Memphis economy could see significant economic impact from AutoZone Liberty Bowl game

MEMPHIS–After COVID-19 significantly impacted attendance and travel for the 2020 AutoZone Liberty Bowl, there’s optimism this year’s game will more closely resemble previous editions – giving the Memphis economy a much-needed jolt.

The game’s 63rd edition features the Texas Tech Red Raiders, making their first AutoZone Liberty Bowl game debut, and Mississippi State Bulldogs – no stranger to Memphis or the nation's seventh oldest bowl game.

AutoZone Liberty Bowl: Liberty Bowl: What to know about Mississippi State vs. Texas Tech, Tuesday Dec. 28

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Each year’s game gives fans from both universities a chance to explore all of what Memphis offers, beyond attending the game. That normally results in additional revenue for local hotels and restaurants with the estimated impact from the Liberty Bowl normally between $15 million and $25 million in a given year, depending on various estimates.

Numerous Texas Tech and MSU fans were seen at the Peabody Hotel and the Rendezvous – two iconic Memphis sites – around noon Tuesday ahead of the game later that evening.

Memphis Tourism Executive Director Kevin Kane said early estimates indicate about 50,000 people could attend Tuesday’s game, but will be happy if the actual total is merely close to 40,000. About 8,100 people attended the 2020 game, largely due to COVID-19 restrictions in place at the time, a significant drop off from the average of 50,000 or so that became routine in recent years.

“We’re gonna get a shot of economic impact in the last week of the year, which every city in America probably needs that,” Kane said. “We’re just fortunate the AutoZone Liberty Bowl is gonna be played. Not everybody can say that at the end of this year.”

This year’s college football bowl season has been tackled by COVID-19 for a second consecutive year. Four bowls have been canceled this year – including the University of Memphis’ Hawaii Bowl appearance after its opponent, University of Hawaii, reported a number of positive COVID-19 tests before the game.

The AutoZone Liberty Bowl game normally features a school from the Big 12 conference facing off against a Southeastern Conference (SEC) university. The game appears on ESPN, giving the game – and Memphis – a primetime national audience.

Peabody Hotels & Resorts President Doug Browne said Mississippi State is staying at the Peabody, for the third time in his 19-year tenure, and the Liberty Bowl “has come through” like it does every year to Memphis’ benefit.

“I think a lot of hotels have picked up business from it,” Browne said. “Is it as great as 2019? Probably not, it’s probably a little softer, but it’s good business. They’re spending money and they’re eating in the restaurants and drinking at the bars and they’re here to have fun and enjoy Memphis. I think all the hotels and restaurants and benefiting from it.”

Texas Tech fans may have additional motivation to travel and attend Tuesday’s game since it’s the university’s first bowl game since 2017. The school is also facing off against its former coach Mike Leach, now with Mississippi State – in the game’s most intriguing pre-game storyline. Mississippi State last played in the Liberty Bowl in 2013.

“To have an opportunity for new people to experience our community is super important, and then hopefully some of these Texas folks that had a good time here will come back next summer,” said AutoZone Liberty Bowl Executive Director Steve Ehrhart.

This year’s game is also held slightly earlier in the bowl season. Normally on New Year’s Eve, the game is being held three days earlier. Kane is hopeful this means a bigger boost for local tourism over a week span as opposed to New Year’s Eve.

“Usually New Year’s Eve is pretty busy anyway because it's New Year’s Eve, is it spreading the New Year’s Eve week out for us?” Kane said. “We hope. We’ll wait and see.”

With the number of bowl games nationally seemingly increasing each year, Ehrhart believes the AutoZone Liberty Bowl’s longevity has been key in its success.

“The whole community embraces the universities,” he said. “I’m not trying to knock the others (bowl games) Some of the newer bowl games don’t have that kind of great history and legacy of hospitality. That has changed with the plethora of new bowls. The reason they have so many is communities realized how valuable they can be.”

Omer Yusuf covers the Ford project in Haywood County, residential real estate and tourism for The Commercial Appeal. He can be reached via email Omer.Yusuf@commercialappeal.com or followed on Twitter @OmerAYusuf.

This article originally appeared on Memphis Commercial Appeal: Memphis economy AutoZone Liberty Bowl game Mississippi State Texas Tech