The 2012 Super Bowl

     

On Feb. 5, 2012, Indianapolis will play host to Super Bowl XLVI, an achievement that epitomizes what makes Central Indiana a great place to do business--outstanding civic leadership, unparalleled public/private partnership, world-class infrastructure and a can-do attitude that convinced the NFL to put its premier event in Hoosier hands.

The Super Bowl will showcase the Indianapolis region to hundreds of millions of viewers across the globe and to the corporate sponsors and other business leaders who attend the game.

After the Colts became world champions in 2007, city leaders began planning another title for Indianapolis - Super Bowl City. After a run at the 2011 Super Bowl short by two votes, the city started polishing its presentation for the 2012 bid.

During a 15-minute presentation narrated by actor Dennis Hopper (who was nominated for an Oscar for his role in the 1986 movie Hoosiers), the city pitched a package the NFL found irresistible. Among the highlights:

• A pledge to turn downtown into a week-long “NFL Village,” which organizers expect will draw tens of thousands to an outdoor party featuring food, bands and huge fire pits.
• The $700 million Lucas Oil Stadium, with its retractable roof and proximity to all the amenities of downtown. “Everything you need to host a spectacular Super Bowl is located within a mile square area in the heart of our city,” the pitch pointed out.
• The city’s experience at hosting major sporting events, including two major races that draw more than 250,000 people each, and the Final Four.
• A group of skilled and experienced professionals and volunteers that are among the best in the world. The city has hosted more than 500 championship events, and no city in America has hosted more major sporting events in the past 25 years.
• The unified city-county government structure of Indianapolis and Marion County eliminates wrangling among government entities about rules, approvals and permits.
• Overwhelming private support. The corporate community pledged $25 million to support the game.
• Location. One fourth of the NFL’s franchises are within 400 miles of Lucas Oil Stadium. Five interstates and five state highways ensure the easy flow of traffic.
• The new $1.1 billion Indianapolis International Airport can handle the air traffic with ease, and is just a 15-minute drive from downtown, the stadium and surrounding hotels.

Along with the prestige of hosting the Super Bowl the city expects to reap considerable financial rewards as well. “The benefits of hosting a Super Bowl begin with the direct economic activity generated by the game itself--spending by visitors,” says Mark Miles, president and CEO of the Central Indiana Corporate Partnership. “Over the last 10 years, direct spending has only dipped below $120 million once, and has often topped $140 million. Miami saw $195 million in direct impact from its 2007 Super Bowl.”

Miles points out that direct spending is just the beginning. Economists estimate that 'indirect investment' can more than double the overall economic impact for the host region. This includes additional wages generated for local workers that are then re-invested in the economy, as well as profits for local suppliers and other businesses. This multiplier effect brings the total economic impact of a Super Bowl to $300 million or more. Initiatives like the NFL's Emerging Business Program also help provide minority and women-owned firms with Super Bowl contract opportunities that strengthen the local business community.

“I believe that Indianapolis is a Super Bowl city,” Miles says. “We have the infrastructure, the experience with major events, the corporate support and civic spirit to make it happen.” 

          --Mark Miles, president and CEO of the Central Indiana Corporate Partnership