Butch Johnson at the Independent Retired Football Players Summit

© copyright 2009 by Butch Johnson

Presented by Butch Johnson

“The Ultimate Destination for Everyone Who Loves Football”



Our Goal

Recognition, remembrance, interactive learning and the preservation of all that is best in football—from yesterday and today, and for tomorrow.


We will achieve our goal by:

• Establishing an institution that encompasses all aspects of American professional, college and high school football.

•Offering approximately 40 galleries focused on:

-Football's various historic eras

-Displays of historic memorabilia

-Former players who have significantly contributed to American society

-“Football people” who have achieved inspirational personal milestones on and off the playing field


• Emphasizing the uniquely American inclusiveness and diversity that have led to the growth and popularity of football in America.

• Providing an unrivaled, interactive learning environment that includes state-of-the-art technological/communications capabilities.

•Offering a Research Center that will house the world's most complete archives and information on every

aspect of the game of football, as well as online database access from any point on the globe.

• Establishing a spectacular landmark facility in a prime gateway city location.




• Serving as a multipurpose venue and meeting place for: - Current and former football players' meetings and reunions

- Football-oriented organizations of virtually every size and description

- Recognition and awards ceremonies

- Coaches' football clinics and football seminars

- Football broadcasters' and journalists' resources

- Announcements of new football-related books, movies, art, collectibles, rules changes, personnel changes and additions,

etc.


Football's Popularity in America

• The first official collegiate football game was played November 6, 1869 between Rutgers and Princeton.• Since then, there have been about 15 million college

football players.• The first professional football game was played in 1892.• The NFL was founded in 1920.• Since then, there have been about 18,000 NFL players.• Also, more than 60 other professional football leagues have

existed.• Since the late 19th century, there have been about

400 million high school football players.


•More than 600,000,000 Americans have played high school, college and/or professional football.

• Football has touched the lives of virtually every family in America.

Football's Popularity in America


•More than 40 different exhibit galleries, including:

- High school football

- College football

- Professional football

- Legendary coaches and scouts

- Game officials and executives

- Historic memorabilia

- College bowl games and NFL Championships/Super Bowls

Major Components of American Football World Headquarters


• Life-sized statues of the “All-20th-Century Team” on a simulated field, with individual player introductions spoken by the players themselves or voice actors (for deceased players)• State-of-the-Art Gridiron Research Center, Library and

Archives• The world's most comprehensive database of football

players, coaches, teams and game results



•Direct connection to the Dallas Convention Center and 1000-room Convention Center Hotel for benefit events and concerts on behalf of the American Football World Foundation, a (501)(c)(3) non-profit organization • Kids' area featuring Pop Warner Football, interactive

exhibits and games • Auditorium and multimedia theater•Meeting rooms of various sizes with complete audio-

visual capabilities



• Broadcast Center and worldwide telecommunications facilities• Trade Show Hall• Football Art Gallery• Football playing field with grandstands•Restaurant and meeting catering services•Gift and book shops



Major Differences between American Football World and Halls of Fame/Museums:• Emphasis on everyone who played the game vs. a

small group of elite superstars• Prime airline “hub” location, no more than four hours

flight time from every major city in continental USA• Significantly lower admission prices, with 4 free days

(or evenings) each month•Open during selected evening hours•Range of in-house meeting facilities

American Football World Headquarters Will Be an Institution—Not a

Sports Hall of Fame or Museum



• Pro Football Hall of Fame—Canton, OH200,000

• College Football Hall of Fame—South Bend, IN65,000

• Baseball Hall of Fame—Cooperstown, NY350,000

• Naismith Basketball Hall of Fame—Springfield, MA225,000

• Hockey Hall of Fame—Toronto, ON350,000

• Negro Leagues Baseball Museum—Kansas City, MO300,000

Average Hall of Fame/Sports Museum Attendance per Year:

Expected Annual Attendance at American Football World Headquarters:

2,000,000 visitors!


Why the Timing is Right

• 1,200-room, city-owned Convention Center Hotel has been approved by Dallas voters.• Unification of major pro football retiree associations into one

organization. • Increased interest in football due to opening of new Cowboys'

stadium.• Super Bowl to be played Dallas in 2011 with many related local

events during the year before the game is played. • Many US museums are thriving during the current Recession.• Announcement of new UBL minor league baseball stadium in

downtown Dallas.


Why the Timing is Right

• Downtown Dallas currently seeking to be selected as new home of College Football Hall of Fame. International travel is sharply decreasing.• Americans are vacationing closer to home.• Affordable family entertainment opportunities are prospering.• Gas prices are forecast to stay in a more affordable range than

a year ago.• The cost of exterior construction and interior build-out is

comparatively low.• “Green” buildings now qualify for various financial incentives

and price breaks.


