Regatta Organisers, Make Your Regatta into a Real Event!

Royal Henley Ragatta – an accomplished event
© Getty Images

FISA, the International Rowing Federation has decided to help out one of their most important partners in the success of coming rowing events, and are offering future regatta organisers the opportunity to attend a tailored 3-day seminar covering some of the most important areas of regatta organising and event marketing.

FISA is constantly aiming to set higher standards for rowing events, not only on the point of view of the athletes and the racing conditions, but also for the promotion of rowing within various communities. The Forum will provide some of the necessary tools for turning already well-organised regattas into special events.

The programme, under the overall title of “Making a real Event out of your Regatta” will focus on some of the important factors in event marketing, namely identifying target spectator groups, establishing the values of the event and communicating these values. Some more practical issues such as media centre and general media operations will also be covered.

Sports Marketing Consultant and former marketing director of two International Sports Federations, Luiggino Torrigiani will coordinate this session, and present some of the more theoretical aspects. He will be complemented by highly experienced speakers from some of the great regattas of the moment.

Mike Sweeney, Chairman of the Royal Henley Regatta will help us understand how his event has become such an institution, not only in the rowing community, but also as part of the social calendar of British high society.

Fred Schoch of the Head of the Charles regatta in Boston, USA is at the helm of one of the major Rowing regattas in the world, attracting up to 250’000 spectators along the shores of the Charles River every year.

In addition, Peter Ottiger, marketing specialist for the Lucerne international regattas will share some of his hands on experience on how their regattas are being communicated to the local community, with examples of some of the tricks and strategies used by the Lucerne organising committee.

These three examples of very successful events are intended to inspire new regatta organisers on how to identify their own values and how they can be communicated to their target market. This will be put into practice during a workshop, enabling each participant to apply two days of tuition to their own regatta. Luiggino Torrigiani will be available to give advice and guide each regatta organiser towards a solution tailored for his own event.

The World Rowing Forum will take place in Milan, Italy, from November 14 to 16. Click here to visit the World Rowing Forum section of worldrowing.com and view updated programmes and registration details.