Welcome to the 2026 Downtown
Business Toolkit!
Your central hub for resources, guidance, and inspiration to help downtown businesses thrive during San Jose’s big events in 2026.
Resources for Promoting Your Business
Bay Area Public Screening Playbook: Super Bowl LX and 2026 FIFA World Cup
This is a guide developed by the Bay Area Host Committee to assist local businesses and community groups in hosting public screenings for Super Bowl LX and the 2026 FIFA World Cup.
The playbook provides tips for event management, information on broadcast and trademark regulations, and marketing advice while staying compliant with NFL and FIFA rules.
Do’s and Don’t’s Checklist for
Super Bowl LX Promotions
This checklist is adapted from the Bay Area Host Committee’s guidelines for local businesses and community groups conducting promotions related to Super Bowl LX.
It covers trademark regulations, and explains how to market your promotions without breaking NFL rules.
It covers trademark regulations, and explains how to market your promotions without breaking NFL rules.
Sample Social Media Posts for Promotions Related to Super Bowl LX
This provides examples of acceptable language, graphics and hashtags for marketing any promotions your business or organization has related to Super Bowl LX, without using the actual name (which is against the rules).
It has been adapted and expanded from the original examples in the Bay Area Host Committee’s guidelines.
It has been adapted and expanded from the original examples in the Bay Area Host Committee’s guidelines.
Do’s and Don’t’s Checklist for 2026 FIFA World Cup Promotions
This checklist is adapted from the Bay Area Host Committee’s guidelines for local businesses and community groups conducting promotions related to the 2026 FIFA World Cup.
It covers trademark regulations, and explains how to market your promotions without breaking FIFA guidelines.
It covers trademark regulations, and explains how to market your promotions without breaking FIFA guidelines.
Sample Social Media Posts for Promotions Related to 2026 FIFA World Cup
This provides examples of acceptable language, graphics and hashtags for marketing any promotions your business or organization has related to the 2026 FIFA World Cup, without using the actual name (which is against the rules).
It has been adapted and expanded from the original examples in the Bay Area Host Committee’s guidelines.
Where to List Your Events
Public event calendars are a great place to share your events with a larger audience. Check out our selection of local calendars here.
Additional Ideas for Promotion
Watch parties are just one way to promote foot traffic to your business, but they aren’t suitable for everyone. This section looks at additional ideas for leveraging the SJ2026 events to promote your business.
Ideas for Additional Promotions Related to Super Bowl LX
This guide includes ideas for restaurants, retail businesses and more. All ideas follow NFL trademark guidelines and rules.
The playbook provides tips for event management, information on broadcast and trademark regulations, and marketing advice while staying compliant with NFL and FIFA rules.
Businesses can use this guide to host successful screenings for both major events happening in the Bay Area in 2026, leveraging the excitement without violating any legal restrictions.
Businesses can use this guide to host successful screenings for both major events happening in the Bay Area in 2026, leveraging the excitement without violating any legal restrictions.
Ideas for Additional Promotions Related to 2026 FIFA World Cup
This guide includes ideas for restaurants, retail businesses and more. All ideas follow FIFA trademark guidelines and rules.It covers trademark regulations, and explains how to market your promotions without breaking NFL rules.
Printable Posters and Table Toppers from Team San Jose
Team San Jose has created beautiful posters and table toppers that businesses can download and print for free in order to build excitement for SJ2026! The page also has information on listing events, getting PR support, and more!
Resources for Planning Events
Whether you need help navigating the rules for San Jose’s new entertainment zones, understanding your staffing needs, or keeping your events clean and safe, these resources will help.
Keeping Events Clean & Safe
The following resources are available to all downtown businesses and organizations within the San Jose Downtown Association’s
PBID boundaries.
Ask Groundwerx to Help
San Jose Downtown’s PBID operates the Groundwerx program, which provides enhanced cleaning services to the downtown 7 days a week. It also manages the Safety Ambassadors, who offer information and concierge services for visitors downtown and can provide free safety escorts.
Address Concerns Related to
Unhoused Individuals
The Social Impact Team (SIT) operates 7 days a week from 8am to 5pm. Call the Groundwerx dispatch line at (408) 287-1520 to report unhoused related concerns and request wellness checks.
City of San Jose - Downtown Resource Guide
The City of San Jose has provided this easy guide to help connect businesses, organizations and individuals to the best resources for any safety or cleanliness concern in the downtown area. It’s a helpful handout to have available for visitors or staff during large events, or in general.
Access to Capital
If you’re interested in access to capital for your business, check out these resources below.
Understanding Entertainment Zones
The City of San Jose has established new entertainment zones and guidelines for how to leverage them during special events.
Food Permit Enrollment for the Big Game
Food vendors planning to sell or give away food during the Big Game weekend must have a valid health permit.
Apply early to avoid delays and ensure you’re following food safety regulations.
Apply early to avoid delays and ensure you’re following food safety regulations.
Resources for Additional Support
Small Business Support and Technical Assistance
SJDA Economic Development Director Nate LeBlanc is available to assist you with non-event-related City or County permitting processes. He provides technical assistance on a wide variety of small business issues including:
- Location Assistance
- Building or Health Department Permitting
- Outdoor Sidewalk Seating
- Parklets
- Pop-up Retail
Monthly Webinars
Monthly live webinars will help businesses leverage events, with recordings available in the online library.
⏰ Don’t Miss Out — Our Next Webinar Starts in....
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Stay tuned for additional webinar dates and topics!
