by J. Brooks Terry
Staff Writer
Joining the ranks of Wachovia, Shands Jacksonville and CitiStreet, the Jacksonville Airport Authority has signed on as the newest co-sponsor for the Super Bowl Host Committee.
According to representatives from the JAA, $100,000 will be paid for each of the next two fiscal years, while an additional $100,000 trade allowance will help cover graphic design and printing costs.
To date, roughly 60 percent of the Host Committee’s $10 million goal has been met.
Host Committee vice president of external affairs Shelly Marino said she was “delighted” and “excited” to have the JAA on board.
“The local community has really stepped up to aid in our fund raising efforts,” said Marino. “People understand the Super Bowl is a major business opportunity.”
Bing Parkinson, director of business development for the JAA, agreed, saying the donation can best described as an investment.
“We’ve been talking with other host airports for some time and we expect the Super Bowl will generate a lot of additional revenue at all four of our airports,” he said. “It’s really the same for any major even that comes to Jacksonville and that’s based simply on the highly increased demand on the services we provide. Air service in general will be up 35 percent that week.”
Parkinson’s said approximately $1 million in revenue — a “conservative” estimate — would be generated in the days just before and after Super Bowl Sunday through concessions, which include food, merchandise and landing fees.
“We’ll do more research to determine a more accurate figure,” he said. “But it has the potential be quite lucrative for us and we expect to capitalize on it.”
In addition to increased revenue, the JAA will receive 30 Super Bowl game day tickets and hotel rooms, which Parkinson said will likely be used as marketing tools.
“We’re planning to use things like that to bring in more aviation clients,” he said. “It might be too early to say, though. Our priorities may change between now and then.”
And though the deal officially marks the beginning of partnership between the Host Committee and the JAA, Parkinson said a running dialogue has been in existence for some time and the partnership is nothing short of symbiotic.
“It makes sense for us to work with them,” he said. “We’re literally going to be the first and last thing that benefits from the Super Bowl. In many cases, we’re Jacksonville’s first impression.”