Issuu

Message from Executive Director

Brief History of Finley Stadium

Letter from Board Chair

Finley Stadium in Figures

EXCITEMENT IN THE STANDS!

Young Chattanooga FC fans cheer on their team with uncontainable energy.

MESSAGE FROM EXECUTIVE DIRECTOR

We are excited to present our first formal Annual Report as we begin the beginning of the second generation of Chattanooga’s community stadium. 2023 and the first half of 2024 represented a turning point for Finley Stadium and the First Horizon Pavilion. The principles we laid out in 2022 of “Finley Forward,” “Friends of Finley,” and “Finley at Full Speed” are no longer talking points but purposeful actions that deepened our connection with the community of Chattanooga and Hamilton County.

Friends of Finley represents an engaging experience that builds community. In 2023, we leaned into our roots and rebranded our concessions stands into food experiences named after the likes of Reggie White and Max Finley himself, while offering up local favorites such as Federal Bakery’s famous German pretzel, Lockhart’s Fire and Smoke bar-be-que and introducing grab-n-go’s to get people back to the action quicker. Day one we listened to fans and adjusted as we went, which resulted in a F&B guest satisfaction increase of 20% and a revenues increase of over 30% to record levels.

Our board-level Facilities Committee led by Larry Parks made historic strides towards Finley Forward, our principle to create a sustainable and resilient facility. We built relationships with the Chattanooga Mayor’s Office, City Council, Hamilton County Mayor’s Office, and County Commission. This resulted in their combined $1.2 million reinvestment in Finley Stadium towards the two most pressing large capital projects; elevator modernization and LED field lighting conversion. Coupled with Ultra Club renovation and numerous internal investments in our venues, by the end of FY2025 nearly $2.5 million in capital projects will be completed within a two year period–the largest since opening, 27-years ago.

Finally, Finley at Full Speed is about leveraging our venues to bring people together and fulfill our mission and 2023 did not disappoint. As a snapshot, we had 65 days of ice skating, 40 days of pickleball, 52 additional days of farmer’s markets, and 50 private and corporate small events were new to our campus. To better paint the picture, in 2022, the pavilion was activated for just 46 days.

In 2024, it will be activated for 220+ days. With the addition of the Ultra Club, Finley Stadium’s campus now features three thriving venues, each providing unique needs to bring the community together on our campus.

And investors are taking note. Finley Stadium now lies at the center of the largest infusion of development projects in Chattanooga’s history over the next decade.

Two hotels and a Food City to Finley’s east, an expanding West Village to the north, One Westside, The Bend, Eureka, and Chattanooga Football Club’s new Headquarters to the west, and The Lookout’s South Broad District to the south are all within a half mile walk.

All this represents progress, but our work is far from done or at a point to be satisfied:

� Our guest experience focus continues to evolve to create experiences that fit those fans that need special attention to safely and freely attend events: mothers, children with sensory needs, and those who are medically challenged.

� Fans crave new and engaging food and beverage experiences, so our team continues to find ways to be creative and different.

� Only a small fraction of the 40+ projects identified in our Strategic Capital Plan have been funded. Building further relationships with public, foundation, and corporate partners will hopefully result in further investment towards our vision.

� Despite a partnership with Venue Coalition, no major concert has yet to be booked since Kane Brown in 2022. We strive to continue working with local and regional partners to fill this void in the Chattanooga music landscape.

� For all the planning and investment around us, The Stadium Corporation has never taken up a campus master plan. Through a partnership with Chattanooga Design Studio, we will begin to lay out our plans clearly.

� While we began to fulfill our vision, we still lack the voice in the community that represents a mission-driven, thoughtful non-profit. Through this report, storytelling, and community engagement we hope to better convey our role in the Chattanooga landscape.

As someone who 15 years ago was an unpaid intern at Finley Stadium with a dream to one day be able to make an impact at a stadium, this role has been a dream come true, and it has been made possible by a supportive and engaged Board of Directors, talented and dedicated staff, committed and engaged partners and primary tenants. But Finley Stadium and First Horizon Pavilion’s next chapter is really being written by the community– a community that has created so many memories over two and a half decades here – and now is bringing in a new generation of Chattanoogans to build and create their own story here to carry forward.

Finley Stadium is on the cusp of being Chattanooga’s Lambeau Field, Fenway Park, or Neyland Stadium. We are honored to help tell that story and build a resilient and vibrant community asset for the next generation to enjoy.

Sincerely,

Brian Wright Executive Director Finley Stadium and First Horizon Pavilion Corporation

The Stadium Corporation’s mission is to improve the quality of life of the people of Chattanooga and the surrounding region by providing a versatile facility for community events that are entertaining, inclusive, and multicultural.

WE ACCOMPLISH THIS MISSION THROUGH OUR THREE PILLARS:

Friends of Finley

Create an engaging guest experience.

Finley Forward Run a clean, sustainable, and resilient facility.

The vision for Finley Stadium and Davenport Field began long before we welcomed our first fans in 1997. To have a stadium located in downtown Chattanooga was no small feat and is a prime example of what is referred to as ’the Chattanooga way’, a unique partnership of private and public commitment that provides continuing benefits to this day. This report is dedicated to our founding board members and the vision they had for this special place. We celebrate their success and honor their vision.

Finley at Full Speed

Host events that build community.

