Week of February 14, 2005
  Special Report

Steelcase CRE Director Carpenter Wins Super Bowl Trip

by JACK LYNE, Site Selection Executive Editor of Interactive Publishing

Jeff Carpenter and son
Steelcase's Jeff Carpenter and his son flash their tickets before entering Alltel Stadium (pictured in the background) for Super Bowl XXXIX.

Super Bowl XXXIX in Jacksonville, Fla., was a different kind of ball game for Site Selection magazine and the Economic Development Council of the St. Augustine and St. Johns County Chamber of Commerce (EDC): The two organizations worked in conjunction to send two people, live and direct, to pro football's showcase event. Those lucky folks were Jeff Carpenter, director of global real estate for Steelcase and his son.
       The EDC and Site Selection set up the contest to win a Super Bowl vacation. That Florida Atlantic Coast area's economic development arm mounted the promotional campaign, alerting the magazine's readers of their Super Bowl opportunity. Eligible entrants were corporate space end-users.
       The turnout for the contest came on much like Tedy Bruschi in a big game. Almost 200 qualified entrants registered. The winner was Carpenter, picked at random from the registrants by Site Selection's
The Jeff Carpenter family slept here: The contest winner and his family spent their Super Bowl vacation at St. Augustine's St. George Inn (pictured).
computerized selection.

Going First Class
       And the complimentary goodies for Carpenter and his family extended even beyond two hard-to-find game tickets and the airfare to get there.
       The Carpenters' four days of first-class accommodations also included staying at the historic St. George Inn, plus touring the area in an Enterprise Rent-A-Car. In addition, the family got gift certificates from Cap's on The Water, Scarlett O'Hara's, and Florida Cracker Caf‚, as well as a gift bag from Panache Store, Salon & Spa.
       Along the way, Carpenter shared some of his professional expertise at a luncheon with EDC officials. Jeff offered his insights on Steelcase's expansion plans, as well as the most effective strategies for St. Johns County to grab the attention of site selectors and real estate executives
       The EDC took full advantage of the Super Bowl's high profile. St. Augustine/St. Johns County Airport arrivals, for example, were greeted by the organization's new back-lit sign that read, "Better Schools, Better Lifestyle, Better Business." The EDC also gave more than 600 visiting corporate executives VIP gift bags, filled with both goodies and local-area information.
       "Good Morning America" dropped by to feature St. Augustine in a segment. The pre-game entertainment even had local flavor. The choir from the St. Augustine-based Florida School for the Deaf and Blind backed Alicia Keys in singing "America the Beautiful."
       The song was part of a tribute to one of the school's most illustrious students: "The Genius," the late and definitely great Ray Charles.


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