 where we discuss solutions to issues that impact sports. I'm your host, Angela Hazlet. Today's guest is Jason Augi, the Senior Vice President of Sports Tourism for the Tampa Bay Sports Commission. We are here to discuss from Super Bowl to March Madness, hosting major sporting events in Tampa Bay. Welcome, Jason. Hey, Angela, thanks for having me. It's a pleasure to join you today. We're excited to have you as well. And I know that you work for the Tampa Bay Sports Commission. You've been there for quite some time. It's a nonprofit organization that prepares bids to host sports and entertainment events in the Tampa Bay region. So as the Senior Vice President of Sports Tourism for this group, what does your day-to-day job usually look like? Yeah, sure. So I think you hit the nail on the head. I mean, working for this company for almost 18 years now, we've been fortunate to host some of the biggest and best events in the sports and entertainment realm, if you will, from Super Bowls to NCAA Championships to WrestleMania to some of the bigger youth and amateur tournaments in traditional and non-traditional sports. My job is really to kind of guide the company, if you will, in our overall sales and marketing efforts, overseeing our bid process, how our recruiting efforts, and then making sure that we're delivering on the promises that we make in each of the proposals that we submit to these different organizations to try and host their events in Tampa, Florida. Tell me a little bit about the contracts that you have. What kind of requests or requirements are pretty typical for hosting an event? Yeah, so it's a great question. So every event that we host, and when you look at the youth and amateur space, we're traditionally hosting anywhere from 70 to 90 events in a given fiscal year, again, in just about any sport you can name. And then when you get to the bigger ticket major events, it obviously is quite a production on somewhat of a parallel path, I would say. And each entity, when they're putting out their request for a proposal or RFP, they kind of stipulate what's important to them. And that's the thing with our organization that I think we do really well, is we customize each proposal. It's not a cookie cutter approach where we're taking one proposal and then just retrofitting it in a way where it's like, okay, yeah, this is good for everyone. It's more so, how do we customize to show each individual group that we're working with that we value their business and obviously want to cater to their needs? So, whereas you may see a NCAA championship RFP that could be anywhere from 40 to 50 pages, you may see a Super Bowl bid that's 75 to 90 pages. We're creating huge proposals that are the size of phone books, if you remember those from back in the day, with content, and then in a lot of cases too, we're able to streamline on the youth and amateur side where we're creating a lot of memos of understanding and agreements with those event organizers to basically explain where we're coming from and what we can do and showcase our commitment to them as far as what our contributions will be both financially and in kind. So, 75 to 90 pages, that's a lot. I imagine it's difficult. How do you keep things from getting missed or lost or misinterpreted even? Yeah, no, it's a good question too. I think you have to be very judicious about planning out your efforts. And a lot of the time you have different bids and proposals that are running concurrently. So, making sure that you're on top of your planning and coordinating and execution efforts is obviously paramount. So, we'll work internally as a team to kind of set the course of who's going to handle what and then what those timelines are. And as being the intermediary or the main agent and brokering the deals, to help bring the venue component to the table, you obviously have the accommodations piece where we're bringing all the hotels into the fold. And then you have all the ancillary or special events that come along with it. What does the marketing and promotional plan look like? What does your volunteer support system include? I mean, every single proposal has kind of some key elements that are relatively central at each one of the things that we do or the events that we go after and target. But you've got to be really buttoned up to ensure that you're working, very effectively and efficiently so that things don't get down to the wire. And then all of a sudden it's like, oh wait, we don't have an answer from this partner or we don't have an answer from that partner where we're establishing the right timelines to be able to do it at a high level. And have you ever found yourself getting the bid to host an event and deciding in negotiations that it wasn't a good fit and kind of backing away after the fact? Yeah, normally I would say 99% of the time when we go through the RFP process where and the timing on this is fantastic having just returned back from a, one of the lead industry trade shows last week where we had 55 one-on-one meetings like almost in a speed-dating format, pre-qualified appointments with groups that we felt really, could be a good fit in Tampa or we wanted to learn more about what their business model looked like. So many conversations now taking place just a few days later with those prospective organizations as far as identifying opportunities. So what happens is, and looking through the request for proposal we'll look at it with a fine tooth comb to identify, okay, these are the things we feel like we can make happen based on the request. And there may be some things that we denote as an exception things that we wouldn't necessarily be able to agree to. And then from there it becomes a conversation. Are these things that you as the event organizer have flexibility on to where you may be willing to grant an exception from our side. And then maybe there's some things that we can do on our side where we raise our level of support in another area to kind of make up for what may be a shortcoming. So long way of saying, as you go through the process the biggest thing we've found is just being transparent and candid throughout. Like a lot of the relationships we're trying to foster or ones that we hope will be deep rooted long lasting. So there's not a sense from obviously our organization or a lot of the event organizers that we