by J. Brooks Terry
Staff Writer
The Super Bowl: It’s a world wide event that has a local economic impact of over $250 million and the potential to put any host city on the map in a big way. Still 18 months away, representatives from the Super Bowl Host Committee want to make sure Jacksonville takes full advantage of all that comes with it.
At a communications and strategy meeting Tuesday, representatives from the local media and various City organizations discussed several issues, including how to go about establishing something for Jacksonville that many think it desperately needs: an identity.
“In talking with people from other cities, we’ve come to realize that they really have no distinct impression of Jacksonville,” said Heather Surface, chief of communications for the Host Committee. “It’s really neither good nor bad, though expectations may be somewhat low for us.”
Others agreed Jacksonville is working off of a perceived blank slate.
“When you think of Key West, someone might immediately think of Key Lime Pie. When you think of New Orleans you may think of bourbon or beignets,” said Jean Moyer, chief of communications for the Jacksonville Economic Development Commission. “Jacksonville doesn’t really have that and things of that nature are going to help us further define a consistent message that we can present to other cities. The meeting was a great way for all of us to come together and coordinate our ideas.”
The meeting was also the first for Dan Edwards, the recently announced chair for the Host Committee’s Media Services subcommittee. Edwards, who is also the vice president of communications for the Jacksonville Jaguars, called the meeting “productive.”
“To make this event a true success we are going to stay actively involved and I think we’re up to the challenge.” he said. “We’re developing a plan and progress has already been made, but we have a lot of work ahead of us.”
Many in attendance agreed much was accomplished at the meeting.
“I thought it was very beneficial for all of us to get together to figure out what it is that defines Jacksonville; that really defines who we are as a city,” said Moyer. “It’s good that we are starting to develop a plan.”
Jeff McCurry, senior vice president of business development for St John & Partner, the ad agency representing Cornerstone’s economic partnership, attributed Jacksonville’s anonymity to a common occurrence.
“Many times, for example, when the Chamber of Commerce goes on the Leadership Trip in other cities, we look at all of the good things that the particular city has to offer,” he said. “In doing that, I think we manage to forget about the good things we have in our own city.”
McCurry and several others believe the committee would need to work closely with media outlets in several other markets in a proactive way to raise the profile of Jacksonville as early as possible. Potential platforms to tell the “Jacksonville Story” may take shape in the form of newsletters, trade shows and various advertising efforts. A call for participation from throughout the community will likely follow.
“It will be crucially important that we identify and leverage all of the opportunities coming our way,” said Surface. “Even after the final touchdown.”