Harry Grove Stadium - Naming Rights Valuation. Presented To:

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1 Harry Grove Stadium - Naming Rights Valuation Presented To: March 13, 2013

2 Agenda Team Services Assignment Background Methodology Naming Rights Research Findings and Comparables Inventory Point of View 2

3 Achieving the City s Goals Team Services was enlisted to identify the true market value for Naming Rights to Harry Grove Stadium The stadium would be referred to as Company XYZ Field at Harry Grove Stadium Our tasks: Review current lease agreement between Frederick and the Keys Research comparable naming rights partnerships throughout Minor League Baseball (MiLB) Determine a reasonable package of stadium marketing assets to be reserved for a naming rights partner 3

4 Methodology We set out to help the City of Frederick understand how the individual parts impact the sum of the whole What individual assets/inventories that both the City and Team can bring to the table to drive maimum value for a partner We Conducted our research based on: Drawing upon our track record of success from a sales perspective as if we had to go out and sell it Providing the most realistic valuation based on real-world eperience and that we have lived this before Evaluating naming rights opportunities based on numerous factors as well as the most applicable comparables - Creating an apples to apples approach 4

5 Methodology We have built our point-of-view and conducted our research based on the following factors in order to give the City of Frederick the truest sense of what the naming rights proposition could be worth. Comparables We provide information on comparable MiLB agreements, so as to justify the suggested price point for naming rights. When looking at these partnerships we investigated contributing factors such as total value of the deal, annual payment, facility characteristics and city population, among other variables. City-Wide Opportunities City-wide opportunities are an important aspect and potential driver of naming partnerships and revenues. Building a relationship with the City can lead to additional business for a corporation as a byproduct of their naming partnership Inventory Our analysis itemizes suggested and potential benefits for inclusion in a naming partnership for the stadium. 5

6 Naming Rights Value Chart The following chart encapsulates all relevant Minor League Baseball naming rights agreements that have been consummated with their corresponding financial terms. However, we must look at all of these agreements individually to fully understand their relevance and meaning to Frederick s situation Minor League Baseball Naming Rights Agreements Venue Main Tenant City Term in Yrs Total NR Value (in $M) Est. Avg. Annual Payments (in $M) Chukchansi Park Fresno Grizzlies Fresno, CA 15 $ $1.067 Raley Field Sacramento River Cats West Sacramento, CA 20 $ $0.750 Huntington Park Columbus Clippers Columbus, OH 23 $ $0.522 MCU Park Brooklyn Cyclones Brooklyn, NY 11 $5.500 $0.500 Richmond County Bank Ballpark at St. George Staten Island Yankees Staten Island, NY 9 $3.600 $0.400 PNC Field Scranton Yankees Moosic, PA 5 $1.925 $0.385 Fifth Third Field Toledo Mud Hens Toledo, OH 15 $5.000 $0.333 Fifth Third Field Dayton Dragons Dayton, OH 20 $6.500 $

7 Naming Rights Value Chart Minor League Baseball Naming Rights Agreements Venue Main Tenant City Term in Yrs Total NR Value (in $M) Est. Avg. Annual Pymts (in $M) Werner Park Omaha Storm Chasers Sarpy, NB 5 $1.530 $0.305 Campbell's Field Camden Riversharks Camden, NJ 20 $6.000 $0.300 Parkview Field Fort Wayne TinCaps Ft. Wayne, IN 10 $3.000 $0.300 Classic Park Lake County Captains Eastlake, OH 15 $4.260 $0.284 Coolray Field Gwinnett Braves Lawrenceville, GA 16 $4.500 $0.281 Dow Diamond Great Lakes Loons Midland, MI 10 $2.800 $0.280 Trustmark Park Mississippi Braves Pearl, MS 10 $2.750 $0.275 Sovereign Bank Stadium York Revolution York, PA 10 $2.700 $0.270 Clipper Magazine Stadium Lancaster Barnstormers Lancaster, PA 10 $2.500 $0.250 Oneok Field Tulsa Drillers Tulsa, OK 20 $5.000 $0.250 Lakewood Township, FirstEnergy Park Lakewood BlueClaws NJ 20 $4.800 $0.240 TD Bank Ballpark Somerset Patriots Bridgewater, NJ 15 $3.500 $0.233 Metro Bank Park Harrisburg Senators Harrisburg, PA 15 $3.500 $0.233 U.S. Steel Yard Gary SouthShore RailCats Gary, IN 10 $2.300 $0.230 Bethpage Ballpark Long Island Ducks Central Islip, NY 10 $2.100 $

