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Resolution 2018-30445
RESOLUTION NO. 2018-30445 A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY OF MIAMI BEACH, FLORIDA, APPROVING, IN CONCEPT, THE FOLLOWING TERMS OF A CITY SPONSORSHIP PACKAGE FOR SUPER BOWL LIV, SCHEDULED TO TAKE PLACE ON FEBRUARY 2, 2020: (1) A WAIVER OF CITY SPECIAL EVENT PERMIT FEES, IN THE AMOUNT OF $178,250, FOR A TOTAL WAIVER OF CITY PERMIT AND FACILITY RENTAL FEES (INCLUDING PREVIOUSLY APPROVED WAIVERS) IN THE AMOUNT OF $1,035,790.80, AND (2) THE CREATION OF A SUPER BOWL "CLEAN ZONE," WHICH SHALL INCLUDE COMPETING EVENT PROTECTION WITHIN TO-BE-DETERMINED DESIGNATED AREAS, AMONG OTHER TERMS; REFERRING THE REMAINDER OF THE PROPOSED CITY SPONSORSHIP PACKAGE TO THE CITY'S FINANCE AND CITYWIDE PROJECTS COMMITTEE FOR REVIEW AND CONSIDERATION; AND AUTHORIZING THE ADMINISTRATION TO NEGOTIATE A SPONSORSHIP AGREEMENT WITH THE MIAMI SUPER BOWL HOST COMMITTEE, WITH THE FINAL SPONSORSHIP AGREEMENT SUBJECT TO PRIOR APPROVAL OF THE MAYOR AND CITY COMMISSION. WHEREAS, in 2010, Super Bowl XLIV, which was held in Miami, generated an attendance of approximately 75,000 people. During the Super Bowl XLIV weekend, the following events were held in Miami Beach: South Florida Super Bowl Host Committee Media Event on February 2, 2010; NFL Super Bowl XLIV Pepsi Music Smash on February 3, 2010; and South Florida Super Bowl Host Committee - Tide Ocean Drive Closure on February 4, 2010; and WHEREAS, on May 24, 2016, the National Football League ("NFL") awarded Super Bowl LIV to South Florida, with the Super Bowl championship football game set to take place at the newly renovated Hard Rock Stadium in Miami Gardens, Florida, on Sunday, February 2, 2020; and WHEREAS, as part of the Super Bowl LIV activation, the NFL Experience event will be hosted at the Miami Beach Convention Center ("MBCC'), from January 18 through February 6, 2020, and will include the following programs: Media Center; Radio Row; and NFL Social Media Command Center. The NFL will utilize all four halls of the MBCC, and adjacent meeting rooms to accommodate the NFL Experience event and associated media. These high-profile activations will remain in place during the entire week of Super Bowl LIV. In addition, the Miami Super Bowl Host Committee ("Host Committee") plans to host the following events on the beachfront areas of Miami Beach: a media event, a VIP event, a potential event in the main Convention Center park, and a free public beach concert; and WHEREAS, at the May 17, 2017 City Commission meeting, the Host Committee requested that the City of Miami Beach (the "City") waive MBCC facility rental fees, in the amount of $857,540.80, and provide sponsorship support for Super Bowl LIV through a cash sponsorship of$150,000 made to the Host Committee. The City Commission referred the item to the Finance and Citywide Projects Committee ("FCWPC")for consideration and, on May 19, 2017, the FCWPC recommended that the City Commission approve the City's sponsorship, in an amount not to exceed $150,000, and a waiver of Convention Center facility rental fees in an amount not to exceed $857,540.80; and WHEREAS, on June 7, 2017, the City Commission adopted Resolution No. 2017-29889, accepting the recommendation of the FCWPC at its meeting on May 19, 2017, and authorizing the following in connection with Super Bowl LIV: the waiver of rental fees for Halls A, B, C, D, and adjacent meeting rooms at the MBCC, in an amount not to exceed $857,540.80; and the City's sponsorship, in an amount not to exceed $150,000, with a sponsorship agreement in a form acceptable to the City Manager and City Attorney, all of which shall be subject to approval and appropriation via the FY 2017/18 budget process; and WHEREAS, during the July 25, 2018 City Commission meeting, the Host Committee requested that Miami Beach, as a host city for Super Bowl LIV, designate a "Clean Zone" during the week of Super Bowl LIV, providing competing event protection, as follows: within a one (1) mile radius of any NFL or Host Committee event or related activity on either public or private property, the City would suspend permitting for the following commercial activities (and, as applicable to activities not currently requiring a permit, the City would require a special event permit for such activities): • Mobile and/or temporary vending, such as food and beverage carts and temporary merchandise stands; • Mobile and/or temporary sampling (free distribution of products or coupons); • Off-premises commercial advertising, including any advertising visible from the outside of a building (e.g., A-frame sidewalk signs and mobile advertising) that identifies a product or service not sold or manufactured on the premises; • Inflatables, cold air balloons, banners, flags, building wraps, projected image signs, electronic variable message signs and light emitting diode signs of a commercial nature; • Temporary structures (e.g., party tents, stages, and merchandise tents) and temporary hospitality or entertainment venues (e.g. concert areas) (including a suspension of premises expansion permits that may be required to temporarily permit certain activities on private property(e.g. alcohol sales and amplified sound)); • Parades, races and block party events; and • Erection or placement of mobile wireless communications facilities; and WHEREAS, in addition, the Host Committee is requesting the following additions to the City's sponsorship package: • a commitment from the City to generally assist the NFL in combating ambush marketing efforts during Super Bowl LIV weekend; • the exercise of an exemption (if available) from the City's agreement with Coca-Cola, for the duration of Super Bowl LIV week, such that no Coca-Cola products would be sold, branded, or marketed in the MBCC, Lummus Park, or the main Convention Center park; 2 • an additional $250,000 cash sponsorship to designate the City of Miami Beach as the official sponsor and home of the NFL Experience and the International Media Headquarters, with an expected registered attendance of 5,000 media representatives; • funding for City service costs (including police, fire, sanitation, public works and parking), in an amount not to exceed $250,000; and • a waiver of City special event permit fees, in the amount of$178,250; and WHEREAS, inclusive of the City's previously approved $150,000 cash sponsorship, and the additional requests set forth herein, the total amount of City sponsorship funding requested by the Host Committee for Super Bowl LIV is $650,000; and WHEREAS, inclusive of the previously approved waiver of MBCC facility rental fees, and the additional requests set forth herein, the total amount of waived City fees for Super Bowl LIV is $1,035,790.80; and WHEREAS, during the July 25, 2018 City Commission meeting, the City Commission approved, in concept, the following terms of a proposed City sponsorship package for Super Bowl LIV: (1) a waiver of City special event permit fees, in the amount of $178,250, for a total waiver of City permit and facility rental fees (including previously approved MBCC facility rental fee waivers) in the amount of $1,035,790.80; and (2)the creation of a Super Bowl "Clean Zone," which shall include competing event protection within to-be-determined designated areas, among other terms; and, following such approvals, the City Commission referred the remainder of the proposed City sponsorship package (including $250,000 in City sponsorship funds, and an additional $250,000 to fund City service costs) to the FCWPC for its review and consideration. NOW, THEREFORE, BE IT DULY RESOLVED BY THE MAYOR AND CITY COMMISSION OF THE CITY OF MIAMI BEACH, FLORIDA, that the Mayor and City Commission hereby approve, in concept, the following terms of a City sponsorship package for Super Bowl LIV, scheduled to take place on February 2, 2020: (1) a waiver of City special permit fees, in the amount of $178,250, for a total waiver of City permit and facility rental fees (including previously approved MBCC facility rental fee waivers) in the amount of $1,035,790.80, and (2) the creation of a Super Bowl "Clean Zone," which shall include competing event protection within to-be-determined designated areas, among other terms; refer the remainder of the proposed City sponsorship package to the City's Finance and Citywide Projects Committee for review and consideration; and authorize the Administration to negotiate a sponsorship agreement subject to prior approval of the Mayor and City Commission. PASSED and ADOPTED this 25 day of JN , 2018. ATTEST: B 'r Rafa: E. :nado ' rvansior 1,/ APPROVED AS 10 City Clerk ; . ? �, FORM & LANGUAGE * iINCCRp ORATED: &FOR EXECUTION g - (4 - ( £� I.... V CiNAttorney Date New Business and Commission Requests - R9 0 MIAMI BEACH COMMISSION MEMORANDUM TO: Honorable Mayor and Members of the City Commission FROM: Jimmy L. Morales, City Manager DATE: July 25, 2018 SUBJECT DISCUSSION REGARDING THE SUPER BOWL 2020 HOST COMMITTEE REQUEST FOR A"CLEAN ZONE;" INCREASED SPONSORSHIP WHICH WOULD BE SUBJECT TO BUDGET APPROPRIATION; AND FEE WAIVERS. RECOMMENDATION Given the historical significance and financial impact on the City of Miami Beach during the 2010 Super Bowl, the Administration is seeking direction on the request for a "Clean Zone," increased sponsorship, and fee waivers for the upcoming Super Bowl 2020. ANALYSIS In 2010, Super Bowl XLIV, was held in Miami with an attendance of approximately 75,000 people. As part of the event, the following events were held on Miami Beach: South Florida Super Bowl Host Committee - Media Event 2/2/2010, NFL Super Bowl XLIV Pepsi Music Smash - 2/3/2010 and the South Florida Super Bowl Host Committee- Tide Ocean Drive Closure 2/4/2010. Attached herein as Exhibit A is the Market Analysis and Economic Impact Investigation final report as provided by the Greater Miami Convention & Visitor's Bureau, and prepared by the South Florida Super Bowl Host Committee. On May 24, 2016, the National Football League ("NFL") awarded Super Bowl LIV to South Florida, with the game set to take place at the newly renovated Hard Rock Stadium in Miami Gardens, Florida on Sunday, February 2, 2020. As part of the Super Bowl activation, the NFL Experience will be hosted at the Miami Beach Convention Center to include the following programs: Media Center; Radio Row; and NFL Social Media Command Center from January 18-February 6, 2020. The NFL will utilize all four halls of the Miami Beach Convention Center and the adjacent meeting rooms to accommodate their NFL Experience and media needs. These high profile activations will remain in place during the entire week of the 2020 Super Bowl. In addition, the Super Bowl Host Committee plans to host the following events on the beachfront areas of Miami Beach: a Media event, a VIP event, a potential event in the main Convention Center park, and a free public beach concert. At the May 17, 2017 Commission meeting, the Super Bowl Host Committee requested that the City waive the Miami Beach Convention Center facility rental fees in the amount of $857,540.80, and provide sponsorship support for Super Bowl LIV 2020 through a cash sponsorship of$150,000 made to the Super Bowl Host Committee 2020 ("Host Committee"). The Commission referred the item to the May 19, 2017 Finance and Citywide Project Committee ("FCWPC") to discuss, and on May 19, Page 1360 of 1464 2017, the FCWPC recommended support of the sponsorship in the amount not to exceed $150,000 and the waiver of facility rental fees in the amount not to exceed $857,540.80. On June 7, 2017, the City Commission accepted the FCWPC May 19, 2017 recommendation and approved the sponsorship in the amount of $150,000 and waiver of facility rental fees in the amount not to exceed $857,540.80 at the Miami Beach Convention Center (MBCC) and the development of a sponsorship agreement subject to approval by the City Manager. The Resolution is attached here as Exhibit B. These funds have been set aside in FY 2017/18. The Host Committee is now requesting and requiring Miami Beach, as a Host City, to enact a "Clean Zone: providing that during Super Bowl week, such that within a one (1) mile radius of any NFL or Host Committee event or activities (or, in the case of activities not currently requiring a permit, would prohibit the activities without a special event permit) on either public or private property suspending permitting for the following commercial activities: • Mobile and/or temporary vending, such as food and beverage carts and temporary merchandise stands; • Mobile and/or temporary sampling (free distribution of products or coupons); • Off-site commercial advertising - any advertising visible from the outside of a building (including A-frame sidewalk signs and mobile advertising) that identifies a product or service not sold or manufactured on the premises; • Inflatables, cold air balloons, banners, flags, building wraps, projected image signs, electronic variable message signing and light emitting diode signs of a commercial nature; • Temporary structures (e.g. party tents, stages and merchandise tents) and temporary hospitality or entertainment venues (e.g. concert areas). This should include a suspension of premises expansion permits that may be required to temporarily permit certain activities on private property (e.g. alcohol sales and amplified sound); • parades, races and block events; and • erection or placement of mobile wireless communications facilities. In addition, the Host Committee requests: • a commitment from the City to generally assist the NFL in combating ambush marketing efforts