NBL AllStars vs. Golden State Warriors Exhibition Match Event Operations Manual 1 MMS307 Group Assignment - Operations Manual NBL All-Stars vs. Golden State Warriors Exhibition Match Members: Tom Cooper – 211301679 Sam Ryan – 211338161 Claire Picone – 211288535 Jehan Abeysekera – 212064033
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NBL All-‐Stars vs. Golden State Warriors Exhibition Match
Event Operations Manual 1
MMS307 Group Assignment - Operations Manual
NBL All-Stars vs. Golden State Warriors
Exhibition Match
Members: Tom Cooper – 211301679
Sam Ryan – 211338161 Claire Picone – 211288535
Jehan Abeysekera – 212064033
NBL All-‐Stars vs. Golden State Warriors Exhibition Match
NBL All-‐Stars vs. Golden State Warriors Exhibition Match
Event Operations Manual 4
8.4. Features 42 8.5. Seating and ticketing 43 8.6. Toilets 43 8.7. Scoreboard 44 8.8. Hospitality 45 8.9. Customer Service 46 8.10. Lost and found 46 8.11. Cleaning and maintenance 46
The Crown Tower staff will be available 24 hours for any services/information that
may be required.
During their stay at Crown Towers Golden State Warriors will dine at Rosetta
Risotante a sophisticated Italian cuisine. This dinner Friday night will provide the
team with nutritious meal suitable for athletes. This will also provide an opportunity
to meet and mix with NBL All-Star players prior to Saturday’s Exhibition Match. This
dinner is all expenses paid as part of Crown’s partnership with the exhibition
match.
Mr Hive Kitchen & Bar at Crown will be putting a special breakfast on for the team
until 10:30am Saturday and Sunday. This is also available via room service.
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4. STAFF & HUMAN RESOURCES
4.1. Flash Events Staff
Flash Events has been contracted to plan,
organise, operate and facilitate this event in
conjunction with Basketball Australia, National
Basketball League and Golden State Warriors.
A list of all staff contact details can be found on
in appendix 3, and the organisational structure of
Flash events can be found on the following
page.
4.1.1. Flash Events Staffing Structure
COO/Event Co-director
Operations/technical director
Operations Assistant Director
Officials Coordinator
Security Coordinat
or
Recruitment Coordinator
General Staff/
Volunteer Coordinator
Additional Personnel
Coordinator
Golden State
Liaison
NBL Allstars Liaison
Communications/media and commercial
director
Marketing/Advertising
team
Corporate Liaisone
Coordinator
Media Liaison
Finance Director/ Event Co-director
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Event Operations Manual 18
4.2. Key Roles and descriptions
Chief Operating Officer/Event Co-Director
Name Tom Cooper
Description
• Plan, direct and coordinate the operations of event • Highest point of contact for decisions to be passed by • Manage subsequent staff involved • Organise initial proposition of event to those involved
• Coordinate and supervise general staff and volunteers on game day
• First port of call for questions prior to or on game day • Coordinate locations of staff and breaks when appropriate • Liaise with Operations Assistant Director
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Corporate Liaison Coordinator
Name Jess Smith
Description
• Aid the Media, Communications and Commercial Director
with securing sponsorship • Be present on game day to liaise with the sponsors • Lead a team of 4 corporate liaisons • Organise signage around the event • Liaise with Operations Assistant Director and Media,
• 2 x focus on Golden State Warriors • 2 x focus on NBL All-Stars • Stats will include: minutes played, points,
field goals made, field goals attempted, field goal percentage, 3 points made, 3 points attempted, 3 point percentage, free throws made, free throws attempted, free throw percentage, offensive rebounds, defensive rebounds, rebounds, assists, steals, blocks, turnovers and personal fouls.
Announcer – master of ceremonies
1
• Arrive x time prior to match • Provide stadium with introductions to match
– call players onto court • Introduce entertainment • Conduct post match interviews
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4.4. Contracted staff 4.4.1. Delaware Catering Company
Keeping with the current affiliation with Melbourne and Olympic Parks, Flash Events
have organised that Delaware will continue this partnership. There are four sites of
food and beverage and therefore the following is needed.