8 Naming Rights Value Chart Minor League Baseball Naming Rights Agreements Venue Main Tenant City Term in Yrs Total NR Value (in $M) Est. Avg. Annual Pymts (in $M) FirstEnergy Stadium Reading Phillies Reading, PA 15 $3.000 $0.200 Modern Woodmen Park Quad Cities River Bandits Davenport, IA 10 $1.850 $0.185 Principal Park Iowa Cubs Des Moines, IA 14 $2.500 $0.179 Frontier Field Rochester Red Wings Rochester, NY 20 $3.500 $0.175 AutoZone Park Memphis Redbirds Memphis, TN 25 $4.300 $0.172 Bright House Field Clearwater Threshers Clearwater, FL 10 $1.700 $0.170 Dell Diamond Round Rock Epress Round Rock, TX 15 $2.500 $0.167 Silver Cross Field Joliet Slammers Joliet, IL 15 $2.250 $0.150 O'Brien Field Peoria Chiefs Peoria, IL 7 $1.050 $0.150 Alliance Bank Stadium Syracuse Chiefs Syracuse, NY 20 $2.800 $0.140 Cooley Law School Stadium Lansing Lugnuts Lansing, MI 11 $1.480 $0.135 Security Service Field Colorado Springs Sky So Colorado Springs, CO 12 $1.500 $0.125 Appalachian Power Park West Virginia Power Charleston, WV 10 $1.250 $0.125 Regions Park Birmingham Barons Birmingham, AL 10 $0.990 $0.110 Pringles Park Jackson Generals Jackson, TN 15 $1.600 $0.107 St. Lucie Mets & Gulf Digital Domain Park Coast Mets Port St. Lucie, FL 9 $0.954 $

9 Naming Rights Value Chart Minor League Baseball Naming Rights Agreements Venue Main Tenant City Term in Yrs Total NR Value (in $M) Est. Avg. Annual Pymts (in $M) Citibank Ballpark Midland RockHounds Midland, TX 20 $2.100 $0.105 Standard Bank Stadium Windy City ThunderBolts Crestwood, IL 10 $1.000 $0.100 Roger Dean Stadium Jupiter Hammerheads, Palm Beach Cardinals; Gulf Coast Marlins & Gulf Coast Cardinals Jupiter, FL 20 $2.000 $0.100 Hanover Insurance Park at Fitton Field Worcester Tornadoes Worcester, MA 3 $0.300 $0.100 GCS Ballpark Gateway Grizzlies Sauget, IL 10 $1.000 $0.100 Louisville Slugger Field Louisville Bats Louisville, KY 20 $2.000 $0.100 AT&T Field Chattanooga Lookouts Chattanooga, TN 10 $1.000 $0.100 Avista Stadium Spokane Indians Spokane, WA 10 $0.900 $0.090 The Hangar (Clear Channel Stadium) Lancaster JetHawks Lancaster, CA 10 $0.770 $0.077 Ogren Park at Allegiance Field Missoula Osprey Missoula, MT 20 $1.000 $0.050 Melaleuca Field Idaho Falls Chukars Idaho Falls, ID 20 $0.600 $0.030 Centene Stadium Great Falls Voyagers Great Falls, MT 20 $0.200 $

