by Bradley Parsons
Staff Writer
The City’s management of its sports facilities is now in the hands of JEDC Executive Director Ron Barton.
SMG is under contract to the City to manage Downtown’s sports complex. Oversight of that contract has been shifted from the City’s Administration and Finance Department to Barton’s Jacksonville Economic Development Commission.
Barton said the move is a nod to his experience in the area. While a partner at KPMG, Barton served as the consulting firm’s director of convention, sports and entertainment consulting. The move also reflects the City’s desire to make better use of its sports facilities as economic development tools, he said.
“I think there’s increased recognition that sports facilities can be drivers of economic development and drivers of downtown revitalization,” said Barton.
The JEDC’s Sports and Entertainment Division’s focus is bringing athletic events to Jacksonville to attract fans to the City’s hotels and restaurants. Now the JEDC will have a seat at the table during upcoming negotiations over sponsorship deals for the City’s roster of high-profile athletic events like the Florida-Georgia game, the ACC football championship game and baseball tournament and the Toyota Gator Bowl.
Barton will also be engaged in the City’s search for a naming sponsor for its football stadium. Alltel’s deal expires in January 2007.
“Naming rights is certainly something we want to capitalize on,” said Barton. “If there are situations where we’re leaving money on the table, we’ll want to take advantage of those opportunities.”
Alltel pays about $600,000 a year to put its name on the City-owned stadium. The City and the Jacksonville Jaguars split that money evenly.
In December, the City sought to sweeten its end of the deal. The City asked the team to guarantee a $1.85 million annual payment, which the team declined.
The team also resisted the mayor’s request that the City’s consultant on stadium negotiations participate in finding a naming sponsor.
SMG General Manager Bob Downey said the team is heading the search for a new sponsor. However, he said Barton might be able to stir interest among some of Jacksonville’s corporate giants. Fidelity National, Washington Mutual and Prudential have all benefited recently from City incentives negotiated through the JEDC.
“There might be members of the local corporate presence that want to show that they’re a player,” said Downey.
As for the recent rough negotiations with the Jaguars over the split of sponsorship and advertising revenue, Barton said the City wants to turn the page.
“We’re starting anew. I want a great relationship with the Jaguars,” said Barton. “The City wants a business relationship that makes them successful and that protects the taxpayer. I’m optimistic that we’ll do that.”