Behind The
Bowls, Part 3
The swag, the
events, the background for each bowl game
By
Richard Cirminiello
-
Part 1 |
Part 2
Holiday Bowl
Best Non-Game Event
For fans during bowl week of the Pacific Life Holiday Bowl, the bowl
game parade is a huge hit. It's the largest balloon parade in the
country with even more giant inflatables than the Macy’s Thanksgiving
Day Parade. Kermit the Frog is grand marshal this year. The event is
even nationally televised now on USA Network. For players, the highlight
is the Navy & Marine Corps Luncheon. It's held on board an active Navy
ship and players have the opportunity to dine with sailors and Marines,
and tour the ship. It’s always a smash with the players.
Player Gift Package
Players from both schools will receive a Tourneau watch, a hooded
sweatshirt from Sports Tek, an Insignia 19” HD TV/DVD Player, and a Best
Buy gift certificate
Charitable Component
The Holiday Bowl works with several charities each year. One example
this December involves the staging of a food drive with the San Diego
Food Bank at the game.
How Success is Measured
There are many benchmarks by which the bowl committee measures success.
First, it aims to provide a considerable economic impact on the San
Diego region. The more fans that travel to San Diego for each game the
better. Second, it wants to see large crowds at each game. Third, it
expects those fans to enjoy not only the game, but the entire
experience, including pregame and halftime shows, and non-game
entertainment. And finally, it’s important to the committee that the
student-athletes have enjoyable bowl week experiences that will provide
them memories to last a lifetime. The Holiday Bowl staff puts a lot of
energy into providing them with a first-class San Diego bowl week.
MVP of the Bowl
There are so many people that play invaluable roles in the
production of the game, it’s impossible to choose a single person. The
Holiday Bowl is fortunate to have a dedicated and loyal volunteer corps.
It has 30 active board members, 120 committee members, and several
hundred other volunteers. It's because of these selfless people that the
bowl is so highly regarded throughout college football. The committee
believes it has the hardest working corps of volunteers among the
postseason games.
Impact to the Community
The mission of the bowl game is to generate tourism, exposure,
economic benefit, and civic pride for San Diego and its citizens by
presenting the nation's most entertaining bowl games and festivals of
events. The impact the game has on the San Diego community is
considerable. Last year, for example, the games—the Holiday and
Poinsettia Bowls—generated an economic benefit of more than $40 million.
San Diegans are enthusiastic with the games. The local ticket base for
the Pacific Life Holiday Bowl alone is approximately 35,000. Our renewal
rate annually is in the neighborhood of 95%.
Role of Volunteers
There are
only nine individuals who are paid to put on two games in San Diego, the
Poinsettia and Holiday Bowl. They rely heavily on volunteers to make
these games and festivities function on a year-round basis. They
produce, sell, and market their calendar of events, such as outrigger
canoe races, 3-on-3 basketball tournament, golf tournament, weiner dog
races, hole-in-one tournament, and more. They truly will play a role in
every function associated with the organization.
Texas Bowl
Best Non-Game Event
The bowl’s signature event is Rodeo Bowl, which is held at the George
Historical Ranch, located about 20 minutes southwest of Houston. They
take both teams out there one evening and volunteers from the Houston
Livestock Show & Rodeo set up rodeo events for the teams to compete
against one another. Some of the events are cow chip tossing, a calf
scramble, and a roping contest. Afterwards, they have a big barbecue for
both teams with live music so that they can all relax and have a good
time. Two years ago, it was especially fun watching the Rutgers kids try
to figure out what in the world they had gotten themselves into.
For fans, it's probably TexFest. TexFest is a massive pre-game party
that’s thrown right outside the stadium. It's free to anyone, and you
don't even need a game ticket to attend. There's food, drinks, and games
all over the place. Both teams enter the stadium by walking right
through the middle of it, so team arrivals are a big deal with their
bands and fans lining the walkway. There is also live music by Texas
country music artists, which usually will draw a number of their fans on
their own.
Player Gift Package
Each player gets a $350 Best Buy gift card, a Swisstek watch, an
Under Armour HeatGear Long-Sleeve Tee, an Under Armour twister pant, an
Under Armour tech cap, a Toppers backpack, and a commemorative belt
buckle.
The unique thing this year is the Best Buy gift card. While most bowls
give some sort of high tech gift, they’re giving the players the gift
card and then turning them loose on a shopping spree inside a local Best
Buy. It allows the kids a bit more freedom to choose something they'll
really use, plus it should be a pretty fun photo op as well.
