2023 Non-NFL Events
Marketing Plan
January 31, 2023
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1 Table of Contents
Levi’s Stadium Event Definitions and Profiles ........................................................................ 2 Levi’s Stadium Special Events ................................................................................................. 3 Looking Back ........................................................................................................................... 3 Looking Forward ...................................................................................................................... 8 Levi’s Stadium Public Events ................................................................................................ 10 Looking Back ......................................................................................................................... 10 Looking Forward .................................................................................................................... 12 Conclusion .............................................................................................................................. 16
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2 Levi’s Stadium Definitions and Profiles:
The venue’s Non-NFL Event business is comprised of two over-arching event categories: Public Events and Special Events.
Public Events are stadium-wide, ticketed events open to the public. The Stadium has successfully executed a variety of different events that have brought local economic impact and higher awareness and positive brand association for Levi’s Stadium. Spanning numerous leagues, sports, and attractions, Public Events have helped establish Levi’s Stadium as an iconic venue. These high-profile events keep Levi’s Stadium in the limelight, which is a significant factor in driving the Special Events category of the Non-NFL Event business.
Special Events are private, usually non-ticketed and exclusive events, subject to the event’s nature and the client’s objectives. These events span a wide range, from weddings to corporate anniversaries, charitable fundraisers, and conferences, and make up the vast majority of the venue’s event calendar. The Special Events sales pipeline is driven primarily by relationships formed with local companies, as well as our reputation and established experience in hosting a variety of events, and the luster of hosting at a venue known for hosting such high-profile events as 49ers games, Super Bowl, COPA America, College Football National Playoff, Wrestlemania, and famous artists’ concerts.
Therefore, we are not only focused on the immediate health and profitability of our business, but also the connections we create with clients and opportunities to innovate the venue’s guest experience.
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3 Levi’s Stadium Special Events
Looking Back:
At the start of 2022, the Special Events team was cautiously optimistic about how the year would end up.
Coming off another tough setback from COVID variants in the winter of 2021, the year was slow to start, and many clients were unsure of what 2022 would look like for in-person events. Fortunately, as the weather warmed up and health restrictions settled, inquiries for in-person events flooded the Special Events website, email and phone lines and the sales team was busy fielding leads. Between March and May of 2022, the team received 136 leads compared to only 58 leads the year before during the same timeframe. With the increased sales activity and workload, the focus turned to hiring more staff and getting back to basics by updating sales and service processes to better serve the current trends and expectations. Over the past year, the Special Events team has added two new employees, fielded just under 400 leads, booked 64 events, and exceeded performance goals in both revenue and customer satisfaction ratings. 2022 Goals
1. Fully Staff Department
One of the main objectives in last year’s marketing plan was to have a fully staffed Special Events team by the end of 2022 to achieve department goals and continue to build the sales pipeline. After a slow start to the 2022 calendar year, event bookings picked up in the spring and summer and a second Event Manager was hired in August. In September, a second Sales Manager was hired for a total of two Sales Managers and two Event Managers.
2. Monthly Sales and Marketing Campaigns
Levi’s Stadium Special Events executed six email campaigns between and two holiday e-cards between May and December of 2022. These campaigns reached over 50,000 prospective clients with an average click through rate (CTR) of 8.47% (see table below for additional data.) Regular email campaigns are an important part of the sales process for Levi’s Stadium Special Events.
They build brand awareness and educate our email database on the current event offerings at the stadium. Another advantage to email marketing is consistent exposure for anyone looking to source an event venue. Our sales team cannot predict when companies will be sourcing venues, but they can remain visible through email communication and on social media so when that time does come around, Levi’s Stadium can be top of mind. The first step is brand exposure, after that, the sales team must proactively work with clients to meet their event goals and expectations through sales calls, proposals, and site visits.
