By Ferd Lewis
Advertiser Columnist

When the state seeks to justify paying the NFL $21 million — an average of $4.2 million per year through 2009 — plus control of Aloha Stadium concessions, parking and signage to keep the Pro Bowl here, we're told of the bountiful good it buys.

We're reminded, for instance, that the Pro Bowl claims to bring in 22,000 visitors a year and how all that sun-splashed national exposure on ESPN is good for the state.

Let's say, in the wake of Sunday's game, the numbers are honest-to-Paul Tagliabue accurate and, as the NFL types are fond of telling us, it really is a "win-win" situation for all concerned.

Great. But if those numbers are the standard by which the state is cutting checks, then shouldn't the University of Hawai'i be getting a little something, too?

Beside the cold shoulder, I mean.

Not millions of bucks, maybe, but a break on the rent. Perhaps even use of the baseball press box?

This year, the Warriors could be responsible for 10,000 to 12,000 total visitors from just two of their seven home games, Southern California and Wisconsin. A USC spokesman said the school's contract with UH provides the Trojans with 6,000 tickets to put on public sale to its fans for the Sept. 3 opener. Wisconsin, whose fans are well known for traveling in number, brought an estimated 4,000 for the Badgers' last visit in 2000.

When Alabama played here in 2002, an estimated 7,000 Tide faithful made the trip. Another 5,000 showed up in '03. Even in bad years — and none was worse than the 0-12 campaign of 1998 — a UH College of Business Administration study said Warriors' football was responsible for attracting 8,756 additional visitors.

ESPN said the overnight ratings on Sunday's Pro Bowl project an audience of 4.1 million households (complete ratings are due later). In 2003, three UH home appearances drew a combined 3.9 million households, according to ESPN. This season, if the USC, Wisconsin, Fresno State and Boise State games plus a bowl appearance all end up on ESPN, who knows?

As it stands now, UH, for whom Aloha Stadium was first envisioned, is one of the few tenants that actually pays rent there. The stadium said UH is charged $800,000 — $300,000 in rent and $500,000 in operational costs — some of which is still outstanding. High schools pay operational costs only, no rent.

For that, UH doesn't even control the use of the baseball press box, which could be used as "sky box" seating and limit the displacement of loge section customers for the new high-roller area.

Now, nobody expects the state to pay UH major moolah and fork over concessions, parking, signage and mineral rights to the Warriors.

Why, that would be almost as crazy as, well, one state agency billing another rent.

Reach Ferd Lewis at flewis@honoluluadvertiser.com or 525-8044.