BRIEF HISTORY OF FINLEY STADIUM

A look at Finley Stadium past and the role it will play in Chattanooga’s future.

What began as a desire to provide a modern venue for the University of Tennessee at Chattanooga Mocs football games has now become a prominent venue attracting visitors each week for sporting events, markets, sports leagues, and even ice skating. Finley Stadium opened on October 18, 1997 with a seating capacity of 20,668. The stadium was named for W. Max Finley as a way to honor his leadership and contributions; including his family donating the property for the stadium.

The founders of the Stadium Corporation had a vision that the stadium would become a sporting and entertainment complex, making it an integral part of the city’s cultural and social fabric. Positioned within close proximity to Chattanooga’s urban core and as a gateway to the city’s burgeoning Southside, Finley has served as host for the NCAA Division I Football Championship game, the BlueCross Bowl, and is home not only to the Mocs but also to Chattanooga Football Club (CFC).

Over the years, Finley has undergone several upgrades and renovations to maintain the facilities. Improvements included enhanced seating, better scoreboard systems, updated lighting, synthetic turf, and other amenities for athletes and friends. These changes are made possible by relationships enjoyed with the City of Chattanooga and Hamilton County as well as sponsors, many of whom have been supportive of Finley since the very beginning.

Finley proved in 2022 that it could also hold its own as a concert venue by hosting country music star Kane Brown for a performance. Today, Finley serves as a vital player in the continued renaissance of the Southside that includes The Bend and One Westside, mixed use communities under development within walking distance. Thanks to the newly updated Ultra Club Finley is getting another boost as host for corporate and private events.

Finley Stadium Davenport Field began as a vision more than 30 years ago. It serves as a gateway to Chattanooga’s Southside; but more than that, it is an economic driver with a regional impact.

The stadium is well positioned to host concerts, large sporting events, and multiday events requiring a diverse use of space. The foundation provided many years ago is showing the strong return on investment for those utilizing Finley and that’s exactly as the founders envisioned it would.

LETTER FROM BOARD CHAIR

On behalf of the Board of Directors of the Stadium Corporation, I’m pleased to share our annual report with you. Throughout this report you’ll see a business that is growing and prospering thanks to the efforts of so many.

The new Ultra Club is a venue that Chattanooga has needed for a very long time. It features state-of-the-art technology and offerings that make it accessible and affordable for a variety of groups; and an added perk is something it offers in abundance: parking! We hope you’ll enjoy reading about our new space and that you’ll visit with your colleagues and friends.

With the additions of Ice on the Landing, the Main Street Farmer’s Market, and Pickleball in the Pavilion, we are truly a 365 operation now. And our staff has been up to the challenge.

The work that led to this success began with the continued dedication of our board. As they planned strategically for the tasks before them, the fan experience and representation of Chattanooga always guided planning efforts. We are grateful for the support of Chattanooga Mayor Tim Kelly, City Council, Hamilton County Mayor Weston Wamp, County Commission, and our state delegation who have continued to show support for the long-term vitality of the Finley Stadium campus.

We’re also grateful for partnerships that allow us to participate in our recycling efforts, from which funds raised benefit Habitat for Humanity of Greater Chattanooga. Fans appreciate knowing their empty cans will go to a great cause and we’re excited that TriStar Beverage is matching the amount of our donations to go towards Habitat’s home repair program that allows seniors to remain in the place they’ve always called home.

While many think that Finley is where Chattanooga plays, it’s also the place where Chattanooga gathers. From tailgating to the Chattanooga Market, Ice on the Landing, Chattanooga Sports Leagues, and non-profit fundraisers, the First Horizon Pavilion is host throughout each week for friends and families to enjoy some of the best experiences Chattanooga has to offer.

As we begin our 27th year, we see a community organization filling an important role for Chattanooga in the 2020’s and venues worth a generational investment. On behalf of the Board, I’d like to thank you for the time you are spending reviewing this information. As always, don’t hesitate to let us know if you have questions, concerns or ideas about ways we can be even better.

With gratitude,

Mike Davis Chairman

Board Members

MIKE DAVIS, CHAIRMAN OF THE BOARD

Local state delegation appointee

Mike has been a valuable member of the board since his appointment in 2004. He served as vice chair of the board from 2016- 2020 before becoming our chair in 2020. Mike’s experience in construction has proved to be invaluable as we’ve faced challenges and opportunities. He has been an active member of the Associated General Contractors of East Tennessee since 1982, serving in various leadership positions and as an educator in superintendent and leadership training for the organization. Mike has also served as a member of the board for the Small Business Advisory Board, East Tennessee State University Advisory Board, and has held multiple leadership positions within the Construction Specifications Institute and the CSI Foundation which serves as a vehicle to fund academic programs and studies related to the construction industry. Mike’s love for the construction industry has also proven valuable to the students at East Ridge High School where he serves on the advisory board for the school’s Institute of Building and Construction. We’re grateful for Mike’s leadership and the success we’re seeing is thanks to his steady direction and support.

