REPORT TO STADIUM AUTHORITY BOARD
SUBJECT
Title
Discussion of the Draft Marketing and Business Plan for Levi's Stadium Non-NFL Events
Report
BACKGROUND
The Stadium Management Agreement between the Santa Clara Stadium Authority (SCSA) and Forty Niners Stadium Management Company, LCC (ManCo), requires ManCo to develop a Marketing Plan for Non-NFL events (Sections 3.2 and 4.10). Consideration of the Marketing Plan is reviewed and approved concurrent with the annual budget deliberation process for the SCSA. In prior years, the Marketing Plan was reviewed in the form of a slide deck presentation at the time the budget was considered for approval, which provided the Board and ManCo little opportunity to discuss and deliberate strategically on components of the Plan. This year, SCSA staff proposed that the Board and ManCo review the draft Marketing Plan in a study session prior to acting on the Plan at a subsequent Board Meeting.
DISCUSSION
Upon SCSA Board's acceptance of the Audit and the recommendations, ManCo began working on an enhanced version of the Marketing Plan that will be presented to the Board. Instead of an oral presentation from a slide deck format, the draft Marketing and Business Plan being presented this year outlines strategic efforts planned for the fiscal year, efforts to address the audit recommendations, recruitment of events, and operations in support of these efforts. A Marketing & Business Plan draft was provided to SCSA staff to review and provide input. SCSA staff provided input in the following areas:
* Incorporation of Board-approved concession contract into the Marketing Plan
* Strategic marketing direction for Non-NFL events
* Marketing efforts to establish metrics used to track marketing outcomes
* Number of staff actively marketing the Stadium
* Historical data regarding number of events by type
* Other factors beyond profit for booking Non-NFL events
* Include SCSA in the development of key performance measures during the fir...
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