Super Bowl XLVIII brought football's championship game to the New York region for the first time, and brands like Bud Light, Fox Sports, ESPN, DirecTV, and Time Warner Cable stepped up with events worthy of the world's biggest stage.
While the game itself was played at MetLife Stadium in East Rutherford, New Jersey, most of the major events took place at venues throughout Manhattan. From intimate gatherings with A-list talent to the 13-block-long Super Bowl Boulevard fan fest along Broadway, this year's events celebrated the host city through venue choice, decor, and "local" entertainers like Jay Z.
For as many opportunities as New York offered, though, it also had drawbacks for event planners. Premiums for venues, vendors, and permits drove up budgets and created bureaucratic headaches.
"It's extremely expensive here," said Lauren Robinson, event marketing manager at ESPN. "I was expecting it, but I wasn't expecting it to be as crazy as it was. And because this event was in our backyard in terms of clients and agencies, everyone is here. You're not used to that, so your numbers, money-wise and capacity-wise, inevitably go up."
Cynthia Lopell, event producer with CL22 Productions, said she dealt with several layers of city bureaucracy to erect a 88,000-square-foot tent at the Hudson River Park's Pier 40 for DirecTV's Celebrity Beach Bowl and Super Saturday Night concert.
"In this venue, we had to jump through hoops," she said, citing examples such as having five years' worth of driving records on file for anyone who drove a golf cart. Building codes required the on-site kitchens to have commercial ovens rather than propane, and they had to have two elevators to the interior balcony that wrapped around three sides of the tent. The reward for sticking it out was a custom venue for 6,000 people.
Here's a look inside the week's biggest Super Bowl parties and events.
The Bud Light Hotel, now in its fifth year, took over a Norwegian cruise ship docked on the Hudson River and hosted about 4,000 overnight guests through the long weekend. Produced by Fusion Marketing, the 300,000-square-foot activation included the ship as well as three other venues: the tented Bud Light Hotel Lounge, a concert venue located across the West Side Highway, and the Intrepid Sea, Air & Space Museum.
Elements such as a flashy step-and-repeat were used at several Bud Light Hotel events, including the nightly programing with concerts from the Roots, Imagine Dragons, and the Foo Fighters as well as a game-day tailgate and concert co-sponsored by Pepsi.
DirecTV took over the Hudson River Park's Pier 40 for its festivities on Saturday, which included the Celebrity Beach Bowl during the day and Super Saturday Night in the evening. At the eighth annual flag football game, actor Michael B. Jordan carried the ball atop a white-sand field that evoked the northern climate of New York City. The teams were named after the New York Police Department ("the Finest") and the fire department ("the Bravest"). Paramore performed a post-game concert.
The decor for DirecTV's Saturday-night party was inspired by the gritty beginnings of New York City—with dance platforms made of thick wood beams and scrap metal—mixed with today's glamour, evoked by gold chandeliers and fabrics of sequins, fur, and leather. Combining fashion with the city's icons, models wore costumes made from The New York Times newsprint as well as custom creations that paid homage to the Statue of Liberty, Chinatown, and other New York landmarks.
Headliner Jay Z performed a set that included “99 Problems,” “Public Service Announcement,” and “Empire State of Mind.” Beyoncé surprised the audience to perform a duet of "Drunk in Love."
The Black Crowes headlined an event for Fox Sports at Central Park's Rumsey Playfield. Produced by Angel City Designs, the event used the animated robot mascot for Fox Sports, Cleatus, as its motif. The character was used throughout the decor, and 3D Systems printed four-inch Cleatus figurines for guests.
The Fox Sports party was catered by RCano Events and also offered a dessert bar from Momofuku Milk Bar.
ESPN marked its 10th annual Super Bowl party with a blowout on Friday at Pier 36. The event was designed with a "New York City Lights" theme in mind, and longtime production firm Event Eleven, under the direction of Tony Schubert, created the 60,000-square-foot set that took 12 days to build. The set was anchored by 20 model skyscrapers all lit from within and some 1,100 linear square feet of star drapes, as well as manhole covers with faux steam. V Squared Labs handled the visual production aspects, which included recessed plasma screens that ran sponsor loops and custom content; more than 300 moving lights were affixed to the ceiling and 15,000 linear feet of truss ran through the air.
The Basketball City party space boasted 75,000 square feet of carpeting and a wall of illuminated football action images. As a starting point for the night, guests could then meander through the rectangular space. "We didn't want people to wait in line," said ESPN events manager Lauren Robinson. "We built the program with activations in pockets of the venue so you feel like you're really roaming the space and traveling among all the sponsor activations until the performance."
