Human resource management in sport and recreation. Human Kinetics.
Routledge handbook of sports event management.
International Journal of Event and Festival Management.
Identification of the Audience of the Event
The following report is based on the arrangement of a Charity Football Match which will be organized by two of the largest Football clubs in Australia namely Sydney FC and Melbourne City FC to organize a large fund for UNICEF. The particular match will feature the clash between the two teams and the amount raised from marketing, sponsorship deals and tickets will be directly transferred to the account of UNICEF. The organization of events is one of the critical tasks as it involves a lot of different considerations. The involvement of the two clubs along with the presence of the management of UNICEF makes it a critical event.
The main audiences of the following event will be the fans of the two mentioned clubs. Both the clubs have a large base of supporters in Australia and thus arrangement of a successful event will never be a problem for the organization. The audience of the event will also be segmented according to their respected choices. The seats especially will be arranged accordingly. For example the frontline and middle tier seats of the stadium will generally be reserved for the members of the club while the other general seats will be reserved mainly for the ordinary spectators. The organizers have estimated a full house on the particular day and expect the huge success of the event. The target people under the following project are the people who will be attending the match that will be mainly organized by UNICEF. These people are said to be target people as they will be the main source from whom the organization will be collecting the money by means of ticket sales. As mentioned earlier the match will be generally watched by the members of both the teams who are generally segmented according to their frequency of watching soccer matches in Australia. Apart from them there will also be some general people who will be the spectators on the very day.
Risk Mitigation is one of the main tasks that must be undertaken by the event management team to ensure the safety and security of the event. Security risk is one of the primary risks that must be tackled in a smart way to ensure the success of the business organization. The most important part of the security is the safety of the visitors and the players along with the safety of the high profile dignitaries who will be present during the match. The Event management company will coordinate with Sydney Police and the Special Protection Group to ensure safety and security for all the people and the teams along with the staffs. Apart from this the safety will also include a safe and sound method to allow entry and dispatch of the people in the stadium and out of the stadium respectively.
The purpose of the following event is to raise funds for the distressed children across the world from the A-league platform. The management of the Australian premier League and that of UNICEF has decided to organize the following event on an annual basis from this year as they intend to both raise funds for a novel cause and also market the league to the whole world. Thus the event serves the purpose of both UNICEF along with the proper and effective marketing and promotion of the league. The following event also serves another important purpose which is the community development in the country. The event will promote a peaceful and harmonious nature amongst the fans of the following clubs.
As mentioned earlier the purpose of the following event will be primarily the help to the distressed children across the world through the platform of UNICEF. On the other hand the secondary purpose of the following event will be based on the proper and effective marketing of A-League across the World. The Management that is responsible to organize and run the event has decided to market and promote the event to the Australian Community and especially the target market which is the fans of the two football clubs for ensuring the huge success of the project (Masterman 2014).
The main theme of the event will be based on a friendly match between the two selected teams which are Sydney FC and Melbourne City FC. Apart from the match the organizers will also be arranging the likes of food stalls and recreational stalls where the people can relax themselves. According to, Andersen Hanstad and Plejdrup (2015) the theme of the following event can be said to be exactly compatible to the target market of the event as because the fans will love to enjoy a football match which promotes a noble cause.
The match has been scheduled to play on 21st of August, 2018. The organizers have decided to schedule the match from 5:30 PM to 8:00PM. However the event will start from 3:00 PM with the presence of food stalls, some other stalls and interactive session with the players of the teams. The timing has been selected after consultation with the management that will organize the event along with the different people, who are either directly or indirectly involved in the project, especially the sponsors of the event. The selection of a proper and effective timing of the Event will be helpful to manage the event easily. It also reduces the chance of failure.
The venue of the event will be Allianz Stadium located at the heart of Sydney which is also sometimes referred to as the Sydney Football Stadium. The following stadium is easily accessible and thus allows the easy flow of people in the stadium. The easy transportation options and other facilities were the main reason behind the selection of the following stadium. The other reason for the selection of the particular stadium is the vast indoor space and other world class facility that it offers to the users. The venue will be decorated for the particular event and all the suppliers for the decoration, installation of stalls, caterers and other people will be in charge of decking up the stadium and its premises in order to make the event a grand success. Thus it can be concluded that the selection of a viable venue is always important for the success of the business (Chelladurai and Kerwin 2017).
The selection, organization and assembling of all the resources is the main challenge to organize the particular event at a proper way. Some of the main resources that will have to be considered in this following event are as follows;
- Hiring Allianz Stadium and security-The selected administrative team from all the three parties will have to talk and negotiate with the management of the Stadium to obtain the permission for the event on the following day and make the arrangement accordingly. The management must also employ security personnel along with the police to ensure security during the event (aussecurity.com.au 2018).
- Staging and Equipment-The management team must ensure that all the things are in proper stage so that the event does not face any problems.
- Cost of Decoration, lighting and sound-The decoration cost along with the, lighting and sound cost of the stadium for the event must be considered and calculated by the management. The decoration cost must be bearded by all the parties involved in the following event.
- Arrangement of Sponsors- The sponsors must be selected for the organization of the event as it will need proper funding and advertisement to organize the event.
Apart from this the other resources will include the likes of;
· Australian Catering Services
· Australian Security Services
The marketing strategies to promote the following event will include a few tasks or steps. They are as follows;
- Using Social media and printed media-Social media like face book, twitter will be used to promote the event and to ensure maximum number of people attending the match. Apart from this the event management team must use the printed media like newspapers and leaflets to create maximum awareness for the event
- Run a contest-A contest can be organized to promote the event and provide tickets of the matches for free to the winners and the runners up.
Andersen, S.S., Hanstad, D.V. and Plejdrup-Skillestad, K., 2015. The Role of Test Events in Major Sporting Events. Event Management, 19(2), pp.261-273.
Aussecurity.com.au. (2018). Australian Security Services. [online] Available at: https://aussecurity.com.au/ [Accessed 16 Aug. 2018].
Chelladurai, P. and Kerwin, S., 2017. Human resource management in sport and recreation. Human Kinetics.
Masterman, G., 2014. Strategic sports event management. Routledge.
Parent, M.M. and Chappelet, J.L. eds., 2017. Routledge handbook of sports event management. Routledge.
Schulenkorf, N., Sherry, E. and Rowe, K., 2016. Sport for development: An integrated literature review. Journal of Sport Management, 30(1), pp.22-39.
Van der Wagen, L. and White, L., 2018. Event management: For tourism, cultural, business and sporting events. Cengage AU.
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