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San Jose highlights Super Bowl and March Madness wins as World Cup plans intensify
Summary
City staff credited the Super Bowl and NCAA events with major downtown economic impacts, reported strong attendance for concerts and activations, and outlined a 39‑day FIFA World Cup activation plan anchored in San Pedro Square with neighborhood toolkits for small businesses.
City staff on May 15 told the San Jose City Council that downtown activations tied to the 2026 sports calendar have driven significant foot traffic and economic activity and outlined preparations for the 2026 FIFA World Cup.
Tommy O'Hare, events director in the Office of Economic Development and Cultural Affairs, said Super Bowl activations—two headline concerts and a multi-day fan fest—brought tens of thousands of visitors downtown. "It was wildly successful from our perspective," O'Hare said, noting over 48,000 unique visitors to San Pedro Square during the Super Bowl weekend and a separate concert crowd of more than 12,000.
Staff described lessons learned: entertainment zones require substantial gate staffing and communication; effective wayfinding and clear operational plans improve safety and visitor experience; and partnerships with private sponsors, the San Jose Sports Authority and community groups expanded capacity. John Poach, executive director of the Sports Authority, highlighted zero incidents at a free Shaquille O'Neal concert after an increased security posture.
Looking ahead, staff outlined plans for World Cup activations across 39 match days, anchored by a large fan fest in San Pedro Square with screens and district watch parties citywide. The city also plans outreach and a small-business toolkit (graphics and promotional materials) available through VisitSanJose.org and Team San Jose; staff said materials will be offered in multiple languages.
Councilmembers emphasized the need to ensure neighborhood activations outside downtown and to protect safety near team hotels and transit lines; the police chief said security for hotels and events will be managed with assigned event officers, overtime details or secondary-employment units so regular patrols are not degraded. Staff also said the city is coordinating with FEMA for potential reimbursement of event-related public safety costs.
Council accepted the status report and commended staff for a year of events that city leaders said elevated San Jose’s profile and delivered local economic benefits.
