The “Coach Prime Effect” Doubles Boulder Hotel Rates
Deion Sanders, renowned for his "coach prime effect," has achieved widespread recognition. Yet, the economic impact he has had on the Boulder community is still unfolding. If you've somehow missed the Sanders media frenzy in recent months (and indeed, the past year), allow me to provide you with a quick summary:
Deion Sanders was brought into the University of Colorado Boulder to turn around a 1 win and 11 loss team. He signed a 29.5 million dollar contract with the University over the next 5 years. A contract that the school could not even afford at the time. Now? The school estimates Deion has earned them an unimaginable 280 million dollars through only 4 games (USA Today breaks down the $280 million here). This also does not include their 5th game against USC which brought celebrities such as Terrell Owens, Kevin Garnett, Paul Pierce, C.C. Sabathia and more.
As expected, Deion's impact in Boulder extends beyond the University's benefits; the city itself has reaped an estimated $100 million in new revenues. This figure includes an astonishing $18 million generated in a single day from their game against Nebraska (numbers are based on this article from Bleacher Report).
The local hotel industry has also seen significant effects. While precise revenue numbers may be unavailable, research indicates that the Coach Prime Effect on hotels is substantial. Looking at a random selection of three local hotels, we can observe changes in rates and availability between Colorado home games and non-home games.
Here are our findings using these three hotels as examples: St Julien Hotel and Spa, Hilton Garden Inn Boulder and Hotel Boulderado.
To start, all three hotels are sold out for the remainder of home games this season. The only two exceptions are the Hilton Garden Inn showing a few remaining rooms for the last home game of the season (which is 5 weeks away) and the listed hotels are retaining some long term options on their sites (ie. booking a full week).
Secondly, let's consider rates, keeping in mind that exact dates are unavailable. For instance, the St Julien has a rate of $799 for Friday, Nov 3rd (prior to a home game on the 4th). This rate is nearly double the cost of any other night in October or November.
Lastly, there are no specific numbers here, but we think it necessary to mention the additional revenue increase from added F&B sales as well as miscellaneous items (such as WIFI, resort fee, merch, snacks, etc).
These figures, along with the previous ones, clearly illustrate Deion's unique ability to keep the national spotlight on himself and his team. Needless to say, these are prosperous times for Boulder! Deion and the Buffs are undoubtedly a team worth supporting. To witness Coach Prime in action, tune in to the Colorado vs. Arizona State game this Saturday, the 7th!
Follow us on LinkedIn. For more information, view our website. Or email us: Contact@indyhg.com.
Independent Hotel Group has been helping planners source hotels worldwide for over 20 years at no cost to our clients. We specialize in contract review, hotel procurement, negotiations and more. Our main objective is to create a fast and stress free path for you to find a great venue!
Follow us on LinkedIn. For more information, view our website. Or email us: Contact@indyhg.com.
