Agenda

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County Administrator's Report 9. 1.

BCC Regular Meeting

Technical/Public Service Consent

Meeting Date:	09/24/2020
Issue: Third Amendment to the Pensacola Bay Center Management Services Agreement
From:	DEBBIE BOWERS
Department:	County Administrator's Office
CAO Approval:

RECOMMENDATION:

Recommendation Concerning the Third Amendment to the Pensacola Bay Center Management Services Agreement - Janice P. Gilley, County Administrator

That the Board approve the Third Amendment to the Pensacola Bay Center Management Services Agreement (Agreement) to add a Guest Experience Plan (Plan) including, among other things, the following key performance indicators (KPI):

Tenant food and beverage (F&B) Revenue Per-Cap - to increase overall average spend per person 5% year over year
F&B Gross Sales – after installation of point of sale system (POS), to increase F&B gross sales by 10 % the first year, then 4% each year thereafter

BACKGROUND:

The Board of County Commissioners (BOCC) selected ASM Global (f.k.a. SMG) in 2004 to manage the Pensacola Bay Center (f.k.a. Pensacola Civic Center), including providing F&B for all events. When the Second Amendment was approved, the Board expressed disappointment in the F&B services, specifically the F&B selections and themes of the F&B centers in the Pensacola Bay Center. The Board required ASM Global to draft a plan to enhance the guest experience and to provide KPI’s for F&B services.

This proposed Third Amendment would add the Plan to the Agreement. The Plan adopts a W.A.V.E.S. approach to the entire guest experience from arrival through departure. All employees and volunteers will receive appropriate levels of training for the services each provides during events at the Pensacola Bay Center.
W – Welcome
A – Attitude
V – Value
E – Excite
S – Smile

The Plan lists potential future enhancements which are designed to improve the overall guest experience such as:

Arena video display boards
Sponsorship signage and display boards
WIFI for better Internet access
DAS for better mobile connectivity
Digital menu boards
Ticketmaster upgrades for better sales and entry
Venue app with programs for loyalty, rewards and promotions
“Fanbassador” Team for better guest services
USB charging stations
Dedicated ride-share locations for arrivals and departures

In addition to current required reporting metrics, the proposed Third Amendment would add the following to the annual report:

F&B KPI scores
Guest enhancements implemented
Volunteer proceeds from volunteer participation in the sale of F&B and other guest services
Breakdown of F&B sales by food, alcoholic beverages and other beverages

Staff will use the above metrics to work with ASM Global to continue to enhance the guest experience at all events at the Pensacola Bay Center.

Specific to F&B, ASM Global is pursuing several themed concepts such as Coops Chicken Kitchen, Taragona Taco Company, Blue Reef Grill Company, and Five Flags Filling Station. ASM Global is also in discussions with several regional and national brands to determine the feasibility of adding those concepts to the offerings at Pensacola Bay Center. Staff will closely monitor F&B sales which is the most reliable indicator of customer satisfaction with the quality and choices of F&B.

BUDGETARY IMPACT:

N/A

LEGAL CONSIDERATIONS/SIGN-OFF:

Amendment is subject to Legal review and sign-off.

PERSONNEL:

N/A

POLICY/REQUIREMENT FOR BOARD ACTION:

N/A

IMPLEMENTATION/COORDINATION:

The County Administrator’s office will track annual performance of the KPI’s within the annual management report and take actions required in the Agreement and as necessary to ensure economic and guest experience success for the Civic Center.

Attachments
Third Amendment to Management Services Agreement