Although many of the ubiquitous party hosts of Super Bowls past were absent this year—that means you, Playboy and Sports Illustrated—others returned with creative marketing and decor ideas in tow. Here’s a look some of the weekend’s production highlights.
A sleek tiki hut at Marquis Jet and Net Jet's \"The Hangar at Tampa Bay\" party on Saturday
Photo: Jeff Thomas/Image Capture
After sponsoring the Audi Forum in 2008, Marquis Jet and NetJets this year hosted their own daytime party, dubbed "The Hangar at Tampa Bay." Headed up by Tony Berger of New York-based Relevent, the look of the Saturday party for 1,600 was based on the idea of "Margaritaville meets the W Hotel."
Photo: Jeff Thomas/Image Capture
Havianas' presence at the Marquis Jet and NetJets party included a giant flip-flop, and guests could customize their own pair.
Photo: Jeff Thomas/Image Capture
A boat racing basin, complete with a slalom course, was a highlight at the Marquis Jet event. Held in and around an airport hangar, the 22,000-square-foot venue footprint was also home to an exclusive satellite party for New York-based lounge 1Oak on Saturday night. On Sunday, in the same space, Relevent produced Club 009, a tailgating party for PrimeSport and DeBartolo Sports.
Photo: Jeff Thomas/Image Capture
ESPN the Magazine reincarnated it's Next Big Weekend private event for 1,300 guests on Friday night in a 20,000-square-foot tent at 202 South Morgan Street. A lighting installation accented the Patron-sponsored bar, which offered up specialty cocktails.
Photo: Steven Johnson
Some 5,000 guests attended the open-to-the-public portion of ESPN the Magazine's Next event on Saturday, where athletes competed in a cook-off.
Photo: Steven Johnson
Also at ESPN's Saturday event, a Red Bull-emblazoned skydiver landed at the party, which ran from noon to 5 p.m. and featured a performance by Sean Kingston.
Photo: Steven Johnson
Maxim's party on Friday night at the Ritz Ybor saw a smaller crowd of 1,750, but title sponsor Samsung returned with its 26-foot tunnel fashioned from 40 LCD TVs. The party's 1940s Cuban theme was evident in the 47 models dressed alike in high-waisted pencil skirts with pin curls and flowers in their hair.
Photo: John Parra
TK New York's Tracy Kessler produced the Maxim event, adding a celebrity lounge area to the DJ stage. Just as the evening was set to end (at approximately 1:59 a.m., according to Kessler), Benji and Joel Madden decided they wanted to aid DJs AM and Vice in the DJ booth, and Jazzy Jeff also jumped in, performing on a microphone.
Photo: John Parra
Coors Light's party in Orlando on Friday night, dubbed "Apex," was meant to evoke scaling a mountain, so event producer Dan Parente of Bookem Danno brought in snow and fog effects. Also on hand: scantily clad models and dancers donning tiny fur-flecked costumes.
Photo: Courtesy of Bookem Danno
Coors Light's wintry party garnered some 3,000 attendees and featured a performance by Nelly at Hard Rock Live in Orlando.
Photo: Courtesy of Book'Em Danno
