Godbrittler Stadium

Proposal

Crosson Miller
SALT LAKE CITY
ELK
Phase 1: Mission Statement / Strategic Goals

Mission Statement:
● The Godbrittler Stadium is committed to giving guests a positive experience through
safety, cleanliness, and comfortability, as well as providing a sustainable and clean
environment while attending our NFL games or other events.

Strategic Goals: Guest Driven

● Enhance the fan experience by providing comfortable seating, excellent service, and
various amenities.
● Offer a safe and welcoming experience for all guests by ensuring proper and thorough
security screenings upon entry, as well as surveillance in areas of emphasis.
● Practice sustainability by utilizing solar power, composting applicable trash and food,
and recycling
Strategic Goals: Business Driven
● Increase revenue throughout all parts of the stadium including ticket sales,
merchandise, and food & beverage.
● Establish good marketing techniques by building and maintaining relationships with
partners and sponsors, running advertisements, and promotional events. SALT LAKE CITY
ELK
Phase 2: Needs Assessment

Community Interest:
● Local sports attendance ranges from 18,000 for the Utah Jazz to 62,000 for BYU Football
● One MNF game this past October had over 29 millions views in Utah

Planning Committee:
● CEO: Crosson Miller
● Owner: Nate Godlewski
● Director of Facility Management: Charlie Britt
● Director of Operations at Utah Jazz: Jamie Galileo
● Director of Operations at BYU Football: Jon Smith
● Governor of Utah: Spencer J. Cox
● Mayor of Salt Lake City: Erin Mendenhall
● Owner & Chairman of Utah Jazz: Gail Miller

SALT LAKE CITY

ELK
Phase 2: Needs Assessment Cont.

Industry Trends
● Seasonal Trends
○ Football Season: Sept - Feb
○ Tourism Season: Dec - March
● Sport Trends
○ Salt Lake Olympics 2034
○ Flag football will an olympic sport
Focus Groups
● 20% discounted opening day ticket as incentive
● Questions asked:
○ Age
○ Household income
○ Interest level in NFL in Utah [1-10]
○ Estimate of sports games attended per year

SALT LAKE CITY

ELK
Phase 3: Design Spaces / Elements

Location
● 700 S Poplar Grove. Salt Lake City, UT 84104

Usage
● 4 major parking lots, 600 spots each (20 accessible spots)
● Shuttle service with 10 stops within 3 miles of stadium, free on gameday
● Stadium is 9 minute drive from airport and 5 hotels

Design Elements / Space:

● Retractable Dome-style roof
● 4 major lots surrounding Stadium in the middle
● Home and Away locker rooms
● Office spaces for management, coaches, and front office staff
● 8 restaurants on main concourse

SALT LAKE CITY

ELK
Phase 3: Design Spaces / Elements Cont.

Environmental Concerns
● Poor air quality
● Emissions from vhicles and aiport nearby may cause haze in the valley
● Dust storms and dry spells

Use of Field During Off-Season (Mar-Aug)

● Concerts
● CFB Bowl Games
● HS State Championships (Football, Soccer, Lacrosse)
● University rentals
● Stadium Tours
● WWE Events

SALT LAKE CITY

ELK
Phase 4: Marketing / Sales

Promotion
● College Night
● Senior Night
● Military Apprection Night
● Jersey Night Annual Events List
● Gameday Giveaways
● 8-12 Home NFL Games
Main Market ● 20 Concerts
● Daily Tours (NFL Off-Season)
● Local football fans
● 3 Corporate Golf Events
● Local parents with multiple
● 5 University rentals
children
● 1 CFB Bowl Games
● Die-hard Utah fans willing to
● 2 Career fairs
travel
● 1 WWE Event
● Fans of opposing teams willing to
travel
● Local business owners
SALT LAKE CITY
ELK
Phase 4: Marketing / Sales Cont.
Food / Beverage Price
● Alcohol - $8-14
● Crown Burger - $20
● Utah Scones - $15
● Navajo Tacos - $18
● Funeral Potatoes - $15
● Water - $5
● Soda - $7
NFL Ticket Price
● Single Ticket - $250
● Two Tickets - $450
● Season Ticket - $1,500
● Box Suite - $10,000
Merchandise Price
● Jerseys - $200
● Hats - $35
● Jackets - $120
● Sweatshirts - $80
● Shirts - $40
● Pants - $55
● Footballs - $30
● Cards - $8
● Collectibles - $15
Parking Price
● Lot Parking - $25
● VIP Parking - $75
SALT LAKE CITY
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Phase 4: Marketing / Sales Cont.
Strengths
● Football viewership is a
dominant market in Utah as far
as sports
● Fans are eager to buy tickets and
merchandise because of lack of
pro football previously
● Existing support for college
football and other pro sports
(basketball and now hockey) in
Utah
Weaknesses
● Long off-season
● Only 8-12 home games per NFL
season
Oportunities
● Availability to host concerts or
other events in dead season
● Sponsorships
● Partnerships with other pro
sports teams in town
Threats
● Utah Jazz, Utah Hockey Club, BYU
Football, and RSL could draw
potential fans
● College football is on Saturdays,
not sundays. However most
people would not go to both
● Inclimate (dry and dusty)
weather outside the stadium
SALT LAKE CITY
● Alcohol and rowdy fans
ELK
Phase 5: Staffing Plan

