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Davis Cup Trivia- The Budget - It's Only Money!!

By: William J. Kellogg
President, La Jolla Beach & Tennis Club
Column #6, January 18th, 2006

The Budget - It's Only Money!! Bringing the 1st Round Davis Cup Tie between the United States and Romania to La Jolla was not a project for the faint of heart. It required a sizeable investment, the ability to "multi-task", unwavering commitment and untold hours of work to make it happen.

In addition to the effort it takes, the host site must commit to paying $200,000 to the Unites States Tennis Association (USTA) for the right to take on this responsibility. One would think that surely, this must be a "goldmine" for the host site but that is not quite the case. The USTA takes the ticket revenue and all on-site concession income. The only way the host site stands a chance to make ends meet is to secure sponsorships to offset the costs of the event. Unfortunately, the time frame to put it all together is extremely short so it is a difficult "sell". Getting to "break-even" is quite a challenge.

To make matters more challenging, there are limits to the number of sponsors and the kind of sponsors allowed. That is because the International Tennis Federation (ITF) has commitments to circuit sponsors that fund the competition worldwide in exchange for exclusive rights to sponsorship. Such categories as banks, cars, clothing, sporting goods, and insurance have been spoken for. That still leaves a few industries for the local sponsors but as you can see, the field of choices is pretty narrow.

To attract sponsorships, we put together a benefits package that ties our Official Charity, the Barnes Center, to the sponsor and the La Jolla Beach & Tennis Club. At this point, there are still sponsorship opportunities available and a summary of the benefits is listed below. By the time you read this it may be the only way to obtain tickets to the matches. Please feel free to give me a call if you or your company would like to be a part of this.

The USTA takes on its own share of expenses that amount to well over five times the commitment of the host site. These range from paying the expenses and fees of the players to building the grandstands to publicizing the event, handling security and managing and staging the event. The real reason USTA participates in Davis Cup to the degree it does is to accomplish its mission - to promote and develop the game of tennis.

In the end, you have to ask yourself if it was all worth it. By taking on this challenge, we brought a world spotlight on La Jolla and San Diego, we will see some of the most exciting tennis in the world, right in our own back yard, and we will involve and help the community by doing it all. When you look at the big picture, I am convinced the answer is "Yes!". I hope you agree.

Listings are: Description/ Benefit, Impressions, Value
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Davis Cup
COMMUNITY PACKAGE
2006 DAVIS CUP - 1ST ROUND TIE
UNITED STATES VS. ROMANIA
February 10-12, 2006
HOST SITE: LA JOLLA BEACH & TENNIS CLUB

Local Sponsor Investment
Right to be Identified as a Heritage Sponsor:
Each Community Sponsor will have the right to promote and advertise its association with the Davis Cup Tie, i.e., "Davis Cup by BNP Paribas, United States vs. Romania, Community Sponsor [Local Sponsor Name]."
A maximum of 6 community positions will be available.. Sponsorship Investment:
$10,000
Event Recognition Benefits
Benefit Impressions Value
Advertising and Promotion.
Davis Cup Special Section, Union-Tribune.
8-page color special section dedicated to the event, players and sponsors.
Recognition on Sponsor "Community Thank You" ad in the Union-Tribune after the event

830,000

$3,000 includes ad and publicity.

Listings are: Description/ Benefit, Impressions, Value

Box Seat Tickets (Tickets to the public sold out in early December)
4 Tickets per day at Price-Level 1 ($375)
4 Tickets per day at Price Level 2 ($250)

n/a

n/a_____________________________________________________________________
$1,500

$1,000
Invitations to Official Davis Cup Functions.
Team Dinner - 2 invitations will be provided to Community Sponsors for formal dinner during the week of the Davis Cup with team members of both nations, VIP's (such as Team captains, President of USTA and Romanian Tennis Associations, former Davis Cup stars, Davis Cup Committee and press).
Draw Ceremony - 6 invitations will be provided to local sponsors for ceremony and luncheon on Thursday, February 9, 2006, at a special location off-site with players, captains, VIP's and media. This will be a media opportunity to announce the order of play of the matches and conduct interviews with the players before the matches.

