The purpose of this assignment is to evaluate the key elements comprising an event
experience from a management perspective.
You must attend a sport, tourism or hospitality event to observe what was seen and
heard, and then write a report on the entire experience. A way to approach this
assignment would be to act as a consultant hired by the organization running the event
to evaluate its operations. Descriptions of each element should be with an emphasis on
critical appraisal and evaluation. Offer managerial and/or marketing recommendations
for each element. If no improvements are needed, then explain why.
Some Key Elements You Might Include:
1. Pre-event advertising and promotions to attract attendees
2. Traffic control and parking (ease of access to and from event, price,
3. Ticket operations (distribution centers, prices, special packages, etc.)
4. Security (what was allowable into facility, individual checks)
5. Seating (ease of access, service of ushers, comfort, sight lines, etc.)
6. Concessions and Merchandise (access/location, products, prices, etc.)
7. Restrooms (access/location, adequate number, cleanliness)
8. Signage (directional & sponsor signs – location, size, clutter)
9. Atmosphere (public announcer, music, fan behavior, etc.)
10. Event-extenders (involvement opportunities for attendees)
As you evaluate the event, pay special attention to how effectively the service personnel
(parking attendants, ticket handlers, ushers, concessionaires) performed their jobs.
Were event personnel easily distinguishable by their attire? You are expected to engage
service personnel in conversation to determine if they are enthusiastic, hospitable, and
knowledgeable when answering questions. In addition, you should consult with other
fans to acquire perspectives other than your own regarding the various game experience
elements. Do NOT simply give a personal account of only your experience. Instead,
think in broader terms like a manager. For example, you may have had a good view of
the game, but did everyone? You should walk around the venue to observe not only
sight lines, but many other elements you include in your report.
You should take notes at the event, then turn them into a formal written report.
Your audit should be 3-5 pages in length, 12 point type, double-spaced, and
include page numbers as well as section headers. You should use complete
sentences and full paragraphs as opposed to bulleted lists.
This will be graded on completeness & coverage of all the event areas,
insightfulness and attention to details of the event, ability to examine the event
from a consultant rather than attendee perspective, organization, quality of
writing, and technical aspects.