Maxim expanded its connection to the Super Bowl this year by replicating the party it holds in the game’s host city each year in three additional markets—Fort Lauderdale, Chicago, and San Diego. The local parties Friday night were scaled-down versions of the Saturday party in Dallas, the site of Super Bowl XLV. While 2,500 people attended in Texas, the three local parties attracted about 2,600 people altogether, most of them fans of the international men’s magazine.
“The Maxim party is arguably the biggest private event during the biggest weekend in professional sports, and we want to extend its reach to new markets. This is an exciting step to create heightened exposure for the company as we continue to build a totally integrated media and marketing company,” said Joe Mangione, C.E.O. and publisher of Alpha Media Group, in a press release.
Unlike the main party in Dallas, which was by invitation only, these three parties were open to the public. The simultaneous events, all produced by the Passion Group, took place Friday night in nightclubs in each city: Vibe Ultra Music Lounge in Fort Lauderdale, SpyBar in Chicago, and Stingaree in San Diego.
Each party included live entertainment, local celebrities, and Maxim models. In Chicago and San Diego the venues charged their normal cover fee of $20, while the Fort Lauderdale location offered free entry as usual. Alpha Media Group plans to expand the party to more cities next year.
The Fort Lauderdale party spilled out into the courtyard shared by Vibe Ultra Music Lounge, O Lounge, and Yolo.
Photo: The Passion Group
In Fort Lauderdale, organizers created two photo areas with the Maxim logo: one at the end of the red carpet for V.I.P.s and another on the other side of the same wall for the general public.
Photo: The Passion Group
Model-turned-DJ Catherine McQueen manned the turntables from an elevated platform in Fort Lauderdale.
Photo: The Passion Group
Mario Ink provided two models wearing body-painted shirts with the Maxim logo for the Chicago party.
Photo: Matthew Reeves
D. Ramirez served as the DJ at the Chicago party.
Photo: Matthew Reeves
Motorola Xoom sponsored the main Maxim party in Dallas and also the parties in Chicago, Fort Lauderdale, and San Diego.
Photo: Matthew Reeves
Confetti fell from the ceiling as the crowd in Chicago danced.
Photo: Matthew Reeves
