Nick Canniff

Bryce Adrian
Kevin Elliott

1st Annual Endicott College Celebrity Tennis Tournament for ALS

Event Description

The First Annual Endicott College Celebrity Tennis Tournament for ALS will be hosted on May
26, 2019 at the Ferncroft Country Club in Middleton, MA. We will be hosting a mixed doubles
tennis tournament on the eight outdoor courts at the Ferncroft Country Club. Celebrity guest will
be participating in the tournament and the largest donors who registered to participate in the
event will be paired with a celebrity to play with. Throughout the tournament there will be
appetizers and beverages being served. After the tournament we will relocate inside to Robert
Scott Room where we will host a silent auction and dinner.
I. Tickets
A. General Admission & Dinner Ticket: $85
B. Participation & Dinner Ticket: $175
1. Limited to 30 Participants
C. 200 total attendees
II. Charity
A. ALS Association

“Established in 1985, The ALS Association is the only national non-profit organization
fighting Lou Gehrig’s Disease on every front. By leading the way in global research, providing
assistance for people with ALS through a nationwide network of chapters, coordinating
multidisciplinary care through certified clinical care centers, and fostering government
partnerships, The Association builds hope and enhances quality of life while aggressively
searching for new treatments and a cure.
As the preeminent ALS organization, The Association leads the way in research, care
services, public education, and public policy — giving help and hope to those facing the
disease. The Association’s nationwide network of chapters provides comprehensive patient
services and support to the ALS community. The mission of The ALS Association is to lead the
fight to treat and cure ALS through global research and nationwide advocacy, while also
empowering people with Lou Gehrig’s Disease and their families to live fuller lives by providing
them with compassionate care and support.” (alsa.org)

ALS Association Spending 2017

III. Schedule
A. Registration opens for tournament participants at 11:30 am on May 26, 2019
B. Tournament begins at 1:00 pm and concludes at 4:30 pm
C. Dinner is served at 5:30
IV. Make up Date
A. If there is any inclement weather that would prohibit us from hosting the event on
May 26, 2019 an announcement will be made no later than 8:00 am on May 26th.
1. The makeup date for the event will be June 2, 2019
V. Tournament Set Up
A. Mixed doubles tournament
1. Top 3 donors will select which celebrity the play with
2. Remaining donors will be randomly assigned a partner
B. Rules
1. Tournament will follow United States Tennis Association Regulations
a) Only one set will be played per match as opposed to the usual
three sets
b) A time limit of 30 minutes per set will also be in effect
2. Bracket Style Tournament
 a) One doubles pair will be crowned champions at the end of the
tournament
VI. Celebrity Guests

Pete Frates & Family

Pete Frates, a former Boston College

Baseball Captain, is fighting ALS. He is the
founder of the Ice Bucket Challenge and he
and his family raised $115 million in the
summer of 2015 for the ALS Association.

The Frates Family is from Beverly, MA, and

Endicott College opened Peter Frates Hall in
the Fall of 2016.
(Family Member participating in Tennis
Tournament)

David Ortiz

David Ortiz spent 20 seasons in the MLB,

was a three time World Series Champion
with the Boston Red Sox and 10 time All Star.
He has continually shown support for the ALS
Association, Pete Frates, and the Ice Bucket
Challenge.

Ray Bourque

Bruins legend and Stanley Cup Champion,

Ray Bourque, is a major member of the
Greater Boston Community. Bourque has
lived on the North Shore of Massachusetts for
many years. Endicott College dedicated there
new Hockey Arena to Ray Bourque in the fall
of 2015.
 Conan O’Brien

The late night talk show host, Conan O’Brien,

grew up in Brookline, MA. He has be a
supporter of the ALS Association, and a
supporter of Pete Frates and the Ice Bucket
Challenge.

Governor Charlie Baker

The Governor of Massachusetts has done an

annual Ice Bucket Challenge since he took
office. He is picture to the left with the Frates
family on the steps of the State House in
Boston with the ice buckets in front of him.

Mayor Marty Walsh

The Mayor of of Boston has been an avid

supporter of Pete Frates and the fight against
ALS. Mayor Walsh has consistently been a
participant of the Ice Bucket Challenge since
his inauguration.

