THE SPORTS EVENT

PLANNING PROCESS

The importance of sports events

is well documented and also well covered
in the media.
the economic benefits that receive the
most attention, they are more easily
quantified

A new approach to the event planning

process
Strategies that ensure that long-term
success.
Firstly, not only forecast the extent of the
benefits of their events and budget
accordingly, but through that forecast gain
support for the event at an early stage.
Secondly, implementation strategies for
the use of any new facilities and/or
regeneration need to be built-in to ensure
their long-term futures

 Thirdly, an event requires not only an

evaluation of short- and medium-term
economic benefits. It also requires a longterm evaluation,
Fourthly, the inclusion of mechanisms in
the process that will allow continuous
alignment with short-, medium- and longterm plans.

Objectives
Determine why the event is to be held,
what it is to achieve, who is to benefit,
and how they are going to benefit; are
there political, social, cultural,
environmental and/or economic benefits
and over what timespan?

Concept
Determine what the event is and what it looks
like? Design the outline by completing a
situational analysis, and a competitor analysis
(particularly if there is a bid involved).
Consider scales of event and operation,
timings, locations and venues, facilities
required and available, target markets, etc.
Identify strategic partners: local and national
government, national and international
governing bodies, event owners and
promoters, charities, sponsors, participants
and after-users.

Concept
Identify all internal and external decisionmakers.
Identify the stakeholders and organizers:
the after-use for any facilities and
infrastructure, and the publics that are
affected?
Ensure the design is in alignment with the
objectives short to long term.

Feasibility
At the feasibility stage the event design is tested:
Identify who is responsible for the delivery of the
shorter- and longer-term objectives.
Identify resources required: human resources (HR),
facilities, equipment, marketing, services, etc.
Consider the co-ordination of any bidding process,
the events implementation and the handover of
legacies and returned facilities/venues/
equipments.
Specifically consider long-term usage of facilities
and the continued management of such.

 Identify any partners not previously

identified, particularly those that can
provide financial support.
Budget according to these requirements.
Perform a costs versus benefits analysis
not just for the event but also for any
long-term legacies.
Ensure alignment with shorter- and
longerterm objectives.

Proceed?
All of the identified decision-makers are involved
in deciding if the event is feasible and will achieve
the objectives
If the answer is no then evaluate and feedback to
the concept stage to reshape and begin the
process again and/or abort the project
If the decision is to proceed and if there is a bid
procedure prepare, market and present the bid,
if the bid is not won abort the project but
evaluate the process and feedback for future use,
if the bid is won or there is no bid procedure
then move onto the next key stage

Implementation planning
Determine all the operational strategies:
financial, HR, partnerships, suppliers,
services, facilities, equipment, sales and
marketing include in those: the requirements
for after-use,
the identification of after-users and their
requirements
what the handover arrangements will be,
including how the evaluation over the long
term will be completed.
Alignment with the short- and long-term
objectives can then be made.

Implement event
The implementation plans are then
executed and the event staged.
Having completed this implementation
there are still key stages of the event
planning process remaining.

Handover
The handover of facilities or even
equipment is key for all scales of event.
Managers implement the handover of
facilities to the identified or contracted
organizations for their continued
operation and/or development.

Evaluation
Post-event evaluation is performed against
original objectives, short and long term:
Short-term evaluation: of the costs, benefits,
impacts of the event itself and performed
immediately after the event.
Medium- and long-term evaluations: of the
costs, benefits and impacts after a
predetermined time and in particular of the
legacies to see if they are achieving the
objectives set for them.
Continuous evaluation

Feedback
The evaluation is not complete without
feedback:
The process is iterative by conducting
evaluation at all stages thus ensuring feedback
is continuous throughout the life cycle of the
event.
Post-event feedback following the evaluation,
short or long term, includes recommendations
that feed into the process for the next event
whenever or whatever it is.