Economic Impact of Iowa Football Exceeds $110 Million

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IOWA CITY, Iowa – The economic impact of a seven-game home game schedule of the University of Iowa football program on Johnson County exceeds $110 million, according to a 2014 study re by the Iowa City/Coralville Area Convention and Visitors Bureau (CVB).

This is the second study of its kind conducted by the CVB and University of Iowa with the first taking place in 2010 at the Iowa football team’s home game against Northwestern during the 2010 season. That study was develop by Univesity of Iowa students in Dr. Michael Lomax’s Sports Studies and Sciences class. It was refined in early 2014 by graduate students in UI’s School of Urban and Regional Planning.

“This study continues to demonstrate the substantial economic and social impact that our Iowa Hawkeyes have on our community. Beyond football, our town is blessed with many other Hawkeye athletics attractors in wrestling, baseball, volleyball, and men’s and women’s basketball to name a few. We value the ongoing partnership we have with the entire UI Athletics Department tremendously,” said Josh Schamberger, president of the Iowa City/Coralville Area Convention & Visitors Bureau.

The most recent survey-based study was conducted on Friday and Saturday, Oct. 10-11, 2014 when fans of the Hawkeyes visited the Iowa City/Coralville community for the Iowa football team’s game against Indiana.

• A total of 612 surveys were completed by randomly selected fans assembled near Kinnick Stadium, aboard the Hawkeye Express, and in the lobby of four area hotels. 526 of the surveys were determined to be completed correctly and included in the study. The data collected produced the following results:
• The projected economic impact of one Iowa football game on Johnson County is more than $16 million

• The projected economic impact of one seven-game season on Johnson County is more than $110 million

• The Northwestern game attracted more than 52,000 visitors to Johnson County

• The average size of a travel party is 2.4 persons

• On average, a travel party that indicated they stayed in a local hotel spent $706 during their stay

• Visitors accounted for a total of 2,816 hotel room bookings during this weekend

“We have a great appreciation of the impact a college football weekend at the University of Iowa has on the greater UI/Iowa City/Coralville community. This is why we are also eager to collaborate with our community on projects like Herky on Parade, the U.S. Olympic Trials, Big Ten and NCAA championship events, and, of course, FRYfest,” said Gary Barta, the UI’s director of athletics.