AlburyCity Events Case Study A-League 2014
A-LEAGUE FOOTBALL A CASE STUDY
A-League Football Strategy Development Assess & Consult Can we deliver? Yes. Benefit Analysis Viability Community benefit Tourism/Eco Impact Exposure/Image Ticked all the boxes Partnerships Political ownership
A-League Football Strategy Development 3 years negotiating Familiarisation Venue assessments Sign off with Melbourne Heart FC March 2013 Sign off FFA June 2013 Sign off FOX Sports June 2013 Community engagement achieved Match February 2014 Melbourne Heart V Perth Glory
A-League Football the Lead up Activation at AAMI Stadium Melb Heart V Sydney FC 10,000 spectators Live on SBS & FOX Sports 167,000 viewers MHFC fan engagement Social media E-newsletters Community buy-in Political buy-in Tourism promotion Transport options for Albury
A-League Football Event Delivery AlburyCity services Project management Site management and venue preparation Ground management Traffic and parking management Entertainment Waste management Risk management Corporate hospitality and catering Accommodation, meals and travel arrangements Marketing and promotion Media liaison Visitor information Transport Services Ticketing Facilitation of all match services
A-League -The Issues Weather forecast 43 degrees Hot northerly wind Conditions for staff, fans and players Kick off time under review Potential match cancellation Sunday limited media contact Threat to crowd numbers walk ups Travel arrangements compromised Contingency plans in place
A-League Activation Weather worsened 44 deg FFA dry bulb testing conducted FFA GM Operations made call Kick off time delayed by two hours MHFC CEO - FFA CEO Implement contingency plans Shade structures, ice, fans installed Media outlets alerted social media Staff times postponed refuge set up Services postponed where possible
A-League Football Game on Match commenced Increased break times implemented by FFA Implemented contingencies Instigated a national heat policy Crowd patient and loyal Soccer community rallied FFA praise for delivery and ability to adapt FFA and clubs praise for venue and staff service
A-League Happy Ending.. Staff ownership and morale Reward and recognition Valuable data Economic benefit/visitation 3,000 visitors Flow on to providers Flow on to community groups Council integrity/reputation Football legacy Critical value of contingency Planning for the worst Stress factors
A-League Football The Benefits
A-League -The Benefits Placed squarely on the national stage National television coverage 144,000 viewers Engagement with city football fans National media print and commentary Community engagement and pride Promotion of sport/participation Cemented relationships with football hierarchy and national media outlets Demonstrated ability to host at major level Showcased Council-owned venue and our ability to deliver as a community Legacy for future football matches RH Doherty Award Highly Commended Innovation in Special Events
Event Success Albury was a superior experience even to games played some capital cities. It was the best regional experience we have had from a football perspective despite the challenging heat. Our hotel rooms and food were exceptional and compared to other centres where the ground and facilities were sometimes abysmal, Albury was gold. The pitch, the facilities, everything. We couldn t have been happier. We were absolutely delighted with Albury and we won! John Didulica, Manager Football Operations MHFC Any regional event we ever do in the future, Albury would definitely be our number one pick. Just brilliant. Scott Munn, CEO MHFC
Event Success a happy team!