After Much Work, NBA All-Star 2009 Arrives in Phoenix

When it was announced on November 8, 2007, that Phoenix would be hosting its third-ever NBA All-Star Game, nobody wasted any time getting to work. The lack of hesitation came with good reason, as what started as an exhibition game in 1951 before evolving into an All-Star Weekend in 1984 has now blossomed into nearly a full week worth of events. And as the city of Phoenix, the NBA and the Suns organization know, time and preparation are key ingredients needed when seeking success.

“We make sure to get to work at least one year prior to that city’s game being played,” said Gail Hunter, NBA Senior Vice President of Events and Attractions. “Here in Phoenix now, we’ve already got a group from Dallas talking to people in preparation for the 2010 game.”

After working with the Seattle Mariners, Hunter joined the NBA in 1999 and is now responsible for managing the NBA’s and WNBA’s domestic and international grassroots marketing programs. Her time with Major League Baseball has given the New Jersey resident experience managing baseball’s premier All-Star event, the All-Star FanFest, but as Hunter told Suns.com, working with the NBA is indeed a “whole new ballgame.”

“I think the similarities you see are two sports leagues that are both looking to provide a chance for fans to come out and participate,” Hunter said. “With the NBA, I think it’s just a bigger experience. There is more player interaction with the players practicing at Jam Session, and I think there are greater opportunities for fans to get up close and personal to their favorite players.”

While Hunter and several members of the NBA’s staff played a huge part in putting together the 2009 All-Star Game in Phoenix, a number of Suns employees were also called upon to lend a helping hand.

“With a large part of the NBA’s staff on the East coast, knowing you’ve got reliable eyes and ears in the host city is a big part of choosing potential locations for the All-Star Game,” Hunter added. “It’s just been an awesome experience working with the Suns organization. Every employee we’ve come in contact with has an energy about putting this all together and getting things done.”

Among the Suns employees asked to participate in the organization of NBA All-Star 2009 was Phoenix’s Director of Public Relations Jamie Morris-Levine.

“My first reaction to hearing the game would be played here was just being excited for the city,” Morris-Levine said. “I didn’t yet know I would have a role in helping put it together, but having attended All-Star games in the past, I’ve seen the kind of energy it could bring to a city and looked forward to seeing that here in Phoenix.”

While preplanning for the big game in Phoenix had already been underway, Morris says a major assist was handed out last season in New Orleans, where she and others shadowed employees putting the final touches on the 2008 All-Star Game.

“They were extremely accommodating,” said Morris-Levine of the people in New Orleans. “We took about 30 people including Suns employees, arena employees, folks from the city and a number of others. There are just so many more people involved in this process than most realize. Partnership Activation Specialist Heather Morris played a huge role representing the Suns organization, and from the city, the contributions of people like Ed Zuercher, Councilman Michael Johnson and Mayor Phil Gordon were immeasurable.

“Going into New Orleans for the shadowing process, we really didn’t know what to expect, but it really gave us some helpful insight into what a massive amount of work goes into putting all this together. Gail Hunter would always make sure we were talking to the right people and going to the right events, which was also helpful in knowing what we as a group would embark on come the game in 2009.”

Jam Session alone can prove to be a handful, as Phoenix’s Convention Center has been transformed into a playground for NBA fans from all over the world. Providing play-by-play for hardwood classics, mimicking the dunks of Michael Jordan or testing your consistency at the free-throw line are all examples of how participants can pass the time during the five days which Jam Session is open.

“It’s a really great way to enjoy the All-Star festivities,” Suns forward Amar’e Stoudemire said. “I think anytime you can bring your kids to Jam Session, you should take advantage. There are so many different ways to keep busy, and people of all ages always find a way to keep themselves intrigued.”

Stoudemire along with teammate Steve Nash showed their appreciation for the event back in January when the two sold tickets for Jam Session out of the US Airways Center box office. The appearance by the dynamic duo were among the many responsibilities they, along with Suns guard Leandro Barbosa, faced as the official representatives of the 2009 game.

“Every year, people from the host city are chosen as spokesmen,” Morris-Levine said. “Steve and Amar’e were both asked last year during the game in New Orleans and will be the faces of Jam Session along with Barbosa in all of the ads and commercials.

