08:30 Registration and welcome coffee

08:50 Opening remarks and welcome address from the Chair
Prof Hans Westerbeek
Director, Institute of Sport
Exercise & Active Living (ISEAL), Victoria University

Key insights into leadership Strategies and adapting to change in the sports industry

09:00 KEYNOTE ADDRESS: Balancing growth and sustainability - football in Australia
• Implementing a long term strategy for success in the competitive landscape of sport
• The resource allocation debate - balancing an organisation’s resources and growth with the competing demands of strategy and external stakeholder expectations
Tony Hallam
CFO
Football Australia

09:30 Case Study: Bowls Australia - attracting the next generation of sport consumers
• Understanding the nature of the generation divide and deciding how to address it
• Setting up the inaugural national 2010 Bowls census – and learning from the results
• Introducing Bowls Australia’s new product – the Australian Premier League
Neil Dalrymple
CEO
Bowls Australia

10:00 CASE STUDY: Surfing Australia (SA) and their challenge to become more mainstream
• The changing dynamics of the sport of surfing and how a sports business approach has taken surfing to the mainstream
• How SA identified and prioritised changes to strive to reach mainstream sport status
• The process of rolling out the changes and the challenges along the road
• How SA is measuring success
Andrew Stark
CEO
Surfing Australia

10:30 Morning tea

Identifying and maximising growth opportunities for your Sports business

11:00 CASE STUDY: Examining the Royal Yachting Association
(RYA)’s Training Programme - the story behind the pioneering, international, lucrative & truly sustainable business model
• Background of the RYA (amateur race handicapping organisation through to international training provider and more…)
• Evolution of the Training Programme business model
• Observations – comparing and contrasting the RYA structure with other governing bodies
• The diversification and commerciality of the RYA’s product offering
• The future for the RYA’s Training Programme
Richard Falk
Training Manager and Chief Examiner,
Royal Yachting Association, United Kingdom

11:30 Maintaining the integrity of a sport - understanding the challenges and exploring solutions
• Recognising the role of sport in protecting and maintaining integrity
• Outlining the implications of illegal gambling & match fixing on sport and discussing trouble-shooting strategies
• Reviewing the difficult task of defining and implementing ‘zero tolerance’
Ann West
Manager Business Operations
Tennis Australia

12:00 Aligning the interests of players and stakeholders for optimum commercial returns
• Identifying the need for change and listening to the key performance metrics
• Analysing the desired commercial outcomes for the rights holder and stakeholders
• Involving, educating and engaging the players
• Developing mutually beneficial outcomes – on and off the field
Anthony Wright
Manager of Commercial and Marketing
The PGA of Australia

12:30 Networking lunch

13:30 Using a business framework to achieve both high performance and organisational success
• Overview of Equestrian Australia (EA)’s 2010 review of business & HP strategies for achieving sport success at all levels
• Providing financial sustainability to all programs
• EA’s seven key strategic priorities over the next five years
• Gaining commitment to the priorities from all levels of the organisation
• Building a strategic organisational framework that delivers financial returns, improves stakeholder management and drives real sporting outcomes
• Initiatives within the non-equestrian environment that can be modified to any sport
Grant Baldock
CEO
Equestrian Australia

Brett Mace
High Performance Manager
Equestrian Australia

DELEGATES MAY MOVE FREELY BETWEEN STREAMS

STREAM A

HIGH PERFORMANCE STREAM
Insights into high performance (HP) innovations and best practice

14:00 CASE STUDY: Essendon Football Club
– selecting a head coach and managing change at a premier sporting organisation
• Making the vital decision to recruit a senior coach and the implications for the club
• Performing a comprehensive review process to establish the club’s overall needs
• Examining the key credentials Essendon looked for in a senior coach
• Establishing a coaching team to support the coach
• Reviewing the list of management strategies to support the coach
Paul Hamilton
General Manager Football Operations
Essendon Football Club

