Innovations for Events_Quattroball_tournament

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1/28/2011

SHMS QUATTRO-B ALL TOURNAMENT

Mischal Menden

UoD: 1000202590

MA autumn semester 2010

Innovation for Events7EM013

Ms. Zainab Atta

28/1/2011









bask t. P i s are gi en away f r all kind f acti ns, i.e. Best ef eree, Fair-play,

f nniest dress. (Kindler , )

e r ganizing team always ref ers t t e eadline f t is event. ³ is is a F n-

t rnament, not a Wor ld-C ampionship.´ Although at times prof essional player ,

mostly local, can be spotted. But like at ever y other spor t event the dr ive to win is

ver y high.

It can be ar gued now that the uatt-Fo tournament is a f estival in its nature when

looking at the definition of Goldblatt and cKibbon ( 6, p. ),´a public celebration

that conveys through a kaleidoscope of activities, cer tain meanings to par ticipant s

and spectators,´ especially because of its huge meaning to all the par ticipants. n

the other hand the EnglishWordDictionar y ( ) relates it more to ceremonies,

f eastings and events occurr ing because of religious traditions.

his spor t event together with the Annaf est (huge local Bavar ian Beer -f estival) is f or

the people f rom Forchheim essential. he Annaf est , star ting two weeks after the

uattro-Ball is not only the star t of the big summer vacation in Bavar ia but also a

religious tradition. aking this occurrence and compar ing it to the previously stat ed

definitions it is obvious why the uatt -Fo cannot be considered to be a f estival,

whereas the Annaf est with its religious tradition is a typical f estival. Fur thermore the

Annaf est determines as of when the uatt -Fo will be held. he uattro-Ball event

gives the people an appetizer of what is to come. (Forchheim, ) Fur thermore is it

a big get-together , hence % of the teams are par ticipating since the ear ly days of

this tournament. (Wiesentbote a, b, , Wienstbote, 6, Wiesentbote a,b, ,

orbayr ische achr ichten a, b, c, )



By looking at the setup of this tournament it can be now defined as a signature event,

because of it special connection to the location w here it is held. Suppor ting that is the

special anthem created by one team years ago f or this tournament with its

location.

his repor t will outline diff erent key concerns made of par ticipants, as well as

environmental issues. Fur thermore will the existing event be innovated in order to

meet the demands of the par ticipants and the inhabitants living in the close

surroundings of this spor t event.

his repor t will demonstrate the application of spor t and leisure event management

theor ies as well as hospitality operations management, in order to clear ly

communicate the innovation as well as justify the innovations made. he ma jor

changes this repor t is outlining are the usage and waste of paper dur ing this

tournament, f ur thermore the supply with f ood and beverage, as well as the

reor ganization of the camping space. All this innovations will help satisfying not only

customer needs but also the demand of the people living in the surroundings to keep

it quiet dur ing night hours. ore over appropr iate theor y will be demonstrated to

justify the concluded. he relationship between spor t and leisure events will be

shown according the wor k of cMahon-Beattie and Yeoman. he innovations made

are all concerning the greening of this spor t and leisure event, which is a ma jor

concern in the spor t event industr y (J. aing, W.Frost, ).

An innovation can be defined as, any new action which increases human

productivity, knowledge and improves inf ormation. ( obles, )



AI M A D BJEC IVES

he aim of this repor t is to cr itically analyze a spor ts -event in the town of Forchheim,

Germany and to propose innovated ideas as of how key concerns raised can be

overcome.

he ob jectives in order to achieve the above stated aim are:

. o cr itically analyze the existing event held in Forchheim, Germany.

. o evaluate the key concerns raised by customers and visitors by applying

tools f rom ospitality perations Management.

. o demonstrate innovative ideas in order to overcome the concluded key

issues.

4. o justify the raised and proposed issues with appropr iate theor y.



