SHMS QUATTRO-BALL TOURNAMENT

Mischal Menden
UoD: 1000202590

MA autumn semester 2010

Innovation for Events

7EM013

Ms. Zainab Atta

28/1/2011
 ABSTRACT

This proposal critically assesses a sport event held in Fochheim, Germany. It outlines

key concerns raised by attendees and visitors. By applying analytical tools, such as

the Ishikawa diagram and Toyoda’s 5-Why method, the root causes of the complaints

have been determined. The theoretical stances used in this proposal are from the

fields of Operations Management, Sport Event Management and Marketing.

Furthermore innovative ideas are presented with the aim of making the event even

more sustainable and environmental friendly. The key concerns which have been

determined are the usage of paper, the noise during the night, the sufficiency of food

and beverage outlets. More over the usage of more marketing tools has been

proposed in order to enhance the loyalty.

 CONTENTS

Abstract.........................................................................................................................2

Introduction....................................................................................................................3

Aim and Objectives.......................................................................................................5

Methodology..................................................................................................................6

The Tournament............................................................................................................7

Paper Usage..............................................................................................................8

Reorganization of the Camping space.....................................................................10

Food and Beverage Supply.....................................................................................12

Marketing and PR....................................................................................................14

Conclusion...................................................................................................................15

Reference List.............................................................................................................16
 INTRODUCTION

The Businessdictionary(2011) defines an event as an, “occurrence happening at a

determinable time and place, with or without the participation of human agents. It

may be a part of a chain of occurrences as an effect or a preceding occurrence and

as the cause of a succeeding occurrence.” Getz (2005) adds that a principle which

applies to every event is that they are temporary in nature. Furthermore he adds that

every event is unique in its composition of management, program and setting of

people.

The Quattro-Ball tournament is a yearly occurring sport-event held over one weekend

in June/July, in 5 cities throughout Germany. This tournament combines handball,

basketball, volleyball and football/ soccer. Every team has to play each sport twice a

day against previously allocated teams. The teams consist out of 12 players of which

4 have to be female. In every game at least two women have to play per team. The

Tournament of the biggest interest to this proposal is Forcheim, Germany.

Throughout this report the author will use the term Quatt-Fo, which is the name of

this particular event, instead of Quattro-Ball tournament. At this specific event 64

teams divided into 4 groups compete against each other. The history of this

tournament goes back into the 1990s, when it was first held in 1995. The event is

held at a public sports area in Forchheim, Germany, during the second weekend of

July. On Saturday the teams are being allocated in 4 different groups and will than

compete against each other within their own groups. At the end of this day the first

four of each group will be put into one group A. The second four into group B

continuing until every team is allocated again. On Sunday the teams compete for one

more time in their groups against each other. At the end the winner of group A on
Sunday is the winner of the tournament and receives a trophy, a voucher and a food

basket. Prices are given away for all kind of actions, i.e. Best-Referee, Fair-play,

funniest dress. (Kindler, 2011)

The organizing team always refers to the headline of this event. “This is a Fun-

tournament, not a World-Championship.” Although at times professional player,

mostly local, can be spotted. But like at every other sport event the drive to win is

very high.

It can be argued now that the Quatt-Fo tournament is a festival in its nature when

looking at the definition of Goldblatt and McKibbon (1996, p.70),”a public celebration

that conveys through a kaleidoscope of activities, certain meanings to participants

and spectators,” especially because of its huge meaning to all the participants. On

the other hand the EnglishWordDictionary (2011) relates it more to ceremonies,

feastings and events occurring because of religious traditions.

This sport event together with the Annafest (huge local Bavarian Beer-festival) is for

the people from Forchheim essential. The Annafest, starting two weeks after the

Quattro-Ball is not only the start of the big summer vacation in Bavaria but also a

religious tradition. Taking this occurrence and comparing it to the previously stated

definitions it is obvious why the Quatt-Fo cannot be considered to be a festival,

whereas the Annafest with its religious tradition is a typical festival. Furthermore the

Annafest determines as of when the Quatt-Fo will be held. The Quattro-Ball event

gives the people an appetizer of what is to come. (Forchheim, 2011) Furthermore is it

a big get-together, hence 80% of the teams are participating since the early days of

this tournament. (Wiesentbote a, b, 2005, Wienstbote, 2006, Wiesentbote a,b, 2007,

Norbayrische Nachrichten a, b, c, 2010)

By looking at the setup of this tournament it can be now defined as a signature event,

because of it special connection to the location where it is held. Supporting that is the

special anthem created by one team 10 years ago for this tournament with its

location.