Type of Position Needed Staffing Payroll

● 35 - Managerial ● Managerial: $100,000 a year

● 65 - Marketing ● Marketing: $55,000 a year
● 100 - Ticketing ● Ticketing: $30,000 a year
● 200 - Sales ● Sales: $30,000 a year
● 200 - Cooks ● Concessions: $30,000 a year
● 200 - Concession ● Cooks: $40,000 a year
● 350 - Custodial ● Custodial: $32,000 a year
● 350 - Security ● Security: $60,000 a year
○ Total: $62,275,000
Recruitment of Staff
● Identify hiring requirements
● Create job description
● Make positions available to apply online
● Sort Applicatns
● Interviews
● Evaluations
SALT LAKE CITY
● Introduction and training
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Phase 6: Opening Ceremony

Structure of Ceremony
● One week before first NFL preseason game
● General public, $40 for 20 person group guided tour, field walk and meet players - 1 hour
● Community representatives and potential donors will meet in private suites with managers

Community Representatives Present

● Thomas W. Peterson - Utah House of Representative District 1
● Michael J. Peterson - Utah House of Representative District 2
● Dan N. Johnson - Utah House of Representative District 3
● Spencer J. Cox - Governor of Utah
● Erin Mendenhall - Mayor of Salt Lake City
● Gail Miller - Owner & Chairman of Utah Jazz

Vendors
● Catering for event provided by The Grand American Hotel
○ General public served cocktails and appetizers, buffet style, in counrcourse SALT LAKE CITY
○ Community Representatives receive service and order entrees from suite ELK
Phase 6: Opening Ceremony Cont.

Press and Publicity

● KUTV CBS 2 local news crew covering event
● Salt Lake Tribune writers covering event
● Aim to make opening ceremony a pseudo-event, meant to generate publicity

Budgetary Constraints of Event

● Starting budget is net zero
● No revenue is made off of the opening ceremony
○ Could pay off because the event will generate donors

Community Involvement
○ General public will be invited to tour the facility and meet players
○ $40 per person
○ Tickets will be purchased online one week before event

SALT LAKE CITY

ELK
Phase 7: Crowd / Alcohol Management Plan

Ingress and Egress Planning

● 5 different entrance gates to limit congestion per gate
● Private entrances for players and staff
● Security at each gate to maintain safety and order
● Signage at every escalator and stairway signaling closest gate
● Staff at every escalator and stairway communicating and assisting patrons
● Security at every exit
Building Signage
● Trespassing Signs
● Exit Signage
● Alcohol age restriction signage at alcohol vendors
● Flow of Traffic Signage
● Signs encouraging ride share and directions

SALT LAKE CITY

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Phase 7: Crowd / Alcohol Management Plan

Alcohol Planning
● No sales after the end of the 3rd quarter
● Sales may be cut off at the discretion of stadium management
● Must be 21+ and to show a valid ID upon purchase
● No outside alcohol can be brought into the stadium
● Those that are already intoxicated before entering will be turned away
● A single person purchasing alcohol is limited to one alcoholic beverage at a time
● Local police officers and security staff for rowdy fan

Handling of Disorderly Fans

● Fans involved in altercations or excessive use of inappropriate language will be escorted
out of the stadium

Fan Education
● Understanding the facility’s code of conduct policy
● Stadium safety protocol video display jumbotron SALT LAKE CITY
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Phase 8: Facility Request Form

Potential Event Types

● Concerts
● WWE Events
● Tours
● University rentals
● CFB Bowl Games
● Career fairs
● Football Camps

Cutoff Time
● 6 months before date of interest

Reservation Request Form

● Reservation Form Link

SALT LAKE CITY

ELK
Thank You

SALT LAKE CITY

ELK