Handling the crowds -- and cleaning up after them -- is expected to cost the city $100,000. ``The Super Bowl is no bonanza for Palo Alto,'' says Mayor Klein. He expects that extra revenue brought in by sales and hotel-occupancy taxes will amount to $15,000 at most. ``Places like San Francisco, with lots of hotels and restaurants, will do well,'' he says. But because Palo Alto had less to gain and more to spend than most Bay Area cities, Klein refused to contribute to the Bay Area Super Bowl Task Force, set up to underwrite direct costs of the game.
Another aggravation is the souvenir stands that have mushroomed up on Palo Alto's tree-lined streets. Three weeks before the game, the city had received more than 200 requests for permits from out-of-town vendors. In an effort to reduce congestion, the City Council passed an emergency ordinance prohibiting vendors from the four main throughways to the stadium. Still, ``the stands on every corner are ridiculous,'' says Raymond Momet, a local worker, who otherwise likes the idea of a Stanford Super Bowl. ``They're turning a nice sport into a two-week television commercial,'' he says.
Stanford University president Donald Kennedy was asked to consider the stadium for a Super Bowl site in 1982 by Quentin Kopp, a member of the San Francisco Board of Supervisors. Mr. Kopp was eager to bring the Super Bowl to the city but found that Stanford Stadium was the only one in the area that met NFL criteria. Although reluctant at first, Mr. Kennedy did not want to say no to Bay Area fans. Nor did Palo Alto.
The game is expected to create $100 million worth of trade for Bay Area businesses. Although most of that money will stay in San Francisco, Stanford University will reap its share. Alan Cummings, Stanford's associate athletic director, estimates that the university will make between $150,000 and $200,000 from its share of parking and concession profits.
There have been other benefits. Stanford recently made $2.3 million worth of improvements to the 60-year-old stadium -- financed mainly by private donations and NFL contributions. This never would have happened without the Super Bowl.