TEAM Coalition May 2011 Membership Meeting Minutes

1. TEAM Coalition Membership Meeting
May 19, 2011, 10:00 AM
MLS – 420 5th Avenue, 7th Floor, New York, NY
MINUTES
Page 1 of 12
ATTENDEES
First Name Last Name Organization
Carol Huebner Anheuser-Busch
Marc Bruno ARAMARK
Carl Mittleman ARAMARK
Joe McClain Beer Institute
Mark Camillo Contemporary Services Corporation
Bill Lohr Delaware North Companies Sportservice
Gus Kontopuls Elite Show Services
Kevin Bruder International Association of Venue Managers
Celia Bobrowsky Major League Baseball
Linda Pantell Major League Baseball
Evan Dabby Major League Soccer
Jon Radke Major League Soccer
Gene Girón MillerCoors
Diane Wagner MillerCoors
Marcus Jadotte NASCAR
Jacquelyn Pannell NASCAR
Allison Kreutzjans National Association of Broadcasters
Dennis Wharton National Association of Broadcasters
Joel Downing National Basketball Association
Rebecca Spicer National Beer Wholesalers Association
Mary Wilfert National Collegiate Athletic Association
Jeff Miller National Football League
Ann Marie Lynch National Hockey League
John Morris National Hockey League
Aaron Schmitt New Meadowlands Stadium Company
Anne Wheat New Meadowlands Stadium Company
Todd Wickner Ovations Food Services
Barbara Casey Stadium Managers Association
Shonda Andrews TEAM
Jill Pepper TEAM
Mark Salazar TEAM
Christy Verbosky TEAM
Bill Elliott The HERO Campaign for Designated Drivers
Muriel Elliott The HERO Campaign for Designated Drivers

2. TEAM Coalition Membership Meeting
May 19, 2011, 10:00 AM
MLS – 420 5th Avenue, 7th Floor, New York, NY
MINUTES
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• MLS Commissioner Don Garber welcomed the group
o Talked about safety and security concerns as fans embrace sport
o Showed 2 YouTube videos
 http://www.youtube.com/watch?v=dqylgmYMZ2Q
 http://www.youtube.com/watch?v=2a9aB8i92SQ&feature=related
o Referenced this Wall Street Journal article about the intensity of the fans in Seattle and Portland
http://online.wsj.com/article/SB10001424052748703864204576319570556983628.html
• Chairman Marc Bruno welcomed all members including TEAM’s newest members and new
representatives for existing member organizations
o NASCAR
 MARCUS JADOTTE (MANAGING DIRECTOR PUBLIC AFFAIRS)
 JACQUELYN PANNELL (SENIOR COORDINATOR PUBLIC AFFAIRS)
o Beer Institute – Joe McClain (PRESIDENT), TEAM Coalition membership and finance committee
chairman
o NAB – DENNIS WHARTON (EVP COMMUNICATIONS), TEAM Coalition marketing committee
chairman
o NBA –JOEL DOWNING (SECURITY)
o NHL – JOHN MORRIS (COORDINATOR OF SECURITY)
o SPORTSERVICE – BILL LOHR (GENERAL MANAGER FOR SPORTSERVICE AT NEW MEADOWLANDS
STADIUM)
o SMA – BARBARA CASEY (DIRECTOR AT LARGE FOR SMA, DIRECTOR OF COMMUNITY RELATIONS
FOR TAMPA BAY SPORTS AUTHORITY, HOME OF THE TAMPA BAY BUCCANEERS)
o HERO CAMPAIGN – BILL AND MURIEL ELLIOTT
• Summary of Training Report
o Dennis Wharton (NAB) asked about teams that don’t have any reported training results
 Jill explained that the concessionaires for those teams and facilities may use another
training product. TEAM doesn’t have access to the data for other alcohol training products.
 Texas Alcohol Beverage Commission (TABC) is one example of a state-provided training
product utilized by all concessionaire organizations in Texas.
o Celia Bobrowsky (MLB) asked if TEAM sets mandates on how many employees should be
certified
 Jill explained that the decision to train and certify (administer the test) is a decision made by
the concessionaire, team or facility operator.
 There are several teams that require all employees in the building to be TEAM-certified
before they work. The Buffalo Bills are one of those teams.

