EVENT PLAN

KIN 501
Joey Cutting
12/15/16

EVENT CONCEPTUALIZATION
Event Details
The 2017 Rocktown Fly-Fest is a day-long fly-fishing tournament hosted at Skidmore Reservoir,
located in the George Washington National Forest outside of Harrisonburg, Virginia. Occurring
on Saturday December 16th, 2017, the event will begin at 6:00 am and conclude at 4:00 pm. This
will ensure that participating fly fishing anglers will have a full ten hours to fish the lake and
increase their chances of catching the largest trout amongst the tournament fleet. The date has
been chosen due to the minimal popularity of fishing at that time of the year, hopefully
encouraging more participants to register for the event. Motorized boats will not be permitted;
only kayaks, canoes, and other man-powered water vehicles will be allowed in order to prevent
damage from being done to the lake and its surrounding areas. Fly-fishing is the only type of
fishing that participants will be allowed to do. Fish can be kept by anglers as long as they are at
least ten inches in length. Anglers will be scored on overall size of their top three fish caught.
The top three finishers will receive gift certificates to Mossy Creek Fly Fishing and Walkabout
Outfitters.
Breakfast and lunch will be served on site in order to incentivize registration. Anglers have to
sign up in pairs in order to promote teamwork and collaboration during the fly-fishing process.
Tournament sponsors will be used for food, beverage, merchandising, prizes, and covering of
overall operational costs. The tournament will be broken down into three age groups based on
the overall number of registrants, with hopes of having at least 50 participants.

Purpose
The 2017 Rocktown Fly-Fest hopes to bring fly fishermen from across the Southeast to the
Shenandoah Valley of Virginia to converge and showcase their talents in a day-long noncommercial tournament at the local, popular, and easily accessible fishing lake of the Skidmore
Reservoir. Ultimately, the main purpose of this fly fishing tournament is to drive tourism and
promote economic impact within the Shenandoah Valley and its surrounding communities of
Northwest Virginia.

Mission
The 2017 Rocktown Fly-Fest at Skidmore Reservoir seeks to create a platform for enjoyment,
fellowship, and competition amongst fly fishing anglers while highlighting the beauty and
serenity of fly fishing in the Shenandoah Valley of Virginia.

Goals
1. Maximize event participation for the inaugural year
2. Create value for all event sponsors
3. Create a positive image for Skidmore Reservoir, George Washington National Forest, the
Shenandoah Valley, and the Northwest Region of Virginia
4. Attract fly fishing anglers to the region who may not have been before

5. Promote the art and sport of fly fishing in the Shenandoah Valley
6. Build momentum for the following years Rocktown Fly-Fest in 2018

Operational Timeline
Event Date: Saturday December 16th, 2017
One year out
Determine event purpose, feasibility, mission, date, and location (see
(12/16/16)
above)
Six months to a
Start event program planning
year out
Start promotion planning (see Marketing/Media Promotion below)
(12/16/16-6/16/17) Develop contingency plans (see Contingency Plan below)
Assess Staffing needs (see Staffing below)
Three to six
Arrange for parking, transportation and vendors on-site
months out
Contact advertising distributors
(6/16/17-9/16/17) Create a publicity plan; publicize the event (see Marketing below)
One to three
Confirm all arrangements associated with location, sponsors, and
months out
logistical staff
(9/16/17-11/16/17) Begin registration/ticket sales
Volunteer signups begin
One week out
Perform on-site checks
(12/9/17)
Analyze the weather for the week
Finalize event-day timelines
Continue volunteer signups/training
Event Day
Perform event day duties
(12/16/17)
Perform pre-event briefing
Conduct event
Post-event
Conduct post-event review
Perform after-marketing of event

Target Market

Planning
Execution

Factors to Consider During the Event Planning

All ages
Fly fishing enthusiasts of all levels
Consumers located within the scope of the Southeastern USresidents of
Maryland, Washington D.C., Virginia, North Carolina, South Carolina,
Georgia, Tennessee, and Florida
Middle to Upper Class target income demographic
Time needed to plan: one year
Time necessary to fulfill all objectives: 8-12 months
Time to execute event: one week
Time needed for pre-event and post-event activities: one week before,
three weeks after

Location

Appropriate location:
Skidmore Reservoir, George Washington National Forest

Contingency Plan
Due to the difficulty of reserving Skidmore Reservoir for an entire day, the event will be
cancelled if there is a large chance of impending risk or uncertainty associated with the event.
There is no contingent location planned due to the inability to reserve another public fishing lake
close by. The following is a list of potential situations that could occur at the 2017 Rocktown
Fly-Fest:
-

