The 2004 Pacific Life Holiday Bowl, which featured the 4th-ranked California Golden Bears and 21st-ranked Texas Tech Red Raiders, generated direct visitor spending of $19.8 million, a record amount, according to a study by San Diego State University’s Center for Hospitality and Tourism Research.
The previous direct visitor spending record for the bowl game $15.7 million was set in 2003 when the Texas Longhorns faced the Washington State Cougars.
The Red Raiders defeated the Golden Bears, 45-31, in the game that was played on Dec. 30 before 63,711 fans at Qualcomm Stadium.
The study also revealed that 36,315 people from outside the county traveled to San Diego for the game and the bowl week festivities. Those visitors stayed in San Diego an average of two nights, and accounted for 36,400 nightly hotel room rentals.