$11.4 Million Spent by Holiday Bowl Fans

Fans attending the Holiday Bowl football game Dec. 29, 1989, at San Diego Jack Murphy Stadium spent an estimated $11.4 million during the days before and after the game, according to figures released Monday by the game’s sponsors.

The economic impact, as measured by CIC Research, a consulting firm, rose from $10.6 million in 1988 and just $600,000 in 1978, when the first game was played. Sponsors described the game as the “largest bowl game outside of New Year’s Day,” based on the $1-million payment made to each of the two teams that played.