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Secrets of sport business success to be revealed at public seminar


Zuleika Henderson
2 August 2010

Southern Cross University’s popular Business Insights series will continue at the Sofitel in Broadbeach this Wednesday, August 4, with a free public seminar on the business of sport.

General manager of Queensland Events Gold Coast, Cameron Hart, will reveal the secrets of the success of the Gold Coast Airport Marathon, while experienced journalist and author Phil Jarratt will give an insider’s account of the rapid rise of the surf industry.

Mr Jarratt, who has worked in the surf industry for more than 35 years and is author of the new book ‘Salts and Suits’, said he would be giving a ‘warts and all’ account of how the surf industry evolved from cottage industry to global phenomenon.

“The surf industry is a mystery to many in the traditional business and finance industries because they don’t understand what makes it tick.

“Much of the growth of the industry has been based on selling an image, and once the big surf brands realised they could sell their products in landlocked regions and cities like New York and London, the market opened up.

“I’ll be giving an insider’s view of how the industry came to be in the position it is now, as well as looking at some of the pitfalls and near collapses experienced by the major surf brands along the way.”

General manager of Queensland Events Gold Coast Cameron Hart, who has helped the Gold Coast Airport Marathon become the largest marathon event in Australia, will present ‘Stakeholder engagement and partnerships in business – a Gold Coast Airport Marathon case study’.

“When Queensland Events Gold Coast took over the rights to the Gold Coast Airport Marathon in 2001 it had less than 7000 participants, but this year almost 25,000 walkers and runners competed in the event - which includes the Southern Cross University 10km Run - so we have seen significant growth,” said Mr Hart.

“I will outline a sample of the strategies we put in place to build support from the community, businesses, tourism industry stakeholders, sponsors and more importantly participants to make the event a success story.

“Stakeholder engagement is important for any business, so the case study should provide tips for local business people on how to optimise these relationships.”

The free Business Insights evening entitled ‘Sport Business’ will take place on Wednesday, August 4, at the Sofitel in Broadbeach at 5.30pm for a 6pm start. Spaces are limited.

Photo: Phil Jarratt (right, with Kelly Slater) will be speaking at the next Business Insights evening on sport business (high resolution image available on request).