The Furfine Network is a team of business development visionaries that specializes in aligning sports and entertainment properties with companies to create buzz and generate revenue. From concept to completion, the Furfine Network plans, places and produces marketing platforms for brands by structuring unique partnerships with properties around extraordinary events.
Let’s talk. For the purposes of advancing real and qualified opportunities, a concerted amount of attention, time and discussion is required. This one-day commitment allows for an overall assessment and download of current branding, marketing and sales initiatives. We will transfer a base knowledge of business units, structure and revenue models. We will also identify and prioritize areas of focus and concentration along with current and potential strategic partnerships. The objective of this phase is to establish ultimate goals, define success and create a general mutual understanding of what the next steps and budget parameters might be.
Let’s investigate. This phase explores the feasibility of key opportunities that are identified as potentially viable during the consultation. Specific emphasis will be placed on the proof of concept, brand alignment, timing, human resource requirements, discovery of value-added assets and finalization of a budget. A thorough project management plan will be created that identifies processes, marketing and communications strategies, contract obligations, potential hurdles and deliverables. The objective of this phase is to get to a green light and go.
Let’s get to it. At this point, the project is under way with keen focus and attention placed on protecting the integrity of the client’s trademarks, brand positioning and the achievement of goals established. Services include but are not limited to: creation and coordination of communication strategies, advertising, PR, social and digital media campaigns, event production and execution, celebrity engagements, managing third-party supplier relationships and other key partnerships. We will provide timely project management updates and tracking, obtain all necessary approvals and maintain budget responsibility. The objective of this phase is to make sure the project is completed on time, on target and on point.
For the past thirty years, Lisa Furfine has built a vast network of colleagues and clients in the sports and entertainment industries. With extensive experience in corporate marketing, promotion and hospitality, live and broadcast events, destination marketing and fund-raising, Furfine thrives on navigating the complex, delivering the extraordinary and driving results for her clients. Furfine always works against established strategic objectives to strengthen and grow key B-to-B and/or B-to-C channels.
Problem: As a result of the global pandemic, live events as we knew them came to a halt. The ability to have any human engagement became relegated to what became known as Brady Bunch tiles and new phenomena like Zoom fatigue became common vernacular and an actual psychological and physiological state. Industries that relied on face-to-face interaction: sports, entertainment, tradeshows, higher education and corporate events were all forced to pivot to find virtual solutions.
Opportunity: After eight months of working in the plethora of 2D platforms, companies and organizations have recognized at the root of all KPIs, ROI and ROE lies human engagement. Never before has the value of face-to-face been more discussed and quantified. According to Forbes magazine, in-person persuasiveness is 34 times more effective as compared to other forms of communication.
Strategy: Introducing Linkroom™! A three-dimensional platform that integrates first-person, face-to-face, real life engagement in environments that foster dialogue, conversation, idea sharing and sales. Incorporate the psychology and motivations of human behavior with technology creating virtual experiential marketing events no longer confined by time, geography and other pandemic induced restrictions. Create solutions that can be marketing and promotional tools, white glove VIP virtual experiences, create new revenue streams, can add value, help satisfy and protect existing partnerships.
Results: Pilot programs are underway within retail, both B-to-B and B-to-C channels, entertainment, meetings and tradeshows. Investor traction is on schedule alongside the go to market strategy.
Bermuda Tourist Authority
Problem: Recognizing that the sports-related travel market generates a great deal of room nights on the island, the Bermuda Tourist Authority decided to incorporate sports as a vertical market in their National Tourism Plan. As part of this decision, the BTA created a new position, the Director of Sports & Business Development, and hired an accomplished Olympian and leader from outside the DMO world who could be quickly indoctrinated into the sports-events sales and marketing industry.
Opportunity: After successfully hosting a variety of sports events across all market levels, the BTA needed a strategy to help navigate and evaluate the ongoing receipt of RFPs and bid proposals as well as determine which sports and events should be actively pursued.
Strategy: Through an analysis of consumer market research, review of recent successes and an extensive strategic planning initiative, a ten-sport sports strategy grid was created. This grid became the tool by which all future opportunities and business development sales and marketing efforts would follow. Multiple objectives were created utilizing both a verticle, top-down “ownership” of a sport as well as horizontal concentration on the identified sports in the amateur and youth markets. Attention was also given to sports-related meetings and conferences that could both be hosted and attended by the BTA.
Results: Recent multi-year partnerships with the PGA TOUR, US Open and Around the World Clipper Race were negotiated, announced with activations underway. The BTA is now the exclusive tourism sponsor of the US Open Tennis Championship, kicking off with the 2019 US Open. The Bermuda Championship represents the PGA TOUR’s first official annual event on the island. The BTA is the newest Host Port and Team Partner for the 2019-2020 Clipper Around the World Yacht Race. In addition, a customized sports data base was created to assist the sales team in ongoing outreach efforts and growth in the pipeline of new business opportunities.
