The Bold North Delivers
The Economic Impact of
Super Bowl LII on Minneapolis
& Minnesota
Post-Event Full Report

Prepared for:

Minnesota Super Bowl Host Committee
May 2018

Kenneth McGill
Jon Gray
Rockport Analytics
info@rockportanalytics.com
+1 (610) 213-2558

 Contents
• Super Bowl LII: The Bold
North Delivers
• SBLII Visitation and
Incremental Local
Spending

• How Did SBLII Benefit the
Minneapolis & Minnesota
Economies?
• Super Bowl LII Impact in
Perspective

• Methodology, Data
Sources, Glossary
• About Rockport Analytics

2
Copyright © 2018 Rockport Analytics, LLC. All Rights Reserved.

 Super Bowl LII: The Bold North Delivers
• Super Bowl LII (February 4th, 2018) brought an estimated $450 million
in new spending to Minneapolis and Minnesota. This originated from the
local travel spending of 125,000 visitors (not including game tickets) and an
estimated $179 million in local game, broadcast, and event hosting
expenditures.
• SBLII was a seminal event that absorbed much of MSP’s tourism infrastructure
during the 10-day Super Bowl period, displacing much of regular visitor
commerce typical for that time of year. Displaced tourism activity was
estimated at $80.5 million. Even though some of these displaced trips will
likely be rescheduled, all were subtracted to arrive at net incremental or new
SBLII spending of $370 million.
• This incremental spending provided a significant economic boost to MSP
Gross Metro Product totaling $400 million. Businesses that directly
served visitors or participated in hosting the game & events received $202
million of that benefit. And local supply chain firms saw $90 million more. The
rest came from local SBLII workers spending wages earned during the SB.

• In fact, SBLII generated more than $273 million in wages, enough to
support over 5,490 annual jobs across the metro area.
• Minnesota state & local governments also benefited. All the new spending and
income generated by SBLII resulted in incremental state & local tax
receipts of over $32 million.
• SBLII brought many additional benefits that were not part of this calculus.
Global media exposure, new interest in MSP and Minnesota for future travel or
meetings and events, significant charitable contributions, and general civic
pride are all difficult to monetize but bring important, lasting benefits.

Copyright © 2018 Rockport Analytics, LLC. All Rights Reserved.

Super Bowl LII Bottom Line*
For the Minneapolis-St.
Paul-Bloomington MSA:
in millions of $ unless otherwise noted

Gross SBLII Local Spending
Less value of regular tourism
displaced by SBLII

SB LI
Incremental
Contribution
$450M
($80M)

Equals Net SBLII Local
Spending

$370M

Less goods and services from
outside the city

($78M)

Plus Economic ripple effect

$108M

Total Economic Impact
Incremental Contribution to
MSP GDP

$400M

Translating into:
Jobs Supported (annual
basis)
Wages Paid
State Taxes Paid
Local Taxes Paid

5,490
$273M
$21M
$12M

Source: Rockport Analytics

3

 Super Bowl LII –February 4, 2018

SBLII Visitation and
Incremental Local Spending
Copyright © 2018 Rockport Analytics, LLC. All Rights Reserved.

4

 SBLII Brought More than 125,000 Visitors
to Minneapolis
Composition of SBLII Visitors* to
Minneapolis-St. Paul
Ticketed Game Visitors

58,800

47%

Non-ticketed Visitors

30,310

24%

6,150

5%

26,310

21%

3,350

3%

124,920

100%

Team, NFL, Broadcast and
Other Operations Staff
Non-Local Credentialed
Support Staff

Non-Local Media
Total Non-Local Visitors

Source: NFL, SBLII Intercept Survey, Minnesota Super Bowl Host Committee,
Rockport Analytics

* A visitor is defined as someone who has either stayed overnight (regardless
of origin) or traveled a distance of at least 50 miles one way during a day trip.
** Minneapolis-St. Paul-Bloomington Metropolitan Statistical Area

Copyright © 2018 Rockport Analytics, LLC. All Rights Reserved.

•

Nearly 125,000 visitors came to the
Minneapolis metro area** (MSP) for SBLII over
the 10-day period Jan 26th-Feb 5th, of which
roughly 58,800 had game tickets

•

This resulted in over 476,000 visitor-days
comprised of 396,000 overnight stays and 80,000
daytrips*

•

SBLII visitors generated more than 266,000 hotel
room nights across MSP with an average
daily room rate of $249. SBLII utilized over 84%
of all available room nights across the metro area
during the 10-day period. Utilization increased to
over 98% during the final four days of SBLII.

