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Houston -- Ready for the Super Bowl?

The city hopes to recast its image as it prepares to welcome football fans, but major renovations are far from done.
By Dana Calvo, Special to The Times
http://www.latimes.com/business/la-...1,2612277.story

HOUSTON — An estimated 130,000 visitors will flock here for the Feb. 1 Super Bowl, which is just the kind of shindig Houston needs to get past its embarrassing corporate energy scandals and get on with the lucrative business of being a gracious hostess.

But Southern hospitality has run smack into the grim realities of municipal mayhem.

The modern 24-floor Hilton Americas Hotel — officially designated Super Bowl Headquarters — remains under construction. Sections of the city's downtown look like they've been burrowed by the gophers in "Caddyshack," with more than half the streets torn up for repairs. And a 250-foot fountain at the new pedestrian plaza won't be completed until New Year's Day, leaving workers less than four weeks to finish the light-rail system that passes over the fountain's base.

"We've taken a few hits in the past few years," said Chuck Watson, chairman of the Super Bowl Host Committee and former chief executive and chairman of energy giant Dynegy Inc. There was the national scrutiny of Houston's environmental record during the presidential election, and then the energy industry collapse in 2001. "My hope was that we could put Houston's best foot forward."

In fact, Super Bowl XXXVIII is supposed to mark the beginning of its recovery from bad economic times.

The pressure on event planners to throw a fabulous party for out-of-towners is a departure for a city that long prided itself on marching to its own drum. It used to be that price per barrel, not parties for out-of-towners, was all that mattered here.

In 1981, the energy sector employed 86% of the city's residents. But over the last two decades the city has diversified. Today, the energy sector employs only 48%, a large enough population of workers to be affected when monster companies such as Dynegy, Enron Corp. and El Paso Corp. run into serious trouble, as they have in the last two years, but not such a complete monopoly that the city can ignore investing in other sectors.

As Houston has diversified, it has become more like the rest of America. Reflecting a national trend, unemployment rates here soared from 3.7% in February 2001 to 6.7% this summer.

"We used to say, 'If it's good for Boston, it's bad for Houston,' " said Stephen Klineberg, a Rice University sociology professor who has overseen 22 annual Houston area surveys that gather information on residents' attitudes about everything from traffic to crime to the economy. "Houston is no longer countercyclical. Now, it's locked into the global and national economies, and since 2000, unemployment is growing, deficits are increasing."

Critics Don't See Profits

Whether playing host to the Super Bowl is a sound strategy for staying alive in that global and national economy remains to be seen, and Houston has plenty of critics who have dedicated themselves to fighting projects that were pitched as image makers.

"This is the Potemkin Village approach for Houston, with a facade of houses with flowers out front," said David Hutzelman founder of a political action committee that opposed the light-rail project.

Victor A. Matheson, professor of economics at Williams College in Williamstown, Mass., says it's worse than that. He thinks cities all across the United States have become so enamored with the profits promised by the National Football League that they spend an inordinate amount of resources in an effort to attract the organization and satisfy their commitment to it. He analyzed revenue brought into cities during Super Bowls from 1970 to 2000 and concluded that the event typically draws $45 million — not the $275 million to $300 million the NFL claims.

"The NFL dangles this carrot of 'build a new stadium and we'll give you the Super Bowl,' " Matheson said. "Based on the NFL numbers, it seems like the trade-off of getting the Super Bowl is a free stadium, but most economists would say that's wildly exaggerated."

His research findings, however, have fallen on deaf ears, as city officials insist Super Bowl XXXVIII is a well-timed opportunity to begin remaking the city's national reputation while taking concrete steps to improving local services.

And from a more nostalgic, if not necessarily rational, viewpoint, they say February's Super Bowl is retribution for a city that lost its beloved Oilers in 1996 to Nashville. (The team was renamed the Tennessee Titans).

For three years, the largest city in Texas — a state where football is more of a religion than a spectator sport — had no pro football. It wasn't until a local businessman offered $700 million for the expansion team that the NFL agreed to bestow upon the city the Houston Texans, the League's 32nd franchise. That deal trumped two other offers originating out of Southern California, one by Hollywood mogul Michael Ovitz and another by Ed Roski and billionaire Eli Broad.

