Downtown San Jose is bracing for a massive wave of soccer fans as the FIFA World Cup kicks off today, bringing a monthlong series of official watch parties to the South Bay.

The festivities begin at noon Thursday when Mexico takes on South Africa in Mexico City.

More than 20,000 people have RSVP’d for the opening-day watch party at San Pedro Square, according to the San Jose Earthquakes, which is co-hosting the event. Organizers have erected giant 27-by-13-foot television screens in the middle of the square, while local bars and restaurants prepare for packed houses.

The local events coincide with the Bay Area’s role as a World Cup host. Levi’s Stadium in Santa Clara—temporarily renamed San Francisco Bay Area Stadium for the tournament due to FIFA sponsorship regulations—will host six World Cup matches, starting with Qatar versus Switzerland on Saturday.

For fans who do not have tickets to the stadium matches, local organizers are trying to recreate the arena atmosphere in public spaces.

“It’s incredible because you can feel it,” said Gary Peralta of San Jose. “When you know there’s a stadium, you can feel it, but also you’re having watch parties for games, so it’s like you’re there anyway.”

Local businesses are also preparing for a significant economic boost.

“Any time you get people to come down in the vicinity of your business, you have a time to shine,” said Douglas Cookerly, vice president of operations for Sushi Confidential. “You have an opportunity to generate new customers, you give the existing customers interaction, it’s really about all of it together.”

The San Pedro Square site will broadcast every match of the tournament. However, city organizers have scheduled various other free, public watch parties across San Jose to highlight the city’s diverse cultural neighborhoods:

— Eastridge Center and the Mexican Heritage Plaza will broadcast all Mexico matches.
— The Japantown Night Market will feature Japan versus Sweden, as well as the United States versus Turkey match.
— Santana Row on Winchester Boulevard will host a viewing for the Colombia versus Congo match later this month.
— The Plant on Monterey Highway will broadcast the Round of 32 matches.
— Alum Rock Village will host quarterfinal viewings.
— Little Saigon will show the playoff rounds and the World Cup final.