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IMPACT | February.08 www.phoenixchamber.com Impact Big Game Means Big Bucks for Chamber Members DINING “AL DESKO” RELOCATION = FRUSTRATION? DON’T FALL INTO “THE GAP” MEMBER RESOURCES Super ONE YEAR ANNIVERSARY ISSUE!

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Page 1: Super Impact - ACCE | ACCE 2009...SUPER BOWl XlII Feb. 3 in Glendale is expected to have an economic impact of more than $400 million on the Valley of the Sun. Some 150,000 visitors

IMPACT | February.08 www.phoenixchamber.com

ImpactBig Game Means Big Bucks for Chamber Members

DINING “AL DESKO”

RELOCATION = FRUSTRATION?

DON’T FALL INTO “THE GAP”

MEMBER RESOURCES

Super

ONE YEAR

ANNIVERSARY

ISSUE!

Page 2: Super Impact - ACCE | ACCE 2009...SUPER BOWl XlII Feb. 3 in Glendale is expected to have an economic impact of more than $400 million on the Valley of the Sun. Some 150,000 visitors

www.phoenixchamber.com

SUPER BOWl XlII Feb. 3 in Glendale is expected to have an economic impact of more than $400 million on the Valley of the Sun. Some 150,000 visitors will descend on the area to be a part of a televised event that will reach one billion people in 232 countries and territories, generating immeasurable worldwide attention for the Valley.

While $400 million is an impressive number, it’s difficult to determine exactly how the Super Bowl will put money into the pockets of individual companies. Some Chamber members will benefit directly from the Super Bowl’s presence in the Valley while many others should receive indirect benefits.

“I think everyone in the Valley benefits from it,” says Mike Kennedy, chairman of the Arizona Super Bowl Host Committee. Kennedy identified hotels, restaurants and entertainment as the businesses that primarily benefit. He went on to count printers, taxis, buses, limousines, law firms, and even accounting firms among the businesses that will benefit from the big game. Then there’s construction. “If there hadn’t been the promise of a Super Bowl, there probably wouldn’t be a stadium,” Kennedy notes.

EMERgIng BUSInESS OPPORTUnITIES

The NFL established the Emerging Business Program to provide long-term business opportunities for Arizona’s minority and women-owned businesses. The program, presented by SRP, strives to develop relationships that will continue long after the Super Bowl.

Some Chamber members took advantage of the program and won contracts to provide services for the event. Ross’s Hooked and Cooked, a three-year member of the South Mountain/Laveen Chapter of the Chamber, will be near the front lines on Super Bowl Sunday for the NFL Tailgate Party. Bari-Ellen and Charlie Ross own the restaurant that will help cater the party of some 3,000 guests.

“This is significant for us,” Bari-Ellen Ross says, “not so much in size, but the opportunity to highlight our food and showcase a small African-American owned business. We’d love to have the opportunity to do things with the Cardinals and the NFL when it comes to town for other big games.”

Personal Chef Catering also will cater the Tailgate Party and for NFL Films. “We are honored to be able to show people from all over the country a little Arizona-style hospitality,” says owner Janet Thebarge. “We are hoping to encourage the Super Bowl to come back as soon as possible by doing our part to ensure a successful and fun event.”

The owners of Max’s Sports Bar in Glendale and Greyhound Park in Phoenix expect to see a bump in business as the result of their Super Bowl participation. Located about 15 minutes from the game site, Max’s will display Super Bowl banners and give away prizes such as a TV and official Super Bowl footballs to lure visitors. “I definitely expect an increase in business during that week,” says Dawn Stressman, marketing director.

Greyhound Park provides an exciting diversion for visitors, especially those hailing

By David LucasPhotographs by Lauren Miller & Kenn Tomasch

NFL Title Game Will have Super Impact on Valley Business

GameHunterS

BIG

“When you have a sporting event

of this magnitude, naturally people will want to be

involved with it.” – Ryan Hatch, KTAR Radio

Page 3: Super Impact - ACCE | ACCE 2009...SUPER BOWl XlII Feb. 3 in Glendale is expected to have an economic impact of more than $400 million on the Valley of the Sun. Some 150,000 visitors

Chamber Members who have their game faces on in anticipation of Super Bowl XLII include (top left) Charlie and Bari-Ellen Ross of Ross’s Hooked and Cooked, (lower left) Ryan Hatch of KTAR-AM and Trish Bear of I-ology.