10 Key Findings Based on all the naming rights agreements listed, it is important to note the impact of the agreements relative to Frederick: Agreements by Total Value The average total value for MiLB naming rights deals is $3.193 million per agreement over years. When removing the largest (Chukchansi Park) and the smallest (Centene Stadium) agreements, the average total value is $2.993 million per agreement over years. Agreements by Annual Value Currently twenty plus universities and colleges have secured naming rights for their home stadiums. The average annual naming rights value for MiLB teams with corporate partners is $227,000 per agreement. Once again removing the largest and smallest deals the average annual value of naming rights deals is $214,000 per agreement. Agreements by Stadium Capacity The average capacity of MiLB stadiums with corporate naming partners is 7,874. Since Harry Grove s capacity is less than the average capacity of stadiums with corporate naming partners, it is valuable to note the average value and term of stadiums with comparable capacities. Capacities 4,500-6,500: total value of $2.500 million over 12.5 years Capacities 7,000-8,500: total value of $2.963 million over years Agreements by City Population Using the city populations of the eight cities most comparable to Frederick s population of approimately 66,000, ranging from 55,000-77,500 the average total naming rights value is $1.98 million per agreement and the average annual payment value is $154,000 per agreement. 10

11 Key Findings Agreements by Year Naming Rights Were Sold Naming rights partnerships since 2008 have averaged $2.874 million in total value over years. In the eight years prior to that, the average naming rights agreement had a total value of $3.048 million over years. *Reasons for these decreases include the state of the national economy as well as the trend of MiLB organizations in smaller markets adding naming rights partners. Agreements by League Affiliation The average total value of a naming rights agreement for Single-A MiLB teams is $2.651 million with a yearly average of $217,000. Teams that are not affiliated with the Single-A league have naming rights deals with an average total value of $3.335 million and $225,000 per year. Agreements by Naming Rights Category The most common naming rights categories for MiLB include banks with an average naming rights value of $3.771 million and a yearly average of $257,000 and energy companies with an average naming rights value of $3.242 million with a yearly average of $198,000 Agreements by New or Eisting Stadium Out of the 51 MiLB stadiums with naming rights partners 32 were new facilities and 19 were eisting. The average total naming rights value was $5.117 million for new arenas and $2.639 for already eisting arenas while the average annual payments was $338,000 for new and $218,000 for eisting. 11

12 Naming Rights Comparables The following is a snap-shot of comparable agreements that match up with Frederick based on various factors: Team Long Island Ducks Worcester Tornados Harrisburg Senators Frederick Keys City Central Islip, NY Worcester, MA Harrisburg, PA Frederick, MD Stadium Bethpage Ballpark Hanover Insurance Park at Fitton Field Metro Bank Park TBD Year Built NR Sold TBD Category Bank Insurance Bank TBD Nielsen DMA City Pop. 31, ,045 49,528 66,164 Capacity 6,002 3,000 6,187 5,500 League ALPB Can-Am AA-EL A-Carolina Attendance (AVG 2012) 5,551 1,364 4,132 4,724 Total Naming Rights Value (in $M) $2.10 $0.30 $3.50 TBD Term in Years TBD Est. Avg. Annual Payments (in $M) $.210 $.100 $.233 TBD 12

13 Comparative Analysis of Inventories The following chart illustrates the potential inventory to be included in a naming rights agreement as noted by who may control such inventory: Element CATEGORY EXCLUSIVITY Product Category Eclusivity SIGNAGE COMPARATIVE ANALYSIS OF NAMING RIGHTS INVENTORIES Description Harry Grove Stadium Comprehensive Naming Rights Package Entrance Signs located at front entrance of the venue Ballpark Roof Sponsor/Venue name displayed on roof Marquee Eterior Signage Ballpark name and logo on outdoor marquees (at the junction of I70 and MD 355) Venue identification signage on the ballpark eterior (facing I70 and MD 355) Interior Directional Signage Signage directing patrons within the ballpark Eterior Directional Signage Signage directing patrons to the ballpark LED Signage Company /Venue name advertising on LED Highway/Street Directional signage leading to ballpark on surrounding surface roads and highways Parking Signage throughout parking areas Street Name Street name leading to facility changed to incorporate partner name 13