Weather

There is no telling what the weather could be like in the Shenandoah Valley in December.
Regardless of temperatures, anglers can comfortably and safely fish in the Skidmore Reservoir if
they have the appropriate waders and cold-weather gear. However, in the case of extreme cold
and icing of the water, the event will be cancelled. In the event of heavy rain, the event will still
be held, as rain could potentially help the fishing conditions. The event will also be cancelled if
there are thunderstorms and lightning anywhere in a ten mile radius on the Doppler Radar. There
-

Hostile Crowd

Though fly fishing anglers are typically serene and respectful, their competitive spirits have the
potential to overtake their emotions. If anglers are fighting for the same fishing spot,
compromises will need to be made in order to appease the situation. Staff members will need to
be placed around the lake in order to supervise participant behavior and the settlement of all
disputes. If a disagreement arises, a staff member will step in and designate an equal timeslot for
each party to use the certain spot on the lake.
-

Staff Shortage

There is no guarantee that ample staffing will be present at the event. If it appears that minimal
staffing will occur, then registration will have to be capped at a certain number. In order to have
enough staffing available, a thorough volunteer signup process will have to occur.
-

Wildfire in George Washington National Forest

There have been numerous forest fires throughout the United States in the past year, particularly
in the Southeast Region. If there is any premonition of a forest fire taking place prior to the
event, the event will be cancelled. If a fire strikes during the event, all staff members will have to
find all participants and make sure that they are escorted safely out of the tournament areas. Fire
Departments will be on standby in order to help minimize the risk of a wildfire.
-

Medical emergencies

Medical waivers will have to be signed by all event participants in order to prevent liability
issues from arising. Being in the outdoors, there is the risk of potential injury, so Emergency
EMS will be on standby in order to help facilitate any potential rescue scenarios. Any person

with a medical emergency will be taken to the Emergency Room at Sentara RMHs hospital
system in nearby Harrisonburg.
-

Food and Beverage Issues

Various food and beverage sponsors will be on-site to provide breakfast and lunch for the
participants. The sponsors will be credible enough in order to help drive registration for the
event. However, if something goes wrong with the food on-site, there needs to be backups in
place in order to ensure that the participants are fed throughout the day. A contingency fund will
be used to purchase plenty of water and snacks that will fuel the participants throughout the day.
If these dont get used, then they will be offered to participants as they leave the event.
-

Parking and Transportation

The lake is accessible only by Forest Development Road (FDR) 227 off Route 33 west of
Harrisonburg, near the West Virginia State line. A primitive boat launch and parking area exists;
and bank access is possible all along the west side and upper end of the lake via the forest road.
If parking overflows, cars will be directed to park alongside Forest Development Road 227. A
rented golf cart will be used to transport participants to and from the parking areas if necessary.
-

Wildlife Attack

George Washington National Forest is home to copious amounts of wildlife, including bears,
birds, snakes, and other predatory mammals. The chance of wildlife attack is minimal, but
precautions need to be taken in order to ensure participant safety. Not only will the staff members
be on hand to supervise potential conflicts between participants, but they will also be on standby
for any encounters with wildlife. The VA animal control representative will be on site in order to
survey and remove any dangerous wildlife that come into the fishing areas.

BIDDING
Venue
From Virginia Department of Game and Inland Fisheries:

If you would like to fish in one of the most beautiful places in the Commonwealth, then
Skidmore Reservoir is the place for you. This 118-acre city of Harrisonburg reservoir is located
in the George Washington and Jefferson National Forests. It is deep and contains clear, cold
water, which is required for year round trout habitat.
Therefore, the lake is managed as a put and grow trout lake through annual fingerling brook
trout stocking. The lake provides good fishing year-round for brook trout and brookies up to
three pounds have been caught. Gill net samples, conducted in October 2001, revealed excellent
brook trout survival and growth with many fish from 12-16 inches. There is a 10-inch minimum

size regulation for trout. All trout under 10 inches must be released. Several nice channel catfish
were also captured during sampling.
The lake also contains an excellent warm water fishery consisting of largemouth bass and
crappie. Bluegill, pumpkinseed, hybrid sunfish, rock bass, and bullhead catfish are small but
abundant. There are no developed facilities at Skidmore Reservoir. A primitive boat launch and
parking area exists; and bank access is possible all along the west side and upper end of the lake
via the forest road.
The lake is accessible only by Forest Development Road (FDR) 227 off Route 33 west of
Harrisonburg, near the West Virginia State line (Skidmore Reservoir, 2016).

