dr.s. khawchaimaha, mr.s. boonto khon kaen university & sat region 3

The Sport Management and Administration The Sport Management and Administration - Model - Model

The Study of United States Olympic Center The Study of United States Olympic Center at Chula Vista, San Diego, CA at Chula Vista, San Diego, CA

Dr.Siriraks Khawchaimaha - College of Graduate Study in M anagement, Khon Kaen University

and - Mr.Sangwian Boonto Sport Authority of Thailand Region 3,

Nakornratsima, Thailand

http://en.wikipedia.org/wiki/Image:USOlympicLogo.png

After the Nation Event: 24th SEA Games and ASEAN Para Games ,

Nakornrajsima, Thailand

-“The Strategic Business Model as a

Sustainable Growth”

http://th.wikipedia.org/wiki/%E0%B8%A0%E0%B8%B2%E0%B8%9E:SEA_Games_2007_Logo.png

Dr.S. Khawchaimaha, Mr.S. Boonto Khon Kaen University & SAT Region 3

HMK Stadium Business ModelProduct 1. Thai

Sport

2. Sport Heroes / Profession

3. Sport Tourism & Holistic Health TAT

& MOPH

4. Competition , Events

Management

F

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Thai Boxing

Swimming

Tennis

Badminton

Basketball

Golf

Te-Kwan-do

Valley ball

Track & Field

Cycling

Football

Beach Valley

Futsal

SPORTS SPORTS tourismtourism

Thai Thai Traditional Traditional MedicineMedicine

Sport CompetitionSport Competition

- National- National- InternationalInternational

Ta Kraw Aquatic Aquatic Exercise Exercise

SPASPA-HomeHome-DestinatioDestinationn

Professional sport Professional sport competitioncompetition

Traditional Thai Swords

TherapyTherapy HealthcareHealthcare Music ConcertMusic Concert

Holistic Holistic healthhealth

SLIM SLIM centercenter

Training & SeminarTraining & Seminar

Sport Sport Practice Practice CenterCenter

Physical Physical FitnessFitness

WeddingWedding

Beauty ContestBeauty Contest

Local Local Research CenterResearch Center OTOP productsOTOP products Traditional FestiveTraditional Festive

Community &Community &

Public servicePublic service

International International APMEAAPMEA

Sport Science CenterSport Science Center Thai cuisineThai cuisine

Exchange Exchange Professional Athletes Professional Athletes Nutrition cuisineNutrition cuisine

Customers


Obstructs & LimitationsObstructs & Limitations

1. Own Personnel - Limited resources with limited business knowledge, know how and experiences

2. Outsourcers : Janitorial, Security and gardening – Limited skills and technology

3. Rules and Regulations - the complexity of the authority procedures, processes


The Study Tour The Study Tour

ICSM ICSM International Certificate in Sport ManagementInternational Certificate in Sport Management

14 – 27 September, 200814 – 27 September, 2008 14 พฤษภาคม 2551


International Certificate in Sport ManagementInternational Certificate in Sport Management

Dr.S. Khawchaimaha, Mr.S. Boonto Khon KaeDr.S. Khawchaimaha, Mr.S. Boonto Khon Kaen University & SAT Region 3n University & SAT Region 3

*** Government & Self Support Sports *** Government & Self Support Sports Facilities ***Facilities ***Facilities, Equipment, -- for Outdoor Facilities, Equipment, -- for Outdoor Summer SportsSummer SportsSport Science & Sport MedicineSport Science & Sport MedicineUSOC souvenir shop – Marketing USOC souvenir shop – Marketing through Sportsthrough SportsNutrition canteenNutrition canteenAthletes hotel, accommodationsAthletes hotel, accommodations

Grassroots Community Sport : Fairhope

High School :Spanish Fort High School

University :USC, Auburn, Alabama

National Swimming Complex

Nadadore, San Diego

USOC :USOC :Chula VistaChula Vista

Facility:

