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TIPS FOR STAFFING AND TRAINING
FOR BIG SPORTING EVENTS:
Utilise runsheets and team meetings before big games or events at your
venue. Outlining what is happening throughout the venue up to a week
in advance will help the day run smoothly and keep staff and clientele
happy. Runsheets should include a list of what promotions will be
happening on each day and throughout the week, what sporting action
your venue is featuring, what channel it’s on, and what time it airs.
With good offerings, events and
exciting specials, you can turn
your venue from simply a space
to watch the game to a sporting
Facebook and Instagram are also fantastic ways to offer incentives to
potential clientele, through competitions, promotions, and giveaways. Opt
for stylised imagery, videos and captions, not only gauged to the audience
of your publicised event, but that capture the voice of your venue.
The Caxton Hotel places a huge emphasis on social media for big
sporting events, and update their pages sometimes several times a day to
attract clientele. “Social media pages are updated more regularly during big
games, or big events like Melbourne Cup and Spring Carnival,” says Emma
Stephenson, Functions and Business Development Manager at the Caxton.
“We do like to involve our guests in social media too. We may retweet their
post, or encourage them to hashtag or check-in to the venue.”
Similarly, the Hamilton Hotel chooses to incentivise their followers
with ‘tell a friend’ and ‘share to win’ type giveaways. Through sharing
pictures, tagging friends, and promoting the Hamilton on their personal
pages, users can win themselves bar tabs, food vouchers and other offers
from the hotel.
COMPETITIONS, PROMOS AND IN-VENUE
Making your venue stand out during sporting seasons can be tough. With
fierce competition between venues showing the rugby and races, setting
yourself apart is critical. Including desirable promotions and competitions
and exciting offerings surrounding the game is a fantastic incentive to get
punters choosing your venue over others.
Teaming up with a liquor sponsor is a good place to start. The Caxton
Hotel works in conjunction with Heineken for promotions in relation to
the Rugby World Cup, however restrictions in Queensland law does not
allow venues to advertise any drink specials. Instead the Caxton Hotel
has opted to promote giveaways and non-drink promotions to their
guests, like jersey, t-shirt and promotional giveaways.
The Hamilton Hotel also offers some great incentives for sports fans
with their ‘super tables’. When you can’t be at the game live, being able
to have a big screen and a great seat is the next best thing.
“With our large sporting events we offer something we call super
tables, so that’s a booking where people can register online to attend
the event,” Hislop explains. “It books them a table for say, 5-10 people.
They pay a small deposit to lock that booking in and then that deposit is
reimbursable on food and drinks on the night.”
This works for both the venue and punters alike. Having a similar booking
option will guarantee clientele, and guests know they have a reserved spot
without having the stress of fighting for a good seat on the night.
EVENT DAY SPECIALS
Event days are an opportunity for your venue to hugely increase
revenue with two to three times usual business traffic and opening the
door to potential new clientele and locals. With good offerings, events
and exciting specials, you can turn your venue from simply a space to
watch the game to a sporting experience. But be sure to run your events
accordingly: the difference between The Rugby World Cup and The
Spring Carnival demographics are worth noting.
“It is as simple as ‘day and night’,” says Emma Stephenson of the
Caxton. “The crowds between the RWC and the Spring Carnival are
totally different, their interests are different, they have different tastes and
overall they are a different demographic.”
Blake Greensmith, Operations Manager at Sydney’s The Vic, agrees,
saying different events will be catered for accordingly, especially the
Spring Carnival, which calls for a more ‘sophisticated’ event strategy to
footy screenings. “People generally dress up for the Spring Carnival and
we encourage it,” says Greensmith.
“Usually with the spring carnival we take bookings of tables and throw
in some champagne. If it is a seated event we’ll do some kind of package
food and drink deal. For larger group bookings we’ll do a platter menu
of some sort, sometimes on the spit we have out the back of the venue, or
Get your staff into footy
gear on game day!
Game On Live
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