Sports Tourism Business Strategy

Description

During this course experts will start by providing an overview of the broad concept of strategy, then refine the focus to an actionable approach to crafting you organization’s ideal strategy. You will be guided step-by-step through basic elements of strategy, a proven framework for success, how to establish your “why”, prioritization of tasks and how to implement your strategy to ensure success.

Academic Program

Certificate

Credits

4

Duration

Approx. 4 hours of content

Price

sportseta member – $399, Non-Member- $499

 

Session 1

What is Strategy?

Duration

45 minutes

Learning Outcomes

Understand the importance of strategic thinking

Utilize the key elements of strategy formulation

Recognize the difference between strategy and tactics

Learners Content

This session provides an introduction to strategic thinking, enabling the formulation of a strategic plan. There is recognition of the importance of making good choices about what to do, and what not to do, as well as differentiating strategy and tactics, and efficiency and effectiveness

Assessments

Knowledge only, no assessment

Matriculation Logic

Must complete session one for access to session two

Content Provider

Dale Neuburger

Content Provider Bio

Dale Neuburger has extensive experience in the sports industry, serving in leadership positions for Indiana University, USA Track & Field, and Indiana Sports Corporation. As a consultant, he has assisted cities in developing sports event strategies to attract major events, and sports organizations in improving governance and member services.

 

Session 2

What are the Key Elements of a Sports Strategy?

Duration

45 minutes

Learning Outcomes

• Understand the “Sports Events Strategy Framework” and its sequential approach to identifying and attracting important events
• Recognize the importance of aligning the economic and social objectives of a city with the event attraction and hosting decisions
• Provide a rigorous and consistent methodology for decision-making

Learners Content

This session provides a framework for decision-making regarding event selection by asking and answering key questions about prospective event targets. By taking a sequential approach to the type, timing, and rationale for specific events, the session provides a road map for determining the events that are likely to be most successful and memorable.

Assessments

Knowledge only, no assessment

Matriculation Logic

Must complete session two for access to session three

Content Provider

Dale Neuburger

Content Provider Bio

Dale Neuburger has extensive experience in the sports industry, serving in leadership positions for Indiana University, USA Track & Field, and Indiana Sports Corporation. As a consultant, he has assisted cities in developing sports event strategies to attract major events, and sports organizations in improving governance and member services.

 

Session 3

How to Conceptualize a Sports Event Strategy?

Duration

45 minutes

Learning Outcomes

• Understand the importance of “why”: what a city achieves by hosting sports events and what are the decision-making variables for an events rights holder?
• Become familiar with the five key areas of strategy formulation: area, vehicle, differentiation, staging, and impact
• Formulate the key objectives and philosophical underpinnings of a comprehensive sports event strategy

Learners Content

This session provides the philosophical basis for the creation of a coherent sports event strategy. Through a sequential approach, a methodology for strategy formulation is developed that enables a city to define its universe of potential events and provides a systematic way to achieve its goals. To develop a successful sports strategy, there must be attention to aligning the social and economic goals of a city with events that can best provide such results.

Assessments

Knowledge only, no assessment

Matriculation Logic

Must complete session three for access to session four

Content Provider

Dale Neuburger

Content Provider Bio

Dale Neuburger has extensive experience in the sports industry, serving in leadership positions for Indiana University, USA Track & Field, and Indiana Sports Corporation. As a consultant, he has assisted cities in developing sports event strategies to attract major events, and sports organizations in improving governance and member services.

 

Session 4

How to Assemble a Sports Event Strategy?

Duration

45 minutes

Learning Outcomes

• Understand how to assemble a successful sports event with clear goals and defined and targeted events to attract
• Utilize five key areas of sports event strategy formulation: positioning, image building, aligning, organizing, and activating
• Provide an additional perspective to strategy formulation, with emphasis on creating a structure that enables successful

Learners Content

This session is designed to provide guidance about putting all of the component parts of a sports event strategy into proper alignment with the political, business, and nonprofit leadership of the city. By doing so, the sports commission or CVB can identify productive partnerships, develop effective communication channels, and seek the most impactful events. And, there is emphasis on the importance on the development of an organizational structure that is conducive to successful event attraction and hosting

Assessments

Knowledge only, no assessment

Matriculation Logic

Must complete session four for access to session five

Content Provider

Dale Neuburger

Content Provider Bio

Dale Neuburger has extensive experience in the sports industry, serving in leadership positions for Indiana University, USA Track & Field, and Indiana Sports Corporation. As a consultant, he has assisted cities in developing sports event strategies to attract major events, and sports organizations in improving governance and member services.

 

Session 5

How to Proceed from Planning to Implementing?

Duration

20 minutes

Learning Outcomes

• Recognition that strategy implementation includes establishing priority activities, assigning staff and volunteers to the various tasks, establishing time deadlines, and providing the requisite financial resources for accomplishment
• Understanding the importance of early successes in plan implementation and tackling “low hanging fruit” at the outset
• Defining success and establishing the metrics for determining whether key objectives have been realized

Learners Content

This session is designed to provide guidance for the activation of the strategic plan. Its focus is on establishing and tracking each of the prioritized actions that comprise the sports event strategy, and then communicating progress to key constituents and stakeholders. The vital step from plan formulation to plan implementation is explained, with key success blockers identified.

Assessments

Knowledge only, no assessment

Matriculation Logic

Must complete session five for access to session six

Content Provider

Michelle Perry

Content Provider Bio

Michelle Perry has more than 25 years experience in the sports industry, serving in leadership positions for UTSA, Mountain West Conference and the NCAA. As a consultant she has provided expertise and guidance to sport-related organizations focusing on strategic and business performance planning; event bidding and hosting strategies; event execution; and, sports facility analysis for concurrent competitive and recreational use.