Ryerson’s Mattamy Athletic Centre – Toronto, Ontario

June 2015

RFP for Liquor Sponsorship

Background

Ryerson’s Mattamy Athletic Centre opened its doors in 2012, and has since become a hub of University athletics, as well as a hot spot for third party conferences and galas. This unique and iconic venue, formerly Maple Leaf Gardens, served as the Premier Sport and Entertainment venue in Toronto for more than 70 years. The venue has been transformed into a modern Sports and Entertainment facility, now home of Ryerson Athletics, major national and international events, and numerous community user groups.

Facility Details

2nd Floor: Coca-Cola court, Rams Café, Fitness Centre and High performance training centre

- Coca-Cola Court; multi-purpose court with seating for 1,000, hosts Men’s and Women’s Varsity Basketball and Volleyball

- The court can also be converted to hospitality space, hosting galas and private events, seating up to 300 for formal dinner service.

3rd Floor: Mattamy Homes Home Ice

- NHL-sized rink has seating for 2500 for hockey and up to 4000 for shows and events. - A temporary floor can be installed on the ice surface to convert to basketball and live event

space.

4th Floor: Main concessions, Alumni Lounge, Suites

- Two concession stands, satellite service stations, washrooms and additional service space. - Three 12-person private suites

During the 2014-2015 season, the Mattamy Athletic Centre has hosted a number of major third party events, including;

Canada Sports Hall of Fame Gala

Canada National Junior Team vs. University All-Stars

Grand Slam of Curling

Women’s World Wheelchair Basketball Championships

Ring of Honor Wrestling

Pan Am & Parapan Am Venue – Basketball and Wheelchair Basketball (Summer 2015)

Most recently we hosted the 2015 CIS Men’s Basketball Final 8 Championships and in 2017 we will host the CIS Women’s Volleyball Championships. The venue will continue to bid on provincial and national championships, and other major events including trade shows, fundraising events, fashion shows, large banquets, and major training camps.

In all, the facility adds about 220,000 square feet of additional athletics and recreation space to the Ryerson Campus. Six Ryerson Varsity teams call the athletic centre home:

Men’s Hockey – 14 home games

Women’s Hockey – 12 home games

Men’s Basketball – 10 home games

Women’s Basketball – 10 home games

Men’s Volleyball – 10 home games

Women’s Volleyball – 9 home games

Ryerson University has engaged Global Spectrum Facility Management to operate and program the arena, market and promote the venue including the varsity teams who play there and also serve as the property manager for the entire Ryerson portion of the venue including the common areas shared with Loblaws.

The Request for Proposals (RFP)

Global Spectrum Facility Management in its role to operate, market and promote the venue is also

responsible for arranging exclusive suppliers, pouring rights arrangements, sponsorships and advertising

programs. This RFP will establish a relationship with a liquor supplier who will be a major sponsor of the

venue and receive certain permissible exclusivities such as, but not limited to, exclusive liquor and spirit

provider, and exclusive liquor category advertising and naming opportunities in the venue.

We have provided detail in regard to some of the usual opportunities below but we are also looking for

interested parties to consider new and innovative approaches that would help the venue achieve its

overall operational, marketing and financial goals.

We are expecting proposals based on a minimum 3 – 5 year period.

Mattamy Homes Home Ice – Men’s Hockey Opener

Major Event Summaries – Confirmed and On-hold

In addition to the varsity team games we have provided a listing of the events that we have booked or

held for over the next three years. The enquiries/bookings are as follows:

2015/16

David Foster Foundation Gala

Canada Sports Hall of Fame Gala

NBA All-Star Week related events

Mass Exodus

Grand Slam of Curling

2016/17

Canada’s Sports Hall of Fame Gala

CIS National Women’s Volleyball Championships

Grand Slam of Curling

2017/18

Grand Slam of Curling

Regular Ongoing Events and Activity

In addition to major events our staff team is in the process of booking the venue on a day to day basis.

Our building operates at complete capacity with over 90 hours of programming each week between the

Coca-Cola Court and Mattamy Homes Home Ice. A listing of those leagues and the number of teams that

would be using our venue on a weekly basis are as follows:

Downtown Men’s Hockey League – 24 teams

True North Hockey League – 10 teams

Toronto Gay Hockey League – 8 teams

Toronto Leaside Girls Hockey Association – various team practices & games

Toronto Predators Junior A Team

Ryerson Intramural Teams

Food and Beverage Outlets and Facilities

Excellent food service facilities allow the venue to offer a full spectrum of options, from concession style

to higher end catering offerings. On the fourth level there are two concessions servicing the arena, the

concessions offer combination of alcoholic and non-alcoholic beverages. Also on the fourth level, is the

Alumni Lounge, which hosts up to 300 people for a standing reception and has access to a private

balcony with 57 original “Maple Leaf Gardens blue” loge style seats overlooking the ice surface. The

lounge is supported by a preparation kitchen that allows for a range of services from plating food for

higher end banquets to setting up service trays for receptions. The lounge will also come complete with

portable bars and small-wares.

