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The iPhone 13 Pro goes to Disneyland

This year’s iPhone review goes back to Disneyland for the first time in a couple of years for, uh, obvious reasons. I’m happy to report that the iPhone 13 Pro and iPhone 13 performed extremely well and the limited testing I was able to do on the iPhone…

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This year’s iPhone review goes back to Disneyland for the first time in a couple of years for, uh, obvious reasons. I’m happy to report that the iPhone 13 Pro and iPhone 13 performed extremely well and the limited testing I was able to do on the iPhone mini and iPhone 13 Pro Max showed that for the first time you’re able to make a pretty easy choice based on size once you’ve decided you’re ok without telephoto.

One of the major reasons I keep bringing these iPhones back to Disneyland is that it’s pretty much the perfect place to test the improvements Apple claims it is making in an intense real-world setting. It’s typically hot, the network environment is atrocious, you have to use your phone for almost everything these days from pictures to ticket scanning to food ordering and you’re usually there as long as you can to get the most out of your buck. It’s the ideal stress test that doesn’t involve artificial battery rundowns or controlled photo environments. 

In my testing, most of Apple’s improvements actually had a visible impact on the quality of life of my trip, though in some cases not massive. Screen brightness, the longer telephoto and battery life were all bright spots.

Performance and battery

The battery of the iPhone 13 Pro hit just over the 13 hour mark in the parks for me running it right to the dregs. Since there was so much video testing this year, the camera app did stay on screen longer than usual at just over 1hr of active ‘on screen’ usage which does put a bit of a strain on the system. I’d say that in real-world standard use you’ll probably get a bit more than that out of it so I’m comfortable saying that Apple’s estimate of an hour or more longer video playback time from the iPhone 12 Pro is probably pretty accurate. 

Image Credits: Matthew Panzarino

Though it was hard to get the same level of stress on the iPhone 13 Pro Max during my tests, I’d say you can expect even more battery life out of it, given the surplus it still had when my iPhone 13 Pro needed charging. Bigger battery, more battery life, not a big shock.

If you’re using it in the parks and doing the rope drop I’d say I would plan on taking it off the charger at 6am or so and plan to have a charger handy by about 4pm so you don’t go dead. That’s not a bad run overall for an iPhone in challenging conditions and with heavy camera use. 

Apple’s new ProMotion display was a nice upgrade as well, and I did notice the increased screen brightness. Typically the bump in brightness was only truly noticeable side-by-side with an iPhone 12 Pro with high-key content displayed on the screen. Popping open the Disneyland app for the barcode meant a bit better consistency in scanning (though that’s pretty hard to say for sure) and a visual increase in overall brightness in direct sun. Out of the Sun I’d say you’d be hard pressed to tell.

The variable refresh rate of the ProMotion screen cranking all the way up to 120hz while scrolling Safari is a really nice quality of life improvement. I’m unfortunately a bit jaded in this department because I’ve done a ton of my computing on the iPad Pro for the past couple of years, but it’s going to be an amazing bump for iPhone users that haven’t experienced it. Because Apple’s system is not locked at 120hz, it allows them to conserve battery life by slowing down the screen’s refresh rate when viewing static content like photos or text when not scrolling. I’m happy to say that I did not see any significant ramping while scrolling, so it’s really responsive and seamless in its handling of this variability.

The new A15 chip is, yes, more powerful than last year. Here’s some numbers if that’s your sort of thing:

Impressive as hell, especially for more battery life not less. The power-per-watt performance of Apple’s devices continues to be the (relatively) un-sung victory of its chips department. It’s not just that this year’s iPhones or the M1 laptops are crazy fast, it’s that they’re also actually usable for enormous amounts of time not connected to a charger. For those curious, the iPhone 13 Pro appears to have 6GB of RAM. 

Design

Image Credits: Matthew Panzarino

The design of the iPhone continues to be driven by the camera and radio. Whatever is necessary to support the sensors and lenses of the camera package and whatever is necessary to ensure that the antennas can accommodate 5G are in control of the wheel at this point in the iPhone’s life, and that’s pretty natural. 

The camera array on the back of the iPhone 13 Pro is bigger and taller in order to accommodate the three new cameras Apple has installed here. And I do mean bigger, like 40% bigger overall with taller arrays. Apple’s new cases now have a very noticeable raised ridge that exists to protect the lenses when you’re setting the case down on a surface. 

Everything else is sort of built around the camera and the need for wireless charging and radio performance. But Apple’s frosted glass and steel rim look retains its jewel-like quality this year and they’re still really good looking phones. I doubt the vast majority of people will see them long without a case but while you do they’re nice looking phones.

The front notch has been pared down slightly due to improvements in camera packaging, which leaves a tiny bit more screen real-estate for things like videos, but we’ll have to wait to see if developers find clever ways to use the extra pixels. 

Now, on to the cameras.

Cameras

It seems impossible that Apple continues to make year-over-year improvements that genuinely improve your optionality and quality of images that are enough to matter. And yet. The camera quality and features are a very real jump from the iPhone 11 Pro across the board and still a noticeable improvement from the iPhone 12 Pro for you early adopters. Anything older and you’re going to get a blast of quality right to the face that you’re going to love. 

The camera packaging and feature set is also more uniform across the lineup than ever before with Apple’s IBIS in camera sensor shift stabilization system appearing in every model — even the iPhone 13 mini which is a crazy achievement given the overall package size of this sensor array.

In my experience in the parks this year, Apple’s improvements to cameras made for a material difference no matter which lens I chose. From low light to long zoom, there’s something to love here for every avid photographer. Oh, and that Cinematic Mode, we’ll talk about that too. 

Telephoto

Of all of the lenses I expected improvement from, the telephoto was actually not that high on my list. But I was pleasantly surprised by the increased range and utility of this lens. I am an admitted telephoto addict, with some 60% of my photos on iPhone 12 Pro taken with the tele lens over the wide. I just prefer the ability to pick and choose my framing more closely without having to crop after the fact. 

Having Night Mode on the telephoto now means that it doesn’t fall back to the wide lens with crop in dark conditions as it used to. Now you get that native telephoto optics plus the Night Mode magic. This means much better black points and great overall exposure even hand held at zoom — something that felt just completely out of reach a couple of years ago.

Image Credits: Matthew Panzarino

With the higher zoom level, portraits are cropped tighter, with better organic non-portrait-mode bokeh which is lovely. With this new lens you’re going to be able to shoot better looking images of people, period.

If you’re a camera person, the 3x reminds me a lot of my favorite 105mm fixed portrait lens. It’s got the crop, it’s got the nice background separation and the optical quality is very, very good on this lens package. Apple knocked it out of the park on the tele this time around. 

Image Credits: Matthew Panzarino

The longer optical range was also very handy in a Disneyland world where performers are often kept separate from guests — sometimes for effect but mostly because of pandemic precautions. Being able to reach out and get that shot of Kylo Ren hyping up the crowd was a fun thing to be enabled to do.

