Economy takes toll on Super Bowl biz

TAMPA, Fla. (NBC News) - First downs and touchdown cheerleaders and chicken wings are just one side of the Super Bowl. Another, perhaps more important aspect, is the business of the big game. And this year, like in so many other industries, business is not good.

Hotels, like Sunset Vistas, which originally demanded a 5 night stay, gave-up on that late this week and slashed room prices from $485 to $289 a night.

Billionaire Sheila Johnson, who owns Innsbrook Golf Resort has noticed the tight times at her club and with her friends. She says even the most wealthy fans are still watching what they spend.

"They are buying the cheaper level tickets, I mean, they not spending money on the private jets, they are coming down on the commercial, they're driving, you know, they're cutting corners," Johnson said.

Even scalpers who usually get close to 3-grand a seat are selling tickets for half that just a couple of days before the game.

Still, there are those who believe they will end up on the plus side of the big party in Tampa. "Timing for us as a company is just perfect," said Under Armour CEO Kevin Plank. Under armor's business is sports.

The company has always targeted the game as a key marketing tool. "All eyes of the world are here, on the Super Bowl and all eyes as you can see with our presence here are on under armor," Plank said.

And what's a super bowl without a pizza and some wings? The National Restaurant Association says one in seven Americans order take-out or delivery the day of the game. Fifty percent of those will order pizza.

"We normally go through about 350 pounds of cheese, we'll probably increase our cheese to about 500 pounds," said pizzeria owner Chuck Gibson.

Hoping, like so many, to get their "slice" of the shrinking Super Bowl bounty.

And even the host is not immune to the tough economic times. With its' biggest event going on the NFL is also quietly announcing that it will be forced to layoff 100 employees.