Intrust Bank Arena in Wichita, Kan., hosted PBR's BlueDEF Velocity Tour on April 12. (Photo by PBR)
AEG Facilities’ partnership with Professional Bull Riders to bring a new tour to arenas, including as many AEG Facilities affiliates as possible, has been a success so far. The two entities teamed up for the BlueDEF Velocity Tour, part of the Touring Pro Division of PBR that offers emerging talent the opportunity to earn points — and cash — to help move up to the PBR’s elite Built Ford Tough Series.
“It’s a joint venture, so it’s a relationship with AEG Facilities on the venue side, from a ticketing standpoint and from sponsorship,” said PBR Chairman and CEO Jim Haworth. “We bring the expertise of how to put on bull riding, and AEG has the relationship with venues and knows how to market events.”
He added that, strategically, the joint venture was the right way for PBR to expand to new markets and has been a "win-win" for the two companies.
“AEG was looking for more content to put in their venues, so we’re making sure to put on events that attract a lot of fans,” Haworth said.
The events average 25-35 riders per show and are of similar production value to the Built Ford Tough Series.
The numbers for the debut of the BlueDEF Velocity Tour, March 15 at city-operated Hampton (Va.) Coliseum, doubled the expectations for both companies.
The tour is hitting venues that the company knows are in good markets for bull riding, having had successful PBR BFTS shows in the past, and is also stopping at venues in emerging markets.
“The response from fans in all markets has been overwhelmingly positive and has exceeded our most optimistic expectations,” said AEG Facilities President Bob Newman in a press release.
Rider Josh Birks hangs on during the BDVT stop at CenturyLink Center in Omaha, Neb., March 28-29. (Photo by PBR)
The April 12 date at Intrust Bank Arena in Wichita, Kan., also did well, grossing more than $165,000 and bringing out more than 5,500 fans. Last year’s Touring Pro Series also stopped at the venue, earning a record $171,899, but the production on the BlueDEF Velocity Tour was much improved and the venue is expecting it to continue to be a successful event.
“It was cool to see the ‘minor league’ tour really revamp and become a production very similar to the Built Ford Tough Series, because fans love the pyrotechnics where they light ‘PBR’ on fire and bring in rodeo clowns and bull fighters between rides,” said Christine Pileckas, director of Sales & Marketing at the arena, which is managed by SMG. “I think they really focused on making it a more full experience for the fans.”
She said the BlueDEF Velocity Tour is a better fit for Intrust Bank Arena because of its affordability, with tickets ranging $15-$50.
“Being in the Midwest, I would say there’s definitely the possibility of being able to do the show once a year and have that big sell-out crowd,” she added.
CenturyLink Center hosted the tour March 29, with Director of Communications Kristi Andersen saying it was “absolutely” a show the venue will have back.
“We did see lower attendance with the new series [compared with BFTS], however, we feel this new brand has growth potential,” she added.
Growth is just what Haworth has in mind. Currently, BDVT is not being televised, but the company is looking at broadcasting some upcoming shows on the PBR live events center. The BlueDEF Velocity Tour also provides the opportunity for more sponsorships, featuring current BFTS sponsors who wanted a larger presence, and introducing new sponsors to the sport.
“When you don’t have media involved the sponsorships can be somewhat less expensive,” said Haworth.
The three largest sponsors so far are BlueDEF, Peak as the title sponsor and official diesel exhaust fluid, and Herculiner as the official truck bed liner kits for the tour. Old World Industries is the parent company of all three.
“The eager and enthusiastic crowds at all the venues to date reinforce the PBR’s continuing popularity and growth potential and present a wonderful opportunity for BlueDEF, Peak and Herculiner to reach a fresh new loyal audience through the sport,” said Bryan Emrich, chief Marketing officer for Old World Industries.
The initial 20 markets reached by the tour are in the U.S., but PBR has a large footprint in both South America and Australia.
“We’re having discussions around the world on different venues,” said Haworth. “It’s fun to think about the exposure we’re getting and we see lots of opportunity globally in Brazil.”
“We’d love to continue that relationship with AEG globally,” he added.
The BDVT is scheduled for 10 more shows, with a stop at Prudential Center in Newark, N.J., June 28; StubHub Center in Carson, Calif., July 5-6; and Target Center in Minneapolis, Oct. 4. It will wrap Nov. 22 at Rabobank Arena in Bakersfield, Calif.
Interviewed for this story: Kristi Andersen, (402) 599-6916; Bryan Emrich, (212) 796-9822; Jim Haworth, (719) 242-2800 x3372; Bob Newman, (213) 742-7155; Christine Pileckas, (316) 440-9026
