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Davis Cup Trivia- The Budget - It's Only Money!!
By: William J. Kellogg
President, La Jolla Beach & Tennis Club
Column #6, January 18th, 2006
The
Budget - It's Only Money!! Bringing the 1st Round Davis
Cup Tie between the United States and Romania to La Jolla was
not a project for the faint of heart. It required a sizeable investment,
the ability to "multi-task", unwavering commitment and
untold hours of work to make it happen.
In
addition to the effort it takes, the host site must commit to
paying $200,000 to the Unites States Tennis Association (USTA)
for the right to take on this responsibility. One would think
that surely, this must be a "goldmine" for the host
site but that is not quite the case. The USTA takes the ticket
revenue and all on-site concession income. The only way the host
site stands a chance to make ends meet is to secure sponsorships
to offset the costs of the event. Unfortunately, the time frame
to put it all together is extremely short so it is a difficult
"sell". Getting to "break-even" is quite a
challenge.
To
make matters more challenging, there are limits to the number
of sponsors and the kind of sponsors allowed. That is because
the International Tennis Federation (ITF) has commitments to circuit
sponsors that fund the competition worldwide in exchange for exclusive
rights to sponsorship. Such categories as banks, cars, clothing,
sporting goods, and insurance have been spoken for. That still
leaves a few industries for the local sponsors but as you can
see, the field of choices is pretty narrow.
To
attract sponsorships, we put together a benefits package that
ties our Official Charity, the Barnes Center, to the sponsor and
the La Jolla Beach & Tennis Club. At this point, there are
still sponsorship opportunities available and a summary of the
benefits is listed below. By the time you read this it may be
the only way to obtain tickets to the matches. Please feel free
to give me a call if you or your company would like to be a part
of this.
The
USTA takes on its own share of expenses that amount to well over
five times the commitment of the host site. These range from paying
the expenses and fees of the players to building the grandstands
to publicizing the event, handling security and managing and staging
the event. The real reason USTA participates in Davis Cup to the
degree it does is to accomplish its mission - to promote and develop
the game of tennis.
In
the end, you have to ask yourself if it was all worth it. By taking
on this challenge, we brought a world spotlight on La Jolla and
San Diego, we will see some of the most exciting tennis in the
world, right in our own back yard, and we will involve and help
the community by doing it all. When you look at the big picture,
I am convinced the answer is "Yes!". I hope you agree.
Listings
are: Description/ Benefit, Impressions, Value
_______________________________________________________________
Davis Cup
COMMUNITY PACKAGE
2006 DAVIS CUP - 1ST ROUND TIE
UNITED STATES VS. ROMANIA
February 10-12, 2006
HOST SITE: LA JOLLA BEACH & TENNIS CLUB
Local
Sponsor Investment
Right to be Identified as a Heritage Sponsor:
Each Community Sponsor will have the right to promote and advertise
its association with the Davis Cup Tie, i.e., "Davis Cup
by BNP Paribas, United States vs. Romania, Community Sponsor [Local
Sponsor Name]."
A maximum of 6 community positions will be available.. Sponsorship
Investment:
$10,000
Event Recognition Benefits
Benefit Impressions Value
Advertising and Promotion.
Davis Cup Special Section, Union-Tribune.
8-page color special section dedicated to the event, players and
sponsors.
Recognition on Sponsor "Community Thank You" ad in the
Union-Tribune after the event
830,000
$3,000 includes ad and publicity.
Listings
are: Description/ Benefit, Impressions, Value
Box
Seat Tickets (Tickets to the public sold out in early December)
4 Tickets per day at Price-Level 1 ($375)
4 Tickets per day at Price Level 2 ($250)
n/a
n/a_____________________________________________________________________
$1,500
$1,000
Invitations to Official Davis Cup Functions.
Team Dinner - 2 invitations will be provided to Community Sponsors
for formal dinner during the week of the Davis Cup with team members
of both nations, VIP's (such as Team captains, President of USTA
and Romanian Tennis Associations, former Davis Cup stars, Davis
Cup Committee and press).
Draw Ceremony - 6 invitations will be provided to local sponsors
for ceremony and luncheon on Thursday, February 9, 2006, at a
special location off-site with players, captains, VIP's and media.
