Team USA Basketball Tour to Australia

Team USA Basketball Tour to Australia

Table of Contents

Executive Summary………………………………………………………………………………………….4
Brief description of International Basketball tour event……………………..…………………..5
Objectives of the event…………………………………………………………………………..6
Stakeholder analysis………………………………………………………………………………7
Site analysis……………………………………………………………………………………….9
Logistics and staging……………………………………………………………………………..10
Human resources…………………………………………………………………………………11
Market analysis……………………………………………………………………………………12
Marketing and promotion………………………………………………………………………..13

Sponsorship……………………………………………………………………………………..14
Analysis of economic environment and social impact of the International basketball tour event ……………………………………………………………………………………………………14

References……………………………………………………………………………………….15

 Executive Summary

Careful and detailed planning is critical towards ensuring the success of an event. This paper therefore seeks to provide a critical analysis of a sport tourism event. It begins with a detailed description of the event which is expected to create more prominence for the game of basketball in Australia. Event organizers expect that by using a team from the United States, Australians will be more convinced of the need to not only watch but also ensure the growth of the sport. The paper then moves on to providing objectives of the festival which have been seen as important in ensuring that the organizers of the event are provided with focus and direction. Stakeholder analysis is seen as key in ensuring the success of an event especially as it provides a clear picture of who will be involved in the event. The paper also critically discusses site analysis explaining why it is important to provide an explanation as to why the site was chosen. Logistics and staging is key as it helps in identifying the type of staff that will be needed to ensure the successful implementation of the event. It is also critical to carry out market analysis as it provides a clearer picture of the target market. In order to ensure that crowds are enticed to attend the event, it is critical to carry out efficient marketing and promotion while at the same time identifying the right sponsors. It is also important to carry out an economic, environmental as well as social impact analysis of the event

Brief description of the event or festival

Whereas Australia enjoys a reputation as a sporting nation, Basketball’s prominence is distinctly lacking as compared to other sports including Rugby, Football and cricket. However, there has been growing interest in the game of basketball both from local Australians as well as those living internationally. With this in mind, organizers of the USA International Basketball Tour are of the opinion that the presence of an event of this magnitude will not only give basketball the place it deserves among the Australian population but will also enable it to grow in popularity. Aside from the major aim of popularizing basketball, the event also seeks to cater to the growing numbers of Australians who enjoy both watching and playing basketball (Lumakso, 2013). The event will be held in Hisense Arena in Melbourne largely because it can accommodate well over 10,000 spectators and is not located not far from the Melbourne Central Business District. Moreover, the city of Melbourne was picked due to the large number of basketball players present in the state of Victoria. In addition, the city enjoys a reputation as the second most popular holiday destination (Lumakso, 2013).

The event is envisioned to be large scale in nature involving a range of stakeholders. Fees will be charged both to participate in the events and to enter the venue with the revenues being channeled towards a charity. The highlight of the event will be a friendly match between Team USA Basketball and Team Australia. The event will also be characterized by a range of other activities including a Slam Dunk competition, a Three-point contest as well as a skill challenge (Lumakso, 2013). The Slam Dunk competition in particular is an activity that aims at challenging players who are participating to display their skills. In order to achieve the desired points, players are encouraged to show off their creativity by employing styles that are considered as unique, innovative or intricate. The three point contest aims at encouraging players to shoot the ball from a long range distance in an attempt to score the highest number of points within a set amount of time. The skills challenge on the other hand is made of activities that are  set up to test the basic abilities for players to overcome  including lay-ups, free throws, passes as well as agility drills that will be set up on obstacles along the way (Lumakso, 2013).