Wide

Apple’s wide lens gets the biggest overall jump in sensor technology. A larger ƒ/1.5 aperture and new 1.9µm pixels roughly doubles the light gathering — and it shows. Images at night and inside ride buildings had a marked improvement in overall quality due to deeper blacks and better dynamic range. 

Image Credits: Matthew Panzarino

With Night Mode enabled, the deeper light gathering range and improved Smart HDR 4 makes for deeper blacks and a less washed out appearance. If I had to characterize it, it would be ‘more natural’ overall — a theme I’ve seen play out across the iPhone cameras this time around. 

Image Credits: Matthew Panzarino

Without Night Mode enabled, the raw improvement in image quality due to more light being captured is immediately evident. Though I think there are few situations where you need to turn off Night Mode any more, subjects in motion in low light are one of those and you’ll get a few inches extra of wiggle room with this new sensor and lens combo in those instances. 

Having sensor shift OIS come to the wide on the iPhone 13 across the range is a huge godsend to both still shots and video. Though I’m spoiled having been able to play with the iPhone 12 Pro Max’s stabilization, if you haven’t shot with it before you’re going to be incredibly happy with the additional levels of sharpness it brings.

Ultra Wide

Apple’s ultra wide camera has been in need of some love for a while. Though it offered a nice additional perspective, it has suffered from a lack of auto-focus and sub-par light gathering ability since its release. This time around it gets both a larger ƒ/1.8 aperture and autofocus. Apple claims 92% more light gathering and my testing in pretty rough lighting conditions shows a massive improvement across the board. 

Image Credits: Matthew Panzarino

Typically at Disneyland I like to shoot the wide in one of two ways: up close to create a fisheye-type perspective for portraits or to snag a vista when the lighting or scene setting is especially good. Having auto focus available improves the first a ton and the wider aperture gives the second a big boost too. 

Check out these shots of a moonlit Trader Sam’s, a snap that you might grab because the lighting and scenery are just right. The iPhone 12 Pro isn’t bad at all here but there is an actually quite clear difference between the two in exposure. Both of these were taken with Night Mode disabled in order to compare the raw improvement in aperture.

Image Credits: Matthew Panzarino

The delta is clear, and I’m pretty impressed in general with how much Apple keeps improving this ultra wide camera, though it seems clear at this point that we’re hitting the upper limits of what a 12MP sensor at this size can bring to a lens with such a wide POV. 

The new ISP also improves Night Mode shooting here too — and with a bit more raw range to work with given the wider aperture, your night mode shots lose even more of that bright candy-like look and get a deeper and more organic feeling. 

Macro photos and video

Another new shooting possibility presented by the iPhone 13 Pro is a pretty impressive macro mode that can shoot as close as 2cm. It’s really, really well done given that it’s being implemented in a super wide lens on a smartphone. 

I was able to shoot incredibly detailed snaps very, very close-up. We’re talking ‘the surface texture of objects’ close; ‘pollen hanging off a bee’s thorax’ close; dew…well you get the idea. It’s close, and it’s a nice tool to have without having to carry a macro attachment with you. 

Image Credits: Matthew Panzarino

I found the sharpness and clarity of the macro images I captured to be excellent within the rough 40% area that comprised the center of the capture area. Due to the fact that the macro mode is on the ultra wide, there is a significant amount of comatic aberration around the edges of the image. Basically, the lens is so curved you get excess blurring at the edges of a hyper-spherical element. This is only truly visible at very close distances at the minimum of the focal range. If you’re a few cm away you’ll notice and you’ll probably crop it out or live with it. If you’re further away getting a ‘medium macro’ at 10cm or whatever you’ll likely not notice it much.

This is a separate factor from the extremely slim field-of-focus that is absolutely standard with all macro lenses. You’re going to have to be precise at maximum macro, basically, but that’s nothing new.

Given how large scale Disneyland is I actually had to actively seek out ways to use the macro, though I’d imagine it would be useful in more ways in other venues. But I still got cool shots of textures in the bottles in Radiator Springs and some faux fungi at Galaxy’s Edge. 

Macro video is similarly fun but requires extremely stable hands or a tripod to really take advantage of given that the slightest movement of your hands is going to move the camera a massive amount of distance proportional to the focal area. Basically, tiny hand moves, big camera moves in this mode. But it’s a super fun tool to add to your arsenal and I had fun chasing bugs around some flower petals in the garden of the Grand Californian hotel with it.

Image Credits: Matthew Panzarino

As a way to go from world scale down to fine detail it’s a great way to mix up your shots.

One interesting quirk of the ultra wide camera being the home of macro on iPhone 13 Pro is that there is a noticeable transition between the wide and ultra-wide cameras as you move into macro range. This presents as a quick-shift image transition where you can see one camera clicking off and the other one turning on — something that was pretty much never obvious in other scenarios even though the cameras switch all the time depending on lighting conditions and imaging judgement calls made by the iPhone’s camera stack. 

Users typically never notice this at all, but given that there is now an official macro camera available when you swoop in close to an object while you’re on 1x then it’s going to flip over to the .5x mode in order to let you shoot super close. This is all totally fine, by the way, but can result in a bit of flutter if you’re moving in and out of range with the cameras continuously switching as you enter and exit ‘macro distance’ (around 10-15cm). 

When I queried about this camera switching behavior, Apple said that “a new setting will be added in a software update this fall to turn off automatic camera switching when shooting at close distances for macro photography and video.”

This should solve this relatively small quirk for people who want to work specifically at the macro range. 

Photographic Styles and Smart HDR 4

One of the constant tensions with Apple’s approach to computational photography has been its general leaning towards the conservative when it comes to highly processed images. Simply put, Apple likes its images to look ‘natural’, where other similar systems from competitors like Google or Samsung have made different choices in order to differentiate and create ‘punchier’ and sometimes just generally brighter images. 

Image Credits: Matthew Panzarino

I did some comparisons of these approaches back when Apple introduced Night Mode two years ago.  

The general idea hasn’t changed much even with Apple’s new launches this year, they’re still hewing to nature as a guiding principle. But now they’ve introduced Photographic Styles in order to give you the option of cranking two controls they’re calling Tone and Warmth. These are basically vibrance and color temperature (but only generally). You can choose from 5 presets including no adjustments or you can adjust the two settings on any of the presets on a scale of -100 to +100. 

I would assume that long term people will play with these and recommendations will get passed around on how to get a certain look. My general favorite of these is vibrant because I like the open shadows and mid-tone pop. Though I would assume a lot of folks will gravitate towards Rich Contrast because more contrast is generally more pleasing to the human eye. 

Image Credits: Matthew Panzarino

In this shot of some kid-sized speeders, you can see the effects on the shadows and midtones as well as the overall color temperature. Rather than being a situational filter, I view this as a deep ‘camera setting’ feature, much like choosing the type of film that you wanted to roll with in a film camera. For more contrast you might choose a Kodak Ektachrome, for cooler-to-neutral colors perhaps a Fuji, for warm skin tones perhaps a Kodak Portra and for boosted color maybe an Ultramax. 

