Orlando, FL and Orlando Events Center Bid to Host ArenaBowl XXIV

Group #3Kyle BrostowitzRodney GriffinDarryl Jennings

Francisco MartinezJerid MurrayJenna Ross

Professor Touhey04/27/09

Info about Orlando • Population

– 1.6 million within a 50 mile radius

• Demographics– “Mixing bowl”

• Climate– Average temperature during our event time, 91 degrees

• Major Industry– Tourism

• Key Attractions– Theme parks

• Meeting Space – Orlando Orange County Convention Center =2.1 million sq. feet – Hotels ovffer 3.1 million sq. feet

History of Events • Tourism and warm climate create

marketplace for major events• Marquee sporting events

– NCAA– NBA– WNBA– WWE

• Professional sports team home• Florida Citrus Bowl

Rationale Supporting Bid • Hotbed with the ability to attract droves of people• AFL’s Orlando Predators and their success• Brand-new Orlando Events Center• Location, location, location• Casual fans and visitors

Central Florida Local Organizing TeamPresident and CEO

Jane Smith

Vice PresidentCommunity Relations

Darryl Jennings

Vice PresidentMarketingJerid Murray

Vice PresidentAccountingRodney Griffin

Vice PresidentFacilities

Francisco Martinez

Vice President Hospitality

Jenna Ross

Vice President Team

Operations Kyle Brostowitz

Economic ImpactSources of Direct Spending

Other Performer Spending Sponsorships Television Radio Licensing Internet

Out-of-Facility Hotel Restaurants/Bars Retail Entertainment Transportation

In-Facility Tickets Concessions Merchandise Parking Premium Seating Advertising

• Short – Term Impacts• Long – Term Impacts

Budget and GraphProfit - Loss Summary

EstimatedTotal income 3,580,095$ Total expenses 1,828,044$

Total profit (or loss) 1,752,051$

Event Budget for ArenaBowl XXIV

Estimated

$-

$500,000

$1,000,000

$1,500,000

$2,000,000

$2,500,000

$3,000,000

$3,500,000

$4,000,000

Total income Total expenses Total profit (or loss)

Estimated

Marketing Plan• EA Sports ArenaBowl Madness

• Virgin Mobile Rock the Boards

Media Plan• To instill a sense of excitement that ‘transcends

the boards’, and generates large flows of traffic to the event

National and Local Advertising Campaign PLATFORM FOR RELEASE OF ADVERTISEMENTS

RELEASE OF ADVERTISEMENTS (# REPRESENTS MONTHS PRIOR TO EVENT AND WILL RUN THROUGH THE NIGHT OF THE EVENT)

LENGTH/ DURATION OF ADS

Internet 3-5 months prior N/A National television ads

3 months prior (15 sec. spot), 2 months prior (30 sec. spot) 15 seconds, 30 seconds

Local television ads 2 months prior 30 seconds

National radio ads 2-3 months prior 30 seconds Local radio ads 1-2 months prior 20 seconds

Net Proceeds Plan • The Orlando LOC has set the following 5 goals to

insure that a positive legacy is left behind:1 To make Orlando a prominent/permanent player in the area of hosting

championship sporting events2 To transform the heart of Orlando, FL3 To inspire a generation of young people4 To make the area directly surrounding the Orlando Events Center a vibrant

city center and hot bed for future development projects.5 To demonstrate that Orlando is a creative, inclusive and welcoming place

to live in, visit and for business.

OEC Overview • Opens fall 2010• Home to Orlando Predators and

Orlando Magic• Most modern arena

OEC Amenities• Six clubs on various floors• Outdoor patio with food and

beverage service• Full service themed restaurant

on club level overlooking event floor

Suites Founder Suites Chairman Suites

Headquarter Hotel Options

Embassy Suites Orlando Downtown Holiday Inn International Drive -167 two-room suites -652 guest rooms & 6 suites-1 restaurant on site -3 restaurants on site-Less then 10 miles from OEC -Less then 10 miles from OEC-Room Rates $119-$169 -Room Rates $89.00

Doubletree Hotel -723 guest rooms & 19 luxury suites -5 restaurants on site -Less then 15 miles from OEC -Room Rates $79.00

Headquarter Hotel AmenitiesEmbassy Suites13,275 sq. ft. of meeting spaceComplimentary cooked to order breakfastComplimentary Manager’s banquet every evening

Holiday Inn International Drive20,000 sq. ft. of meeting space26 available meeting rooms1 complimentary room for every 50 rooms booked24 hour access to lounge

Doubletree Hotel60,000 sq. ft. of meeting spaceComplimentary penthouse suites24 hour business center with professional audio/visual company on-site

Competing Team HotelsSheraton Orlando - Downtown Hotel• 319 Rooms – 22 Suites• 1.3 miles from the Orlando Events Center.• Approximately $109.00 per room night.• Longtime partner of the Orlando

Predators.