Verizon Center

On-the-go Event ; Soccer MatchPracticing, Exercise, Coaching

Kids Soccer Match

USC – Fans meet coach – the beating tactics Auburn - After the Competition - Football Alabama - On-the-go ; Volleyball Match

Facilities, Equipment, PhysiciansSponsorship, Fund Raising After the Competition ambiance

Facilities, Equipments, Lockers rooms, Practicing, ExerciseSponsorship, Fund Raising

Facilities : Practice, Swimming, DivingMedal honor & Acknowledgement Sponsorship, After school - Swimming class

Facilities, Customers Segmentation,Sponsor & Fund Raising & Event CalendarBefore-the-event ; preparation management

BIOMECHANICS – Dr. Ariel • A Critical Success Role of Biomechanics on sustaining & Excellence

Objectives of the Study TourObjectives of the Study Tour

United States Olympic Committee(USOC)

USOC operatesUSOC operatesOlympic Training FacilitiesOlympic Training Facilities

= 6 Olympic Training Center = 6 Olympic Training Center (OTC)(OTC)



Olympic Training Centers - aspiring Olympians prepare for international competition:

• Colorado Springs, Colorado offers both summer and winter sports training in a variety of sports. It houses the USOC headquarters and many permanent athletic venues.

• The ARCO Training Center in Chula Vista, California offers training in various summer sports. The largest facility there is a lake for canoeing and rowing.

• Lake Placid, New York is a facility for winter sports athletes. Permanent facilities include an ice hockey/figure skating arena, a bobsled run, and a luge run.

Olympic University• Marquette, Michigan also trains winter sports athletes. • Pettit National Ice Center on the grounds of West Allis, Wisconsin's

Wisconsin State Fair Park is an indoor winter sports venue utilized for speedskating, ice hockey, and figure skating.

• The US Olympic Rowing Team Training Facility is located at Lake Mercer in Mercer County Central Park in West Windsor New Jersey. The team also practices on Princeton University's rowing course on nearby Lake Carnegie

USOC -Olympic Training Center (OTC)

http://en.wikipedia.org/wiki/United_States_Olympic_Training_Center

http://en.wikipedia.org/wiki/Colorado_Springs,_Colorado

http://en.wikipedia.org/wiki/Chula_Vista,_California

http://en.wikipedia.org/wiki/Canoeing

http://en.wikipedia.org/wiki/Rowing_(sport)

http://en.wikipedia.org/wiki/Lake_Placid,_New_York

http://en.wikipedia.org/wiki/Ice_hockey

http://en.wikipedia.org/wiki/Figure_skating

http://en.wikipedia.org/wiki/Bobsled

http://en.wikipedia.org/wiki/Luge

http://en.wikipedia.org/wiki/Marquette,_Michigan

http://en.wikipedia.org/wiki/Pettit_National_Ice_Center

http://en.wikipedia.org/wiki/West_Allis,_Wisconsin

http://en.wikipedia.org/wiki/Wisconsin_State_Fair_Park

http://en.wikipedia.org/wiki/Speedskating

http://en.wikipedia.org/wiki/Mercer_County,_New_Jersey

http://en.wikipedia.org/wiki/West_Windsor

http://en.wikipedia.org/wiki/New_Jersey

http://en.wikipedia.org/wiki/Princeton_University

http://en.wikipedia.org/wiki/Lake_Carnegie



PhilosophyPhilosophy

The place where leaders come together to sh The place where leaders come together to sh are, experience, and build valuable relationsh are, experience, and build valuable relationsh ips. Rooted in the philosophy of ips. Rooted in the philosophy of Olympism

and the and the Olympic Ideals

, Olympic University offers programs and conf , Olympic University offers programs and conf erences built on four pillars erences built on four pillars

http://www.olympicuniversity.org/philosophy.htm#def





1 .1 . Performance:Performance: all about performance all about performance 1 . both on and off the field of play.