This setting gives you the option to set up your camera the way you want the color to sit in a similar way. The setting is then retained when you close camera.app. This way when you open it, it’s set to shoot the way you want it to. This goes for the vast majority of camera settings now under iOS 15, which is a nice quality of life improvement over the old days when the iPhone camera reset itself every time you opened it. 

It’s worth noting that these color settings are ‘imbedded’ in the image, which means they are not adjustable afterwards like Portrait Mode’s lighting scenarios. They are also not enabled during RAW — which makes sense.

Smart HDR4 also deserves a mention here because it’s now doing an additional bit of smart segmentation based on subjects in the frame. In a situation with a backlit group of people, for instance, the new ISP is going to segment out each of those subjects individually and apply color profiles, exposure, white balance and other adjustments to them — all in real time. This makes for a marked improvement in dark-to-light scenarios like shooting out of windows and shooting into the sun. 

I would not expect much improvement out of the selfie camera this year, it’s just much the same as normal. Though you can use Cinematic Mode on it which is fun if not that useful in selfie modes.

Cinematic Mode

This is an experimental mode that has been shipped live to the public. That’s the best way to set the scene for those folks looking to dive into it. Contrary to Apple’s general marketing, this won’t yet replace any real camera rack focus setup on a film set, but it does open up a huge toolset for budding filmmakers and casual users that was previously locked behind a lot of doors made up of cameras, lenses and equipment. 

Cinematic Mode uses the camera’s depth information, the accelerometer and other signals to craft a video that injects synthetic bokeh (blur) and tracks subjects in the frame to intelligently ‘rack’ focus between them depending on what it thinks you want. There is also some impressive focus tracking features built in that allow you to lock onto a subject and follow them in a ‘tracking shot’ which can keep them in focus through obstacles like crowds, railings and water. I found all of these depth-leveraging features that did tracking to be incredibly impressive in my early testing, but they were often let down a bit by the segmentation masking that struggled to define crisp, clear borders around subjects to separate them from the background. It turns out that doing what portrait mode does with a still image is just insanely hard to do 30 times a second with complex, confusing backgrounds. 

The feature is locked to 1080p/30fps which says a lot about its intended use. This is for family shots presented on the device, AirPlayed to your TV or posted on the web. I’d imagine that this will actually get huge uptake with the TikTok filmmaker crowd who will do cool stuff with the new storytelling tools of selective focus.

Image Credits: Matthew Panzarino

I did some test shooting with my kids walking through crowds and riding on carousels that was genuinely, shockingly good. It really does provide a filmic, dreamy quality to the video that I was previously only able to get with quick and continuous focus adjustments on an SLR shooting video with a manually focused lens. 

That, I think, is the major key to understanding Cinematic Mode. Despite the marketing, this mode is intended to unlock new creative possibilities for the vast majority of iPhone users who have no idea how to set focal distances, bend their knees to stabilize and crouch-walk-rack-focus their way to these kinds of tracking shots. It really does open up a big bucket that was just inaccessible before. And in many cases I think that those willing to experiment and deal with its near-term foibles will be rewarded with some great looking shots to add to their iPhone memories widget.

Image Credits: Matthew Panzarino

Image Credits: Matthew Panzarino

I’ll be writing more about this feature later this week so stay tuned. For now, what you need to know is that an average person can whip this out in bright light and get some pretty fun and impressive results, but it is not a serious professional tool, yet. And even if you miss focus on a particular subject you are able to adjust that in post with a quick tap of the edit button and a tap on a subject — as long as it’s within the focal range of the lens.

As a filmmaking tool for the run and gun generation it’s a pretty compelling concept. The fact is that it allows people to spend less time and less technical energy on the mechanics of filmmaking and more time on the storytelling part. Moviemaking has always been an art that is intertwined with technology — and one of the true exemplars of the ideal that artists are always the first to adopt new technology and push it to its early limits.

It’s kind of hard to explain because I think most of us are so used to the language of film these days but having these tools in your arsenal is a huge step forward in how everyone’s home videos will look and feel over the next few years.

Just as Apple’s portrait mode has improved massively over the past 6 years, I expect Cinematic Mode to keep growing and improving. The relatively sketchy performance in low light and the locked zoom are high on my list to see bumps next year, as is improved segmentation. It’s an impressive technical feat that Apple is able to deliver this kind of slicing and adjustment not only in real-time preview but also in post-shooting editing modes, and I’m looking forward to seeing it evolve. 

Assessment

This is a great update that improves user experience in every way, even during an intense day-long Disneyland outing. The improved brightness and screen refresh means easier navigation of park systems and better visibility in daylight for directions and wait times and more. The better cameras mean you’re getting improved shots in dark-to-light situations like waiting in lines or shooting from under overhangs. The nice new telephoto lets you shoot close-up shots of cast members who are now often separated from the crowds by large distances, which is cool — and as a bonus acts as a really lovely portrait lens even while not in Portrait mode.

Overall this was one of the best experiences I’ve had testing a phone at the parks, with a continuous series of ‘wow’ moments with the cameras that sort of made me question my confirmation bias. I ended up with a lot of shots like the night mode wide angle and telephoto ones I shared above that impressed me so much I ended up doing a lot of gut checking asking other people in blind tests what they thought of the two images. Each time I did so the clear winner was the iPhone 13 — it really is just a clear cut improvement in image making across the board.

The rest of the package is pretty well turned out here too, with massive performance gains in the A15 Bionic with not only no discernable impact on battery life but a good extra hour to boot. The performance chart above may give the wow factor but that performance charted on the power usage of the chip across a day is what continues to be the most impressive feat of Apple’s chip teams. 

The iPhones 13 are an impressive field this year, providing a solid moat of image quality, battery life and now, thankfully, screen improvements that should serve Apple well over the next 12 months.

Image Credits: Matthew Panzarino

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Another beloved brewery files Chapter 11 bankruptcy

The beer industry has been devastated by covid, changing tastes, and maybe fallout from the Bud Light scandal.

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Before the covid pandemic, craft beer was having a moment. Most cities had multiple breweries and taprooms with some having so many that people put together the brewery version of a pub crawl.

It was a period where beer snobbery ruled the day and it was not uncommon to hear bar patrons discuss the makeup of the beer the beer they were drinking. This boom period always seemed destined for failure, or at least a retraction as many markets seemed to have more craft breweries than they could support.

Related: Fast-food chain closes more stores after Chapter 11 bankruptcy

The pandemic, however, hastened that downfall. Many of these local and regional craft breweries counted on in-person sales to drive their business. 

And while many had local and regional distribution, selling through a third party comes with much lower margins. Direct sales drove their business and the pandemic forced many breweries to shut down their taprooms during the period where social distancing rules were in effect.

During those months the breweries still had rent and employees to pay while little money was coming in. That led to a number of popular beermakers including San Francisco's nationally-known Anchor Brewing as well as many regional favorites including Chicago’s Metropolitan Brewing, New Jersey’s Flying Fish, Denver’s Joyride Brewing, Tampa’s Zydeco Brew Werks, and Cleveland’s Terrestrial Brewing filing bankruptcy.

