Activities related to Super Bowl 50 will generate a record $220M in direct spending throughout the greater S.F. area, according to figures scheduled to be released today by PricewaterhouseCoopers. PwC U.S. Sports & Tourism Sector Dir Adam Jones said when adjusting for inflation, only Super Bowl XLI, which generated approximately $223M in South Florida in ‘07, will have a bigger return to the host market. Jones does not expect the presence of either the Panthers or the Broncos to have a significant impact on the actual level of spending. “This year’s match-up will likely have a neutral effect on visitor volume and related spend. Denver is a regional draw, but will be making its second Super Bowl appearance in three years. Carolina is making its first appearance since 2004, but its fan base is generally localized on east coast.” Sales of the game’s tickets on the secondary market bear that projection, as only 8% of the Super Bowl tickets purchased on StubHub through Jan. 28 came from a Colorado-based address, according to data provided to THE DAILY by that company, while North Carolinians made up 5%. Bay Area businesses also will benefit from the wide footprint of the game's ancillary events. Jones: "Visitor spend composition can shift depending on extent to which the location of Super Bowl events and visitor accommodations are centralized. Local transportation, including rental car, as a percentage of an overnight visitor’s average daily spend will typically increase from between 7-9% in centralized configurations such as Indianapolis in 2012 to between 9-11% in decentralized configurations such as Glendale in 2015." Last year’s game was played in Glendale, but events were spread throughout the Phoenix market, and when MetLife Stadium hosted the '14 game, most festivities were staged across the river in N.Y. Tourist spending topped $200M in each of those games.
: PwC’s annual pre-Super Bowl estimate includes spending by the NFL, its partners, regional businesses, visitors and media on area lodging, transportation, food and beverage, entertainment, business services and other hospitality and tourism activities. It is based on an analysis that considers characteristics unique to each year’s event, such as the participating teams, local market attributes, national economic conditions and scheduled corporate and other ancillary activities. Excluded from the projection is a multiplier effect, which accounts for indirect impacts, such as a concessionaire’s purchase of goods from local producers and manufacturers, and “induced” impacts, which occur when the income levels of residents rise as a result of increased economic activity and a portion of the increased income is re-spent within the local economy.
