The souvenir shops in Old Town Pasadena are stocking their shelves for the thousands of fans about to fill the city.
From the world-famous parade to the big game, everything is coming up roses.
"Between the room tax, sales tax and just people coming and telling their friends about Pasadena, it's a great economic benefit to us," said Ann Erdman, the Public Information Officer for the city of Pasadena.
She said every hotel room in Pasadena is sold out and so is the football game.
Businesses and restaurants are preparing for a sudden surge in sales.
"It's huge business, probably the biggest week of the year, especially with the two out-of-state teams coming," said Tad Messina of Barney's LTD, which expects business to triple.
Officials said when two out of teams play like Wisconsin and Texas Christian it almost always means it will be big business for the city.