A newly released study shows the 2011 Meineke Car Care Bowl of Texas, which pitted Texas A&M football against Northwestern University, generated roughly $17.5 million in direct spending and a total economic impact of $29.3 million for the city of Houston.
Strategic Marketing Services worked with bowl game officials and the Greater Houston Convention Center and Visitors Bureau on the economic impact analysis. The group conducted 462 surveys at the game and in the Galleria during game weekend, representing 1,874 people.
The 2011 game drew an estimated 68,395 fans, higher than the bowl's average attendance of 62,000. Out-of-town visitors booked 23,647 hotel rooms for the game, and media, sponsors and teams spending was $2.7 million.
Since the bowl began in 2006, its average economic impact has been $25 million each year.
"We want to make this Houston's bowl game, and the economic figures help illustrate the impact that the bowl has on the entire Houston community and will continue to have as it grows," said Heather Houston, the executive director of the Meineke Car Care Bowl of Texas.
"This study validates what we always knew about the value of the bowl game to the local community," said Greg Ortale, the president and CEO of the Convention & Visitors Bureau. "The game is already well on its way to becoming a family tradition, one that brings visitors and important dollars to hoteliers, restaurants and other businesses at a critical time. We are very proud of the work done by the Meineke Care Care Bowl of Texas to promote the City of Houston."