work with that anyone is trying to pull anything on everybody. Everyone's in it for the same reason trying to find mutually beneficial solution. And more often than not, we're able to reach it. And but yes, there are certain groups that we'll engage with where based on the business model or particularly the return on investment if it's not worth it from how we operate then we'll pull away from the deal in a respectful and professional manner. Absolutely, that makes a lot of sense. And I would imagine with your history and success of hosting large events you're probably a trusted partner. So a lot of groups are probably eager to work with you and maybe make those exceptions as you mentioned to develop that relationship. I know in the month of November you're promoting events like skateboarding, soccer, hockey events. So what dictates how involved you are with each of these events? I imagine some of them you're probably more hands-on and others probably other partners can take the lead. So what kind of dictates your involvement with these events? Yeah, I think from the genesis of the conversation and that if we're fortunate enough to be awarded usually those RFPs and the conversations that proceed submitting the proposal and then if you are awarded will kind of dictate what roles and responsibilities will be. So whereas certain groups require a lot more involvement others may be more so, hey, can you help us secure the venue and then give us your contact list for hotels to it for us to go and source and hey, we may need some volunteer assistance too. And if you don't mind helping promote, we'll arm you with the press releases, social announcements, things like that. So we're still involved very actively with those but those are kind of the lesser of the two I would say. And then you have some groups where we're along for the ride, where it's planning meetings or planning calls weekly to try and help build out how the event is activated, encompassing a lot of the points from the first example but then even bigger ticket on a larger scale with all the ins and outs and idiosyncrasies that go with each one of the events that we host. So I think each individual event, there are separate conversations that take place to identify what our role is. But at the end of the day when the ball tips or is kicked off, that's when the event organizer or the league or the entity that's running point really takes the reins on the execution side and then we'll help with some of the ancillary programming. And the events like the Super Bowl, March Madness, are those events where you're more hands on and along for the ride, as you mentioned? Yeah, I would say so. I mean, probably one of the best examples is the college football playoff national championship. We started, we hosted in 2017, we were the first location in the Southeast United States to be awarded that event and that was a five year process. And so from start to finish, we'd lost out on the initial bid to Dallas knowing that they were likely going to be the first host but our goal was to come to the table with a very strong offer. And then when we were eventually awarded as the first location in the Southeast, we wanted to knock it out of the park. To your point earlier about your reputation, we take a lot of pride on, as I mentioned at the top of the show, delivering on the promises that we make. And so for that, I mean, you're in the trenches with groups like the College Football Playoff or the National Football League or the NCAA or the NHL on a lot of those marquee or major events that you host where, I mean, every single aspect of behind the scenes that goes on with hosting a major event, our team is heavily involved to the coordination and execution side. And then obviously complimenting the efforts that are being put forth by those entities. So yeah, it was an interesting dichotomy, if you will trying to balance or blend your responsibilities with your youth and amateur events which are truly our bread and butter and foundation for what we do on an annual basis with the roles and responsibilities of what is expected when you're hosting these marquee major events because in theory, you could be spending every single day on one of those too, but we had to find a way to balance and obviously execute at a high level. Absolutely. So when you are in the trenches, what kind of challenges have you encountered? Well, I mean, first and foremost, the COVID is probably the first one that comes to mind. I mean, we were a week out from hosting the men's basketball first and second rounds and then three weeks out from hosting our first ever WrestleMania. And so the process and work that had been done leading up to those moments and then you have that whole unwind period where you're having to work through all the different logistics that had been coordinated and calling everything off to then it became, okay, how do we tactfully, when the timing is right, engage on ways to get the events back and then we're fortunate with WrestleMania to get it back and then we had Super Bowl, then it becomes how do you operate safely against the backdrop of the pandemic which was no small feat. So when we were going through the planning cycle, if you will, with both WWE and the NFL, it was trying to work through plan A, B, C, D, E, F, if these things were to happen. And so constantly being fluid and thinking on your feet to a degree but also planning for every situation became really challenging. But in the end, it all worked out. I mean, it was icing on the cake in the sense that the Buccaneers became the first team to play in their home stadium for a Super Bowl during the pandemic had never happened before. That brought a whole new slew of challenges because obviously you have all these people in the Tampa Bay area who now wanna be a part of Super Bowl above and beyond the normal interest level because their team is participating and with cap ticket numbers, with special events that had only a finite number of passes available, trying to socially distance and be cognizant of everything that went along with it, presented some challenges. But in the end, a lot of smart people came together and worked to create an environment where we were able to operate it effectively and then obviously safely. And for what it represented in terms of the first major sporting event to