Welcome to Super Bowl LX in San Francisco.

Or is it San Jose? Well, the game itself is in Santa Clara, nearly an hour away from SF.

But right now, you arrive at San Franscisco International Airport, and walk through the gate areas and out into the main open area.

Hate to say it in some spots you’d hardly know there was a Super Bowl taking place.

Other cities go crazy with it, even early in the week. You get off the plane, there are Super Bowl Host Committee volunteers wearing recognizable garb, there are boths, baloons, big signs, welcome signs, etc. And that’s early in the week, from our experience.

Walking through the airport, there was one sign on a wall, almost the size of a painting. Nothing at some of the hotels.

How come?

The region was heartset on its beloved 49ers gettting there. Had they beaten Seattle late in the season, the Niners would have had the top seed in the NFC and the chance to play at home throughout. Including the Super Bowl.

“It’s tough, really tough that it’s the Seahawks,” one hotel worker said. “That’s probably part of it. Everyone was hoping the 49ers would be there.”

Bummer for them. You can bet that if San Francisco had made it, there’s be more buzz. When we reach Friday, it will improve.

“If you’ve been around the last six or nine months, you’ll see this is a city on the rise,” San Francisco Mayor Daniel Lurie, whose picture adorns the airport welcoming you. “This is our chance to shine. We know.”

But the fact it’s so spread out is an issue. There are othere celebrations going on this week in San Jose, and of course Santa Clara, home of Levi Stadium where the game will be played.

So that proves it’s not quiet everywhere. And in San Francisco, the Moscone Convention Center is the place to be if you want a Super Buzz. That’s where traffic comes to an absolute crawl.

The NFL Fan Experience is outdoors in the muti-layered facility, and while the lines weren’t long the first half of Wednesday that was going to change. There, is, after all, this little detail called school.

There’s Radio Row, the famous media spot where radio stations, internet shows, regular networks, podcats, etc. all converge. It’s a madhouse. What happens is fairly complex. NFL players not playing in the game, current or retired, usually are secured by a sponsor to make the rounds of shows helping to sell a product during a football interview. They’re led by by a company representative from one interveiw to another. But we harken back to the days when the Patriots were in the Super Bowl vs. Green Bay 29 years ago under coach Bill Parcells in New Orleans. Radio Row was in a small hotel ballroom and you could count the number of stations, radio only, on maybe two hands. Yes, times have changed.

The other good thing about the Super Bowl is the NFL brings in people from all over to help work the week and the game. One was from Buffalo, and says Bills fans are lamenting the fact they’re not here, feel that Josh Allen is a living legend and his tears after the AFC Divisional Round loss to Denver were not for show. And that the new stadium Bills ownership are building is already pricing out that working town’s fans.

But that’s their problem. The New England Patriots and Seattle Seahawks are set to put on a show, and it should be a good one – even if the Niner fans don’t want to think about it at all this week.

Tom King may be reached at tking@nashuatelegraph.com. Also, follow King on X (@Telegraph_TomK).