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Tunes and Touchdowns: How Music Will Play a Huge Role at the Super Bowl

By creating a musical event at the Super Bowl, On Location Experiences is solidifying its place as a leader in the experiential hospitality business.

Scot Chartrand

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Photo via On Location Experiences

The music industry and the sports world have long been a natural match. You don’t have to remind the athletes and well-known musical acts of that, but when attending a tentpole sporting event, the trend of the last decade has been to complement that event with a concert or a large music festival. 

A decade ago, that might mean that a Pro Football Hall of Fame Weekend would include a performance by Canton, Ohio’s own, the O’Jays. Fast forward to now, and Maroon 5 headlined the Concert for Legends at the stadium. In addition, visitors to the NCAA Final Four know that the March Madness Music Fest has become a staple of the traveling road show going back years.

However, the Super Bowl — one event that truly captures the undivided attention of sports fans every year — hasn’t quite had that same accompanying treatment.

Until now.

In an effort to create a blowout musical event to pair with the Super Bowl, Don Renzulli, executive vice president of events at On Location Experiences, is proud of his team’s latest efforts in further solidifying its place as a leader in the premium experiential hospitality business.

“On Location Experiences was initially launched in March 2015, when the NFL was seeking a strategic reposition of its premium events and hospitality business,” he said of the company, which besides its NFL work, also operates well-known brands in the sports travel business such as PrimeSport and Anthony Travel. “From then, we have grown by providing unrivaled access to corporate clients and fans looking for immersive experiences at the biggest events in sports and entertainment.”

READ MORE: Why Winning Should No Longer Be a Strategy When It Comes to Driving Attendance

On Sunday, February 3, the AFC and NFC will send their best to Atlanta for Super Bowl LIII at Mercedes-Benz Stadium.

From Thursday, January 31 to Saturday, February 2, many of the most popular and cleverly selected feature acts from the music industry will also descend upon Georgia to add to the atmosphere and experience at the brand-new Super Bowl Music Fest.

“When looking at major sporting events, such as the Super Bowl, there are so many opportunities to really enhance the experience and incorporate the hosting city,” Renzulli said. “In years past, we have helped produce concerts leading up to Super Bowl Sunday, but they were held in a private pop-up venue. With the Super Bowl Music Fest, it allows us to really tap into city’s offerings and work with what is already there, instead of bringing in something new and temporary.

“In short, the Super Bowl Music Fest has always been a part of our plan. This is our third Super Bowl, and with each year, we learn more about the fans, the hosting cities and what we can do to amplify the event.”

Along the way to the Super Bowl, On Location Experiences learned a fair amount from other events stemming from separate partnerships. In turn, that played a substantial part in the design of the Super Bowl Music Fest.

“On Location is involved with numerous events across the sports and music industries. With each one, we gain a little more insight on the important operational aspects that enhances the overall fan experience,” he said. “No matter the size or type of event, we always build our events around the clients’ experience.

“In creating the SBMF, we relied on our previous knowledge of the Super Bowl and the events that surround the weekend, and in combination with our growing involvement in the music industry, we are able to create an event that merges the worlds of sports and music.”

It’s not just the way it’s designed; the inaugural Super Bowl Music Fest features a lineup of heavy hitters from the music industry too. From Bruno Mars and Cardi B to Aerosmith and Post Malone, the festival showcases names that are sure to draw attention. The lineup even features Atlanta’s own Ludacris and Migos to kickoff the festivities the Thursday before the big game.

That, too, was no accident.

“When the plans started to come together for the SBMF, we always wanted to focus on the ‘local’ aspect of the event. From where the event was taking place, to the performers, we wanted the SBMF to be a way to highlight each hosting city and what each uniquely has to offer.”

There was something else “very Atlanta” that came into play when putting together the event for On Location Experiences: the Atlanta Hawks.

The NBA franchise plays in State Farm Arena — next door to Mercedes-Benz Stadium, CNN Center, and major tourist attractions around Centennial Olympic Park. The Hawks’ schedule had to be accounted for as the venue was selected to play host for all events at the Super Bowl Music Fest. If you look closely, the Hawks are on a multi-week road trip leading up to and including Super Bowl LIII.

READ MORE: What the Atlanta Hawks and Philips Arena Gain from Reduced Concession Prices

“I would say the scheduling of the Hawks was pretty important, especially since State Farm Arena was always on the top of our list as we starting to look for the right venue to host the SBMF,” Renzulli said. “Luckily for us, we were able to partner with the Atlanta Hawks and State Farm Arena to use the space for our event, as well as from a sales and marketing standpoint.

