Sports complexes, recreation facilities, and event centers require consistent, strategic leadership in marketing and sales to meet their performance metrics. The famous line ‘if you build it, they will come’ from the film Field of Dreams just isn’t true outside of Hollywood. Event booking and sales is an activity that begins 12-18 months prior to a facility opening and is an ongoing activity. Building an annual calendar of sports tournaments, community events, business meetings, and non-traditional events is critical to maximizing the potential of the facility.

SFM’s approach to sales and event booking leadership begins and ends with revenue generation. Our strategic approach to event booking and sales has produced better-than-forecasted results for our managed clients in terms of revenue generation, community impact, booking pace, or other key performance metrics. Led by our National Director of Events & Entertainment in partnership with our SFM Executives, all the facilities in the SFM Network benefit from our national reach, contract negotiation, and experience with thousands of event owners.