One of the more daunting sponsor installations—there were 11 in total—came courtesy the History Channel's Vikings show, which delivered a replica ship's bow to the venue. Guests could board the ship for a memento picture. "It was a big photo op for them," said Event Eleven's Schubert. "Because we had so much square footage and such high ceilings, it wasn't hard to accommodate." Of the challenges of hosting an event in New York, ESPN's Robinson said: "It's extremely expensive here. I was expecting it, but I wasn't expecting it to be as crazy as it was. And because this event was in our backyard in terms of clients and agencies, everyone is here. You're not used to that, so your numbers, money-wise and capacity-wise, inevitably go up."
Grammy winners Robin Thicke and Kendrick Lamar entertained guests well into the night. This year marked the first Super Bowl bash that brought together all of ESPN's channels—including television, digital, and print—and a partnership with the network's magazine's music issue. It emphasized the #ESPNtheParty hashtag over specific social media channels. Overseeing the entertainment media and red carpet was Hired Gun Publicity & Consulting. Other vendors included Dazian, Scenic Corporation, Sound Image, Felix Lighting, Primo XL, and Tashman.
A staff of 75 bartenders manned the multiple Captain Morgan White Rum bars throughout the space. "The ability to contain everything and be able to have production work in a manner where we don't have to worry about weather really helped culminate into this massive event that combined both sports and music in one space," said ESPN's Robinson.
The Coors Light booth had characters from its commercials who sported a silicone-based "frosting" on their faces to mimic an outdoor expedition in the snow. Throughout the night, they posed with guests and drew them to the Coors Light stand. Other sponsors on site that engaged guests included Pringles, Coke Zero, Met-Rx, and Armitron Watches.
For Mercedes, which had three of its most buzzed-about models on display, including the G63AMG 6x6 SUV, experiential marketing agency Engine Shop erected a 360-degree photo activation experience, Matrix style, starring the SLS AMG super coupe. Guests were given a GIF image that they could immediately post on social media channels.
At the Axe Deodorant booth, the brand introduced its new Peace body collection with a camouflage-infused, military-inspired vignette that complemented its similarly themed TV commercial. Guests, accessorized with military garb, could post for photos. "Photo activations were a theme of this event," said Nick Hines of Engine Shop, which worked with sponsors to create custom activations on site. "These activations were meant to generate attention, engage guests, and generate social media."
Rapper Nelly headlined the Playboy party at the Bud Light Hotel. Bunnies joined him on stage for the show, which followed a session from Miami’s DJ Irie.
An ice bar from Okamoto Ice promoted the History Channel show Vikings. It was one of several sponsor activations at the event, which also included build outs from Kadan Productions based on the TV show Bates Motel and a lounge designed like the Playboy Club London with a roulette table and a Mini USA car where guests could pose for photos with Playboy bunnies. The Visionary Group produced the event with the magazine's event team.
Another of the big Super Bowl party hosts was Maxim, which spread its efforts over two days. Held Friday and Saturday, the magazine's Big Game Weekend bash took over Espace, bringing gritty decor, graffiti, and go-go dancers to the Midtown West venue. The event was presented and produced by Talent Resources Sports, which hired Empire Entertainment for the decor. Sponsors included AquaHydrate, Heavenly Mountain Resort, PatrĂłn Tequila, Touch by Alyssa Milano, and Wonderful Pistachios; Philippe by Philippe Chow catered both nights, serving bites such as chicken satay and vegetable dumplings.
In addition to DJs Jus Ske and Sinatra, Maxim's lively late-night bash saw performances by Grammy-nominated hip-hop artist Kendrick Lamar (pictured) and DJ Dirty South. The stage's backdrop held graffiti-like branding that matched the look of the event.
Sponsors abounded at the Maxim event and some activations were integrated into the design of the space. That included signage for PatrĂłn's effort placed on a chain-link fence. The tequila company also served drinks like the "Big Game Grapefruit" (PatrĂłn reposado tequila with elderflower liqueur, pink grapefruit juice, and club soda) and the "Maxim Blitz" (PatrĂłn silver tequila, ginger beer, and fresh lime juice) from branded bars and created a chandelier from its bottles.
PatrĂłn also offered a photo booth where guests could pick signs with tongue-in-cheek phrases like "PatrĂłn to my left. Maxim to my right. I think everything is ok" and "Wish I was at home on the couch #lies #liar #Maxim #Patron #Umad," or write they could write custom messages on branded white boards.
