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Citation |
Doogan T, Leitner J. Transp. Res. Circular 2003; (E-C058): 491-513. |
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Copyright |
(Copyright © 2003, U.S. National Academy of Sciences Transportation Research Board) |
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DOI |
unavailable |
PMID |
unavailable |
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Abstract |
Every January the National Football League (NFL) presents its premier sporting event of the year in a major United States city. The selection of the host city is based on a rigorous competition involving countless factors. The winning host city expects to receive millions of dollars in economic benefit plus equal or more value through major media on-air and print exposure in the months leading up to the game and during Super Bowl Week. The NFL has selected San Diego to host the Super Bowl three times--in 1988, 1998, and 2003. San Diego Trolley, Inc., (SDTI) became a "major player" during San Diego's 1998 Super Bowl Week when more than 500,000 fans used the Trolley to go to the various events and the game. And that was one of the factors that contributed to San Diego being selected to host the game in 2003. Together, SDTI and the Metropolitan Transit Development Board Regional Marketing Team leveraged their experience and lessons learned from the 1998 and subsequent special events and provided an entire new game plan for providing service and marketing. This paper provides a history of public transit's role at the 1988 and 1998 games, and compares and contrasts the operating and the marketing strategies, activities, and outcomes for the 2003 game. The 2003 strategies were developed based on previous experience and the goals and objectives set by the NFL and the San Diego Local Host Committee, and new opportunities and challenges that arose in the interim. |