This report will outline different key concerns made of participants, as well as

environmental issues. Furthermore will the existing event be innovated in order to

meet the demands of the participants and the inhabitants living in the close

surroundings of this sport event.

This report will demonstrate the application of sport and leisure event management

theories as well as hospitality operations management, in order to clearly

communicate the innovation as well as justify the innovations made. The major

changes this report is outlining are the usage and waste of paper during this

tournament, furthermore the supply with food and beverage, as well as the

reorganization of the camping space. All this innovations will help satisfying not only

customer needs but also the demand of the people living in the surroundings to keep

it quiet during night hours. More over appropriate theory will be demonstrated to

justify the concluded. The relationship between sport and leisure events will be

shown according the work of McMahon-Beattie and Yeoman. The innovations made

are all concerning the greening of this sport and leisure event, which is a major

concern in the sport event industry (J. Laing, W.Frost, 2010).

An innovation can be defined as, any new action which increases human

productivity, knowledge and improves information. (Robles, 2008)

 AIM AND OBJECTIVES

The aim of this report is to critically analyze a sports-event in the town of Forchheim,

Germany and to propose innovated ideas as of how key concerns raised can be

overcome.

The objectives in order to achieve the above stated aim are:

1. To critically analyze the existing event held in Forchheim, Germany.

2. To evaluate the key concerns raised by customers and visitors by applying

tools from Hospitality Operations Management.

3. To demonstrate innovative ideas in order to overcome the concluded key

issues.

4. To justify the raised and proposed issues with appropriate theory.

 METHODOLOGY

The methodology used in order to obtain appropriate data and meet the aim and

objectives previously stated is focused on secondary data collection. According to

Saunders et al. (2007), secondary data is data which was previously collect and/ or

analyzed focusing on a different purpose. In this assignment the author retrieved his

data from the Swiss Hospitality Management School Library, as well as from the

Emerald and Ebsco database, in order to provide a wide range of source and

enhance the validity of the statements, as well as the Wiesentbote database for

press releases. The philosophies applicable for this research are of scientific nature,

as well as social science nature. The epistemological background used for this

paper, is based on secondary research, constructivism. According to Collis and

Hussey (2009) constructivism aims to generate new knowledge through the usage of

already existing knowledge. This stance is the most appropriate because only

secondary data has been used and the author has been asked to critique on what

has been stated earlier. Moreover enables this stance the author to synthesize the

existing knowledge and create new knowledge. Limitations within this research are

the availability of `true´ data, as well as the reliability and validity of secondary

research.
 THE TOURNAMENT

Yeoman and McMahon (2004) stressed out that sports are only a part of leisure

activities. In this report the author will use the terms interchangeably. The application

of Hospitality Operations Management tools is appropriate for this report, because of

the relationship between the two. Both subjects are just parts of the broad topic

Operations Management. Wild (1995) stated that Operations management is,

`concerned with the design and operation of systems for manufacture, transport,

supply, or service.´ Sport/Leisure Events and Hospitality Operations follow similar

steps in order to deliver service.

The tournament is held open-air, including camping at site, live music in the evening

and different food and beverage outlets. Furthermore garden showers are allocated

in order to provide the necessary refreshment while playing in 30° to 35°C. A first aid

tent is available just next to the basketball courts. The first aid team is partly

participating in the event itself as well. Live time, round, lost and found item

announcements are made as well as music is plaid throughout the day. Garbage

bags are handed out on Saturday morning and hourly controls are being made.

(Wiesentbote a, b, 2007, Wiensentbote a, 2005, Kindler, 2011, Forchheim,2011)

The event has participants from all over the country; even one team from Austria is

attending since the beginning. Some individuals are flying in from all over the world,

Quebec, Canada, Dubai, Korea as well as from different parts of Africa.

