The Gator Bowl Association wants to stop watching from the sidelines as Jacksonville's peer cities attract sports and events.
And now, it's expanding to enter the game and assist the city and others that are trying to attract such events.
Association President Rick Catlett on Tuesday announced the expansion of the organization, which is now known as Gator Bowl Sports. The rebranding comes with a change in scope, adding two nonprofits. The first will handle events, with the second handling charities.
The association's mission was to provide "the very best in college athletics" that could bring the highest possible economic impact to the area. That put restraints on what the organization could do.
"We've come to the conclusion we don't want to be limited to college athletics," Catlett said. "There is a world of sports entertainment events out there that can be brought to this city."
By being a private entity, Catlett said the organization wouldn't have to disclose to the public the expenses used to attract event organizers. Competition in Orlando, Nashville and Charlotte, N.C., all have similar organizations.
It won't conflict with the city's sports and entertainment functions within the Office of Economic Development, Catlett said, and instead will complement it where public funding has fallen short.
"We have the resources that some of those other entities lack," he said.
Catlett said the non-disclosure was not to hide anything and provided an example of the organization putting together a bid for college football championship games in the next several years. Having to tell of bid particulars gives information to competitors like Tampa and Orlando, he said.
"It's private dollars to do something good and positive," he said.
With 88 corporate sponsors, the organization can do that.
The decision to expand came about after the association secured the future of the annual bowl game for the next six years, with Gator Bowl officials asking themselves what the next step is, Catlett said.
And, while pursuing more neutral site college football games is an option — and there have discussions with Florida State University to return — it's not all about football.
Lacrosse, soccer and basketball at different professional levels all could be a part of the plan, but it's not all about sports.
The Jacksonville Light Parade has seen funding struggles the past several years and was an event the Gator Bowl started. Catlett said there was "no way" the organization would let the annual event die.
Fireworks on New Year's Eve were another non-sport event mentioned.
As for the new charities nonprofit, proceeds from events throughout the year will be dispersed, with Catlett comparing it to the model that The Players uses.
Each will comprise a board of possibly up to 11 members, with the events side being run by a director.
Catlett said he has several candidates he would like to pursue and now that Gator Bowl Sports is organized, he would begin making offers.
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