RUSSELL GROS, VICE CHAIR

Hamilton County appointee

Russell serves as board vice chair. Appointed to the board three years ago, he is the vice president of product management at US Bank. Russell grew up in Chattanooga and attended UTC for both his undergraduate and MBA. As a self-professed “big sports fan”, his love of Finley began in college where he would organize tailgates with friends. Today, Russell enjoys spending time with his family at the Chattanooga Market and UTC games. As a UTC season ticket holder, you’ll often find Russell cheering on the Mocs. Because of his

Vice Chairmanship of the facilities committee, Russell has a better understanding and appreciation of all the work that goes into making the operation run so smoothly and his insights are always appreciated by the Finley team.

LARRY PARKS, TREASURER

Campaign corporation appointee

Larry has been a fan and season ticket holder for UTC basketball and football for over 50 years and a box owner since Finley opened. Larry considered it an honor when asked to join the Stadium corporation board in 2021. He currently serves as treasurer and chair of the facilities committee which is currently in the throes of upgrading and updating many aspects of the facility. Larry is the Chairman and CEO of TU Parks Construction Company. As a third-generation owner, he has vast experience in estimating and project management. Larry has served on the boards of the Calsted Foundation, the Associated General Contractors of America, as a trustee for the Tri-State Carpenters Fringe Benefits Fund and as chair of the Our Lady of the Mount Catholic Church finance committee.

ZAC GREENE, SECRETARY

City of Chattanooga appointee

Zac Greene serves as board secretary and fills one of the board seats allotted to the City of Chattanooga. Zac was born, raised, and attended public schools in East Ridge, Tennessee. He is a UTC graduate, and his freshman year was the Mocs’ first full football season at Finley Stadium. After attending law school at Ole Miss, Zac returned to Chattanooga to practice law at Miller & Martin. Nineteen years later, he’s still there and practices in the areas of business litigation and white-collar criminal defense. He is a member of Miller & Martin’s governing board and holds leadership positions in the Chattanooga Chapter of the Federal Bar Association, the Tennessee Bar Association, and the American Bar Association. He is a Fellow of the American

Bar Foundation. Unfortunately, Zac didn’t attend UTC during one of its more celebrated eras on the football field. His first memories of Finley are of small crowds that made him doubt the wisdom of building a big, expensive stadium so far off campus. He’s never been so glad to have been wrong! Though it took some time for Finley to earn its motto, the stadium area is now truly “the crown jewel of the Southside.” As a Chattanoogan, Zac is proud of yet another revitalization success story in his hometown. As a board member, Zac is proud to be part of that success story going forward.

DONNA ‘ELLE’ HARRISON, DIRECTOR

City of Chattanooga appointee

Donna “Elle” Harrison is a proud native Chattanoogan, spending her entire life helping others realize their personal wealth and the value of self-investment. With more than 30 years of experience in the public eye, Harrison has lead teams in marketing, brand awareness, development, communications and media relations. Her career began at the age of 13 when she became a teen reporter at Brewer Media and later was hired as a full-time media personality. Donna currently serves as the director of cultural tourism and inclusive marketing for the Chattanooga Tourism Company; however, she stays close to her love of media as the mid-day media personality and producer on G93 WMPZ for Brewer Media Group. An active supporter of the place she calls home, Donna is a proud member of Delta Sigma Theta sorority and a board member of the Tivoli Foundation and Erlanger Foundation. Donna takes joy in bringing out the best in organizations and in others, and her biggest joy has been watching her son reach life goals.

GERALD WEBB, DIRECTOR

Finley Stadium Corporation appointee

An appointee of The Stadium Corporation, Gerald Webb has been a member of the board since 2014. A former member of local

law firm Speek, Turner and Newkirk, Gerald has also served as Hamilton County General Sessions Court judge. Mr. Webb is a native Chattanoogan and graduate of Brainerd High School and the Cumberland School of Law at Samford University.

GORDON DAVENPORT, JR, DIRECTOR

Hamilton County appointee

Gordon’s entry to the board came after the well-chronicled turf fiasco at the NCAA championship game in the 2000’s. Under his leadership, the ‘Chattanooga Way’ was put into play with a great coming together of the public and private sector to keep the NCAA Championship at Finley. Under Gordon’s leadership as chair, he once again led the charge for public/ private partnerships that funded the scoreboard and updated premium seatbacks in the home stands. His work laid the foundation for funding the maintenance of and improvements to our physical plant which have led to the current initiatives to carry Finley into the future. Gordon is the Managing Partner of Hometown Folks, a restaurant operations and real estate business. Active in the community he calls home, Gordon has provided volunteer leadership to the McCallie School, CGLA, UTC, Hunter Museum, Boys and Girls Club and many others.

HIREN DESAI, DIRECTOR

City of Chattanooga appointee

Hiren is CEO of the Chattanooga-based hospitality company, 3H Group Hotels. His work is on full display at locations like the Moxy Hotel on Chattanooga’s Southside as well as many other developments throughout town. Hiren is an active investor in many projects including The Bend, which is revitalizing Chattanooga’s west side. We’re fortunate to have his guidance as a board member.

JERMAINE FREEMAN, DIRECTOR

City of Chattanooga appointee

Having grown up playing soccer in YMCA league soccer and in middle school, Jermaine is a longtime fan of the Chattanooga Football Club. Besides attending events at the stadium, he can frequently be found enjoying the Chattanooga Market on Sundays at the Pavilion. Being a member of the Stadium Corporation has given Jermaine a chance to learn more about the economic, recreational, and entertainment impacts of the stadium's operations. Jermaine is the Chief of Staff to Chattanooga Mayor Tim Kelly. Prior to serving in this role, he served as Mayor Kelly's Senior Advisor for Economic Opportunities, where he advised the Mayor on economic and workforce development initiatives and projects. In this role, Jermaine worked closely with the City of Chattanooga's Industrial Development Board, the Chattanooga Downtown Redevelopment Corporation (CDRC), and the Chattanooga –Hamilton County Sports Authority. Jermaine also serves on the board of Signal Centers.