• RSA officers x 4
• Food and beverage outlet staff x 4 per outlet, total of 36
• Corporate hospitality/Superbox attendants – x 5 per box, total 25
See hospitality section in Section 7.8 for further details
4.4.2. ISS Cleaners
This company will provide cleaners for the exhibition match…including during
match for toilet and general cleanliness, pre match to ensure venue is up to
standard prior to match, post match for a full venue clean up.
See cleaning and maintenance in Section 7.11 for further details
4.4.3. Chubb Security
Security will be provided by the company Chubb, this will include at the exhibition
match, accommodation, transports and airport. 60 security officers will be
employed.
See security section in Section 11 for further details
4.4.4. St John’s Ambulance
St John’s Ambulance will be on site in locations including medical rooms and
patrolling the concourse. 13 St John’s Ambulance staff will be required to be
present if any medical emergencies occur in particular for the spectators and
staff.
See Medical Services in Section 10 for further details
4.4.5. Victorian Police
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Event Operations Manual 28
Victorian Police will provide 6 patrolling officers throughout the event to provide
patrons with an extra sense of security in the event of violent or inappropriate
behaviour. Their presence will especially be known when gates open and upon
conclusion of the match.
See security in Section 11 for further details
4.5. General staff
Role Number Description
Ushers 30 • Check tickets prior to entry • Assist finding correct seats within venue.
Accreditation staff 2
• Prior to event create and process accreditation’s with names, positions, photographs and other details
• Check accreditation prior to entry into areas
Fan engagement 6
• Engage the crowd pre-game, in time-outs and breaks in play to create an atmosphere similar to that of NBA games
• Play games with the crowd, be a leader in chants ie. De-fence
Drivers 6
• 2 x bus drivers to drive teams around • 4 x car drivers for officials and those
associated with team • Must have knowledge of CBD, Southbank
and areas surrounding Melbourne Park.
Parking/Valet attendants
8
• Situated in Melbourne and Olympic Park parking areas
• Must check if have booking prior to entry into car park.
• Valet’s must hold a full drivers license with a familiarity with all different types of cars
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Event Operations Manual 29
Information help desk 4 • Knowledgeable about event and venue. • Answer calls directed to desk as well as
patron enquiries
Merchandise staff 12
• 8 x Marquee staff, 4 x indoor arena staff • Cash register operations • Customer service, helping customers • Replenishing stock levels from boxes at
each merchandise site
4.6. Volunteers
Role Number Description
Court Cleaner
4
• Ensure floor is safe for players • Wipe sweat off floor if player falls or during
time outs • Positioned at each corner of court
Ballkids
4
• Collect ball if goes off court and pass back
to player • During warm up will give out balls prior to
and will collect them on completion – 2x per team
• Positioned at each corner of court
4.7. Training/orientation
A training/orientation evening will be held on Thursday 8th October commencing
at 6:30pm. This is a requirement of the recruitment process that staff are able to
attend this compulsory session.
This session will provide staff with a briefing of the event, operations involved as
well as sectional area briefing/ training with corresponding team
supervisor/coordinator. This session will also where staff uniform and accreditation
will be distributed.
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4.8. Uniform
A uniform will be provided by Flash Events, which all staff will be required to wear
throughout the event. This consists of a standard black polo top with Flash Events
logo and tan/khaki chinos/pants will be the bottom half of the uniform. Staff will be
required to supply their own black shoes to round out the uniform.
• An example is shown below
4.9. Payment Staff will be paid via the Flash Events human resources department on behalf of
the event.
In addition staff has a $30 food allowance supplied by Flash Events. This can be
accessed via a barcode on their accreditation and is valid for food outlets within
Rod Laver Arena.
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4.10. Accreditation Players, officials, staff and media will all have accreditation to enable them access
to specific areas of the venue. In addition to the venue accreditation the Crown
Metropol and Crown Towers will have specific floors of their hotel, which are
accredited only, this will only be for holders of the AA+ accreditation holders.
The back of the accreditation will state emergency procedures, and the front will
have name, position, photo and letter indicating level of accreditation, see
example below
Accreditation categories can be found on the following page.