The new team was welcomed with open arms, and earlier this month more than 30,000 fans bought tickets to watch a pre-season scrimmage. Now, the thinking goes, if visitors can catch a whiff of local football devotion, it may be the first step in restoring luster to Houston.

Hotels have successfully demanded a minimum four-day stay for the Super Bowl, which means visitors will be a captive audience, and the city aims to show off its upcoming role in other national sporting events, such as the Master's Tennis Cup here in November 2004 as well as Major League Baseball's All-Star game next season.

"The city is going to put itself in a brand-new position. We'll be ready," said Jordy Tollett, president of the Greater Houston Convention and Visitors' Bureau. "You won't even recognize it."

So far, that much is certain. The artists' rendering of the light-rail system, for example, bears little resemblance to the reality that is Houston today. A few blocks away, bar and restaurant owners are trying to cope with the construction that they hope will help cure Houston's economic slump.

'Don't Have a Sidewalk'

At the Flying Saucer Draught Emporium, situated on what would ordinarily be a beautifully accessible corner in the city's downtown historic district, a muddy, wooden plank connects the sidewalk to the bar's entrance. The Flying Saucer opened in August 2000, and four weeks later its front doors were nearly hidden behind dozens of orange plastic cones and blinking sawhorses.

"It's getting close to being finished, but we don't have a sidewalk, just a wooden plank bridge. They better have it down in time for the Super Bowl," said Jeff Mickel, general manager. "We have between 75 to 150 people at our busiest. Everyone's pretty much suffering. The hope is that money's already invested, and you might as well stick it out."

Officials are salivating at the prospect of the Super Bowl's estimated $275 million in revenue during the 10 days leading up to the coin toss. About $91 million of that will be profit, Tollett said. Even though Reliant Stadium seats only 69,000 fans, an additional 60,000 visitors will be watching the game in local restaurants, bars and beauty parlors (the overwhelming majority of Super Bowl ticket holders are men, but plenty of women come for the surrounding festivities).

"This is not about a football game," said the Host Committee's Watson, who is a minority owner of the Houston Texans football team. "It's not about four- or five-day hotel stays. It's about the long-term economic viability impact on a city, about the branding and credibility that lingers far beyond the two weeks that everybody's here."

In 2002, 86.8 million television viewers watched the Super Bowl, staged in New Orleans, according to Nielsen Media Research. This year, the TV rating service estimates, 88.6 million tuned in to see the game in San Diego. Houston officials say anything approaching that in February 2004 would mean that an enormous swath of the country could get a look at the city, including some people who may be contemplating a move or an investment in a Houston-based business. That's why city officials are scrambling to complete expensive renovations, or at least major cosmetic overhauls, for the big event.

Along the highways that lead into town from George Bush Intercontinental Airport and the smaller Houston Hobby Airport, the Texas Department of Transportation and Harris County, which encompasses Houston, are planting more than 20,000 trees. It's an effort to soften the aesthetics of highways lined with strip malls, gun loan shops, parrot stores and mattress discounters.

City officials promise that once visitors are inside the city limits, they'll see a finished Hilton, fountain and light-rail project.

As for the downtown roadwork, they say that will be done, too, even if it means patching streets and then tearing them up again after the fans leave.

Houston doesn't intend to fumble one of the most profitable weeks of the year.

"Houston is very aware that if it's going to be viable in the 21st century, it's got to have a more attractive image," Klineberg said. "Part of the gearing up for the Super Bowl — in terms of efforts to revitalize downtown, control pollution, build a light-rail system — that's all part of a sense that we need to change our image. Houston needs to be a place where people want to live."

__________________
“We shape our Cities, thereafter they shape us.”

JBB

I believe the next 3 Super Bowls are in Houston, Detroit, and Jacksonville. Yuck. Anyone think a few of the people who regularly make the games in San Diego, New Orleans, or Miami are going to take a few years off?

bron

...uh, no. perhaps you should tune into superbowl.com, the Chronicle, Entertainment Tonight, and assorted Houston forums. They will inform you of the number of celebrities, bands (3 large stages in a 16 block area with top performing bands in rock, rap, and country, Playboy Magazine, Maxim Magazine parties, etc...) who are making their way to Houston. And did I mention over 100,000 people are expected to be downtown starting Wednesday through Sunday? Saturday and Sunday's downtown attendance figures should be double. I think its safe to say that this will be the biggest event EVER held in Texas...and yes, last time I checked a map, this would include you too Dallas.

