Super Bowl Gives S. Fla. Exposure
Tourism Official: 'I Can't Write A Check For' Super Bowl Publicity
POSTED: Monday, February 8, 2010
UPDATED: 1:32 pm EST February 9,2010
  Andy Lyons/Getty Images |
MIAMI -- SuperBowl XLIV in South Florida was watched by more than 106 million people, beating the finale of the hit TV show "MASH" and becoming the most-watched program in US television history.Although millions were watching, local tourism officials were asking: Where were the beauty shots of South Florida during the game? 
Watch: Video The warm weather and beautiful beaches made this trip memorable for Super Bowl visitors, but it was part of the story the largest TV audience in history didn't get to see.Broward County's top tourism official said she was disappointed that no beauty shots of South Florida made the game telecast. There were no shots of beaches, boating or sunshine and, in fact, Bourbon Street got more air time than Ocean Drive."I noticed it and I was counting the minutes, waiting to see the beach shots we gave them and made available," said Nikki Grossman, of the Greater Fort Lauderdale Convention and Visitors Bureau.But, Grossman said South Florida got more than its money's worth for hosting the NFL's premier events -- the Pro Bowl and the Super Bowl -- back to back."We have been in a three-week bubble of fun and excitement of the Super Bowl, football and high rollers in town," she said.At Bimini Boatyard in Fort Lauderdale, business is getting back to normal after a busy two weeks, during which staffers served lots of customers in town for the Pro Bowl and Super Bowl."We saw some spikes in our revenue that we were doing here, anywhere from 18 to 30 percent range, depending on the nights," said Jeff Hallnick of Bimini Boatyard.Tourism officials said the national exposure during the course of the week should pay off for South Florida businesses long after the teams leave town."What's not like about this?" said Bill Taubert of the Greater Miami, Convention and Visitors Bureau.Miami's tourism chief said the constant coverage by ESPN and countless mentions of Miami by other networks broadcasting live from South Florida all week brought our area the kind of worldwide publicity money can't buy."I don't recall in the past the daytime shows broadcasting almost the entire time from ground zero -- in this case, South Beach. That's priceless coverage. I can't write a check for that," Taubert said.After the Super Bowl in 2007, tourism officials estimated that local businesses received about $317 million from the event. It remains unclear how much the 2010 Super Bowl brought in.
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Saints Win Super Bowl
3:21 P.M. GMT february 8, 20103:30 P.M. GMT february 8, 2010 -
Saints Win Super Bowl, 31-17 Over Colts
3:11 A.M. GMT february 8, 20105:12 P.M. GMT february 8, 2010
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