SBD/February 4, 2011/Events and Attractions

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  • StubHub Believes Super Bowl XLV Will Be Highest Grossing Event Ever

    Super Bowl XLV could become StubHub's highest-grossing event by the weekend

    StubHub officials said Super Bowl XLV has risen to the second-highest grossing event in company history, trailing only last month's BCS Championship Game, and should rise to its top overall spot by sometime this weekend. After a high-degree of price volatility for the game in the secondary ticket markets over the past 12 days, the Steelers-Packers matchup has settled in as one of the strongest in recent years. StubHub's average sales price for the game as of yesterday was $3,596, 51% above the $2,386 average for last year's Saints-Colts matchup, and comparable to the $3,536 average for Super Bowl XLII three years ago between the Giants and Patriots. Ticket unit sales volume for Sunday's game on StubHub has been similar to last year's Super Bowl, but the higher pricing has created a more than 30% increase in gross sales revenue. Ticket metasearch engine FanSnap, meanwhile, last night showed 4,332 tickets available for sale with an average listing price of $4,189, 88% higher than the $2,234 seen at a comparable point last year. Secondary activity for the Super Bowl overall has shown a high degree of variance this year, however, as fans from N.Y. and Chicago last week flooded the resale markets following losses by the Bears and Jets in the conference title games, pushing available supply temporarily beyond 10,000 tickets, or roughly 10% of Cowboys Stadium capacity, and diminishing prices. But as the game has approached, both listing and sale prices have climbed steadily back up, defying typical downward trends seen for many big sporting events as gameday draws closer. Prices for Super Bowl inventory in the same row have also shown strong variance among various secondary sellers, with differences for near-identical inventory sometimes exceeding $1,000.

    UNUSUAL MARKET: "This has been an incredibly unusual ticket market this year," said FanSnap CEO and co-Founder Mike Janes. "But overall, the high prices and strong activity we're seeing is a real testament to the late demand that has come in for this event, and of course, the passionate fan bases these two franchises have." Added Boston-based Ace Ticket CEO Jim Holzman, "The only predictable thing this year is that this market is anything but predictable. We started strong, went down sharply, went back up sharply and then have ebbed back very slightly in the last day or so to a still very strong level." The frigid temperatures in Dallas this week and air travel issues around much of the country are not being seen by secondary ticket sellers as drags on demand for Sunday's game. But even with historically strong fan bases for the Packers and Steelers, demand likely would have been even higher had the Jets and Bears won the conference title games. "If the Jets had made it here, particularly, we'd be talking about maybe the most expensive Super Bowl tickets ever, at least 50% higher than what we're seeing now," Holzman said.

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  • Goodell Says Weather Won't Hurt Future North Texas Super Bowl Bids

    North Texas snowstorm not expected to hamper region's future Super Bowl bids

    The weather has been a “major topic of discussion” during Super Bowl week, and the storm that "iced down North Texas roads and the lingering frigid temperatures have raised questions about whether the region's first Super Bowl will be its last,” according to Pete Alfano of the FT. WORTH STAR-TELEGRAM. North Texas is “already planning to bid for Super Bowl L,” and NFL Commissioner Roger Goodell on Thursday “was encouraging when asked about the weather.” Goodell: "We were prepared for it. We've got a great stadium and a great community. So I don't believe this will hurt" future bids. Alfano notes working in the region's favor is the “scope of the storm, which has affected two-thirds of the country.” Phoenix area, which has hosted two Super Bowls, “got frost Thursday morning, and temperatures were expected to drop to freezing overnight.” The NFL is “driven by the bottom line, and Cowboys Stadium will probably offset any weather negatives.” North Texas Super Bowl Host Committee President & CEO Bill Lively said, "It's the quality of the venue that generates revenue. It's too good a place not to come back." Attendance at Sunday's game is “expected to break the NFL record of around 104,000” (FT. WORTH STAR-TELEGRAM, 2/4). When asked whether or not the winter weather “that crippled much of the area would affect future chances” of North Texas hosting a Super Bowl, Goodell said, "I don't believe so. This isn't the only part of the country being [affected] by this weather. This community has responded favorably and we're excited to be here" (, 2/3). 

