• What happens when the biggest sporting event of the year comes to town?
• Special considerations for large events.
Football, a classic American hobby, is also one of the biggest sporting events of the year. In 2012, it will be visiting Indianapolis, IN for the first time.
Sports tourism is big business for the city that is home to the Indy 500 and as a result of their viable destination, the Indiana Convention Center doubled in size with a $275 million expansion. The NFL experience will take place here for Super Bowl XLVI, it will act as the official tailgate party and feature a hands on fan friendly zone where fans can meet past players, indulge in great food, and enjoy the festivities. The Lucas Oil Stadium which opened in 2008 will be home to the big game.
• Special considerations for large events.
Football, a classic American hobby, is also one of the biggest sporting events of the year. In 2012, it will be visiting Indianapolis, IN for the first time.
Sports tourism is big business for the city that is home to the Indy 500 and as a result of their viable destination, the Indiana Convention Center doubled in size with a $275 million expansion. The NFL experience will take place here for Super Bowl XLVI, it will act as the official tailgate party and feature a hands on fan friendly zone where fans can meet past players, indulge in great food, and enjoy the festivities. The Lucas Oil Stadium which opened in 2008 will be home to the big game.
Midwest Meetings had the pleasure of speaking with two key partners for this event,
Chris Gahl, Director of Communications, Indianapolis Convention & Visitors Association and
Dianna L. Boyce, Director of Communications, 2012 Indianapolis Super Bowl Host Committee.
Midwest Meetings: Wow, Super Bowl XLVI in Indianapolis, what an exciting time! Have you worked on any similar events before?
Chris Gahl: Thank you, we are very excited! I had the opportunity to work on a committee with the Pro Bowl when I was living in Hawaii and of course working on the Indy 500 has provided good experience. It actually turns 100 this May.
Dianna L. Boyce: Many of us have had connections with sporting events, I worked with the Indiana Sports Corporation and volunteered at the 1987 Pan American games. I also volunteered on several sporting events over the years, track and field competitions, the first Big Ten Women’s Tournaments in late 90s and several Final Fours. I worked in the Mayor’s office as the point person for major events coming to town, which provided me with great experience. I was able to learn about all of the special considerations and planning needed for an entire city when hosting large events. I helped coordinate city and state projects, making sure that things were smooth and that the city offered the best fan experience. As the city rep I was able to join committees working with permits, most recently the DOC for Lumina Foundation, which is a national foundation dedicated toward higher education. This combined with my volunteer and media experience, seemed like a perfect fit for me.
MWM: When does the planning start?
CG: We’ve been preparing for it for the last three years since May 2008 when it was awarded to Indianapolis. There is a Super Bowl Host committee made up of 25 individuals. The committee is charged with the implementation of the plan and work with a $25 million dollar budget funded by corporations and individuals to put on Super Bowl. This committee works directly with the National Football League (NFL).
DB: We first bid in May 2007, but didn’t get the bid, so a small group of community leaders bid again in 2008 which they got for 2011. Once awarded a 501c6 (an organization that is a business league devoted to the improvement of business conditions) was setup. The first employees started October 1, 2008 and more in 2009. I started in Feb 2010 and was the sixth employee.
MWM: What kind of impact does hosting the Super Bowl have on a community?
CG: We are estimating 150,000 attendees and $150 million in revenue, so in addition to these obvious rewards on the Tourism & Hospitality businesses, there are also other great benefits. The quality and caliber of individual people coming for the game are people who might bring a meeting or convention to our city, open a business or relocate a business. Sixty-five percent of attendees are corporate decision makers. What some people don’t realize is that we are really a first tier city, competing with Chicago, Orlando, New York and other major cities. This is a new thought for planners and our city is also very affordable.
DB: There is so much more than just the immediate revenue the city will see. As a result of Super Bowl XLVI, there will be redevelopment on the near east side, housing initiatives and the east side Legacy Center. NFL charities donate $1 million for youth education in the community, with programming for at risk neighborhoods. Typically cities partner with the Boys and Girls Club or a YMCA and offer new programs, remodels, etc. The near east side has about 35K residents with no facility like that so we addressed the question, what do we do this money to make it work for this neighborhood? The host committee has $25 million budget, so we are taking the $1 million charitable donation and $25 million in corporate and civic money to continue a fundraising drive to build a community center. We’ve secured an additional $11. 2 million and have already broken ground. We have partners who have committed to 200 hours of programming and it will be housed on high school grounds, so the school can do programming during the day as well as before and after school hours. Through working directly with NFL, and as a host committee, there are lots of local initiatives that we’re doing. It is really a dedicated effort to ensure that this event continues to create opportunities forward.
MWM: Are there many similarities between the Indy 500 and Super Bowl?
CG: In both events there is an international crowd, as well as a major focus on the media involved, 250 countries watch the Indianapolis 500 as well as the Super Bowl. There is also the need for amenities, such as high-end dining options, event venues for related private events and parties, not to mention the airport availability for private jets coming in and out.The main difference is that the Indianapolis 500 basically involves a long weekend where Super Bowl entails an entire week of visitors and events.