Some of these brands hope to survive, but others, including Anchor Brewing, fell into Chapter 7 liquidation. Now, another domino has fallen as a popular regional brewery has filed for Chapter 11 bankruptcy protection.

Overall beer sales have fallen.

Image source: Shutterstock

Covid is not the only reason for brewery bankruptcies

While covid deserves some of the blame for brewery failures, it's not the only reason why so many have filed for bankruptcy protection. Overall beer sales have fallen driven by younger people embracing non-alcoholic cocktails, and the rise in popularity of non-beer alcoholic offerings,

Beer sales have fallen to their lowest levels since 1999 and some industry analysts

"Sales declined by more than 5% in the first nine months of the year, dragged down not only by the backlash and boycotts against Anheuser-Busch-owned Bud Light but the changing habits of younger drinkers," according to data from Beer Marketer’s Insights published by the New York Post.

Bud Light parent Anheuser Busch InBev (BUD) faced massive boycotts after it partnered with transgender social media influencer Dylan Mulvaney. It was a very small partnership but it led to a right-wing backlash spurred on by Kid Rock, who posted a video on social media where he chastised the company before shooting up cases of Bud Light with an automatic weapon.

Another brewery files Chapter 11 bankruptcy

Gizmo Brew Works, which does business under the name Roth Brewing Company LLC, filed for Chapter 11 bankruptcy protection on March 8. In its filing, the company checked the box that indicates that its debts are less than $7.5 million and it chooses to proceed under Subchapter V of Chapter 11. 

"Both small business and subchapter V cases are treated differently than a traditional chapter 11 case primarily due to accelerated deadlines and the speed with which the plan is confirmed," USCourts.gov explained. 

Roth Brewing/Gizmo Brew Works shared that it has 50-99 creditors and assets $100,000 and $500,000. The filing noted that the company does expect to have funds available for unsecured creditors. 

The popular brewery operates three taprooms and sells its beer to go at those locations.

"Join us at Gizmo Brew Works Craft Brewery and Taprooms located in Raleigh, Durham, and Chapel Hill, North Carolina. Find us for entertainment, live music, food trucks, beer specials, and most importantly, great-tasting craft beer by Gizmo Brew Works," the company shared on its website.

The company estimates that it has between $1 and $10 million in liabilities (a broad range as the bankruptcy form does not provide a space to be more specific).

Gizmo Brew Works/Roth Brewing did not share a reorganization or funding plan in its bankruptcy filing. An email request for comment sent through the company's contact page was not immediately returned.

 

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Students lose out as cities and states give billions in property tax breaks to businesses − draining school budgets and especially hurting the poorest students

An estimated 95% of US cities provide economic development tax incentives to woo corporate investors, taking billions away from schools.

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Exxon Mobil Corp.'s campus in East Baton Rouge Parish, left, received millions in tax abatements to the detriment of local schools, right. Barry Lewis/Getty Images, Tjean314/Wikimedia

Built in 1910, James Elementary is a three-story brick school in Kansas City, Missouri’s historic Northeast neighborhood, with a bright blue front door framed by a sand-colored stone arch adorned with a gargoyle. As bustling students and teachers negotiate a maze of gray stairs with worn wooden handrails, Marjorie Mayes, the school’s principal, escorts a visitor across uneven blue tile floors on the ground floor to a classroom with exposed brick walls and pipes. Bubbling paint mars some walls, evidence of the water leaks spreading inside the aging building.

“It’s living history,” said Mayes during a mid-September tour of the building. “Not the kind of living history we want.”

The district would like to tackle the US$400 million in deferred maintenance needed to create a 21st century learning environment at its 35 schools – including James Elementary – but it can’t. It doesn’t have the money.

Property tax redirect

The lack of funds is a direct result of the property tax breaks that Kansas City lavishes on companies and developers that do business there. The program is supposed to bring in new jobs and business but instead has ended up draining civic coffers and starving schools. Between 2017 and 2023, the Kansas City school district lost $237.3 million through tax abatements.

Kansas City is hardly an anomaly. An estimated 95% of U.S. cities provide economic development tax incentives to woo corporate investors. The upshot is that billions have been diverted from large urban school districts and from a growing number of small suburban and rural districts. The impact is seen in districts as diverse as Chicago and Cleveland, Hillsboro, Oregon, and Storey County, Nevada.

The result? A 2021 review of 2,498 financial statements from school districts across 27 states revealed that, in 2019 alone, at least $2.4 billion was diverted to fund tax incentives. Yet that substantial figure still downplays the magnitude of the problem, because three-quarters of the 10,370 districts analyzed did not provide any information on tax abatement agreements.

Tax abatement programs have long been controversial, pitting states and communities against one another in beggar-thy-neighbor contests. Their economic value is also, at best, unclear: Studies show most companies would have made the same location decision without taxpayer subsidies. Meanwhile, schools make up the largest cost item in these communities, meaning they suffer most when companies are granted breaks in property taxes.

A three-month investigation by The Conversation and three scholars with expertise in economic development, tax laws and education policy shows that the cash drain from these programs is not equally shared by schools in the same communities. At the local level, tax abatements and exemptions often come at the cost of critical funding for school districts that disproportionately serve students from low-income households and who are racial minorities.

In Missouri, for example, in 2022 nearly $1,700 per student was redirected from Kansas City public and charter schools, while between $500 and $900 was redirected from wealthier, whiter Northland schools on the north side of the river in Kansas City and in the suburbs beyond. Other studies have found similar demographic trends elsewhere, including New York state, South Carolina and Columbus, Ohio.

The funding gaps produced by abated money often force schools to delay needed maintenance, increase class sizes, lay off teachers and support staff and even close outright. Schools also struggle to update or replace outdated technology, books and other educational resources. And, amid a nationwide teacher shortage, schools under financial pressures sometimes turn to inexperienced teachers who are not fully certified or rely too heavily on recruits from overseas who have been given special visa status.

Lost funding also prevents teachers and staff, who often feed, clothe and otherwise go above and beyond to help students in need, from earning a living wage. All told, tax abatements can end up harming a community’s value, with constant funding shortfalls creating a cycle of decline.

Incentives, payoffs and guarantees

Perversely, some of the largest beneficiaries of tax abatements are the politicians who publicly boast of handing out the breaks despite the harm to poorer communities. Incumbent governors have used the incentives as a means of taking credit for job creation, even when the jobs were coming anyway.

“We know that subsidies don’t work,” said Elizabeth Marcello, a doctoral lecturer at Hunter College who studies governmental planning and policy and the interactions between state and local governments. “But they are good political stories, and I think that’s why politicians love them so much.”

Academic research shows that economic development incentives are ineffective most of the time – and harm school systems.

While some voters may celebrate abatements, parents can recognize the disparities between school districts that are created by the tax breaks. Fairleigh Jackson pointed out that her daughter’s East Baton Rouge third grade class lacks access to playground equipment.

The class is attending school in a temporary building while their elementary school undergoes a two-year renovation.

