100th Rose Bowl Game Showcases Spartan Pride, Pasadena Pageantry

Jan 1 2014, 7:23pm CST | by

100th Rose Bowl Game Showcases Spartan Pride, Pasadena Pageantry
Photo Credit: Forbes Business

Incremental increase in visitor spending?  $140 million. (Allegedly…we’ll discuss this.)

Payout to both the Pac-12 and Big Ten Conferences, separately, for having their teams in the game?  $18 million.

Value of the Rose Bowl to Michigan State, Stanford, and the city of Pasadena?  Well, that depends.

For the first time, I experienced Pasadena on New Years Day.  One must experience it in person to realize the impact the event has upon the community, though I suspect the impact is perhaps as much cultural as it is economic.

Whether from my view in press row, or roaming Colorado Street prior to the New Years Day parade, or hanging out in Santa Monica in the days before the game, it is clear that the enthusiasm from Michigan State supporters is greater than that stemming from the Stanford faithful.  And understandably so:

- The Spartans are playing in their first ever BCS bowl game in this the last year of the BCS, this is their first Rose Bowl since 1988, and Michigan weather this time of year is anything but balmy;

- Conversely, the Cardinal are playing in their second consecutive Rose Bowl, and like last year’s game, this game does not have any bearing on them winning the national championship.  Furthermore, many of the Stanford fans live within an hour’s drive from Pasadena…so for them, the destination doesn’t present the same luster as it does for Spartan fans.

And the prices on the secondary market reflect the intense demand for the game, likely caused more so by the Spartan fans.  There is evidence that secondary prices have exceeded $1000…only second behind the national championship game between Auburn and Florida State at the same location on January 6th.

Because Michigan State has not been on this stage in a long time, it is highly likely that they will see a positive spike in visibility and exposure for their brand.  This will certainly enhance their recruiting efforts, and potentially boost alumni giving and admission applications.  For Stanford, these spin-offs are not likely to be as large.

As for the economic impact upon Pasadena, I have no doubt that this particular game has generated more economic impact than your typical bowl game.  With attendance exceeding 90,000, with roughly 60% of those in attendance supporting MSU, and with the large majority of those folks coming from all points east of California, that amounts to a small invasion of travelers spending 4-7 days in the Greater LA area.

That said, the impact findings linked at the top of this article were conducted before the event.  I’m always skeptical of such studies because they fail to obtain survey feedback from attendees…and that’s a must.  Furthermore, I suspect that whatever impact has occurred is spread out throughout the Greater LA area…not just confined to Pasadena.

But what I learned from attending the parade on Wednesday morning was that the Rose Parade is a source of local pride for Southern Californians of all walks of life.  Well produced, civil crowds, and lots of air mattresses as folks lined Colorado Ave to get their prime viewing location for the morning start.

The biggest benefit the region receives is the marketing exposure which the Rose Parade and Rose Bowl confer.  Ratings are high, people across America are watching this game taking place in beautiful weather, and thus is serves to promote the region and possible inspire future tourism.

=================

Patrick is an Economics Professor at the George Herbert Walker School of Business and Technology at Webster University in St Louis, MO, and the Founder/Director of Sportsimpacts.  Follow him on Twitter.

Source: Forbes Business

 
 

Don't miss ...

 

<a href="/latest_stories/all/all/30" rel="author">Forbes</a>
Forbes is among the most trusted resources for the world's business and investment leaders, providing them the uncompromising commentary, concise analysis, relevant tools and real-time reporting they need to succeed at work, profit from investing and have fun with the rewards of winning.

 

blog comments powered by Disqus

Latest stories

First Italian female astronaut ready for spaceflight
Rome, Nov 24 (IANS) History will be made Monday with the first ever Italian female astronaut set to go into space for a mission on board the International Space Station (ISS).
 
 
Mummy wearing jewellery unearthed in Egypt
London, Nov 23 (IANS) Spanish archaeologists have discovered about 4,000 years old female mummy wearing rare jewellery in Egypt.
 
 
Exercise and fasting could boost brain's functions
Washington, Nov 23 (IANS) Exercise along with occasional fasting is good for boosting the brain's neurons, shows a new research.
 
 
One infant dies in Pakistan hospital
Islamabad, Nov 23 (IANS) One more infant died due to lack of oxygen in an incubator and negligence of the hospital administration in Pakistan, bringing the number of such deaths to 19 in the past five days.
 
 
 

Latest from the Network

At least two people killed in Philippines blast
Manila, Nov 24 (IANS) A bomb blast in the south Philippine province of North Cotabato Sunday killed at least two people, a military official said. According to the official, Jo-ann Petinglay, the bomb was an...
Read more on Politics Balla
 
'Fifty Shades of Grey' brings film offers for Rita Ora
Los Angeles, Nov 24 (IANS) Singer Rita Ora, who has a cameo in long-awaited movie "Fifty Shades of Grey", says it has subsequently brought in more opportunities for her in the film world. The 23-year-old singer is...
Read more on Celebrity Balla
 
First Italian female astronaut ready for spaceflight
Rome, Nov 24 (IANS) History will be made Monday with the first ever Italian female astronaut set to go into space for a mission on board the International Space Station (ISS). Samantha Cristoforetti, a captain in the...
Read more on Business Balla
 
Jennifer Aniston disses Kim Kardashian West's nude photoshoot
Jennifer Aniston has joked that she was one of the ''original'' women who posed nude for a magazine. The 'Horrible Bosses' star - who exposed her bottom on the cover of Rolling Stone magazine in 1996 - compared herself...
Read more on Celebrity Balla
 
Kris Jenner defends Corey Gamble over stalking allegations
Kris Jenner has defended her boyfriend over stalking allegations. The 59-year-old 'Keeping Up With The Kardashians' star - who is currently dating 33-year-old Corey Gamble, following her separation from Bruce Jenner -...
Read more on Celebrity Balla
 
Selena Gomez 'emotional' ahead of American Music Awards
Selena Gomez is ''emotional'' ahead of her performance at the American Music Awards tonight (11.23.14). The 'Come And Get It' hitmaker posted a black and white Instagram video of her at the rehearsals for the AMA's,...
Read more on Celebrity Balla
 
Amber Heard 'unhappy' with Johnny Depp
Amber Heard thinks Johnny Depp made a ''fool'' of himself. The 28-year-old actress and model - who is engaged to the 'Transcendence' star - is ''unhappy'' with her fiance's strange presentation at the Hollywood Film...
Read more on Celebrity Balla
 
One Direction members upset with 'Steal My Girl' performance
London, Nov 24 (IANS) The members of English pop band One Direction felt disappointed when their single "Steal My Girl" didn't make it to number one spot on Britain's music charts. The band, which comprises of members...
Read more on Celebrity Balla
 
Benedict Cumberbatch's hope for new fiancee
Benedict Cumberbatch thinks his fans will like his fiancee. The 'Imitation Game' star - who recently revealed he was engaged to Sophie Hunter - believes his loyal fans will love his future bride because they love him....
Read more on Celebrity Balla
 
Kate Hudson plans birthday presents
Kate Hudson plans her mother's birthday presents years in advance. The 'Almost Famous' star has revealed that she had been planning for years what present to get her mother, Goldie Hawn, for her 69th birthday, which...
Read more on Celebrity Balla