NFL Draft Detroit: $200M Economic Impact, 400K Visitors, ‘Bigger Than The Super Bowl’

By Barry Janoff

April 11, 2024: As the NFL prepares to oversee the 2024 Draft presented by Bud Light April 25-27 and players such as Caleb Williams, Jayden Daniels, J.J. McCarthy, Marvin Harrison Jr. and Drake Maye await their pro football destinations, the city of Detroit is readying to host upward of 400 million visitors who could have a $200 million-plus impact on the region.

"There are six NFL cities within a (four-five hour) drive of Detroit,” Claude Molinari, president and CEO for the Detroit Metro Convention and Visitors Bureau (aka Visit Detroit), said during a recent NFL Draft-related media event. “We're expecting an economic impact in the hundreds of millions.

“The Detroit Lions, Visit Detroit, the Detroit Sports Commission, the city of Detroit, the Downtown Detroit Partnership, and numerous other civic organizations and corporations put forth a tremendous team effort to make it happen.”

Mayor Mike Duggan put Detroit's NFL Draft into major event perspective.

"This is potentially bigger than the Super Bowl" held in Detroit, Duggan said during NFL Draft preview events in November and March, referring to Super Bowl XL in February 2006. “The NFL Draft is going to do more for our city in terms of economic activity and its national image than any single event in Detroit’s history.

“Only 60,000 people can get tickets to the Super Bowl. But for the NFL Draft, hundreds of thousands can get in — and they stay for the weekend.”

According to Duggan, “When you have 300,000 or 400,000 people coming from across America, we want to change the image of Detroit in their minds once and for all.

“We felt like to do that, we had to build the Draft into the city . . . Hundreds of thousands of visitors will be staying at our hotels, shopping at our stores and dining at restaurants across the city.”

Based on recent NFL Drafts, analysts are predicting a $150-200 million-plus impact.

Graph: NFLThe 2023 Draft in Kansas City had a $164 million economic impact, the 2022 Draft in Las Vegas had a $235 million impact, and the 2019 Draft in Nashville had a $224 million impact, per the NFL and local sources.

Organizing committees said the Draft in Detroit could be at the higher end and could draw more than 300,000 “because it is easier for fans to get to Detroit” than recent host locations from such NFL cities as Cleveland, Cincinnati, Chicago, Pittsburgh, Indianapolis and Buffalo.

The 2024 Draft will be held at various downtown locations, including Campus Martius, Hart Plaza, Cadillac Square and the Monroe Street Midway.

Corporate local sponsors include Rocket Companies, Blue Cross Blue Shield of Michigan, Flagstar Bank, General Motors, Huntington National Bank, Penske Corp. and PNC Bank.

Metro Food Rescue has been selected as the official food rescue partner for the NFL Draft.

The Downtown Detroit Partnership will present “Draft Day in the D” viewing parties throughout the city.

The Detroit Sports Commission and Visit Detroit, with support from local donors and the NFL, said Beyond Basics and Project Play: Southeast Michigan, both metro-Detroit-based nonprofits, will equally split a $1 million grant to support youth literacy and active play.

The Lions will host a private draft party for "Lions Loyal Members" in Ford Field on the first night of the Draft.

The NFL Draft presented by Bud Light will be broadcast live on NFL Network, ABC, ESPN, ESPN Deportes and streamed on NFL+ beginning April 25 (8 PM ET) with the First Round, followed by Rounds 2-3 April 26 and Rounds 4-7 April 27.

On April 25, attending prospects will walk the NFL Draft Red Carpet presented by Toyota at the Fox Theater, with portions televised as part of NFL Network's NFL Draft Kickoff show.

The NFL Draft Experience presented by Rocket Mortgage  fan festival  will be free and open to the public April 25-27.

Hart Plaza will host Draft Experience Presented by Rocket Mortgage, including games, exhibits, player appearances and sponsor experiences. The NFL Play Football field at Corner Ballpark presented by StatusPRO will host youth-focused activities, including NFL Flag skills and drills and football clinics.

The Draft Experience will feature elements unique to the Motor City. Food and beverage vendors will highlight the local fare, as the Taste of Detroit concessions will represent various neighborhoods in the city, including soul food, Greek, Mexican, Middle Eastern and East African cuisines.

The league said it would will spotlight the city's music scene throughout the Draft.

On April 25, Detroit artist Angela Davis will perform "Lift Every Voice and Sing" live from the Draft Theater stage.

Map: Visit DetroitCaleb Carroll, a native of metro Detroit who performs at Detroit Lions games, will sing the national anthem from the Draft Theater stage.

On Thursday and Friday, concerts will take place before picks start and feature local artists, along with a post-Draft Drone Show and tribute to Detroit music on Friday night.

A post-Draft performance on Saturday will close out the event, with artists TBD.

Each day, the NFL Draft Concert Series presented by Bud Light will be on a first-come first-served basis and standing room only.

The 2025 NFL Draft is scheduled for Green Bay.

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