Arizona

Super Bowl is supposed to bring economic boost to the companies in the Valley

Local businesses are preparing for more people to come to the valley and capitalize on the influx of spending for the big game.

PHOENIX — Super Bowl LVII is upon us, and the week and a half before the game can mean big bucks for Arizona.

As investments are made to host the Super Bowl, it will likely bring hundreds of millions of dollars to the state. This spending will give a boost to local businesses.

While only a few months are open in downtown Glendale, the Blue Corn Cafe & Bakery is gearing up for the Super Bowl coming to the Valley.

“We have little soccer cookies, a lot of people are ordering cakes and soccer ball molds,” said Nick Myron, the store’s owner.

The bakery makes their pastries, breads and quiches by hand, and Myron says he’s expanding the menu for the arrival of the Super Bowl. Adding to this is the plan to add more seats and staff to serve more people.

“The Super Bowl generally changes communities when it comes in,” Myron said.

It’s the influx of people and their spending that Myron is hoping for so the cafe can continue to expand.

“Overall, it’s an influx that’s helping you prepare for the next steps in longevity and sustainability. So to me, there are some devices that we could use that would make things a lot easier, rather than doing everything by hand,” Myron said.

It’s these types of big-ticket items, which Myron says a company might not have in a normal operating budget, that big events like the Super Bowl can help provide the extra money for, which he believes will also be a longer one impact in the community.

“If we can do more, we can serve more people, we can offer more options,” Myron said.

“A completely different kind of tourism”

Between the hotels, dining, shopping, and more, the Super Bowl brings with it a lot of money.

“It’s a very different kind of tourism,” said Anthony Evans, senior researcher at ASU’s Seidman Research Institute.

Evans has researched the economic impact of sporting events, including the 2015 Super Bowl in Arizona.

“In 2015, where we also had the Pro Bowl, it was over $719 million coming into the economy in nine to 10 days,” Evans said.

The research doesn’t look at what locals spend, but what tourists who come to Arizona and the Valley for the Super Bowl spend, regardless of whether they have a ticket or not.

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Evans estimates that about 80% to 90% of the approximately 100,000 people who attend Super Bowl events, be it the game or other experiences, will be from out of town.

“We’ll look at their accommodations, we’ll look at the bars and restaurants, do they spend the money on groceries, what other forms of entertainment do they do, do they rent a car? Do they give out gas money and things of that nature?” said Evans.

Probably hundreds of millions of dollars in economic impact

Evans said he doesn’t want to specifically predict what 2023 may hold in terms of the economic impact for Arizona. But says the closest comparison is the 2020 Super Bowl. Evans said that netted Florida $500 million to $600 million.

“The truth is, room rates will be higher, occupancy rates will be higher, room and board revenue will be far higher compared to any other week of the year,” Evans said.

While cities, the state, the Super Bowl committee and its partners invest in the game and the experiences surrounding it, Evans’ team doesn’t include all of these costs in its economic impact assessment.

However, Evans said Arizona has already taken care of the biggest prize: the stadium.

“I think one of the most recent Super Bowl stadiums cost about $5.5 billion to build. So the state of Arizona is actually in a good position here. ‘ Evans said.

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