2 nd Kufstein Winter School Sport and Leisure Management Current Trends and Issues 31 st January 5 th February 2010, Kufstein/Austria Kufstein Winter School comprises an international intensive program hosted by the University of Applied Sciences Kufstein Austria (FH Kufstein, Austria), organised in cooperation with Hanze University Groningen/NL & German Sport University Cologne. Program coordination: Prof. (FH) Dr. Sebastian Kaiser (FH Kufstein). Kufstein Winter School offers an interesting and challenging program including lectures and workshops by top-ranking scientists and practitioners from international sport business and economics. Participants from all over the world will analyse and discuss current trends and issues as well as business strategies in sport and leisure management. Target-group are graduate students from sport and leisure management as well as managerial economics but interested students from other fields of study are also welcome. Participation is free of charge. Transport, accommodation and food are excluded. Applications will be considered by receiving the signed registration form (First come First serve!). For further information please contact: angela.scalet@fh-kufstein.ac.at. Provisional Program Sunday, January 31 st - 20:00 Arrival 20:30 Welcome reception and get together, Program information [Gasthof Schneeberg, Schneeberg 50, A-6335 Thiersee] Monday, February 01 st [FH Kufstein] 10:00-10:30 Welcome and Introduction to Winter School Univ. Prof. Dr. Hans Moser, Rector of FH Kufstein Mag. Wolfgang Richter, Chief Executive Officer of FH Kufstein 1
10:30-11:00 Introduction to Winter School Prof. (FH) Dr. Sebastian Kaiser, Vice Director of Studies Sports, Culture & Event Management, Marketing & Communication Management, FH Kufstein 11:00-11:30 Break 11:30-12:30 Workshop: Intercultural Competencies Gerco van Dalfsen, Hanze University Groningen, Program Coordinator Sportmanagement & Stefan Walzel, German Sport University Cologne, Research Assistant Diversity Management is a strategy to promote the perception, acknowledgement and implementation of diversity in organizations. Diversity management is based on the idea that diversity opens up alternative ways of perceiving, thinking and acting and thus enriches life. Human beings differ in age, social and national background, gender, sexual orientation, physical and mental ability as well as religious belief and worldview. Diversity is a source of creativity and innovation that can provide the potential for future development and competitive advantage. 12:30-13:30 Lunch [own arrangement] 13:30-14:30 Losing bids, winning legacies: planning early for socio-cultural legacies Prof. Dr. Guy Masterman, Head of Sport, Faculty of Health & Wellbeing Sheffield Hallam University Bidding to host a major sports event is becoming increasingly expensive and therefore not winning is clearly a considered risk. The concept of bidding, losing and then still achieving physical legacies that then lead on to socio-cultural legacies, in other words aiming to strategically gain long-term social benefits just by bidding, is somewhat new. Up until now there have been few cases of cities strategising to benefit from their bid whatever the outcome, and indeed ensuring that there is a return on investment when the bid is lost. Adopting a long-term perspective for bidding may be one way of attempting to reduce the risks involved in making a bid to stage a major international event. This paper focuses on Manchester, a city that was intent on following its event led strategy in order to achieve regeneration objectives and considers the factors that have been important in ensuring that the intended legacies are sustainable. 14:30-15:30 Break, Individual SE preparation and follow-up 15:30-16:30 A world of changing cultures - Aspects of intercultural links between identity and self-representation Prof. (FH) Dr. Gernot Wolfram, Professor of Cultural Sciences and Culture Management, FH Kufstein 16:30-18:30 Visit Kufstein, Dinner [own arrangement] 18:30 - Intercultural Torch Relay Students, Studies Sports, Culture & Event Management, FH Kufstein 2
Tuesday, February 02 nd [FH Kufstein, Kneissl Tirol GmbH, Kufstein] 10:00-11:00 Relevant changes and trends in the social-, ecological- and business-environment of (winter)sport destinations a challenge for destination management! Dr. Christoph Eisinger, Managing Director, Ski amadé Winter sport destinations are facing progessive changes and trends in the relevant enviroment, that have a remarkable impact on the prosperity of their bussiness. The variety of these changes reach from global warming, demografic change, differencation in (winter)sports, hybrid consumer behavior and individualization of customer needs, a decline of classical winter sports (ski world cup) in public and media awareness, rapide changes in market potentials et cetera. For the management of winter sport destinations it is a major challenge, to dedicate the most relevant risks and opportunities and to develop strategies to secure a prospirate business development for the future. Focusing on the Austrian situation of destination management, which is affected by mostly small, single economic, uncoordinated supply structures resulting in a lack of authority given to the management, another major challenge is to implement promising strategies in the destination and on the market. This decision context is presented and some approaches are pointed out. 11:00-12:00 Pricing of Winter Sport Services Dr. Tim Pawlowski, German Sport University Cologne Considering the increasing stress of competition in winter sports, cable car companies have to optimize their price-performance ratio with a modified marketing management. For most decisions regarding the marketing mix (e.g. the price calculation of supply modifications and the communication of specific ski arena characteristics), knowledge about the monetary value of the different single attributes a consumer receives with purchasing a ski-lift ticket is indispensable. Based on the hedonic approach, the single service attribute values are assessed for the Austrian, Swiss, French, German and Italian cable car companies. European comparison is presented and implications to sport management practise are discussed. 12:00-13:30 Lunch [own arrangement] 14:00-17:00 Kneissl Tirol GmbH at a glance Thomas Petzold, Head of Marketing, Kneissl Tirol GmbH 17:00 End of official program Wednesday, February 03 rd [FH Kufstein] 10:00-12:00 Innovative Concepts for Sustainable Venue Construction Rainer Quenzer, Managing Director, Nüssli International AG 12:00-13:30 Lunch [own arrangement] 3