14:30 Learning from the developmental pathways of sport experts
• Review the training and environmental factors that influence the acquisition of sport expertise
• Summarising the key pathways typical in the histories of sports experts - early specialisation or diversification across a variety of sports before later specialisation
• Discussing the advantages and disadvantages of each developmental approach
• Considering the ensuing challenges for sports organisations
Dr Damian Farrow
Professor of Sports Science, Institute of Sport,
Exercise and Active Living (ISEAL), Victoria University

15:00 Afternoon tea

15:30 Development pathway break-out session
To continue on from the previous session, delegates will have the opportunity to continue the conversation about developmental pathways in facilitated break-out groups. This will enable an in depth exchange of knowledge and experience amongst the group, resulting in ideas and solutions that delegates can take back to their businesses. Topics for discussion will include:
• Identifying consistencies and inconsistencies in your talent development pathway
• Overcoming the relative age effect present in the talent detection and capture systems of most high participation sports in Australia
• Implement strategies to ensure early capture of talent whilst ensuring appropriate diversification
Facilitators:
Dr Damian Farrow
Professor of Sports Science,
Institute of Sport, Exercise and Active Living (ISEAL), Victoria University

Dr Machar Reid
Sports Science Manager
Tennis Australia

Dr Marc Portus
Managing Director
Praxis Sport

16:00 Introducing organsational teams to individual sports
• Outlining Tennis Australia’s Athlete Development Pathway
• Exploring what an interdisciplinary approach looks like within an individual skill-based sport
• How to arrive at priorities and balance the skill sets of coaches
• The importance of the review process - and taking ownership over that process
• The unequal playing field of high performance – where to extract a competitive advantage
Dr Machar Reid
Sports Science Manager
Tennis Australia

STREAM B

EVENTS & STADIA STREAM
Events and stadia - winning bids and managing major events

14:00 Achieving event success – a precinct approach to winning and staging world class events
• Outlining the precinct approach and the parties involved in securing and delivering events
• Maximising revenue opportunities that major events offer the precinct by engaging other bodies
• Reviewing the collaborative approach from a venue perspective through case studies:
• The 2015 World Netball Championships
• Hosting the Greater Western Sydney Giants
• The Royal Easter Show
• The Telstra Sydney 500 V8 Supercars Race
Karen Grega
CEO
Sydney Olympic Park Business Association

Peter King
President
Sydney Olympic Park Business Association

14:30 Using mega events to transform a city
• Events NSW’s position on using events to transform a local economy – is it an opportunity or responsibility?
• Aiming high – what is realistically achievable?
• Trends and innovations in events that aim to benefit more than just themselves
• How to quantify the ROI in order to get support and funding
Geoff Parmenter
CEO
Events NSW

15:00 Afternoon tea

15:30 Risk management and major sporting events – lessons learned from the 2010 UCI Road World Championships
• Why conduct risk management for major sporting events?
• Examining the risk management process
• Lessons learned from the 2010 UCI Road World Championships
Amelia Lynch   
Senior Associate, Lander & Rogers (Sports Business Group)
& Director, Australia & New Zealand Sports Law Association

Trudy Lindblade
General Manager,
Australian Cycling Events, and ex Event Operations Manager, 2010 UCI Road World Championships

16:00 Events – the debate between acquisition and creation
• Understanding the mix between ‘buying’ events and creating your own
• How to deliver destination benefits without breaking the budget
• The changing trends of event development
• Understanding what event corporations want from stakeholders
John O’Sullivan
CEO
Events Queensland

16:30 Medal winning success and elite sport policies - is there a relationship?
• Examining the trend for international high performance sport systems to become increasingly similar
• Outlining the key pillars of elite sport systems and policies of sixteen nations
• Exploring a broader perspective of developing sport business and understanding which countries are more suited than others to develop profitable sport business ventures
Prof Hans Westerbeek
Director, Institute of Sport
Exercise & Active Living (ISEAL) Victoria University