For each of the set out activities, each team represented in the event will have players taking part and the winner will be determined by the cumulative number of points. The event will span two days and there will be other side events that are planned in order to keep the guests entertained (Lumakso, 2013). On both days, a local band from Australia will perform the opening act with a local cheerleading team performing between breaks in the different events. In addition, a meet and greet session featuring both the local and international professional players has been planned. It is also envisioned that food stands as well as souvenir stands will be located in strategic places within the venue will remain open throughout the two day event (Lumakso, 2013).
Objectives of the event or festival

In order to assure the success of any event, it is vastly important for organizers to have a clear understanding of the objectives. This is to ensure that everyone involved knows exactly why the event is being held. Moreover, having clear objectives will allow the organizers to develop a plan that will allow them to move forward in a manner that is organized (Gammon & Robinson, 1997). It is important for organizers to set specific, measurable objectives that are easy to achieve. In addition, having these objectives will ensure that all the stakeholders involved will show a large level of commitment and focus. Having set down objectives will also allow the organizers a direct chance to carefully estimate the budget as well as select the target destination that will provide the most success for the event (Ritchie & Smith, 1991). In the case of the USA International Basketball Tour, the purpose of setting up the event was to ensure that variation was brought into the Australian sporting arena while at the same time ensuring the popularity of basketball spread in the country. Moreover, the event organizers hoped that the event would strengthen the bond between basketball fans and other sport fans in Australia. It was also hoped that the event would entice Australians to the notion that there were sports events that they could attend alongside music festivals. Moreover, the event organizers hoped that the event would provide an opportunity for people in Australia to have a glimpse of American culture through its basketball game. In addition, stakeholders of the event will enjoy the chance to strengthen their relationship with the international basketball community. Further, it was expected that the event would raise stakeholder awareness of the need to provide help for those in need (Lumakso, 2013).

Stakeholder analysis

A stakeholder is often used to refer to any individual who is not only actively involved in the project but whose interests are either positively or negatively by the implementation of the project. Stakeholders are essential in determining the success or failure of the event that is being planned. It is therefore essential to not only identify key stakeholders but to also ensure that they are involved in the planning process (Delpy, 1997). This is largely because these stakeholders often have vital access to information and resources that will greatly benefit the event. It is therefore important early in the planning process to identify all the organizations as well as people who might have an impact on the project as well as those who might be affected by the project. Moreover, stakeholders can either be internal or external. It is also important to note that in many instances the public often becomes a stakeholder who needs consideration and who must be consulted. In carrying out stakeholder analysis, it is therefore important to ensure that each of their interests is taken into account (Van Der Wagen, 2001).

In the case of the International Basketball Tour event several stakeholders were identified including a local band that was intended to be the opening act for the two day event as well as a local cheerleading team that was to provide performances during breaks in the activities. In addition, the management of Hisense Arena Melbourne was a stakeholder since this was identified as the venue of the event. The city officials of Melbourne were also stakeholders since they would provide the relevant permits and permission for the event to carry on (Lumakso, 2013). The population of Melbourne and by extension the larger Australian community was also identified as relevant stakeholders. This was largely because the event sought to attract not only local but also international attention. Moreover, the event was aimed at attracting Australians to accept basketball and provide them a glimpse of the American culture. A local charity was also identified as a relevant stakeholder since the event organizers aimed at raising money in order to help the section of the population that was most in need (Lumakso, 2013).

The event organizers also realized the need to provide refreshment for the event participants and spectators and therefore local traders were identified as stakeholders since they would not only set up food stands but would also run souvenir shops that were expected to remain open throughout the duration of the event (Lumakso, 2013). The most important stakeholders identified by event organizers were the local as well as international professional players. Bearing in mind that this was a sporting event and that the event was set up to raise awareness of the game of basketball, the presence of representatives from both the United States as well as the Australian team is seen as key towards ensuring towards ensuring that fans as well as basketball players attend the event (Lumakso, 2013).
Site analysis

It is important for event organizers choosing a site for their event to consider the design of the potential venue. More importantly critically examine the presence of characteristics that are likely to increase the likelihood of violence of crime occurring. It is important to also consider whether the potential venue provides for the correct space as well as has the relevant access and facilities. Moreover, the site should provide for the correct crowd regulation with the correct regimented seating as well as the presence of flow barriers (Turco et al, 2002). It is also necessary for the event organizers to ensure that the appropriate approvals for the use of the site especially for public performances are present. In addition, the number of participants and spectators that are planned for can be adequately provided for within the said venue. There must be a presence of emergency equipment with the requisite number of emergency exits. It also important to ensure that all the facilities that are within the venue are well maintained and also ensuring that adequate parking is provided for the expected participants and spectators. Moreover, the exits and entry should be easy and quick to use with little obstruction or obstacles (Mellor & Veno, 2011).