•National Museum of African American History and Culture (new part of Smithsonian complex), Washington, DC•Civil Rights Museum, Atlanta, GA•National World War I Museum, Kansas City, MO• Illinois Holocaust Museum, Skokie, IL•Gay Rights Museum, Washington, DC• American Jewish History Museum, Philadelphia, PA•National Revolutionary War Museum, Valley Forge, PA•National Maritime Museum of the Gulf of Mexico, Mobile, AL• The Musical Instrument Museum, Phoenix, AZ

Examples of U.S. Museums Currently Being Built or Reopened in 2009


Potential Sources of Revenue

•Grants from college and university alumni funds and endowments•Grants from public and private foundations•Corporate sponsorships• Players Legends, LLC (revenue stream sharing)• Football World database subscriptions and usage fees• Trade show management and participant fees•Meeting facility user fees and catering costs•Meeting facility user fees and catering costs• American Football World Magazine and web site(s)

advertising fees


Potential Sources of Revenue

• Bequests and other tax-deductible donations to American Football World Foundation •Membership dues to “TeamMates” Football World

members' organization • Sales of admission tickets and season passes•Restaurant sales•Gift and book shop, art gallery and Football World official

item sales


• Both Dallas and Texas mean FOOTBALL!•Home of the Dallas Cowboys.•Dallas/Fort Worth Metroplex has a population of almost six

million, fourth-largest US metro area.•DFW Airport is a primary gateway destination and

America's third busiest airport, with 60 million passengers per year.•Consistently among the top five convention destinations in

the US.•Offers more than 370 hotels, with over 70,000 rooms.• 400 former and current NFL players live in Dallas.

Why the Dallas/Fort Worth Metroplex is Ideal


• Downtown Dallas is currently undergoing a major revitalization.• Offers one of America's busiest convention centers.• Voter-approved plans for a city-owned 1000-room Convention

Center Hotel.• Downtown Dallas is seeking to become the new home of an

expanded College Football Hall of Fame.• New UBL minor league baseball stadium by Convention Center.• Major Trinity River Project with parks, freshwater recreational

boating and swimming facilities, and two new landmark bridges.• Dallas Museum District, now being expanded with $350 million

bond issue.• Dallas Museum of Art, with 997,000 visitors in 2008.• Dallas Museum of Art, with 997,000 visitors in 2008.• Easy access to Fair Park, AA Center and Dallas Market Center.

Unique Advantages of a Downtown Dallas Location


•NFL Alumni Association- Executive and business offices

- Meeting rooms

- Reunion areas

- Player Legends, LLC

•National Football Foundation College Football Hall of Fame•National Cheerleaders Hall of Fame

American Football World Headquarters-Key Prospective Participants (Occupants)



•$550 million OMNI Convention Center Hotel, owned by City of Dallas.•Prime downtown Dallas location, adjacent to Dallas Convention Center and American Football World Headquarters.•Expected to double Dallas's already dynamic convention industry.•Will increase the two million annual tourist visits to Dallas that generated $3.27 billion in 2006.

The New OMNI Convention Center HotelDowntown Dallas, Texas



•UBL announced plans on April 23 for an expansion team to begin play in 2010 in Dallas.

•UBL and partners are now building stadium complex in prime downtown location within easy walking distance of the Dallas Convention Center, new OMNI Convention Center Hotel and American Football World Headquarters.

•Will be an additional part of a $500 million, 60-acre residential, sports and retail complex along the Trinity River.

• Programs and facilities to be kept very “family-friendly,” reasonably priced.

New United Baseball League (ULB)Minor League Stadium

Downtown Dallas, Texas



Keys to Success

• “WOW” Factors, including exhibits, architecture, programs and events

•Offer something for everyone and gain/maintain public enthusiasm and pride

•Use of state-of-the-art Research Center—library, archives, online databases

• Frequent participation, involvement of NFL alumni, college and high school football organizations, individual schools and professional football teams at all levels

•Corporate and foundation sponsorships


Keys to Success

• Aggressive national marketing, PR on a year-round basis to media, convention planners, corporate decision makers, airports throughout the US, and travel industry

•Close cooperation with City of Dallas and other Dallas/Fort Worth attractions and sports to create synergy and increased attendance for all

•Consistent daily multiuse of facilities, plus continuing calendar of events and special organizations

•Repeat visitors, high-interest special temporary exhibits and on-site trade shows


• Ideal location of Alumni offices at the nation's newest, most dynamic football institution• Exclusively designated areas for business offices, meeting rooms,

recreational areas and other amenities• Continuing revenue flow to the Alumni organization from multiple

sources• Enhanced organizational identity and cohesiveness at a single,

centrally located, easily accessible location• Total access to Dallas Convention Center and new OMNI Convention

Center Hotel• Collaborative networking with other Football World participants, such as

College Football Hall of Fame

NFL Alumni Organization—Advantages of Partnership with

American Football World Headquarters


Benefits to the overall Alumni Organization:


• Use of meeting and training rooms for speeches, community service fund raisers, media interviews, book and DVD launches, autograph sessions, other personal appearances

• Complete audio-visual production/distribution facilities and publishing assistance experienced in marketing athletes' books and DVDs

• Choice of recreational/restaurant facilities for meetings with other alumni and guests

• On-site workshops about topics of specific interest to ex-NFL players, such as lifetime financial planning, family issues, prevention of post-football and general health issues, healthy lifestyle, nutrition and diet guidance for former professional athletes




Benefits to individual Alumni Organization members:


• Cooperative medical, rehabilitation services and personal/family counseling services, provided through cooperative programs with Dallas's nationally renowned, extensive professional community

• Educational, career planning and job placement assistance

• Cross-promotional, on-site retail outlets for sales of player memorabilia and player recognition apparel and related items

• Full access to on-site training facilities and playing field




Benefits to individual Alumni Organization members:


Presented by Butch Johnson

“The Ultimate Destination for Everyone Who Loves Football”


Butch Johnson at the Independent Retired Football Players Summit

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Transcript of Butch Johnson at the Independent Retired Football Players Summit