Feasibility
Visit http://www.fs.fed.us/specialuses/special_com_uses.shtml for more information regarding
recreation events on National Forest System Lands
From USDA Forest Service:
Recreation events are commercial activities requiring temporary, authorized use of National
Forest Service lands. Examples of recreation events include, but are not limited to, animal,
bicycle, motocross, or triathlon races; jeep rallies, dog trials, fishing contests; rendezvous;
rodeos; adventure games; youth treks; wagon trains; concerts; and other similar events. A permit
is required for these types of events, regardless of the number of people involved in the activity.
A commercial use or activity on NFS land occurs when
a. An applicant intends to charge an entry or participation fee, or
b. The primary purpose is the sale of a good or service, regardless of the intent to produce a
profit.
To begin the application process, you are required to contact the Forest Service office in the area
where you wish to have your activity before you have worked out the details. The contact will
determine whether your activity meets the following pre-application screening requirements
applicable to all special uses:
1. The proposed use is consistent with federal, state, and local laws, regulations, orders and
policies that apply to national forests and grasslands;
2. The proposed use is consistent or can be made consistent with the Forest Plan that
established standards and guidelines for management of the land where the activity will
take place;
3. The proposed use will not create a serious and substantial risk to public health or safety;
4. The proposed use will not create an exclusive or perpetual right of use or occupancy;
5. The proposed use will not unreasonably conflict or interfere with administrative use by
the Forest Service, other authorized existing uses, or used of adjacent non-NFS lands;

6. The proponent must not owe any fees to the Forest Service from a prior or existing
special-use authorization;
7. The proposed use does not involved gambling or providing of sexually-oriented
commercial services, even if permitted under state law;
8. The proposed use does not involve military or paramilitary training or exercises, unless
such training is federally funded;
9. The proposed use does not involve disposal of solid waste or disposal of radioactive or
other hazardous substances.
If you meet the initial screening requirements, the Forest Service administrator will provide
guidance on what information will be required to complete your application. If your proposed
event does not meet the screening requirements you will be notified that the proposal is denied. A
proposal that passes the screening proceeds to second level screening. Your proposal will
accepted as an application if it meets all of the following:
1. The proposed use would be consistent or compatible with the purposes for which the
lands are managed;
2. The proposed use would be in the public interest;
3. The proponent is qualified;
4. The proponent can demonstrate technical or financial capability to undertake the use and
fully comply with the terms and conditions of the permit; and
5. There is someone authorized by the proponent to sign a permit or there is someone
willing to accept the responsibility of the terms and conditions of the permit. Upon
satisfactory passing of this screen the Forest Service will process a request.
Land use rental fees are also required; there are two ways to determine the fees:
1. Five percent of adjusted gross receipts for one-time events and three percent of adjusted
gross receipts for multiple events under a single permit; or
2. Using the minimum fees for recreation events that have been established, but may vary,
by National Forest.
There may be other costs for which you are responsible as part of your authorized activity.
Liability insurance coverage and a performance bond to ensure protection of the environment
and site cleanup may be required. Depending on the size and duration of your activity, costs
associated with law enforcement, crowd control, safety issues, and sanitation may also be
required (USDA Forest Service, 2016).
After thorough research, it appears that the benefits associated with the 2017 Rocktown Fly-Fest
at Skidmore Reservoir far outweigh the negatives. The events feasibility seems very realistic
due to several factors:
-

The simple, non-commercial format of the tournament eliminates greed from investors
and management
The passionate and professional event planning team believes in fly fishing and the
benefits of participating in the sport within the Shenandoah Valley

A reasonable budget will be needed to support the event throughout each of its planning
phases
There will be political buy-in from the surrounding communities
There is strong potential for numerous event sponsorships
The event encourages tourism within the community, particularly food, beverage, and
hotel usage
A minimal amount of technical expertise is needed to run the event
The venue has enough spacing to set up temporary facilities to help make the event run
more smoothly
The want to make it an annual event will encourage future patronage and sponsorship
solicitation within the community

Bid Documents
Purpose Statement:
(see Purpose in Event Conceptualization above)
Host Committee Credentials:
Collectively, the host committee of the 2017 Rocktown Fly-Fest has an event planning and
management track record that speaks for itself. All members of the committee are avid fly
fishermen, all of whom are passionate and devoted to the preservation of the sport. The Event
Director, Michael Carpenter, has been the chair of Shenandoah Valley Bicycle Coalitions Tour
de Burg for the last five years and is very well connected within the surrounding community.
His resume includes being the Assistant Athletic Director for Ticketing and Customer Relations
at James Madison University amongst other things. With his direction, the event is likely to be a
huge success. The rest of the host committee consists of various JMU Athletics employees,
devout fly fishermen connected with the event staff, and locals wanting to get involved.
Budget and Finances:
(See Budgeting below)
Staff and Volunteer Support:
The event will not require enormous amounts of staffing in order to be successful; however,
some volunteers and accessible staff members will be necessary in order to run smoothly. The
immediate staff available from JMU Athletics will all have event management experience from
their jobs work for JMU athletics department. Other volunteers for the event will come from
local establishments and groups looking to be involved such as Mossy Creek Fly Shop, JMU Fly
Fishing Club, Harrisonburg Parks and Recreation, Walkabout Outfitter, and Massanutten Resort.
Also, friends and family of the host committee are encouraged to attend and volunteer at the
event.
Transportation:

