PASADENA ( — Business is expected to boom in Pasadena in the New Year with the annual Tournament of Roses Parade, the Rose Bowl and the BCS National Championship.

KCAL9’s Adrianna Weingold reports hotels are sold out and streets are already packed as fans descend on the city.

READ MORE: 725 Unaccompanied Migrant Children Remain In Long Beach Shelter, More Expected To Arrive

Terri and Larry Stevens couldn’t get tickets to the Rose Bowl, but still traveled from Michigan to Pasadena to watch the parade and cheer for the Spartans just outside the stadium.

“We wanted to go to the game, but weren’t able to get tickets, but we’re here buying souvenirs for my son-in-law to look at because we’re going to have them on for the parade,” Terri said.

Bob Harrison, the longtime owner of Green Street Restaurant, said Rose Bowl week increases business by about 20 percent.

READ MORE: Actress Tawny Kitaen Dies At 59; Starred In MTV Videos, `Bachelor Party'

“It’s a huge week for us starting really the day after Christmas and going into New Year’s, normally, we get a huge influx of people,” he said.

Pasadena Chamber of Commerce President and CEO Paul Little said Rose Bowl week, and the additional BCS game on Jan. 6, will bring in major dollars.

“If you’re going to spend the money to come to Southern California and enjoy it, you might as well enjoy all of it, so the fallout is tremendous,” he said.

MORE NEWS: Orange County Reaches 5,000 COVID-19 Death Milestone

Officials said cities across Southern California could rake in upwards of $200 million during the events.