•

MSP set a new record with more than 60,000
passengers passing through airport security
on their way out of town after SBLII. Meanwhile,
local private airports logged more than 1,630
private jets. And Metro Transit recorded more
than 210,000 additional rides during the 10-day
Super Bowl period.

•

More than 63,000 room nights were generated
by peer-to-peer (e.g. AirBnB) accommodations
5

 An Intercept Survey Captured Vital SBLII
Visitor Information
•

967 completed questionnaires were collected at Super Bowl Live,
Super Bowl Experience, the Mall of America, and on game day at
U.S. Bank Stadium

•

Relevant visitor data was collected that included origin zip code,
length of stay, travel party size, accommodation type, transportation
choice, spending, demographics, and other metrics about their stay

•

Hotel data (covering revenue, daily rate, and room demand) and
travel & entertainment spending among key SBLII
hosting/broadcasting organizations supplemented survey results

•

Thanks to our intrepid interview staff!

Key findings include:
✓ 95% of SBLII visitors came from outside of Minnesota, 6% of those from
outside the U.S. The other 5% of SBLII visitors originated from inside of
Minnesota but either stayed overnight in paid accommodations or traveled
more than 50 miles one way on a day trip.
✓ The majority (71%) of SBLII visitors were male, the average age was 47 years
old, and nearly half (44%) earned more than $150,000/year
✓ Average length of stay of visitors was 3.9 days
✓ Average spending per person per day reached $608
✓ For every 2 ticket holders, there was one additional visitor that came to
Minneapolis and did not attend the game

Copyright © 2018 Rockport Analytics, LLC. All Rights Reserved.

6

 SBLII Visitor Statistics
SBLII Visitors by Age Cohort
Over Half of Visitors were Between 35 - 54
28%

Percentage of Visitors

30%
23%

25%

18%

20%

15%

15%
10%

10%
6%

5%
0%
Under 25

25 - 34

35 - 44

45 – 54

55 - 64

65+

SBLII Visitors by Income Cohort
70% of Visitors have HH Incomes > $100K
Percentage of Visitors

35%

31%

30%

Primary Mode of Transportation
Among Visitors to MSP
Nearly Three-Quarters Came by Air
Bus, 2%
Train, 2% Rental
Vehicle, 2%

26%

25%
20%

15%

15%

Taxi or car
share, 2%

8%

10%
5%

13%

3%

1%

4%

0%
Less than $25,000 $35,000 $50,000 $75,000 $100,000 $150,000 $200,000
$25,000
to
to
to
to
to
to
or more
$34,999 $49,999 $74,999 $99,999 $149,999 $199,999
Source: Rockport Analytics, SBLII intercept surveys, February 2018

Copyright © 2018 Rockport Analytics, LLC. All Rights Reserved.

Airplane,
73%

Personal
automobile,
18%

Source: Rockport Analytics, SBLII intercept surveys, February 2018

7

 Super Bowl LII Demand Drove Record
Lodging Performance in the MSP Metro
Super Bowl LII Hotel & Motel Performance
SBLII
(2/1-2/4)

Average Daily Room Demand

5-Yr Avg
%
for Same Difference
Difference
Period

38,700

21,240

+17,460

82%

Average Daily Rate

$330

$100

+$230

+230%

Average Occupancy Rate

88%

53%

+35%

+66%

Primary Accommodations Among
Overnight Super Bowl Visitors
RV park or
campground
, 1%
Hotel or
Motel, 64%

Source: Smith Travel Research (STR), Rockport Analytics

Staying with
friends or
relatives,
16%

Super Bowl LII Airbnb Performance
SBLII

Typical
%
MSP
Difference
Difference
February

Average Daily Room Demand

4,900

592

4,308

728%

Average Daily Rate

$364

$92

$272

296%

Average Occupancy Rate

70%

55%

15%

27%

Source: AirDNA, Rockport Analytics

Other, 1%

Peer-to-peer
rental (e g ,
Airbnb,
VRBO, etc ),
13%
Day trip, 4%

Source: Rockport Analytics, SBLII intercept surveys, February 2018

•

Nearly two-thirds of overnight visitors stayed in hotels or motels for SBLII; Peer-to-peer rentals, like Airbnb, payed an important
role in fulfilling room demand for SBLII with 13% of visitors staying at this type of property. This is up significantly from only 5%
peer-to-peer lodging incidence at SBLI.

