Toyota takes over Southwest's spot at Lucas Oil Stadium

August 21, 2013
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Colts fans entering Lucas Oil Stadium for the first time this year for Saturday’s preseason game against Cleveland will see a new set-up in the northwest corner of the venue.

Replacing Southwest Airlines’ decorum in the concourse is an elaborate interactive Toyota display. The display includes video walls showing factory highlights and vehicle footage, a 2013 Highlander with a digital wheel stand display; a pair of multi-dimensional monitors featuring Toyota products and Colts players; and an interactive player wall which also showcases the 11 central Indiana Toyota dealers.

The concourse originally was decorated with Air Tran Airlines items, and then with Southwest things after Southwest bought the airline. Southwest dropped its sponsorship deal due to a decreased presence in Indianapolis, Colts officials say.

Colts officials recently announced an extended and expanded agreement with the Japanese carmaker, making Toyota the official team vehicle through 2017. Toyota has been a Colts sponsor since 2010.

Though financial terms were not disclosed, sports marketers estimate the annual price tag in the low seven figures. In addition to the concourse display, Toyota will have its logo on the team’s away game press backdrop.

In 2008, when Lucas Oil Stadium opened, team officials estimated the annual cost of one of the four interior corners on the stadium’s main level at $750,000.

A big part of Toyota’s Lucas Oil Stadium display—and larger sponsorship deal—will be highlighting Toyota’s Indiana presence, company officials said.

“The Toyota concourse celebrates the company’s numerous vehicles, as well as our hard-working manufacturing associates and dealer partners in the state of Indiana,” said Kevin Fletcher, general manager of the Chicago Region (which includes Indianapolis) for Toyota Motor Sales USA Inc.

Toyota’s plant in Princeton assembles the Highlander, Sienna and Sequoia. The Camry is assembled in Lafayette at the Subaru of Indiana Automotive Inc. plant. Toyota directly employs more than 4,500 people in Indiana, with an additional 12,900 local jobs affected indirectly, Toyota officials said.

“With Toyota vehicles being built in Indiana, it makes sense this brand be associated with Indiana's own Indianapolis Colts,” said Jay Souers, Colts senior vice president of sponsorship sales.

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  • Irsay strums while Indy burns
    How much is Indy or CVB getting from this deal? Oh yeah, zero. Meanwhile property or income taxes are likely going up to pay for police officers because we can't raise food and bevy tax rates since the eternally suffering billionaires needed that hike for their sports palaces. Thanks for the great partnership with the city, Jim! All take and no give.
  • What??
    Irsay just gave the ISO over $750k so they can "strum."
  • CIB gave more first
    In April, the CIB agreed to spend $2million to update suites at Lucas Oil and Colts/Irsay keep all revenue from those suites. http://www.ibj.com/colts-to-add-luxury-suites-more-digital-signage-to-stadium/PARAMS/article/40653
    • Party Hard
      Those with big bucks must party really hard! There is no way the suites in a venue the newly built should need to be updated already!!
    • Whaa, whaa, whaaa!
      "It isn't fair that Irsay and all his players make millions and we don't! The City should make him share all the gate, concession and ad revenue with everyone in the City that isn't working and on welfare so we can watch the games in suites, too, while we talk on our Obamaphones!"
    • GM metal Fabrication
      And anther one Bites the dust go Colts
    • Unvelievable
      GO TOYOTA! GO COLTS!! :)
    • Get a life
      How can you hate on a man that made a GREAT deal and is reaping the benefits of being smarter then the people YOU employ to run this city. I would think people would be happy their team is staying in Indy and not going to LA, but I guess what another man makes financially is more important then the good times and the economic impact of the events coming into building and game day Sunday experience. NEWS FLASH! Everybody has the same 24 hours. Work on implementing a plan that will make you a billionaire instead of wasting your time hating on a man who did it! BOOM!
      • Jody Hurly is Correct
        Everyone should work on being the child of wealthy parents.
      • The word "decorum"
        I do not think it means what you think it means.
      • Why so Angry
        yes,Irsay gets millions in benefits provided by the tax payers, but look what is provided in exchange. we have a national presence, a team for the city to rally around, thousands of jobs for people in the city, a venue that draws tourists and conventions to the city. the total impact of that building on the city incredible. we have invested in our city, not in Irsay. that investment keeps Irsay and the colts here.it also provides jobs and income to a lot people who need jobs. dont look at what he makes, look at what we receive. Irsay is reaping the benefits of his fathers work. I work my but off trying to get rich. and guess what, Im leaving it all for my kids too.

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      1. Really, taking someone managing the regulation of Alcohol and making himthe President of an IVY Tech regional campus. Does he have an education background?

      2. Jan, great rant. Now how about you review the report and offer rebuttal of the memo. This might be more conducive to civil discourse than a wild rant with no supporting facts. Perhaps some links to support your assertions would be helpful

      3. I've lived in Indianapolis my whole and been to the track 3 times. Once for a Brickyard, once last year on a practice day for Indy 500, and once when I was a high school student to pick up trash for community service. In the past 11 years, I would say while the IMS is a great venue, there are some upgrades that would show that it's changing with the times, just like the city is. First, take out the bleachers and put in individual seats. Kentucky Motor Speedway has individual seats and they look cool. Fix up the restrooms. Add wi-fi. Like others have suggested, look at bringing in concerts leading up to events. Don't just stick with the country music genre. Pop music would work well too I believe. This will attract more young celebrities to the Indy 500 like the kind that go to the Kentucky Derby. Work with Indy Go to increase the frequency of the bus route to the track during high end events. That way people have other options than worrying about where to park and paying for parking. Then after all of this, look at getting night lights. I think the aforementioned strategies are more necessary than night racing at this point in time.

      4. Talking about congestion ANYWHERE in Indianapolis is absolutely laughable. Sure you may have to wait in 5 minutes of traffic to travel down BR avenue during *peak* times. But that is absolutely nothing compared to actual big cities. Indy is way too suburban to have actual congestion problems. So please, never bring up "congestion" as an excuse to avoid development in Indianapolis. If anything, we could use a little more.

      5. Oh wait. Never mind.

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