Committed occupancy and average daily rate are up 51% and 126.9%, respectively, for the Friday-to-Monday period this weekend, according to TravelClick.

A significant number of roomnights in the market are contracted out ahead of time to the NFL, which negotiates ADR as far as a year in advance.

“Typically, when the NFL comes into a smaller market like ourselves compared to a Dallas or so, in order to secure rooms for the Super Bowl, this is done pretty much over a year out, and what the NFL will do … is they’ll contract 90% of our rooms. That leaves 10% of our inventory to sell to the general population,” Borecki said.

Photo Credit: This Sunday's Super Bowl will take place at the Mercedes-Benz Superdome, pictured above, in New Orleans. Ivan Illidge / Flickr