2. focus on improving performance in all aspects of ourlives

3. sing sport as a metaphor4. help leaders see how to improve the performance of

themselves, their teams and their organizations.

2.2. Leadership:Leadership: means "creating meaningful change" means "creating meaningful change" 1 . focus on helping leaders at all levels understand the

change process2 . how individuals experience and respond to change

3 . a strong focus on Personal Leadership4 . helping leaders to find their internal leadership voice

, act with courage, generate followership, which ulti mately drives meaningful change in the world

5. utilize and discuss various tools, methodologies and assessments in helping leaders on their journey.

4 4 PillarsPillars


3.3. Health and Wellness Health and Wellness: Individual success is more than j ust "improved numbers". These programs fall into two cat

egories .1 .1 . Wellness Wellness - contains programs that teach leaders to foc

us on more than just their "intellectual" energy, but al - so their physical and emotional well being.

2 .2 . HealthHealth - leaders to create and evangelize solutions tha t can improve the overall health of all Americans, such

as childhood obesity, diabetes and physical fitness.

4.4. Peace:Peace: The Olympic Ideals promote peace 1 . strive to be a catalyst for positive momentum in this a

rea2 . weaving the concept of Olympism into all that teach

3 . foster the principles which will lead us to a more peac eful and ethical society

4 . hosting broad dialogues, collaboratives and programs - with the focus on purpose driven leadership

5 . role of the individual and the corporation in driving to ward world peace.

4 4 Pillars (con’d)Pillars (con’d)



1 . Programs

Open enrollment training classes designed around a specific s ubject matter for a specific level of audience. Typically, progra

ms are run several times per year. Programs can also be run sp ecifically for an intact work team or organization.

2 . Conferences Focused on a particular topic, conferences are one time events

for a specific number of people. Typically there will be a keynot e speaker, a number of workshops and an opportunity for netw

orking.

3. CustomizedSolutions Working with business leaders on the issues facing their teams

or organizations, Olympic University staff can create and facilit ate programs designed to build specific skills, create dialogue t

o uncover issues and solve problems. We offer a unique setting and activities to unleash creativity as well as facilitate a myria

d of other solutions.

Olympic University offers thr Olympic University offers thr ee types of educational solut ee types of educational solut

ions:ions:

http://www.olympicuniversity.org/programs.htm


OTCOTCChula Vista, San Diego, CaliforniaChula Vista, San Diego, California



Field Research and Qualitative Methodology

SAT Region 3 Management

Sport Management

USSA

Business Management

KKU

Observations

Depth Interview

SAT Region 3 SAT Region 3 AcademicAcademic MethodologyMethodology

FIELD Research“HMK Model”

OperationalStaffs

2nd ICSM Team Members

Best Practice“USOC Model”

The Revisited “HMK Model”The Revisited “HMK Model”


Depth IntervieweesDepth Interviewees

USOC Program Manager USOC Program Manager

USOC DirectorUSOC Director

Tracy LambTracy Lamb

USSA AcademicUSSA Academic

USOC Manager Athlete and USOC Manager Athlete and Community RelationCommunity Relation

Ms.Janet FrancisMs.Janet Francis


OTC at Chula VistaVision

“Enable America’s athletes to realize their Olympic and Paralympic dreams”

MissionTo support United States Olympic and Paralympic athletes in achieving systained competitive excellence and preserve the Olympism and Olympic ideals, and thereby inspire all Americans

Olympism and Olympic IdealsA philosophy of life rooted in the balanced development of the mind, body and character, combining culture and education with a view to promote peace, understanding, dignity, fair play and respect to others



Olympism & Olympic IdealsOlympism & Olympic Ideals



USOC Programs1. Athlete Speakers Network ; As members of what can be called a true

All-American Team, Olympians, Paralympians, and elite athletes representing the United States on the world's stage have the characteristics and background that make them a great addition for any event.

