Fort Worth is planning on showcasing its Western culture for the tens of thousands of visitors expected for the Super Bowl.
City leaders say an estimated $50,000 people will travel through the area, boosting Fort Worth's economy by an expected $15 million.
"We cannot believe that the Super Bowl is here, upon us," said Kelly Campbell, of the Fort Worth Convention and Visitors Bureau. "We've been working on it for three years. Now it's time to let our city shine."
For visitors who want to get a real look into what Fort Worth is all about, the Stockyards will showcase its daily cattle run. Super Bowl visitors will also be in town for the last week of the Fort Worth Stock Show and Rodeo.
ESPN will broadcast more than 100 hours live from Sundance Square. The sports network plans to take over an entire parking lot to build its set on Jan. 24.
And the AFC team will stay at the downtown Omni Fort Worth Hotel.
Downtown businesses say they hope it will mean big bucks and exposure.
"We get to meet new people, hopefully up our business," said Mindy Ross, of a local chocolate store.
Fort Worth will also host one of the Super Bowl's signature events -- the Taste of the NFL. Current and former players will be paired with a restaurant from each NFL city. Proceeds benefit food banks in DFW and other NFL cities.
For more information and updates on events, venues and traffic, visit Fort Worth Convention and Bureau's website.