Why Broadcast?

Broadcasting Rugby, the Riverwalk and Colorado

Admittedly, this is an unusal component of this proposal, but Rugby presents the City with a significant, "built-in" marketing strategy that will reach millions of people around the world. One of the keys to the success of Infinity Park has been the investment in state-of-the-art broadcast technology that allows the City to stream/televise rugby matches worldwide. No other municipal facility exists today that has the technical capability and experienced in-house staff to broadcast events around the globe. Currently, Infinity Park's broadcast capabilities are "plug and play," enabling up to three full-sized television production trucks and multiple satellite uplink trucks to plug directly into camera ports located throughout the stadium.

Broadcasting rugby around the world will bring tourists to Colorado.

The popularity of rugby will naturally and powerfully drive the marketing effort for the Glendale Riverwalk. As the number two sport in the world, millions of fans tune in to rugby games each year. Infinity Park currently broadcasts its matches and tournaments via network television and cable sports channels in the Denver market.

Now the city is poised to take that marketing effort to a global level. The recent completion of the High Altitude Training Center (HATC) in the Infinity Park complex provides the vehicle to attract international teams to Glendale. As with other professional sports, rugby teams typically travel to an off-site facility for their training. The HATC offers a full complement of state-of-the-art strength and conditioning equipment; the latest in hot/cold tub recovery systems; classroom space; and, of course, world-class natural and artificial turf fields— and all at a mile above sea level, which is seen by many coaches and players as an advantage in athletic conditioning. Combined with the ability to broadcast games back to their home countries, Infinity Park is slated to become the premier rugby training facility in the world.

With the ability to produce and broadcast rugby matches internationally, Glendale will also have the capability to produce and air commercials that promote not only Infinity Park and the Riverwalk, but Colorado's many tourism sectors. Research indicates that business owners in the skiing, dude ranch, rafting, hunting/fishing, and golf sectors would welcome the opportunity to advertise abroad, something that is currently out of their reach financially. Glendale will offer affordable ad production and air time through international broadcasting partners in order to encourage viewers around the world to travel to Colorado.

Financial Impact of Broadcasting

The potential fiscal impact of this marketing effort on Colorado tourism is exciting.

TABLE: International Broadcast Impressions In Primary Rugby Markets Worldwide

1	2	3	4	5	6	7
TERRITORY/ NETWORK	TELECASTS PER YEAR	SUBSCRIBERS	IMPRESSIONS	NEW CUSTOMERS	AVERAGE SPEND	DIRECT REVENUE
UK/BskyB	10	10,000,000	400,000	2,800	$2,500	$7,000,000
Ireland/RTE	10	4,400,000	176,000	1,232	$2,500	$3,080,000
France/Canal Plus	3	5,000,000	60,000	420	$2,500	$1,050,000
South Africa/SuperSport	10	2,300,000	92,000	644	$2,500	$1,610,000
Australia/Fox Sports	10	1,630,000	65,200	456	$2,500	$1,141,000
New Zealand/SkyTV	10	810,000	32,400	227	$2,500	$567,000
Japan/JSports	3	15,000,000	180,000	1,260	$2,500	$3,150,000
ANNUAL TOTALS			1,005,600	7,039		$17,598,000

Column 2 shows the number of rugby games expected to be broadcast from Infinity Park to the respective territory each year and column 3 shows the number of subscribers reported by each network. Column 4 calculates the number of times each person watching the rugby telecast sees the commercial for Colorado tourism, based on an average minimum rating expected of 0.2% and an average of two persons per household. Column 5 shows the number of people watching the telecast of the rugby game that are expected to book a trip to Colorado based on the viewership calculated. This calculation assumes an average of 0.7% of the people watching the telecast will book a trip to Colorado. Column 6 is the average amount expected to be spent in Colorado (excluding air travel) by each new tourist. Note that the average spending would be expected to vary by country, but for ease of calculation, a consistent spending level has been assumed.

Because the spending area for these tourism dollars is outside of Glendale, the impact shown is not included in the Economic Analysis section of this proposal. But the impact on state tourism spending is significant.

International broadcasts could add over $17 million in direct revenues to the Colorado tourism market.

The Glendale Riverwalk proposal is the only application before the State of Colorado that links rugby as an international sport viewed by a worldwide rugby community to all the leading Colorado tourism industries through its internal and proprietary broadcast network. For example, while England is playing Ireland at Infinity Park, the international rugby community is watching the game on television. During a break, there is a one minute advertisement on river rafting in Colorado. This 60- second spot reaches millions of viewers throughout the world who would otherwise never know, see or be aware of river rafting vacations or adventures in Colorado. The "capture rate" of such advertising is varied; but while rugby fans throughout the world are watching a televised game from Infinity Park, several recreational industries have the opportunity to promote their business to a previously untapped international audience.

Supporting Colorado Tourism

Through its rugby broadcast ability, the Glendale Riverwalk proposal intends to directly encourage and attract state-wide tourism for the following specifically-targeted Colorado industries:

Colorado Ski Resorts

• 12 million skier visits during the 2010/2011 season
• Colorado has the largest share of skier and rider markets with 20% of the national market

Colorado Dude and Guest Ranches

• Approximately 55 dude and guest ranches throughout Colorado
• 38% of visitors come from outside Colorado
• Less than 2% of visitors come from outside the US, but those are primarily from the UK, France and Germany, which are major rugby markets

Colorado River Rafting

• Commercial river rafting produces over $150 million in revenues
• Colorado River Outfitters Association reported 507,000 user days in 2010

Colorado Golf

• Over 300 golf courses in Colorado, many of which are rated among the top 100 public and private courses in the US
• Contributed $1.2 billion to the Colorado economy based on direct golf revenues of over $560 million

Colorado Fishing and Hunting

• 593,000 hunters and anglers spend an average of $3.5 million per day for a total impact of $1.2 billion
• The secondary economic impact of hunting and fishing dollars during 2007 was estimated at $767 million

The City has already contracted with World Rugby Travel, a division of Rugby World International Ltd. and T/A World Sports Tours based in Wales, to bring teams to play at Infinity Park and train in the High Altitude Training Center. As part of the package, Glendale will broadcast the visiting teams' games in their home countries.

SO, WHY BROADCAST?

• National and international marketing strategy
• Promotes Colorado tourism
• Provides "value added" to the State of Colorado
• Every dollar invested in advertising generates $79 in visitor spending