during the Super Bowl overall while in Miami; • a carve out from the City's agreement with Coca Cola whereby the exclusive contract with Coca Cola would be lifted during the course of the Super Bowl event such that no Coke products would be sold or branding and marketing would be displayed in the MBCC, Lummus Park (5- 15th Street),and the main Convention Center park. This falls within the allowance for four such annual carve outs in the City's agreement with Coca Cola, and is part of the required "Clean Zone." • An additional $250,000 cash sponsorship to designate the City of Miami Beach as the official sponsor and home of the NFL Experience and the International Media Headquarters with an expected registered attendance of 5,000 media representatives; • The City of Miami Beach to cover all City service costs (including police, fire, sanitation, public works and parking, for example) - estimated to be approximately $250,000; and • waiver of the following City fees: The total amount of fee waivers requested is$178,250. Inclusive of the already approved $150,000 cash sponsorship, the grand total in cash outlay Page 1361 of 1464 requested from the City and which will have a budget impact is $650,000. The total in fee waivers, inclusive of the already approved MBCC facility rental fee waiver in the amount of$857,540.80 is $1,035,790.80, for a total sponsorship impact of$1,685,790.80. Pursuant to the new special event funding guidelines set forth in Ordinance 2018-4171, the City Commission, on July 2, 2018, referred this discussion item for consideration to the Finance and Citywide Projects Committee ("FCWCP") to be heard at the FCWCP July 13, 2018 meeting. Pursuant to recent direction from FCWCP, and as approved by the full Commission on July 2, 2018, fee waivers in the amount of $25,000 or more will constitute a City sponsorship and will therefore require a sponsorship agreement to be put in place, detailing event deliverables, public benefit, and sponsor recognition among other items. Pursuant to Sec. 12-7(a) of Chapter 12 (Arts, Culture and Entertainment) of the City Code, any request for City Sponsorship of an event shall only be considered through the City Commission's annual budget process. All other requests for City sponsorship, pursuant to 12-7(b) shall require "(I) an advisory recommendation of the Finance and Citywide Projects Committee; and (li) by a five- sevenths (5/7th) vote, of the City Commission," and 12-7(c) states that 'in considering approval of a Sponsorship for an event, 'the City Commission may consider (i) whether the event organizer has exercised good-faith diligent efforts to apply for grant funding that may be available from the City's Visitor and Convention Authority ("CVA" or Cultural Arts Council ("CAC"); (H) the Event organizer's history and performance in delivering quality Events, (iii) any benefits being directly provided to the general public with respect to the Event, such as free or discounted tickets to persons residing in the City of Miami Beach, seniors, veterans, or member of disadvantaged groups; (iv)whether the event is accessible to the general public (either as a ticketed event or otherwise); (v) the demonstrable economic impacts associated with the Event; (vi) the demonstrable media commitments secured by the Event organizer for the Event; or (vii) the efforts undertaken by the Event organizer to mitigate any quality of life impacts associated with the Event, including noise, littering, traffic or parking impacts associated with an Event." Although the ordinance is not effective until October 2018, the event consideration for sponsorship would meet the guidelines in the following manner: 1. Has the event applied for CAC or VCA? In this case, the event has not yet applied for CAC or VCA sponsorship, but has communicated with the VCA leadership and fully intends to apply for the maximum amount of funding for large scale events. 2. How many years has the event been active on Miami Beach?The Super Bowl Host Committee has produced events in Miami Beach during the following years: 1989, 1995, 1999, 2007, and 2010. 3. Does the event generate significant room nights on Miami Beach? As above, attached herein is an economic impact report as provided by the Greater Miami Convention &Visitor's Bureau, and prepared by the South Florida Super Bowl Host Committee, demonstrating 27.1% increased room occupancy across Miami-Dade County and 27.3% increased RevPAR across Miami-Dade County hotel properties. 4..What is the public benefit provided by the event? The SBHC and/ or the NFL plan to produce a free public beach concert as part of the 2020 Super Bowl LIV. If approved, the additional cash sponsorship would be subject to budget appropriation, and the full sponsorship package would be formalized though a sponsorship agreement. Page 1362 of 1464 CONCLUSION The Administration is seeking direction from the Mayor and City Commission on the Super Bowl Host Committee request for a "Clean Zone," increased sponsorship which would be subject to budget appropriation, and fee waivers. Should the request be approved, an additional $500,000 would need to be identified through the budget process and formalized in a sponsorship agreement. KEY INTENDED OUTCOMES SUPPORTED Mabmize The Miami Beach Brand As A World Class Destination Legislative Tracking Tourism, Culture and Economic Development Sponsor Mayor Dan Gelber ATTACHMENTS: Description o 2010 Super Bowl Economic Impact ❑ Super Bowl LIV - MBCC facility rental fee waiver and $150,000 cash Page 1363 of 1464 mearAtici....,1 II a : SUPER I) BOWL. r* 2010 NFL ALL-STAR GAME SOUTH FLORIDA SUPER BOWL XLIV & PRO BOWL 2010 MARKET ANALYSIS AND ECONOMIC IIVIPACT INVESTIGATII FINAL REPORT -,-• •, - jr1; I I .1 iLl r I) tr,i1 if 1-1i1 I SUPER BOWL HOST COMMITTEE 2010 ----mosamtonwts.noxis"-- II III V X XIII XXIII XXIX XXVII XLI XLIV Page 1364 of 1464 Print, Internet, Broadcast media valuation and exposure received by South Florida from hosting the 2010 Pro Bowl equated to $9,877,287, combinedmedia valuation (print, Internet and broadcast) for SB XLIV was $82,848,170. The following sections are devoted to a greater detailed discussion of economic impact and trends, discussion of key findings, conclusions and recommended action items; followed by appendices. #7.2576B83• SuPER Bald -- — MENA VALUE a 5,877, V17 'PRa Soo 'f t' OIA VA1.-11E Zoro Secondary Research Redllngs This section of the report will be devoted to providing an overview of the current national, regional and local study area economic trends. The discussion will serve to pinpoint casual 91P09e SMRI GB X1IVSo rth Florlde Hock Committee Page 1365 of 1464 R;;6f'lediully riit ri[tiled `lb The Report Producr, By The bird A4atiagemosit PesearcPi last if I<ww9o-srrt.epni flPage SMRI Su XIIV South Florin Host Committee Page 1366 of 1464 cit?' rtn�' �wDri"?tlVk�sp114)1 !i i 'N �. � 1+' � N �� ,1)(1jrrrL''1i� Report Orwmiza0on Fuocittive Summary pp.3-12 Secondary Research Fomdontps pp. 13-21 Discussion of Key V°indfrdty pp. 22-39 Recniuntended Data 1a vation Sfratergkes pp. 40-45 Appendix "A"Visitor Ge©graphoc Markets pp. 46-48 fttt ctfacdolun eo(fctl fS3 Conc9ttiom For the purposes of this report the following standard SUR/ research limitations are assumed during the data collection. data analysis and report generailon phases of the research for SB XLIV and 2010 Pm Bowl Games and Auxiliary Events: the reliability and validity of information provided to the Sport Management Research Institute] (WR)by individuals, groups and organizations contacted throughout the preparation of the report;i the reliability sod validity of secondary research information and repotting systems made available( to SMRI during the preparation of this report; county-by-county variations In tad sanctum and rates: input-cu¢wt economic modeling Theory of which economic Impact models (IAAPLAN for the purposes of this report) are derived, does not attempt to monitor the cost analysis of an event, instead the a onaanfe IsenGms from staging both SB XLIV and Pro Bowl Games/Auxiliary Even were assessed in this research investigation. 1 2[Page SMRI SB XLIV South Florida Host Committee Page 1367 of 1464 Executive Summary South Florida had the special privilege of hosting two (2) premier NFL Championship Bowl Games, Super Bowl XLIV and the 2010 Pro Bowl Game. This dual staging of what many football experts cite as "elite Professional Bowl Events" marked the first time in the history of the recent South Florida sports scene (since 1979) that two (2) Professional Football Bowl Games were hosted by the South Florida Community at large. The significance of the economic impact from this addition to the Sport South Florida calendar was the impetus for the current economic 1 impact analysis investigation. The following report will examine the SB XLIV and Pro Bowl Game(s) highlights, key findings from top line data collected during selected SB XLIV Game/Events and Pro Bowl Game/Events and subsequent impact analysis from all earmarked Bowl Game events. Finally, culminating the report will be a detailed discussion of the key findings and recommended action items for future Super Bowl and Pro Bowl Game organizers. The 44th annual Super Bowl Game, played on February 7th, 2010, marking the tenth time that South Florida has played host to a Super Bowl Game, all of which have played a pivotal economic/community impact role in Professional Sport history of South Florida. The official kick-off of the Super Bowl XLIV Game was 6:45 p.m. Eastern Standard Time. With a paid attendance of 73,602, Super Bowl XLIV played host to the AFC Conference Champions, the Indianapolis Colts, and the NFC Conference Champions, the New Orleans Saints, culminating with a Saints victory over the Colts, 31-17. The 2010 Super Bowl Game, televised on CBS Network, captured 1.53 million household Impressions, with a 45.0 Neilson Rating, surpassing the 1983 finale of"M-A-S-H" to become the most-watched program in U.S. television history. I Pr „t• Gatt[e r 4014. ✓ viev/elb S•- "tS941 Lhi„ i Feb 1.2.IIp' ).6fww$llofi PEI1VC'll(+ ' ` PPR_g 3009 -1...1§.1.8481418.8 'w ''13drrfi 7CG7r[[. - Feb.3,hb138 -148,3 million atl RB__O_____ FI111-11.•ZOO& 1444millipn "U ,„,�y Feb 5,21X36141.4 million Sou 'e L;NlelseriMedia ReseaPch I The 2010 AFC-NFC Pro Bowl, considered the NFL's All-Star Game for the 2009 season, took place at 8:00 PM EST on Sunday,January 31, 2010, at Sun Life Stadium...also host site of Super Bowl XLIV. The 2010 Pro Bowl was held on the weekend prior to the SB XLIV Game, the first time ever that the Pro Bowl was held before the Championship Game, and the first time that the Pro Bowl was held somewhere other than Aloha Stadium In Honolulu since 1979 (1978 season). ESPN aired the 2010 Pro Bowl Instead of CBS, which aired the 52nd Grammy Awards that evening. The AFC won the Pro Bowl, beating the NFC by a score of 41-34. In addition to the SB XLIV and Pro Bowl Game attendees, South Florida was host to the following Game(s) and Auxiliary Events (categorically described): slPage SMRI SS XLIV South Florida Host Committee Page 1368 of 1464 SB XLIV Game & Auxiliary Events + SB XLIV Gate Sun Life Stadium: 74,059 + SB XLIV Game Day Fan Plaza: 40,000 + Pepsi Smash Concert Series(4o,o0o Thursday/30,000 Friday) + Super Clematis by Night 30,000 approx • + Direct TV Beach Bowl 9,000 approx • + Super Bowl Saturday Night 30,000 + 659 media organizations accredited to cover Super Bowl XLIV, the most in Super Bowl history + 4.705 iournalists credentialed to cover Super Bowl XLIV, second-most in Super Bowl history + Media from 21 countries covered Super Bowl XLIV 2010 Pro Bowl Game & Auxiliary Events + Game Day Fan Plaza: 10K non-ticket holders; 30K ticket holders =40K total + Pro Bowl Gate Sun Life Stadium: 70,697 + 1.202 lournalists credentialed to cover the Pro Bowl • 41P age SFARI SB XLIV South Florida Host Committee Page 1369 of 1464 The current economic impact and market analysis investigation focused on the following economic impact research directives: Research Platform OvervPew Economic impact was measured by investigating the following on a County-by-County basis: (•) 1. direct dollars spent due to the event and events leading up to XLIV Super i)iI Bowl Game and Pro Bowl Game Week(s), by out-of-town visitor (from outside the South Florida Tri-County area) consumers in the market (hotel, concessions/restaurants, local transportation, entertainment, merchandise, other miscellaneous retail) • Event(s) participants, spectators/out-of-town visitors • Sub-Contractors/Halftime Performers, NFL Teams/NFL Corporate/NFL officials, out-of-town media, and ALL others associated with the event(s) disclosed in this investigation • Corporate sponsors and invited guests 2. re-spending as a result of the direct expenditures from said "Events" (multiplier effect: business stimulation from introduction of new economic injection Into the designated community...i.e. Miami-Dade, Broward and Palm Beach Counties) 3. demographic and economic profiles of out-of-town visiting event attendees/participants • how many attend • how much they spend • where are they spending their money on what do they spend while in attendance where do they come from basic demographics profiles of study segments 4. economic Impact spreadsheet showing how much Event(s) driven money is injected into the local economy (revenue of Event(s) related entities: hotels, restaurants, transportation, entertainment) S. local corporate spending patterns as a direct result of Event-related activities 6. precise types of local businesses effected by Event(s) driven spending 7. precise