Alabama-Georgia game could pump $18M to $24M into Tuscaloosa economy
An old joke disparaging football opponents goes something like: The (Auburn, Tennessee, Florida ... Georgia) fan comes to town with one T-shirt, and one $20 bill, and doesn't change either.
Reality is those visitors pull millions into Tuscaloosa, and that the size — of rivalry — matters.
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So Saturday's showdown in Bryant-Denny Stadium, against frequent SEC and national championship contenders Georgia, could bring from $18 million to $24 million into Tuscaloosa, paid in rented accommodations, food and beverage service, gas and transportation, retail including souvenirs, and miscellaneous spends.
![Fans check out the merchandise at the Team Shop outside Bryant-Denny Stadium before the Alabama-Austin Peay football game on Saturday, Nov. 19, 2022. [Staff photo/Ken Roberts]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///ywAAAAAAQABAAACAUwAOw==)
Instead of one unbroken $20 bill, each guest spends an average $200 and up.
Football season has barely begun, and 2024's far from over, but figures for 2023 looked like this (compiled by Visit Tuscaloosa, using local, state and industry sources, including geolocation and credit-card tracking):
Visitors spent $999,591,345 in Tuscaloosa, up 11% from 2022. About 60% of those were from out of state, so 59% stayed over at least one night.
That's not all down to football, of course, as Tuscaloosa also sees visitors for tournaments, graduations and other attractions, but lodging taxes hit their highest percentages in the last half of the year, at 30% in the third quarter, July-September, and 27% from October to December.
The size of the opponent, the relative buzz of a game, plays into numbers like this:
Last year's Middle Tennessee game saw hotels occupied Friday-Saturday at an average 78.4%, paying an average daily rate of $197, with total room nights rented for the weekend at 6,849.
But against Texas, the occupancy rate rose to 86.5%, paying an average rate of $533, for 7,563 rooms rented. SEC rival Ole Miss did even larger numbers, at 89.3% occupancy, with a $546 average rate, and 7,807 rooms rented.
The wider range in prices comes down to supply and demand, according to Kelsey Rush, president and CEO of Visit Tuscaloosa.
"Historically, our SEC home games have always been a stronger driver for more overnight stays — and we see this with short-term rentals too," Rush said. There's not a lot of data available for the latter, but Tuscaloosa County has 638 short-term rental listings, according to AirDNA, which tracks AirBnb and Vrbo rentals.
Some of the higher-end hotels, such as Embassy Suites and the Alamite , might soar above average rates, while others bring the average down by remaining more modest. In addition to renters raising rates, based on expected demand, they may impose a two-night minimum. Less common, but possible on a hot ticket weekend, could be a three-night minimum.
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Not all that influx cash is going to rooms. The total visitor credit-card spending for 2023 went about 11.4% for accommodations, 18.2% for gas and transportation, 10.2% to retail, and 8% to miscellaneous.
That leaves the bulk, 52%, going to food and beverages, about $519,787,499 for the year. Whether that ends up at sit-down dining, at Urban Bar and Kitchen, Chuck's Fish, DePalma's, Avenue Pub, Side by Side (in the Embassy Suites), Forte Cuts and Cocktails (within the Alamite Hotel), Five, Sugo Italian or others depends on a variety of factors, including kickoff time, weather, and of course the ranking and visitor number of opponents.
On the weekend of the 2023 Texas game, credit-card charges went up a total of 9.3% over the previous four weeks, which included Middle Tennessee. At restaurants, the Texas weekend saw a 40.4% rise in spending, and in nightlife, 128%.
Local restaurateurs are mixed about the most beneficial kickoff time, with most preferring an early Saturday, say 11 a.m., sometimes slotted so for broadcast. Next-best could be a 2:30 p.m. kickoff, which allows for both early lunch and later dinner crowds.
A night kickoff game, like Saturday's 6:30 p.m. can mean bang-up early business, but with an emptied-out feeling by kickoff. After snacking around Bryant-Denny, at Rama Jama's, pop-up vendors in the tailgating regions, or inside with the stadium's concessions, few fans are going to want a full dinner later, though beverage sales spike.
Speaking of within the confines of the stadium, geolocation data shows about 60% of those attending are residents, or locals, with the other 40% coming from 50 miles or more.
Because of two-night rentals, with most visitors staying Saturday, Sunday brunch and other retail anecdotally spikes, though figures aren't available. Sunday hotel occupancies for those three 2023 games above show drops from 78.4% Friday and Saturday to 38% Sunday, for Middle Tennessee; 86.5% Friday-Saturday vs. 36% Sunday for Texas; and 89.3% to 42% for Ole Miss.
For 2024 so far, the average visitor spend in Tuscaloosa County is $200. The average for 2023 was $221, but that wrapped in the bulk of football season, so chances are the 2024 average spend will rise again by December.
Even not knowing how the Tide will fare this fall and winter, Rush can interpolate that a big SEC game impact on Tuscaloosa will be around $18 to $24 million, where a smaller Middle Tennessee-type game will range from $8 to $15 million.
The Tide plays seven games at home this season, with three that would be deemed smaller (USF, Western Kentucky, and Mercer) and four larger (Georgia, South Carolina, Missouri and Auburn).
Napkin math would suggest, at an average of $11.5 million each for the former, or $34.5 million, and $21 million each for the latter, $84 million, a round sum of $118.5 million in visitor income for the season. Roll Tide.
Reach Mark Hughes Cobb at mark.cobb@tuscaloosanews.com .
This article originally appeared on The Tuscaloosa News: Fans could spend nearly $24 million during Alabama-Georgia weekend