MWM: Have you been doing any new marketing as a result of Super Bowl XLVI?
CG: Recently we released the Visit Indy app, available for the Droid, iphone and ipad. It was something we were working on that really applies for anyone visiting our city, but it was important to us to have the app released prior to the Super Bowl.
MWM: Are there volunteers involved with the event?
CG: Yes, we already have 10,000 volunteers, which surpassed our goal of 8,000. They will be doing a wide range of things, welcoming guests at the airport and concierges throughout city, helping with transportation with dignitaries and VIPs, and so on.
Chris Gahl, Director of Communications, Indianapolis Convention & Visitors Association and
Dianna L. Boyce, Director of Communications, 2012 Indianapolis Super Bowl Host Committee.
Midwest Meetings: Wow, Super Bowl XLVI in Indianapolis, what an exciting time! Have you worked on any similar events before?
Chris Gahl: Thank you, we are very excited! I had the opportunity to work on a committee with the Pro Bowl when I was living in Hawaii and of course working on the Indy 500 has provided good experience. It actually turns 100 this May.
Dianna L. Boyce: Many of us have had connections with sporting events, I worked with the Indiana Sports Corporation and volunteered at the 1987 Pan American games. I also volunteered on several sporting events over the years, track and field competitions, the first Big Ten Women’s Tournaments in late 90s and several Final Fours. I worked in the Mayor’s office as the point person for major events coming to town, which provided me with great experience. I was able to learn about all of the special considerations and planning needed for an entire city when hosting large events. I helped coordinate city and state projects, making sure that things were smooth and that the city offered the best fan experience. As the city rep I was able to join committees working with permits, most recently the DOC for Lumina Foundation, which is a national foundation dedicated toward higher education. This combined with my volunteer and media experience, seemed like a perfect fit for me.
MWM: When does the planning start?
CG: We’ve been preparing for it for the last three years since May 2008 when it was awarded to Indianapolis. There is a Super Bowl Host committee made up of 25 individuals. The committee is charged with the implementation of the plan and work with a $25 million dollar budget funded by corporations and individuals to put on Super Bowl. This committee works directly with the National Football League (NFL).
DB: We first bid in May 2007, but didn’t get the bid, so a small group of community leaders bid again in 2008 which they got for 2011. Once awarded a 501c6 (an organization that is a business league devoted to the improvement of business conditions) was setup. The first employees started October 1, 2008 and more in 2009. I started in Feb 2010 and was the sixth employee.
MWM: What kind of impact does hosting the Super Bowl have on a community?
CG: We are estimating 150,000 attendees and $150 million in revenue, so in addition to these obvious rewards on the Tourism & Hospitality businesses, there are also other great benefits. The quality and caliber of individual people coming for the game are people who might bring a meeting or convention to our city, open a business or relocate a business. Sixty-five percent of attendees are corporate decision makers. What some people don’t realize is that we are really a first tier city, competing with Chicago, Orlando, New York and other major cities. This is a new thought for planners and our city is also very affordable.
DB: There is so much more than just the immediate revenue the city will see. As a result of Super Bowl XLVI, there will be redevelopment on the near east side, housing initiatives and the east side Legacy Center. NFL charities donate $1 million for youth education in the community, with programming for at risk neighborhoods. Typically cities partner with the Boys and Girls Club or a YMCA and offer new programs, remodels, etc. The near east side has about 35K residents with no facility like that so we addressed the question, what do we do this money to make it work for this neighborhood? The host committee has $25 million budget, so we are taking the $1 million charitable donation and $25 million in corporate and civic money to continue a fundraising drive to build a community center. We’ve secured an additional $11. 2 million and have already broken ground. We have partners who have committed to 200 hours of programming and it will be housed on high school grounds, so the school can do programming during the day as well as before and after school hours. Through working directly with NFL, and as a host committee, there are lots of local initiatives that we’re doing. It is really a dedicated effort to ensure that this event continues to create opportunities forward.
MWM: Are there many similarities between the Indy 500 and Super Bowl?
CG: In both events there is an international crowd, as well as a major focus on the media involved, 250 countries watch the Indianapolis 500 as well as the Super Bowl. There is also the need for amenities, such as high-end dining options, event venues for related private events and parties, not to mention the airport availability for private jets coming in and out.The main difference is that the Indianapolis 500 basically involves a long weekend where Super Bowl entails an entire week of visitors and events.
MWM: Have you been doing any new marketing as a result of Super Bowl XLVI?
CG: Recently we released the Visit Indy app, available for the Droid, iphone and ipad. It was something we were working on that really applies for anyone visiting our city, but it was important to us to have the app released prior to the Super Bowl.
MWM: Are there volunteers involved with the event?
CG: Yes, we already have 10,000 volunteers, which surpassed our goal of 8,000. They will be doing a wide range of things, welcoming guests at the airport and concierges throughout city, helping with transportation with dignitaries and VIPs, and so on.
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