•

Average daily rates were up 230% on hotel rooms and nearly 300% on Airbnb properties from normal February levels while
occupancy rates rose 35 points on hotel properties and 15 points on Airbnb properties
Copyright © 2018 Rockport Analytics, LLC. All Rights Reserved.

8

 Eagles vs. Patriots: Pennsylvania, Massachusetts,
NJ and NY Drove Visitation to Super Bowl LII

Copyright © 2018 Rockport Analytics, LLC. All Rights Reserved.

9

 Super Bowl-Initiated Gross Spending
Eclipsed the $450 Million Mark
Super Bowl LII Brought Substantial Spending to MSP
in millions of $

Category

PreEvent
Estimate
(April
2016)

Game Attendee/Visitor*
Game, Broadcast, Event
Operations and Promotion

PostEvent
Actual

Difference

$284.8

$271.0

($13.8)

$ 121.8

$179.4

$57.6

*Total
Excludes
the value
SBLIISpending
ticket purchases, assumed
to immediately$450.4
leave MSP & MN
Gross
SBof LII
$ 406.6
** Meet Minneapolis, D.K. Shifflet 2014 adjusted for inflation

Gross Non-Resident Visitor
Spending
Air (portion assigned to MSP)
Retail & Shopping
Accommodations
Food & Beverage
Rental Car
Entertainment*
Other Ground Transportation
Other –e.g. travel arrangement,
laundry, other personal services
Total Visitor Spending

Super
Bowl LII
Spending
(in
millions)
$10.1
$28.5
$81.6
$61.3
$19.1
$34.5
$23.7

$43.8

% of Total

• SBLII brought 125,000 non-resident visitors to
MSP who spent over $271 million on hotels,
food, transportation, shopping, and entertainment.
• SBLII visitors spent an average of $608 per
day in MSP. Typical tourism spending averages
about $124/day**
• Local hosting expenditures outpaced
previous SBs as the NFL, broadcast networks,
and other hosting partners spent significantly more
at SBLII. More than $179 million was spent
locally.
• Accommodations includes hotels (@$66 million)
and peer-to-peer rentals (@$15 million).
• Resident spending, although significant, was not
included in the spending or economic impact
figures.

4%
11%
30%
23%
7%
13%
9%

$12.3

5%

$271.0

100%
Source: Smith Travel Research, AIrDNA, NFL, NBC, ESPN, Rockport Analytics

Copyright © 2018 Rockport Analytics, LLC. All Rights Reserved.

10

 Super Bowl LII –February 4, 2018

How Did SBLII Benefit the
Minneapolis & Minnesota
Economies?

Copyright © 2018 Rockport Analytics, LLC. All Rights Reserved.

11

 From Gross Spending to the Incremental
Economic Contribution of SBLII
What was Spent
Locally by All
Participants

Gross SBII
Spending
$450 million

• All local game attendee/visitor, event
operations, and game, broadcast, and
promotions spending
• Subtracts any MSP resident spending
or hosting expenses that went to
vendors outside of Minnesota

Less
Displaced
MSP Tourism
($80 million)

• Average 2012-2017 MSP tourism spending for same 7-day
period, 82% of which was displaced by SBLII
• Source: Meet Minneapolis, D.K. Shifflet, STR, Rockport
Analytics based on 5-yr averages for Jan 26th-Feb 5th

Equals Net
Incremental
SBLII Spending

• Net new spending brought to
MSP by SBLII

$370 million
Less Goods & Services
from outside of GH
($78M) plus Economic
Ripple Effect +$108M

What Stayed Behind
to Contribute to the
MSP/MN Economy

Net SBLIIInitiated
Contribution to
MSP/MN GDP
$400 million

For every $1 spent at SBLII, the MSP/MN economy retained $0.88
Copyright © 2018 Rockport Analytics, LLC. All Rights Reserved.