EMERGENCY PROCEDURES
AA+
Andrew Bogut
Golden State Warriors
Player
NBL ALLSTARS vs
GOLDEN STATE WARRIORS EXHIBITION MATCH
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Event Operations Manual 32
Category Area Holders
AA+ All areas – including player
changerooms Players, coaches, team staff,
key Flash Events staff
AA All areas – excluding player
changerooms Directors, supervisors, referees
M Media access – includes media box
and courtside positions Accredited media
G General access Hospitality, ushers, drivers,
general staff
C Court and general access
Fan engagement staff, dancers/cheerleaders, scorers, technical staff,
statisticians, court cleaners, ballkids
S Security access Security
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5. FINANCE
5.1. Budget
The budget has been agreed to by the Chief Operating Officer and Finance
Director of Flash Events After extensive research and past event experience the
projected costs have been summarised in the table. This budget will be continually
reviewed during the planning, conduction and conclusion of the event and
following the event a comprehensive analysis of expenditure will be reported.
It is to be noted that this budget does not include the flights and accommodation of the player and their team, a separation budget/financial scheme will be present for that and available via the financial department.
5.2. Expenditure DESCRIPTION COST Accreditation $2,000 Administration $3,500 Cleaning Supplies inc, toilet paper, soap $2,000 Construction of court $5,000 Equipment Hire $1,500 Food and Beverage $9,500 Insurance $15,000 Marketing/advertising $75,000 Marquee Hire $12,000 Merchandise $10,000 Parking $500 Screen and Speaker system $8,000 Security $13,000 Signage $9,000 Uniforms $4,000 Vehicles – bus hire $2,000 Wages (staff) $65,000 TOTAL *not inclusive of flights and accommodation
$234,000
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5.3. Revenue DESCRIPTION AMOUNT Ticket sales $200,000 Food and beverage sales $25,000 Merchandise sales $40,000 Media/ Broadcasting rights $50,000 Sponsorship
- Melbourne (Victorian Government)
- Westpac - Channel 10 - Crown
$100,000 $75,000 $50,000 $40,000
TOTAL $580,000
5.4. Economic impact The NBL All-stars vs. Golden State is expected to have a large economic impact for
Melbourne, especially in and around the CBD. This is due to the immense
popularity of Golden State Warriors, therefore more than just those attending the
match may also be in and around the city to try and get as close as possible to
their idols.
Economic measures include:
• Number of team members/coaching staff present
• Number of attendees and those from outside Melbourne
(country/interstate/overseas)
• Duration of the event and visit
• Total additional expenditure relating to the exhibition match
This match will provide great exposure to the City of Melbourne due to sponsorship
as well as promotional ads throughout the broadcasting. The projected number of
people attending is approximately15,000 inclusive of staff, players and coaches,
therefore a great amount of economic impact can be expected.
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6. PRE-EVENT PRODUCTION SCHEDULE
The following is the production schedule for planning and organising of the events:
Date Task Area
8/03/15 Game 2 of NBL Finals - 2014/2015 NBL season concludes NBL & Basketball
Australia
11/03/15 Initial concept pitch meeting between Basketball
Australia and NBL NBL & Basketball
Australia
16/03/15 NBL announces 2014/2015 season award winners NBL & Basketball
5.00pm Golden State Warriors staff arrive Golden State
Warriors 5.20pm NBL All-Stars team arrive
5.25pm Security to escort players to Change Room 1 Security
5.30pm Golden State Warriors team arrive Golden State
Warriors
5.35pm Security to escort players to Change Room 2 Security
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5.45pm Medical Services arrive Medical Services
6.00pm Second team of staff arrive Staff & human
resources 6.00pm Victoria Police arrive Security
6.25pm Food and hospitality outlets confirm readiness to
begin business Venue
6.30pm Spectators permitted to enter Rod Laver Arena Venue
6.30pm Technical team confirm all processes are in place for
event Venue
7.00pm Game broadcast begins Broadcasting
7.10pm Staff prepare court for teams warm-up Staff & human
resources
7.15pm Players have access to warm-up on court Game
7.35pm Pre-game team introduction Marketing &
communications
7.40pm All staff to confirm readiness for tip-off Staff & human
resources 7.45pm Game tip-off Game
8.05pm Approximate end of first quarter - 2 minute rest
period for quarter-time Game
8.08pm Approximate start of second quarter Game 8.28pm Approximate end of second quarter Game
