Hosting a Home GameGlenn OttawayDivision Manager

Queensland Rugby League Central Division

IntroductionWhy do people come to your venue?

Value for money

Great facilities

Team is successful

Diehard fans

BenchmarksWhat are your clubs measures for an effective home event?

Money in the bank

Positive atmosphere

‘Bums on Seats’

Safe and secure environment

Benchmarks

Money in the bank

Positive

atmosphere

Safe and secure environment

‘Bums on

seats’

Focus on the process of delivering a quality home event and the end result takes care of itself!

How do you make decisions on the process?

Decision Making – 4 Step Process

1. Economic Level: decision making at this level is based purely on the potential for financial gain or loss.• What is your clubs potential exposure to financial gain or loss?

2. Legal Level: decision making is guided by the legal requirement to comply. This may be government or governing body regulated.• What are the minimum requirements for compliance with venue/government conditions or

legislation?

3. Ethical Level: decision making goes beyond what is legally required and is often made in the best interests of the game.• What ‘extras’ can be provided to ensure a positive outcome and result for the event and your

club?

4. Philanthropic Level: focuses on decision making that aims to educate and make people aware of key issues.• Does your event provide any direct links or benefit to the wider community?

Case Study – ISC Country Week

Form Groups of 4/5 people.

Scenario: Your local League/Club has been given the opportunity to host a QRL Intrust Super Cup Country Week game.

Task: Provide a basic plan for how you would deliver on this event. Make notes using the 4 Step Process for effective decision making. What would you need to consider at each level.

Case Study – ISC Country WeekEconomic Level

• What are the costs involved in delivering your home game?• Venue hire• Food and Beverage purchases• Staff payments• Security costs• Clean up costs• Post game meals/function• Additional entertainment • Additional infrastructure• Advertising • Administration expenses

• How can you derive income?• Food and Beverage sales• Raffles/Doubles• Gate takings• Sponsorship / Corporate Sales• Merchandise / Program sales

Case Study – ISC Country Week

Economic Level – continued

Sponsorship • What do you have to sell?

• Naming rights• Ground signage• Corporate facilities• Program advertising

• What costs can be reduced through sponsorship?• Advertising – local radio, newspaper, TV• Food and Beverage• Venue hire • Printing costs (programs)

Case Study – ISC Country Week

Economic Level – continued

Risk Management• What are the potential risks associated with running the event?

• Weather• Ticket sales• Additional infrastructure / event costs • Food and Beverage sales• Other community events scheduled around the same time

Decision Making – 4 Step Process

1. Economic Level: decision making at this level is based purely on the potential for financial gain or loss.• What is your clubs potential exposure to financial gain or loss?

2. Legal Level: decision making is guided by the legal requirement to comply. This may be government or governing body regulated.• What are the minimum requirements for compliance with venue/government conditions or

legislation?

3. Ethical Level: decision making goes beyond what is legally required and is often made in the best interests of the game.• What ‘extras’ can be provided to ensure a positive outcome and result for the event and your

club?

4. Philanthropic Level: focuses on decision making that aims to educate and make people aware of key issues.• Does your event provide any direct links or benefit to the wider community?

Case Study – ISC Country Week

Legal Level• What are the ‘must do’s’ from a legal perspective?

• Liquor License • Security Requirements (including Police)• Traffic Management (parking and transport)• Food handling• RSA• Venue requirements (waste disposal/cleaning etc)• Entry requirements • Ticketing rules• Advertising

Case Study – ISC Country Week

Ethical Level• How can the event provide a positive outcome for the game?

• Family areas (alcohol restricted)• Junior games (E.g. Half time)• Coaching clinics• Charity events (Luncheon)• Positive Media exposure• Adding enjoyment, comfort and value to patrons

Case Study – ISC Country Week

Philanthropic Level• What benefit does the event have for the wider community?

• Is there an education component to the event?• Can you support a local charity?• How can a variety of community groups be engaged with the event?

• E.g. Game day workers etc.• Inclusions that have meaning to the local community engage your audience

NOTE: This is also an effective way of generating corporate support or grant funding

Learning from Mistakes

Licensed Areas• There are advantages and disadvantages in licensing a whole venue for a major

event. In preparing your liquor license or

alcohol management strategy

you must consider the additional

expense/risk of having a larger service area.

Example: Profit margin on a can of beer = $2.50Security Guard = $38 per hourBar Staff = $20 per hourBased on 3 staff and 2 guards positioned at a bar you need to sell approx. 1 beer per minute to break even.

Learning from Mistakes

Added Infrastructure• What needs to be brought in to your venue to meet the standards required?

• Seating• Food and Beverage Outlets• Toilets• Shade• PA Systems• Portable lighting Example

Hire of additional 1000 seats = $10KLabour hire for construction/certification = $15KMust sell all seats at $25 per person to break even.

Learning from Mistakes

Added Entertainment• What additional events add value to your event or engage the audience?• In making decisions you again must consider the associated costs and the

potential benefit. (Be careful to not just consider the financial benefit!) • Examples include: Preliminary Games, Musical Acts, Fireworks

Basic fireworks package at an event costs approx. $2K.Financially, at $10 per person you require an additional 200 patrons to break even.

Also consider the engagement and value for money for patrons. Will it encourage them to come back next week even without fireworks?

Learning from Mistakes

Advertising is Crucial• People need to know your event is on.• Don’t restrict advertising to traditional forms.• Use relationships/partnerships with local outlets.• Start early and if possible run specific promotions.• Ensure a continual saturation – easy to do with Social Media.

Learning from Mistakes

Timing is everything!• Stick to the schedule you have released. • Appoint a Ground Manager to ensure games start on time. • You do not want long delays during a game day with nothing happening.• On the other hand, be sure your scheduling allows enough time between

games.

A 90 minute window between two senior games (40min halves) is not enough.

Ultimately, people have come to your event to watch Rugby League!

Use music or sponsorship advertisements as part of your transition between games.

Ensure any additional entertainment does not overrun.

Conclusion

Positives Experiences

This makes the WINDOW looking in to our game very clear

That is, the vision/perception of our game is a positive one

If people have a positive experience at your venue then they will most likely:• Come back next time • Invite a friend

Contact Details

Glenn OttawayDivision Manager – Central QueenslandEmail: g.ottaway@qrl.com.auPhone: 0438 647 015