Dallas-Area Companies Go Whole Hog for Super Bowl XLV
Parking spaces near the stadium are going for as much as $1,000 a vehicle. Ticket prices for seats have also gone ballistic -- reaching sums well over their reported face values of $600 to $1,200 per ticket. More frugal fans can party during the game in a plaza just outside the stadium walls for a mere $200, or get standing-room tickets inside for $350.
Pace Cars, Guns, Golf and Cooking
The Super Bowl is a natural attraction for businesses looking to impress their clients, and companies in the Dallas/Fort Worth region aren't about to miss the opportunity. The area is home to a number of America's largest corporations -- including Exxon Mobil (XOM), Texas Instruments (TXN) and American Airlines (AMR). And local, event-related businesses say many of these companies are bringing some of their most-favored clients into town for the event.
Beverly Brin, general manager with Dallas-based Ultimate Ventures -- a destination-management company -- says her staff of 14 full-time and 75 part-time employees is operating about a dozen programs for corporate customers and clients coming into North Texas for the game.
"We have groups going to the Texas Motor Speedway for some pace-car driving," she says. "We have a variety of groups going to different gun clubs here in the Dallas area, and having clay-shooting experiences. Some folks are golfing. We'll have cooking demonstrations going on with local chefs."
Will Region Profit by $200 Million, or $611 Million?
The three cities and four counties economically affected by the Super Bowl have gone through about four years of preparation on a scale usually associated with regions hosting Olympic games. The North Texas Super Bowl XLV Host Committee has also set a new event record for fund-raising.
And while local governments have reportedly spent $10 million on Super Bowl preparations for things like emergency services, cleanup and transportation costs, Fay says the region should do well. A study by his organization, ordered by the state, was projecting an estimated $611 million impact -- which would be a record for a city or region hosting a Super Bowl.
However, he notes, "PriceWaterhouseCoopers did an independent study, not associated with us, where they were estimating about a $200 million dollar impact. All these are estimates -- it's hard to know exactly what kind of an impact this will have. But obviously it's going to be something positive in a down economic time. It's something that's going to be a good deal for us."