New Pro Bowl deal sought
By Kelly Yamanouchi
Advertiser Staff Writer
The state wants to pay less and get more out of its agreement to host the NFL Pro Bowl and is seeking to renegotiate the last two years of its contract.
Sporting events such as the Pro Bowl are seen as opportunities to draw more visitors at a time when the tourism industry is struggling to recover from the Sept. 11 attacks. Last year's Pro Bowl drew 16,000 visitors and generated 11 hours of television exposure for Hawai'i. This year's Pro Bowl is set for Feb. 2 at Aloha Stadium and tourism officials are hoping for a similar boost.
The state will pay nearly $5.1 million to host the game this year. The cost will rise to nearly $5.5 million next year and reach more than $5.8 million in 2005, the last year of the contract signed in 2000 for five NFL Pro Bowl games.
Mark Rolfing, who is negotiating the NFL contract on behalf of the Hawai'i Tourism Authority, said he would like to reduce the state's contribution to the last two games, which he said will cost the NFL $8 million to $9 million each. He said he has discussed a restructuring of the contract with the NFL for about four months but did not disclose how much of a reduction the state is seeking.
Some worry the issue is complicated by recent disagreements between the state and the NFL over the replacement of Aloha Stadium's AstroTurf with FieldTurf, which the NFL prefers. After six months of talks, the NFL and Gov. Linda Lingle decided last month to delay the installation of the new turf until after this year's Pro Bowl.
Jim Steeg, NFL senior vice president of special events, said then that the relationship between the state and other entities had been strengthened. He could not be reached for comment yesterday.
"I think the relationship is fine now," Rolfing said. "The NFL seems to be very willing to restructure the contract."
Rolfing said he told the NFL that if the contract is not amended for 2004 and 2005, "then that would be the end of it."
He said he would also like to get a sponsor for the Pro Bowl, similar to Sony's sponsorship of the PGA Tour's Sony Open.
"It's simply too big of a game to hold without some type of sponsor," Rolfing said. "The NFL is a little reluctant because they haven't commercialized the Pro Bowl up to this point."
Rolfing also plans to negotiate for a broader partnership with the NFL that might involve additional games in Hawai'i or a bigger presence for the state in other NFL televised events throughout the year.
Rolfing said he would have a better idea of where talks are headed after the Pro Bowl. The state has about six months after this year's game to renegotiate the remainder of the contract, said Rex Johnson, Hawai'i Tourism Authority executive director.
The Pro Bowl has been held at Aloha Stadium for the past 24 years. State senators at a Senate Committee on Tourism briefing yesterday said they supported efforts to renegotiate the contract.
"I still remember the days when we paid them nothing," said Sen. Sam Slom. "I get a little concerned when we bend over backwards and forwards to give them more money."
Committee Chairwoman Donna Mercado Kim told Tourism Authority representatives that the state's past contracts for sports marketing, including one with Team Unlimited, should have accomplished more.
"We need to step it up a bit, no question," Johnson said. He said the tourism authority has applied for permission to hire a sports coordinator to handle the contracts.
