What is the great secret to success for any business, non profit, sports tournament, sports league or  club?

It's the experience.  A few years back a book came out called The Experience Economy.  It highlights the growth of an economy.  Basically, we started out growing wheat (commodities).  Later, we produced bread for sale (goods).  When that bread ends up in a restaurant, we have a service.  And finally, when we put that bread in a five star restaurant looking out over a skyline, we have an experience.

That experience can be great or it can be a failure.  The goal is to make it great.  In running a sports league, tournament, or club, the key is to make it a great experience.   We've see failures like Count Me In not taking care of business in online registration.   If you have a Futsal league, don't make it just about Futsal, make it about the experience.  If you have an Upward league, make it an Upward experience. 

What do we mean by experience?  Think about it for a moment.  Not long ago, I had the opportunity to stay in a Ritz Carlton.  They define customer experience about as well as any hotel chain.  From the moment of check in, there was always someone there to assist.  Even the maid staff was always ready with a smile and a hearty, "have a good day."  And this wasn't the cheesy impersonated greeting.  These people truly wanted to help.  Even when I went to sit down by the pool, there was the pool assistant, wiping off my pool chair, and making sure I had enough towels.  The Ritz had thought through every phase of my stay and made sure there were people who could execute the plan, and most of all believed in the plan.

Upward sports leagues create the experience about as well as anyone.  They train their coaches to encourage their kids.  The game introductions are like some laser light show.  Kids get uniforms, and a ball.  Free stuff.  Kids walk away feeling special.  It is the experience.

Every sports league, club or tournament needs to think about creating the ultimate experience.  What can you give away?  Can you make it easy to sign up (get the message for online registration)?  Can your parents receive text messaging of games and cancellations?  Can they get the information on tournament updates easily?  What can you give away?  T shirts, water bottles, make the trophies big, participation certificates....  Can you reduce not increase the cost of participation?  Can you deliver more value?  The customer experience should be addressed at every level with people who believe in developing young people through a positive experience.

Indeed, we need to change our thinking from dirty water bottles to making a crystal toast to our players and parents.