2. Champions in Life ; Champions In Life is a community outreach program of the USOC.

3. Citizens Through Sport Alliance ; A joint effort by the school-college-Olympic community and professional sports leagues to promote the values of citizenship that are realized through sportsmanship

4. Community Olympic Development Programs ; Athlete Services and Programs provide a year-round resident athlete environment that aims to enhance athletes experience at the Olympic Training Centers and positively impact performance.

5. F.L.A.M.E. ; Finding Leaders Among Minorities Everywhere6. Jr. Olympic Skills ; Jr. Olympic Skills is a FREE national grassroots

skills competition that provides both boys and girls, ages 8 to 13, the opportunity to showcase their athletic abilities.

7. Team for Tomorrow Fund ; Team for Tomorrow is a humanitarian fund through which U.S. athletes offer their assistance and support to those in need in the United States and around the world.


AwardsThe USOC administers a number of awards and honors for

individuals and teams who – have significant achievements in Olympic and Paralympic sports, or – have made contributions to the Olympic and Paralympic movement

in the U.S.

1. USOC Athlete of the Year - Awards are given annually to the top overall male athlete, female athlete, Paralympic athlete, and team, from among the USOC's member organizations.

2. USOC Coach of the Year - Awards are given annually to the top national, developmental, Paralympic, and volunteer coaches, and for achievement in sports science.

3. U.S. Olympic Hall of Fame - The Hall of Fame honors Olympic and Paralympic athletes, teams, coaches, and others who have demonstrated extraordinary service to the U.S. Olympic movement.

4. U.S. Olympic Spirit Award - This award is given biennially to athletes demonstrating spirit, courage, and achievement at the Olympic and Paralympic Games.

http://en.wikipedia.org/wiki/Paralympic_Games

http://en.wikipedia.org/wiki/USOC_Athlete_of_the_Year

http://en.wikipedia.org/wiki/USOC_Coach_of_the_Year

http://en.wikipedia.org/wiki/Sports_science

http://en.wikipedia.org/wiki/United_States_Olympic_Hall_of_Fame

http://en.wikipedia.org/wiki/Hall_of_fame

http://en.wikipedia.org/w/index.php?title=U.S._Olympic_Spirit_Award&action=edit&redlink=1



Sports Training at OTC

1. Archery, 2. Bobsled, 3. Boxing, 4. Canoe/Kayak, 5. Cycling, 6. Fencing, 7. Field Hockey, 8. Lunge, 9. Rowing, 10.Rugby, 11.Sailing, 12.Skiing/Snowboarding, 13.Soccer, 14.Softball, 15.Table Tennis, 16.Track and Field, 17.Triathlon, 18.Volleyball, 19.Wrestling, and 20.various Paralympics Sports

1. Boathouse, 2. Easton Archery Range, 3. Emily Hunte Black Athletics Complex, 4. Alex G. Spanos Field Hockey Complex, 5. Kyocera Soccer Complex, 6. Douglas F. Manchester Family Cycling

Criterium, 7. Softball, 8. BMX Supercross Complex, 9. Strength and Conditioning Pavilion,

Sports Pavilon, 10. Athlete Village and Athlete Housing 11. AT&T Athlete Connections Center

Venues



Sports FOCUS

1. Track and Field

2. Archery

3. Field Hockey

4. Cycling

5. Canoe/Kayak



Services FOCUS

1. Strength and Conditioning Services

2. Medical Services

3. Sport Psychology Services

4. Psychology Services

5. Nutrition Services

6. Coaching Services

7. Biomechanics Services



SponsorshipSponsorship


• Team for Tomorrow is a humanitarian relief fund that allows Olympic and Paralympic athletes the opportunity to give back to local communities and people in need throughout the world, consist of donations, volunteerism, disaster services, advocacy and other relief contributions.

• Athletes - interest in humanitarianism, and in social and civic responsibility. Team for Tomorrow offers a vehicle through which to channel our efforts, and to unite the U.S. Team around one extremely worthy cause.