12

 Even After Netting Out Displaced Tourism
SBLII’S Contribution Remains Impressive
SBLII Bottom Line for MSP & MN
For the Minneapolis-St. Paul
MSA:
in millions of $ unless otherwise noted

Gross
Contribution

Displaced
Tourism
Offset

Net*
Incremental
Contribution

Total Spending

$450.4

($80.5)

$369.9

Total Economic Impact:
Contribution to GDP
Direct Impact
Indirect Impact
Induced Impact
Jobs Supported (annualized)
Contribution to Area Payrolls

$477.4
$243.1
$106.8
$127.5
6,760
$323.8

($77.4)
($40.9)
($16.6)
($20.0)
(1,270)
($50.8)

$400.0
$202.2
$90.2
$107.6
5,490
$273.0

$116.3
$70.6
$27.4
$16.1

($22.5)
($11.4)
($6.6)
($4.5)

$93.8
$59.2
$20.8
$11.6

Total Tax Receipts
Federal
State
Local

Displaced tourism is projected using
Meet Minneapolis/D.K. Shifflet/STR
estimates of annual visitor spending
adjusted for typical SB week tourism
across MSP.
82% of regular tourism was assumed
to have been displaced by SBLII,
based upon daily hotel occupancy
differences and SBLII ADT rate
compression.
Includes both full and part-time
workers expressed in annual
terms
Total estimated gross state & local
taxes include all tax types comprising
transaction (e.g. sales, hotel,
entertainment, etc.), income, and
property.

* After removing displaced tourism typical for 10-day period in Late Jan/early Feb
Source: Rockport Analytics, MSBHC, Smith Travel Research, AirDNA, Meet Minneapolis, NFL, NBC, ESPN, IMPLAN

Copyright © 2018 Rockport Analytics, LLC. All Rights Reserved.

13

 SBLII Brought Significant Net Fiscal
Benefits to MSP & Minnesota
Minneapolis-St Paul-Bloomington Super Bowl LII Tax Overview
in thousands of dollars
Gross
Contribution

Displaced
Tourism

Net
Contribution

Federal Taxes

$70,609

($11,373)

$59,236

State Taxes

$27,430

($6,620)

$20,810

$17,118
$2,217
$8,095

($3,769)
($591)
($2,260)

$13,349
$1,626
$5,836

$16,128

($4,499)

$11,629

$1,044
$338
$1,122
$168
$116
$413

($259)
($229)
($202)
($48)
($68)
($160)

$785
$109
$920
$120
$48
$253

All Other Local Taxes

$12,927

($3,533)

$9,394

Total SBLII-Initiated Taxes

$114,166

($22,492)

$91,675

$43,558

($11,119)

$32,439

Sales
Rental Car
All Other State Taxes
Local Taxes
Lodging
Entertainment
Restaurant + Liquor
Hennepin County Sales
Minneapolis Sales
Hennepin Transit Sales & Use

Addendum:

SBLII-Initiated State & Local Taxes

Transaction taxes are estimated using
spending by category and appropriate
tax rates less any exemptions (i.e.
sales tax on grocery store food
purchases). Note: sales tax on game
tickets has been excluded.

State & Local tax totals also include other
tax types such as corporate income
(state) and property (local). These are
derived by the IMPLAN economic model
of MSP
A prorated portion of residential &
commercial property taxes are included
based upon SBLII wages (residential) and
revenue (commercial). Property taxes are
estimated within the IMPLAN model.
Normal tourism-initiated taxes for a typical
10-day period in late January-early
February. These receipts are assumed to
have been displaced by Super Bowl LII.

Source: Rockport Analytics, IMPLAN, City of Minneapolis, Minnesota Department of Revenue

Copyright © 2018 Rockport Analytics, LLC. All Rights Reserved.

14

 SBLII-Initiated Gross State & Local Taxes
by Source
Super Bowl LII
Gross Local* Tax Receipts by Source

Super Bowl LII Minnesota State Gross
Tax Receipts

Total = $16.1 million

Total = $27.4 million

Corporate
Income
4%

Personal
Income
18%

Hennepin
County Transit
Sales & Use
3%

Social
Insurance
Taxes
1%
Other Business
Taxes
3%

Sales Taxes
62%

Other Licenses, Hotel Tax
6%
Food, Beverage Fines & Fees
1%
& Liquor
7%

Entertainment
Taxes
2%

Minneapolis
Sales Tax
1%

Hennepin
County Sales
Tax
Excise & Fees
1%
4%

Property Taxes
79%

Rental Car
Excise
8%
* Minneapolis-St. Paul-Bloomington Metropolitan Statistical Area
Source: Rockport Analytics, IMPLAN, Minnesota Department of Revenue

Copyright © 2018 Rockport Analytics, LLC. All Rights Reserved.