3. TEAM Coalition Membership Meeting
May 19, 2011, 10:00 AM
MLS – 420 5th Avenue, 7th Floor, New York, NY
MINUTES
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 Other facilities simply use the materials provided to the trainers from the TEAM trainer
workshops and do not purchase manuals or submit exams to TEAM to grade. TEAM cannot
track those numbers.
o Diane Wagner (MillerCoors) clarified that the far right column for each league chart showing
TEAM training and certification for 2008-2010 is there because employee certification is good
for 3 years.
o MiLB training
 Significant training done by Ovations at MiLB parks
 Applebee’s Park is now Whitaker Bank Ballpark
o Significant training done by “Other Facilities”
 CN Centre, Prospera Place, and Save-On Foods Center are all ICM
 NOKIA Theatre is AEG
 Lloyd Noble Center is a multi-purpose facility on the campus of the University of Oklahoma
o The full-price cost of manuals purchased by Levy Restaurants in recent years would have
covered the cost of their membership dues
o NCAA discussion
 Jill will be conducting TEAM training at the University of Michigan, as a result of a reference
from Notre Dame
 Both University of Michigan and Notre Dame DO NOT serve alcohol at football games, but
both recognize that alcohol plays a role in fan behavior as a result of tailgating
 University of West Virginia is working toward serving alcohol at stadiums, TEAM supports
this effort as long as alcohol is served responsibly
• As of Friday June 3, 2011 WVU did receive approval to serve alcohol at Mountaineer
football games
 Athletic Business Journal article
o TEAM participant manual sales are low for 2011
 One reason may be because of the end of FY 2010 sale
 Through May 2011, total manual sales are 25,990. As of May 2010, we had sold 30,379
manuals. That’s a difference of 4,389 manuals ($50,000)
 2011 manual sales numbers are on target relative to 2009
o Trainer certifications are well ahead of fiscal year estimates
 258 trainers certified or recertified is 95% of FY 2010 totals, with 4 months left in the fiscal
year
 CSC trainer certification in May added 24 new or recertified trainers

4. TEAM Coalition Membership Meeting
May 19, 2011, 10:00 AM
MLS – 420 5th Avenue, 7th Floor, New York, NY
MINUTES
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• Summary of League Report
o Gus Kontopuls (Elite) asked about the protocol of picking the Designated Driver for the Season
 Jill explained that at the end of the regular season, each team in the league randomly draws
the Designated Driver for the Season from all the designated-driver pledge forms collected
throughout the season
 Carol Huebner (Anheuser-Busch) said there is often a designated-driver prize for the game
in addition to the free soda prize
o 718,000 designated drivers in 2010-11 from MLB, MLS, NBA, NFL and NHL fans
o Goal for 1 million Designated Drivers
 Linda Pantell (MLB) asked how we plan to accomplish that goal
 Jill talked about two new promotions
• Inflatables
• Designated Driver Challenges
o Jill asked any members for their ideas on what to do with inflatables covered in autographs of
responsible fans
 NBA Jam Session basketball could be displayed in the Los Angeles area
 Inflatables need constant power to be displayed and there is a humming noise
 They could it go to a sports bar, a school, a recreation center
 They could be auctioned off with the proceeds going to the charity of choice for the team or
league
o Evan Dabby (MLS) recommended that All Star game numbers should go to towards the goal of 1
million designated drivers
o MLS Designated Driver Challenges
 Seattle vs. Portland
 Red Bulls vs. Union vs. D.C. United
o Joel Downing (NBA) selected the Indiana Pacers Designated Driver for the Season as the winner
of a trip to the 2012 All-Star Game in Orlando as part of the Responsibility Has Its Rewards
sweepstakes for designated drivers with the NBA
o Christy Verbosky (TEAM) provided an updated total of 74,500 designated drivers for NHL
 As of June 1, 2011 the total number is 87,408
o Ann Marie Lynch (NHL) selected the Carolina Hurricanes Designated Driver for the Season as
the winner of a trip to the 2012 All Star Game in Ottawa as the grand prize winner of the
Responsibility Has Its Rewards sweepstakes for designated drivers with the NHL.
o The Designated Driver for the Season from the Colorado Avalanche won two tickets to a
regular season game at Pepsi Center as the runner-up prize winner
o The president of the University of Eastern Washington posed for a photo at the TEAM Coalition
booth at the 2011 NCAA Division I Football Championship (page 23 in meeting materials)

