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UNO Study Calculates $480M Economic Impact for Super Bowl XLVII

By New Orleans Super Bowl Host Committee


NEW ORLEANS—(April 18, 2013)—The 2013 New Orleans Super Bowl Host Committee released today the results of an economic impact study designed and conducted by the University of New Orleans, finding that Super Bowl XLVII produced a $480 million net impact for the region. The report was prepared by Marius M. Mihai, Research Analyst of the Division of Business and Economic Research (DBER) at the University of New Orleans, under the direction of Dr. Janet Speyrer, Associate Dean for Research at the College of Business Administration.  A team of surveyors administered paper surveys at various downtown locations between January 30th and February 3rd, 2013. The DBER analyzed the results and prepared the official report.

Highlights of the study, including visitor profiles and overall economic impact, include:

*About half of the respondents (49.7%) were from the two states that were represented by teams in the Super Bowl: Maryland (28.3%) and California (21.4%). 73.4% of the visitors surveyed were overnight visitors. 65.8% of the visitors surveyed were male, 40% were between 35-49 years of age, and 50% of the respondents made an annual income of $100,000 or more.

*The overwhelming majority (97.7%) of visitors came to the metro area with the primary purpose of attending Super Bowl XLVII events. 70.2% of the responded reported having plans to attend the game.

*Super Bowl XLVII produced a total of $480 million in net economic impact for the New Orleans metro area economy. This total economic impact consists of $262.8 million of direct spending and $217.2 million of secondary spending. The net economic impact for Super Bowl takes into account the displaced economic benefits of potential convention and visitor spending that occur in the absence of a Super Bowl.

*Super Bowl XLVII was responsible for the creation and support of 5,672 full- and part-time jobs in the New Orleans area economy. These jobs created a total of $154.0 million in additional earnings for residents of the New Orleans area.

*Super Bowl XLVII generated nearly $21.0 million of state tax revenue, including sales, hotel, gambling, and income tax. These state tax collections included $13.1 million in direct state taxes paid from visitor spending within the local economy plus $7.9 million of indirect tax revenues resulting from the earnings attributable to organizational, media and visitor spending.

*In addition to state taxes, local governments in the greater New Orleans area received over $13.9 million in tax revenue attributable to the 2013 Super Bowl. This figure is comprised of $10.4 million in direct local taxes and another $3.5 million of indirect local tax revenues.

"Hosting a Super Bowl is an enormous task and no city does it better than New Orleans. We are grateful to have a community that comes together for these events that in the end mean so much to our city, state and region. I am personally thankful to the thousands of volunteers that spent countless hours as great ambassadors for our city and I am grateful to the Super Bowl Host Committee and the staff at the Greater New Orleans Sports Foundation for their leadership and dedication," said Tom Benson, Owner, New Orleans Saints and New Orleans Pelicans. "Super Bowl XLVII was played on the field at the Mercedes-Benz Superdome before 70,000+ fans, and broadcast to a worldwide audience. We are proud of that. But today, as economic impact figures are released, we are most proud of the impact hosting this game has had on our city, state and region.  Nearly $500 million in total net economic impact, with more than $260 million of that in direct spending, and nearly $35 million in direct tax revenue for our city and state governments. It is in those numbers that tangible positive impact is felt and as owner of the New Orleans Saints and New Orleans Pelicans, I will continue to work to bring these types of events to our city."

"By every measure, Super Bowl XLVII was a huge win for the city and the region," added New Orleans Mayor Mitch Landrieu. "Our entire team worked tirelessly for several years to prepare for Super Bowl week and to show the world that nobody can host a large scale event like New Orleans. This news is a further indication that the great planning and execution by all of our partners paid off. The spending and economic impact generated by Super Bowl XLVII benefits businesses and families across our region and state while we shined under the international spotlight."

"Greater New Orleans and the State of Louisiana proved to the world that we excel at hosting simultaneous major events, such as the Super Bowl, in first-class fashion," said Vice Chairman of the Board of the New Orleans Saints and Pelicans, Rita Benson LeBlanc. "Along with the tremendous sense of pride that fueled New Orleanians in the preparation, fulfillment and legacy of Super Bowl XLVII are the tangible and energizing financial effects that the game and events surrounding the Super Bowl had on local businesses. From the Super Saturday of Service, small business programs, hospitality best practice programs, to city-wide improvements, these tangible and measurable economic impact elements are doubled by the global goodwill and branding the Super Bowl created for our home. As a community, we've seen generation changing success, and will continue to promote continued growth to Greater New Orleans in bringing marquee events that provide exponential positive results as we received today."

"Super Bowl XLVII was an incredible event with wonderful food, entertainment, and excitement that only New Orleans can deliver, and these numbers serve as economic 'icing on the cake.'  It comes as no surprise to us that the economic impact of this event was higher than was originally projected, as feedback after the event was greater than ever imaginable," noted Host Committee Co-Chairs Mary Matalin and James Carville. "We continue to deliver the message that New Orleans is a premier destination for major sporting events and are excited to see what the future holds for our great city."

Jay Cicero, President/CEO of the Greater New Orleans Sports Foundation and Executive Director of the Super Bowl Host Committee, agreed, "Super Bowl XLVII exceeded expectations on many fronts, and the overall economic impact is an excellent indicator of its overwhelming success. 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."

The 2013 New Orleans Super Bowl Host Committee, led by the New Orleans Saints and the Greater New Orleans Sports Foundation, consisted of industry leaders who volunteered extensive amounts of time, resources and expertise in order to carry out the requirements of hosting an event of this magnitude.  Over 6,000 volunteers served as New Orleans and Louisiana ambassadors to over 100,000 visitors and 5,000 media members covering Super Bowl XLVII, ensuring New Orleans 10th Super Bowl was a "Perfect 10."

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