2018 Super Bowl Draws Philly Fans, Distant Travelers to Minneapolis

NEW YORK, Feb. 09, 2018 -- Arrivalist, the leading location analytics company, today released the results of its analysis of visitation data from Super Bowl LII.  The 2018 Super Bowl represents an estimated $338 million in local revenue to the Minnesota economy and $500 million in TV ad spending. As national brands, retailers, hotels and attractions near Atlanta start to make plans for Super Bowl 2019, it’s important to understand who will visit the event and what they will do when they get there. Arrivalist mobile location analysis of Super Bowl 2018 provides important insights.

Winning for the first time appears to be more of a draw than winning for the sixth time.  Arrivalist found that Philly residents outnumbered New England residents in the stands by a margin of nearly two-to-one:

• 13.9% of Super Bowl attendees reside in the Philadelphia DMA.
• 8. 4% of Super Bowl attendees reside in New England.
• 6.9% of Super Bowl attendees reside in the Boston DMA.

Additionally, Arrivalist research concludes that, unlike events like the World Series, which take place in the participating teams’ home towns, the Super Bowl attracts a wide audience, and is a truly national event.

• More than half of all Super Bowl attendants - 54.9% - were from places outside of Minnesota, Philadelphia or New England.
• Only 22.5% were Minnesota residents, almost all of which were from Minneapolis.
• 3.3% of attendees were international visitors

With these findings, it makes sense that Arrivalist found that tourist visits to local retail hotspots, attractions and convention centers also spiked during the event.

Visitation to the Mall of America, a nearby attraction, whose visitors were 35.3%  tourists from outside of Minneapolis in the two weeks leading up to the game, saw visitation from tourists jump to 54.5% on game day.

Minneapolis Airport visitation swelled 43.0% from being 67.2% visitors in the two weeks leading up to the game to 76.3% visitors over the Super Bowl weekend.

The convention center, which attracted an audience of 36.9% tourists in the weeks before the big event, saw them represent 82.3% on Super Bowl weekend.

“It’s really gratifying to quantify the way retail outlets, stores, convention centers and attractions are benefitting from event marketing in near-real time,” said Arrivalist Founder & CEO Cree Lawson. “Mobile location attribution delivers consumer insights that brands can use before, during and after their marketing planning cycle to create a truly relevant and measurable marketing strategy.”

For the analysis, the company used its new Arrivalist 3.0, technology a natively designed cross-device location attribution product available to marketers.

About Arrivalist

Arrivalist is the next-generation Location Attribution Analytics platform that empowers marketers with new metrics to evaluate the link between marketing exposures and market visitation (Arrivals). The company's patent-pending technology is used by over 120 location marketers across the country. The company analyzes big data to evaluate which media exposures motivated consumers to travel to new destinations. This analysis yields powerful new insights as to how -- in the aggregate -- media displays influence travel behaviors. Visit www.arrivalist.com to learn more.

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