| April 4, 2017 | 0 Comments


Dear Event Doctor: A host city for one of our larger events recently asked if we have a manual detailing what has and hasn’t worked in the past on a variety of fronts, including ticket sales, sponsorship and fan engagement. We don’t have such a document. Should we consider creating one?—Manual Override

Dear Manual: Just as host regions are selling their communities and facilities to event organizers, so too should event organizers consider the bid process as a sales effort to interested bidding cities. Failure to approach the host-organizer relationship in this way can cost your event opportunity, and even money. The more you can demonstrate how other cities have generated positive results by hosting your event—showcasing venues, increasing tourism or “changing the conversation” about their community—the more motivated a host city may be in preparing a competitive bid.

The metrics of success may vary by host city, but no one can argue with the positive effects of upticks in hotel occupancy, media exposure, broadcast and digital consumption, and direct revenue. I would not hesitate to provide economic impact figures, although beware that every city evaluates the inflow of new money into their market in different ways.

To read the rest of this article in the digital edition of SportsTravel, please click here

The Event Doctor is sports-event veteran Frank Supovitz, president and chief experience officer of Fast Traffic Events & Entertainment, an event management and consulting firm. From 1992 to 2014, Supovitz served as the senior event executive for the National Football League and National Hockey League. He is also the author of “The Sports Event Management and Marketing Playbook.” Questions for The Event Doctor can be emailed to Frank Supovitz at

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Category: Blog Stream, Frank Supovitz: Ask The Event Doctor

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