North Texas Companies and Communities Go All Out for Super Bowl XLV Neither Texas nor Texans are known for understatement -- and the upcoming Super Bowl should be no exception. The game on Sunday, Feb. 6, at Cowboys Stadium in Arlington is likely to draw record stadium audience of over 100,000, and beyond that it'll be watched by tens of millions of people on TV worldwide.

Parking spaces near the stadium are going for as much as $1,000 a vehicle. Ticket prices for seats have also gone ballistic -- reaching sums well over their reported face values of $600 to $1,200 per ticket. More frugal fans can party during the game in a plaza just outside the stadium walls for a mere $200, or get standing-room tickets inside for $350.

Pace Cars, Guns, Golf and Cooking

The Super Bowl is a natural attraction for businesses looking to impress their clients, and companies in the Dallas/Fort Worth region aren't about to miss the opportunity. The area is home to a number of America's largest corporations -- including Exxon Mobil (XOM), Texas Instruments (TXN) and American Airlines (AMR). And local, event-related businesses say many of these companies are bringing some of their most-favored clients into town for the event.

Beverly Brin, general manager with Dallas-based Ultimate Ventures -- a destination-management company -- says her staff of 14 full-time and 75 part-time employees is operating about a dozen programs for corporate customers and clients coming into North Texas for the game.

"We have groups going to the Texas Motor Speedway for some pace-car driving," she says. "We have a variety of groups going to different gun clubs here in the Dallas area, and having clay-shooting experiences. Some folks are golfing. We'll have cooking demonstrations going on with local chefs."

Will Region Profit by $200 Million, or $611 Million?

The three cities and four counties economically affected by the Super Bowl have gone through about four years of preparation on a scale usually associated with regions hosting Olympic games. The North Texas Super Bowl XLV Host Committee has also set a new event record for fund-raising.

"We've secured 12 funders of $1 million or more, the most in Super Bowl history," says Tony Fay, the committee's vice president of communications. "We have about a $40 million operating budget, and [those raised funds] help us fulfill all the obligations that were in the big commitment that we presented to the NFL when we won the right to host Super Bowl 45."

And while local governments have reportedly spent $10 million on Super Bowl preparations for things like emergency services, cleanup and transportation costs, Fay says the region should do well. A study by his organization, ordered by the state, was projecting an estimated $611 million impact -- which would be a record for a city or region hosting a Super Bowl.

However, he notes, "PriceWaterhouseCoopers did an independent study, not associated with us, where they were estimating about a $200 million dollar impact. All these are estimates -- it's hard to know exactly what kind of an impact this will have. But obviously it's going to be something positive in a down economic time. It's something that's going to be a good deal for us."


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18 Comments

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Lawrence

Per it's agreement with the NFL,a exclusive "Limo Lane" has been established for NFL owners, network VIP's and assorted powers that be...in complaince with the agreement Arlington residents will line the roadway with their tongue's to insure a 'smooth ride' for bigwigs ride to the kickoff..

February 02 2011 at 7:25 AM Report abuse rate up rate down Reply
gblank1603

Why do they continue to use Roman numerals for the superbowl?? Pretty sure we stopped using those a couple of thousand years ago.

February 01 2011 at 11:26 PM Report abuse rate up rate down Reply
nannyfive5

Too bad the weather is shutting down all of the planes and many roadways. I seriously doubt if this is going to be the blockbuster they have planned for.

February 01 2011 at 10:37 PM Report abuse rate up rate down Reply
Rick Jenkins

Yea laura miller was asked if she wanted the new stadium in Dallas and that skank said Dallas couldnt afford it!!Thank you Laura Miller you screwed everyone in Dallas...You are the worst mayor in Dallas history!!Congrats!!

February 01 2011 at 6:06 PM Report abuse +1 rate up rate down Reply
ssnoopy55

and if people doesn't agree with me they must be a fool to.

February 01 2011 at 3:16 PM Report abuse -3 rate up rate down Reply
ssnoopy55

Waiste of time amd money. This game is getting stranger as the years goes by. I hope football goes out so we can get along in life. Stupid people butting heads and acting like fools. It is a game that got out of control.

February 01 2011 at 3:15 PM Report abuse rate up rate down Reply
ssnoopy55

hello

February 01 2011 at 3:09 PM Report abuse -1 rate up rate down Reply
1 reply to ssnoopy55's comment
switzarch

best comment ever!

February 01 2011 at 6:51 PM Report abuse -1 rate up rate down Reply
hdgoose

I agree; they should have the Cowboy cheer leaders dress nuetral and cheer there.

February 01 2011 at 2:50 PM Report abuse rate up rate down Reply
Ferrari Bubba

No cheerleaders? I'm not even going to watch it. For what the NFL is paying that scrooge Jerry Jones for stadium rent, You'd think that he'd throw in the Dallas Plowboy Cheerleaders as a freebe! Anybody wanna come over and play poker instead? -- Yer pal, Ferrari Bubba

February 01 2011 at 12:11 PM Report abuse -1 rate up rate down Reply
1 reply to Ferrari Bubba's comment
ddschrbr

Lousy football teams need cheerleaders because the game isn't worth watching. These are two dynasty old school teams playing real football.
GO STEELERS!

February 01 2011 at 3:51 PM Report abuse +1 rate up rate down Reply
wfreeberg

This is odd since I was under the impression, by the Doom & Gloom faction, that 2 out of every 10 were out of work 20%. How can they afford anything related to the Super Bowl?

February 01 2011 at 12:10 PM Report abuse +5 rate up rate down Reply
1 reply to wfreeberg's comment
nannyfive5

Many of them are using their welfare checks for plane tickets, game tickets and booze. Aren't you glad you work and pay tax so they can enjoy a Super Bowl.

February 01 2011 at 10:41 PM Report abuse -1 rate up rate down Reply