8.29pm Half-time period begins - Players move to change
rooms Game
8.55pm Half-time period ends - players return to court Game
9.00pm Third quarter begins Game
9.20pm Approximate end of third quarter - 2 minute rest
period for three quarter-time Game
9.20pm Food and hospitality outlets cease business Venue
9.23pm Approximate start of fourth quarter Game
9.30pm Rod Laver Arena staff to prepare for spectators
leaving venue Staff & human
resources
9.30pm Security in place for conclusion of game Security
9.45pm Approximate end of fourth quarter and game Game
9.50pm Game presentations to be made Marketing &
communications
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10.00pm Spectators vacate Rod Laver Arena Venue 10.00pm Broadcast concludes Broadcasting 10.30pm Final spectators to have vacated venue Venue
10.40pm Medical Services vacate venue Medical Services
10.30pm Volunteers and general staff permitted to finish shift
and leave Staff & human
resources 10.30pm ISS Cleaners begin cleaning of venue Venue
10.40pm Key staff begin bump-out of event Staff & human
resources
11.00pm NBL All-Stars vacate venue via buses to Crown
Towers NBL & Basketball
Australia
11.10pm Golden State Warriors vacate venue via buses to
Crown Metropol Golden State
Warriors 11.15pm Victoria Police vacate venue Security
11.20pm Final NBL All-Stars staff and personnel vacate venue NBL & Basketball
Australia
11.30pm Final Golden State Warriors staff and personnel
vacate venue Golden State
Warriors
11.45pm ISS Cleaners conclude cleaning of venue Venue
12.30am Key staff conclude bump-out of event Staff & human
resources 12.45am All remaining Security vacate venue Security 1.00am Rod Laver Arena closes Venue
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8. VENUE
8.1. Description – Rod Laver Arena
The event will be staged at Rod Laver Arena, Olympic Boulevard in Melbourne,
Victoria. In order to use this space, ongoing communication and negotiation with
the Melbourne and Olympic Parks Trust will be necessary, in addition to being able
to transform the current tennis arena set-up into a basketball court. Rod Laver
Arena has a seating capacity of 14 820, of which all will be ticketed for the event.
8.2. Map
Rod Laver Arena area map
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Rod Laver Arena greater site map
Rod Laver Arena seating map
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8.3. Access
Patrons attending the event will be able to access the arena via the entry point at
tram stop 7B on the number 70 (Wattle Park – Docklands) tram line and the main
entry to the arena via Batman Avenue.
These entries have disabled access, with ramps and lift access via the Batman
Avenue entry point.
8.4. Features Equipment and facilities within Rod Laver Arena to be used include;
• Change room facilities for both teams
• Medical rooms
• Arena café
• Media room
• Lighting and sound room with personnel
• Technical services room with personnel
• Playing surface (hardwood)
• Scoreboards and replay screens
• Corporate hospitality superboxes boxes
• Corporate and general admissions eating with disabled seating bays
• Lighting and sound equipment
• Referee equipment including whistles, first aid kit and towels
• Toilets with disabled and baby change facilities
• Food outlets
• Merchandise outlets
• Information desk
• Rubbish bins
• Lifts
All enquiries regarding the existing venue should be made to Sally Goldsack from
Melbourne and Olympic Parks Trust on (03) 9449 0121.
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8.5. Seating and ticketing
General admission tickets will go on sale exactly one month prior to the event, at
9am, until sold out. Tickets will be able to be purchases online via ticketek.com, by
phone on 13 28 49 or in participating Ticketek outlets. Tickets will not be available
to pick-up at the event. Tickets to corporate boxes will be issued via those
organisations that own them.
Ticket purchasers will be made aware of the following by Ticketek:
• Who is playing in the match
• Location
• Time of gates opening
• Time of match
• Entry points including disabled access areas
• Cost of ticket
• Prohibited items
Patrons will be required to bring their ticket with them on the day of the event and
scan it at an entry turnstile to be allowed entry. Refunds will occur in line with
Ticketek’s policies and procedures.
General admission ticket prices will be determined through consultation between
the NBL and NBA.
Flash Events will have an information desk located inside the main entrance via
Batman Avenue for all enquiries regarding operational matters. The desk can be
contacted on (03) 9000 1234.
