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Volume 20 No. 42

Events and Attractions

The Super Bowl L Host Committee hired a former San Francisco Giants executive to lead marketing, communications and partnerships for the 2016 event.

Pat Gallagher, who was the senior vice president of business operations for more than two decades with the Giants, begins immediately.

In his new job, Gallagher will oversee a wide range of areas. “My job is to find the money and tell people about [the Super Bowl] and let people in Northern California know what this all means,” he said.

“Pat is one of the most innovative leaders in the sports and entertainment industry, so we are thrilled to have someone of his caliber joining our team,” said Keith Bruce, CEO of the committee.

Super Bowl L will be held in February 2016 in Santa Clara’s Levi’s Stadium. It will be the first time since 1985 that the Bay Area has hosted the game.

While the NFL is in charge of putting on the game, the host committee has a number of critical duties, including event operations and logistics, fan experiences, marketing, fundraising partnerships, hospitality and security.

The Super Bowl host committee has raised more than $25 million from companies such as Apple, Google, Intel and Yahoo.

— Eric Young, San Francisco Business Times

The New York/New Jersey Super Bowl Host Committee this week is scheduled to stage what is likely a first for an organizing group in 48 years of managing the big game: a media weather briefing.

The committee plans to invite the press on Wednesday to MetLife Stadium to discuss snow plows, meteorology, salt spreaders and the like, all important ingredients for the first Super Bowl held outdoors in a northern climate. There are even plans for a snow-melting demonstration in the parking lot.

Jets owner Woody Johnson (left) and New Jersey transportation official James Simpson
Photo by: AP IMAGES
This briefing follows a similar presentation on mass transit earlier this month, when the host committee made clear that trains and buses were the best options to get to the game. In fact, parking will be very limited, and restrictions will be heavy on taking car services and taxis, with no drop-offs. The sedans and limos will have to wait for their passengers.

For a typical sedan car service, the cost to travel to and from the Feb. 2 game is $1,320, said Roy Fugazy, whose eponymous transportation company is the official travel provider for the host committee. That means the car is more expensive than many seats to the game; those start at $500 and run to $2,400, with 40 percent under $1,000. And that $1,320 may just get you to a parking lot several miles from the stadium, with a bus link the next step, Fugazy said.

It all prompts the question: How will the wealthy corporate elite who typically populate the stands at the Super Bowl greet trains, snowplows and limo rides that still require a bus trip?

It’s no secret the host committee wants to host the game once a decade, so if the NFL were to get an earful from such clients, that might be as damning to the northern Super Bowl experiment as a winter storm.

“It’s going to be interesting,” said sports marketer Frank Vuono, chuckling. “[Fans] will have to do a lot more advance planning.”

Vuono, whose firm’s annual Super Bowl party is at a New Jersey restaurant within view of the stadium, has his own theory why weather and transit will make no dent in the demand for the game. Because about 30 percent of the people who attend Super Bowls are from the New York area to begin with, he said, there is a built-in local constituency for the game.

Many of the marketing, advertising and finance firms that send clients and employees to the game are based in New York, Vuono said. As a result, he added, “It’s a lot to do about nothing.”

The weather briefing will outline the steps the host committee has taken to ensure poor weather does not affect the game. New York Jets owner Woody Johnson, a co-chairman of the host committee, said last week that hundreds of workers would be on standby to clear stadium seats and aisles of snow on game day.

As for the top weather question, whether a major storm could postpone the game, that decision resides with the NFL, not the host committee.

With more than 100,000 fans expected in attendance, a pair of Original Six franchises, and new event highs being established for sponsor activation and credentialed media, the 2014 Bridgestone NHL Winter Classic at Michigan Stadium is poised to be the biggest of them all.

And likely always will be.

“It’s the biggest event we’ve ever staged,” said NHL Chief Operating Officer John Collins, who is widely credited (along with NBC programming chief Jon Miller) for developing the New Year’s Day event for the league and its broadcast partners. “Unless the Big House in Michigan ever gets bigger, it will likely be the biggest hockey event ever.”

The Jan. 1 game between Detroit and Toronto (1 p.m. ET, NBC) is expected to draw more than 107,000 fans. Representatives from Guinness World Records will be on hand to confirm whether the Winter Classic moves past the 104,000 fans who went to Michigan Stadium in 2011 for a Michigan-Michigan State game to set a new standard for attendance at a hockey game.

NHL Chief Marketing Officer Brian Jennings was at the league’s first outdoor regular-season game, in 2003, when the Edmonton Oilers hosted the Montreal Canadiens at Commonwealth Stadium in the Heritage Classic. He marvels at how big the event has become.

“Back then, the Oilers controlled the event, so I was actually able to just enjoy it in the stands with clients and friends,” said Jennings, who has been with the league since 1990. “That was an amazing event, and you wondered at the time if it could be topped. Now you see what’s happened since.”

The Winter Classic has become so popular since its 2008 debut — with tickets selling out almost immediately — that it has spawned the Coors Light Stadium Series this season, with two games at Yankee Stadium and one each at Soldier Field and Dodger Stadium. There also is the Tim Hortons Heritage Classic on March 2 at BC Place in Vancouver, pitting the Canucks against the Ottawa Senators.

But it’s the Winter Classic that NHL executives view as the signature regular-season event. The two weeks of events before an expected total crowd of more than 250,000 — with events extending to include college, junior hockey and NHL alumni games at Comerica Park in Detroit — are expected to provide an economic stimulus of more than $30 million to Michigan.

Ticket prices range from $89 to $279, with the bulk of the seats in the $129 to $149 range. According to Jesse Lawrence, CEO of event ticket search engine TiqIQ, the average price on the secondary market as of last week was $264.

For the Philadelphia-New York Rangers Winter Classic in 2012 at Citizens Bank Park (a game played before a sold-out crowd of just under 47,000), the average price on the secondary market was more than $500.

“The size of this year’s event is keeping the average ticket low,” Lawrence said.

More than 400 press credentials have been approved by the NHL. That number, according to the league, is a new high for a Winter Classic.

Of course, the NHL will have its own media properties engaged as well, including (with blogs from players of both teams), NHL Social (with a 10-day countdown to the event featured on Instagram) and NHL Network, which will have 10 announcers on-site for coverage beginning Dec. 30.

More than two dozen league partners, also the most ever for a Winter Classic, will activate at Spectator Plaza prior to the game. Event title sponsor Bridgestone aims to use the event to promote its Blizzak cold-weather tires.
“Blizzak sales are key to our fourth-quarter performance,” said Phil Pacsi, vice president of consumer marketing and training for Bridgestone Americas Tire Operations. “The Bridgestone NHL Winter Classic is a great platform for us. We’ll look at how many quality brand impressions we generate around the event. This helps us determine if our brand message is making an impact with hockey fans.”

Adam Dettman, director of sports and entertainment marketing for MillerCoors, said the beer company views the NHL Winter Classic as “one of the tentpoles of our alliance partnerships.”

“It drives brand engagement among avid NHL fans and the casual sports fans who pay closer attention to these big events,” he said.