Experient Live Events
Problem: Experient Live had identified Esports as a strong emerging market segment that could exponentially grow their business. While at the end of the day, they are an event technology solutions provider, their business approach is based on neuro-science and experience design.
Opportunity: To demonstrate experience design thinking in such a way that demonstrates their knowledge and expertise while building meaningful relationships.
Strategy: Create their own by-invitation-only live event that incorporates many aspects of a FAM trip but elevates the experience beyond learning about the destination’s attributes. The Immersion strategically aligned the educational program and agenda around established signature events that related to the fundamental core business principles of the Esports organizers.
Results: The first Esports Immersion event took place May 1- 4, 2018 in New Orleans. Hosted by three key partners, New Orleans CVB, the Greater New Orleans Sports Foundation and the Hyatt Regency, 18 C-level prospective clients attended. The agenda included integration into Collision, Game Fete and Jazz Fest which provided experiential learning on the core fundamentals of their events: technology, video games and festivals. Complete alignment on goals was achieved. Leads for both new event opportunities as well as economic development are taking place. Here’s what the clients had to say:
“The outcome exceeded my expectations from both the experience and engagement perspectives, and I believe the same to be true for our guests and hosts. It was clear to me by each individual participant’s closing remarks that we not only hit a home run, it was a Grand Slam!” Jeff Fugate, Sr. VP Sales & Account Management, Experient
“First class production from every angle. While not the same size of attendees, I sincerely felt that it outclassed even our Super Bowl FAM trip. I was impressed at every turn, event, and attention to detail. A textbook case of great cooperation from all local partners, and a testimony to the team effort between our local dream team, Furfine and Experient. Thanks all for including the GNOSF, and especially you, Lisa, for the trust and faith in us to help deliver on your vision.” Sam Joffray, Sr. VP, Greater New Orleans Sports Foundation
Carnival Corporation and The New Celebrity Apprentice
Problem: As the world’s leading cruise company, Carnival Corporation sails more than 50% of all cruises however only represents 3% of overall vacation travel market.
Opportunity: Carnival Corporation wanted to find a mainstream vehicle to increase people’s consideration for cruising as well as debunk many of the common misconceptions about cruising.
Strategy: Capitalize on the mass viewing audience of The Celebrity Apprentice to reach more than 5 million people per episode through a multi-brand integration as the featured corporate partner in the two-hour, two-part Season Finale. Each of the two celebrity finalists would have a four-part task to accomplish Carnival Corportion’s goals in order to be named THE Celebrity Apprentice. In addition to the television program, a season-long, online weekly sweepstakes promotion was implemented through social media and PR activations involving all sixteen celebrities, their charities and Carnival Corporation.
Results: This marketing platform earned more than 3 billion media impressions for Carnival Corporation and helped raise nearly $1,000,000 for the Arthritis Foundation and $700,000 for Safe Kids.
““Lisa brings a passion for, and a depth of knowledge of, the markets we serve that is unique and rare in business today. We selected to work with Lisa because of her extensive network and the relationships that she has fostered over the years. She can open doors immediately to clients that we could not access on our own. She has been an asset to our organization since day one and we will continue to benefit from her efforts well into the future.”
––David Peckinpaugh, President Maritz Global Events
”During the course of a career we’re privileged to work with creative, driven, innovative and talented individuals who are consummate professionals and even better people. Lisa Furfine has been all of that and more as a trusted colleague of mine over many years, especially in sports-related marketing and publishing. She’s now channeling that institutional knowledge and experience into adding and creating value for clients of the Furfine Network. You’d be doing your enterprise tremendous service by partnering with her and the extensive partnership network she has amassed over the years.”
Christopher L. Thompson
President and CEO
Brand USA 🇺🇸
“Lisa is the ultimate WHO person! She connects with, serves, and loves people and has the vision to inspire them. She creates great value for key stakeholders and forms genuine, long-lasting relationships with colleagues that in turn brings success to any endeavor.”
–Bob Beaudine, CEO Eastman & Beaudine, bestselling author The Power of WHO! and 2 Chairs
”Working with Lisa Furfine over the last decade has been a true joy. Her professionalism, enthusiasm, and her ability to create strategic partnerships has resulted in new business for our company. I would highly recommend Lisa and the Furfine Network as a great partner for your company.”
Bonnie Carlson
President & CEO
Bloomington CVB
”Lisa is one of those people who takes a great idea in your head, and shows it the light of day, brilliantly and successfully. And if you are struggling to find one, she has endless possibilities for you! Her network and ability to create epic partnerships is unmatched. Don’t waste your time with anyone else.”
Harry Sladich
EVP Hotel Operations & Global Sales
Red Lion Hotels Corporation
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— Robert Jarvik