The tournament has grown on reputation over the years, although every year the

rumors of closing it down have been spread, to some extend because of the amount

of waste produced. People living close by the tournament complain about the noise

throughout the nights. Participants are being upset about the increasing prices of

F&B. (VFB-Forchheim, 2011 Kindler, 2011, Wiesentbote, 2006, Wiesentbote b, 2005)

These points have been determined to be the major issues after applying the

Ishikawa diagram as shown below, in order to achieve the first two objectives of this

proposal. This diagram is the most appropriate because of the strong relationship

between Hospitality Operations Management and Sport/Leisure Events Operations

Management, as McMahon and Yeoman (2004) pointed out.

Looking at this event from a more strategic perspective, the tools and theory applied

is common in the application and implication of blue ocean strategies. The market of

the Quatt-Fo is a niche market, which is associated with being a blue ocean,

although 4 competitors (in different locations) exist. In order to achieve sustainability,

the teachings of Chan Kim and Mauborgne (2005) suggest when already located in a

blue ocean the main aim should be to extend the ocean and convert red oceans into

blue oceans. The competitors market is associated with a red ocean. By

implementing the suggested changes the author aims with the support of the blue

ocean strategy to create a sustainable and environmental friendly sport-event.

No sleep for Huge waste

inhabitants

Too loud during People

the night singing No
and possibliity of
Loud music is shouting seperation
being played all night Paper More
all night usage complaints
every year and
spreading
rumors
Too
expensive
 Waste
problem
No
sandwiches
Not direct during the Concerned
F&B day inhabitants
supply Car
traffic

Increasing prices Environmental

and decreasing concerns
varity

Ishikawa,cited in Gwiazda, 2006, Guestbook Quatt-Fo, 2010 Figure 1.1

PAPER USAGE

The problem of waste is a common issue when holding an event In the case of the

Quattro-Ball tournament the massive amount of paper which is being used in order to

display recently taken pictures or current stats on how one team is doing, as well as

the distribution to every team of a tournament plan and a plan for referees. Each

team needs to be the referee for each sport once per day. Summing this up round

about 1000 sheets of paper is being used per day only to communicate information.

Although there are different ways of communicating these information nowadays, the

pictures which were taken by the organizing team, could for example be displayed in

digital frameworks as a slide show with a direct pick and print option (Photo-Porst,

2011). For the display of the rankings and scores an excel spreadsheet could be

projected on any HD TV. Furthermore the different tournament plans and rules and

regulations could as well be displayed on several HD TVs situated on different key

locations. In Order to prevent the unlikely event of robbery, the TVs are monitored by

2 security cameras each. In order to communicate the results of the different games

happening during the day, the organizing team should allocate a neutral person as

counter, equipped with an Ipad or any other smart pad. These innovations will not
only help the organizing team saving the environment but also would bring such an

innovative event in the concept itself to modern standards. Furthermore it would

simplify the work which needs to be done by the organizing team. The idea is to

make this weekend event as comfortable as possible for all attendees, visitors and

organizers, as well as meeting the complaints regarding the environmental concerns.

The table below (1.2) provides a detailed calculation regarding the paper wasted,

which will help justifying why the innovation stated.

Paper used Team Plans Sats Photos Tota

s l
Saturday 64 128 512 300 1004
Sunday 64 128 512 300 1004
Table 1.1 Source: Author

Looking at the innovation from a different point of view it can be argued that the

production and usage of HD TVs is ecologically worse than the usage of paper, when

looking at the short term. Although current studies on the topic; “How green are

digital devices” (Maxwell, 2011) are being made and reviewed. In the current stage of

this argument the comments made are balanced. In order to make an appropriate

conclusion and for reaching the objectives three and four, the author decided to take

the point of view that the usage of TVs and digital frameworks is environmentally

more friendly than the production and recycling of 2000 pages of paper. Furthermore

it can be argued that Plasma TVs are environmental friendlier than HD-TVs, whereas

Greenzer (2009) pointed out in a comparison of HD TVs and Plasma TVs that the

longer one lasts the greener it is. The HD TV with about 60,000 hours last twice as

long as a Plasma TV.

All this is quiet costly, but hence the sportsmen attending are satisfied and highly

loyal, deals can be made with local shops and participating teams. For example the
biggest Photoshop in town is attending. Digital Frameworks could be lent and in

return a reduction on F&B could be given or even a discount on the participation fee.

The owner of a local electronics store is attending as well since the past 10 years,

where the necessary technical equipment could be lent to similar conditions. Ipads

can be lent from the various mobile shop owners as well as electronic store owners

participating. This supports the previously stated argument that the usage of

TVs/Ipads is environmentally friendlier than using paper, since the TV/Ipad is not only

produced for this specific event.

