Pac-12 Football Fans Bring More than Cheers to Utah

U’s move to Pac-12 has positive impact on economy and visitors’ impressions of state

August 20, 2013 – An ongoing study shows the University of Utah’s move to the Pac-12 Conference in 2011 continues to generate substantial economic gain as well as improved perceptions of the U and the state.

According to the study, out-of-state football fans attending four Pac-12 football games at the U in 2012 spent an estimated $2.3 million on travel, food and lodging. Television revenues brought in an additional $8 million. Total revenues increased $1.8 million over the inaugural 2011 season, and are projected to support 275 jobs – generating earnings of $6.6 million and state tax revenue of approximately $660,000.

The number of out-of-state fans attending home games against Pac-12 opponents is double that for games played prior to joining the Pac-12 Conference. Although average per-game out-of-state ticket sales for home games in 2012 were lower than in 2011 – 1,056 in 2012 versus 1,272 for the 2011 – both years exceeded visitor ticket sales to home games in the Mountain West Conference, which averaged 546.

The study, which is being conducted over multiple years by the U’s Center for Public Policy & Administration and the Bureau of Business and Economic Research, also showed that the vast majority of visiting fans had a good experience during their stay. Of the fans polled, 87 percent said they were treated well or very well by Utah fans. Asked if their impressions of the university had changed during their visit, 43 percent said they had, and an impressive 98 percent of those say it changed for the better. Further, for those fans on their first visit to Utah, 62 percent said they were more likely to visit in the future because of their experience at the U.

“Since the U joined the Pac-12, more fans are visiting the state, spending more while they’re here and leaving with the idea of returning – that’s a win for the U and the state,” says Dianne Meppen, research associate at the Center who helped design and field the study for the 2012 season. “A bonus for the university is that nearly a quarter of those polled said they were more familiar with academics at the U than before.”

Other key findings

Television revenues account for nearly 78 percent of the total revenues and were significantly higher in 2012 than in 2011.

For the 2012 season, television revenues were estimated at $8 million, compared to $3 million in 2011. That compares to just $1.2 million under the Mountain West Conference in the 2010 season.  The U’s share of television revenues from Pac-12 play are expected to continue to grow in the coming seasons.

“Using football visitor spending and impressions as a key metric, the data continues to show positive benefits to the U from its move to the Pac-12,” Meppen concludes. “Further, the U’s share of television revenues provides an economic impact that was previously unachievable.”

About the survey

Opponents’ fans from outside the state of Utah were surveyed by trained interviewers prior to the four home games against Pac-12 opponents: University of Southern California, University of California at Berkeley, Washington State University and the University of Arizona. Target-intercept surveys were conducted at key spots at Rice-Eccles Stadium, in tailgate areas and on TRAX trains to the stadium. Only one person from each family or travel group participated. Inclement weather hampered data collection at some of the games. Information gathered included travel party size, number of days and nights spent in Utah, spending estimates and impressions of the University of Utah. Data collected were analyzed by the Bureau of Economic and Business Research at the U.

ABOUT THE CENTER FOR PUBLIC POLICY & ADMINISTRATION

The Center for Public Policy & Administration at The University of Utah is home to vibrant education programs and top-quality research. The Center’s professional staff works with governments, nonprofits and businesses to examine and solve real-world problems. Coupled with extensive research, the Center’s two graduate degree programs – Masters of Public Policy and Masters of International Affairs and Global Enterprise – provide a stimulating intellectual environment to prepare students for a variety of positions in the public, private and nonprofit sectors. More about the Center is available online at http://cppa.utah.edu.

ABOUT THE BUREAU OF ECONOMIC AND BUSINESS RESEARCH

The Bureau of Economic and Business Research, or BEBR, is an applied research center in the David Eccles School of Business at the University of Utah. BEBR interacts with both private and public entities, conducting independent studies and engage in sponsored research. Learn more about BEBR at www.bebr.utah.edu.

Media Contacts For This Story

director, Center for Public Policy & Administration
Office Phone: 801-581-3009
Email address: robinson@cppa.utah.edu
 
researach associate, Center for Public Policy & Administration
Office Phone: 801-587-7807
 
research analyst, Bureau of Economic and Business Research
Office Phone: 801-581-3354
Email address: michael.hogue@utah.edu