number of Jobs In all local businesses effected by Event(s)driven spending 8. added value of local, regional, national media exposure to the Tri-County region)as a direct result of the dual hosting of SB XLIV Game/Auxiliary Events and the 2010 Pro Bowl Game (what would the cost of advertising be if this media space had been purchased) (i Analysts will take Into consideration South Florida high season tourism trends in the economic phase as observed In the 2010 tourism season To accomplish these research directives the current investigation was comprised of two (2) specific research phases: primary (onsite) data collection and secondary research efforts. alPege SMI SB )(LIU South Florida Host Committee Page 1370 of 1464 Primary research investigated consumer profiles of SB XLIV out-of-town visitors/local residents and the Pro Bowl Game and auxiliary event attendees/media In attendance. The data collection protocol called for the SMRI field researcher team to randomly conduct survey execution of visitors and non-visiting at previously designated Event attendees and media. Those spectators, Event participants and media visiting from outside the South Florida Metropolitan vicinity specifically for SB XLIV/Pro Bowl Games and related Events were asked to complete the economic impact expenditure, consumer profile and community impact survey instruments. Of the sample size of randomly selected out-of-town visitors, local South Florida Business Establishments and media originally tapped for inclusion In the study, a total sample size of qualified (usable) Instruments (N=243) Visiting Media; N=568 local (South Florida) business establishments; N=2,848 out-of-town visitors surveyed for SB XLIV/N=753 out-of-town visitors for the 2010 Pro Bowl, was extrapolated yielding a final sample size of (N-4,412). The SMRI research team was comprised of twenty-two research assistant personnel that were specifically trained and experienced in economic Impact data collection protocols. The SMRI research team executed data collection at the following SXBLIV/Pro Bowl Game Day/auxiliary events and South Florida tourism industry sites: SB XLIV and Pro Bowl Game Day, Super Clematis by Night, Super Bowl Saturday Night, Game Day Fan Plaza, SB XLIV Media Center, Palm Beach, Ft. Lauderdale and Miami international Airports. Secondary research was collected from several source points, including but not limited to the following: Economic Impact Studies conducted for South Florida large-scale events (e.g. Super Bowl XLI, 2009 BCS/Orange Bowl Game, 2005 Orange Bowl/National Championships, Sony Ericsson Tennis Tournament, NASCAR Championship Series); �+ Expenditures from participation Bowl(s) Teams/Players derived from economic Impact worksheets completed p p post-SB XLIV and Pro Bowl Games; • Expenditures from Corporate Sponsors extrapolated from economic impact worksheets completed post-Event(s); Hotel occupancy and average daily rates for the SB XLIV and Pro Bowl Games (January 28th 2010 through February 8'h, 2010), provided from Smith Travel Research and the respective Convention and Visitor Bureau's for Palm Beach County, Broward County, and Miami-Dade County; d Sub-contractors involved with the SB XLIV & Pro Bowl Game(s) and auxiliary event execution, respective SB XLIV Teams and NFC/AFC Participating Pro Bowl Players, NFL Corporate and other miscellaneous personnel involved in Game Day and auxiliary Event execution; O Media Audit of broadcast, print, Internet media product and the associated media added value associated with said reporting systems. All primary and secondary data pursuant to economic Impact was downloaded into the most recent version of IMPLAN Professional Version 2.0 for Windows and IMPLAN data files (2008 IMPLAN County Files with industry aggregate information on the South Florida Metropolitan geographic vicinities). What follows are the top line data findings from all investigated segments. CiPage SMRI 6E XLIV South Florida Host Committee Page 1371 of 1464 2010 SBXLIV & Pro Bowl Economic Impact Market Analysis-Key Research Findings Key findings derived from top line data analysis of relevant primary and secondary research conducted for the purpose of the SB XLIV and Pro Bowl economic impact and market analysis investigation are provided in the research capsule statements. Data points will be introduced in the order that they appeared on the raw survey instruments provided to all study participants. SB XLIV and Pro Bowl out-of-visitors and local residents surveyed during the Game/Auxiliary events will lead the key findings section, followed by market analysis of those attending select SB XLIV and Pro Bowl Events and visiting media key findings for both respective Bowl Games synopsis. �r�( FY Caine/Auxiliary Events Visitor P(I,i les KeyFIndings Key data trends noteworthy for subsequent correlation with economic impacts of out-of-town visitors involved in the SB XLIV Game/Auxiliary Events. b Top Super Bowl XLIV Events attended were Super Bowl XLIV Game (91.4%), Game Day Fan Plaza(56.1%)and Super Bowl Saturday Night (16.1%); O In order of frequency, Super Bowls attended by SB XLIV visitors included New Orleans (13.9%), Tampa (11.4%) and Phoenix (9.6%6); O When asked to rate the choice of South Florida as a site for SB XLIV, 51.6% revealed South Florida to be an "excellent" choice, 26.6% rated it as "very good" and 12.3%"good''; * Super Bowl XLIV out-of-town visitors spent, on average $947.41 per day on accommodations, meals/beverages, local transportation, entertainment / recreation, merchandise and other miscellaneous retail; O The above daily expenditure total covered expenses for 2.36 persons; O Average number of nights spent in South Florida was 3.12; O 89.5% cited their attendance of SB XLIV as the MAIN reason for their visit to South Florida; 0 69.3%traveled to South Florida by"commercial air; U 39.5% of those who came by "air" arrived at Ft. Lauderdale International Airport, with 34%flying into Miami International Airport; O 59.1%of those who traveled by car came via the Florida Turnpike; O 63.4% chose to stay In accommodations classified as a "full service hotel", with 13.4%staying in a"motel"type accommodation; ay 40.7% stayed in Broward County while attending SB XLIV Game and auxiliary Events, 28%in Miami Dade and 8.6% in Palm Beach County; U 54.6% indicated that their impression of South Florida as a result of attending SB XLIV Game/Events was "more favorable"; 43.9% cited their Impression of South Florida as the "same"; 0 62.1% did not visit other geographic locations as part of their trip to South Florida for SB XLIV; of those who did visit other locales, 7.5% visited Orlando, 6.1% Key West and 3.9% Ft. Meyers; O 35.4%did visit the South Florida SB XLIV Host Committee Website; • 9.9% revealed that they "blog" in terms of Internet usage patterns; 711aage SWIRI SB XLIV South Florida Hoot Committee Page 1372 of 1464 From a demographic standpoint, 72.1% were male, average age was 40.9%, 43.9% completed college/30.5% graduate school, 23.5% classified themselves occupationally as "professionals", and average household income was $220,323. 2®9 o Or® Bowl VOsrtor ProffPDes Key nineIn ,s Key data trends and findings for data retrieval platforms staged during the 2010 Pro Bowl Game and related Events are highlighted as follows: Out-of-town visitors indicated other geographic locations visited as a part of their 2010 Pro Bowl visit Included 12.2% Caribbean, 11.3% Orlando, and 10.6% Key West (33.1%did not visit other locales); • 64.4% Indicated they DID visit the South Florida 513 XLIV Host Committee Website; 19.9%revealed they HAD attended a Pro Bowl in previous years; • Of those who had attended Pro Bowl Games in previous years, 50.3% indicated that South Florida was "better" as a host site AND 39.7% rated South Florida as an "excellent" choke for a Pro Bowl site (24.5% rated South Florida as a "very good"choice); • 42.3% stated that their overall impression of South Florida was "more favorable" as a result of their attendance at the 2010 Pro Bowl; b 65.8% Indicated that their main reason for visiting South Florida was to attend the 2010 Pro Bowl; Cia On average, the Pro Bowl visitor spent $825.02 per day during their visit to South Florida for the Pro Bowl Game/Events (representing expenditures for 2.74 persons); • On average, visitors spend 3.82 nights in South Florida for the 2010 Pro Bowl; b 58.1%traveled to South Florida via Commercial Aircraft; 48% flew into Ft. Lauderdale International Airport, 26.3% arrived Into Miami International Airport and 16.5%came into Palm Beach International Airport; If traveling via car, 46.1% chose the Florida Turnpike for their trip and 42.3% chose 195; b 43.5% stayed at a full-service Hotel for their lodging accommodations, 18.1% chose a Motel and 18.5%a "private dwelling"; • 40.8% stayed In /froward County during their trip to South Florida for the 2010 Pro Bowl, whereas 34.6% chose to stay in Miami-Dade County and 22.3% in Palm Beach County; b 6.4%of those surveyed Indicated they"blog" on the Internet; Demographically, 62.5% were Male, average age was 39.4 years, 42.3% had obtained a college education and 18.4% completed Graduate School, 13.8% classified themselves "occupationally" as "professionals", and the average household Income was $134,934. a!Paga SMRI SB XLIV South Florida Hoei Committee Page 1373 of 1464 SBXLIV& pyoEor! LorrONelm Ind Based on online survey data collected of local businesses "post" SB XLIV and Pro Bowl In the South Florida vicinity (N=568), the following key findings are offered for a greater understanding of business activity that may have been generated as a result of hosting SB XLIV and 2010 Pro Bowl Game/auxiliary Events. Of those local business surveyed, 61.4%were tourism service related industries, 22.7%indicated they would classify their business as offering a "business service"; • 21.9% had participated in the NFL Emerging Business Program; 24.3%sold a product/service directly related to the Super Bowl or Pro Bowl; a5 18.5% indicated that their employment increased for Super Bowl, 2.3% revealed their employment increased for Pro Bowl related business activity; 83.3% indicated that they hired temporary employees during the Pro Bowl/Super Bowl business cycle; FJ 44.1% indicated their weekly sales increased during Super Bowl and 13% indicated their weekly sales increased during Pro Bowl weekend; • 15.4% revealed their Internet sales were up during Super Bowl XLIV, 2.1% saw an Increase In Internet sales during Pro Bowl; • 16%saw weekly profits increase "considerably" during Super Bowl week and 2.6% noted a"considerable" increase in weekly profits; • 69.3% indicated their business activity returned to "normal"wintertime activity post Super Bowl Game; • 34.6%revealed they participated as a business during the 2007 Super Bowl, of those who did participate, 26.7%I ndicated that SB XLIV was better for their business than In 2007; • 34.8%indicated their experience with the South Florida Super Bowl XLIV Host Committee was "excellent" and 21.7% indicated their experience was "very good"; W 22.3%did attend a workshop/seminar offered by the South Florida Super Bowl XLIV Host Committee. SPIN and Pro Dal%siting MediKeyDtleFindngs A brief synopsis of SB XLIV and 2010 Pro Bowl visiting media surveyed and subsequent key findings can be denoted as follows: 9 2010 Pro Bowl Media reported they anticipated coverage on average of 99.35 column inches (print), 67.71 minutes on average devoted to broadcast time and 68.26 column inches on average earmarked for Internet coverage; • SB XLIV Super Bowl Media reported coverage on average of 412.24 column Inches (print), 320.89 minutes on average devoted to broadcast time and 260.53 column inches on average earmarked for Internet coverage; • 65.4% of SB XLIV media tapped the Super Bowl Host Committee website prior to the Super Bowl Game, contrasted with 48.1% of Pro Bowl media who visited the website prior to their engagement; • Pro Bowl Media surveyed spent, on an average per diem per person, $569,65 on accommodations, meals / beverages, entertainment / recreation, merchandise / shopping and other miscellaneous retail; v IFage S ;4RI SE XLiV South Florida Moot Committee Page 1374 of 1464 d Of the SB XLIV Media surveyed, those sampled spent, on an average per diem per person, $712.89 on accommodations, meals / beverages, entertainment / recreation, merchandise / shopping and other miscellaneous retail; • Average group size for visiting media present at the 2010 Pro Bowl Game was 1.39; for visiting Super Bowl XLIV Media, the average group size was 1.73; 2010 Pro Bowl visiting media spent, on average 5.19 nights in South Florida and Super Bowl visiting media length of stay was 624 nights; • 69.3% of 2010 Bowl visiting media Indicated they had a "more favorable impression of South Florida" compared to 50.1% of Super Bowl visiting media surveyed; • 91.8%of 2010 Pro Bowl Media were male with an average age of 36 years; • 68.7%of Super Bowl Media were male with an average age of 37.7 years. 