ARTICLE
By Kristen Brown, Chamber Executive Director The Santa Cruz Area Chamber of Commerce is actively preparing for a historic moment. In 2026, two of the world’s most significant sporting events will be held in nearby Santa Clara. Super Bowl LX will take place on February 8th, 2026, at Levi’s Stadium. Later that summer, the stadium will serve as a FIFA World Cup venue, hosting five group stage matches in June and one Round of 32 match in July. Combined, these events are projected to attract around 460,000 additional visitors to the region. Santa Cruz County businesses are in a strong position to benefit from this rare economic opportunity. This level of global attention in our region will undoubtedly have an impact on Santa Cruz County. While the increase in visitors may present logistical and public safety challenges, it also creates significant opportunities for tourism, new partnerships, and economic growth. Hotels, restaurants, shops, wineries, and local attractions all stand to benefit from the regional exposure these events will generate. The Chamber has already begun working with business leaders, local jurisdictions, and regional stakeholders to assess how the Santa Cruz area can prepare. Our focus is on creating strategies that offer both economic benefit and community value. Priorities include: > Supporting the planning and permitting of community watch parties, festivals, and public gatherings that allow residents and visitors to celebrate while driving local spending > Encouraging partnerships between businesses, nonprofit organizations, and cultural institutions to highlight Santa Cruz as a vibrant and welcoming destination > Coordinating with elected officials and public agencies to address transportation, infrastructure, and public safety needs in advance > Collaborating with regional partners to ensure Santa Cruz is included in broader visitor outreach and planning efforts To support these goals, the Chamber is organizing a two-day Community Leadership Visit to San Jose and Santa Clara County in early-September. This visit will include meetings with transportation experts, local government leaders, fellow Chambers of Commerce, and representatives from the San Jose Airport, among other exciting opportunities yet to be announced. The purpose of the trip is to learn how other communities are preparing, determine opportunities for collaboration and partnership, and identify best practices that Santa Cruz can adapt to strengthen our local readiness. The Santa Cruz Area Chamber is committed to helping our members and our community take full advantage of this once-in-a-generation tourism opportunity. With early planning, strong collaboration, and a focus on inclusive community participation, we can make sure that we are ready to welcome the world and benefit from the visibility and energy these events will bring. Stay tuned for more information about the Community Leadership Visit. If you have questions or would like to express interest in joining the trip, please contact Santa Cruz Area Chamber Executive Director Kristen Brown at kbrown@santacruzchamber.org
By Kristen Brown, Chamber Executive Director
The Santa Cruz Area Chamber of Commerce is actively preparing for a historic moment. In 2026, two of the world’s most significant sporting events will be held in nearby Santa Clara. Super Bowl LX will take place on February 8th, 2026, at Levi’s Stadium. Later that summer, the stadium will serve as a FIFA World Cup venue, hosting five group stage matches in June and one Round of 32 match in July. Combined, these events are projected to attract around 460,000 additional visitors to the region. Santa Cruz County businesses are in a strong position to benefit from this rare economic opportunity.
This level of global attention in our region will undoubtedly have an impact on Santa Cruz County. While the increase in visitors may present logistical and public safety challenges, it also creates significant opportunities for tourism, new partnerships, and economic growth. Hotels, restaurants, shops, wineries, and local attractions all stand to benefit from the regional exposure these events will generate.
The Chamber has already begun working with business leaders, local jurisdictions, and regional stakeholders to assess how the Santa Cruz area can prepare. Our focus is on creating strategies that offer both economic benefit and community value. Priorities include:
> Supporting the planning and permitting of community watch parties, festivals, and public gatherings that allow residents and visitors to celebrate while driving local spending
> Encouraging partnerships between businesses, nonprofit organizations, and cultural institutions to highlight Santa Cruz as a vibrant and welcoming destination
> Coordinating with elected officials and public agencies to address transportation, infrastructure, and public safety needs in advance
> Collaborating with regional partners to ensure Santa Cruz is included in broader visitor outreach and planning efforts
To support these goals, the Chamber is organizing a two-day Community Leadership Visit to San Jose and Santa Clara County in early-September. This visit will include meetings with transportation experts, local government leaders, fellow Chambers of Commerce, and representatives from the San Jose Airport, among other exciting opportunities yet to be announced. The purpose of the trip is to learn how other communities are preparing, determine opportunities for collaboration and partnership, and identify best practices that Santa Cruz can adapt to strengthen our local readiness.
The Santa Cruz Area Chamber is committed to helping our members and our community take full advantage of this once-in-a-generation tourism opportunity. With early planning, strong collaboration, and a focus on inclusive community participation, we can make sure that we are ready to welcome the world and benefit from the visibility and energy these events will bring.
Stay tuned for more information about the Community Leadership Visit. If you have questions or would like to express interest in joining the trip, please contact Santa Cruz Area Chamber Executive Director Kristen Brown at kbrown@santacruzchamber.org