fy14 annual report
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FY14 MULLINS CENTER ANNUAL REPORT
FY14 MULLINS CENTER ANNUAL REPORT
Page 1
Table of Contents
Statement of Purpose _________________________________________2
Message from Ruth Yanka ______________________________________3
Message from Joe Dolan _______________________________________4
Facility Overview _____________________________________________5
2013-2014 Summary of Events __________________________________6
Capital Projects ___________________________________________________________8
UMass Athletics ______________________________________________9
Our Partners ________________________________________________10
Financial Performance ________________________________________12
Event Mix Analysis ___________________________________________13
Marketing __________________________________________________14
Our Team _________________________________________________________________15
Organizational Chart _________________________________________16
How You Doin’? ______________________________________________17
Community Involvement ______________________________________18
Customer Comments _________________________________________21
Future Outlook ______________________________________________23
FY14 MULLINS CENTER ANNUAL REPORT
Page 2
Statement of Purpose
The purpose of the Mullins Center is to provide the University of Massachusetts Amherst with
a versatile facility that will accommodate students, faculty and the surrounding Western
Massachusetts community. The venue offers a variety of events including commencements,
collegiate athletics, concerts, theatrical productions, and family shows. The goals of Global
Spectrum, managers of the Mullins Center, are to generate revenue, manage expenses,
provide a clean and safe environment, host world-class events, and provide students with
employement and educational opportunities.
FY14 MULLINS CENTER ANNUAL REPORT
Page 3
Message from Ruth Yanka
FY14 MULLINS CENTER ANNUAL REPORT
Page 4
Message from Joe Dolan
FY14 MULLINS CENTER ANNUAL REPORT
Page 5
Facility Overview
Proudly managed by Global Spectrum, the Mullins Center is a 10,500 seat, multi-purpose
arena with an adjoining Community Ice Rink located on the University of Massachusetts
Amherst campus. The venue is home to the UMass Men’s and Women’s Basketball teams and
the UMass Men’s Ice Hockey team. The Mullins Center provides the flexibility to host various
athletic events, concerts, commencements, theatrical productions, and family shows. The
venue includes 3,500 square feet of functional meeting space featuring the Massachusetts
Room and Green Room.
The Mullins Center sits on Commonwealth Avenue on the western edge of the University of
Massachusetts Amherst campus. Overlooking the outdoor playing fields, the Mullins Center
represents a continuation of the campus’ architecture, and in spirit, of the campus’
commitment to the quality of life at the University.
FY14 MULLINS CENTER ANNUAL REPORT
Page 6
2013-2014 Summary of Events
During the past year, the Mullins Center hosted 177 events. In addition to the events
highlighted below, all of the Men’s and Women’s Basketball and Men’s Ice Hockey home
games were played in the Mullins Center.
September
September 15 – Pioneer Valley Roller Derby
September 24 to 29 – Acquire the Fire
October
October 2 – Sesame Street Live: Make A New Friend
October 26 – Fright Fest III (Featuring Trinidad James and
DJ Envy)
December
December 5 – Craig Morgan (Featuring Jana Kramer and
Uncle Kracker)
February
February 1 to 2 – Northeastern Nationals Wrestling
March
March 1 – Casting Crowns
March 6 – Michael Jackson: The Immortal World Tour by
Cirque du Soleil
March 28 to 29 – Monster X Tour
FY14 MULLINS CENTER ANNUAL REPORT
Page 7
April
April 12 – Code Black
April 13 – UMass UPC Spring Concert
(Featuring Wale, Goo Goo Dolls and Slightly Stoopid)
April 25 to 26 – Ice Stars for Wounded Warriors
May
May 2 – UMass Commencement Ball
May 3 – SuperDogs
May 9 to 10 – UMass Commencement
June
June 5 to 6 – Ludlow and Amherst Regional High School
Graduations
FY14 MULLINS CENTER ANNUAL REPORT
Page 8
Capital Projects
FY14 MULLINS CENTER ANNUAL REPORT
Page 9
UMass Athletics
UMASS MEN’S BASKETBALL
The 2013-14 season saw UMass Men’s Basketball return to the national spotlight. After
starting the season 6-0, the Minutemen finished the season with a 24-9 record. By the time
the season ended, the team had cracked the AP’s
Top 25 for the first time since 1998 and earned an
at-large bid to the NCAA Tournament, the
program’s first appearance in 16 years. Led by one
of the nation’s premier point guards, Chaz Williams,
the team established a remarkable home court
advantage (12-2) at the Mullins Center.
