by Max Marbut
Staff Writer
“Florida State University is a great football partner for Jacksonville,” said Erik Dellenback, marketing director for the Gator Bowl Association (GBA).
“They have played here many times, but for the (Konica Minolta Gator Bowl) selection committee, this year’s decision was based purely on economic impact,” he added, referring to the invitation accepted by Clemson University as this year’s representative from the Atlantic Coast Conference.
The Gator Bowl Association was founded in 1945 by a small group of businessmen as a way to bring tourists to Jacksonville who would stimulate the local economy. Dellenback said that mission has not changed in 63 years and the current national economy makes it even more challenging to accomplish.
“We guarantee the Tourist Development Council we will generate 12,000 room nights for the game, but we typically generate 30,000 or 40,000,” he said. “Our goal is to sell out every hotel room in Duval County and lots more in St. Johns County. Anyone who’s in the hospitality business should be ecstatic.”
Another factor that led to Clemson getting the call is the Tigers are on a winning streak. He also said their fans are within a day’s drive of Jacksonville. Proximity didn’t enter into the selection of Clemson’s opponent — the Nebraska Cornhuskers — Dellenback said, but television’s role in college football did. With the broadcast rights to the game bringing in more than $1 million a year, the GBA wants CBS to be happy when the audience shares for the New Year’s Day bowl games are announced Jan. 2.
“CBS wants a game with national appeal and Nebraska brings both fans and TV ratings,” said Dellenback.
No matter which team wins Jan. 1, next year will be what Dellenback called “a year of negotiations.” All three of the GBA’s contractual agreements – title sponsor, television network and even which conferences will participate – expire with the 2010 game.
One of the things that will probably be on the table for 2011 and beyond is a new conference alignment with a decidedly local appeal. Dellenback makes no secret there’s “a very good chance” the GBA will be talking to the Southeastern Conference. A change that would have the game played on Jan. 1 only once every seven years is also a possibility.
“New Year’s Day is great, but it moves,” said Dellenback. In one scenario, the Gator Bowl would move to the first Saturday in January which would mean a few days closer to the Bowl Championship Series national title game. It could also mean a more attractive travel schedule for fans and more opportunities for local hospitality providers to create multi-day lodging and entertainment packages.
One change that has gone into effect for this year’s game is the “Score 4 Pack.” It’s a package of four tickets to the game plus a parking pass, food and an official game-day souvenir program for $200. Dellenback said it’s another way to create excitement and bring families to the game, “And we realize sports is not recession-proof.”
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