Super Bowl LII Drew in $370M in New Spending for Twin Cities
Minnesota’s 10-day hosting job for Super Bowl 52 created roughly $450 million in gross local spending and prompted thousands of mentions of the “Bold North” campaign tagline in national stories and on social media, according to an economic impact report released Tuesday by the state’s host committee and Governor Mark Dayton. However, the event also pushed regular tourism out of the state — approximately $80.5 million worth — resulting in a net gain of about $370 million.
The report, conducted by Pennsylvania-based Rockport Analytics, found that the spending came in part from the 124,920 total non-local visitors – defined as anyone who stayed overnight or traveled at least 50 miles one way for a day trip.
Many of these tourists were first-time visitors to the Twin Cities, and 83 percent of that population said they will return.
Those in town for the game spent on average $608 a day during stays that averaged 3.9 days. This boosted hotel profits to three times what hotels saw the same time last year, with football fans filling 84 percent of available rooms during the 10-day period. During the final four days, however, occupancy increased to 98 percent, the report found.
In addition to hotels reaping the benefits of lodging demand, peer-to-peer rentals – or private homeowners renting out their spaces – generated $15 million in spending, with Airbnb renters alone earning a total income of $3.7 million.
Airbnb had anticipated the opportunity and thus, created an initiative in early 2017 called Project 612 to increase lodging capacity in the Twin Cities through recruiting more homeowners to rent their properties.
“We launched Project 612 to help Twin Cities take full economic advantage of this once in a generation event, and today's report appears to indicate that effort was successful,” said Airbnb policy director Laura Spanjian in a statement. “Moving forward, we want to build on this foundation to infuse a permanent long-term impact for the region.”
Some visitors to Minnesota Super Bowl week didn’t even go to the big game — only 47 percent had tickets. But the festivities extended well beyond the Super Bowl itself, including the Super Bowl Live experience held along Nicollet Mall all week which featured exhibitions, games, live music, ice sculptures and more. The Super Bowl Live offering on Nicollet Avenue, for instance, saw 1 million total attendees.
As for the game itself, U.S. Bank Stadium received the attention of the 103 million Super Bowl viewers worldwide.
Supporting the notion that the Super Bowl’s impact on the Twin Cities extends beyond those 10 days, Meet Minneapolis reports a 30 percent uptick in meeting/convention leads since Minnesota’s selection as host of Super Bowl LII.
Although Super Bowl LLI was touted as the coldest Super Bowl in history, it reportedly boosted the Twin Cities’ Gross Metro Product. Incremental spending provided a $400 million boost, Rockport Analytics found, more than half of which ($202 million) went to businesses that directly served visitors or participated in hosting the game and events. Another $90 million of that total went to local supply chain firms, the report said, with the rest going to local Super Bowl LII workers who spent wages earned during the event.
All that local spending, according to the report, resulted in more than $32 million in state and local tax receipts.