2010 Poo Bowl and 88XX0JV Bawl Economic Ompeat a mese valuers impacts Key Data rlosse®s 0 The direct economic impact from hosting the 2010 Pro Bowl Game and auxiliary Events on the designated study area (South Florida Metropolitan Vicinity) was $59,976,048. Subsequently, it followed that the indirect spending (or re- introduction of new monies flowing through the local economy) associated with staging the Pro Bowl was $18,560,519 and the Induced (business preparation phase) was $20,781,456. Finally, the direct, induced, indirect economic injection in the host community from the staging and execution of the 2010 Pro Bowl Game/Events, otherwise referred to herein as the "total effects" was $99.318.023; For the 2010 Pro Bowl direct economic impact on a county-by-county basis, Miami-Dade County realized $20,751,712, Broward County experienced a direct impact of$24,470,227 and Palm Beach County, a direct impact of $13,374,659; b Total FTE employment equivalents created by the 2010 Pro Bowl were 926.58; A Indirect business taxes usurped by local/state/federal agencies equaled 55,980,040; b In addition, the direct economic impact from hosting the 2010 Super Bowl NFL Championship Game and auxiliary Events on the designated study area (South Florida Metropolitan Vicinity) was $141,485,834. Subsequently, it followed that the indirect spending associated with staging Super Bowl XLIV Game/related events was $43,784,987 and the induced, $49,024,266. Finally, the direct, induced, Indirect economic injection in the host community from the staging and execution of Super Bowl XLIV Game/Events "total effect?was 5234.295.086; 0 Total FTE (full time employee) equivalents created from the staging of SB XLIV Game/Events was 2185.83; • Indirect business taxes realized by the staging of Game/auxiliary Events were $14,107,146; ,> The direct economic impact, from staging SB XLIV (for a more micro-geographic examination) on Miami Dade County was $39,616,033, the direct Impact on Broward County was $57,584,734 and Palm Beach County experienced a direct impact of$12,167,782; ICIPage SPAR! S9 XLIV South Florida Host Committee Page 1375 of 1464 economic trends and factors that may influence the subsequent economic impact infusion experience by the South Florida host community during the staging and execution of 2010 Pro Bowl and SB XLIV Games and auxiliary Events. National Economic Bends for Ql 2010 Very moderate stabilization in prices and income were observed in the national economy in personal income and GDP data for the first quarter of 2010 in economic data released by the Federal Government inJanuary of 2010. Latest Government statistics showed that personal income increased $11.4 billion, or 0.1 percent, and conversely disposable personal income (DPI), decreased by $47.6 billion, or 0.4 percent, inJanuary. The decrease in DPI was a direct result of an increase in federal non- withheld income taxes. Personal consumption expenditures (PCE) Increased $52.4 billion, or 0.5 percent. In December, personal income Increased $41.2 billion, or 0.3 percent, DPI increased $40.3 billion, or 0.4 percent, and PCE Increased $26.4 billion, or 0.3 percent, based on revised estimates. Real disposable Income decreased 0.6 percent in January, In contrast to an increase of 0.2 percent in December. Real PCE Increased 0.3 percent, compared with an Increase of 0.1 percent. 2009 2010 Sept. Oct. Nov. Dec. Jan. (Percent change from preceding month) Personal income,current dollars 0.1 0.3 0.4 0.3 0.1 Disposable personal income: Current dollars 0.2 0.4 0.5 0.4 -0.4 Chained(2005)dollars 0.1 0.2 0.3 0.2 -0.6 Personal consumption expenditures: Current dollars -0.6 0.5 0.5 0.3 0.5 Chained(2005)dollars -0.7 0.3 0.4 0.1 0.3 Private wage and salary disbursements increased $16.1 billion in January, compared with an increase of $2.3 billion in December. Goods-producing industries' payrolls increased $5.2 billion, In contrast to a decrease in December of$3.2 billion; manufacturing payrolls increased $5.0 billion, In contrast to a decrease of $1.5 billion. Services-producing industries' payrolls increased $10.8 billion, compared with an Increase of $5.5 billion in December. Nationally, with a clear majority of economic activity derived from service driven sectors, a sizable increase In service payrolls positively impacts personal wages and spending activity, assisting with the current economic recovery. Government wage and salary disbursements increased $6.1 billion, compared with an Increase of $2.7 billion. Pay raises for federal civilian and military personnel added $7.1 billion to government payrolls in January. Employer contributions for employee pension and insurance funds increased $3.2 billion in January, compared with an increase of $1 .3 billion in December. Employer contributions for government social insurance Increased $11.6 billion in January, and were unchanged in 121Peee Sf6R1 S0 )(UV South Florida Hoot Committee Page 1376 of 1464 December. The January increase was boosted by $10.2 billion reflecting an increase In the tax rates paid by employers to state unemployment insurance funds. (*) (*Note: Changes in employer contributions for government social insurance do not affect personal income, because employer contributions for government social insurance are also included in total contributions for government social insurance, which is a subtraction In the calculation of personal income.) Proprietors' income decreased 83.2 billion in January, In contrast to an increase of $7.7 billion In December. Farm proprietors' income decreased $7.9 billion, in contrast to an increase of $5.9 billion. Nonfarm proprietors' income increased 84.7 billion, compared with an increase of $1 .8 billion. Rental income of persons decreased $0.9 billion in January, in contrast to an increase of $1.9 billion in December. Personal Income receipts on assets (personal interest income plus personal dividend income) decreased $20.8 billion, in contrast to an increase of$11.0 billion. Personal current transfer receipts increased $16.1 billion, compared with an Increase of $14.5 billion. The January change in personal current transfer receipts was reduced by retroactive social security benefits payments, which had added $8.5 billion to December benefit payments; these benefits resulted from a recalculation of the earnings base underlying the benefits for recent retirees. Contributions for government social insurance, which involves a subtraction in calculating personal income, increased $16.7 billion In January, compared with an increase of $0.3 billion in December. Employer contributions were boosted by $10.2 billion in January by increases in unemployment-Insurance rates. Personal current taxes Increased $59.0 billion in January, compared with an increase of $0.9 billion in December. Federal net non-withheld income taxes (payments of estimated taxes plus final settlement less refunds) boosted the January change by $52.5 billion, based on federal budget projections of higher final settlements and lower refunds for 2010. Personal Income decreased 1.7 percent in 2009 (that Is, from 2008 annual level to the 2009 annual level), in contrast to an increase of 2S percent in 2008. US Travel Industry Performance QI 2010 As reported by the Travel Industry of America, The Traveler Sentiment index*" (TSI) has remained stable since February 2009, exhibiting minor fluctuations in gains/declines on the consumer/travel sentiment scale.. The overall TSI moved from 90.5 as of October 2009 to 91.0 In February 2010 and is roughly at parity with the February 2009 index of 90.2. In general, both "Interest In travel" and "perceived affordability of travel" indices showed slight declines after peaking in July 2009. On a positive note, both "money available for travel" and "time available for travel" Indices exhibited sizable gains since the October survey. The recent "Christmas Bomber" terrorist attempt and subsequent acknowledgement from the CIA of heightened terrorist activity, however, the "perceived safety of travel in the U.S." index dropped significantly from 93.8 in October to 84.8 in February. It should be noted that the February 2010, "safety" index is now at Its lowest point since the survey was Initiated in March, 2007. On a positive note, the US Department of Travel Economics reported increases in travel demand for the month ofJanuary 2010, when compared with travel demand posted forJanuary of 2009. 13IPege SMRI SE XLIV South Flnride Host Committae Page 1377 of 1464 TE le a<fln<J Ti:Wv1 Ind..'aloe Additionally, USlodging_demandnoted_increatesini.tiating_iafecember of 2009 and continuing in January of 2010, with respect to room demand and occupancy rate, as reported by Smith Travel Research. Lodging Demand • - ) t1, j jLi _ lJ To better understand how increases in travel and lodging demand impact the US Travel Industry employment, the following graphic shows small Increments in hiring, though still well below previous highs in peak years (2004-2006). Industry Employment kr -� - I I Page 1378 of 1464 Despite current economic conditions and lagging consumer confidence (though above reported in 2009), the forecast shows that leisure travel volume (Domestic Passenger Emplanements) remains slightly up forJanuary 2010 and is expected to increase modestly in 2010. Transportation Demand consumer Confidence �., J Nt ntirlJgi 4 a 6. Florida Economic Trends Q1 2010 An economic slowdown, a drop in consumer and corporate confidence have combined to create the most challenging business environment the tourism Industry has faced since Just after the 2001 terrorist attacks. Florida hotels began to feel the impact of the economic crisis in September of 2008, when statewide occupancy rates dropped 10.5% and revenue collected on the average hotel room fell 12.6%, according to Smith Travel Research. The historically slow month for tourism was made worse by a spate of hurricane activity, election year jitters and a reduction in flights to the region by many airlines. Theme park business also slowed in the third and fourth quarters of 2008, when the parent companies of Universal Orlando, Walt Disney World and SeaWorld and Busch Gardens reported dips In attendance and revenue. Many convention and visitors centers from across the State reported that groups that have booked events are not canceling their meetings, but that attendance is down and will likely continue to be for some time. Additionally, Florida's tourism industry has suffered as visitors from outside the state dropped 70 percent In the first half of 2009. Floridians picked up some of the activity, though to date, their leisure trips are shorter and they spend less. Hotels and restaurants also have been stung by a declining meeting business, both in fewer events and smaller attendance. Corporate spending and increased scrutiny of trips to resort destinations has fueled the current downward pressure in sales. "This is the most challenging time I've seen in the 14 years I've been representing them," said Carol Dover, CEO of the Florida Restaurant & Lodging Association. Members she visited in a recent statewide trip reported revenues down 20 percent on average from last year. A slow rebound for tourism will hinder Florida's economic recovery. More than 900,000 people work in the state's leisure and hospitality Industry, which generates 20 percent of state sales tax revenues. VB/Page SMAI 33 XLIV South Florida Hoar Committee Page 1379 of 1464 Economists point out that those numbers Include restaurants and bars that rely more on Floridians than visitors. But they don't discount the tourist industry's role as a pillar of the economy along with health care, government and retail South Florida Tourism Trends For a better understanding of the South Florida Hotel occupancy (OCC), average daily rates (ADR) and Rev Par accommodation data relative to that industry's performance during the pre- Pro Bowl time period of January 17th 2010 through February 810, 2010. (Hotel rates observed during the staging of the 2010 Pro Bowl and SB XLIV Game), please refer to the following tabular representation. Comparisons to 2009, 2008 and 2007 during the same tourism hotel period are provided for benchmark comparisons for Miami Dade and Broward Counties. Palm Beach County Hotel statistics will follow for the month of February 2010. 2010/2007 SUPER BOWL I MIAMI-DADE HOTEL STATISTICS %Change %Change %Change Occupancy p010 al 2008 2110 8010 vs 09 2010 vs Oe poi 0vs OZ Super Bowl/Pro Bowl Super Bowl - Wert Jan.27 78.4% 68.1% 81.6% 78.6% 15.1% -3.9% 2.3% Thur.Jan.28 82.5% 70.9% 86.1% 77.1% 16.4% -4.2% 7.0% Frl.Jan.29 87.0% 65.9% 81.3% 81.1% 27:1% 7.7% 8.0% Sat JmSO 90.0% 138.8% 78.1% 58.4,% 3b.9% 18.3% 4.2% Sun.Jen31 16.7% 564% 66.8% 70:7% 36:1% 14.8% 0.6% (Proeowl) Mon.Feb.1 68.3% 58.1% 70.7% 68.1% 15.6% -3.4% 0.3% Tues.Feb.2 64.5% 60.6% 74.0% 53.4% 6.5% .12.8% 1.7% Wed.Feb.3 64.1% 70.6%! 81.4% 59.4% -9.2% .21.3% 7.9% Thor.FebA 78417. 77.1% d5.3%' 79.4% 4;Z% ,12.1% -5S% Fry.Feb:5 88.8% 79.141 801% 86.7% 12.8% .0.2% 3.7% Set Febr13 84.3% 7$.4% 87.3% 88:9% 26:8% 8.2% 51%. Sun.Feb./ 89.6% 82:6% 67.3% 86.9% 43A% 33.4% 44Th (Super Bowl) Mon.Feb.8 62.3% 62.0% 71.2% 62.5% 0.5% -12.5% .0.3% Tues.Feb.9 72.3% 64.8% 74,5% 67.4% 11.6% -3.0% 7.3% Wed.Feb.10 83.9% 71.8% 81.3% 83.1% 16.9% 3.2% 1.0% Thur.Feb.11 86.0% 78.0% 84.9% 89.6% 10.3% 1.3% -4.0% Fri.Feb.12 89.0% 86.4% 88.9% 91.9% 3.0% 0.1% -3.2% (Miami Boat Show/Grove Art Show) Sat.Feb.13 91.6% 91.2% 87.1% 91.2% 0.4% 5.2% 0.4% (Miami Boat Show/Grove Art Show) MIAMI DADE AVERAGE DAILY ROOM RATES %Change %Change %Change Room Rale 211 29.4.2 2928 300Z 2010 vs 09 2010 vs 08 3010 vs OZ _ Super Bowl/ Super Bowl - Pro Bowl - 161Page SVRI SB XLIV South Flonaa Houl Gummii : tee Page 1380 of 1464 - Wed.Jan.27 $ 160.13 $ 169.26 $ 197.75 $ 178.87 -5.4% -19.0% .10.5% Thur.Jan.28 1 17158 $ 172.20 $ 202.64 $ 183.19 .0.4% -15.3% -63% Fri:Jan..29 $ 181.97 1- .176.52 $ X198.21', $187.44 3.1% -82N -2.9% SatJan.30 $ 185.97 1 174.80 $ 199.50 '$.192.34 6.4% -6.8% 3.3% Sun.Jan31 $ 18020 'S 168.40 6. 