Pats Won SB LI But Study Shows Houston Victorious With $350M Economic Impact
Friday, May 26, 2017 at 12:38PM in Houston, NFL, NFL, Super Bowl, New England Patriots, Super Bowl, finances, sports marketing

By Barry Janoff

May 26, 2017: Super Bowl LI is the game that keeps on giving for the New England Patriots, which came from a 28-3 deficit to defeat the Atlanta Falcons, 34-28.

It also is the event that keeps giving for Great Houston Area in terms of finances, local impact and perception both in the U.S. and worldwide.

Super Bowl LI, played in NRG Stadium, and the NFL’s week of events brought in an incremental $347 million of new spending to Greater Houston, with the nucleus of spend coming from an estimated 150,000 visitors and some $137 million in local game, broadcast, and event hosting expenditures.

Although the impact is dependent on each city and region, the numbers are of particular interest not only for the NFL but to cities hosting upcoming Super Bowls.

That includes Minneapolis (Super Bowl LII in February 2018), Atlanta (Super Bowl LIII, February 2019), Miami and South Florida (Super Bowl LIV, February 2020), Tampa (Super Bowl LV, February 2021) and Los Angeles (Super Bowl LVI, February 2022).

Beyond the economic benefit, "Super Bowl LI gave Houston a platform to communicate to the world that Houston is the most diverse, progressive and hospitable city in the United States," according to a new report from the Houston Super Bowl Host Committee.

Those visitors spent more than $292 million on hotels, food, transportation, shopping and entertainment.

Visitors in town for the game spent an average of $502 per day in Greater Houston. Typical Texas tourism spending averages about $130 a day, per the report.

Broken down by category, visitors spent $88.3 million on hotel rooms, $59.4 million on food and beverage, $56.2 million on entertainment, $44.9 million on retail and shopping and more than $22 million on rental car, commercial vehicles and other ground transportation.

METRORail reached a single-day record of 109,500 riders on Feb. 4, the day before Super Bowl LI.

"The draw of Houston as a diverse, fun and affordable destination attracted more visitors than anticipated during Super Bowl LI," Ric Campo, board chairman for HSBHC, said in a statement. "It was exhilarating to see such a large number of fans and tourists take advantage of all that our great city has to offer."

Local hosting expenditures were also significant, totaling more than $137 million. This included organizations such as the NFL, Fox Sports, Houston SB Host Committee, ESPN, numerous corporate sponsors, Harris County and Metro, the Harris County Sports Authority and Greater Houston’s airports.

Among the stats associated with the Big Game, according to the HSBHC study, some 586,000 visitor-days were generated, which was comprised of 416,000 overnight stays and 170,000 day trips.

Super Bowl LI visitors also generated more than 337,000 room nights across Greater Houston, with an average daily room rate of $262 per night. Greater Houston utilized more than 52% of all room nights across the metro area during a ten-day period. That number increased to more than 87% during the final four days.

Texas state and local governments also benefited. Super Bowl LI-initiated incremental state and local tax receipts topped $39 million.

The figures do not include the "additional benefits of global media exposure, new interest in Greater Houston for future meetings and events, and general civic pride,” per HSBHC.

Among the events leading up to the game itself, Super Bowl LIVE and NFL Experience attracted a record 1.3 million attendees.

Moving forward, according to the report, "Super Bowl LI’s $292 million in visitor spending will boost annual Greater Houston tourism by an estimated 3.5% in 2017 — all (from) a ten-day period during tourism’s low season!

"Moreover, many visitors and meeting planners impressed with Greater Houston and Texas will return to build future tourism. New interest is also fueled by 5.6 billion Twitter impressions, 190 million social media impressions on Super Bowl Sunday alone, and 172M viewers of Super Bowl LI."

The full report can be viewed on HSBHC's Web site.

The report was compiled by Rockport Analytics, West Chester, PA.

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