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Volume 24 No. 219

Events and Attractions

The face value of Super Bowl LII tickets will be predictably high, and a raise in prices has seats "ranging from $950 in the worst nosebleed offerings all the way" up to $5,000 for club seats that are "typically gifted to sponsors, executives and other VIPs by the league," according to a source cited by Charles Robinson of YAHOO SPORTS. The Delta Sky360 Club seats "behind the NFC sideline -- comprised of five premium lower bowl sections between the 20-yard lines -- have a face value of $5,000 per seat." To "put that price in perspective, one Vikings season ticket (encompassing 10 games) in this area costs $4,000 per year." The nosebleed seats will be "found in 24 sections of the outer rims of the stadium overlooking each end zone." A Super Bowl face value ticket there is $950, while a Vikings season ticket "in this area runs $500." The "second-worst nosebleed seats -- 18 sections in the upper bowl stadium 'corners'" are still a "pricey $1,250" (, 1/15).

: In Minneapolis, Rochelle Olson notes in the lead-up to Super Bowl LII will be Super Bowl Live, a "10-day free fan festival" that includes an ice rink, heated lounge with fire pits and an "IMAX-style dome that allows fans to experience football" in an amphitheater at Nicollet Mall. Delta Air Lines will "install a restaurant resembling an aircraft with the fuselage as a grilling chamber capable of kicking out 500 burgers an hour." There will also be a "Prince pop-up exhibit with artifacts from Paisley Park." ESPN, NBC, CNN and NFL Network will "all broadcast live from the event." Organizers "expect attendance of 1 million" for the fan fest. The “Doritos Blaze Lounge,” including fire pits by Heat and GLO, will "provide a space" to warm up. Hyundai will "sponsor the ice rink" that includes free skates. Target, Hormel, Schwan’s, Sleep Number and Tostitos will "all have a presence as will the Hallmark Channel with its 'Kitten Bowl.'" Ice sculptures and a life-size snow globe will "appear along the way as will the Vikings Longhouse, with virtual tours of U.S. Bank Stadium, and the Polaris UpsideDowntown exhibit featuring professional snowmobile stars" (Minneapolis STAR TRIBUNE, 1/16).

Lagardère Sports, the new manager of the PGA Tour CareerBuilder Challenge, has "installed a new festival/entertainment model and slashed ticket prices" from $50 to $30 in order to "drum up fan interest in one of the tour’s oldest events," according to John Lombardo of SPORTSBUSINESS JOURNAL. Organizers for this week's event have also "built a pavilion featuring local restaurants and for the first time will host live music with two concerts; one headlined by Huey Lewis and the News and the other by the Goo Goo Dolls." A total of four clubs "will be on site and entry to all fan activities is included with the $30 ticket price." The entertainment and pricing strategy at the CareerBuilder will be needed to help Lagardère Exec VP/Golf Events Jeff Sanders, who is running this week's tournament, "meet aggressive attendance expectations of drawing 20,000 fans per day." Last year, the event "drew around 10,000 fans per day over the four-day tournament" (SPORTSBUSINESS JOURNAL, 1/15 issue). In California, Larry Bohannan noted the addition of Lagardère to the tournament, as well as the addition in '17 of Phil Mickelson as tournament ambassador, are "moves to help bolster a tournament the PGA Tour would like to see get stronger and healthier." The Tour "doesn’t want to see 59 years of history and tradition in the desert disappear from the PGA Tour schedule." And with the changes for '18, the Tour and Desert Classic Charities are "taking steps to make sure the future of the desert’s PGA Tour event is strong for years to come" (Palm Springs DESERT SUN, 1/14).