Email campaigns are meant to be conversation starters and creative idea igniters. If a client is interested in hosting an event at a unique venue like Levi’s Stadium, they are likely open to creative, out of the box event concepts. Our goal is to capture a reader’s attention so they will click on the call-to-action button and reach out for a meeting. Below are examples of our marketing campaigns from the past year:
MAY 2022 – Celebrate the Holidays (Spring Campaign)
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4 JUNE 2022 – Forever Memories (Proms & Socials)
SEPTEMBER 2022 – Time to Sparkle (Holiday Incentive)
SEPTEMBER 2022 OCTOBER 2022
Booking Holidays & Beyond (SVBJ) Holiday Party Checklist
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5 2022 Marketing Campaign Performance
*Click to Open Rate (CTOR): Compares the number of unique clicks (clicking within the email) to unique opens (number of emails opened.) This number indicates how effective the campaign was and if it generated enough interest for the reader to engage.
3. Event Industry Partnership
The Admin Awards
Third Party E-Blast/AdvertisementInternal E-BlastCampaign Name Date Emails Delivered Emails Opened% Opened Clicks % Clicked CTOR*Celebrate The Holidays (Spring) 5.19.22 2,467 1,093 44.30% 72 2.90% 6.54%Forever Memories (Prom/Social) 6.9.22 2,820 1,153 40.89% 54 1.91% 4.68%Time to Sparkle (Holiday Incentive) 9.9.22 2,792 1,142 40.90% 67 2.40% 5.87%SVBJ: Booking Holidays & Beyond 9.13.22 27,913 10,355 37.10% 94 0.34% 0.91%Unique Venues: Time to Sparkle 9.22.22 4,604 1,536 33.36% 1,013 22.00% 65.95%Holiday Party Checklist 10.5.22 2,745 1,054 38.40% 55 2.00% 5.21%Thanksgiving E-Card 11.23.22 2886 1177 40.78% 113 3.90% 9.56%Happy Holidays E-Card 12.15.22 4,656 917 19.70% 93 2.00% 10.14%TOTAL 50,883 18,427 36.21% 1,560 3.07% 8.47%Dedicated Email Performance AveragesAverageRangesUnique Open Rate (% Opened) 17.71% 7.10-25.80%Unique Click Through Rate (% Clicked) 0.32% 0.10-4.10%UniqueClick To Open Rate (CTOR) 1.78% 0.10-18.20%Provided by Silicon Valley Business Journal
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6 As the Special Events team looked at event industry partnership opportunities for 2022, the Admin Awards was at the top of the list for a variety of reasons. As noted in past reports, the Admin Awards is a unique organization which recognizes and rewards the achievements of administrative professionals through local chapter involvement. The Bay Area has two Admin Awards chapters, Silicon Valley and San Francisco. Levi’s Stadium Special Events has been involved with the Silicon Valley chapter since 2018 and the San Francisco chapter since 2019. In addition to supporting administrative professionals and all they do for their organizations, involvement in the Admin Awards has provided an opportunity to generate new connections with local companies resulting in multiple event bookings.
This year, the sales team decided to partner with the Admin Awards as a sponsor of the Silicon Valley Awards and the San Francisco Awards. The partnership included time at the podium to present an award, access to the attendee list for sales outreach, branding on event marketing material, and a position on Board of Directions which meets monthly to plan the event (additional sales networking opportunity). In addition to the sponsorship package, Levi’s Stadium and the Forty Niners donated game tickets for an award winner as well as an appearance from Sourdough Sam, providing additional value within the partnership.
Connections made at the Admin Awards resulted in three event bookings for 2022 which totaled just under $400,000 in gross revenue. Given the success of this sponsorship, the sales team is currently exploring another sponsorship package with the Admin Awards for 2023.
4. Client Prospecting & Industry Partner Event
(See the “Looking Forward” Section for an update on this 2022 goal.)
2022 Key Wins/Strengths
1. Booked Events Increased by 481%
The Special Events sales team booked 11 private events between April of 2021 and March of 2022.