Orlando Marriott Downtown •291 Rooms – 9 Suites•.7 miles from the Orlando Events Center.•Approximately $109.00 per room night.•Experienced in hosting major events.

Amenities Sheraton Orlando - Downtown Hotel• 20 Meeting Rooms – 300-5000

square feet.• 1 Restaurant • Club Lounge • Covered parking facilities and valet.• Heated pool, workout facilities,

business center.

Orlando Marriott Downtown •11 Meeting Rooms – 225-5200 square feet•2 Restaurants•Covered parking facilities and valet•Heated pool, workout facilities, business center.

Volunteer and Internship ProgramVolunteers:

-Registration -Security-Transportation -Field of Play-Venue operations -Hospitality

•LOC has an extensive database of over 300 volunteer candidates.•Those in the database will be contacted approximately 8 weeks prior to the event, with the hopes that 75-100 volunteers will make themselves available.•Weekly updates as to the progress of the event planning.•In the week leading up to the event, a comprehensive schedule will be developed, allowing each volunteer to be aware of their responsibilities for the entire week, through game day.

Interns:•LOC will work close with University of Central Florida and Stetson University.•Selected interns will assist the LOC in planning Arena Bowl XXIV.•Program will begin in May, at the conclusion of the Spring Semester.•Students will be assigned a department based on prior experience and career goals, and will work with that department on a part time basis up to, and through the Arena Bowl.

Acknowledgments Alexandra Pena Rosado

Executive Meeting Manager Orlando CVB

Allen Johnson, CFE, CPM Executive Director Orlando Venues

Shane Henry Event Manager Orlando Venues

Brent Nelson Sr. Vice President Central Florida’s Sports Commission

Jack Elkins Business Development & Strategy Analyst Orlando Magic

Jason Maderer Coordinator Central Florida’s Sports Commission

Nate Boudreaux Sr. Manager of Marketing & Business Development USA Football

Margo Booher Sales Manager Embassy Suites

AJA Hand National Sales Manager Doubletree Hotel

Dan Helper Sales Coordinator Doubletree Hotel

Victoria Purece Sales Manager Holiday Inn International Drive

Richard Staley General Manager Sheraton Downtown Orlando

Mark Roberts General Manager Marriott Downtown Orlando

Questions

ExpensesEstimated

Total Expenses $1,828,044

Estimated EstimatedSite (6 Days) PublicityFacility Rental 45,000$ Banners and Signage 35,000$ Facility Labor 62,500$ Photocopying/Printing 2,400$ - Electricians -$ Totals 37,400$ - Laboreres -$ - Cleaners -$ Miscellaneous - Field Crew -$ Complimentary Tickets 1,000$ Totals 107,500$ Hospitality 7,500$

Sponsor Gifts 3,000$ Front of House (Game Day) Totals 11,500$ Staff 20,000$ - Ushers -$ Ticketing - Volunteer Staff -$ Sales Taxes 21,229$ - Staff Meals -$ Box Office/Ticket Processing Labor 6,532$ - Ticket Takers -$ Credit Card Commisions 9,798$ - Security -$ Ticket Printing 1,676$ - House Supervisors -$ Totals 39,234$ Totals 20,000$

Broadcasting/ Media Player Costs Broadcasting/Media 550,000$ Officials 10,000$ Airtime 325,000$ Officials, Travel Cost 3,000$ Press Conference 45,000$ Trainers 5,000$ Media/ Pre-game/Post-game 55,000$ Trainer Expenses 2,500$ Media Guide 25,000$ Medical Staff 4,000$ Photography 7,500$ Ambulance 6,000$ Totals 1,007,500$ Player/Athlete Transportation/Parking 4,410$ Totals 34,910$ Event Operations

Insurance (2 Million) 500,000$ - Legal Services -$ City Services 70,000$ - Police -$ - Sanitation -$ - Fire -$ Permits 20,000$ Totals 570,000$

Event Budget for ArenaBowl XXIV

Budget

BudgetIncome

EstimatedTotal income 3,580,095$

AdmissionsEstimated Estimated

Main Level 6,287 seats 25.00$ 157,175$ Club and Loge Level 2,158 seats 40.00$ 86,320$ Upper Level 8,310 seats 10.00$ 83,100$

16,755 326,595$

AdsGold Level Sponsor 4 Chairman Suites 20,000.00$ 80,000$ Silver Level Sponsor 32 Founders Suites 18,000.00$ 576,000$ Bronze Level Sponsor 24 President Suites 5,000.00$ 120,000$

776,000$

VendorsConcessions 30% 50,000.00$ 15,000$ Merchandise 30% 75,000.00$ 22,500$ Parking 9,000 spots 10.00$ 90,000$

127,500$

SponsorshipESPN 850,000.00$ 850,000$ Virgin Mobile 500,000.00$ 500,000$ EA Sports 1,000,000.00$ 1,000,000$

2,350,000$

Event Budget for Arena Football Championship