[ Presenting Sponsor Investment Summary ]
Tennessee State University Tigers versus
Alabama A&M University Bulldogs September 4-7, 2009 • Nashville, Tennessee
F
GREETING FROM THE
JOHN MERRITT CLASSIC!
rom the moment that “Big John” Merritt stepped onto the campus of Tennessee State University (then Tennessee A&I State College) in 1963, his presence ushered in a new era of Tiger Pride that continues even today. The John Merritt Classic honors “Big John’s” commitment to excellence, both on and off of the football field.
In 2009, we begin the 2nd decade of the Classic by offering more than ever before – more interactive events, more educational and youth activities, more entertainment, and more fun – all while staying true to the fundamental purpose for it all, which is increasing the educational opportunities for students attending TSU and the Classic’s other participating institution.
The Bands. The Greeks. The Students. The Alumni. The Energy. The Excitement. The Game.
The John Merritt Classic Weekend. “It’s Game Time!” See you in Nashville on September 4-7, 2009…
Clinton Gray
John Merritt Classic Chairman
[ JMC Investment Summary : : Gaylord ]
Teresa Lawrence-Phillips
Tennessee State University Athletic Director
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INTRODUCTION
JOHN AYERS MERRITT
John A. Merritt is one of Tennessee's most successful football coaches. Born in Falmouth, Kentucky, He coached football at Versailles High School and Jackson State University before coming to Tennessee State University. TSU's President Walter S. Davis hired Merritt in 1963. Over the next twenty years, he continued to enhance the university's rich football tradition, completing four (4) undefeated seasons and winning six (6) national championships and four (4) black college football titles. Some twenty-three Merrittcoached players distinguished themselves in the NFL, including six who played in the Super Bowl.
John Merritt compiled thirty straight winning seasons. He was Coach of the Year in 1973. Merritt's team received the Associated Press and the United Press International small college championships in 1975. By 1979, he had a record of 13025-5. In 1980 President Jimmy Carter called to congratulate Merritt for his 200th victory. Nashville named John A. Merritt Boulevard (old Centennial Boulevard between Twenty-eighth and Fortyfourth Avenues) in his honor in 1982.
From 1963 until 1983, when he resigned due to health, Merritt compiled a record of 172-33-7 at TSU and 232-65-11 overall. Coach Merritt died on December 15, 1983.
[ JMC Investment Summary : : Gaylord ]
THE JOHN A MERRITT CLASSIC
The John Merritt Classic (JMC), first played in 1999, honors Merritt, who led the Tigers from 1963 - 1983.
The JMC, the only football Classic solely hosted by a single NCAA FCS institution, is intended to allow Tennessee State to raise funds for scholarships and other related needs for TSU students. The Classic also provides an opportunity for community outreach with its weekend of activities.
Tennessee State University is no stranger to hardhitting competition. Over the years its 15 inter-collegiate sports programs have created a distinguished history in the Ohio Valley Conference and the nation. The combination of experience and university pride, plus exciting activities should prove once again to be an excellent draw for the 11th Annual John Merritt Classic Weekend, September 4-7, 2009.
The Kick-off is the grand opening to a weekend packed with activities ranging from the Tiger Town Tailgate Zone, Concerts, Mixers, and of course, the Victory Celebration!
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THE CLASSIC AT A GLANCE Year 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
Attendance 31119 20463 22000 18652 18124 25117 25342 19487 23440 28830
Home TSU - 41 TSU - 39 TSU - 27 TSU - 41 TSU - 37 TSU - 42 TSU - 14 TSU - 20 TSU - 23 TSU - 34
Visitor
ALABAMA STATE - 8 ALABAMA STATE - 13 ALABAMA A&M - 6 PRAIRIE VIEW A&M - 8 SOUTH CAROLINA ST. - 20 ALABAMA A&M - 7 ALABAMA A&M - 27 ALABAMA A&M - 27 ALABAMA A&M - 49 SOUTHERN - 32
WIN TSU TSU TSU TSU TSU TSU A&M A&M A&M TSU
New to the Classic, the 10TH ANNUAL JMC INCLUDED:
• The Battle of the Bands with over 3,000 in attendance that included a check presentation for $25,000 to each band’s scholarship fund • The all-new website www.MerrittClassic.com • An all-new event specific opt-in email database mailing list • Over 10 specialty-promoted events designed to raise attendance to the game, enhance sponsorship impressions, and add excitement to the weekend • The “Hey Baby” 5K Walk Run Marathon, which is a health component added to support one of Big John Merritt key tenants • A Victory Celebration performance by Grammy-Award winning artist and producer DJ Jazzy Jeff, musical teammate of A-List superstar actor/musician Will Smith
[ JMC Investment Summary : : Gaylord ]
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PARTNERSHIP DETAILS Attendance
Attendance to the JMC has increased 47% from 19.487 in 2006 to 28,830 in 2008!