“As far as getting the idea to have them sell tickets, the thought was to get the guys engaged with the fans. We staged them behind the windows to sell tickets and as a bonus, fans who purchased tickets got an autograph from both Steve and Amar’e. I think it was very helpful, and we sold a lot of tickets.”

Nash, Stoudemire and Barbosa will also be featured in a special section of the Jam Session dedicated entirely to the Suns franchise.

“It’s going to be very exciting for fans of any NBA ballclub, but particularly fans of the Suns,” Morris-Levine said. “Not only will participants be entering a brand new convention center of about 500,000 square feet basketball fun, but there will be a special Phoenix Suns area where fans can see Steve Nash’s MVP trophies, Stoudemire’s Rookie of the Year Award, Jason Richardson’s Slam Dunk trophy and a lot more. The players were very gracious to bring these items from their homes so fans could have the opportunity to see them.”

As any Jam Session attendee will attest, there just don’t appear enough hours in the day to get in all the event has to offer. But even when day turns to night, the fun doesn’t stop for those in the downtown area.

“There will be a number of parties throughout the weekend, and hosts have been accommodating in keeping a number downtown,” Morris-Levine said. “The focus is on downtown Phoenix, and with so much going on right here by the arena, it makes sense to keep as much as possible nearby. Even better, and what some don’t realize, is that the proceeds from these parties will again go to some great foundations, including both Steve’s and Amar’e’s.”

Not every party enjoyed during the week will require a VIP list, however. The All-Star Block Party presented by Right Guard will welcome all fans who want to be involved in the downtown festivities. The party will take place Thursday through Sunday in an outdoor space just across from US Airways Center. Open to the general public, the block party will be the first of its kind, and best of all, will be free to attend.

“I think as far as unique experiences, the All-Star Block Party gives Phoenix something fans have never seen before,” Hunter said. “TNT will be conducting their live broadcast from the site on Thursday night and being there gives fans the opportunity to be right in the mix of All-Star. Fans will be front and center for the world to see, and I think having the great weather we do in Phoenix gives us a chance to do something we haven’t always been able to in the past.”

Late nights will quickly turn to early mornings as an abundance of breakfasts and brunches will also be hosted this week, perhaps none more popular than the 10th Annual NBA Legends Brunch scheduled the morning of the All-Star Game. The brunch recognizes the All-Stars of yesteryear, with past appearances having been made by players including Clyde Drexler, Julius Erving and Magic Johnson. During the past couple of seasons, the NBA has also used the brunch to recognize that year’s finalists for the Naismith Basketball Hall of Fame, who will have been announced two days prior.

With all the aforementioned events set to take place during the action-packed week, it’s important to mention there will be a little bit of basketball played, too, and not just by NBA All-Stars, but popular celebrities and aspiring NBA players. On Thursday, the Jam Session Center Court will be the site of the 2009 NBA/WNBA Wheelchair Classic. That weekend, the same court will host two more games, the McDonald’s NBA All-Star Celebrity Game on Friday, as well as the D-League All-Star Game on Saturday.

Jamming so much into just six days, it’s easy to see why the production of the NBA All-Star Game begins so far in advance and why so many people are called upon to lend their expertise. It’s also important to keep in mind it won’t just be NBA fans the city of Phoenix will be playing host to, but literally hundreds of media members, as well. The game will reach a worldwide television audience in more than 200 countries and will be broadcast in more than 40 languages. More than 1,500 domestic and international media are expected to cover All-Star events throughout the week leading up to and including the game.

Catering to so many different people, seeing the organization of Jam Session come to fruition, hosting a first-of-its-kind block party and making sure stars are aligned in the right places at the right times, are just some of the many tasks Hunter and company will face this final week.

“I think the biggest challenge in putting this all together is knowing that while you want to do everything, you simply can’t do everything,” Hunter said. “You’ve got to prioritize and plan ahead to make this as smooth a process as possible. At times things are going to be unpredictable, but the key is planning for everything that is in your control. After that, it becomes a matter of simply rolling with the punches and thinking on the fly.”

Of course, there will also be a number of surprises in store for Phoenix this week, some of which Morris-Levine said fans will just have to wait to see.

“Yes, definitely some surprises,” Morris-Levine smiled. “I can’t say much, but I can suggest that fans attend the Block Party over the weekend.”

Between the Jam Session, the parties, the Slam Dunk Contest, and the NBA All-Star Game itself, for fans in Phoenix, it appears it will be just a matter of finding the time.