5. TEAM Coalition Membership Meeting
May 19, 2011, 10:00 AM
MLS – 420 5th Avenue, 7th Floor, New York, NY
MINUTES
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• Membership Report Summary
o MillerCoors is one organization that contributes funds beyond membership dues to help
promote responsibility with the sports teams and leagues where MillerCoors is the official
responsibility partner and brand sponsor.
o 2010 events with MillerCoors
 Super Bowl XLV
 HBCU Classics
 MLB Club promotions with the Tigers, White Sox and Brewers
 Designated Driver Challenge with the Colorado Rockies and Arizona Diamondbacks
 Gold Cup soccer tournament
• Dennis Wharton’s position as marketing committee chairman was discussed before a vote of the full
membership was taken
o Dennis Wharton represents the National Association of Broadcasters
o NAB is one of the key pathways that the TEAM Coalition PSAs – both radio and TV – reach
broadcasters
o VOTE PASSED: the full membership voted to extend the term of marketing committee
chair to Dennis Wharton and NAB for another 3 years
• MADD Strategic Partnership
o Linda Pantell (MLB) expressed concern with the fact that MADD was part of TEAM Coalition
before TEAM became a non-profit organization. Then MADD left when the Beer Institute and
brewers joined.
o Dennis Wharton (NAB) asked if MADD has extended this proposal to TEAM
 Jill explained that she has spoken with Debbie Weir of MADD and the organization is very
interested in becoming a strategic partner, but MADD has not extended an agreement to
TEAM
o Barbara Casey (SMA) expressed concerns about new industry categories being added to the
membership and if MADD may have an issue with companies from those categories
o Mary Wilfert (NCAA) wanted to confirm that MADD may not be involved with everything TEAM
Coalition does.
o Celia Bobrowsky (MLB) asked if the MADD logo would appear on the signage for MLB All-Star
FanFest
 Jill explained that MADD would only play a role when TEAM member organizations
approved MADD playing a role.
o MADD could provide volunteers at TEAM Coalition booths for league events only if the league
approved that.
o MADD, like any other TEAM member organization or existing strategic partner, could distribute
materials that need to be approved.

6. TEAM Coalition Membership Meeting
May 19, 2011, 10:00 AM
MLS – 420 5th Avenue, 7th Floor, New York, NY
MINUTES
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o Diane Wagner (MillerCoors) asked if MADD agreed to assist TEAM even with MillerCoors or
Anheuser-Busch as the branded beer sponsor of responsibility programs
o Jill explained that specific roles and opportunities for MADD had not been defined. Nothing
involving MADD would happen without approval of TEAM member organizations involved in the
event
o Joe McClain (Beer Institute) said that the new MADD is much more reasonable now. The new
president of MADD, Kimberly Earle, could be more open to discussions with new partners.
.
o Jeff Miller (NFL) Said Buffalo and Oakland benefitted from having MADD volunteers in the
parking lots. Both teams saw increases in fan participation in the designated driver programs
this season. MADD has evolved over the years, they can bring credibility. They are no threat to
the coalition, more complimentary.
o Gene Giron (MillerCoors) asked if TEAM invited MADD to help support efforts at Super Bowl
XLV. He remembered that they turned us down.
 Jill explained that MADD had a booth at the media area at Super Bowl. And they didn’t help
with our outreach for no other reason than not being able to coordinate efforts in time for
the credential deadline in early December.
o Celia Bobrowski (MLB) asked if MADD would sign an agreement?
 Jill explained that all strategic partners do sign a memorandum of understanding.
o Diane Wagner (MillerCoors) thinks the Rules Of Engagement should be discussed and how it
would apply to MADD before the vote should be taken
 Jill explained that the Rules Of Engagement will be discussed and feedback from all member
organizations will be gathered. Then the Board of Directors will formally approve the
document with the understanding that it will grow and develop as the organization grows.
 Jill also emphasized that nothing is new to this document. The document as it currently is
puts down on paper what TEAM is already doing.
o Joe McClain (Beer Institute) echoed Diane Wagner’s concerns about the Rules of Engagement
being finalized before votes.
o Evan Dabby (MLS) asked if MADD is not approved now, would they be eligible to be considered
again at a future meeting?
 Jill said yes.
o VOTE PASSED: the full membership vote passed and MADD will receive an offer from TEAM to
become a strategic partner.
 Once the Rules of Engagement document is approved, it will be shared with MADD

