2 sheffield intvenues very important


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Sharton Sports Center development
By Mohamed Abdelnaby

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2 sheffield intvenues very important

  1. 1. Marketing World Class Venues <ul><li>By </li></ul><ul><li>Mohamed Abdelnaby </li></ul><ul><li>MBA </li></ul>
  2. 2. <ul><li>Sheffield International Venues LTD are owners and operators of one of the largest concentrations of diverse international sports venues in Europe. </li></ul>
  3. 3. Company Statistics <ul><li>Group attendance of over 4 million. </li></ul><ul><li>£17 Million Turnover </li></ul><ul><li>1500 Events per year. In Sport, Leisure and Entertainment </li></ul><ul><li>730 Employees. </li></ul><ul><li>12500 Fitness Unlimited Members. </li></ul><ul><li>Home to professional sports teams; Sheffield Sharks, Sheffield Steelers and Eagles. </li></ul><ul><li>Quest registered at all of our major facilities </li></ul><ul><li>SIV facilitates over 50 sports at every level of participation. </li></ul><ul><li>Over 100 Hours Television Coverage per Year- reaching an estimated audience of over 10 Million viewers </li></ul>
  4. 4. Company Mission
  5. 5. Company Visions <ul><li>a Promote Sheffield as an international and cultural centre for sport, leisure and entertainment </li></ul><ul><li>b Use of our facilities by all Sheffield residents to maximise their sport and health potential </li></ul><ul><li>c Grow and develop our facilities and services in sport, leisure and entertainment </li></ul><ul><li>d Provide high quality service at best possible value </li></ul><ul><li>e Always exceed customer expectations </li></ul><ul><li>f Be an excellent and fair employer, developing our people to their full potential </li></ul>
  6. 6. Ponds Forge International Sports Centre <ul><li>Olympic Swimming Pool- Home to British Diving. </li></ul><ul><li>Preferred Competition Venue of the ASA. </li></ul><ul><li>Versatile International standard sports Hall </li></ul><ul><li>1.3 Million Visitors. </li></ul><ul><li>Quest-Highly Commended.(7 th Nationally) </li></ul><ul><li>4500 Fitness Unlimited Members. </li></ul><ul><li>Comedy Club </li></ul>
  7. 7. Hallam FM Sheffield Arena <ul><li>12000 Capacity Indoor Arena. </li></ul><ul><li>1 Million Attendances per year. </li></ul><ul><li>Voted 9 times Venue of the year by the Entertainment Industry. </li></ul><ul><li>Home to Sheffield Steelers Ice Hockey Club. </li></ul><ul><li>300 Events per year </li></ul>
  8. 8. Don Valley Stadium <ul><li>The Premier Athletics Stadium in England. </li></ul><ul><li>50,000 Capacity (25,000 seated) </li></ul><ul><li>375000 Attendances per year. </li></ul><ul><li>Home to Sheffield Eagles. </li></ul>
  9. 9. English Institute of Sport- Sheffield <ul><li>Largest Multisport EIS Facility in the Country. </li></ul><ul><li>State of the Art Specialist Facilities for Five Olympic Sports. </li></ul><ul><li>Programming Caters for Participation through to Performance ( Including Double Olympic Champions) </li></ul><ul><li>The Venue Already provides facilities for over 60 sports clubs </li></ul><ul><li>Between June and July this Year over 7000 school attendances . </li></ul>
  10. 10. Ice Sheffield <ul><li>16.5m National Ice Centre </li></ul><ul><li>Two Olympic Rinks </li></ul><ul><li>Host to the British Championships for Figure and Dance. </li></ul><ul><li>1500 Seated Arena. </li></ul><ul><li>Home to Sheffield Scimitars </li></ul>
  11. 11. Hillsborough Leisure Centre <ul><li>2005 National Centre of the Year- Fitness Industry Association FLAME Awards. </li></ul><ul><li>1.5m investment </li></ul><ul><li>5000 Members </li></ul><ul><li>Turnover over £2m </li></ul>
  12. 12. Other Venues Include: <ul><li>Concord Sports Centre </li></ul><ul><li>Beauchief Golf Course </li></ul><ul><li>Birley Golf Course </li></ul><ul><li>Tinsley Golf Course. </li></ul><ul><li>Woodbourne Road Athletics Track </li></ul>
  13. 13. A Diverse Business