Our target increase for attendance at this year’s event is 22%, which would equal approximately 35,000 ticket holders. Because of the strength of our marketing campaign, the excitement of our proposed weekend activity schedule, and the proximity of Alabama A&M, we feel that this target is extremely realistic and attainable.
Advertising & Sponsorship
Advertising for the JMC will now include radio and television partnerships across states from Alabama and Georgia leading to Nashville. Print advertising will increase as well as Nashville area papers covering the event at an impressive rate.
Sponsorship continues to grow, with much more growing to do. This Classic is easily an event that will soon attract 50,000 fans within the next 3-5 years, and companies are beginning to recognize and acknowledge the growth by leading with their pocketbooks.
Lodging/Hotel & Motel
With the great attendance, opportunities for hotels to target and attract these expected guests have become increasingly competitive. Inasmuch, in 2008, JMC partnered with Loews Vanderbilt and Millennium Maxwell House to host each respective school. Additionally, other hotels have seen the value in the Classic and offer special rates and packages to our attendees. In an effort to continue to provide the most extensive atmosphere for the guests of the JMC, we survey our participants to be sure that we are offering the experiences that will keep them attending. In 2009, we hope to partner with Gaylord Opryland through this investment opportunity to become the host hotel for the 11th annual classic weekend.
Food services, drinking places and other recreational activities
The events schedule for a classic weekend is one of the most important pieces to a visitor’s memorable experience. The JMC continues to raise the bar on opportunities for its guests to enjoy the classic events, while also providing openings for them to explore the city and become patrons of the wonderful shopping in Nashville. With events being held both on campus, at the stadium, and downtown, visitors will get a true picture of the backdrop of the Classic.
[ JMC Investment Summary : : Gaylord ]
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Adjustments To Increase Attendance For The 2009 John Merritt Classic
The John Merritt Classic Planning Committee (JMCCM) has worked diligently and strategically to involve new ideas to encourage support and lead to additional economic opportunities for Nashville. In working to build upon the classic’s unique customer base in the Nashville area, as well as encourage participation from the visiting team (Alabama A&M University) and its fans, the committee has completed all of the following invitational tasks: 1. Held its Annual Press Conference at LP Field were it hosts the opposing team’s Athletic Director, Head Coach, Assistant Band Director, and football players;
2. Send a marketing group to the visiting team’s area to gain marketing support in securing: a. A commitment of participation from community organizations; b. A relationship with the Student Government Association President to discuss plans for students & student government officials c. Promotional partnerships with no fewer than 5 radio stations d. Contact with and support from e-marketing services in the area who cater to the Classic’s core audience e. Street promotional teams to disseminate Classic flyers and posters in the Huntsville area
3. Increase the Big Blue Radio Network that will be responsible for broadcasting the TSU athletic games;
4. Secure a productive partnership with Comcast to advertise the game on a wider scale throughout Middle TN, Southern KY, & Northern AL.