186.00 ,$ 183:22 7.0% -3.1% •1.6% (FroBowl/ ENG Miami Marathon) Mon.Feb.l $ 174.35 $ 176.40 $ 189.70 $ 189.30 •1.2% -8.1% .5.4% Tues.Feb.2 $ 174.78 $ 171.55 $ 190.45 $ 187.37 1.9% -8.2% •6.7% Wed.Feb.3 $ 177.79 $ 180.10 $ 195.1$ 1209.05 -13% -8.9% -15.0% Thur.Feb.4 $ 295.23 $ 181.92 5 200.35 5323.3$ 623% 47.4% Fri.Feb.5 $ 337.85 $ 181.15 $ .209.50 $329.5$ 86.5% 61.3% 2.5% Sal Feb.6 $ 34126 $ 18058 $:21.2,25 •$360.18 89.5% 60.8% 3.3% Sun.Feb.7 '1 335.37 $ 178.33 $'. 187.28 ..$375:46 88,0% 79.1% -10.7% (Super Bowl) Mon.Feb.8 $ 177.93 3 184.90 $ 192.00 $203.90 3.8% -7.3% •12.7% Tues.Feb.9 $ 167.18 $ 184.75 $ 192,40 $ 188.65 -9.5% -13.1% -11.4% Wed.Feb.10 $ 176.27 $ 193.45 $ 197.65 $ 189.17 -8.9% -10.8% -6.8% Thur.Feb.11 $ 196.26 $ 211.45 $ 202.82 $194.96 -7.2% -3.2% 0.7% Frl.Feb.12 $ 208.93 $ 219.75 $ 211.68 $201.35 -4.9% -1.3% 3.8% (Miami Boat Show/Grove Art Show) Sat.feb.13 $ 212.74 $ 220.35 $ 214.27 $202.41 -3.5% -0.7% 5.1% (Miami Boat Show/Grove Art Show) 171Page SMI S6 XLIV South Florida Host Committee Page 1381 of 1464 Miami Dade Rev Par %Change %Change %Change Rev Par 2010 Zggg 2008 22Q2 2010 vs 09 2010 vs 0B 2010 vs 07 Super Bowl Super Bowl _ Pro Bowl Wed.Jan.27 $125.54 111029 5169.33 $136.95 13.8% 25.9% -8.3% Thur.Jan.28 $141.47 $117.28 $171.93 $141.95 20.6% 97.7% 0,3% Fri:Jan.29 $159.37 $125.16 $166.56 $157,03 27;3% -4.3% 4.8% Sat.Jan.30 r$ 167.44 $ 120.22 $ '.;151.65 $166.15 39.3% 10,4% 0,8% Sun,Jan31. $ 138.25 1. 95,75 5 -129.35 1129,53 44.4% 112% 62% (Pro Bowl/ INC Miami Marathon) Mon.Feb.I $ 119.16 $ 104.95 $ 134.15 $ 125.48 13.5% -11.2% Tues.Feb.2 $ 112.69 $ 104.48 $ 141.00 $ 118.73 7.9% -20.1% -5.1% Wed.Feb.3 $ 113.88 3 12627 5 158.60 $ 129.28 .9.8% -28.2% .8.4% Thur,Feb.4 ;$ '221.33 '-$ 139,71 '$ 170$ 1263.98 58,4% 29.8% -16.2% Fri.Feb.5l S 30030 $" 142.73 $ 186.50 5308..12 110.4% 61.0% -2.5% htFeb:6 5 322.59 $ 136.02 5 "985.35 1 323,89 1372% 7410% 0,4% Sun.Feb.7 13 301.311 '3 111.75 S-.-126.07 $322.13 169.6% 139.0% -6.5% (SupBWI) Mon.Feb.8 $ 110.91 $ 114.80 $ 136.62 $ 127.34 -3.4% -18.8% -12.9% Tues.Feb.9 $ 120.82 $ 119.50 S 143.43 $ 126.89 1.1% -15.8% .4.8% Wed.Feb.10 $ 147.97 $ 139.00 $ 160.71 S 16025 6.5% -7.9% -7.7% Thur.Feb.11 $ 168.74 $ 165.00 $ 172.22 1175.55 2.3% Frl.Feb.12 $ 185.97 $ 189.80 $ 188.27 5187.23 -2.0% -12% 0.7% (Miami Boat Show/Grove Art Show) Sat.Feb.13 S 194.97 $ 201.15 3 186.59 3 186.80 -3.1% 4.5% 4.4% (Miami Boat Show/Grove Art Show) Source:Smith Travel Research 161Page SMRI SB XLIV Soulh Florida Host Commillee Page 1382 of 1464 Broward County Room Rates 2010/2007 SUPER BOWL BROWARD HOTEL STATISTICS %Change %Change %Change Occunansy 2010 2009 2008 2007 2010 vs 09 2010 vs 08 2010 vs 07 Super Bowl/ Super Bowl _ Pro Bowl Wed.Jan.27 76.1% 70.4% 75.3% 81.4% 8.1% 1.1% -6.5% Thur.Jan.28 79.8%4 72.6% 71.2% 74.7% 9.9% 12.1% 6.8% Frl.Jan.29 87.2% 74.4% 73.4% 71.6% 17.2% 18.8% 21.8% I Sat,Jan.30 87.7% 74:4% 71.2% 763% 17.9% 23.2% 14,9% Sun.Jan31 72.7% 60.5% 57.0% 633% 20.3% 27.7% 14.8% (ProBowi) Mon.Feb.l 67.4% 65.1% 67.5% 64.6% 3.5% -0,1% 4.3% Tues.Feb.2 69.1% 69.2% 73.3% 66.6% -0.1% .5.7% 3.8% Wed,Feb.3 70.4% 73.0% 78.6% 66.9% -3.5% -10.4% 5.2% Thur:.FebA 81.0% 69,8% 82.5% 67.5% 16,0% '1.8% 20.0% Fri.Feb,5 89.9% 76.2% 834% 722% 18.0% 7.8% 24.5% Sal.Feb,6 92:6% 775% 857% 78,6% 19.5% 8.1% 17.8% Sun.Feb.7 88.2% 63,7% 673% 7A:8% 38.5% 31.1% 17,9% (Super Bow)/ Mon.Feb.8 67.4% 67.1% 71.2% 62.5% 0.4% 3.3% 7.8% Tues.Feb.9 72.2% 73.3% 74.5% 67.4% •1.5% •3.1% 7.1% Wed.Feb.10 79.8% 80.5% 81.3% 83.1% -0.8% -1.8% -4.0% Thur.Feb.11 81.7% 88.0% 84.9% 89.6% -7.2% -3.8% 8.8% Fri.Feb,12 89.6% 92.4% 88.9% 91.9% -3.0% 0.8% -2.5% Sat.Feb.13 92.9% 95.2% 87.1% 91.2% -2.4% 6.7% 1.9% 191Page SIdRI SB % LIV South Florida Host CeIll millee Page 1383 of 1464 %Change %Change %Change Boom Rate 2010 2009 2008 2007 2010 vs 09 2010 v4 2010 vs 08 07 Super Bowl/ Super Bowl P- ro Bowl Wed.Jan.27 $ 131.11 1 137.65 S 165.04 5157.90 .4.8% -20.6% -17.0% Thur.Jan.28 $ 134.18 $ 140.91 $ 163.30 1154.79 .4.8% -17.8% -13.3% Fri.Jan.29 5 139.40 -$ 134.26 $ 155.66 f 154.44 3.8% -10.4% .9.7% Sat,Jan.30 ' 1 139..26 $ 138:42 $ 15720 $ 1 57,45 0.6% •11.4% -11.6% Sun.Jan31 (Pia Bowl) $ 141.51 $ 134.10 3 . 15020 $155.62 5.5% :-5.8% 4.1% Mon.Feb.l $ 138.07 $ 14220 $ 154.85 $ 158.20 -2.9% .10.8% .12.7% Tues.Feb.2 $ 137.77 $ 144.76 5 156.50 $ 161.75 -4.8% -12.0% -14.8% Wed.Feb.3 $ 14235 $ 144.77 5 162.55 $ 162.65 -7.7% -12.4% •12.5% Thur..Feb.4 5 197.00 $ 140.50 '5 164.10. 1$'245.46 402% 29.0% -19:7% Fri:Febl4 $ 228M3 $ 141.60 $ 162.10 '1279.9$ 61.6% 41.2% .18.3% Sat.Feb.6 3 231.90 $ 14038 f1 16140 5:2792,9 652% 41.9% •17.0% Sun.Feb7,(Super "$'333:43 $'•134.20 '3 150.65 12295:40 73.9% 54.9% 21.0% Howl/ Mon.Feb.8 $ 133.17 $ 141.35 $ 155.20 $ 165.27 -5.8% -14.2% -19.4% Tues.Feb.9 $ 136.17 $ 141.15 S 156.79 $ 161.32 -3.5% -13.2% -15.6% Wed,Feb.10 $ 136.55 S 145.60 1 162.97 $ 763.95 .6.2% .16.2% -16.7% Thur.Feb.11 $ 139.15 $ 154.00 $ 164.53 $ 161.27 -9.6% .15.4% -13.7% Fri.Feb.12 1 14438 $ 159.15 $ 162.51 $ 161.68 -9.3% -11.2% -10.7% Sat.Feb.13 $ 144.98 1 159.55 1 164.06 $ 159.05 -9.1% •11.6% -8.8% 201Page OMR] SB XLIV South Fior.da Host Committee Page 1384 of 1464 BROWARD HOTEL STATISTICS %Change %Change %Change 133v291 2010 2009 2008 2QQ.Z 3010 vs 09 2010 vs 01' 3010 vs 07 _ Super Bowl/ Super Bowl _ Pro Bowl - Wed.Jan.27 599.83 $96.91 $125.98 $128.54 3.0% -20.8% .22.3% Thur.Jan.28 $107.14 $102.35 $127.48 $115.62 4.7% •16.0% .7.3% Frt.Jan.29 $121.61 $99.92 $130.13 $110.63 21.7% -6.5% 9.9% j Sat. an.30 $ 122.19 $ 102.50 $ 111.90 $420.16 19.2% 92% 1.7% 5un.Jan_51 ,$ .10234 $ 81.05 $ 85.70 $'-98.56 26.9% 20.0% 43% (ProBowl) Mon.Feb.1 $ 93.04 $ 92.55 $ 104,50 $102.23 0.5% .11.0% .9.0% Tues.Feb.2 $ 95.16 $ 100.10 $ 114.40 $ 107.78 .4.9% 46.8% 11.7% Wed.Feb.3 $ 100.27 $ 105.65 $ 127.40 $ 108.89 -5.I% 21.3% -7.9%. Thur.Feb.4 $ 159,66 $;98:20 '$ .13$:65 4;185:73 62:8% 17.7% -3.7% Fri.Feb'.5 ;$ 205.54 5-`107.86, $_13530 $202.22 9016% 512% 1.6% Sat.,Feb.6 $ 214.84 $' 108.85.- 5 141160 $ 219:4,0 97a% 52.4% -2.1% Son.Feb.7 $ 205.95' I$ 85.50 :$ 85.75 $220:55 140.9% 1402% -6.8% (Supel.Bowl) Mon.Feb.8 $ 89.80 $ 94.90 $ 109.41 5103.29 -5.4% -14.0% -13.1% Tues.Feb.9 $ 98.36 $ 103.50 $ 114.64 $ 119.00 -5.0% -142% -173% Wed.Feb.10 $ 109.03 $ 117.15 $ 128.09 $ 133.40 .6.9% -14.9% -18.3% Thur.Feb.11 $ 113.68- $ 135.40 $ 135.88 $ 133.20 -16.0% •16.3% -14.7% Fri.Feb.12 $ 129.36 $ 147.00 $ 135.29 $ 135.70 .12.0% -4.4% .4.7% Sat.Feb.13 $ 134.74 $ 151.85 5 140.60 'l $137.60 41.3% -4.2% .2.1% West Palm Beach Convention and Visitors Bureau offered for review their report from Smith Travel which provides occupancy, average daily rates and Rev Par data for the entire month of February, 2010 and comparisons to February 2009 Hotel Data. Current Month February 2008 vs. February 2010 I Dec% j ADR Rev PAR I 2010 2009 t 2010 2009 2010 2009 United Stales j L__- 530 _ 625 8640 100.82 5709 53.00 Florida , I .858 64.3 r124.45 12756 8195 81.97 West Palm Beach-Boca Raton,FL 78.4 69.7 165.85 179.73 / 130.04 125.35 West Palm Beach 77.1 66.9 164.38 16092 126.67 124.68 Boca Raton I 80.3 70.9 167.78 178.18 134.66 126.25 Per the previous tabular data representation of Miami-Dade, Broward County and Palm Beach County hotel occupancy rates, average daily rates and Rev Par intelligence provided, several key trends can be observed (note: typically high season for tourism in South Florida): 211Pege SMRI SB XLIV South Florltla Host Cornmiitee Page 1385 of 1464 • Occupancy Rates (OCC) were up 27.1% (Miami Dade County Properties)/up 17.2% (Broward County Properties) on Friday January 29'h, 30.9% (Miami Dade)/up 17.9% (Broward County Properties) on Saturday, January 30'h and 36.1% (Miami Dade)/20.3% (Broward County) on January 31"(2010 Pro Bowl weekend)when compared to the same time frame in 2009; • OCC Rates for Friday,were up 12.5% (Miami Dade County Properties)/18% (Broward County Properties), February 5th, 25.3% (Miami Dade)/19.5% (Broward County) for Saturday, February 6'" and 43.4%/38.5% (Broward County) for Sunday, February 7'h (Super Bowl Sunday) when compared to 2009 hotel data; • Average Daily Rates (ADR) showed an increase of 3.1% (Miami Dade County Properties)/up 3.8%(Broward County Properties)on Friday January 29'h, 6.4% (Miami Dade)/up .6% (Broward County Properties) on Saturday, January 30"and 7.4%(Miami Dade)/5.5%(Broward County) on January 31" (2010 Pro Bowl weekend) when compared to the same time frame In 2009; • Average Daily Rates (ADR) for Friday, were up 86.5%(Miami Dade County Properties)/61.6%(Broward County Properties), February 5th, 89.5%(Miami Dade)/65.2% (Broward County) for Saturday, February 6" and 88%/73.9% (Broward County) for Sunday, February 7th Super Bowl Sunday, when compared to 2009 hotel data; • Rev Par (revenue per available room) showed an increase of 27.3%(Miami Dade County Properties)/up 21.7% (Broward County Properties) on Friday January 29th, 39.3% (Miami Dade)/up 19.2% (Broward County Properties) on Saturday, January 30" and 44.4% (Miami Dade)/26.9% (Broward County) on January 31" (2010 Pro Bowl weekend)when compared to the same time frame in 2009; • Rev Par for Friday, were up 110.4%(Miami Dade County Properties)/90.6% (Broward County Properties), February 5th, 137.2% (Miami Dade)/97.4% (Broward County) for Saturday, February 6th and 169.6% (Miami Dade)/140.9% (Broward County) for Sunday, February 7'h Super Bowl Sunday,when compared to 2009 hotel data; • West Palm Beach County provided data for the entire month of February (no weekly comparative data available), which showed OCC for West Palm Beach at 77.1%compared to the February 2009 at 68.9%, ADR at 164.28 for February 2010/180.92 for February 2009 and Rev Par for February at 126.67 versus 124.68 In February 2009. The graphic below denotes a trend analysis of data for Super Bowl Hotel rates and an escalation in average daily rates charted pre/during and post staging of the SB XLIV Game. 22lPage SAIRI SB XLIV Sol,lh Florida Host Committee Page 1386 of 1464 Nntalrl_of Rental Price Flucivaions las•Holils tear Rentni� m0 super ecnt XJJV •r0 Ink s. ro 100 mar 50 n JL" I4G-1 Etre Jan lith-0elp Feel 14h-! Feb 4117iRl F9). 15t-19th Feb Pti0._I_I 1 Car rental agencies saw minimal increases during Super Bowl pre/during time period engagements. However, when officially designated South Florida Super Bowl XLIV Hotels were monitored for hotel rates, February 1" until February 8'h 2010 reported increases averaging 25.1%. The following section will be devoted to a more complete discussion of the 2010 Pro Bowl/SB XLIV Bowl analysis of key findings. Page 1387 of 1464 Discussion of Key Findings Prior to a discussion of key findings for the 2010 Pro Bowl & SB XLIV Game/Events, it is relevant to introduce a brief overview of the economic impact protocol and model used for application in the current investigation. Economic Impact Analysis Explained An economic impact analysis traces the flows of spending associated with tourism activity in a region to identify changes In sales, tax revenues, income, and jobs due to tourism activity. The principal methods tapped for analysis, include visitor spending surveys (of all shareholders involved in attending directing and operating the success of the Event), analysis of secondary data from prior studies and government economic statistics, economic base models, input- output models and multipliers. 2008 IMPLAN Professional Version 2.0 for windows, the economic impact software employed for economic analysis in the present investigation is also referred to as the Minnesota IMPLAN Group, Inc. or MIG, Inc, which was founded in 1993 by Scott Lynda!! and Doug Olson as an outgrowth of their work at the University of Minnesota starting in 1984. This developmental work closely involved the U.S. Forest Service's Land Management Planning Unit In Fort Collins, and Dr.Wilbur Maki at the University of Minnesota. In 1993, the IMPLAN founders entered into a technology transfer agreement with the University of Minnesota that allowed them to form the company. At first, MIG, Inc. focused on database development and provided data that could be used in the Forest Service version of the software. In 1995 MIG, Inc. took on the task of writing a new version of the IMPLAN software from scratch. This new version extended the previous Forest Service version by creating an entirely new modeling system that included creating Social Accounting Matrices (SAMs) - an extension of input-output accounts, and resulting SAM multipliers. Version 2 became available in May of 1999. There are over 1,500 active users of MIG databases and software in the United States as well as internationally. Research applications can be found in federal and state government, universities, as well as private sector consultants. The following section reports the analysis of all primary and secondary research findings associated with the data collection protocol executed for the SB XLIV Economic Impact investigation. 2010 SULIV Out-of-Town Visitors FifldIngs SB XLIV out-of-town visitor findings reflect primary data analysis from the onsite data collection conducted during selected week-long Official South Florida Super Bowl Host Committee and NFL Super Bowl Event schedules. The discussion of the findings will parallel the introduction of cues on the raw survey instrument. Data points will be highlighted graphically If/when appropriate for discussion purposes. Key visitor data trends and consumer profiles are telling when examining subsequent correlation with economic impacts of visiting, local residents and Event participants Involved In staging Super Bowl XLIV. An understanding of whom (consumer profiles) will better depict why (discretionary income levels) and how much visitors are able to spend at designated Events. Finally, important to measuring successful economic impact is the amount of "new money" introduced to the local vicinity or designated study area. 24[Pege SPASI ,. 