• Team for Tomorrow is actually doing to make the world a better place.

Human Resources Management


Human Resources Management

Personnel in Operations

Director: Tracy Lamb

Manager Athlete and Community Relations: Janet Francis

Volunteers: There are many volunteer opportunities available at the USOC Chula Vista at contact phone USOTC (619)656-1500


Performance Service Organization Chart

Performance ServicesAppx 62 personnel

AdministrativeDoug, Tammy, Michelle

OperationsLance, Michelle, Elisabeth

Sportfolio Endurance

Sportfolio Strength & Power

Sportfolio Acrobat & Combat

Sportfolio Team & Technical

Coaching

Lab

Library

Recovery Center

Strength & Conditioning

Project Management

Medical



Source of Income

1. Government contribution annually 7.0 M.USD2. Sponsors; Corporate Partner are such as NIKE, AT&T, KYOCERA ( at

original start up, The British Petroleum is the major donor but presently is withdrawn )

3. Private Donation4. Housing ; the charge to 150 Beds is 75$ for non

residencesAnd 45$ for US

residences5. All inclusive of accommodations, nutrition foods, sport activities, AT&T

Athletes Club, and all facilities as wishes, etc.6. The full time Sport programming are on Track & Field, Archery, Field

Hockey, BMX and Canoe/Kayak7. Souvenirs shop8. Community involvement – on yearly the facilities welcome at least 8,000

elementary kids, as the aim of building up sports lovers since grassroots



Expenses

1. Personnel

2. Administrations

3. Outsource1. Janitorial services

2. Gardening & Landscape

3. Security services



Community & Citizen Value Propositions

1. Strengthen Family & Community Relations,2. Through Sport Activities, 3. Fund Raising, through Community Shop,4. Volunteers workers : Parents & Kids5. Kids development: Sport, Skill, Competition,

etc Leisure Time :Venice Beach Hollywood, CASINO, Target, Outlet

Grassroots Community Sport : Fairhope Community

High School :Spanish Fort High School

University :USC, Auburn, Alabama

National Swimming:Nadadore, San Diego

USOC :USOC :Chula VistaChula Vista

Facility:Verizon Center

Leisure Time 1. Sports , Recreations, Social, Lifestyle2. & Tourism Integration

Well Balance : Education & Sports& Healthcare Management

1. Sponsorship, Fund Raising, 2. Pride to belongs – Parents, Community3. Exercise, Practicing, Competition4. Event Mgt – Competition, PomPom Girl, Dancer,

Band5. IMC - PR & TVC & Local Newspaper6. Obesity program – health management

Sportainment Business = Sport + Entertainment + Event Management

1. The Products : Facility, the 3 team of Sports Athletes – Sport MKT

2. Customer Segmentation: PRIVATE CLUB, VIP, SUITE, Seating management vs. Ticket price,

3. Source of Income : Sponsorship – Marketing Through Sports, Ticket, Space Leasing Contracts

4. Event Calendar : 280 events booked in advance for 20085. CRM : Sponsor Management, Hall of Fame, Privileges6. Operation Management of the Hawkeye Competition

preparation7. Multi Facilities Support : Sports ( 3 different floor tile,

Concert ) 8. PR room – News & Reporter courtesy & hospitality9. Hospitality Management – 2 concierges at all event show

time

Well Balance : Education & Well Balance : Education & Sports& Healthcare Sports& Healthcare ManagementManagement

1.1. Sponsorship, Fund Raising, Sponsorship, Fund Raising, 2.2. Pride to belongsPride to belongs3.3. Exercise, Practicing, Competition, Event Exercise, Practicing, Competition, Event

MgtMgt4.4. PR & TVC & Local NewspaperPR & TVC & Local Newspaper5.5. Obesity program – health managementObesity program – health management Well Balance : Education &

