February 5, 2003
Volume 2, Issue 1

From "The Dream" To Reality...

Martin Luther King Day... Memphis makes it a Weekend

Recapping the NSF!

The 2003 National Sports Forum was held in Pittsburgh January 20-22...and the verdict is in...this year's conference was the best Forum ever! Highlights of the event included the attendance of multiple top-level industry execs including: Tony Ponturo, VP Global Media/Sports Marketing, Anheuser-Busch; Kevin McClatchy, CEO/General Managing Partner, Pittsburgh Pirates; Andy Dolich, President of Business Operations, Memphis Grizzlies; Art Rooney II, Vice President, Pittsburgh Steelers; Tod Leiweke, President, Minnesota Wild; Rick Welts, President, Phoenix Suns; and Tom Rooney, President, Pittsburgh Penguins. Attendees of this year's conference were also treated to some outstanding "Behind the Scenes" tours of Pittsburgh's three magnificent sporting venues, culminating in a spectacular fireworks display at PNC Park by Zambelli Fireworks. The City of Pittsburgh closed the Clemente Bridge for 12 hours to put on this display for our attendees!

 "I refuse to accept the view that mankind is so tragically bound to the starless midnight of racism and war that the bright daybreak of peace and brotherhood can never become reality. I believe that unarmed truth and unconditional love will have the final word" -MLK

Contact:  Marla Taner, Senior Director of Marketing

Organization:  Memphis Grizzlies

Program Title:  Martin Luther King Day... Remember. Celebrate. Act.

Objective: To create additional credibility and brand relevance through a community oriented event that celebrates the culture of Memphis, both past and present.  

Program Description:  Memphis Grizzlies President of Business Operations Andy Dolich is known for promotions that link the team to the community. Armed with an idea that originated from Grizzlies owner Michael Heisley, Dolich and his staff have done it again.  The City of Memphis, along with the Memphis Grizzlies and The National Civil Rights Museum hosted an emotional Dr. Martin Luther King Jr. weekend of celebration and remembrance.  The event began Saturday, January 18th, and was capped off Monday, January 20th with a double-header pitting Memphis vs. Portland and local high school powerhouses East vs. Hamilton.  The weekend celebration was made up of the following events: 

Saturday January 18th 2003:
Official opening of the "They Cleared the Lane" African American Pioneers of the NBA Exhibition at the Museum presented by Lexus (a multi-media exhibit featuring memorabilia, photos and video of NBA Black Pioneers).

Other events at the Civil Rights Museum included a youth concert and an art workshop.

Sunday January 19th 2003:
"They Cleared the Lane" Symposium: The event was a two-hour moderated conversation featuring gentlemen representing many firsts:  the first African-American NBA player – Earl Lloyd, the first African-American coach/NBA legend - Bill Russell; the first African-American General Manager and team President - Wayne Embry; the first African-American majority owner in professional sports - Robert Johnson; other panelists included Hall-of-Famer Bob Lanier and long-time Golden State Warriors great Al Attles, along with Grizzlies player Shane Battier.  The symposium was moderated by Ron Thomas, author of They Cleared the Lane, the book that inspired the theme of the weekend.

Monday January 20th 2003:  Portland Trailblazers @ Memphis Grizzlies
Grizzlies Half Time Show:  The program included a video tribute to Dr. King followed by a video featuring the African-American Pioneers of the NBA.  Danny Glover then introduced NBA Commissioner David Stern who addressed the crowd and then each of the greats, who were escorted onto the court by a local Civil Rights leader/local basketball pioneer.  The last introduction was for Bill Russell, who was escorted by the first African-American coach for the University of Memphis - Larry Finch.  The legendary UM coach recently had a stroke and Russell himself wheeled Finch onto the floor in his wheelchair to an emotional standing ovation.

After the main event came the inaugural "National Civil Rights Museum High School Basketball Invitational presented by Nike" - the event was free to fans staying after the game, and free to anyone coming just for this event.  About 5,000 people attended the game between two local powerhouse schools.

Media Coverage: Due to the impact the event was having, the NBA went from offering a 30 second snap-shot on TNT to televising the game and the entire half time. 

Results:  Memphis enjoyed attendance of over 19,000 people (just short of a sell-out) and sponsorship revenue into six figures.  Group ticket sales for the game were 3,600 - significantly higher than an average weekend afternoon game.  Walk-up sales were also up by 30%.

Looking Ahead:  The Grizz are working to develop an annual theme that ties basketball together with the celebration of King.  The themes will heavily focus on such things as community relations and overcoming adversity.  If they can accomplish this, the Memphis Grizzlies have a strong case in their negotiations with the NBA to have a nationally televised game every Martin Luther King Day.