, a combined economic impact of between $20 million and $40 million.

“This is mostly disposable income or entertainment dollars that would have been used in some other way,” said Dennis Coates, an economics professor at the University of Maryland, Baltimore County. “It really represents a shifting of money in the economy, not new money.”

The tickets sold to these extra games means extra taxes to the local governments. For example, each Ravens ticket carries a 10 percent admissions and amusement tax. The Maryland Stadium Authority (MSA) receives 80 percent of that, with the remainder going to the city. The authority’s chief financial officer, David A. Raith, says MSA will get about $400,000 for each regular season game, but more for playoff games, because the ticket price is higher.

The city of Cincinnati and Hamilton County also see a financial boost from an NFL post-season game. A county ticket tax brings in 25 cents to Hamilton County for every ticket sold, which means if the Bengals’ Paul Brown Stadium sells out, the game generates more than $16,000. In addition, the city of Cincinnati collects about $49,000 from payroll taxes on each of the players’ salaries. (During the season, the salary tax is based on one-seventeenth of the player’s paycheck, but in the playoffs, it’s from the actual game check-in this case, $23,000 for each Bengal for winning the division, and $21,000 from each San Diego player for winning the wild card.

As for economic impact, the Sage Policy Group Inc. estimates the impact of a playoff game is around $20 million, on the belief that fans spend more to support a winning team, whether it’s on a hotel or pre-game meal, or a new jersey or shirt to commemorate the event. Also, more fans are more likely to come from out of town to go to a special game, like the NFL playoffs. The University of Cincinnati Economics Center estimates a Bengals home playoff game means an extra $14 million for the local economy.

For a regular season game, a study commissioned by the NFL Players Association in 2010 resulted in a $20 million impact per game. Perhaps more realistic is a University of Minnesota study showing an economic impact of about $9.1 million per Vikings game.

Earning home field advantage is something every team tries to earn. It, more often than not, pays off on the field, and in the local economy.


Jackie Reau

Game Day Communications

700 West Pete Rose Way

Cincinnati, Ohio 45203

Bowling for Dollars: Economic Impact Considerations for College Football Bowl Games

January 3, 2014

The outgoing president of Ball State University, Dr. Jo Ann Gora, once said that the only ones who make money from a bowl game is the host city. An economic impact study from last January’s Orange Bowl and BCS Championship games shows, that’s not too far from the truth, at least for the on-their-way-out BCS bowls.

According to a study by the Conventions Sports & Leisure International group shows that the 2012-2013 Orange Bowl Festival, which included the annual Orange Bowl game as well as the BCS Championship game, helped generate a $298.1 million economic impact for South Florida.

Perhaps more significant is that number is nearly 50 percent more than the economic impact generated the last time South Florida was the host for both the Orange Bowl and the BCS National Championship games, in 2008-09. It’s also close to the $333 million economic impact of the 2010 Super Bowl played at Sun Life Stadium, according to the South Florida Super Bowl Committee.

The study cited an improved economy as one reason for the jump in spending; another was the increased interest in the two teams involved in the BCS title game in 2013, Alabama and Notre Dame.

The study breaks down the economic impact with Orange Bowl events generating $127 million in new direct spending, $224 million in total new economic output, $4.9 million in new taxes and creating approximately 2,400 new full and part-time jobs that generated $81.4 million in personal earnings. The total economic impact figure includes $74.1 million in media exposure value for South Florida.

That’s what one of the BCS bowls can mean to a community, but what about some of the lower tiered post-season college games? They can impact a city’s bottom line, as well. For example, the Las Vegas Bowl, played just before Christmas at UNLV’s stadium, brings in around 37,000 fans who generate some $18 million in non-gaming economic impact during one of the quietest tourist weeks of the year on The Strip.

And look at the finances surrounding the Heart of Dallas bowl January 1 at the Cotton Bowl pitting UNLV against North Texas. UNLV expects to receive $600,000 from its conference for participating in the game but is responsible for selling $400,000 in tickets (5,333 tickets at $75 apiece). That leaves $200,000 for the expense of sending the team and university officials to Dallas for the game. But it’s been 13 years since UNLV has been in a bowl game, and despite the financial challenges, UNLV Athletic Director Tina Kunzer-Murphy said she never considered turning down the bid.

“It’s a national network and we’re going to be the first game out,” Kunzer-Murphy said. “It’s going to be a three-hour advertisement for the university, and that’s priceless.”

For the Dallas area, the bowl game has its own payday. This bowl game, run as a not-for-profit, brings in just under $20 million in economic impact, according to the Dallas Convention and Visitors Bureau. The traditional Cotton Bowl Classic, before it moved to Arlington, Texas, was $29.8 million.

Add in the national exposure that the host cities receive during a bowl game, and it’s easy to see how games from the Belk Bowl to Music City Bowl to the Pinstripe Bowl continue to pop up and thrive: Schools love the exposure, and the host cities love the visitors during traditionally slow tourism times. And that’s a big win for both sides.


Jackie Reau

Game Day Communications
700 West Pete Rose Way
Cincinnati, Ohio 45203

Special Offer on 2014 Symposium Sponsorships

January 2, 2014

2014 logo_low resOnly a few sponsorship opportunities remain for the 2014 NASC Sports Event Symposium. Don’t miss out on exceptional exposure for your brand including recognition on the final Symposium mailer, which will be distributed to over 6,000 sports event professionals.

Sponsorship packages are flexible and customized to suit your business objectives and organizational needs.

GOLD SPONSOR BENEFITS: One (1) conference registration, 1/4 page advertisement in conference program, on-site signage, social media mentions, recognition in sponsors section of Symposium app, Invitation to private function in Sports Marketplace, Mic-time at sponsored function (where applicable), Company name on Symposium website, emails, and marketing pieces

PLATINUM SPONSOR BENEFITS:  One (1) conference registration, 1/4 page advertisement in conference program, on-site signage, social media mentions, recognition in sponsors section of Symposium app, Invitation to private function in Sports Marketplace, Mic-time at sponsored function (where applicable), Company logo on Symposium website, emails, and marketing pieces

SPECIAL OFFER!!! Sign a sponsorship contract by January 31st, 2014 and choose any one of the following Add On’s at no additional charge:

–   Second conference registration
–   Pre-conference attendee list
–  Half page program ad
–   Banner at on
–   Item in registration bag

Available Sponsorships

Sponsor Level Investment  Function
 GOLD  $5,000 Education Room
 GOLD  $5,000 First Time Attendee Reception
 GOLD  $5,000 Game Changers
 GOLD  $5,000 Conference Program
 PLATINUM  $7,000 Breakfast General Session
 PLATINUM  $7,000 Mobile App
 PLATINUM  $7,000 Rapid RFP Review

Contact Beth Hecquet, CMP, CMM, Director of Meetings and Events, at 513.281.3888 x3 to secure your sponsorship today! View complete information on sponsorship opportunities.