UMASS WOMEN’S BASKETBALL
The UMass women’s basketball team reached the Atlantic 10
Tournament in 2014 during head coach Sharon Dawley’s
fourth season guiding the program. The season’s
highlighting moment came at home in the Mullins Center
when the Minutewomen earned a thrilling one point victory
over national powerhouse and eventual NIT Champion,
Rutgers University.
UMASS MEN’S HOCKEY
UMass Hockey qualified for the Hockey East
playoffs in head coach John Micheletto’s second
season at the helm. The Minutemen impressed with
several quality victories including a two game
sweep of visiting Michigan State and a signature
shutout victory on the road over #11 Northeastern.
FY14 MULLINS CENTER ANNUAL REPORT
Page 10
Our Partners
AUXILIARY ENTERPRISES
Auxiliary Enterprises is responsible for all of the dinning and
catering on the campus of UMass Amherst. They also provide
concessions and catering service during all Mullins Center
events. Auxiliary Enterprises aims to provide quality food and
service to enhance the customer experience.
LEARFIELD SPORTS
In complete collaboration with the University,
Learfield Sports is committed to extending the
affinity of the UMass brand to businesses and
corporations of all sizes, looking to align with the undeniable loyal and passionate collegiate
fan base. As the exclusive multimedia rights holder for UMass Athletics, UMass Sports
Properties manages all aspects of the rights relationship, providing corporate partners both
traditional and new media opportunities with the Minutemen in which to bolster their own
brand and garner maximum exposure through inventory.
COCA-COLA
As part of Coca-Cola’s sponsorship agreement, they
have allocated a specific amount of money for the
Mullins Center Marketing Department. At the venues
discretion, the money is used to support various
shows throughout the year.
FY14 MULLINS CENTER ANNUAL REPORT
Page 11
THE ISENBERG SCHOOL OF MANAGEMENT
The Isenberg School of Management is composed of seven undergraduate programs,
including Sport Management, and rigorous MBA and PhD programs. Through
internships, a graduate assistant marketing position, and part-time jobs, The
Mullins Center provides these students with unique opportunities to gain
hands-on, real world experiences. Through these additional experiences,
Isenberg students gain the knowledge and the confidence to begin careers in
the sports and entertainment industry upon graduation.
GREATER SPRINGFIELD CONVENTION & VISITORS BUREAU
The Greater Springfield Convention and Visitors Bureau is dedicated to
bringing tourists to the Pioneer Valley. The organization helps visitors plan
their trips to the area and highlights all of great attractions that the region
has to offer, including the Mullins Center. The GSCVB also provides services
for local businesses to plan group tours and events to attract visiting
customers.
AMHERST CHAMBER OF COMMERCE
The Amherst Chamber of Commerce consists of over 500 members
and works to promote a thriving business climate throughout the
area while supporting civic, educational, recreational, and
economic well-being. The Chamber helps promote all Mullins
Center events online and at their events. The Mullins Center also
features a kiosk that supplies patrons with pamphlets and information on local area
attractions.
FY14 MULLINS CENTER ANNUAL REPORT
Page 12
Financial Performance
FAV(UNFAV)
ACTUAL
BUDGET
VARIANCE
NUMBER OF EVENTS
177
157
20
ATTENDANCE TOTAL
241,263
256,295
(15,032)
DIRECT EVENT INCOME
$438,823
$471,246
($32,423)
TICKET REBATE REVENUE
51,184
189,745
(138,561)
ANCILLARY INCOME
160,777
224,154
(63,377)
TOTAL EVENT INCOME
650,784
885,145
(234,361)
OTHER INCOME
582,252
578,932
3,320
INDIRECT EXPENSES
2,491,070
2,412,284
(78,786)
NET INCOME (LOSS)
($1,258,034)
($948,207)
($309,827)
FY14 MULLINS CENTER ANNUAL REPORT
Page 13
Event Mix Analysis
ATTENDANCE BY EVENT TYPE GROSS REVENUE BY EVENT TYPE
NUMBER OF EVENTS BY TYPE
Hockey 20%
Men and Women's
Bball 35% Concerts
5%
Family Shows
4%
Special Events
36%
Hockey 19%
Men and Women's
Bball 35%
Concerts 13%
Family Shows
12%
Special Events
23%
Hockey 23%
Men and Women's
Bball 35%
Concerts 7%
Family Shows
6%
Special Events
23%
FY14 MULLINS CENTER ANNUAL REPORT
Page 14
Marketing
The Mullins Center has a full-service in house marketing department consisting of marketing,
public relations, sponsorship, and group sales functions.