Mayor Michael P. Cahill

Michael Cahill, Mayor of Beverly, MA.

 Mike Lynch

WCVB Channel 5 Boston Sports Anchor

since 1985. Mike Lynch grew up in
Swampscott, MA and attended Harvard
University. At Harvard Lynch was a
Quarterback and Kicker for the Crimson
football team.

Billy Costa

Billy Costa is a Massachusetts radio and TV

personality. He grew up in Cambridge, MA
and graduated from Emerson College in
Boston. Currently he co-hosts the Kiss 108
morning talk show Matty in the Morning and
hosts ​TV Dinner​ and restaurant review show
on NECN.

Alex Dorato

Yale Men’s head coach of tennis, one of the

most renowned tennis players of the New
England area. Alex Dorato was awarded the
2011 USTA New England Joseph Deitz Bowl
(Tennis Professional who has done the most
for tennis in New England), 2009 & 2010
USTA/ITA Campus & Community Outreach
Award/New England Section, 2005
U.S.P.T.A. New England Western Pro of the
Year, the 2001 Wilson/ITA Region I Coach of
the Year, and the 2001 Jack Barnaby College
Coach of the Year by the U.S.P.T.A. New
England Division.
Informational Sponsorship Tents
● ALS Foundation
● Tennis Lessons
● Channel 5 Boston (coverage)
● Kiss 108 Radio (coverage)
● Yale University
● Endicott College
● Baystate Physical Therapy
● Mission Trophy

Silent Auction Items Minimum Bid

● Signed David Ortiz ball $ 100
● Ray Bourque signed jersey $ 200
● Two Tickets to a Conan show $ 50
● Tennis Lessons at the Ferncroft $ 75
● Endicott Gift Basket $ 50
● Yale Gift Basket $ 50
● Ferncroft Country Club membership $ 125
Site Selection
1. Endicott College (Beverly, MA)
a. 4 Courts
Pros
● Least expensive option
● Can use Misselwood for dinner after
● Could put Celebrities in Wylie inn
● Hospitality students can be servers
and help run the event
● Campus Police can serve as security
for the even
2. Ferncroft Country Club (Middleton, MA)
a. 8 courts
Pros
● 8 Courts
● 4 Event rooms
● Located 15 minutes from Endicott
● Dinner/Wait staff provided
● Recent renovations to club house
● Ample seating (Seats ​1,560)
● Option to pick the menu
● All food is provided by the club
● Have parking attendants
● Upscale facility for celebrities to be in
3. Bass River Tennis Club (Beverly, MA)
a. 10 Courts
Pros
● Is big on charitable fundraisers
● Year round use
● Located 12 min from Endicott
● Connection with Beverly Athletic Club
Cons
● 4 Courts
● Limited space/seating near courts
● Limited Parking
● No lights
● No bathrooms nearby
● Weather dependant
● Limited food quality for Endicott food
● Would have to pay for advertising for
volunteers for students or offer an
incentive
Cons
● Max occupancies per room
● Expensive
● No lighting on courts
● No bathrooms at courts
● Pay for security
Cons
● All courts are located inside
● Limited parking on site
● Strict payment policy
● Not much space besides the courts
for others to mingle around and watch
● No stands/ seating
 ● Closes at 9pm
● Closest hotel is 10 min away
● No clean up crew or wait staff
● Food would have to be outsourced
● Pay for security

Site Location Rationale

For this event, we had chose the Ferncroft Country club located in Middleton, MA due to
its ample space for play and centralized location within the area. The Ferncroft Country club
provides eight playing courts, with spectator seating of 1,560 seats, a key deciding factor as
more court space will allow the tennis matches to run smoothly with little to no court use conflict.
Furthermore, the venue has four different event rooms of various sizes. From the four event
rooms, the Robert Scott Room was chosen as it was the largest room of the four, holding 75 -
200 people. Also, the venue provides set menus and a event/wait staff. The menus and staff of
Ferncroft Country club will prove useful as we will not require our own, or any extra, event and
wait staff. In addition, the club provides more than sufficient parking with 150 spots for the
public, as well as 10 VIP parking spots, and 20 handicap parking spots. The Ferncroft Country
Club is a functional, upscale facility that suits the needs of the event comfortably.
The other two sites were not selected for various reasons. The Bass River Tennis Club
did not meet the physical space requirements as parking and spectating space were a rarity.
Endicott college did not make our selection due to the fact that there was limited parking near
courts as well as the lack of bathrooms near the playing surface
Goals & Objectives

Goal 1: Run a successful and efficient celebrity/charity tennis tournament. The tournament
should pay for itself.

