Dear Event Doctor: Our staff has been considering launching a number of new events. What has your experience been starting events from scratch? What are the first steps we should take? Any pitfalls to watch out for? —Set to Launch
Dear Set: Are there any pitfalls? There are plenty. First, be clear as to why you are launching an event. Does it fulfill a need in the marketplace? Determine what its “unique sales proposition” is. What will make it different from other tournaments already on the calendar, and how will you communicate this to your targeted competitors or spectators?
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The Event Doctor is sports-event veteran Frank Supovitz, president and chief experience officer of Fast Traffic Events & Entertainment, an event management and consulting firm. From 1992 to 2014, Supovitz served as the senior event executive for the National Football League and National Hockey League. He is also the author of “The Sports Event Management and Marketing Playbook.” Questions for The Event Doctor can be emailed to Frank Supovitz at firstname.lastname@example.org.