Charitable Component
The charitable beneficiary is DePelchin Children's Center. The
agency was founded in 1892 by Kezia Payne DePelchin to shelter orphaned
children. Over the years, DePelchin has expanded and adapted its
programs to meet the needs of a dynamic and growing Houston. Today,
DePelchin Children's Center, with the continued support of the Houston
community, is the largest and most comprehensive provider of children's
social and mental health services in the Houston area.
The Texas Bowl donated $50,000 to DePelchin in 2006 and increased that
amount to $80,000 last year. The goal is $100,000 for this year's game.
How Success is Measured
The game has have five primary objectives by which success is
measured: 1. Deliver a memorable experience for the athletes, schools,
and conferences. First and foremost, this game is for the teams, and the
committee wants to make sure that they have a great experience
throughout the week.
2.
Create an entertaining and engaging experience for the fans. They look
at how many "Bowl Backer" ticket packages are sold and how many tickets
are sold locally, particularly those sold before the teams are
announced. If people are buying tickets before the team announcement is
made, that probably means they either had a good time last year or heard
good things about the game and want to see for themselves.
3.
Positively impact an important and distinctively Texan charity. Again,
DePelchin is their partner and their goal is to donate $100,000 this
year.
4.
Deliver visibility, positive perception, and economic impact for
Houston.
5.
Build a stable economic model to allow long-term bowl sustainability and
a platform for growth. Again, local ticket sales are a big component of
this. There will be years where the matchup isn't as attractive as
others, so they have to count on Houstonians to fill up the stands
year-in, year-out. The only way to do
that is to put on a great event and make sure they enjoy the experience
as a whole. They also look at how they’re doing with local sponsorships
and trade agreements to determine if the Houston business community is
supporting the game? Thus far, the answer has been a resounding yes.
MVP of the Bowl
Heather Houston. Heather is the Texas Bowl Manager and is essentially
the person in charge of every aspect of the game. The game’s full-time
bowl staff is only four people (many on the Texans staff work the game,
but are technically considered volunteers). Heather is constantly
working the phones with coaches, athletic directors and conference
commissioners to secure the best possible matchup for the game. When
she's not doing that, she's working with the board of directors or
finalizing details at the team hotels or talking to local companies
about purchasing ticket blocks. On top of that, she has volunteers
calling her at all hours to see what they can do to help out.
One neat little note about Heather: she is one of two women in the
country, along with Missy Setters at the Independence Bowl, to be in
charge of an NCAA bowl game. Given the perception of bowl games being
decided by a the good ol' boy network in some smoky backroom, it’s a
credit to Heather that she and Ms. Setters have broken that stereotype.
Impact to the Community
The Texas Bowl has been a tremendous boost for the Greater Houston area.
According to the Houston Convention & Visitors Bureau, the Texas Bowl
has generated an average of $25 million in local revenue over the past
two years, putting it on par with major conventions such as the Offshore
Technology Conference in terms of economic impact in the greater Houston
area.
The hidden benefit of the bowl on the local economy is its timing. Fans
traveling in to root on their school fill up hotel rooms during the week
between Christmas and New Years, which is generally an extremely slow
period for the hospitality industry since most folks spend that time at
home or with family.
Role of Volunteers
Volunteers are on the front line of making the Texas Bowl a
memorable and positive experience for the teams that come to the game.
Their enthusiasm for football and love of the Houston community create
the perfect hosts the game needs for this event.
Right now, they’re working with about 200 volunteers at the Texas Bowl.
Their responsibilities are extremely varied, but they are broken down
into two main functions: hospitality and events. Hospitality includes
the Team Hospitality, Media Relations, Family Hosts, and Band
Hospitality sub-committees. The Events Committee is broken down into
sub-committees for Rodeo Bowl, TexFest, and In-Game. As mentioned
earlier, many members of the Texans staff work on a volunteer basis as
well, and they couldn't pull it off without their help.
Armed Forces Bowl
Best Non-Game Event
The Team Kickoff Luncheon and the Armed Forces Adventure are our two
favorites with the fans. Over the last five years, the game has had
General David Petreaus, ESPN's Lee Corso, Dallas Cowboy's owner Jerry
Jones, former Oklahoma Sooners and Dallas Cowboys coach Barry Switzer,
and former Cowboy great Chad Hennings as keynote speakers at the
luncheon, which annually draws 1,000 people.
