Study: Super Bowl had $463M impact

South Florida Business Journal - 1:05 PM EDT Wednesday, May 23, 2007

Super Bowl XLI generated total economic impact of $463 million in South Florida.

That's according to a study released Wednesday by Sport Management Research Institute .

The estimate includes money visitors spent on hotels, meals, local transportation and entertainment, but not game tickets.

Fort Lauderdale-based Sport Management Research Institute (SMRI) estimated South Florida had 112,403 visitors for the Feb. 4 Super Bowl and related activities.

The research included interviewing 5,659 people at hotels, airports, the game and related events. In addition to South Florida visitors, SMRI interviewed members of the media, contractors, small-business owners and hotel owners.

"The South Florida Super Bowl Host Committee is very excited and proud of the results of the Super Bowl XLI economic study," said Rodney Barreto, committee chairman.

He said the total economic impact exceeded expectations and establishes South Florida as a proven destination for Super Bowls.

"We are looking forward to the challenge of surpassing these figures in 2010 when South Florida hosts Super Bowl XLIV at Dolphin Stadium," Barreto said.

The Super Bowl XLI study noted:

• The average visitor spent $668.60 daily, compared with a $146-$245 daily visitor average during the rest of the year.
• The average visitor's annual household income was $222,318, compared with the rest of the year's $40,000 to $80,000 visitor average.
• Of visitors surveyed, 87 percent said their overall impression of South Florida was "very good to excellent," and 54 percent said they had a "more favorable" impression of South Florida as a result of their attendance at the game or auxiliary events.
• The estimated value of print media exposure for South Florida was $18.4 million. That was the amount of advertising South Florida tourism and civic groups would have needed to buy for comparable exposure.
• The exposure received by South Florida during the Super Bowl game broadcast would have a value of approximately $48.53 million.
• The South Florida Super Bowl XLI Emerging Business Program registered 423 businesses and spent $18.8 million, with 218 registered businesses receiving a contract.