South FL "tourism leaders" and NFL execs "dispute" a
study by Univ. of South FL Economics Professor Philip Porter
that says that the Super Bowl "doesn't generate hundreds of
millions of additional dollars for the host region," by
saying the game's impact "will be impressive," according to
Cynthia Corzo of the MIAMI HERALD. The NFL "projects" the
game will bring about $365M into South FL. Porter's study
of six Super Bowls -- three held in Miami -- found "no
increase in sales during Super Bowl week when compared with
years when there was no game in town." Porter: "There is no
blip. You don't find anything." A PricewaterhouseCoopers
study for the NFL found that San Diego County "garnered"
$295M from Super Bowl XXXII. South FL is spending "roughly"
$6M to host the event (MIAMI HERALD, 1/19).
SUPER FLIERS: In Miami, "aerial ad man" Jim Butler is
charging about $12,000 for a 15-hour package of flying a
"commercial message" over Super Bowl-related events in South
FL. Butler's pilots will fly over fans "gathered at the
beaches and at pregame events," but not over Pro Player
Stadium during the game (MIAMI HERALD, 1/20).
REJECTION GETS YOU NOTICED: In BRILL'S CONTENT, Rifka
Rosenwein examines "The Anatomy Of A Super Bowl Ad," and
profiles the publicity that Internet company Hotjobs
received after Fox rejected its initial Super Bowl spot.
Rosenwein: "The company still has no ad, but it has scored
an even more elusive goal: It has gotten people to notice an
otherwise obscure company" (BRILL'S CONTENT, 2/99 issue).
THE JOY OF THE GAME: Apparel manufacturer Joy Athletic
"will make and ship nearly" 1 million T-shirts for the Super
Bowl, 400,000 of which will remain in South FL. Joy
Athletic Owner Jeff Barhill puts the "total Super Bowl
impact" for his company at "just over" $3M, about 10% of
which "will come from the local market." The company's
annual revenue is $25M (MIAMI HERALD, 1/20).
THEY'VE ONLY BEEN BLACK FOR NINE YEARS: In Atlanta,
Richard Eldredge reports that an NFL memo "reminded" the
Falcons to wear their red jerseys for Super Bowl XXXIII.
But Eldredge notes that the team replaced its red jerseys
with black ones in '90 (ATLANTA CONSTITUTION, 1/20).
