Super Bowl pays off for its host city

The Seattle Seahawks and New England Patriots play a week from today for the Lombardi Trophy, named for the coach who said, "Winning isn't everything, it's the only thing."

Whichever team takes the trophy home won't be the only winner. The Phoenix area wins, too. Big. More than 100,000 well-heeled people are coming to town for the game. They'll spend freely in hotels, restaurants and night clubs before going to University of Phoenix Stadium.

That adds up. Post-game studies pegged the net economic impact of recent Super Bowls at $337 million for Indianapolis (2012) and $480 million for New Orleans (2013). Both studies account for displaced tourism — events and visitors who stayed away because of the game. ...

No one disputes, for instance, that Super Bowl visitors spend their money more liberally than the average tourist or fans of other big sports events. The Indianapolis study placed average daily spending for Super Bowl visitors at $571, nearly three times higher than that city's average for group and convention meetings.

Economic-development leaders are doing what they can to capitalize on the opportunity, showcasing the benefits of doing business in Arizona. Their successes will not show up in any economic impact study. They will show in jobs and paychecks gained.

There's also this. Few local residents may attend the big game with its pricey tickets, but there are plenty of other accessible events that wouldn't be here without the Super Bowl. The Pro Bowl game, for instance. The NFL Experience in downtown Phoenix. Multiple parties and concerts from Scottsdale to Glendale. ...

ESPN is broadcasting all week from an open-air studio in Scottsdale.

Such media exposure would cost millions of dollars — in a state where the governor proposes eliminating general fund support for tourism marketing. The Super Bowl's economic impact doesn't end when the teams go home. We'll greet new tourists because of this game.

And if that isn't enough, consider the charitable benefits. The NFL Foundation and the Arizona Super Bowl Host Committee are making $2 million in grants to non-profits. ...

Downtown Phoenix is adorned with signs stretching the height of buildings to celebrate the Super Bowl. The Glendale stadium and Westgate are similarly adorned. ...

We should be glad to have the game in Phoenix. It is a boost to civic pride as well as the bottom line.

Winning a bid for the Super Bowl isn't everything. It remains the only thing. With XLIX yet to be played, we can't wait for the next one.

Arizona Republic (Phoenix), Jan. 24