Bay Area Businesses Gear Up for Super Bowl LX Influx

Restaurants and shops in the region prepare for an expected surge of visitors during the big game in Santa Clara.

Jan. 30, 2026 at 8:31pm

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Businesses throughout the San Francisco Bay Area are gearing up for an influx of visitors during Super Bowl LX, which will be held in Santa Clara. Restaurants like Terun in Palo Alto are adjusting their operations, focusing on takeout orders and extending their hours to accommodate the anticipated crowds. Other businesses are drawing on lessons learned from the last time the Super Bowl was in the region, 10 years ago. The Bay Area Host Committee projects the event will have an economic impact ranging from $370 million to $630 million, mostly benefiting San Francisco and Santa Clara counties.

Why it matters

The Super Bowl is one of the biggest sporting events in the world, drawing thousands of visitors to the host region. For Bay Area businesses, this represents a major opportunity to boost sales and exposure, but also requires careful planning to handle the surge in customers effectively.

The details

Restaurants like Terun in Palo Alto are preparing for the Super Bowl influx in several ways. They plan to focus more on takeout orders, as they found that during the last Super Bowl in the Bay Area, many people preferred to watch the game from home. Terun is also extending its hours, usually closing between 2-5 PM but staying open this year. Other businesses are drawing on lessons from the previous Super Bowl, such as creating dedicated to-go stations to handle the increased demand. The Bay Area Host Committee projects the economic impact of Super Bowl LX to range from $370 million to $630 million, with the majority benefiting San Francisco and Santa Clara counties.

  • Super Bowl LX will be held on February 8, 2026.
  • The last time the Super Bowl was in the Bay Area was 10 years ago.

The players

Terun

A restaurant in Palo Alto that is preparing for the Super Bowl influx by focusing on takeout orders and extending its hours.

Franco Campilongo

The owner of Terun restaurant in Palo Alto.

Arkesha Baquet

The co-owner of Li'l Dizzy's Café in New Orleans, which hosted Super Bowl LIX.

Bay Area Host Committee (BAHC)

The organization that projects the economic impact of Super Bowl LX to range from $370 million to $630 million.

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What they’re saying

“We do, on average per day, 250 pizzas. We hope to go over that.”

— Franco Campilongo, Owner of Terun

“We focused on the to-go business on the day of. We learned that people, especially in this area, love to watch the game from home and enjoy any kind of food.”

— Franco Campilongo, Owner of Terun

“It was a great experience. Really good. There were some businesses that may have not seen the same revenue, but we did see an influx.”

— Arkesha Baquet, Co-owner of Li'l Dizzy's Café

“Great. It was really good for my business. We had a lot of people who came.”

— Arkesha Baquet, Co-owner of Li'l Dizzy's Café

What’s next

The Bay Area Host Committee will continue to work with local businesses to ensure they are prepared for the influx of visitors during Super Bowl LX.

The takeaway

Bay Area businesses are leveraging lessons from past Super Bowls to strategize for the expected surge of visitors during Super Bowl LX, focusing on takeout orders, extended hours, and other operational adjustments to capitalize on the economic opportunity while providing a positive experience for fans.