One Concierge’s Super Bowl Entertainment & Hospitality Predictions

January 22, 2018

After the Eagles victory in the NFC Championship Game, a collective “sigh” was released by the consulting firm Rockport Analytics as they estimated that 125,000 visitors would attend Super Bowl XLII. When the projection was made, the likelihood of Minnesota hosting a Super Bowl on its home turf was extremely low and justifiable. Luckily, the Vikings fans will continue to suffer and not the Minnesota economy. So, with multiple events planned during Super Bowl week to accommodate out of town visitors, the One Concierge team wanted to know: How will entertainment and hospitality providers fare financially? We looked at three key areas.

Tickets

ticket-allotment

Super Bowl ticket allotment is split by the NFL between the two participating teams, the host city, the NFL and evenly among season ticket holders of the 29 remaining teams. Since the Patriots have already won five Super Bowls, there could be a bit of Super Bowl fatigue amongst the fan base. Minnesota is also a cold weather venue. Given these two factors, we just don’t see the “once in a lifetime” uptick in New England fan attendance for the game, but New England attendance will be strong.

On the other hand, we anticipate a massive influx of Eagles fans travelling to Minnesota. Currently, the Eagles rank 2nd in the NFL in Road Equity, according to the 2017 NFL Fan Base and Brand Rankings and fans travel extremely well. It is not implausible to believe that 70,000 or more Eagles fans will invade Minnesota. For arguments sake, let’s say that if 60% of this projected number is realized, we can conservatively expect secondary market ticket prices to increase by 30% – 40% above face value.

Nightlife and Events

The city of Minneapolis and neighboring towns passed resolutions allowing bars and nightlife venues to obtain special permits to stay open to 4am during Super Bowl weekend. Not a surprise to anyone, Boston is known to shut down early and Philadelphia does not have a mega-nightclub scene commensurate with city its size. As Vegas style venues pop up around the city, we expect demand “to see and be seen” to be high. Since both fan bases draw from an affluent corporate base, hosted hospitality should also be at a premium. According to sources close to One Concierge, venues that will benefit the most are Club Nomadic, The Rolling Stone Party, the Playboy Party and the Maxim Big Game Party.

Hotels

According to the Minnesota Super Bowl Host Committee, 41,000 hotel rooms were expected to be booked during Super Bowl week. The market is anticipating a “Philadelphia Invasion” as the average price of rooms on Airbnb prices in Minneapolis the day before the NFC Championship Game and the day after the NFC Championship Game increased 79%.

Final analysis

Cold weather cities are not known to be ideal destinations for Super Bowls. The Minnesota Super Bowl Host Committee, however, has done an amazing job in positioning Super Bowl week as a winter festival. Since both teams are comfortable with cold weather climates, we see this Super Bowl surpassing its initial economic impact projections and retiring the myth that cold weather teams cannot host Super Bowls. Firms directly involved in hospitality should see sales meet or exceed initial projections. Finally, if your firm is looking for in depth consultation on the best Super Bowl options, feel free to contact us at One Concierge as we specialize in providing expert hospitality and entertainment guidance for clients attending world class events.