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
Benchmark Institutions
Market Research

FINANCING

TIMELINE

STADIUM DESIGN

SALES &
SPONSORSHIPS

FUNDRAISING &
MARKETING

Ticketing & Premium

Sales Plan
Student Athletic Fees &
VIP Seating
Naming Rights &
Sponsorship
Opportunities

Donor Plan
Marketing Plan

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

91%
of all respondents want an

on-campus stadium

36%
did not attend due to

travel barriers

would be willing to

51%
pay
higher tuition

SURVEYED GAME ATTENDANCE

68% of all respondents attended this season

STADIUM RENDERINGS

PARKING MAP

Over 20,000 parking

spaces already
available throughout
campus:

FINANCING A STADIUM

STADIUM INVESTMENT
Houston

$128,000,000
42,000

Connecticut

Cincinnati

$118,000,000
40,642

$145,000,000
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
Season Tickets

16,376

$42.74

$4,899,371.68

Club

1,456

$146.00

$1,488,032.00

Suites (season)

$50,000.00

$300,000.00

Suites (single)

$9,200.00

$64,400.00

Group Sales

1,500

$25.00

$262,500.00

Single Game

2,500

$50.00

$875,000.00

Flex Plans

1,000

$135.00

Young Alumni

850

$32.00

Bull Pen

500

$75.00

TOTAL

$135,000.00
7

$190,400.00
$37,500.00
$8,252,203.68

Referral program

SEASON TICKETS
Renewal event
STM Discounts:
15% off food; 25% off merchandise

WHATS NEW?

Donor football jersey with barcode

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

Occurs day of
Spring Game

Only previous
STMs can
participate

Based on priority
points

Pick seats and

parking for
upcoming season

FLEX PLANS

Fans choose games most valuable for

them
Limited sections
Variable pricing by game and section

CHOOSE ANY 3
GAMES

Bowl game pre-sale

Stepping stone for season tickets
1,000 available accounts
Limited benefits

GROUP PLANS
Group party areas

Outside clubs, on-field clubs,

party decks

Trojan Horse
Theme Games

Pushing charitable initiatives:

cancer, military, youth, etc.

Fan experiences

Birthday packages
Running of the Bulls
Postgame 50-yard line photo

Prices tiered by 10-24, 25-49, 50+

Variable pricing model

School

Minimum # for
Group

Price per Ticket

Eastern Carolina
University

25

$25

University of
Houston

10

Cincinnati
University

25

Up to 20% off
regular price

University of
Central Florida

10

$15

University of
Memphis

10

University of
South Florida

10

$29

University of
Tulsa

15

$10

PREMIUM SEATING
Legacy Lounge

Champions Club

WHATS NEW?
Victors Club

Selmon Suites

PREMIUM SEATING BREAKDOWN

Average Price per
Game:
$146

100
396

Average Revenue per

Game:
$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/PRIVAT
E

COLLEGE/UNIV
ERSITY

STUDENT
SEASON TICKET
PRICE

2016-17
STUDENT
ATHLETIC FEES

American Athletic
Conference

Public

Cincinnati University

$70

$135.55 / semester

American Athletic
Conference

Public

Eastern Carolina
University

Students do not pay

for athletic events

$696 / semester

American Athletic
Conference

Private

Southern Methodist
University

Students do not pay

for athletic events

Sports Pack

American Athletic
Conference

Public

University of Central
Florida

Students do not pay

for athletic events

$14.35 / credit hour

American Athletic
Conference

Public

University of South
Florida

Students do not pay

for athletic events

$10 / semester +
$14.46 / credit hour

Mountain West
Conference

Public

Colorado State
University

Students do not pay

for athletic events

$103.85 / semester

PROPOSED ATHLETIC FEES INCREASE

CURRENT

PROPOSED

STAGE 1:
$20 per semester + $19 per credit hour
$10 per semester + $14.46 per credit hour
Avg. student graduating in four years with
120 credits: $1,815

Avg. student graduating in four years with 120 credits:

$2,440
Estimated revenue (40,000 students): $97,600,000

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

Priority seating
option

Actual seats as
opposed to bench
seating

Free t-shirt for

season

Food coupon for

discounted
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
Frontier Communications

Donor

Moffitt (Research Facility tie-in)

Momberg Family
Pam & Les Muma
Cornelia & Richard Corbett
Richard & Melanie Gonzmart

Founding 5 Concept:
Creating Legacy Partners
instead of one traditional
naming rights partner

Scoreboard
Signage &
in-game
features

Activation
booths
Watch
parties

Digital
Social media
& website

Research
facility

SELLABLE
ASSETS

Restaurants
&
concessions

LED ribbons
& wall
signage
Club seating
area

Concourse
level

In-stadium
signage
static,
rotating,
IPTV

Official
tailgate
patio
i.e. Ford
Thunder
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
in the Tampa Bay region together
Pregame networking events
Includes students, food and beverage

Potential to host student

entrepreneurship competition in-stadium
Presenting sponsor and chair of personal
mandatory personal finance classes for
student athletes

TARGET PARTNERS

USF Federal Credit Union

Raymond James
JP Morgan Chase
Bank of America
SunTrust Bank

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

3,441 Members
88 Iron Bull Members
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
$50
$65

Basic 4 x 8 brick

$150

Basic 4 x 8 brick

Includes name inscription

(Green)

Includes name inscription

$300

8 x 8 brick

(Gold)

Includes name and basic message

(per approval) inscription

$500

Metal plaque with name and

personal message (per
approval)

Basic 4 x 8 brick
Includes name and graduation year
inscription

$80

ALUMNI & DONOR TIERS

8 x 8 brick
Includes name, graduation year,
and small message (per approval)
inscription
i.e. Fraternity/Sorority, Go Bulls!

(Iron)

*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
community
interest

Over 161,000 alumni in Tampa Bay area

(54% total living in US)

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

Create Kids
Club package

Tiered flex plan based on number of game

children can attend
Kids receive t-shirt, memorabilia, and Rocky
toy
Aim: Build early childhood memories

Athlete youth Hope Childrens Home

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

STUDENT INCENTIVES
The Bull Rush

The Coca-Cola
Student Zone

Giveaway at every
game to those to
Exclusive tailgate
stay until the end
area
of the third quarter Opportunity for
Sponsorship tie-in
brands to activate
T-shirts, portable
chargers, etc.

Green Bulls of
the Game
Student
organization that
collects the most
recycled bottles
wins tailgate
sponsored by
Coca-Cola Life
Emphasis on
sustainability

Student section
and deck
in-stadium

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

91%
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