To be honest, I'd trade your 5 Super Bowl victories for our 2 Super Bowl host roles, but I'm not here giving you crap about whether or not you DESERVED to have those titles. The final score in those games speaks for itself. The fact that we are hosting our second Super Bowl speaks for itself. Regardless, this is 10x bigger than any Republican National Convention (which both Hou and Dal have hosted --- those are attended by white collar stiffs) or Final Fours (which San Antonio seems to attract quite often.)

If you think Houston is undeserving of a Super Bowl, then you must think that we were also undeserving of hosting our last Super Bowl. Then by implication you would also think we are undeserving of hosting this year's Major League All Star Game in six months, which we've hosted twice before. Two years from now, you'll also suggest that we are undeserving of another NCAA Final Four, San Antonio's recent claim to fame.

...There's no need to beg the question, you intelligent Dallasites surely know what follows...

"Where are your big time events Dallas, since you feel so much more deserving?" Better yet, how many have you had?

PS: Feel free to consult Aceplace for your answer to this assignment. He is your best source of pro Dallas propaganda. He will be sure to comfort you with some erronious, warped BS along the lines of "Enron and George Bush, who loves sports, conspired together..." Who knows with him...sure, new stadiums help, but we're getting sh*t done while you gays just give Houston the old scapegoat treatment for your own shortcomings or shared shortcomings with Houston.

JBB

Who in the hell said that Houston didn't deserve it? You've got a new stadium. Great. You deserve it. I think the city will be a fine host for the game and I hope Dallas will be able to host one when Jerry World is complete.

I was just saying that Houston is not quite the warm weather or party destination that those other cities are. I've heard members of the media say that they are not as thrilled about going to Houston as they would be NOLA or Miami, so I'm not making that up.

Dallas vs. Houston fights are just as unproductive and meaningless as Dallas vs. Ft. Worth fights, so I'll gladly sit this one out.

tamtagon

If/when the superbowl is played in Dallas, there will be just as many negative comments from the media on the city selection as there have been with Houston, although comments regarding Dallas would probably include more politically incorrect comments cautioning against the areas grassy knolls. Minus dramatically beautiful scenery or internationally known party districts, Houston offers as much or more to superbowl visitors than most destinations, partly because the locals are such football fans. Jacksonville is the odd choice to me. I know they have a big staduim and Floridia youngsters like to party in parking lots, but Jacksonville seems kinda slow.

Personally, I think superbowls should be played in the cold weather, too.

Why does San Antonio get more college basketball action?

Quiz03

If you build it they will come....

rantanamo

Sorry, not trying to be a flame, but a champioship is worth all the hosting in the world. Superbowl sites are hardly remembered outside the game, but championships are forever. If the Cowboys won the Superbowl two out of the next 5 years and didn't ever host the bowl, I'd be happy as punch, and I've been to the whole Superbowl hoopla. Houston will do a great job hosting. No reason why they shouldn't. No reason why Jacksonville shouldn't. Basically people just go to bars and clubs. Celebrities will often take over a club for the night and have private parties. Yeah, there are lots of other events taking place, but that's the main requirement of hosting a bowl. Hard to make this a bash Houston thing. What's to bash? I'm just saying that as much as I want Jerry World to host a Final Four, or Superbowl, unless I'm getting into the game I'd rather have a championship.

And yes, build it and they will come. I think many in the city are so concerned with their immediate neighborhood that they overlook the fact that such events take care of the cost of any venue with publicity and sheer economic impact. Impact which may even include corporate relocation and employees (or celebrities) looking for nice places to relocate. I understand those that would fight a Jerry World and think the AAC was a bad deal, but don't they look at the impact the AAC has had? Look at all the events. Look at the West End on a game day. Look at the NCAA tourney a couple of years ago, and Big XII tourney last year. That is called investment and return. It's almost as if some forget that when they buy a house or condo, they expect to sell it for more later. That's why they constantly complain about cell towers and what's built next to it affecting their property taxes. Well, people, a venue is no different. May help you have nicer streets, more restaurants and more jobs. INVESTMENT. Did I spell that right?

aceplace

Rantanamo,

I agree. Championships are what people remember.

The TV show "Dallas", was originally to be called "Houston", and was to be set in Houston's oil exploration business culture. The name of the show was changed at the last minute because Dallas won that year's super bowl.