Within that time, the team received 323 leads (average of 27 leads per month) through the event inquiry form on the website, email outreach and phone calls and referrals from other clients and partners. In 2022, the team saw a dramatic increase in both leads and booked events. Between April and December of 2022, they received 383 leads (average of 43 leads per month) and the team booked 64 events.
The increase in leads and booked events is a positive sign for both the Special Events business and the events industry. As predicted by many health experts and industry professionals in 2020, it would take up to two years for industries, such as the meetings and events industry, to recover from the impacts of COVID-19. Although business has not fully recovered to pre-pandemic numbers, it is much closer than this time last year, and leads continue to come in for 2023. Of course, there are likely to be lasting effects of COVID on the business and the team will continue to remain flexible and work with companies to meet their evolving needs. Examples of this are reduced headcount/size of events, limited budget, and shorter turnaround time between contracting and the event date. - Quick Turnaround Events
Events contracted within 4 weeks of the event date are considered quick turnaround events or “quick-turn events.” The typical booking window for special event clients depends on the type and size of the event. Corporate and association events with a larger headcount (600+ attendees) and event budget will typically book anywhere from nine to twelve months in advance due to planning deadlines. Social events like proms, weddings and birthdays also book up to a year in advance to secure dates. Most other events like corporate meetings,
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7 receptions and tradeshows can be booked up to six months in advance to secure dates and provide ample time for planning.
Of the 64 events booked to date for the 2022 fiscal year, 45% of the booked events (29 events) were contracted within four weeks of the event date. For reference, between January and December of 2019, only 26% of the booked events were contracted within four weeks of the event date.
How quick-turn events impact the business:
Quick decision making is required by clients to ensure orders are placed on time and the event can be executed to stadium standards. This can make the planning process feel rushed for the client and may impact their experience working with the stadium events team.
Options for upgrades, enhancements, and add-ons may be limited or may come at a premium price because of the need to expedite orders.
Internal stakeholders are required to turn around information quickly while also balancing other events and projects. An event that typically takes two to three months to plan is being planned in two to three weeks.
2. Field Events
The playing field is the most popular location for event guests within the stadium, providing a once-in- a-lifetime experience when they are able to walk onto the field and take in the beauty and grandeur of Levi’s Stadium. 2022 proved to be a unique year for the Special Events sales team as it relates to selling events on the field. With outdoor events being more popular than ever (due to COVID) and three public events booked between May and July, the sales team was able to book six field events on dates before and after concert load-ins. The first private event booked on the field was in April for a tech company supporting youth sports. This client booked four separate events on the field for youth soccer and flag-football games. These were low impact events with high community involvement and the sales team hopes to rebook with this client in 2023.
The next private event to be booked on the field was in June for a large non-profit and included a plated dinner for 500 guests, along with a stage for live entertainment and dancing on the field. In July, the sales team booked a corporate reception on the field for over 1,000 attendees. The event included various games and activities, a dance floor with a DJ and dinner on the field.
Given the success of these field events, the sales team looks forward to more opportunities to book field dates in 2023, working with the Public Events team to take advantage of dates in between concerts and other public events.
a. Out of the Box Events/Creative Solutions
Another theme in 2022 was “out of the box” events and creative solutions for clients. When a client is interested in hosting a meeting or event at an NFL stadium, there is already a level of creativity and “out of the box” thinking incorporated in their event plan. With the additional consideration of COVID and how to plan a safe and engaging event, the sales pitch and planning process became more creative than ever. Take for example an event hosted in October for 900 attendees. The client was looking for a venue that could support a general session for all attendees in addition to 5-6 breakout spaces and a location for meals. While attending Connect West in 2021, the sales team met a vendor who provided audio solutions through headphones for meetings and events. The headphones could be connected to a DJ console or an audio board for a microphone so hundreds/thousands of guests could all participate in the same audio program. The sales team pitched the idea of hosting the 900-person event in the stadium bowl seats with headphones so all
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8 guests would be able to hear the presenters. The client liked the concept, the event was a huge success, and the sales team now has a new creative solution for large events with programing.
