SPORT FINANCE STADIUM RELOCATION

PROPOSAL
Ryan Atkinson, Damon Boggs, Sam Bridgman, Kate Burton, Katie Hazelbach, Jacob Huegel, Courtney
Kramer, Ian McGarry, Laura Mooradian, Richard Stiftinger, James Swanson, Jerron Wheeler
 AGENDA
KEYS TO SUCCESS
SWOT Analysis
Goals TIMELINE STADIUM DESIGN
Benchmark Institutions
Market Research

SALES & FUNDRAISING &

SPONSORSHIPS MARKETING
Ticketing & Premium Donor Plan
Sales Plan Marketing Plan
FINANCING Student Athletic Fees &
VIP Seating
Naming Rights &
Sponsorship
Opportunities
 SWOT ANALYSIS
STRENGTHS
Academic and athletics success of student athletes
Highly competitive coaching staff
Availability of land on-campus
Strong university and Tampa Bay partnerships
Modern competitive facilities
OPPORTUNITIES
Highly qualified coaches
Community engagement
Florida recruiting landscape
Large alumni base (local and national)
Student interest
Increased attendance for USF Football
Increased revenue from football operations
Additional revenue source from concerts and events
WEAKNESSES
Market share presence in crowded Tampa Bay region
Current donor investment
Current financial situation - deficit
Employee turnover in athletic department
THREATS
Declining conference revenue
Potential decline of on-field performance
Potential MLS team entering already saturated Tampa
Bay market
Ongoing NCAA litigation
Stagnant budget growth
Raising capital needed to fund stadium without
crippling athletic department
GOALS

Create a flourishing football culture on campus and community-wide

Increased revenue for USF Athletics

Boost attendance rates for USF Football games

Establish a sustainable national football brand

BENCHMARK INSTITUTIONS

PEER INSTITUTIONS ASPIRANT INSTITUTIONS

TIMELINE
Approval
2017

Marketing & Fundraising

Spring 2018 Fall 2019

Begin Construction
Spring 2020 Spring 2022

Prospecting
Spring 2022

Gameday
Fall 2022
MARKET RESEARCH
MARKET RESEARCH RESULTS

of all respondents want an stadium

did not attend due to

would be willing to higher tuition

SURVEYED GAME ATTENDANCE

5 games

4 games

3 games

2 games

1 game

0% 5% 10% 15% 20% 25% 30%

of all respondents this season

STADIUM RENDERINGS
PARKING MAP

Over 20,000 parking

spaces already
available throughout
campus:
FINANCING A STADIUM
STADIUM INVESTMENT
Houston Connecticut Cincinnati

$128,000,000 $118,000,000 $145,000,000

42,000 40,642 40,000

Stadium Investment $140,000,000

Research Facility Investment $30,000,000
BOND PAYMENT SCHEDULE
Amount $170,000,000
Donations/Gifts $17,758,057
Amount Needed $152,241,943
Interest Rate 2.58%
Term (years) 25
Payment $8,336,971.15
Total Amount $208,424,279
PRE-STADIUM REVENUE
POST-STADIUM REVENUE
2022 PROJECTIONS
SALES & SPONSORSHIP
Ticketing & Premium Sales Plan, Student Athletic Fees & VIP Seating, Naming Rights &
Sponsorship Opportunities
 TICKETING &
PREMIUM SALES
PLAN
TICKET STRATEGY
Provide competitive STM packages

Reduce single-game tickets to add value to ticket packages

Provide world class premium areas

Provide flexible options that cater to the casual fan

Use group sales as the Trojan Horse

Leverage current and former students to increase revenue

Use and limit comp tickets for fans to sample experience

TICKET BREAKDOWN PER GAME
Capacity: 35,000 (33,826)

SEAT CATEGORY SEAT ALLOCATION

Season Ticket Memberships 18,000
Student Section 7,500 (6,820)
Bull Pen (Exclusive Student Club) 500

Visitor Tickets 2,700

Single Game Tickets 2,500
Group Tickets 1,500
Flex Plan Accounts 1,000
Family Tickets 750
Complimentary Tickets 500
SR Club & SR Suite 500
TICKET BUDGET
(EXCLUDING DONATIONS)
Section # of Seats Avg. Price # of Games Revenue
Non-Premium 16,376 $42.74 7 $4,899,371.68
Season Tickets
Club 1,456 $146.00 7 $1,488,032.00
Suites (season) $50,000.00 6 $300,000.00
Suites (single) $9,200.00 7 $64,400.00
Group Sales 1,500 $25.00 7 $262,500.00
Single Game 2,500 $50.00 7 $875,000.00
Flex Plans 1,000 $135.00 $135,000.00
Young Alumni 850 $32.00 7 $190,400.00
Bull Pen 500 $75.00 $37,500.00
TOTAL $8,252,203.68
 Referral program

SEASON TICKETS
Renewal event

STM Discounts:
15% off food; 25% off merchandise

Donor football jersey with barcode

WHATS NEW?

