Under the guidance of first-year Head Coach Adam Gase, the 2016 season saw the Dolphins finish with a 10-6 record and earn a berth in the playoffs for the first time since 2008. After starting the 2016 season with a 1-4 record, the Dolphins utilized a six-game winning streak to help put themselves in playoff position. With a new canopy and a modernized stadium, the Dolphins wasted no time establishing a home-field advantage at Hard Rock Stadium.
2016 NFL DRAFT
The Dolphins On The Clock 2016 NFL Draft Party presented by Miami Orthopedics & Sports Medicine Institute at Baptist Health South Florida did not disappoint. The free event featured live insider analysis, current and former player autographs, interactive games, photo opportunities, concessions and areas to watch the 2016 NFL Draft. The room exploded with excitement when the Dolphins selected Ole Miss OT Laremy Tunsil at number 13.
The Miami Dolphins Training Camp unveiled several exciting changes geared to improve the fan experience as part of “Back to Football powered by South Florida Ford” at the Baptist Health Training Facility at Nova Southeastern University. This year’s training camp featured a brand new canopy over the seated area, providing fans with shade and a more comfortable experience than ever before. A new area reserved for children 12 years old and younger provided them with special access to get autographs from Dolphins players post practice. In addition, weekend practices featured food trucks, interactive games, and face painting.
HARD ROCK STADIUM ANNOUNCEMENT
2016 marked the inaugural year of Hard Rock Stadium. On August 17th, 2016, the announcement of Hard Rock Stadium was made in the exact way you would expect: music, memorabilia, lights and a guitar smashing ceremony. The Miami Dolphins welcomed Hard Rock International CEO, Jim Allen to participate in the festivities, alongside players Ndamukong Suh, Jarvis Landry and Reshad Jones, and Dolphins President & CEO Tom Garfinkel. Oh, and of course, Mr. 305 himself, Pitbull!
CANOPY AND VIDEOBOARD UNVEIL
With the new state-of-the-art open air canopy, 92% of fans are shaded and protected from the natural elements, making Hard Rock Stadium’s game-day experience one of the best in the NFL. Fans can enjoy the game from any seat on every level with four new high-definition video boards, totaling 22,400 square footage.
CATEGORY PROTECTION & RIGHT TO DOLPHINS' MARKS
Breakthru Beverage protected marketing rights in the distilled spirits category through its exclusive right to use Miami Dolphins marks to promote its products or services. As part of the partnership, Breakthru was also permitted to pass through this right to suppliers within its distribution portfolio so long as any co-branded initiatives stayed within NFL league governing policies.
TICKETS & HOSPITALITY
The Miami Dolphins provided Breakthru Beverage with four (4) season-long tickets to the all-inclusive 72 Club along with two (2) black lot/valet parking passes.
In addition, Breakthru received six (6) season-long lower level sideline tickets in The Hyundai Club for the 2016-2017 season along with three (3) blue lot/preferred parking passes.
As a Hyundai Club ticket holder and partner of the Dolphins, Breakthru also received complimentary invitations to all season ticket member events held throughout the season.
Breakthru Beverage received and exercised its right to purchase four (4) tickets to Super Bowl LI in Houston, TX.
BRANDED BARS AT HARD ROCK STADIUM
Breakthru Beverage received the opportunity to brand a total of eighteen (18) bars at Hard Rock Stadium for the 2016-2017 season. Through integration of bottle displays and signage, Breakthru designated a brand to nine (9) total bars while allowing their portfolio of distilled spirits to be displayed at the remaining nine (9) bars.
In collaboration with Breakthru Beverage and Hard Rock Stadium's concessionaire, Centerplate, the 2016 season witnessed the introduction of a "Mixology Cart". The portable bar serviced suite customers of legal drinking age on the 200 mezzanine level throughout the season.
STADIUM PURCHASE CREDIT
Breakthru received a Stadium Purchase Credit in the amount of $10,000 that was used to purchase tickets to the following events at Hard Rock Stadium.
9/25/2016 (Dolphins vs. Browns) - Eight (8) Tickets
10/9/2016 (Dolphins vs. Titans) - Two (2) 72 Club Wristbands
11/6/2016 (Dolphins vs. Jets) - Two (2) Tickets
11/27/2016 (Dolphins vs. 49ers) - Eight (8) Tickets
12/11/2016 (Dolphins vs. Cardinals) - Ten (10) Tickets
UM Season Tickets - Four (4) Tickets
Capital One Orange Bowl - Two (2) Tickets
USE OF STADIUM
Breakthru Beverage received the right to host up to three (3) private corporate events at Hard Rock Stadium for up to fifty (50) guests. In substitution of all three (3) events, Breakthru hosted one (1) large staff Holiday Party in the Hyundai Club on Sunday December 4, 2016.