Not only is the team looking for solutions for large events, but they are also working with clients to create one-of-a-kind experiences for small groups. A corporate client reached out regarding an executive dinner for 15-20 guests, and they were looking for a unique location within the stadium to host the dinner. The sales team pitched an intimate dinner on the sidelines of the field with a curated menu from Levy. It was a very special night for the event guests and a wonderful example of how versatile and unique the special event business is at Levi’s Stadium.
Looking Forward/2023 Objectives:
1. Industry Partnerships & Advertising
As noted earlier in the plan, the sales team will renew a sponsorship with the Silicon Valley and San Francisco Admin Awards to pursue more opportunities with Bay Area companies and connect with the administrative professionals in charge of sourcing venues for meetings and events. The goal is to expand the existing partnership and become a valuable resource for both the Admin Awards and its chapter members.
The sales team will also continue working with the Silicon Valley Business Journal (SVBJ) on advertising opportunities as well as strategic event sponsorships. Advertising through the Business Journal provides the Special Events team with an opportunity to cast a wide net (over 25K emails sent) within a specific geographic location (the Bay Area).
For a more national reach, the sales team will continue to work with Unique Venues, a platform that matches planners with unique event spaces based on location and event requirements. This past year the team received two leads from the Unique Venues email campaign. The campaign went out to 4,600 emails with a click to open rate (CTOR) of 65%, the highest CTOR of any campaign run this year. The team is excited to continue this partnership and explore new opportunities to connect with event professionals seeking out a unique venue such as Levi’s Stadium.
2. Sales Events
The sales team looks forward to next year’s line-up of sales conferences and industry trade shows. In 2023 the team will return to IMEX and Connect West for opportunities to network with event planners and DMCs interested in booking events in the Bay Area.
a. IMEX
IMEX will take place in Las Vegas in October and consists of a trade show, networking events and one-on-one appointment opportunities, in addition to educational courses and other activities. Since 2021 the sales team has opted out of investing in a trade show booth (7K-10K) and instead focused on direct outreach and networking through contacts at the event. This system has proved to be a success for both the sales prospecting experience and the impact on the marketing budget. While attending IMEX in 2022, the sales team was able to connect with a prospective client and book an event within days of the conference totaling over $60,000 in gross revenue.
b. Connect West
The team also plans to return to Connect West in 2023. Connect West is a two-day conference for event planners interested in hosting events in Nevada, Arizona and California. The
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9 conference provides planners and suppliers with the opportunity to participate in one-on-one pre-qualified appointments, in addition to educational courses and networking events. By attending Connect West this past year, the sales team was able to make key connections with four prospects including two DMCs and acquired a list of 24 qualified leads for future outreach. c. Local Events
In addition to the national sales events, the team will continue to focus on local business by attending Bay Area sales events hosted by groups such as Meeting Professionals International Northern California Chapter (MPINCC), Professional Convention Management Association (PCMA) and the Silicon Valley Business Journal (SVBJ). Remaining connected and visible within the local hospitality and events industry is extremely important to the success of the Special Events business and the reputation of Levi’s Stadium.
3. Update Event Packages & Experiences
With the uptick in leads and event bookings, the Special Events sales and service team will direct their attention to upgrading event packages and experiences based on current trends and interests driven by their clients. When clients book meetings and events at Levi’s Stadium, they are most interested in the Forty Niners brand and how it can be incorporated into their event. Whether it be utilizing a club space with sweeping views of the playing field, a visit to the 49ers Museum, access to the field to participate in football skills and drills or an appearance from the 49ers mascot Sourdough Sam and the 49ers drumline; clients are typically looking for unique and memorable experiences centered around the 49ers.
