The h.wood Group and Uncommon Entertainment took over the Las Vegas Strip with a custom-built, 45,000-square-foot megastructure set in a vacant lot. The Friday portion of the two-night event, presented by Taco Bell, was headlined by David Guetta and Future, whose performance featured a surprise DJ set by Travis Scott. Photo: Mike Kirschbaum
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LAS VEGAS—Visitors to the Las Vegas Strip during Super Bowl weekend might have noticed a massive branded mountain in front of The Mirage. The stunt from Super Bowl streamer Paramount required 36,000 square feet of decking and 45,000 pounds of a mountain build, according to Cara Kleinhaut, founder and CEO of AGENC, whose team designed, produced, and built the project—and was somehow just one of the jaw-dropping moments major brands executed in Sin City to mark the big game.
Las Vegas stress-tested the citywide sporting event concept at the Formula 1 Grand Prix in November, and the Super Bowl once again proved why the city is the entertainment capital of the world: The event drew an estimated 330,000 visitors and drove an economic impact of $600 million to Southern Nevada.
At the game itself, the Kansas City Chiefs defeated the San Francisco 49ers in overtime at Allegiant Stadium, and Usher performed a high-energy, star-studded halftime show that received high praise from event professionals we spoke with earlier this week. But off the field, the city was blanketed with high-energy music festivals, parties, brand activations, hospitality lounges, and much more.
For an event this oversized, it makes sense our photo roundup is one of our largest ever. Scroll down to see more than 50 photos from Super Bowl events, packed with steal-worthy inspo from Sports Illustrated, Shaquille O'Neal, Uber Eats, Michelob ULTRA, Guy Fieri, Bud Light, and more.
![NFL's Custom Sphere Content](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/Kansas_City_Chiefs_Helmet_Photo.65cbb18f26e36.png?auto=format%2Ccompress&q=70&w=400)
![Paramount's 'Expedition Vegas' Fan Experience](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/Copy_of_Line8.P_.SBowl.20.65ca8f61207c7.png?auto=format%2Ccompress&q=70&w=400)
![Visitors coming for the fan experience could embark on their journeys from either of two locations: Base Camp or Paramount Station. At Paramount Station (pictured), explorers could brave the 'Adventure to the Peak,' a hyper-realistic gondola lift that simulated frigid winds and harrowing heights. The full sensory ride featured Paramount characters and recorded commentary by CBS Sports’ Jim Nantz and Tony Romo.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/Copy_of_Line8.P_.SBowl.11_f.65ca8fb3e8b99.png?auto=format%2Ccompress&q=70&w=400)
![Throughout the Paramount activation, cheerleaders rallied the crowd and took photos with fans.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/Copy_of_Line8.P_.SBowl.24_f.65ca8f4ff36a9.png?auto=format%2Ccompress&q=70&w=400)
![Fans could pair and test their skills in trivia, speed, and teamwork at a replica of the brick puzzle from MTV's The Challenge.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/Copy_of_Line8.P_.SBowl.25_f.65ca8f51227c9.png?auto=format%2Ccompress&q=70&w=400)
![The chalet area, meanwhile, included a cluster of cabins that immersed fans in various shows. Guests could check in to the Ghosts Woodstone B&B, where they could enter phone booths and hear a mysterious voice on the phone asking if they believe in ghosts. Responses prompted surprise photo experiences—and, potentially, spectral appearances. Other cabins included Paramount+’s The Lodge, produced by 15/40, which had a Nickelodeon kids’ zone, a branded heater, and a HALO-themed experience, while another paid homage to Star Trek: Discovery, letting fans stand at the helm of the iconic bridge of the USS Discovery.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/Copy_of_Line8.P_.SBowl.21_f.65ca8fb56a360.png?auto=format%2Ccompress&q=70&w=400)
Other cabins included Paramount+’s The Lodge, produced by 15/40, which had a Nickelodeon kids’ zone, a branded heater, and a HALO-themed experience, while another paid homage to Star Trek: Discovery, letting fans stand at the helm of the iconic bridge of the USS Discovery.
