GREEN BAY, Wis. (WFRV) – About three months ago, the NFL Draft arrived for its Green Bay debut, well after projections on economic impact had been spread around the town.
On Wednesday morning, Experience Greater Green Bay finally revealed the economic impact report, and the numbers blew projections out of the water, especially in Brown County.
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According to the study conducted by Sportsimpacts, the economic impact for Brown County alone was astronomical compared to initial projections. The expectation was about $20 million in economic impact in and around Lambeau Field and the Titletown campus.
The actual total was just shy of $80 million, with a total economic impact in Brown County reaching $79,917,186, almost $60 million more than the original projections. The statewide impact projections were also surpassed, albeit by not as much.
Statewide, the total economic impact was $104,789,486, over $10 million greater than the initial $94 million expectation.
“The event put Green Bay on the international stage for three straight days,” Discover Green Bay President/CEO Brad Toll said in a release. “So many people and organizations across our great community made this happen, and we thank everyone for coming together to showcase Green Bay on the national stage.”
The economic impact was the major focus of this study, but a survey in the research also shed a major light on the venue and city as a whole, with over 82% of the respondents calling Green Bay ‘Excellent’ as a host city.
The survey also indicated that over 70% of respondents called Lambeau Field/Titletown an ‘Excellent’ host venue. Among the respondents who had been to previous NFL Drafts, 82% called it the best one they’ve been to.
Initial projections said over 600,000 fans attended, which accounts for people who went on multiple days. The unique individual (people only counted once) total was massive as well.
In June, Mayor Eric Genrich and his office released projections that said over 312,000 unique attendees were at the draft. Mayor Genrich previously reflected on the draft days after it ended, as well. The research from Sportsimpacts, however, indicates that it was an underestimate, with about 362,588 unique attendees.
Some key study points are as follows:
- 31% of attendees were from outside the state
- 24% paid for overnight stays, with 29% of those respondents in Brown and 21% in Outagamie Counties
- Over 83% of the out-of-state visitors had never been to Green Bay
- More than 50% of attendees were day commuters or from Brown County
Survey respondents suggested more restrooms, expanded and cheaper food and drink options, while hoping for improvements to wait times. Data also indicated that most attendees drove, with 14% flying into the area. The remaining 1% arrived via charter bus or train.
The release added the following statement from Packers President/CEO Mark Murphy:
“With Packers fans all over the world, we knew that hosting the NFL Draft in Green Bay would have a meaningful impact both locally and throughout the state of Wisconsin,” said Packers President/CEO Mark Murphy. “We know how special our community is, and we were proud to share its uniqueness with fans visiting for the Draft. While we’re pleased with the economic impact, the broader community impacts from the Draft will also leave a lasting legacy.”
Packers President/CEO Mark Murphy
Packers VP of Marketing and Fan Engagement Gabrielle Dow cited her pride in the atmosphere and credited the individuals tasked with the hard work.
“We worked hand-in-hand with so many local organizations and supporters during the planning process, and it was fantastic to see it all come together to result in such a positive experience for fans and visitors,” Dow said via the release. “Our partners at the NFL couldn’t have been happier with how the entire event unfolded.”
The full report, courtesy of Sportsimpacts and Discover Green Bay, is available below:
“The power of NFL media exposure is real, and it’s transforming perceptions of our destination,” Discover Green Bay VP of Marketing Nick Meisner said via a release. “This type of visibility will have a lasting impact on Brown County’s tourism industry.”
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According to the release, Muck Rack said the terms ‘Discover Green Bay’ and ‘NFL Draft’ appeared in nearly 800 news articles nationwide, with about 6.1 million potential viewers per article.
Click the following link to see some of Local 5’s favorite sights and sounds from the entire NFL Draft week.