SOCIAL MEDIA
There are three social media platforms the marketing department focuses their time on in an
effort to capture our fans’ attention.
Facebook – over 7,300 likes
Twitter – over 2,000 followers
Instagram – over 150 followers
AD PROGRAM
The Ad Program provides promoters the assets the marketing and sales department can offer
to maximize sales for their shows. Elements include, but are not limited to:
Distribution of posters and flyers at approved locations on UMass Amherst Campus,
including Dinning Commons, Dorms, library, and classroom buildings
Show specific sponsors and third party promotions – utilize the Mullins Center partnerships
and relationships in the area to promote the show (for example: Dave’s Pet City OR
Macaroni Kid Amherst/Northampton)
Press release distribution to all local media outlets
We will work as a full service advertising and PR firm that will negotiate all media buys
tmMESSENGER
With the transition from Vertical Response to tmMessenger, a Ticketmaster product, the
Mullins Center has a reliable and easy way to send emails to their database and receive
analytics on these emails. With our database being linked to Ticketmaster, we are able to
segment the emails deployed. Currently, there are over 38,000 members in our Cyber Club.
FY14 MULLINS CENTER ANNUAL REPORT
Page 15
Our Team
Global Spectrum staff at the Mullins Center is committed to the long-term success of the
facility. Each member of our team has embraced Global Spectrum’s “How You Doin’?” service
philosophy and implements it on event days as well as in their day-to-day business activities.
Through hard work and dedication to the venue’s success, our staff continues to make the
Mullins Center a positive community venue for UMass students and residents in the Pioneer
Valley.
Our staff seeks to establish lasting relationships with our customers by consistently providing
thrilling events and memorable service. The staff’s combination of professionalism,
enthusiasm, commitment to success, and creativity ensures that our customers receive a
world class experience whenever they step foot in the Mullins Center.
FY14 MULLINS CENTER ANNUAL REPORT
Page 16
Organizational Chart
Contract Administrator
Ruth Yanka
General Manager
Joe Dolan
Director of Finance
Helen Gundlach
Staff Accountant
Kim Graham
Ice Rink Manager
Brad Alheim
Ice Rink Staff/PT
Asst. GM/ Director of Operations
Brian Caputo
Event Manager
James Staple
Event Supervisors/PT
Event Staff/PT
Custodial Supervisor
Mike Picard
Peter Castillo
Custodial Staff
Operations Manager
Jim Barabe
Operations Leads/PT
Operations Staff/PT
Lead Engineer
Aaron Hibbard
Engineer
Dan O'Sullivan
Box Office Manager
Sarah Dench
Box Office Staff
Director of Marketing
Rachel Meyrowitz
FY14 MULLINS CENTER ANNUAL REPORT
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10. Do It Now
9. Enthusiasm
8. Everybody
Sells
7. 24-Hour Rule
6. Positive Attitude
5. Be Professional
4. Think YES
3. Listen 2. Golden
Rule 1. Customer
First
How You Doin’?
The “How You Doin’?” customer service program is the cornerstone philosophy that drives
everything we do at the Mullins Center. HYD employs 10 goals to help maintain a first rate
facility by providing top-notch service to our customers. This program is a company-wide
customer service initiative to ensure that our clients and visitors are welcomed
enthusiastically with the best service possible.
A committee is in place to help create a fun and exciting work atmosphere. Several highlights
from the HYD committee include: a reward/raffle program for employees who received
recognition cards, a yearly party open to staff members, annual orientation meetings with
part-time staff, and a year-end party to recognize staff achievements.