8.6. Toilets
There will be an obvious requirement to provide working male, female and
disabled toilet facilities for the duration of the event.
Locations for these will include:
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• Internal concourse – male, female and disabled
• Corporate Hospitality Superboxes – male, female and disabled
Baby change facilities will be located next to female toilets adjacent to door 5, 10
and 15. Players will be provided with their own toilet facilities within team change
rooms inside the arena.
All enquiries regarding toilet and change room facilities should be made to the
Flash Events information desk on (03) 9000 1234.
8.7. Scoreboard
The event will require the use of the Melbourne and Olympic Parks Trust
scoreboard system and replay screens. Experienced Technical Operators will be
on hand at the event to operate and troubleshoot the scoreboard and replay
screen system in conjunction with NBL employees to provide statistical and match
analysis for these replay screens. Scoreboards and screens will be in operation
from 6pm (time of spectator admission) until 30 minutes after the cessation of the
event.
An additional four-way screen/speaker system will be installed suspended over the
court to aid in presentation of replays, statistics and also used as a fan
engagement mechanism. An example seen below is at Hisense Arena at the
recent Australian Gymnastics
Championships
All enquiries regarding the
scoreboard and electronic
features of the venue should
be made to Sally Goldsack
from Melbourne and Olympic
Parks Trust on (03) 9449 0121.
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8.8. Hospitality
Through an existing partnership with the Melbourne and Olympic Parks Trust,
Delaware Catering Company will be providing food and beverages at the event.
Payment for the items will be able to be made with cash or EFTPOS for the public,
with complementary food and beverages available to all corporate guests and
players. All staff will be provided with a $30 food and beverage voucher to be
used on the day of the event. Flash Events staff will be responsible for ensuring all
cash registers and EFTPOS machines are in working order prior to the event
including a cash float for each register of $150, in addition to liaising with Delaware
regarding their requirements in terms of quantity and quality of food and
beverage.
Food and beverage outlets will be located around the Rod Laver Arena
concourse (4 food and 4 alcoholic beverage outlets in total), in addition to the 5
corporate boxes being serviced by Delaware, a player café will also be in
operation in close proximity to team changerooms for player use. A total of 4
Responsible Servicing of Alcohol officers (provided by Delaware) will be present to
monitor sale and consumption of alcoholic beverages during the event. All food
and beverage outlets will open at 6pm (time of spectator admission) and will close
at the conclusion of the match.
Food and beverages provided by Delaware will be as follows:
People Menu
Public and Flash Events staff (no alcohol available to event staff)
Sandwiches, rolls, hot dogs, hamburgers, fish and chips, wedges, pies, sausage rolls, fruit salad, cold chips, lollies, soft drink, water, beer, cider and wine
Corporate guests Canapés, beer, cider, wine, champagne, soft drink, water, tea, coffee and juice
Players
Sandwiches, rolls, rice, pasta, fruit salad, salad, sushi, yoghurt, soft drink, Gatorade, juice, water, coffee and tea
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Corporate Hospitality Superboxes (4 in total) will also be serviced at the event for
Westpac, Network Ten, Melbourne (Victorian Government) and Crown. These are
expanded on in Corporate Hospitality in Section 15
All enquiries regarding hospitality services should be made to Stephanie Grundy on
0422 186 543.
8.9. Customer Service
All patron enquiries made by spectators should be directed to Flash Events
information desk located inside the main Batman Avenue entrance to the arena. If
someone wishes to make a formal complaint about the venue, this can be
directed to Melbourne and Olympic Parks Trust via email or telephone. A
complaint about the operations of the event can be directed to Operations
Director Claire Picone via email [email protected] or phone 0409 466
860.
8.10. Lost and found
Any items found by spectators or staff should be handed into the information desk
located inside the main entrance to the arena. Items will be held at the
information desk for 72 hours post-event, after which point they will be donated to
the Salvation Army.
8.11. Cleaning and maintenance
Cleaning and maintenance for the event will be outsourced to ISS. Through liaising
with Melbourne and Olympic Parks Trust, ISS will require access to the maintenance
storeroom and headquarters located within Rod Laver Arena.