100 est. attendance

200 est. attendance
$ 1,000
(Priceless - valued at $500/ person for this purpose)

$ 300
(Valued at $50 per person)
Sub-Total Event Recognition 830,300 $6,800

Listings are: Description/ Benefit, Impressions, Value

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Web Recognition - La Jolla Beach & Tennis Club
Benefit Impressions Value
Identification as a Heritage Sponsor on LJBTC web site. Community Sponsors will be identified on the LJBTC home page and on pages connected to Davis Cup home page tab for the months of December 2005, January 2006 and February 2006. 45,000 visitors
(500 visitors/day, 3 months)
$1,000

Sub-Total Web Recognition 45,000 $1,000

Listings are: Description/ Benefit, Impressions, Value

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RECOGNITION AT THE BARNES TENNIS CENTER - San Diego, CA
The George E. Barnes Family Junior Tennis Center is owned and operated by Youth Tennis San Diego, a non-profit 501(c)(3) California Corporation. The mission of YTSD and the "Barnes Center" is to develop kids in a healthy and wholesome environment. The Barnes Center provides kids with homework assistance, it operates tournaments for kids of all ability levels and backgrounds, it runs the US Open for wheelchair tennis players, it operates After School Tennis Programs at 86 public schools in San Diego County and "kids play free" at the Barnes Center. It's a terrific community resource and is the official charity of this Davis Cup Tie.
Two official high-profile clinics will take place at the Barnes Center during the week of the Davis Cup Tie:
1. On Wednesday, February 8, 2006, a clinic for 500 kids of all ability levels and backgrounds will be conducted at the Barnes Center. Members of the Davis Cup Team such as Bob and Mike Bryan are expected to attend this clinic and instruction will be provided on the 24 courts of the Barnes Center by top local tennis professionals. This clinic will be covered by the media as part of the build-up to the Davis Cup Tie.
2. On Saturday, February 11, 2006, a "High Performance" clinic will be held at the Barnes Center for kids of outstanding ability. We expect about 75 kids to attend this event and expect media coverage of this event as well. This will be billed as a clinic for potential Davis Cup stars of the future.
Community Sponsors will be able to associate themselves with these clinics and the Barnes Center, not only through the date of the Davis Cup Tie, but throughout the rest of the year as well.
Benefit Impressions Value
Banner Recognition:
A banner will be installed for 12 months on the stadium court at the Barnes Center.

Sponsor has choice of locations:
1. In the Stadium Court. Or,
2. Outside stadium court-Fence - primary area as guests enter the Barnes Tennis Facility.
(Sponsor provides the banner.)
17,520 players
(2ppl,24 cts, 365 days/yr)

5,200 spectators
(100 per week/52 weeks) $12,000
(12 months, $1,000/mo)

(included above)
Identification as a Sponsor of After School Tennis Program on Barnes Center website. Davis Cup Tie will result in a gift of $20,000 to Youth Tennis San Diego. These funds will be used to expand the program to more sites around San Diego County. Local sponsors will be given credit on the Barnes Center website for helping to make the expansion of the program possible. Website identification will remain in place for a period of one year.
Hotlinks to Local Sponsor site. Hotlinks to be provided on Barnes Center website as well as on sub-pages for one year. 90,000 visitors
(250 visitors/day, 12 months)

900 links
(1% of visitors) $5,000

$ 1,800

Listings are: Description/ Benefit, Impressions, Value

Barnes Tennis Center Gala. Sponsor recognition on all invitations, announcements, auction catalog and mailings. Attendees include school officials, corporate sponsors, community leaders. 400 attendance
$2,500
Barnes Tennis Center Newsletter
Sponsor recognition for one year in 6 editions.
Distributed to 2,500 companies & families, 6x per year.
15,000 $600
Barnes Tennis Center After School Program
School Recognition 86 school sites
Recognition on flyers or posters distributed through schools to students and parents about the Barnes Tennis Center after school program at their school.
74 elementary schools x 500 students = 37,000 students
12 middle schools x 1,200 students = 14,400 students. 51,400 students
102,800 parents/adults
154,200 total
6 flyers per year = 925,200 $2,500
Primary sponsor - Davis Cup events at the Barnes Tennis Center
Wed Clinic - 500 Kids plus parents
Saturday Clinic - 75 Kids plus parents
Recognition on posters, flyers, emails messages and ads promoting the clinics.
Event flyer distributed by schools and tennis clubs to recruit kids to participate in the free clinics. 575 kids participating, plus parents and media