7. TEAM Coalition Membership Meeting
May 19, 2011, 10:00 AM
MLS – 420 5th Avenue, 7th Floor, New York, NY
MINUTES
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• Industry Category expansion
o Strategic Need for Membership Growth
 Jill identified that 8 member organizations are viewed as sources of fan outreach for which
TEAM spends the majority of our funds on fan education
• Leagues – MLB, MLS, NASCAR, NBA, NFL and NHL
• Live Nation
 TEAM spent an average of $43,000 with the 6 league members in 2010, multiple $43,000 by
8 members and the total spend for RHIR outreach will be $345,000
 Add that to the cost to operate the organization and provide the training program materials,
TEAM needs $1,024,000 to cover annual expenses
 Annual revenues total $960,000, leaving the organization short by over $60,000
 5 new members would provide sufficient funds
o Rules of Engagement document – to be renamed “Code of Cooperation”
 Puts down on paper TEAM’s current operating procedures to respect the relationships
between TEAM Coalition member organizations (leagues and vendors/sponsors)
 Updates and feedback from all members will be excepted and shared
 BOD will approve
 Document will be shared with potential members
 All members will be expected to follow Code of Cooperation
 Consequences for code violations will be developed, shared with all members, approved by
BOD and enforced by all members
 Joe McClain and Rebecca Spicer agreed that the Rules of Engagement document feels
rushed and that approval of that document should happen before new industry categories
are voted by the membership. They both wanted to know the time frame for collecting
feedback on the document and gaining approval.
• Jill explained that the Rules of Engagement document simply puts down on paper what
we already do. And the definition of what we do depends on with whom we do it. So
defining the industry categories will help guide the details of the Rules of Engagement.
• The document will be approved before the next membership meeting.
o Existing categories – 32 potential new members
 Rebecca Spicer (NBWA) recommended two more leagues to be added to the list of new
potential members within our existing industry categories - PGA and USTA
• Jill agreed that those two leagues were also discussed during the board of directors
meeting
 Gus Kontopuls (Elite) asked if AEG would become another Live Nation and become a source
$40K in costs to reach fans through fan outreach promotions
• Jill explained that AEG could simply join Live Nation in the RHIR sweepstakes for
designated drivers at concert venues

