For Jim McVay, president and CEO of the ReliaQuest Bowl, the purpose of the game is simple.
“Our job is to create an economic impact in the Tampa Bay Area,” McVay said.
According to figures previously released by the bowl organization, the ReliaQuest Bowl economic impact has reached an estimated $1.2 billion over time.
That mandate explains why bowl games exist and why cities compete to host them. Long before college football became a national media engine, communities used postseason games to attract visitors during the slower winter months.
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“Very few people are asked to make business trips between Christmas and New Year’s,” McVay said. “Businesses basically shut down, and we’re bringing tens of thousands of people to the Tampa Bay area.”
The timing is deliberate. The ReliaQuest Bowl turns a quiet economic window into an active one, bringing visitors to Tampa Bay when hotels and restaurants would otherwise see a seasonal lull.
McVay said the figure reflects decades of visitor spending, hotel occupancy and regional exposure tied to the game rather than a single year or matchup.
Turning a slow week into regional demand
Fans arrive days before the game at Raymond James Stadium and stay through the holiday period, creating demand across Tampa Bay hotels, restaurants, transportation and attractions.
“They’re in the hotels, they’re in the restaurants, they’re in the nightclubs, the amusement parks, the aquariums,” McVay said. “They’re all over the Bay Area.”
Played during the day on New Year’s Eve, the game allows visitors to extend their stay into the evening rather than depart immediately after kickoff.
That timing keeps fans in the region longer, with many spending the night in bars and restaurants across downtown Tampa, Channelside, Midtown and downtown St. Petersburg.
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That activity supports tourism leaders in Hillsborough County and Pinellas County, where filling hotel rooms during the holidays is a priority.
“We work closely with the convention and visitors bureaus of both Pinellas and Hillsborough County,” McVay said. “They know this is important to them as they try to have beds filled in the hotels.”
Why team selection matters
This year’s ReliaQuest Bowl features Vanderbilt University and the University of Iowa, programs from the SEC and the Big Ten.
McVay said those conferences consistently draw traveling fan bases that drive hotel stays, dining and regional spending.
The bowl’s economic impact depends heavily on who is invited.
“Midwesterners love to come to the west coast of Florida,” he said.
Travel behavior influences ticket sales, hotel stays and spending across the Tampa Bay Area.
Exposure that extends beyond game day
Beyond direct spending, the ReliaQuest Bowl also functions as a national and international showcase.
McVay said last year’s NCAA football broadcast reached viewers in 120 countries, projecting Tampa Bay’s lifestyle and destination appeal far beyond Florida.
“That message of the Tampa Bay area and its attractiveness is there for the world to see,” he said.
Visitors often experience the region for the first time during bowl week and return later for vacations or future events.
“Once people get a chance to experience the Bay Area, they keep coming back,” McVay said.
The financial risk behind the payoff
That visibility comes with real financial risk. The bowl guarantees payments to teams to cover travel, lodging and expenses regardless of ticket sales or sponsorship performance.
“We’re taking a huge financial risk to make sure that we can manage a big-time game with big-time programs,” McVay said.
As Tampa continues to grow, that risk does not decline.
“No,” McVay said when asked if development reduces the financial risk. “The risk stays the same.”
Revenue comes from broadcast partners, sponsorships and ticket sales, but McVay said there is no predictable growth curve.
“It depends entirely on the attractiveness of the teams,” he said. “Some teams travel better than others.”
Giving back to the community
The bowl’s impact extends beyond tourism.
McVay said the organization donates $500,000 annually to nonprofits across Tampa Bay, bringing total charitable giving to $5 million over the past several years.
“That’s something we’re really proud of,” he said.
Why It Matters
The ReliaQuest Bowl fills a gap in Tampa Bay’s economic calendar when business travel slows and discretionary spending softens.
By attracting tens of thousands of visitors during the holiday period, the game drives hotel occupancy, restaurant traffic and regional visibility at a time when many markets go quiet.
For Tampa Bay, the value is not just one game. It is a repeat visitation, national exposure and a proven ability to convert a slow week into sustained economic activity.