  14. 14. Ponds Forge Product Tree HEALTH/SWIMMING SPORTS HALL INTERNATIONAL /DIVING POOL BUSINESS 2 BUSINESS Health Suite Basketball Club Swimming Exclusivity Deals Sunbeds Badminton Swimming Lessons Sponsorship Sauna Table Tennis International Events Advertising Helios Clinic Gymnastics Diving Sales Opportunities Fitness Suite Karate Synchronized Swimming Corporate Fitness Lane Swimming JuJitsu Contra Deals Aqua Aerobics Group Fitness Classes Team Building Parent & Toddler Active Lifestyles Delegate Rates Age Concern Trampolining Corporate Sports Days Fitness Unlimited Tai-Kwando Fitness Suite Leisure Pool Aqua Aerobics Group Fitness Classes Sauna / Steam Lane Swimming
  15. 15. Ponds Forge Product Tree SPORTING EVENTS NON-SPORTING LOCAL / REGIONAL NATIONAL INTERNATIONAL Wedding Fayre School Swimming Champs Nat. Age Groups Champs GB Olympic Trials Conferences Sheff Swim Champs National Youth Champs GB Paralympic Trials Meetings Yorks Swim Champs British Karate Champs World Diving Banquets Waterpolo Interdistrict Westfield Sharks B/Ball Euro Swim Champs Press Conferences Yorkshire Teams World Bowls Champs Aqua Nightclub Adopt a School – Kids Fitness Hotpants Coast2Coast Challenge Comedy Night Reflective Allstars Parties Celebrations Weddings Dinner Dance
  16. 16. SIV Business Areas <ul><li>Community Sport </li></ul><ul><li>Events </li></ul><ul><li>Entertainment </li></ul><ul><li>Health and Fitness </li></ul><ul><li>Business to Business </li></ul>
  17. 17. Marketing Management Philosophy <ul><li>Umbrella Brands Approach </li></ul><ul><li>Key Brands are managed centrally, Fitness Unlimited, Exclusiv and PlayGolf. </li></ul><ul><li>Venues Marketed as Individual Brands. </li></ul><ul><li>Local Autonomy- With Central Support. </li></ul><ul><li>Marketing Code of Practice. </li></ul><ul><li>Policies and Procedures. </li></ul>
  18. 18. Central Marketing <ul><li>Strong use of Public Relations. </li></ul><ul><li>Extensive Research and Development – Customer Satisfaction, KPI, National Trends. </li></ul><ul><li>Marketing Performance Review- MRM </li></ul><ul><li>Exploit New Technologies- SMS, E Mail, Web. Audience View, Intranet, </li></ul><ul><li>Exploit Internal and External Venue Advertising. </li></ul><ul><li>Develop Strong Media Relationships. </li></ul><ul><li>New Product Development - Golfit </li></ul>
  19. 19. Community Sport <ul><li>Promote benefits of Participation and a healthier active lifestyle to key Target Audiences. </li></ul><ul><li>Provide Quality Venues at a budget price </li></ul><ul><li>Customer focus - Service Magic </li></ul><ul><li>Create and position activities which appeal to specific target audiences.- Streetdance. </li></ul><ul><li>Cross market opportunities- Golfit. </li></ul><ul><li>Use customers as Brand spokes people. </li></ul><ul><li>High Street Brand Marketing style. </li></ul>
  20. 20. Health and Fitness <ul><li>Fitness Unlimited- 12500 Members across four venues </li></ul><ul><li>Over 300 Fitness Classes Per Week </li></ul><ul><li>High Quality- Low Cost Membership. Entry Level. </li></ul><ul><li>Affordable Fitness- Targets Social Class C,D, and E. </li></ul><ul><li>Sales and Marketing Tactics of the Private Sector. </li></ul><ul><li>No Joining Fee. </li></ul><ul><li>Corporate Membership. </li></ul>
  21. 21. Business to Business <ul><li>£750,000 turnover - Conferences, Exhibitions, Meetings, Socials, and AGM’s. </li></ul><ul><li>Marketed Under the Exclusiv Brand. </li></ul><ul><li>Positioned in the Budget Sector. </li></ul><ul><li>‘ Venues with a Difference’. </li></ul><ul><li>Sales Strategy- Sales Driven, use of External Agencies- e.g. Sheffield Conference Bureau. </li></ul><ul><li>Attend Exhibitions- Confex -NVS. </li></ul><ul><li>Familiarisation Tours. </li></ul><ul><li>Web Site Advertising and Virtual Tours. </li></ul>
  22. 22. Entertainment <ul><li>Hallam FM Sheffield Arena + Sheffield City Hall. </li></ul><ul><li>On line Ticket sales- Audience View. </li></ul><ul><li>Direct Marketing. </li></ul><ul><li>Distribution. </li></ul><ul><li>Media Sponsorship- Hallam FM </li></ul><ul><li>Media Advertising. </li></ul><ul><li>Joint Initiatives with Promoters </li></ul>
  23. 23. Events- Marketing <ul><li>Procurement Partnership with Sheffield City Council Major Sports Events Unit. </li></ul><ul><li>Built Strong Reputation with NGB’s. </li></ul><ul><li>Event Delivery-Partnership between- SIV, NGB’s and MET </li></ul><ul><li>Joint Marketing Initiatives </li></ul><ul><li>Developing Joint Marketing Strategy </li></ul><ul><li>Appointment of Head of Sport- SIV. SCC. </li></ul>