ME DOLOGY

he methodology used in order to obtain appropr iate data and meet the aim and

ob jectives previously stated is f ocused on secondar y data collection. Accordi ng to

Saunders et al. ( ), secondar y data is data which was previously collect and/ or

analyzed f ocusing on a diff erent pur pose. In this assignment the author retr ieved his

data f rom the Swiss ospitality Management School Librar y, as well as f rom the

Emerald and Ebsco database, in order to provide a wide range of source and

enhance the validity of the statements, as well as the Wiesentbote database f or press

releases. he philosophies applicable f or this research are of scientific nature, as well

as social science nature. he epistemological background used f or this paper , is

based on secondar y research, constructivism. According to Collis and ussey ( )

constructivism aims to generate new knowledge through the usage of already

existing knowledge. his stance is the most appropr iate because only secondar y

data has been used and the author has been asked to cr itique on what has been

stated ear lier . Moreover enables this stance the author to synthesize the existing

knowledge and create new knowledge. Limitations within this research are the

availability of `true´ data, as well as the reliability and validity of secondar y research.



THE TOURN AMENT

Yeoman and McMahon ( 4) stressed out that spor ts are only a par t of leisure

activities. In this repor t the author will use the terms interchangeably. The application

of Hospitality Operations Management tools is appropr iate f or this repor t, because of

the relationship between the two. Both sub jects are just par ts of the broad topic

Operations Management. Wild ( ) stated that Operations management is,

`concerned with the design and operation of systems f or manuf acture, transpor t,

supply, or service.´ Spor t/Leisure Events and Hospitality Operations f ollow similar

steps in order to deliver service.

The tournament is held open-air , including camping at site, live music in the evening

and diff erent f ood and beverage outlets. Fur thermore garden showers are allocated

in order to provide the necessar y ref reshment while playing in ° to °C. A first aid

tent is available just next to the basketball cour ts. The first aid team is par tly

par ticipating in the event itself as well. Live time, round, lost and f ound item

announcements are made as well as music is plaid throughout the day. Garbage

bags are handed out on Saturday morning and hour ly controls are being made.

(Wiesentbote a, b, , Wiensentbote a, , Kindler , , Forchheim, )

The event has par ticipants f rom all over the countr y; even one team f rom Austr ia is

attending since the beginning. Some indi viduals are flying in f rom all over the wor ld,

uebec, Canada, Dubai, Korea as well as f rom diff erent par ts of Af r ica.



The tournament has grown on reputation over the years, although ever y year the

rumors of closing it down have been spread, to some extend because of the amount

of waste produced. People living close by the tournament complain about the noise

throughout the nights. Par ticipants are being upset about the increasing pr ices of

F&B. (VFB-Forchheim, Kindler , , Wiesentbote, 6, Wi esentbote b, )

These points have been determined to be the ma jor issues after applying the

Ishikawa diagram as shown below, in order to achieve the first two ob jectives of this

proposal. This diagram is the most appropr iate because of the strong relationship

between Hospitality Operations Management and Spor t/Leisure Events Operations

Management, as McMahon and Yeoman ( 4) pointed out.

Looking at this event f rom a more strategic perspec tive, the tools and theor y applied

is common in the application and implication of blue ocean strategies. The mar ket of

the uatt-Fo is a niche mar ket, which is associated with being a blue ocean, although

4 competitors (in diff erent locations) exist. In o rder to achieve sustainability, the

teachings of Chan Kim and Maubor gne ( ) suggest when already located in a

blue ocean the main aim should be to extend the ocean and conver t red oceans into

blue oceans. The competitors mar ket is associated with a red ocean. By

implementing the suggested changes the author aims with the suppor t of the blue

ocean strategy to create a sustainable and environmental f r iendly spor t -event.

More

complaints

ever y year

and spreading

rumors

Huge waste No sleep f or

inhabitants

Too loud dur ingthe night

People

singing

and

shoutingall night

Loud music is being played

all night

Paper usage

No

possibliity of seperation

Too

expensive



Figure

.

