Corporate Naming Rights

Transcription

1 Corporate Naming Rights

2 The Jackson Convention Complex retains the right to share information gathered as a result of this request with SMG, The Jackson Capitol City Convention Center Commission, the City of Jackson, and marketing/sales agents of the Jackson Convention Complex. Responders should label any confidential or proprietary information as such on each applicable page.

3 The Jackson Convention Complex has been Mississippi s premiere state-of-the-art convention, meeting, and exhibit space since With 330,000 square feet, Jackson Convention Complex has played host to hundreds of meetings, conventions, exhibits, and special events. Thousands of visitors make use of Jackson Convention Complex s ballroom, exhibit, and meeting space each year. And with planned downtown developments including an entertainment district and additional hotel space, usage of the Jackson Convention Complex will only grow. Jackson Convention Complex is now seeking the opportunity to partner with a leading company for the purposes of facility naming rights. Jackson Convention Complex prefers to engage a partner who is committed to the citizens of the area, and who can benefit beyond simply putting their logo on a building. The selection process is open to all companies and organizations who express interest by answering this Request for Participation.

4 Telcom 3rd Floor 10 Prefunctioning Area with outdoor patio Meeting Room One - Ten 2 1 Service Elevator Our Mission The mission of the Jackson Convention Complex (JCC) is to serve as a catalyst for economic activity within the Central Mississippi Region. This activity is generated by providing exceptional customer service and showcasing events of trade and commerce, large conventions, meetings, assemblages, and exhibitions. SMG the Facility s manager and operator and the Jackson Convention & Visitors Bureau (JCVB) strive to bring highly desirable business to the area while maximizing the use of the Facility. The Facility Jackson is an exciting, attractive city at the very heart of the Deep South, conveniently located in central Mississippi on an axis that runs from Chicago to New Orleans, from Atlanta to Dallas. Situated in the center of Mississippi s capital city and only a short drive from Jackson- Evers International Airport, this 330,000-square-foot facility sits on 1.5 city blocks. Interior accommodations include 60,000 square feet of exhibit space, 25 meeting/conference rooms, a 382-seat theater, and the 25,000-square-foot Trustmark Ballroom.

5 Since opening in 2009, attendance at Jackson Convention Complex s hosted events has topped half a million. Complex Traffic Jackson Convention Complex opened its doors in 2009 and has since played host to over 550,000 event attendees, averaging a 3.67% attendee increase year-over-year. In 2012, the Complex hosted a total of 231 events over a total of 295 days. Since opening, Jackson Convention Complex has averaged being in use for events 86% of the calendar year. Complex Specifications Total Building Space: 330,000 sq. ft. Over 150,000 sq. ft. of column-free floor space 60,000 total sq. ft. of exhibit hall space 25,000 total sq. ft. of ballroom space 32,700 total sq. ft. of meeting room space 25 meeting rooms of various sizes 33,000 sq. ft. of pre-function space 382 permanent seat performance theater Total Facility Capacity: 9,600 people 40,000 sq. ft. of available sports court Capacity of 440 average trade show booths Covered bus and vehicle drop areas Outdoor terrace In-house production/communications capabilities Two permanent concessions areas

6 Jackson Convention Complex amenities feature state-of-the-art meeting rooms, Internet access, and audio/visual services. Naming Rights & ROI Naming rights sponsorship of a city s well-known landmark or a state s high-profile meeting venue is important in signifying an organization s commitment to a community or region. Naming rights for public convention and meeting centers A recent survey by 21 Sports & offers an added advantage when compared with sportsdominant facilities. Sporting centers typically attract a Entertainment Marketing Group found that naming rights similar type of visitor on a more frequent basis, resulting partnerships had an average in the total reach of sponsorship marketing being multiple ROI of 5.01:1.* lessened as compared to convention-type facilities. The Jackson Convention Complex hosts various types of meetings, conventions, and events throughout the year, resulting a larger demography of individuals reached. For brands in need of casting a wide net, a naming rights partnership with convention and meeting facilities is a great fit. *As published in Street & Smith s SportsBusiness Journal September 19, 2011.