The Armed Forces Adventure is a fanfest area that has static military
hardware from all five branches, such as tanks, fighter jets, Coast
Guard ships, and Blue Angels flight simulators. It is believed to be the
largest such display in the country. A large pep rally is conducted in
the Armed Forces Adventure area the day before the game. An annual
favorite for the players is the visit to Four-Day Weekend, a comedy
troupe in Fort Worth that tailor-makes skits for each respective
team.
Player Gift Package
The game always tries to give at least one major high-tech item. This
year it is a flip video recorder. In addition, players will receive an
official bowl watch, a commemorative football, a rolling suitcase, a
mini- helmet with a bowl logo on each side, an ESPN t-shirt, and a
luggage tag with bowl logo.
Charitable Component
The two charities affiliated with the Armed Forces Bowl is the USO and
the Children of Fallen Soldier's Relief Fund.
How Success is Measured
As in anything, there is no such thing as a perfect game. You strive for
a sellout, good chemistry between the two teams which will hopefully
produce a good game on the field, and excellent television ratings.
Hospitality is also an extremely important component to success. The
Armed Forces Bowl has had four or five teams tell it that it’s the
number one bowl in that department. The game has 24 hospitality
committees with over 200 volunteers. Paying tribute to the men and women
in uniform is the underlying theme of the event.
MVP of the Bowl
Nobody. It is truly a team effort and the Armed Forces Bowl has an
outstanding professional staff and cadre of volunteers.
Impact to the Community
The economic impact is in the millions of dollars. Last year, for
example, the game attracted more than 16,000 out-of-state visitors to
the Fort Worth area for the event. Those fans, of course, fill up hotel
rooms, restaurants, and shopping malls, and buy airline tickets and pay
for rental cars, which need to be filled at local gas stations. In
addition, Fort Worth is in the national spotlight for three hours during
the live telecast of the game.
Role of Volunteers
Volunteers are the backbone of the organization. Since the game only
has four full-time staff members, it depends heavily on them and gives
them a lot of responsibility. They have a very active role in
hospitality and event management, and without their efforts, the Armed
Forces Bowl wouldn't have enjoyed the growth and good reputation that’s
been built over the last five years.
Sun Bowl
Best Non-Game Event
The Sun Bowl has a new event this year, a Day with the Troops. It is an
opportunity for players to get an up-close look at what the U.S. Army
does. They will have the chance to get a rare look at many pieces of
military equipment, such as tanks, missile launchers, and helicopters,
while being able to repel in a safe environment. They will also have the
opportunity to use U.S. Army training simulators.
Player Gift Package
Players from both schools will receive a Sony DVD Handycam, a Timely
Watch Co. Silvertone watch, an Armor Gear Dolly Llama Travel Bag, a
Majestic Therma Fleece Pullover, a Brut hair dryer, a VP Sports Stone
cap, and an official Brut Sun Bowl souvenir coin.
Charitable Component
Teams donate game tickets to members of the U.S. military, who are
training at Fort Bliss, some of whom are set for deployment in Iraq and
Afghanistan. Teams also visit the two children’s hospitals in town.
How Success is Measured
Success is a three-fold premise: 1. Was it a good matchup and
competitive game? 2. How were the TV Ratings? 3. Did the teams travel
well and enjoy their stay in El Paso? Unlike a lot of bowl games, the
Brut Sun Bowl is an opportunity to showcase the local community with the
traveling schools and on national television. We often choose teams that
would supply the best matchup rather than the schools that travels best.
If you are able to have a good matchup, then most likely, the television
audience will stay tuned, so No. 1 and No. 2 go hand-in-hand, while No.
3 is a bonus. In the end, the goal is to promote a city that El Pasoans
cherish.
MVP of the Bowl
For the Brut Sun Bowl, it is two men who have devoted themselves to the
Sun Bowl Association for decades, Jimmy Rogers, Jr. and John Folmer.
Rogers joined the board of directors of the association in the late
1950s and has been instrumental in the development and progression of
the game ever since. He helped secure the TV contract with CBS in 1968
and has nurtured that relationship for the last 41 years, giving the
game the longest single relationship between a bowl and a television
network.
Folmer joined the Sun Bowl Association in 1971 and has served as the
game’s football chairman since 1981. Both men have been invaluable to
the success of the Brut Sun Bowl, from their ties to conferences and
media partners to their ability to help secure sponsorships both locally
and nationally. Because of their service to the Sun Bowl Association,
each has had a game trophy named after them. Rogers is the namesake of
the Most Valuable Lineman Trophy, while Folmer is the namesake of the
Most Valuable Special Teams Player Trophy. Each presents their
respective trophy at the conclusion of every Brut Sun Bowl.