PAPER USAGE

The problem of waste is a common issue when holding an event In the case of the

uattro-Ball tournament the massive amount of paper which is being used in order to

display recently taken pictures or current stats on how one team is doing, as well as

the distr ibution to ever y team of a tournament plan and a plan f or ref erees. Each

team needs to be the ref eree f or each spor t once per day. Summing this up round

about sheets of paper is being used per day only to communicate inf ormation.

Although there are diff erent ways of communicating these inf ormation nowadays, the

pictures which were taken by the or ganizing team, could f or example be displayed in

digital f ramewor ks as a slide show with a direct pick and pr int option (Photo -Porst,

). For the display of the rankings and scores an excel spreadsheet could be

pro jected on any HD TV. Fur thermore the diff erent tournament plans and rules and

regulations could as well be displayed on severalH

D T

Vs situated on diff erent key

locations. In Order to prevent the unlikely event of robber y, the TVs are monitored by

secur ity cameras each. In order to communicate the results of the diff erent games

happening dur ing the day, the or ganizing team should allocate a neutral person as

counter , equipped with an Ipad or any other smar t pad. These innovations will not

Increasing pr ices

and decreasing

var ity

Environmental

concerns

Ishikawa,cited in Gwiazda,¡ ¢ ¢

6, Guestbook£

uatt -Fo,¡ ¢ ¢

No sandwiches

dur ing the

day

Not directF&Bsupply

Waste problem

Concerned inhabitants

Car

traffic



only help the or ganizing team saving the environment but also would br ing such an

innovative event in the concept itself to modern standards. Fur thermore it would

simplify the wor k which needs to be done by the or ganizing team. The idea is to

make this weekend event as comf or table as possible f or all att endees, visitors and

or ganizers, as well as meeting the complaints regarding the environmental concerns.

The table below ( . ) provides a detailed calculat ion regarding the paper wasted,

which will help justifying why the innovation stated.

Paper used Teams Plans Sats Photos Total

Saturday 64 128 512 300 1004

Sunday 64 128 512 300 1004

Table ¤

.¤

Source: Author

Looking at the innovation f rom a diff erent point of view it can be ar gued that the

production and usage of HD TVs is ecologically worse than the usage of paper , when

looking at the shor t term. Although current studies on the topic; ³How green are

digital devices´ (Maxwell, ) are being made and reviewed. In the current stage of

this ar gument the comments made are balanced. In order to make an appropr iate

conclusion and f or reaching the ob jective s three and f our , the author decided to take

the point of view that the usage of TVs and digital f ramewor ks is environmentally

more f r iendly than the production and recycling of pages of paper . Fur thermore

it can be ar gued that Plasma TVs are environmental f r iendlier than HD -TVs, whereas

Greenzer ( ) pointed out in a compar ison of HD TVs and Plasma TVs that the

longer one lasts the greener it is. The HD TV with about 6 , hours last twice as

long as a Plasma TV.

All this is quiet costly, but hence the spor tsmen attending are satisfied and highly

loyal, deals can be made with local shops and par ticipating teams. For example the



biggest Photoshop in town is attending. Digital Framewor ks could be lent and in

return a reduction on F&B could be given or even a discount on the par ticipation f ee.

The owner of a local electronics store is attending as well since the past years,

where the necessar y technical equipment could be lent to similar conditions. Ipads

can be lent f rom the var ious mobile shop owners as well as electronic store owners

par ticipating. This suppor ts the previously stated ar gument that the usage of

TVs/Ipads is environmentally f r iendlier than using paper , since the TV /Ipad is not only

produced f or this specific event.



REORGA NI ATION OF THE CA MPING SPACE

From the Ishikawa diagram (Figure . ) it is clear that the inhabitants have

complained about the noise made in the ear ly morning hours. These ar guments are

strongly related to the usage of por table music players as well as singing and

laughing attendees. In order to analyze the root cause of this concern, the author has

chosen to apply the ³ -Why´ method by Toyoda. (Figure . ) The link between

Hospitality Operations Management and Spor t and Leisure Event Management,

which has been established previously, is evident f or this example as well.

