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.
PepsiCo received a Ticket Hospitality Credit valued at $75,000 for the 2016 contract year, exceeding the 2016 obligation of $25,000. The below table highlights the events and tickets that were secured using this credit.
PepsiCo owned suite 206A for Miami Dolphins home games, which included twenty (20) game tickets and five (5) parking passes for the 2016 season. PepsiCo also received first right of refusal on the suite for all other events in which it was available.
The Miami Dolphins provided PepsiCo with sixteen (16) club level, ten (10) lower level and forty (40) upper level tickets for the full Miami Dolphins 2016 season. The forty (40) upper level tickets substituted the "family four packs" and associated food and drink vouchers as they were no longer available.
See below ticket usage report for a detailed breakdown of how many tickets were scanned at the Stadium gates each game.
VIDEO BOARD SIGNAGE
As a result of Hard Rock Stadium renovations, PepsiCo's fixed sign beneath the old video boards was replaced with the following valuable video board digital signage: logo recognition on rotating replay wipes on the four (4) video boards, rotating logo recognition on the player statistics box displayed on two (2) video boards, and a total of twenty (20:00) minutes of static logo recognition on the lower corner box of two (2) video boards with eight (8:00) minutes of which broadcast during the fifteen (15:00) minute period preceding kick-off.
VIDEO BOARD FEATURE
This season, PepsiCo brought fans the Aquafina Fan Cam video board feature that aired on the four (4) video boards for at least two (2) minutes per game.
LED RIBBON BOARD
PepsiCo was contracted to receive two (2:00) minutes of exposure on the LED Ribbon Boards for all events in which the Stadium controlled the inventory. PepsiCo received a total of seventy-nine (79:00) minutes across Miami Dolphins and University of Miami home games as well as the Capital One Orange Bowl. This accounted for a bonus of forty-seven (47:00) minutes. PepsiCo also received bonus logo inclusion on the stadium's LED Ribbon Board Stats Box for all Miami Dolphins home games.
PepsiCo was contracted to receive five (5:00) minutes of exposure on the two (2) LED Scoreclocks for a total of forty-five (45:00) minutes. Following the end of the season, PepsiCo received a total of 247 minutes through all nine (9) home games for a bonus of 202 minutes.
DIGITAL MENU BOARDS
PepsiCo received Aquafina and Pepsi logo inclusion on all digital menu boards where the products were available, which accounted for 257 total digital menu boards.