sponsorship proposal€¦ · web view2016-01-29 · the attached sponsorship proposal outlines...

Belk Bowl & Hilton HotelsSponsorship Proposal

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Sponsorship Proposal

Belk Bowl & Hilton Hotels

Produced byThe Charlotte Sports Foundation

Allison Smith PRT 466 October 27, 2015


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October 27, 2015

Christopher J. NassettaPresident & Chief Executive OfficerHilton Hotels & Resorts Worldwide Headquarters7930 Jones Branch DriveMcLean, Virginia 22102

Dear Mr. Nassetta,

The Charlotte Sports Foundation would like to cordially invite Hilton Hotels and Resorts to partner with the Belk Bowl. The Belk Bowl takes place in Bank of America Stadium in Charlotte, NC every December. The game features a face-off between two elite teams from the Atlantic Coast Conference and the Southeastern Conference. Hilton has a saying of wanting to be present for the most memorable moments in history. We believe that together, we could continue writing some of the best parts of history.

The attached Sponsorship Proposal outlines what Hilton could mean to the Charlotte Sports Foundation and Belk Bowl. The opportunities, which were put together by the Charlotte Sports Foundation, include: becoming the official hotel of the Belk Bowl, hosting a “Hilton Hoopla” event for fans prior to the game, increasing brand awareness with signage at the stadium and on Twitter, and associating the Hilton brand name with the success of the Belk Bowl and ACC/SEC college football.

The Charlotte Sports Foundation and the Belk Bowl are excited to welcome one of the elite hospitality organizations in the world in that of the Hilton Hotel. We expect that this partnership can continue to grow over the years and become a successful opportunity for both.

As the Hilton already says, “Take me to the Hilton,” lets work together to “Take Hilton to the Belk Bowl.”

Sincerely,

Will WebbExecutive Director – Charlotte Sports Foundation


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Overview

The Charlotte Sports Foundation, established in 2013, is a nonprofit organization that promotes and brings professional, collegiate, and amateur sports to the Charlotte area. The organization’s goal is to provide a positive economic impact to Charlotte and the surrounding area. The Foundation chose Charlotte because it is the largest city between Atlanta and Washington D.C, is a quick 2 hour flight from 60% of the American population, and it is home to 6 professional sports. The city is also home to 30,000 plus hotel rooms, hundreds of restaurants, a surplus of parking, and many other attractive qualities. CSF is run and operated by 7 staff members, mainly being led by executive director, Will Webb. The Foundation hosts events throughout the year, but is primarily focused on the ACC Championship football game and the Belk Bowl. CSF’’s goal is to bring these events to the area, and host them with excellence.

Brief History

1996 – Bank of America Stadium was built in Uptown Charlotte – Raycom Sports began looking at opportunities for bringing collegiate sports to Charlotte – Brought “Carolinas Clash” to stadium involving 2 North Carolina teams.

May 2, 2002 – NCAA Bowl Certification Committee granted approval to Raycom Sports for a new bowl game in Charlotte.

December 8, 2002 – Virginia and West Virginia accepted invitations to play in the inaugural Belk Bowl (Number 2 ACC vs. Number 2 Big East). The crowd capped at 73,535, which was the 2nd most attended inaugural Bowl game.

January, 2010 – Ownership of the Belk Bowl was transferred to the organization now known as the Charlotte Sports Foundation.

2011 – Belk acquired the title sponsorship for the bowl game, it has since been extended to 2019.

2013 – Charlotte Sports Foundation, as it is today, was created.

2014 – The Belk Bowl to officially have 2nd pooled team from ACC (Atlantic Coast Conference) versus the 2nd pooled team from SEC (Southeastern Conference) after the College Playoff Teams


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Bowl Game Name

2002 - Queen City Bowl (working title)2002-2004 – Continental Tire Bowl2005-2010 – Meineke Car Care Bowl2011-2019 – Belk Bowl (extended sponsorship)

The Belk Bowl

The Belk Bowl is a FBS college football game played during the last week of December each year. The Charlotte Sports Foundation is responsible for hosting the event, as well as the multiple events throughout the week ranging from concerts, banquets, media, and fun outings for the teams. The game is among 41 other bowl games that allow selected teams with 6 plus wins to gain extra practice, as well as an additional game added to the end of their season. The Belk Bowl is played in Bank of America Stadium in Charlotte, NC between an Atlantic Coast Conference team and Southeastern Conference team. These teams are ranked between third and sixth in their conferences. The ACC has a record of 7-6 in the bowl, while the SEC is 1-0.


