Major Event Bidding Funnel: Why Cities Can’t Afford to Get It Wrong
Landing a major event is a game-changer for any host city. Think about it—thousands of visitors, a surge in tourism, global visibility, and a boost to the local economy that can ripple through the community for years. But here’s the catch: while the rewards are enormous, the process of acquiring major events is anything but simple.
And too often, host cities miss key steps, leaving valuable opportunities on the table.
The Major Event Funnel: A Blueprint for Success
Let’s break it down. Imagine the journey to securing a major event as a funnel—a step-by-step process that takes you from initial exploration to the final “yes” from the event organizers. When the system is smooth, it can work wonders. But if one part of the funnel is out of sync, the entire operation can grind to a halt.
Here’s what the funnel looks like for a city trying to win a major event:
Event Qualification: Is this event even worth pursuing? It sounds simple, but without a go/no-go decision upfront, cities risk wasting time on bids that don’t align with their strategy.
Research & Validation: What’s the real cost? What’s the economic impact? This stage is crucial to know if the event will bring in the right kind of return. But too many cities gloss over it.
Bid Strategy & Concept: You wouldn’t launch a product without a strategy, right? Well, a major event needs a concept that sells the city’s strengths—something that makes it stand out.
Stakeholder Commitment: Big events require big backing. If the key players—political, financial, community—aren’t aligned, the bid will fail before it even begins.
Event Bid & Negotiation: This is where the rubber meets the road. Submitting the bid is one thing, but negotiating the terms and locking in the win is where the real work happens.
Engagement & Influence: Finally, influence matters. Securing a major event isn’t just about a strong bid—it’s about relationships. Decision-makers need to be engaged and convinced that your city is the right choice.
The Common Pitfalls—and How to Avoid Them
Now here’s where it gets tricky. Too many cities skip steps or rush through them. And the result? Missed opportunities and wasted resources. Here are some common challenges cities face—and how they can turn them around.
No Clear Process: Many cities don’t have a structured funnel in place. Without a system, event ideas float around without ever gaining traction. Solution? Set up a step-by-step framework that ensures every event is handled with the same precision.
Inconsistent Strategy: It’s not uncommon for the approach to change from bid to bid. One event gets all the focus, while another is treated as an afterthought. The fix? Standardize your event acquisition strategy so it works for every opportunity.
Political Pressures: Too often, political interests push cities into chasing events that don’t align with long-term goals. Instead, keep politics aligned with strategy and ensure every event fits the bigger picture.
Fragmented Systems: Many cities run bids in silos, using different systems for each event. The result? Disjointed efforts and a lack of efficiency. A unified system ensures all major events are tracked, analyzed, and pursued in a streamlined way.
Why Getting it Right Matters
When cities get the Major Event Funnel right, the rewards are massive. Beyond the economic boost, these events create a sense of community pride and engagement that can’t be measured in dollars alone. They turn the city into a global stage.
But when the funnel is ignored, cities end up investing time and resources into bids that never stand a chance—or worse, they win events that drain their resources instead of replenishing them.
The truth is, major events aren’t just about the event itself. They’re about what happens afterward—the tourism boom, the international visibility, the infrastructure improvements that benefit the city for years. That’s why having a clear, well-oiled funnel is crucial. It’s the difference between a city that chases events and a city that wins them.
Final Thoughts
The next time your city sets its sights on a major event, ask yourself: Is our process built for success?
Because, in the end, securing major events isn’t just about being in the race—it’s about winning it, and doing so in a way that benefits the city for the long haul.
When every step is accounted for, every challenge anticipated, and every stakeholder aligned, that’s when the real magic happens. The world watches, and your city shines.