[ JMC Investment Summary : : Gaylord ]
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WHAT THE ATTENDEES SAY
The John Merritt Classic Planning Committee compiled a survey during the promotion of the 2008 classic in order to gauge the opinions of current, future, and potential JMC attendees by asking them question in several key areas. The purpose of the survey is to gain a better prospective of what draws them to the classic, determine their traveling, lodging, and spending habits, as well as develop new activities and events that will draw them to the classic. Here are the results of the pre-game survey:
AGE 18-21 21-25 26-30 31-40 41-50 51-60 60+ No Resp. Total
GENDER Male Female No Resp. Total
RACE/ETHNICITY African American or Black Caucasian or White Asian Latino Other No Response Total
[ JMC Investment Summary : : Gaylord ]
5.1% 6.8% 17.2% 32.7% 25.8% 3.4% 6.8% 1.7% 100% 32.7% 65.5% 1.7% 100% 94.8% 1.7% 0.0% 0.0% 1.7% 1.7% 100%
HIGHEST LEVEL OF EDUCATION Some High School High School Graduate Some College College Graduate Post-Graduate Work Post-Graduate Degree Doctorial Candidate Doctorial Degree Total
HOUSEHOLD SIZE 1-3 3-6 6 or more No Response Total
INCOME Less than $20,000 $20,000 - $34,900 $35,000 - $49,999 $50,000 - $74,999 $75,000 - $99,999 $100,000+ No Response Total
1.6% 3.2% 14.7% 36.0% 6.5% 29.5% 6.5% 1.6% 100% 68.9% 27.5% 1.7% 1.7% 100% 5.1% 12.0% 27.5% 25.8% 13.7% 13.7% 1.7% 100%
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11TH Annual JMC Weekend Schedule (Projected)
THURSDAY
7:00 PM “Seniors Meet The Freshmen” Undergraduate Mixer Location: TSU Kean Hall Free Admission
9:00 PM JMC JUMPOFF Student Celebration Featuring: DJ Kid Capri Location: TSU Kean Hall Free to Participants in the Mixer
10:00 PM Alumni Welcome Mixer Location: Global Café Free Admission
FRIDAY
10:00 AM JMC Annual Coaches Luncheon Featuring: TSU Coach Pete Webster and A&M Coach John White Location: TBD
[ JMC Investment Summary : : Gaylord ]
12:00 PM ABC Company Classic Pep Rally Featuring: TSU Aristocrat of Bands
Location: TSU Hale Stadium Free Admission
2:00 PM Alumni Tea Party & Happy Hour
Hosted by the 2009 JMC Honorees Location: BarFly Free Admission, Cash Bar
8:00 PM Laughfest Comedy All-Stars Featuring: Rickey Smiley/George Wilborn Location: Wildhorse Saloon
10:00 PM Student All-Star Extravaganza & After Party Location: TSU Kean Hall
10:00 PM ‘Who U Wit’ Alumni Mixer Featuring: DJ Biz Markie Location: The Place
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11TH Annual JMC Weekend Schedule (Projected) SATURDAY
8:00 AM JMC Golf Scramble Hosted by former TSU Star & Arizona Cardinal Dominique Rodgers-Cromartie Location: Gaylord Springs Golf Links
8:00 AM Hey Baby! 5K Walk/Run Featuring: USA Gold Medalist Location: Rosa L. Parks Blvd.
9:00 AM Tiger Town Tailgate Party Tent Featuring: Live Performances
Location: LP Field Parking Lot Free Admission
10:00 AM Admissions & Record College Fair Location: TSU Kean Hall Cost: Free Admission
5:30 PM ABC Company Pre-Game Show Featuring: Slick Rick & Doug E. Fresh
Location: LP Field Free Admission with Game Ticket
6:00 PM John Merritt Classic Game TSU vs. Alabama A&M
Location: LP Field Halftime Performance
10:00 PM Student Post-Game After Party Location: Wildhorse Saloon
10:00 PM Classic Alumni Celebration & After Party Hosted by Jermaine Dupree Location: Limelight
4:00 PM Showcase of High School Bands Location: LP Field Parking Lot Free Admission
[ JMC Investment Summary : : Gaylord ]
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Gaylord Opryland (Hotels) John Merritt Classic
Presenting Sponsor Package $125,000
One (1) Available
The John Merritt Classic PRESENTING SPONSOR will enjoy a broad array of perks, receivables, and opportunities plus advertising and media impressions, as well as community and public relations exposure to maximize the return on your investment. • • • • • •