Objective 1: Attract a celebrity presence to increase attendance and participation

Objective 2: Create a fine dining experience for all to be apart of
Objective 3: Make a net profit of at least $10,000
Objective 4: Secure more than 5 sponsorship tents for the event

Goal 2: Raise awareness for the ALS Foundation.

Objective 1: Donate 65% of the profits to the ALS Foundation

Objective 2: Create a silent auction table to raise more than $1,000
Objective 3: Sell all 200 tickets before the event date
Objective 4: Media coverage on the local TV networks, newspapers, and radio stations
Program  
Time Location Event

Ferncroft Country Club: Main Staff will report and get morning
Entrance briefing before the event starts,
9:00 AM where there main focus will be
within the event as well as set
the tables, chair, and tents up

10:00 AM Ferncroft Country Club: Tennis Vendors will arrive with their
Courts tents and items for the event to
begin and finish setup

11:30 AM Ferncroft Country Club: Tennis Players and participants of the

Courts tennis tournament will begin to
show up and register
themselves

12:00 PM Ferncroft Country Club: Tennis The event will open to

Courts spectators. At this time
spectators should begin arriving

1:00 PM Ferncroft Country Club: Tennis Tournament play will start /

Courts / Robert Scott Room Silent Auction Begins/
Appetizers will start being
served

4:00 PM Ferncroft Country Club: Tennis Event will start serving alcohol
Courts / Robert Scott Room for consumption of legal
spectators/ Appetizers are
stopped being served

4:30 PM Ferncroft Country Club: Tennis Tournament play concludes.

Courts

5:00 PM Ferncroft Country Club: Tennis Spectators and players begin to

Courts make their way to dinner

5:30 PM Ferncroft Country Club: Robert Dinner will be served. Event

Scott Room menu can be seen below

6:30 PM Ferncroft Country Club: Robert Conclusion of Dinner

Scott Room

7:00 PM Ferncroft Country Club: Robert Conclusion of Silent Auction

Scott Room

7:30 PM Ferncroft Country Club: Robert Awards ceremony and silent

Scott Room auction winners announced

8:00 PM Ferncroft Country Club: Main Conclusion of Event

Entrance
Food Service

Hors d’Oeuvres
Cold
Bruschetta and Fresh Mozzarella
Pesto with Goat Cheese and Chicken on Crostini
Shrimp Cocktail
Hot
Vegetarian Egg Rolls
Scallops Wrapped in Applewood Smoked Bacon
Mini Meatballs with Sweet Chili Sauce
Stationary Displays
Crudité
Seasonal Vegetables Served with Dipping Sauces

Antipasto
Seasonal Grilled Vegetables, Italian Meats and Cheeses, Imported Olives and Fresh Mozzarella with
Focaccia Bread

Dinner Menu
New York Strip Steak
12 oz Grilled Strip Steak Served with a Mushroom Demi-Glace

Tropical Salmon
Grilled with Pineapple Salsa

Chicken Statler
Pan-Seared Breast Served with Herb Gravy

Pasta Primavera
Fresh Vegetables Tossed with Penne Rigate in a Roasted Red Pepper Cream Sauce

Desert
Assorted Italian Pastries
Sample Menus
Budget

Revenues

Tickets Sold Participation with Dinner = $5,250

General Admission with Dinner = $14,450

Beverage Sales Alcohol = $1,000

Non-Alcoholic = $200

Donations/ Sponsorships $1,500

Silent Auction All items $1,000

Parking $5 per car = $550

Total $23,950

Expenses

Facility Rental $5,000

Event Day Staff Parking Attendants = $350

Food Service/ Bartenders = $ 1,500
Miscellaneous Staff = $850
Janitor/ Maintenance Staff = $275

Total staff = $2,975

Celebrity Costs $3,500

Security (outsourced) $700

Medical Staff $200

Staff Attire $100

Staff Event Manager = $300

Event Assistant = $500
Marketing Coordinator = $250
Financial Advisor = $250
Total = $1,300

Total $13,775

Profit/ Loss = $10,175

Revenue

Expenses
Event Staffing

Position Description Number of

Employees

Event Manager The event manager will oversee the entire event and will be the main 1
source of reporting . ​Providing leadership, motivation, direction and
support to your team.They are responsible for all project budgets
from start to finish.