Source: Toyoda, ¥

¦ § ̈

Figure ¥ .©

Not only the usage of paper , but also the noise produced by the attendees and

visitors dur ing the night is a ma jor issue the event is f acing. In order to overcome this

par ticular problem, it is suggested to reor ganize the cam ping space. Yeoman and

McMahon ( 4) suppor t this by stating that strategic planning is crucial f or ever y

par t of the event. For f ur ther detail on the camping s pace please ref er to Figure . .

No Sleep f or

inhabitants.

Too much noise

dur ing the night

People singing

A lar ge var iety

of por table

music players

WHY?

WHY?

WHY?

WHY?

No control by

the or ganizing

team.

WHY?

Disor ganized

camping site.





The dots represent the location of the camping site and give a br ief idea as of how

the BB stations could be arranged. Fur thermore the usage of these spot needs to

be or ganized by reservations and clear allocation of camping spots f or the diff erent

teams. The idea is that on ever y 4 teams one BB is being allocated, so a total of 6

BB s.

FOOD AND BEVER AGE SUPPLY

A f ur ther ma jor concern, raised by attendees, was the increasing pr ices on Food and

Beverage as well as missing of direct f ood and beverage supply. The table below

lists the pr ice and the var iety of Food and Beverage options at this tournament.

Small Big

Breakfast 4,- ,-

Steak (Bread) ,

³Bratwurst´ ,

Pizza 4,- ,-

Cake ,-

Dish of the day , 4,-

Coffee ,

Water ,-

Soft Drink ,

Beer , ,-

Source:

uatt-Fo ,

Table.

.

This clear ly points out the missing oppor tunities f or the event. The idea is to create

the option of direct selling of meat and vegetables. These will be already prepared by

the local butcher . The possibility of buying f resh sandwiches should be arranged, as

well in cor poration with the local butcher , nutr itious f ood is ver y impor tant especially

while doing spor ts at such high temperatures. Fur thermore the local beer brewers

would sell directly to the end consumers at the event. The average consumption per



team is around 4 crates of beer , 4 crates of water per day . A crate exists out of 4

, l bottles of beer , and , l bottles of water . This is not only additional revenue

f or the brewer who in exchange could sponsor i.e. the t rees f or the f ences or benches

f or the camping area. Looking at this idea f rom a diff erent point of view, it can be

ar gued that the suppor t of local stores is strongly related as of how inhabitants see

this local event. The habits of the inhabitants in that town are ver y traditional, if a

local store especially beer brewer y is suppor t and sponsors the event vice versa, the

reputation will r ise automatically. Fur thermore it can be stressed out that, since ever y

team needs to buy its f ood and beverages , they need to dr ive there and b uy it one by

one. The table below shows a clear calculation of the distanced travelled by

attendees and the related usage of petrol, as well as the distanced travelled by the

beer truck and the related usage of petrol. This equation misses out on the ener gy

used f or cooling the truck, since no data could be gathered regarding this issue.

Although it can be assumed that this will not be a distinct f actor in analyzing the

calculation and compar ing and contrasting it.

Ammount Distance travelled in kilometers Petrol used in

liters

Related Emission in kg

Car 64 160 6,4 22

Truck 2 5 0,8 2,3

Distance: 2,5km

Source: Author ,

, Auto, Motor , Spor t,

Table:

.!

The data used f or calculating th e var iables were gathered f rom the homepage of

Germany¶s biggest Car journal Auto, Motor , Spor t, .



The same equation can be made f or the supply of BB f ood or sweets and f ruits

dur ing the day. The local store is ,4km away f rom the event. In addition to arranging

the direct selling option f or the suppliers, the camping site itself could be arranged

more attractively, as pointed out ear lier with the BB sites. This in combination with

the direct sell of the required f ood would create an unf or gettable exper ience not on ly

f or the attendees, but also f or visitors and the or ganizing team.

