NEW ORLEANS (CNNMoney.com) -- Saints fans have waited more than four decades for their team to get a taste of glory. When kicker Garrett Hartley made a 40-yard field goal to secure the Saints' first trip to the Super Bowl, it proved to be a win not just for the team but for New Orleans' businesses. Hotels, retailers, grocers and other merchants have noticed a rise in sales with every passing Saints victory.
Tommy Cvitanovich, owner of Dragos Seafood Restaurant, recently booked his second-highest sales day in 40 years. When the Saints faced the Cardinals on January 16 for a spot in the NFC Championships, both of his Dragos locations were filled to capacity.
"You can almost feel it," Cvitanovich says. "After the Saints win, everyone just has a little extra pep in their step. They sit at the table longer and may have an extra drink. They're just having more fun, and that drives check prices."
Richie Savoie, owner of New Orleans Audio Video, says his electronics sales grew steadily throughout the season and then took off when the Saints won the NFC Championship two weeks ago. While shopping for sound-system upgrades and larger televisions, customers frequently bring up the team.
"I would say that three out of every four customers that walk into the store since the NFC Championship have mentioned that they are doing this because the Saints are going to be in the Super Bowl," Savoie says.
There's actually research suggesting that sporting success is good for the local economy. A winning team can grow a region's per capita income by as much as $100 per year, researchers Michael Davis and Christian End found in a 2008 study published in Economic Inquiry.
As fans become more confident about their team's success, they not only spend more but become more productive at work, the study reports. That drives a noticeable boost in the local economy. While a Super Bowl appearance is important, Davis says steadily mounting success is the real key.
"Winning throughout the season is very important. We found the advantage peaked around 11 wins. Once you get beyond that, you're most likely in the playoffs anyway," says Davis, an associate professor of economics at Missouri University of Science and Technology. This year, the Saints put up a 13-3 record.
With New Orleans in the midst of its Mardi Gras season, the looming Super Bowl has only added to the party. A recent parade to honor the late local sports commentator Buddy Diliberto -- who vowed to wear a dress if the Saints ever went to the Super Bowl -- attracted tens of thousands of spectators. The city will also hold a Saints parade on February 9. Every black-and-gold celebration brings local businesses a surge of green.
Super Bowl XLIV might be taking place in Miami, but Saints fans say the real party will be in New Orleans. Hotel occupancy rates are now past 90% for Saturday and Sunday, according to Mary Beth Romig, director of communications for the New Orleans Convention and Visitors Bureau. Many of those rooms are being booked by locals who want to be close to the French Quarter to celebrate after the game.
While there's no quantitative data on the matter, local economic planner Michael Hecht says he's confident the Saints' success is boosting businesses all over town. Win or lose, merely making the big game is a boon for New Orleans.
"People just want to get out and celebrate that success," says Hecht, CEO of development agency Greater New Orleans Inc. "They're feeling good, and that turns into more consumer confidence. With Mardi Gras coming too, I think this is going to last for a while." 
How does a florist sell more in this economy? We changed our business to designing weddings and events only, as the everyday flowers are not selling. We had to throw out too much product at the end of the week -- flowers are perishable! More
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