In addition to a custom water wall on the red carpet, Maxim event sponsor AquaHydrate—a water brand that has Sean "Diddy" Combs and Mark Wahlberg as investors—built a replica of the Empire State Building using its bottles.
GQ hosted an athlete-studded event at the Top of the Standard Friday night. For decor there was an oversize version of the magazine's logo in gold tones, while catering included specialty cocktails from PatrĂłn as well as heavy fare such as cheeseburgers, deep-fried mac 'n' cheese, and truffle grilled cheese. PatrĂłn also sponsored a photo booth where guests posed for black-and-white shots to share on social media.
Held at the American Museum of Natural History in its Ocean Life Room, the double-height space known for the life-size whale suspended from the ceiling, the N.F.L. Friday Night Party brought together 1,200 guests at the event produced by Barton G. in conjunction with the league itself. "We wanted one room where all of our guests could be together and not scattered all around," said N.F.L. events manager Sunday Billings, "and this is a special place."
The massive ceiling displayed a 3-D projection that incorporated the New York skyline as well as images of New Jersey and elements that bring them together such as the George Washington Bridge. Lining the balcony were V.I.P. suites for each team's owner, each containing a chandelier and team-appropriate decor. They overlooked the main floor, which had an Art Deco-style look using golds, blacks, and silvers. Singer John Mayer performed a set, as did the N.F.L. Films string orchestra. Restaurant Associates, the museum's caterer, provided several buffets, and Taylor Creative provided furniture rentals in addition to custom pieces created by Barton G.
The biggest public activation in New York before the game was Super Bowl Boulevard. The public fan fest that ran from January 29 to February 1 and occupied 13 blocks on Broadway, stretching from Macy's and into Times Square. The biggest attraction—in both size and popularity—was the toboggan run, a 60-foot-tall and 180-foot-long ride placed between 40th and 41st Streets. Boulevard visitors lined up early to purchased the $5 tickets, the proceeds from which benefited local environmental initiative MillionTreesNYC.
Super Bowl Boulevard, an initiative the N.F.L. worked with the City of New York to execute, was designed as the epicenter of New York's Super Bowl events and replaced the N.F.L. Experience last year held in a convention center. To make sharing photos and videos from the attractions easier and faster for visitors, the organizers invited consumers to register online for badges, or pick them up on site. The R.F.I.D. badges could be linked to a phone number (for SMS) or a Facebook, Twitter, or email account. In some areas, the small devices could be tapped to activate something or enter the owner into a competition.
Many of the boulevard's activities were football-related, naturally, including a section near 46th Street dubbed the Field Goal Kick. There were also areas more suited for kids, such as the N.F.L. Rush Zone and the NY/NJ Host Committee's plot near Macy's.
The fan fest also had plenty of activations from sponsors, a lineup of companies that included Pepsi, SAP, and Bridgestone. XBox One's tailgate-style setup was a big draw for the younger male set, with consoles for visitors to play games like Madden and Forza Motorsport 5 placed in the rears of cars. GMC served as Super Bowl Boulevard's title sponsor.
Macy's turned the façade of its flagship into a screen for videos, airing a nine-minute show of football imagery and New York scenes every 30 minutes between 5 p.m. and 9.30 p.m. Party Planners West tapped Montreal-based Moment Factory to execute the video projections mapped to the east-facing side of the store. Producers set up shop across the street at the Courtyard by Marriott Herald Square, taking over the ninth and 10th floors with production offices, a control room, and 12 40,000-lumen projectors.
The charitable event Big Game, Big Give marked its fifth year with host Alec Baldwin welcoming guests to Tribeca Rooftop on Friday. The event, produced by Ivan Hall with Hall I Wood Enterprises, had a Big Apple theme with marquee lights, apples used in several floral centerpieces, and throw pillows that showed iconic New York sights such as the Brooklyn Bridge. The event raises money for the Giving Back Fund.
Even host Alec Baldwin couldn't resist taking a photo of the centerpiece dessert: a recreation of Super Bowl venue MetLife Stadium from Tina Neddermeyer-Szewczul of Icing on the Cake. The cake used sprinkles for spectators and had end zones decorated in the colors of the Seattle Seahawks and Denver Broncos.
Citi Private Pass hosted three nights of concerts it dubbed Evenings With Legends. Performing at the McKittrick Hotel were John Legend and Band of Horses, followed by the Black Keys at Roseland Ballroom. The shows were each staged differently, with Legend's performance set up in an intimate setting with café-style tables arranged before the stage.
