Front Burner Sports’ Game Plan
Knowing the need to stay local, Front Burner went to work designing a sponsorship model that sub-divided the available opportunities, creating naming rights programs built around not only the facility but it’s individual amenities as well including a newly-built arena, a practice ice rink, a multi-sport fieldhouse and a community gathering space with a restaurant.
Make a Calculated Effort to Find the Correct Partners:
With opportunities clearly outlined and base programs built around each, Front Burner went to work networking with community leaders in an effort to build the relationships necessary to attract the right group of potential suitors. In total close to twenty-five local companies were identified as potential partners and with the help of the City of Elk River presentations were made to all targeted groups.
Early in the process, Front Burner found the ideal partner for naming rights for the facility in Furniture and Things, a long standing member of the local business community that was looking for new ways to connect with consumers while positioning themselves as a champion to the community that has been loyal to them for so many years. Shortly after coming to a fifteen-year agreement to rename the facility the Furniture and Things Community Event Center, additional agreements were reached for naming rights for the new Arena (Cornerstone Automotive), the Practice Ice Rink (Kiser Construction) and for the facility Restaurant (Serrano Brothers Catering). Together these agreements secured more than $2,000,000 in contractually obligated income for the City, which greatly exceeded their original expectations and goals.
Ensuring Activation Was Perfect:
While securing partnerships and the revenue attached to those partnerships was important to the city, ensuring that the facility was branded in a tasteful way was paramount. Front Burner Sports and Entertainment spearheaded this phase of the project and managed all aspects of the design, production and installation of all branded assets for every partner resulting in what is universally recognized as the most impressive facility in the State of Minnesota.
Why It Worked