City’s final tab for hosting Super Bowl: $1 million

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The city’s final tab to host the Super Bowl in February came to $1 million, tourism leaders said Monday afternoon.

That’s $200,000 more than originally budgeted by the Capital Improvement Board of Managers of Marion County, the entity that operates Lucas Oil Stadium and the city's other downtown sports venues.

But CIB and city tourism leaders said on Monday that the money was well spent considering the game could translate to $300 million in direct visitor spending over the next several years.

“There’s no question in my mind that the Super Bowl generated interest in Indianapolis,” said Leonard Hoops, CEO of the Indianapolis Convention & Visitors Association.

The Super Bowl accounted for about $100 million in spending, with another $200 million expected from the additional interest in room-night bookings that could result from the game.

In the first quarter of 2012, the ICVA logged interest in 998,000 room nights for future conventions, a whopping 156-percent increase from the same time last year. If the city wins enough conventions over the next 10 years to fill a third of those room nights, it should capture the additional $300 million in visitor spending, Hoops said.

Associations typically book conventions years in advance and consider several cities when exploring their options.

“To spend a million dollars on the branding of the city is a pretty good return on investment,” CIB President Ann Lathrop said. “I would say it again, it was well worth it.”

The city spent a total of $6.6 million to host the Super Bowl, including roughly $3.5 for police protection and another $350,000 on insurance, legal fees and snow removal equipment that the National Football League did not reimburse it for. The city's Department of Public Safety originally had billed the city $3.9 million but lowered the amount after choosing to keep vehicles purchased for the game.

The CIB, though, received nearly $2.9 million for its share of hotel and food and beverage taxes, in addition to auto rental taxes, from the influx of visitors, bringing its total bill to $1 million.

Food and beverage taxes exceeded CIB projections by $240,100, but hotel taxes fell short by $494,800.

The $1 million cost to host the Super Bowl should have little impact on the CIB’s annual operating budget of $100 million, Lathrop said.

Her advice to any city considering hosting the game: “I would absolutely say that you should do it,” she said.


  • Sheep
    If the "Private Sector" did so well, there should be more than $1 million in tax revenue. People arent gonna visit INDIANA because of the Super Bowl being there one year! HELLO! Even the Indy 500 and Brickyard attendance has been sinking year by year and thats Indys bread and Butter. Football fans love their teams, not the cities that host the SB! Its not like Glendale, AZ turned in to Beverly Hills when they got on the SB roatation with Miami. The only one making money is the NFL, the government is full of suckers that bow down to them for publicity. Indy can get money by finding the $200 million that " Disappeared" under Daniels watch
  • Shell Game
    Every Super Bowl city loses a large amount of cash, it is the nature of it. Most informed people also know that the government will make a bunch of committee's to spread around the loses so they don't seem as large. I'm also pretty sure local businesses turned a nice profit thanks to the SB. You gotta take the good from the bad. The books will not be opened, and either way it doesn't matter. Indy did come through and do a good job, I was actually suprised.
  • Re: Capitalism is King
    "Sound Republican leadership....Indy stands alone across the country as an example of how well a city can operate." I am neither a Dem or Repub, but I'll say this unfortunately your statement doesn't hold much validity. Example 1) Selling the parking meters to a private company with supposed "gains" in the 200 to 300 million range, eventually, translation that won't ever happen and also means you pay more now for the meters and I guarantee prices will go up, so ACS comes out ahead not the city. 2)The city, although it was under Bart, was taken for a ride to the sound of $750 million (Lucas Oil Barn), which the Colts profit off of and not the city. 3) Bankers Run the Fieldhouse, same principle Pacers profit from everything that happens there. 4) Pacer bail out b/c they "lost" supposed money to the tune of $10-15 million the next 3 years. 5) Selling the debt to Citizen's ...which means your water bill will go up to pay for "infrastructure". So yeah, this definitely shows the country how we operate. Let's face it and everyone knows it regardless of party, everyone has their own agenda plain and simple.
  • Really
    Why is it that someone who would like to see the true cost to the city considered a "simpleton" or "myopic?" The city should list ALL of the costs, not play a shell game to spread it out among several different organizations. Similarly, it should list all of the benefits. Asking for a high level profit and loss statement isn't unreasonable given the vast amount of resources we spent on it.
  • Add rate
    If I recall a 1 minute add during the Super Bowl went for something like $3 million. Indianapolis got hours of positive coverage. $1 million was quite a bargain. Anybody who doesn't see that is myopic.
  • Money Well Spent
    The simpleton will not understand but this was likely the best investment the City of Indianapolis has ever made. The potential ROI moving forward is tremendous. Congratulations to Mayor Ballard and team for a job well done. Sound Republican leadership....Indy stands alone across the country as an example of how well a city can operate.
    Can we see the PnL and Balance Sheet to SB2012, LLC ? Isn't that the shell taxpayer $$$ were laundered thru so there could no disclosure for the benefit of the NFL and politically connected grafters.

    The city has broken off into these supposed 501c3's so they don't have to CLEARLY AND SIMPLY show $$$ coming from the taxpayer wallets.

    How insulting the indignant Hoops professes a whole lotta blue sky in 10 years.

    The airport is working out real nice for taxpayers......
  • $1,000,000
    There is no better use in Indianapolis and the surrounding area for $1,000,000 than to lose it on the Super Bowl? Try investing $1,000,000 in the community, not sports complexes, and see what returns are generated. Might be enlightening.
  • The numbers don't lie (or do they)
    The CIB/ICVA Numbers Don't Add Up

  • 1 million thats peanuts!
    Really it is.
  • Results Matter
    "If the city wins enough conventions over the next 10 years to fill a third of those room nights, it should capture the additional $300 million in visitor spending, Leonard Hoops, CEO of the Indianapolis Convention & Visitors Association said".

    So your telling us you have "interest" in "unsigned" conventions, but, you hope to sign them over the next "10 years", and that will somehow translate into $300 million in direct spending in the distant future?

    I guess that NONE of those huge conventions that you anticipated signing within 90 days after the Superbowl worked out.

    We deserve near term results after investing billions in new football stadiums, expanded convention center, airport, and hotels.

    Our only reward so far has been financial losses and more unsupported long range projections and promises.
  • Full Accounting
    Ok, so the CIB lost $1 million on the Superbowl.

    What about the Indianapolis Superbowl Host Committee, Indiana Sports Corp, Indianapolis Downtown Inc. and the City of Indianapolis?

    Suspect they each incurred losses on this event also.

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