PwC US Predicts Super Bowl XLV Will Generate Record Visitors and Spending

The league, sponsors, Packers/Steelers fans, media, and other visitors are expected to generate over $200 million in direct spending for the Dallas/Fort Worth area

Jan 27, 2011, 10:00 ET from PwC

NEW YORK, Jan. 27, 2011 /PRNewswire/ -- According to PwC US, the Dallas/Fort Worth area is expected to experience a record number of visitors and related spending for Super Bowl XLV.  Spending by the National Football League (NFL), businesses, visitors, and media on area lodging, transportation, food and beverage, entertainment, business services, and other hospitality and tourism activities is expected to total approximately $202 million.  This estimate is based on a proprietary analysis that considers characteristics unique to this year's event including the participating teams, attributes of the greater Dallas/Fort Worth market, national economic conditions, corporate and other ancillary activities, and other factors.

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The following graphic illustrates the direct spending associated with the event, dating back to 1998's Super Bowl XXXII in San Diego.  Given an improved economic outlook, the game's location, and the strength of each team's fan base, this year's event is estimated to generate a level of spending slightly higher than the previous record of $195 million associated with the 2007 Super Bowl in South Florida.  

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"Dallas/Fort Worth appears ready to capture much of the fan and corporate spending that might have stayed away over the past two years.  Major parties and other events such as the NFL Experience have returned and are poised to prove the adage that everything's bigger in Texas," said Robert Canton, director, sports and tourism sector, PwC US.  

Canton continued, "With a stadium capable of hosting record game attendance, an abundance of hotels, up-scale dining and shopping throughout the Metroplex, lavish entertainment venues, and multiple airports, the Dallas/Fort Worth area is well-positioned to make a great first impression as a Super Bowl destination."

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