REPORT TO STADIUM AUTHORITY BOARD
SUBJECT
Title
Report from the Stadium Authority Regarding the Stadium Manager's Request to Incur Charges for Various Conferences, Events, and Meetings
Report
BOARD PILLAR
Ensure Compliance with Measure J and Manage Levi's Stadium
BACKGROUND
Through the Stadium Management Agreement, the Forty Niners Stadium Management Company (Stadium Manager) manages and operates Levi's Stadium on behalf of the Stadium Authority for Non-National Football League (Non-NFL) Events, like concerts, sporting events, and non-ticketed events. On behalf of the Stadium Authority, the Stadium Manager is responsible for the marketing and booking of Non-NFL events among other duties at Levi's Stadium.
The Stadium Manager is required to develop an annual Marketing Plan to outline the Stadium Manager's plans to develop, implement, and monitor marketing, booking, advertising and promotion of Non-NFL Events for Levi's Stadium. The Marketing Plan needs to be mutually agreed upon by the Stadium Manager and the Stadium Authority. On March 10, 2021, the Stadium Manager's Draft 2021 Non-NFL Events Marketing Plan (Marketing Plan) was discussed during a Study Session. The Draft 2021 Marketing Plan was reviewed against data results, alignment to the Management Agreement and Naming Rights Agreement provisions, and other key information. The Board took no action on the Draft 2021 Marketing Plan on March 23, 2021 when it was brought forth with the Stadium Authority FY 2021/22 Budget and Stadium Operation and Maintenance Plan for approval; instead, the Board delegated authority to the Executive Director to conduct a competitive Request for Proposal to pursue an independent third-party consultant to review and assess the Non-NFL Events Marketing Plan and enter into an agreement for such services. At the time of writing this report, staff is currently implementing a Statement of Qualifications (SOQ) process for that service and is in process of evaluating proposals.
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