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Date of Meeting: February 3, 2009BOARD OF SUPERVISORSACTION ITEM
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SUBJECT: Redskins Ad-Hoc Committee Report:Loudoun County/Redskins Marketing PartnershipELECTION DISTRICT: CountywideCRITICAL ACTION DATE: At the pleasure of the BoardSTAFF CONTACTS: Larry Rosenstrauch and Buddy Rizer, Department of EconomicDevelopmentRECOMMENDATIONS:Committee: The Redskins Ad-Hoc Committee recommends approval of the two-yearLoudoun County/LCVA/Redskins Partnership.Staff:: Staff concurs with the Ad-Hoc Committee’s recommendation._____________________________________________________________________________BACKGROUND:For the past eight months, a county team (County Administration & Economic Development,LCVA, and CEO Cabinet leadership) has been in discussions with the Washington Redskinsabout potential partnerships. Recognizing the value of engaging the Redskins as a nationallyknown brand, the County’s team developed a marketing sponsorship package that capitalized onkey Redskins marketing assets. This included closely associating the national reach of theRedskins name, logo, and “hometown” presence in the County with Loudoun County and itslogo. These include sponsoring media and events through the Redskins that feature the Loudounbrand. In addition to this, the marketing package included identifying Loudoun County in allwritten and broadcast media originating from Redskins Park, a prominent banner ad on theRedskins website, the ability to host several events at the Park, a County/LCVA presence attraining camps, and invitation to be a part of events with corporate sponsors.At their business meeting on December 2, 2008, the Board of Supervisors reviewed an earlierRedskins Marketing Partnership initiative, but the motion to refer the item to the EconomicDevelopment Committee failed. At the Board of Supervisors special meeting on December 18,2008, the item was reconsidered. The Board voted 6-2-1 (Supervisors Kurtz and Burton – No;Supervisor McGimsey absent for the vote), to direct that an Ad-Hoc Committee be formed tofurther examine the partnership opportunities. The Board further directed that the Ad-Hoc
 
Committee consist of four Board members and three non-voting advisory members from theLoudoun Convention and Visitors Association (LCVA), the Loudoun County Chamber of Commerce, and the Loudoun County Economic Development Commission (EDC); and that theAd-Hoc Committee review and recommend to the Board action likely to lead to a relationshipbetween the County and the Washington Redskins that would benefit the County’s economicand/or tourism initiatives.At their December 30, 2008 meeting, the Redskins Ad-Hoc Committee reviewed and discussedthe original proposal and requested that staff provide additional information, including responsesto other Board members’ requests. At the Committee’s request, staff clarified existing deal pointsand negotiated several new items, including added attendance for scheduled Redskins Park events, additional involvement at events from Redskins staff, and the ability for LCVA to createpackages around Redskins Training Camp. The Committee also separated any discussion of apotential Redskins Hall-of-Fame from the marketing agreement. On January 7, 2009, the Boardmembers on the Redskins Ad-Hoc Committee voted unanimously, and advisory membersconcurred, to recommend to the Board that it approve a two-year marketing sponsorship using$250,000 of Restricted TOT funds in two phases to promote the Loudoun brand through theRedskins. The completed contract has been reviewed, edited and approved by the CountyAttorney and Department of Management and Financial Services, Division of Procurement andhas been approved by the Redskins Legal Department.FISCAL IMPACT:There is a balance of $268,000 in FY 09 for Strategic Growth Initiatives. In addition to theRestricted TOT funds budgeted in FY 09, there is a carryover balance of funds from previousyears of $1,924,918.The funding recommendations for the Redskins Partnership amount to $100,000 from restrictedTOT funds from FY 09 and $150,000 from TOF Carryover Funds in FY 10. The total amount of funding requested is $250,000 which is recommended to be appropriated at one time with theproject covering a two-year timeframe.DRAFT MOTION(S):1.
 
I move that the Loudoun County Board of Supervisors approve the two-year LoudounCounty/LCVA/Redskins Partnership in the amount of $250,000 using TOT funds, andapprove BA 094008 for $250,000.OR2.
 
I move an alternate motionATTACHMENTS:1.
 
Partnership Package Details2.
 
Redskins Marketing Contract3.
 
Responses to Board members’ questions
 
 
Loudoun County/LCVA/Washington Redskins Partnership Package Details
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Deal Points
 1. Loudoun County is authorized to use the Redskins logo on County marketing materials and website,positioning Loudoun County as the "Corporate Home of the Redskins."2. Mention of Loudoun County included in all team controlled Media and On-Air Datelines, including:
 
Redskins Nightly News
 
Redskins Players Club
 
Redskins Game Day TV Show
 
Redskins Weekly TV Show
 
Redskins Game Plan Radio Show
 
General Manager's Bi-Weekly Radio Show in season
 
Redskins Coaches Show TV
 
Redskins Game Plan TV Show
 
Redskins Late Night TV Show
 
All other team-controlled broadcasts in and out of season3. Website banner ad on Redskins.com, which gets more than ten million (10,000,000) unique visitors permonth on-season and has more than 200,000 registered users. This banner will be above the fold onrotating pages for the entire term of the agreement.4. Four banner ads and one feature story (such as a profile of a player who lives in Loudoun County) one-mail blasts to more than 200,000 subscribers including:
 
Corporate suite owners
 
Redskins Club, premium seat holders
 
Corporate team sponsors
 
Season ticket holders and waiting list
 
General fans living in the Mid-Atlantic region5. Redskins Park identified as being located in Loudoun County in all Redskins marketing materials andpress releases.6. The right to distribute materials at Training Camp at Redskins Park. Also, the team will refer to thetraining camp as “Redskins Training Camp in Loudoun County, VA”.7. The right to develop hospitality packages based on Training Camp.8. The county has the right to host an annual event at Redskins Park, with up to 200 attendees, includingtours and the right to use team meeting spaces. A Redskins Executive will be made available to speak atthe event.9. The county has the right to host five off-day VIP Tours of Redskins Park for up to 10 people to be usedby the County, LCVA or their designee (such as the Loudoun County Chamber of Commerce).10. Participation in Redskins-hosted networking events, which include decision-makers from some of thelargest corporations in the region.
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