Taking over three floors of Highline Stages, Time Warner Cable Studios offered a slew of interactive experiences such as posing for photos on NBC's Tonight Show couch—with the host digitally inserted—and a virtual reality activity for HBO's Game of Thrones that put guests inside a 360-degree wintry mountain scene. The evenings saw special events such as a concert from Drake.
To celebrate the 10th year of Puppy Bowl, Animal Planet's Super Bowl programming, the network built a public promotion that put live puppies on a miniature football field at Discovery Times Square Exposition. The event team at Discovery Communications filled the Puppy Bowl Experience with memorabilia, a hall of fame wall, a mini locker room with puppy-size jerseys, and familiar tailgating games such as cornhole.
The biggest attraction at the Puppy Bowl Experience was, naturally, the canines, and visitors could pose for photos with them or watch them play on the miniature football field. Members of the A.S.P.C.A. were on hand to ensure the comfort and safety of the animals.
A prominent sponsor of the 2014 Super Bowl, PepsiCo turned a section of Bryant Park into a branded area for its products and opened it to the public for three days, starting January 29. The corporation brought in Invnt, which worked alongside creative agency Protagonist, to produce the immersive experience. Dubbed PepCity, the focal point of the activation was a 80-foot-wide, 40-foot-tall dome; the producers employed 470,000 projectors inside and out to brand the geodesic dome structure.
Inside the activation, PepsiCo offered food, drinks, art, activities, and entertainment. For the food, the corporation invited chefs David Burke, Marc Forgione, and Michael Psilakis to create dishes that incorporated its products. For instance, Burke served cherry Pepsi barbecue wings and tacos with Mountain Dew-glazed bacon.
At night, Pepsi used the activation for concerts, bringing Austin Mahone, Prince Royce (pictured), and Ziggy Marley to its stage. Tickets were free and distributed online on a first come, first served basis.
In addition to bringing in players like New York Giants wide receiver Victor Cruz, the Purchase, New York-based company also used PepCity to promote its "Hyped for Halftime" Super Bowl campaign. Men dressed in football uniforms performed the song-and-dance number seven times each day; the stage also saw performances by the cast of Broadway shows.
To celebrate its debut Super Bowl commercial, Jaguar hosted two parties. On January 29, the automotive brand partnered with media site Deadspin to screen the commercial and provide an up-close viewing of its new F-Type coupe, driven into Skylight West by San Francisco 49ers quarterback Colin Kaepernick. The 2015 model was also on display on Saturday night, when Jaguar partnered with Sports Illustrated for a bash at the Diageo Liquid Cellar at Skylight Modern in west Chelsea.
Delta hosted its pop-up Delta Sky Club—along with the Jaguar F-Type coupe—on the main level, a space that also held cocktails, flight attendants, and actual in-air snacks. The lower level played host to a performance by Wyclef Jean, and V.I.P. table service was offered via a raised banquette flanked by two full-scale bars and a Microsoft Twitter mirror activation.
Like many other hosts during Super Bowl weekend, Jaguar offered a photo booth at its event with Sports Illustrated. The activity was designed to match guests with a Jaguar that best fit their personality.
Chefs from all 32 cities home to N.F.L. teams set up tasting stations at the Taste of the N.F.L.’s “Party with a Purpose” Saturday night. The event, at the Brooklyn Cruise Terminal, had 3,000 guests who sampled dishes such as lemon maple custard with shiitake mushrooms and caviar—served in an eggshell—from Niche St. Louis. Each station had an N.F.L. star, including the Buffalo Bills's Andre Reed, who that day was elected to the Pro Football Hall of Fame. The event also had a performance from the "Taste of the N.F.L All-Star Band," a raffle for Super Bowl tickets, and an extensive silent auction of football memorabilia. Proceeds from the event benefited food banks in each N.F.L. city.
The culinary pop-up event Fifty Yard Lounge, a new concept from the Connect Group with production from Engine Shop, took over five existing venues, connecting them with tenting. The ticketed event offered guests a convenient Midtown location across from Penn Station and hospitality including small plates from top New York restaurants as well as sponsor Celebrity Cruises. The venue also served as the home for Jets House, a space programmed by the Jets football team for its season ticketholders, as well as separate programming nightly. In one produced by Sequence Events for USA Today's "For the Win" sports site, guests were encouraged to check out the site on iPads as well as share videos and photos taken at booths at the event.
The NY/NJ Super Bowl Host Committee created a social media center to offer fans and visitors to the region updated information via Facebook, Twitter, and other digital platforms. The 1,200-square-foot space was located in Midtown, with floor-to-ceiling windows facing the street, and held 45 computers.