School recognition to 154,200 students and parents seeing flyer

$3,000
all events
and publicity

Sub-Total Barnes Tennis Center Recognition 1,208,095 $27,400

Listings are: Description/ Benefit, Impressions, Value

ADDITIONAL SPONSOR OPPORTUNITIES
In addition to the basic package, the LJBTC is offering an "add-on" package that will bring enhanced value to a Local Sponsor's supporting this Davis Cup Tie.
Benefit Impressions Value
EVENT/PRIVATE PARTY:
Opportunity to host an event, not to exceed 30 attendees, at the exclusive and private La Jolla Beach & Tennis Club.

Event will include décor, food, beverage, entertainment and valet services provided by the La Jolla Beach & Tennis Club.
Event may be booked within 9 months of the Davis Cup Tie, subject to availability. n/a $5,750

Listings are: Description/ Benefit, Impressions, Value

Accommodations at the La Jolla Beach & Tennis Club:

To Include:
" Three (3) Beachfront rooms to accommodate 6 guests, 2 guests per room
" Three (3) night stay for each of the 3 rooms
" An amenity for each room upon arrival
" Breakfast for two people, per room, each morning of the three day stay
" One (1) dinner in the Club Dining Room, for two people, per room, during the 3-night stay
Rooms not available in conjunction with the Davis Cup Tie. Rooms may be booked within 9 months of the Davis Cup, subject to availability. n/a $ 6,500

Listings are: Description/ Benefit, Impressions, Value

Accommodations at The Sea Lodge on La Jolla Shores
To Include:
" Three (3) Beachfront rooms to accommodate 6 guests, 2 guests per room
" Three (3) night stay for each of the 3 rooms
" An amenity for each room upon arrival
" Breakfast for two people, per room, each morning of the three day stay
" One (1) dinner in The Shores Restaurant, for two people, per room, during the 3-night stay

Rooms not available in conjunction with the Davis Cup Tie. Rooms may be booked within 9 months of the Davis Cup, subject to availability. n/a $ 3,380

Sub-Total VIP Package n/a 15,630

Grand Total 2,083,395 $50,830

Listings are: Description/ Benefit, Impressions, Value

Heritage Sponsor Investment: $ 10,000
" 2006 Davis Cup promotional rights for USA vs. Romania
" Community sponsor for Davis Cup Tennis Clinics
" One year of branding and recognition through Barnes Tennis Center and after school program at 86 school sites

Cost per one thousand impressions: $ 4.80

Leveraged marketing dollars: $5.08 generated for each $1.00 invested

Note: All advertising and promotion must have the prior written approval of the USTA. Our local team will facilitate these approvals and work directly with your designated advertising, promotion or PR agency. Benefits subject to change due to promotional deadlines.

For further information, contact:

Bill Kellogg, President, La Jolla Beach & Tennis Club
Office: 858-454-6500
Wjk@ljbtc.com

Parker Pike, President, Catalyst Marketing, Inc.
Office: 858-484-9609
Ppike@san.rr.com

* William J. ("Bill") Kellogg is President of the La Jolla Beach & Tennis Club, Inc. He also
chairs the United States Tennis Association's Davis Cup Committee and in this capacity fosters
community involvement when Ties are held in the United States. Kellogg currently serves on the
International Tennis Federation's Seniors Committee, serves as a Vice-President and Delegate
of the Southern California Tennis Association and is a past President of the San Diego District
Tennis Association and Youth Tennis San Diego.

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