FY14 MULLINS CENTER ANNUAL REPORT
Page 18
Community Involvement
Global Spectrum Charities was established by Global Spectrum
to improve the quality of life for people living in regions
throughout the US and Canada, where the public assembly
facility management company operates a stadium, arena,
convention center or theatre. Global Spectrum Charities gives
back to the community through contributions, donations, celebrity and star appearances, and
random gifts of kindness on behalf of the company’s employees, customers and visitors.
AMERICAN RED CROSS BLOOD DRIVES
The Mullins Center hosted two American Red Cross
blood drives this year. After three days of donations,
roughly 200 units of lifesaving blood were collected -
enough to help save the lives of up to 680 patients.
MCCORMACK SPORT MANAGEMENT AWARDS BANQUET
Established in 2012, the Comcast Spectacor Scholarship supports students at the University of
Massachusetts who demonstrate financial need and are participating in an internship with
Comcast Spectacor through the McCormack Sport
Management Department. This year’s recipients, Tyler
Booker and Brittany Green will be completing their
internships this summer in Philadelphia. Tyler will intern
in the Archives and Sustainability Operations
Department and Brittany will be the Hockey Operations
intern for the Ed Snider Youth Hockey Foundation. These
internship experiences will provide both recipients with a
unique and hands-on experience in the sport and
entertainment industry.
FY14 MULLINS CENTER ANNUAL REPORT
Page 19
NORTHAMPTON SURVIVAL CENTER
Participating in Comcast Cares Day, we volunteered
at the Northampton Survival Center on April 24 by
getting the food pantry ready for low-income
individuals and families in Hampshire County.
RANDOM ACTS OF KINDNESS
On a cold and rainy Wednesday, April 30th
morning, Sarah Dench (Box Office Manager),
James Staple (Event Manager), Aaron Hibbard
(Engineer), and Rachel Meyrowitz (Director of
Marketing) drove around UMass Amherst
delivering hot coffee and donuts to the
construction workers on campus. These men
are outside whether it is sunny, rainy, or snowy
outside and we wanted to thank them for all of
their hard work.
CANCER CONNECTION
We fixed up the meditation garden at Cancer
Connection on June 23 by weeding, mulching and
restoring the furniture. Cancer Connection offers a
haven where people living with cancer, their families,
and their caregivers can learn how to cope with their
changed lives and bodies and emotional turmoil by
sharing strategies and resources.
FY14 MULLINS CENTER ANNUAL REPORT
Page 20
BEST OF THE VALLEY
For the second year in a row, the Mullins Center Community Ice Rink won “Best of the Valley”!
FY14 MULLINS CENTER ANNUAL REPORT
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Customer Comments
FY14 MULLINS CENTER ANNUAL REPORT
Page 22
FY14 MULLINS CENTER ANNUAL REPORT
Page 23
Future Outlook
The Mullins Center continues to serve as a premier sporting and entertainment venue in
Western Massachusetts. Global Spectrum has worked diligently to ensure UMass Athletics,
world-class concerts, family shows, and other events have reached the highest levels of
success. Moving into Fiscal Year 2015, the Mullins Center will play host to a variety of new
artists, athletes, and performers, along with patrons of all ages throughout the Pioneer Valley.
Through continued improvement of the relationships with University personnel, UMass
Athletics, event promoters, and the local community, Global Spectrum has once again
exceeded budget goals for the Fiscal Year. As we move forward in the 2015 Fiscal Year, the
goal remains for Global Spectrum to reach and exceed its financial, community, and customer
service goals.
Our emphasis on fan experience is exemplified through our “How You Doin?” customer service
program. With this in mind, we are excited to present our newest facility upgrades. We have
completed a comprehensive LED lighting upgrade that will save on utility costs while
improving the viewing experience for all patrons. In addition, we are nearing completion on
our seating project that will see the installation of new upholstery for over 3,500 seats and cup
holders for over 7,700 seats.
We are privileged to have the opportunity to continue serving the University of
Massachusetts. As the Mullins Center embarks on another year of quality events and
experience, Global Spectrum will continue to emphasize customer satisfaction and world-
class entertainment for the University and the local community. We look forward to another
successful year in 2015.