How the NFL Will Monopolize on the “Super Bowl Experience”

The Super Bowl has always been more than just a game, bringing in football-crazy crowds from all over the country to create a huge tourism event, and Super Bowl 52 will be no different – maybe, though, even more entertainment-inclusive.

Billboard writes that, “when Dave Matthews performs his “The Night Before” concert at Super Bowl LII in Minneapolis on Feb. 3, his performance will be the culmination of a three-year plan to recast not only the Super Bowl ticket market, but also the entertainment landscape surrounding the biggest event on earth,” and a quick look at the website for On Location Experiences, the “official hospitality partner of the NFL” backs up that prediction.

On Location Experiences, a three-year-old company, is owned by RedBird Capital Partners, Bruin Sports Capital, Jon Bon Jovi, and 32 Equity, the entity that oversees the NFL’s private equity efforts. Tickets for Super Bowl 52 can still be found on secondary sites by the dozens, but the NFL and their primary ticketer, Ticketmaster, are hoping to curb the competition by putting a focus on the tourism aspect of the event.

On Location has partnered with big-name event producers and promoters, sports and travel management services, and hospitality businesses to create an officially NFL-branded package for Super Bowl attendees, emphasizing a complete Super Bowl Experience and boasting “unparalleled access”, “exclusive tailgate parties”, and “the best post-game celebrations”. On Location even built a 62,500 square foot “traveling night club” especially for the Super Bowl called Club Nomadic, which premiered at last year’s big game in Houston when it hosted a Bruno Mars concert for VIP guests, and will again host exclusive evening activities for Super Bowl 52.

This year, the all-inclusive Super Bowl Experience package includes a game ticket, a pre-game party at The Armory, a 3 night hotel stay, a concert on Friday or Saturday night, and ground transportation to all package events. The party is advertised as “complete with headlining bands, NFL cheerleaders and Hall of Famers” and a premium menu curated by celebrity chef Andrew Zimmerman.

The all-inclusive package starts at $7,599, and increases dependent on your seat at the stadium.

“This is an opportunity for music fans to get a taste of the incredible entertainment options that On Location Experiences is showcasing during Super Bowl-week in the Twin Cities,” said John Collins, CEO of On Location Experiences. “We have yet to announced the other headlining acts, but it’s going to be hard to top Dave Matthews Band.”

For 2018, On Location will sell 50,000 tickets to concerts, chef tastings, and tailgates alone.

Oh right, plus the Super Bowl itself. Add in game tickets, and NFL’s official hospitality company will likely sell at least 100,000 tickets, at prices ranging $57 to $13,499.