In the case of the International Basketball Tour event, event organizers picked the Hisense Arena Melbourne. This was largely because the venue was easily able to accommodate well over 10,000 spectators. In addition the venue was located not far from the Melbourne CBD which was seen as critical towards attracting spectators as they would be able to easily find the venue. Moreover, the arena’s seating ensures that spectators can be close to the games going on. In addition, the venue has also hosted a number of basketball games. Bearing in mind the fact that Hisense Arena plays host to the basketball team of Melbourne Tigers, event organizers will not need to make any significant changes to the venue (Hisense Arena, 2010).
Logistics and staging

Logistics essentially involves ensuring that every aspect of the event is well taken care of before the event begins. It can involve tasks from ensuring that the venue has been booked, that there is enough seating space as well as adequate parking options as well as the presence of emergency plans (Ritchie & Adair, 2004). It has been argued that the presence of a successful logistics plan often arrives as a result of careful preparation. Logistics include such responsibilities as coming up with a budget for the event which involves renting sound equipment, setting up staging as well as booking catering for the event. Planning ahead will ensure that money is not overspent. Logistics also involves critically examining that the relevant documentation has been acquired for the event. In addition, logistics involves looking into any legal matters that might come up with the event. It also involves ensuring that the right communication channels are set up not only between the staff during the day but also with regard to sound systems. Logistics also involves examining issues of insurance which will cover any damage to property or the spectators to workers’ compensation (Getz, 2003).

Event organizers of the International Basketball Tour event will have to consider the costs of not only transporting players from the United States but also of hiring out the Hisense Arena. Moreover, they will have to acquire insurance to cover compensation for the workers who will be hired to set up for the basketball event (Lumakso, 2013). In addition, they will have to hire a lawyer to look into the contracts that they will have to write up with the local band, the cheerleaders as well as the businessmen who will provide food and refreshment for the spectators during the two day event. The event organizers will also have to ensure that the venue is not only suitably large enough for the spectators but that its parking is sufficient (Lumakso, 2013).

Human resources

It is important to note that human resources are the backbone of an event. Human resources refer to the individuals who work behind the scenes such as event managers, technicians, sponsors as well as volunteers. These individuals contribute to the success of the event (Getz, 1997). It is therefore vital for the presence of an element of trust. Event organizers of the International basketball tour will likely hire workers from the city of Melbourne to carry out the setting up of the stage for two day event. Food vendors and staff to run the souvenir shops will also be hired. There will also be need to book security staff to help in managing the spectators as well as provide help in case of the occurrence of an emergency. The events organizers will also need to hire contractors to set up the lighting and the Public Address system. It will also be important to hire cleaners in order to ensure that the venue’s facilities are well maintained throughout the two day event. Volunteers will also be hired to ensure that after the event the relevant equipment ad well as the rubbish is removed at the end of the event (Lumakso, 2013).

Market analysis

Carrying out a target market analysis is critical towards ensuring that any event is a success. Market analysis involves finding relevant information about the target audience including examining exactly their age, sex as well as their customs and traditions (Allen, et al, 2002). This will ensure that the event does not unknowingly infringe on their cultural beliefs. Market analysis also ensures that event organizers are able to find out where the majority of their target audiences are and thus ensure that their marketing efforts are more centered. In this way, the event organizers can significantly cut back on their advertising and marketing costs. Carrying out marketing analysis will enable the event organizers to be able to come up with a better plan for the event since it will provide them with information on the needs and expectations of the audience (Allen et al, 2002).