The nearest airport to the event is Shenandoah Valley Regional Airport, located just off exit 235
on I-81 in Weyers Cave. It is conveniently located to serve residents and visitors of
Harrisonburg, Staunton, Waynesboro and the surrounding counties. Rental cars and shuttle
reservations are available as part of SHDs ground transportation options. Luckily, the event
venue and the airport are only about half an hour away from each other, making them both easily
accessible. The scope of the Harrisonburg area is not very extensive; the majority of the places
around town take no more than 10-15 minutes of driving to get to.
Accommodations:
Hotel reservations will not be included in the ticket price for the 2017 Rocktown Fly-Fest.
Luckily, Harrisonburg is a heavily-visited area, meaning that there are over 25 hotels in the
immediate area of the event. The price range for these hotels is mid-ranged; there are hotels
available for people of all income types. Since the event will be taking place over the Winter
Break holiday, there will be significantly less people in the area (due to the lack of JMU students,
faculty, and staff). This means that even more hotel rooms should open up for reservation
throughout the weekend of the event. If participants are not interested in a hotel, camping around
the Shenandoah Valley is always a great option!
Emergency Services:
Emergency EMS, Police, and Fire watch teams will be contacted ahead of time and will be
located on site in order to help minimize any risks associated with the event. A VA Animal
Control specialist will also be on hand in order to help prevent any wildlife issues from
occurring. If there are any health/safety issues that are associated with the event, Sentara RMHs
hospital is located in nearby Harrisonburg. Any potential victim of a hazard will be sent to the
Emergency Room at Sentara RMH.
Public Relations and Media Coverage:
Local media outlets in the Shenandoah Valley are always trying to come up with new stories to
pursue and publish about things going on in the area. Due to the planning committees longstanding relationship with WHSV news, the Daily News Record newspaper, and WSVA radio,
there is a large possibility that these media outlets will buy-in to the idea and help promote it.
Other local newsletters, event calendars, and potential sponsors can also be used to help
publicize the event.
Environmental Sustainability:
The event will not be accepted by the National Forest Service during the event screening process
if it does not live up to its promise to be environmentally sustainable. Supplies will be properly
disposed of by event staff and National Forest Service workers on site in order to guarantee the
continued beautification of the Skidmore Reservoir.

STAFFING
Organizational Chart

Event Director:
Michael
Carpenter
Chief
Operations
Officer:
Jess Jarrett
Head of
Safety:
Wesley Bland

Head of Public
Relations:
Blake Jones

Volunteer Staf

Volunteer Staf

Chief
Marketing
Officer:
Joey Cutting
Head of
Logistics and
Outreach:
Chris
Scroggins
Volunteer Staf

Head of
Finance:
Derek Bland

Volunteer Staf

Scheduling Staff
Knowing that there are three phases of event staffing, it is critical break down each assignment
into smaller units of work called tasks. Tasks are singular, independent entities that are
individually managed, require clearly assigned resources, and have specific start and finish times
(Greenwell, 2014, pg. 52). The majority of the pre-event work will be done by the
aforementioned positions from the organizational chart. The 2017 Rocktown Fly-Fest will have

a heavy reliance on volunteer staff in order to run the event. Ten volunteers will be needed under
each subsection of staffing, totaling about forty requested volunteers for the event. They will be
needed to help facilitate event check-in, safety protocol, communication on site, and overall
customer service and hospitality. Half of the volunteers will be stationed around Skidmore
Reservoir in order to assist with any participant demands or requests. The head staffing
committee will deal with all external relations, especially in terms of all communication with
vendors, public safety, and National Forest constituents. All fifty or so staff members will be
asked to assist with post-event cleanup in order to ensure the continued beautification of George
Washington National Forest.

