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How to Build Successful Partnerships with Event Owners

Much like any project, building successful partnerships with events operators begins with having the end in mind. As a facility, you need to know what your goals are and how utilizing event hosting can help execute them. Once you have a vision of what you want to achieve and find partners that are aligned with your goals, success will be inevitable. Here’s how to do it:  

  1. Begin with the end in mind
  2. Do your homework
  3. Understand what the event operator needs to be successful
  4. Provide a turnkey solution for event operators
  5. Utilize local assets

Begin with The End in Mind

Each market brings its own opportunities and challenges, along with partners and events. As your facility enters a market, you need to find events that are a fit for both facility and the event operator. In some cases, that may mean driving overnight stays and high volume of visitors or focusing on programs that serve the community. For your venue to be successful, you need to distinguish between these needs and how to properly execute them.

Do Your Homework

Finding the right event partners to best represent your venue begins with understanding your market and how your goals align. To find the perfect event partners, you need to do your homework. Your venue must find event operators that have a great reputation and understand your needs. To connect with the right operators, attend industry events, develop relationships, and check the references you are provided.

Understand the Needs of the Event Operator

Now that you’ve established who will represent your venue as events operator, you must understand what they need to be successful. To do so, you need to approach the deal like a partnership, rather than a transaction. Prioritizing event operators requires you to understand their needs and then overdeliver, ultimately showing your dedication to achieving their goals.

Provide a Turnkey Solution

When working with your partners to host an event, you should be providing a turnkey solution for event operators. Typically, the best venues will cover ticket sales, provide athletic trainers and officials, or even handle concessions. This allows both parties to focus on their area of expertise from start to finish, resulting in a successful event.

Utilizing Local Assets

Some events require the utilization of local assets in addition to your team and partnership. Venues can further enhance their value to event operators by using local resources to provide manpower, additional promotion, and even permitting assistance. This can be accomplished by working with groups such as destination marketing organizations (DMO’s) or clubs within the community.

When it comes to building successful partnerships with event owners, the Sports Facilities Companies are the industry experts. With over 18 years of experience, SFC has the tools and expertise to power success in all aspects of facility operations. For more information on how the Sports Facilities Companies can help you make the most of your facility, please visit our contact page at

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