FOR IMMEDIATE RELEASE
NFL-25                     6/24/99

Super Bowl XXXIII generated a total economic impact on South Florida of $396 million, according to a study by the Sport Management Research Institute of Weston, Florida.

The study, jointly funded by the South Florida Super Bowl XXXIII Host Committee and the NFL, determined that 110,700 people visited South Florida for the Super Bowl and related activities.

The study was based on extensive research, with a total of 3,273 people interviewed at hotels, airports and at the game itself as well as related events. In addition to South Florida visitors, media, contractors, small businesses and hotels were surveyed. The study did not account for spending by South Florida residents on Super Bowl activities or events.

There was a $670 million increase in tax revenues for South Florida, which is comprised of the counties of Miami-Dade, Broward and Palm Beach, compared to the equivalent January-February period in 1998.

"The Super Bowl provided South Florida with a viable means to attract a large number of visitors from outside the designated host site," stated the report. "This, in turn, can provide the host community with tangible and intangible means to create and build community image, and has a huge potential to impact future tourism and travel, the largest industry in South Florida."

Visitor highlights of the Super Bowl XXXIII study include:

• $400.33 was spent daily by the average visitor, compared to a $99-$199 daily visitor average during the rest of the year.

• $144,500 was the average visitor annual household income, compared to the normal $40-80,000 visitor average.

• 80 percent of respondents said they will return to South Florida within two years.

• 85 percent said their overall impression of South Florida was "very good to excellent."

• 63 percent of Super Bowl gameday attendees are to some extent "more likely to purchase" the products of corporations that are sponsors of the game.

• Miami’s South Beach was the most visited site during Super Bowl week.

Super Bowl XXXIII had a measurable economic effect on local businesses:

• 307 minority and/or female-operated companies were involved in Super Bowl business for a contract amount of $4,200,000.

• 67 percent of businesses increased the hours of their full-time employees.

• 67 percent witnessed an increase in weekly sales, with 27 percent posting a "considerable increase."

• 18 percent received follow-up business as a result of the Super Bowl.

The Denver Broncos defeated the Atlanta Falcons 34-19 in Super Bowl XXXIII at Pro Player Stadium on January 31, 1999.