>> reporter: tens of millions of dollars. that's the best i'm going to get from you? >> that's correct. >> reporter: but san francisco is getting no money from the nfl for expenses like police overtime and street cleaning. >> we know that the nfl rakes in over $9.2 billion a year. the nfl can clearly pay for their own parties. >> reporter: how important is tourism to san francisco? >> it's incredible. it's our largest industry. >> reporter: kevin carroll, executive director of san francisco's hotel council, said the city is making lots of money, just not directly from the nfl. >> it increases the tax revenue to the city. it brings more people here that are going to spend money in our small businesses. >> reporter: hotels have raised average room prices to as much as $600 a night this week. and the game's benefits may extend far into the future. >> the super bowl has a huge didia market, and when people see san francisco, they might be trying to decide where they're going to come on their next vacation. >> reporter: no matter what team wins tomorrow, deciding whether this big party makes san