Allstate Sugar Bowl Continues to Serve as a Regional Economic Engine
NEW ORLEANS (February 4, 2019) – The Allstate Sugar Bowl, which was formed 85 years ago to provide a tourism boost for the region, continues to serve as a major economic engine for New Orleans and Louisiana. The Sugar Bowl’s activities over the past year, including the 2019 Allstate Sugar Bowl Football Classic on January 1, 2019, resulted in an economic impact of $280.45 million as reported in a study recently completed by long-time University of New Orleans economist Dr. Timothy Ryan. This marks the largest economic impact in history for a non-championship/non-semifinal Sugar Bowl.
In the last decade, the Allstate Sugar Bowl has produced an overall economic impact of $2,627,440,000 for New Orleans and Louisiana. In the 13 years since Hurricane Katrina devastated the region, the Sugar Bowl’s economic impact is more than $3.3 billion.
“All of us involved with the Sugar Bowl are proud of what was accomplished this past year,” said Bowl president Rod West. “To have things culminate with a great Allstate Sugar Bowl game between Texas and Georgia was really special.”
The Allstate Sugar Bowl hosts and sponsors over 60 events on an annual basis. Since Katrina, it has injected an annual average of over $250 million into the region.
“This organization has made a concerted effort over the years to increase the number of programs and competitions it supports,” said Sugar Bowl CEO Paul Hoolahan, “and now we’re seeing the fruits of those efforts return in the form of significant financial impact for New Orleans and Louisiana.”
This year’s Allstate Sugar Bowl, featuring Big 12 representative Texas and Georgia from the SEC, had an attendance of 71,449 fans with more than 80 percent of that group coming from outside the New Orleans area. The average length of stay for visitors to the game was 2.6 nights while each visitor spent an average of $1,171 during the visit. In addition, the other activities of the Sugar Bowl brought more than 68,000 visitors to the New Orleans area last year.
The total economic impact of the Allstate Sugar Bowl is the sum of the impacts of the annual football classic on January 1 plus the impacts of the other events the Bowl holds throughout the year. Considering all aspects, in 2018 the Allstate Sugar Bowl generated direct spending of $157.86 million for the New Orleans area economy. That direct spending produced $122.59 million in secondary spending for a total economic impact of $280.45 million.
In addition, the activities of the Allstate Sugar Bowl generated nearly $22 million in state and local tax revenue. In total, the state of Louisiana received $13.48 million in tax revenue from the economic activity produced by the Allstate Sugar Bowl in 2018. Furthermore, local governments in the New Orleans area received a total of $8.39 million in tax revenue.
In addition to the annual college football game, the organization sponsored collegiate, high school and youth championships in baseball, basketball, bowling, cross country, golf, lacrosse, road-racing, sailing, soccer, swimming, tennis, track and field and volleyball. The Sugar Bowl also sponsors the Manning Award, the Eddie Robinson National Coach of the Year Award, the Greater New Orleans Sports Hall of Fame and the New Orleans Chapter of the National Football Foundation and College Football Hall of Fame. Through its event support and individual sponsorships, the Sugar Bowl Committee provides opportunities for, and honors, nearly 100,000 student-athletes each year.