Dear Event Doctor: What do you consider the key components of a successful hospitality program? We are planning one main tent at our event but are struggling with exactly who should be—and who will expect to be—invited. Should it be open just to sponsors? What services should we be providing? —Thanks for the Hospitality
Dear Hospitality: There is no one-size-fits-all solution to an event’s hospitality strategy. The answer depends on the objectives of the event and your organization. While sponsors are indeed the typical invitees to a hospitality pavilion, how many passes you provide depends on the situation. Are you hosting only the guests who are most important to you, or are you also providing hospitality to guests who are the most important to your sponsors?
Many sponsors become involved with events to provide a premium entertainment experience to their own customers, clients, distributors and dealers. Those who are not hosting their own exclusive, stand-alone hospitality area on-site will be looking to you to provide it, whether as a feature included in their sponsor entitlements or on an at-cost basis.
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A veteran of the sports-event industry, Supovitz has served as senior vice-president of events for the National Football League since 2005. Prior to joining the NFL, he was the National Hockey League’s group vice-president of events and entertainment for 13 years. He is also the author of “The Sports Event Management and Marketing Playbook,” the second edition of which is being published this month by John Wiley & Sons. For further information or to order, please visit the Media Zone at SportsTravelMagazine.com. Questions for The Event Doctor can be emailed to Frank Supovitz at firstname.lastname@example.org.