JERRE HASKEW, DIRECTOR

Hamilton County appointee

Jerre is in his third term on the board. He was asked to focus on laying the groundwork for booking large concerts at Finley. That dream became a reality with Kane Brown’s concert at the stadium in 2022. Jerre has had an interesting career path that has led him to positions in different industries. He first served as a banker with several financial institutions and later, as a venture capitalist. His company acquired the Guild Guitar Corporation with an impressive list of endorsees that included Eric Clapton, Johnny Cash, Aerosmith and Bon Jovi. With a love of sports, Jere and his late brother Gary founded Sport Talk on WGOW-FM 102.3 in 1990. The award-winning show remains a mainstay during Chattanooga’s drive time each day. The Baylor School and University of Tennessee at Knoxville graduate is as busy as ever with a solo music career as a singer/ songwriter.

RYAN CRIMMINS, DIRECTOR

Hamilton County appointee

Ryan Crimmins is President of Lawson Electric, a company founded in 1925. The company is one of Tennessee’s largest electrical contractors with an expansive portfolio of successful projects. Crimmins is a past board chair of the Stadium Corporation and continues to provide leadership as an active board member. He is also former Mayor of Lookout Mountain, Tennessee. We’re grateful for the valuable expertise he provides.

Staff Leadership

� BRIAN WRIGHT, EXECUTIVE DIRECTOR

� PETER TURK, FACILITY MANAGER

� MELISSA ORTIZ, GUEST EXPERIENCE MANAGER

� CRYSTAL LEE, FOOD AND BEVERAGE MANAGER

� TYLER FLY, EVENT OPERATIONS MANAGER

� TINA KIRKLEN, EVENTS AND PARKING COORDINATOR

� PAULA SMELCER, ACCOUNTING MANAGER

A CHATTANOOGA MOCS FOOTBALL PLAYER SOARS FOR AN IMPRESSIVE CATCH, SHOWCASING ATHLETICISM AND FOCUS.

FINLEY STADIUM IN FIGURES

Over the past year, Finley Stadium and First Horizon Pavilion have experienced remarkable growth in attendance, event numbers, team participation, and overall facility usage. We are pleased to present the Economic Venue Impact Report, conducted in collaboration with the University of Tennessee at Chattanooga's College of Business. This report provides valuable insights into the economic contributions of our venues.

Additionally, we have analyzed the economic impact of specific events with the support of Chattanooga Sports and Visit Chattanooga. This analysis highlights the significant financial benefits these events bring to the community. In this section, you will also find a detailed breakdown of events held at Finley Stadium, First Horizon Pavilion, and our newest venue, the Ultra Club.

Economic Contribution of Finley Stadium and First Horizon Pavilion: 2024 Summary

In the fiscal year 2023-2024, Finley Stadium and First Horizon Pavilion contributed over $30 million to the Hamilton County economy. This impact was largely driven by attendee spending before and after events, which accounted for nearly half of the total economic output. Attendees supported local businesses, such as hotels, restaurants, and retailers, particularly benefiting the hospitality and retail sectors.

Finley Stadium and the First Horizon Pavilion generated revenue through event rentals, food and beverage sales, parking fees, and capital projects. Additionally, event organizers benefited from ticket and product sales, further enhancing the local economy. These direct contributions fueled additional indirect and induced economic activity, as local businesses reinvested their earnings and employees spent wages within the community. In total, the venues generated $4 million in tax revenue, benefiting local, state, and federal governments and contributing to the economic vitality of Hamilton County.

We would like to thank Dr. Howard Wall, Director of the Center for Regional Economic Research and Chief Economist at the University of Tennessee at Chattanooga College of Business, and all our partners and tenants who contributed their support towards this report.

Read the full report on our website.

$30.3M

Total economic impact

Venue economic impact July 2023 - June 2024

Output contributions by type and initial source

Output contributions by industry, Top 10

Employment contributions by industry, Top 8

revenue contributions by government level and direct contribution source

Event based economic impact reports

Finley Stadium

This has been an exceptional year for the stadium, marked by numerous successes. In this report, we highlight some of the standout events and provide a comprehensive list of all the events held during the past year. We look forward to building on these achievements and continuing to increase the number, quality, and frequency of events at the stadium.

Highlighted events

BLUECROSS BOWL

From November 30 to December 2, 2023, Finley Stadium hosted the BlueCross Bowl, Tennessee’s High School Football Championships. Over the course of this three-day football celebration, 18 teams participated, resulting in a record-breaking cumulative attendance of 32,117. The standout local highlight game featured Baylor and McCallie in front of 18,149 fans, with McCallie winning its fourth TSSAA Division II-AAA football championship in five years.

