For the first time since the COVID-19 pandemic, spring practice at Arizona baseball stadiums has returned to normal. (Photo courtesy of Camelback Ranch-Glendale)
PHOENIX — During the early months of 2023, Arizona was a flashpoint for the collision between sports and tourism, creating a “superseason” that gave the state a financial boost through the combined efforts of Super Bowl 57, spring training and the World Cup, with the Phoenix open.
Sports and tourism account for 6.4% of Arizona’s overall economy, according to a May report from the Common Sense Institute of Arizona, a nonpartisan research organization that boosts the state’s economy.
This means that everything related to travel and watching or participating in sporting events feeds into Arizona’s fast-growing sports and tourism sector. CSI only expects that number to grow.
Football fans had the opportunity to partake in unique family-friendly experiences leading up to Super Bowl 57 in Phoenix, Glendale and Scottsdale. (Archive photo by Susan Wong/Cronkite News)
The same May report found that the sector contributed $24.2 billion to the state’s economy in 2022. Of that, $13.7 billion resulted directly from sales at Arizona’s hotels, casinos and venues.
“This part of the year is absolutely Arizona’s super season,” said Garrick Taylor, a spokesman for Arizona’s Lodging and Tourism Association. “From the Super Bowl to the Worlds Phoenix Open to the first full spring training season in several years, the Arizona tourism industry received a real adrenaline rush in the first quarter of 2023.”
Companies around the valley felt this rush, especially in the catering trade. Steve Churci, president of the Arizona Restaurant Association, said many restaurants he works with reported an increase in sales of about 25% to 35%, and in some cases a 40% improvement, from January through March this year.
“It’s been a phenomenal achievement for the Arizona restaurant industry,” he said of the past few months. “This trifecta[of sporting events]has lifted restaurants in a very positive way.”
According to Katie Ratlief, executive director of the Common Sense Institute, it’s not just restaurants that have benefited, but many hotels, casinos and tourist attractions as well.
“We have such a strong sports and tourism sector,” she said. “When we have big events like the Super Bowl, we have an opportunity to sell the state. People come for the sporting event but stay for other tourism opportunities.”
Those other opportunities abounded during the winter, with many concerts and pop events coming to Arizona, including the Bud Light Super Bowl Music Fest, the W Scottsdale Super Weekend, and Taylor Swift’s Reputation tour. However, these major sporting events can also benefit other Arizona tourist destinations, such as the Grand Canyon.
“Any type of business that caters more to tourists is going to do better business,” said Dan Marburger, clinical professor of economics at Arizona State University’s WP Carey School.
The World Championship Phoenix Open opened not only the PGA Tour in early February, but also a trio of festive sporting events in the Valley. (Archive photo by Brooklyn Hall/Cronkite News)
However, Marburger cautioned that by hosting the Super Bowl and the WM Phoenix Open at the same time, Arizona could face some negative effects. He said traffic is the most obvious, but beyond that, hotels may have lost business they would normally get from conventions.
Taylor disagreed, saying events like the Super Bowl and spring training serve as a doormat for future Arizona events.
“If you’re an executive coming to spring school and you like what you’re seeing in Arizona,” he said, “you might want to learn more about what the business environment has to offer.”
These mass sporting events have also created jobs, according to the CSI report. In 2022, 347,500 people were directly and indirectly employed in the sports and tourism sector, representing 11% of the country’s workforce.
Experts like Ratlief say there are a handful of reasons Arizona is a hot spot for major sporting events.
“We have a lot of great hotels and resorts,” she said. “We have a great infrastructure, great weather, excellent quality of life. All of these things draw these events and tourists to our state every year.”
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Marburger agreed, adding that Arizona weather is important, especially for spring training.
“The economic impact of spring training wouldn’t be nearly as good if spring training was in Wisconsin, for example,” he said. “We have this advantage here, you can escape the winter for a few days and enjoy major sporting events.”
Another advantage of Arizona, according to Taylor, is its long history of hosting major sporting events. In the past 15 years, Arizona has held three Super Bowls, 15 rounds of the World Championship Phoenix Open and two rounds of the World Baseball Classic.
“Arizona has found a way to market itself in a unique and exciting way unlike anywhere else in the country,” Ratlief said.
In 2024, Arizona will host the Final Four at State Farm Stadium, spring training and the World Championship Phoenix Open.
“We’re excited to be able to host this type of large-scale event in the state,” Churci said.
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