Soccer tournament directors, coaches and parents have a lot to think about when it comes to organizing and playing in youth soccer tournaments. Finding fields, hiring referees, coordinating volunteers and finding sponsors are just a few of the things that directors deal with for a good chunk of the year, all in preparation for one weekend. It is no wonder that many default to a cookie cutter, ready-made template approach and depend on the games themselves to ultimately define their event. It’s not an easy request, but next time, look for opportunities to make your event a memorable human experience for all involved.
Soccer tournaments that enjoy a high success rate understand the importance of the experience to the players and families. That experience extends past the games themselves. One of the more challenging aspects for coaches and parents is the question of what to do between games. A really good soccer tournament recognizes that it an entertainment event and that ‘games’ off the pitch are just as important as games on the pitch.
Every soccer tournament director wants and needs teams and fans to stick around the tourney and concession stands as long as possible. But it’s not reasonable to expect that to happen for five or six hours. This is a great time to showcase and celebrate the unique aspects of the community in which you live, and on which your soccer tournament depends. Have information readily available of sites and activities that make sense for youth soccer players to do in between games. Maybe it’s an educational tour, museum or local landmark. If you try to monopolize their time, you’ll end up pushing them back to the hotel swimming pool, something they’ve already done ten times this year. In a month or two, they won’t remember the games, but the world’s largest ball of twine? That’s a memory!
Another important aspect to remember is that a youth soccer team, much like an army, travels on its stomach. As soccer tournament blogger Alex Klos says, “Don’t forget the importance of eating.”
Try to have a variety of items available that strike a balance between concession margin and the overall experience. Try to feature something unique to your city or state that drives people back to the event. Maybe it’s a local favorite that literally features an ethnic flavor or maybe it’s just the way you package the dish. One community with a Czechoslovakian heritage offers the “Kolacky”, a fruit stuffed pastry that is a hit with out-of-towners. Another tourney features their club nickname in common items i.e. the “Hawk-Go-Taco.”
Don’t lose site of the fact that people will also be dining away from the soccer tournament. You won’t be pushing customers away; you will be acting as a concierge to the team and family experience. That’s an image that leaves an indelible mark on the brain. This approach also opens a door for local eateries to become a supporter and even sponsor your event.
The key to a unique human experience is adding something different, valuable and memorable to the lives of the players, coaches and families. Welcome them into your tournament, community and culture and they will return year after year. Here are a few suggestions to enhance the human experience:
-Incorporate a giveaway of a prize or small trinket that is a logo, mascot or something unique to your soccer tournament. These things trigger powerful emotional responses and make the event memorable. The trinket, like the memory, will last forever. Think of the collection of trading pins that people hold on to, and value, for life versus the endless pile of trophies that always end up in the trash.
-Along those lines, cater to the younger siblings with things like face painting, a roaming mascot, magician, clown, play area or games. If the little ones aren’t whining, the day is better for everyone.
-Have a “Chamber of Commerce” packet readily available. Better yet, get the Chamber of Commerce involved.
-Why not add the position of concierge to your already huge list of volunteer needs. When looking for someone to fill this post, refer to Chamber of Commerce comment above or other community building clubs like Lion’s, Rotarians, Legion or VFW members. Make sure this kiosk has all the information it needs.
-Have some good suggestions in mind for various dining experiences in every price range. Keep in mind that these are soccer teams that may have to play again today. The parents will thank you to remember their pocketbook.
-Get local restaurants involved to possibly offer coupons and directions to their establishments. You may be able to work out an arrangement in which they can run a stand at your soccer tournament, turning over some of the proceeds, of course.
-Set up a commons area to resemble a picnic or park atmosphere. A good sound system with music for all ages establishes a “this is the place to be” vibe. Never think you have enough music in your playlist. Have a new playlist for everyday.