By Jeff Curts
The countdown clock staring at Karen Radcliff in her office is starting to come into focus now. What once seemed like an eternity is now first and goal. Super Bowl XLVI (46), scheduled to be played at Lucas Oil Stadium in Indianapolis on February 5, promises to provide both an international stage and economic boost for not just Indianapolis, but all of Central Indiana and specifically, Hamilton County. Radcliff, Deputy Director of the Hamilton County Visitor and Convention (HCCVB) the past 16 years, is part of an army of volunteer coordinators who have been anticipating a certain Sunday in February since the game was awarded to the area back in May of 2008.
“It’s been exciting and presents such a unique opportunity to help lead a regional effort of this magnitude,” offered Radcliff, who co-chairs the Super Celebration Committee, a multi-county promotional effort designed to bring out-of-town visitors and local fans into neighboring communities for a week long party prior to the big game filled with special deals, meals and events at local venues. In Hamilton County, three areas covering more than 80 locations have been designated as Super Celebration sites: the I-69 corridor at exits 3/5, the I-69 corridor at exits 10 and into downtown Noblesville, and US SR 31 in Carmel and Westfield. “It’s a really cool concept, where we’re working closely to develop a consistent message with our communities and merchants to ensure similar signage, décor, welcoming information, but still trying to showcase the unique aspects of each community. The local face of this event isn’t any one particular city, but Hamilton County as an area.”
Regarding the economic impact, Radcliff added, “we currently have around 2,000 hotel rooms contracted throughout the county, and fully expect to be sold out well before February.” The minimum stay for guests is four nights, Thursday-Sunday, which is considered peak time for the super weekend. The game is expected to draw around 150,000 visitors, and with only approximately 20,000 hotel rooms available in Indianapolis, that leaves a lot of room for Hamilton County and nearby areas. The fans demographic profile also inspires local tourism and business leaders. As Radcliff points out, the economic development benefits “come not only through spending, but also visitation.” According to data from past Super Bowls, 65 % of those who attend the game are key decision-makers within their company, and based on a positive experience, most would consider hosting a business meeting in the area, and a few would discuss expansion or even establishing a business. While the Indianapolis host committee doesn’t plan to do a study, Dianna Boyce, Director of Communications for the organizing group, adds prior research from host cities have measured the impact of hosting a Super Bowl game generating between $125 million to $400 million.
Local companies can reap potential benefits as well through participation in the NFL’s Emerging Business Program, a joint effort by the league and Indianapolis host committee to inform and engage the Minority and Women-Owned Businesses (MWBE) of opportunities available surrounding Super Bowl XLVI. To date, 26 Hamilton County firms have signed up for the program, and while there are no guarantees regarding contracts or work related to the game, it gives businesses an introduction to potential local partners and exposure to other procurement opportunities.
While fans, both local and out-of-town, will be directed toward activities such as the NFL Experience and the Super Bowl Village in downtown Indy, many Hamilton County businesses and hospitality entities are expected to be a hub for guests and should receive a considerable spike in business. Count Paul O’Conner, General Manager of the Renaissance Hotel in Carmel, as one of the event’s biggest supporters. “I’m very excited, it’s a feather in the cap of the region to host the Super Bowl and all the ancillary events that come with it,” remarked O’Conner, whose hotel is at capacity for game week. “The fact that Indianapolis is the smallest city to host the game helps compress business from downtown to the north end.” He believes the layout will ensure Indianapolis a spot in the annual Super Bowl rotation. Like many area business people with a vested interest, O’Conner has lent a hand in the effort to organize and assist his peers in putting their best foot forward. As a “Hotel Quarterback”, he’ll serve as a liaison to other hotels, providing information on details such as coordinating delivery schedules, employee transportation, snow removal, and other logistics.
Meanwhile, Kevin Ryder, owner of Woody’s Library Restaurant in Carmel, sees the synergy in the hospitality sector and simplifies the game’s potential impact. "Everything’s better when there’s a big event. If the hotels are full, it’s good for business.” Ryder has operated Woody’s for 14 years and is bullish on the area. “It’s an exciting time. An event of this nature and the attention it brings, not just to Indianapolis, but to Hamilton County and Central Indiana, is hard to duplicate. As merchants and as a community, it gives us a real opportunity to showcase ourselves and what we have to offer.”
Super Bowl Extra Points:
-While Indianapolis is the smallest city to host the big game, it scores points as being the closest in proximity to other NFL franchises, according to Bill Benner, former sportswriter and current volunteer co-chair of the media operations and media relations committee. “Chicago, Detroit, St. Louis, Kansas City, Cincinnati, Cleveland, Pittsburgh, Nashville and Green Bay are all within a comfortable driving distance to Indianapolis.” “We’re positioning this as the best Super Bowl fans have attended without having a game ticket”.
-Karen Radcliff, Deputy Director of the Hamilton County Convention and Visitors Bureau, in her role as co-chair of the Super Celebration Committee, joins approximately 800 committee members and 8,000 total volunteers who have participated in coordinating some facet of the Super Bowl activities. She said she receives no perks or benefits, “just the satisfaction of promoting and representing Hamilton County.”
-Social media’s presence will be felt as well and local businesses could receive a boost. A Super Bowl app will be available to visitors and the media, with information ranging from maps of the area to restaurant menus and locations to sleep, drink, and shop.
-Dr. Michael Hicks, Director of Bureau of Business Research at Ball State University, conservatively measures the one-time impact of the Super Bowl at $365 million in total economic activity. The game will benefit communities in terms of wages, the valueof goods and services sold and in tax receipts and expenditures. Source: http://cber.iweb.bsu.edu/research/superbowlstudy.pdf
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