In 2023, the Special Events team will be exploring new/upgraded “49ers experiences” packages that can be added to events. They will be looking to upgrade the football Skills and Drills experience to include an opportunity to run out of the players’ tunnel on to the field and personalized messaging on the video boards. The team will also be developing new photo opportunity packages with the Super Bowl trophies and ways to incorporate the 49ers gameday entertainment (Gold Rush, Sourdough Sam, Drumline) into larger events for a full gameday experience package.
These packages are an opportunity to provide event guests with a unique and one-of-a-kind experience only available by booking an event at Levi’s Stadium.
4. Client Prospecting & Industry Partner Event
In 2021, the Special Events department created a goal of hosting a client prospecting and industry partner event. Due to a higher number of leads and bookings than anticipated, along with tighter resources in staffing, the team decided to push this goal to 2023 to ensure it will be executed properly.
Over the past year, the Special Events team has been focused on hiring staff and fielding leads and quick turn events. The sales team has been busier than expected with inbound leads, requests for proposals (RFPs), event postponements/cancellations and unusual contract requests. With the increase in sales activity, the focus has been on converting events and working closely with clients to find solutions within a reduced turnaround time.
The team also received feedback from multiple vendors and industry suppliers who were short-staffed and low on resources and materials throughout the second half of the year. Suppliers mentioned they unfortunately had to turn down business due to limited staff and materials, which would have been unusual before COVID but now seems to be a common issue. With this information, the team felt 2022 was not the appropriate time to host an event with clients and suppliers.
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10 Instead, the sales team took advantage of opportunities to attend other industry networking events around the Bay Area and better understand how these events have evolved since 2019. With so much turnover in the hospitality industry and many customers and suppliers looking to reconnect, the team is excited for the opportunity to bring people back together and promote Levi’s Stadium and Santa Clara as a meeting and events destination for years to come!
Special Events Key Performance Indicators (KPIs)
2022 Year-to-Date Performance
2022 Special Events Key Performance Indicators (KPIs)
2022 Goal 12/31/22 Variance
1. Contracted Revenue $4,200,000 $4,360,000 $160,000
2. Client Satisfaction Scores (1-5)
Overall Event Experience 4.0+ 4.78
Event Sales Experience 4.0+ 4.89
Event Planning Experience 4.0+ 4.82
2023 Performance Goals
2023 Special Events Key Performance Indicators (KPIs)
2023 Goal YTD Variance
1. Contracted Revenue $5,040,000 $ - $ -
2. Client Satisfaction Scores (1-5)
Overall Event Experience 4.5+
Event Sales Experience 4.5+
Event Planning Experience 4.5+
Levi’s Stadium Public Events
Looking Back:
Since the opening of Levi’s Stadium in 2014, the Public Event business has continued to bring the industry’s largest acts and sporting events to Santa Clara, delivering significant economic impact and exposure to the region.
After nearly three years without concerts due to the COVID-19 pandemic, Levi’s Stadium hosted one of the largest, most diverse, and profitable Public Events years in the stadium’s history. We welcomed a total of six concerts and one international soccer match, spanning from May to October.
In addition to bringing in revenue via tickets, ticketing fees, food and beverage, and merchandise, Public Events also enhances the value for SBL holders, who have committed more than $500M to Levi’s Stadium and purchased over $18M in Public Events inventory at the stadium. Priority ticket presale access gives SBL Members a chance to purchase specific premium seating available for many events and shows prior to the general public.
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11 SBL Members have already purchased thousands of tickets, accounting for over $1M in sales for the three 2023 concerts that went on sale this past year.
1. Public Events in 2022
Due to the continued focused efforts and calendaring strategy, the Public Events team was able to successfully produce seven full stadium events including Coldplay’s Music of The Spheres World Tour, Grupo Firme’s Enfiestados y Amanecidos Tour, Red Hot Chili Peppers’ Global Stadium Tour, The Weeknd’s After Hours Til Dawn Tour, two nights of Elton John’s Farewell Yellow Brick Road The Final Tour and an international soccer match between Mexico and Colombia in the MexTour Sendoff Series.
