For 41 years, the Holiday Bowl has played a significant economic role in the success of San Diego’s tourism industry. The nonprofit San Diego Bowl Game Association fills hotel rooms and provides patrons for restaurants and shops during one of San Diego’s slowest tourism weeks of the year. Since its inception in 1978, the San Diego Bowl Game Association has created an impact of more than $900 million for the region. The Holiday Bowl features a match-up between the Pac-12 and Big Ten Conferences.