May 13, 2013
Bob Hope Airport approves marketing deal to become Rose Bowl's official airport
Travelers make their way through the Bob Hope Airport as holiday travel begins in
Burbank, CA Thursday, November 17, 2011. (Andy Holzman/Daily News Staff Photographer)
By Brenda Gazzar - May 13, 2013
BURBANK -- The Burbank-Glendale-Pasadena Airport Authority has agreed to spend about $325,000 over the next three years to promote Bob Hope Airport in Burbank as the “official airport of the Rose Bowl stadium” and to be a sponsor of UCLA's intercollegiate athletic teams.
The “aggressive, long-term marketing deal” is with IMG College, the official marketing representative of the iconic Rose Bowl stadium and UCLA Athletics and a division of sports-marketing giant IMG Worldwide.
IMG has also approved the deal but was waiting Monday for a signature from the UCLA athletic director, said Paul Engl, general manager for IMG College Los Angeles.
For Bob Hope Airport, which like many airports across the country has seen a steady decline in passengers since 2008, the agreement is a chance to boost its name recognition and user base across the country, said airport spokesman Victor Gill.
“We've never been a sponsor of this type before; it speaks largely to the issue of marketing efforts that we're beginning to undertake that are new and in a different direction,” Gill said. “We are looking to find increased awareness of Burbank Bob Hope Airport as a good airport to use, both locally, but also out of town. We find that most people know about the airport who know about the general area ... but if you go out of town or out of state, it's a more nebulous concept.”
Under the agreement, the Airport Advertisement Authority would receive a sponsor designation that extends to all 23 sports programs of UCLA athletics, including custom logos, brand monuments in various venues, billboards, internet, radio and in-terminal events that promote the airport and UCLA athletics.
The agreement would give the Authority sponsor status and logo use as the official airport of the Rose Bowl stadium, three fixed year-round signs on the premises, a permanent presence on the Rose Bowl website and inclusion in all print publications, such as the Rose Bowl Stadium Guide.
The airport's name would also be used in multi-media advertising at UCLA's Pauley Pavilion as well as in social media and contest promotions.
The Airport Authority can extend the three-year agreement for another two years if it is satisfied with the campaign results, Gill said.
In 2007, Bob Hope Airport had a peak year with 5.9 million passengers while the airport saw 4 million passengers in 2012, Gill said.
Engl of IMG College said the goal of the deal is to engage travelers and the UCLA fan base to use Burbank airport as a means of travel over LAX.
“When you turn on a sports game, you see things like banking, insurance, beer, soda, autos and things of that nature (being marketed.),” Engl said. “Doing a deal with an airport is very much ground breaking ... and shows the creativity that people have when they get into a room and discuss sports marketing opportunities.”
IMG College already has a 15-year multi-media rights agreement with the Rose Bowl Operating Co. (RBOC) that is now in its third year. This year, the company is paying the RBOC a base fee of $1.925 million and should the sports marketing company break its revenue threshold of $3.45 million, it would split any revenues beyond that figure. Last year, IMG College met its revenue threshold and gave the RBOC more than $50,000, Engl said.
The sports marketing firm also has a similar multi-media agreement, which is set to expire in five years, with UCLA Athletics.
Darryl Dunn, CEO and General Manager of the Rose Bowl, said the IMG-Airport Authority deal could contribute financially to helping the Rose Bowl because of the possibility of revenue sharing under the 15-year multi-media rights agreement.
“It's good for us financially, good for us to have the brand Bob Hope Airport at our venue,” he said.
The Airport Authority is a separate government agency created under a joint powers agreement between the three cities of Burbank, Glendale and Pasadena in 1977 for the sole purpose of owning and operating the Bob Hope Airport. The Authority, which sets policy for the airport, consists of nine commissioners - three from each city - that are appointed by their city councils.