An estimated $1.1 million was expected to be collected from the now-canceled college football game, according to Josh Dill, Visit Frisco director of sports & events. COVID-19 protocols currently in effect at Southern Methodist University led to the cancellation, according to a Frisco Bowl news release.
“We’re disappointed the game has been canceled, but the health and safety of players, staff, fans and our community are the top priority,” Dill said. “The loss of this year’s bowl game and its potential $1.1 million impact to the city will be felt by our entire hospitality community.”
The yearly game typically nets far more, with previous years seeing about $3.5 million from the Frisco Bowl. But reduced seating capacity and smaller travel parties already led to Visit Frisco’s conservative estimation, said Wesley Lucas, senior communications manager for Visit Frisco.
Though certainly a tough situation, as described by Dill, it is one the city is “all too familiar with this past year,” he said.
Still, Dill said there is hope for revenue from collegiate football this year.
“We are still hopeful that the relocated New Mexico Bowl can still take place at Toyota Stadium and look forward to bringing more dollars into the Frisco community through sports tourism,” Dill said.
Tickets for the Frisco Bowl are being automatically refunded, according to a news release shared by Frisco Bowl staff on Twitter.