 REORGANIZATION OF THE CAMPING SPACE

From the Ishikawa diagram (Figure 1.1) it is clear that the inhabitants have

complained about the noise made in the early morning hours. These arguments are

strongly related to the usage of portable music players as well as singing and

laughing attendees. In order to analyze the root cause of this concern, the author has

chosen to apply the “5-Why” method by Toyoda. (Figure 1.2) The link between

Hospitality Operations Management and Sport and Leisure Event Management,

which has been established previously, is evident for this example as well.

No Sleep for
inhabitants.
WHY?

Too much noise

during the night

WHY?
People singing

WHY?

A large variety
of portable
music players
WHY?

No control by
the organizing
team.
WHY?

Disorganized
Source: Toyoda,1930 camping site. Figure 1.2

Not only the usage of paper, but also the noise produced by the attendees and

visitors during the night is a major issue the event is facing. In order to overcome this

particular problem, it is suggested to reorganize the camping space. Yeoman and

McMahon (2004) support this by stating that strategic planning is crucial for every

part of the event. For further detail on the camping space please refer to Figure 1.3.
Not every team is camping at site but the numbers are increasing each year, and

according to an estimation of a yearly participant, around 85% of the attendees were

camping at site last year. Allocating specific camping places for each team would

help keeping track, as of how many people are staying at site. Furthermore, the data

gathered could be used in order to change specific operations to make the

tournament even smoother and more comfortable for everyone. In order to meet the

demand of the inhabitants living close to the area, the camping area which is situated

at the far end of the public sports area needs to be controlled and organized. Every

team should be advised to build their tents in the shape of a circle. This reduces the

noise, if teammates still want to chat and drink in the early morning hours. Moreover,

planting of local trees, around the fences of this area will reduce the noise even

further, as well as produce shade.

These innovations again can be made, by arrangements with attending sportsmen or

even local farmers, who are regular customers.

Source: Google.maps, 2011 Figure 1.3

The dots represent the location of the camping site and give a brief idea as of how

the BBQ stations could be arranged. Furthermore the usage of these spot needs to

be organized by reservations and clear allocation of camping spots for the different

teams. The idea is that on every 4 teams one BBQ is being allocated, so a total of 16

BBQs.

FOOD AND BEVERAGE SUPPLY

A further major concern, raised by attendees, was the increasing prices on Food and

Beverage as well as missing of direct food and beverage supply. The table below

lists the price and the variety of Food and Beverage options at this tournament.

Small Big

Breakfast 4,- 8,-

Steak (Bread) 3,50
“Bratwurst” 3,50
Pizza 4,- 10,-
Cake 2,-
Dish of the day 2,50 4,-
Coffee 2,50
Water 2,-
Soft Drink 2,50
Beer 3,50 5,-
Source: Quatt-Fo ,2011 Table. 1.2

This clearly points out the missing opportunities for the event. The idea is to create

the option of direct selling of meat and vegetables. These will be already prepared by

the local butcher. The possibility of buying fresh sandwiches should be arranged, as

well in corporation with the local butcher, nutritious food is very important especially

while doing sports at such high temperatures. Furthermore the local beer brewers

would sell directly to the end consumers at the event. The average consumption per

team is around 4 crates of beer, 4 crates of water per day. A crate exists out of 24

0,5l bottles of beer, and 12 0,7l bottles of water. This is not only additional revenue
for the brewer who in exchange could sponsor i.e. the trees for the fences or

benches for the camping area. Looking at this idea from a different point of view, it

can be argued that the support of local stores is strongly related as of how

inhabitants see this local event. The habits of the inhabitants in that town are very

traditional, if a local store especially beer brewery is support and sponsors the event

vice versa, the reputation will rise automatically. Furthermore it can be stressed out

that, since every team needs to buy its food and beverages, they need to drive there

and buy it one by one. The table below shows a clear calculation of the distanced

travelled by attendees and the related usage of petrol, as well as the distanced

travelled by the beer truck and the related usage of petrol. This equation misses out

on the energy used for cooling the truck, since no data could be gathered regarding

this issue. Although it can be assumed that this will not be a distinct factor in

analyzing the calculation and comparing and contrasting it.

