[gkanapathy]

In fact, they tracked prices for Feb 1-10, and the Super Bowl is Feb 7. The week before the Super Bowl is the dog-and-pony show. Whether or not people are actually going to fill up SF hotels for an event 40 miles south (vs staying in San Jose or elsewhere), the hotels are likely setting their rates high now. They can also expect to lower them later (during football season, say, as it becomes clearer which teams are likely to attend) if they can't sell them earlier. Basically, they have no idea how much to charge or how much demand they'll see, since they have no experience with this event, so the pricing is going to be set too high to preserve their option to lower them later.

So the survey and results are pretty much meaningless.