13:30-14:30 Organisational challenges of the 1st Youth Olympic Winter Games Innsbruck 2012 Mag. Werner Margreiter, Sports Director Innsbruck 2012 Winter Youth Olympics Major sports events have grown up to one of the most important branches in the event industry. They have reached new dimensions in respect of quantity (increasing number of events) and quality (commercialisation, media exposure and professionalism). Constantly changing public expectations and demanding stakeholders ask for top level organisational skills of the event management. The main challenges for the Organising Committee of the 1st Winter Youth Olympic Games are presented and possible solutions are discussed. 14:30-15:00 Break 15:00-16:00 Ramsau 1999 to Ramsau 2009: 10 years later: How a destination has benefited from a ski world championship Prof. (FH) Dr. Robert Kaspar, Director of Studies Sports, Culture & Event Management, Marketing & Communication Management, FH Kufstein Parallel 15:00-17:00 Lecture and workshop: Increasing the health quality and the eco-friendliness of sports & leisure resorts: assessing the opportunities of e-mobility MA Michael Weltin, E.ON Energie AG, Munich Imagine a sports and leisure resort in an ecologically sensitive surrounding as the Alps where you can transport your skis or your bikes to any place anytime with your own transport vehicle without having to have any bad conscience about doing harm to the environment. Electric Mobility is one of the current megatrends. Vehicles powered by batteries are free of emissions and noise. Yet their driving range is limited and re-charging of the battery takes several hours, e- mobility has the potential to contribute significantly to the improvement of air and life quality in narrow and congested settings such as Alpine valleys. Besides the advantages of an improved eco-audit, e-mobility can also contribute to quicker and more flexible transport facilities within the resorts. The seminar will highlight the key challenges of e-mobility: - the development of new car designs - cost development of e-mobility and the build-up of a charging infrastructure - financing models. Whereas many practical aspects regarding the implementation of e-mobility are still open, the window of opportunities to develop practical and user-friendly solutions is large. The lecture will be followed by a workshop in which we will jointly develop a concept for an e-mobility based transport infrastructure in a sports and leisure resort. Based on the example of an Alpine ski area we also want to develop an answer to the questions of whether e-mobility can create a unique selling point for tourist areas, and which premises e-mobility will have to fulfil in order to satisfy the demands of the resort customers. Target of the workshop is to work out an athlete-friendly transport concept for an exemplary Alpine mountain area covering more than 3.000 square kilometres. The e-mobility based transport concept shall be able to replace today s transport concept based on combustion vehicles together with the mostly uncomfortable public transport infrastructure based on public bus. Key items to be worked on: infrastructural challenges: - locking out combustion vehicles and provision of electric vehicles to the sports tourists 4
- building up and financing of a charging infrastructure - provision of green electricity Identifiction of the key components of a successful concept: - relevance of individual transport compared to public transport - importance of and sensibility for transport concepts free of emissions and noise - willingness to pay premiums for such means of transport. 18:00-22:00 Optional: - Night Skiing, Luge/Mountain sledding (own arrangement) - Beginner workshop and demonstration in wintergarten snowpark söll Thursday, 04 th [FH Kufstein] 10:00-11:00 Eye tracking studies in the sports marketing environment Prof. Dr. Florian Riedmüller & Charlotte Witzlau, Ostfalia - Hochschule für angewandte Wissenschaften, Campus Salzgitter Eye tracking is the process of measuring either the point of gaze ("where we are looking") or the motion of an eye relative to the head. An eye tracker is a device for measuring eye positions and eye movement. Eye trackers are used in research on the visual system, in psychology, in cognitive linguistics and in product design. There are a number of methods for measuring eye movement. The most popular variant uses video images from which the eye position is extracted. The Institute for Sport-Management in Salzgitter has started to analyze spectator behavior in sport facilities and buying behavior in sporting goods retail environment with the support of eye tracking cameras and specific software. In our lecture, we will present the research approach and first results of our studies. 11:00-11:30 Break 11:30-12:30 Facility Management meets Eventmanagement: Different roads the same direction Prof. (FH) Dr. Ing. Thomas Madritsch, MRICS Director of Studies Facility & Real Estate Management Project Manager Real Estate Benchmarking Institute Kufstein To reduce the economic pressure of cost share of events it is necessary to know the optimizing potential of rationalization of workflow and productivity of the supporting processes. Knowing the strengths and weaknesses is fundamental for a successful strategy. More and more event managers see the relevance of Facility Management and consider that management tool when making strategic decisions and planning of events. Facility Management contains the concepts of cost-effectiveness, productivity improvement, efficiency and the employee s workplace quality even for events. The presentation will show how a professional Facility Management can support the efficiency of the secondary processes to organize successful events. 12:30-13:30 Lunch [own arrangement] 5
13:30-16:00 Workshop: Business Development for the adidas brand Dr. Tim Janaway, Head of global marketing operations & strategic planning, adidas 16:00-16:30 Break adidas is a global brand with German roots. The guiding principle for the sport performance division is to engage all athletes to achieve their impossible. One of the key focus areas of the sport performance division is personalized service, products and experiences. Mi adidas and my team bring real customized products to the consumers and mi coach is the ultimate product interactivity approach. In this workshop, Dr. Tim Janaway will present the personalization efforts of the sport performance division and hand over some case studies to the participants who will then work on future scenarios and present the results back to the audience. 16:30-17:30 Current Trends & Issues in International Sports Management Dr John Beech MA MBA PhD FRSA, Coventry University 17:30 End of official program 18:00 23:00 Optional: Tyrolian evening at Kala Alm/Schneeberg, Mountain sledding Friday, 05 th Departure day (own arrangement) Optional: Skiing Wilder Kaiser/Brixental 6