With Glendale’s third Super Bowl set for 2023, city councilmembers in anticipation authorized a $138,180 payment to the Arizona Super Bowl Host Committee (ASBHC) at a June 11 meeting.
“The (ASBHC) is requesting that all convention and visitors bureaus and destination marketing organizations in Maricopa County contribute funding in support of Super Bowl LVII,” City Manger Kevin Phelps explained.
“Glendale has agreed to participate as a regional partner with the (ASBHC) to execute a successful national event in our community. This is in support of local, regional and state objectives, which are all aligned to enhance the economy, attract visitors and increase commerce for all of Arizona.”
The approved payments, to be paid over three years at $69,090 per year, come from the Convention & Visitors Bureau Bed Tax Fund and Maricopa County Proposition 302.
“There is no cost to the citizens,” Phelps said.
In 1999, voters approved the Proposition 302 initiative, which includes funding to promote tourism in Maricopa County. Funding is derived over a 30-year period from a car rental surcharge and a 1% tax on hotels in Maricopa County.
While the city will host the game, the payment will be allocated for promotion as well as additional events throughout the Valley.
“For Super Bowl LVII, they are working to expand the footprint of activities and events to include more communities in Maricopa County, including those in Glendale,” Phelps said.
And he said the cost is worth the exposure the city will get from hosting the game.
“Ultimately, a portion of this funding will be used to help shine the spotlight on our area and the state of Arizona in a variety of ways that will make the event a huge success,” Phelps said. “They are experts in this area, and they use the money to handle the numerous facets involved in hosting this mega event in Arizona.”
While the actual game is still four years away, Phelps said the city and ASBHC have been getting a head start on planning.
“Believe it or not, preparations for Super Bowl LVII started right after the bid was successful and Arizona was awarded this prestigious game,” Phelps said. “Work has been done on securing hotel rooms and venues in advance to make sure visitors have places to stay and there are places to hold various parties and events. Work has also been underway to help garner statewide support for all the activities and events surrounding the Super Bowl.”
As the events get closer, Phelps said city, state and Valley partners are working to make sure the event is another success for State Farm Stadium.
“Glendale is excited to be joining our partners in hosting Super Bowl LVII in 2023 and, along with the state of Arizona, are recognized internationally as a premier location for hosting mega events,” Phelps said. “Our focus has, and always will be, to create a phenomenal fan experience, and we are excited that we will be a part of another monumental opportunity with the 2023 Super Bowl.
“The Super Bowl brings fans and visitors in from all over the world who all contribute to Arizona’s economy. Events like the Super Bowl are critical to our booming tourism industry in Arizona, which supports over 180,000 industry jobs and nearly $3 billion in annual tax revenue to the state. We are looking forward to welcoming the world to Arizona once again, as we prepare to provide one of the most inclusive, safe and successful Super Bowls.”