The temporary site has some grass and a cement slab where kids can play, but no playground equipment, Jackson said. And parents needed to set up an Amazon wish list to purchase basic equipment such as balls, jump ropes and chalk for students to use. The district told parents there would be no playground equipment due to a lack of funds, then promised to install equipment, Jackson said, but months later, there is none.

Cement surface surrounded by a fence with grass beyond. There's no playground equipment..
The temporary site where Fairleigh Jackson’s daughter goes to school in East Baton Rouge Parish lacks playground equipment. Fairleigh Jackson, CC BY-ND

Jackson said it’s hard to complain when other schools in the district don’t even have needed security measures in place. “When I think about playground equipment, I think that’s a necessary piece of child development,” Jackson said. “Do we even advocate for something that should be a daily part of our kids’ experience when kids’ safety isn’t being funded?”

Meanwhile, the challenges facing administrators 500-odd miles away at Atlanta Public Schools are nothing if not formidable: The district is dealing with chronic absenteeism among half of its Black students, many students are experiencing homelessness, and it’s facing a teacher shortage.

At the same time, Atlanta is showering corporations with tax breaks. The city has two bodies that dole them out: the Development Authority of Fulton County, or DAFC, and Invest Atlanta, the city’s economic development agency. The deals handed out by the two agencies have drained $103.8 million from schools from fiscal 2017 to 2022, according to Atlanta school system financial statements.

What exactly Atlanta and other cities and states are accomplishing with tax abatement programs is hard to discern. Fewer than a quarter of companies that receive breaks in the U.S. needed an incentive to invest, according to a 2018 study by the Upjohn Institute for Employment Research, a nonprofit research organization.

This means that at least 75% of companies received tax abatements when they’re not needed – with communities paying a heavy price for economic development that sometimes provides little benefit.

In Kansas City, for example, there’s no guarantee that the businesses that do set up shop after receiving a tax abatement will remain there long term. That’s significant considering the historic border war between the Missouri and Kansas sides of Kansas City – a competition to be the most generous to the businesses, said Jason Roberts, president of the Kansas City Federation of Teachers and School-Related Personnel. Kansas City, Missouri, has a 1% income tax on people who work in the city, so it competes for as many workers as possible to secure that earnings tax, Roberts said.

Under city and state tax abatement programs, companies that used to be in Kansas City have since relocated. The AMC Theaters headquarters, for example, moved from the city’s downtown to Leawood, Kansas, about a decade ago, garnering some $40 million in Promoting Employment Across Kansas tax incentives.

Roberts said that when one side’s financial largesse runs out, companies often move across the state line – until both states decided in 2019 that enough was enough and declared a cease-fire.

But tax breaks for other businesses continue. “Our mission is to grow the economy of Kansas City, and application of tools such as tax exemptions are vital to achieving that mission, said Jon Stephens, president and CEO of Port KC, the Kansas City Port Authority. The incentives speed development, and providing them "has resulted in growth choosing KC versus other markets,” he added.

In Atlanta, those tax breaks are not going to projects in neighborhoods that need help attracting development. They have largely been handed out to projects that are in high demand areas of the city, said Julian Bene, who served on Invest Atlanta’s board from 2010 to 2018. In 2019, for instance, the Fulton County development authority approved a 10-year, $16 million tax abatement for a 410-foot-tall, 27,000-square-foot tower in Atlanta’s vibrant Midtown business district. The project included hotel space, retail space and office space that is now occupied by Google and Invesco.

In 2021, a developer in Atlanta pulled its request for an $8 million tax break to expand its new massive, mixed-use Ponce City Market development in the trendy Beltline neighborhood with an office tower and apartment building. Because of community pushback, the developer knew it likely did not have enough votes from the commission for approval, Bene said. After a second try for $5 million in lower taxes was also rejected, the developer went ahead and built the project anyway.

Invest Atlanta has also turned down projects in the past, Bene said. Oftentimes, after getting rejected, the developer goes back to the landowner and asks for a better price to buy the property to make their numbers work, because it was overvalued at the start.

Trouble in Philadelphia

On Thursday, Oct. 26, 2023, an environmental team was preparing Southwark School in Philadelphia for the winter cold. While checking an attic fan, members of the team saw loose dust on top of flooring that contained asbestos. The dust that certainly was blowing into the floors below could contain the cancer-causing agent. Within a day, Southwark was closed – the seventh Philadelphia school temporarily shuttered since the previous academic year because of possible asbestos contamination.

A 2019 inspection of the John L Kinsey school in Philadelphia found asbestos in plaster walls, floor tiles, radiator insulation and electrical panels. Asbestos is a major problem for Philadelphia’s public schools. The district needs $430 million to clean up the asbestos, lead, and other environmental hazards that place the health of students, teachers and staff at risk. And that is on top of an additional $2.4 billion to fix failing and damaged buildings.

Yet the money is not available. Matthew Stem, a former district official, testified in a 2023 lawsuit about financing of Pennsylvania schools that the environmental health risks cannot be addressed until an emergency like at Southwark because “existing funding sources are not sufficient to remediate those types of issues.”

Meanwhile, the city keeps doling out abatements, draining money that could have gone toward making Philadelphia schools safer. In the fiscal year ending June 2022, such tax breaks cost the school district $118 million – more than 25% of the total amount needed to remove the asbestos and other health dangers. These abatements take 31 years to break even, according to the city’s own scenario impact analyses.

Huge subsets of the community – primarily Black, Brown, poor or a combination – are being “drastically impacted” by the exemptions and funding shortfalls for the school district, said Kendra Brooks, a Philadelphia City Council member. Schools and students are affected by mold, asbestos and lead, and crumbling infrastructure, as well as teacher and staffing shortages – including support staff, social workers and psychologists.

More than half the district’s schools that lacked adequate air conditioning – 87 schools – had to go to half days during the first week of the 2023 school year because of extreme heat. Poor heating systems also leave the schools cold in the winter. And some schools are overcrowded, resulting in large class sizes, she said.

Front of a four-story brick school building with tall windows, some with air-conditioners
Horace Furness High School in Philadelphia, where hot summers have temporarily closed schools that lack air conditioning. Nick-philly/Wikimedia, CC BY-SA

Teachers and researchers agree that a lack of adequate funding undermines educational opportunities and outcomes. That’s especially true for children living in poverty. A 2016 study found that a 10% increase in per-pupil spending each year for all 12 years of public schooling results in nearly one-third of a year of more education, 7.7% higher wages and a 3.2% reduction in annual incidence of adult poverty. The study estimated that a 21.7% increase could eliminate the high school graduation gap faced by children from low-income families.

More money for schools leads to more education resources for students and their teachers. The same researchers found that spending increases were associated with reductions in student-to-teacher ratios, increases in teacher salaries and longer school years. Other studies yielded similar results: School funding matters, especially for children already suffering the harms of poverty.

While tax abatements themselves are generally linked to rising property values, the benefits are not evenly distributed. In fact, any expansion of the tax base due to new property construction tends to be outside of the county granting the tax abatement. For families in school districts with the lost tax revenues, their neighbors’ good fortune likely comes as little solace. Meanwhile, a poorly funded education system is less likely to yield a skilled and competitive workforce, creating longer-term economic costs that make the region less attractive for businesses and residents.

