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Creativity in action at Okanagan School of Business

Upper Year Students Work with 10 Organizations to Build Innovative Event Plans


The Sports and Events Marketing class at the Okanagan School of Business has now completed 10 different and unique event marketing plans for a range of local clients. The third year course offers teams of students the opportunity to apply their skills and work with any organization to assist in the development of a ready-to-execute business plan for an event that will aim to promote a business or not-for-profit organization.


The class is taught by Dr. Blair Baldwin and Sheilagh Seaton at Okanagan College’s School of Business as part of its four-year Business Administration degree program. Ten teams of students have been working for three months on projects, which were officially released to clients this week.


One team of students worked with Cabana Bar & Grill co-owner Jay Blackford to organize the 2010 Casino Royale New Year’s Eve event.


“Our ability to access the Sports & Events Marketing class at the Okanagan School of Business at the College is wonderful,” said Blackford. “We had no idea that the students applied their learning and the plan for our New Year’s Eve party in 2010 is very fun, very creative and will once again raise the bar for New Year’s Eve in Kelowna. My partners and I are very appreciative of the opportunity to tap into such talent.”


Each event’s marketing plan is built from scratch using secondary research and fulfills a need for each organization. The projects also serve to build bridges between the public sector and the Okanagan School of Business. A group of students worked with Kirk Illingworth, East Okanagan Area Supervisor of BC Parks, to promote the Myra Canyon 10 km Charity Run.


"We are very grateful to the students for their help in building a plan to continue to raise the profile of Myra Canyon," said Illingworth. "It will certainly help us understand the potential for new opportunities to raise the profile of the Kettle Valley Rail Trail."


The complete list of projects includes the following clients and plans:


1. BC Parks – the Myra Canyon 10km Charity Run

2.  Island Snow & Deviate Board Shop – the Search for the Holy Rail snowboard competition

3. The Central Okanagan Regional District Parks Services – The Kokanee Salmon Festival

4. Two Eagles Golf Course & Academy – Junior Golf Program

5. The Okanagan Wine Festivals Society – Seven Wines & Seven Dates Speed Dating

6. Silver Star Mountain Resort – Summer Dayze Wine and Food

7. Cabana Bar & Grille – New Year’s Eve 2010 – Casino Royale

8. SIFE Okanagan – Octoberfest

9. Elevation Outdoors – A Reason for the Season

10. Fresh Air Experience – Season Opening Ski Film