o Team introduction
o Scope and methodology
o Summary of findings
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LEVI'S STADIUM
MARKETING PLAN
ASSESSMENTS
Santa Clara Stadium Authority
February 22, 2022
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Stone Planning LLC
o Planning and research services for sports and entertainment facilities and events o Past clients include the Oakland-Alameda County Coliseum Authority, the City of Inglewood, the City of Carson, the San Diego Regional Economic Development Corporation, CSU branches, the Green Bay/Brown County Professional Football Stadium District, the Louisville Arena Authority, the Louisiana Stadium and Exposition District, and others
The Rooney Sports &Entertainment Group
o Work with NFL and MLB stadium clients has included:
o Programed, brokered, and produced 34 stadium concerts (Kenny Chesney, Taylor Swift, Brad Paisley, and Jimmy Buffett) grossing $102M
o Established 16 new Halls of Fame
o Operational experience at stadiums, arenas, and amphitheaters o Los Angeles Memorial Coliseum —post-modernization venue branding, returned major concerts to the stadium, and developed a boutique concert venue ~ .,::. 3 STONE ~~
o Scope of Work — "review, assess, and evaluate the Draft Marketing Plans in the following key areas":
o Venue Positioning
o Goals and Objectives
o Marketing Strategy
o Research and Data
o General Information
o Methodology —analysis of the contents of the Plans based on our professional experience 4 ~..: c~STONE
Venue Positioning
o The Plans reference ways in which the manager has assessed .its client base and various stadium strengths, weaknesses, opportunities, and threats
o For these items, little to no detail is provided
o Information cited also appears incomplete:
o How is the stadium's market defined?
o What is the character of the market's resident and business base? o What trends are impacting the industry, and how?
o What is the competitive environment, and how does the stadium fit in? 0 2021: additional narrative that provides relevant information regarding the manager's response to COVID o A full understanding of these issues is necessary in order to initiate appropriate strategies, and maximize stadium usage and revenues
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Goals and Objectives
o The Plans list many goals, objectives, and activities (including in response to COVID) o Goals and objectives are generally vague
o Little to no information on timelines, resource requirements, or implementation plans sT C~
o Without detail/context or measures of accountability, it is difficult to gauge the success of any initiative o In a partnership, the public (Authority) and private (Stadium Manager) entities may have different goals, but goals must be measurable in order to guide future actions, use of resources, and accountability 6 STONE CJ
Marketing Strategy
o The Plans mention various types of research and data used to increase revenue, as well as resulting strategies .
o No information on media strategies or associated budgets (although the Stadium Manager separately submitted a marketing budget in 2021 per the Authority's request) o There is no information that allows for accountability or measurement of results, or connection of strategies to a stadium need:
o Did the additional bookings meet a goal or budget?
o Did dynamic pricing increase revenues?
o Did the addition of new event space increase stadium usage or have an ROI? o How much was spent on marketing initiatives, and what was the ROI? o Without the ability to identify budgets, actual amounts spent, ROI, and any other items, it is not possible to ensure the appropriate allocation of resources or broader strategies 7 a9°
~_ c~STONE
Research and Data
o The Plans provide no detail regarding market research (such as local demographics or the size/geography of the market)
o There are references to various results (such as number of events and repeat business) o There is little to no information that provides quantitative or qualitative accountability measures:
o What are considered key performance indicators?
