Super Bowl LIV resulted in $572 million in new spending in the South Florida area, according to a new report from the Miami Super Bowl Host Committee.
That’s more than double of what the region took in the last time Miami hosted a Super Bowl in 2010.
“The level of spending by visitors and the degree of visitor satisfaction with the venue was higher than previous Super Bowls,” said Sport Management Research Institute CEO Kathleen Davis said. “Average daily spending by visitors was more than twice the average in other weeks of the year in Miami.”
Davis, whose organization developed the report, said the economic activity generated by the event was among the largest the institute has evaluated over the past 25 years.
Visitor groups spent an average of $1,781 per day while in Miami, averaging about $593 per person, the report said. Most of that spending was directed to accommodations (the largest share), entertainment, transportation, meals and miscellaneous shopping.
Super Bowl LIV also resulted in 368,011 visitor night stays, many in hotels or through home share sites like Airbnb, and $34 million in state and local tax revenue.
The Kansas City Chiefs defeated the San Francisco 49ers 31-20 in Super Bowl LIV at Hard Rock Stadium to win their first championship since 1970.
The host committee touted Super Bowl LIV as a major moneymaker for local hotels, restaurants, transportation companies and more in the months leading to the event.
William D. Talbert III, president and CEO of the Greater Miami Covention & Visitors Bureau, said the tax revenue generated by Super Bowl LIV helped keep the community afloat when the Covid-19 pandemic hit in March, which drastically reduced local tourism.
“There was a peak of these [tax] collections above normal [during the Super Bowl], and that helped propel us for a few months,” he said.
Miami-Dade County spent an estimated $14 million to subsidize expenses tied to hosting the game, an expense that Mayor Carlos Giménez said was worth the investment.
“An incentives package, with money coming from our tourist taxes, for huge marquee events like the Super Bowl that draws 100 million TV viewers is well worth it to continue to elevate the county’s brand globally,” he previously told the South Florida Business Journal.
Super Bowl LIV created 4,597 temporary jobs for locals and connected 300 minority-owned businesses with vendor contracts through the host committee’s Business Connect program. Those businesses – including Black, Hispanic, women and LGBT-owned enterprises – supplied everything from food to audio-visual equipment for the game and the week-long roster of events leading up to it.
The host committee report did not say how much those business earned through their participation.
Other highlights from the report include:
- 35% of Super Bowl LIV visitors were from the Kansas City area and 11.9% were from the San Francisco area
- 74% of visitors traveled to South Florida by commercial airline
- 25% of overnight visitors used Airbnb or Vrbo accommodations
- The average annual income among attendees was $242,674
- Average spending by media covering the event was $2,154 per day
- 148.5 million viewers watched all or part of Super Bowl LIV
Host committee chairman Rodney Barreto said Super Bowl LIV successfully showcased South Florida’s multiculturalism, cultural amenities, businesses and evolving skyline to the games millions of viewers.
“We can confidently say we delivered one of the best Super Bowl’s the world has ever seen,” Barreto said. “In a town where big events are par for the course, we are grateful that both the private and public sector stepped up to help us deliver this huge win.”