14 Comparative Analysis of Inventories Element Team Dugouts Scoreboard COMPARATIVE ANALYSIS OF NAMING RIGHTS INVENTORIES Description Logo positioned over home and/or visiting team dugout Corporate logo on main scoreboard panel Stadium name above scoreboard Harry Grove Stadium Comprehensive Naming Rights Package Home plate Sponsor name/logo on the field behind home plate Interior Fascia MEDIA/ADVERTISING Signage located on each baseline of the ballpark Television Game Broadcasts Spot advertising during broadcasts of games Opening/closing billboards Radio Game Broadcasts Spot advertising during broadcasts of games Print Advertising Internet Stadium logo on cover placement on the Keys Game Program Corporate full page Ad in Keys Game Program Corporate back cover advertisements for all Keys pocket schedules Advertisement on web stream broadcast of games Eposure through ad placements on team website Eposure through link to sponsor website from team sponsor page 14

15 Comparative Analysis of Inventories Element COMPARATIVE ANALYSIS OF NAMING RIGHTS INVENTORIES Description Harry Grove Stadium Comprehensive Naming Rights Package Media/Press Media/press backdrop for all events HOSPITALITY & ENTERTAINMENT Corporate Suite Luury suite for all regular season and playoff games Access to VIP lounge or Club Area Access to private meeting space Party Suite Season Tickets Party suite for corporate events Four (4) prime season tickets in the lower level behind home plate Charter Trips Road game charter trip Parking Four (4) VIP parking passes Appearances Player/coach/staff appearances Premiums Autographed merchandise by team personnel Facility Usage Partner to use facility on non-event day(s) 15

16 Comparative Analysis of Inventories Element PROMOTIONS Community In-Stadium COMPARATIVE ANALYSIS OF NAMING RIGHTS INVENTORIES Description Corporate name tie-in to various community relations programs and promotions One (1) giveaway night sponsorship Harry Grove Stadium Comprehensive Naming Rights Package In-Game ADDITIONAL EXPOSURE One (1) firework night sponsorship One (1) video spot at start of the game One (1) video promotion per game One (1) In-game promotion between innings Stadium Logo/Branding Development of a Sponsor stadium logo Logo and name eposure on miscellaneous items throughout the venue (employee uniforms, cups, tickets,, letterhead and collateral materials etc.) Ballpark merchandise to be sold in the Team Store 16

17 Comparative Analysis of Inventories Element COMPARATIVE ANALYSIS OF NAMING RIGHTS INVENTORIES Description Harry Grove Stadium Comprehensive Naming Rights Package Tabling Opportunities Informational marketing booths at selected games Themed Area In-Ballpark Branded Theme Area Networking Use of database for marketing E-blast/ Introduction to other partners 17

18 Point of View Based on Team Services thorough review of the specific factors that come into the naming rights equation, we have concluded that the City of Frederick could command a partnership in the range of $150,000-$250,000 on an annual basis. Based on a 15-year agreement, this partnership could generate between $2,250,000 and $2,750,000 Team Services recommends the City of Frederick and The Keys make every attempt to include an annual escalator clause in its agreement. Incorporating a standard escalator rate of 3% would push a $200,00 first year price to average $247,000 over the life of a 15-year agreement. Our final value is based on many factors outlined throughout the presentation including: Relevant corporate named venues to draw the most direct comparisons Compelling package of inventory devised to maimize such an agreement Trend of leveraging a broad based relationship to drive a partnership for the team and City. Team Services believes that with the City assisting by providing business opportunities to a naming rights partner, the upper end of the valuation range is achievable. 18