THE BAYLOR VS. MCCALLIE GAME SET A NEW RECORD FOR THE HIGHEST ATTENDANCE IN TENNESSEE HIGH SCHOOL FOOTBALL HISTORY

18,149 fans

RECORD - BREAKING

32,117

cumulative attendance

CHATTANOOGA FOOTBALL CLUB MLS NEXT PRO OPENING GAME

Chattanooga Football Club announced on Tuesday, November 14, 2023, that they will be joining the Major League Soccer NEXT Pro league. The league consists of 29 teams across the country, divided into two regional divisions. On Saturday, March 16, 2024, Chattanooga Football Club played its first-ever match in MLS NEXT Pro. The game ended in a 2-2 draw, with CFC securing an extra point by winning on penalties in front of 4,378 fans.

CHATTANOOGA MOCS FOOTBALL

On December 2, 2023, the 18th-ranked Chattanooga Mocs football team saw its historic season come to an end in the second round of the FCS Playoffs, losing to SoCon rival and 7th-ranked Furman 26-7 on a rainy and overcast Saturday afternoon at Paladin Stadium in Greenville, S.C. Chattanooga, which secured its first-ever FCS playoff road win the previous week, finished the season with an 8-5 record. Despite the loss, it was a remarkable season for the Mocs, who saw over 40,886 fans attend games at Finley Stadium throughout the year.

4,378 Fans witnessed the penalty win

40,886+ fans attended throughout the year

Chattanooga Mocs Football

TSSAA BlueCross Bowl

Highlighted

Highschool Football Games August

Football Club

October 25 2023 (Wed)

November 5 2023 (Sun)

March 2

March 16 2024 (Sat)

March

June 1

Chattanooga Football Club Women

UTC Women’s Soccer

August 5 2023 (Sat) UTC vs Western Kentucky

August 31 2023 (Thu) UTC vs Austin Peay

September 3 2023 (Sun) UTC vs Jacksonville

September 10 2023 (Sun) UTC vs Belmont

September 14 2023 (Thu) UTC vs San

September 21 2023 (Thu) UTC

October 1 2023 (Sun) UTC vs Furman

October 8 2023 (Sun) UTC vs VMI

October 12 2023 (Thu) UTC vs Wofford

87,403 Total soccer attendance

59,347

Total football attendance

146,750

Cumulative number of wins for the 4 tenants 20

First Horizon Pavilion

Welcome to the First Horizon Pavilion, the place where Chattanoogans gather. In this section, we are excited to share highlights from the past year, including the total fundraising figure from non-profits that have utilized the space for events, and details of exciting projects lined up for the near future.

Highlighted events

FUTURE OF FREIGHT FESTIVALFREIGHTWAVES

From November 7-9, 2023, Chattanooga-based company FreightWaves held the second annual Future of Freight Festival in the scenic city, utilizing the First Horizon Pavilion for live music performances and after-party events. The Future of Freight Festival brings together experts, entrepreneurs, industry leaders, educators, and more to discuss key factors impacting freight markets and the latest trends shaping the industry’s future. The event showcased the Pavilion's versatility, demonstrating how thoughtful event curation can transform the space into a venue that feels entirely unique.

FUNDRAISING SUCCESS

We are thrilled to share that, since the fiscal year 2023-2024, the pavilion has hosted seven nonprofit-led events, along with various fundraising-themed events at the Chattanooga Market, raising over $1.1 million. These figures highlight the incredible community support for our nonprofit sector and the excellent opportunities for hosting large-scale fundraising events at the pavilion.

New Events in 2023-24

SUNDRESSES AT SUNSET: BENEFITTING OMEGA PSI PHI FRATERNITY

JUL 2023

DEC 2023 JAN 2024 to MAR 2024 MAY 2024 JUN 2024

Sundresses At Sunset, Chattanooga's premier summer celebration and fundraiser, is a collaboration between The Kappa Iota Chapter and The Pearl Group. What began as a modest gathering has grown into a summer highlight. Hosted by The Pearl Group Inc., a 501(c)(3) nonprofit, in partnership with The Kappa Iota Chapter of Omega Psi Phi Fraternity, Inc., the event supports The Pearl Group's programs.

ICE ON THE LANDING

Ice Skating for All Ages at Ice On The Landing, A beloved winter tradition, Ice On The Landing offers holiday fun for all ages in Chattanooga’s vibrant Southside neighborhood inside the First Horizon Pavilion.

WINE, WOMEN, & SHOES: BENEFITTING RONALD MCDONALD HOUSE

Wine, Women & Shoes in Chattanooga is a chic fundraiser benefiting the Ronald McDonald House of Greater Chattanooga. The event features wine tastings, a designer marketplace, and a fashion show, with all proceeds supporting the House's services for families of critically ill children.

BIG PIG BBQ & BEER FEST: BENEFITTING CONSTRUCTION CAREER CENTER

Big Pig BBQ & Beer Fest is a lively fundraising event benefiting the Construction Career Center. This festival brings together delicious BBQ, craft beer, and live entertainment, offering a fun-filled day for attendees. Proceeds support the Construction Career Center's mission to provide hands-on training and career opportunities for students pursuing careers in the construction industry.

ROTARACT PICKLEBALL CLASSIC: BENEFITING CHAMBLISS CENTER

The Rotaract Pickleball Classic is an exciting tournament benefiting the Chambliss Center for Children. This community-driven event brings together pickleball enthusiasts for friendly competition while raising funds to support the Chambliss Center’s programs, which provide essential childcare, foster care, and residential services for at-risk children and families in the Chattanooga area.