![In a village-inspired area, guests could journey back in time by visiting the Silver Dollar Soda Shoppe from the series 1923, where a 1920s-era photographer—equipped with props and Prohibition-era garments—took their photos.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/Copy_of_Line8.P_.SBowl.02_p.65ca8facf17f5.png?auto=format%2Ccompress&q=70&w=400)
![The village also featured a film-themed showcase for Bob Marley: One Love, which featured a sneak peek at the upcoming Paramount Pictures film. The village area also included an immersive spa experience (inspired by BET show Sistas), and photo ops evoking the shows Yellowstone, South Park, and more.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/Copy_of_Line8.P_.SBowl.04_f.65ca8fb2ce6bd.png?auto=format%2Ccompress&q=70&w=400)
![Flipper's Roller Boogie Palace's Big Game After-Party](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/FLIPPERS_161.65ca8e4c67e30.png?auto=format%2Ccompress&q=70&w=400)
![Encore Beach Club was outfitted with a custom skate rink, where guests could skate to sounds by Diplo and to a live performance by HARDY. On the skate rink, guests were joined by professional skaters who had come straight from performing at the big game with Usher.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/2005911790.65ca8e3ac2cce.png?auto=format%2Ccompress&q=70&w=400)
![The Flipper’s skate brand worked with Usher to design the skates that he and the skaters wore on the Super Bowl stage and to the after-party. The Flipper’s Quadz by Usher, which were handmade by Riedell Skates, are available for purchase at flippers.world.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/2005923533.65cd1d9da8518.png?auto=format%2Ccompress&q=70&w=400)
![The event had a variety of on-theme photo ops, and food was provided by chef Sarah Thompson of Casa Playa. Sponsors included adidas, Pepsi Wild Cherry, Glossier, Miss Daisy flowers, Bud Light, Ketel One Vodka, Crown Royal Canadian Whiskey, Tequila Don Julio, and Fever-Tree Premium Mixers.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/2005935043.65ca8de8900a2.png?auto=format%2Ccompress&q=70&w=400)
![Uber Eats' Get Almost Almost Anything Shop](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/1999075963.65cbd92977288.png?auto=format%2Ccompress&q=70&w=400)
![The immersive market experience allowed guests to walk through a Super Bowl-themed grocery store and use the Uber Eats app to place a (free) order from Uber Eats. They could then pick up their bag at the end of the activation.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/1999076155.65cbd92712e32.png?auto=format%2Ccompress&q=70&w=400)
![Along the shopping journey, there were surprise moments including photo ops, special treats from Pepsi, grocery essentials, beauty must-haves, and more.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/1999076206.65cbd9278f331.png?auto=format%2Ccompress&q=70&w=400)
![SI The Party](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/BFA_43595_6147088.65cd373823aa7.png?auto=format%2Ccompress&q=70&w=400)
![The event featured performances from Kygo and The Chainsmokers, along with a special appearance by Captain Morgan partners Bebe Rexha and NFL legend Victor Cruz.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/MR_SI2024_0211_023906_2026_ALIVECOVERAGE.65cbb216ade6f.png?auto=format%2Ccompress&q=70&w=400)
![Captain Morgan curated the event's official cocktails, and also hosted a first-of-its-kind Captain Morgan slot machine where guests could test their luck and score fun prizes. This evening marked the culmination of Captain Morgan's NFL campaign, 'Follow the Captain'—a nationwide scavenger hunt for fans 21 and up to unlock various experiences. Captain Morgan's presence at SI The Party was produced by NVE Experiential Agency.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/BFA_43595_6148401.65cd3737c727f.png?auto=format%2Ccompress&q=70&w=400)
Captain Morgan's presence at SI The Party was produced by NVE Experiential Agency.