15

 How Did Local MSP/MN Industries &
Businesses Benefit?
Net SBLII-Initiated Value-Added (GDP) Direct Visitor
by Sector
& Game
(in thousands of current $)
Operations

Indirect
(Supply
Chain)

Induced
(Income)

Total

$202,191.1

$90,208.4

$107,552.0

$399,951.5

$0.0

$95.1

$211.3

$306.3

21 Mining

$0.0

$577.7

$374.0

$951.7

22 Utilities

$686.4

$3,547.6

$1,888.1

$6,122.1

$8.3

$2,780.0

$1,010.8

$3,799.1

$2,845.3

$4,012.5

$2,843.2

$9,701.1

$603.4

$4,019.1

$6,150.2

$10,772.6

$2,805.4

$2,496.1

$9,334.2

$14,635.7

48-49 Transpo & Warehousing

$12,675.2

$2,272.0

$2,255.3

$17,202.5

51 Information

$15,437.8

$7,275.6

$4,391.5

$27,104.8

52 Finance & Insurance

$0.0

$7,802.6

$10,598.3

$18,400.9

53 Real estate & Rental

$10,169.0

$16,008.1

$25,757.9

$51,935.0

54 Professional- Services

$13,200.3

$15,651.5

$5,590.0

$34,441.8

55 Management of Companies

$20,170.4

$4,218.7

$1,581.1

$25,970.2

56 Administrative Services

$23,890.1

$8,819.8

$3,131.7

$35,841.7

$0.0

$165.3

$2,147.6

$2,312.9

$32.4

$5.8

$16,951.2

$16,989.4

71 Arts, Entertainment & Recreation

$20,310.8

$3,721.6

$1,846.5

$25,878.9

72 Accommodation & Food Services

$65,087.8

$1,973.0

$5,698.9

$72,759.8

81 Personal Services

$4,649.5

$3,560.0

$5,314.1

$13,523.5

92 Government

$9,619.0

$1,206.4

$476.2

$11,301.6

Total Net GDP Contribution
11 Ag, Forestry, Fish & Hunting

23 Construction
31-33 Manufacturing

42 Wholesale Trade
44-45 Retail Trade

61 Educational Services
62 Health & Social Services

Copyright © 2018 Rockport Analytics, LLC. All Rights Reserved.

Value-Added
essentially describes
net SBLII-initiated
revenue that was
retained in MSP

The Direct amount
(2nd column) accrued
to businesses that
either served visitors
or participated in
hosting SBLII
Indirect (3rd column)
describes revenue
that accrued to MSP
supply chain
businesses
The Induced (4th
column) measures
revenue that accrued
to businesses across
MSP from the
spending of wages
paid to SBLII workers

16

 SBLII Exposed Minneapolis to Visitors &
Football Fans From Around the World
While the focus of this study is on the short term economic
impact hosting the game will have on the MSP metro, there is
an obvious longer-term benefit to showcasing Minneapolis to
the world…
•

SBLII was viewed by 103.4 million fans from around the
world*

•

The trip to Minneapolis for the Super Bowl was the first visit
to the city for two-thirds of Super Bowl visitors

•

83% of first-time SBLII visitors plan to return to
Minneapolis in the future. Meanwhile, 93% of all Super
Bowl visitors plan to return.

•

No, 34%

Yes,
66%
Source: Rockport Analytics, SBLII intercept surveys, February 2018

Meet Minneapolis reports that meeting/convention
leads are up 30% since SBLII was announced. Booked
room nights are 11% higher. Leads were up 10% YoY in
the first 4 months of 2018 alone.

* The Nielsen Company

Was this your first visit to the
Minneapolis-St Paul area?

Do you plan to return to the MSP
area in the future?
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

43%

42%

8%

Yes, for
pleasure

Yes, for
business

6%

Yes, for both No, I would
not return

Source: Rockport Analytics, SBLII intercept surveys, February 2018

Copyright © 2018 Rockport Analytics, LLC. All Rights Reserved.

17

 Super Bowl LII –February 4, 2018

Super Bowl LII
Impact in
Perspective

Copyright © 2018 Rockport Analytics, LLC. All Rights Reserved.

