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           Super Bowl will give Phoenix economic boost
     NEW YORK, Jan 22 - The Phoenix, Ariz. area should receive
an economic boost from Super Bowl XXX, which will be played
Jan. 28, 1996, at Sun Devil Stadium in Tempe, Ariz.
     The previous 10 Super Bowls have had, on average, an
estimated positive impact of $140 million on the host region's
economy. Phoenix area officials anticipate that the upcoming
Super Bowl could spin off up to $187 million in incremental
economic activity to the Phoenix metropolitan area. The game is
expected to attract an estimated 100,000 out-of-town visitors
to the region.
     Tempe's Sun Devil Stadium, the home field for Arizona
State University and the National Football League (NFL) Arizona
Cardinals, is also the site of college football's annual Fiesta
Bowl. The Phoenix area has already begun reaping the benefits
of this year's contest, played Jan. 2, 1996, which received
enhanced coverage and interest as it determined college
football's national champion.
     The Tempe stadium had been selected as the venue for the
1993 Super Bowl; however, the state electorate's original
rejection of Proposition 302 in 1990, which would have made
Martin Luther King, Jr. Day a paid state holiday, caused the
NFL to retract its designation of the Phoenix area as host of
the 1993 event. Arizona officially recognized Martin Luther
King Day later in 1993, clearing the way for the NFL's
selection of Tempe as the host city once again.
     Hosting major sporting events generates significant
economic benefits that often have positive, although modest,
credit rating implications for the host cities and counties.
Because the overwhelming majority of attendees come from
outside the host region, sporting events held at neutral sites,
such as the Super Bowl and the NCAA Final Four Basketball
Tournament, tend to generate a greater economic impact than
events, such as the World Series, held at the home venues of
the participating teams.
     This year's Super Bowl is projected to generate increases
of $1.5 million in local sales tax revenue and $5.1 million in
state sales tax revenue alone. Although the short-term economic
benefits are noteworthy, the intangible gains of hosting a
Super Bowl usually provide greater long-term benefits. The game
is an opportunity to showcase the region to an audience of
hundreds of millions of television viewers worldwide as a
vacation and convention destination. Hosting the Super Bowl is
expected to enhance Phoenix- area tourism, one of the region's
most important economic sectors.
     In addition, a substantial number of corporate executives
who are influential in determining site locations of
conventions, trade shows, and even the relocation of business
enterprises typically attend the Super Bowl. The Phoenix region
recently has been experiencing steady population growth and
economic expansion, as well as inmigration of many new
businesses based on its structural strengths, including
comparably low cost of living and high quality of life. With
the anticipated economic boost provided by the Super Bowl,
these positive trends are likely to continue.
     Generally, the NFL has selected warm-weather locales or
domed stadiums as sites for the Super Bowl. Other criteria used
in the site selection for the Super Bowl and similar events
include the quality and capacity of the stadium facilities,
transportation availability, supply of hotel rooms, and the
nature of nongame activities. Competition to host lucrative
sporting events has become increasingly keen, forcing
municipalities to offer substantial financial incentive
packages to the events' organizers. For example, the NFL's
obligation to pay local and state sales taxes on game day
tickets has been waived for Super Bowl XXX. Incentives offered
by state and local governments to the NFL to host the Super
Bowl have averaged between $3 million-$4 million in recent
years.
     For municipalities to reap full potential benefits, host
committees are typically established to oversee the
administrative operations of the event. Their goals are to
generate favorable publicity, capitalize on the television
exposure, and create a positive impression for the many
visitors. Arizona's Super Bowl XXX Host Committee is pursuing
these goals with a $6 million budget. Funding sources include
$3.04 million in cash and in-kind private sector sponsorships
from Arizona businesses.
     Most of the Phoenix area cities and Maricopa County have
pledged a portion of the projected bed tax revenues
attributable to the Super Bowl, totaling $854,000. The area's
hospitality industry will contribute $10 per room per night for
each of its "NFL-block" rooms, totaling $572,000. Additional
revenue will be generated by numerous special activities to be
held in conjunction with the main event.
Historical Super Bowl Sites
Year   City           GO Rating      County        GO Rating
1988   San Diego      AA+            San Diego        N.R.
1989   Miami          A              Dade             A+
1990   New Orleans    BBB+           Orleans          N.R.
1991   Tampa          N.R.           Hillsborough     AA-
1992   Minneapolis    AAA            Hennepin         AAA
1993   Pasadena       AA             Los Angeles      A-
1994   Atlanta        AA             Fulton           AA
1995   Miami          A              Dade             A+
1996   Phoenix/Tempe  AA+/AA+        Maricopa         A

 

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