CHATTANOOGA CORPORATE CHALLENGE: BENEFITTING BOYS & GIRLS CLUB

The Chattanooga Corporate Challenge is a dynamic, team-based competition that brings local businesses together to compete in various athletic and recreational events. Benefiting the Boys & Girls Club, this event fosters camaraderie and friendly rivalry while raising funds to support the Club’s mission of providing educational programs, mentorship, and safe spaces for children in the Chattanooga area. All proceeds help empower local youth to reach their full potential.

SANGRIA ON THE SOUTHSIDE: BENEFITTING LA PAZ CHATTANOOGA

Sangria on the Southside is a vibrant community event benefiting La Paz Chattanooga. Featuring delicious sangria, live music, and a festive atmosphere, the event brings people together to celebrate and support Chattanooga’s Latino community. Proceeds from Sangria on the Southside go directly to La Paz’s programs, which provide essential services, resources, and advocacy for Latino individuals and families, helping to foster inclusion and cultural understanding in the region.

THE BLACK MARKET

The National Black Market at the First Horizon Pavilion is a vital event that supports and highlights Black-owned businesses within our community. Featuring a diverse range of vendors, the market showcases products from crafts and clothing to food and beauty items, reflecting the creativity and entrepreneurial spirit of local Black business owners. This event plays a key role in promoting economic empowerment and fostering a more inclusive business environment.

New Developments

CITY OF CHATTANOOGA

SKATE PARK RENOVATION

The City of Chattanooga has approved a $3.15 million budget to fully renovate the Dog Park and Skate Park. This project will enhance and modernize these facilities, offering improved amenities and a better experience for the community. The renovation includes a new 30,000-square-foot skatepark with poured-inplace concrete and a new entrance from West 20th Street, providing access to the riverwalk and street parking.

The Ultra Club

Ultra Club Concept to Completion. A Third Venue: Reinventing this space has been a long-overdue project, as the previous stadium club faced limitations in space, capacity, accessibility, and outdated design. In 2023, it was decided that the time was right to invest in redesigning the old stadium club. Construction began in late 2023, and the newly named Ultra Club was completed in April 2024. This 3,500-square-foot, airconditioned event space is designed to accommodate 250 standing guests or 150 seated guests comfortably. The facility features state-of-the-art A/V with a video wall, a full-service bar, parking, and inhouse catering options. This redevelopment exemplifies the forward- looking vision for Finley Stadium, providing exceptional spaces for events. Our goal is to host 75+ events per year. Since opening, over 6,000 guests have attended events in the space. We would like to express our sincere appreciation to our partners, Tri-Star Beverage and AnheuserBusch, whose support has made this new space possible.

"Steel Warehouse has hosted several events at Finley Stadium both before and after the new renovations and couldn’t be happier with the experience. The new space is beautifully designed, incredibly versatile, and equipped with everything we need. The modern ambiance and excellent facilities made our event run as smoothly as possible, and the feedback from our employees was overwhelmingly positive. The entire team at Finley Stadium is very pleasant to work with and has gone above and beyond for our company. Highly recommend this venue for any special occasion!"

– STEEL WAREHOUSE, CHATTANOOGA

THE CHATTANOOGA MOCS MARCHING BAND BRINGS ENERGY AND SPIRIT, LEADING THE CROWD WITH POWERFUL PERFORMANCES AND PRECISION.

THE CHANGING LANDSCAPE

As Finley Stadium remains a cornerstone of Chattanooga's vibrant Southside community, the surrounding areas are experiencing significant transformations that promise to enhance both the local landscape and economy.

projects to infrastructure upgrades and public spaces, these developments reflect the region's growing dynamism and its potential to offer even greater value to residents, visitors, and stakeholders. As we explore these changes, we will also examine how they align with Finley

Opened June 2024

WESTSIDE EVOLVES

FOOD CITY

UNIVERSITY GREENWAY

CAPTION BY HYATT

THE BEND

NEW LOOKOUTS STADIUM

SAGE HILL INVESTORS AND CHATTANOOGA FOOTBALL CLUB HQ

CENTRAL CROSSING PROJECT

AC HOTEL

FINLEY STADIUM

EUREKA DEVELOPMENT

SOUTH BROAD CHATTANOOGA

CAPITAL VISION

The Finley Stadium Capital Plan outlines the strategic investments made to modernize and sustain the stadium as a premier venue for the Chattanooga community.

Since adoption by the board of directors, the plan has focused on key projects to revitalize the 1997 facility, with a vision to extend its viability for the next 25 years. Major initiatives include infrastructure upgrades, enhancing guest experiences, improving energy efficiency, and generating new revenue streams.