be hosted during a pandemic, what it represented for hope, I think for the country. In a lot of ways, it was an incredibly amazing feeling in terms of the intrinsic value that we were able to derive by pulling it off. In Florida had fewer restrictions in some other places, so that probably assisted in your ability to execute the event. Yeah, I mean, yeah, without getting into the politics of it, I mean, the fact is Florida was open for business and that certainly opened a lot of doors and led to a lot of conversations. I can't tell you how many, and then back to your point about challenges, that challenge actually became an opportunity because we were able to host at such a high level, Super Bowl, and then three months later with WrestleMania, which was the first time a city had ever hosted those two events in the same calendar year. It opened the door to where we were receiving calls, emails, nonstop from different groups from different parts of the country saying, hey, we'd like to bring our event to Tampa. And so it's created this huge boon for us in terms of future events that we've been able to host and then book for down the road. How do you think you were able to secure those high profile marquee events that you mentioned? Well, I think that old adage, you only have one chance to make a first impression, really does play true. And we're not a community that rests on its laurels. We talk internally about, you judge an event success by whether or not it returns. And as evidenced by the fact of this April, we'll host the NCAA Frozen IV, the Men's College Hockey National Championship for the third time. In December of 23, we'll have the Women's Volleyball Championship for the second time. In 25, we have our fourth women's Final Four. And then 26, March Madness is coming back for, I believe, the sixth time. So, you look at that, and I think that's a really important and impressive metric for us. Groups that are continuing to come to Tampa are doing so for good reason because it's not just, okay, here's the offer. We're coming to Tampa. Good luck to you. We're there almost every step of the way to ensure that we're delivering either a solid student athlete experience or, and then obviously for any and all the visitors, rolling out the red carpet for them. Every geographic location has its unique weather challenges and Tampa is no exception to that. Recently, Florida was hit with a hurricane, category four hurricane, Hurricane Ian. Luckily, Tampa was spared the brunt of that impact, but I imagine that hurricanes, weather, weather incidents are really a strong piece of your planning process with being located on the coast and the lots of shoreline. So, talk to me a little bit about what kind of plans do you make for weather? Sure, yeah, I mean, well, hurricanes are obviously front and center, right? You know, in terms of that period, where you traditionally see them in that August, September and even into October timeframe. Yes, we were very fortunate being spared with the late shift. We feel terrible for our neighbors to the South and talking to our counterparts here, everyone's doing well, but yes, I mean, the rebuild process as part of that is incredibly challenging. I remember when our convention and visitors bureau, Visit Tampa Bay was hosting the Republican National Convention in 2012. It's a fall event or fall convention and there was a threat of hurricane, but similarly, it shifted a couple of days out, but the planning that goes around that is pretty intense because ultimately when you're hosting an event, safety is one of the most important, if not the most important things. And there's a trickle down effect to that too. Obviously you think about hurricanes, but then also in Tampa Bay, you're in the lightning capital of the U.S. And so when you're hosting outdoor events, you have to be aware and work with event organizers, work with your facilities to say, okay, we have lightning strike detectors that, what is the distance in terms of that distance from that strike where we're going to shut down play and send everyone to their cars or send everyone to safety. And that's something we take very seriously as well. You've had situations from college football games or professional football games at Raymond James Stadium where you see a lightning strike and it's delayed another 30 minutes. And while it's frustrating, you do it for the right reasons because of safety and the same thing holds true at a youth soccer tournament or in a senior softball competition. I mean, it's a huge part of what we all do because last thing we want to have happen is someone who gets hurt or even worse. Yeah, like in 2008 in Atlanta, that the SEC men's basketball tournament, the fact that the game went into overtime likely saved a lot of fans who stayed for the game when a tornado touched down outside of the Georgia Dome. So it's amazing how some events like the game going into overtime can really do a service to protect the spectators. Yeah, and that's a good point because you can plan and plan and plan, but there are some things that are outside of your control. I don't know that anyone, and I was at that game. I was inside the Georgia Dome when that hit and it was unlike anything I've experienced. And you have to think sometimes the luck plays a role as much as you want to plan. Sometimes there are things that are unforeseen or that happen that are outside of everyone's collective control. Absolutely. Did they hold you over in the Georgia Dome then when the tornado hit? They did, yes. So all the games were essentially stopped. Everyone was moved to shelter in the concourses and then once it was deemed safe to leave the area, we all went outside and saw sky bridges torn apart, car windows blown out. I mean, just a ton of damage, flooding. I mean, all types of things that you're just like, it was almost surreal, but that's what happened. And then other incidents happened like at the Miami Dolphins game and tailgating in the parking lot when someone pushed their grill wasn't quite put out. The fire wasn't quite put out and ignited the vehicle and caught other vehicles on fire as well. So how do you kind of manage events where you have spectators that might be tailgating or they're kind of out in ancillary areas next to and adjacent to the facilities that you're operating? Yeah, I think inherently with