NFL Draft: Behind the Scenes

Even before the dust settles After Detroit hosted the NFL Draft from April 25-27, the event was clearly a huge success. It broke the previous NFL draft record of 600,000 viewers, attracting more than 775,000 fans over three days. East Lansing-based Anderson Economic Group LLC calculated the economic impact could exceed $160 million. This total includes spending both inside and outside the event, including hotel stays, restaurant and bar spending, and merchandise purchases.

This result did not happen by chance. They are the result of years of hard work and planning. It all paid off, according to those involved.

quarterback plan
The Detroit Athletic Commission helped manage the bid that initially drew the NFL’s attention. “One of the big reasons we approached the NFL about bringing this event to Detroit is the significant impact the draft will have on our community,” said Marty Dobek, deputy director of the Detroit Sports Commission, as the NFL and local interests The primary liaison between stakeholders. “We set out to deliver on that promise, not just through the economic impact of hosting the draft, but through legacy programs, small business stewardship, vendor diversity and really ensuring the community impact at the end. The residents of the city of Detroit prioritized hosting this event. one day.”

The Detroit Sports Commission, Visit Detroit, City of Detroit, State of Michigan, Detroit Lions, Downtown Detroit Partners, Rockettes and Wayne County are key stakeholders in the planning. An organizing committee was formed early on to shape the event in a purely Detroit way.

“Someone in the NFL said it’s like a Broadway play and your city is the star,” Doback said. “We want to make sure Detroit is elevated and shines its brightest light.” An initiative of the Detroit Sports Commission, the “Tour of the Clock” is launching in January to cover the city’s seven boroughs, surrounding suburbs and other cities across the state. resident. The tour runs through the weekend leading up to the draft and is designed to inform and excite people.

Doback estimates the NFL and local leaders hosted about 30 different experiences or gatherings. Area nonprofits benefit from Sports Commission’s Community Impact Draft to kick off draft week. First night picks vs. Special Olympics Michigan and other nonprofits hold clinics for young athletes.

Doback is proud that NFL OnePass, a free app that provides an NFL Draft experience and information about events and cities, became one of the most downloaded sports apps at the time, ahead of ESPN. “It really says a lot and is a testament to how well Detroit hosted this event,” he said.

Dobeck said this success underscores a premise that applies across the board when hosting events. “Communication is very important and so are relationships,” he said. “It takes everyone from our hospitality community, hotels, bars, restaurants, attractions and obviously, working with local partners — your city, your county, your state and then Other participating partners. “

Various activities in the city center
Rock Events provides event services to the associated Rocket Cos. and manages more than a dozen iconic cool venues around the downtown Martius Campus and Draft Center Hart Plaza. Lyn Gleasure, senior manager of business development for Rock Events, said that while the NFL is focused on the draft itself and how it will play out on television, local stakeholders are focused on what can be achieved in Detroit itself.

“This is not just something the NFL does in fenced areas,” she said. “Both Bedrock (a commercial real estate company owned by Rocket Cos.) and Rock have taken the initiative to work closely with the Downtown Detroit Partners, local organizing committees and sports commissions to understand how we can make this happen. It’s not just that. It’s a huge undertaking. mission.”

Nine Rock Event Venue is used for parties, including non-traditional and vacant spaces not typically reserved for such events. Rocket Mortgage, a national residential mortgage lender, hosted its own party for customers, partners and team members at The Qube, a 14-story building designed by Albert Kahn. About 250 people attend each day, and design highlights include a large platform on the front of the building covered with tents and a lounge for guests to watch the draft on television.

“It was a two-week installation and three days of activation,” Gleisul said, noting interactive food stations, photo opportunities and custom cocktails as key features. “We try to use a lot of local suppliers in everything we do.”

Other rock events venues are used for private corporate parties, NFL Madden college championship finals and broadcasts of the Rich Eisen Show. Rocket Mortgage

The headquarters is also the home base of the NFL. “It’s been a long road,” Glassoul said. “So, seeing it evolve from a small working group It was amazing to go from the initial request for proposals to seeing it become a reality. “

execution plan
The Shinola Hotel is located on Woodward Avenue, in the heart of all the draft action. Mary-Catherine Moore, director of events and catering, said staff expected it to be busy that week, and it was. The hotel is the venue for several private parties. Its American brewpub, The Brakeman, is heading to Parker’s Alley, where Shinola partnered with Bedrock to open a pop-up bar that week.

“We’ve been talking about the draft for three years,” Moore said. “We have been preparing for about three months in terms of internal operations, stocking, and modifying the menu. Make sure they are streamlined and can be used longer This way we can accommodate as many people as possible. We think it was a very successful weekend. marvelous. “

from here to there
Kristina’s Catering of Shelby Township was one of the vendors participating in the draft, providing catering services for six events, one of which was a University of Michigan football team event at the Rock Events property. Business manager Liz Bakunovich said crisscrossing the city during the draft, especially as a vendor trying to get employees back and forth on time, is all in all, crazy.

“One of our team members was in a minivan doing the pickup,” she explained. “That’s all she did 12 hours a day, picking up staff at a parking lot outside the city, taking them to their shift and then taking them back to the car at the end of the day.”

While they anticipate road closures as they plan to transport food, supplies and staff to venues, sometimes other roads pop up unexpectedly. Sometimes, like after a fireworks show, they would have a delay of about 90 minutes before loading subsequent events. While Bakunovic praised the work of security professionals, security checkpoints also slowed progress.

“We have people in the company who lived through the 2006 Super Bowl,” Bakunovich said. “Detroit in 2006 didn’t have as big an event footprint as it does now. There were more venues, more hotels, more outdoor venues. It was cool to see it all come together. They did it.”

detroit sports network
Christina Catering Website
NFL.com
rockevents.com
Shinola Hotel Website

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