7 Partnership Benefits The Jackson Convention Complex naming rights partner, will receive valuable brand impressions from a variety of paid, earned, direct, and on-site exposure. In summary these include: Official Designation. Your company name will be prominently represented within the new facility s official name. Exterior Exposure. All exterior building signage currently existing or to be constructed will prominently feature the naming partner s name and/or logo. Upon terms of the agreement, the naming partner may also place a masthead logo prominently on the exterior of the Complex building. On-site Exposure. The naming partner brand name and/or logo will be featured on select interior signage not purchased under a nontitle sponsor. This may include directional/ wayfaring signage, the second floor gallery, the third floor theater, and the exhibit space(s). Additional exposure other spaces is negotiable. Sponsorship rights for the Cedar Rapids Convention Complex were purchased by U.S. Cellular Corporation in 2012 for a 10-year period. In late 2012, Delta Air Lines purchased naming rights for the Milwaukee Convention Center in a deal worth $500,000 per year. Direct Exposure. The Jackson Convention Complex maintains an active sales force that distributes collateral and informational materials to meeting planners and other applicable individuals across the region. All collateral materials including but not limited to sales kits, direct mail, and informational sheets will prominently feature the naming partner name and/or logo. Advertising Impressions. The Jackson Convention Complex maintains an advertising campaign targeting meeting planners throughout the region. All advertising communications including Web display advertising, sponsored search advertising, newsprint/magazine advertising, and promotional items will prominently display the naming partner name and/or logo. Additionally, events held at the Complex are regularly promoted by their sponsoring organizations, and/or the Jackson Convention & Visitors Bureau. Any advertising communications not originating from the Complex but promoting events occurring at the Complex will carry the naming partner name and/or logo.

8 Interactive Impressions. For the calendar year 2012, the website for the Jackson Convention Complex received 38,079 visits and 105,000 separate views. The Complex website represents the opportunity for repeated, contextual exposure for the naming partner s brand. The naming partner name/logo would be featured graphically and/or in text content on every page of the Complex s website. Media Coverage. Events and conventions held at the Jackson Convention Complex regularly receive coverage in the Jackson area media, and on various business-to-business and tradeassociated news outlets. While the nature of earned media coverage cannot guarantee every mention of the Complex will associate the Facility with the naming partner, Complex staff will work with partners, the media, and event hosts to make every effort to ensure that the naming partner is properly identified and referred to within news stories mentioning the Complex. Social Media Impressions. The naming partner will receive impressions based on all social media communications generated for the Jackson Convention Complex social media communications (Facebook, Twitter, etc.). Supplemental/Proprietary Business & Hospitality Opportunities. As part of the sponsorship partnership, Jackson Convention Complex will work with the naming partner to stage, host, and promote special proprietary events. These events include but are not necessarily limited to: Company functions Company retreats/meetings Seminars/expos Public educational opportunities Jackson Convention Complex would collaborate with the naming rights partner to identify the type of opportunity which would be most beneficial. Ideas for a few such events are further described in the Value Narrative section of this proposal. As a complement to proprietary business opportunities, the naming partner would have access to Jackson Convention Complex facilities for hosting annual events involving key customers, employees, or other VIP-type events. Customized Deliverables The Jackson Convention Complex will work with the naming rights partner to develop custom promotional and core business sector focused programs tailored to the specific nature of the partner s business.

9 VALUE NARRATIVE The following pages of this Value Narrative detail a benefits value analysis relative to a sponsorship between the Jackson Convention Complex and naming rights partner. Figures represented within this narrative are a derivative of the modified market value method developed for the purposes of valuation of Complex partner brand exposure. Fiscal figures are based on U.S. currency in 2013 dollars. Traffic, media impressions, and other analytics are verifiable through the Jackson Convention Complex staff or their representatives.

10 Jackson Convention Complex s total Exhibit Hall space is 60,000 square feet enough to accommodate 315 standard 10 x 10 exhibit displays. Media Exposure Weight A baseline for average cost-per-impression for paid media in the Jackson Designated Market Area has been utilized in equating various non-paid Jackson Convention Complex brand impressions to corresponding paid media placement. The table below utilizes average industry standard weights to equate value. Most tracked earned media to date has been in the form of newsprint, interactive views, social media interactions, and on-site interaction. The following pages detail the earned media value for these specific areas. As a baseline, the average cost-perimpression for prime television placement in the Jackson DMA has been used. This figure is $62 per gross rating point. Impression Type Indexed Value Onsite (at venue) 1.00 Television Media 0.90 Newsprint Media 0.75 Collateral Material 0.70 Social Media 0.60 Interactive (Web) view 0.40 Interactive (web) mention 0.20

