The Denny Sanford Premier Center keeps delivering to the city of Sioux Falls and this time their hosting of the Professional Bull Riders delivered BIG TIME.

According to a new Nielsen Sports Study, the PBR successfully attracted new visitors to Sioux Falls and generated over $4 million in new revenue for the city.

The vast majority of economic impact according to the report came from visitor accommodations as well as dining out.

"PBR has worked their tails off to create one incredible event for our city that is also an economic juggernaut for Sioux Falls as well," said Mayor Mike Huether. "South Dakota's heritage of a love of powerful livestock, hard-working athletes and raw strength and grit makes Sioux Falls and Professional Bull Riders a perfect match."

The study went on to say that 95.5% of the fans who attended the PBR in Sioux Falls said they are extremely likely to return.

The PBR returns to the Denny Sanford Premier Center March 31st - April 2nd 2017 and tickets are available at and at the Premier Center Box Office.