The Public Events team pursued numerous promoters over the course of the year in order to place Levi’s Stadium at the forefront of decision makers. Routing several events simultaneously can be challenging.
The team capitalized on these relationships and ability to be nimble when adjusting scheduling conflicts in order to fill the Non-NFL Event season with seven events over the course of six months.
2. Profitability
In addition to securing seven unique events, the Public Events team was also able to maintain an elevated level of profitability for each. We tactfully evaluated each revenue generating vertical to negotiate deal terms that most significantly impacted the overall net. While ensuring profitability, we also worked in tandem with promoters to agree to terms that were mutually beneficial in order to establish long lasting relationships.
3. Weekday curfew extension
With the new process in place for weekday concerts, the Public Events team worked diligently with promoters to capitalize on tours that were previously unable to make stops at Levi’s Stadium due to the need for a weekday. In previous years, the Stadium Manager was forced to pass on artists who could only route shows in the Bay Area during weekdays, as the music ban hindered them from playing the venue.
The new waiver extension proved to have an immediate impact. After nearly three years without concerts, due to the COVID-19 pandemic, the first event back in the building was Coldplay’s Music of The Spheres World Tour, which occurred on Sunday, May 15th. We were also able to successfully add a second show for Elton John’s Farewell Yellow Brick Road The Final Tour on Sunday, October 9th. The addition of these two concerts generated over $1.6 million in net profits.
4. Diverse line up
The Public Events team worked diligently to secure a distinct product mix in order to grow and diversify our attendee and customer database. The concerts offered included varying music genres covering classic rock, hip hop, soft rock, and the stadium’s first ever Latin show. We were also able to cater to the growing Northern California soccer community by hosting the Mexican National Team vs. Colombia in their last match prior to playing in FIFA World Cup Qatar 2022™.
5. Proactive outreach based on travel and entertainment budget
Continued proactive outreach and the ability to maintain strong relationships in the live entertainment industry is imperative to a successful calendar year. In-person meetings are impactful as we must stay at the forefront of promoter’s minds when they map out upcoming tours. We strive to actively engage with the top decision makers and continuously present Levi’s Stadium as one of the premier sports and entertainment venues in the country.
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12 With the approval of the travel and entertainment budget, the Public Events team was able to secure a multitude of in-person meetings with key decision makers to actively seek stadium content.
Over the course of the fiscal year, the Public Events team secured over 31 in-person meetings with the top promoters in the industry including AEG, AEG Presents, Live Nation, Major League Soccer, Soccer United Marketing, Messina Touring Group, Mendez Music and Entertainment, Music VIP Entertainment, Global Dance, Wasserman Music, Concerts West, Feld Entertainment, and LA Galaxy.
With the commitment to cultivate and steward new and existing relationships, we were able to create a full calendar of content and proactively work to fill the calendar for subsequent years.
6. Public Events secured for 2023
The Public Events team has already successfully secured three concerts for 2023.
Taylor Swift’s The Eras Tour was announced on November 1st, days after the eleven-time GRAMMY winner broke streaming, physical and vinyl album sales around the world. Taylor’s critically acclaimed album, Midnights, was the fastest selling album of her career. Due to the overwhelming demand for tickets, Levi’s Stadium was able to secure two nights.
Multiple GRAMMY® Award-winning, global superstar Ed Sheeran is on tour for the first time since his history-making “Divide Tour” in 2018, which officially became the most-attended and highest-grossing tour of all time by its completion. Levi’s Stadium was unable to secure a date for this tour in 2018 due to the weekday music ban so we were thrilled to successfully route a Santa Clara stop for 2023.