![NFL Origins Super Bowl Activation](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/OriginsLV_106.65cbb18e55c30.png?auto=format%2Ccompress&q=70&w=400)
![For the third consecutive year, Six Degrees Marketing Agency was tapped to bring the experience to life. The agency partnered with each designer (like Urban Necessities, pictured) to bring their merchandise presentation to life, highlighting their unique styles and stories.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/OriginsLV_109.65cbb1278ae7d.png?auto=format%2Ccompress&q=70&w=400)
![Love Hand and Heart's space evoked the 'Seven Magic Mountains' art display outside of Las Vegas.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/OriginsLV_111.65cbb18dd4c2f.png?auto=format%2Ccompress&q=70&w=400)
![Shaq's Fun House](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/MR_SFH2024_0209_212649_8008_ALIVECOVERAGE.65cd15f19273c.png?auto=format%2Ccompress&q=70&w=400)
![The event featured a variety of fun sponsor activations, including one from Gillette with fun carnival games that tied into its grooming products.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/MR_SFH2024_0209_211606_0237_ALIVECOVERAGE.65cd15f623e3c.png?auto=format%2Ccompress&q=70&w=400)
![Meanwhile, sponsor Pepsi hosted an oversize branded bar, custom-curated Pepsi cocktails, and flavors including the all-new Pepsi Wild Cherry.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/MR_SFH2024_0209_212638_0410_ALIVECOVERAGE.65cd15f931b7c.png?auto=format%2Ccompress&q=70&w=400)
![NFL Gameday Experience](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/Screenshot_2024_02_15_at_8.54.53___AM.65ce419880713.png?auto=format%2Ccompress&q=70&w=400)
![Guests were transported into a Roman-themed experience with Roman goddesses on pedestals, gold glamazon stilt walkers, living statues, and a sway pole in custom designs to fit the logo colors. The Gameday Experience, presented by Bud Light, was fully produced by 1Team Event Management for the NFL.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/Screenshot_2024_02_15_at_8.55.03___AM.65ce419a2b3c5.png?auto=format%2Ccompress&q=70&w=400)
![Ashley House](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/Copy_of__LV10242.65ca8e3606171.png?auto=format%2Ccompress&q=70&w=400)
![The space hosted nightly performances from top country artists including Cooper Alan, ERNEST, and HARDY.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/HARDY_LV11406__1_.65ca8e4134867.png?auto=format%2Ccompress&q=70&w=400)
![Fans could relax in Ashley’s game-ready lounge.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/Copy_of__LV10252.65ca8e38a7f0a.png?auto=format%2Ccompress&q=70&w=400)
![Guy Fieri’s Flavortown Tailgate](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/MR_GF2024_0211_121316_7101_ALIVECOVERAGE.65cd153d0bd8d.png?auto=format%2Ccompress&q=70&w=400)
![During the tailgate, Fieri took on Eli Manning in a football-throwing contest and threw signed footballs into the crowd. Other celebs also partook in the tailgate experience, including Gordon Ramsay, who joined Fieri onstage.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/MR_GFT2024_0211_123942_8554_ALIVECOVERAGE.65ca8e6bf3e94.png?auto=format%2Ccompress&q=70&w=400)
![A variety of brands, including Bud Light, appeared at the tailgate. Cash App gave out free “Trash Can Nachos” to card holders, and King Hawaiian hosted a “slider off” between Manning and Fieri and gave out free sliders to fans to introduce its new pretzel bun. Main sponsor Pepsi worked closely with Fieri to showcase how tailgate bites can pair with Pepsi; the brand hosted an oversize Pepsi bar, custom-curated Pepsi cocktails, and Fieri's favorite Pepsi and food pairings like Pepsi and wings, Pepsi and pizza, Pepsi and burgers, and more.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/MR_GF2024_0211_102353_2324_ALIVECOVERAGE__1_.65cd153f25e1c.png?auto=format%2Ccompress&q=70&w=400)
![Courtyard by Marriott Super Bowl Sleepover Suite at Allegiant Stadium](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/Courtyard_sleepover_suite_GarrettWilson.65cd3e688a549.png?auto=format%2Ccompress&q=70&w=400)
![A Night of Pride with GLAAD and the NFL](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/1994375240.65ca8e5df0a0b.png?auto=format%2Ccompress&q=70&w=400)
![The panel featured veteran pass rusher Carl Nassib, the NFL's first openly gay player to play in a regular-season game, along with trailblazer and NFL replay assistant Desiree Abrams and Kevin Maxen, the first out male NFL coach.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/1994376312.65ca8e668dd51.png?auto=format%2Ccompress&q=70&w=400)
![The event was presented by Smirnoff, with additional partners Starter and Google. (Smirnoff's activation was produced by NVE Experience Agency.)](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/GLAADxNFL_Caesars_2.7.24_Highres_ChelsaChristensen_402.65cf99c3424a6.png?auto=format%2Ccompress&q=70&w=400)
![h.wood Homecoming](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/20240210_UncommonLV_MikeKirschbaum_064.65cbdad39d90c.png?auto=format%2Ccompress&q=70&w=400)