“Steve Koonin, the CEO of the Hawks and State Farm Arena, and his team have really been key partners in the planning and development of this event, and we are absolutely thrilled to be able to have this event at their state-of-the-art arena.”

So, where does the pairing of major sporting events and major music acts go from here? Were there learnings and aspects of putting on the Super Bowl Music Fest that On Location Experiences has already seen as opportunities to leverage in the future?

“Absolutely,” Renzulli said. “We believe that the sports and music industries are intertwined and that there are still more opportunities to be found in this space. Since the Super Bowl Music Fest is the first of its kind, we think it can be used somewhat as a template at future sporting events.”

Scot Chartrand is a contributor with Front Office Sports and has worked in program management driving strategic initiatives at a corporate level. He has a passion for helping clients and corporate stakeholders achieve strategic goals while providing change management and optimizing process that drives repeatable results.

Marketing

Inside The Huddle: Monetizable Social Assets With Jonah Ballow

Ballow reminds aspiring digital professionals that the real key to creating monetizable assets is simple, in theory: make good, unique content.

Front Office Sports

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In the buildup to the first of Front Office Sports’ Huddle Series on February 22, we’re introducing you to the huddle leaders who will be lending their expertise to the conversation.

Today, meet Jonah Ballow, VP of Digital at MKTG. He will be one of the leaders of the huddle “Making Money on Social: Creating and Delivering Monetizable Assets.”

A Colorado native, Ballow is a 2004 graduate of the University of Kansas, where he studied broadcast journalism and had, what he describes, as the thrill of a lifetime doing radio play-by-play for Jayhawks basketball games. On top of that, KU professors instilled in him the importance of building an online audience for any team or brand.

This set Ballow on a career path that included several jobs as a reporter and web producer for radio stations in Kansas and Missouri before bringing him to the NBA. Ballow joined the Minnesota Timberwolves in 2008 as a web editor, overseeing the organization’s web and social presence while playing a major role in all of their content creation efforts.

READ MORE: Inside the Huddle: Talking Paid Social With Angela Welchert

Ballow recalls a formative experience as a social media professional that came during his time with the Timberwolves. Capitalizing on the viral popularity of a clip of Kevin Love and Wesley Johnson failing to shake hands after a free throw, he showcased his agility as a creator with a comedic “investigative report” on what went wrong on the handshake.

The video was picked up by media outlets like NBA.com and ESPN, and quickly generated well over a million views.

“When all the major networks picked it up on their sites,” Ballow remembers, “a light bulb went off. I saw that the future was going to consist of teams making these original pieces of content with players who want to see themselves in that light.”

After nearly four years with the Timberwolves, Ballow moved on to the New York Knicks where he was the director of digital for six and a half years. Eight months ago, Ballow joined on with MKTG in a role that, to him, feels like a culmination of all of his past experiences.

“Being at MKTG and getting to work with different brands outside of basketball has been good for me,” he says. “I get to utilize the knowledge I gained with sponsorship integration and monetizing content, and bring brands onto the next platforms, while showing these brands how you can create original content that’s branded in a way where it can be used as a revenue stream.”

With over a decade of experience in digital media, Ballow finds that being quick on his feet — which helped him shine in his first big role in Minnesota — is still a key trait for a social media professional to have today.

“Everybody likes to be an ‘expert’ in this space. But just be nimble and be flexible,” Ballow stated. “Social is about trends and it’s moving at such a rapid pace that you can’t be stuck on one way of doing things or creating content. This also means keeping your eyes open for storylines and being able to create content quickly to act on them.”

On top of creating content quickly, Ballow reminds aspiring digital professionals that the real key to creating monetizable assets is simple, in theory: make good, unique content.

“The biggest thing I hope to achieve is originality. Whether it be original content or branded content, what we see in the best case studies of successful social campaigns is that at the heart of it, they are all built around really good content. Work out those other aspects of your strategy later.”

Being a leader of digital teams within the sport industry since the early days of his career, Ballow has learned that the most important aspect of leading a strong team is setting a positive example in content creation, as well as collaborating with other creatives.

