All Super Bowls are not created equal (cont.)

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Notes from our researcher, Steve Triolet
Two weeks ago we took a quick look at tax revenue generated from the Super Bowl in South Florida between 2006 and 2007.  Now let’s take a look at hotel occupancy rates and room rates (Source: Smith Travel Research)

The above graph illustrates that occupancy rates were up, but not as dramatically as one might expect for such a large event (evidence that Displacement Theory is in effect for South Florida).

As you can see, average room rates, however, were roughly double year over year due to the Super Bowl.  Therefore, despite displacement, larger events like the Super Bowl bring tourist to the area that ultimately spend more money than would otherwise be the case.  In this example for Miami-Dade County, the three-day revenue generated from hotel occupancy increased from $19 million to $41.1 million between 2006 and 2007 for Miami-Dade County.

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