Measuring economic impact of 11 a.m. Red River Rivalry kickoffs

The Red River Rivalry is financially fruitful for the city of Dallas and the State Fair of Texas regardless of when it kicks off. The game Saturday is expected to have an economic impact of $38 million on the city, according to an estimate from the Dallas Sports Commission.

While an afternoon kickoff would presumably draw more money into the fairgrounds, there’s not extensive data to support the idea. In fact, representatives from the State Fair of Texas and the Dallas Sports Commission were indifferent on the matter of morning vs. afternoon kickoffs.

Oklahoma and Texas have met annually at the Texas State Fair since 1929. The game was traditionally played in the afternoon, but nine out of the last 11 games since 2008 — including Saturday’s matchup — have been played at 11 a.m.

For 11 a.m. games, there’s a smaller window before kickoff to stand in line for coupons — the currency that replaces credit cards and cash at the fair to buy food, drinks and rides. After the game, fans of the losing team might want to leave the fair to avoid being trapped in seas of crimson or burnt orange.

Afternoon kickoffs offer more flexible schedules for fair goers.

“I can tell you for some reasons we really like (2:30 p.m. games) because it allows people more time to get into the fairgrounds and maybe enjoy the fair, and then easily get into the stadium,” said Karissa Condoianis, senior vice president of public relations for the State Fair of Texas.

OU-Texas kicked off at 2:30 p.m. last season. Attendance at the fair that day was 197,555, the highest of the year. That’s not unusual. OU-Texas game days often produce the biggest fair crowds, rivaled only by Columbus Day when many kids are out of school.

The 2017 Red River Rivalry produced the biggest sales day in the history of the fair: a record $5.1 million in coupons.

“Now there’s no way to know if that’s because of the kickoff time,” said Condoianis, a 2003 OU grad. “But that definitely was an exciting day for all of us.”

The fair takes a portion of sales for rent, but the majority of money stays with vendors. The State Fair of Texas is primarily a collection of small business owners. More than 6,000 employees work the fair. About 1,800 of them are on the fair’s payroll.

The estimated economic impact of $38 million is calculated by the Dallas Sports Commission through a survey crew. They ask fans where they’re from, how many nights they’re staying in a hotel and how much they expect to spend.

This year’s estimate is on par with last year’s despite the earlier kickoff.

Monica Paul, executive director of the Dallas Sports Commission, said the group hasn’t analyzed how different kickoff times could lead to better or worse economic effects.

Both Paul and Condoianis indicated the sustained interest in the rivalry makes the kickoff time an afterthought.

“This is something that people look forward to even if you’re not an OU or Texas fan,” Paul said. “You know about it in the college landscape. There’s additional media value this game brings to the city that’s most likely unquantifiable.”

The fair gates will open at 7 a.m. Saturday. The game will kick off four hours later at Cotton Bowl Stadium.

“It’s been here since 1929,” Condoianis said, “and we look forward to it being here forever.”