Bay Area Host Committee CEO Zaileen Janmohamed on knowing when to follow your gut to make a public speaking impact

0:03Zaileen Janmohamed:Welcome to Worth Knowing, the sports industry podcast from Leaders, where we talk to the people worth knowing in the business of sport this week. I'm Leaders Editorial Director, James Emmett. And on the show this week, I'm joined by Zaileen Janmohamed, aka Z, who is the president and CEO of the Bay Area Host Committee, which is the non-profit corporation that brings, that sort of bids and executes, bids for and executes on world-class events in the San Francisco Bay Area. It is a relatively new entity combining a number of different cities and counties around what's known as the Bay Area into a unified force with unified budgets to bring major events like the FIFA World Cup, where they have six games coming up this summer, like the Super Bowl, which they hosted just this February, and various other top tier domestic and international events.

1:10Zaileen Janmohamed:So this is an interesting and relevant conversation in that Z is right in between two of the biggest events that that part of the US has ever hosted in the Super Bowl, the most recent Super Bowl and the World Cup. She's wrapping up on the Super Bowl right now and in the final stages of the prep for the World Cup. We talked about what goes into the structure of something like the Bay Area Host Committee. It's quite a complicated, when you break down how a country in a region as diverse as North America, the US, Canada and Mexico hosts a tournament as big as the World Cup, The stakeholder ecosystem is really quite complicated and it takes organizations like the Bay Area Host Committee to kind of connect the global rights holder governing body side and the nuts and bolts on the ground delivery side.

2:05Zaileen Janmohamed:is obviously a febrile time in global affairs and politics. And Zee and her peers across North America hosting the World Cup, having to make things work under increasing amounts of global media scrutiny and pressure to get things right and to make sure that there aren't major, major security and public affairs challenges that could happen. She's a fantastic leader and clearly a very effective communicator. We talked about the bidding process for the Super Bowl and Z has talked elsewhere about a 10-minute presentation she had to deliver to the NFL owners. So we go into the mechanics of making sure that you make an impact in a short time with an intimidating group of people.

2:52Zaileen Janmohamed:And we also reflect a little bit on her career. Z is a previous winner of the Leaders Under 40 Award. I think she was inducted in 2017. And she is one of a few executives across the sports industry who's had senior positions, rights holder side, agency side, and brand side. She's worked at GMR Marketing, at Visa, and at Major League Soccer, and LA28 before joining the Bay Area Host Committee as CEO in 2022, I think it was. So we talk a little bit about the challenging points that come from crossing over between those three different entities, the three different types of organization in the sports world, and why she believes the experiences that she gained in each of those sectors has made her what she is today.

3:40Zaileen Janmohamed:So this is Zaylene Z. Janmohamed. Zaylene Janmohamed, Z, thank you very much for joining us from your beautifully sunlit home, I presume, in California. Are you in San Fran? I'm in San Francisco, just outside of San Francisco, right by the airport. But yes, It is beautiful here in the Bay today. Very nice. Let's start with the basics then, Z, if we may. What is the Bay Area Host Committee? What are its objectives? How do you sort of describe, what's your elevator pitch for the organization, basically? Yeah, the Bay Area Host Committee is a 501c6 not-for-profit organization set up as literally the sports commission for the Bay Area.

4:21And our job is to bid for, hopefully win, and then operate, execute, raise revenue for, and leave a legacy because of the events that we bring into the Bay. This is kind of, I would say, 3.0 of an attempt to put a host committee or a sports commission into the Bay Area and build a sustainable sports commission in the Bay. It hasn't existed in a sustainable form before, for a variety of reasons, just the way the Bay Area is organized. And so that's our long-term objective is to try to exist as a long-form organization. In the short term, we want to win a lot of different events. And the reason for that is to generate a ton of economic impact for the region.

