It was in Miami that the game took on its Super name, when in 1968 Chiefs owner Lamar Hunt dubbed the second AFL-NFL match up the "Super Bowl." The next year, the game forever assumed a mantle of intrigue and infamy when upstart quarterback Joe Namath "guaranteed" that his Jets would beat the heavily favored Baltimore Colts — and did.

The Super Bowl's Miami legacy of hugeness and hype lives on these days, primarily in the enormity of costs surrounding the game and the record economic boon to the region.

The February 4 contest between the Indianapolis Colts and the Chicago Bears is on track to break $400 million in total economic impact for the entire South Florida region, roughly double the $200 million average economic impact the big game produces.

After a year's exile in chilly Detroit, which generated $261 million in economic impact for the Motor City, according to a study commissioned by the Detroit Metro Convention
 and Visitors Bureau, corporations are back in droves to entertain existing and prospective clients, play hundreds of rounds of golf, and soak up the South Florida sunshine.

Businesses in South Florida could "see a record $195 million of spending on everything from lodging to food and beverages" during the week of Super Bowl XLI, according to a PricewaterhouseCoopers report.

Demand for travel packages for the big game's estimated 125,000 visitors has skyrocketed. VIPseats.com President Nick Giammusso's business is up 300 percent over last year, according to wire reports. "There's been tremendous pent-up demand," Giammusso says.

TSE Sports & Entertainment has sold more than 1,000 Super Bowl packages, compared to 350 last year. President Robert Tuchman says, "The blue-chip companies that cut back after 9/11 are starting to do more again." Four-night TSE packages include upper level game tickets, an autographed football, entry in a celebrity golf tournament, and a Sunday morning chat with a former NFL coach or player.

South Florida hotels are charging four to five times their normal prices for this time of year. The rate for a double room at the Miami Airport Holiday Inn for the first weekend of January was $190.00. For the Saturday night before the Super Bowl, that rate jumps to $430 – and requires a three night minimum stay.

At the chic South Beach Delano, the regular city view deluxe room rate for the same nights leaps from $775.00 to $1625.00. The ultrapricey Setai is requiring a seven night minimum stay — at $950 per night for a double room.

South Beach will also be the hub for major Super Bowl corporate sponsors, including Sprint Nextel's fictional "Shulaville," a mobile marketing experience featuring legendary Dolphins coach Don Shula. South Beach will also serve as the game's major media hub.

But South Beach isn't the only area expecting a surge of visitors and an economic windfall. Hotels and restaurants throughout the 65-mile northerly stretch to Broward and Palm Beach Counties will be bulging with football fans as well. Even Orlando's Walt Disney World is anticipating a Super Bowl bump.

Now, 65 miles of tourists means also crowded roads. On Call Staffing Inc., based up North in Jacksonville, is providing 300 drivers to one limo company, compared to the 180 hired for the same client when the Super Bowl was played in Jacksonville two years ago.