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Prior to the arrival of players to the venue at 4pm, the following areas will need to
be cleaned and maintained by ISS:
• General admission seating areas and corporate boxes
• Arena concourse areas (internal and external)
• All toilet and change room facilities
• Food and beverage areas will be cleaned and maintained before, during
and after the event by Delaware staff
The following areas will need to be cleaned and maintained during and after the
event:
• Arena concourse areas including waste bins
• All toilet and change room facilities
• General admission seating areas and corporate boxes
All maintenance and cleaning equipment is to be returned and stored as per its
previous state prior to the event by ISS staff. ISS will follow their own policies and
procedures in regard to waste disposal, chemical spills or other incidents.
All cleaning enquiries should be made to Tim Swan from ISS on 0418 342 654.
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9. RISK MANAGEMENT
9.1. Evacuation
In the case of an evacuation, Flash Events’ Chief Warden will be in charge of
determining and implementing an evacuation procedure for staff and spectators
via the Public Address System. This will occur in the event of a bomb threat, fire or
other need for an evacuation. Below is the basic evacuation procedure
framework provided by Melbourne and Olympic Parks Trust, which has been given
to all Flash Events employees prior to the event.
9.2. Missing person
Missing person issues will be dealt with by Flash Events staff at the Information Desk,
located inside the Batman Avenue entrance to Rod Laver Arena. Prior to the
event, a large sign will be placed above the information desk to alert staff and
spectators of this.
If a person claims to be missing, they should be directed to the information desk
where the contact details of both themselves and the person they are meant to
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be in company with will be taken. At an appropriate time, an announcement will
be made over the public address system to find the person – if the end of the
match has not resolved the issue, the police should be contacted.
9.3. Weather
The match will take place with the roof of Rod Laver Arena closed. In the event of
extreme weather conditions outside the arena during and after the game, the
Chief Warden will make appropriate announcements over the public address
system at opportune times.
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10. MEDICAL SERVICES
10.1. Description
As the event is of such a large scale, the provision of medical services for
spectators, staff and players is vital. For the match, Flash Events will enlist the
services of St John Ambulance.
St John Ambulance will provide staff as follows:
• 2 staff per medical room (10 in total)
• 3 staff patrolling the arena concourse (3 in total)
Communication between medical staff will occur through means provided by St
John Ambulance. Each medical room will contain:
• Two tables for patient treatment
• Extensive first aid kid
• Sink with hot and cold tap water
• Ice
• Towels
• Refrigerator
• Bandages
• Crutches
• Scissors
All medical-related enquiries should be made to James Sidebottom from St John
Ambulance on 0417 123 456.
10.2. Emergency services locations
Ambulances will be located near the main Batman Avenue entrance, and near
the entrance adjacent to tram stop 7B. In the case of a severe medical
emergency, these ambulances will transport injured patients to nearby Epworth
Hospital as soon as possible, as necessary.
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In addition, there are 5 medical rooms located inside doors 4, 8, 12, 16 and 20 for
any injured or sick spectator or staff member. St John Ambulance is a self-funded
organisation, therefore there will be no cost incurred by their presence.
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11. SECURITY
11.1. Description
Chubb Security will be enlisted to provide security for the event, as a means of
ensuring the safety of all staff, spectators, officials and players.
Chubb Security will be present at the venue at 10am on the day of the event until
12am that night.
Spectators will have the opportunity to report any anti-social behaviour within the
arena by texting a number shown on the screens around the arena, which will be
sent directly to the security headquarters for further action if necessary. All officers
will be wearing attire and equipment in line with Chubb Security procedure.
In addition to the presence of Chubb Security, Victoria Police will also maintain a
presence at the event. One Police van will be located at each main entrance
(Batman Avenue and Tram entrance), in addition to 6 patrolling officers located
around the arena. Police will be present from 6pm – 12am.
All enquiries regarding security should be made to Dean Pendlebury from Chubb
Security on 0428 567 890.
11.2. Security locations
Chubb security officers will be located:
Location Description Number of security
A
Immediately inside each ticket entrance for bag checks (explosives, sharp objects, prohibited food and drink) and general crowd patrol
6 per entrance 12 in total
B
At each door of the arena to assist spectators to their seats and provide crowd patrol and spectator warning and ejection if necessary
2 per door 40 in total
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C
In security headquarters room located near the information desk inside the main Batman Avenue entrance to address any general public complaints and act as a centre of communication for all other security personnel around the arena. Attendants of these headquarters will also assist in making public address announcements regarding missing persons and other issues.
