Big Games, Big Money
Hopes run high for the Rose Parade, the Rose Bowl Game and the BCS Championship to separate millions of dollars from thousands of fans from Alabama, Texas, Oregon and Ohio.
By André Coleman 12/31/2009
University of Texas alum Paul Little is not really a big college football fan. Despite his college connection to the Lone Star State, the president and CEO of the Pasadena Chamber of Commerce and former Pasadena City Council member just wants to see a good game when No. 1-ranked Alabama Crimson Tide meets the second-ranked Texas Longhorns in the Rose Bowl for the Bowl Championship Series Game on Jan. 7.
According to Little and many other local civic leaders and business owners, no matter who takes home trophies following Saturday’s Rose Bowl Game between Pac10 champion Oregon Ducks and the Big 10’s Ohio State Buckeyes or in next week’s Texas-Alabama face-off, the real winner will be the city of Pasadena, which, according to published reports, could rake in up to $34 million in sales tax and other revenue.
For the first time in history — thanks to the rotating system that moves the BCS game to different stadiums every year — there will be two bowl games this year in the Rose Bowl, meaning even more tourism and more spending. Local leaders hope this will provide a significant economic boost for the city, which is currently trying to close an
$11 million budget deficit.
“There are definitely benefits to having two bowl games instead of one,” said Little. “One is the obvious financial infusion we can expect from all the visitors. And — because of the nature of the event — people are coming here for a football game and will celebrate if their team wins. So they are coming to spend money and have a good time. The city of Pasadena will be the center of attention for the football-loving world, if not the entire world, so we can show off our city to people who might want to come at other times.”
After the Rose Parade ends on New Year’s Day, a sellout crowd of 90,000 fans will pack the Rose Bowl to watch the Buckeyes and the Ducks square off in what has come to be known as “The Granddaddy” of all college bowl games. The BCS game is also currently sold out.
Although local fans probably are disappointed that neither USC nor UCLA are in either game, it is economically better for the city’s hotels that local teams are not the contenders, since LA fans could easily just drive home after the game and not hang around to enjoy Pasadena’s many arts and entertainment offerings, in the view of Councilman Victor Gordo.
“Nothing against our local teams, but to the extent that they are not going to be there, I want teams that travel well,” said Gordo. “From a fiscal point of view, I hope the fans come here and spend a lot of money in Pasadena. This is another reminder that the Rose Bowl is an economic engine and reminds us of its importance, not just to the region, but to the country.”
Thomas Lee, manager of the Pasadena Hilton Hotel, said every room has been booked for months by out-of-state fans of the four teams.
“The occurrence this year of both the Rose Bowl Game and the BCS National Championship for the first time in history has a major impact on the city, certainly in economic terms, but also as to Pasadena’s reputation for a great place to have fun,” said Mayor Bill Bogaard. “The city is known as the venue for world-class events.”
Tournament of Roses officials expect about 1.2 million people — many of them tourists — to attend the Rose Parade, Rose Bowl Game and the BCS game.
“It is going to have a big impact on everything related to food — from the grocery stores to the restaurants,” said national retail consultant Howard Davidowitz of the New York-based firm Davidowitz & Associates. “It is going to be huge. Think about all the stuff for the parties and the tourists that will be in the restaurants. It will also have a big impact on electronics and sports apparel across the country.”
Locally — according to a 2008 study conducted by the Pasadena Planning Department —people attending the parade alone spent about $185 million.
“It is definitely Pasadena’s stimulus package,” said Public Information Officer Ann Erdman, and one that couldn’t have come at a better time for the local economy.
The recession has hit local businesses hard, forcing many to shutter, including several mainstays, like Twin Palms restaurant in Old Pasadena, and enterprises on South Lake Avenue, where numerous stores have closed.
“We typically see an uptick in traffic on Jan. 1 and a few days preceding the parade,” said David Yost, owner of Shakers, Beckham Grill and Wild Side. “This year we are staffing for extra business between Jan. 1 and the BCS game. It is hard to know what to expect, but we’re hopeful that business will be really good. We think Alabama and Texas will travel really well. The closer the location to the parade route and Old Pasadena, the better you should do.”
That may be true in a typical year, according to Robin Salzer, owner of Robin’s Woodfire Barbecue Grill, who said that this year even businesses on the east side of town — like his — will benefit from the parade.
“I think it’s the greatest thing to happen in the last six years, and at the right time,” Salzer told the Weekly. “In an economy that has decimated restaurants, this will be a shot in the arm even on the east side of Pasadena. Fans from Alabama and Texas love barbecue and one like mine will be sought out. We have had calls already from out-of-towners. With all due respect to USC fans, I am so glad they are not coming because there will be an infusion of hotel taxes and we need that right now. This will be a great way to end probably the most challenging year we have all had to deal with over the last 15 years and [build] some great momentum going into 2010.”
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It will be great to watch Oregon Ducks, i have bought tickets from
http://ticketfront.com/event/Oregon_Duck... looking forward to it.