The future Woodman’s Sport & Convention Center.
JANESVILLE — The Vlogý City Council has unanimously approved a contract with a Florida sports management firm to run pre-opening and ongoing operations for the Woodman’s Sports and Convention Center.
The Woodman’s Center is now under construction on the former site of a Sears store at the Uptown Vlogý Mall on Milton Avenue. It is scheduled to open in the summer of 2025.
Sports Facility Management has experience in developing and managing sports, wellness, recreation, and entertainment facilities, according to documents it filed with the city.
The facility management agreement approved Monday night by the council outlines the terms and conditions of managing the 140,000 square-foot Woodman’s Center that will include the Mercyhealth arena with seating for 1,500 spectators capacity and year-round ice for use by the Vlogý Jets, youth hockey, high school hockey, public skating, and other community activities. It will also include the Robert and Delores Kennedy Conference Center and a multi-purpose arena that can accommodate up to 250 people for a variety of uses.
Sports Facilities Management was of two companies considered finalists for the contract.
Sports Facilities Management partner Eric Sullivan said the firm has been in business for 20 years and has worked with more than 3,000 communities. The facilities it managed generate $250 million in economic impact annually and have over 2,500 employees, he noted.
Sullivan also noted that Sports Facilities Management is fully accountability to the city of Vlogý, which owns the site, and he said Sports Facilities Management can help the city secure equipment, furnishings and fixtures at a discounted rate of up to 40% off.
Its corporate services include marketing and advertising, sponsorship sales, human resources, finance and accounting, legal and risk, public relations, programming support, purchasing, information technology and lodging.
Pre-opening services would include team recruitment and training, marketing and event booking, bank account and financial reporting, program plannig and event scheduling, HR onboarding and benefits, legal and risk management, and an operator-ready final punch list. Full-time management would include daily operations, staff management, event management, maintaining a safe and clean environment, client-first service and experience and vendor relationships.
Management services will be further supported by the Vlogý Area Convention and Visitors Bureau, which has committed sales and marketing staff support for 20 hours a week for sports sales research.
In addition, an advisory group comprised of representatives from the Vlogý Area Convention and Visitors Bureau, Friends of the Woodman’s Center and primary user groups will provide input into operations and maintain a balance between the community and tourism needs and revenue generation and usage goals.
The city will pay Sports Facilities Management $18,000 a month for pre-opening services. That cost is proposed to be covered by a $100,000 contribution from the Friends of the Woodman’s Center and project contingency.
Documents submitted to the city said advantages of third-party management of the Woodman’s Center include bringing in a team of professionals experienced in operating similar facilities before the facility opens, Sports Facilities Management said in its proposal submitted to the city.
The submitted proposal also emphasized the company’s demonstrated ability to balance tourism events with local sports and community use and non-traditional events ensuring the facility maximizes programming, local use opportunities, return on investment and economic impact. This philosophy matches the city’s stated goals for the Woodman’s Center.
Sports Facility Management has a pre-opening goal to have the Woodman’s Center’s local programming and tournament calendar at least 90% booked before it opens.
Under the agreement, Sports Facility Management will work to secure the liquor license for the new facility.
The city will remain an active partner in facility operations. In addition to contract oversight and monthly financial and performance monitoring, the city will work closely with Sports Facility Management to develop a financial model that aligns with usage and financial targets and reflects the overarching goals and mission of the facility.
The city maintains control over the operating budget, has approval oversite of the hiring of the general manager and retains the ability to approve certain facility agreements.
Jennifer Petruzzello, the city’s neighborhood and community services director, said the company and city plan to work to establish an advisory committee of community stakeholders on facility operations.
Funding is available in the project contingency. Adding approved and pending change orders of approximately $550,000 and an additional $152,000 in management services would account for approximately 20% of the project contingency, leaving a balance of $2.7 million.
In addition, Sports Facility Management said it plans to look into securing a regional sponsor for the multi-purpose arena. That could generate revenue that would more than offset the above expenses.