The NFL Cardinals yesterday "received initial approval" from the Arizona Sports & Tourism Authority (ASTA) BOD to operate concessions at Univ. of Phoenix Stadium beginning in '10, according to Carrie Watters of the ARIZONA REPUBLIC. The "cash-strapped" ASTA brokered the deal with the Cardinals to "improve its financial situation." In return, the Cardinals will team with Rojo Events to "assist the pared-down Global Spectrum to market the stadium and increase the number of non-football events," including "better use of the Great Lawn outside the stadium." ASTA President & CEO Tom Sadler said that if the Cardinals "help the authority reach" a $4.25M revenue goal from those events, the team "could see up to a $100,000 performance bonus." The team "will gain control of stadium concessions," and Rojo Hospitality, which was formed by the Cardinals, "will replace the current concessions vendor in 2010." Sadler said that the team "will not control stadium operations, instead reporting to Global Spectrum" and the ASTA. However, a Fiesta Bowl spokesperson said that the Fiesta Bowl, which has "butted heads with the Cardinals, fears the deal could harm its annual college football match." But Sadler said, "I would not do anything to harm the Fiesta Bowl brand." Watters notes while the Cardinals "expect to earn money operating concessions, the Fiesta Bowl would receive the same percentage of commission from food sales during its event" ( ARIZONA REPUBLIC, 7/16 ).
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