Looking Forward:
1. Continued proactive outreach based on travel and entertainment budget
In order to maintain relevance in the industry and continue the success of the public event business, it is necessary to be proactive with networking and relationship building with key decision makers.
The Public Events team saw a significant and immediate impact on the in-person meetings and touch points made in 2022 and we look to carry those same practices into 2023.
Utilizing the approved travel and entertainment budget, we will meet with the top promoters in the major events business once again. These points of contact are imperative in strengthening the existing relationships. Along with continued outreach to promoters, who actively conduct business with the Public Events team, we will also layer in outbound meetings with promoters and decision makers who have not held events at Levi’s Stadium in the past. We are continuously evaluating new content and exploring unique small, mid, and large-scale events. Expanding upon our current network will open up the opportunity for new business and additional profits.
In addition to in-person meetings, the Public Events team will also utilize the approved travel and entertainment budget to attend industry related conferences. As the music and entertainment industry evolves it is necessary to be knowledgeable about new insights and ideas presented through conference content.
2. Small-to-mid scale events
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13 The Public Events team proactively engages in discussions with various promoters to evaluate a wide range of small-to-mid scale events (anywhere from 1K to 20K in anticipated attendance). We look to amplify our portfolio of ticketed events beyond large-scale concerts and sporting events by evaluating smaller opportunities as well. Potential events we have explored include stadium golf, food festivals, drone racing, runs, races, and music festivals.
Ultimately these did not come to fruition because we were unable to agree on terms that would provide a profitable outcome. The major challenge for these events is prohibitive public safety costs.
Although we were not able to produce a small-to-mid scale event in 2022 we will continue to evaluate and explore these opportunities.
3. Weekday curfew extension
The Public Events team will continue to ensure the weekday curfew approval maximizes revenue generating opportunities only as needed. Similar to previous years, promoters have already contacted the stadium looking for weekday availability. The 2023 calendar is proving to be a demanding year for concerts and weeknight availability is at an all-time premium. We are currently working with specific high-profile artists on west coast routing where the only way Levi’s Stadium will be in the tour is if a weeknight is an option.
4. Leverage organic assets towards ticket sales
The Public Events team will leverage Levi’s Stadium and 49ers organic assets to increase the viewership of upcoming events through a variety of outlets.
We will continue to promote Public Events using digital video boards during 49ers home games and non- event days. Public Events are also promoted through a full slate of Levi’s Stadium and 49ers digital and social channels, including specific event pages on the levisstadium.com website, and promotion of monthly and event specific emails to our vast database. The database for non-NFL event ticket marketing generates over 113,000 accounts. These accounts include 11,000 SBL members. The remaining 102,000 accounts include Levi’s Stadium subscribers as well as previous buyers of a similar audience to the event being promoted.
Examples of video board rotations visible to daily Tasman foot and vehicle traffic:
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14 Example of promotion of ticket sales via monthly and event specific emails to customer database:
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15 Example of promotion of event announcements on Levi’s Stadium social platforms:
4. Key Performance Indicators:
Promoter visits - securing in-person meetings with the top promoters in the industry significantly strengthens existing relationships and builds the foundation for new connections. The Public Events team will use 25 in-person meetings as a metric to enhance our client portfolio and evaluate new opportunities.
Number of events held - based on past performance and industry trends we feel confident the Public Events team will execute 7 events. This accounts for our ability to tactfully work with promoters to place events according to our calendar availably.
Event mix - we work diligently to create a diverse product mix in order to grow and expand our attendee and customer database. Our goal of hosting 7 events includes concerts of varying music genres, and soccer matches ranging from international clubs, national teams, and clubs from Major League Soccer.
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16 Conclusion
As we recap a profitable year and lay the foundation for continued success, we are confident we have outlined a marketing plan that conveys our strategic approach to attract significant private and public events. Proactive client outreach, tactical marketing plans, creativity, and cooperation will continue to produce highly profitable events for the Stadium Authority.