Security Security is in charge of s​ecuring premises and personnel by 5

patrolling property; monitoring surveillance equipment; inspecting
buildings, equipment, and access points; permitting entry and
handling issues that may arise. Security will be required to wear a
black suit so they do not stand out and be in communication at all
times. They will report to the event assistant if there is an issue.

Parking Parking attendants will provide customers with instructions for where 3
Attendants to park vehicles. Keep parking areas clean and orderly to ensure that
space usage is maximized. Maintain an orderly system and
communicate where cars will be parking. All personnel will be
required to wear high visibility jackets that will be provided and have
flags for motioning to cars. They will report to security personnel.

Food Service/ Preparing alcoholic or non-alcoholic beverages for bar​ ​and patrons. 12
Bartender Interacting with customers, taking orders and serving snacks and
drinks. Servers must be able to stand on their feet for a long period of
time and have excellent customer service. They will report to the
event staff on hand.

Vendors/ Vendors will be located outside of the Tennis courts. They will 5
Sponsors provide information to the guests as to what their company is about
and why they are here. Representative from the company must be
knowledgeable and provide customer service. They may choose to
have giveaways for those in attendance and will be recognized
during the awards ceremony. A tent and table will be provided for
them to set up at. They will report to the financial advisor if there is
anything that they need.

Event Assistant An event assistant will help the Event Manager with anything that is 2
needed. These duties could include: marketing, contacting sponsors,
hiring staff, checking the menu, running background checks, hiring
and firing. Must have knowledge of what is happening at the event
and a detailed schedule so there are no issues. If there is a major will
report to the Event Manager.

Miscellaneous Staff will be incharge of making sure that things are clean, assisting 7
Staffing guests in anyway possible, making sure all displays are full, ensuring
the sponsors are fulfilled and have what they need. 5 staff members
will be assigned to two celebrities each to ensure that they have
everything that they need and can act as crowd control if it is getting
 out of hand. Staff must be aware and read about the celebrities and
do what they need. They will report to the event assistant if there are
any issues.

Janitorial/ Janitors and Maintenance staff are responsible for cleaning buildings, 2
Maintenance removing debris, and keeping areas neat and tidy. Vacuums and
Staff buffs floors, empties trash receptacles, and replace lining of trash
cans. There will be one male and one female so they can clean their
corresponding bathrooms. Janitors can wear work shoes with khaki
pants and a button down shirt. They will report to security or the
event assistant if there is a major issue.

Light/ Sound AV Audio visual technicians set up, operate, maintain and repair 2
Staff equipment used to enhance the event, such as microphones, video
recorders, projectors, lighting and sound mixing equipment. This is
needed for the awards ceremony that will take place after dinner. The
local radio station that is sponsoring the event. They will assist the
sponsor if they need anything. Will need to be outgoing and interact
with the attendees. They will report to the marketing coordinator for
when to announce things like the silent auction opening,
sponsorships and when matches will begin and end.

Marketing The marketing coordinator responsibilities are to markets products by 1

Coordinator developing and implementing marketing and advertising campaigns,
tracking sales data, maintaining promotional materials inventory,
planning meetings, maintaining databases, preparing reports. The
marketing is essential to sell all of the tickets to the event and that
the sponsors are well known and know what they are getting out of
the deal. If there are issues the marketing coordinator will report to
the event manager.

Financial A financial advisor job is to help plan out the expenses and revenue 1
Advisor streams before the event as well as what companies should be hired
for outsourcing. They are in charge of collecting all profits that are
made as well as counting it and giving the portion to the selected
charity. They must be able to interact with people when accepting
money and contacting those if there are any issues. The financial
advisor will report to the Event Manager if there are any issues.

