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SBD/Issue 158/Events & Attractions
Stars In City Lights: Sports Museum Of America Opens In N.Y.
Published May 7, 2008
|(l to r) Schwelb, Eli Manning, Mario
Andretti And King At Museum Opening
ATTRACTIONS: In N.Y., Richard Sandomir writes SmA's purpose is to "exalt sports by using modern museum technology and display artistry, and to provide a big-city location in a tourist mecca for fans resistant to driving" to other sports HOFs. Some of SmA's interactivity is "simple, like calling up the statistics and biographies of Olympians on touch screens." Others are "more involving, like donning a goalie's mask to feel the sensation of a puck flying at your face." The museum also offers an "immersion theater, with its 10-foot-high, 65-foot-long screen that wraps nearly halfway around the room," in which producers have made video footage "thrillingly new by splitting them into five or six smaller screens, juxtaposing film, video and photos, backed by the narration of Dick Enberg, with his classic big-game voice" (N.Y. TIMES, 5/7).
Navratilova One Of Many Athletes
Involved With Sports Museum
TEAMMATES: SPORTSBUSINESS JOURNAL's Daniel Kaplan reports more than 200 "Wall Street executives invested" in SmA. The museum, which is donating 2% of its gross ticket sales to charity, expects to add an additional $4-5M from hospitality and catering. It also is "budgeting slightly more than" $1M from principal sponsors Cisco and American Airlines (SPORTSBUSINESS JOURNAL, 5/5 issue). Blackrock co-Founder & President Robert Kapito, the largest single investor in SmA, said, "We’re going to look to make sure that we’re donating to charity ... because the investors here didn’t just invest for a good return. They invested because they made their money -- a lot of them -- in the Wall Street area. They wanted to give back.” Kapito: “I think the average return here would be a three-to-five year return, but the commitment from the investors is to really plow money back in here” (CNBC, 5/5).
SPONSORS: BRANDWEEK's Barry Janoff notes while "numerous other companies are interested in partnerships," SmA VP/Marketing & Sales John Paul Basile said, "We have to be smart about how we tie in sponsors. Each sport and (participating) [HOF] and museum has their own partners. So instead of a sponsor for the baseball exhibit, for example, we would look for someone to sponsor great coaches or women in sports." SmA's lead agency is The Gate World Wide, N.Y., while Octagon, N.Y., has "been working to secure corporate partners" (BRANDWEEK, 5/5 issue).
|Renderings Of Several Exhibits In Sports Museum|