Morgan State University Homecoming Drives Millions in Economic Impact Across Baltimore

Annual Celebration Generates Nearly $19 million for the City, Drawing Thousands and Spurring Culture and Commerce Across the Region

BALTIMORE — Morgan State University’s Homecoming Week has evolved into one of Baltimore’s most powerful engines for cultural vitality and economic activity—where tradition meets tangible impact, and alumni pride fuels real returns for the city it calls home.

According to a newly released independent economic impact analysis, Morgan’s 2025 Homecoming Week generated nearly $19 million in economic output for the City of Baltimore, supporting almost 100 jobs and producing close to $7 million in employee compensation, with ripple effects extending across the Baltimore region and the State of Maryland. The week-long series of events, held from October 6 to 12, drew nearly 35,000 attendees to Baltimore, reinforcing Morgan’s role not only as Maryland’s preeminent public urban research university and an anchor institution, but also as a consistent driver of regional economic activity.

“For Baltimore, Morgan Homecoming is far more than a football game, parties or a reunion—it is a coordinated, citywide moment that blends culture, commerce and community,” said David K. Wilson, president of Morgan State University. “Each year, our alumni, students and supporters return to this city in large numbers, filling hotels, restaurants and venues across Baltimore. That level of engagement requires strong partnerships and shared responsibility. Continued collaboration with city leaders, such as Mayor Brandon Scott, and public safety agencies is essential to ensuring that Homecoming remains both vibrant and safe for everyone involved. 

The economic impact study was conducted by Econsult Solutions, Inc. The same third-party firm produced Morgan State University’s comprehensive economic impact analysis for the State of Maryland, as well as the economic impact study for The Johns Hopkins University. Attendance estimates for the Homecoming analysis were generated using Ticketmaster® sales, University ticket sales, receipts, registrations, venue capacities reached and overflow estimates, providing a robust yet conservative accounting of participation. 

With more than 30 official events ranging from academic forums and alumni reunions to cultural showcases and athletic competitions, Morgan Homecoming continues to serve as a national model for how HBCUs can leverage tradition to drive sustained economic and civic impact. Some of the bigger draws from Morgan’s most recent homecoming included the football game, pep rally, homecoming concert, and coronation.

Beyond Baltimore City, Morgan’s Homecoming generated more than $22 million in economic impact across the Baltimore metropolitan area and nearly $23 million statewide, supporting a combined 115 jobs throughout Maryland. The influx of visitors produced more than $619,000 in state tax revenues annually, underscoring the event’s importance to Maryland’s broader fiscal ecosystem.

“Morgan Homecoming is a clear demonstration of how higher education institutions can function as economic anchors,” said Willie E. May, Ph.D., vice president for Research and Economic Development at Morgan State University. “This single week generates millions in visitor spending across lodging, food service, transportation, retail and entertainment. More importantly, it showcases Morgan’s capacity to convene large numbers of people in ways that directly benefit Baltimore’s workforce, small businesses and tax base.”

The report notes that Homecoming visitors spent more than $15 million locally, with the strongest spending coming from overnight guests—particularly those staying multiple nights in the city—reinforcing the event’s value to Baltimore’s hospitality sector. After accounting for standard retail leakage, nearly $14 million in direct spending circulated through the regional economy.

Over the years, Morgan State University’s Homecoming has grown into a nationally recognized destination event, drawing tens of thousands of attendees from across the country. As a result, continued collaboration with the City of Baltimore has become increasingly vital. Coordinated support around public safety, transportation, infrastructure and city services ensures that the experience remains welcoming, secure and accessible for residents, visitors and businesses alike. This sustained partnership reflects a shared understanding that Morgan Homecoming is no longer confined to campus boundaries, but functions as a major citywide attraction that amplifies Baltimore’s cultural profile while delivering measurable economic benefits year after year.

As Baltimore’s only public “High Research” institution, Morgan State University remains uniquely positioned at the intersection of education, culture and economic development, turning moments of celebration into measurable returns for the city and state it serves.

This year’s homecoming day is scheduled for October 10, 2026, with week-long activities beginning on Oct. 4.

About Morgan

Morgan State University, founded in 1867, is a Carnegie-classified high research (R2) institution offering more than 150 baccalaureate, master’s degree, doctorate and certificate programs. As Maryland’s Preeminent Public Urban Research University, and the only university to have its entire campus designated as a National Treasure by the National Trust for Historic Preservation, Morgan serves a multiethnic and multiracial student body and seeks to ensure that the doors of higher education are opened as wide as possible to as many as possible. For more information about Morgan State University, visit www.morgan.edu. 

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Media Contacts:

Larry Jones, or Dell Jackson, for Morgan State University PR
443-885-3022