Medical Staff Medical staff will be on hand at the event. They will provide any 2
treatment to those who are in need. For small instances they will take
care of the facility and have a room on the side to treat people. If
more medical attention is needed, an ambulance will be call and the
person will be taken to the hospital. Before any treatment a medical
waiver will be signed by all participants and those in attendance. The

Total Number of staff required: 43

Promotion and Marketing
Target Audience:
● Adults in New England Area
○ Kids are welcome
Ways to reach the target audience:
● Social media posts
● Nearby schools
● Radio stations
● News Stations

Example Flyer:
Example of what would be said from our media sponsors:

Kiss 108 Radio Broadcast Advertisement Example

Billy Costa: ​Hey Kiss fans! I’d like to let you know about a great event and a
chance for some family fun. Endicott College of Beverly, Massachusetts is putting on
their First Annual Endicott College Celebrity Tennis Tournament in support of the ALS
Foundation. A great day filled with tennis matches, silent auctions, and dinner all at the
Ferncroft Country Club in Middleton, Massachusetts! The event will take place on May
29th and will host celebrities such as Boston Bruin Ray Bourque and the Boston Red
Sox’s own David Ortiz! They’re auctioning off a ton of great items and serving a fabulous
dinner after the matches. To register or inquire more information about the tournament
contact CelebTournamentDirector@Endicott.edu
Parking
There are 150 parking spaces in the main parking lot, additional 10 spaces for the VIP guests, 20
parking spaces in the adjacent lot, and there spaces in the Ferncroft Tower that would not be used up to
100 spaces with staff using golf carts to transfer people to and from the event. There are predetermined
handicapped spaces in the parking lot, but there will be 20 spaces reserved for those who need the
accomodation. There will also be the option to drive up to the door and drop a person off if they are
unable to walk the distance and then go park if they do not have a handicapped sticker for their car. Staff
will be asked to park behind the country club close to the golf course so all parking spots can be used for
those in attendance to the event. Parking will be $5 and during this time there will be 5 parking attendants
handling the cars and collecting the money, one at the entrance collecting money, and 4 spread around
directing cars and using the golf cart if necessary.
Concession/ Alcohol
There will be no concession stands as there will be serves walking around with
appetizers as well as stand alone stations with the food options listed above. All servers will be
instructed to walk around and make sure that all guests are attended to. There are two different
options for serving to lessen the amount of staff needed and to suit personal preferences of
guests. Alcohol will be served at this event, but not the entire event. Drinks will be available
during dinner to decrease the likelihood of attendees being drunk. There will be three bars set
up in the corners of the dining room for people to obtain drinks at. Bartenders are instructed not
to serve any person that is intoxicated. There will be no shots or drinks on the rocks to be
served to decrease the likelihood of intoxication. Any person that appears to be intoxicated will
be handled by security. Beer, Wine, and mixed drinks will be for sale as well as soda, and
water. Signs at bars will show what is available. Profits of the alcohol sales will be split with the
venue on what we sell as they will be providing the alcohol for the event.

$ 5 Beer
$ 7 Wine
$ 8 Mixed Drink
$ 4 Soda/ Water
$10 Signature Cocktail

Signature Cocktail:
Made with vodka, raspberry liqueur, lemonade and
honeydew melon balls shaped to look like tennis
balls
Types of alcohol that are being served:
● Vodka
● Rum
● Gin
● Whiskey
Soda/water brands:
● Poland Spring
● Coca-Cola
● Diet Coke
● Sprite
● Minute Maid Orange Juice
● Powerade
Risk Management

High Loss Moderate Loss Low Loss

Often None ● Over ● Drink or Food

intoxication spill
● Incorrect ● Negative
change given press/media

Average ● Severe injury ● Slip and falls ● Broken

needing at the event glasses or
medical ● Spectator hit plates
attention by ball ● Vendors not
● Not meeting ● Weather showing up
our monetary related issues
goal ● Facility
damage

Seldom ● Death of any ● Food related ● Vandalism

player or sickness ● Employees
person in ● Stealing not showing
attendance ● People up to
● Natural sneaking into work/show up
disaster event late/leaving
● Breach in ● Celebrity early
security guest not
● Sexual showing up
harassment or ● Legal
hazing claims compliance
● Damaging
organization/
facility
reputation

