Pepsi Gets The Checkered Flag As The Official Beverage For The City Of Daytona Beach
Daytona Beach, FL – The City of Daytona Beach, FL has selected Pepsi Bottling Group as the official beverage provider to serve the city's sport and entertainment complexes, as well as city operated facilities and sponsored events. The partnership came as a result of negotiations conducted by the city's marketing consultant, Front Row Marketing Services, a municipal marketing and sponsorship firm and a subsidiary of Philadelphia-based sports and entertainment company, Comcast-Spectacor.
The 10-year contract is estimated to be worth $2.56M, with the entire amount being guaranteed to the city. This is believed to be the largest beverage deal for a city in the state of Florida, as well as one of the largest contracts in the US for a city this size. The city hired Front Row Marketing Services in 2006, and is now starting to reap the rewards. Before this new agreement, the City of Daytona Beach did not have a citywide beverage deal.
Percy Williamson, Director of Leisure Services for Daytona Beach said, "Daytona Beach is extremely excited to be on the cutting edge in terms of innovative city marketing relationships. To have a partnership of this magnitude really helps us to grow specific community programs that we have been excited about for a long time". Williamson continued, "Front Row Marketing took charge of the negotiations and was able to represent the city to secure the best possible partnership. Without them, this deal isn't nearly as successful".
City leadership has created a partnership through a sponsorship marketing initiative that will enhance development and programming in the parks and recreation department as well as other city initiatives. City leadership has taken a very entrepreneurial approach to developing incremental revenue streams versus increasing taxes. The sponsorship program with Pepsi is just the start, as there are other prospective sponsorship partnerships in development such as naming rights, signage, product branding and event promotion at the Oceanfront Band Shell, Municipal Stadium, Florida Tennis Center, and the Peabody Auditorium.
Julie Jordan, Key Account Manager for The Pepsi Bottling Group said, "This partnership will serve to further enhance Pepsi's relationship in the Daytona Beach area. We are extremely excited about the opportunity to grow with the city of Daytona Beach. Jordan continued, "Hopefully our partnership will help to ensure the growth of the community youth programs as well as the enhancement of the current Daytona Beach facilities".
With the assistance of Front Row Marketing Services, the city is looking at establishing further marketing partnerships. The City is also entertaining offers for partnerships for city hosted special events, including Bike Week, Biketoberfest and Speed Week.
Front Row Marketing Services, a division of public assembly facility management firm, Global Spectrum, is based in Philadelphia, PA with offices in Tampa, FL, Ridgefield, CT, Ft. Collins, CO, Des Moines, IA and Detroit, MI. Front Row generates incremental revenue for public assembly venues and stadiums, sports teams and municipalities through the marketing and sales of advertising/sponsorships, exclusive product and vendor rights agreements, premium seating and hospitality features. The company currently develops incremental revenue for 29 accounts.
SOURCE: Comcast-Spectacor