STATUS

$2,465,381.92 in capital funding executed or secured for projects to-date

Board Facilities Committee

� Larry Parks, Chair

� Ryan Crimmins

� Hiren Desai

� Russell Gros

� Peter Turk

� Brian Wright

� Mike Davis, Ex-Officio

Capital Plan Milestones

Significant Time Sensitive Infrastructure Projects

� Projects: Elevator Modernization & LED Field Lighting Conversion

� Budget: $1,200,000.00

� Funding: $600,000.00 from Hamilton County (Dec 2023), $600,000.00 from City of Chattanooga

� (FY2024-25)

� Status: Under contract, In-progress

� **LED Field Lighting Project: October 2024 Completion

� **Elevator Project: March 2025 Completion

Space Upgrades

� Projects: Skybox AV Upgrades, Ultra Club Renovation

� Total Cost: $952,673.93

� Funding: Skybox License & Maintenance Fees, Sponsorship, Financing

� Status: COMPLETE

Completed

� Used Walkthrough Metal Detectors:

$18,968.00

TSC Operations Funded

� Locker Room Sewer Pump Replacement: $33,166.48

TSC Operations Funded

� Field Paint Remover Machine: $52,275.24

Chattanooga FC Funded

� 45,000 square feet of Used Concert Flooring: $30,000.00 Benwood, Coca-Cola Funded

Next steps

Deferred Maintenance & Facility Modernization

� Projects: 32 projects spanning the campus, ranging from infrastructure upgrades, energy efficiency improvements, physical security and crowd safety equipment, event-related enhancements.

� Budget: $4.5 million

Stadium West End Renovation

� Background: No longer meeting the needs of today’s professional and collegiate teams and lacking amenities to attract major events, the West Endzone building also has roof leaks and structural cracking. Rather than band-aid fixes, we envision a major renovation in this space.

� Project: Redesign the space completely to meet multiple venue and community goals.

Create modernized team-specific locker facilities with ancillary spaces for major events.

Built-in concert infrastructure to reduce promoter cost and increase capacity.

Create 365-pedestrian plaza between Pavilion and Stadium.

Permanent F&B installations overlooking the field that support both venues.

� Budget: $10-15 million

� Example Photos: Concert Infrastructure at Toyota Stadium in Dallas. 365-Pedestrian Plaza at Geodis Park in Nashville.

Ongoing Capital Projects

� Goal: Notwithstanding the above, the Stadium Corporation is creating a business model that allows for selfsufficiency in funding capital projects ongoing once near-term needs are met to keep Finley Stadium and the First Horizon Pavilion vibrant till 2050 and beyond.

� Example: Artificial Turf Field replacement is coming due in future years.

FINLEY STADIUM CAMPUS MASTER PLAN

Chattanooga Design Studio

This year, the Stadium Corporation Facilities Committee engaged Chattanooga Design Studio to facilitate a master planning process in Q2 2025 to envision the future of Finley Stadium as the cornerstone of a multifaceted master plan. This need is critical as development and investment surrounds our campus and renders a clear vision important for maintaining this community asset for it to grow and blend in with the surrounding neighborhood. Chattanooga Design Studio and The Stadium Corporation are seeking Foundation funding for this project in Q1 2025 and will engage tenants, community leaders, stakeholders, and guests throughout this process. We are excited about the outcomes and eagerly anticipate realizing these plans with new partners, support, and investment in the years ahead. The included diagram calls out specific areas of study focus.

FROM OUR PARTNERS

Finley Stadium's success is deeply rooted in its collaborations with longterm tenants and partners. Their dedication and shared vision enable us to offer a diverse array of sporting events, recreational activities, and retail experiences. In this section, we highlight the invaluable contributions and perspectives of these valued partners. We extend our heartfelt gratitude to all our tenants and partners for their unwavering support.

Primary Tenants

CHATTANOOGA SPORTS

"Finley Stadium and the First Horizon Pavilion are trusted partners with us!“ No matter what event we host together, we know we can depend on them to position the event for success. We are grateful to have them as an extension of our team.

CHATTANOOGA FC

Finley Stadium and Chattanooga Football Club have had a strong partnership since the club’s inception in 2009. Our whole history is inextricably linked with them, while they also want to innovate and move forward with us. We are grateful to the entire staff and team at Fort Finley

UNIVERSITY OF TENNESSEE CHATTANOOGA

This year marks the 28th season for Mocs Football at Finley Stadium. The partnership between the University of Tennessee at Chattanooga and Finley marks the longest agreement in The Stadium Corporation and UTC’s history. UTC Mocs Football and Women’s Soccer teams will continue to call Finley Stadium their home field through 2029.

“Finley Stadium is the premier venue in the Southern Conference. From watching a game, to the amenities for our fans, to the way student-athletes from both teams are treated, we're proud to call it home,” said Mark Wharton, Vice Chancellor for Athletics at UTC.

CHATTANOOGA MARKET

The Chattanooga Market has been in partnership with Finley Stadium for 24 years, since the inception of the Market. As an event organizer and community 501(c)(3), we utilize the First Horizon Pavilion every Sunday throughout our season where we host an estimated 250k + locals and visitors each year. “We appreciate the staff at Finley, their professionalism and willingness to partner, assist and support our non-profit mission for nearly 25 years.”

New Tenants Since 2022

MAIN ST. FARMERS MARKET

Main Street Farmers Market is a non-profit farmers market that began in 2009. Since Main Street Farmers Market’s partnership with Finley Stadium began in 2022, they have been able to include more vendors, which in turn has enabled them to offer more local, sustainably grown products to the community.

“With the use of the ample paved lot, providing free parking for our extremely loyal customers (who even come out in rain, sleet and snow), we went from twenty weekly vendors to almost forty. We are very grateful for this partnership!”