● High Loss
○ Often
■ None
○ Average
■ Severe injury needing medical attention
● Have a medical tent onsite with medical professionals
● All participants in the tennis tournament will sign a waiver
acknowledging the potential injury risks
■ Not meeting our monetary goal
 ● Have additional donation points
● Creating a goal that all are aware about
● Incentivize donating
○ Highest donor plays with celebrity of his or her choice
○ Seldom
■ Death of any player or person in attendance
● End event
● Immediately close off area or section in which the incident occured
● Call proper emergency response service
● Personal Injury liability insurance
■ Natural disaster
● Remove all spectators, players and event staff from outdoor areas
● Direct all spectators, players and event staff accordingly
○ For example in the event of a hurricane or tornado, direct
all spectators, players and event staff away from windows
and walls
■ Breach in security
● Notify local authorities
● Lead all spectators, players, and event staff to safe area until
resolved
■ Sexual harassment or hazing claims
● Obtain all information from both parties
● Call authorities

● Moderate Loss
○ Often
■ Over intoxication
● Make sure all servers know to not over serve
● Security will remove anyone from the event who is overly
intoxicated
● Have a cab service prepared for increase in rides of drunk
persons
■ Incorrect change given
● Have a calculator or register to calculate change
● Change will be counted directly after the event
○ Average
■ Slip and falls at the event
● Wet floor/surface sign
● Have staff clean up the spills immediately
■ Spectator hit by ball
● Medical staff will be on site
■ Weather related issues
● Flooding, thunderstorms
● Dinner will continue
● Staff will resolve issues as best as possible with towels or making
announcements so everyone stays safe
 ■ Facility damage
● Make everyone aware of the tennis court rules and policies of the
country club
● Have contract with the facility with what is covered and costs
○ Seldom
■ Food related sickness
● Wait staff is to wear gloves when preparing food
● Servers do not touch the food
● Medical staff on sight
■ Stealing
● Notify event security
● Check any surveillance footage
■ People sneaking into event
● Security must be diligent in making sure only people who payed to
be there are allowed in
● Anyone who enters without having paid to be there will be
removed from the facilities
■ Celebrity guest not showing up
● Book the flights for all celebrity guests
● Focus on getting local celebrities to the event
■ Legal compliance
● Ensure staff is properly trained to comply with all legal regulations
of event
● Monitor progress of event to ensure compliance with legal
regulations is upheld
■ Damaging organization/ facility reputation
● Make all spectators aware of the rules
● Escort out those who are inappropriate or drunk

● Low Loss
○ Often
■ Drink or Food spill
● Have staff clean the area
● Get the guest a new drink or what they were eating
■ Negative press/media
● Positively promote the event
○ For charity
○ Celebrity Guests
○ Average
■ Broken glasses or plates
● Have staff clean the area
■ Vendors not showing up
● Move tables so there are not obvious gaps
● Call in another vendor
○ Seldom
■ Vandalism
● Event staff will immediately respond to and clean any vandalism.
 ● If the vandalism exceeds the capability of the event staff, the clean
up should be outsourced to another company
■ Employees not showing up to work/show up late/leaving early
● Have Endicott Hospitality students volunteer at the event

Treatment Plan High Loss Medium Loss Low Loss

Often ● Avoid ● Avoid & ● Retain &

Reduction Reduction
● Avoid & ● Retain &
Reduction Reduction

Average ● Avoid & ● Avoid, Retain ● Retain &

Transfer & Reduction Reduction
● Avoid, ● Avoid & ● Transfer,
Transfer & Transfer retain &
Reduction ● Avoid & Reduction
Reduction
● Avoid &
Reduction

Seldom ● Avoid & ● Transfer & ● Retain &

Transfer Reduction Reduction
● Avoid, ● Transfer & ● Transfer,
Transfer & Reduction retain &
Reduction ● Transfer & Reduction
● Avoid & Reduction
Transfer ● Transfer &
● Avoid & Reduction
Transfer ● Transfer
● Avoid,
Transfer &
Reduction