Tag Archives: Super Bowl

The Real Winners of Mega Events

From the Super Bowl to Rock Concerts

The Real Winners of Mega Events

GUEST POST from Shep Hyken

Fans who attend major sporting events and concerts may have memories to last a lifetime. The owners of the sports teams and producers of major music events may smile as they look at a sold-out crowd. The athletes and musicians are well-paid for their performances. And we can’t forget the sponsors who pay large sums of money to be affiliated with events, enjoy brand recognition and see a return on their advertising dollars. But there’s one other “happy customer” that many people don’t think about: the city that gets the honor of hosting these events.

The Super Bowl is next month, and for many, it is a festive occasion. For the city that hosts the biggest sporting event of the year, it’s a windfall in economic benefit. This year, that city was Las Vegas. Even before the Super Bowl was hosted in its new stadium, the city profited from major sporting events. People flock to Vegas to party, gamble and enjoy their favorite major sporting events on the gigantic screens in the casinos around the city. Although the NBA championship may be played in a different city, it’s still hard to find a room at a high-end hotel like Bellagio, Wynn or Caesars.

The point is that the host city receives a huge economic impact beyond the game, even if its main street is not lined with casinos. Two years ago, Major League Baseball’s World Series pitted the Houston Astros against the Arizona Diamondbacks. There was an economic windfall for the two cities.

According to a local economy study, Houston First Corp. found that each game played in Houston was worth $12.5 million. In Phoenix, where the D-Backs play, the numbers are similar. Even though fans want their team to win quickly and decisively, there is an economic benefit to the best-of-seven match going the distance. Restaurants, hotels and more benefit, and the taxes charged benefit the cities and states.

The NCAA March Madness “Final Four” basketball tournament is ironically played in April. Last year’s “winning city,” regardless of the teams playing, is Phoenix. The last time Phoenix hosted the tournament was in 2017, and a Seidman Research Institute study at Arizona State University’s W.P. Carey School of Business found an estimated 59,761 visitors stayed an average of 4.16 nights and spent an average of $487.19 per day, with a total economic impact of $324.5 million.

The benefits of sporting and entertainment events for their respective cities can’t be ignored. Be it sports, concerts, festivals, art shows, etc., these events are not just enjoyed by people attending. The trickling benefit of a boom to the area makes the effort to produce and host the events worthwhile.

Last year I met with Steve Schankman, the president of Contemporary Productions, who has produced concerts, special events and music festivals for more than 50 years. His events range from high-school venues where he booked Chuck Berry in the ’60s and ’70s, to the Super Bowl halftime show with U-2, to major music festivals starring Elton John, The Beach Boys and many other music icons, with millions in attendance throughout the years.

A couple of years ago, Schankman, with his partner Joe Litvag, produced Evolution Festival, a two-day summer music festival in St. Louis, with the goal of bringing the local community together to enjoy a talent lineup that featured Brandi Carlile, The Black Keys, Ice Cube, the Sugarhill Gang and more. If the lineup seems eclectic, that was purposeful, as Schankman’s dream was to unite music fans from every part of the area. “Music should bring people together, regardless of color, religion and sex,” says Schankman. More than 25,000 people—7,500 from outside the St. Louis area—enjoyed the festival. But it’s more than just entertainment for music fans, and he can’t wait to do it again with a lineup even more exciting and diverse than the first year’s festival.

In an article recapping the inaugural Evolution Music Festival, Schankman said, “I got 600 people working here. Besides that, we have employment taxes, we have sales taxes. We’ll do seven figures in concession sales. Seven figures in ticket sales. So just the taxes alone for the state and the city are great.”

The Metro St. Louis area, with a population of more than 2.7 million people, profits from a major music event like Evolution Festival just like it would from a major sporting event. Looking beyond the fun-filled weekend, the financial side of the sports and entertainment industry benefits more than just the talent on the field, court, or stage. Even though a concert experience like Evolution Festival doesn’t have the same financial impact as a Super Bowl championship or Final Four tournament, there are still similar benefits.

According to Brian Hall, chief marketing officer at Explore St. Louis, the average travel party to St. Louis consists of three guests staying 2.4 nights and spending $969 on hotel rooms, restaurants, attractions, etc. Then you add on ticket sales for the event, food and beverage, and souvenirs, and the numbers grow. With approximately 7,500 out-of-towners attending the Evolution Festival, the city and state enjoy a windfall of tax revenue to the tune of hundreds of thousands of dollars. In addition, there are future benefits. Hall says, “Visitation to a community is a precursor to economic development, including moving, relocating a company or starting a business in St. Louis.”

The events business, be it sports, a concert/music festival or any other large public affair, always has support from local, national and international sponsors. Large brands like AT&T, American Express and Anheuser-Busch put millions into major sporting events. While Schankman won’t compare the Evolution Festival to the Super Bowl, he said, “Cities like St. Louis offer sponsors the chance to be seen by a geographically targeted audience. The festival created 31 million impressions through the in-person experience, on social media and with our traditional advertising and marketing.”