6 officers in total
11.3. Player security
In terms of player security specifically, this will be carried out as follows:
• 4 Chubb Security officers for both teams as they arrive to Tullamarine Airport
and are transported to their hotel, in addition to their transport from the
hotel to Rod Laver Arena (one Chubb car in front of and behind both team
buses during all transport, containing two Chubb officers)
• 2 officers per floor of the hotel where players will be staying – floors
accommodating players will be accredited areas secured for players only
with no public access allowed. Players will be presented with personalised
accreditation passes and lanyards upon their arrival to Tullamarine Airport
by Chubb officers. These passes will identify the player and their team, the
floor and room they are staying at during their visit, as well as a passport
photo. Players will be told to have these passes in their possession at all
times.
• Hotel security will also be provided as per their own policy and procedure
• 2 officers will also be present to escort both teams on and off the playing
arena at the beginning and conclusion of each playing period
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12. MARKETING & COMMUNICATIONS
12.1. Introduction
The purpose of marketing is to promote the exhibition match: NBL All-Stars vs
Golden State Warriors to fan engagement. It is vital that marketing campaign
remains consistent with the goals of the NBL:
1. Generate significant interest in NBL in Australia.
2. Create a profit for the NBL.
The primary goal of marketing is to communicate the benefits of viewing
(spectator and television) this exhibition match. To ensure there is a significant
demand for tickets, broadcasting and subsequent viewership from not just
basketball fans but the wider sporting community will require a strategic campaign
launch.
The marketing campaign is designed to:
1. Achieve maximal attendance of 14,800 at Rod Laver Arena. Melbourne has an
established basketball fan base and achieving maximal attendance will ultimately
drive fan engagement to the NBL. It is the intention of the NBL to capitalise on the
NBA’s prestige reputation. Gate sales (attendance) will help create interest in NBL
as spectators will witness first hand NBL talent and support local games.
2. Achieve 250,000 viewers through broadcast both internationally and domestic.
Reaching a larger market through television will also generate interest and also
showcase NBL talent to a much wider audience.
3. It is also important to consider the budget of the NBL and to therefore develop a
cost effective strategy. Advertising (broadcast, print, social media) is competitive
and subsequently expensive. Ultimately Flash Events will deliver a multi-layered
approach to achieve the above goals listed in an economic way.
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Contact: Jehan Abeysekera – Flash Events Media, Communications and Commercial Director 0423 897 010 or [email protected]
Contact: Eliza Livingstone – NBL Marketing Manager
Melbourne has a particularly large fan base for basketball. The advertising campaign will target this demographic first to create more interest around the NBL. Evidence suggests that males aged between 12-30 participate in basketball socially and follow/support the NBA competition.
Melbourne boasts being a sporting capital and already hosts a multitude of different competitions e.g. Grand Prix, Tennis, Darts, etc. Therefore Melbourne has an abundance of sport enthusiasts engaging in a variety of sports.
The match will provide great entertainment regardless of sporting preference. It will showcase talent never before seen in Australia which appeals to anyone.
12.3. Campaign 12.3.1. Social Media
Facebook, Instagram and Twitter can help select a specific audience via
targeting individual profile interests. Simple advertisements will ‘pop-up’ in
Facebook, Instagram and Twitter newsfeeds as who have demonstrated interests
in basketball; NBL and NBA (see images below). For example: People who ‘like’ or
‘follow’ the NBA/NBL or particular athletes such as Andrew Bogut will receive
images as displayed below.
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The social media campaign will commence in conjunction with the public
announcement of the exhibition match. Flash Events will conduct weekly meetings
with the NBL Social Media department to ensure operations run efficiently.
Contact: Jehan Abeysekera – Flash Events Media, Communications and Commercial Director 0423 897 010 or [email protected]
Contact: John Rocket – Digital Marketing Manager (NBL)
As major sponsors, Melbourne, Westpac and Channel 10 will receive the following
sponsorship packages:
3 x Signage (1m x 3m) at courtside.
These signs can be viewed by both the spectators at the ground but also by the television broadcast.