In order to prevent losses f or the or ganizing team and commission char ge can be

arranged.

M ARKETING AND PR

The Mar keting and PR ambitions f rom the or ganizing team are considerable. With

having a pr ivate Homepage (www. uatt-Fo.de), a Guestbook the or ganizing team

has established the basics of online mar keting. Fur thermore the press wor k is also

rather rare, one press re lease is being posted at the beginning of Februar y; that

registration is open now. One more is published a week bef ore, as well as on the

weekend itself. The f ollow up repor t is released three to f our days after the event has

happened.

As arrella ( )pointed out over Million users are on f acebook, 4 Million are

bloggers and over 46 Million read blogs on a day to day basis, it is clear that the

usage of social media mar keting is essential f or ever y business and event.

Fur thermore he stated the eight most common tools of social med ia; blogs (Twitter ),

social networ ks (Facebook), media-shar ing sites (Youtube), social bookmar king and

voting sites (Digg, Reddit), review sites (Yelp), f orums and vir tual wor lds. Foe this

tournament the application of f acebook, Youtube and Twitter are of the greatest



interest. The other tools can be considered to be inappropr iate because of their

nature in being more business f ocused.

A Facebook group page needs to be created, where monthly updates etc. can be

posted. Fur thermore pictures of the event can be uploaded and viewed by anyone at

any point in time. Moreover live-video streams f rom the event can be published via

YouTube and linked to the Facebook page. Press releases should be published more

f requently over Twitter . All this will also help innova ting this event ever y year .

Customers can easily exchange comments and share exper iences. Innovation is

something especially the f ast paced event industr y needs. Live video-streams can be

posted on YouTube or even Facebook. The usage of digital media is no t

environmental more f r iendly and f ree of char ge, but also a ³must -have´ f or ever y

innovative idea. By publishing those inf ormation more people will automatically be

attracted because of the ³word-of -mouse´ eff ect (The Economist, ).



CONCLUSION

The points raised had all on common f actor , the sustainability and environmental

f r iendliness of this par ticular tournament. Looking not only on the operational

improvements and innovations which can be made, with the example of the smar t

pads, but also at the other stakeholders of this event, the inhabitants living close by.

The reor ganization of the camping size will not only prevent the complaints of

inhabitants but also to improve the or ganization and structure as well as reputation of

this event. Fur thermore with the innovation in the supply of f ood and beverage, the

attendees concerns will be directly addressed. This proposal outlined three ma jor

concerns and their solution, with the aim of pleasing all stakeholders.

The event held in Forchheim, Germany ha s been cr itically assessed; the advantages

and concerns existing have been presented and evaluated. The event itself is well

structured and evidence of improvement over the years is available. On the other

hand key concerns raised by attendees and inhabita nts have been cr itically analyzed

by using appropr iate tools. The Ishikawa diagram Figure . points out the

impor tance of the issues raised and their relationship, with having environmental

concerns, which includes all the points established and cr iticall y assessed previously;

Paper usage, Food and Beverage supply, reor ganization of the camping space, as

one of the causes presented. The key concerns have been broken apar t and

innovative ideas to overcome these issues have been presented. These innovations

require a cer tain level of acceptance towards change, not only f rom the or ganizing

team but also f rom the customers/visitors. The order in which they could be

implemented is star ting with the creation of online mar keting and public relations,

moving f or ward towards the new set-up of the camping space. Since this change

requires the longest amount of time to be finished. A possibility would be to post



f ollow-ups on the online public relations campaign. The other two innovations should

be launched simultaneously. Moreover appropr iate theor y has been presented,

where necessar y and available. Fur ther points of improvement need to be evaluated

and analyzed in order to keep the event attractive and modern.

Concluding the stated the ob jectives previously set have been achieved, which leads

to the conclusion that the set aim is achieved as well.



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