Consider one of these venues:
Location: Green Bay, WI
1st Started Hosting Events: 2003 with redevelopment of Lambeau Field and addition of Lambeau Field Atrium
# events in 2011: 498
# events forecasted in 2012: 465, nearly half is corporate business; 20 percent wedding with the remainder divided among other groups
Staff: Six, plus catering staff
Sixty-five percent (65%) of Lambeau Field’s event business is repeat business and Beth Magnin, Special Events Corporate Sales Manager, feels that number speaks for itself. “We have a huge focus on customer service and happy fans,” she says. “We do a great deal of surveying and focus groups to make sure our fans/clients are satisfied with their experience.” Space availability is marketed on the website, at tradeshows, through networking and with print advertising.
Most groups hosting meetings and events at Lambeau Field incorporate some type of football experience into their event.
- Lambeau Field Stadium tours
- Visits to the Hall of Fame and Green Bay Packers Pro Shop
- Events are planned around games and training camp as well as Packers related events like Fan Fest and Draft Day, etc.
- Scavenger Hunts, Amazing Races, etc.
- Satellite Conference at Lambeau while main events are in another state-satellite feeds on Tundra Vision so each group could see and interact with each other
- Events in seating bowl
- Players and personnel as speakers and special guests
Location: Kansas City, KS
1st Started Hosting Events: 2001 as an alternative way to produce revenue
# events in 2011: 120
# events forecasted in 2012: 50, Location is going through track repave and an infield construction project
Staff: Entire staff is responsible for marketing but Jodi Switzer, Special Events and Gate Operations Manager, manages events.
Switzer says, “The Kansas Speedway is a blank canvas that allows planners to be creative with events and has space for events to grow because we can accommodate 10 to 100,000 people. In addition, we just opened The Hollywood Casino on turn 2 of our race track, which is the only entertainment combo of its kind.” Attendees can also:
- Experience the thrill of riding shotgun
- Drive an authentic NASCAR stock car
- Drive personal vehicles around the track after agreeing to certain rules and regulations
Location: Minneapolis, MN
1st Started Hosting Events: January 2010 upon completion of the ballpark
# events in 2011: 277, with 54 percent being corporate meetings
# events forecasted in 2012: 280
Staff: Field Events Department is a team of four full-time employees and one intern plus two tour department employees
Jessica Dooley, Target Field Events Coordinator, explains that Target Field is first and foremost a ballpark but that it was designed with the intention of being a year-round facility. “Even with a full baseball schedule, there are still hundreds of days when games are not being played, so it knows no season and naturally lends itself to be multipurpose,” she says. “We work to create an atmosphere, dynamic and event experience that truly wows!”
- Get exclusive behind the scenes tours with one-of-a-kind access to the ballpark
- Have home plate photo sessions
- Rent the 1090p high definition video board
- Arrange alumni player appearances
- Have the Twins’ mascot (TC Bear) make an appearance
- Put up a static image like a welcome greeting or company logo
- Play a video or do a Power Point presentation on the video board while guests are seated in the stands
- To fill the space Jessica and her team market in a number of ways including:
- In-game marketing pieces
- Twins radio and TV spots and drops
- Video board messaging
- Concourse kiosk, used a dozen times annually
- TwinsFest (Fan festival at the end of January)
- Ballpark restroom signage
- Twins magazine pieces
- Placement of materials in annual suites and during Twins Caravan
- Paid advertising in local meeting magazines and journals
- Redesigned website
- Are budget goals met and exceeded?
- How many events are booked?
- Percentage of increase in events from previous year
- Number of repeat customers (customer retention)
- Client feedback from follow-up surveys
- Diversification of events (corporate, non-profit, social, wedding, etc.)
- Is the facility being used to produce revenue in every way imaginable?
- Is the events department adding to the brand and awareness?