“There’s a head-on collision here between private gain and the future quality of America’s workforce,” said Greg LeRoy, executive director at Good Jobs First, a Washington, D.C., advocacy group that’s critical of tax abatement and tracks the use of economic development subsidies.

Three-story school building with police officers out front and traffic lights in the foreground
Roxborough High School in Philadelphia. AP Photo/Matt Rourke

As funding dwindles and educational quality declines, additional families with means often opt for alternative educational avenues such as private schooling, home-schooling or moving to a different school district, further weakening the public school system.

Throughout the U.S., parents with the power to do so demand special arrangements, such as selective schools or high-track enclaves that hire experienced, fully prepared teachers. If demands aren’t met, they leave the district’s public schools for private schools or for the suburbs. Some parents even organize to splinter their more advantaged, and generally whiter, neighborhoods away from the larger urban school districts.

Those parental demands – known among scholars as “opportunity hoarding” – may seem unreasonable from the outside, but scarcity breeds very real fears about educational harms inflicted on one’s own children. Regardless of who’s to blame, the children who bear the heaviest burden of the nation’s concentrated poverty and racialized poverty again lose out.

Rethinking in Philadelphia and Riverhead

Americans also ask public schools to accomplish Herculean tasks that go far beyond the education basics, as many parents discovered at the onset of the pandemic when schools closed and their support for families largely disappeared.

A school serving students who endure housing and food insecurity must dedicate resources toward children’s basic needs and trauma. But districts serving more low-income students spend less per student on average, and almost half the states have regressive funding structures.

Facing dwindling resources for schools, several cities have begun to rethink their tax exemption programs.

The Philadelphia City Council recently passed a scale-back on a 10-year property tax abatement by decreasing the percentage of the subsidy over that time. But even with that change, millions will be lost to tax exemptions that could instead be invested in cash-depleted schools. “We could make major changes in our schools’ infrastructure, curriculum, staffing, staffing ratios, support staff, social workers, school psychologists – take your pick,” Brooks said.

Other cities looking to reform tax abatement programs are taking a different approach. In Riverhead, New York, on Long Island, developers or project owners can be granted exemptions on their property tax and allowed instead to shell out a far smaller “payment in lieu of taxes,” or PILOT. When the abatement ends, most commonly after 10 years, the businesses then will pay full property taxes.

At least, that’s the idea, but the system is far from perfect. Beneficiaries of the PILOT program have failed to pay on time, leaving the school board struggling to fill a budget hole. Also, the payments are not equal to the amount they would receive for property taxes, with millions of dollars in potential revenue over a decade being cut to as little as a few hundred thousand. On the back end, if a business that’s subsidized with tax breaks fails after 10 years, the projected benefits never emerge.

And when the time came to start paying taxes, developers have returned to the city’s Industrial Development Agency with hat in hand, asking for more tax breaks. A local for-profit aquarium, for example, was granted a 10-year PILOT program break by Riverhead in 1999; it has received so many extensions that it is not scheduled to start paying full taxes until 2031 – 22 years after originally planned.

Kansas City border politics

Like many cities, Kansas City has a long history of segregation, white flight and racial redlining, said Kathleen Pointer, senior policy strategist for Kansas City Public Schools.

James Elementary in Kansas City, Mo. Danielle McLean, CC BY-ND

Troost Avenue, where the Kansas City Public Schools administrative office is located, serves as the city’s historic racial dividing line, with wealthier white families living in the west and more economically disadvantaged people of color in the east. Most of the district’s schools are located east of Troost, not west.

Students on the west side “pretty much automatically funnel into the college preparatory middle school and high schools,” said The Federation of Teachers’ Roberts. Those schools are considered signature schools that are selective and are better taken care of than the typical neighborhood schools, he added.

The school district’s tax levy was set by voters in 1969 at 3.75%. But successive attempts over the next few decades to increase the levy at the ballot box failed. During a decadeslong desegregation lawsuit that was eventually resolved through a settlement agreement in the 1990s, a court raised the district’s levy rate to 4.96% without voter approval. The levy has remained at the same 4.96% rate since.

Meanwhile, Kansas City is still distributing 20-year tax abatements to companies and developers for projects. The district calculated that about 92% of the money that was abated within the school district’s boundaries was for projects within the whiter west side of the city, Pointer said.

“Unfortunately, we can’t pick or choose where developers build,” said Meredith Hoenes, director of communications for Port KC. “We aren’t planning and zoning. Developers typically have plans in place when they knock on our door.”

In Kansas City, several agencies administer tax incentives, allowing developers to shop around to different bodies to receive one. Pointer said he believes the Port Authority is popular because they don’t do a third-party financial analysis to prove that the developers need the amount that they say they do.

With 20-year abatements, a child will start pre-K and graduate high school before seeing the benefits of a property being fully on the tax rolls, Pointer said. Developers, meanwhile, routinely threaten to build somewhere else if they don’t get the incentive, she said.

In 2020, BlueScope Construction, a company that had received tax incentives for nearly 20 years and was about to roll off its abatement, asked for another 13 years and threatened to move to another state if it didn’t get it. At the time, the U.S. was grappling with a racial reckoning following the murder of George Floyd, who was killed by a Minneapolis police officer.

“That was a moment for Kansas City Public Schools where we really drew a line in the sand and talked about incentives as an equity issue,” Pointer said.

After the district raised the issue – tying the incentives to systemic racism – the City Council rejected BlueScope’s bid and, three years later, it’s still in Kansas City, fully on the tax rolls, she said. BlueScope did not return multiple requests for comment.

Recently, a multifamily housing project was approved for a 20-year tax abatement by the Port Authority of Kansas City at Country Club Plaza, an outdoor shopping center in an affluent part of the city. The housing project included no affordable units. “This project was approved without any independent financial analysis proving that it needed that subsidy,” Pointer said.

All told, the Kansas City Public Schools district faces several shortfalls beyond the $400 million in deferred maintenance, Superintendent Jennifer Collier said. There are staffing shortages at all positions: teachers, paraprofessionals and support staff. As in much of the U.S., the cost of housing is surging. New developments that are being built do not include affordable housing, or when they do, the units are still out of reach for teachers.

That’s making it harder for a district that already loses about 1 in 5 of its teachers each year to keep or recruit new ones, who earn an average of only $46,150 their first year on the job, Collier said.

East Baton Rouge and the industrial corridor

It’s impossible to miss the tanks, towers, pipes and industrial structures that incongruously line Baton Rouge’s Scenic Highway landscape. They’re part of Exxon Mobil Corp.’s campus, home of the oil giant’s refinery in addition to chemical and plastics plants.

Aerial view of industrial buildings along a river
Exxon Mobil Corp.’s Baton Rouge campus occupies 3.28 square miles. AP Photo/Gerald Herbert

Sitting along the Mississippi River, the campus has been a staple of Louisiana’s capital for over 100 years. It’s where 6,000 employees and contractors who collectively earn over $400 million annually produce 522,000 barrels of crude oil per day when at full capacity, as well as the annual production and manufacture of 3 billion pounds of high-density polyethylene and polypropylene and 6.6 billion pounds of petrochemical products. The company posted a record-breaking $55.7 billion in profits in 2022 and $36 billion in 2023.