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The Venue

The Belk Bowl takes place in the Bank of America Stadium, home to the Carolina Panthers. It is conveniently located in uptown Charlotte within walking distance to hotels, dining, and attractions. The natural grass stadium was designed with football in mind, and encompasses 33 acres of uptown with the stadium, practice fields, and surrounding landscape. The stadium can comfortably seat 75,413 guests between the lower bowl, club level, suites, and upper bowl. Bank of America Stadium is perfectly sized and located for any large-scale football game to come to the area.

The Stadium is home to features that make it stand out among other football stadiums around the country. There are towers and entryways around the stadium that instantly capture the attention of fans before entering the gates. Concession stands and restrooms fall neatly into the concourses to make the stadium look top-scale. The stadium is in the middle of a 5-year renovation plan that ensures the stadium will continue to improve in hopes of bringing large-scale events to Charlotte. The 2014 updates included end zone video boards, 360-degree ribbon boards, and escalators to the top level among others. The 2015 phase included renovating 158 suites as well as adding a new private club. Over the next 3 off-seasons, the stadium has unannounced plans that will continue to improve the overall fan experience at Bank of America Stadium.

Attendance & Audience

Bank of America StadiumYEAR TEAMS ATTENDANCE2002 Virginia vs. West Virginia 73,5352003 Virginia vs. Pittsburgh 51,2362004 Boston College vs. North Carolina 73,2582005 NC State vs. South Florida 57,9372006 Boston College vs. Navy 52,3032007 Wake Forest vs. Connecticut 53,1262008 West Virginia vs. North Carolina 73,7122009 Pittsburgh vs. North Carolina 50,3892010 South Florida vs. Clemson 41,1222011 NC State vs. Louisville 58,4272012 Cincinnati vs. Duke 48,1282013 North Carolina vs. Cincinnati 45,2112014 Georgia vs. Louisville 45,671


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The ACC and SEC are both dedicated to providing their student athletes with the highest standard of intercollegiate athletics. They are faithful to continue their participation with large-scale bowl games like that of the Belk Bowl to ensure that their student-athletes are receiving that standard. As a sponsor, Hilton Hotels can ensure that two highly competitive teams are going to square off in the December game, and that the fans will attend. As members of two of the most dominant conferences in college football, spectators are sure to come out to spend the week in Charlotte – and we want that to be with Hilton Hotels. The game attracts college football fans from all over the east coast, ranging from kids, to middle-aged fans, to older alumni. The complete audience profiles will be discussed further down in the proposal.

Media Coverage

The Belk Bowl has had continued success with its games being broadcasted on ESPN or ESPN2. With the NCAA Football’s commitment to gaining media coverage, the Hilton can expect that there will be negotiations continuing on throughout the years allowing the Belk Bowl to be shown on the largest, and best, media outlets. ESPN has won rights to broadcast the College Football Championship Series through 2025. As a sponsor, Hilton can be sure that the Belk Bowl will be nationally, and even globally, covered through ESPN networks, or on ABC. Fans everywhere are allowed to log on to the WatchESPN app and catch the game wherever they may be.

YEAR MEDIA COVERAGE2002 ESPN2003 ESPN22004 ESPN22005 ESPN22006 ESPN2007 ESPN

2008 ESPN2009 ESPN2010 ESPN2011 ESPN2012 ESPN2013 ESPN2014 ESPN


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Fans can also keep up with Belk Bowl action through Twitter, at @belkbowl or @CLTSports. Both Twitter accounts will continually update from selection, to bowl week, throughout the game, and after. The Belk Bowl Twitter has nearly 10,000 followers and has tweeted out roughly 7,500 times with information regarding the game, improving the game, or trying to increase fan engagement.

