An analysis of hotel data in NFL cities shows teams can have a strong revenue impact even without mirroring those strong results on the field.
Editor’s note: This is part two in an ongoing series looking at the impact of NFL games on hotel performance in the U.S. Click here to read part one.
BROOMFIELD, Colorado—It’s that time of the year for NFL fans to dust off their favorite team’s jerseys, hats and other paraphernalia and prepare for the 2016 NFL season. Many put the past behind them and start out the season hopeful saying “this is the year” and for one team, it will be, but what impact will the other 31 teams have? In our last piece, we analyzed the impacts NFL teams had on local hotel revenue in their respective cities for every NFL game since 2008. Now we aim to dig deeper, evaluating the teams that had the highest revenue impact to their respective cities.
The table below shows the home teams with the most room revenue impact to their home cities during the 2015 regular season.
Last year, the New Orleans Saints ended with a 7-9 win-loss record and had a mediocre season overall. However, the Saints had the largest revenue impact of any team to their home city, bringing in $16.2 million. Perhaps Forbes ranking the Saints’ fans as the third best in the NFL isn’t so far off. The Green Bay Packers had the second largest revenue impact with $11.1 million, which also makes sense given their large fan base and following. The Pittsburgh Steelers, Seattle Seahawks and Carolina Panthers finished out the top 5 teams with the largest revenue impact. The Super Bowl champion Denver Broncos came in ninth overall, having only a $4.7 million revenue impact.
On the visitors’ side, the table below shows the teams that generated the highest net impact for away games during the 2015 regular season.
With their winning streak and quest for an undefeated season, the Carolina Panthers produced the largest amount of incremental revenue as a visiting team, generating an additional $7.8 million to hotel markets. Surprisingly, most of the visiting teams with the largest revenue impact had eight or fewer wins in the entire season, which says something about the dedication of their fan bases and willingness to attend away games. The Chicago Bears, Atlanta Falcons, Denver Broncos and New York Giants rounded out the top five. Interestingly enough, the Denver Broncos brought in more incremental revenue as a visiting team than as a home team.
The playoffs obviously add another dimension to room revenue impact. There is only a week or two for fans to plan their trips and reserve accommodations, at which point smart hoteliers will raise their rates to benefit their bottom line. The table below shows the additional impact playoff games had in 2015 for the home teams (excluding the Super Bowl).
Interestingly, the two blowouts during Wild Card Weekend resulted in negligible impact. And despite its contingent of traveling Cheeseheads, Green Bay had only a minor impact over the course of their two games. The home games by the two Super Bowl teams created the most incremental demand, and perhaps Carolina fans can take some solace from the fact that they had more impact to their local hotel market during the playoffs than the Broncos.
To provide additional color to this analysis, the two dashboard tabs below allow you to visualize the room revenue impact of each NFL home team and visiting team over the past eight seasons.
Notes: Excludes neutral site games (i.e. the Super Bowl, Hall of Fame Game, International Series games in London, New York Giants/Minnesota Vikings game moved to Detroit in 2010 and New York Jets/Buffalo Bills game moved to Detroit in 2014); excludes Buffalo Bills home games played in Toronto; San Francisco 49ers moved from San Francisco to Santa Clara in 2014.
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