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www.phoenixchamber.com

from states that don’t have dog racing.” It’s something different that will draw some people out there,” Stressman says. “It’s not only entertainment, but you can win money at it.”

Behind the scenes, other companies benefit by providing Super Bowl-related services. Choo Tay, an ATHENA Award nominee and owner of Media88, a Phoenix Internet marketing company, won a contract to photograph several Super Bowl events. The company also was involved in Super Bowl XXX, held in Tempe in 1996, when Media88 coordinated, designed and hosted an NFL Web site.

Tay is looking to take advantage of her Super Bowl association in the future. “We’re hoping to have more opportunities down the road,” she says.

I-ology of Scottsdale manages the Host Committee Web site, online marketing initiatives, and tracking and analysis for the Web site. “The Super Bowl has been a key account for I-ology for the past two years,” says CEO Trish Bear, who holds a seat on the Host Committee Board of Directors. “The Super Bowl account has contributed to I-ology’s growth and continues to provide access to leaders in this community. Through fostering those relationships, I-ology has experienced both short and long term benefits.”

The Super Bowl is obviously the biggest sporting event of the year and when it’s held in your backyard, there are numerous programming opportunities for the Valley’s all-sports radio stations. KTAR 620 is planning to draw many ears to the radio by featuring Hall of Fame athletes, celebrities and sports personalities. Ears equal dollars in the radio business.

“It’s a fantastic period to sell because when you have a sporting event of this magnitude, naturally people will want to be involved with it,” says Ryan Hatch, KTAR program director. “Advertisers want to be on this station throughout that period because interest and consumption for sports talk will go through the roof.”

Hatch is planning a two-hour Super Bowl special the Saturday before the game. In addition, during Super Bowl week KTAR’s “drive time” personalities will host shows from Radio Row at the Phoenix Convention Center and the station will provide regular updates from the FBR Open while broadcasting two Suns’ games. “We have the potential to have one of our best weeks ever as a sports radio station. It will be the busiest sports week in Arizona history,” Hatch believes.

ChARITABlE SPEndIng

The Super Bowl’s footprint also leaves a lasting impression on Valley charities. Kennedy estimates a Super Bowl benefit of between $5 million and $10 million for Arizona charitable causes. For example, the Host Committee and Arizona Cardinals have made financial commitments to the Glendale Boys and Girls Club as well as the National Football League Youth Education Town in South Phoenix.

The NFL Youth Education Town is raffling tickets for the Super Bowl, NFL draft and Pro Bowl to raise funds for the youth center. “With the funds we raise, we will be able to provide leadership training, multimedia training, and foreign language classes to families in the five poorest ZIP codes throughout Arizona,” says Adam Sharp, the community life servant leader for the center and a member of the South Mountain/Laveen Chapter.

Freeport-McMoRan Copper and Gold Inc., a sponsor of the Host Committee, has lent support to education and youth outreach through the Super Learning in a Super State program. “The goal of the Super Learning program is to promote education and offer a fun way to engage students in learning by connecting it to the Super Bowl and the excitement that surrounds it,” says Tracy Bame,

ThE fBR OPEn is annally upstaged by the hype and glamour of the Super Bowl, as both events occur in the same week. This year’s golf tourna-ment has the added intrigue that the big bully is in the FBR Open’s backyard.

But the venerable PGA Tour event has no intention of allow-ing the bully to kick any sand in its face this year. In fact, taking inspiration from the adage, “If you can’t beat ‘em, join ‘em,” the 2008 FBR Open is actually embracing Super Bowl XLII as a sponsor of the Arizona Super Bowl Host Committee. “Part of the reason we did that was to gain exposure in all of their ad-vertising to let everybody know we’re here Friday and Saturday,” says 2008 Tournament Chair-man Tim Louis. The tournament runs Jan. 28 through Feb. 3 at the TPC Scottsdale.