8. TEAM Coalition Membership Meeting
May 19, 2011, 10:00 AM
MLS – 420 5th Avenue, 7th Floor, New York, NY
MINUTES
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 Gus also suggested that we add Standard Parking and Ace Parking to the list of potential
new members from existing categories
 Marc Bruno (ARAMARK) asked what would happen if we said you can’t do any TEAM
training if you’re not a member?
• Jill explained that the amount of TEAM training Levy purchases at the non-member rate
nearly pays for them membership dues
 Mary Wilfert (NCAA) asked if we have considered what would happen if everyone said yes
to becoming a member. We would become unmanageable.
• Jill explained that the full membership would vote any time a member organization
wants to join, just like what happened with NASCAR.
 Joel Downing (NBA) asked that we add NBATV to the broadcaster list as well
 Marcus Jadotte (NASCAR) asked that we consider looking at the organizations that are part
of the leagues’ eco-systems and incorporate TEAM Coalition membership into the
relationship between leagues and key sponsors/partners where it makes sense. He also
suggested raising the annual dues of existing members.
 Anne Wheat (TEAM master trainer New Meadowlands Stadium) Guest Assist which
provided the Text to Pledge functionality for 2 NFL teams this season could be a member,
part of the stadium service provider category or a new category called “Technology.” This
category could be an expansion of the “Telecommunications” category.
 Gus Kontopuls (Elite) asked the same question of Motorola.
• These two examples give justification for the potential to add “Technology” to the
“Telecommunications” category.
 Carol Huebner (Anheuser-Busch) feels strongly that the call to action of a face-to-face
designated driver program is important. And texting to pledge takes away from the face-to-
face interaction. Employees cannot verify that fans aren’t abusing the system.
• Jill confirmed that both NFL teams that utilized text to pledge did not reward fans
without an interaction with employees
 Carl Mittleman (ARAMARK) asked for clarification on the difference between organizational
members and strategic partners
• Members pay annual dues of $15,000 and vote
• Strategic partners do not pay dues, do not vote and are non-profit organizations with a
message or audience aligned with TEAM Coalition
o New categories – 32 potential new members
 Example – Chevrolet’s partnership with MLB could benefit TEAM. A designated-driver
randomly selected by the Club hosting the All-Star Game could win an opportunity to drive
or ride in a Chevrolet truck in the All-Star Red Carpet Show
• Linda Pantell (MLB) said the designated Driver could ride in the last truck with the World
Series trophy.

9. TEAM Coalition Membership Meeting
May 19, 2011, 10:00 AM
MLS – 420 5th Avenue, 7th Floor, New York, NY
MINUTES
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 Rebecca Spicer (NBWA) asked if expanding categories is a way to increase fund or expand
membership
• Jill explained that the growth is to increase funds and have TEAM members mirror the
sports industry. TEAM Coalition member organizations should match the organizations
that are active sports sponsors
 Diane Wagner (MillerCoors) asked how the El Jimador and MLS partnership will work
• Jill explained that the partnership would not dilute the designated driver program
opportunity in place between Anheuser-Busch and 16 MLS clubs and MillerCoors and 2
MLS clubs.
• Responsibility promotions are part of the agreement between liquor companies and
sports teams and leagues. By having liquor companies join TEAM, the opportunity for a
universal message exists.
• Some examples of how TEAM might help support responsibility outreach between El
Jimador and MLS
− Online responsibility pledge for a chance to win prizes
− Bus transportation from parking lot of home stadium to away game
− Partnership with local public transportation to offer fans an alternative to driving to
the game
 Barbara Casey (SMA) suggested that an organization like BlueCross BlueShield might
consider purchasing the employee training manuals
• Jill explained that for many of the teams they sponsor, MillerCoors pays for training
manuals and trainer certification
 Carol Huebner (ABI) said there is only so much inventory on stadium video boards and
concourse signage. Would new members be asking for more free airtime in stadium? How
would new members co-exist with the active board and active program we have now.
• Jill explained that new members would not be asking for more free video board
inventory. New members would incorporate responsibility messages into their existing
promotional inventory with the league/team.
• Example: as the official healthcare provider of a sports team, BlueCross BlueShield may
share information with fans about how NOT driving drunk saves lives
 Rebecca Spicer (NBWA) asked about the order of operations regarding potential members
from existing categories relative to new industry categories
• Marc Bruno (ARAMARK) explained that the new member list has been the same list for
10 years. We’re handcuffed now unless we go beyond and vote on the new categories
to expand. The guidelines restrict us from talking to companies outside our existing
industry categories.
• Kevin Bruder (IAVM) explained that the list of new industry categories for TEAM is
simply keeping up with the times. The list represents a more accurate view of who is
involved in sports. If TEAM keeps companies out for competitive reasons it isn’t doing