    SUPER BOWL BUMP: In Dallas, Gary Jacobson notes an NFL owner and his team normally “don’t profit directly from hosting a Super Bowl,” but the Cowboys' Jerry Jones “will be an exception.” Jones’ ownership stakes in Legends Hospitality Management, which operates concessions at Cowboys Stadium, and “dozens of Papa John’s stores in North Texas” means that Jones “benefits from every food and beverage item sold at the stadium and every pizza ordered from his Papa John’s stores by fans converging on the area.” In addition, the Super Bowl will produce nearly $10M in “ticket and parking taxes dedicated to paying off a portion of stadium debt that Jones guarantees.” But hosting the game also “can cost an owner money.” Cowboys Dir of Corporate Communications Brett Daniels said that Super Bowl preparations “have tied up Cowboys Stadium since mid-January … precluding other possible revenue-generating events during that time.” Jacobson notes, “Long term, the biggest potential payoff for the Cowboys owner could come if his stadium -- and, therefore, Legends Hospitality Management, the stadium’s concessionaire -- is picked to host the Super Bowl on a regular basis” (DALLAS MORNING NEWS, 2/4).

    Print | Tags: NFL, Football, Dallas Cowboys, Events and Attractions
  • Star Search: Super Bowl Parties Heat Up Heading Into The Weekend

    (l-r) Gruden, Sean Payton, Jaworski, Golic at the Jaws Cigar Party on Thursday

    The Super Bowl is now a "full-blown, 24/7 whirlwind of parties, banquets and concerts as red carpets are rolled out in hotels, tents and nightclubs," according to Bill Glauber of the MILWAUKEE JOURNAL SENTINEL. After a "few down years triggered by the poor economy, Super Bowl parties are back with a vengeance; everything from the NFL commissioner's party (up to 4,000 are expected) to bashes thrown by the likes of Maxim, Playboy and ESPN." A North Texas Super Bowl Host Committee official estimated that "up to 60,000 people are due to attend parties on both Friday and Saturday nights." A sports exec with experience putting together Super Bowl parties said that "most of the big events work off a $500,000 budget" (MILWAUKEE JOURNAL SENTINEL, 2/4). THE DAILY presents a listing of some of the can’t-miss bashes of the weekend and a look back at Thursday night's action.

    AROUND TOWN THURSDAY: Cowboys Owner Jerry Jones and his wife, Gene,  hosted a "swellegant dinner for his fellow NFL owners in the club outside the doors of their Cowboys Stadium box." Jamie Foxx was the "surprise guest singing at the piano for the owners and VIPs" such as former President George W. Bush (, 2/3)....ESPN's Ron Jaworski played host to the Jaws Cigar Party to benefit his foundation and local United Way groups. Guests included Saints QB Drew Brees, Ft. Worth Mayor Mike Moncrief and ESPN's Mike Golic and Jon Gruden. The event "featured cigars from famed cigar maker Rocky Patel," and the menu included prime rib, sliders and a guacamole bar (, 2/3)....The Welcome To Dallas party at Zouk Nightclub "started with a slow build." The crowd "was thin for the first hour and a half but picked up as midnight approached and a heavy snow started to fall." A silent auction "struggled to take off as the crowd was more interested in dancing to the mix by DJ NVS than bidding" (, 2/4).  
    FRIDAY NIGHT LIGHTS: GQ magazine, along with sponsors Cadillac and Lacoste, are “throwing one of the most unique of all of the Super Bowl XLV parties.” The VIP event at Hickory Street Annex will celebrate the “Coolest Athletes of All Time.” Tennis player Andy Roddick will host the party, which will feature entertainment from Cee-Lo Green (, 1/25). It will be “one of the classier soirees of the weekend” (, 2/2)….The Sports Illustrated Party will feature Super Bowl halftime performer Black Eyed Peas at Fair Park in Dallas….The Playboy Super Bowl Party will be held at Aloft Hotel in Dallas and will feature Snoop Dogg and Warren G....The Leather & Laces bash will be held at Dallas’ Hotel Zaza, and actor Kevin Dillon and singer Nicole Scherzinger are expected to attend….ESPN’s Super Bowl Party will be held at Forth Worth Stockyards….The Coors Light Super Bowl Party will take place at Bill Bob’s Texas in Ft. Worth and will feature country singer Blake Shelton (THE DAILY)….The Audi Forum Party will be held at Rachofsky House in Dallas, and VIP guests will be “picked up in sleek Audi cars” (, 2/2)….Eagles QB Michael Vick is hosting an “upscale A-List celebrity extravaganza called Dallas Dynasty 2011.” The party will take place at Deux Lounge, just north of downtown Dallas (, 1/26)….Former Cowboys Daryl Johnston and Darren Woodson will be hosting a party called Friday Night Lights at Main Event in southwest Ft. Worth. It is “one of the more affordable events of Super Bowl week,” with admission costing $19.95 (, 1/30)….Texans WR Andre Johnson is hosting the Ciroc Celebrity Bowling Experience at Main Event in Grapevine (, 1/30).


