Officials estimate the Holiday Bowl generates upwards of $20 million annually for the local economy, including hotels, shops, bars and restaurants.

SAN DIEGO COUNTY, Calif. — The 2022 Holiday Bowl is bringing in tens of thousands of visitors as well as millions of dollars to San Diego’s economy, as the annual college football event kicks off with pre-game festivities in the Gaslamp Quarter. 

The two-day event, featuring Washington State University and Syracuse University, includes traditional activities such as the Battle of the Bands and Friday morning’s parade.

On Thursday evening, crowds gathered at Fifth and Market in the Gaslamp for the Battle of the Bands, where Washington State’s Cougars, dressed in crimson and grey, faced off against Syracuse’s Orange. 

This event, along with Friday morning’s parade and the Bowl game itself, is expected to significantly boost local businesses.

“We’re excited!” said Sarafina, a worker at the San Diego Trading Company, which is experiencing increased sales due to the influx of out-of-town visitors. “We love the money – we welcome the money!! Bring it all: we are ready for it!! And we’re here for the fun too!!”

Officials estimate that the Holiday Bowl generates  upwards of $20 million annually for the local economy. This includes revenue for hotels, shops, bars, restaurants, and even parking facilities.

Visitors are aware of the expenses associated with attending the event. 

 “Oh yeah… we’re spending a lot of money while we’re here,” said Susie Osborne, visiting from Atlanta. “I think we paid 60 bucks for parking for four hours.. But (we)  have been here before, so we’re anticipating that.”

Local businesses are preparing for the influx of customers. 

Nina Delgado of The Field Irish Pub said , “We’re expecting a pretty good flow tomorrow, and we’re pretty excited about it!”

 The pub is increasing its staff to handle the anticipated crowds.

This year marks a change in venue for the Holiday Bowl, moving from Petco Park to Snapdragon Stadium. 

Despite this change, Gaslamp businesses still expect to see an increase in customers and revenue. 

“You got to drink after, you got to celebrate, you got to cry! ” added Sarafina from the San Diego Trading Company. “We have that out here, so we’re definitely going to get busy regardless of where the game is.”

The Holiday Bowl Parade will take place Friday morning and can be viewed on the CBS 8 Plus streaming channel.