Tourism officials estimate SummerSlam brought in $100M

Tourism officials expect WWE’s SummerSlam brought in a windfall for local businesses, which could help mitigate winter losses caused by the federal government’s immigration enforcement operation.

WWE’s SummerSlam is estimated to generate $100 million for Minneapolis, according to Minnesota Sports and Events, a private regional sports and events commission for the Twin Cities. Chief operating officer John Klinkenberg said the event brought “spending to the tournament that otherwise wouldn’t be here.”

The potential boom for businesses comes after the federal government’s Operation Metro Surge resulted in nearly $700 million in losses for the Twin Cities, particularly in the restuarant and hospitality industries. Klinkenberg said the University of Minnesota Extension will release an economic impact report in a few months.

“I mean, you look at everything that we’ve been through the murder of George Floyd, through COVID, through what happened here in the spring with Metro Surge, and to be able to showcase the state and really bring sense of pride to this state and build it up from an economic impact standpoint is the reason we do this,” Klinkenberg said.

Klinkenberg said the WWE told him SummerSlam’s fan fest was the most well-attended convention center event in years.

Klinkenberg cited past sporting events the city hosted like the 2024 USA Gymnastics Team Trials at Target Center, which he said brought about $5.75 million between local and state taxes with over $20 million in labor income. He said this year’s World Junior Ice Hockey Championship generated 300 additional jobs during the 10-day event.

“I think you’ll always have economic growth because the events do draw, but it’s how we really maximize that, and how do we really make sure that we are pulling the most out of this event for the community and for the state,” he said. “Part of that is showcasing the local businesses. It’s making sure that the restaurants are full, that the hotels are full, but it’s also making sure that when we can, we’re using local businesses here to help execute the event.”

Ally Thompson, general manager of Off the Rails, a bar and restaurant across the street from U.S. Bank Stadium, estimated over 10,000 new people wandered into the establishment between the start of the event Thursday and Sunday afternoon before the final night.

“I think it’s important to bring good events over to U.S. Bank because it helps our community grow, and I think a lot of people wouldn’t visit Minneapolis without having an event they wanted to see,” she said.

Mothers Dough Bakery barista Nicholas Shaw said he noticed his Saturday shift was busier than usual.

“We were just busier, like it was more volume and for a longer period of time,” he said.

Shaw said they usually have over 200 tickets on Saturdays, but this past weekend reached almost 250. While he doesn’t know if the increase was from the event, he said many customers were from out of state.

Klinkenberg said one of the struggles Minnesota Sports and Events faces in not bringing more events to the area is they operate without a public funding source.

“We are one of, if not, the last sports commissions in the country to not have some type of ongoing funding source to help pay for these events,” he said.

He said they have lost out on events, such as the 2028 USA Gymnastics Olympic trials, because of the lack of funding, but are exploring a permanent path with bipartisan support.