THE KEY TO ATTRACTING AN EVENT

For communities that have never hosted an international event, the key to attracting one is to first decide what event the community will support. Initially, promoters/managers do not have to go after Super Bowls, Olympic Trials, or Pan Am Games. With the multitude of international and national federations, plus the NCAA, there is an abundance of events available.

If a promoter decides to shoot for an international event, the critical thing is not to understand the sport as much as the governing body. Judgments have to be made as to the event's appeal to the community, but in order to bid effectively, the infrastructure and workings of the federations should be understood.

Attracting and promoting events is similar to marketing a product. Before a company can be successful, it must know the audience (customer) and what the buyer wants. With manufacturers of products, there are two markets—the distributors and retailers who buy the product to sell and the consumers, the ultimate buyers. Both must be understood. The same is true when it comes to events. There are, once again, two markets; the federations or organizing committees who control the events and the consumers in the marketplace—the people who will ultimately decide whether they are going to the event.

To market products, companies must research two items. They study the end-user (the consumer), and develop and test theories as to why those consumers will buy their product. They actually go out and test the product with consumers. The test may only be in one small portion of the market, but they do test. They get opinions. Once they find what the consumer needs and will buy, they develop marketing plans that appeal to those needs. They show the studies—and their plans—to distributors and retailers. The more thorough the study, the easier it is to convince the distributors and retailers that consumers will buy the product.

Federations need the same support. Promoters need to research both their market and their consumers. What will they buy? Why? Will they buy tickets to a world weightlifting championship? Will they buy tickets to a figure skating championship? Once the promoter has developed practical evidence (via surveys or studies of similar markets), he is ready to present his case to the governing bodies. But first comes the research.

In many ways, bidding for a Super Bowl is less work and requires less guesswork than bidding for a weightlifting event. With the Super Bowl, Olympics, Pan Am Games, or Final Four Basketball, promoters have the benefit of looking back at previous proposals. Many federations will supply promoters with copies of those proposals. Or, if a city has hosted an event and knows it will not be able to host the same attraction for years, there is a chance the promoters will share information as well.

When the Indiana Sports Federation was launched a decade ago, it had little to go on. But, in 10 years, the organization has built a catalog of information and contacts throughout the world. Their promoters/managers called federations, cities that hosted previous events, and even talked to politicians and promoters in other cities. They built a substantial resource base. This is one of the reasons it has been successful. Today, Indianapolis has good reason to be proud. The 1992 Olympic Swimming trials were awarded to the city along with the diving event. The city also played host to the 1991 World Gymnastics Championship and is bidding for the 1994 World Soccer Cup.

4.1. Listen to the text “The Key To Attracting An Event”.

4.2. Read and translate the text.

4.3. Answer the questions on the text.

1. What is the first step to host an international event? 2. What is the most important for a promoter while bidding the event: to understand the sport or the event’s appeal to the community? 3. Is attracting event and promoting events similar to marketing a product? 4. What must companies research to market the product? 5. Is there any difference in bidding for a Super Bowl or a world weightlifting championship? 6. What is the way to be successful in attracting events?

4.4. Find English equivalents for the following.

принимать в качестве хозяина, ключ, привлекать, решать, поддерживать, сначала, искать/добиваться, множество, изобилие, имеющийся в наличие, охотиться за, не воспринимать спорт как руководящий орган, суждение/мнение, взывать /обращаться, для того, чтобы эффективно провести тендер, подобный, успешный, публика, покупатель, производитель товара, дистрибьютор, рознич-ный торговец, продавать, непосредственный покупатель, то же самое справедли-во/верно, исследовать, проблема /аспект, потребитель конечного продукта, разработать и опробовать теории, эксперимент может проводиться в одной небольшой части рынка, получать мнения, отвечать нуждам, разработать маркетинговые планы, исследования, тщательный, убеждать, свидетельство, через/посредством, обследование, требовать, догадки /предположения, иметь преимущество, оглянуться назад, предыдущий, предложение, снабжать/ обеспечивать, поделиться информацией, десятилетие, организовать/пускать в ход, во всем мире, основательный /значительный, хорошее основание для гордости, прыжки в воду, футбол, присуждать, соревнования