Impact to the Community
This game provides the largest economic impact of a single event in the
greater El Paso area. It is estimated that between $12-$15 million
dollars is generated in direct economic impact and $30-$35 million in
indirect impact.
Role of Volunteers
The game is highly dependent on local volunteers to make this
operation work. The Sun Bowl has over 600 volunteers that help put on
over 20 Sun Bowl Association events throughout the year. With only six
full-time employees, there would be no Brut Sun Bowl without the help of
the community. As the nation’s second oldest bowl game, it has some
volunteers that have worked with the association for decades. The game
is often referred to as the “Hospitality Bowl” because it goes the extra
mile to make every out-of-town visitor feel special. The fans even
invite visitors to taste El Paso at their tailgates; instead of brisket
and brats, it is fajitas and tamales.
Music City Bowl
Best Non-Game Event
The night before the game, thousands of fans enjoy MusicFest/Battle of
the Bands presented by Country Music Television (CMT) where bands from
the participating universities square off downtown in the ultimate pep
rally. It wouldn’t be the Gaylord Hotels Music City Bowl without the
music, right?
The can’t-miss event for the teams is the welcome party where players go
head-to-head in perhaps an even better contest off the field. The battle
royale, a good old fashion rib eating contest between the two teams, is
a consistent player favorite.
Player Gift Package
Each player will receive a Gaylord Hotels Music City Bowl Fossil wrist
watch, a Sony Electronics package that includes a pair of noise
canceling headphones and MP3 player, an Adidas fleece jacket, and an
Armor Gear backpack.
Charitable Component
Celebrating its sixth season, the bowl’s community-outreach campaign,
the Youth Football Program, has brought the spirit of the bowl to the
families of more than 20,000 players, cheerleaders, and coaches in 20
youth football leagues throughout Middle Tennessee, southern Kentucky
and northern Alabama in 80 communities.
The mission of the bowl’s Youth Football Program is to positively impact
regional youth football leagues by providing financial support, tangible
benefits and unique experiences. The bowl annually gives about
$25,000-$30,000 in cash donations to the leagues, plus thousands of
dollars in bowl tickets are donated. Approximately 75 championship teams
parade onto LP Field to start the game in an exciting champion’s
ceremony, providing teams a unique experience of being recognized in
front of tens of thousands of fans.
How Success is Measured
The bowl utilizes the Nashville Sports Council’s nationally recognized
Scorecard Report to measure the impact and effectiveness of sporting
events on the local economy. The Scorecard measures economic impact,
media exposure, and community involvement based on ratings and surveys
from participants, spectators, volunteers and media that attended the
event.
The measurements include overall ticket sales, pre-team announcement
ticket sales, television ratings, out-of-town visitors, media coverage
and bowl week activity attendance, among others.
MVP of the Bowl
While the Gaylord Hotels Music City Bowl would love to select one
individual as its Most Valuable Player, it is nearly impossible because
of the enormous team effort it takes to put on a fun-filled bowl week
and climactic game. With a full-time staff of nine and countless
partners, the bowl is truly a community-wide effort.
Impact to the Community
Since the bowl’s 1998 inception, more than $20 million has been
contributed to participating universities, 46 million viewers have
watched the event on ESPN, and $142 million in economic impact has been
generated for the Nashville community. Economic impact is determined
through on-site surveys of attendees, participants, media, volunteers
and spectators.
For the 2007 game between Kentucky and Florida State, the bowl ranked
ninth in attendance out of all 32 games, with only two non-BCS bowls
having more fans in attendance. The bowl continues to break attendance
records, gaining popularity with Middle Tennesseans and conference
schools. Pre-announcement ticket sales continue to increase, proving
that this game is now considered a “must-see” for regional fans.
As
noted above, the bowl also has a positive impact on the community
through the all-important Youth Football Program. In 2008 alone, the
bowl donated more than $25,000 to member leagues, as well as more than
$150,000 worth of game tickets through the generous support of local
companies and individuals.
Role of Volunteers
Tennessee is called the Volunteer State for a reason. The bowl is
extremely grateful to the droves of volunteers that serve in every
capacity, assisting with media, teams, players, fans and bowl week
events. They are indispensable, continuing to show Nashville visitors
that the city is hospitable, welcoming and friendly.