Gator Bowl Sports wants to be a private entity that drives and sustain sports and entertainment events in Jacksonville.
And that's OK with the city group that's in the same business.
The city Sports & Entertainment Office is charged with attracting special events and sports organization to the area. It also promotes the city-owned facilities and develops, coordinates and markets those events that choose the area.
The one thing it can't do is lavishly spend taxpayer dollars.
It's housed within the Office of Economic Development that has a budget approaching $4 million and is responsible for recruiting businesses and jobs to Jacksonville.
Competitors such as Charlotte, N.C., Nashville, Tenn., and Central Florida all have private components that bring in or assist in the effort of attracting in sports and entertainment.
Now, Jacksonville will have one through Gator Bowl Sports, formerly known as the Gator Bowl Association.
"They bring resources," said Alan Verlander, city sports and entertainment director. "They have a little more capital than we do."
According to the Gator Bowl Association's Form 990, meaning it's a tax exempt organization, the group had $5 million in total assets and $3.8 million in net assets at the end of 2012, both up from 2011.
It listed 700 volunteers, $8.8 million in expenses and provided $5.5 million in grants.
Verlander provided the example of One Spark, the crowdfunding festival that attracted more than 100,000 people Downtown in April and plans another series of events next year.
He said the city "couldn't have started One Spark from scratch" and instead was later able to assist organizers. The event received a $60,000 contribution from the Duval County Tourist Development Council for hotel nights booked by attendees.
Yet, Verlander said the Gator Bowl's resources aren't just financial.
They also include its 300-plus members, different committees and more than 80 sponsorships. Those can each privately lure and help fund events the organization brings to town.
Rick Catlett, Gator Bowl president and CEO, said during the announcement that with its annual bowl game secured, the organization decided to expand its efforts beyond just collegiate sports.
To do so, it filed paperwork with the Internal Revenue Service for the name change and additions of events and charities nonprofits within the organization.
The yet-to-be-named events nonprofit will be headed by an individual that will report to a board and privately recruit events, though Catlett said it would work hand-in-hand with the city on such efforts.
Catlett said after the announcement he had looked at several candidates for the position over the past several months and would begin making offers now that the expansion is formalized.
Ted Carter, city Economic Development Office executive director, said he was still learning about the organization but it would allow Jacksonville to diversify how it recruits events.
Catlett said the sports and entertainment world "is all about relationships."
Carter said that when you combine the Gator Bowl's relationships with those of Mayor Alvin Brown, it can make Jacksonville one of the best in the country at attracting such events.
Asked if there is any overlap between the city and Gator Bowl, Carter said the key to ensure there isn't duplication is communication. Verlander agreed.
"If we are all doing our jobs, there shouldn't be any crossover," Verlander said. "I don't see that happening … this is too small a town, and with all those involved, everyone can win in this."
In addition, he said one of the reasons the relationship will work is because of how passionate Brown is about sports and bringing those events to town.
David DeCamp, Brown's spokesman, said the mayor recently met with Gator Bowl representatives and wants to learn more about the proposed organization as it develops.
"But Sports and Entertainment works with many partners as it has increased Jacksonville's stature as a destination for events, and we're interested in any opportunity that effectively continues that momentum," DeCamp said.
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