When the NFL decided to take its college draft on the road ten years ago, the first stops were Chicago, Philadelphia, and Dallas, three of the league’s biggest markets. This concept became an instant hit, transforming a show that had been restricted to Manhattan hotels and theaters for fifty years into a free, three-day football festival that attracted hundreds of thousands of fans, some traveling long distances to attend.
Numerous cities started expressing interest in hosting the event after seeing its success. Unlike the Super Bowl, the draft does not necessitate significant public subsidies, hotels, and security. Additionally, being held in late April reduces weather concerns, making it feasible for cities with harsh winters to host the event. This flexibility allowed cities like Cleveland, Kansas City, Mo., and others that may never host a Super Bowl to be chosen as draft locations.
While Detroit hosted the Super Bowl in 2006 as a reward for the Lions moving into a new stadium, city officials anticipate that hosting this year’s draft, beginning on Thursday, will provide an economic boost. They hope that the three days of national exposure on television will showcase the city in a positive light to fans who might not have visited otherwise. Over the past decade, Detroit has seen significant revitalization with new hotels, businesses, and residents flooding downtown.
“We have a chance to reintroduce ourselves to America,” said Detroit’s mayor, Mike Duggan. “We’re just looking to greet America and give our visitors a good experience.”
The draft’s transportability began out of necessity when Radio City Music Hall faced a scheduling conflict in 2015. The event was moved to Chicago, where fans attended a theater draft while across the street in Grant Park, 200,000 fans gathered for what was essentially an NFL theme park. This success led to other cities applying to host the event.
After lobbying the league for several years, Detroit was finally chosen to host the draft in 2022. Various locations throughout the city were prepared to meet the NFL’s requirements, including Campus Martius Park and a stretch on Woodward Avenue. Additional viewing sites were set up in nearby parks and neighborhoods to engage more visitors and showcase the city’s offerings.
Small, minority-owned businesses in Detroit seized the opportunity presented by the draft to register for big events, like Britney Hoskins of Top Pic Collective. Having the NFL associated with their business was seen as validation and proof of eligibility for future opportunities.
While cities often tout the economic benefits of hosting large events like the draft, estimates on actual returns are often dismissed by sports economists as exaggerated to justify public spending. Nonetheless, the publicity from hosting such events can have a positive impact, especially on changing public perceptions of a city.
Detroit has refrained from estimating the potential economic impact of hosting the draft, acknowledging the uncertainty around expected attendance and the factors that could affect it. The success of local sports teams and recent city revitalization efforts are hoped to attract visitors to Detroit during the draft.
Once the draft concludes, a ceremonial football will begin a journey to Green Bay, the site of next year’s draft. The Packers’ VP of marketing believes that fans will make the pilgrimage to see their favorite team’s picks and visit iconic Lambeau Field, engaging with both football and team history in one trip.
