Orlando Business Journal: Dwight Howard would be good for Orlando business

There is a debate raging among Orlando Magic fans as the season comes to a close and free agency comes into focus.

With a report coming out Friday from Ric Bucher of Bleacher/Report that Dwight Howard, the once Orlando Magic All-Star center, was sending out feelers through “back channels” to see if the Magic would be interested in bringing him back next year. The Magic, according to the report, are not saying what their plans are regarding Howard.

What is clear is the Magic have a ton of cap room and a desire to make the Playoffs in 2017. They will undoubtedly be aggressive in free agency to try to fill that gap and get back into the Playoffs. That may or may not include Howard.

Despite his slippage in play — and perhaps his unpopularity in Orlando — Howard is still someone who generates interest. He still has All-Star potential when healthy and can transform a franchise with talent on the roster already.

Richard Bilbao of Orlando Business Journal writes Howard’s return could have a significant financial impact on the city:

Look, hurt feelings and stickum scandals aside, Howard is a big name who can draw more interest to the Orlando Magic, make it a more competitive team and help fill more seats at the Amway Center, as well as nearby restaurants and bars. A previous Orlando Business Journal analysis showed Howard’s reign in Orlando — which ended in 2012 — caused an 18.2 percent spike in attendance, which translated to as much as a $2.2 million in economic impact if all fans attending games purchased meals before or after the game, as well as spent money inside the arena on drinks and souvenirs.

Really though this is an argument about star power.

Orlando has seen huge spikes with Kaka and Alex Morgan joining the teams in the city. Those are recognizable names that help sell their teams to casual fans and beyond. They make those brands national powers.

What the Magic have lacked since the Dwight Howard trade is that star power. It is hard to figure who the face of the franchise is. And more than any other sport, the NBA is sold on its stars.

Whether it is Dwight Howard or someone else, the Magic are seeking someone to get some attention and move some tickets. They are looking for someone at least to help make them relevant. That matters when marketing a team.

Would Howard move that needle? Bilbao uses what Howard used to be as his measuring stick for Howard’s potential impact on the market.

What is clear is the Magic need someone to help them make a push up to the next level.