Breeding Super Bowl buzz

Tampa Bay Super Bowl XXXV Task Force members swarm to Atlanta this week to take notes and engender excitement.

By ERNEST HOOPER

© St. Petersburg Times, published January 26, 2000

ATLANTA -- Taking notes is seldom considered an arduous task, but when you're gathering information on how to coordinate 100,000 visitors, 10,000 volunteers and 1,200 buses, it's more than just jotting down simple do's and don'ts.

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The goal for members of the Tampa Bay Super Bowl XXXV Task Force in Atlanta this week is to generate a buzz about next year's game at Raymond James Stadium and watch how Atlanta goes about handling the nation's largest annual sporting event. The task force will be responsible for several aspects including beautification, hospitality, special events, transportation, marketing, merchandising and public safety.

"You try to see absolutely as much as possible. You go to all the different events, see the different things," said Reid Sigmon, director of operations for the task force. "Just talk to people to see what goes into it, what really happens.

"Obviously, things are different in Atlanta. It's not the same setup, but you get a good idea of just the size and scope of the event. It's a great opportunity."

How is Atlanta different? Logistically, it has a larger core of hotel rooms in its downtown and facilities closer together. And, of course, this city has the experience of hosting a Summer Olympiad, something that is only a dream for Tampa Bay right now.

Still, the group is gaining knowledge about how to coordinate for 2001. From the scheduling of special events such as the NFL Experience, to the handling of media day at the Georgia Dome, every Super Bowl happening is a learning experience.

Thursday, more than 40 law enforcement officers, convention and visitors bureau staff and executive committee members from the task force will arrive in Atlanta.

The last opportunity Tampa Bay had to showcase the community on the international sports stage was during the 1999 NCAA Men's Basketball Championships. Visitors praised the effort, but the media assessment often was unflattering. Complaints often focused on the long trips from Tampa's West Shore hotels to Tropicana Field in St. Petersburg.'

Task force member Vicki Isley, vice president of marketing and communications for the Tampa/Hillsborough Convention and Visitors Association, said members are aware of the media's concerns. But the task force doesn't expect as much ire.

With 18,000 hotel rooms booked for the Super Bowl, Tampa, St. Petersburg, St. Pete Beach and Clearwater Beach will have distinct roles in the event as each community did for the Final Four. But this time, the media will spend less time traveling. Most of the media will stay in the new downtown Marriott Waterfront, and both teams also will stay in Tampa.

Isley said fans should be aware Tampa has changed considerably since it last hosted a Super Bowl in 1991. She pointed out the addition of the Marriott, the development of the waterfront district and the burgeoning entertainment growth in Ybor City.

"Ybor was just the Columbia Restaurant back in '91," Isley said.

What everyone in Atlanta is aware of this week are the cold temperatures, an uncommon feature for the Super Bowl, which often is held at warm-weather sites.

The cold and windy temperatures in Atlanta probably has done more to stir excitement about Tampa Bay than the token gifts: chocolate cigars and silver doubloons engraved with the Web address: superbowlxxxv.org.

The task force has a unique display in the media center at the Downtown Hyatt in Atlanta. A mock pirate ship bow anchors the exhibit, which also features a replica of a cigar factory and a revolving model of Tampa Bay that includes St. Petersburg's Pier.

Representatives speak excitedly to visitors about their community, but beneath the smiles and good cheer are heavy hearts.

Shirley Ryals, the task force's vice chairman and someone instrumental in all three of Tampa Bay's Super Bowl efforts, collapsed at Miami International Airport on Saturday and is critically ill at St. Joseph's Hospital in Tampa.

"That's a tough situation for us," executive director Michael Kelly said. "She's been involved with all of our Super Bowl movements in Tampa Bay.

"Nobody loves Tampa Bay more than Shirley does, so our prayers are with her and her family right now."

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