Events are an essential feature of sports facilities, both attracting attendees from outside the athletic community and bringing people together from within the community to celebrate. With most facilities canceling events and unsure when they will be able to resume programming in light of the pandemic, the Putterman team has put together some helpful information to help facilities adopt creative strategies to encourage safe participation during this trying time. It will be important for events to adhere to the new safety guidelines. For example, with facilities beginning to reopen, any event should adhere to the CDC’s recommendations with social distancing guidelines in place.
The Research: Organization and Signage
A recent study by Getz & McConnell found that sport participants desire for events to be well organized, clean, with particular attention paid to proper signage and a user-friendly website factored more heavily into their decision-making process than more common factors such as cost, prizes, or even exclusivity. Additionally, changes in communication channels to participants while staying coordinated with sponsors and continuing to offer value has shifted sports facilities’ dependence on visual marketing materials.
Think Fast: Short Term Planning
Many facility events are planned months or even a year in advance, but with so many unknowns amid the pandemic, this hasn’t been possible. With many long-planned events canceled, it is still possible to plan events with shorter notice and provide a source of hope, positivity, and connection for your participants and spectators. We have been working with facilities on providing materials for them to promote small short-term events virtually, as well as with flexible use printed materials. Marketing and promotion can even begin in advance of the event date being finalized; announce the event with dates TBD to begin building excitement and anticipation.
Think Virtual: Creative Ideas for Online Events
Virtual events offer an option for creating connections with participants and sponsors while spectators want to stay safe at home. Some options include virtual tours and virtual experiences.
Virtual Tours
Virtual tours are another great option to engage your spectators from home, as well as attract “virtual tourists” visiting for more information on your facility. Ideas include touring the facility both from a participant’s point of view and from a behind the scenes perspective. These can be marketed as live events and hosted as live videos on Facebook or Instagram. Live virtual events are more personal than pre-recorded videos, as they allow attendees to ask questions and engage. In conjunction with the tour, facilities might offer incentives to bring attendees to the facility once it is safe and they feel comfortable visiting in person.
Virtual Experiences
Facilities that think creatively about offering virtual experiences can help improve the quality of life for spectators and participants who are staying at home. A resident coach or athlete might host a virtual class; when attendees purchase their ticket, they would be given a link to attend the live event and a list of topics and equipment to have ready.
Think Visual: Printed Signage, Banners, and Digital Materials Bridge the Communications Gap
Graphics and signage have always been important for creating the best experience for participants at sports facilities, now more than ever these visual elements have a tremendous impact on participants and sponsor safety, security, and perceived value.
Follow Us to join our community and discover how we can help you create positive experiences for your participants and sponsors. Putterman Athletics has a full-service graphics department to meet your design needs. We have more than 75 years of combined graphic design experience.
