The new Atlanta stadium wasn't built just so you and I could stumble drunkenly around the 100 yard bar during games. It was built with an eye on attracting big events, and they don't get much bigger than the Super Bowl.
Suffice to say it would be a huge get for everyone associated with the new stadium and the team, even if the impact on the city itself is harder to quantify. It sets up the potential for the ultra rare "team playing in its home stadium for the Super Bowl" for the Falcons, even if I'm getting way, way ahead of myself with that one.