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Why the Super Bowl Is Big for Small Business

Niles Advertising and Display Solutions
Bronx, N.Y.

Niles Advertising & Display Solutions was also able to garner business through the Host Committee's Business Connect program as well.

Owner Wendell Niles says the firm expects to see a 5% to 7% increase in sales for the first-quarter as a result of the Super Bowl business. Niles Advertising worked on several graphic design, printing, laser signage and banners for the Super Bowl, including 25,000 plus custom fold-over Volunteer/Leadership cards that referred to protocol on customer service, code of conduct and other guides for staff and volunteers, he says. Niles Advertising also created various displays, banners and custom signage for workshop ID signs for Playbook Break-Out Sessions.

The vetting process for the business started all the way back in November 2012, when Niles says he received an email encouraging him to apply to the program.

The biggest challenge Niles says he encountered was figuring out how to best market his firm to the NFL. That meant researching which services his firm could provide that it didn't have. What he realized was that production and printing were big needs for Super Bowl vendors.

Bronx, N.Y.-based Niles was eventually awarded two of the four projects it bid on.

The firm has three employees at its main office and a satellite office in Charlotte, with two employees. Niles says he is looking to expand his business down there.

In addition to the Super Bowl business, Niles Advertising also does business with the New York City Health and Hospitals Corporation, New York City Office of Administrative Trails and Hearings, City University of New York, the New York Power Authority, New York Life and others.

Niles says the work done for the Super Bowl is an entry point into doing more business with the NFL and hopefully with the 32 teams because it provides a good reference point for future business. "The Super Bowl is only once a year," Niles said. "It is nothing but a big event and there's a lot of things required to pull of the event but the ongoing requirements of the NFL and the leads [there] is what we really want."

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