  Ammoun Distance travelled in kilometers Petrol used in Related Emission in kg

t liters
Car 64 160 6,4 22
Truck 2 5 0,8 2,3
   
Distance 2,5km      
:
Source: Author,2011, Auto, Motor, Sport, 2011 Table: 1.3

The data used for calculating the variables were gathered from the homepage of

Germany’s biggest Car journal Auto, Motor, Sport, 2011.

The same equation can be made for the supply of BBQ food or sweets and fruits

during the day. The local store is 2,4km away from the event. In addition to arranging

the direct selling option for the suppliers, the camping site itself could be arranged

more attractively, as pointed out earlier with the BBQ sites. This in combination with

the direct sell of the required food would create an unforgettable experience not only

for the attendees, but also for visitors and the organizing team.

In order to prevent losses for the organizing team and commission charge can be

arranged.

MARKETING AND PR

The Marketing and PR ambitions from the organizing team are considerable. With

having a private Homepage (www.Quatt-Fo.de), a Guestbook the organizing team

has established the basics of online marketing. Furthermore the press work is also

rather rare, one press release is being posted at the beginning of February; that

registration is open now. One more is published a week before, as well as on the

weekend itself. The follow up report is released three to four days after the event has

happened.

As Zarrella (2010)pointed out over 250 Million users are on facebook, 184 Million are

bloggers and over 346 Million read blogs on a day to day basis, it is clear that the

usage of social media marketing is essential for every business and event.

Furthermore he stated the eight most common tools of social media; blogs (Twitter),

social networks (Facebook), media-sharing sites (Youtube), social bookmarking and

voting sites (Digg, Reddit), review sites (Yelp), forums and virtual worlds. Foe this

tournament the application of facebook, Youtube and Twitter are of the greatest
interest. The other tools can be considered to be inappropriate because of their

nature in being more business focused.

A Facebook group page needs to be created, where monthly updates etc. can be

posted. Furthermore pictures of the event can be uploaded and viewed by anyone at

any point in time. Moreover live-video streams from the event can be published via

YouTube and linked to the Facebook page. Press releases should be published more

frequently over Twitter. All this will also help innovating this event every year.

Customers can easily exchange comments and share experiences. Innovation is

something especially the fast paced event industry needs. Live video-streams can be

posted on YouTube or even Facebook. The usage of digital media is not

environmental more friendly and free of charge, but also a “must-have” for every

innovative idea. By publishing those information more people will automatically be

attracted because of the “word-of-mouse” effect (The Economist, 2007).

 CONCLUSION

The points raised had all on common factor, the sustainability and environmental

friendliness of this particular tournament. Looking not only on the operational

improvements and innovations which can be made, with the example of the smart

pads, but also at the other stakeholders of this event, the inhabitants living close by.

The reorganization of the camping size will not only prevent the complaints of

inhabitants but also to improve the organization and structure as well as reputation of

this event. Furthermore with the innovation in the supply of food and beverage, the

attendees concerns will be directly addressed. This proposal outlined three major

concerns and their solution, with the aim of pleasing all stakeholders.

The event held in Forchheim, Germany has been critically assessed; the advantages

and concerns existing have been presented and evaluated. The event itself is well

structured and evidence of improvement over the years is available. On the other

hand key concerns raised by attendees and inhabitants have been critically analyzed

by using appropriate tools. The Ishikawa diagram Figure 1.1 points out the

importance of the issues raised and their relationship, with having environmental

concerns, which includes all the points established and critically assessed previously;

Paper usage, Food and Beverage supply, reorganization of the camping space, as

one of the causes presented. The key concerns have been broken apart and

innovative ideas to overcome these issues have been presented. These innovations

require a certain level of acceptance towards change, not only from the organizing

team but also from the customers/visitors. The order in which they could be

implemented is starting with the creation of online marketing and public relations,

moving forward towards the new set-up of the camping space. Since this change
requires the longest amount of time to be finished. A possibility would be to post

follow-ups on the online public relations campaign. The other two innovations should

be launched simultaneously. Moreover appropriate theory has been presented,

where necessary and available. Further points of improvement need to be evaluated

and analyzed in order to keep the event attractive and modern.

Concluding the stated the objectives previously set have been achieved, which leads

to the conclusion that the set aim is achieved as well.

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