Louis believes Glendale’s big game will bring new patrons to the FBR Open, as most of the 150,000 expected visitors during

Super Bowl week won’t have tickets to the game. Precedent is on his side: during the week of Super Bowl XXX in Tempe in 1996, attendance at the Open increased significantly from the previous year. “It can eas-ily be attributed to Super Bowl XXX,” he says. “If we have good weather on Friday and Saturday, I think we will see a lot of folks that are in town because the Super Bowl is here.”

Louis contends that the FBR Open can stand on its own in this market given its 73-year history and that it’s a bargain. Compared to the $600 face value of a Super Bowl ticket—which could garner more than $2,000 on the street—an FBR Open ticket costs $25.

“It’s very evident from our attendance records of a half-million people that this commu-nity is behind our event,” Louis attests. “They love to come out to it because it’s a lot of fun. It’s a place to be seen.”

While the Cardinals’ new stadium in Glendale hosts the Super Bowl, thousands will flock to Scottsdale to watch birdies at the annual FBR Open.

Super in its Own RightFBr Open:

10 IMPACT | February.08

Page 5: Super Impact - ACCE | ACCE 2009...SUPER BOWl XlII Feb. 3 in Glendale is expected to have an economic impact of more than $400 million on the Valley of the Sun. Some 150,000 visitors

www.phoenixchamber.com | IMPACT 11

Arizona Super Bowl host Committeewww.azsuperbowl.com

Ross’s hooked and Cookedwww.rosshookedandcooked.com

Personal Chef Cateringwww.personal-chef-catering.com

Phoenix greyhound Parkwww.phoenixgreyhoundpark.com

Media88www.media88.com

I-ologywww.i-ology.com

kTAR 620www.ktar.com

freeport-McMoRan Copper and gold, Inc.

Arizona Office of Tourismwww.azot.gov

director, community affairs and corporate responsibility. “Our goal is to help the state maximize the economic benefit of hosting the Super Bowl, including the ability to invest financial resources back into the community.

Bame says the company does not anticipate any direct financial gain as a result of its Super Bowl investment, saying “We benefit when Arizona and its communities have the resources they need to grow and prosper and the Super Bowl brings a lot of economic value to the state.”

SOWIng SEEdS fOR TOURISM

The Arizona Office of Tourism has been active for the past two years sowing the seeds that would grow into economic opportunities for state attractions. Representatives of the organization traveled to previous Super Bowls to generate interest among media members to tell Arizona’s story as the site of Super Bowl XLII.

As a marketing partner with the Host Committee, the Office piggybacked on the group’s billboards and other media to promote tourism to both winter visitors and local residents. “We wanted to get out the word of all the things to see and do in the state and start to educate people on what the tour opportunities were,” says Casey Ambrose, director of advertising.

The NFL and participating state organizations hope the financial benefits of Super Bowl XLII continue long after the two championship teams leave the University of Phoenix Stadium on Feb. 3. “The NFL has a comprehensive game plan so business owners can leverage those opportunities,” Ambrose says. “They want to leave their mark on communities so that (economic benefits) can continue down the road. It opens new doors and new vendor relationships that hadn’t been there before.”

Mike Kennedy says the effects of Super Bowl XXX in 1996 are still being felt today. “I can’t think of another event that has had more impact on the growth of Arizona than the 1996 Super Bowl,” he says. “It exposed Arizona to the world and it’s not a coincidence that people came here in droves after that. The economic impact of the Super Bowl is continuing to be felt by every business in Arizona who has a customer who was influenced to move here or learned about Arizona as a result of the 1996 Super Bowl—it’s never-ending.”

