Next month, the FIFA World Cup arrives in the South Bay. For Downtown San José, it represents a once-in-a-generation opportunity to welcome visitors, showcase local businesses, and demonstrate what makes our city special. As kickoff approaches, months of preparation by the San Jose Sports Authority, the City of San José, and the SJ26 campaign are becoming increasingly visible throughout our community. 

To help businesses capitalize on the influx of visitors, City staff and downtown partners spent this week visiting local establishments with a simple message: get ready. 

Businesses were encouraged to consider extending hours, offer special promotions, and prepare staff for what could be one of the busiest periods in recent downtown history. And there will be plenty to experience.  

San Pedro Street will host 39 days of FIFA World Cup watch parties, bringing fans together to cheer on teams from around the globe. The SoFA District will come alive with CityDance, transforming downtown into a vibrant celebration of music, movement, and culture. On June 20, Zeds Dead will take the stage at Discovery Meadow, while Circle of Palms will offer visitors another unique destination through Gaiascope, a large-scale public art installation by artist Brooke Einbender on display from May 22 through August 18.  

Businesses have new tools to capitalize on the opportunity too. Through San José's Entertainment Zone program, patrons can purchase beverages from participating businesses and enjoy them outdoors within designated event areas, helping create a more vibrant and active downtown experience. As of my last count, the entertainment zone is anticipated to be brought online through various event organizers nearly 40 times during the World Cup. 

Downtown San José’s San Jose State University will also serve as an Official Team Base Camp for the Paraguay National Team, with players and staff expected to stay downtown and train at San José State University. Their presence will bring international attention and visitors to the city throughout the competition. The list of downtown activities extends far beyond those highlighted here and can be found at SJ26.org. 

The economic opportunity is substantial. Thousands of visitors are expected to visit downtown throughout the tournament. Many will be staying overnight in downtown; especially the teams. To help businesses prepare, the San Jose Downtown Association recently hosted a World Cup webinar, and Team San Jose will host their next BASH event on June 4, bringing together business owners and community leaders to share strategies for attracting customers and capitalizing on this once-in-a-generation opportunity. 

Preparations have been years in the making, and soon Downtown San José will welcome the world. This is more than a sporting event. it's an opportunity to showcase our businesses, celebrate our culture, and demonstrate the energy and momentum building across our city. The stage is set. Now it's time for San José to shine. 

In Community,
Michael Lomio