Now that the winter Olympics are in full swing (or should I say full schuss?) and everybody is caught up in supporting their country’s athletes, it’s a good time to look at how property managers can use sports to engage their tenants. Piggy-backing on the Olympics is a no-no for most companies unless they’re sponsors (like Cadillac Fairview, which is an official partner of the Canadian Olympic Committee). But there are tons of ways to leverage sports outside of the Olympics to engage your tenants and show some team spirit.
Speaking of team spirit, that was the theme of the promotion that Eservus’s Toronto office brought to life in the fall of 2016 (check out my blog post on the promo here). We asked tenants in our member buildings to put together a video showing their company’s team spirit, with the team submitting the best video winning a luxury suite for 16 to watch the Toronto Blue Jays take on the New York Yankees. Of the two dozen videos submitted, the winner was the team from DHX Media, with honourable mention going to Anderson DDB. This was a truly engaging promotion that really showed a lot of spirit!
Of course, a luxury suite is expensive, so how can you bring to life a sports-themed promotion without breaking the bank? Eservus’s Calgary office created a fun contest that engaged tenants by asking them to guess how many lift-pass zip ties were in a Lake Louise-branded glass. The winner received a one-night stay at the Lake Louise Inn plus two lift passes. The contest was a huge success, with 256 entries and over 4,400 people reached on Facebook. The passes and accommodation were donated by our supplier partners in exchange for promoting them to our members, making this a very cost-effective promotion.
Not to be outdone, the Eservus team in Boston is gearing up for the 2018 baseball season by organizing a Red Sox opening day event in April that’s sure to wow the tenants in Beantown. We expect to have a lot of fun at this event, which will include popcorn, ice cream, a “living trophy” and a virtual reality pitcher’s mound. We all know that Bostonians love their baseball, so what better way to engage the tenants than with a fun event featuring their beloved Sox!
We’d love to hear about any other sports-themed tenant events, so if you’ve attended or organized one, be sure to leave a comment.
Kirk Layton is the president and founder of Eservus, an online corporate concierge company servicing over 30 property management clients in Toronto, Calgary, Vancouver, Boston and Houston.