Bull for Life auto-renewal program

Consecutive years giving incentives

Bulls Business Alliance for premium

seat holders
FRIENDS & FAMILY PROGRAM
Refer 1 Friend Official USF Athletics Under Armour Gear
Refer 3 Friends Free 2016 Premium Tailgate Spot
Refer 5 Friends Lunch with Coach Taggart
Refer 7 Friends 50% Discount on Season Tickets
Grand Prize Drawing Accompany the team for a Bowl game

In order for STMs to be eligible to win, the referrals must purchase

football tickets by August 1st
RENEWAL EVENT

Large event where STMs can engage with players,

coaches, and stadium

Only previous Pick seats and

Occurs day of Based on priority
STMs can parking for
Spring Game points
participate upcoming season
 Fans choose games most valuable for
them
FLEX PLANS
Limited sections

Variable pricing by game and section

CHOOSE ANY 3 Bowl game pre-sale

GAMES
Stepping stone for season tickets

1,000 available accounts

Limited benefits
 School Minimum # for Price per Ticket
GROUP PLANS Group
Eastern Carolina 25 $25
Group party areas
University
Outside clubs, on-field clubs,
party decks University of 10
Trojan Horse Houston
Theme Games Cincinnati 25 Up to 20% off
Pushing charitable initiatives: University regular price
cancer, military, youth, etc.
University of 10 $15
Fan experiences Central Florida
Birthday packages
Running of the Bulls University of 10
Postgame 50-yard line photo Memphis
Prices tiered by 10-24, 25-49, 50+ University of 10 $29
Variable pricing model South Florida
University of 15 $10
Tulsa
PREMIUM SEATING

Legacy Lounge

Champions Club

WHATS NEW?
Victors Club

Selmon Suites
PREMIUM SEATING BREAKDOWN
Average Price per
Club Seats Game:
$146
100
Legacy Lounge
Champions Club Average Revenue per
Game:
Victors Club
$212,576
960
1,456 Club Seats

Annual Revenue:
$1.48 million
 Suite Seats Cost
Presidents 24 ----
USF AD 24 ----
Opposing AD 24 ----
Partner 24 $50,000 + $20,000
Partner 24 $50,000 + $20,000
Business 24 $50,000 + $20,000
Business 24 $50,000 + $20,000
Business 24 $50,000 + $20,000
Business 24 $50,000 + $20,000
Nightly Rental 24 $9,200 Per Game
Total 240 $1,200,000
STUDENT ATHLETIC
FEES, BENEFITS &
BULL PEN
(STUDENT VIP MEMBERSHIP)
 CONFERENCE PUBLIC/PRIVATE COLLEGE/UNIVERSI STUDENT SEASON 2016-17 STUDENT
TY TICKET PRICE ATHLETIC FEES

American Athletic Public Cincinnati University $70 $135.55 / semester

Conference

American Athletic Public Eastern Carolina Students do not pay $696 / semester
Conference University for athletic events

American Athletic Private Southern Methodist Students do not pay Sports Pack
Conference University for athletic events

American Athletic Public University of Central Students do not pay $14.35 / credit hour
Conference Florida for athletic events

American Athletic Public University of South Students do not pay $10 / semester +
Conference Florida for athletic events $14.46 / credit hour

Mountain West Public Colorado State Students do not pay $103.85 / semester
Conference University for athletic events
PROPOSED ATHLETIC FEES INCREASE
CURRENT PROPOSED

STAGE 1:
$20 per semester + $19 per credit hour

Avg. student graduating in four years with 120 credits:

$10 per semester + $14.46 per credit hour $2,440
Avg. student graduating in four years with Estimated revenue (40,000 students): $97,600,000
120 credits: $1,815
Estimated revenue (40,000 students): $72,608,000
STAGE 2:
$20 per semester + $14.46 per credit hour

Avg. student graduating in four years with 120 credits:

$1,895.20
Estimated revenue (40,000 students): $75,808,000
STUDENT BENEFITS
Bull Bucks capability for
concessions and merchandise
purchases

Bull Tab

Revamped Loyalty Rewards

Program:
Allows for discounts

First 500 students to redeem

tickets receive food coupon
In-stadium or corporate partner tie-in
BULL PEN STUDENT MEMBERSHIP

Season ticket package for most

passionate students
$75

First three rows of student section: 500 seats

Actual seats as Food coupon for

Priority seating Free t-shirt for
opposed to bench discounted
option season
seating concessions
 NAMING
RIGHTS &
SPONSORSHIP
OPPORTUNITIES
TARGET NAMING RIGHTS DEAL

Annual Investment: $2.5 million

Term: 20 years

Total Investment: $50 million

TARGET RIGHTS HOLDERS

Corporate
Caspers McDonalds
Coca-Cola
Jabil
Publix
Founding 5 Concept:
Frontier Communications