  24. 24. Economic Impact Of Major Sporting Events for 2003/04 <ul><li>Seven International Events ( inc WSC ) 120 hours of National TV coverage reached a total Audience of 100 million people (ex Eurosport ). </li></ul><ul><li>National Events Programme covered a total of 85 days included 2 World Championships, 7 Internationals and 12 National Championships. </li></ul><ul><li>Events Attracted 49750 visitors to the City. </li></ul><ul><li>Expenditure In the City- estimated £5.6m </li></ul><ul><li>51000 Commercial Bed Nights Sold. </li></ul>
  25. 25. International Sports Events Since 1990 <ul><li>XVI Swimming Championships </li></ul><ul><li>UK Special Olympics </li></ul><ul><li>World Modern Pentathlon Championships </li></ul><ul><li>Sheffield Half and Full Marathons </li></ul><ul><li>National Volleyball Cup Finals </li></ul><ul><li>National Basketball Cup Finals </li></ul><ul><li>European Diving Cup </li></ul><ul><li>UNIVERSIADE – World Student Games </li></ul><ul><li>European XVI UNIVERSIADE – World Student Games </li></ul><ul><li>European Swimming Championships </li></ul><ul><li>All England Women’s Hockey Association – Centenary Celebrations </li></ul><ul><li>Indoor Motor Cycle Arena Trials </li></ul><ul><li>VI FINA World Masters Swimming Championships </li></ul>XVI Swimming Championships UK Special Olympics World Modern Pentathlon Championships Sheffield Half and Full Marathons National Volleyball Cup Finals National Basketball Cup Finals European Diving Cup UNIVERSIADE – World Student Games European XVI UNIVERSIADE – World Student Games European Swimming Championships All England Women’s Hockey Association – Centenary Celebrations Indoor Motor Cycle Arena Trials VI FINA World Masters Swimming Championships
  26. 26. <ul><li>English Schools Athletics Championships </li></ul><ul><li>British Grand Prix I & II International Athletics Meetings </li></ul><ul><li>European Wheelchair Basketball Championships </li></ul><ul><li>Cancer Research UK – Race For Life </li></ul><ul><li>LEN European Short Course Swimming Championships </li></ul><ul><li>Millennium Youth Games </li></ul><ul><li>Disability Sport England Open Long Course Swimming Championships </li></ul><ul><li>World Short Track Speed Skating Championships </li></ul><ul><li>BUPA Care Homes Open Indoor Bowls tournament </li></ul><ul><li>Yorkshire & Humber Active Sport Talent Camp </li></ul><ul><li>English Table Tennis Association Senior National </li></ul>
  27. 27. <ul><li>British Figure & Ice Dance Skating Championships </li></ul><ul><li>Norwich Union World Trials and AAA Indoor Athletics Championships </li></ul><ul><li>The British Open Show Jumping Championships </li></ul><ul><li>World Fire fighters Games </li></ul><ul><li>The Tour of Britain Cycle Race </li></ul><ul><li>Roger Albert Clark Memorial Rally </li></ul><ul><li>Under 20’s World Ice Hockey Championships </li></ul><ul><li>FIVB World Volleyball Championship – First Round </li></ul><ul><li>British Swimming Championships (50M) </li></ul>
  28. 28. SIV Performance
  29. 29. Pool visits and ‘dry’ visits (2001/2 to 2003/4)
  30. 31. Use by target groups Target group % of visits % in city Gap National league table Social class DE 8 22 - 14 Top 25% BEM 10 11 - 1 Top 50% 60+ 9 21 - 12 Top 50% Young people (11-19 years) 21 11 +10 Top 25% Females 58 51 +7 Top 25%
  31. 32. The Future- London 2012 <ul><li>Sport – Finally on the Political Agenda </li></ul><ul><li>Increased Investment in Sport, Health, Participation and Competition. </li></ul><ul><li>Harness the Cities Passion for Sport. </li></ul><ul><li>Put Winners back on the Blocks. </li></ul><ul><li>Increased Number of Events </li></ul><ul><li>Sheffield- Sport Destination City. </li></ul><ul><li>Continue the Economic Impact of Sports Events in the City </li></ul>
  32. 33. Sheffield International Venues <ul><li>The Best Suite of International Sports Venues in the UK </li></ul><ul><li>National Reputation for Sports Management </li></ul><ul><li>Expert Event Organisation </li></ul><ul><li>Expert Media and PR Expertise </li></ul><ul><li>Proven Track Record </li></ul><ul><li>Appointment of Head of Sport </li></ul>