5 XLIV South Florida Host Committee Page 1388 of 1464 The most notable Super Bowl XLIV Events attended were Super Bowl XLIV Game (91.4%), Game Day Fan Plaza (56.1%) and Super Bowl Saturday Night (16.1%). With the replacement of the NFL Experience with the Fan Plaza "interactive zone," it was not unusual for this Event to be well attended. In order of frequency, Super Bowls attended by SB XLIV visitors Included New Orleans (13.9%), WM1lch sdpereewia have you attended? Tampa (11.4%) and Phoenix (9.6%). This Super Bowl attendance trend denotes a "'" ",f segment of fairly new Super Bowl Game '444. attendee profile indicated by the high frequency reporting for Phoenix and Tampa. "P. e, New Orleans as a Super Bowl site was ranked I , i the number one site attended In previous ' economic impact studies in 2007 and 1999. °« �,ip, �f , ` , 1 i South Florida Is rated oma as "• ' , LI ANj l I i P aoid nodi. .aur, n"uwi'we" en 1f : 70014-'1 �¢ / £ „) "6%1 If I : .i.� I AWhen asked to e e.. *I T'i 11i �'I 111 I 1 ' . rate the choke of South Florida �� �" 1 '� ME as a site for SB XLIV, 51 ,6% a 4 �' 1 =�• a ''; �ot I revealed South Florida to be an Y Y '! I 1 1 1 kF "excellent" choice, 26.6% e., ';i' 'k '_1 �1_; !'_4- rated it as "very good" and urry New rae°n,i , a ")IXXVIIHalon ATOM,Pg. Dade" Flom*XIII Tamps'"°'"Ie 12.3% "good." Again, South Florida as a preferred Super Bowl destination has always received high marks with 59.4% rating South Florida as an excellent site/location choice of those polled in the 2007 SMRI Economic Impact Investigation. Super Bowl XLIV out-of-town visitors spent, on average $947.41 per day on accommodations, meals/beverages, local transportation, entertainment/recreation, merchandise and other miscellaneous retail. These daily expenditures represented 2.36 persons which equates to 8401.44 per person, per day; this Is a decrease in average daily expenditures when compared to results offered in research completed for Super Bowl XLI in 2007 (lower hotel rates In 2010?). Average number of nights spent In South Florida was 3.12, in 2007, the average number of nights spent in a South Florida accommodation was 5.11. Hence, a drop in the average length of stay for out-of-town visitors reported in 2010. 89.5% cited attending SB XLIV as the MAIN reason Was s.p.raoWlXLIV: for their visit to South Florida. This is a critical statistic which represents the segment ONLYd•°^M^"- Included In the economic analysis for the purposes «,«e - I,--""""`� «„ of this investigation. Casual travelers who may be in South Florida for high season were NOT Included r '� in the economic impact analysis. Page 1389 of 1464 """" 69.3% traveled to South Florida by commercial air...down from results offered in 2007 at 75.6%. With the New Orleans Saints fans within driving distance (compared to Chicago Bears fans in 2007), hypothetically the travel patterns may have been impacted for that reason. 39.5% of those who came by "air" arrived at Ft. Lauderdale International Airport, with 34% flying into Miami International Airport, which is a change in the ranking for airport destination choice from 2007 where MIA was preferred over FLL as a trip destination option. 40.7% stayed In Broward County while attending SB XLIV Game and auxiliary Events, 28% in Miami Dade and 8.6% in Palm Beach County. These statistical findings will figure prominently in the per county economic impact analysis to be discussed later in this report. How has your attendance ofipe Super Bowl effected your overall Impression of south Florida? Lw favorable, ,se 54.6% indicated that theft impression of South Florida, as a result of attending SB XLIV Samn4S6` Game/Events, was "more favorable" w' srde, JI (almost identical to 2007 results at 54%). 62.1% did not visit other geographic locations as part of their trip to South Florida for SB XLIV; of those who did visit other locales, 7.5% visited Orlando, 6.1% Key West and 3.9% Ft. Meyers. 2010 results revealed a less propensity by fans to visit "other South Florida sites" (e.g. 8.2%traveled to Key West in 2007 and 6.5%to Orlando). 35.4% did visit the South Florida SB XLIV Host Committee Website and 9.9% (only up slightly from 2007 results of 8.7%) revealed that they"blog" in terms of Internet usage patterns. From a demographic standpoint, 72.1% were male, average age was 40.9 years, 43.9% completed college/30.5% graduate school, 23.5% classified themselves occupationally as professionals, and average household Income was $220,323. The average household Income (HHI) reported for this segment of visitors in 2007 was $222,318, indicating a small decrease In HHI since 2007 which does parallel national HHI trends for US consumer types. 2010 Pro Bowl Market Analysis Key Data Findings The 2010 Pro Bowl research protocol called for economic impact research targeting out-of- town Pro Bowl Game attendees and those engaged In activities In the "Fan Plaza" onsite at Sun Life Stadium. What follows is a more comprehensive discussion of those findings. Since the last time a Pro Bowl event was staged in South Florida was in the 1970's and there were no reported profiling/market analysis completed of attendees at the Event at the time, no comparative data will be offered for Inclusion In the discussion. Out-of-town visitors Indicated other geographic locations visited as a part of their 2010 Pro Bowl visit included 12.2%Caribbean, 11.3%Orlando, and 10.6% Key West (33.1% did not visit other locales). This attendee segment was more likely to travel to other South Florida Page 1390 of 1464 destinations that findings reported from the SB XLIV consumer segment, cited In the previous section of this report. 64.4% indicated they DID visit the South Florida SB XLIV Host Committee Website. Nearly double the frequency reported by Super Bowl segment surveyed. 19.9% revealed (or nearly one In five) they HAD attended a Pro Bowl in previous years. Of those Haw you attendee Pro pdre inter pest, who had attended Pro Bowl Games in previous years, 50.3% indicated that South Florida was "better" as a host site AND 39.7% rated South ' si ar Florida as an "excellent" choice for a Pro Bowl site (24.5% rated South Florida as "very good"). These are very positive indicators for the future selection of South Florida as a possible destination for hosting future Pro Bowls. How has your attendance or the Pro=owl effected your x"pan overall Impression or Soot _. Less rams*. r.re LLn bmnbh. 03 ieM 42.3% stated that their overall impression of South Florida was "more favorable" - - as a result of their attendance at the —d=m=.avex 2010 Pro Bowl. Additionally, 65.8% indicated that their main reason for visiting South Florida was to attend the 2010 Pro Bowl. On average, the Pro Bowl visitor spent $825.02 per day during their visit to South Florida for the Pro Bowl Game/Events (representing expenditures for 2.74 persons), equating to $301.10 per person, per day on lodging, dining out, entertainment, local transport and miscellaneous retail. On average, visitors spend 3.82 nights in South Florida for the 2010 Pro Bowl, which was slightly higher than the length of trip findings reported by SB XLIV attendees at 3.12 average nights spent in South Florida. 58.1% traveled to South Florida via Commercial Aircraft, with 48% flying Into Ft. Lauderdale International Airport, 26.3% arrived into Miami International Airport and 16.5% came Into Palm Beach International Airport. Again, Ft. Lauderdale International Airport was the top airport destination of choice by both Pro Bowl and SB XLIV segments interviewed. If traveling via car, 46.1% chose the Florida Turnpike for their trip and 42.3%chose 195. 43.5% stayed at a full-service Hotel for their lodging accommodations, 18.1%chose a Motel and 18.5% a private dwelling. 40.8% stayed in Broward County during their trip to South Florida for the 2010 Pro Bowl, whereas 34.6% chose to stay in Miami-Dade County and 22.3% in Palm Beach County. Mirroring Airport Destination of choice data reported in prior discussions. • Page 1391 of 1464 6.4% of those surveyed indicated they "blog" on the Internet, which is a decrease from SB XLIV segment surveyed that chose to use this social network tool. Demographically, 62.5% were Male, average age was 39.4 years, 42.3% had obtained a college education and 18.4%completed Graduate School, 13.8% classified themselves "occupationally" as professionals, and the average household income was $134,934. Household incomes are significantly lower that the average HHI of $220,303 reported by SB XLIV consumers surveyed. The US household income average reported by the US Census Bureau in 2008 was $52,029. SIBXLIV& =ro ®Mwl '_,• 11,,•act The following discussion of results of key findings from local businesses surveyed as part of the protocol investigation offering insights into the amount of business activity that may have been generated as a result of hosting SB XLIV and 2010 Pro Bowl Game/auxiliary Events. Of those local business surveyed, 61.4% were tourism service related industries, 22.7% indicated they would classify their business as offering a"business service". 21.9% had participated in this year's NFL Emerging Business Program. 24.3% sold a product/service directly related to the Super Bowl or Pro Bowl and 18.5% indicated that their employment increased for Super Bowl, 2.3% revealed their employment increased for Pro Bowl related business activity. 83.3% indicated that they hired temporary employees during the Pro Bowl/Super Bowl business cycle. This hiring trend parallels previous Super Bowl and "large scale event" findings that typically show an increase in temporary/part time staffing needs. 44.1% indicated their weekly sales increased during Super Bowl and 13% indicated their weekly sales increased during Pro Bowl weekend. Those reported sales increases for SB XLIV may hypothetically be due to the consumer "type" or profile reported for Super Bowl visitors (higher Income averages), hence the capability to spend more of their discretionary Income. 15.4% revealed their Internet sales were up during Super Bowl XLIV, 2.1% saw an increase in Internet sales during Pro Bowl. 16% (or approximately one in six) revealed weekly profits that increased "considerably" during Super Bowl week. Conversely, 69.3% indicated their business activity returned to "normal" wintertime activity post Super Bowl Game. 34.6% revealed they participated as a business during the 2007 Super Bowl, of those who did participate, 26.7% (one in four) Indicated that SB XLIV was better for their business than in 2007, which may be due to better education or heightened business outreach for this particular consumer segment. 34.8% Indicated their experience with the South Florida Super Bowl XLIV Host Committee was "excellent" and 21.7% indicated their experience was 'very good". Finally, 22.3% did attend a workshop/seminar offered by the South Florida Super Bowl XLIV Host Committee. Pro Bowl and Super Bowl?UVVisiting Media dElPage SMRI SB XLIV Souih Florida Host Committee Page 1392 of 1464 The media survey conducted of onsite visiting reporters for this year's 2010 Pro Bowl Game Coverage and SB XLIV Game Day Coverage offered interesting insights Into media reporting trends for the current Super Bowl/Pro Bowl coverage and those reported in 2007 for a similar media segment/profile analysis conducted. Results will be offered for comparative analysis if/when appropriate. 2010 Pro Bowl Media reported they anticipated coverage on average of 99.35 column inches (print), 67.71 minutes on average devoted to broadcast time and 68.26 column inches on average earmarked for Internet coverage. There are no "comparative event" references to compare these results with; however, the data will figure prominently Into the analysis of the media added value, discussed in greater detail in a later section of this report. SB XLIV Super Bowl Media reported coverage on average of 412.24 column inches (print), 320.89 minutes on average devoted to broadcast time and 260.53 column inches on average earmarked for Internet coverage. Print and broadcast coverage were down from the 2007 SB XLI media coverage findings (459.07 column inches/291.22 broadcast minutes) which parallel national media trends reporting budget cuts nationally for print/national network television coverage. A bright spot is that Internet coverage of S8 XLIV was up from 2007 (241.9 column inches), which data again supports an upward usage pattern nationally with social networking and Internet usage patterns. 65.4% of SB XLIV media visited the South Florida Super Bowl XLIV Host Committee website prior to the Super Bowl Game, contrasted with 48.1%of Pro Bowl media who visited the website prior to their engagement. The 58 XLIV media use/navigation of the South Florida SB XLIV Host Committee website was slightly higher than reported In 2007 at 63.7%. Pro Bowl Media surveyed spent, on an average per diem per person, $409.82 on accommodations, meals / beverages, entertainment / recreation, merchandise / shopping and other miscellaneous retail. Of the SB XLIV Media surveyed, those sampled spent, on an average per diem per person, $412.08 on accommodations, meals / beverages, entertainment / recreation, merchandise/ shopping and other miscellaneous retail. Average expenditure levels reported for both the SB XLIV and Pro Bowl media were lower than those reported in 2007 for SBXLI media at $483.36. Average group size for visiting media present at the 2010 Pro Bowl Game was 1.39; for visiting Super Bowl XLIV Media, the average group size was 1.73. 