Sports events bring in the cash
There’s a reason sports commissions and CVBs fight to get big-name sporting events in town: money. Meetings and conventions are big business, and sports events are one of the highest producing types of events in the industry.
Last year, five of Atlanta’s top 10 conventions were sporting events, contributing about $140 million in direct economic impact to the city, according to the CVB. The 2010 Chick-fil-A Bowl contributed more than $30 million and had an attendance of 72,217. “When you look at college football in terms of bringing visitors to Atlanta the way regular conventions do, you really begin to see how critically important the sport is to our economy,” said Gary Stokan, Chick-fil-A Bowl president and CEO.
Cheersport 2010 cheerleading and dance championships also contributed more than $30 million to the city and brought in an equal number of visitors. Another large competitive sporting event: the annual Big South National Qualifier girls volleyball tournament, which took place at the Georgia World Congress Center. More than 35,000 players and family members attended, contributing almost $20 million to the local economy. “The impact for youth sporting events is big for Atlanta’s economy,” Lauren Jerrell, Atlanta CVB communications director, told WABE news. Last month, the Big South Qualifier event returned to Atlanta, this time coinciding with WrestleMania 27. Together, the two events brought more than $80 million to town. This month, the MLB Civil Rights Game and its surrounding events come to Atlanta, bringing 52,000 attendees.
Houston also recently hosted simultaneous sports events. In April, the city welcomed fans for both the NCAA Final Four Men’s Basketball Championship and the Shell Houston Open golf tournament. “Hosting the Final Four is something every major city in the United States would love to have the opportunity to do, which makes the bidding process extremely competitive,” said Janis Schmees, executive director of the Harris County—Houston Sports Authority. About 70,000 traveled to Houston to attend the basketball games, creating an estimated $100 million in direct spending. The Open had more than 100,000 people in attendance, and contributed as much as $30 million to the local economy.
The Final Four returns to New Orleans next year for the first time since Hurricane Katrina. The event takes place at the Superdome, which is in the final stages of an $85 million makeover. That facility will also host the Super Bowl in 2013. “The city is as ready as it’s ever been, pre-Katrina or post-Katrina,” Jay Cicero, president and CEO of the Greater New Orleans Sports Foundation, told The New York Times. He recognizes that though the money the events bring to town is important, the attention brought to the city is equally important. “These events will bring media attention that is so much more important than just the economic impact. Before, we were all about economic impact and tax dollars generated and jobs. That’s still extremely important, but now the media attention and the stories that are written are so much more important to offset any negative perceptions that may still exist,” he said.