5:04Zaileen Janmohamed:For international listeners, what is the Bay Area? What are the cities and the regions that constitute that kind of group? Yeah, such a good question. So the Bay Area is comprised of nine counties, cities that will feel familiar to people. San Francisco, obviously. Napa Valley is part of the Bay Area. Santa Cruz is part of the Bay Area. San Jose, Santa Clara. If you watch the Super Bowl, these are cities that were referenced when you watch the game. Oakland is part of the Bay Area, right? It is pretty far reaching in terms of the region. And probably one of the reasons it has been really hard to set up a centralized organization because each of these counties work a little bit differently.

5:44They do business a little bit differently. They house residents that are from different parts of the world behave differently. And so really my job and the job of the host committee is to be the convener across those counties so that when a big, major, large sporting event comes into market and they want to activate across all of those counties, it is easier for them to do so because of the convening force. Pretty wide range region to be able to put things together within.

6:14Zaileen Janmohamed:Yeah, for sure. You said bidding is probably more important, or at least just as important as actually executing these major events. How do you determine what to bid for and what to pass on? I imagine there's a sort of steady flow of people trying to get you to bid for their bits and pieces as well. I would say, James, it's an ongoing conversation for us on, you know, we're relatively new. And so we're learning on the filters and factors by which we bid. I think, first of all, there are different entities within the Bay Area that already bid for events, whether they be concerts in a particular venue or an event that might be more regionalized to one specific area.

6:56So we host a lot of national governing body events, USA Gymnastics, Championships, figure skating, etc. And there are entities that already bid for those, win and operate. And so I've been very deliberate to telling our team and just the broader region, Like we don't want to get in the way. If you are already bidding for events, winning, and you don't need any help in doing that, we will help you if you ask us. But we are not here to get in the way of what already is a pretty successful bidding and winning strategy in the Bay. Where our role becomes more important, again, is when there are events that require multiple

7:32Zaileen Janmohamed:geographies to come together to host an event. So the ones that we've hosted, NBA All-Star Game is a really great example. Super Bowl, really great example. FIFA World Cup, massive example of multiple counties and cities having to come together. That's when we get involved. And or there is a significant revenue raise that is required in order to offset the expenses. If one or both of those factors are true, then usually at least we'll be bringing those bids into our board and saying, OK, is this something that will generate the right economic impact, leave a lasting legacy into the region, help us bring exposure into the bay that otherwise we would not have, have a sporting affinity to this market.

8:12So like cricket is one of those things that there's a large portion of the Bay Area that actually really loves that sport, follows that sport. And so it's something that we seriously look at. And that's how we decide collectively as a board of directors with me kind of inputting into that conversation, whether or not we bid.

8:29Zaileen Janmohamed:So it's sort of big fish only is what you're going after, maybe with this collective approach. Yeah, because otherwise, either it's not going to have the impact that we want broadly across the Bay, or somebody's already doing it in the region. And, you know, our job at that point is to support and only do that if they ask. And so we try to make sure that we're staying pretty balanced in that approach. So you mentioned you're still relatively new. How long has the organization been going and was the system before the bidding and hosting system just down to individual counties, individual cities, individual stadiums even?

9:06Yeah, some of the latter for sure. The host committee did exist in 2014, 15, 16, as we were getting ready to host Super Bowl 50. And in that version, there was a very clear purpose, and that was to execute that event. So the organization folded right after that event was over. It kind of rejuvenated itself for 2019. We hosted the college football playoffs in 2019 at Levi's Stadium and again folded right after that event was over. And so it was a very executional purpose entity. And then in 2022, and this is primarily, I think, because of what the Bay Area went through during COVID and just the perception of the region, the economic downturn, you know, all of the micro and macro economic factors that were a result of COVID that the presidents of all the sports teams, the professional sports teams in the Bay essentially got together.