Brand Compatibility

The Belk Bowl and the Charlotte Sports Foundation have

The Charlotte Sports Foundation, through the Belk Bowl, is 100% dedicated to success and has shown that with the

accomplishments of the last 13 bowl games. Fans are coming to support their teams, Bank of America stadium is continuing to

improve the overall atmosphere in the stadium, and the Charlotte Sports Foundation is working year-round to figure out how to improve the experience. As a sponsor, Hilton Hotels and

Resorts can benefit and be greatly benefited to further the success of the Belk Bowl.


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successfully chosen conferences to partner up with because the ACC and SEC are among the biggest names in college football. When people think of college football, they usually are first to think of the ACC’s Florida State or Clemson, or of the Auburn and Alabama of the SEC. The two conferences that get the chance to play in the game and the sport of football are one in itself. Along the same lines, the word Hilton and Hotel are interchangeable for most people throughout the eastern United States. The Charlotte Sports Foundation’s mission is to create a positive economic impact, develop unique experiences, and enhance the quality of life. We could translate this to look like the Hilton values in that we want to deliver exceptional experience like no other. In the sport world, teamwork is everything. We believe that the teamwork mentality already established in the Hilton organization will fall right into place with the Charlotte Sports Foundation and Belk Bowl.

Hilton Values

The Charlotte Sports Foundation/Belk Bowl and Hilton Hotels both: Have High Brand Recognition and Brand Awareness

Are Dedicated to Excellence Are Committed to Teamwork

Are Heavily Located on the East Coast Have Similar Target Demographics

Congruent Location

It is common that the majority of sports fans are fans of teams in their home area. Therefore, it is rightly assumed that the Belk Bowl is targeting fans that live up and down the east coast, as well as the southeast states. In the pictures below, we show where Hilton Hotels are populated the most, as well as where ACC and SEC schools are located.

Hilton Hotel Map


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This is where Brand Awareness comes into play: When fans begin to travel to the Charlotte area for bowl week, they are looking for a hotel that is familiar. It’s proven in the above images that regardless of what teams play in the Belk Bowl, they are going to be familiar with the Hilton name. We can guarantee that when you decide to associate your name with the Belk Bowl, the fans will come and the rooms will be filled.Target Markets

The Belk Bowl is primarily targeting college football fans of the ACC and SEC. A study completed by the Atlantic Business Journal in 2014 resulted with the following statistics about bowl game demographics:

ACC School Locations SEC School Locations


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As shown in the graphic, the largest portions of bowl game spectators are male, above the age of 55, predominantly white, and roughly 41% making about $75,000 annually. These demographics match with whom the Hilton is trying to reach. The Hilton Hotel located in uptown Charlotte is classified on the Hilton scale as a Full Service Hotel. This style by Hilton is explained as stylish and forward thinking, Since Hilton is considered a luxury hotel among others; it also means that rates are on the higher scale. With such a large percentage of Belk Bowl fans making about $75,000, they are more likely to look toward a hotel like that of Hilton.

However, Charlotte Sports Foundation, through the Belk Bowl, is trying to attract spectators from outside of these demographics. The 2015 bowl week will consist of a concert by Carrie Underwood just blocks from where the Hilton is located, a fan party just two blocks away, and a 5k race that loops right around the hotel. These events will attract fans

from all demographics; very similar to the desire of Hilton to make all demographics feel cares for, valued, and respected. ACC fan, SEC fan, football fan, or non-football fan, we are positive that the Belk Bowl and Hilton Hotels are out to reach the same target markets. Sponsorship Benefits

Official Hotel


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With this sponsorship agreement, the Hilton Head, specifically the Charlotte Center City location, will become the official hotel of the Belk Bowl. This agreement will ensure that all promotional items released by the Charlotte Sports Foundation about the Belk Bowl will contain a logo, section, or quote about the Hilton Hotel. Fans coming to the area will be encouraged to stay at the Hilton because of the proximity to the stadium, the competitive prices, and the exceptional standard of service. We will make sure of this through our website. We will also include the hotel name, location, and price in the operations manual sent to the selected teams so that they also can refer people to the Hilton. We believe that this agreement will increase the traffic coming through to stay at the Hilton during the bowl week.

