Đang chuẩn bị liên kết để tải về tài liệu:
Lecture The sports event management and marketing playbook (2nd Edition): Chapter 11 - Frank Supovitz

Accommodating and Managing Guests. In this chapter, the learning objectives are: Define virtual reality for meetings and events, understand the historic development of virtual events, identify the appropriate virtual event platforms for your special event,. | Accommodating and Managing Guests Sports Event Management and Marketing Playbook Play 11 Accommodating and Managing Guests: Overview Effectively selling tickets to a sports event requires a well thought out sales and marketing strategy There are two approaches – reducing inventory and “papering the house” – to help reduce financial and reputational losses if ticket sales are slower than expected Accommodating and Managing Guests: Overview Strong guest management demands organizers to constantly monitor and manage the needs of guests Carefully evaluate the hotels being considered as host and headquarter properties and be mindful of contractual obligations of both parties Key Terms Seat kills Ticket brokers Papering the house Conflict seats Selling Tickets Tickets are monetary instruments Only print tickets once they are accounted for by guests Remove all hospitality and complimentary tickets from the lot to be sold Be sure to also eliminate “seat kills” – tickets for seats obstructed | Accommodating and Managing Guests Sports Event Management and Marketing Playbook Play 11 Accommodating and Managing Guests: Overview Effectively selling tickets to a sports event requires a well thought out sales and marketing strategy There are two approaches – reducing inventory and “papering the house” – to help reduce financial and reputational losses if ticket sales are slower than expected Accommodating and Managing Guests: Overview Strong guest management demands organizers to constantly monitor and manage the needs of guests Carefully evaluate the hotels being considered as host and headquarter properties and be mindful of contractual obligations of both parties Key Terms Seat kills Ticket brokers Papering the house Conflict seats Selling Tickets Tickets are monetary instruments Only print tickets once they are accounted for by guests Remove all hospitality and complimentary tickets from the lot to be sold Be sure to also eliminate “seat kills” – tickets for seats obstructed by event equipment Security to prevent duplication and counterfeiting of tickets is a must Bar codes, UV images, watermarks, holographic stickers Reserved seating vs. general admission (GA) When to Sell Tickets Tickets for any type of event should be sold in advance to help cover pre-event expenses and guarantee attendance Timing is everything: map out an appropriate sales calendar, do not start too early or late Create a sense of urgency to buy Make the point-of-sale convenient for customers How to Sell Tickets Convenience is key Internet or Phone Examples: Event website, Ticketmaster, Eventbrite Venue Box Office Open the ticket office at the venue on the day of sale through the event date Local “Box Office” Partner with local businesses to distribute tickets at their stores Ticket Brokers Resell tickets they purchase from the organizer, the box office or from other buyers Laws governing acceptable business practices of ticket brokers and the maximum fees they may legally charge vary