Creating Legacy Partners instead

of one traditional naming rights
Donor partner
Moffitt (Research Facility tie-in)
Momberg Family
Pam & Les Muma
Cornelia & Richard Corbett
Richard & Melanie Gonzmart
 Scoreboard LED ribbons
Activation
& wall
booths Signage & in-
Watch signage
game
parties Club seating
features
area

Digital SELLABLE
Social media Concourse
& website ASSETS level

Official
In-stadium
tailgate
Research Restaurants signage
patio
facility & static,
i.e. Ford
concessions rotating,
Thunder
IPTV
Alley
OFFICIAL TAILGATE PATIO
Based off Lightnings Ford
Thunder Alley

Located at the stadiums North

Gate (main entrance)

Activation zone for partners

Band, Cheer, Sun Doll

performances prior to doors
opening
VIRTUAL REALITY
Allows partner to engage with fans

Attractive, trendy, fun

Ability to create quarterback pass

VR experience that provides QB
rating upon completion

Tampa Bay Lightning:

VR on the ice during pregame as the
Thunder Kid
BULLS BUSINESS ALLIANCE
Tied to Banking Partners
Program to bring business professionals TARGET PARTNERS
in the Tampa Bay region together
USF Federal Credit Union
Pregame networking events Raymond James
Includes students, food and beverage JP Morgan Chase
Bank of America
Potential to host student SunTrust Bank
entrepreneurship competition in-stadium

Presenting sponsor and chair of personal

mandatory personal finance classes for
student athletes
USF STUDENT CHAMPION
Faculty and staff nominate a
student doing great things in the
community
Fundraising or volunteering
Corporate sponsor provides $1,000 to
Student Champion for charitable
cause
New recipient every game
FUNDRAISING & MARKETING
DONOR PLAN
DONOR INFORMATION & FUNDRAISING
Total Donors as of June 30, 2016 10%
3,441 Members 19%
8%
Champion

Legacy
88 Iron Bull Members
Victor

Other Donors
63%
Highest amount
in 7 years
 Annual Membership

Coaches Club

Legacy Walk of Fame

WAYS TO GIVE
Scholarship Gifts

Facility Gifts

Build Your Legacy Campaign

BUILD-A-BULL BRICK PROGRAM
CURRENT STUDENT TIERS ALUMNI & DONOR TIERS

$50 Basic 4 x 8 brick $150 Basic 4 x 8 brick

Includes name inscription (Green) Includes name inscription

$65 Basic 4 x 8 brick

Includes name and graduation year $300 8 x 8 brick
inscription Includes name and basic message
(Gold)
(per approval) inscription
$80 8 x 8 brick
Includes name, graduation year, $500
and small message (per approval)
Metal plaque with name and
inscription (Iron) personal message (per
i.e. Fraternity/Sorority, Go Bulls! approval)

*Bricks vary in size, color, and customizable options based on contribution

LEGACY PARTNER MATCH PROGRAM

Top 5 donors for USF Athletics

i.e. Muma, Corbett, Gonzmart, Morsani, Fisherman

Pitch to 5 partners
$80 MILLION GOAL Program collectively agree to pay 100% to all donor
fundraising over two year period. (2018 to 2020)

Legacy partners will be apart of groundbreaking

ceremony/donation reveal and be in the ring of
honor for the new stadium
MARKETING PLAN
FUTURE STAMPEDE PROGRAM

Lack of Over 161,000 alumni in Tampa Bay area

community (54% total living in US)
interest

Tampa Bay
High school football players and youth
youth sport soccer teams
team special Families invited to spend pre-game in
group rate Rockys Family Tailgate
FUTURE STAMPEDE PROGRAM
Tiered flex plan based on number of game
children can attend
Create Kids Kids receive t-shirt, memorabilia, and Rocky
Club package toy
Aim: Build early childhood memories

Athlete youth Hope Childrens Home

outreach The Children's Home, Inc.
Gain greater media coverage
initiative
 STUDENT INCENTIVES

The Bull Rush The Coca-Cola Green Bulls of the

Giveaway at every Student Zone Game
game to those to Exclusive tailgate Student
stay until the end of area organization that
the third quarter collects the most Student section
Opportunity for
Sponsorship tie-in brands to activate recycled bottles and deck in-
T-shirts, portable wins tailgate stadium
chargers, etc. sponsored by Coca-
Cola Life
Emphasis on
sustainability
SUMMARY &
TAKEAWAYS
 SUMMARY ASPIRANT
INSTITUTION
GOALS
1. Create a flourishing football
culture on campus and
community-wide
2. Increased revenue for USF
Athletics
3. Boost attendance rates for USF
Football games
4. Establish a sustainable
national football brand of student
survey respondents want
an on-campus stadium
THANK YOU!
Ryan Atkinson, Damon Boggs, Sam Bridgman, Kate Burton, Katie Hazelbach, Jacob Huegel, Courtney
Kramer, Ian McGarry, Laura Mooradian, Richard Stiftinger, James Swanson, Jerron Wheeler