Tag Archives: super bowl

Norwegian Cruise Line has no plans for brand expansion

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Norwegian Cruise Line has no plans for brand expansion

By Tom Stieghorst
2013CruiseWorld_logo200x115FORT LAUDERDALE — Norwegian Cruise Line Holdings will stick with its core competencies and not acquire or start brands other than its flagship Norwegian brand, CEO Kevin Sheehan said at the CruiseWorld event on Friday.

Sheehan said he looked at several acquisitions after he came to Norwegian in 2008 but decided against them.

“I don’t want to create distractions for our team,” Sheehan said. “We have so many opportunities with our brand.”

In addition, Sheehan told travel agents that Norwegian is a variety of brands under one name. The Haven ship-within-a-ship luxury areas on Norwegian ships function as a luxury line, he said.

CruiseWorld 2013 Kevin Sheehan and Arnie WeissmannHe also cited a focus on solo cabins, family programs with Nickelodeon and the Pride of America ship in Hawaii as other brand-like experiences within Norwegian Cruise Line.

Sheehan said he is working hard to keep Norwegian focused on its own long-term future and goals, now that the company has become publicly traded. He said he would have preferred to go public later, but the private-equity owners needed some “affirmation” for their investors.

“I have always said to our investors, I know you are watching the next quarter, but I’m watching the next five years,” Sheehan said.

The next big event on Norwegian’s horizon is the arrival of Norwegian Getaway, which will sail from Miami year-round. Norwegian last had a ship sail seven-day cruises year-round from Miami 10 years ago.

Sheehan said he has tried to keep Norwegian’s ships consistently positioned to provide stability for travel agents, and that a limited number of ships left Miami as a seasonal market, until now.

Getaway is in the final stages of construction and is expected to arrive in New York in early February for a week’s duty as the Bud Light Hotel at the Super Bowl before coming to Miami for its maiden voyage.

Sheehan pointed out that Norwegian started the modern cruise industry in Miami 45 years ago.

“It’s just getting back to where we should have been all along,” he said.

Sheehan was the third cruise CEO to address CruiseWorld attendees, following talks by Carnival Corp. CEO Arnold Donald and Royal Caribbean Cruises Ltd. CEO Richard Fain.

Norwegian Getaway to be Bud Light Hotel at Super Bowl

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Norwegian Getaway to be Bud Light Hotel at Super Bowl

By Tom Stieghorst
The entity that has chartered the Norwegian Getaway during Super Bowl XLVI in February is Anheuser-Busch InBev, the beer giant, which will convert it into the Bud Light Hotel during the week leading up to the game.

“We are honored and proud that one of our world-class ships will be the center of Bud Light’s Super Bowl event,” said Norwegian spokeswoman AnneMarie Mathews.

Norwegian pushed back the inaugural sailing of the Getaway from Miami to accommodate the charter. The Super Bowl is being played in the New York area for the first time on Feb. 2.

Anheuser-Busch has created a Bud Light Hotel at four previous Super Bowls by buying a hotel’s entire inventory for the week. It redecorates the hotel with Bud Light logos, colors and souvenir items and creates temporary installations. Big-name entertainers such as Flo Rida and Stevie Wonder gave performances at the hotel during the most recent Super Bowl in New Orleans.

Guests will be VIPs invited by Budweiser. It is the first time a cruise ship has been designated as the Bud Light Hotel.

Cruise Ships Hired as Hotels- Could this past event be the reason for the Getaway Charter?

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Norwegian Getaway chartered, inaugural cruise canceled

The Jacksonville Host Committee chose Landry & Kling to source cruise ship charters for Super Bowl 2005 because the city’s inventory of nearby hotel rooms fell short of NFL requirements. (6,000 people)

Super Bowl Jacksonville dockside chartersShip selection was a complex process due to environmental and technical requirements, physical impediments for ships approaching the berthing points, unbundling of meal pricing and other modifications of ship service. Most challenging: however—how would Jacksonville accommodate 5 ships with only 1 passenger terminal?

“Using Five Cruise Ships as Super Bowl Hotels”

By Brendan M. Lynch, Meetings and Conventions Magazine

EVENT: The National Football League’s Super Bowl XXXIX, the New England Patriots vs. the Philadelphia Eagles, Feb. 6, 2005, at Alltel Stadium in Jacksonville, Fla.

PLANNER: Joyce Landry, president and CEO of Landry & Kling, Meetings at Sea, a Miami-based company specializing in planning business events on cruise ships. Landry has worked as a planner since co-founding the company in 1982.

CHALLENGE: Because Jacksonville was the smallest municipality ever to bid for the Super Bowl, the pitch for the mega-event hinged upon the idea of using cruise ships on the city’s St. Johns River to supplement the local hotel room inventory. “The host committee wanted to have the ships operate like floating hotels, so corporate sponsors could move ship to ship and have freedom and flexibility,” says Landry. “Also, they wanted to allow the general public and sponsors from other hotels to come on board and use the ships as a venue.

Once Jacksonville won the chance to host the big game, it was up to Landry & Kling to attend to all the details of arranging for the ships.

SOLUTION: First, Landry had to determine what size cruise ships could be accommodated on the river. “We had so many bridges and overhead electric wires, we had to limit the height of the boats. Then we had to make sure they fit the depth and length of the docking facility,” she says.

It took a full year to identify and contract five appropriate vessels: Three ships came from Holland America Line, and one each from Carnival and Radisson Seven Seas. Together, the ships offered 3,667 deluxe and luxury rooms, 35 bars, 25 entertainment venues, 15 restaurants and five spas. More than 50 corporate sponsors of the game held 60-plus events, all coordinated through Landry & Kling.

“You can imagine that, in this new world, there was a multilevel approach to security,” says Landry. “We had to satisfy federal and state agencies, plus the Coast Guard and the Jacksonville sheriff’s office.”

Another challenge: to make sure the cruise ships would have no negative environmental impact. The vessels were hooked up to city utilities for water and electricity, so there were zero emissions.

In the end, the creative plan worked well. “People see the teamwork that takes place on the field and often miss the teamwork that is off the field,” Landry says. “It’s invisible. That’s what we’re proudest of — the ability to pull it off seamlessly.”