“I think you have to really invest in your employees and the people around you and show them you’re going to work as hard or harder than anybody else. They’ll look to mirror that type of work ethic, and also show them respect and that you care about their lives and what they’re doing. The most important part about leadership is collaborating. Listen to other people’s thoughts and listen to what they bring to the table and from there, you can really decide on what the best course of action is.”

Meet Ballow and hear more of his thoughts on the current digital landscape at the Front Office Sports Digital Media Huddle presented by Opendorse in New York on February 22. For tickets and additional info, click here.

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How Toyota Forged Its Place in the ‘Can’t-Miss’ Super Bowl of Midget Racing

For the last few years, Toyota has backed 10 percent of the 300-plus drivers attempting to race their way into the A-main on the final night of racing.

Kraig Doremus

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Photo via TeeJay Crawford

It’s the Super Bowl of midget racing, known as the Chili Bowl Midget Nationals — or, more simply, the Chili Bowl. For five days, the Tulsa Expo Raceway, a quarter-mile clay oval inside of the Tulsa Expo Center, becomes home to some of the best midget racers in the country.

The 2019 event, which took place this past week, is a big one for Toyota, as the manufacturer had 37 competitors with TRD-powered engines on the entry list and has now had a driver win the A-main each of the past five years. This year, it was Toyota’s Christopher Bell who captured his third consecutive win.

“The Chili Bowl is hard to describe as you’re essentially racing under a dome,” said Toyota Racing Development President David Wilson. “The entry list is continuing to grow each year, and the spectacle has gone well beyond just a race in the middle of winter to become a can’t-miss event.”

Toyota has continued to build its support of the event, this year powering 37 drivers across 14 teams. Over the past several Chili Bowls, Toyota has backed nearly 10 percent of the 300-plus drivers attempting to race their way into the A-main on the final night of racing.

READ MORE: How NASCAR Stays Up to Speed in the Ever-Changing Digital Space

“We’ve had quite a record the past few years,” noted Wilson. “Having powered so many cars and having several with a Toyota engine in the A-main shows that there is a high demand for our engines. It’s flattering, but it’s truly all about the great partnerships that we have.”

One of those partnerships is with Keith Kunz Motorsports (KKM). Kunz hosted the KKM Giveback Classic at Millbridge Speedway to give one lucky driver the chance to compete in the Chili Bowl in one of his midget cars. It was the opportunity of a lifetime for the 140 drivers that were on the entry list.

“Jeremy and Ashley Burnett (who run Millbridge) came up with the idea of the race,” said Kunz. “There are kids and families out there that just don’t have the money to keep advancing up the ladder and buy a ride, so we came up with this idea at about 1 a.m. one morning. Toyota was all-in and we put on a great race.”

The format was standard for an outlaw kart race with qualifying and heat races to determine who advances to the main event. Jesse Colwell won the event and raced in the Chili Bowl for the first time in one of Kunz’s machines.

“Winning the KKM Giveback Classic would’ve been a great opportunity for any racer in the nation,” Colwell said. “Word spread quickly about the race, and soon it was the topic everywhere on social media, at the racetrack, etcetera. The ride on the line was what made the race so talked-about and unique. It was the only thing racers talked about.”

To prepare for the Chili Bowl, Colwell used iRacing, a popular sim platform among racers and even fans.

“I spent time on the iRacing Chili Bowl, which I feel doesn’t hurt. iRacing is a great learning tool, and I think turning laps on that might have prepared me more than ever for the Chili Bowl.”

Christopher Bell, who drives for Toyota team Joe Gibbs Racing in the NASCAR Xfinity Series, won the Chili Bowl in 2017 and 2018, joining Kevin Swindell and Rico Abreu as the only drivers to win two consecutive Chili Bowls. This year, he became a three-time winner with a pass on Larson in the closing laps of the A-main.

To Bell, the Chili Bowl is more than a race — it’s a unique event that he looks forward to every year.

“Each race grows with history, and this race has a ton of history,” he said. “The caliber of drivers and the caliber of the winners is incredible. The Chili Bowl just has such a following of die-hards. We don’t have that in very many other events. At the Chili Bowl, those die-hards, they love it and they love it just as much as I do. Having those people here adds to the atmosphere.”

Bell and Kyle Larson, who grew up dirt racing, both place winning the Chili Bowl as bigger than winning NASCAR’s Daytona 500. Larson, although he doesn’t pilot a Toyota in the Monster Energy NASCAR Cup Series, drives for a TRD-powered team, KKM, for the Chili Bowl.

