May 14, 2009

CHAPEL HILL, N.C. (May 13, 2009) - The 2008 North Carolina-Notre Dame football game generated an economic impact of $6.4 million for the Chapel Hill and Orange County economies plus $325,000 in local and state tax revenue, according a study by Nathan Tomasini of Virginia Commonwealth University's Center for Sport Leadership.

"The results of this study clearly indicate the tremendous economic benefit of home football games for Chapel Hill and the surrounding community," said UNC Director of Athletics Dick Baddour. "We look forward to continuing to collaborate with many community organizations to make Kenan Stadium and Chapel Hill the best place there is to enjoy a college football weekend."

Last year, eight Chapel Hill area organizations united to produce the "Touch Downtown Chapel Hill" campaign with the shared goal of bolstering the community, hometown spirit and economic activity during football weekends in 2008.

The Chapel Hill/Orange County Visitors Bureau, Chapel Hill Downtown Partnership, Chapel Hill-Carrboro Chamber of Commerce, Town of Chapel Hill, UNC Department of Athletics, The UNC Rams Club, Tar Heel Sports Properties and UNC General Alumni Association were partners in the campaign.

"Touch Downtown" strived to encourage football fans, both residents and visitors, to start early and stay late in the Chapel Hill area after the game ends and enjoy nearly 100 restaurants, 50 specialty stores and a mile of family cultural attractions.

Among other key findings in the study:

a.. The average age of attendees was slightly higher (45-54) than the average collegiate football attendee across the country (mid 30s), although the average age of a Carolina attendee has slightly decreased over the past few years.

a.. A total of 83.9% of attendees came from North Carolina. Indiana, home to Notre Dame, represented 2.3% of the attendance population, totaling approximately 1,400 people. In addition, 41.2% of Notre Dame fans came from North Carolina, with many of the fans coming from Virginia, South Carolina and Georgia.

a.. Of the 83.9% of attendees that came from North Carolina, 38.6% came from the Triangle.

a.. A total of 45.0% of all attendees planned to attend all Carolina home games.

"UNC Football is certainly an important part of the local visitor economy," said Laurie Paolicelli, Executive Director of the Chapel Hill/Orange County Visitors Bureau. "And with a coordinated effort like 'Touch Downtown,' we look forward to seeing local spending grow continue to grow, which supports local businesses and our important local government services.

"It's interesting to note that these statistics are very aligned with our destination visitor profiles. The average visitor to all three towns is 49 years old, from North Carolina, Virginia, South Carolina and Georgia and has a median household income higher than the national average. They like to shop and play while here."

In 2009, the partners are committed to enhancing both the gameday and destination experience when North Carolina faces The Citadel on September 5, East Carolina on September 19, Virginia on October 3, Georgia Southern on October 10, Florida State on October 22, Duke on November 7 and Miami on November 14. They plan to build upon many of last year's marketing vehicles that included magazine, radio and interactive ads, street banners, a dedicated web site TouchDowntown.com, email blasts, brochures, a concerted communications and publicity push and numerous cross promotions.

"In today's economy, it's important to ask for the business," said Aaron Nelson, President and CEO of the Chapel Hill-Carrboro Chamber of Commerce. "There was a day when we could assume our streets, hotels and restaurants would be full but other communities have stepped up their efforts to attract Carolina fans and we must do the same. 'Touch Downtown' tells fans - new and seasoned - that Chapel Hill wants their business. That's a smart move."

Nathan Tomasini, Ph.D., is the Director of the Center for Sport Leadership, a graduate program in the School of Education at Virginia Commonwealth University. In addition to his work with the University of North Carolina Athletics, Tomasini's client list includes the Atlantic Coast Conference, the Big Sky Conference, Gonzaga Basketball, Ironman, the National Hockey League and the North Carolina High School Athletic Association.

Additional information is available at 919-968-2060 or 888-968-2060 or www.TouchDowntown.com.