ICE ON THE LANDING

Hosting over 32,000 skaters, Ice on the Landing had a very successful first season at the First Horizon Pavilion, and we now look forward to making it our longer term home. “We couldn’t ask for a more creative and supportive team, led by Brian Wright. What’s more, the facility is unmatched in its ability to offer abundant and affordable parking for our guests and an overhead cover to enable us to operate daily, regardless of weather!”.

CHATTANOOGA SPORTS LEAGUES

Chattanooga Sports Leagues hosts our Adult Pickleball Leagues at the Pavilion in the Spring, Summer, and Fall. Our league brings players of all skill levels together for fun and friendly competition! “Playing in the Pavilion allows us to maintain a fun atmosphere for our participants to play and socialize in”.

UPGRADES AND INITIATIVES

Over the past year, Finley Stadium has embarked on a series of exciting initiatives and enhancements aimed at elevating the experience for all who visit.

These efforts include environmentally conscious programs, significant upgrades to our facilities, and the introduction of new food and beverage offerings, all guided by invaluable feedback from our fans. From the redecorating, renaming, and dedicating of our referee's locker rooms to enhancing the overall atmosphere, each initiative reflects our commitment to sustainability, comfort, and excellence. As we continue to listen to our community, these improvements set the stage for a more vibrant and engaging experience at Finley Stadium.

Sustainability/Recycling

New Terra Compost

� Finley Stadium is a member of Chattanooga-based New Terra Compost, which provides homes, restaurants, educational centers, hotels, businesses, and events with a better solution for disposing of food residuals and compostables.

SINCE 2023

8,000+ pounds of food waste and compostable materials have been diverted from landfill

Overlooked Materials

� Finley Stadium = Founding member. This initiative includes glass recycling, and Finley Stadium has helped recycle over 1,000 pounds of glass in first three months.

1,000+ pounds of glass was recycled IN PAST THREE MONTHS

Zero-Waste Events

� In 2022, Finley Stadium embarked on a comprehensive source recycling program across all stadium events, bolstered by the support of key partners including Coca-Cola Bottling Company, New Terra Compost, and World Centric.

Recycling and Waste Management Achievements

� Skybox Zero-Waste Stations: Each Skybox is equipped with zero-waste stations for Compost and Recyclables, aiming for a 90% diversion rate by Fall 2024.

Plastic and Aluminum Recycling

� Plastic PET#1 and aluminum collected from recycling bins are meticulously hand-sorted. Aluminum is processed at CMC Recycling, with the resulting rebates donated to Habitat for Humanity of Greater Chattanooga to support affordable housing repair projects. Since the program's inception in July 2022, nearly 60,000 cans have been recycled, generating over $2,000 in donations with matching donations from Tri-Star Beverage.

NEARLY

60,000 cans have been recycled, generating over $2,000 in donations with matching donations from Tri-Star Beverage

Event Sustainability Highlights

� Chattanooga Marathon (March 2023): Hosted a zero-waste event with a 91% diversion rate.

� Chattanooga Football Club Earth Day Match (April 22, 2023): Achieved a zerowaste event with a 90.58% diversion rate.

� Finley Stadium remains dedicated to transparency and ongoing reporting of sustainability results.

Alan Cooper Official’s Locker Room

In memory of Alan Cooper, a long-term member of the South East Tennessee Football Officials Association who passed away in 2022, his fellow referees sought to honor him. With backing from Brian Wright, Dr. Jay Blackman, deputy athletics director at the University of Tennessee at Chattanooga, and support from a GoFundMe campaign backed by local and state officials, as well as football conferences and McCallie School alumni, they raised over $10,000 in two months. The funds were used to enhance the officiating room with new seating, a whiteboard, a clock, room repainting, new countertops, and a plaque dedicated to Cooper. A "memorial locker" was also installed, featuring Cooper's uniform and game equipment.

$10,000 raised in two months OVER

Revamped Food and Beverage Program

In the past year, Finley Stadium has introduced a range of exciting new food and beverage options designed to enhance the fan experience. A key addition has been the grab-and-go kiosks, which have significantly reduced wait times and provided fans with greater flexibility and choice. These kiosks have been a hit, allowing for quicker service and more convenience during events. In addition to the kiosks, we've revamped our overall food offerings by blending our original concepts with new collaborations with local food vendors. This combination has brought a fresh and diverse range of options to our menu, appealing to a wide variety of tastes and preferences. Since the introduction of this revamped food and beverage program, Finley Stadium has seen a 30% increase in sales, reflecting the positive reception from our fans and the success of our enhanced offerings.

Fan feedback from the Chattanooga Football Club 2023 post game survey responses

Q In your own words, please tell us your feedback on the new Concourse Food & Beverage concepts?

"Amazing upgrade!"

Q Did you see or experience a great moment with one of our matchday staff members you would like to share?

"The gift shop folk are awesome, as are all the food and beverage vendors!"

Overall Food and Beverage Experience

In 2022, our overall rating was 7.1 out of 10. In 2023, this increased to an average score of 8.2 out of 10.

15.49%

THANK YOU TO OUR PARTNERS

A final note of thanks goes to all our Sky Box owners, tenants, supporters, fans, and everyone else who has contributed in any way over the past year. Your support is truly appreciated, and we are deeply grateful for your commitment. We look forward to continuing the great work and progress at the stadium, with your ongoing partnership making it all possible.