By Kelsey Thomas '14
In our new Friday feature, we will feature a student blog from Dr. Heather Lawrence-Benedict's Facilities and Event Management class. The blogs focus on a current issue surrounding the sports facility industry.
In the sports world, there are constant rumors about leagues expanding and teams relocating. One rumor that I believe has a substantial amount of reasoning behind it is bringing the NFL to Portland, Oregon. The city is home to 587, 865 proud Portland residents and ranked as the 28th most populous city in the country. This booming and growing Northwest city is missing the number one professional sport – football.
Among the cities considered for NFL expansion teams, Portland is the obvious choice for the following reasons. Portland only has two professional sports teams, the Portland Timbers and Trail Blazers, which indicates they have more money to spend on another professional franchise. Portland has the economic ability to fund, maintain and fill a stadium. The Oregon Ducks are down the road, a competitive and highly regarded college football team. The Autzen Stadium is ranked as one of the top 10 most intimidating stadiums and top 10 venues to watch a college football game. This venue is an example of the high sport demand and popularity within the region. The type of resources at the University of Oregon, attract top-notch coaches, recruits and staff. The goal is to replicate Oregon’s state of the art facilities on a larger scale for the NFL team. The Oregon Ducks run the show in town when it comes to college football. The money, resources and investment put into the football program show how dedicated the area is to football. The die-hard football fans would have a professional team to support. They would have more games to attend and watch on TV. The football season would extend, leading to more money for the city tied to parking, apparel, vendors and attractions close to the stadium.
With the Nike world headquarters located in Beaverton, it gives the NFL a chance to build their brand even more. In 2012, Nike revealed the new NFL uniforms and showcased their brand to the world as the official jersey partner. The Portland team would be the closest team to the Nike complex, allowing them to get access to the high quality products and gear.
The NFL market is growing, in large part due to social media and mobile platforms. Teams are connecting with fans on a more frequent basis and meaningful level compared to the past. Teams communicate with fans about tickets, gameday information and marketing promotions through Facebook, Twitter and the team website. The city of Portland is perfectly aligned with the technology trend. There are several high-tech companies located in the area. Portland residents are tech savvy and ahead of the curve when it comes to technological advancement. Also, Portland is an affluent area with an above average household income. This correlates with the NFL fan base because NFL game attendees have slightly higher incomes compared to other leagues. The residents can afford to buy season tickets, suite tickets and travel to away games.
Portland has the resources and foundation to build a NFL stadium. The city should invest in an additional venue to attract and entertain the community members. The venue could host other appealing events with the NFL team having first priority. Portland is knowledgeable about the importance of environmental sustainability. The new wave of stadium and arena construction places an emphasis on water, energy, resource efficiency and indoor environmental quality. The environmentally friendly culture in Portland will help educate other professionals in the industry on how to build and maintain sustainable venues. Other sports teams in the Northwest have started this initiative by educating fans on how to save energy while in their facilities.
NFL would be successful in Portland because the league is at an all-time high in terms of number of fans, attendance, ticket prices and viewers. The NFL has the most profitable and sustainable business model among the professional leagues. It is a smart business decision for Portland to partner with the most successful professional league. NFL is America’s favorite sport with MLB being #2. Portland has neither, so it is time to bring America’s most popular professional sport to town. There are unlimited opportunities when it comes to sponsorship with Portland businesses. Partnering with a professional team gives companies publicity and advertising that they can’t find elsewhere.
When considering building a new sports venue, it is crucial to look at the surrounding environment. Is the location conducive for a facility that draws hundreds of thousands of people on a weekly basis? The new stadium in Portland would have enough parking availability for regular and post-season games. In order to satisfy customers given increased ticket prices, it is important to build the stadium in a convenient and accessible location, provide enhanced entertainment at games and offer the best service possible.
Several components go into an event such as ticket sales, merchandise sales, sponsorship dollars, parking, and food and beverage vendors. These departments provide job opportunities, which support the local economy. Oregon residents have proved themselves as true sports fans that take pride in the Timbers, Trail Blazers, Oregon and Oregon State football. The community will fulfill the attendance needs in order to make this stadium and team a worthy investment. The three most important areas when it comes to a successful sports venue are a great facility, great staff and great event. The new NFL team in Portland, Oregon will create opportunities for people to take home memories.
Portland thrives on activity and entertainment, so it makes sense to establish a professional sports team in the city. It is logical from a geographical, financial and competitive perspective. With the Nike headquarters, Oregon Ducks and an interested community, the future NFL team has the resources and support it needs to be a successful, long-standing and impactful franchise.
References
(2013, February 3). NFL Expansion: Cities Other Than Los Angeles Where The League Could Go. Bleacher Report. Retrieved September 11, 2013 from Bleacher Report.
(2013). University of Oregon, Autzen Stadium Expansion and Renovation. AECOM. Retrieved September 10, 2013 from AECOM.
(2013, June 10). Portland Is Ready For More Pro Sports. Comcast SportsNet Retrieved September 11, 2013 from http://www.csnnw.com/blog/nw-sports/portland-ready-more-pro-sports
