It’s been 12 years since the Valley of the Sun played host to the Super Bowl and organizers now have a new stadium, a host of new hot spots and high hopes for the bevy of events planned for the corporate elite and entertainment-hungry public.
More than 300 concerts, parties and more are on the schedule throughout the sprawling Phoenix area leading up to the mega event. Some are mainstays, others are first-timers. And still others will have twists one might expect from this Southwest locale.
“There are certain things that you have to do,” said Mike Kennedy, chairman of the Arizona Super Bowl Host Committee. “That’s pretty much the meat and potatoes. We’re adding the side dishes … and trying to make it a unique Arizona experience.”
Acts including 50 Cent and Velvet Revolver
are scheduled at the Scottsdale Waterfront.
Planners said they made a conscious effort to “spread the wealth” by scattering events across the desert landscape, trying to avoid any squabbles between local cities.
One of the hottest will be in Scottsdale, known for its trendy nightclubs and celebrity draw. That city will see 944 Magazine erect a four-day Super Village on Thursday at the Scottsdale Waterfront, featuring Paris Hilton, 50 Cent, Wyclef Jean and rockers Velvet Revolver.
“We’re trying to do something never done before and that’s have four straight days and nights of nonstop activity,” said Sonny Smith, the magazine’s marketing director. “We’re working with our corporate sponsors to reach people in sports, celebrities and affluent young adults.”
Sponsors include Sprint, Pontiac, Anheuser-Busch, Bacardi, Sauza Tequila and Red Bull.
Performers will take the stage at the ultra-hot Axis Radius club in Scottsdale, with Sean “Diddy” Combs hosting a block party Thursday and fellow rappers Snoop Dogg and Kid Rock performing Friday and Saturday as part of the Bud Bowl.
Not to be outdone, ESPN The Magazine plans to entertain its corporate partners with a VIP party headlined by rapper Ludacris on Feb. 1 at the Scottsdale Center for the Performing Arts. A public event the next day will feature Soulja Boy Tell’Em.
“This is the best way we have to work with our clients across many platforms,” said Keith Clinkscales, an ESPN senior vice president. “We want to extend our brand and make sure our clients have a venue worthy of an event as august as the Super Bowl.”
Sean “Diddy” Combs will host
a block party Thursday at
Scottsdale’s Axis Radius club.
Also hosting high-profile parties in Scottsdale will be Maxim (Friday at the Fairmont Princess) and Penthouse (Saturday at Venue of Scottsdale). Playboy will hold its Super Bowl party Saturday at Rawhide Pavilion at Wild Horse Pass in Chandler, Ariz.
On the Scottsdale/Phoenix border, the big event is the Big Ticket Gala on Wednesday, a Super Bowl tradition that this year will see ESPN’s Chris Berman and comedian Jay Leno appear at the Phoenician resort.
A gospel concert, which is in its ninth year, will take to the stage with Patti LaBelle on Friday in the heart of downtown Phoenix at Symphony Hall.
In the shadow of University of Phoenix Stadium in Glendale, singer Mary J. Blige and Maroon 5 will perform at the Pepsi Smash Super Bowl Bash on Thursday and Latin music will be showcased Friday. The concerts are at Jobing.com Arena.
And what would a Super Bowl be without the NFL Experience? The 850,000-square-foot interactive attraction will set up shop in the stadium’s west parking lot and be open to the public through Saturday, and to ticket holders only on game day. The NFL also is trying a first with this year’s NFL Experience — an adults-only night on Thursday called NFLX After Dark.
“Building the event next to a brand-new stadium is a luxury,” said Mary Pat Augenthaler, the NFL’s events vice president. “We’re trying to really take advantage of that and play off the architectural look of the stadium. It’s going to be cool-looking.”
David Schwartz is a writer in Arizona.