any event there are different situations or scenarios that can present itself where something could go wrong. I think by mitigating what is allowed and obviously communicating kind of an FAQ if you will or almost now more than ever, you see these know-before-you-go type communications that try and lessen those types of things from happening. Sometimes it can be common sense. Sometimes it's bad luck, but I think with security and patrolling and all these different things that are enacted to try and help not have those situations. I think most locations and venues and events do take that into account, but every now and again, you're going to have stories like that that arise because of either just, it's unfortunate timing with bad luck or just you know, you miss something and that seems what has happened. In regards to transportation, are there still a lot of your events require shuttling or transporting of spectators? And how does the new, how does rideshares like Uber and Lyft change the way you're planning for events when people are trying to get dropped off and picked up? Yeah, I think all of it is encapsulated into the overall planning process. And normally, a transportation committee will be formed or a specific part of the hosting effort will be dedicated to ensuring that transportation is done effectively. I mean, I've been at events where it's run seamlessly and usually you work with traffic groups and special event departments who are in charge of that. And it's something that you don't want to have an event where you can't get to the event and then you don't want to have an event where when you're leaving the event you're sitting for 45 minutes to an hour plus trying to leave. That's something we take very seriously and we're fortunate where everybody plays nicely in the sandbox in the sense that one hand is talking to the other and making sure that all of that is taken into account. Rideshare obviously is a huge part of that. It's open doors where you're lessening the drinking and driving component for those who want to partake. But even so, it's making sure you have the correct amount of inventory on hand. I was at an event a few years ago where it was documented on not only local news but that also had made national news this one organization did not plan accordingly and they had people in the rain with an event after midnight that were waiting an hour and 15 to an hour and 30 to try and get Rideshare to get out of this isolated stadium that was in the middle of nowhere. And that leaves a bad taste in your mouth. You can work for a year, two years, three years to plan everything out and everything goes absolutely according to script perfectly. And then you just have that one thing and that's the last thing image in a lot of people's mind and it's just not a good look. So you have to, I mean, I would put transportation and proper planning right up there with safety. Absolutely, absolutely. And then the communication piece, marketing piece talk to me about how integral that is to promoting and branding a good message for your partners and what kind of considerations do you have to take into place? Yeah, I think the marketing and promotion side is obviously hugely important. Like recent example, we just came off of hosting USA gymnastics, their national championships and national Congress, huge success. And the big reason for that was the collective work that we had done in concert with USA gymnastics to build out this marketing and promotion plan to reach all different folks and organizations throughout the community. And what it translated to was huge attendance numbers where, be fitting of what an event like that would expect. Same thing with the SEC men's basketball tournament when we hosted back in March again. You know, maybe you may not necessarily think of Florida as a huge basketball haven to a degree. But again, when you walked into Emily Arena and felt the energy of all those schools from the SEC playing, I mean, it was quite an environment. So the marketing and promotional efforts that are deployed as part of that are so important. And then using all the different tools in your toolbox if you will and leveraging relationships and is so critical. And that's why I think we've been successful where we've hosted these different youth and amateur events that have a huge economic and social impact for our community at a very high clip. You know, a lot of events each and every year. The major events in theory only come around once every couple of years, but we've been on a roll where we're almost hosting one every year. What that does is it creates buy-in. We talk a lot about this Team Tampa Bay mantra where everyone is in it together. It's a unified front. And what it translates to is everyone buying in and supporting the event. So when the next event comes out, you know, it's more so how do I get involved? How can I help? And I think that is very organic, very genuine and authentic here. Well, it sounds like you're doing a lot of great things, Jason. Are there any final message or final words that you'd like to share with us? Yeah, you know, it's crazy to think. Well, first off, thanks for the opportunity to join today. And it's amazing to think, you know, 18, coming up on 18 years here, still have the same passion for what I do. It's just great to see Tampa growing as exponentially as it is because it makes our jobs that much easier and Tampa is such an incredible sell. So, you know, it's all about relationships and delivering on, you know, what you say you're going to do. And I feel like we've carved out a pretty good reputation and niche in this industry to be one of the leading sports commissions in the country. Amazing. Thanks for your time and for your insight, Jason, from Super Bowl to March Madness and hosting major sporting events in Tampa Bay. Thanks to our viewers for joining us on the sports playbook. In two weeks, our guest is Mark Sartori from RMC Events, who will discuss how his organization provides guest services and security staff for sporting events. We will see you then. Thank you so much for watching Think Tech Hawaii. If you like what we do, please like us and click the subscribe button on YouTube and the follow button on Vimeo. You can also follow us on Facebook, Instagram, Twitter, and LinkedIn, and donate to us at thinktechhawaii.com. Mahalo.