    PARTY LIKE A ROCK STAR: The Giving Back Fund’s third annual Big Game Big Give weekend will take place Saturday and Sunday. It has “quickly moved to the top of the list of Super Bowl parties after last year’s event -- held at the Miami estate of director Michael Bay -- was named the No. 1 Super Bowl party by ESPN.” Also, Fox’ Troy Aikman will host a special evening at Samuel Lynne Galleries in Dallas” from 6:00-9:00pm CT (, 1/29)….MetroPCS Communications and Samsung Mobile are “joining forces to present the MVP Zone party” Saturday and Sunday at Club Cirque in downtown Dallas. Cowboys WR Dez Bryant will host the two-day event (, 1/24)….Dallas legal recruiter Randy Block is “throwing a blowout Friday night with plenty of food, an open bar and Dallas Cowboys greats wearing Super Bowl rings schmoozing with up to 300 clients and potential clients.” His “total tab will be about $20,000.” Block “routinely uses events and parties to create relationships with law firms and potential job candidates” (, 2/1).


    SATURDAY NIGHT FEVER: NFL agent Leigh Steinberg will host his 25th Super Bowl party as a "day-night doubleheader" at Eddie Deen’s Ranch in downtown Dallas. Among the 4,000 guests expected to attend are Bush, Warren Buffett, actress Jennifer Aniston and actors Steve Carell and Adam Sandler. Steinberg said that his party "costs between $400,000 and $500,000 to stage." There are "corporate sponsors, plus many in-kind contributions." And Steinberg said that he "picks up part of the tab" (MILWAUKEE JOURNAL SENTINEL, 2/4)....The Bud Light Hotel Super Bowl Party will be held at Aloft Hotel in Dallas and will feature musicians Nelly, Ke$ha and Pitbull (THE DAILY)….The invitation-only Maxim magazine Super Bowl party will be held at Centennial Hall at Fair Park in Dallas (, 1/27). Actress Olivia Munn will host the event (, 2/2)….Mavericks Owner Mark Cuban is “hosting a party at Victory Plaza on Saturday night with Usher performing” and HDNet and DirecTV “helping to promote the invitation-only event” (, 2/1)….DirecTV’s fifth annual Celebrity Beach Bowl will take place at Victory Park, and “more than 10,000 spectators are expected to turn out to see celebrities” (, 1/28)….ESPN’s Mike Ditka and Carmen Electra will co-host The Best Party in Texas at Embassy Suites in Grapevine. Tickets cost $1,000 and proceeds will benefit Gridiron Greats and other charities (, 1/27)….Bengals WR Chad Ochocinco is hosting the Official Saturday Best Super Bowl Party. Tickets range from $150-10,000 (, 1/23)….Hilary Swank will host the second night of the Big Game Big Give celebration (, 1/29).

    : Vikings RB Adrian Peterson will host the MVP Most Valuable Party at Grey Goose Lounge in Dallas. The watch party will open its doors at 5:00pm, and the after party begins at 9:00pm. Tickets range from $150-5,000 (, 2/1)….The Vibe Magazine Players Gala will be held at Zouk in Dallas….Diddy’s Grand Finale Super Bowl Party will be held at the Palladium Ballroom in Dallas (THE DAILY)….The Ochocinco Super Bowl Afterparty will be held from 9:00pm-2:00am. Tickets to the event, sponsored by Belvedere Vodka, range from $40-1,500 (, 1/23)....Jets RB LaDainian Tomlinson is hosting The Jet Set, an after party at Lone Star in Sundance Square in downtown Ft. Worth (, 2/3).

    Print | Tags: Events and Attractions
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