The South Bay is looking for more action from Super Bowl 60 than it received from 50

San Jose had a lot to gain from Super Bowl 50. There were major events throughout Downtown San Jose, including the SAP Center, San Pedro Square, and Plaza de Cesar Chavez. Hotels saw a huge boost. Plus most of the costs and risks were covered by Santa Clara.

Now for Super Bowl 60 in 2026, the South Bay is looking to better capitalize on the event. Of the $240 million of estimated economic impact to the Bay Area during the last Bay Area Super Bowl, San Francisco got a whopping 57% of that amount, San Jose scored 12%, and Santa Clara only got a sliver at 7%.

Fortunately, the numbers might swing more in the South Bay's favor the next time around. Several San Jose leaders are looking at way to attract more of the attention (and revenue) related to Super Bowl 60. Ideas include undercutting SF for major hotel events, host simultaneous music festivals, food festivals, tech showcases, charity events, and so on. 

It may also help that San Francisco's brand has been in decline with high levels of crime, homelessness, and squalor on city streets. However, it's never good to benefit from someone else's suffering. If your read the source article, the president of the Bay Area Host Committee believe by working together the pie will grow larger verses trying to compete with one another. That seems like the ideal perspective for maximum returns. We also have to do a much better job of marketing the assets we already have, and there are many.

It's a fascinating read. What do you think San Jose and Santa Clara should do to keep more Super Bowl dollars near the stadium where the game is actually held?

Source: San Jose Spotlight