SDCC is the fandom equivalent of Carnival in Rio de Janeiro. Folks come to enjoy comics and related media such as movies, television series, cosplay, and so on.  It has a huge effect on the local economy. Its influence is clearly visible. The trolleys are covered in fandom advertising. One server told is she made $1,000 on Saturday night last year  

While others see the opportunity of free advertising to attract consumers

The show had great service this year. The check in and out electronic badges help with tracking and preventing counterfitting as well as promote fire safety.  

Orlando Jones leads a parade.