Grammy winners. An Oscar winner. "Billboard" chart makers.

The careers of those who have appeared on "American Idol" are hitting the stratosphere, regardless of how they ultimately fare in the competition.

And while the TV hit is helping Jordin Sparks further her career, the 17-year-old also is focusing local and national attention on the West Valley. The attention is welcomed by city leaders, and marketing executives say it can be worth millions.

On May 15, the "Idol" broadcast included scenes shot during Sparks' appearance at Westgate City Center last week with Glendale Mayor Elaine Scruggs.

"The national advertising that we're getting from not only the show, but also the national magazines that are featuring Jordin and her connection to Glendale -- all of that is just priceless for our city," said Jerry McCoy, a Glendale spokesman.

Although no one has placed a dollar figure on the Sparks connection, other exposure of this type has been rated in the millions.

Michigan-based media tracking firm Joyce Julius and Associates said the Nov. 12 NASCAR race at Phoenix International Raceway in Avondale generated national exposure that was equivalent to $3 million in advertising.

"These kinds of mentions are positive mentions," said Eric Wright, vice president of research and development at Joyce Julius. "It's building awareness. And if you're trying to sell product, attract business or put your region in a better light, that's the first thing to be done."

The "American Idol" frenzy has attracted huge crowds to Westgate City Center. About 8,000 people attended Jordin Sparks Day and a parade last week. Over the course of the season, almost 1,000 people have gone to Westgate's Tues­day viewing parties to watch Sparks compete on the center's giant screen, McCoy said.

Those events are sponsored by a variety of business and civic groups. They help familiarize people with Westgate, and the positive experience makes it much more likely that they will return, said Dave Groff, president of Westgate Live, the special events and marketing arm of Westgate City Center...