Playing the Field

Using sports venues as group venues can make perfect sense — not to mention a lot of fun.

By Marc Boisclair

Amanda Kopec might seem the least likely person to ever plan a football game. But when the marketing manager for Compas, Inc. (N.J.) and Communications Media Inc. (Pa.) needed a creative outlet for her companies’ annual managers meeting, the idea of 30 employees tossing around a pigskin piqued her interest. “The theme of our meeting was Game Plan 2010 and the sports concept fit perfectly with our objectives: team building, connecting and bonding across the company and within our department,” says Kopec of the advertising and media-buying firms. All she needed was a place to play.

Enter Renee Holloman, managing director for Hershey (Pa.) Destination Services. “I got a lead from our sales department about a client wanting to do a team-building event,” she says. “[They asked] ‘Do you have a grassy area or a local school where we could make this happen?’ Immediately I thought of our $1 million Hersheypark Stadium.” If the 15,600-seat, multi-use facility worked for Bruce Springsteen, former President George W. Bush and more than a few pro sports teams, then why not Kopec’s “brains and brawn” flag football game?

So Kopec and Holloman came up with a game plan that brought together the employees as players, coaches, referees, a photographer and a play-by-play man for two hours of football played in a pro-level stadium. The results proved far better than either woman could have imagined. “They loved it,” says Kopec. “It was the most successful team-building event I’ve ever coordinated, and it completely served the purpose of promoting teamwork and communication.” From Holloman’s sideline: “We immediately received an e-mail from Amanda’s vice president, ‘This is beyond my expectations — we’re so excited to be here at the stadium.’” WIN-WIN SCENARIOS

As Kopec’s tale keenly demonstrates, using sports stadiums and arenas as group venues can provide rich rewards. While team building may be the most obvious option, it’s certainly not the only one, as these venues offer ideal settings for opening sessions, closing parties and any number of seminars, awards shows and VIP receptions in between. Beyond the social and emotional connections for attendees, sports venues can also offer planners a logistical and financial advantage over more standard options. Perhaps the only surprise here is that groups aren’t taking greater advantage of these venues.

“People often want something different from the typical banquet room, and a sports venue, whether it’s an ice rink, football field or a VIP box, gives them that,” says Holloman. “Their team spirit really comes together in these venues — they work and play together and come away with great memories of their experience.”

And Holloman’s referring to just the attendees’ experience. For planners like Amanda Kopec, the rewards go beyond simply seeing your VP’s smile of approval. “A lot of our clients find the draw of an NFL stadium intriguing,” says Devon Vandervort, special events manager at Denver’s INVESCO Field at Mile High. “We’re a lot more than just a concrete concourse. There are lots of creative space here and a built-in level of excitement in the atmosphere.”

No doubt part of that excitement derives from holding a meeting in the same space where the NFL’s high-energy Broncos score touchdowns and perform hair-raising goal-line stands from August through January. Even when the team’s out of town, though, their presence remains strong thanks to Mile High’s design. “We utilize all the surrounding areas for activities as well,” says Vandervort. Specifically, there’s the United Club, South Deck, Locker Room, Players Pavilion, Sports Legends Mall and Budweiser Champions Club for group use. “We do about 250 private events a year — meetings, trade shows, customer appreciation, black tie galas, non-profit functions, picnics and team building,” she says. Let’s not forget the field itself, which holds up to 10,000 for a high-spirited pep rally, punt, pass and catch competitions or, depending on the time of year, actual flag football games. Mile High also comes with a special covering that allows groups to take over the field for receptions and dinners for 3,500 (John Elway as a guest speaker would likely be extra, though).

That kind of flexibility recently drew the attention of Ashley Andrus, president of Zoe Training & Consulting and a co-chair of the Colorado HR Association’s Annual Conference. “Mile High Field is designed to handle big groups with easy access in and out,” says Andrus, who booked her group there last January and plans to return this winter. “The things that make it a great sporting venue — wide open spaces, natural light — make it great for us. There’s also plenty of free parking, unlike at most downtown hotels, and we knew people would appreciate that.”

FAMILY AFFAIR

Sports venues, by their very nature, seem ideally suited for stoking competitive spirits and promoting comradery among attendees — even Amanda Kopec stood in awe of her firms’ weekend warriors as they fired screen passes (who knew?) and scored touchdowns. That said, they also open the door for attendees to bring along their “other” family, namely the kids and spouse.

The Girl Scouts and Public Service of New Hampshire have used Manchester’s (N.H.) Verizon Wireless Arena for group/family events, as has the faith-based Word of Life. “They come in and watch the Manchester Monarchs’ [hockey] game first, then do a pep rally afterwards,” says Jason Bergeron, VP of ticket sales and marketing. The anti-drug group D.A.R.E. is another sports arena fan. “They bring their families along and get a discounted game ticket, and we promote the event as a coeducational experience for both parents and their kids,” he says. “For us it’s great because we’re able to sell group tickets to a game and, for the client, they get assets they couldn’t find elsewhere.”

Indeed, those assets can save a planner money, time and energy, plusses that may not seem apparent at first glance. Sara Baum has an extensive background in event planning in the Los Angeles area. Now owner of VendorBar, an online event firm, Baum recalls how surprised and pleased she was to discover the advantages of booking Dodger Stadium over a hotel, convention center and other more traditional facilities.

“We were doing large private events, in the $75,000-100,000 range, for about 150-200 people, and the stadium was set up perfectly for us,” says Baum. “They have kitchen facilities, electrical power, restrooms and parking readily available and it’s very easy, with all those big loading docks, to bring in all of your lighting and supplies.” It was also a great place for clients to play out their themes and goals, especially when kids and young adults were the attendees. “The athletic theme is always big — what 13-year-old boy doesn’t like sports?” she says. “Also, people don’t often get to go to a baseball park when it’s empty, so it’s really exciting to be out there on the field taking photos of yourself and your friends.”

Which brings us back to Amanda Kopec and why her Game Plan 2010 succeeded at Hersheypark. “It’s part of our objective at these meetings to build morale and demonstrate the need for basic respect and communication,” she says. “After the game, the group went into the rest of their meeting with a good understanding of those needs, which is the real foundation for our company and its success.”