18

 SBLII Economic Impact in Perspective
How Did SBLII Benefit MSP & Minnesota?
By Promoting Minnesota Jobs
SBLII supported the equivalent of 5,490 new annual jobs in MSP paying an average wage equivalent of $50,000 per year

By Building MSP Tourism
SBLII’s $271 million in visitor spending will boost annual MSP tourism by an estimated 3.5% in 2018 -all during a 10-day period
during the low season! Moreover, many visitors and meeting planners impressed with MSP & Minnesota will return to build
future tourism -more than 83% of first-time SBLII visitors indicated that they planned to visit again. Meeting/Convention leads
and booked room nights are also up more 30% since the SB was announced, by 10% in the first months of this year alone. New
interest was also fueled by 8.8 million Twitter impressions, 5.4 million Facebook impressions, 3 million pageviews on
MNsuperbowl.com, and 103 million broadcast viewers of Super Bowl LII.

By Helping to Relieve the Tax Burden of Minnesota Households
SBLII generated about $15 per MN household in state & local tax receipts. Since no resident spending was included in
the economic impact analysis, these tax receipts are net new to state and municipal government budgets.

By Capturing and Retaining Local Expenditures Made on Behalf of SBLII
For every $1 spent at SBLII, the MSP economy retained about 88 cents; 68 cents of that retained benefit went towards paying
MN workers a total of $273 million in wages and salaries. And 8 cents of each SBLII dollar went towards the payment of state &
local taxes.

By Fueling Charitable Giving Benefiting Kids Statewide, with Benefits Long After Gameday
The Minnesota Super Bowl Host Committee’s Legacy Fund provided grants to organizations statewide promoting the health and
wellness of Minnesota kids, with a total impact of more than $5.5 million across the state.

Copyright © 2018 Rockport Analytics, LLC. All Rights Reserved.

19

 At $477M, SBLII Gross Impact Among
Highest Since 1988

IN MILLIONS OF $ OF TOTAL ECONOMIC IMPACT (GDP)

$750

Super Bowl Gross* Economic Impact Estimates
1989-2018

Why the Broad Range?
•

The Super Bowl has grown significantly as a megaevent. More/bigger ancillary events, longer durations, more
out-of-town staff, more visitors…

•

Different authors, methodologies, data integrity -some
more conservative than others

•

Estimates vs. Hard Data: Cooperation from NFL, NBC,
ESPN, corporate sponsors, state and local government?

•

Time: inflation naturally lifts the value of all spending

•

Relative Cost of Living -MSP’s cost of living is higher than
many other host cities (e.g. Detroit, Indianapolis, Houston)

•

MSP previously hosted Super Bowl XXVII in 1992–impact
estimated @ $176 million ($364 million in today’s dollars)

Phoenix

$650
New York

$550
Minnesota
New Orleans SBLII
Miami
$450

Miami
Miami

New Orleans
Tempe

San Diego
San Diego
New Orleans

Houston SBLI
Phoenix

$350

Miami

Atlanta
Miami

Pasadena

New

Tampa

Year
Houston

Indianapolis

2010
$250
2011
San Francisco
Dallas
Jacksonville
2012
Tampa
2013
Atlanta
Minneapolis
2014
$150
1988
1993
1998
2003
2008
2013
2018
2015
2016
* before subtracting estimates of displaced tourism
Source: University of New Orleans, Coates and Humphreys, UCLA/LA Sports Council, Price waterhouse Coopers, 2017
Depken and Wilson, Rishe, Greater Miami Convention and Visitors Bureau, San Diego Citizen’s Task Force, Rockport Analytics
2018
Detroit

Copyright © 2018 Rockport Analytics, LLC. All Rights Reserved.

Super
Bowl

Host City

XLIV
XLV
XLVI
XLVII
XLVIII
XLIX
50
LI
LII

Miami
Dallas
Indianapolis
New Orleans
New York
Phoenix
San Francisco
Houston
Minnesota*

Gross
Economic
Impact
(in millions $)

$
$
$
$
$
$
$
$
$

333
200
324
480
600
719
260
426
477

20

 Methodology and Data Sources
Task

Methodology/Approach

Data Sources

Estimate SB-initiated
Visitor Spending

An intercept survey was fielded at a number of locations including (1)
throughout the skyways around Super Bowl Live, (2) the NFL Experience at the
Minneapolis Convention Center, and (3) US Bank Stadium. A total of 967
completed interviews were collected covering topics such as visitor origin,
travel party size, length of stay, spending across an array of categories, and
typical demographics. The survey was supplemented by actual hotel data
during the 10-day period from STR. Finally, actual travel & entertainment data
was collected from most of the major operational, broadcast, and event hosting
organizations.

