Planning and Execution

Primary Action Items 

  1. Execution of contract for venue space of at least 8,000 square feet with food and beverage menus and the minimum spend required. [Note: The contract must include written information on (a) donated alcohol and food, (b) use of outside food vendors, (c) electrical and internet usage, (d) move-in and set-up procedures, (e) shipping and receiving procedures, and (f) a site map and floor.]
  2. Identification of anchor sponsors and partners deserving of (or in need of booth space); company name, contact person, physical address, email address, work phone, cell phone and website information needed in database format; must include selection of player-owned or affiliated businesses.
  3. Development of marketing collateral: (a) literature for electronic communication with active and former players, (b) approximately 3,000 printed invitations, (c) 100 locker room posters, (d) event signage for entry ways, event registration, event interior, (e) staff and volunteer tee shirts, (f) step and repeat, and (g) final event program.
  4. NFL alignment with the primary event objectives:
  • Solid attendance and involvement of active and former players including player-involved charities and player-owned businesses.
  • Integration of NFLPA, NFL Alumni and The Trust into the fabric of the event including, but not limited to, branding, membership sign-up, alumni videos, literature, etc.
  • Support players during the event by assisting them with networking, employment contacts, exposure for businesses.
  • Collect contact information from corporate executives desiring to support players in transition (e.g. corporate sponsorships, internships, employment, mentorship, etc.).
  • Create shadowing, internship and employment placement opportunities for players including participation in the PNE’s Career and Business Program.
  • Develop collateral marketing materials (e.g. a co-branded event brochure, an advertising campaign, event posters, signage, invitations, credentials, etc.) highlighting active and former players that have demonstrated success in business and employment.
  • Invitations, electronic mailings, locker room posters, etc.
  • Creation of a national media campaign utilizing various outlets (e.g. USA Today, Wall Street Journal, Twitter, Facebook and LinkedIn, etc.).

Additional Action Items 

  1. Pay PNE expenditures (budget forthcoming).
  2. Airlines tickets and rooms for event staffers.
  3. Selection of graphics and collateral design person or organization.
  4. Venue deposits and payment schedules including invoicing procedures.
  5. Event insurance coverage per venue (and NFL) requirements.
  6. Pipe and drape, tables and chairs.
  7. Audio-visual equipment for video signage, live broadcasts and formal program.
  8. Local transportation (i.e. rental van or SUV, taxis, parking).
  9. Gift bags and SWAG for sponsors including Super Bowl Programs and a PNE branded keepsake for sponsors.
  10. Mass mailing materials and postage
  11. Branded awards for successfully transitioned retired players.
  12. Internet jazz station, DJ and/or solo acoustic guitarist or pianists.
  13. Per diem or meal allotment for PNE staff.
  14. Super Bowl game tickets for sponsors.
  15. Execution of written agreements with sponsors and vendors.
  16. Write-up and branding for NFL and Host Committee publications.
  17. Execution of a written agreement with broadcast partners.
  18. Agreement on PNE sponsorship/revenue goals including responsible parties.
  19. Alignment with local chapters of the NFLPA and NFL Alumni.
  20. Alignment with the local NFL team.

Operational Functions

Recruitment and Confirmation of Vendors: Utilizes email and telephone communication to confirm participation of partners, sponsors and player-owned businesses. Includes ongoing pre-event communications, collection of vendor logos, company overviews, vendor collateral to be handed out and/or displayed at the PNE and the execution of written agreements with all vendors.

Pre-Event Planning: Ensures that each event component (i.e. database, registration, event tickets, name tags, business card collection, event program, networking activity, featured businesses, gift bags, credentials, run of show, etc.) is flawlessly executed.

Hospitality: Ensures that active players, former players, vendors, corporate guests, celebrities, etc. feel good about their experience at PNE. This includes a weekend entertainment experience (e.g. gift bags, event tickets, a sponsor dinner, keepsakes, etc.).

Media/Public Relations: Develops and executes the PNE public relations plan to draw media attention and improve brand awareness including all player advocacy.

Weekend Operations and Logistics: Coordinates our Thursday to Monday plan for shipping and receiving, booth set-up, vendor needs, audio/visual & staff and volunteer transportation, lodging, meals and social events.

Volunteers: Works with the Super Bowl Host Committee to identify, recruit, train, & manage volunteers needed to ensure event success.

Budgets and Sponsorships: Approves operating budgeting; manages profit and loss statement; identifies, solicits, and secures sponsorships and in-kind donations.

Execution of PNE: Venue signage, room set-up, vendor load-in, vendor registration and set-up, player and guests registration, speaker coordination, live broadcast, sponsor and player activations, calls to action, database growth, player sign-ups are keys to successful event.

Event Production Timeline

 Thursday prior to Super Bowl

5:00pm: Flight arrivals for PNE staff

7:00pm: Super Bowl Gospel Concert

8:00pm: PNE Staff and Volunteer Conference Call

Friday prior to Super Bowl

12:oopm: Vendor Welcome Packets Completed

2:00pm: Media Row

3:00pm: Vendor Calls

5:00pm: Venue Deliveries/Tables, Chairs, Booths

-Registration Area with Vendor Registration Envelops

-Tables/Linen or Pipe/Drape

-Audio Visual, Staging

-Food and Beverage Stations

7:00pm: Staff Dinner

Saturday PNE

9:00am: PNE Breakfasts for Staff and Volunteers

10:00an: PNE Run of Show

11:00am: Sound and Video Check

12:00pm: Workshops

1:30pm: Guest Check-In

-Active and Former Players Name Tags

-Corporate Guests Name Tags

-VIPs & Media Credentials

2:00pm: Doors Open for Trade Show

-Networking Activity

-Business Card Collection

-One-Minute Pitch Videos

-Company Recruitment for Post-Event Career Fair

-Video Announcements

-Customized Program Content

2:15pm: Live Radio and Television Broadcast

6:15pm: Event Conclusion

Sunday Super Bowl

11:00am: Debrief and Shipments Meeting

2:00pm: Kaplan Super Bowl Branding

3:00pm: Depart for Super Bowl and/or Viewing Party


Pre-Event Press Release