9:54in later 2022 and discussed and really kind of pressure tested this concept that it was going to be sport or sport was going to be one of the reasons that brought the Bay back and that reignited the region and revitalized it. And so they reestablished the Bay Area Host Committee, put together a new set of bylaws, formed my new first set of board of directors, and then went into a CEO search at the end of that year. I was hired in February of 2023. By that time, we'd already won the rights to the World Cup. Those rights were led by the 49ers, but a lot of support in the market by various professional teams and otherwise.

10:32And then we went out into this kind of bidding frenzy to get the rest of the events. But the goal at that point in time in 2022 was to try and build a sustainable sports commission for the region.

10:44Zaileen Janmohamed:And what does the organization look like right now? How many full-time people? Yeah, it's probably at its kind of highest scale, I would say. We have 21 FTEs, a number of interns and contractors in there as well. And that model will flex up and flex down, right? So we are at capacity because we are doing, you know, we've done or we are in the middle of doing four events within an 18-month period. That is a lot. By the way, I'm learning as I'm going. That's the conversation we're having with the board right now. So what does a fully flexed model look like when you have multiple events happening in a short period of time to a modified version to a limited or low version when you're just in bidding mode?

11:23We have a lot of examples that we look at in the U.S. LASCC, L.A. Sports and Entertainment Commission, they have existed for 30 years. We talk to them a lot about what that model might look like. But there's a number in the U.S. that we are now good friends of mine, the CEOs. And so we talk all the time of like, what's that optimal or optimized model?

11:42Zaileen Janmohamed:So what's on your plate right now? You talk about being in the midst of this fairly hectic set of four events within the space of 18 months. What have you got in front of you right now? And I guess what's keeping you up at night? What seems the most challenging thing? I'm spending probably 60-75 % of my time on the FIFA World Cup. Obviously, that's the big event that's sitting in front of us. We're at 110, less than that, less than 185 days to go, 90 days to go. You know, the good news is because we have a World Cup coming very soon after Super Bowl, there are a lot of similarities between those events.

12:20Obviously, the stadium is the same, the perimeter is the same or similar. And so there are things that we are leaning on from Super Bowl that were really good learnings. But it is a completely different event, different fan base, much more international, longer period of time. And so there's some things that we really have to dig into to make sure that we're ready. And so that's where I'm spending a bulk of my time. I would say the remaining time is spent in two different pieces, two or three different pieces. The first is recapping Super Bowl, reconciling that event, working with the NFL and the 49ers to really make sure that we are not just packing it up and not thinking about what went right and what didn't and maybe what were opportunities to get better.

13:02And then thinking about our org, what happens after the World Cup? What does this scaled up, scaled down model look like? What are we bidding for? And when might that scaled up version be needed again? And so there's a lot of this mix of immediacy that's coming up with some long term planning at the same time.

13:18Zaileen Janmohamed:And how many days are we now before the first World Cup game in the Bay? We celebrated 100 days out, I think, in early March. So we are at March 16. So we're probably at about 85 days. Yeah. Yeah. Okay. Getting there. Time's ticking. Time is ticking. When you look at the games that you've got that you're sort of officially hosting in the Bay Area, but also the wider tournament and the sort of festival feel that being a host of that tournament will bring, what do you think great looks like for the Bay Area? What are the best outcomes that you can hope for? First, always, is a safe tournament. Always.

13:55And I would say that about any event that comes into this market, you prioritize safety for all attendees, fans, players, officials, VIPs, guests, etc. So, you know, if I would say our biggest area of focus is around safety and security, and again, like, because you're in the Bay, there are multiple ways that you have to do it because of the breadth of that region, right? And so we have 17 or 18 different working groups and making sure that it's not just the stadium we're looking at. We're looking at safety and security around arrival within the airport structure, mobility around moving around the Bay Area, because we actually do want people to move around the Bay.