BUDGETING
Sales Forecast
Item

Quantity

Event Registration

50

Mossy Creek Fly

Shop Event TShirts
Mr. Js Bagels
boxed breakfast
Chick-Fil-A boxed
lunch
Walkabout
Outfitters branding
on-site
Brothers Brewing
branding on-site

50

Projected Sales
Cost Per Unit
Participation Fees
$25.00
Sponsorships
$10.00

Total
$1,250.00
$500.00

50

$5.00

$250.00

50

$8.00

$400.00

$500.00

$500.00

$500.00

$500.00

Jeffrey Bourne
Zane Showker

1
1

T-Shirts
Hats

25
15

Donations
$1000.00
$2000.00
Merchandise Sales
$15.00
$15.00
TOTAL REVENUE

$1000.00
$2000.00
$375.00
$225.00
$7000.00

Expense Forecast
Item
Skidmore
Reservoir
Reservation
Golf Cart Rental
Liability Insurance
Performance Bond
(to ensure
protection of the
environment)
Law Enforcement
Emergency EMS
VA Animal
Control Specialist
Registration Tent
Rental
Radio
Advertisement
Facebook
Advertisement
Digital Banner
Advertisement
Daily News
Record
Advertisement
Print Signage
Water
Snacks
T-Shirts
Hats

Projected Expenses
Quantity
Cost Per Unit
Operational/Venue Costs
1 (5% of gross
$350.00
receipts)

Total
$350.00

1
1
1

$400.00
$1000.00
$500.00

$400.00
$1000.00
$500.00

1
1
1

$1000.00
$1000.00
$400.00

$1000.00
$1000.00
$400.00

$50.00

$50.00

Marketing/Advertising
$40.00

$100.00

Pay per Click

(100)
5

$100.00

$100.00

$20.00

$100.00

$20.00

$100.00

100
$1.00
Food/Beverage Contingency Fund
1
$300.00
1
$300.00
Merchandise Production
25
$5.00
15
$5.00
TOTAL EXPENSES

$100.00
$300.00
$300.00
$125.00
$75.00
$6000.00

Net Profit Forecast

Projected Net Profit

Revenues
Total
Expenses
Total
TOTAL NET PROFIT
Total

$7000.00
$6000.00
$1000.00

SPONSORSHIP
Potential Relevant Sponsors
Mossy Creek Fly Shop
-

Mossy Creek Fly Fishing is a Virginia fly shop, guide service, and school located in the
heart of the Shenandoah Valley minutes away from spring creek brown trout on the
famous Mossy Creek and wild brook trout in the freestone mountain streams of The
George Washington National Forest and Shenandoah National Park.
Their team serves to improve, restore, and enhance the fishing in and around the
Shenandoah Valley so all anglers have the best possible fly fishing experience in
Virginia.

Walkabout Outfitters
- Located in the heart of downtown Harrisonburg, Walkabout Outfitters seeks to instill the
thrill and appreciation for outdoor activities through its innovative retail environment and
inventory. Inspired by the value of outdoor recreation and leisure, Walkabout prides itself
on providing state-of-the-art equipment for the outdoor consumer of any type.

Mr. Js Bagels
- Mr. Js Bagels and Deli opened in 1990 after owners Joe and David Jerlinski decided to

bring New York Style bagels to the Shenandoah Valley. Now, after twenty years, Mr. Js
has three locations in Harrisonburg, VA and has become a favorite eatery in the
community. The selection of bagels has grown from a few to over 15 varieties and the
menu has expanded to include specialty sandwiches.
Mr. Js has the ability to cater both small and large events for businesses and private
parties.

Chick-Fil-A

- Currently a sponsor of JMU Athletics, Chick-Fil-A of Harrisonburg is always looking for

the opportunity to expand the reach of its brand across the Shenandoah Valley. Matching
well Rocktown Fly-Fests participant demographics, Chick-Fil-A would be the perfect
food provider to provide hot box lunches for all event participants.

Brothers Craft Brewing

Brothers Craft Brewing (originally Three Brothers Brewing) was founded by the three
Shifflett siblings, who used their collective experience to execute a singular vision: brew
exciting, unique craft beers that emphasize and support the community.

Cost of Sponsorship for Event Organizer

In order to have company branding on all signage and advertisements associated with the
Rocktown Fly-Fest, companies must sign a sponsorship deal worth a minimum of $500.00.
Contracts are negotiable based on company preference and inventory, as well as what it is able to
bring to the event. These sponsorship deals should serve as mutually-beneficial partnerships that
enlighten the experience of the event for all parties at stake. Food, beverage, and merchandising
sponsors contracts are negotiable based on the capacities that they are able to provide. The cost
of the sponsorships for the event organizer includes printing signage and publicizing all
sponsorship branding, ultimately minimally impacting the bottom line of the event.

