Come February, the Crossroads of the World will be known as Super Bowl Boulevard and city officials are hoping it's paved with gold. NY1's Valarie D'Elia filed the following report.
From January 29th to February 1st, 10 blocks along Broadway between Times Square and Herald Square will be closed to traffic to host a big Super bowl party, and everyone is invited.
At a press conference less than a month away from kickoff, city tourism officials are huddling with Congresswoman Carolyn Maloney for a pre-game strategy and a pep talk.
"It's going to be a huge economic boom during the slowest months of the year for many employers in our city," Maloney says.
"This is going to be huge, huge huge, people don't realize this is going to be unbelievable for New York," says Elliot Hurdy of World Tickets.
Despite the locker room-like hyperbole, it won't simply be two football teams taking the field at New Jersey's Met Life stadium, but in some respects, New York City itself.
Broadway theaters, 20,000 restaurants, and 100,000 hotel rooms will also be under the lights -- the inventory of available pillows without rival when it comes to previous super bowl host cities.
Although reservations have been slow, they're holding out for a last minute drive.
"We are going to see a second wave in the next couple of weeks of booking when we know who the final teams are. Because really 50 percent of the tickets get sold in that 14 to 16 day window," says Geoffrey Mills Chairman of the NYC Hotel Association.
The high hopes of the New York City hotel industry took a hit early on, with Norwegian Cruise Line chartering out its newest cruise ship for a Bud Light bash.
"It hurts a little bit that an extra thousand rooms can just float in," says New York State Hospitality Association Chairman John Tsunis.
The NFL estimates Super Bowl XLVIII will generate $600 million for the city and state. But the final score won't be posted until the clock runs out.