Study: Iowa football worth more than $100 million annually to Johnson County

From the Iowa City/Coralville Area Convention and Visitors Bureau:

IOWA CITY, Iowa – The economic impact of a seven-game home game schedule of the University of Iowa football program on Johnson County exceeds $100 million, according to a pilot study released today by the Iowa City/Coralville Area Convention and Visitors Bureau (CVB).

The CVB collaborated last fall with students enrolled in a University of Iowa graduate class under the direction of Dr. Michael Lomax, associate professor of leisure studies in the UI's College of Liberal Arts and Sciences.

The survey-based study was conducted on Friday and Saturday, Nov. 6-7, 2009 when fans of the UI's nationally ranked football team visited the Iowa City/Coralville community for the Hawkeyes' game against Northwestern. A total of 572 surveys were completed by randomly selected fans assembled near Kinnick Stadium, aboard the Hawkeye Express, and in the lobby of five area hotels. 465 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 $14.5 million

• The projected economic impact of one seven-game season on Johnson County is more than $100.1 million

• The Northwestern game attracted more than 51,000 visitors to Johnson County

• The average size of a travel party is 3.7 persons

• On average, a travel party that indicated they stayed in a local hotel spent $944 during their stay

• On average, a travel party that indicated they didn't stay in a local hotel spent $273 each game weekend

• 13 percent of respondents, who were here for the game, did not actually attend. They reported being here for tailgating and retail activities.

Additional studies will take place on the Ball State and Ohio State weekend games this fall. Please contact any of the above listed for more information on these pilot study results.