Y

D

gET COnnECT

Special Ratesfor Chamber Members

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IMPACT | March.08 www.phoenixchamber.com

Green, Green Grads of Home

The

How They’ll Influence Our State, Our Economy and Your Business

GREEN SPECIAL SECTION

DEER VALLEY’S FUTURE

MAKING A MISSION STATEMENT

MEMBER RESOURCES

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www.phoenixchamber.com

>>

8 IMPACT | March.08

Somebody needs to take sustainability seriously.

This is what the future of the human generation

relies on.” — Vee Subramanian, ASU student

Page 8: Super Impact - ACCE | ACCE 2009...SUPER BOWl XlII Feb. 3 in Glendale is expected to have an economic impact of more than $400 million on the Valley of the Sun. Some 150,000 visitors

www.phoenixchamber.com | IMPACT 9

ASU ’s innovative School of Sustainability is only a year old

and already companies are knocking on its door looking for “green” graduates. The School is the first in the world to offer graduate and undergraduate degrees in sustainability, as well as executive education options.

ThE Only dOwnSIdE? ThE gRAdS AREn’T gRAdS. yET.

“We don’t have any graduates anyone can hire yet. They aren’t going to be there for another year and a half,” says Charles Redman, the school’s director.

But that hasn’t stopped businesses with a local presence as well as worldwide operations from working with the new school on a myriad of issues ranging from environmentally-friendly materials to supply chain efficiency.

The school’s mission is to train a new generation of practitioners and develop practical solutions to some of the most pressing environmental, economic, and social

challenges of sustainability. The institution brings together life scientists, social scientists, engineers, and government and industry leaders to share knowledge and develop solutions to real-world problems.

Redman defines “sustainability” in terms of five comprehensive objectives:

• Being aware of how the world works and how things we do affect the world;

• Promoting creative and innovative technologies;

• Stewarding our resources so that they are available for the future;

• Ensuring that our governments are flexible and learn how to cope with the future; and

• Preserving resources for future generations while developing new sustainable efforts that do not disenfranchise some people to the advantage of others.

The school has 28 students in their second semester of graduate-level studies. Redman says about half already hold graduate degrees, including two MBAs and two with law degrees. “They’re a very practical group,” Redman

By David Lucas

Photographs by Dan Vermillion & Lauren Miller

Green

How They’ll Influence Our State, Our Economy and Your Business

Home

Green,

Grads of

The

These students at ASU’s School of Sustainability are thinking green thoughts. From left, Andrea Baty, Brigitte Hill, Marco Ugarte, Liou Xie, Zachary Hughes and Chris Harto. In front, Vee Subramanian.

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www.phoenixchamber.com

maintains. “These are not idealists who are going to chain themselves to trees; these are people looking to invent renewable energy and to find new market solutions and supply chain innovations.”

Next fall, ASU will add a bachelor’s program with a major in sustainability and a bachelor’s in business with a concentration in sustainability. Plans are in the works for a streamlined master’s degree for business and government personnel as well as one-week courses aimed at executives.

For the present, the school is working with companies such as Wal-Mart, Dial, Waste Management and U-Haul to develop new ideas for products, supply chain processes, building materials and other green solutions.

The school is studying ways to minimize the “heat-island effect” in Phoenix and other urban areas where building materials hold in the heat and release it after dark, creating uncomfortable nighttime environments. “We’re looking at putting different materials into concrete,” Redman says. “There’s a lot of concrete going into the world and it produces greenhouse gasses, it absorbs heat during the day and makes our downtown areas less desirable. We’re working hard on finding ways to change how concrete is made so it doesn’t have the same heat retention properties.”

One innovative material the school is developing is a photovoltaic coating that would have reflective attributes to keep heat

out of buildings while generating electricity at the same time. ASU is a strong proponent of solar technology and is working with new companies on the next generation of products. “I would like to believe Arizona can become the home of the solar industry,” says Redman. “That could become one of our dominant industries.”

Redman sees the school eventually being a magnet that attracts new businesses to the state. That could come as soon as the school starts graduating its students. “People want to come where they can find the right kind of labor pool,” he says. “Our hope is to build a profession to attract international companies to locate at SkySong, the downtown campus, or in Tempe and become engaged with the university immediately through research collaboration and over time by hiring our students.”