On the third level there is a brand new full service kitchen that allows for the on site preparation of meals

for banquets on the arena floor for 500 - 1400 attendees.

On the second level there is a full service café that will operate on a daily basis as a juice bar and grab

and go type food outlet. It will not serve alcohol on a daily basis except for special events, major

tournaments and during varsity (basketball and volleyball) games.

Maple Leaf Sport and Entertainment Agreement (MLSE)

There are some events that require us to get permission from MLSE prior to booking. While that, and the

fact we are a relatively small venue in the same market as MLSE, may limit some of the business we

would normally do, we will aggressively be pursuing events to create energy and buzz in and around the

venue. You have seen a list of some of the events we are working on and enquiries are coming in on a

regular basis.

University Alcohol Policy at Ryerson’s Mattamy Athletic Centre at the Gardens

The University’s alcohol policy determines when and how alcohol service will be available in the venue.

We have attached as Appendix 1 a copy of the policy.

A truly multi-purpose facility, converting into gala and conference space with ease

Proposal Opportunities - Details of Corporate Recognition, Advertising and Marketing

There are a number of opportunities in the venue for Corporate Recognition and Advertising. Corporate

recognition can come in the form of a combination of elements, including traditional in-arena advertising,

major fan engagement campaigns and naming opportunities at the venue. Attached, as Appendix 2, is the

matrix of advertising opportunities in the venue we would expect that our partner would invest in these

opportunities, in equal value to their valuation of the pouring rights.

We are also prepared to provide opportunities for point of sale advertising at concessions and satellite

service stations. As well as, promotional tickets for various varsity games will also be made available to

the successful bidder. We are also open to any other innovative partnership suggestions.

Example:

Pair of rink boards

In-ice logo at center ice

In-arena concourse rafter banners

“Responsible Rams” program – promoting responsible drinking at each Varsity game

Exclusions

All provincial, national or international events or major events booked by a private entity that have a

competing major sponsor as a condition of their use of the venue will be honoured. The rights of the

successful proponent cannot interfere with the venues ability to bring in rental revenue.

In such cases the venue will have the right to cover up any advertising or acknowledgement of the

successful proponent only during the time the event is utilizing the facility. In addition, the venue will have

the right to suspend or alter pouring rights during these events and Ryerson University endorsed events,

as required.

Note in some cases the nature of the event will result in alcohol service not being made available.

Secondary Pouring

In an effort to increase revenues for the venue, and provide improved beverage options for our

customers, the successful proponent will allow for single event secondary pouring rights. In these cases,

the successful proponent will remain the primary product available for consumption, no advertising or

acknowledgement will be covered up, secondary signage will be allowed.

Proposal Timeline

The following is the response timeline:

RFP Released: Week of June 15th, 2015

Question timeframe: June 22nd – June 26th, 2015

Response from proponents due: July 6th, 2015

Short-list announced: July 13th, 2015

Presentation from short-list proponents: July 20th – July 24th, 2015

Announcement of successful proponent: August 6th, 2015

Contract to begin: September 1st, 2015

Proposal Evaluation

Proposals received will be evaluated using a combination of qualitative and quantitative factors, including

but not limited to the following:

Is the product a recognized consumer brand well established in this market;

Is the product consistent with consumer preferences in the environment (i.e. sports & entertainment venue);

Has the proponent demonstrated an understanding of our requirements;

Has the proponent put forward innovative suggestions for marketing their products within our venues;

Has the proponent put forward a proposal on an in-venue responsible consumption campaign along with innovative suggestions for marketing our venues to our target consumer groups;

What is the value of the marketing and financial support being offered, and what conditions are attached to this offer; and

This RFP and the proponent’s proposal are binding and will form the basis of the conditions that will be included in the final agreement.

Please note that the venue is under no obligation to accept any proposal received.

For more information please contact:

Lynne Rozario, Corporate Sales Manager, Mattamy Athletic Centre:

Office: 416-598-5967

Cell: 647-667-1536

Please email proposal to:

lynne.rozario@ryerson.ca

Or Drop proposals off at:

50 Carlton Street - Suite 3207

Toronto, ON

M5B 1J2

Appendix 1

Mattamy Athletic Centre Alcohol Policy (last edited June 10/15)

The consumption of alcohol at Ryerson’s Mattamy Athletic Centre is governed by the provisions of the

Ontario Liquor License Act, as well as a number of University rules, regulations, and guidelines that are

in place to identify the responsibilities of individuals who market, serve or consume alcoholic beverages.

Scope

The following policy is designed to provide guidance and regulations pertaining to the sale,

consumption, and marketing and promotion of alcohol.

Arena

- For Varsity game competitions: Alcohol service will be limited to one drink per person per purchase; the sale of alcohol

will cease at the end of the second intermission, a wristband/ID station will be

implemented on student nights

- For Student-Oriented non varsity events: Alcohol service will be contingent on the specifics of the event in conjunction with the

appropriate University department as well as Ryerson Food Services. Certain events will

be dry, and if alcohol is served, drinks will be limited to one per person per purchase.

Wristband/ID policies, as well as hours of service, designated drinking areas, and pricing

will be determined on an event by event basis.

