Although major sports events are announced way in advance, their popularity means facilities book up fast. Here are some elements to bear in mind when organising spectator tours, canvassed from leading sports tour operators.
Tickets
“Before anything you need to ensure you have the ticket element guaranteed,” says Ken Creighton, Managing Director of KDA Travel & Tours, which includes a specialist sports travel operation.
“If you cannot get the stand-alone event ticket in the stands, then a good alternative is to opt for hospitality ticket options linked to the stadium itself,” he says. Although these can be quite a bit more expensive, the ticket is guaranteed and often in prime position, with value-added elements incorporated like food and beverage, entertainment and viewing suites.
Pinning clients down to a budget from the outset is thus important, particularly when the range of ticket prices is wide and inclusions varied.
Price
In an age of online booking, sports fans who do their web research are cognisant of costs and value.
“So, when you package a sports event with accommodation and or transportation, you need to ensure that the package price is a good deal,” remarks Bryan Coetzee, Director – Sports Travel for Tourvest Destination Management.
The value a sports travel operator adds is not just access to entry tickets and booking other services, he continues, but the ability to contract services on behalf of clients at better rates than they can obtain directly.
Suppliers would equally benefit, says Coetzee, from providing sports rates for packaging in shoulder or off-season periods. The advantage of this would be increased non-peak season occupancy. “We recommend packaging the basic services the client would require and providing other services as optional extras. The price point given to clients is therefore managed, and the best possible price.”
Accommodation
A most important element in the spectators’ tour is the right type of accommodation, suiting the budget and standard of the group, states Neil Lyon, MD of SA Sports Tours, a division of NeilLyon Tours & Safaris. Creighton advocates swinging into booking action without delay.
“For big sporting events, one needs to secure rooms as soon as the date and venue are announced,” he comments. “Some big events take place in cities where there is not always enough hotel space – Bloemfontein and Port Elizabeth come to mind. Even a big city like Durban sometimes fills up to capacity over a big sporting event weekend.” Guesthouses and B&Bs are often good and less expensive alternatives.
In addition, Creighton says, pricing must be clarified with the hotel revenue department, even if the operator has previously negotiated rates. “Over big event time, a different pricing structure may apply.”
Ideally, a hotel convenient to entertainment options and fringe events like concerts and fan parks, is advisable. “Your client will want to be near all the action over the duration of an event and not isolated outside of town,” he advises.
Flights
Once again being quick on the draw is necessary with flight reservations, as the closer to the event, the higher the flight cost.
“Look at alternatives as well,” suggests Creighton. In some instances, taking airport time into consideration, self-drive or coach hire may prove time economical. Or, using the Premier Classe Train, which feeds routes between Johannesburg, Durban and Cape Town, could prove a fun option. “Often, adding on an extra night can work out cheaper than booking flights over peak days,” he says.
Transport
Transport should generally be in suitably sized luxury coaches, which can drop spectators as close as possible to all entrances to games and activities, as well as at their hotels, says Lyon.
Creighton points out that parking is often complicated at the stadiums. He advises an early start on match days. “For my clients not taking up the stadium hospitality packages, I always package a match ticket with a lunch/pre-match entertainment option at a venue close to the stadium. Not only does it add value to the event, it also ensures that you get your client close to the stadium well in advance.” He also suggests relaying clear instructions about meeting points.
According to coach hire specialist, Fanie van Zyl of SA Coach Charters & Bus Rental, sports and spectator tours in South Africa are heavily reliant on quality ground transport – whether for transfers only or on multiple day overland tours.
School sports groups, which are strong in the sector, have budget constraints, but appropriate vehicles to match are always found. “We always inform schools or sport groups of the type of vehicles that are available, especially when we quote large groups of 50 and more participants. It is imperative for schools to budget timeously and to ascertain vehicle types, itineraries and routes, to receive the best possible rate on quality and reliable vehicles. We pressure schools to submit their annual planner so we can submit quotes in advance.”
Tour programme
Incorporating a general sightseeing programme into the tour is rated as extremely important by Lyon. “People tour with their sports team of choice for the love of the game as well as the love of travel. They will always want to see attractions unique to the country they are visiting. Ultimately the tour organiser will guide the tour operator on what to include, but it is the responsibility of the operator to offer these additional activities in the first place.”
“It’s not all about the event, people want to immerse themselves in the culture and heritage of the city and the region where they are going,” says Creighton, pointing out that add-ons not only benefit the client but help the profit margin too.
Safety and security
“The safety of the group is paramount,” states Lyon. “The operator needs to ensure that the group is looked after at all times by a tour host or leader who will take care of all the admin and logistics. Public liability insurance is extremely important and being associated with an organisation like Satsa is a guarantee to the guests.”
Cancellations of flights, games or matches are always a risk while on tour, as are injuries by tour participants. There should be procedures in place to cover these pitfalls, he says.
“There are a lot of fly-by-nighters who put packages together and then disastrously cannot get event tickets,” cautions Creighton. Make sure the operator you deal with is affiliated to a governing body. Operators, for example, who are bonded to Satsa will be reputable as there is a safety net and channel the agent can go to if there is an issue.”
