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Letter to the editor

Amphitheater has official support

From limousines to hot dogs, Ford won't be the only corporate name inside the new concert venue.

By JEFF HARRINGTON
Published July 16, 2004

	[Times photo: John Pendygraft] The outdoor Ford Ampitheatre will begin its first season July 23 with a concert by Christian artists Michael W. Smith & Mercy Me. Clear Channel has nine corporate sponsors lined up for the facility.

When it opens a week from today, the Ford Amphitheatre at the Florida State Fairgrounds will have more than a lone automaker touting itself as a corporate backer.

The 20,000-seat outdoor venue owned by Clear Channel has lined up an official beer, official newspaper, official cable company, official limousine, official financial service company. Even an official hot dog.

In all, Clear Channel has inked agreements with nine corporate sponsors. The largest, multiyear deals are with Bright House Networks, the St. Petersburg Times, GunnAllen Financial, Miller Brewing Co. and Premier Limousine.

Other new partners include: Halls Fruit Breezers, Hawaiian Tropic, Nathan's Famous Hot Dogs, Mike's Hard Lemonade and the John Robert Powers talent and modeling school.

They join Ford/the Southern Ford Auto Dealers, which signed a naming rights deal for the site off Interstate 4 in May.

Most of the new deals are in the three- to five-year range, but financial details were not disclosed.

Sam Rubenzer, the amphitheater's director of sponsorship sales, said he hopes to add a few more sponsors during the season, including a bank. But the arrangements in place as the season begins, he said, are "a solid base."

"One of the things that is unique about our venue is, we're not going to have a ton of clutter," Rubenzer said. "In a lot of entertainment venues, you'll get all these signs with around 100 different logos. We only have 16 permanent signs in the venue."

As part of its five-year naming-rights deal, Ford will display its vehicles on the main plaza and area dealers will run ticket giveaway promotions.

Among elements of the other main sponsorships:

Bright House Networks will be the amphitheater's "official Internet provider" and Bay News 9 will be its "official cable news channel." Two 30- by 20-foot video walls on each side of the main stage will show concert highlights on "Bright House Networks Vision."

The St. Petersburg Times will sponsor concert updates on the radio to promote coming events, directing fans to the newspaper's Weekend section. It also is setting up a kiosk near the main entrance.

Miller Brewing will sponsor six concerts in 2004, and 10 apiece in 2005 and 2006.

GunnAllen Financial of Tampa is sponsoring the amphitheater's VIP Club, which features a private bar and restroom, a private entrance and live audio/video feeds of shows.

Premier Limousine will sponsor parking near the main entrance and run a shuttle for concertgoers who park far away.

The opening of the $23-million complex has drawn mixed reactions, with some businesses and politicians fearing it may draw people away from downtown Tampa attractions and other concert venues, notably the nearby St. Pete Times Forum.

Indeed, the lineup for Ford Amphitheatre's inaugural season features a string of shows that played at indoor venues in the bay area during their last tour.

But Clear Channel executives downplay that concern, saying most of their acts prefer to play in outdoor venues and would not book at another bay area complex.

"The way we look at it is, we're here to complement the Forum; we're not here to compete with them," Rubenzer said, pointing out that corporations such as the Times and Bright House see an advantage to promoting in both places.

Times marketing director Ed. Cassidy agreed. "I think with what is touring out there and how the box office continues to perform . . . there is still great potential to increase the concerts and attractions coming to our market," he said.

Cassidy said the newspaper's agreement with Clear Channel, which runs through 2008, is effectively a media trade in which both companies enjoy cross promotions without the paper paying extra for the sponsorship.

The amphitheater kicks off its first season with a July 23 concert by Christian artists Michael W. Smith & MercyMe. On July 27, it will hold an official grand opening event, a concert featuring Chicago and Earth, Wind & Fire.

- Staff writer Jeff Harrington can be reached at harrington@sptimes.com or 813 226-3407.

[Last modified July 16, 2004, 01:20:28]