17:00 Closing remarks from the Chair

17:10 End of Day One and networking drink

08:30 Registration and welcome coffee

08:50 Opening remarks and welcome address from the Chair

09:00 MINISTERIAL KEYNOTE ADDRESS: The Queensland State Government’s role in enabling a strong sporting future for Australia
• Outlining the role of the State Government in the Australian sports industry
• Creating a sense of responsibility and community participation
• Working with the private sector to develop more opportunities for fan participation
• Allocating funding and advice at a grassroots level
Hon Phil Reeves MP
Queensland Minister for Sport

09:20 Social responsibility in sport - engaging with communities for a brighter future for the sports industry
• Explaining the need for more community participation in sport
• Identifying existing efforts – what is working and what is not
• How to get involved in engaging with communities – join others or go it alone?
• A win-win is possible – understanding how to quantify ROI in the community
Mark McAllion
CEO
vicsport

Strengthen your strategies for building consensus on and facilitating business investments

09:50 The Australian Sports Commission (ASC)’s investment in sport
• The decision making process behind the ASC’s allocation of funding
• An insight into sports planning, monitoring and review at the ASC
• Learn how the ASC assesses the performance of their investments
Greg Nance
General Manager, Sports Development,
Australian Sports Commission

10:20 Morning tea

10:50 CASE STUDY: The Delphi method of building consensus on key performance drivers and performance barriers
• The AIS in the context of the Australian high performance sport system
• Evidence-based research versus “I reckon” and “group think” behaviour
• Why focus on performance drivers and performance barriers?
• Understanding the Delphi process
• Using the Delphi results to inform change and leadership
Dr Robert Kidston
Innovation and Best Practice
Australian Sports Commission

11:20 MCG Great Southern Stand (GSS) Upgrade - the who, what and why
• The origins, scope, milestones & timelines for the project
• How the project will keep the venue at the forefront of stadium experience in Australia, attracting patrons, sponsors and events at a state, national and international level
• Outlining the parties who were involved, including the State Government of Victoria, the AFL and MCC
• Extending the updates to more than the infrastructure: theming, branding, and enhancing patron experiences both on and off event days
Gerard Griffin
Executive Manager, Projects & Strategy
Melbourne Cricket Club

Unlocking the secrets to using media & social media to benefit your business

11:50 Case Study: The Bulldogs Rugby League Club - Cultural transformation & re-positioning a brand
• The importance of positioning a sporting franchise as an individual brand
• Overview and specific case study of the cultural transformation and re-positioning of the Bulldogs NRL Club brand
• Implementation of a strategic plan built on the foundation of culture and values based leadership across the team, the business and the broader organisation
• Key focus on media strategy and relationships and the ongoing importance of CSR and community programs
Todd Greenberg
CEO
Bulldogs Rugby League Club

12:20 Networking lunch

13:20 Maximising your returns in broadcasting and harnessing opportunities now and in the future
• Understanding the role that sport plays in broadcasting success
• How to deliver value to viewers and commercial partners
• Outlining the future challenges and opportunities in television
• Understanding the factors involved in creating secure long term partnerships between the broadcasting & sports industries
Ian Paterson
Director of Sales
Nine Network

13:50 Sports 2.0 - how social media is shaping sports in 2011 and beyond
• Reviewing the evolution of sports over the last 50 years
• Examining the changing landscape for sports consumers, fans and participants
• Best practice examples of social media and sports
• What are the opportunities and challenges across the Australian sports landscape?
• Key takeaways for applying social media across Australia’s sporting landscape
Alana Fisher
former Manager, Digital and Social Media,
FIFA World Cup Bid, and Social Media Manager,Socceroos at FFA

Learn what sponsors want from a relationship and access the tools to maximise your returns

