Mike Millay Clancy’s Sports Properties
Points of Discussion • Personal Background • Historical Perspective on Why Sports Commissions Exist • Competition Progression • Sports Commissions Continuim • Current Trends in Amateur Sports • Monetization of Youth Sports • Facility Growth • Increased Bid Fees
PHASES OF YOUTH SPORTS (In Tandem with Construction of Facilities) PLAY COMPETE SHOWCASE EXCEL Paid Specialized Free Organized Showcase Local ‘Free Travel Coaches Trainers Play Play Tournaments Tournaments Tourneys Agency’ 1950’S – 1960’S 90’S 1970’S – 1980’S 2000 to Current
Professional U18 Olympic Collegiate U16 - U17 Elite Club Athlete Talent Travel Competitive Segmentation Progression Regional Competitive Competitive U8- U15 Recreational U6 - U7 U4 - U5
Sport Commission Continuum SPORTS IS A PILLAR OF A LARGER COMMUNITY SPORTS IS A SALES CHANNEL FOR BRAND STRATEGY DRIVING ROOM NIGHTS Traditional DMO Sports DMO with FT DMO with PT Classic Commission DMO with Sports Sports Tourism Sports Sales Sports Sales & other Sports w/Separate BOD Sales & Services happens w/o Team Markets Commission Funding tie to DMO Department support (> 7 FTE) (> 5 FTE) (> 3-5 FTE) (1-2 FTE) (0-.75 FTE) (0 FTE) Sports Commission DMO How Are They Organized/Funded? How Are They Measured? • Are they an independent organization Brand Value • • Public/Private vs. Non Profit? Economic Impact – Tourism Impact • • Part of a Sports Facility Authority Room Night Goals • • Board Governance Incrementally (Seasonality) • • Risk Tolerance Community Impact • • Event Management focused Legacy Programs • • Marketing/Publicity focused Owned Community Events • Scholarship • Economic Impact – Job Creation •
TRENDS
Single Sport: Vertical Integration - US National Teams Soccer in Top Orlando City Soccer Club (MLS) Pro Central Florida Top College Orlando City U23 Reserves (PDL) College - Fr/Soph Orlando City U20 Reserves (Y-League) CFK Rush FCA OCS Top Clubs with Elite Teams (Rush, CFK, FCA, OCS) Soccer Soccer Soccer Soccer State & Regional Leagues Club Club Club Club Hunters St. South Greater Apopka Local Clubs with Competitive Teams Creek Cloud Orlando Osceola FC Maitland Clermont (Travel for Tournaments - Local Leagues) Soccer Soccer Soccer Soccer Soccer Soccer Soccer Club Club Club Club Club Club Club Other Organizations that For Profit Local Clubs - YMCA’s & Churches Academies provide youth soccer programming Recreation Park Districts
COMPETITIVE ATHLETE ELITE ATHLETE YOUTH ATHLETE HIGH PERFORMANCE ATHLETE And the professionals that serve them: COACHES TRAINERS DOCTORS
Monetization of Youth Sports • Travel Ball • For Profit Youth Organizations ✦ Tournaments ✦ Facilities ✦ Training • Facilities ✦ Leagues ✦ Megaplex growth ✦ Tournaments ✦ Sports Specific Facilities ✦ Performance Training ✦ Nutrition and Supplements • Sports Tourism ✦ Double Dip vacation
OPERATIONALIZING
THE "NEW NORM" IN THE SPORTS TOURISM SPACE BASE FUNDING Salaries, Bus Dev., BID FUND $ EVENT EXEC Marketing, Sales, Rights Fees, Marketing, Sales, Finance, Guarantees, Rent Finance, Sponsorship, Event Management Free, etc. Sponsorship, Servicing SUCCESS
Ev Event Progr grammi amming g Strategy event acquisition Traditional RFP/RFQ Bid Process. joint ventured events created events Partner with 3 rd Party and Community Branding & Impact – Full risk and reward. jointly take a risk & reward 12
4 PHASES OF THE EVENT CYCLE POST EVENT PROSPECT REVIEW | FINANCE EVALUATE* Programming Re-Evaluate P&L NEGOTIATE Phase Phase CONTRACTING Planning SALES Execution Phase SPONSORSHIP Phase S&M MARKETING SERVICING EVENT MANAGEMENT FACILITY LOGISTICS MANAGEMENT EVENT MANAGEMENT 13
NET OI/COMMUNITY VALUE 50 - TIER II TIER I 45 - 40 - TIER I 35 - COMMUNITY VALUE ( Participants) 30 - 25 - TIER IV TIER III 20 - 15 - 10 - 5 - 0 - NET EVENT INCOME ($ ) | | | | | | | | | | | | | | | | | | 14 $0 $20 $40 $60 $80 $100 $120 $140 $160 $180 $200 $220 $240 $260 $280 $300 $320 $340
QUESTIONS
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