by Mike Sharkey
Staff Writer
Changing the time of this year’s Florida-Georgia game from a mid-afternoon kickoff to an early evening start won’t mean much to fans except that it will give them a few more hours to get “prepared” for the game.
For local business establishments that count on huge post-game crowds to bolster already solid weekend numbers, the 7:30 p.m. start will not only dramatically affect their Saturday night numbers, but it has also forced them to rethink the way they will market themselves for that weekend.
Traditionally, the game ends around 6:30 or 7 p.m., fans spend an hour or so getting out of the parking lots and head to their favorite post-game watering holes. Typically, that gives fans another five or six hours to celebrate or commiserate and just as much time for bars and restaurants to fill the cash register. Not this year.
John Kiddy, general manager of the Landing, doesn’t believe the time change will adversely affect the Landing’s numbers for the weekend. However, he does concede that the night game will affect when the crowd shows up and how much time they will have to spend money, Kiddy thinks the Landing will have as good, if not better, a year as ever.
“We don’t market the Georgia-Florida game because of the tradition of the game,” said Kiddy, adding the night game will likely help business that Friday night. “We will probably have our biggest Friday night ever.”
This year’s game is set for Nov. 2 and will more than likely move from its traditional afternoon start to 7:30 p.m. to accommodate an ESPN national broadcast.
“I am 99 percent sure that’s what’s going to happen,” said Mike Sullivan, sports and entertainment director.
Because of a contractual agreement with the Southeastern Conference, CBS has its choice of the three best games involving SEC teams. This year, CBS chose the Florida-Miami, Florida-Tennessee and Tennessee-Miami games. That left ESPN free to pick up this year’s Florida-Georgia game for the first time. However, that decision came with one stipulation: with the blessing of both schools, ESPN asked to move the kickoff to accommodate its Saturday night nationally-televised game. Both schools, seeing an opportunity to play in prime time in front of the whole country, are close to agreeing to play later in the day and City officials expect the game will be moved.
Kiddy also thinks the recently installed big screen television will help draw fans to the Landing long before the game and many of those fans may stick around to watch the game outside or at one the Landing’s bars. In fact, the Landing plans to inform both schools about that viewing option.
“We are promoting the big screen to both schools for fans who can’t get tickets,” said Kiddy. “It will be interesting to see how it plays out. The big screen was installed for the Georgia-Florida game, the Super Bowl and other sporting events in an effort to generate an event out of watching the game. That’s where we think we will pick up some business. Many fans will just stay here and watch the game on the big screen.”
Kiddy is banking on one other element to make up for revenue that may be lost from a shortened post-game partying period.
“The later game may mean that some fans may stay later and we’ll do well on Sunday,” said Kiddy. “I think it will all be a wash at the end. If I had my druthers, though, the game would start at 3:30 and Georgia would win. That’s not to say I’m a Georgia fan, but we do better when Georgia wins.”
Across the river at River City Brewing Company — traditionally one of Jacksonville’s most popular gathering spots after the game — management doesn’t believe the time change will hurt too much. Manager Karen Rodriguez said River City will still offer service inside and out, but may see better business earlier in the day than in past years.
“At lunch [game day] we may do better,” said Rodriguez. “Any of the football weekends we do real well. The time change will be a factor for Saturday night, so we will possibly advertise more for Friday night.”
This year will be the second game for the Adam’s Mark Hotel. Considering they were booked solid last year, the hotel’s first Florida-Georgia game could be deemed a success. General Manager Don Dickhens, who will experience his first game this year, said he’s sure the later start will affect the hotel, especially the bar and restaurant business after the game. But what could be lost that night may be regained earlier that day by fans sticking around the hotel longer before heading to the game or the next day.
“I think it will affect us,” said Dickhens. “I don’t know how many [people] leave that Saturday night, but I think more may stay the night. I don’t know how many check out that Saturday, but I think we’ll get some early business before the game.”