The Las Vegas Super Bowl 58 Host Committee didn’t have to look far to find the first of what it hopes will be many partnerships with minority-owned businesses.
A few months ago, the committee connected with the owners of Eagle Promotions, a promotional products and apparel company with headquarters about a mile from Allegiant Stadium.
“We started with the committee about three months ago with some of the swag—lapel pins and things like that—that they wanted,” said Sean Ono, CEO of Eagle Promotions. “We’re excited for future opportunities, as well, as we get closer to the Super Bowl.”
Las Vegas is hosting its first Super Bowl on February 11, 2024, at Allegiant Stadium.
This month, the committee and the NFL launched the Business Connect website to help find other minority-, woman-, LGBTQ- and veteran-owned businesses to bid for Super Bowl-related contracts.
Businesses involved in nearly 30 disciplines—everything from flooring and decor to waste removal and security—are invited to apply.
“Our goal is to make sure there’s a bridge between local, diverse suppliers in Las Vegas and the event producers and NFL vendors,” said B.J. Waymer, owner of B.J. Waymer Associates Inc., which has helped run the program for several years.
To be eligible, businesses must meet a number of requirements, including being at least 51% minority-owned. They also must be “the direct source of the goods and services they provide” and have been in business at least three years.
“Every local, diverse businessperson wants an opportunity to compete for contracts,” Waymer said. “Business Connect is going to bring that to Las Vegas as it relates to the Super Bowl.”
In addition to the possibility of getting a contract for a Super Bowl event, business owners who apply can also participate in workshops and networking events, Waymer said. The first informational workshop is January 18.
The Las Vegas Raiders, who call Allegiant Stadium home, will also keep the master list of businesses for future reference, which could lead to partnership opportunities down the road.
“We think this is going to open up doors for local businesses leading up to, during and post-Super Bowl,” said Michael Crome, chief financial officer for the Raiders. “We’re going to use that list of diverse businesses post-Super Bowl so we can engage with some of them.”
Waymer said the networking aspect is one of the most important prongs of the program.
“Our goal for the networking portion is to help local, diverse businesses come together at our events to get to know each other, too,” Waymer said.
“What we’ve found in other markets is that a florist may have met someone who makes cakes through Business Connect, then they may collaborate later or recommend a certain business. It helps to build a community for these small businesses,” she said.
Waymer said she encourages small-business owners to apply, even if they aren’t sure if they check all the boxes for Business Connect.
“We’re looking for businesses that are above the norm,” she said. “They need to be really good at what they do. If you’re good at what you do, we can teach you everything else you need to know about filling out an RFP [request for proposal] and competing for a contract.”
Ono, who is of Japanese ancestry, said the program will open doors for Las Vegas businesses.
“The opportunity for the local community is really big, but we, as business owners, still need to shine,” Ono said. “We’re born and raised here, and having the Super Bowl come here, it’s special. We wanted to be a part of something this big.”
People who want to learn more about the Business Connect program can visit the host committee’s website at lvsuperbowlhc.com.
This story appeared in Las Vegas Weekly.