Benefits
There are numerous benefits that event sponsors can receive due to their sponsorship. Food and
beverage sponsors will be able to showcase their brands via breakfast and lunch meals given to
all participants, further extending the reach of their awareness due relevant demographic
segments. Merchandise sponsors will have their brands being worn by all participants after the
event has ended. There is no ceiling on how much each participant will spread awareness about
the merchandising sponsors, especially if they are not from the area and have some serious
political and social pull. Brands will also be mentioned in all advertisements promoting the
event, further spreading brand awareness while creating brand equity.

MARKETING
Marketing Mix
Product: 2017 Rocktown Fly-Fest- fly fishing tournament for all ages and skills levels hoping to
promote the beauty and value of fly fishing within the scope of the Shenandoah Valley of VA.
Price: $50 per team ($25 per participant)
Place: Skidmore Reservoir, George Washington National Forest
Promotion: See Advertising Tactics and Promotional Mix below

SWOT Analysis
Strengths:

Catchy name
First tournament of its kind in the area
Broad target demographic
Well-known fishing area
Well-connected planning committee
Passionate consumer base
Potential to grow in the future

Weaknesses:
-

First tournament of its kind in the area

Lack of brand equity due to it being the inaugural year
Lack of guaranteed sponsors
Potential for increased, unexpected costs
Potential for minimal sponsorship buy-in
Potential to not reach capacity of participants

Opportunities:
-

For growth to a bigger location in following years

For large amounts of donations
High interest from numerous sponsors
Extensive amount of volunteers
Increased revenues, decreased expenses due to taxpayer dollars

Threats:
-

Incoming events of similar natures

Inclement weather
Damage to George Washington National Forest
National Forest Service prevents event from happening
Poorly executed event ruins brand equity
Bad reputation from sponsors taints the image of the event

Customers/Targeting
Customers for the 2017 Rocktown Fly-Fest will be from all over the Southeast of the U.S. In
particular, main the main customer base will stretch as far as an hour radius from Harrisonburg,
VA due to advertising channels and reach. Potential customers will be fly fishing enthusiasts who
are looking for a competitive platform to showcase their skills and passions during the typical
offseason of fly fishing. A middle to upper class market segment will be targeted due to the
historical nature of those who partake in fly fishing as a hobby. All ages will be accepted at the
event, as well as both genders.

Competition
Since this is the first tournament of its kind in the area, there is no direct competitor to the
Rocktown Fly-Fest. However, there are numerous other non-fly fishing tournaments all over the
Southeast, potentially hurting participation at the event. Fly fishing is also an expensive hobby,
and those who partake in it may rather enjoy fishing at a slower, less competitive rate on their
own time without a tournament format. Other competitors could include any outdoor events or
activities taking place at the same time of year as the event in December of 2017.

Advertising Tactics
After analyzing the potential demographics and psychographics associated with the events
targeted audience, it has been decided that investments will be made in radio, Facebook, digital,
newspaper, and print advertising. Purchases for five different radio advertisements will be made;
these radio ads will run on local radio channels once a month from June until November of 2017.
A pay-per-click advertisement will be utilized on Facebook until 100 consumers have reached
the events website. A free website will also be used to give the event a unique identity and
landing page. Digital banner advertising will be used to give further brand exposure of the event.
A similar banner ad will be placed in the Daily News Record, the local newspaper publication of
the areas, with a strategy of periodic placement throughout 2017 in order to promote the event
fully. Finally, printed signage will be place all over the town of Harrisonburg, especially in event
sponsors establishments. The repetition formed by all of the advertising mediums will hopefully
give the event plenty of coverage in order to have a full capacity of participants and volunteers.

Branding

Merchandise

MEDIA

PROMOTION/RELATIONS
Communicating with a target audience will give them the necessary information to make an
informed decision to purchase tickets, attend, participate, and create chatter about the
impending event (Greenwell, 2014, pg. 123). The critical Rs that are critical to the success of
an organizations media relations efforts are the relationship with the media, the retaining of that
relationship, and the repairing of any issues that arise that could negatively affect the
relationship.

Relating
The goal of media relations is to develop positive relationships with members of the media and
the sport organization (Greenwell 2014, pg. 124). Due to the Rocktown Fly-Fests well
established staff within the community, it should be easy to build upon the current relationships
with media outlets that the staff already has.

Retaining
A media outlet is your friend until you do something to tarnish that friendship (Greenwell 2014,
pg. 124). Because of this, it is vital that all event staff members keep solid relationships with
anybody that they know who is a part of the communitys media base. Having a positive
reputation will dictate the overall success, participation, and bottom line of the event.

