When the Atlanta Braves announced the team is moving to Cobb County, officials within Mayor Kasim Reed’s administration said they were still in the midst of solving a multi-million dollar problem.
Atlanta deputy chief operating officer Hans Utz said the administration believed it had until early November to respond to a Braves proposal submitted in September. That 16-point document outlined what the team envisioned for future development around Turner Field and its lease renewal requirements. Officials have said the city would have to come up with anywhere from $100 million to $200 million for infrastructure improvements to The Ted.
Curious about what the Braves proposed? Documents obtained by The Atlanta Journal-Constitution reveal more about the team’s development goals, its desire to break free from the Atlanta Fulton County Recreation Authority, of AFCRA, and infrastructure improvement needs.
The documents also serve as a strong hint for what the Braves might look to do in Cobb County.
By the way, “ANLBC” stands for Atlanta National League Baseball Club.
ANLBC Development Requirements — a list of what the Braves hoped to see happen at Turner Field.
• Annual guarantee paid to ANLBC equal to the greater of $10,000,000 annually (increasing by annual CPI) or 25% of all annual gross revenue of the development (including, without limitation, rental, lease, parking, advertising or other revenues).
• ANLBC to control and retain rights to sell naming rights and related advertising and sponsorship inventory for the development and to retain all revenues from such sale.
• No signage, advertising, branding, retail or other exterior promotional exposure for any competitors of ANLBC exclusive sponsors (See Exhibit A for protected categories which may be amended from time to time by ANLBC).
• No fast food restaurants other than one (1) coffee shop (e.g. Dunkin’ Donuts, Starbucks).
• No third party retail may sell Braves merchandise or tickets within the development.
• Limit to two (2) sports bars and two (2) fine dining restaurants within the development and must be on the northern part of the development a minimum of 1,600 feet from front gates of Turner Field.
• Retail, office, hotel and residential unit specifications – See Exhibit B
• No adult entertainment clubs, pawn shops, tattoo parlors, liquor stores, title loan shops, automotive shops or other industrial business or any establishments that may be offensive or vulgar to the community or Braves’ fans.
• Development must include deck parking to accommodate 8,600 cars for use during all games by ANLBC.
• Development must include additional transit options (maglev, light rail, bus, trolley, etc.) and ingress and egress improvements.
Turner Field Operating Agreement Renewal Requirements — an outline of what the team wanted in capital improvement funds and confirmation of the team’s desire to end its relationship with the AFCRA.
• Capital Improvements listed in Exhibit C to be made to Turner Field in 3 phases – 2016, 2017 and 2018. (Exhibit C not included)
• ANLBC to fund $50M of improvements, AFCRA to fund $50M and City/County to fund other $50M over the 3-year period (2016 – 2018).
• Capital Improvements going forward after 2018 to be funded 50/50 by ANLBC and AFCRA/City/County until such time as development is generating annual minimums set forth above ($10,000,000) after which time ANLBC will assume 100% of Capital Improvement funding obligation.
• AFCRA oversight to end in 2014 (including relinquishment of Turner Field office space) and ANLBC to deal directly with City of Atlanta.
• ANLBC to assume management and oversight of all parking agreements and special events at Turner Field including GSU and County parking agreements.
• ANLBC and AFCRA/City/County will amend and restate current Operating Agreement and extend term for an additional 20 years.
EXHIBIT A – LIST OF ANLBC EXCLUSIVE SPONSORSHIP CATEGORIES
Sporting Goods
Wireless Services and Devices
Moving Companies
Non-alcoholic Beverages
Alcoholic Beverages
Internet, Cable and other new media platforms
Airline
Credit Reporting
Gas Provider
Power Provider
Cooling, Heating & Plumbing Companies
Credit Card
Banks and Financial Services
Auto Parts
Hospital
Home Improvement
Waste Management
EXHIBIT B – RETAIL, OFFICE, HOTEL AND RESIDENTIAL SPECS
Phase One
• 250 Apartment Homes
• 175 Hotel Rooms
• 25 Condo and Townhome Units
• 10,000 feet of retail square footage
• 50,000 feet of restaurant/entertainment square footage
Phase Two
• 250 Apartment Homes
• 200 Hotel Rooms
• 25 Condo and Townhome Units
• 10,000 feet of retail square footage
• 75,000 Office space square footage
• 50,000 feet of restaurant/entertainment square footage
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