According to a study conducted by Sports Tourism Canada (STC), the Grey Cup and its events generated a whopping $75 million of economic activity across Canada.
The Canadian Football League’s (CFL) championship match, in which the Winnipeg Blue Bombers faced the Montreal Alouettes, saw 223,216 visitors attend events in Hamilton over the six days that the Grey Cup festival ran.
The study says that “after accounting for initial expenditures, the CFL championship contest generated a net economic impact of $41.9 million, including $35.4 million for the province of Ontario.”
On average, spectators spent around $607 per party on accommodations, $428 on visits to restaurants and bars, and around $260 on recreation and entertainment.
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For the average visitor who spent around three days in Hamilton, those numbers can quickly add up. The study estimates around $29.2 million was generated in Hamilton alone.
The other fascinating key findings highlighted in the study are the 310 local jobs the event created for the city and the approximate 11,400 editorial mentions the event attracted during its run.
However, while the study boasts some impressive dollar figures, the measurements used by STC may only paint a partial picture.
STC used a measurement model known as the Economic Impact Analyses (EIA) to derive its figures, a methodology the government of Canada itself says may overestimate employment, economic output and fiscal impacts of projects, and exaggerate economic benefits.
Still, understanding the true impact any event this size may have on a community is extremely difficult to measure — something the Social Sciences and Humanities Research Council acknowledges.
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And while the 110th Grey Cup marked the 24 year in a row that the Ticats have failed to bring home a championship win, the event was without a doubt a good time and a driving force for the city’s culture.
“The festivities supported local jobs and businesses and boosted tourism, which contributed positively to Hamilton’s economy,” said Hamilton Mayor Andrea Horwath. “With our long and proud football history, it was an honour for Hamilton to host one of Canada’s biggest sporting events.”
Broadcaster and former voice of the Tiger Cats Rick Zamperin says it was a great show.
“This one was i think from a fan perspective exceptionally enjoyable,” he said. “the Ti Cats with the festival this past season was extraordinary because they brought certain segments, different parts of the city together, had new activations in terms of what fans can experience.”
The federal government, though, has cautioned that these kinds of studies may overstate figures, even as others say they’re useful and the Grey Cup may be a sign of things to come.
“When it comes to hosting large national events we punch above our weight and i think because of this we’re going to see a lot of events whether they’re Grey Gups or briers or what have you come to Hamilton in the future.” said Tourism Hamilton’s Ryan McHugh.