Repairing
Take care to properly manage your relationships and to be proactive in times of crisis (Greenwell
2014, pg. 124). If there are any negative occurrences regarding the facilitation of the event, staff
members will make sure to rectify any broken relationships and invest more time and energy into
gaining a strong reputation back.

Promotional Strategy
Understanding the ten elements of the promotional mix will help Rocktown Fly-Fest planners
know how to reach target audiences and entice action through proper messaging. As the event
budget states, there will be a $500 allotment of money set aside for advertising purposes for paid
advertisements. However, the biggest promotional tool of the event will be the 2017 Rocktown
Fly-Fests social media presence. According to Greenwell (2014), there are ten reasons why
event staffers will engage in social media for the event: cost-effectiveness, reach, connectivity,
timelines, flexibility, promotional opportunities, easier referrals, increased web traffic, branding
opportunities, and hiring (pg.128-129). Social media will help highlight and enlighten the overall
purpose, product, players, market projection, position, price, promotion, place, and promise of
the event. Coupled with the paid advertising platforms, the hope is to build awareness of the
event, create interest and consideration of the event, and then ultimately convert people to
register for the Rocktown Fly-Fest.

EVENT-DAY MANAGEMENT
Checklist

Event Schedules
Contact Lists
Event Rundown
Event Script
Contingency Plans
Risk Management Plans
Facility and Equipment
Inspections
Spectator Parking
Controls
Mass Transportation
Drop-Off/Pick-Up
Access and Parking for
Staff, Vendors,
Volunteers
Disabled Access

Person Responsible
PRE-EVENT
Michael Carpenter
Chris Scroggins
Michael Carpenter
Joey Cutting
Jess Jarrett
Wesley Bland
Jess Jarrett

Completion Time/Date
November 16th, 2017
November 16th, 2017
December 2nd, 2017
December 9th, 2017
June 16th, 2017
June 16th, 2017
December 9th, 2017

ACCESSIBILITY
Jess Jarrett

June 16th, 2017

Jess Jarrett

June 16th, 2017

Chris Scroggins

November 16th, 2017

Wesley Bland
November 16th, 2017
STAFF MANAGEMENT

Check-In and
Assignments
Pre-event Briefing
Communications
Plan/Equipment
Staff Uniforms/Clothing
Post-event Debriefing

Blake Jones/Joey Cutting December 16th, 2017,

4:00-6:00 am
Michael Carpenter
December 16th, 2017,
5:00 am
Blake Jones
December 9th, 2017

December 2nd, 2017

December 16th, 2017,
6:00 pm
VOLUNTEER MANAGEMENT
Volunteer Check-In and
Michael Carpenter
December 16th, 2017,
Assignments
4:00-6:00 am
Volunteer Briefing
Michael Carpenter
December 16th, 2017,
6:00 am
Volunteer Contact
Chris Scroggins
December 2nd, 2017
Assignments
SPECTATOR MANAGEMENT
First Aid Facilities and
Wesley Bland
December 16th, 2017,
Personnel Liaison
4:00 am-5:00 pm
Public Safety Liaison
Wesley Bland
December 16th, 2017,
4:00-5:00 pm
National Forest Warden
Wesley Bland
December 16th, 2017,
Liaison
4:00 am-5:00 pm
Crowd Seating
Jess Jarrett
September 16th, 2017
Directional Signage
Joey Cutting
December 9thth, 2017,
Joey Cutting
Michel Carpenter

PARTICIPANT MANAGEMENT
Arrival Arrangements for Chris Scroggins
September 16th, 2017
Participants and
Spectators
Participant Liaison
Blake Jones
September 16th, 2017
Customer Service
Joey Cutting, Blake
September 16th, 2017
Representative
Jones, Michael Carpenter
SPONSOR MANAGEMENT
Sponsor Hospitality
Joey Cutting
December 16th, 2017,
4:00-5:00 pm
Fulfillment Plan
Joey Cutting
September 16th, 2017
Sponsor Liaison
Joey Cutting
September 16th, 2017

Sponsor Evaluation

September 16th, 2017

Interview Area

Blake Jones

Media Accommodations

Blake Jones

December 9th, 2017

December 16th, 2017,
4:00-5:00 pm
December 16th, 2017,
4:00-5:00 pm
December 16th, 2017,
4:00-5:00 pm

Joey Cutting
MEDIA
Credentials and Check-In Blake Jones
Media Meeting Place
Blake Jones

Sample Contact List

Group
Emergency EMS
Fire/Police
VA Animal Control
National Forest
VA Game and Fish Warden
Sponsor (TBD)
Food/Beverage (TBD)

