REPORT TO STADIUM AUTHORITY BOARD
SUBJECT
Title
Presentation and Potential Action on Levi's Stadium Marketing Plan Assessments
Report
BOARD PILLAR
Ensure Compliance with Measure J and Manage Levi's Stadium
BACKGROUND
The Stadium Management Agreement (Management Agreement) between the Stadium Authority and Forty Niners Stadium Management Company, LLC (ManCo) requires ManCo to develop a Marketing Plan for Non-NFL Events to be included in the Stadium Operation and Maintenance Plan (SOMP) and mutually agreed on by the Stadium Manager and Stadium Authority. The provision reads as follows:
4.10 Marketing Plan. Until the exercise of any Non-NFL Event Replacement Right, the Stadium Operation and Maintenance Plan shall include a marketing plan setting forth in reasonable detail the Stadium Manager's plans to develop, implement and monitor marketing, booking, advertising and promotion of Non-NFL Events for the Stadium, which marketing plan shall be mutually agreed upon by the Stadium Manager and the Stadium Authority (the "Marketing Plan"). If the Stadium Authority exercises the Non-NFL Event Replacement Right, the Stadium Authority and the Stadium Manager will develop a similar plan with the third-party provider.
The Stadium Manager is also required to "use commercially reasonable efforts, consistent with the Marketing Plan, to market, promote, schedule and book Non-NFL Events and other activities at the Stadium in accordance with the Scheduling Procedures" (First Amendment to the Stadium Management Agreement, Section 3.2 Marketing Plan; Contracting Authority). As such, the Marketing Plan has direct effect on the marketing and booking of Non-NFL Events at Levi's Stadium.
As part of the Stadium Authority Board's March 23, 2021 action on the 2021 Marketing Plan, the Board took action to pursue an independent third-party consultant to review and assess the Marketing Plan. As part of the same action, the Board also delegated authority to the Executive Director to condu...
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