Rose Parade and Rose Bowl Game Economic Impact Estimated at $198.2 Million

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ROSE PARADE AND ROSE BOWL GAME ECONOMIC IMPACT ESTIMATED AT $198.2 MILLION The 2018 Rose Parade and Rose Bowl Game generated nearly $200 million for the region. The study, conducted by Enigma Research Corporation, estimated event-related spending from a variety of sources. Combined economic impact of Rose Parade and Rose Bowl Game estimated at $198.2M • Individually, parade impact estimated at $142.8M and game at $68.0M • Combined impact is lower than individual sums due to many non-locals attending both events Events supported considerable employment in region • Spending related to Rose Parade and Rose Bowl Game supported equivalent of 2062 full-year jobs • Most employment in accommodations, food, retail, and entertainment sectors Event-related tax revenue estimated • Parade and game-related spending supported an estimated $38.0M in tax revenue • Tax revenue nearly equally split between federal, state, and local levels Local residents spent millions related to Rose Parade and Rose Bowl Game • Overall, local residents spent an estimated $48.5M related to events • While not economic impact, estimates demonstrate local support for parade and game Events attracted thousands of non-locals to the region • 133,000 parade attendees and 57,000 game attendees resided outside Greater Los Angeles • Most non-locals were from outside California Majority of non-locals plan to return to region for vacation • More than 90% would return to the region based upon positive experience at events • Rose Parade and Rose Bowl Game will continue to benefit region beyond initial impact .

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