University of North Carolina Athletics
Photo by: Fletcher Jones
Power Of Collaboration: Savannah Bananas At Kenan Stadium Generate $17.1 Million In Direct Economic Impact
May 11, 2026 | General
CHAPEL HILL, N.C. – The Savannah Bananas' debut appearance in Kenan Stadium at the University of North Carolina generated more than $17.1 million in direct economic impact for the town of Chapel Hill and the surrounding region, emphasizing the power of collaboration between the university, Carolina Athletics, local government and the business community.
Â
The fun, two-day, two-game event – which saw Carolina Athletics transform its football field into a family-friendly baseball spectacle April 11-12 -- hosted more than 100,000 fans, delivering a significant boost to the local economy. The $17.1 million in direct tourism spending includes money spent by visitors for hotels, parking, concessions, merchandise and transportation. In addition, the event generated an additional $7.2 million in indirect economic impact, which includes vendor hiring, retailer restocking and additional services needed to support tourism.
Â
"It was really special to see our university, department, town and local businesses come together to host such an impactful and memorable event,'' said Steve Newmark, executive associate director of athletics at UNC. "Bringing these two games to Kenan Stadium not only allowed us to introduce new visitors to Chapel Hill, but also helped strengthen our local economy in ways we hope to duplicate in the future."
Â
The event drew more than 25,000 overnight visitors and more than 75,000 day visitors. Over the course of the weekend, an average of 16,984 hotel rooms were booked per night.
Â
"We're thrilled by the tremendous success of the Savannah Bananas weekend and the positive impact it had across our entire region,'' said Jess Anderson, Chapel Hill's mayor. Â "From Chapel Hill to neighboring communities, hotels, restaurants and local businesses, all benefited from the excitement and energy these games brought to town. This event showcased what's possible when the town, the university, local partners and our business community work together to create something truly special. Most importantly, it gave residents and visitors alike a fun, memorable experience that brought people together and highlighted Chapel Hill as a destination for unique community events."
Â
The event also saw significant exposure for Chapel Hill and the university, generating an estimated 18-25 million impressions and 1,500–2,500 posts for @savbananas social media accounts, with the top-performing video reaching roughly 5 million views.
Â
The success of the Savannah Bananas weekend underscores the University's evolving role as a hub for major events that extend beyond traditional collegiate athletics. By leveraging iconic venues like Kenan Stadium, UNC continues to attract new audiences, generate economic impact and create memorable experiences for visitors and residents alike.
Â
"Our ability to host – and sell out – new special events like this one represents an important part of our developing revenue growth strategy for Carolina Athletics, and it's exciting to see the way everyone came together to make special memories for so many people," said deputy AD/chief revenue officer Rick Barakat. "The Savannah Bananas event is a phenomenon like no other, and they were an exceptional partner. We wish them great success throughout the season and hope to see them again in the future!"
Â
Economic Impact Snapshot (Estimated)
Source: Destinations International Event Impact Calculator
Â
Â
Â
The fun, two-day, two-game event – which saw Carolina Athletics transform its football field into a family-friendly baseball spectacle April 11-12 -- hosted more than 100,000 fans, delivering a significant boost to the local economy. The $17.1 million in direct tourism spending includes money spent by visitors for hotels, parking, concessions, merchandise and transportation. In addition, the event generated an additional $7.2 million in indirect economic impact, which includes vendor hiring, retailer restocking and additional services needed to support tourism.
Â
"It was really special to see our university, department, town and local businesses come together to host such an impactful and memorable event,'' said Steve Newmark, executive associate director of athletics at UNC. "Bringing these two games to Kenan Stadium not only allowed us to introduce new visitors to Chapel Hill, but also helped strengthen our local economy in ways we hope to duplicate in the future."
Â
The event drew more than 25,000 overnight visitors and more than 75,000 day visitors. Over the course of the weekend, an average of 16,984 hotel rooms were booked per night.
Â
"We're thrilled by the tremendous success of the Savannah Bananas weekend and the positive impact it had across our entire region,'' said Jess Anderson, Chapel Hill's mayor. Â "From Chapel Hill to neighboring communities, hotels, restaurants and local businesses, all benefited from the excitement and energy these games brought to town. This event showcased what's possible when the town, the university, local partners and our business community work together to create something truly special. Most importantly, it gave residents and visitors alike a fun, memorable experience that brought people together and highlighted Chapel Hill as a destination for unique community events."
Â
The event also saw significant exposure for Chapel Hill and the university, generating an estimated 18-25 million impressions and 1,500–2,500 posts for @savbananas social media accounts, with the top-performing video reaching roughly 5 million views.
Â
The success of the Savannah Bananas weekend underscores the University's evolving role as a hub for major events that extend beyond traditional collegiate athletics. By leveraging iconic venues like Kenan Stadium, UNC continues to attract new audiences, generate economic impact and create memorable experiences for visitors and residents alike.
Â
"Our ability to host – and sell out – new special events like this one represents an important part of our developing revenue growth strategy for Carolina Athletics, and it's exciting to see the way everyone came together to make special memories for so many people," said deputy AD/chief revenue officer Rick Barakat. "The Savannah Bananas event is a phenomenon like no other, and they were an exceptional partner. We wish them great success throughout the season and hope to see them again in the future!"
Â
Economic Impact Snapshot (Estimated)
| Â Metric |
Impact |
| Total Attendance | 100,000+ |
| Overnight Visitors | 25,262 |
| Room Nights Generated | 16,984 |
| Total Economic Impact (Indirect + Induced) | $24,366,678 |
| Direct Spending | $17,132,602 |
| Total Local Tax Revenue | $771,460 |
| Jobs Supported (Total) | 9,210 |
| Visitor Days | 65,786 |
Source: Destinations International Event Impact Calculator
Â
Â
UNC Baseball: Tar Heels Complete Home Sweep of Pitt, 7-3
Sunday, May 10
UNC Women's Lacrosse: Humphrey, Heels Roll Past Clemson into NCAA Quarterfinals, 17-6
Sunday, May 10
UNC Baseball: Tar Heels Run-Rule Pitt in Game 2, 12-2
Saturday, May 09
UNC Men's Lacrosse: Pietramala's Record-Setting Day Leads Heels Over UAlbany, 24-6
Saturday, May 09