(Barnham & Bailey Circus 1919) T-1: North American International Auto Show Econ Impact and Attd EVENT ATTENDANCE ECONOMIC IMPACT 2016 NAIAS (DET) 800.0 K* $425M 2016 Super Bowl 50 (SF) 68.5 K* $200-$500M± 2015 College Ftbll Final (DLS) 85.6 K $308.6 M 2015 NCAA BBall Final (INDY) 71.2 K $ 71.0 M 2015 NBA Finals (6 game series) 120.5 K1 $ 35.1 M2 2015 World Series (5 game series) 215.2 K3 $ 46.8 M4 2015 Super Bowl XLIX 70.3 K* $719.0 M 2015 NAIAS (DET) 800.0 K $400.0 M 2011 Stanley Cup (7 game series) 5 128.0 K $25.0 M 2006 Super Bowl XL (DET) 60.0 K $260-$306.1M6 * projected; 1 Total of 6 game series (3 in Oak, 3 in Cle); 2 $20.1 M from Oakland, $15 M from Cleveland; 3 Total of 5 game series (2 games in KC, 3 games in NYM); 4 $34.8 M from NYM, $12 M from KC; 5 Data are only available for the 3 games held in Boston, no Economic Impact data are available for Stanley Cups since 2011. (We expanded all 2011 estms for entire series) 6 We updated DET’s SB 2006 economic impact data of $260M to $306.1M. In other words we inflated it to 2015 $$. ATTENDANCE Last year’s North American International Auto Show (NAIAS) broke attendance records and brought a boost to local economy of $400 M±. T-1 reveals the amazing data, comparing the NAIAS with our biggest sporting events. The projected attendance for this yr’s 26th North American International Auto Show is 800,000+. That attendance is greater than ANY 8 home game schedule for ANY NFL team. (The DAL Cowboys led the league by totaling 732k in 8 home games in 2015.) 2014 Ohio St.’s 7 home game attendance was 744K & 2014 UofM’s 7 game home attendance was 734K. 800K is also greater than 22 of 30 (73%) NBA teams’ total home attendance last season & more than 27 of the 30 NHL’s total home attendances last season. (Each NBA & NHL team plays 41 home games). If you ADD ALL of the events’ attendances in T-1 minus from the NAIAS 800K for 2015 & ‘16, the sum would be 819.3K or ONLY 19K more than NAIAS’s total projected attd for 2016 (or for ’15). WOW! (Just 4 Info’s Sake: If 800K was the population of a city in MI, it would be our largest city. Det would be #2 with 714K, World Pop Review. WOW!) NEXT QUESTION! The mass media attendance is a whole different matter. There will be 5,000+ credentialed journalists from over 60 nations. The Det News (Michael Wayland) notes that the DET media coverage is DOUBLE that of the LA AND is greater than the CHI & NY shows combined. At its peak, he notes that the 2015 NAIAS was mentioned online by 200,000 in 1 day. (In acclaiming the importance of the NAISA, Mr Wayland notes that the layout has been redesigned and $200M spent in NEW EXHIBIT $$. There are a few small nations that don’t have GDPs of $200M. WOW!) M.D. Bernacchi, PhD, JD Prof. of Mkt, UDM (313) 993-1116 GREATER ATTD THAN NFL NHL NCAA Football Vol 26 Iss 03 1/8/16 Please also see us on mikeroscopeudm.com NBA MLB ECONOMIC IMPACT As for $$ & $EN$E, the NAIAS’s economic impact ($400 & $425 M in 2015 & 2016, respectively) is greater than the College Championship Football Game to be played in Arizona (on Mon 1/11/16) or the College Championship Football Game played in DLS in 2015 ($308.6M). It also is easily 5 times the economic impact of last yr’s 5 game World Series (KC vs NYM). Similarly, the NAIAS’ econ impact is 1.9 times the econ impact of 2015’s 6 game NBA Finals (b/t Golden State & Clev). As well, we estimate it to be about 2/3± of the SB’s 2016’s econ impact in Santa Clara, CA, Feb 7th. Our estimated econ impact for the 2011 Stanley Cup with 3 games in BOS & 4 in VAN was $25M±.The NAIAS is 15X that econ impact. If the NAIAS was a nation, there are 12 countries that have GDPs that are less than $375 M (or about 5% of nations of the world’s GDPs) including the Cook IS, the Faulkland IS and Montserrat. OTHER MARKETING & MONEY ME$$AGE$ Continuing our discussion of attd, it is estimated that the SB 50 coordinators claim they are prepared to host 1 M people yet only about 70,000 may attend the actual game. About 165,000 people made it to Glendale last year to experience the festivities. This year is the BIG SB 50 which means the NFL is trying to make this year bigger and better with Super Bowl City presented by Verizon which is a free-to-the-public fan village designed to celebrate the milestone SB 50 and to highlight the bay area. While many will NOT see the game except on TV, NO one will miss the celebration and festiveness of the Super Bowl. The difference for the NAIAS is that its attendance is NOT dependent on stadium seating. Since it is held in a major convention space, many people can & will attend. The fact that this event is 1 giant promotion for Detroit / Metro Detroit and motor vehicles in general. As such, it enhances its value, IMMEASURABLY. Individuals are willing to travel great distances, pay peak hotel rates, and tolerate big crowds to review the city, its resurgence and Motown’s main claim to fame, its and the world’s automobiles. THIS IS A MARKETING EXTRAVAGANZA LIKE NONE OTHER IN THE WORLD! WELCOME TO THE 2016 NAIA$ WITH ALL IT$ GLAMOUR, GRIT, ATTENDANCE & ECONOMIC GIDDYUP!

About bernacmd

For over 24 years, University of Detroit Mercy Marketing Professor Michael Bernacchi, Ph.D., J.D, has produced "uNDER tHE mIKE-rOSCOPE", a newsletter discussing current "marketing and advertising¹s bends, trends & ends." A well-know fixture in Detroit and national media, UDM's marketing guru has made several appearances on CNN's "Talk Back Live," the Voice of America worldwide radio network (VOA), ABC, CBS, NBC, MSNBC and on the pages of Sports Illustrated, Time, TV Guide, the New York Times, USA Today, the Wall Street Journal and the Washington Post, to name a few. At University of Detroit Mercy, he has taught courses in Marketing Management, Consumer Behavior, Marketing Communications, Research and Corporate Social Responsibility and Sports and Entertainment Marketing. Michael Bernacchi can be reached at 313-993-1116 or bernacmd@udmercy.edu. Please appropriately attribute the following for their work on uNDER tHE mIKE-rOSCOPE: Yen Ju Lee Robert Rouse Vidhyasagar Natarajan Eric Baumgardner & Ian Young
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