March Madness: Event Experience Lessons for the Hospitality Industry?

If you are watching any TV right now, you know that we are at the time of year when March Madness takes over the sports world. Even if you are not a college basketball fan, I am sure you have heard of this event…you may have even lost a spouse to a ‘road trip’ or to them being camped out in front of the TV during this three-week event.

What the NCAA has accomplished is pure genius. They are teaching the hospitality industry the following event experience lessons:
Create a top notch event – they have established a three-week long, 68 team men’s college basketball tournament.

Brand it – March Madness

Market it – The Road To The Final Four

Draw people to attend (in this case into multiple venues simultaneously) – they attract 10,000 to 70,000 attendees (an average of 20,000) in over 10 different venues for a total of more than 700,000 attendees.

Make it a Hybrid Event – for years they have been doing what we are now recognizing as an emerging trend, the combination of face-to-face and virtual events.

Generate substantial economic impact – for each market where these games are held, jobs are created and millions of dollars go into the local economy and to the universities playing in the games.

Create a memorable experience that goes viral – attendees literally RAVE about the event which creates high expectations and demand for the next year’s event.

Enable the growth of spin-off events – The Women’s Final Four (the women’s college basketball tournament) is now a growing event based on the success of the men’s tournament.

I do not know about you, but these are exactly the type of events, experiences and results we strive to create in the hospitality industry. I think we should all tune in March 13th – April 2nd to take notes and learn some lessons from the NCAA. March Madness is a consistently successful annual event that has all of us on The Road To The Final Four!

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Author: Doug Baarman

Date: March 13, 2012

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