![On Saturday, Amika Akaya opened for DJ Zack Bia, who brought out Rich the Kid for a surprise performance. The evening featured headliners Kaytranada and Jack Harlow.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/20240210_UncommonLV_MikeKirschbaum_062.65cbdae1425ec.png?auto=format%2Ccompress&q=70&w=400)
![The star-studded event's design aimed to capture the nostalgic charm of old-school Las Vegas.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/20240209_UncommonLV_MikeKirschbaum_016.65cbdad97b8c5.png?auto=format%2Ccompress&q=70&w=400)
![The bar's eye-catching design incorporated record players, roller skates, and Crown Royal bottles. During Super Bowl weekend, CNC Agency also created a VIP Crown Royal reception bar and two VIP lounges within the Pearl Theater.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/hwood5.65cd14447c319.png?auto=format%2Ccompress&q=70&w=400)
![Cash App, Visa, and Red Bull's F1 Livery Reveal](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/dsc.65cf9ab8d6261.png?auto=format%2Ccompress&q=70&w=400)
![The event featured a livery moment for team drivers and notable figures, along with a performance from Grammy-winning artist Kendrick Lamar. Oversized inflatables in different arrangements had webbing inspired by different parts of the car, and were positioned to resemble the F1 car in the event space. Partners including NEFT, Red Bull, HUGO, Piquadro, Tudor, and Orlen.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/DSC_1348.65cf9b1fbb575.png?auto=format%2Ccompress&q=70&w=400)
![Bud Light Backyard Tour](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/BLBT_Zach_Bryan_2.65cbb70ce4046.png?auto=format%2Ccompress&q=70&w=400)
![Anheuser-Busch and its portfolio of brands worked with 160over90 for its Super Bowl activations. In addition to the Bud Light Backyard Concert, the brand hosted premium hospitality activations at pregame Chalk Talk including NFL legends, the Michelob ULTRA Country Club, and on site at the game itself.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/Bud_Light___Super_Bowl_LVIII___Feb_2024_event__33.65cd3eb4de721.png?auto=format%2Ccompress&q=70&w=400)
![Sports Power Brunch](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/_wp_4hsO.65ca8fc009113.png?auto=format%2Ccompress&q=70&w=400)
![Gronk Beach](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/MR_GRONK2024_0210_141310_5984_ALIVECOVERAGE.65cd14bf940ae.png?auto=format%2Ccompress&q=70&w=400)
![Gronk Beach featured a number of sponsor integrations, including the Pluto TV EasyMart and a bar from energy drink brand Monster where fans could fuel up for the day. Sponsor Cash App offered discounted tickets to card holders, while eyewear brand Pit Viper handed out free sunglasses. Official denim sponsor Wrangler created Gronkowski's custom look for the event.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/MR_GRONK2024_0210_115524_6058_ALIVECOVERAGE.65cd14cbb48b1.png?auto=format%2Ccompress&q=70&w=400)
![Culture Kings Super Bowl Events](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/RDC_World_InStore_Photos_5.65cbb10dd50ef.png?auto=format%2Ccompress&q=70&w=400)
Las Vegas Raiders star Davante Adams also hosted a game week party at the Culture Kings flagship space. Celebrity designer Jeff Hamilton also made an in-store appearance and sat on a panel to discuss his impact on sports and popular culture. The pair also discussed and showcased select iconic pieces from Hamilton's archive, including a one-of-one piece designed for and autographed by Mike Tyson.
![SoberBowl Vegas ’24](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/Sober_Bowl_2024_by_Fred_Morledge_PhotoFM_002_IMG_8971.65cbb1a4969b8.png?auto=format%2Ccompress&q=70&w=400)
Also on site, the homeless outreach and continuity case management program Shine a Light Foundation hosted a vendor village comprising small art vendors owned by people in active recovery. Additional nonprofits There Is No Hero In Heroin; St. Jude’s Ranch for Children, Nevada; The Menninger Clinic, a national substance-use treatment provider; and KIDZ Uplifting KIDZ also had a presence at the event.
![SiriusXM Pandora Presents Maluma Las Vegas 2024](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/gettyimages_1997038092_2048x2048.65cd35d3cfe03.png?auto=format%2Ccompress&q=70&w=400)
![USAA Salute to Service Military Appreciation Lounge](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/USAA_Salute_to_Service_Lounge.65cd4018d9b6f.png?auto=format%2Ccompress&q=70&w=400)
![Michelob ULTRA Country Club](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/AWEB6986_m6I2uo1x.65ce41265f45d.png?auto=format%2Ccompress&q=70&w=400)
![Hosted by Alex Morgan and Dan Marino, the event also featured a celebrity golf shootout.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/DB1_3437_1nj3cdhz.65ce412d5709d.png?auto=format%2Ccompress&q=70&w=400)
!['USA TODAY' Ad Meter Summit](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/USA_Today_Ad_Meter_Summit.65cd3fb00200d.png?auto=format%2Ccompress&q=70&w=400)