Thursday, April 22, 2004

Chick-fil-A Peach Bowl Records Largest Economic Impact in its History

Chick-fil-A Peach Bowl Records Largest
Economic Impact in its History

ATLANTA (April 22, 2004) – More than 40,000 out-of-town visitors drawn to Atlanta for the annual Chick-fil-A Peach Bowl, Jan. 2, helped fill metro-area hotels and restaurants and created the largest economic impact in the bowl’s history. The Atlanta Sports Council today reported a $35.8 million state-wide impact and a $27.4 million impact on metro Atlanta.

This year’s game, a battle between Clemson University and the University of Tennessee, drew 75,125 – setting the Georgia Dome record for the largest crowd ever to see a sporting event in the 12-year history of the facility.

“We’re proud that the success of the Chick-fil-A Peach Bowl has become such a positive impact for Atlanta and Georgia,” said Gary Stokan, president of the Atlanta Sports Council and Chick-fil-A Peach Bowl. “The key, however, is when the boost comes. The Bowl bolsters our hospitality industry at a time when they are traditionally slow, between Christmas and New Year’s and it provides a predictable annual return.”

The Chick-fil-A Peach Bowl’s $35.8 million economic impact eclipsed those of the NBA All-Star Game ($34.3), the NCAA Women’s Final Four ($33.8) and the SEC Football Championship ($28.5).

Study results also showed a direct governmental tax revenue of $1.7 million. The five main revenue streams tracked by the study resulted in these average per person expenditures by out-of-town visitors:

§ Hotel $49 (based on double occupancy)

§ Food & Beverage $42

§ Retail $61

§ Transportation $11

§ At Event $30

Totals $193 per person per day

“The annual Chick-fil-A Peach Bowl provides a significant boost to our local hotel community at a time of the year when we traditionally experience low occupancy periods,” said Gary Hughes, director of marketing, Atlanta Marriott Marquis. “The Chick-fil-A Peach Bowl is directly responsible for several consecutive sold out evenings as well as significant incremental revenues to our restaurants, bars and hotel in general.”

The Atlanta Sports Council Economic Impact Formula was developed in partnership with Atlanta-based McKinsey & Company and Dr. Bruce Seaman, Georgia State University economics professor and president of the Association for Cultural Economics. The formula provides an accurate approximation of the direct and induced economic impact generated by major sporting events.

The Atlanta Sports Council promotes the value of sports growth in Atlanta and Georgia by acting as an authority on the economic impact, visibility and quality of life issues associated with sports. Its mission is to lead, organize and support sports development with the goal of building Atlanta’s reputation as the Sports Capital of the World.

The Chick-fil-A Peach Bowl is the only guaranteed ACC vs. SEC match-up in the bowl business. On Jan. 2, 2004, the 36th annual Bowl hosted Clemson University vs. the University of Tennessee, recorded its seventh straight sellout, set the all-time attendance record of 75,125 for a sporting event at the Georgia Dome and set our highest all-time team payout of $2.2 million per team. Visit

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Matt Garvey

Director of Communications

Atlanta Sports Council | Chick-fil-A Peach Bowl