Pre-Event Estimate of the

Economic Impact of Super

Bowl LI on Greater Houston
Executive Summary
Net Contribution to Jobs, GDP, Wages, & Tax Receipts

Kenneth McGill
Jon Gray
Prepared for:

Rockport Analytics

Houston Super Bowl Host Committee

October 2016

Ken.mcgill@rockportanalytics.com
+1 (610) 213-2558

Super Bowl LI February 5, 2017

How Will SBLI Benefit

the GH Economy?

Copyright 2016 Rockport Analytics, LLC. All Rights Reserved.

Super Bowl LI Will be a Seminal Event for the

Greater Houston and Texas Economies
Super Bowl LI will bring an estimated $450 million in new
spending to Greater Houston. This windfall will originate
from the local travel spending of about 138,000 expected
visitors and an estimated $126 million in local
game/broadcast/event operations expenditures.
SBLI will consume most of Houstons tourism infrastructure
during SB week, displacing regular business typical for that
time of year. In fact, about $78 million in regular tourism
activity will be displaced by SBLI. Subtracting that
displacement results in net incremental spending of $372
million.
GH will not retain all of this spending, however. Some of it will
go to businesses outside of Houston and Texas. These
spending leakages will total over $22 million. Once
subtracted, Greater Houston will receive an estimated
economic boost of about $350 million. This is enough to
support over 4,770 jobs paying wages of over $220 million.
SBLI-initiated state & local tax receipts will result in a net
estimated windfall of over $31 million for the Texas state and
Greater Houston municipal governments. This figure includes
exemptions granted to the NFL.
Copyright 2016 Rockport Analytics, LLC. All Rights Reserved.

Super Bowl LI Bottom Line*

For the Greater Houston
MSA:
in millions of $ unless otherwise
noted

Gross SBLI Spending in GH

Less value of regular tourism
displaced by SBLI

SB LI
Incremental
Contribution

$450
($78)

Equals Net SBLI Local Spending

$372

Less double counting & outside

purchases

($22)

Net Contribution to Greater

Houstons GDP

$350

Translating into:
Jobs Supported
Wages Paid
State Taxes Paid
Local Taxes Paid

4,770
$220
$18
$26

Source: Rockport Analytics

* w/o sales or sports authority taxes on game tickets

SBLI Will Attract About 138,000 Visitors to

Greater Houston
Composition of Estimated SBLI
Visitors to Greater Houston
Tickets

76,500

55%

Non-game Visitors

19,100

14%

400

0.2%

30,000

22%

Non-Local Media

3,600

3%

Other

8,400

6%

138,000

100%

Team Personnel
Non-Local Credentialed
Support Staff

Total Non-Local Visitors

Note: Visitation and spending was estimated by Rockport Analytics using

data from past Super Bowls (Dallas, Phoenix, New Orleans, Indianapolis, and
San Diego). Estimates of non-local personnel and travel & entertainment
spending were provided by the NFL, Host Committees, media companies
and other event operating entities.
Copyright 2016 Rockport Analytics, LLC. All Rights Reserved.

SBLI will bring over 138,000 visitors to Greater

Houston over a 10-day period, of which roughly
76,500 will have tickets

Over 550,000 visitor-days will be generated by SBLI

comprised of 422,000 overnight stays and 128,000
daytrips*

SBLI visitors will generate an estimated 262,000

room nights over the 10-day Super Bowl period
with an average daily room rate of just over $300
per night. For all of 2015, Smith Travel Research
estimates over 20 million room nights for the
Houston MSA.

Houston possesses just over 51,000 hotel rooms.

Expand the geography to the Houston-BaytownSugarland MSA and another 32,000 rooms are
available for the Super Bowl. While not every room
will be occupied by a SBLI visitor, past experience
suggests that the overwhelming majority will be
called into use.
* A daytrip includes visitors who do not stay overnight but travel at least 50 miles one way

From Gross Spending to Total Economic

Contribution
What is Spent
Locally by All
Actors

Gross SBLI
Spending

$450 million

All game attendee/visitor, event

operations, and game, broadcast,
and promotions spending
Does not include GH resident
spending

Less Displaced
GH Tourism
($78 million)

Typical GH tourism spending for same time period displaced by SBLI

Source: GHCVB, TX Texas Economic Development & Tourism Division,
STR based on 3-yr averages for in last week January-first week
February

Equals Net
Incremental
SBLI Spending
$372 million

Total net new SBLI-initiated

spending in GH
Net new spending brought to GH
by SBLI

Less double
counting &
purchases from
outside of GH
($22 million)

What Greater Houston

gets to keep

Copyright 2016 Rockport Analytics, LLC. All Rights Reserved.

e.g. only local retail margins for tshirts, SB souvenirs, outside service
vendors, etc.
Sometimes referred to as leakages

Equals Net SBLIInitiated

Contribution to
GH GDP

$350 million
5

About Rockport Analytics

Rockport Analytics is a research and analytical consulting
firm providing high quality quantitative and qualitative
research solutions to business, government, and non-profit
organization clients across the globe. We provide fast,
nimble service in a completely transparent environment.
Capabilities include:
Market Analysis and Forecasting
Economic Impact Assessment, Tourism Satellite
Accounting, and Economic Development
Market Modeling and Decision Support Tools
Project Feasibility Assessment
Primary and Secondary Research Synthesis
Stakeholder Surveys internal & external
Recent client examples include: Minneapolis Super Bowl
Host Committee, the Orange Bowl Committee, U.S. Travel
Association, Global Business Travel Association, MPI,
Indianapolis Super Bowl Host Committee, Delaware Tourism
Office, Indiana Office of Tourism Development, Boeing, Visa,
American Express, Carson Wagonlit, IHG, Annapolis CVB

Copyright 2016 Rockport Analytics, LLC. All Rights Reserved.

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