This will be a media opportunity to announce the order of play
of the matches and conduct interviews with the players before
the matches.
100 est. attendance
200 est. attendance
$ 1,000
(Priceless - valued at $500/ person for this purpose)
$
300
(Valued at $50 per person)
Sub-Total Event Recognition 830,300 $6,800
Listings
are: Description/ Benefit, Impressions, Value
_______________________________________________________________
Web Recognition - La Jolla Beach & Tennis Club
Benefit Impressions Value
Identification as a Heritage Sponsor on LJBTC web site. Community
Sponsors will be identified on the LJBTC home page and on pages
connected to Davis Cup home page tab for the months of December
2005, January 2006 and February 2006. 45,000 visitors
(500 visitors/day, 3 months)
$1,000
Sub-Total Web Recognition 45,000 $1,000
Listings
are: Description/ Benefit, Impressions, Value
____________________________________________________________
RECOGNITION AT THE BARNES TENNIS CENTER - San Diego, CA
The George E. Barnes Family Junior Tennis Center is owned and
operated by Youth Tennis San Diego, a non-profit 501(c)(3) California
Corporation. The mission of YTSD and the "Barnes Center"
is to develop kids in a healthy and wholesome environment. The
Barnes Center provides kids with homework assistance, it operates
tournaments for kids of all ability levels and backgrounds, it
runs the US Open for wheelchair tennis players, it operates After
School Tennis Programs at 86 public schools in San Diego County
and "kids play free" at the Barnes Center. It's a terrific
community resource and is the official charity of this Davis Cup
Tie.
Two official high-profile clinics will take place at the Barnes
Center during the week of the Davis Cup Tie:
1. On Wednesday, February 8, 2006, a clinic for 500 kids of all
ability levels and backgrounds will be conducted at the Barnes
Center. Members of the Davis Cup Team such as Bob and Mike Bryan
are expected to attend this clinic and instruction will be provided
on the 24 courts of the Barnes Center by top local tennis professionals.
This clinic will be covered by the media as part of the build-up
to the Davis Cup Tie.
2. On Saturday, February 11, 2006, a "High Performance"
clinic will be held at the Barnes Center for kids of outstanding
ability. We expect about 75 kids to attend this event and expect
media coverage of this event as well. This will be billed as a
clinic for potential Davis Cup stars of the future.
Community Sponsors will be able to associate themselves with these
clinics and the Barnes Center, not only through the date of the
Davis Cup Tie, but throughout the rest of the year as well.
Benefit Impressions Value
Banner Recognition:
A banner will be installed for 12 months on the stadium court
at the Barnes Center.
Sponsor
has choice of locations:
1. In the Stadium Court. Or,
2. Outside stadium court-Fence - primary area as guests enter
the Barnes Tennis Facility.
(Sponsor provides the banner.)
17,520 players
(2ppl,24 cts, 365 days/yr)
5,200
spectators
(100 per week/52 weeks) $12,000
(12 months, $1,000/mo)
(included
above)
Identification as a Sponsor of After School Tennis Program on
Barnes Center website. Davis Cup Tie will result in a gift of
$20,000 to Youth Tennis San Diego. These funds will be used to
expand the program to more sites around San Diego County. Local
sponsors will be given credit on the Barnes Center website for
helping to make the expansion of the program possible. Website
identification will remain in place for a period of one year.
Hotlinks to Local Sponsor site. Hotlinks to be provided on Barnes
Center website as well as on sub-pages for one year. 90,000 visitors
(250 visitors/day, 12 months)
900
links
(1% of visitors) $5,000
$ 1,800
Listings
are: Description/ Benefit, Impressions, Value
Barnes
Tennis Center Gala. Sponsor recognition on all invitations, announcements,
auction catalog and mailings. Attendees include school officials,
corporate sponsors, community leaders. 400 attendance
$2,500
Barnes Tennis Center Newsletter
Sponsor recognition for one year in 6 editions.
Distributed to 2,500 companies & families, 6x per year.
15,000 $600
Barnes Tennis Center After School Program
School Recognition 86 school sites
Recognition on flyers or posters distributed through schools to
students and parents about the Barnes Tennis Center after school
program at their school.