11 Newsprint Impression Value In 2012, Jackson Convention Complex received earned newsprint coverage (in terms of column inches) that equates to a value of $1.046 million. Utilizing the indexed value in terms of media-type impression, this would bring the value of branded impressions for the Complex to approximately $784,800. On-site Impression Value In 2012, Jackson Convention Complex hosted a total of 141,464 event attendees. Utilizing the indexed value in terms of media-type impression, this would establish a value of $87,707. Interactive Impression Value In 2012, the Jackson Convention Complex received a total of 105,000 page views, representing interactive impressions. Equating these impressions with average cost-per-click (CPC) standards in the region for tourism/hospitality entities and weighting based on indexed value, the value of interactive impressions is approximately $99,960. Social Media Impression Value As of January 2013, the Jackson Convention Complex has 2,464 Facebook likes and 1,862 Twitter followers. Equating these interactions with average cost-per-click (CPC) standards in the region for tourism/hospitality entities and weighting based on indexed value, the value of social media impressions is approximately $6,177.

12 Interactive Media Analytics Website analytics can provide a good measure of brand exposure and how that overlaps with a Mississippi-centric marketing footprint. For 2012, the following is a statistical analysis of how activity on the Complex website breaks down across the state:

13 Paid Media Exposure Jackson Convention Complex receives support and promotion from meetings/conventions advertising campaigns via the Jackson Convention & Visitors Bureau. A naming rights partner would receive identification in all Complex-related advertising. The paid media campaign promoting the Jackson Convention Complex in 2012 totaled $110,000. This was mostly in convention-related trade publications and websites. Exclusivity A title naming rights partner will receive product and/or core business sector exclusivity in regard to other sponsorships sold within the Jackson Convention Complex.

14 Participation Requirements The naming rights partnership is an open solicitation and any business or organization may participate in the process. The decision for choosing a naming rights partner ultimately falls to the the management company (SMG). All inquires should be directed to Kelvin Moore, General Manager of the Jackson Convention Complex - kmoore@jacksonconventioncomplex.com - or Tim Mask - tim.mask@mwb.com.

15 CREDENTIALS SMG: Jackson Convention Complex Management Firm Founded in 1977, SMG provides management services to more than 230 public assembly facilities including convention and exhibition centers, arenas, stadiums, theatres, performing arts centers, equestrian facilities, science centers and a variety of other venues. With facilities across the globe, SMG manages more than 14.4 million square feet of exhibition space and over 1.75 million sports and entertainment seats. As the recognized global industry leader, SMG provides venue management, sales, marketing, event booking and programming, construction and design consulting, and pre-opening services for such landmark facilities as McCormick Place & Solider Field in Chicago, Moscone Convention Center in San Francisco, Houston's Reliant Park and the Mercedes-Benz Superdome in New Orleans. SMG also offers food and beverage operations through its concessions, catering and special events division, SAVOR, currently servicing more than 100 accounts worldwide. For more information visit The world leader in venue management, marketing and development, SMG was hired in 2009 by the Capital City Convention Center Commission to manage the Jackson Convention Complex. SMG s team in Jackson is led by its general manager, Kelvin D. Moore, CMP. Having served as general manager of facilities in Kansas City, Corpus Christi and Seattle prior to taking leadership of the Jackson Convention Complex, Mr. Moore is an accomplished facility executive with over 20 years of successful industry experience. Capital City Convention Center Commission The Capital City Convention Center Commission was first created to explore the feasibility of locating a convention center-type facility in downtown Jackson. The Commission is the owner of the Convention Complex, and is ultimately responsible for its management and operations. The Commission consists of nine members, one of whom is appointed by Mississippi s Governor, with the remaining eight being appointed by the Mayor of Jackson. Six of the eight mayoral appointments are made from nominations submitted by the city s hotel, restaurant, and business communities. Maris, West & Baker Maris, West & Baker (MWB) is a Jackson-based advertising and marketing firm. MWB has served as the longtime marketing partner for the Jackson Convention & Visitors Bureau, the marketing partner for the Jackson Convention Complex, and was retained by the Complex to market naming rights. Please direct all initial correspondence and questions in regard to this proposal to Tim Mask, Vice President/ Brand Planning & Development of Maris, West & Baker, at ext. 222 or tim.mask@mwb.com.

16 COPYRIGHT 2013, JACKSON CONVENTION COMPLEX. ALL PHOTOGRAPHY AND IMAGES ARE THE PROPERTY OF THE JACKSON CONVENTION COMPLEX.