Sacramento Wins Big with March Madness  

2017年4月19日

This past March, tens of thousands of fans descended upon the Sacramento region to watch the first two rounds of the NCAA men’s basketball tournament.

The last time Sacramento hosted March Madness was during the women’s tournament in 2010. The men haven’t played here since 2007, but now that has changed and this time a new key business audience came to see what the region had to offer

萨克拉门托是一个不同的城市, 这是当两个队最后一次在旧的睡眠训练竞技场上玩。首先, 有一个新的 "21^圣 Century Coliseum” in town, the Golden 1 Center , which recently celebrated the arrival of its 一个百万分之一的访客 since it opened its doors only six months ago. In fact, the existence of a modern arena and the ongoing development boom that is happening downtown were likely key factors in the decision to locate the games in Sacramento this year.

“In the past, the NCAA determined Sacramento was not equipped for a tournament, but today we know that March Madness will thrive in our city,” said Kings Owner Vivek Ranadivé when it was announced that Sacramento had been selected to host the men’s championship tournament. Construction of the arena and other projects downtown has spurred 进一步发展 in the area, including restaurants and hotels seeking to capitalize on this new traffic.

与2010相比, 萨克拉门托是一个更好的位置来处理像3月疯狂的比赛, 并提供了一个 world-class 的经验来这里的游客。

的回报

In total, the event brought in $5.8 million in economic activity, which includes everything from bookings at hotels to the pints of Murphy’s Irish Stout that were sold at Malt and Mash. 拉里 Gigerich, the executive managing director of Ginovus, LLC, 选址与经济发展咨询认为, 3月疯狂举办电视转播事件的长期价值可能更大。

"它的数量不能与当地的经济影响相当, 但这种曝光对公司决策者和像我这样的代表公司的人来说是很重要的, 他们正在寻找新的地点."

How much exposure might that be? We know that viewership totals for the 2017 NCAA tournament averaged more than 10 million viewers, making it the 23年来最受瞩目的锦标赛. Some of the big-ticket games saw upwards of 20 million viewers. The question, then, is how much are that many eyeballs worth? For the NCAA, that number approaches 每季10亿元, which is paid by CBS Sports and Turner Sports for the broadcasting rights to the Division I Men’s Basketball Championship. Put another way, in 2016, the average price to run a 30-second TV ad during a championship game ranged from 1.2 至150万, 据广告跟踪公司坎塔尔媒体报道。

在萨克拉门托建立动力

For Sacramento, the hope is that by showcasing the many wonderful things about the region during the national broadcast, it will attract new businesses to the area and the jobs they bring with them. Additionally, it will help keep businesses in the region. For many reasons, this should be an easy sell. Sacramento offers incredible talent, cost effective growth, a top life science industry, and world class universities. The momentum that is building here is reaching the tipping-point 经济学家恩里科迈克尔·莫雷蒂描述 at the University of California, Berkeley: “Once a city spawns some innovative companies, its ecosystem changes in ways that make it even more attractive to others.”

然而, 在锦标赛期间的电视转播中, 最重要的是人们骑着自行车沿着萨克拉门托和美国河流行驶的场景, 或者从超过40当地啤酒厂的任何一家中的工艺啤酒中放松。像这样的场景显示了如何宜居萨克拉门托, 这是一个良好的业务。

的人才

Gigerich 表示: "选址顾问和企业决策者在决定搬迁地点时最想做的事情之一就是人才问题。

决策者们想知道他们是否能够吸引和留住高学历的劳动力, 这些员工的生活质量至少和他们自己的工作一样多。

"生活质量问题通常会对试图吸引某些类型员工的项目产生更大的影响," Gigerich 说, 他指出, 与前几代的成员不同, 千经常选择他们想先住的地方, 然后找出工作的第二个。生活质量实际上已经成为文化本身一部分的工业, 包括许多高科技和创业领域, 这些行业在今天的萨克拉门托正在形成势头。

Gigerich 说, 员工和公司也会更好。

"如果人们生活在生活质量很好的环境中, 生活费用对他们在该地区的设施是合理的, 这当然会使他们更有生产力。你会发现员工缺勤在那些地方通常要低得多。它的另一部分是你倾向于看到统计较少的营业额, "他补充说。"这只是创造了一个更稳定的劳动力整体。我认为这对一个社区也是一件好事。它使社区的瞬态比你可能会看到在其他地方。