The Super Bowl will be held in Glendale, Arizona this year, which means it’s time for local officials to proclaim how much their city will benefit from having a bunch of NFL fans descend upon them for a week:
Jerry Weiers, the mayor of Glendale, Arizona, recently told me he doesn’t expect a windfall when his city hosts the big game in February. In fact, he says, “I totally believe we will lose money on this.”
Well, that’s different. Of course, Weiers is a different sort of mayor on the subject of sports spending: He fought to overturn the sweetheart deal that Glendale gave the Arizona Coyotes to stay in town, and Glendale won this Super Bowl before he won election, so he doesn’t have any stake in talking up the benefits.
It’s also not the first time Weiers has griped about the cost of hosting the Super Bowl. Last summer he said that the city had lost money hosting the 2008 Super Bowl as well, a claim that Arizona Cardinals president Michael Bidwell called “a bunch of malarkey.” ESPN The Magazine, though, reports that Weiers can back up that charge with numbers:
A study funded by Arizona’s Super Bowl committee found that visitors spent $218 million around the 2008 game, but some economists say the actual profits were much lower because football fans crowded out other tourists. Little of that money aids the city directly. Glendale said it spent $3.4 million in 2008, mostly on public safety, and earned only $1.2 million in taxes from direct spending at places like hotels and restaurants. (Tickets are not taxed.) One former councilwoman, Joyce Clark, who voted against hosting the 2015 game after witnessing the city’s losses seven years ago, scoffs at the idea that the publicity was worth it. “There has not been any corporation that moved to Glendale because the CEO came to the Super Bowl,” she says.
Prior independent estimates have shown that cities might be able to turn a profit of a few million dollars on a Super Bowl, even after paying for all the free police and billboards and cellphone towers and ATMs — though that’s probably more the case in a bigger city where a greater share of the money being spent stays local. (If Super Bowl attendees spend money in Phoenix, that doesn’t help Glendale one whit.) Anyway, if the public debate around this becomes a matter of whether the Super Bowl doesn’t mean squat for cities or might leave a handful of change scattered on the coffee table, that’s still a welcome step forward from where it’s been.