San Francisco is in the national spotlight as the host city for Super Bowl LX.  

While the big game is actually taking place at Levi’s Stadium in Santa Clara, San Francisco is taking center stage. Most notable is the amount of money that will come from the thousands of expected tourists in the city for the week. The Bay Area Host Committee is expecting as much as $630 million in revenue throughout the entire region, a 262% increase compared to Super Bowl 50. Of that $240 million, 57% was taken in by San Francisco alone in 2016. 

In the ten years since Super Bowl 50, San Francisco has lost about 35,000 residents per city records. Woody Paige, a Colorado-based columnist for The Gazette, has seen the characterization of San Francisco being brought down over the past couple of years, referring to it as a “homeless place.” But now, Paige sees the importance that it has in being the host city. 

“I think bringing the Super Bowl here, with all the issues that have been in San Francisco over the last few years, is good for bringing the city back together,” Paige said. “San Francisco is one of the best cities in the world.”

The city has remained a sensationalized topic on social media throughout the start of Super Bowl week, but instead of the shortcomings being spotlighted, it is now unified praise of the turnaround that San Francisco has been sustaining.

ESPN Deportes sports reporter John Sutcliffe speaks with fellow journalists about Radio Row and Super Bowl weekend at the Moscone Center on Wednesday, Feb. 4, 2026. (Haley Abarca / Golden Gate Xpress)

Led by San Francisco Mayor Daniel Lurie, lots of measures have been taken to ensure public safety, including an increase in law enforcement presence downtown. 

“Over the past year, San Francisco has proven we know how to keep people safe… and we are ready to have the eyes of the world on San Francisco for Super Bowl LX,” said Lurie. 

While the City did not announce increased homeless encampment sweeps similar to those in 2016, gameday measures included preparing additional overnight shelter beds at daytime-only shelter The Gubbio Project in the Mission District, signalling that an uptick in sweeps could be imminent.

For such a massive game, thousands of journalists descended to the host city for the week, covering the game itself as well as being a part of the entire spectacle. For Super Bowl LVIII, the Las Vegas Review-Journal reported that over 6,000 media passes were distributed throughout the week.

Tony Dungy is a two-time Super Bowl champion, with one win in 1979 as a Pittsburgh Steelers defensive back and another as head coach of the Indianapolis Colts in 2007. While the Super Bowl Media Center has been the hub for all media members in Moscone Center West downtown, Dungy will be working as a studio analyst for NBC Sports on Super Bowl Sunday in a more unique setting. 

“We’re actually broadcasting our first hour of the pregame show from Alcatraz,” Dungy said. “I’m looking forward to seeing that special sight.” 

Many are also looking forward to experiencing the dining options within San Francisco. Dungy looks forward to having a meal in Chinatown while Paige anticipates returning to some of San Francisco’s historical restaurants.

“I wanna go to The Stinking Rose, every time I come to town, I go there,” Paige said. “I like Scoma’s on the Wharf… it’s a beautiful place for eating.”

Dianna Russini is a NFL insider for The Athletic, and as an East Coast resident, she has enjoyed the change in weather.

“[The] sun has been remarkable, it has given me life and energy, so I’m really enjoying the weather here,” Russini said. “I would like to get back here though without work because this city seems really cool.”

San Francisco State University students are also excited with the Super Bowl being in town. Ike Flaherty is a fourth-year cinema student from Southern California and is looking forward to partake in his own Super Bowl tradition.

“I go to the Surf and Snow club Super Bowl parties. When I’m usually up here, that’s where I go to watch the Super Bowl,” Flaherty said. 

Flaherty is a Pittsburgh Steelers fan, so he’ll be rooting for the Seattle Seahawks in order to keep his team tied with the New England Patriots for most Super Bowl victories with six apiece.