Company Studies Economic Impact of Super Bowl Leading Up to Game

February 03, 2018 11:00 PM

As hundreds of thousands of out-of-town guests arrive in the Twin Cities for Super Bowl LII, they have opened up their wallets, spending on hotels, dining and merchandise.

A company, contracted by the host committee, is on the ground in Minneapolis researching the economic impact of the big game.


Rockport Analytics, based in Pennsylvania, said close to 40 volunteers spent hours Saturday surveying people along Nicollet Mall and in the skyways.

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“We’re trying to get a better understanding of what people are spending when they’re in town,” said Jon Gray, who is vice president of the company’s research division. “What we’re doing this weekend is measuring actual spending.”

Gray said his company does that by asking specific questions of the people they stop on the street: where are you staying, where have you visited and what kind of activities are you doing.

They also ask every out-of-town guest whether they bought tickets for the Super Bowl. Gray explained those people give them interesting data to analyze.

“What we’re trying to understand is what the net-economic impact is of visitors coming into the Minneapolis area,” Gray said. “We really want to understand how far they are traveling, where they are coming from, because that makes a big difference in terms of new money that’s actually coming into the economy here.”

Patriots fans John and Karen King were stopped outside of the IDS Center for the survey.

“She's asking us how we like being in the Midwest and we are really enjoying ourselves, everybody's been tremendous,” John King said. “We went to Mall of America, she asked me about that.”

The interviewer also asked where they were staying and if they had bought anything, like merchandise or souvenirs.

“I bought the shirt that says ‘Super Bowl 52 Minnesota,’” King said.

All of the surveys collected from Saturday and Sunday will be compiled into a post-game study.


Kirsten Swanson

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