In the sports and entertainment world, it does not get any bigger than winning the Super Bowl in front of thousands in person and by millions around the world via television and radio.
But let's be clear, even after the Eagles or Chiefs are awarded the Lombardi Trophy and the Super Bowl ends, the winning partnership between sports and hospitality does not.
After all, sports are a key contributor to any city's leisure and hospitality sector, attracting millions of visitors each year through other major sporting events such as the U.S. Open Tennis, the NCAA Basketball Final Four, the NBA All-Star Game and the Masters Golf Tournament to name a few. This Sunday's Super Bowl continues this "winning" tradition. It is expected to bring more than 150,000 visitors to the Phoenix Area with projections that "the game will generate $206 million in direct spending in the Phoenix area in lodging, tourism and transportation by the NFL, fans and media," according to PricewaterhouseCoopers.
But did you know that this successful business partnership between hospitality and the NFL might have never achieved the level of economic and social impact on display in Phoenix if not for the courageous decision of one man to ask, "What's next?" during dinner with friends?
Wait... What? No, it's true!
The idea behind the five-word iconic phrase, "I'm going to Disney World!" yelled by the Super Bowl MVP at the end of the game came from the former Chairman and CEO of the Walt Disney Company, Michael Eisner, during dinner with his wife, Star Wars creator George Lucas and Dick Rutan and Jeana Yeager - the first team of aviators to fly around the world without stopping.
As the story goes, Eisner asked, "Well, now that you’ve accomplished the pinnacle of your aspirations, what could you possibly do next?” Rutan responded quickly, proudly declaring, “I’m going to Disneyland!” And the rest, as they say, is history.
So, after the Super Bowl ads, Rhianna's Halftime performance, the presentation of the Lombardi Trophy, and eating the last chicken wing, what will you be thinking next about your future career in hospitality?
Michael Eisner’s five-word marketing strategy made history. Why not you?
The AHLA Foundation is committed to funding the next generation of hospitality leaders with more than $1 million in academic scholarships. “What’s next?” Apply here! The 2023-2024 Application closes on March 15, 2023.
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