- For non-Ryerson events such as private functions, ticketed sporting events, or event rentals, or events that are run by the University but do not involve students, alcohol will be able to be served in all licensed areas according to the provisions of the Ontario Liquor License Act.

Gym

- For Varsity game competitions: o Depending on demand, alcohol will be available for purchase and consumption in the

gym viewing concourse area on the 3rd level, as well as the Rams café. o Alcohol will not be sold or consumed in the stands.

- For non-varsity sporting events, entertainment acts or catered events, alcohol will be able to be served in all licensed areas according to the provisions of the Ontario Liquor License Act, but only when the event floor cover is in place.

- For Student-Oriented non varsity events: Alcohol service will be contingent on the specifics of the event in conjunction with the

appropriate University department as well as Ryerson Food Services. Certain events will

be dry, and if alcohol is served, drinks will be limited to one per person per purchase.

Wristband/ID policies, as well as hours of service, designated drinking areas, and pricing

will be determined on an event by event basis.

Rams Café

- Alcohol will not be served at the Rams Café unless it is during a varsity game or special event.

Special Events and Exceptions

- Notwithstanding the above, alcohol service will be provided for special functions in any licensed areas provided approval is granted by the University.

Varsity and Public Change Rooms

- The consumption of alcohol will not be permitted in the Varsity or public change rooms.

Others

- Outside alcohol is not permitted to bring into the facility.

- Serving size and the amount that can be purchased at one time will be governed by the Ontario Liquor License Act.

Appendix 2

IN ARENA BRANDING (12 Month Term) Rink boards (sold in pairs)

Sold in pairs, right in the heart of the hockey action, and are visible for all public use of the arena. Rink boards are the perfect way to say, we are partners, fans and we support this team.

11’w x 29.5”h Investment: $4,000 (per pair) + cost of production

A-Frames (sold in pairs)

Sold in pairs, right in the heart of the basketball and volleyball action

6’w x 2’h Investment: $2,000 (per pair) + cost of production

In Ice logo Does not get removed or covered up for any Mattamy Homes Home Ice rentals, great visibility throughout the Ryerson Rams Season

10’ x 10’ Investment: $6,000 + production

On Court logo On Coca-Cola Court for all 12 months of the year, with visibility during Rams Basketball and Volleyball, as well as for rentals. (subject to approval by AD & GM)

8’ x 8’ Investment: $4,000 + production

Ticket Envelope Get your message into the hands of each ticket purchaser. Tri-fold Envelope Back Panel: 8” x 3.75”

Inside Upper Panel: 7” x 2.75”

Inside Lower Panel: 7.75” x 3.5”

Current Envelope 6”w x 2.5”h

Investment: $800 -

$1500 + HST - cost

depending on

location

Print at Home Ticket (can be adjusted up to 4 times per 12 month term)

Be the first message they receive, before they even arrive at the venue, your ad appears right on their tickets at home. Artwork needs to be in Acrobat 4X, or jpeg, with a file size under 90kb.

Location 1: 270 x 207 pixels Location 2: 270 x 120 pixels

Investment: $800 / $1000 + HST - cost depending on location

FAN ENGAGEMENT & INTERACTIVE OPTIONS (single game/event options)

In Game Promotion

Fan engagement challenge or custom video board interaction, takes place during stoppage of play or halftime / intermission breaks. Sponsor is responsible for providing prizing and covering costs of any “custom branded” production required

Video board graphic Swag/Prizing PA read

Range $150 - $500

Video Board integration / recognition

:10 second static image, :15 second commercial or animation, :30 second commercial spot. Video board is only available for Men’s and Women’s Hockey game and special event activities on Mattamy Homes Home Ice

Play Times In game stoppages Pre-game/intermission only

$150 per game

Social Media Contest

Participation in a custom social media campaign, contest or weekly feature. Drive traffic to your store & social media channels.

Pricing based on

length of campaign

and number of

posts.

Demo day Host a 3 – 5 hour promotional table in our 2nd floor main lobby, this high traffic area is the cross section between fitness centre, Coca-Cola court, café, and ice user groups.

$250 per day

Community Night Sponsor

Give back to the community or your favourite charity by hosting a Community Night. Includes;

1,000 tickets, noisemakers/giveaway items

Ceremonial puck-drop

One :30 second commercial per intermission (2 per game)

Live welcome reads

Custom promotional PDF poster and web graphic for your use

$1,000 + cost of swag/noisemakers

Game Day Take-over / Corporate Night

Launch a new campaign or product at a Ryerson Rams Game. Includes;

Ceremonial Puck-drop

Recognition as official game sponsor

“proudly brought to you by”

Logo Inclusion in on Campus marketing;

posters, rave cards, website spotlight,

website overlay image

One :15 commercial or live read per period

One :30 second commercial per intermission

One custom branded intermission on-ice

activation

One 10 x 10 Concourse Display space

Option of ONE of the following: Seat drop,

ingress or egress hand out or promotional

information or swag item

Option to add pre or post game skate

(requires inclusion of 50 ticket minimum

purchase)

$1,500 + cost of production