Super Bowl 50: Most profitable sporting event in U.S. history?

SANTA CLARA, Calif. (KTVU) - Forbes Magazine is calling it what could be the “most profitable sporting event in U.S. history" and things are taking shape. Construction for a massive tent city for corporate parties in the Levi's Stadium parking lot in Santa Clara are going up for just the beginning for Super Bowl 50.

When the NFL teams arrive at Mineta San Jose International Airport Sunday, their private planes will touch down at Hangar 7, a practically brand new 60,000 square-foot hangar. It's part of a $85 million private facility for jets and corporate airplanes.

"We're super excited," said Kenny Setser, Signature Flight Support. "It's a huge deal and we are able to add a lot of infrastructure for the airport so we can host even more people who are coming to the game."

Setser said, there's more than 100 reservations booked for private jets a week before the big game.

"Let's face it," said Santa Clara Mayor Jamie Matthews. "We are going to have the game here. A 30-second ad for the Super Bowl is going to be $5 million," said Matthews. "We are going to have three hours of play in Santa Clara."

Matthews said Santa Clara's 4,000 hotel rooms are full and he expects the game will "easily" pump hundreds of millions of dollars to the South Bay alone.

Unlike San Francisco, he said the city negotiated with the Super Bowl Host Committee so all the city's base costs will be covered by the Committee. He said everything is a net benefit for Santa Clara.

"We've had more people this week than we usually have in two months," said Jill Meyers of the Triton Museum.

Santa Clara's Triton Museum's "Gridiron Glory Exhibit" has seen foot traffic jump from 50 people on a typical day to 500 people. It features artifacts from the Pro Football Hall of Fame like a replica Vince Lombardi trophy and jerseys from past Super Bowl teams.

"It's amazing," said Don Holly of Bennigan's. "We are getting calls from all over the world from Australia."

Bennigan's Restauarnt is within walking distance of Levi's Stadium. The restaurant hired 20 temporary workers for a three-day Super Bowl party in a tent in its parking lot.

This Sunday, the city of Santa Clara will hold a free community concert headlined by the rock band "Heart." If all goes well, the mayor of Santa Clara said the city could bid to host the Super Bowl again in five years.