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."