Press
A host of issues for hospitality
By Jon Show, Sports Business JournalAugust 17, 2009
Companies and agencies said properties and events are doing a better job of adding value to packages without increasing the cost, but more still needs to be done. Use of facilities for business and networking meetings, already a staple of NASCAR deals, are becoming more common.
Hospitality packages for events such the BCSchampionship game sold well, but
at reduced prices. Special access to facilities, athletes, executives and coaches is also being offered. Golf majors are throwing in post-event access to courses. Daytona International Speedway is being flexible with ticket packages and menu choices for companies that buy suites for its two NASCAR races. “We’ve got sponsors that have been with us a long time and we’re not just going to let them go,” said John Guthrie, vice president of business development and partnerships at Daytona. Sponsors may also ask for additional hospitality to gain tangible assets when they renew deals, said corporate consultants.
at reduced prices. Special access to facilities, athletes, executives and coaches is also being offered. Golf majors are throwing in post-event access to courses. Daytona International Speedway is being flexible with ticket packages and menu choices for companies that buy suites for its two NASCAR races. “We’ve got sponsors that have been with us a long time and we’re not just going to let them go,” said John Guthrie, vice president of business development and partnerships at Daytona. Sponsors may also ask for additional hospitality to gain tangible assets when they renew deals, said corporate consultants.
The USOC plans to double the size of its hospitality offerings for sponsors at the Vancouver Games. However, properties are still faced with the negative perception associated with corporate entertaining at events, specifically golf, said industry executives. Anonymity, which was rarely requested in the past, is becoming prevalent among brands in the banking sector. Some financial institutions have asked event managers to remove their names from on-site placards. The PGA Championship replaced signage this year with customer service representatives to direct credentialed hospitality guests to their respective areas.
Requests for privacy also extend to internal documents. Glass Entertainment Management, an agency that sells hospitality packages on the secondary market, was asked by a company to draw up a contract under “client event” instead of the MLB All-Star Game. “We’ve got to protect the client that we’re working for,” said owner Patrick Glass.