2010 Pro Bowl visiting media spent, on average 5.19 nights in South Florida and Super Bowl visiting media length of stay was 6.24 nights. The length of stay reported for both media segments attending the 2010 Pro Bowl and SB XLIV Game was higher than reported In 2007, with an average of 4.88 nights at a South Florida accommodation. 69.3% of 2010 Pro Bowl visiting media indicated they had a "more favorable impression of South Florida"compared to 50.1%of Super Bowl visiting media surveyed. As reported in 2007, 46.4%of SBXLI media had a more favorable impression of South Florida. From a demographic profile, 91.8% of 2010 Pro Bowl Media were male with an average age of 36 years. 68.7% of Super Bowl Media were male with an average age of 37.7 years. More females were a part of the 2070 media segment when compared to 2007 with 72.2% males. 1010ProBowlaadkpasBadEVEooaoathpaot/lie a dtRings SOIPege SARI SB XLIV South Florida Host Coinniitiee Page 1393 of 1464 The direct economic impact from hosting the 2010 Pro Bowl Game and auxiliary Events on the designated study area (South Florida Metropolitan Vicinity) was $59,976,048. Subsequently, it followed that the indirect spending (or re-introduction of new monies flowing through the local economy) associated with staging the Pro Bowl was $18,560,519 and the induced (business preparation phase) was $20,781,456. Finally, the direct, induced, indirect economic injection in the host community from the staging and execution of the 2010 Pro Bowl Game/Events, otherwise referred to herein as the "total effects" was $99.318.023. The initial demand or direct impact from staging the 2010 Pro Bowl was influenced by the length of stay, group size and average daily expenditures reported per group surveyed. From a macro economic Impact event perspective, a Pro Bowl is a new economic infusion to the South Florida sport/tourism calendar (first time offered in over 40 years), a welcomed economic stimulus in a downward trending South Florida tourism economy. For a more "micro economic impact view", the 2010 Pro Bowl infused, on a county-by-county bask, $20,751,712 (Miami Dade County) in direct economic Impact, Broward County experienced a direct impact of $24,470,227 and Palm Beach County, a direct impact of $1 3,374,659. The associated direct impacts reflect a change in direct impact realized In 2007 SBXLI findings with Miami Dade experiencing a higher direct impact from that year's Super Bowl than Broward County. In 2010 with SB XLIV impact, there was a notable geographic "shift" more toward Broward County with SB XLIV events/headquarters (official media/NFL hotels and media center and Super Bowl Saturday Night/Taste of the NFL functions). Adding to a weak tourism environment in South Florida, a total of FTE employment equivalents were created by the 2010 Pro Bowl were 926.58. Additionally, the indirect business taxes usurped by local/state/federal agencies equaled $5,980,040. The direct economic impact from hosting the 2010 Super Bowl NFL Championship Game and auxiliary Events on the designated study area (South Florida Metropolitan Vicinity) was $141,485,834. Subsequently, it followed that the indirect spending associated with staging Super Bowl XLIV Game/related Event(s) was $43,784,987 and the induced, $49,024,266. Finally, the direct, induced, indirect economic injection in the host community from the staging and execution of the 2009 BCS Bowl Game/Events "total effects"was 5234 295.086. The direct, induced, indirect and total economic impact "effects" experienced by South Florida in 2010 from staging SB XLIV was significantly less than the $463,339,398 realized in 2007. Several plausible explanations for this downward trending of economic Impact Include the participating teams/associated fan base (second time In four years for the Indianapolis Colts), lower daily expenditures, average number of nights reported for visiting fans surveyed. Finally, it bears worth noting that the average daily rate for accommodations was down 10%, for example, In Miami Dade County from 2007 room rates and down 21%in Broward County when compared to average daily room rates offered in 2007. Again, positive news from an employment and economic Impact stimulus perspective, the total FTE (full time employee) equivalents created from the staging of SB XIJV Game/Events was 2185.83. Indirect business taxes realized by the staging of Game/auxiliary Events were $14,107,146. The direct economic impact, from staging SB XLIV (for a more micro-geographic examination) on Miami Dade County was $39,616,033, the direct impact on Broward County was $57,584,734 and Palm Beach County experienced a direct Impact of$12,167,782. In addition to the economic exposure brought to the South Florida marketplace as a result of hosting two top tier Professional Football Bowl Games, there was an added-value provided by the media exposure of the local community into markets locally, regionally and nationally. This media "audit" Included selected "mentions" of South Florida as the host/location for the Bowl 39IPage SfNnl uB XLIV South Florida Host Committee Page 1394 of 1464 Game(s). Selected factors used in the 2010 Pro Bowl and SBLXIV Game/selected Event(s) media audit analysis were as follows: Media Audit Analysis Factors The 2010 Pro Bowl and Super Bowl XLIV Media Audit considered the following factors 1: Audience Reach/Circulation (## of Subscribers) 2: Publicity Value (Ad Value per column square inch, 30 second spot, etc.) 3: Tonality (Very Positive, Positive, Neutral, Negative, Very Negative) 4: Non-opinion vs. opinion articles (Fact versus Opinion) 5: Tonality of article • 6: Article types (Sport, Sport Business, Business, Lifestyle, Headline News, Local News) 7: Number of Times South Florida mentioned 8: Geographic Distribution of Articles Audience Reach 9: Branding Campaign (number of times Pro or Super Bowl mentioned) (*Search Engines used Included Google;Nexus;Yahoo; Factiva and South Florida Super Bowl Host Committee clipping analysis.) U ing a formula that Includes an average cost per advertising inch and the credential d pint/broadcast/Internet media numbers related to the exposure received in their publicatio s r:lated to the hosting/staging of the 2010 Pro Bowl and Super Bowl XLIV Games and auxiliary E ents. the 2010 Pro Bowl equated to 49,877,287, combined media valuation (print, Internet and broadcast)for SB XLIV was. 482,848,170. This concludes the discussion section for the 2010 Pro Bowl and SB XLIV Games key data findings/IMPLAN analysis data findings. What will follow are recommended action items for future Pro Bowl and Super Bowl event bid planning and strategic marketing. Recommended Data Activation Strategies From the previously expounded 2010 Pro Bowl and SB XLIV economic impact and market analysis data discussion points, the following are strategy activation "end points" which, in essence, further explain how best to apply and synthesize the findings presented thus far in this Investigative report. The action items are recommendations which are only offered as suggested market strategy and event planning formation points for the reader (s) of this document. Action Item#1 The 2010 Pro Bowl and Super Bowl XLIV Games and auxiliary Events offer a positive economic stimulus for healthy economic infusion in the South Florida Tourism Industry in a economic downturn period in the economic history of South Florida. Given this growth dynamic, with all alinede SINRI SB X1. 111 South Florida Host Committee Page 1395 of 1464 economic, environmental, social, political factors stabilized, a larger economic impact would hypothetically be warranted, which indeed was the case In 2007 over prior investigations in 1999 and 1995 respectively. Key issues which set the 2010 Pro Bowl and BCS Bowl Games which continue to distinguish these Event consumers from other large scale events are the average length of stay, the sizable per diem expenses reported per out-of-town visitor in attendance, high average visitor household incomes reported and the capability to attract a large percentage of visitors to the host region. Though lower numbers reported in 2010 by SB XLIV, City, County, State leaders need to be cognizant of the economic advantages that future Super Bowls have to offer tax rolls, employment generation and local business stimulation (hoteliers, restaurant-owners, entertainment/arts enterprises). Action Item#2 With 50.3% of Pro Bowl visitors and 54.6% of SB XLIV visitors revealing they had a "more favorable" Impression of South Florida as a result of their attendance at each respective Game, the prospects for continued visits/returned business to the South Florida Tourism economy remains high. The positive qualitative measure of repeat business and travel to the South Florida vicinity should be documented and measured by the respective Tri-County convention and visitor bureaus. The real added value to staging large scale event(s) of this nature is in the return business which is also an excellent barometer of how vested these visitors were in the South Florida 'brand" as a future vacation, business meeting, to purchase a second home/condo or relocation to the vicinity to live on a permanent basis. Action Item#3 Additionally, the positive impressions created by the South Florida host community by the media at large provides substantial support data for future South Florida Professional Football Championship bids (Super Bowl/Pro Bowl) as well as attracting other large scale events to the South Florida region. The true economic benefit of these events is measured in the economic Impact they bring to the host community in terms of new revenue realized from visitors, sub contractors, event participants, corporate sponsors and media who visit the region specifically to take part in these types of events. Action Item#4 Of the over 1202 Pro Bowl Media and 4705 Super Bowl Media in attendance, visiting media surveyed spent, on an average per diem per person of $409/$412 on accommodations, meals / beverages, entertainment / recreation, merchandise / shopping and other miscellaneous retail. Additionally, visiting media spent on the average over five (5) nights in the South Florida metropolitan area. Not only is the value of not only their economic contributions to the South Florida Metropolitan vicinity is noteworthy, but the added value of the media coverage, broadcast, print and otherwise cannot be overstated. They provide the region with an unmatched opportunity to showcase South Florida and the many attributes this world class tourism region has to bestow to domestic and international visitors who view and learn of Event activities for a very concentrated period of time during Super Bowl week. Again, a huge selling point for community and regional leaders whose support of the Event is not guaranteed but factors clearly demonstrate financial/political support Is warranted. Action Item# 5 The combined total effects economic impact of staging the 2010 Pro Bowl/SB XLIV Games and auxiliary Events, estimated at over $334 million dollars, supports previously reported local, regional and national economic mitigated growth indicators prevailing during the first quarter of 2010. With job growth continuing to stagnate, along with household incomes of higher end consumers, the outlook for 2010 looks for very small Improvements, if any at all, for continued economic growth to the region.The 2010 Pro Bowl and SB XLIV Bowl Games came at a welcome time during a downturn in the South Florida economy. These prestigious Professional Football Ci2lPege $ MPJ S7 XLIV South Florida Host Committee Page 1396 of 1464 Bowl Games underscores the very positive economic impact combined Bowl Game(s) bodes for the South Florida Metropolitan region. Tourism officials again should be informed of the enormous economic benefits these Event(s) bring to the host communities In the South Florida metropolitan vicinity and the significance to the South Florida Tourism Industry. Action Item #6 The 2010 Pro Bowl and Super Bowl XLIV visitor attendees reported average daily expenditures three to four times the typical South Florida visitor profiled in 2009. An Orange Bowl/BCS Bowl visitor's average household income (HHI) was 3-4 times that of a typical South Florida visitor which continued to add support to the notion that a Super Bowl visitor has a larger percentage of discretionary income to spend when compared to a typical South Florida segment visitor. Ultimately the true benefit of this information is in understanding and applying the supply and demand curve created by a tremendous visitor infusion In the host communities. Action Item #7 The continued education of local tourism-related business establishments appears to be paying off literally and figuratively. The NFL Emerging Business Program local business seminars along with the South Florida Super Bowl Host Committee workshops impacted local business revenues with higher profit margins in 2010 when compared to 2007 SBXLI business activity reported. Understanding the unique visitor profile that future Super Bowls/Pro Bowl Games bring to the local business community in terms of marketing, price points and providing service accolades will only continue to enhance business activity and profit margins for the host community local business establishments. SMRI would like to take this opportunity to express our sincere gratitude to all the many valued South Florida Host Committee Super Bowl Committee staff and team members that facilitated the successful launch and execution of the 2010 Pro Bowl and Super Bowl El/Market Analysis Researrh Investigation. We thank vow for your ongoing support of our research