Let me preface today's column by saying I have spoken to a couple match directors over the last few weeks and this is in no way directed at you. Let me repeat that, this is in no way directed at you. Now that that is cleared up.... Hopefully the title caught your attention. Your match probably doesn't suck, but I bet it could certainly improve a whole lot, and that's what this is really all about. Whether yours is just a local monthly match or one of the major events it could use improving, and constant improvement should be the goal of any event. And 'event' is the key word. While you see the competition you're running as simply a match, it really needs to be thought of as an event. And your shooters, your competitors, they are your customers. My earlier column, It's Not Shooting, It's Hospitality, touched on the need to think of those at your range as customers and to focus on customer service. The bigger picture is what brings them to your range, or your match. If you reduce it to just a competition, then all you need are targets, score sheets and match officials to pull it off. And if that's all there is to your event, it quickly moves towards becoming the shooting sports equivalent of a trip to the DMV. People will attend out of a sense of obligation, but they won't have any passion for it. And when it ceases to be fun, people look for other things to do. Compare a match to something like ESPN's X Games or the Olympics. While they are obviously on wildly different scales in terms of size and scope, when compared to your match, they are still competitions. The major difference is that they have grown into events that people want to attend and participate in - and not just people but sponsors. Here are three areas to focus on to make your match more successful...and suck less. Match Staff... The sun rises and sets on the match staff. They are the single most important part of your event because they are the people that interact the most with your competitors - your customers. I shot a local match last summer in Sparta, Ill. and had the good fortune to find myself on a squad with Chris Thomas who served as the range officer, official scorer, judge, jury, and in my case, executioner, for the squad. I say 'executioner' because my performance just sucked and I should have been put out of my misery, no kidding.

Staff, like Chris Thomas, make sure shooters always have a great match. Photo: P. Erhardt

If there is a better term than excellent, then that's what Chris was. I was arguably out of my depth on the range but every step of the way he made sure I knew what I was doing, that I was enjoying it and that I was safe. And that's exactly what the match staff is supposed to do. They are there to help competitors do the best they can and make them feel welcome. Despite my ridiculously poor performance the match was just a pleasure to shoot because of Chris' influence. I had the opportunity to tell him as much at this year's NRA Show when we crossed paths. Great match staff makes all the difference, and almost all poor match experiences can be traced back to a bad episode with one or more members of the staff. Pay attention to your staffing and choose the right people. Amenities... The little things that go into a match make a big difference with shooters. Beyond the obvious, 10'x10' pop-ups for protection from the elements, (good) food on site, water available throughout the range, and, of course, bathrooms, providing competitors with things they don't have to bring (or never thought of) sends the important message that you are thinking of their needs. If you look back on the events you attended and think of all the small things that made your experience better, these are all candidates for improving your match. Easy to follow maps of the range, clearly marked parking areas, lists of local hotels and restaurants - including recommendations - help shooters focus on their shooting and not where they will stay or eat. Hospitality suites and social hours are key elements in expanding a match into an event. The organizers of the Smith & Wesson IDPA Indoor Nationals harp on the importance of these kinds of amenities because they reflect the company's focus on the competitor. To insure their shooters are having a good time outside the shooting portion of the match they bring in sponsors to underwrite these amenities. They even find a sponsor to provide lunch each day for the competitors and staff.

Doesn't look like much, but Comp-Tac's AC tent was a big hit at the Texas State IDPA match. Photo: Terry Burba.

At this year's Texas State IDPA Championship, when the heat was hovering around an oppressive triple digits, holster maker Comp-Tac Victory Gear stepped in to provide an air-conditioned tent which ultimately made a huge difference for a lot of shooters. Neither of these examples could be considered 'little' and you probably can't foot the bill for something like this. But look beyond the money because it was the relationships with sponsors that made these amenities possible. Work with your sponsors to find ways to similarly improve your event. Communication... Communication is the most underrated and underutilized tool in the match director's arsenal, and it's how you manage the expectations of your shooters. A perfect example of the importance of communication comes from last year's Smith & Wesson match. Registration for the event is done online, and because of the huge demand for one of the 340 or so slots most shooters planned their evening around sitting at the computer the second that registration opened. Due to a technical glitch registration was delayed, requiring the organizers to communicate the updated registration details as quickly and thoroughly as possible. Registration is the first interaction the match has with its 'customers' so they knew they could not drop the ball. And trust me, S&W thinks of the competitors as customers deserving of their best customer service efforts. That's an example of how communication helped keep things on track. A similar situation occurred a couple years ago when Jake Martens' match in Indiana got flooded out and the entire match had to be rescheduled. By continually communicating with competitors and sponsors, the match was successfully rescheduled without losing too many competitors. When it comes to communication, wherever your target audience is getting its information is where you need to be communicating. Whether it's on your match website, through email blasts, via posts on a forum or in announcement releases in The Shooting Wire, get the news out. Good communication with your customers is a sign of professionalism and gets noticed...as does the lack of communication. - Paul Erhardt, Editor, the Outdoor Wire Digital Network Got shooting sports news? Send us an email at info@shootingwire.com.