NEW ORLEANS — A report from the New Orleans Super Bowl Host Committee and the University of New Orleans that measured the economic impact of this year’s big game on the local economy found it generated $34.9 million in tax revenue for the state and local governments.
According to the report, Super Bowl XLVII generated a total net economic impact of $480 million. However, the overall impact of an event such as the Super Bowl is always up for debate since a majority of the money the game generates leaks out of the local area, returning home with out-of-town businesses that travel to help put on the event or flowing to corporate offices for hotels, for example.
Following the game, many local store owners complained of slow sales during a time they hoped would be a boon.
Still, organizers say events such as the Super Bowl offer positive looks at the city that help drive tourists here. And, the UNO and Super Bowl Host Committee report notes, the game did have positive effects on the local area.
It created 5,672 full- and part-time jobs that saw those employees earn $154 million.
In an effort to assess the true economic impact the game had on the local area, the study looked at only the spending of visitors, media and organizations that otherwise would not have spent their money in the metro New Orleans economy.
According to the report, Super Bowl XLVII raised about $21 million in state tax revenue. Local governments in the metro New Orleans area collected $13.9 million in taxes.
The report also includes a visitor profile that found the overwhelming majority of visitors surveyed — 97.7 percent — came for the game and not for other reasons, such as Carnival events. About 39.6 percent of those surveyed said they planned to attend a parade while in town, and those visitors spent an average of 4.5 nights in the city compared with three nights for those who didn’t plan to attend Carnival events.
The Super Bowl itself had the highest representation of out-of-town visitors, with 70.2 percent of those surveyed attending the game. The Saturday NFL Experience was the second most-attended event.
Super Bowl XLVII “exceeded expectations on many fronts,” said Jay Cicero, president and CEO of the Greater New Orleans Sports Foundation and executive director of the Super Bowl Host Committee.
“The additional benefits of hosting a Super Bowl are wide in scope. The numerous community projects and the immeasurable amount of media coverage from the record 5,204 members of the media positioned New Orleans and Louisiana as a favorite destination for visitors and future events,” Cicero said.
Copyright © 2011, Capital City Press LLC • 7290 Bluebonnet Blvd., Baton Rouge, LA 70810 • All Rights Reserved