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2004 MasterCard Alamo Bowl Generates Record Impact

–Record out-of-state attendance means $21 million direct economic impact — A standing room only crowd of 65,265 at the 2004 MasterCard Alamo Bowl translated into an economic windfall for San Antonio, according to a survey conducted by Strategic Marketing Services. The game between Ohio State and Oklahoma State was the first bowl sellout that featured two out-of-state teams and it brought 39,350 visitors to San Antonio. Of the 39,530 visitors, a bowl record 28,400 visitors were from out-of-state and 11,130 were in-state. With an average stay of 3.2 days and $169 per day spending, Strategic Marketing Services calculated that these visitors generated a direct economic impact of $21 million and a total economic impact of $35 million for San Antonio during the last week of December 2004. ?The record economic impact for the 2004 MasterCard Alamo Bowl is attributable to the loyal fan followings of the Ohio State and Oklahoma State football programs and the attractiveness of San Antonio as a bowl destination,? said Derrick Fox, President/CEO of the MasterCard Alamo Bowl. ?The bowl is proud this year?s game made such a significant contribution to San Antonio?s economy. San Antonio should also be pleased the way this community again worked together to make sure our visitors had a memorable stay adding to the city?s well-deserved reputation for Texas-sized hospitality.? Since its inception in 1993, the MasterCard Alamo Bowl has hosted 819,000 spectators at 12 bowl games and two Big 12 Football Championships. With half of these fans coming from out-of-town, the games have resulted in a combined $165 million direct economic impact on San Antonio. ?Over 12 short years, the MasterCard Alamo Bowl has showcased San Antonio to over 410,000 out-of-town visitors who have become ambassadors for the city singing the praises of San Antonio as a great destination,? said MasterCard Alamo Bowl Chairman Jack Rogers. ?The city should take pride in the fact that these visitors, many of whom had never been to San Antonio, have become loyal supporters of the MasterCard Alamo Bowl and San Antonio.? The MasterCard Alamo Bowl?s strong television rating have also benefited San Antonio as 62.5 million viewers have tuned into ESPN to see 12 Alamo Bowls. The bowl?s 4.24 rating is the second highest average of all the ESPN bowls and translates into $15 million in measurable media exposure for the city according to Joyce Julius & Associates. The MasterCard Alamo Bowl has also produced six of the Top 15 most-watched bowl games in ESPN history. “From a visitor standpoint, the MasterCard Alamo Bowl serves as a tremendous boost for San Antonio as it draws a large out-of-town fan base during what was typically a slower time of the year,” said Melvin Tennant, Executive Director, San Antonio Convention & Visitors Bureau. “With the game, downtown hotel occupancy was over 95 percent on a Wednesday in December. The MasterCard Alamo Bowl also brings tremendous media exposure as hundreds of outer market media were credentialed and six million viewers watched the 2004 national television broadcast that highlighted San Antonio.” MASTERCARD ALAMO BOWL SURVEY SUMMARY Strategic Marketing Services measured the estimated economic impact of the 12th annual MasterCard Alamo Bowl in December 2004. 2004 MasterCard Alamo Bowl–December 29, 2004 Attendance: 65,265, the second largest crowd in Alamodome football history (First Alamo Bowl sell-out featuring two out-of-state teams–fourth sellout overall) ? Of the 65,265 in attendance, 39,350 were from outside San Antonio. These visitors stayed an average of 3.20 days and spent $169 per day. ? The total new incremental direct spending in San Antonio because of the MasterCard Alamo Bowl was $21 million. ? The total impact to San Antonio was $35 million with over 775 jobs created and over $800,000 in new tax revenues. ? The average age of visitors was 41 years old. Fifty-seven percent were males and 75 percent were married. ? Household incomes were greater than $100,000 for 48 percent of the visitor respondents with an average income of visiting attendees at $97,000. Survey Contacts: Derrick S. Fox, President and CEO, MasterCard Alamo Bowl, (210) 226-2695 Melvin Tennant, Executive Director, San Antonio Convention & Visitors Bureau, (210) 207-6700 Richard Irwin, President, Strategic Marketing Services, (901) 240-7232 For more information, please visit the bowl website at www.alamobowl.com or call Rick Hill at the MasterCard Alamo Bowl at (210) 704-6388. –MAB–

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