Last month, Super Bowl 60 put Santa Clara at the center of the sports and entertainment world.
While we are still compiling the final economic impact data, two things are already clear: Super Bowl 60 generated meaningful economic and community benefits for the city of Santa Clara — and it did so while protecting the city’s finances.
The early economic indicators are strong.
At the Feb. 3 City Council meeting, City Manager Jovan Grogan reported: “Our hotel occupancy is higher than it was for Super Bowl 50. We are currently trending at 97% occupancy, and it was 90% 10 years ago.”
Short-term rental demand reinforced that trend. Airbnb confirmed that search interest for Santa Clara was 150 times higher than normal during Super Bowl week.
On top of a surge in bookings, the 2026 Transient Occupancy Tax rate is 42% higher than it was during Super Bowl 50, exponentially increasing the dollars from these bookings to the general fund that can now fund police, fire, parks and other essential services as a result of Super Bowl 60.
Santa Clara also received significant national and international visibility. The city was mentioned 14 times during the national Super Bowl broadcast that reached more than 125 million viewers globally. Companies paid approximately $8 million for the equivalent publicity in ad time. That level of exposure is unmatched, and strengthens Santa Clara’s profile for tourism, business investment and future major events.
One of the lasting investments for Santa Clara coming out of Super Bowl 60 is a $3.7 million contribution to Buchser Middle School and the Santa Clara Unified School District for renovations at Townsend Field. Thanks to the 49ers Foundation, the Bay Area Host Committee Foundation and the NFL Foundation, this permanent upgrade will provide safe, modern athletic facilities for students and neighbors for years to come.
Equally important are the financial protections that were built in to benefit the city and its taxpayers.
Prior to the Super Bowl, the Bay Area Host Committee committed to covering all of Santa Clara’s public safety costs associated with the game — ensuring the city had a no-risk, all reward deal.
The host committee advanced $2.15 million to the city to ensure Santa Clara was never without needed funding going into the game. We have also paid back all invoices received to date, totaling another nearly $600,000.
Major events bring attention. What matters is what they leave behind — investment in schools, revenue for local businesses, increased tax dollars for city services and protection for taxpayers. Santa Clara delivered on the world stage.
And to the residents, city staff, first responders and businesses who made it possible: Thank you for showing the world what Santa Clara can accomplish.
Zaileen Janmohamed is president and CEO of the Bay Area Host Committee.