One of the innovative tools that is attracting professionals to Tempe is the Decision Theater, a visualization facility employing seven screens that curve around 270 degrees. Business and government representatives can project 3D images of various “what-if” scenarios, including school redistricting plans, distribution of populations, building heights, groundwater depletion, and even the potential spread of the West Nile virus. “Small groups of up to 25 can see an image of something you can’t see in two dimensions and experiment with it,” Redman explains.

A key field of study for the School of Sustainability is Phoenix itself. As an “urban laboratory,” the city’s rapid growth and how it copes with the environmental pressures it brings will yield results for other cities around the world. Greater Phoenix is one of the fastest-growing urban environments in the U.S., facing water, energy, heat-island, transportation, and immigration issues that are exacerbated by the fast pace of growth in an arid climate.

“What makes Phoenix a good urban laboratory is it’s moving quickly,” Redman attests. “This city will double in size over the next 20 to 30 years and we have a chance to see in action new ways of doing things. You can do something different and it will be there in scale. It won’t just be two new houses; it will be 10,000 new houses. Phoenix represents more of today’s world than most other cities. If you want to know the choices being made in 2008, you look at Phoenix.”

ASU School of Sustainabilityschoolofsustainability.asu.edu

gET COnnECTEd

10 IMPACT | March.08

Compact fluorescent light bulbs, or CFLs, last longer, use less electricity, reduce greenhouse gases and save money in the long run. ASU students like Brigette Hill are studying new technologies that can make a big impact on the environment.

Arizona can become the home of the solar industry“ ”— Charles Redman

Director, ASU School of Sustainability

Mar. 11 green RoundtableASU’s Bonny Bentzin on “Sustainability Solutions”7:30 - 9 a.m. at the Chamber

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www.phoenixchamber.com30 IMPACT | March.08

Merry Ellen Boom (left) and Dean Alford (right) on Hunt Construction’s worksite at the Phoenix Civic Center.

SETTlIng ThE dUST By Christia Gibbons

gET COnnECTEd

Converse Consultantswww.converseconsultants.com

It’s not a bad thing to be a tree hugger. It’s

everyone’s community.”

fInAl IMPACT www.phoenixchamber.com

Know a member who is impacting other members, the community, your bottom line, your employees, your environment? Send ideas to [email protected].

Engineer’s Job Is Clearing The Air.

TEll US yOUR STORy! |

An AIR-QUAlITy SPECIAlIST with geotechnical engineering firm Converse Consultants, Merry Ellen Boom helps developers, contractors and whoever else disturbs the desert in the course of business to curb particulate air pollution.

This is the type of pollution, she says, that can get in the deepest part of the lungs and has no way to escape. Boom specializes in dust control management so older people, children and those with depressed immune systems can breathe easier and businesses can comply with governmental regulation.

“One of the biggest things I hear is ‘We live in the desert, so who cares?’,” Boom says. People don’t realize the desert in its natural state has a crusting of vegetation from scrub plants to small grasses and weeds. This soil crust stays intact until the grading begins, she says.

From showing a worker how to hold a bucket, to knowing when to signal for the water truck to come moisten the ground, to recognizing that “fugitive dust” is being kicked up by four-wheelers riding near a job site, Boom trains clients on regulatory standards.

Boom left her Maricopa County inspector job to join Converse’s Four Corners regional office in Phoenix because “being in private industry allows me to help and educate with my passion for the environment” over simply enforcing the rules.

Dean Alford, principal and environmental scientist with Converse, says some companies have paid hundreds of thousands of dollars in non-compliance fees because they haven’t considered environmental concerns at the front end of a project. “It’s better to prevent pollution than deal with the negative PR at the back end,” Alford says. “Fines shouldn’t be part of doing business.” he says.

As Boom puts it, “It’s not a bad thing to be a tree hugger. It’s everyone’s community.”