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Events and Attractions

Glendale Reports It Likely Lost Money By Hosting Super Bowl, Pro Bowl In '15

The "most objective outcome" of a city assessment is that Glendale, Ariz., "lost $579,000" by playing host to the Super Bowl and Pro Bowl in '15, according to Paul Giblin of the ARIZONA REPUBLIC. Analysts "offered four possible financial outcomes" after crunching the numbers: a gain of $13,000, a loss of $579,000, a loss of $660,000 or a loss of $1.2M. The varying scenarios "factor in differing amounts for expenses mostly associated with salaries as well as incomes such as rental proceeds." Among the key factors is "whether a bump in tax receipts at Westgate Entertainment District during the early part of the year should be included in the equation." The analysis states that all four scenarios "exclude costs associated with planning for the events, because those expenses largely were covered by Glendale employees’ regular salaries." Several "high-profile" Super Bowl activities, such as the NFL Experience, Super Bowl Media Day and the NFL Honors Awards Show, were "conducted miles away" in downtown Phoenix. The analysis "tabulated just the financial impact on Glendale." An earlier study conducted by Arizona State Univ. researchers "concluded that Super Bowl week generated" a $720M economic impact "for the entire state." The city budgeted nearly $2.1M "for the extravaganza," about 1% of the city’s general fund. But the city "spent less," and Glendale as a result "lost less than city officials expected." NFL Cardinals President Michael Bidwill said, "To the idea that they say there was a negative one, I think it’s not a credible statement." The report states that most of Glendale’s costs were "associated with providing police, fire and transportation services." Expenses "totaled about $941,000." The city "derived $362,000 in revenue through fees and rentals, such as a $50,000 payment for allowing the media center to be wrapped in a giant Pepsi ad" (ARIZONA REPUBLIC, 11/26).

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