DATE: Monday, September 8, 1997             TAG: 9709060385

SECTION: BUSINESS                PAGE: D1   EDITION: FINAL 

SOURCE: BY DEBBIE MESSINA, STAFF WRITER 

DATELINE: VIRGINIA BEACH                    LENGTH:  111 lines

MATCHING NAMES WITH PLACESA COMPANY FOUNDED BY TWO BEACH WOMEN IS THE FIRST LOCAL FIRM TO SPECIALIZE IN LINKING CORPORATE SPONSORS WITH EVENTS.

It started with idle conversation between co-workers at lunch one day.

Carol Commander wondered how Budweiser got its logo in boxing rings. She wanted to make that sale.

Nadine Paniccia yearned to produce a rock concert.

Feeling unchallenged and unfulfilled, the two top sales representatives at a leading radio station quit their high-paying jobs and together chased their dreams.

For four years now, the duo has been known as Sponsorships Unlimited. They're the first local company to specialize in matching corporate sponsors with events and venues and producing events as vehicles for corporate sponsorships.

They haven't sold a boxing ring logo. But they are responsible for the GTE name on the Virginia Beach Amphitheater - the biggest sponsorship deal in Virginia - beating out a national promotional marketing firm.

And they've created popular concert events like Cinco De Mayo, which featured Los Lobos at Town Point Park this year.

``It feels so wonderful and so rewarding, not just for us but for the people we work with,'' Commander said.

The corporations and events they count as clients also value the relationship.

``I don't think we'd be where we are without their help,'' said Myron Nahra, president of the East Coast Surfing Championship Foundation. ``They've introduced new sponsorships every year. And the sponsorship amounts are increasing every year.''

Bill Reid, president of Cellar Door Entertainment, which operates the GTE Amphitheater and Beach Events, said, ``They are nothing short of phenomenal.''

Through their radio advertising work and subsequent corporate network, Paniccia, 34, and Commander, 36, noticed a need in the community for sponsorship marketing.

Egged on by Reid - who at the time was preparing to open the 20,000-seat Virginia Beach Amphitheater - the two struck out on their own. (Reid has been their cornerstone client ever since.)

Volunteers have traditionally secured sponsors for events, particularly charity events. But there's an increasing time demand as sponsorship deals become more sophisticated.

``People are realizing this is more complicated than getting someone to hand you a check to hang their banner at your event,'' Paniccia said. ``Sponsors want more.''

They want on-site sampling. Complimentary tickets. VIP tents. Most importantly, they want their sponsorship to broaden exposure and boost sales.

To accomplish that, there has to be a marriage of event and sponsor.

``We literally have dozens of sponsorships to offer,'' Commander said. ``We pick and choose what will fit a company's current marketing plan. That comes with working with them closely.''

For example, Sponsorships Unlimited created the Hall Hassle Free Shuttle for Hall Auto World to transport people to the American Music Festival over the Labor Day weekend. A week earlier, they got Hooters to sponsor the bikini contest at the East Coast Surfing Championships.

In fact, Commander and Paniccia sell all the sponsorships for those two events. This year, they introduced national sponsors to the American Music Festival, including Nissan, Kia and Pontiac.

``We don't present everything to everyone,'' Paniccia said. ``You have to know the client and know the event. It's not about how many calls you can make. It's about knowing the market.''

That's how they landed the multiyear, multimillion-dollar deal between GTE and the Amphitheater last year.

While another national promotional marketing firm was trying to sell GTE officials on the sponsorship on the national level, Sponsorships Unlimited was tapping their local contacts.

Sponsorships Unlimited's first sale to GTE was a trade show booth. Other small sponsorship opportunities arose and their relationship with the local GTE manager blossomed.

So when the title sponsorship of the Amphitheater was up for grabs, Paniccia and Commander knew they had the perfect match.

``It was their willingness to understand our business that made it possible,'' said Carla Ussery, GTE Wireless general manager for Eastern Virginia.

``Their follow-up skills are excellent and their community contacts are excellent.''

Local businesses are increasingly recognizing the importance of finding the right events to attach their names to.

In larger markets with national sports franchises and Fortune 500 companies, event and venue marketing is mainstream, as corporate sponsors know they have the potential to reach millions of people.

Locally, Sponsorships Unlimited has had to look beyond the numbers and develop marketing strategies that create synergy between corporate sponsor and event or venue.

More companies are recognizing this value and have contracted with Sponsorships Unlimited to handle their promotional marketing needs.

``Event marketing and sponsorship activities are something that most businesses like ours handle by the seat of their pants,'' said Kevin McHugh, president of Hall Auto World.

Now Hall has a yearly, integrated sponsorship plan developed by Sponsorships Unlimited. Not only has it delivered results, McHugh said, it has over-delivered.

For example, the first year Sponsorships Unlimited handled sponsorships for the Hampton Roads Auto Dealer Association's golf tournament, revenue more than doubled from $47,000 to $100,000.

``They really opened corporate doors that were not open previously,'' Reid said. ``Every year, they bring new corporate players to the table. ``They've really created something out of nothing. They created a whole new business here. They've put people together who haven't before understood their mutual interests.'' ILLUSTRATION: [Color Photos]

BILL TIERNAN PHOTOS

The Virginian-Pilot

Nadine Paniccia, Carole Commander...

Virginia Beach Amphitheater...

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