MIAMI GARDENS – Super Bowl XLI generated a total economic impact on South Florida of $463 million, according to a study by the Sport Management Research Institute of West Palm Beach, Florida.
The study determined that 112,403 people visited South Florida for the Super Bowl and related activities.
The investigation was based on extensive research, a total of 5,659 people interviewed at hotels, airports and at the game itself as well as related events. In addition to South Florida visitors; members of the media, contractors, small businesses and hotels were surveyed.
“The South Florida Super Host Committee is very excited and proud of the results of the Super Bowl XLI economic study,” said Rodney Barreto, Chairman, South Florida Super Bowl Host Committee. “The total economic impact exceeded our 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.”
Visitor highlights of the Super Bowl XLI study include:
• $668.60 was spent daily by the average visitor, compared to a $146-$245 daily visitor average during the rest of the year.
• $222,318 was the average visitor annual household income, compared to the normal $40-80,000 visitor average.
• 87 percent said their overall impression of South Florida was “very good to excellent.”
• 54 percent of visitors revealed they had a “more favorable” impression of South Florida as a result of their attendance at the SBXLI Game or SBXLI auxiliary events.
SBXLI Media Audit:
• Super Bowl, the estimated value of the print media exposure for South Florida is $18,400,807.
• The exposure received by South Florida during the Super Bowl game broadcast would have a value of approximately $48,533,334.
Local Businesses:
• The South Florida Super Bowl XLI Emerging Business Program registered 423 businesses and spent $18.8 million. Approximately 51 percent (218) of the registered businesses received a contract.
• 61.2 percent of business owners polled indicated that their weekly profits “increased” to some degree during the week of the Super Bowl. One in four (25.4 percent) stated that profits “increased considerably” during that week.
• 31.34 percent of those local establishments surveyed saw an increase in employment during Super Bowl week (when compared to this same business period in 2006) by 43.2 percent with 61.1 percent hiring part time staff, 27.8 extending staff hours and 11.1 percent hiring full time employees to meet demand for services and/or products rendered.