endeavors_ Best wishes on your continued successi --lhe SMRI 2010 Pro Bowl&and 58 XLIV Economic Imp Page 1397 of 1464 RESOLUTION NO. 2017-29889 A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY OF MIAMI BEACH, FLORIDA, ACCEPTING THE RECOMMENDATIONS OF THE FINANCE AND CITYWIDE PROJECT COMMITTEE AT ITS MEETING ON MAY 19, 2017 AND AUTHORIZING THE FOLLOWING IN CONNECTION WITH THE 2020 SUPER BOWL LIV, TO BE HELD IN SOUTH FLORIDA FROM JANUARY 18 THROUGH FEBRUARY 6, 2020 ("THE EVENT"): THE WAIVER OF RENTAL FEES FOR HALLS A, B, C, D, AND ADJACENT MEETING ROOMS AT THE MIAMI BEACH CONVENTION CENTER, IN AN AMOUNT NOT TO EXCEED $857,540.80; CITY SPONSORSHIP OF THE 2020 SUPER BOWL LIV, IN AN AMOUNT NOT TO EXCEED $150,000, WITH A SPONSORSHIP AGREEMENT IN A FORM ACCEPTABLE TO THE CITY MANAGER AND CITY ATTORNEY; AND, ALL FUNDS SHALL BE SUBJECT TO APPROVAL AND APPROPRIATION VIA THE FY 2017/18 BUDGET PROCESS. WHEREAS, on May 24, 2016, the National Football League (NFL) awarded Super Bowl LIV to South Florida, where the game will take place at the newly renovated Hard Rock Stadium in Miami Gardens, Florida on Sunday, February 2, 2020; and WHEREAS, the Super Bowl is one of the largest television events, with over 111.9 million viewers worldwide. It is an economic engine that brings with it over $300 million in economic impacts, $31 million in city and state tax revenue, and $190 million in direct spending; over 1.3 million people attend the Super Bowl Park and NFL Experience, with over half of those individuals being out-of-town visitors; and WHEREAS, as part of the Super Bowl, the NFL Experience will be hosted at the Miami Beach Convention Center along with the following activations; Media Center; Radio Row; and NFL Social Media Command Center. The NFL will be utilizing all four halls of the Miami Beach Convention Center and the adjacent meeting rooms to accommodate their NFL Experience and media needs; and WHEREAS, the NFL Experience, which is to be hosted at the Miami Beach Convention Center, is the largest event, both physically and in number of attendees, in the week leading up to the Super Bowl. Fans that attend will enjoy a variety of interactive games, displays, entertainment attractions, kids' clinics, and free autograph sessions. With over 1 million visitors, the NFL Experience has become one of the cornerstone events of the week leading up to Super Bowl Sunday; and WHEREAS, as part of the NFL's commitment to the City of Miami Beach, the Super Bowl Host Committee 2020 will lead the efforts to connect NFL Charities related to the Super Bowl 2020 and key Miami Beach projects supported by NFL Charities. These projects include; NFL Play 60; Make a Wish Foundation; NFL Business Connect; and NFL Environmental Awareness Initiatives. All in all, the investment in the City of Miami Beach by the Super Bowl Host Committee 2020 is estimated to be $250,000; and Page 1398 of 1464 • WHEREAS, as part of the NFL's Super Bowl LIV NFL Experience Venue License Term Sheet, the NFL requests the waiving of the Miami Beach Convention Center facility rental fee for the duration of the event. In addition to the week of activations within the Miami Beach Convention Center, the NFL also requires 2 weeks prior to Super Bowl Sunday for setup and 1 week after Super Bowl Sunday for breakdown. The facility rental fee for the NFL would be $857,540.80; and WHEREAS, the City desires to serve as a sponsor of the Event, and agrees to waive the Miami Beach Convention Center facility rental fee in the amount not-to-exceed $857,540.80; and provide funding in the amount not-to-exceed $150,000.00 to the Super Bowl Host Committee 2020; and WHEREAS, at the May 13, 2017 City Commission meeting, the item was referred to the Finance and Citywide Projects Committee for further vetting and recommendation of sponsorship amounts; and WHEREAS, at the May 19, 2017 meeting of the Finance and Citywide Projects Committee, the Committee recommended that the City Commission approve and authorize the sponsorship of NFL Super Bowl LIV and its related activations to be held in South Florida from January 18 through February 6, 2020 (the "Event"); waive the Miami Beach Convention Center facility rental fee for the Event in an amount not to exceed $857,540.80; and, further, provide funding in an amount not to exceed $150,000 to the Super Bowl Host Committee 2020 for sponsorship of the Event. NOW, THEREFORE, BE IT DULY RESOLVED BY THE MAYOR AND CITY COMMISSION OF THE CITY OF MIAMI BEACH, FLORIDA, that the Mayor and City Commission hereby accept the recommendations of the Finance and Citywide Project Committee at its meeting on May 19, 2017 and authorize the following in connection with the 2020 Super Bowl LIV, to be held in South Florida from January 18 through February 6, 2020: the waiver of rental fees for Halls A, B, C, D, and adjacent meeting rooms at the Miami Beach Convention Center, in the amount not to exceed $857,540.80; City sponsorship of the 2020 Super Bowl LIV, in an amount not to exceed $150,000, with a sponsorship agreement in a form acceptable to the City Manager and City Attorney; and, all funds shall be subject to approval and appropriation via the FY 2017/18 budget process. PASSED and ADOPTED this 7th day of June, 2017. ATTEST: /,. / / � v%w�C� 'lip Lev, dor it R. ael 7 ran.do, City Clef<..se< \ ( .. 9,s/ I * t APPROVED AS TO INOORPIORATED, 4 FORM &LANGUAGE ;: t0 &FOf E ECUTION q. .` .. M � ' - rp i ] „•a. artM0f 1464 CIN AttomeY Dote Resolutions - C7 Q MIAMI BEACH COMMISSION MEMORANDUM TO: Honorable Mayor and Members of the City Commission FROM: Jimmy L. Morales, City Manager DATE: June 7, 2017 SUBJECT:A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY OF MIAMI BEACH, FLORIDA, ACCEPTING THE RECOMMENDATION OF THE FINANCE AND CITYWIDE PROJECT COMMITTEE TO SPONSOR THE FOLLOWING IN CONNECTION WITH THE 2020 SUPER BOWL LIV, TO BE HELD IN SOUTH FLORIDA FROM JANUARY 18 THROUGH FEBRUARY 6, 2020 ("THE EVENT"): THE WAIVER OF RENTAL FEES FOR HALLS A, B, C, D AND ADJACENT MEETING ROOMS AT THE MIAMI BEACH CONVENTION CENTER, IN THE AMOUNT NOT TO EXCEED $857,540.80; AND FURTHER PROVIDING CITY SPONSORSHIP OF THE 2020 SUPER BOWL LIV IN THE AMOUNT NOT TO EXCEED $150,000: SPONSORSHIP AGREEMENT SUBJECT TO THE CITY MANAGER'S APPROVAL; AND FUNDS TO BE CONSIDERED FOR APPROPRIATION VIA THE FY 2017/18 BUDGET PROCESS. RECOMMENDATION Administration recommends that the City Commission accept the recommendation of the Finance and Citywide Committee and adopt the resolution approving the sponsorship of the Super Bowl LIV Host Committee and the waiver of facility rental fees at the Miami Beach Convention Center, to include development of a sponsorship agreement subject to approval by the City Manager. ANALYSIS As part of the NFL's Super Bowl LIV NFL Experience Venue License Term Sheet, the NFL requests the waiving of the Miami Beach Convention Center facility rental fee for the duration of the event. In addition to the week of activations within the Miami Beach Convention Center, the NFL also requires 2 weeks prior to Super Bowl Sunday for setup and 1 week after Super Bowl Sunday for breakdown. The facility rental fee for the NFL would be$857,540.80. In addition, due to the significant and notable impact on the City of Miami Beach as a destination city,the estimated $300 million economic impact, 1 million visitors to the Miami Beach Convention Center, and the generous investment the Super Bowl will provide to the local community through their work with NFL Charities, the proposition of awarding the Super Bowl Host Committee 2020 a sponsorship in the amount of$150,000 has been presented. We anticipate this will sponsorship will be supplemented by funds from the Miami Beach Visitor Page 755 of 1511 Page 1400 of 1464 and Convention Authority in approximately$90,000, as well as significant funds from the Greater Miami Convention&Visitor's Bureau. On May 19, 2015, the National Football League (NFL)announced the four finalists that would compete to host either Super Bowl LI I I in 2019 or Super Bowl LI V in 2020; South Florida was among the four finalists. On May 24, 2016,the NFL awarded Super Bowl LI V to South Florida, where the game will take place at the newly renovated Hard Rock Stadium in Miami Gardens, Florida on Sunday, February 2, 2020. The Super Bowl is one of the largest national television events,with more than 111.9 million viewers worldwide. The event is an economic engine that brings with it more than$300 million in economic impacts, $31 million in city and state tax revenue, and $190 million in direct spending. More than 1.3 million people attend the Super Bowl Park and NFL Experience each year,with over half of those individuals being out-of-town visitors. The Super Bowl has become a global phenomenon that puts the host location on an international stage and generates an exponential growth in tourism,occupancy, and room rates. Greater Miami Convention&Visitors Bureau statistics indicate occupancy rates for Super Bowl 2007 and 2010 increased 12.3%for the Sunday prior to the event, and 31.2%for the Super Bowl Sunday. Room rates grew from 6%on the Sundays prior to Super Bowl and 99.5%on Super Bowl Sundays. The Revenue per Available Room (RevPAR)increased by 19.3%for the Sunday prior, and 160%for Super Bowl Sunday. As part of the Super Bowl, the NFL Experience will be hosted at the Miami Beach Convention Center along with the following activations; Media Center; Radio Row; and NFL Social Media Command Center from January 18-February 6,2020. The NFL will be utilizing all four halls of the Miami Beach Convention Center and the adjacent meeting rooms to accommodate their NFL Experience and media needs. These high profile activations will remain in place during the entire week of the 2020 Super Bowl. The NFL Experience hosted at the Miami Beach Convention Center is the largest event, both physically and in number of attendees, in the week leading up to the Super Bowl. Fans that attend will enjoy a variety of interactive games, displays,entertainment attractions, kids'clinics, and free autograph sessions. With more than 1 Million visitors, the NFL Experience has become one of the cornerstone events of the week leading up to Super Bowl Sunday. The NFL Media Center, Radio Row, and the NFL Social Media Command Center all play an integral part in the media coverage of the Super Bowl. The Media Center serves as the home for both local and national media during their work at the Super Bowl. It houses a variety of press conferences throughout the week and can see as many as 5,000 media outlets.The NFL Social Media Command Center is the hub for all things Super Bowl in the week leading up to Super Bowl 2020 and Miami Beach will be in the center of it all with this key element located within the City. As part of the NFL's commitment to the City of Miami Beach, the Super Bowl Host Committee 2020 will lead the efforts to connect NFL Charities related to the Super Bowl 2020 and key Miami Beach projects supported by NFL Charities. These projects include; NFL Play 60; Make A Wish Foundation; NFL Business Connect; and NFL Environmental Awareness Initiatives, and represent a significant impact on the local community. Page 756 of 1511 Page 1401 of 1464 The Super Bowl Host Committee requested that the City waive the Miami Beach Convention Center facility rental fees in the amount of$857,540.80, and provide sponsorship support for Super Bowl LIV 2020 through the donation of$150,000 to the Super Bowl Host Committee 2020. Details and deliverables of the sponsor package would need to be explored if approved. The funding source would need to be considered during the FY 2017/18 budget development process. Typically these types of sponsorships are funded from resort tax collections, which, it should be noted, have been down 12%since January, 2017, compared to the same period in 2016. At the May 17, 2017 Commission meeting, the Commission referred the item to the May 19, 2017 Finance and Citywide Project Committee to discuss the potential sponsorship and facility fee rental waiver for the Super Bowl Host Committee. At the May 19, 2017 Finance and Citywide Projects Committee,the Committee made a favorable recommendation to support the sponsorship of the Super Bowl Host Committee in the amount not to exceed $150,000 and the waiver of facility rental fees in the amount not to exceed $857,540.80. The sponsorship consideration would need to be considered as part of the FY 2-17/18 budget development process. FINANCIAL INFORMATION Sponsorship Agreement subject to City Manager's Approval. Funds to be appropriated via the FY 2017/18 Budget Process. Legislative Tracking Tourism, Culture and Economic Development Page 757 of 1511 Page 1402 of 1464 Resolutions -C7 Q MIAMI BEACH COMMISSION MEMORANDUM TO: Honorable Mayor and Members of the City Commission FROM: Jimmy L. Morales, City Manager DATE: June 7, 2017 SUBJECT: A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY OF MIAMI BEACH, FLORIDA, ACCEPTING THE RECOMMENDATION OF THE FINANCE AND CITYWIDE PROJECT COMMITTEE TO SPONSOR THE FOLLOWING IN CONNECTION WITH THE 2020 SUPER BOWL LIV, TO BE HELD IN SOUTH FLORIDA FROM JANUARY 18 THROUGH FEBRUARY 6, 2020 ("THE EVENT"): THE WAIVER OF RENTAL FEES FOR HALLS A, B, C, D AND ADJACENT MEETING ROOMS AT THE MIAMI BEACH CONVENTION CENTER, IN THE ,AMOUNT NOT TO EXCEED $857,540.80; AND FURTHER PROVIDING CITY SPONSORSHIP OF THE 2020 SUPER BOWL LIV IN THE AMOUNT NOT TO EXCEED $150,000. (ITEM TO BE SUBMITTED IN SUPPLEMENTAL) RECOMMENDATION ITEM TO BE SUBMITTED IN SUPPLEMENTAL. ANALYSIS Legislative Tracking Tourism, Culture and Economic Development IPage945fl1464