Sports& Healthcare Management

1. Sponsorship, Fund Raising, 2. Pride to belongs

Education & Sport Management

1. Sponsorship, Fund Raising, Alumni 2. Pride to belongs – family , community3. Fund Raising Activity - PR through Others Observation :1. County , City, States – Positioning by

its Vision & Mission Statement 2. Acknowledgement of the successful

Athletes 3. Sport Heroes & Profession plan - from

BASE – Grass Roots through school, universities, private club

4. Recruitment process – through sports event

5. Fund Raising Activity - PR , IMC, Sport Channel

6. Senior citizen – feels that current sports is too much Business Oriented,

7. Being Professional Athletes earns from being the Brand Ambassador/ Presenter

8. However, some professional athletes are still die poor

Learning'sLearning'sBIOMECHANICS – Dr. Ariel1. Sport Product Development –

R&D


HMK Stadium Business ModelProduct 1. Thai

Sport



& MOPH


Management

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Thai Boxing

Swimming

Tennis

Badminton

Basketball

Golf

Te-Kwan-do

Valley ball

Track & Field

Cycling

Football

Beach Valley

Futsal









TherapyTherapy HealthcareHealthcare Music ConcertMusic Concert



Training & SeminarTraining & Seminar



WeddingWedding

Beauty ContestBeauty Contest

Local Local Research CenterResearch Center OTOP productsOTOP products Traditional FestiveTraditional Festive




Sport Science CenterSport Science Center Thai cuisineThai cuisine

Exchange Exchange Professional Athletes Professional Athletes Nutrition cuisineNutrition cuisine

Customers


HMK Model & Focus

1. Products and Services1. Northeastern capabilities2. Sport Excellence

2. Customers Based1. Sport Heroes2. Sport Associations & Screening process3. Grassroots & Community Relation

3. Human Resources Management1. Skill and hospitality management2. Remuneration and Reward3. Volunteer

4. Sponsors – Proud Sponsors


HMK Stadium Business ModelProduct

& Services

1. Thai

Sport



& MOPH


Management

S

P

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M

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H

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Thai Boxing

Swimming

Tennis

Badminton

Basketball

Golf

Te-Kwan-do

Valley ball

Track & Field

Cycling

Football

Beach Valley

Futsal









TherapyTherapy HealthcareHealthcare 5. Performance 5. Performance ServicesServices



6. Nutrition of 6. Nutrition of Thai cuisineThai cuisine

4.Sponsor



7. Marketing 7. Marketing thru sports - thru sports - Souvenirs ShopSouvenirs Shop

Local Local Research CenterResearch Center 8. Remunerations8. Remunerations Traditional FestiveTraditional Festive




Sport Science CenterSport Science Center 9. Experiences & 9. Experiences & ExpertExpert

Exchange Exchange Professional Athletes Professional Athletes OTOP productsOTOP products

Customers2. Re-Focused Customer based

1.Re-Focused – Product & Services

3. Re-Focused - HRM


Strategic Sport Marketing Management :SSMM for SAT HMK Region 3

The 8 Services Marketing Mixes

HMK Region 3Focus

OTC Chula VistaThe Learning & Best

Practice

Products & Services One Stop service One stop service

Price Sponsors ManagementThai Residences, Non-Thai Residences

US. Residences & Non US Residences

Place Convenience Convenience

Promotions & PR TVC-sport, Regional Hub & Community Relation

Public & Community Relation

People The Expert & Experiences

Hospitality & Courtesy

Expertise & Hospitality & Courtesy

Process Functional & Systematic Systematic, Professional

Physical Evidences Clean & Green Cleanliness, Tidy, Safety Conscious

Productivity & Quality Customers Satisfaction Survey

Medal Analysis

Medal Analysis

Learning & AdoptionGlobalization

Implement & ExecutionGlocalization

Adapt to fit ‘THAI’ Localization

dr.s. khawchaimaha, mr.s. boonto khon kaen university & sat region 3

Documents