South Bay leaders say preliminary figures and observations suggest that Super Bowl 60 brought a significant economic boost to San Jose and Santa Clara. The event, held at Levi’s Stadium in Santa Clara, drew hundreds of thousands of visitors over an eight-day period.
The influx of visitors resulted in record-setting retail and restaurant sales, increased airport travel, and higher hotel occupancy rates. City officials said these results indicate the region secured a larger share of the economic impact compared to Super Bowl 50 in 2016. According to San José Spotlight, San Jose hotels saw a 45% increase in revenue during Super Bowl week compared to a decade ago.
San Jose Mayor Matt Mahan said, “Super Bowl week showed what San Jose is capable of delivering — fun, memorable and accessible fan experiences for visitors and residents alike, especially for those who could not attend the game itself (…) Compared to 10 years ago, we’ve closed the gap significantly.” Christine Lawson, CEO and president of Discover Santa Clara, said early signs point to economic gains for Santa Clara as well. “It felt strong (…) It just felt like there were a lot more people in Santa Clara that were staying longer and really hanging out and enjoying what we have here,” Lawson told San José Spotlight.
San Pedro Superfest attracted 48,000 visitors over three days on Super Bowl weekend. John Burroughs, operations manager at San Pedro Square Market, said, “This was without question the busiest weekend San Pedro Square Market has ever experienced (…) Saturday alone shattered our previous single-day sales record by more than 30%.”
The city’s preparations included public art installations and improved signage downtown. Officials hope these efforts will help attract future major sporting events such as NCAA March Madness at SAP Center next month and FIFA World Cup matches at Levi’s Stadium beginning in June.
Despite positive reports from local leaders, some business observers remain skeptical about the long-term benefits. Bob Staedler of Silicon Valley Synergy said that most media attention still focused on San Francisco rather than South Bay cities. A full report on the economic impact is expected from the Bay Area Host Committee in coming months.