• • • • • • • • • • • • • •
TOP BILLING FOR THE CLASSIC MARKETING CAMPAIGN OFFICIAL HOST HOTEL FOR CLASSIC CATEGORY EXCLUSIVITY TELEVISION ADVERTISING PRINT & INTERNET ADVERTISING RADIO ADVERTISING ~ CUSTOMIZED RADIO SPOTS THAT HIGHLIGHT THE SPONSORSHIP ON-FIELD CHECK PRESENTATION DURING THE GAME LP FIELD JUMBO TRON RECOGNITION THROUGHOUT THE GAME EXECUTIVE SUITE FOR GAME DAY (UP TO 18 GUESTS) SIGNAGE & VIDEO BOARDS THROUGHOUT THE CITY ON-SITE EXPOSURE TICKETS & PRIORITY SEATING AT ALL JMC EVENTS PRESENTING SPONSOR - JMC GOLF SCRAMBLE PRESENTING SPONSOR - LAUGHFEST COMEDY ALL STARS PRESENTING SPONSOR - ADMISSIONS AND RECORDS FAIR OPPORTUNITY FOR INTERACTIVE ACTIVITIES ON GAME DAY HOST EDUCATIONAL/PROMOTIONAL SEMINARS TAILGATE/ALUMNI TENT HOSTING RADIO CONTESTING TAILORED SURVEY ON WEBSITE FOR COMPANY USE
[ JMC Investment Summary : : Gaylord ]
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Gaylord Opryland (Hotels) John Merritt Classic
GENERAL RECEIVABLES Presenting Sponsor of entire John Merritt Classic Official Host Hotel for the Classic Sponsorship recognition in all media for the event to include: TV, Radio, Print and Internet Advertising TV $ Radio $ Print $ Internet $ On Field Check Presentation During the Game Logo on 1,000 TSU Spirit T shirts distributed to the student body LP Field jumbo tron Recognition Throughout the Game Signage & video boards Throughout the City Customized Survey on Game Website for Company Use Leaderboard Banner on JMC Website Online Contesting for Company Presenting Sponsor – Laughfest Comedy All Stars Presenting Sponsor – JMC Golf Scramble Presenting Sponsor – Admissions and Records Fair
INVESTMENT $125,000
10,000 20,000 6,500 4,500
HOSPITALITY (200) Tickets to the John Merritt Classic Game (25) Parking Passes (10) All Access Passes for Game Access for six (6) representatives to the President's Executive Suite (20) Tickets to Alumni Mixer on Friday (20) Tickets Post game party (20) Tickets to the Laughfest Comedy Show Table for 10 at Coaches Luncheon Team of 4 at Golf Outing (20) Tickets to Student All Star After Party (20) Ticket to Alumni Game After Party
TOTAL
[ JMC Investment Summary : : Gaylord ]
$ $
100,000 25,000
$ $ $ $ $ $ $ $ $ $
10,000 8,000 7,500 5,000 1,000 5,000 2,500 10,000 25,000 10,000
$ $ $ $ $ $ $ $ $ $ $
5,000 500 2,500 1,200 400 500 400 500 400 500 500
$
41,000
$262,400
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ADDED VALUE
Category Exclusivity Customized Radio spots that highlight the sponsorship Radio Advertising Media Campaign includes these stations: 1. WUBT 101.1 FM – Nashville 2. WQQK 92.1 FM – Nashville 3. WNFN 106.7 FM – Nashville 4. WVOL 1470 AM – Nashville 5. WNSR 560 AM – Nashville 6. WMRB 910 AM – Columbia 7. WOJG 94.7 FM – Jackson 8. WHRK – Memphis 9. KJMS – Memphis 10. WEUP – Huntsville 11. WHRP – FM – Huntsville 12. WVEE – Atlanta 13. WUHT – Birmingham, AL TV Advertising Media Campaign (Comcast) in 8 County Metro Area Internet Advertising 1. Official JMC site (Leaderboard Placement for duration of Classic) 2. Ad Space on the following newspaper sites Nashville City Paper - Nashville The Tennessee Tribune - Nashville The Tennessean - Nashville The Commercial Appeal - Memphis Jackson Sun - Jackson, TN Huntsville Times - Huntsville, AL Name on Event Logo for Street Pole Banners Couponing Exit Giveaways
TOTAL VALUE OF ALL ELEMENTS
[ JMC Investment Summary : : Gaylord ]
Included Included Included
Included Included
$
3,500 Included Included
$265,900
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FOR MORE INFORMATION ON THE JOHN MERRITT CLASSIC, PLEASE CONTACT Barry Gresham
Associate Athletics Director Tennessee State University Athletics P: 615.963.2531 F: 615.963.2544 bgresham@tnstate.edu
[ JMC Investment Summary : : Gaylord ]
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