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City Council

Scottsdale goes in on Super Bowl agreement with $1.21 million sponsorship

Posted 3/16/20

The Super Bowl and its many festivities are coming to the Valley of the Sun in 2023 and the City of Scottsdale wants in on the action.

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City Council

Scottsdale goes in on Super Bowl agreement with $1.21 million sponsorship

Posted

The Super Bowl and its many festivities are coming to the Valley of the Sun in 2023 and the City of Scottsdale wants in on the action.

Scottsdale City Council members approved on consent a financial sponsorship agreement with the NFL and Arizona Super Bowl Host Committee for about $1.21 million at its March 3 meeting. The city will make four annual payments of $303,100.25 starting this fiscal year from the Tourism Development Fund.

In return, the city is expecting economic impacts, generation of goodwill, temporary job creation, a surge of out-of-town visitors, extensive TV coverage and worldwide media exposure.

This will be the fourth time the Valley has hosted the Super Bowl, with past instances happening in 1996, 2008 and 2015. Each year, Scottsdale invested money and saw large economic benefits to the entire region.

Specifically, Scottsdale hosted 16 NFL major events in 2015 as well as several host committee events such as the media party and received extensive media coverage. Overall, staff claim the city received almost $1.69 million in additional taxes from bed, restaurant, hotel and retail.

City staff say they also saw long-term opportunities for increased tourism and business development thanks to exposure of Scottsdale’s lifestyle, tourist activities and business climate.
For the upcoming Super Bowl, staff estimate the city will receive almost $1.63 million in tax revenue in 2023.

Also part of the agreement is the Arizona Super Bowl Host Committee including 2,747 hotel and resort rooms in Scottsdale as part of the Super Bowl LVII room block. The committee also submitted one Scottsdale hotel to the NFL for consideration as an official team hotel.

The committee will encourage the placement of prominent NFL sponsors and groups at Scottsdale hotels and resorts. It will also encourage the use of Scottsdale venues and businesses as sites for official Super Bowl and Host Committee events and activities in Scottsdale. It will accomplish this by promoting the use of 36 private Scottsdale venues that signed agreements to hold space for Super Bowl events.

The committee will also recommend the use of Scottsdale bars and restaurants as potential sites for third party private events. It will also invite qualifying Scottsdale businesses to participate in the Business Connect Program, which aims to create contract opportunities for certified minority, woman, veteran and LGBTQ-owned businesses.

If the committee creates a familiarization trip leading up to the Super Bowl, it will work to highlight Scottsdale businesses during the trip. If it creates a Business Development/CEO Program, aimed at bringing in new businesses or expanding existing ones, the city could participate for no additional investment.

The committee will also provide the city with 14 game tickets; 14 host committee pre- and post-game hospitality tickets; 14 aggregated tickets to Host Committee events and VIP experiences; and 100 Super Bowl Experience Tickets.

Experience Scottsdale --- a nonprofit, private company that provides destination marketing for Scottsdale and the Town of Paradise Valley --- will also invest $475,000 for the 2023 Super Bowl.

This investment will include $250,000 in cash to support the city’s economic development activities and event marketing as well as $225,000 for in-kind marketing/promotions.