4.5. Fill in the gaps with the prepositions where necessary.

1. Indianapolis has been enormously successful because it has followed … the key rules when it comes to submitting a proposal. 2. A Request for Proposal (RFP) is a simple document in which the bidder lays out the answers … a number … questions raised … the governing body. 3. Here are some rules to keep … mind when outlining your proposal. 4. Promoters should not write a word … a proposal until the event is thoroughly researched. 5. This may involve interviews with those … the international (or national) organizing body, as well as conversations … previous event promoters. 6. It means finding out what went right and what went wrong … the last event. 7. Most importantly, discover the mistakes that may have been made … the previous promoters/managers.

4.6. Use a proper article if necessary.

1. Adjectives and flamboyant prose do not belong in … proposals. 2. Factual

writing is … language of … winning proposal. 3. Promoters/managers should develop … creative ideas that will appeal to the organizing committee. 4. For example, … pre-Super Bowl party, with its nearly $2 million in income for the NFL, was … idea that had much merit—and certainly could influence … awarding of … game.

4.7. Put the verbs into a right tense form.

1. Every winning proposal (should, have) a unique selling proposition. 2. With it,

the promoter (set) his city/community apart from the competition and (tell) what it (can, do) that no other area (can). 3.This (can, range) from previous experience (e.g., with a similar event or an infrastructure that (not, can, be matched) to a new, improved venue with a community that (be) willing to give their utmost attention and dedication to the event. 4. Promoters (should, take) a hint from previous winning proposals.

4.8. Ask questions to the words in italic.

1. Promoters or managers should never point out a competitor’s weakness, but should just concentrate on their own strengths. 2. If, for instance, a promoter has access to a new, ultra-modern, state-of-the-art venue, stress that availability. 3. It does not take long before proposal readers begin to see that the other venues do not match up. 4. Leave it up to the awarding and governing bodies to compare strengths and weaknesses. 5. When they do, they will undoubtedly be able to see the differences.

4.9. Complete the sentences with words from the box.

1. Proposals should be well organized with evidence that the promoter has … … … of the event and how it should be staged. 2. Organizing committees look upon someone who fails to follow their questions in sequence as a promoter who obviously does not know how to fill out … … properly. 3. A bid should not … . 4. If a bid cannot be submitted properly, the ability to promote an event properly will be in … . 5. The key selling points must be reiterated in a management or executive summary that is placed at the beginning of… … . 6. This summary contains all the pertinent information so that the committee receiving it can easily see the … … the bidder is making.

4.10. Have a dictation.

THE PRICE OF VENUE

The promoter/manager must think everything through. What will it cost to stage the event? Will it require fencing, building a stage or props? What will the city charge if it has to block off street? In today’s tight economic environment, cities do not hesitate to charge and ask for as much as they think they can collect for events. Other considerations include how much of the work will be done by volunteers versus paid staff, contractors, or consultants. Also, will some of the expected costs be covered by “in-kind” goods and services you expect to get from sponsors?

4.11. Translate the following into English.

РАСПРЕДЕЛЕНИЕ СТАТЕЙ БЮДЖЕТА – ДОХОДЫ ПО СРАВНЕНИЮ С ЗАТРАТАМИ

Каким умным (shrewd) не был бы менеджер, когда дело доходит до переговоров и торгов, ключевым элементом успеха является тщательно подготовленный, детализированный и разумный бюджет. Составление бюджета – это дело не только бухгалтеров. Любой умелый менеджер должен уметь разработать бюджет, который бы явился финансовым выражением его перспективного видения организации проведения мероприятия, и рассчитать ресурсы, необходимые для воплощения этого видения в жизнь.

Успешное составление и использование бюджета предполагает планирование, построенное на здравом смысле и строгой финансовой дисциплины соответствия запланированным статьям расходов. Тендерный проект должен включать полный перечень статей доходов и расходов, предполагаемых данным мероприятием.

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