The Super Bowl Effect: Impact of Big Events on Room Rates in the Sun Belt

Aerial view of Phoenix, Arizona, skyline as seen from Scottsdale

According to Tim Hentschel, co-founder and CEO of the travel innovation business HotelPlanner, the majority of the hotels in Glendale, Arizona, where Super Bowl LVII will be hung on February 12, are complete. The Holiday Inn closest to the arena has actually been entirely offered out considering that last year– and at space rates 2 or 3 times as much as visitors might otherwise anticipate to pay throughout high season for the Phoenix location.

Hentschel keeps in mind that reserving for this occasion started back in 2018 when it was revealed that Glendale would host in2023 Keeping in mind that there are 1,800 spaces amongst the 12 hotels in downtown Glendale, Hentschel states rates commanded at airport- and 2-star hotels for this duration usually vary in between $200 and $300 per night, while 3- and 4-star lodgings opt for $300 to $500 Those rates, he keeps, essentially doubled and even tripled for Super Bowl week.

Reflecting on the total Phoenix market–544 hotels representing 70,488 spaces– STR projections that profits per offered space (RevPAR) is anticipated to reach $419 for February 10-12, which would be the second-highest level for a Super Bowl weekend. The marketplace, likewise hosting the Phoenix Open today, is forecasted for Friday through Sunday night tenancy of 94 percent and a typical day-to-day rate (ADR) of $445

Emmy Hise, senior director of hospitality analytics, CoStar Group, the moms and dad business of STR, states STR does not utilize a star score system, however rather category “tiers” for high-end, upper upscale, upscale/upper midscale, and midscale/economy.

Both Hise and Hentschel point out how the guests of the occasion typically affect what they want to invest for their hotel, which might go through minimum stay requirements.

” In regards to prices,” states Hentschel, “It’s all relative. The most affordable single ticket for the video game is $5,368 If fans want to pay more than that, plus transport, food, home entertainment, and mementos, they will not hesitate about administering $1,000 or more a night on accommodations.”
Hise, who preserves that the majority of the hotels near the arena are thought about middle-tier and lower-tier, concurs, stating, “People investing that much cash on a Super Bowl ticket will be wishing to remain at a higher-end hotel.” This, she states, held true with Super Bowl LVI in Los Angeles. “The biggest rate development for in 2015’s Super Bowl was amongst the cluster of high-end hotels, although they were further away from the arena. Many of the luxury-hotel item near this year’s Super Bowl is really in Scottsdale, which is about 40 minutes away from the arena.”

Hentschel explains Super Bowl LVII, which is anticipated to generate 150,000 visitors, as “a huge golden goose for any host city, specifically the hospitality market.” He makes the point that, although it’s a chance to gouge tourists ready to pay inflated costs for tickets, spaces, and more, hoteliers may well be encouraged to take the chance to display rather what makes their hotel special and welcoming. “For numerous incoming tourists, this will be their very first see to Glendale, so although it’s the high season in Phoenix, smart hotel sales supervisors would be a good idea to provide Super Bowl visitors some discount rate, coupon, points, or benefits for future hotel remains as a reward to end up being a repeat client.”


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