o hiow.do results compare to budgets, goals,-prior years, or industry expectations? o What revenues were generated by trade show participation? o . Similar to other key areas, this information is necessary in order to guide strategies and resource allocation, as well as accountability
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General Information -Areas to Potentiall~Explore
o Specific deal terms and relationships with stadium users, accounting for event revenues o Industry feedback and input
o Local/regional dynamics, including the competitive environment, location, parking, cost structure, policies, and others
o The stadium's physical condition and offerings; benchmarking to competitive and similar facilities o Adoption of Key Performance Indicators
o Agreement on the content of future Plans (and information that can be shared separately) o Potential partnerships
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o Overall, the Plans appear to be incomplete in terms of subjects addressed and level of detail o The Plans reference many goals, initiatives, and actions of the manager, particularly in response to COVID o These items are generally-high level and do not provide the context or accountability that would allow for a better and objective understanding of performance
o In the public-private partnership, the Authority can justifiably expect additional, and more detailed, information regarding its asset, the expenditure of its resources, and its potential revenues 10 ~~
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THAIIIK YG1V / t~ ~ ~►
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www.stoneplanninglic.com www.trseg.com
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ri•or~: Emily Nlatihews <[email protected]>
4e~zfi: Tuesday, February 22, 2022 2:31 PN
'i o: IViayor and Council
~u[nj~ct: EM letter regarding marketing plan
!~.•ctac€~«~e~zts: EN to SCSA Board -Marketing Plan_2022_2_22 A.pdf Dear Stadium Authority Board Members,
Please find the attached letter regarding the marketing plan.
Thank you,
Emily
Cfl41LY 11RA1" I HEWS
Manager, Communications & Public Affairs
M 415.238.6939
SAP Performance Facility
4949 A~iarie P. DeBartolo Way
Santa Clara, CA 95054
~OS~" IVIEE7ING IVIATERi~►~
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t~4E~'~ ~' C~I[i'~~[~S ~~'~i~€UI~~E It/~P~h!/~.~CMEI~:~' CC~f~~Ef~/~I~1`~~ February 22; 2022
~1I.~. ~I~~.IL~ - ~~.vox~~t~dCauizcil c~,s~~itacla~•a:c~,~a~~ Santa Clara Staditull Authority
1500 ~~Tarburtoil Avenue
Santa Clara, CA 95050
Re: 2/22/2022 SCSf1 Board Agenda Item 7. Presentation and Potential Action on Levi's Stadium Marlcetiiig Plan Assessments
Dean Nleinbers of the SCSA Board;
This letter is intended to assist the Boat•d ii1 evaluating this eve~liiig's preseiiiatioil by Santa Clara Siadium Authority Executive Director Santana. regarding the annual Noi1- NFL went (NNE) Marlcetiilg Plan submitted by i:he Stadiui~l Manager.
W e are unable to respond iii detail to SCSA Executive Director Santana's presentation since she has not seen fit to sh~~e it with Stadium Manager. Hotivever, we recognize a familiar trope: SCSA executive Director Santana hires a consultant to disparage the 49ers, tlzez~ hots out a Power Poillt to bolster Mayor Gillmor's quest to "fire the 49ers".
W e expect the same this eveilin~.
W e have reviewed the "z'epor~t" prepared by Tom Rooney. Mr. Rooney's firm consists of himself, his wife, and his son. If the Board is interested iii a more thorough evaluation of Mr. Rooney's credentials (or lack thereo fl ~~~e can provide a separate response ~~heii tinge peri~iits. A ~•evie~v of a few sections of Mr. Rooney's report «gill ilhlstrate wily the Board should simply ignore it.
1. The Rooney report acla~o~~vledges that it was i~ot based on any understanding of t11e Bay Area iiiarlcet, or informed by any discussion with the 49ers, or anyolie who tmderstands Levi's Stadium. In fact, the first page of the Rooney report prominently feattues a disclaimer to that effect:
"... ia~e I7ccve ~zot spokeiz ~~~it1~ local or' iT~dz~sl~ y stc~ke7~older•s~ z». order to supplemeT~t ou~~ u~~c~e~•standi~~g of tl~e Marl~eti~~g Plu~~s, local and stadiun7 dy~zamies, or~ any other vcai°fables that may in~~act the slac~izrn~ cr~~cl its o~eratio~~s.
