The big event is expected to create a total economic impact of $434.9 million to the New Orleans economy, which is about $143 million more than what was generated in 2002 when New Orleans last hosted the Super Bowl and $50 million more than last year’s event in Indianapolis. The estimate, however, only adds to the roster of major sporting events that New Orleans has recently hosted, including the annual All-State Sugar Bowl, the BCS National Championship, and the NCAA Final Four this year alone. Thus, serving as a catalyst in the recovery of New Orleans.
New Orleans is currently ranked as the 51st largest sports market, but with two professional sports teams, one of the most modern stadiums in the country, and a reputation for hosting some of the largest sporting events, the city definitely out performs beyond its expectations. Since the Superdome reopened in 2006, it has undergone $336 million dollars in renovations to expand and enhance the sporting experience in New Orleans. As a result of that investment, the facility has made a total fiscal impact of $4.1 billion to the Louisiana economy in the past six years, and has even sold the exclusive naming rights to Mercedes-Benz for a ten-year term, further adding to the stadium’s topnotch experience.
“New Orleans is second to none when it comes to hosting world class events,” said Mayor Mitch Landrieu. “This year, we are even better prepared to host what will be the 10th Super Bowl in our city. From airport and hotel renovations to taxi cab upgrades, visitors will discover New Orleans is the place to celebrate champions.”
New Orleans now ties with Miami for hosting the most Super Bowls, but ironically, when Miami last hosted in 2010, it was New Orleans that had sold out hotel rooms when Saints fans traveled to celebrate the team’s win in Big Easy fashion. And, the festive city will be making no exceptions as this year’s host, as the Super Bowl XLVII Host Committee has big plans for their $13.5 million dollar investment.
The host committee’s several sub-committees’ are working diligently to cover every aspect of the week-long festivities, including hospitality, operations, transportation, security, technology, media, as well as environmental and emerging business initiatives. With every attraction located within one mile of the Mercedes-Benz Superdome, Super Bowl XLVII will be the first “walk-able Super Bowl” in eleven years. New Orleans’ economically efficient setting allows for the city to create their best event yet, with a smaller budget than what most other cities typically invest in the production.
One of the major events that the host committee will be producing is the Verizon Super Bowl Boulevard, which will be a four-day event with five stages of musical performances, food and beverage offerings, live national television broadcasts, and interactive fan attractions along the Mississippi River at Woldenberg Park. In addition to the scenic backdrop of the Mississippi River and local entertainment, the event will feature the iconic Super Bowl roman numerals floating from a barge on the majestic river. The event is set to begin on Thursday, January 31st and run through Super Bowl Sunday.
Other notable events that will be happening throughout the week also include the NFL experience at the New Orleans Convention Center, the NFL Tailgate party, Champions Plaza, and CBS World – where CBS will be broadcasting live for 44 hours in front of Jackson Square with the historic St. Louis Cathedral and Washington Park as a backdrop.
There are several new initiatives attached to the event, as well. The Emerging Business Program makes procurement possibilities available to women owned small business, and will be providing the participating business owners with educational resources in the months leading up to the Super Bowl. The environmental committee will be working on plans to significantly reduce the carbon footprint left behind by the Super Bowl and the visitors who travel to New Orleans for the week. As one of their initiatives, local business owners have developed a line of products that appeal to environmentally conscious consumers.
Besides the events and the experiences geared towards the thousands of football fans, Super Bowl XLVII will be giving back to the community with the recently announced Super Saturday of Service. On Saturday, Feb. 2, 2013, the day before Super Bowl Sunday, volunteers will participate in a day of service in an effort to renovate and enhance five New Orleans Recreation Development Commission (NORDC) playgrounds. The $2 million legacy program is a collaboration of the Host Committee, NFL, City of New Orleans, and NORDC to improve the Lyons Center, Hunter’s Field, Kingswood Playground, Harrell Stadium and Pontchartrain Park. As part of the Super Bowl legacy program, Harrell Stadium will be receiving the Super Bowl game turf directly from the Mercedes-Benz Superdome after the game.
The $434 million economic impact estimate includes an expected $211,777,380 of direct out-of town expenditures and an additional $223.1 million in secondary spending. In addition, the event will be responsible for the creation and funding of 6,017 full and part-time jobs, as well as a total of $26,555,515 in revenues for state and local governments in the area. The city is also expecting to welcome over 5,000 members of the media. With 1,500 more than what was present in 2002, the coverage and attention to the city will be a force in itself, shining what should be a positive light on New Orleans.
“Not only will New Orleans put on a world class show, but we will share our story with the rest of the world,” added Mayor Landrieu. “As the nation’s most immediate laboratory for innovation and change, we will prove there is no city more resilient and more determined to build back better than before.”
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