Said Bell about the Chili Bowl compared to the Daytona 500: “For me, personally, because of my background in motorsports and growing up in Oklahoma, the Chili Bowl — that’s what motorsports stands for to me. That was my marquis event whenever I was growing up. It was everything. I didn’t even know as a young kid at four or five years old; I didn’t know about the Daytona 500 or the Indy 500. I knew the Chili Bowl, and that was the top of my pedestal.”

Regarding Larson, although he drives for another manufacturer in the Monster Energy NASCAR Cup Series, his midget car is powered by Toyota for the Chili Bowl.

“We’re respectful to circumstances and situations,” said Wilson. “Kyle came up through the ranks with Keith (Kunz) driving Toyota midgets but circumstances didn’t work out later on that he could continue his Toyota relationship. Kyle’s love for dirt racing is huge. His intention is to continue throughout his entire career. We are happy to make accommodations for him if he wants to run a Toyota-powered midget.”

The Chili Bowl is not simply filled with male drivers. In fact, Toyota had three females in the field, including Holley Hollan, who was the youngest driver on the entry list. Hollan knows that despite being the youngest driver at the Chili Bowl, that she serves as role model for female drivers.

“I feel that Toyota has put me in a perfect position to be a positive role model to young and upcoming females in our sport,” Hollan said. “Being a figure on and off the track for youth to look up to has always been a goal of mine. Inspiring others to pursue their dreams while I’m living mine.”

READ MORE: Inside the Formation of NASCAR’s Analytics and Insights Department

Hollan drove for KKM and was the highest-finishing female in the 2019 Chili Bowl after advancing to the D-Main. She even had the chance to race against her dad, which was a bucket-list item for the young driver.

“He has truly been my biggest role model from the start. I raced head-to-head with him at Southern Illinois in late 2018. That night, he won the race as well as the POWRi National Championship. It doesn’t get much better than that. I believe that if you want to be the best, you have to race with the best. I’ll always enjoy the laps I get to turn with my dad.”

For Toyota, the goal moving forward with the Chili Bowl is to continue advancing cars to the A-main and winning the event, which is essentially a one-off race, a season of its own.

“It’s a one-race season, and ultimately our goal is to be able to continue partnering with the best teams and advancing as many TRD entries into the A-main and putting our drivers in positions to win that race,” said Wilson.

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Natty Light’s Super Bowl Moment

This year, Natural Light is giving 70 individuals the chance to pay down their student loan debt as part of their campaign around the Super Bowl.

Adam White

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Photo via Natty Light

*This piece first appeared in the Front Office Sports Newsletter. Subscribe today and get the news before anyone else. 

With the Super Bowl two weeks away, brands from most industries are looking to take advantage of the marketing opportunities surrounding the most-watched television broadcast in the U.S.

This year, Anheuser-Busch is going big for the big game. Part of their Super Bowl marketing blitz includes airing a local Natural Light Super Bowl ad in 5 of the top 10 cities hit hardest by student loan debt.

We caught up with Daniel Blake, Senior Director of Value Brands for Anheuser-Busch, to see why the brand decided to give away another $1,000,000 to help over 70 individuals pay down their student loan debt as well as how the campaign plays into the overall brand strategy for Natty Light.

On Natty’s Super Bowl approach…
“Super Bowl is a unique opportunity to talk to people, to engage with people. The Natural Light local SB spot is geared towards our core audience, students and graduates who are experiencing first-hand the gravity of student loan debt. Staying true to our fans is core to what Natty is as a brand, so it makes total sense that we talk to 21+ young adults about issues that impact their lives.”

On why sports are important to the brand…
“Sports are a big part of that, and we know from experience that our fans appreciate when we bring sports-related content and experiences into their daily lives. Our Race Resume program is the perfect example of this. In September 2018, Natural Light had the chance to create a paint scheme for Chris Buescher and the #37 car at the South Point 400 in Las Vegas. That paint scheme happened to be the resume and headshot of an aspiring motorsports journalist, Briar Starr. Briar won the contest we held to be featured on the car. It was a really innovative way to combine two topics that our fans are passionate about and it got a very positive response.”

Disruption is in Natty’s blood…
“We are always showing up in the places that are important to our fans. This will be the first of many sports moment where you’ll see Natty doing something fun and disruptive this year.”

*This piece first appeared in the Front Office Sports Newsletter. Subscribe today and get the news before anyone else. 

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