christopher keschock - economic impact of sport business travellers to football event
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The Economic Impact of Sport Business Travelers to a Football (Gridiron) Event.
Christopher Keshock, Brooke Forester, Shelley Holden, Steven PughUniversity of South Alabama, USA
European Sport Tourism ConferenceMay 2015 Limerick, Ireland
Outline
Economic Impact Sporting Events
True Economic Tourists
Mobile, Alabama
Senior Bowl-College FB All Stars
Sport Business Travelers
Methodology
Results
Economic Impact Sporting Events
Amount of new money entering region from hosting sporting event.
True Economic Tourists- new local spending from those residing outside impact region.
Results help convince the public whether event is good investment.◦ PUBLIC SUBSIDIZATION- ROI
◦ VIK- USE OF PUBLIC VENUES/RESOURCES
◦ OPPORTUNITY COST for Mobile, Alabama?
True Economic Tourists
Spectators
Teams
Business Travelers?◦ Media
◦ Vendors
◦ Sponsors
◦ SGM
◦ Governing Body Officials
◦ Coaches, Scouts, Agents
Methodology
Random Sampling-game, ancillary events, programs Hotel Headquarters, Convention Center, Cruise Terminal,
Practices, Game Day- Press Box, Tailgate, Sponsors Registered 2,452 NFL 38% Media 27% NCAA 10% Sponsors 10% Agents 9% Financial Advisors/Other
6%
Results
Business Travelers Spectators
N=278 Registered 2,452
Group Size 1.67
Number Days 4.53
Number Nights 3.67
Outside City 95.6%
Stay 92.4% paid lodging
Years Senior Bowl 6.28
N= 436 Attendance 33,643
Group Size 3.03
Number Days 1.99
Number Nights 1.21
Outside City 69%
Stay 31.1% paid lodging
Years Senior Bowl 5.97
Senior Bowl Visitors
Business Travelers Spectators
True Economic Tourists◦ 88.1% Out-of-Towners
◦ 11.9% Locals
Stay◦ Hotel 90.5%
◦ Family/Friends 2.3%
◦ Commute 5.3%
◦ BB/Condo 1.9%
True Economic Tourists◦ 69.3% Out-of-Towners
◦ 30.7% Locals
Stay◦ Hotel 22.5%
◦ Family/Friends 15.9%
◦ Commute 53%
◦ BB/Condo 8.6%
Results- Direct Spending Per Person
Business Spending Per Day Spectator Spending Per Day
F&B $83.15
Entertainment $42.07
Retail $11.95
Rental Transport $47.58
Private Auto $26.96
Other Expenses $14.19
Tickets $9.09
$234.99
Lodging $144.87
F&B $28.25
Entertainment $7.82
Retail $9.81
Rental Transportation $5.89
Private Auto $21.70
Other Expenses $8.92
Tickets $22.56
$104.95
Lodging $117.26
Results-True Economic Tourist Expenditures
Business Travelers◦ Lodging $1,312,522
◦ Other Direct Spending $2,299,320
◦ Total $ 3.6 Million City Fiscal Impact $180,592
Spectators◦ Lodging $613,387
◦ Other Direct Spending $4,869,128
◦ Total $ 5.5 Million City Fiscal Impact $274,125
Cost/Benefit Analysis
Costs Benefits
$150,000 public subsidy
Use Stadium Tues-Sat
$5,000 per day ($25,000)
Use Convention Center for week ($10,000 per day) 4 days $40,000
Police and EMT
Crowding Out- Hotel
Negative Externalities
Opportunity Costs
Fiscal Impact $454,717 ROI 203% Free Use Public Venues ROI 111% Stadium Concessions, Parking,
Vendors, SB 5 fulltime employees Parking, Local Caterers, Fan Frenzy,
FCA, Fun Run $152,900 MASA given to local
charities Social Impact- live to see another
football game, NFL Players (Pigskin Cult)
Nation-wide audience, Repeat Tourists
110 hours NFL Network NFL PERSONALITIES IN TOWN