I’m planning to attend what will be my fourth Super Bowl, this one in Jacksonville, Florida. I’ve never been there. Regardless, it’s a city I look at with more than a bit of envy and anger simply because we lost to them, That’s right, I worked to bring the 2005 Super Bowl to Oakland, and not Jacksonville. Jacksonville won over Oakland and Miami at the NFL Owner’s Meeting in Atlanta, in November 1st-3rd 2000.
One of the reasons for their victory in 2000 was that they claimed to have 17,000 hotel rooms secured. To prove it they submitted signed contracts. Now, the NFL Super Bowl Hotel Contract is a 13-page affair that would scare the devil. And in a lot of cases, if you view some hoteliers as the devil, that’s what happened in the case of the SF Bay Area.
Well, more about that later. Let me cut to the chase. The NFL expected 10,000 rooms from Jacksonville, and got 3,500. That’s not including the cruise ships they brought in to make up the huge hotel room shortage.
Some people blame the NFL owners approval of an initiative called “Jax39” for this. The simple story is that the NFL team owners gave the Jacksonville Host Committee approval to gain more money from hotels than was allowed under the initial contract, and to pay for improvements to host the Super Bowl. In other words, they allowed them to gouge patrons.
I think the NFL set itself back to 1996, when hucksters and shady hotel people overpriced the heck out of people attending the 1996 Super Bowl in Phoenix. The NFL started issuing contracts after that, and things were more or less ok….until now. It’s a nightmare to get a room and many are going for over $400 a night.
I think I’ve got a room at the Best Western Executive Inn, and not for $400 a night, but for $170. I got it via a friend who knows a guy who runs a booking firm in New York. I generally get my room through the NFL, so this is way different. This time, Sunday Billings of NFL Special Events, who's a heck of a great person and has gotten my rooms for me all the way back to 2000, called me to explain the problem. It's a terrible deal this time.
I’ll say what I’ve said before: Jacksonville has no business hosting the Super Bowl. The region does not have enough hotels. Moreover, to build a large hotel room inventory just for the Super Bowl is stupid, as most of the hotels will go empty, and the Super Bowl’s not going to be there every year.
The Super Bowl is a measure of where a city and a region should be in order to be considered a "top-tier" economically successful urban place. The NFL has specific specifications for how many hotels and what kind, as well as the size of ballroom space. This is a great gauge for what a region needs, not just to host a Super Bowl but any large convention or event.
It's also a great way to determine if a region should be in the Super Bowl mix at all. I know that the Jacksonville people bugged the NFL for two years before they were taken seriously. And the Jacksonville boosters had a popular NFL owner in J. Wayne Weaver, who owns the Jacksonville Jaguars. That goes a long way, as the Super Bowl is a way of rewarding owners for being great team players. What I mean is, for example, San Diego Chargers owner Alex Spanos is known as the kind of person who will let you as a fellow NFL owner use his private plane. That's a "chit" he can "cash in" to get San Diego the bid to host the Super Bowl (Provided San Diego produces a good bid package.)
So, in honor of Wayne Weaver, the league fudged things a bit, I think.
Most cities that have over 50,000 hotel rooms within one hour of the downtown have them for one reason: there are a lot of people who live there, and so hotel rooms are needed to house people who visit the other people who live in the region. (Yeah, that's more than one reason, but whatever.) It’s not just a tourist matter, but simple population density as well. Jacksonville is not a truly large first tier urban area.
The Jacksonville host committee and hotel brokers are pushing people as far out and away as Orlando, which is three hours away, and comprises a whole other metro area. The NFL has always told us we have to find 17,000 hotel rooms within an hour of the stadium. The San Francisco / Oakland Bay Area has about 60,000 rooms.
That whole message of "hotel room radius" has been blown away with Jacksonville.
The NFL’s made a mess it has to clean up. I think one move is to avoid going into regions that are too small, and regardless of how much they want it or how popular the team owner is in the league.
American cities that have teams and enough hotels within an hour of the stadium (no cruise ships) should be the candidate hosts. Period. That includes Atlanta, Miami, Tampa, San Diego, Houston, Detroit, and New York, if they get a dome. The San Francisco / Oakland Bay Area is the best-undiscovered host region. (OK...1984 was a long way away.)
Oakland and the SF Bay Area would have been better hosts. And were it not for Oakland Mayor Jerry Brown, we would have won.
In other words, Jerry lost it for us. And that’s something I’ll not get over for a while. He really mucked it up.
More on that, later.
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