•
•
•
•
•

Intercept survey –Rockport Analytics
Smith Travel Research (STR)
NFL, ESPN, NBC
Minnesota SB Host Committee
Various Corporate Sponsors

Estimate SB-initiated
MSP Game, Broadcast
& Event Operations
Spending

Actual and/or estimated operations, broadcast, and event spending was
collected directly from SBLII’s major hosting organizations. Care was taken to
eliminate any double counting, as well as material, service, and supply
purchases made with vendors outside of Minnesota. In addition, an online
survey of corporate event sponsors was used to estimate local ancillary event
hosting expenditures.

•
•
•
•
•

Minnesota Super Bowl Host Committee
NFL, NBC, ESPN, Mall of America
Corporate event planners
City of Minneapolis
Metropolitan Airports Commission, MTA

Translate spending into
economic impact on
Minneapolis &
Minnesota

Spending streams for visitors and operations by detailed category were entered
into the latest (2016) IMPLAN economic model of the MSP metropolitan
statistical area. Contributions to GDP, jobs, wages, and taxes are estimated by
the model.

•

IMPLAN (www.implan.com)

Calculate Minnesota &
local Minneapolis-St.
Paul-Bloomington
taxes

Taxes directly applicable to visitor & operational transactions are calculated
using the categorical spending totals described above against appropriate
current tax rates less any exemptions (e.g. sales tax on groceries, clothing)

•
•

Minnesota Department of Revenue
City of Minneapolis, Hennepin County

Estimate displaced
tourism & calculate net
SB LII impact

SBLII was assumed to have displaced most of regular tourism during Jan 26Feb 5th period. Displaced tourism’s impact was estimated and subtracted from
the gross SBLII impact calculations to arrive at a net contribution. Displaced
tourism was estimated by using the 2012-2017 average of tourism spending in
MSP using seasonal tourism spending and daily hotel performance.

•
•
•

Meet Minneapolis, D.K. Shifflet
STR daily hotel activity during Jan 26-Feb 5
IMPLAN model of MSP

Copyright © 2018 Rockport Analytics, LLC. All Rights Reserved.

21

 Glossary
•

Visitor -someone who has either stayed overnight
(regardless of origin) or traveled a distance of at least 50
miles one way during a day trip

•

Gross Impact –economic impact of all SBLII-initiated gross
spending in MSP/ Minnesota

•

Net Impact –the gross economic impact less the value of
regular MSP leisure and business tourism displaced by SBLII

•

Direct Impact –benefit that accrues to those MSP
businesses that directly serve SBLII game attendees, visitors,
and out-of-town staff; plus businesses directly involved with
hosting operations, broadcast, and ancillary events.

•

Indirect Impact –benefit to the many local upstream firms
that populate the supply chain of SBLII direct businesses

•

Induced Impact –both direct and supply chain businesses
pay wages to their workers. Much of these local wages will
be spent in MSP throughout the year at business that provide
a broad range of consumer goods and services. Sometimes
referred to as the “ripple effect”.

•

Leakages –that portion of gross spending that leaves the
MSP/MN economy: (1) as profits to non-MSP headquartered
businesses, (2) because of unavailable or insufficient local
supply, (3) non-local vendor choice, and/or (4) from reduced
downstream spending caused by savings, debt reduction, or
excess inventories.

•

Displaced Tourism –the level of regular leisure and business
travel & tourism that is displaced by a mega-event. This is
subtracted from gross spending surrounding the event to
arrive at net incremental expenditures.

Copyright © 2018 Rockport Analytics, LLC. All Rights Reserved.

22

 About Rockport Analytics
Rockport Analytics is a research and analytical consulting
firm providing high quality quantitative and qualitative
research solutions to business, government, and nonprofit 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: Greater Houston 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, Carlson Wagonlit, IHG,
Annapolis CVB…

Copyright © 2018 Rockport Analytics, LLC. All Rights Reserved.

Rockport Analytics LLC
West Chester, PA
Annapolis, MD
web: rockportanalytics.com
email: info@rockportanalytics.oom
phone: (866) 481-9877

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