advanced theory and practice in sport marketing - Marshalls University

FROM THEORY TO PRACTICE – Continued
partners and also a goodly amount of time for snacking, drinking, and shopping
for souvenirs and memorabilia.
Because the ticket price is comparable to the host city’s other entertainment
options, often less, exit surveys consistently show that event attendees consider
them a FANtastic bargain. They most often respond that the appeal of
these fan fests lies in the fact that they offer a “total” sport experience under
one roof: interactive activities for the player participants, legacy and memorabilia
displays for the history buffs, player/coach appearances with autographs
and skill clinics for the die-hard fans; add the theatrical enhancement
of the sounds, sights and “feel” of the sport and it is heaven on earth for the
fan – a consumer’s dream come true.
The other noteworthy (albeit quiet) consumers at these events are the volunteers
who comprise 80% of the staffing of these shows. A fan fest can be as
physically large as three football fields and can run for up to 12 hours a day,
six plus days in a row – requiring a team of over 2500 people. Since it would be
fiscally impossible to use the ticket or sponsor revenues to offset the salaries
for such a large staff, these events are perforce required to rely on the willing
participation of their most active and committed sports fans.
Traditionally these volunteers are people who have either a real love of the
game or are motivated by their sense of civic pride – usually it is a healthy
combination of both. A common characteristic is the active desire to share
their enthusiasm with the event attendees. As the representative face of the
hosting city, they come from a variety of backgrounds; usually range in age
from 18 to 80, with the majority in the 18 to 25 and 35 to 55 range and are
an equal mix of males and females. Almost all have high school education
and many have post secondary degrees and while most are still working there
are usually a good number of retirees and college students. In fact, at least a
third of the total numbers are students who are pursuing their degrees in
some kind of sports marketing or management or communications program.
For these students, volunteering at an event of the magnitude and caliber of
a major league fan fest offers them the unique opportunity to get some valuable
“mega-event” experience under their belts and the distinct possibility of
being “discovered” by the professional event staff. I know of several cases
where students have been able to parley their aptitude and attitude as a
“star” volunteers (ever willing, ever able) into on-the-job interviews resulting
in future employment.
Another strong motivation for volunteering at fan events is the social aspect
of meeting like-minded individuals in a fun and productive environment.
Having some longevity in this particular arena, I have been privileged to work
with approximately 500 “return” volunteers who plan their vacations around
the event in a new city. According to them, it is the perfect way to play: a few
“structured” hours of enjoyable activity, an opportunity to meet the “locals”
128 ADVANCED THEORY AND PRACTICE IN SPORT MARKETING