Last year was a very good year and it looks like this year might be even better.
That’s the consensus among the Jacksonville hotel industry about the Florida versus Georgia football game Saturday at EverBank Field.
The annual college gridiron classic is traditionally one of the best weekends of the year in terms of hotel occupancy, said Katie Mitura, Visit Jacksonville spokeswoman.
She said based on reports through Monday, hotels already are selling out, even some of the suburban properties.
“It’s going to be a big weekend countywide,” said Mitura.
Based on the city’s analysis of last year’s game, the 2014 edition had a direct economic impact of more than $19 million.
According to the study, 132,882 out-of-town visitor days were linked to the game and the events surrounding it and booked 37,118 room nights that totaled $4.6 million in room revenue.
Food and beverage sales totaled $4.7 million, recreation spending was $3.6 million and transportation expenditures were $2.5 million. Local tax receipts last year are listed at $1.2 million.
That level of economic impact is delivered through an investment on the city’s part.
Sports and Entertainment Officer Dave Herrell said this year’s budget for game expenses is about $2 million.
Most of it — $1.7 million — is for the temporary seats installed each year in the 67,000-seat stadium. The city’s contract with the schools requires there be 82,917 seats available, he said.
That figure doesn’t cover the cost of additional staffing required by the Jacksonville Sheriff’s Office or the Jacksonville Fire and Rescue Department.
The remainder of the city’s $2 million budget is used to support other activities, such as the six Sideline Safety Zones, where fans can find assistance including cellphone charging stations, first aid, transportation information, telephone service and complimentary coffee, food and water.
The city provides “Touchdown Showdown,” a free, interactive attraction open at 10 a.m. Saturday outside the stadium with games, television screens, food and beverages and merchandise sales. It was created for those who want to be part of the game but don’t have a ticket.
At RV City, the recreational vehicle parking area near the stadium, the city provides live entertainment, trash containers and a dump station.
Considering the $19 million direct economic impact, “the return on investment is there,” Herrell said.
According to the 2014 economic analysis last year’s game generated $784,000 more revenue than the previous year.
Taking into account the trend for the past two years of steadily growing local hotel revenue due to the improvement of the overall travel market, the 2015 Florida-Georgia weekend is likely to outperform last year’s results.
“It could be the biggest economic impact in several years,” said Mitura.
While not yet sold out, the 354-room Omni Jacksonville’s advance bookings are ahead of last year’s numbers, said general manager Burnell Goldman.
He expects to have a full hotel by Friday.
“We have a handful of rooms available,” he said Monday. “Our strategy is to sell out at the last minute and we’re so close to the stadium, we don’t discount our rooms.”
The Omni rate for the upcoming weekend is $299 per night with a minimum two-night stay.
The Hyatt also is booking rooms at a pace ahead of last year and likely will sell out by Friday.
“We’re getting pretty close,” said Cory Baum, director of sales and marketing.
The Hyatt is offering a $329 per night room rate with a two-night stay; $364 for a room with a view of the St. Johns River.
Both the Hyatt and Omni have undergone complete room renovations since last year’s game. Baum said he’s sure returning guests will be impressed with the new product.
“We think they’ll be exceptionally surprised,” he said.
Mitura said Florida-Georgia weekend is consistently one of the most profitable of the year in terms of hotel business, usually surpassing any of the city’s other sports or entertainment events due to the increased number of seats available in the stadium and the loyal fan bases from each school.
Herrell said the contract with the universities for the annual neutral-site game expires with the 2016 game and the city already is in talks to renew the agreement with the schools.
“We want to improve the event every year. Our goal is to preserve this game in Jacksonville,” he said.
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