Pro Bowl Generates $25.3M for Hawaii Economy

46% of Pro Bowl visitors planned a trip to a neighbor island while in Hawaii. Image courtesy of Hawaii News Now.

By Sonia Isotov

The Hawaii Tourism Authority (HTA), the state’s tourism agency, has completed its research to value the impact of the 2012 NFL Pro Bowl held at Aloha Stadium.

On January 29 at $25.3 million, with more visitors going to the neighbor islands than in previous years.

According to HTA research, 46% of Pro Bowl visitors planned a trip to a neighbor island while in Hawaii; significantly up from 28% in 2011.

“In total, the 2012 Pro Bowl game generated $25.3 million into our state’s economy reaching an audience of 12.5 million viewers,” said Mike McCartney, president and chief executive officer of the HTA, in a written statement.

“While viewership and attendance for this year’s game were lower than in previous years, significantly more visitors planned trips to the neighbor islands as well as participated in various activities and visited attractions boosting economic growth for the entire state.” 

Beyond the numbers and broad exposure for the Hawaiian islands, the NFL’s commitment to the state of Hawaii extended beyond the game itself with $100,000 donated to more than 20 local non-profit organizations, including the building of a playground for Hawaii’s youth.

Mike McCartney, president and CEO of Hawaii Tourism Authority. Photo by Hawaii News Now.

“The total value of the NFL investment, from their charitable contributions, hiring of local businesses and hosting various events during Pro Bowl week, exceeded $4 million that directly benefited Hawaii’s economy,” said McCartney. The following is a summary of the Pro Bowl impact: 

• There were 48,423 spectators at the 2012 NFL Pro Bowl game, down 2% from 2011, of which 18,873 were visitors. Of the 18,873 visitors, 15,098 came specifically to Hawaii to attend the NFL Pro Bowl.

• Visitors who came specifically to attend the NFL Pro Bowl accounted for $25.3 million in visitor spending and generated $2.8 million in state taxes. 

• The Nielsen national rating for the 2012 Pro Bowl was 7.3, a 5.2% decrease from 2011. 

• The 2012 Pro Bowl reached an audience of 12.5 million viewers in North America with a publicity value of $271.6 million.

• The post-game publicity value in North America totaled $26 million.
• The average length of stay for visitors to the NFL Pro Bowl was 10.44 days, just slightly down from 10.75 days in 2011.

• 91% of visitors at the Pro Bowl made the decision to attend the game prior to arrival in Hawai’i, up from 86% in 2011. This indicates that, for a large majority of fans, the NFL Pro Bowl is a planned vacation activity.    

• 88% (compared to 89% in 2011) of visitors to the NFL Pro Bowl participated in or planned to participate in activities (such as golf, tennis, biking, swimming, fishing, etc.) while in Hawaii. 85% (up from 80% in 2011) visited or planned to visit attractions (such as Pearl Harbor, Diamond Head, Polynesian Cultural Center, Sea Life Park, Waimea Valley, etc.) while in Hawai’i.

• The Pro Bowl was broadcast and rebroadcast a total of 12 times in Canada, Japan, Australia, New Zealand, Germany and the UK, major market areas for Hawaii tourism.