Atlanta Falcons Feasibility Study

ATLANTA FALCONS FEASIBILITY STUDY

MONICA MILLS

SPMG

FEBRUARY 28,2013

TABLE OF CONTENTS

1. EXECUTIVE SUMMARY 2

2. DESCRIPTION OF PRODUCTS AND SERVICES 2

3. TECHNOLOGY CONSIDERATIONS 2

4. PRODUCT/SERVICE MARKETPLACE 3

5. MARKETING STRATEGY 4

6. ORGANIZATION AND STAFFING 4

7. SCHEDULE 5

8. FINANCIAL PROJECTIONS 5

9. FINDINGS AND RECOMMENDATIONS 6

1. EXECUTIVE SUMMARY

The Falcons are a team based out of Atlanta Georgia. They're in the Georgia Dome currently but there contract runs out in 2017. The owner of the Falcons organization is Aruther Blank.

There head coach is Mike Smith. Every year their goal is to win the super bowl just like any other teams in the NFL. In 2012-2013 season the Falcons made it to the playoffs and were one game away from going to the Super Bowl. The last time the Falcons made it to the Super Bowl was in 1999 against the Denver Broncos.

The Falcons are great leaders in the community. Every year they host many different events in the community to help out kids and others in the city. Every year the Falcons also host camps for small kids all the way up to older youth. These camps and other community activities help the Falcons stay in touch with the community and the surrounding cities. The Falcons are a great organization and are really looking forward to the building of a new facility.

2. DESCRIPTION OF PRODUCTS AND SERVICES

The Atlanta Falcons are considering moving out of the Georgia Dome when their lease runs up in 2017. The new facility would be funded by two main sources. The falcons and private investors picking up the main part of it with 80% and the other 20% will be coming from the Invest Atlanta bonds and they bonds will be backed by a Hotel-Motel Tax. This tax will come from about 86% of visitors to the city of Atlanta so the hard working citizens of the city do not have a big bill to pay.

The Falcons need a new facility because if they do not build a new one it runs the risk of losing the team to Los Angles. The Falcons owner and chairman Arthur Blank said that they are working hard to stay in downtown Atlanta for the new stadium. At this time this is the only place they want to be. Building this new facility will benefit the entire city of Atlanta, as it will serve as the new site for several other things in the city such as a new beefed up MARTA station. When building this new facility there are a few keys factors they must consider such as the MARTA station, places for parking, tailgating, and other activities that would go on or in the new stadium. I think the Falcons owner and the other main investors will come to the best location and facility for the team and the community.

3. TECHNOLOGY CONSIDERATIONS

The Falcons will need to get all new technology to put into this new facility. Technology is always changing and with the Georgia Dome being built in the 90's it is time to update the technology along with the building. One new stadium that has updated their technology is the new Dallas Cowboys Stadium. This stadium has the worlds largest High Definition Video Screen. This screen is 160 by 72 feet. It is LCD and was created by Mitsubishi. It is made up of 30 light bulbs and weights 1.2 million pounds. Another huge technology advance that the stadium has is free Wi-Fi. This will reduce the slow moving of phones will people are at the stadium and it will be easy for people to send messages all at once with out a major back up.

Another place I want to relate to is the new Marlins Park in Miami Florida. This park is the new non-retro park in baseball. It was LEED certified as the greenest MLB Park in 2012. There technology advances focused on the future and where they thought parks would be in the future. One many thing is there are no static ads panels in the building it is all video based. This facility also has a retractable roof, which is the future for all building in any sport. This facility like the Atlanta Facility is home to several different things that go on in the community like the nightclub that is located inside the facility.

The last new building we are going to compare is Century Link Field home of the Seattle Seahawks. The Georgia Dome is a closed in facility and does not have a retractable roof. The Century Field has a partial roof, which is state of the art because it was constructed so the place has louder sound than it actually is. The fans of Seattle are known to be the loudest and craziest fans in the NFL because of the way the roof is designed. The Atlanta fans have a reputation of not being loud enough so having a roof like that of the Seattle will maybe be able to get a new reputation.

4. PRODUCT/SERVICE MARKETPLACE

The Falcons are looking to move or build a new building instead of staying in the 21 year old Georgia Dome another year as seeing as how there contracts runs out in 2017. The Owner of Falcons who is co-founder and former president of The Home Depot who is always trying to get people to improve there homes is choosing to want a newer better stadium instead on trying to make the Georgia Dome, that is in good condition, work for them.

Their owner Authur Blank has been a huge role in the community. He has established The Authur M. Blank Gamily Foundation in 1995. This foundation is a way to give back to the community that has for so long supported the team he loves. The Blank family has donated more than $250 million towards the community and non-profit organizations.

Authur Blank is having problems competing with all of the other facilities in the NFL; this is the main reason he wants to build a new retractable roof stadium for the Atlanta Falcons. If they decide to go along with the a new stadium it would have a huge impact on the community and would bring in much more excitement and attraction instead of keeping the older dome and just doing big time renovations. Another huge issue they are facing wants to host a super bowl which at this time they cannot do since they do not have the square footage or seating