Kellogg's Tour of Gymnastics Team 2016
Even though the Summer Olympics in Rio de Janeiro is still months away (Aug. 5-21), USA Gymnastics and AEG are hard at work getting the 2016 Kellogg’s Tour of Gymnastics Champions on its feet.
“We want people to see gymnastics like they’ve never seen it before,” said Steve Penny, president of USA Gymnastics. “The tour gives the core fans the opportunity to give the athletes a big hug as they do a victory lap around the country.”
The 2016 tour will visit 36 cities across the nation, starting Sept. 15 at Spokane (Wash.) Coliseum, before wrapping it up on Nov. 13 at TD Garden, Boston. Three-time world champion Simone Biles, 2012 Olympic team all-around champion Gabby Douglas, 2012 Olympic team and floor exercise champion Aly Raisman, 2008 Olympic all-around champion Nastia Liukin and 2012 Olympic team gold-medalist Jordyn Wieber headline the tour. “And, of course, the future stars from the Rio Olympics will be there to show off their skills and greet their new fans,” said Penny. “The highlight of the show is always the initial introduction of the athletes in their Olympic uniforms, regardless of how they did.”
The tour is described as 50/50 split between USA Gymnastics and AEG. “USA produces the event and AEG markets it and makes the deals with the athletes,” said Penny. “AEG is an outstanding company and it’s the best partnership we could hope for. From a facilities management standpoint AEG is incredible. We capitalize on each other’s strengths and we’re thrilled to have them as our partner for 2016 and look forward to partnering with them in 2020, 2024,- and on.”
“We expect tremendous success in Rio this year,” said Chuck Steedman, AEG Facilities COO. “The tour gives the fans a 360-degree look at the whole sport and this is a way for the fans to give the athletes a big hand. It’s a loving exhibition of the sport and the fans get to see their favorite athletes doing things they are not used to seeing them do.”
“The show is a phenomenal celebration of the sport,” said Penny. “It’s an opportunity to get close to the athletes and see the top people in the sport shine. It’s a really fun show with amazing athleticism and family oriented.”
The show is not just for hardcore Olympic fans or gymnasts working their way up. “This is a show for everybody,” said Steedman. “It’s cool, fun and edgy and we make sure there’s something for everyone. While it’s focused on highlighting the stars of the sport we also find unique ways to highlight gymnastics. It’s not just a competition. The show has music, visuals and a little bit of everything. It’s a fun show for the audience and the athletes. It’s a feast for the eyes and people don’t know where to look, there’s so much going on.”
To that end, don’t just expect to just see floor routines. The show features trampoline sequences, rhythmic gymnastics, acrobatic gymnastics, and mixed pair routines which can be compared to the crowd-pleasing mixed pair routines usually associated with figure skating on ice. The 2016 show will also introduce a new segment featuring the first Qualified Group Rhythmic Team from the USA to ever go into Olympic competition.
“It’s a fine line appealing to Olympic fans and the gymnastics fans,” said Penny. “It’s not just traditional gymnastics. There are group routines, tumbling, dance and some unexpected treats as well. We try to keep it lighthearted. In 2012 we had a bit in the show where the emcee pulled a random dad from the audience and had him do some of the routines.”
AEG markets heavily toward gymnastics clubs. “Seeing their heroes and the stars of the sport is a big deal to the kids in the gym clubs,” said Steve Penny. “USA Gymnastics makes it a priority to give the gymnastics community the ability to get the best seats at the best price.”
Ticket prices range from as low as $29 in some markets to $300 for the VIP experience. A discount ticket program for gymnastics clubs is available in every market. Tickets went on sale May 13 for the gym clubs and general admission will be available starting June 23. VIP packages will be available at each venue and they are divided into Gold, Platinum, Silver and Bronze. The top package includes a preshow ‘Chalk Talk’ led by Liukin; prime seating in the first two rows and a postshow autograph session.
“Social media also helps us reach people,” said Steedman. “Social media has become a media organization in its own right. Tweets are also a great marketing tool. But really, the Olympic games are our best promotion. Moms and kids are extremely attracted to the story of an Olympian. It’s like watching the kid next door become a hero.”
“We also work with local venues and plan advance community appearances to let the fans get up close and personal,” said Steedman. In 2012 advance visits included stops at children’s wards in local hospitals and stopping by local gym clubs.
The tour has cut its schedule from 40 cities in 11 weeks to 36 cities in 9 weeks this time around. “We have put together a slightly different model this year and refined the tour,” said Steedman. “We streamlined the schedule by bookending the tour with two performances each in Los Angeles [Staples Center] and Boston. It’s a long journey for the athletes from the games straight into the tour and this allows the athletes to get back to their lives sooner.”
The show normally lasts two hours with a 20-minute intermission. While there are plenty of merchandising opportunities, the tour revenue is derived mostly from ticket sales and sponsorship. “The merchandise is sold through a third party,” said Penny. “They mostly develop and select things that appeal to young girls.” Sponsors include Kellogg’s, Proctor & Gamble, GK Elite, Hershey's and Hilton.
Interviewed for this story: Steve Penny, (317) 590-5217; Chuck Steedman (213) 763-7700; Jordan Dillon (812) 205-6619