The "eyes of the sports and entertainment worlds will be on" the Phoenix metropolitan area "like never before this week," culminating with Super Bowl XLIX on Sunday at Univ. of Phoenix Stadium, according to Scott Bordow of the ARIZONA REPUBLIC. Cardinals President Michael Bidwill said, "We've never had a month with this much exposure and economic impact in the state's history. With the (Barrett-Jackson) car show, which is broadcast, the Pro Bowl and then the Phoenix Open, the amount of things being broadcast out of Arizona is unbelievable" (ARIZONA REPUBLIC, 1/25). In Phoenix, Peter Corbett writes the region "has grown up since hosting its first Super Bowl two decades ago, and it is far more equipped to host the nation's largest sporting events, with expanded freeways, more mass-transit options and a modern stadium." This week, a "rejuvenated downtown Phoenix takes a bow." The Valley "has added nearly 1.5 million people since its first Super Bowl" in '96, as well as "160 more urban freeway miles and rooftops spreading from Queen Creek to Sun City." Ticket revenue from Super Bowl XLIX "is expected to top" $60M, up from $48M when the region hosted Super Bowl XLII in '08 (ARIZONA REPUBLIC, 1/25).
HITTING THE GREEN: In Phoenix, Kellie Hwang wrote organizers of the PGA Tour Waste Management Phoenix Open "are bracing for record crowds" with the Super Bowl in town and Tiger Woods "committed to play." They are "anticipating breaking" the $100M mark. Capacity around the 16th hole, which "features stadium seating, has been increased this year." Seventeen skyboxes "were added to the hole, and a hospitality area was added for loge-area guests." Also new is a studio from which Golf Channel "will televise the Golf Central show." The first-come, first-served bleacher seating "accommodates 3,400." The Coors Light Birds Nest tent, which will host acts including Kid Rock and Darius Rucker, "is nearly 50,000 square feet this year." It is "almost 8,000 square feet larger and 9 feet taller than last year's tent, but will have the same capacity of 8,000 people." The goal is to "improve the viewing experience for everyone, especially the VIP-ticket holders." The VIP area "also features a lounge sponsored by Absolut with food catered by Tom's Tavern" (ARIZONA REPUBLIC, 1/25).
LED THERE BE LIGHT: In Phoenix, Laurie Merrill reported Super Bowl XLIX "will be the first ever played in a dome illuminated by LED lights, which officials say will make for more vivid images on television." Ephesus Lighting President Mike Lorenz said, "It's the brightness, it's the clarity, you can see the grain of the football, you can see (everything) with much greater detail." The LED lights installed in the fall also "translate to using far less energy to light up and cool down the playing field" (ARIZONA REPUBLIC, 1/24).
