Jay Parry, CEO Arizona Super Bowl LVII Host Committee

The Arizona Super Bowl LVII Host Committee has invited the City of Goodyear to enter into a partnership agreement with the Committee for Super Bowl XLII, scheduled in February 2023. This opportunity provides the City of Goodyear and local businesses exposure on a national level through the Host Committee website, along with several other benefits outlined in the sponsorship agreement.

Authorize the City Manager or designee to execute the Arizona Super Bowl Host Committee Super Bowl LVII Sponsorship Agreement and authorize the required budget transfer. (Bruce Kessman, Ballpark Manager)

The Host Committee Sponsorship Agreement with the City of Goodyear totals $99,082. The FY22 allocated Prop 302 Marketing Funds have been programmed to promote spring training. These funds are also subject to fluctuation based on hotel tax revenues and cannot be guaranteed. As a result, staff is requesting a budget transfer for the full sponsorship agreement amount from the unallocated fund balance.

The Host Committee is responsible for securing hotel rooms for Super Bowl LVII, and currently has 407 rooms blocked in four Goodyear hotels for an average stay of three nights. The average nightly rate for the upcoming Super Bowl is $402, which is 76% higher than 2015 where the average nightly rate was $229.

The Arizona Super Bowl Host Committee is a private, non-profit Arizona corporation that is responsible for driving the state’s efforts for Super Bowl LVII. The Host Committee serves as the official liaison between the National Football League (NFL) and all regional efforts, culminating with the Super Bowl game at State Farm Stadium, in Glendale Arizona. Their efforts are funded through the sponsorships of participating stakeholders and partners.

In 2015, Glendale hosted Super Bowl XLIX; the event brought in over 120,000 visitors to Arizona who participated in more than 200 events hosted throughout the state. There was an estimated $720 million economic impact for Arizona; in addition, the NFL and Host Committee distributed $2 million in grants to Arizona non-profit organizations. 

A variety of Super Bowl related events and activities took place in the weeks leading up to the games spurred economic activity for local businesses. Hotels across the valley experienced a 50% increase in occupancy compared to 2014, and Goodyear hotel occupancy was at 92% during Super Bowl weekend.
 
The marketing reach through the Host Committee in 2015 generated more than 110,000 social media followers, and 14,000 Spanish channel followers on Facebook and Twitter. Additionally, there were 750,000 unique visits to “azsuperbowl.com” that generated over 2 million webpage views. Through integrated messaging of the Host Committee, over 10,000 volunteers and 500 small business were engaged with the Super Bowl.

Participation in the Business Connect Program continues to be successful and provides economic growth of local business through the NFL markets. In 2008, results yielded $2 million in local contracts with over 500 applications; in 2015, this grew substantially with 700 applications and $4.2 million in local contract.

This is the first time the City of Goodyear has been invited to participate in a sponsorship agreement with the Arizona Super Bowl Host Committee. The Super Bowl has previously been hosted in Glendale in 2008 and 2015.

Upon review of the Arizona Super Bowl Host Committee Super Bowl LVII Sponsorship Agreement, there are many benefits to the local community and the City of Goodyear, which include:

Branding and Marketing
The ability to use the designation as “Official Partner” in advertising and communications as well as the use of the Host Committee logo in advertising efforts. The Visit Goodyear logo will be included on the Host Committee website (the official website of Super Bowl LVII) and social media posts. Partners will be involved in community and event outreach, and assets such as guest speakers and mascot appearances will be made available.

Events and Venues
Partnering with the Host Committee also provides the City of Goodyear, as well as venues within the city to be considered as sites for official Super Bowl activities and third party private events. The City of Goodyear will be included in the NFL Familiarization trip (FAM trip) leading up to the game, where the Host Committee will work with Goodyear to showcase participating hotels, venues and restaurants.

Business Connect
In addition, the Host Committee will work with the City of Goodyear to invite qualifying Goodyear businesses to participate in the Business Connect Program, the NFL and Arizona Super Bowl Host Committee’s premier diversity, equity and inclusion program. This program identifies and engages local diverse suppliers with networking events, business development training and contract opportunities leading up to and after Super Bowl LVII.