Hilton Hoopla

The Hilton Hotel will get a chance to sponsor a “Hilton Hoopla” event that will take place at the EpiCentre in uptown Charlotte. The event will be hosted on the night before the game and will

Official Hotel of the Belk Bowl


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be open to the public. The Charlotte Sports Foundation will put on the event, but the Hilton will get complete exposure. The event will begin with a fan parade from the Hilton Charlotte City Center to the EpiCentre led by the band and cheerleaders. There will be music, food, and free giveaways at the Hoopla. Hilton will have their own freedom to do promotional giveaways and contests.

This could include ideas such as: “Pay for x amount of nights, get x amount of nights free” – coupons that will

increase traffic through Hilton Hotels Giveaway promotional items with Hilton logo and name – increase brand

awareness Providing a first-class experience – increase brand image and loyalty in

mind of future guests

Signage Visibility

Hilton Hotels will receive signage and field space in Bank of America stadium during the game. The Hilton logo will be placed on the 25-yard line of the field, as well as on banners around the stadium. The signage will prove to future guests that Hilton goals align with that of the Charlotte Sports Foundation and the Belk Bowl. If fans associate Hilton with an event such as

Hilton Hoopla


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the Belk Bowl and college football, they will be more likely to search for Hilton hotels when traveling for other events.

Twitter TakeoverThe Hilton Charlotte City Center Hotel front office and staff team will receive one day a month throughout the year to takeover the twitter of @belkbowl. Hilton will be able to promote deals throughout their takeover regarding bowl week. We believe this will be an excellent time for Hilton to get their word out and reach out to fans that are planning a trip to Charlotte for the


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Belk Bowl. With a twitter following of nearly 10,000 people and still growing, we believe that Hilton’s sphere of influence would be abundant during the takeovers.

Sponsorship Value and Investment

Impact Measurement and Evaluation

Hotel Traffic

Total Package Value:$250,000

Hilton Hotels Sponsorship Investment:$225,000

RETWEET for a chance to win a FREE night’s stay at the Hilton Charlotte City Center Hotel.Contest ends tonight at midnight.-Hilton Hotels


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Surveys – When guests come to stay at the Hilton any time during the Bowl Week, they will be given a survey upon arrival. There will be questions such as:

o What brings you to Charlotte?o Why did you decide to stay at the Hilton Charlotte City Center Hotel?o Did you search the Belk Bowl website before arriving?

If so, did you see Hilton listed as the official hotel?o Did you hear about the Hilton through specific team released document?o Did you see a Hilton tweet from the @belkbowl twitter?

Did fans enter the contest(s)? Hilton will be able to understand from these surveys what was successful through the

sponsorship, and what can be improved for future years.

Hilton Hoopla Attendance

Evaluate how many fans attended Hilton Hoopla versus other Belk Bowl weekly events. Evaluate participation at the Hoopla – How many people attended, how many interacted

in contests, giveaways, etc.

Social Media Interactions

Hilton will be able to evaluate the sponsorship with the amount of users interacting with the twitter takeovers.

o Since the takeovers are monthly, Hilton can evaluate after every month and learn how to get more interactions.

o Evaluate how many tweets were speaking of Belk and Hilton combined.

Brand Name Recognition

At the conclusion of the event, all fans that purchased a ticket will be sent an exit survey asking what sponsor was most dominant. They will be asked questions such as:

o Which sponsor stood out the most to them (other than Belk)?o Where are they most likely to look for sponsors at?o Did field signage/on-field painting have an effect?o Will they stay at Hilton next year if Hilton is once again the official hotel of the

Belk Bowl?o Did they attend the Hilton Hoopla?

Would they attend again if Hilton sponsored the event again?o What could improve Hilton Hotel’s sponsorship with the Belk Bowl?

sponsorship proposal€¦ · web view2016-01-29 · the attached sponsorship proposal outlines...

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