14:37The World Cup is actually a really great time for people to do that. If you're coming to visit or you're following the team, you may stay here for three or four or five or seven days. And so we want to facilitate that movement. It just has to be safe as we do that. So I think that's major area of focus. Once that's thought through, as we're thinking through, I want two things to happen. People who visit to have a great time. And I want that because I want them to spend a lot of money in our market, for sure. That's why we exist. But I also want them to come back. And they will come back if they come here, just like they did for Super Bowl and say, hey, that was a great place to be.

15:12We had a lot of fun. Or even, James. Like, it's not what they said when I heard it in the media two years ago. It's so much better. And so we got a lot of that around Super Bowl, where media went out into the streets and said, well, what do you think? And, you know, there were fans here from different cities in the U.S. And they're like, oh, it's so great here. I didn't know. And so I want that kind of feeling and fervor and them to taste the food and the wine and go experience different parts of the Bay. I also want the residents of the Bay to feel like this tournament is for them. And so what happens sometimes as you have a big event that comes into the market and it feels like it's for everybody else coming in and not for you and you're the one living here and you're the one going through some of the trials and tribulations as an event comes through.

15:55I want the Bay to feel like this event is their own. And so we have been very, very focused on inclusivity within the region, making sure there's access around different fan watch parties, celebration sites, etc. etc. We're working really closely with the cities in doing that, with the San Jose earthquakes in doing that, and making sure people have a place to go, but not only just a place to go, feeling like they can authentically integrate because of who they are. There's a really diverse region. In fact, it's probably one of the best places to host a World Cup because of the diversity that exists here.

16:29I want people to celebrate that and feel like it's something that they can actually participate in really easily. So we're getting, that's a really big area of focus for us.

16:37Zaileen Janmohamed:So what I heard there, some key points, obviously safety, security, number one, people's ability to move around, be encouraged to move around the Bay Area, deliver a fantastic tournament, of course, amazing experiences, get people spending, but also enjoying themselves and wanting to come back, surprising them, over delivering on their expectations. Also making sure the people who live in the Bay Area feel like it's their tournament, a tournament for them. So five key things, as far as I could see. What do you think is going to stop you getting five home runs there? This will sound a little bit funny, but it was such a key part of Super Bowl that I'm going to say it anyway.

17:15Zaileen Janmohamed:The weather is a big indicator of how people feel when they come into the Bay. Now, usually and in the summer, it should be OK. But the mayor of San Francisco and I joke around a lot because the weather during Super Bowl was awesome. And each of us want to take credit for the weather and neither of us can. That's a key factor anywhere you go. So it is quite temperate here in the summer. And so hopefully, fingers crossed, that goes really well. But if it doesn't, that's going to be something that people talk about. Born and raised in Vancouver, when it's raining there, it doesn't feel so fun, right?

17:46So that's one. The other things that we have to just make sure we pay attention to, with the support of the federal, state, and local governments, the safety and security planning has been well underway now for two or three years. Fingers crossed, while you never really know, I feel confident that that planning is going to prove out. The transit and transportation system here, there are 29 transportation agencies in the Bay. I didn't know that and I've lived here for a long time. That kind of fragmentation of transit combined with the fact that you're having an international fan base that comes in that I think will stay in all parts of the bay and expect a transit solution.

18:26That one we have to spend time on to make sure that we're coordinated because when you use one transit system to get to a place and there's nothing that kind of takes you there to the next place seamlessly, that can be disappointing for people and frustrating. So that's the one that I think we're spending a little bit more time on just to make sure we get that right. Other than that, all of the planning in terms of the individual fan zones, watch parties, doing those with cities, that's progressing. And I feel really good that we're going to have a place for people to go no matter where they live in the Bay and feel like they're kind of included in the party, so to speak.

18:59So I'm feeling good. There's still a lot to do, but I'm feeling good about those five things that we're going to get there.