74 elementary schools x 500 students = 37,000 students
12 middle schools x 1,200 students = 14,400 students. 51,400 students
102,800 parents/adults
154,200 total
6 flyers per year = 925,200 $2,500
Primary sponsor - Davis Cup events at the Barnes Tennis Center
Wed Clinic - 500 Kids plus parents
Saturday Clinic - 75 Kids plus parents
Recognition on posters, flyers, emails messages and ads promoting
the clinics.
Event flyer distributed by schools and tennis clubs to recruit
kids to participate in the free clinics. 575 kids participating,
plus parents and media
School recognition to 154,200 students and parents seeing flyer
$3,000
all events
and publicity
Sub-Total
Barnes Tennis Center Recognition 1,208,095 $27,400
Listings
are: Description/ Benefit, Impressions, Value
ADDITIONAL
SPONSOR OPPORTUNITIES
In addition to the basic package, the LJBTC is offering an "add-on"
package that will bring enhanced value to a Local Sponsor's supporting
this Davis Cup Tie.
Benefit Impressions Value
EVENT/PRIVATE PARTY:
Opportunity to host an event, not to exceed 30 attendees, at the
exclusive and private La Jolla Beach & Tennis Club.
Event
will include décor, food, beverage, entertainment and valet
services provided by the La Jolla Beach & Tennis Club.
Event may be booked within 9 months of the Davis Cup Tie, subject
to availability. n/a $5,750
Listings
are: Description/ Benefit, Impressions, Value
Accommodations
at the La Jolla Beach & Tennis Club:
To
Include:
" Three (3) Beachfront rooms to accommodate 6 guests, 2 guests
per room
" Three (3) night stay for each of the 3 rooms
" An amenity for each room upon arrival
" Breakfast for two people, per room, each morning of the
three day stay
" One (1) dinner in the Club Dining Room, for two people,
per room, during the 3-night stay
Rooms not available in conjunction with the Davis Cup Tie. Rooms
may be booked within 9 months of the Davis Cup, subject to availability.
n/a $ 6,500
Listings
are: Description/ Benefit, Impressions, Value
Accommodations
at The Sea Lodge on La Jolla Shores
To Include:
" Three (3) Beachfront rooms to accommodate 6 guests, 2 guests
per room
" Three (3) night stay for each of the 3 rooms
" An amenity for each room upon arrival
" Breakfast for two people, per room, each morning of the
three day stay
" One (1) dinner in The Shores Restaurant, for two people,
per room, during the 3-night stay
Rooms
not available in conjunction with the Davis Cup Tie. Rooms may
be booked within 9 months of the Davis Cup, subject to availability.
n/a $ 3,380
Sub-Total
VIP Package n/a 15,630
Grand
Total 2,083,395 $50,830
Listings
are: Description/ Benefit, Impressions, Value
Heritage Sponsor Investment: $ 10,000
" 2006 Davis Cup promotional rights for USA vs. Romania
" Community sponsor for Davis Cup Tennis Clinics
" One year of branding and recognition through Barnes Tennis
Center and after school program at 86 school sites
Cost
per one thousand impressions: $ 4.80
Leveraged
marketing dollars: $5.08 generated for each $1.00 invested
Note:
All advertising and promotion must have the prior written approval
of the USTA. Our local team will facilitate these approvals and
work directly with your designated advertising, promotion or PR
agency. Benefits subject to change due to promotional deadlines.
For further information, contact:
Bill
Kellogg, President, La Jolla Beach & Tennis Club
Office: 858-454-6500
Wjk@ljbtc.com
Parker
Pike, President, Catalyst Marketing, Inc.
Office: 858-484-9609
Ppike@san.rr.com
*
William J. ("Bill") Kellogg
is President of the La Jolla
Beach & Tennis Club, Inc. He also
chairs the United States Tennis Association's Davis Cup Committee
and in this capacity fosters
community involvement when Ties are held in the United States.
Kellogg currently serves on the
International
Tennis Federation's Seniors Committee, serves as a Vice-President
and Delegate
of the Southern California Tennis Association and is a past President
of the San Diego District
Tennis Association and Youth Tennis San Diego.
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