"The difference maker for us has been the stadium," said RSL President Bill Manning of the $110 million facility, opening Thursday, and its ability to excite corporate sponsors about the potential benefits of associating with the Major League Soccer team.
"Obviously it's a scary economy right now. But the stadium has allowed us to buck the trend," he said after last week's announcement that mining giant Rio Tinto had signed a multimillion-dollar, multiyear contract for naming rights at the new facility, which seats just under 20,000.
"We're bullish on ticket sales and sponsorships," he added, noting that "we're almost double what our sponsorship money was last year - and it's still seven months before we kick a soccer ball next season."
Manning ran off a few stats to support his optimism.
Three-year leases have been signed for all 32 of the stadium's suites ranging from $22,000 to $45,000. Roughly 78 percent of the club's season-ticket holders, collectively occupying more than 6,000 seats, have renewed for next year. And 70 percent of them were willing to pay more to get more.
Real also has sold about 85 percent of the 900 positions available in its Premium Club, which has more comfortable midfield seats and access to a full-service patio. Prices range from $1,250 to $1,700 for 18-game packages.
What's more, high rollers have bought more than half of the 96 spots in the even more elite Center Circle Club, with its private entrance and location next to the teams' locker rooms - the players will walk past the club on their way to the field. Price tag - $7,500.
"This is our Jazz Lexus lounge," Manning said, comparing it to the NBA team's luxury club, which is accessible for about $120,000 a season. "It's an ego buy. It's attracting a lot of corporations who want to entertain."
Even before Rio Tinto officially came on board, Manning said Real Salt Lake had renegotiated contracts with 13 companies that had financially supported the team while it was at the University of Utah's Rice-Eccles Stadium, securing extra resources based on the enhanced intimacy of the new stadium.
And with the extra credibility derived from signing Rio Tinto, he is confident Real Salt Lake will have 40-50 sponsors providing various levels of support after the team completes its move into the new stadium.
"Rio Tinto, a very successful company, made a decision to spread their message in this community through Real Salt Lake," Manning said. "Smart business people want to be in good company. Now, when executives need to decide where to put their marketing money, maybe they'll be more inclined to think about us."
Fraser Bullock knows a thing or two about the importance of corporate sponsorships from his days as the No. 2 executive in the Salt Lake Organizing Committee, which relied heavily on corporate support to underwrite the $1.3 billion operating budget of the 2002 Winter Olympics.
He believes the Rio Tinto sponsorship gives Real Salt Lake all-important momentum, just as SLOC's signing of three Utah sponsors - O.C. Tanner, Questar and Marker - revived an Olympic marketing program undermined by the Salt Lake-centered bribery scandal of 1999.
"When you have a relatively new enterprise such as Real Salt Lake, people are trying to determine, 'What are the benefits of becoming part of the franchise?' Now they have someone who has broken the ice in a prominent way. That should lead to others following suit," Bullock said.
Increased credibility also can influence existing sponsors to increase their investment. KFC and Les Olson Co. have done just that.
A Real Salt Lake supporter since the franchise's inception, KFC will continue to have its "Colonel's Corner" for fans who buy their tickets - $14 apiece for the last two games this season, $20 next year - at any of the 35 participating KFC outlets in the Salt Lake Valley. With those tickets, up to 800 fans can sit in lower-bowl seats in the new stadium's southeast corner.
In addition, KFC will sponsor a halftime kicking contest, a booth on the east lawn and other promotions during the season.
"We're extremely excited about the new stadium. It makes a great statement right there in the heart of Sandy, such a densely populated area of the valley," said Bruce Phillips, a vice president at Alan Frank & Associates, KFC's public-relations agency for 53 years. "We've had a very mutually beneficial relationship since the beginning, and now it's being stepped up to a higher level with the new stadium."
Les Olson Co., a copier dealer, devotes much of its advertising efforts to sporting events, from high school on up through the pros. Its expanded relationship with Real Salt Lake features a sizable sign near the concession stands, more individual game promotions and financial support for the 4th of July fireworks program.
"The reason we're willing to put our money out there is I think it's going to be a hit," said Larry Olson, president of the 53-year-old family business. "We're going to do a bigger package than we've ever done before because of the new stadium. We think it will have good name recognition - Rio Tinto is a company that has local interest - and not just with soccer games, but with the other events they will hold there, too."
RSL officials also plan to stage concerts, football games and rugby matches at the stadium.
No matter what the economy does in the next few months, Olson is convinced he made the right choice.
"Business is tougher than it's been," he said. "Now's not the time to stop advertising, but to spend your money wisely. Real Salt Lake is a good investment."
mikeg@sltrib.com
RSL sponsors
Besides providing financial support, Rio Tinto's acquisition of stadium naming rights is expected to enhance Real Salt Lake's appeal to other potential corporate backers. Real President Bill Manning figures 40-50 companies will be involved. The ranks already include:
* FOUNDING PARTNERS ($250,000 or more): America First Credit Union, Anheuser-Busch, Fiji Water, Salt Lake Regional Medical Center, Sony Electronics
2008 "Official Sponsors" ($50,000 or more): Zions Bank, Cyprus Credit Union, KFC, Salt Lake Board of Realtors, Mountain America Credit Union, AT&T, Lowe's, Les Olson Co., Makita, Workers Compensation Fund, Coldwell Banker, Western Union, Siegfried & Jensen, Regence Blue Cross and Blue Shield, MasterCraft, The Truth, Chick-fil-A; and
2008 "Official Partners" ($25,000 or more): Famous Dave's, Diamond Rental, Computech Consulting, RMT Equipment, Snowbird Ski & Summer Resort, Radisson Hotels and Resorts, Strategic Staffing, Furniture Warehouse, Signature Press, Diamond Parking, Gold Cross Ambulance, Xcel Fitness, Performance Audio, Ferrari Color, Southwest Airlines, Cafe Rio
Source: Real Salt Lake
