Case Studies


client: Gaylord Hotels Music City Bowl

The Music City Bowl Attracts Visitors to Music City

capabilities/industry:   Collateral & Print |  Media Relations |  Sports & Entertainment

The Gaylord Hotels Music City Bowl, an annual post-season collegiate bowl game featuring the Southeastern (SEC) and Atlantic Coast Conferences (ACC), has woven itself into the fabric of the Nashville community. Since the Bowl’s 1998 inception, more than $20 million has been contributed to participating universities, 46 million viewers have watched the event on ESPN and $142 million in economic impact has been generated for the Nashville community.

As the official communications partner since 2004, DVL assists the Bowl in collateral development and media relations and operations. Each year, DVL creates numerous collateral pieces relating to all aspects of the Bowl, including the souvenir program cover, fan guide, posters for each team market, brochures and print ads. With the Bowl’s input, DVL helps create a unique theme each year that carries over into all visual aspects of the game.

DVL also manages all media relations and media operations for the game. This includes creating and utilizing an online credentialing process, coordinating news conferences, communicating with each school’s Sports Information Department, generating media interest through news releases and events, and executing all media logistics for Bowl week and game day. DVL also coordinates media interviews from Nashville and school markets for the coaches and Bowl President and CEO Scott Ramsey. 

On the day of the game, DVL works extensively with approximately 400 credentialed media, both on the field and in the press box, serving as the chief media liaison. DVL also assists ESPN, official broadcasters of the game, by supplying the network and its employees information on players, coaches and teams, as well as events leading up to the game and background information on the Bowl and Nashville that is used throughout the broadcast.

results: The Bowl continues to break attendance records, gaining popularity with Middle Tennesseans and conference schools. Pre-announcement ticket sales continue to increase, proving that this game is now considered a “must see” for regional fans. Each year, print media impressions for the Bowl easily top 20 million and are expected to increase. DVL receives positive feedback from the media and the Bowl about its work.