Planners Gear Up for Superbowl XLI

Planners Gear Up for Super Bowl XLI
Posted Jan 31, 2007 News | sporting events | Super Bowl
by Paulanne Pellegrino

“The game is the reason we’re here, but everybody wants to know about the parties.”
That statement from Frank Supovitz, the NFL’s senior vice president of events, reveals the energy building now in Miami as preparations begin for what promises to be the grandest spectacular in sporting event history to date.

What’s in Store
Planning has commenced on a three-fold level. There are the official festivities sponsored by the NFL, numerous parties given by the Host Committee and then countless events organized for corporate and private clientele. “Whenever you’re working on a large-scale event — whether it’s entertainment, government or sports — safety is always the biggest issue.”
As for the NFL action, besides the famed Commissioner’s Ball being held at Parrot Jungle Island for nearly 5,000 of the League’s closest friends, most of the excitement will come from two full weekends of interactive, state-of-the-art celebration called The NFL Experience that is open for general admission, and The Tailgate, for invited ticket holders, that starts four hours before kickoff.
Together, these extravaganzas will encompass over 1.3 million square feet around Dolphin Stadium — the equivalent of two city blocks. Over 200,000 people are projected to visit The NFL Experience over the time it is open.

Security Grows in Importance
The organization of those mega-events is being entrusted to Party Planners West Inc. of Los Angeles.
“We are in a unique position with the NFL; this is our 25th Super Bowl,” said PPW President Patricia Ryan. “We’ve done every NFL Tailgate and seen it grow every year into a more and more multi-dimensional and sophisticated event.”
The biggest challenge of the project involves the security elements that holding it at a stadium poses, and since this is the first time that the Super Bowl has returned to Miami since before 9/11, safety concerns will play an even more prominent role than ever.
“Every high school band member, every dancer, bartenders, volunteers, busboys…every single person entering the gates must be checked and cleared,” said Ryan. “We have over 30 restaurants cooking at The Tailgate. Whenever you’re working on a large-scale event — whether it’s entertainment, government or sports — safety is always the biggest issue. But you wouldn’t want to take the event away from Dolphin Stadium, because that’s what makes it so powerful and exciting.”

Location is ‘Ideal’
To execute this larger-than-life event, Ryan is relying heavily upon Miami’s local marketplace.
“With the variety, people, culture and richness of the hospitality industry, it’s just natural to plug into it all,” she said.
Since their last time in this city, Ryan notes, Miami has just burst in terms of resources.
“Guests are going to arrive in Miami wanting to be there. People always travel to these events with preconceived notions about whether or not they are going to enjoy it,” she said. “Coming from most other parts of the country in February, Miami is a most desirable place to visit.”
Aside from the traffic woes that have been borne from South Florida’s recent population boom and an unfortunate wave of guest-gouging that some of the hotels on the periphery (official NFL and Host Committee lodging sites excluded) are engaging in, Supovitz agrees that the this is an ideal spot for the big game.
“Miami is a city that knows how to host a Super Bowl. They are aware of the impact that it will have on the region and are able to accommodate its large-scale logistical planning as conveniently as possible for all involved,” he said.

Miami Inspires Design
PPW intends to incorporate Miami’s tropical atmosphere into the theme of its menus and entertainment. Everything will be presented with bright colors, citrus scents and modern looks.
“Miami is actually manufacturing many of the trends that we see in planning these days,” said Ryan, “so any event that is held here will feel current.”
The main gateway into the stadium for all ticketed spectators will be through The NFL Experience area, and this year the League will be receiving its 2 millionth visitor in the first weekend of the festival.
Both The NFL Experience and The Tailgate are being designed so they don’t look like two separate events. There will be symmetry as PPW designers marry the two visually. The vistas will all be in line as far as structural placements so that it all comes together as one cohesive piece. Also, an iconic pillar, said to become the tallest temporary structure on record, will be erected with the help of four construction cranes to stand at the site as the XLI monument.

The Field isn’t the Only Thing That’s Green
Additionally, Supovitz is very proud of the fact that the Super Bowl is a green event.
“We recycle a lot of material like fence wrap, street banners and office supplies. Extra prepared food is redistributed into the community,” he said.
The NFL is also going the extra mile with the U.S. Forestry Service by developing a carbon neutralizing system that measures the levels of hydrocarbons released into the air throughout the duration of the festival. Enough trees will then be planted to completely mitigate any effects that hosting the Super Bowl had on the ecology of the area.

The game will take place on Sunday, Feb. 4.
Editor’s Note: Want to be a part of the biggest sporting event of the year? Find out how in the February issue of Event Solutions magazine.

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