Contact Name
Jim Carrey
Benedict Cumberbatch
Sandra Bullock
Cam Newton
Steve Irwin
TBD
TBD

Contact Information
540-XXX-XXX
540-XXX-XXX
540-XXX-XXX
540-XXX-XXX
540-XXX-XXX
TBD
TBD

Event Rundown: December 16th, 2017

Time
4:00 am
4:30 am
5:00 am
5:00 am
5:00 am

Time Left Before Event

Start
2:00
1:30
1:00
1:00
1:00

Activity
Executive Staff Arrival
Event Set Up
Volunteer Arrival
Participant/Spectator Arrival
Emergency Services, Public
Safety, National Forest
Representative, VA Game/Fish
Warden, Animal Control

5:05 am
5:00-6:00 am
5:30 am
5:30-6:00 am

:55
1:00-:00
:30
:30-:00

6:00 am
12:00 Noon
4:00 pm
4:00-4:30 pm
4:45 pm
5:00-6:00 pm
6:00 pm
6:00-6:30 pm

:00
:00
:00
:00
:00
:00
:00
:00

6:30 pm

:00

Arrival
Event Management Meeting
Participant Check-In
Breakfast Boxes Distributed
Troubleshooting and Event
Management
Event Starts
Lunch Boxes Distributed
Fishing Ends
Results Compilation
Awards Ceremony
Event Cleanup
Event Debrief
Emergency Services, Public
Safety, etc. dismissed
All Staff Dismissed

EVALUATION
Debriefing
Greenwell (2014) suggests that a debriefing is simply a celebration of the event and a post-event
party. In contrast, debriefing can simply be one meeting, sub-meetings, or a series of meetings,
and the agenda should address all aspects of the event (pg. 210). In order to ensure that all
relevant information is shared with proper event constituents, an evaluation meeting will take
place within one week of it happening. There will be an immediate team recap meeting at the
end of the event day itself; this will give an immediate recap of how the day went and what
elements stood out in positive or negative ways. In order to discuss all of the mentioned
implications further, another formal meeting will be held with the entire executive event staff as
well as any external affairs groups that are available. Plus, volunteers will be invited to the
meeting to ensure that their voices can be heard from the bottom-up. Evaluations will be made
on various levels of event dimensions, including customer satisfaction, overall return on
investment, volunteer learning applications, and business impacts on the community. Event
management will also be evaluated based on supervisory capabilities, leadership philosophies,
and competence of delegation. Two more figures that can be considered are budget and
attendance numbers and comparing them to the original budgeting and participation
expectations.

Evaluation Survey
There are numerous ways to receive participant feedback after the conclusion of the event.
Participants and spectators can provide feedback using a street intercept methodology whereby
people are surveyed as they exit an arena (Greenwell, 2014, pg. 210). This will be used as

participants exit the event via the Skidmore Reservoir parking areas. The main method of
feedback from participants will be from a post-event survey, distributed via email to all
consumers of the event. The purpose of the survey will be to receive objective and subjective
data that can be used to improve the event in the long term.

POTENTIAL POST-EVENT EVALUATION SURVEY

We appreciate your attendance and participation at the 2017 Rocktown Fly-Fest at Skidmore
Reservoir! In order to cater to your wants and needs in the future, wed like to hear your
impression of how the event went. Because of your completion of this survey, we can ensure that
future Rocktown Fly-Fests will be better and better every year.

1. How would you rate the event overall?

a. Excellent
b. Good
c. Fair
d. Poor
e. Terrible
2. Please rate the following aspects of the event.

Excellent

Good

Fair

Poor

Terrible

Venue
Rules/Regulation
s
Sponsors
Food
Cost for
registration
Prize for winning
Parking
Overall safety
and
comfortability
Helpfulness of
staff on site
3. Based on your experience at this event, how likely are you to attend future events?
a. Very likely
b. Somewhat likely
c. Not likely
4. What was your favorite part of the 2017 Rocktown Fly-Fest? Why?

5. What was your least favorite part of the 2017 Rocktown Fly-Fest? Why?

6. Do you have any other suggestions or comments to help us improve future events?

REFERENCES
Greenwell, T. C., Danzey-Bussell, L. A., & Shonk, D. J. (2014). Managing Sport Events.
Champaign, IL: Human Kinetics.
Skidmore Reservoir. (2016). Retrieved December 12, 2016, from
https://www.dgif.virginia.gov/waterbody/skidmore-reservoir/
W. (n.d.). USDA Forest Service - Caring for the land and serving people. Retrieved December
12, 2016, from http://www.fs.fed.us/specialuses/special_about.shtml