10. TEAM Coalition Membership Meeting
May 19, 2011, 10:00 AM
MLS – 420 5th Avenue, 7th Floor, New York, NY
MINUTES
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due diligence for TEAM’s league members. Not including categories may be a threat to
TEAM if they do their own thing that becomes competitive with what TEAM and its
member organizations are doing.
 Evan Dabby (MLS) provided the example of the growth of MLS from 3 owners and 9 teams
to 18 teams with 18 different owners. The growth is difficult but in the best interest of the
organization.
 Todd Wickner (Ovations) asked if buildings, as the framework for all things related to TEAM
and responsibility, should become members.
• Anne Wheat (New Meadowlands Stadium) said as a building employee who trains
employees, offers designated driver program with partners and does everything TEAM
recommends, she would be upset if TEAM said the building owes money in order to be
in the best possible standing with the organization.
 Joe McClain (Beer Institute) asked what happens if an industry category doesn’t pass. Can it
come up for vote again?
• Jill said yes
o VOTE PASSED: full membership voted to expand industry categories to include all 8 new
industry categories
Automotive Health Services
Beverages (Alcohol, other than beer) Insurance
Beverages (Non-alcohol) Rental Cars
Financial Services Telecommunications
 Marc Bruno (ARAMARK) asked about next steps
• Jill explained that the first priority will be to get the membership comfortable with the
Code of Cooperation
• Then the process of reaching out to new members in existing and new industry
categories will occur
• No new member will join without a vote of the full membership
• Insurance Product
o Aon is the broker
o Joshua Eckrich is the sales contact
 816-698-4615
 Joshua.eckrich@aon.com
 4801 Main Street, Suite 350 Kansas City, MO 64112
o Scottsdale and K&K would be the carriers
o Stadiums that purchase umbrella product would receive as much as $10,000 worth of TEAM
training materials annually
o Barbara Casey (SMA) asked how it would work if a stadium already had K&K insurance

11. TEAM Coalition Membership Meeting
May 19, 2011, 10:00 AM
MLS – 420 5th Avenue, 7th Floor, New York, NY
MINUTES
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 Jill confirmed that the stadium could simply move over to the new product to receive the
training benefit
o Gus Kontopuls (Elite) has insurance expertise
 Willing to help Jill investigate opportunity
 Asked if $10,000 worth of training materials would be limited to the facility operator only or
could it be used by stadium partners – i.e. concessions, security, parking, etc.
• Jill confirmed that facility management could use the materials as they see fit
 Scottsdale and K&K write very different paper
o Kevin Bruder (IAAM, Maverick Center) is the general manager for his building and has a great
deal of experience with risk management and insurance from the perspective of building
management
 Willing to help in the process of reviewing this opportunity
o One key benefit from TEAM’s perspective is the commitment of funds to TEAM Coalition for
facilities - $10,000 annually at once instead of the piece meal orders we typically receive
o This opportunity represents both new business and financial benefits to existing TEAM training
customers
o Questions for Jill to take back to AON
 Will the product be exclusive to AON?
 What does the umbrella coverage include
 What is the range of funding for training, with the understanding that a smaller venue
would purchase a smaller umbrella and therefore receive less training dollars?
• Online training
o Heard from 3 groups that all said our price estimate of $25,000 was too low
 Skill Soft
 Net Dimensions
 Buddy Group
o Expected benefits/functionality/usage of online employee training
 Immediate access to results
 No TEAM staff needed
 Monthly online invoice
 Possible customized URL
 Recertification for long-term employees
o Pricing
 Kevin Bruder (IAVM) suggested using the current rate for offline training as the price for
online training and then increase the price of manuals
 Marc Bruno (ARAMARK), Bill Lohr (Sportservice), Gus Kontopuls (Elite) and Marcus Jadotte
(NASCAR) all agreed to not reduce the price of the online offering relative to the offline
training product
 Diane Wagner (MillerCoors) shared that TIPS online training is $40

12. TEAM Coalition Membership Meeting
May 19, 2011, 10:00 AM
MLS – 420 5th Avenue, 7th Floor, New York, NY
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 TEAM’s current offline training pricing
• $13 per manual for non-members
• $12 per manual for sports facilities and teams
• $11 per manual for concessionaire and stadium service provider members (both TEAM
member organization and training customers)
 Jill said the ultimate goal is to have more employees certified
 Anne Wheat (New Meadowlands Stadium ) said that decreasing cost may not result in more
training, savings could go to other expenses not training more people
o Members have contacts in the online education space
 Carol Huebner (ABI) connected Jill with Rserving.com
 Marcus Jadotte (NASCAR) has a contact to share with TEAM