14:20 Fan engagement – the real driver of value
• Reviewing the state of the game and building a strategy for the future
• Managing Cricket’s three products: Test, ODI, Twenty20
• Creating the future fan experience
• How to maximise commercial and customer objectives
Stephanie Beltrame
General Manager, Media Rights
Cricket Australia

14:50 Afternoon tea

15:20 Sponsorship strategic alignment - to meet the Commercial and Reputation objectives of your business
• Telstra's approach to the business of Sport, Community and The Arts
• Building ROI measurement and objectivity in sponsorship programs
• Delivering innovation and new ideas to sponsorship programs
• Generating greater Commercial and Reputation outcomes
Richard Howarth
General Manager Sponsorship and Reputation
Telstra

15:50 Identifying and maximising the right sports sponsorship relationship
• Where does sports sponsorship sit within the marketing mix?
• What Panasonic looks for in a sports sponsorship relationship
• How to evolve the relationship for the long term
• Evaluating the sponsorship relationship to maximise returns for sports and sponsors
Daniel Preiss
Sponsorship Manager
Panasonic Australia

Unconference

16:20 ‘Unconference’ discussion session
This session is an opportunity for participants to raise current issues or hot topics that they feel require further exploration or attention in a lively and facilitated discussion among fellow delegates.
• How to turn issues/opportunities into sport business products?
• How to deal with the issue in your organisation from a manager’s perspective?
• How to deal with the issue in regard to your organisation competing with other organisations?
• How to position your organisation in order to better deal with the
issue/opportunity?
Facilitator:
Prof Hans Westerbeek
Director
Exercise & Active Living (ISEAL), Victoria University

16:45 Closing remarks from the Chair

16:55 Close of conference

Post conference workshop day

09:00-17.00 Sports Fan Engagement - using social media tools to connect fans
Australians are some of the highest consumers of social media in the world. Are you successfully using online fan engagement tools, or are you in need of some direction?

It’s not enough just to have a Facebook or Twitter account for your organisation and expect that your ticket and merchandise sales will go up. You may even be hurting your brand by not engaging properly with your online communities.

This practical and interactive workshop on fan engagement will cover useful take-aways that can be implemented both in the short- and long-term. Implemented correctly, these interactive lessons will ultimately have a positive impact on your bottom line and at the end of the workshop you’ll walk away with a plan of action for your organisation, not a one-size fits all strategy.

Benefits of attending the workshop
Transform your business communications by connecting with your consumers through an informed social media strategy – driving additional revenue streams, widening your audience, and more!

Who should attend?
Club, franchise, stadium & governing body CEOs, Digital/New Media Managers, Commercial Managers, Ticketing/Membership Managers, corporate sponsors & sponsorship agencies and anyone who is managing a product or service in the sports industry.

Agenda

The workshop will cover:
• What sports social media and fan engagement is and its importance to your brand
• Understanding the expectations of fans - creating active online communities and keeping your fans engaged
• How social media and fan engagement can positively affect your P&L
• Avoiding pitfalls - social media challenges for clubs and athletes
• How to integrate social media into your existing digital, marketing, media and business plans
• Who’s doing online fan engagement well – Australian and international sport case studies for small and large organisations
• Identifying the most appropriate sports social media and fan engagement tools for your organisation
• Step by step fan engagement strategy development

About your workshop leaders:

Alana Fisher
former Manager, Digital and Social Media,
FIFA World Cup Bid, and Social Media Manager,Socceroos at FFA

In 2009, Alana launched social media channels and managed the fan engagement strategy for the Qantas Socceroos at Football Federation Australia, travelling with the team for their 2010 FIFA World Cup campaign.

As well, while FFA’s Bid may not have been successful, Alana did successfully manage the digital, community and fan engagement strategies for Australia’s 2022 FIFA World Cup Bid, with 2010 year being the first time bidding nations incorporated social media into their campaigns.
She lives on Sydney’s Northern Beaches, loves football (the round ball kind) and is online all the time! Find her @aussiegoldy and at brandnd.com.