In carrying out their market analysis, the event organizers of the International Basketball Tour found that even though Australia enjoys a reputation as a sporting country, basketball is not as prominent as sports such as rugby and football. The event would therefore target the growing population of Australians who both play and watch basketball but who could not afford to travel to the United States to watch the game live. Moreover, the marketing analysis revealed that the best venue for the event would be in Melbourne (Lumakso, 2013). This is because the state of Victoria, of which Melbourne was a city, had more basketball players than other states in Australia with a participation rate of 1.6%. In addition, Melbourne was considered as the second popular tourism destination with the summer holiday of 2013 as the most preferred time since it is perceived to be a period of holiday for many people around the world (Lumakso, 2013).

Marketing and promotion

It is important to note that marketing and promotion are closely tied to each other with effective marketing and promotion strategies being key in ensuring that an event is successful. Promotions are essential in making the target audience aware of the presence of your event. In this case, the use of advertising, public relations as well as social media is important forms of communication which can be used to create this awareness (Pope, & Turco, 2001). The goals of promotions include gaining market share as well as ensuring that one gets customers to buy the product and therefore growing revenue for the company. It should be noted that the media selected for promotion as well as the messages implemented are essential towards building effective advertising strategies (Pope & Turco, 2001). The event organizers of International Basketball Tour carried out their promotion by aligning themselves with a local charity. This is hoped will ensure that more individuals come to the event. Moreover, the presence of a local band as well as a cheerleading squad is hoped will draw in more crowds especially those who are not particularly interested in basketball. The event organizers also worked to ensure that the event is held in the Hisense Arena which is located in the Melbourne Central Business District meaning that it is within easy access will therefore seem more attractive. Moreover, holding the event during summer in Melbourne will ensure that tourists flocking to the city at this time will make their way to the event (Lumakso, 2013).

Sponsorship

It is important to note that many event organizers are encouraged to plan their events with the thought that sponsorship is a strategy for companies and organizations to ensure that the public views them in a positive light. Sponsorship offers opportunities for marketing as well as distinct marketing advantages (Van der Wagen, 2002). In many instances sponsorship is also used to help events to offset rising costs. For companies, sponsorship provides the opportunity to reach specific target markets without having to resort to their own marketing strategies. In addition, sponsorship provides the chance for companies to complement their marketing programs as well as having a positive impact on customer relations. It also provides the chance for companies to heighten their levels of visibility with regard to customers (Van der Wagen, 2002). In the case of International Basketball tour, sponsorship would come from the city of Melbourne who would use the event to promote their status as a premier tourist destination especially in the field of sport tourism. Moreover, the event would receive sponsorship from local businesses that run the souvenir shops and food stands as this would be a way for them to promote themselves. In addition, the event would benefit from sponsorship from the National Basketball Association which would sponsor the American basketball team. This would enable them to promote both the American culture and basketball in Australia (Lumakso, 2013).

Analysis of economic, environment and social impact of International basketball tour

It is important to note that special event shave been known to generate a significant amount of economic activity as well as jobs for the host communities. Evaluation of the impact that their events would have on the local community is critical towards gaining community support (Van der Wagen, 2002). In addition, establishing the impact that the event will have on the community will enable the event organizers to be able to critically justify the amount of resources that will be allocated. In the case of International basketball tour, it is expected that the event will have significant economic impacts for the city of Melbourne. Local businesses will be afforded the chance to display and sell their products with the food being sold at the event being provided by local traders. Moreover, the local population will be employed; local workers will be contracted to set up the event and a local band as well as a local cheerleading squad will provide the requisite entertainment during the two day event. Holding the event in Melbourne will significantly raise the profile of the city especially with regard to sport tourism since it will draw in more tourists (Lumakso, 2013).

Conclusion

Event management is often complex and challenging. Event organizers have to bear in mind a wide range of issues ranging from setting up objectives for the event in order to provide the relevant stakeholders with both focus and direction to carrying out stakeholder analysis. Event organizers also have to carry out a careful site analysis as well as consider the logistics for the event. It is also important for event organizers to bear in mind human resources that will be need to ensure the event is a success as well as carrying out a marketing analysis to identify the target audience and to identify the right sponsorship for their event. It is also critical to identify the impact that the event will have on the community in order to mobilize community support.

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