The Super Bowl’s Effect on Meetings and Events

By Lisa R. Schoolcraft, September 5, 2019

What makes Atlanta rather unusual in that arena is it has hosted or will host back-to-back major events for three years, he says. Atlanta hosted the College Football Playoff National Championship in 2018, the Super Bowl in 2019 and will host the NCAA Final Four in 2020.

“That allows us to create efficiencies in our planning,” Corso says.

Big Game Gains

For Minneapolis, the Super Bowl represented a $370 million economic impact, Tennant says. In 2018, the year Minneapolis hosted the game, room nights were up 3.4%, with ADR up 6.7% and RevPAR up 10.4%.

In 2017, the year it hosted the Super Bowl, Houston saw about 800,000 room nights, a record for the city.

Hotel occupancy in Atlanta hit 96% during Super Bowl weekend, according to the ACVB.

But there can be some negatives, such as having to move booked conventions to other time slots because the Super Bowl requires so much infrastructure.

“From a technical perspective, there were some groups that had to be displaced, but we were able to displace successfully all that we had on the books,” Tennant says.

Likewise, the ACVB had to move some long-standing conventions to accommodate the Super Bowl time slot, Pate says.

The International Production & Processing Expo typically meets the last week in January, and had to be moved to the week after the Super Bowl, Pate says. Cheersport, a competitive cheerleading event typically held Presidents Day weekend, also had to be moved, but both events will return to their normal time slots next year, he says.

What’s Next

Hosting a Super Bowl allows the hospitality and sports industries to come together, and brings the community-at-large together as well.

Each recent Super Bowl host city is ready for big conventions or sporting events in the next few years.

  • Minneapolis hosted the NCAA Final Four this year and will host the NCAA Women’s Final Four in 2022.
  • Houston is gearing up for PCMA Convening Leaders in 2021.
  • Atlanta recently won a bid to host the 2021 Major League Baseball All-Star Game.

Beyond simply hosting events, the community spirit that comes out of the Super Bowl may be the most lasting.

“It brought the community together, and we still have that one-team effect,” Solis says. “When we’ve had industry events, we’ve reached back out to the volunteers who helped with the Super Bowl. The community spirit has been incredible.”

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