N eitl2er~ Stone Plai~ni~7g LLC, its ~ncmuger~s, ~ner~abei^s, officers, e~a~ployees, cage~~ts ~~.or re~re,se»~alives »~alces uT~~> >°e~reser~tcrtion or' ~~~ar•r•aJ~t~~, e~:~ressecl or implied, as to the accuracy or' ca»~plete»ess of t1~is r~e~ort or ai~~~ of zts co~atei~ts, cn~d ~~o Zegal Izabilily zs cz,ssunzecl o~~ zs to be implied against cn~y of the ccfot~e»~en.tfo~~ed inill7 i°esl~ec! tl~e~~eto. This r~epor•t does »ot~urpor~C to cor2tcri~a all of t7ae Z79f01°oration llactt »ury be required to evalz~cate crll of t1~e factors ~v1~ic1~ ti-~~o~-rld. be ~~elevcr»!. „
l90Q f~~arie P. Debartolo Vt~ay I Santa Ciara, C~ 95054•
2. Mr. RooiZey's illaizl complaint is that the Marlcetillg Plan doesn't provide 1zi111 with enough infori~lation, but he neglected to request any additio~ial information fioln the 49ers. This appears to have been the ~lai1 all a1on~ by SCSA Executive Director Sultana since -the Rooney report states: "Per the derned scope of work, ~~re have oily reviewed the Plan ai d we have not obtained feedback fro1~1 external sources or reviev,~ed additional docuil~ents in older to su~ple171ent fhe information cozltaiiled within the Pla~z.".
The dysfilnction at Santa Clara City Hall, along with the endless litigation spearheaded by IVlayor Gi11z11or and SCSA ~Zecutive Directoz~ Santana has seriously impacted the Stadituil's NNE illarlceting. The fact t11at this was clot even z11ei1tiolled in the Rooney report is telling.
W hile the Rooney report cites the ilnportal~ce of relatiozlslli~s with concert proillotei~s, it neglected to 1neiltioil that the last major concert at Levi's Stadiuizl was the Rolling Stones, and the pronlotez' had this to say aboui the dysfuzlctiozl at Santa Clara City Hall: "... do you ~~.vt 1~~cn~t tour°ing sl~o~vs cr~~~~nzore? The i»z~r~essio~~~ I ar~d »~crriy ot1~e~~s i~~~ tl~e i».dzrstr y h~crve, is your facilit}~ is gettz~~~ so ~°est~~ictive and clysfitnctio~~al, at's no longer ~~vort7~. t1~e effo~~t to play there due to the nzyi~iad and r°U~~clon2 rule chczr~ge,s or' sudden r~estr~ictio»~s plciced on u t~our~. "
4. A cursor~~ review of Mr. Rooney's recent 1listory revealed this quote fiom November 2020 re~ardi~ig his involvellzent in the "concert business".
Hot-n did you Delp the Steelers get i»to t1~e co»ce~~t busil2es~s? Ar t II called me aftef° t1~ey ope~~ecl up Heif~ ;Field. He aslzed r~~e ~~Izy t1~ey ~~~er~erz't getting co»ce~°ts there. I told hire Ise ~~eeded a voice. He ~zeedecl to tiur~zte a c1~eclz, Not to me — b~.~t pYo»~otef~s have nests to feather. Tl~crt's ho~a~ I helped tl~.e Steele ^s get i~zto t1~.e business. Tl~~ey »~eedec~ c~ th.it°c~~cir~t~~ to secz~l°e t1~.e acts c~~2d yet tl2e ~°ei~t deals. I~Ve actually became the 1~uyei^s of t~1ae shows,for t1~e»z When yo~a~ 1-v~~ite sevel2 fgzrl°e checks, tl~cit b~~i»gs cn~tists in, Tl~atgives yoz~ a voice! SCSA Executive Diz'ector ~ailtana's presentation is designed to distract from the fact that she leas intentionally interfered with l~osti7lg events at Levi's Stadium as dart of lzer litigation strategy. This is exactly what she told us she would do in January 2019 w]Zen she declared she was deploying the "nuclear optioli."
Respectfully,
Emily Matthews
X300 n~arie P, De(3artolo UValr ~ Sarfa Clara, C/~ 9'3"0 4•