Renovating the stadium was the key to aligning competing interests. Working directly with community leaders, we designed a plan to renovate the physical structure and pay tribute to historic architectural elements. Community meetings resulted in overwhelming support. To fund the improvements, we worked with financial experts to design a unique financial mechanism so no cost would be borne by public funds. With the renovated stadium as key focus, we created alliances with Sports Council, LACVB, and World Cup Organizing Committee as well as City Council, key business leaders.

We designed a bid package to win alliances with NFL owners, which included direct lobbying and a video with Ronald Reagan reprising his infamous on-camera lines “Let’s win one for the Gipper…” We worked directly with FIFA officials creating targeted communications to address their concerns. At the same time, we worked with business leaders to formulate a plan to utilize the events to raise money and created a niche event within the Super Bowl.