Area Hotels Get Big Boost From Rose Bowl Attendees

The Rose Bowl wasn’t the only thing sold out over the holiday season. So were Newport Beach and Costa Mesa hotels, many enjoying their strongest New Year’s ever.

At a time of year when business tends to be sluggish, the region’s hotels and merchants got a shot in the arm from more than 7,000 fans, mostly from the University of Michigan, which has the nation’s largest alumni group.

“The whole week was a smashing success,” said Peggy Fort, a membership director at the Newport Beach Conference and Visitors Bureau.

With Michigan competing for its first national championship in 49 years and Washington State University appearing in its first Rose Bowl in 67 years, the alumni, just like the teams on the field, didn’t disappoint.

“This was the biggest, without a doubt,” said Bobby Allen, senior sales manager at the Newport Beach Marriott Hotel and Tennis Club, referring to the number of alumni tourists in Orange County. Alums began arriving Dec. 28 and stayed until Jan. 2. Unlike the college bands or student groups that stayed at the hotel in the past, the alums paid premium prices and patronized the hotel’s restaurants and lounges.

For employees, New Year’s Eve parties would have to wait. In fact, every staff member was needed to serve breakfast by 3:30 a.m. so that throngs of fans could leave for the Rose Parade by 5 a.m.

At the Doubletree Hotel in Costa Mesa, December sales rose at least 15%, said Joe Bann, the hotel’s general manager. That’s the biggest increase he’s seen in his four years at the property. After the game, about 400 Michigan fans watched a taped replay, ordering extra drinks and snacks. By 7 a.m. the next day, about 30 people stood in line waiting for T-shirts that proclaimed Michigan as national champion. The 700 shirts, which went for $21 apiece, sold out in less than an hour.

“If I had more, I could have sold more,” Bann said.