SBD/28/Collegiate Sports

OH CULLIGAN MAN, YOU HAD QUITE AN IMPACT ON SAN DIEGO!

          The Culligan Holiday Bowl on December 30 in San Diego
     accounted for a "record" $26.5M boost to the local economy,
     according to a report by CA-based Marketing Information
     Masters and cited by the SAN DIEGO UNION-TRIBUNE.  The
     report showed that spending linked to the game between the
     Univ. of AZ and the Univ. of NE "was the highest in the 21-
     year history of the bowl, far surpassing" the previous
     record of $15.5M in '97.  The analysis was commissioned by
     the Holiday Bowl.  The game set records in attendance
     (63,354) and TV ratings (4.6 million households).  Marketing
     Information reported that 37,500 people came to San Diego
     for the game, utilizing 25,900 "hotel room nights."  The
     game "generated $768,874 for the city" from stadium rent and
     from  other revenue and taxes (S.D. UNION-TRIBUNE, 1/27).

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