Tips for Managing High School Athletic Events

Hosting athletic events requires meticulous planning, coordination and the ability to manage everything from pregame logistics to post-event clean-up. There are so many pieces to running a successful athletic event that it’s easy to overlook something, like forgetting to assign workers to the concession stand or failing to unlock a gate.

Athletic administrators T.J. Wesselman of Owen County (Kentucky) High School, and Dan Norton of Auburn (Alabama) City Schools, discussed these topics at the 2024 National Athletic Directors Conference this past December in Austin, Texas. They shared insights on how athletic directors can better manage events to give everyone at the venue a better experience.

“I think the more work you put in on the front end, the more enjoyable it becomes when you’re there,” Norton said. “I haven’t really watched a lot of Auburn High School games in the last seven years because I’m always having to get something done. But the more that I can get done ahead of time, the more I seem to be able to enjoy the event as well along with everyone else.”

Preseason Preparation
Wesselman and Norton both emphasized the importance of preseason preparation. They recommended creating an emergency action plan and reviewing it with each team at their venues. The speakers also advised discussing event security duties with local police or private security officers.

Sending game and venue information to visiting teams, notifying local media outlets about schedules and venue rules, and approving game day music and announcer scripts were also noted as essential preseason tasks. Before the day of the game, Wesselman and Norton suggested emailing opposing coaches and athletic directors with specific details about navigating the facility.

“I work off a preseason checklist to make sure I’ve gotten these things taken care of before we even get to the week of (the event),”

Norton said. “Because when it gets to the week of, you don’t have time to get it taken care of.”

Game Day Preparation
On the day of the game, both speakers recommended having a checklist for pregame and post-game tasks. They suggested meeting and greeting the officials and ensuring snacks and meals were available and communicated ahead of time. It’s also crucial to have volunteers prepared for vital tasks, including ticket management, gates and money management.

“I don’t have time to get it taken care of the week of the event, so having that pre-event checklist is crucial,” Norton said. “It ensures everything’s covered, even if I’m not available.”

The speakers also emphasized providing event guidelines at each venue. These should cover topics like adult supervision, ticket sales, handicap-accessible parking, sports equipment and behavior expectations. Additionally, creating graphics for social media can promote events in the community and bring in revenue through sponsors.

Wesselman and Norton also discussed the importance of hosting special events, like alumni nights or challenges where fans can win prizes. These activities can attract more people to games and enhance the overall atmosphere.

Organizational Efficiency
Organization plays a vital role in minimizing mistakes during the event. Wesselman demonstrated an Excel spreadsheet listing everything that needs attention during events, from which team is running the concession stand to who is performing the national anthem. This sheet helps track tasks and keeps everything in order.

“Communication is huge,” Norton said. “It’s all about communication and making sure everyone knows what their responsibilities are.”

During the game, athletic directors should monitor crowd flow, stock concessions and enforce sportsmanship standards for teams, students and fans. Wesselman and Norton suggested using the public-address announcer to remind everyone of sportsmanship expectations.

After the event, Wesselman and Norton suggested the athletic director coordinate cleanup procedures by asking the team, coaches or parents for help. If that’s not possible, other groups or outside workers can be hired for the task.

Effective management of athletic events requires careful preparation, organization and communication. From pregame planning to post-event cleanup, athletic directors must remain vigilant and proactive, handling every detail to ensure a smooth and enjoyable experience for participants and attendees.