Across the street are empty fields and roads leading into neighborhoods that have been designated by the U.S. Department of Agriculture as a low-income food desert. A mile drive down the street to Route 67 is a Dollar General, fast-food restaurants, and tiny, rundown food stores. A Hi Nabor Supermarket is 4 miles away.

East Baton Rouge Parish’s McKinley High School, a 12-minute drive from the refinery, serves a student body that is about 80% Black and 85% poor. The school, which boasts famous alums such as rapper Kevin Gates, former NBA player Tyrus Thomas and Presidential Medal of Freedom recipient Gardner C. Taylor, holds a special place in the community, but it has been beset by violence and tragedy lately. Its football team quarterback, who was killed days before graduation in 2017, was among at least four of McKinley’s students who have been shot or murdered over the past six years.

The experience is starkly different at some of the district’s more advantaged schools, including its magnet programs open to high-performing students.

Black-and-white outline of Louisiana showing the parishes, with one, near the bottom right, filled in red
East Baton Rouge Parish, marked in red, includes an Exxon Mobil Corp. campus and the city of Baton Rouge. David Benbennick/Wikimedia

Baton Rouge is a tale of two cities, with some of the worst outcomes in the state for education, income and mortality, and some of the best outcomes. “It was only separated by sometimes a few blocks,” said Edgar Cage, the lead organizer for the advocacy group Together Baton Rouge. Cage, who grew up in the city when it was segregated by Jim Crow laws, said the root cause of that disparity was racism.

“Underserved kids don’t have a path forward” in East Baton Rouge public schools, Cage said.

A 2019 report from the Urban League of Louisiana found that economically disadvantaged African American and Hispanic students are not provided equitable access to high-quality education opportunities. That has contributed to those students underperforming on standardized state assessments, such as the LEAP exam, being unprepared to advance to higher grades and being excluded from high-quality curricula and instruction, as well as the highest-performing schools and magnet schools.

“Baton Rouge is home to some of the highest performing schools in the state,” according to the report. “Yet the highest performing schools and schools that have selective admissions policies often exclude disadvantaged students and African American and Hispanic students.”

Dawn Collins, who served on the district’s school board from 2016 to 2022, said that with more funding, the district could provide more targeted interventions for students who were struggling academically or additional support to staff so they can better assist students with greater needs.

But for decades, Louisiana’s Industrial Ad Valorem Tax Exemption Program, or ITEP, allowed for 100% property tax exemptions for industrial manufacturing facilities, said Erin Hansen, the statewide policy analyst at Together Louisiana, a network of 250 religious and civic organizations across the state that advocates for grassroots issues, including tax fairness.

The ITEP program was created in the 1930s through a state constitutional amendment, allowing companies to bypass a public vote and get approval for the exemption through the governor-appointed Board of Commerce and Industry, Hansen said. For over 80 years, that board approved nearly all applications that it received, she said.

Since 2000, Louisiana has granted a total of $35 billion in corporate property tax breaks for 12,590 projects.

Louisiana’s executive order

A few efforts to reform the program over the years have largely failed. But in 2016, Gov. John Bel Edwards signed an executive order that slightly but importantly tweaked the system. On top of the state board vote, the order gave local taxing bodies – such as school boards, sheriffs and parish or city councils – the ability to vote on their own individual portions of the tax exemptions. And in 2019 the East Baton Rouge Parish School Board exercised its power to vote down an abatement.

Throughout the U.S., school boards’ power over the tax abatements that affect their budgets vary, and in some states, including Georgia, Kansas, Nevada, New Jersey and South Carolina, school boards lack any formal ability to vote or comment on tax abatement deals that affect them.

Edwards’ executive order also capped the maximum exemption at 80% and tightened the rules so routine capital investments and maintenance were no longer eligible, Hansen said. A requirement concerning job creation was also put in place.

Concerned residents and activists, led by Together Louisiana and sister group Together Baton Rouge, rallied around the new rules and pushed back against the billion-dollar corporation taking more tax money from the schools. In 2019, the campaign worked: the school board rejected a $2.9 million property tax break bid by Exxon Mobil.

After the decision, Exxon Mobil reportedly described the city as “unpredictable.”

However, members of the business community have continued to lobby for the tax breaks, and they have pushed back against further rejections. In fact, according to Hansen, loopholes were created during the rulemaking process around the governor’s executive order that allowed companies to weaken its effectiveness.

In total, 223 Exxon Mobil projects worth nearly $580 million in tax abatements have been granted in the state of Louisiana under the ITEP program since 2000.

“ITEP is needed to compete with other states – and, in ExxonMobil’s case, other countries,” according to Exxon Mobil spokesperson Lauren Kight.

She pointed out that Exxon Mobil is the largest property taxpayer for the EBR school system, paying more than $46 million in property taxes in EBR parish in 2022 and another $34 million in sales taxes.

A new ITEP contract won’t decrease this existing tax revenue, Kight added. “Losing out on future projects absolutely will.”

The East Baton Rouge Parish School Board has continued to approve Exxon Mobil abatements, passing $46.9 million between 2020 and 2022. Between 2017 and 2023, the school district has lost $96.3 million.

Taxes are highest when industrial buildings are first built. Industrial property comes onto the tax rolls at 40% to 50% of its original value in Louisiana after the initial 10-year exemption, according to the Ascension Economic Development Corp.

Exxon Mobil received its latest tax exemption, $8.6 million over 10 years – an 80% break – in October 2023 for $250 million to install facilities at the Baton Rouge complex that purify isopropyl alcohol for microchip production and that create a new advanced recycling facility, allowing the company to address plastic waste. The project created zero new jobs.

The school board approved it by a 7-2 vote after a long and occasionally contentious board meeting.

“Does it make sense for Louisiana and other economically disadvantaged states to kind of compete with each other by providing tax incentives to mega corporations like Exxon Mobil?” said EBR School Board Vice President Patrick Martin, who voted for the abatement. “Probably, in a macro sense, it does not make a lot of sense. But it is the program that we have.”

Obviously, Exxon Mobil benefits, he said. “The company gets a benefit in reducing the property taxes that they would otherwise pay on their industrial activity that adds value to that property.” But the community benefits from the 20% of the property taxes that are not exempted, he said.

“I believe if we don’t pass it, over time the investments will not come and our district as a whole will have less money,” he added.

In 2022, a year when Exxon Mobil made a record $55.7 billion, the company asked for a 10-year, 80% property tax break from the cash-starved East Baton Rouge Parish school district. A lively debate ensued.

Meanwhile, the district’s budgetary woes are coming to a head. Bus drivers staged a sickout at the start of the school year, refusing to pick up students – in protest of low pay and not having buses equipped with air conditioning amid a heat wave. The district was forced to release students early, leaving kids stranded without a ride to school, before it acquiesced and provided the drivers and other staff one-time stipends and purchased new buses with air conditioning.

