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How The Super Bowl Impacts Host City Business From Food To Financial Services

While restaurants and hotels get an expected boost, Yext examined data around SB '17 found that requests for driving directions to banks at a rate 27% higher on the Thursday and Friday before the Super Bowl than the previous week — that’s almost 2X the national average.

In our third look at the gravitational marketing force that is the Super Bowl, data from Digital Knowledge Management company Yext shows just how local business in the big game’s host city is impacted by the intense focus of media and fans from across the country.

Super Bowl organizers estimate 1 million people will flock to the Twin Cities for the game and the 10 days leading up to it, reports Minneapolis’ local CBS TV station, WCCO.

While the organizers expect most Minneapolis Super Bowl attendees to come from the regional northern Midwest area, Foursquare data noted that last year, the top cities sending tourists  to Houston for Super Bowl LI included New York, Los Angeles, Dallas, San Francisco, Tampa, Chicago, and Miami, in addition to the teams’ hometown fans.

US Bank Stadium in Minneapolis will host Super Bowl LII on Sunday

As Yext’s data from Houston in 2017 during the Super Bowl shows, it’s not just hotels and restaurants that are positively impacted by the mass of visitors — financial services and retailers can also expect higher visits. (Full disclosure: Yext owns GeoMarketing. More details on that relationship here.)

“Based on how consumer behavior shifted in Houston during Super Bowl 2017, we get a sense of the trends Minneapolis should expect to see in clicks-to-call and requests for driving directions to local businesses — particularly in the hotel and retail industries,” Yext says in a blog post, which offers details on how the Super Bowl drives local business activity:

  • No vacancy: Clicks-to-call for hotel and lodging businesses in Houston rose 105 percent week over week on the Saturday before the Super Bowl, compared to a 3 percent drop nationally over the same period.
  • Restaurant Week: Saturday before the Super Bowl, Houston saw a 29 percent week over week increase in requests for driving directions to restaurants.
  • Retail Rise: On the Saturday before the Super Bowl, Houston retail stores saw a 48 percent spike in requests for driving directions over the previous week. Nationally, requests for driving directions to stores were pretty much flat that day, up only 1 percent over the previous Saturday.
  • Pre-Game Shopping: On Super Bowl Sunday, requests for driving directions to retail stores were 10 percent higher than the previous week, compared to a 13 percent drop in comparable cities, where people stayed home to watch the game.
  • Driving Banking Business: Consumers in Houston requested driving directions to banks at a rate 27 percent higher on the Thursday and Friday before the Super Bowl than the previous week — that’s almost 2X the national average.

On-Demand Rules Outside Host Cities

Americans are projected to spend roughly $81.17 on average — for a collective $15.3 billion — as an estimated 188.5 million people watch the New England Patriots take on the Philadelphia Eagles in the Super Bowl this Sunday, according to stats from the NRF.

While viewership expected to be similar to last year’s championship, the NRF notes that total spending is up 8.5 percent from $14.1 billion in 2017.

On the night of the Super Bowl, in contrast to the city-wide party that goes on in the host city, elsewhere, more people have been opting to stay in, Yext says.

“Nationally, clicks-to-call for restaurants went up 21 percent week over week on Super Bowl Sunday,” Yext says, while “requests for driving directions to restaurants saw a 12 percent drop nationally.”

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.