19:04Zaileen Janmohamed:I imagine it's a fairly complex sort of stakeholder environment in which you're plugging in, both in terms of your own internal organization and the board members, the different regions, counties that you represent, but also, you know, being plugged into a local organizing committee of the World Cup, which in itself has membership like FIFA centrally controlling it. We're seeing elsewhere in the US really significant sort of tensions or flare-ups in the relationship between those various stakeholders, which is always going to happen in any kind of major global event. But particularly something going on, I think, still in Foxborough, Massachusetts at the moment, the debate around where the cost implications for that fan zone security, etc.

19:48Zaileen Janmohamed:Where do they sit with? No one wants to pay for it, basically. Yeah, those same stakeholder dynamics that you fit into, is there tension or are you smooth sailing at the moment? And you and I have known each other for a little while now. This is the first job I've had where I've had to really learn and be central to kind of a political system with not a lot of background. That's not where I've come from. I've been in the sports industry for a long time, always kind of on the sponsorship revenue driving side. And so I've had to learn, James, a lot of how that works and the tension that does exist.

20:24And it exists here, for sure. The macro factor I think that you're hitting on is, and that I've now learned over the last three years, is what the value prop is between governing body and bidding city or bidding entity and how that works today and how that might have to evolve. Because today, the leverage really sits with the governing body. And it's a supply and demand issue. I think you had 34 cities, give or take, in the U.S. bid to host a World Cup. The same thing happens around an Olympic Games, right? You have so many cities that, you know, are putting their signature down on a contract that you just have to do during the bid process without really understanding what that's going to look like at the end of the day.

21:08And that's what Foxborough and Massachusetts, that's what they're dealing with. We've had to deal with it, too. There are rules and regulations in the city of Santa Clara that require me to pay for all costs related to any sporting event, not just FIFA, the NFL as well, Super Bowl as well, when they come into market. We just knew that law when we first started. And so we started working through it earlier on in the process. But it's essentially the same thing. It's who's paying for what. And it's a conversation that I'm having with my board right now, which is if you're a not-for-profit entity and you are required to fundraise for all of the expenses that come with an event, which in the Bay Area, the cost of business is very high, and you have no public funding, which in the state of California, we don't have public funding that is standardized for any major sporting event that comes in, and you take no share in the economic impact that comes in, that equation does not work.

22:00And that's what we're into. It is a very real conversation that I'm having with my board. I was just in Sacramento two weeks ago. I had it with them. I'm having it with local government now because if you want us to bid for events and bring in that economic impact, some part of that equation has to change. And I'm actually flexible on what that actually is. It'll require a little bit of thought, but it can't exist in this model. When I go and compete against a Houston or a Dallas or an Indianapolis or a Vegas, and they have tens of millions of dollars set aside from a public funding perspective, I'm not going to be able to compete with them to host an event.

22:38It just, it won't work. And so it's something that has to change here, which obviously I'm very passionate about now that I've learned how this system works, because I think that the Bay is a really great place to host an event. I want us to do more. Something has to change.

22:51Zaileen Janmohamed:And I guess you probably wouldn't be alone. There'd be other similar bodies around the country who also don't have taxpayer funding for whatever. I think that's right. And I think you're seeing one on the East Coast for sure. Yeah. But I think there are a number of other cities who are in the same boat. LA for sure is in the same boat as us because they're sitting in the same state. Yeah. But it's so hard to sell into the public, isn't it, though? Especially the way that events, long tail events work. You agree a set of sort of contracts up front, but then obviously things change. Costs evolve.

23:25Zaileen Janmohamed:You do get stung for bigger bills than you anticipate at the beginning. Everyone does. There's a role, James, for the governing body there too, right? Whichever one it is to understand that there might be more flexibility that's required, but they've never had to do it because, again, there's so many people bidding. It has to shift a little bit. Otherwise, we just get squeezed right in the middle and it's a not-for-profit entity, right? So this one's a tough one to figure out. One more question on the World Cup. Obviously, everyone's focused on the US anyway, or North America in general. But the World Cup does concentrate the attention of a much broader, wider kind of media scrutiny.