The district also agreed to reestablish transfer points as a temporary response to the shortages. But that transfer-point plan has historically resulted in students riding on the bus for hours and occasionally missing breakfast when the bus arrives late, according to Angela Reams-Brown, president of the East Baton Rouge Federation of Teachers. The district plans to purchase or lease over 160 buses and solve its bus driver shortage next year, but the plan could lead to a budget crisis.

A teacher shortage looms as well, because the district is paying teachers below the regional average. At the school board meeting, Laverne Simoneaux, an ELL specialist at East Baton Rouge’s Woodlawn Elementary, said she was informed that her job was not guaranteed next year since she’s being paid through federal COVID-19 relief funds. By receiving tax exemptions, Exxon Mobil was taking money from her salary to deepen their pockets, she said.

A young student in the district told the school board that the money could provide better internet access or be used to hire someone to pick up the glass and barbed wire in the playground. But at least they have a playground – Hayden Crockett, a seventh grader at Sherwood Middle Academic Magnet School, noted that his sister’s elementary school lacked one.

“If it wasn’t in the budget to fund playground equipment, how can it also be in the budget to give one of the most powerful corporations in the world a tax break?” Crockett said. “The math just ain’t mathing.”

Christine Wen worked for the nonprofit organization Good Jobs First from June 2019 to May 2022 where she helped collect tax abatement data.

Nathan Jensen has received funding from the John and Laura Arnold Foundation, the Smith Richardson Foundation, the Ewing Marion Kauffman Foundation and the Washington Center for Equitable Growth. He is a Senior Fellow at the Niskanen Center.

Danielle McLean and Kevin Welner do not work for, consult, own shares in or receive funding from any company or organization that would benefit from this article, and have disclosed no relevant affiliations beyond their academic appointment.

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Revving up tourism: Formula One and other big events look set to drive growth in the hospitality industry

With big events drawing a growing share of of tourism dollars, F1 offers a potential glimpse of the travel industry’s future.

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Sergio Perez of Oracle Red Bull Racing, right, and Charles Leclerc of the Scuderia Ferrari team compete in the Las Vegas Grand Prix on Nov. 19, 2023. Tayfun Coskun/Anadolu via Getty Images

In late 2023, I embarked on my first Formula One race experience, attending the first-ever Las Vegas Grand Prix. I had never been to an F1 race; my interest was sparked during the pandemic, largely through the Netflix series “Formula 1: Drive to Survive.”

But I wasn’t just attending as a fan. As the inaugural chair of the University of Florida’s department of tourism, hospitality and event management, I saw this as an opportunity. Big events and festivals represent a growing share of the tourism market – as an educator, I want to prepare future leaders to manage them.

And what better place to learn how to do that than in the stands of the Las Vegas Grand Prix?

A smiling professor is illuminated by bright lights in a nighttime photo taken at a Formula 1 event in Nevada.
The author at the Las Vegas Grand Prix. Katherine Fu

The future of tourism is in events and experiences

Tourism is fun, but it’s also big business: In the U.S. alone, it’s a US$2.6 trillion industry employing 15 million people. And with travelers increasingly planning their trips around events rather than places, both industry leaders and academics are paying attention.

Event tourism is also key to many cities’ economic development strategies – think Chicago and its annual Lollapalooza music festival, which has been hosted in Grant Park since 2005. In 2023, Lollapalooza generated an estimated $422 million for the local economy and drew record-breaking crowds to the city’s hotels.

That’s why when Formula One announced it would be making a 10-year commitment to host races in Las Vegas, the region’s tourism agency was eager to spread the news. The 2023 grand prix eventually generated $100 million in tax revenue, the head of that agency later announced.

Why Formula One?

Formula One offers a prime example of the economic importance of event tourism. In 2022, Formula One generated about $2.6 billion in total revenues, according to the latest full-year data from its parent company. That’s up 20% from 2021 and 27% from 2019, the last pre-COVID year. A record 5.7 million fans attended Formula One races in 2022, up 36% from 2019.

This surge in interest can be attributed to expanded broadcasting rights, sponsorship deals and a growing global fan base. And, of course, the in-person events make a lot of money – the cheapest tickets to the Las Vegas Grand Prix were $500.

Two brightly colored race cars are seen speeding down a track in a blur.
Turn 1 at the first Las Vegas Grand Prix. Rachel Fu, CC BY

That’s why I think of Formula One as more than just a pastime: It’s emblematic of a major shift in the tourism industry that offers substantial job opportunities. And it takes more than drivers and pit crews to make Formula One run – it takes a diverse range of professionals in fields such as event management, marketing, engineering and beyond.

This rapid industry growth indicates an opportune moment for universities to adapt their hospitality and business curricula and prepare students for careers in this profitable field.

How hospitality and business programs should prepare students

To align with the evolving landscape of mega-events like Formula One races, hospitality schools should, I believe, integrate specialized training in event management, luxury hospitality and international business. Courses focusing on large-scale event planning, VIP client management and cross-cultural communication are essential.

Another area for curriculum enhancement is sustainability and innovation in hospitality. Formula One, like many other companies, has increased its emphasis on environmental responsibility in recent years. While some critics have been skeptical of this push, I think it makes sense. After all, the event tourism industry both contributes to climate change and is threatened by it. So, programs may consider incorporating courses in sustainable event management, eco-friendly hospitality practices and innovations in sustainable event and tourism.

Additionally, business programs may consider emphasizing strategic marketing, brand management and digital media strategies for F1 and for the larger event-tourism space. As both continue to evolve, understanding how to leverage digital platforms, engage global audiences and create compelling brand narratives becomes increasingly important.

Beyond hospitality and business, other disciplines such as material sciences, engineering and data analytics can also integrate F1 into their curricula. Given the younger generation’s growing interest in motor sports, embedding F1 case studies and projects in these programs can enhance student engagement and provide practical applications of theoretical concepts.

Racing into the future: Formula One today and tomorrow

F1 has boosted its outreach to younger audiences in recent years and has also acted to strengthen its presence in the U.S., a market with major potential for the sport. The 2023 Las Vegas race was a strategic move in this direction. These decisions, along with the continued growth of the sport’s fan base and sponsorship deals, underscore F1’s economic significance and future potential.

Looking ahead in 2024, Formula One seems ripe for further expansion. New races, continued advancements in broadcasting technology and evolving sponsorship models are expected to drive revenue growth. And Season 6 of “Drive to Survive” will be released on Feb. 23, 2024. We already know that was effective marketing – after all, it inspired me to check out the Las Vegas Grand Prix.

I’m more sure than ever that big events like this will play a major role in the future of tourism – a message I’ll be imparting to my students. And in my free time, I’m planning to enhance my quality of life in 2024 by synchronizing my vacations with the F1 calendar. After all, nothing says “relaxing getaway” quite like the roar of engines and excitement of the racetrack.

Rachel J.C. Fu does not work for, consult, own shares in or receive funding from any company or organization that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.

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