5 x Signage (1m x 3m) for fencing outdoors.
Athletes entering the arena will walk through a designated path area. This will be comprised of sponsors signage and will gain exposure from fans and spectators but also broadcast for pre-game entertainment.
NBL All Star jersey and apparel insignias.
Sponsor logos will appear on jerseys of the NBL All-Stars team, as well as official team merchandise
Broadcast exposure.
Throughout the match there will be approximately 15 breaks in play: time-outs, quarter time, half time etc. During this time when fan engagement is high, sponsors will have the opportunity to showcase their products. For example: during the 2nd time out, the video feed will cut to a montage of Melbourne’s tourist destinations.
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15.5. Crown Casino – Official Partner One other partnership includes the contra deal with
Crown Casino. Contra deals only offer product in
exchange for exposure. In this instance, Crown Casino
has offered to host both teams (including staff, up to
80 personnel) in exchange for brand exposure at their
Crown Tower and Crown Metropol Hotels.
Similar to Melbourne (Victorian Government), Crown
Casino would gain enormous exposure from sponsoring this match internationally
and domestically. Throughout the coverage of the match, particularly in the
breaks in play, there will be footage of Crown Casino’s facilities: hotel rooms, clubs,
restaurants, entertainment, etc.
As official partners, Crown Casino will receive the following:
• 1 Sign (1m x 2m) at upper level parapet.
• 2 x Signage (1m x 2m) for fencing outdoors.
• Broadcast exposure will consist of mentions for the television presenters. For
example “We would like to thank Crown for sponsoring this wonderful event”
15.6. Corporate sponsor signage
All signage will be set up by the construction team on the eve of match day, this
includes around the arena and the greater Melbourne Park Area (see section 15.4.
for placement details)/ Barriers will be supplied from equipment hire and will be
delivered as per arrangement. Signage will be supplied by Flash Events and
delivered on the eve of match day with the barriers.
Contact: Jehan Abeysekera – Flash Events Media, Communications and
Bus 246 travels down Punt Road and stops at the corner of Olympic Boulevard, a 500 metre walk from Rod Laver Arena
16.2. Parking
Car parking is also available within the Melbourne Park precinct. These car parks
can be booked up until 11:59pm the day prior to an event for $20, or $30 on the
day, space permitting. Patron transport via car will be discouraged in favour of
public transport through event promotional material prior to the event.
All car park enquiries should be made to Tom Broomhead at Melbourne and
Olympic Parks Trust on 0429 432 156.
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17. APPENDICES
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Appendix 1
Staff Briefing Notes – NBL Allstars vs Golden State Warriors Exhibition Match Hi, thanks for coming on board to help with the NBL Allstars vs Golden State Warriors Exhibition Match at Rod Laver Arena, Saturday 10th October. Please find briefing notes and event information below.
DATES Saturday 10th October 2015
TIMING 4pm-11pm Gates open at 6pm
VENUE Rod Laver Arena, Melbourne Park, Melbourne
MEETING PLACE Main Entrance
ACTIVITY
• To assist in allocated roles to ensure this exhibition match runs smoothly
and is a positive experience for all involved. • Your role will be outlined specifically at the staff training/orientation
evening on the Thursday 8th October
UNIFORM
• Polo top (provided) • Plain Tan Pants (provided) • Black smart shoes (own)
BACKGROUND INFORMATION
Basketball in Australia is a growing market, in particular the following of the NBA in the USA where Australia has the highest amount of subscribers the the NBA league pass streaming service. The strength of Australian Basketball is growing with 7 Australian’s currently playing in the NBA. It is however noted the the NBL’s following is minimal and therefore want to capitalise on the growingi popularity of the NBA by exhibiting the best of the NBL against a prominent NBL side such as Golden State Warriors.
KEY MESSAGES FOR THE ACTIVATION
• NBL is aiming to gain exposure for the upcoming season in regard to
spectators, memberships as well as promoting the NBL to the international basketball community by hosting the Golden State Warriors.
• Be accommodating and professional towards all players and officials to help gain their respect as a basketball community.
Please remember to always be helpful and polite! If you get asked a question that you don’t know the answer to, help the fan to find out – e.g. direct them towards the information desk if it is a venue question or speak to Tom