Several times Schankman emphasized bringing people from all walks of life together. At the end of our interview, he summed it up by saying, “At a time when we’re experiencing racial and religious tension, political divide and terrifying world events, let’s remember what Beatles drummer Ringo Starr is known for preaching, ‘Peace and love!’ That’s what Evolution Festival is all about, and the businesses and brands that support it should want to be a part of something that special!”

Image Credits: Pixabay

This article originally appeared on Forbes.com.

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Innovation or Not – The VR Path to the Super Bowl

Innovation or Not - The VR Path to the Super Bowl

GUEST POST from Art Inteligencia

In the competitive arena of sports, athletes and coaches are perpetually seeking the next edge, the innovative stroke of genius that will propel them towards success. Enter Jayden Daniels, a pioneer quarterback who has embraced one of the most cutting-edge tools in sports performance enhancement: Virtual Reality (VR) training. Is this a true innovation or just another gimmick? Let’s journey through the lens of Jayden’s experience and see how this technology is reshaping the sporting world.

The Virtual Reality Revolution in Sports

For decades, athletes have relied on traditional training regimes, focusing on physical conditioning and repetitive skill drills. However, VR has transformed the landscape by introducing immersive environments where athletes can practice without the physical constraints of time, space, or risk of injury. Through VR headsets and meticulously simulated environments, players like Jayden Daniels are able to visualize and rehearse plays and strategies, improve their decision-making, and enhance their mental resilience.

“VR training is like a playbook come to life—it gives players the opportunity to be in the game without being on the field.”

Realizing this potential, Daniels incorporated VR training into his routine, and the results have been phenomenal. His ability to read defenses and execute plays has been augmented by this technology, helping him transition from mere player to game-changer.

Here is a video that tells the in depth story with commentary, but it won’t let me embed it here so just click the link in the box to watch it on YouTube:

EDITOR’S NOTE: Key takeaways include the technology’s ability to run at 1.75x speed so that on game day things slow down for the quarterback and he is able to engage in extra preparation without the entire team having to be present, and even to familiarize himself with away stadium nuances like where the play clocks are, etc.

Case Study #1: The Championship Turnaround

One of the most striking illustrations of VR’s impact occurred during a pivotal championship game. Daniels’ team was facing a formidable opponent known for their complex defensive schemes. The team’s traditional preparation methods were proving inadequate against such a sophisticated defense.

In the weeks leading to the game, Daniels immersed himself in VR simulations of the opponent’s defense. He studied every blitz, every zone coverage, and every adaptive quirk under the close guidance of his coaches, who were able to create a virtual replica of the team they were facing. By the time the championship game arrived, Daniels was not only prepared—he was several steps ahead.

During the game, his performance was near flawless. He anticipated defensive movements with uncanny accuracy, leading his team to a come-from-behind victory that analysts credited in large part to his innovative use of VR.

The MVP Moment

This VR-driven insight culminated in one memorable play: a perfectly executed fake pass that caught the opposing defense entirely off-guard, leading to the game-winning touchdown. This wasn’t just victory—it was an unveiling of how technology and sport can harmonize to create extraordinary outcomes.

Case Study #2: The Rival Rumble

In another celebrated match-up, Daniels faced his long-time rivals—a team that had bested his own in recent seasons. Known for their reactive plays and dynamic shifts, this opponent posed a considerable mental challenge that extended beyond physical prowess.

Once again, VR training became Daniels’ secret weapon. By simulating hundreds of scenarios, his VR regimen enabled him to practice responses to the rival’s play-calling tendencies, helping him build a memory bank of potential outcomes and counter-strategies.

When faced with crucial decisions on the field, Daniels was markedly less stressed and more composed. He deftly outmaneuvered the rival’s defense, leading his team to a decisive victory, and doing so with an air of confidence that captivated spectators and silenced skeptics.

The VR Vision

By the end of the season, Daniels had not only improved his own performance but had also inspired a wave of interest and investment in VR training across the league. Teams began revisiting their training paradigms, nudging the sports industry towards a more tech-savvy future.

Innovation or Not?

Jayden Daniels’ success with VR training may invite debates about whether this is innovation or merely a novel tool in an athlete’s repertoire. Regardless of where you stand, what cannot be denied is the transformative impact VR has had on enhancing an athlete’s strategic prowess and mental fortitude.

Beyond just quick optical improvements, VR training stands at the intersection of cognitive science and performance enhancement, offering a paradigm where mental sharpness is honed in tandem with physical capabilities. For Daniels, and countless athletes following in his footsteps, VR presents a formidable new teammate in their quest for greatness.

As we stand at the threshold of a technologically enhanced sports era, the question still lingers in the locker room and boardrooms: Is VR the future of sports training, or just another fleeting fad? For Jayden Daniels, it’s clear that VR is more than just a tool—it’s a revelation.

Image credit: Wikimedia Commons – All-Pro Reels of District of Columbia, USA

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