Palo Alto's California Avenue restaurant corridor got a boost from the 2026 FIFA World Cup, with the city actively steering soccer fans toward local businesses during the five-week tournament that ended Sunday, July 19.

The City of Palo Alto promoted its UpliftLocal.org initiative starting Saturday, June 20, directing residents to a list of Cal Ave and downtown restaurants, bars, and hotels that were live-streaming games and offering match-day specials. The campaign ran through the tournament's final, when Spain defeated Argentina 1-0.

Manuel Martinez, the chef and owner of San Agus Cocina Urbana and Cocktails at 115 Hamilton Ave., said business boomed at his restaurants during the World Cup. Martinez, who also owns LV Mar and La Viga in Redwood City, promoted viewing parties and events at all three locations. Speaking to the Redwood City Pulse, he said the best match days doubled revenue at LV Mar. He described a similar surge at San Agus but did not provide a specific figure for the Palo Alto location.

"The final was pretty packed. All the Mexican games were super packed. [And] the Colombian games, U.S. games," Martinez said of his restaurants.

Not everything went smoothly. Martinez said parking was limited on busy match days, and some patrons stayed for hours without ordering food or drinks the entire time.

Even before the tournament, Cal Ave was on an upswing. Food sales revenue on the corridor rose 13% between 2023 and 2025, according to urban architect Bruce Fukuji, who presented the data to the Palo Alto City Council in June 2026. Retail vacancy dropped to 5.4% in 2025, down from 10% a year earlier, according to city spokesperson Meghan Horrigan-Taylor.

The World Cup amplified that momentum regionwide. Bank of America data published Monday, July 20 pegged the tournament's total U.S. economic impact at $20 billion. San Francisco-area hotel revenue per room surged 55% during the tournament period, according to CoStar Group.

The Bay Area Host Committee had estimated the World Cup would bring at least $480 million to Bay Area counties, but a spokesperson said Monday, July 21 that it was too early to share final numbers.

San Agus, which specializes in Mexico City street food and mezcal cocktails, is open seven days a week. Martinez told the Redwood City Pulse he hopes the new customers stick around.