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Minnesota Super Bowl Host Committee Unveils 'Super Bowl Live' Details

Posted Oct 26, 2017

The 100-day countdown to Super Bowl LII in Minneapolis has begun.

To mark the benchmark, the Minnesota Super Bowl Host Committee (MNSBHC) on Friday unveiled the first details for Super Bowl LIVE presented by Verizon.

The 10-day festival leading up to the big game will be free to fans and located on Nicollet Mall in downtown Minneapolis.

Super Bowl LIVE will be open daily starting on Friday, Jan. 26 at 4:00 p.m. (CT) through game day on Sunday, Feb. 4. The event will feature food and fun that reflects the Bold North theme, including larger-than-life ice sculptures, an example of which was on display during the announcement press conference.

The festival will stretch six blocks on Nicollet Mall, from South 12th Street to South 6th Street, and each block will offer unique and exciting Super Bowl opportunities. Among the attractions will be ice sculptures and the Verizon Up Stage at Ice Mountain, where both local and national acts will perform. Minnesota music icons Jimmy Jam and Terry Lewis are slated to serve as Minnesota Music Ambassadors. National broadcast sets also will be located at the event.

“It’s an honor to be a part of welcoming the eyes and ears of the world to our home state of Minnesota,” said Jimmy Jam and Terry Lewis. “We are proud to be a born and raised Minnesotan and even more proud to be able to showcase and share the wonderful gift of our music and culture with the world. From Bob Dylan to Prince, Minnesota’s musical legacy is like no other. We’re happy to be a part of bringing our local folks and families together to share in this celebration of our iconic music community.”

According to the MSBHC, Super Bowl LIVE will “also be the public’s gateway to additional exciting events across the city, including Super Bowl Experience Driven by Genesis, the NFL’s interactive theme park which will be located at the Minneapolis Convention Center.”

“Super Bowl LIVE presented by Verizon is our opportunity to showcase the best of Minnesota,” said Maureen Bausch, CEO of the MNSBHC.  “From our Minnesota Sound and outdoor winter sports to our creative cuisine and nightlife, Nicollet Mall will be a shining example of our Bold North lifestyle. With a northern city hosting the Super Bowl, we are leaning into what makes Minnesota unique. We created Super Bowl LIVE to intentionally invite our visitors to spend time outdoors and enjoy an unforgettable and quintessential Minnesota experience.”

MNSBHC Co-Chair Richard Davis called the opportunity “Minnesota’s moment to shine on the world’s largest stage.”

Also announced Friday was the Dayton’s Project, an indoor fan-engagement space that will be activated during Super Bowl LIVE.

The Minnesota Super Bowl Host Committee has partnered with On Location Experiences and their production company KREATE, a nationally recognized experiential agency known for bringing brands to life, to develop the concept and production for Super Bowl LIVE presented by Verizon. Sean Connolly, CEO of KREATE, presented renderings to give Minnesotans a taste of the excitement they can expect during the 10-day festival.

“Minneapolis is proud to welcome Super Bowl LII and Super Bowl LIVE presented by Verizon,” said Mayor Betsy Hodges. “Minneapolis is a jewel of a city on our country’s greatest river, with a vibrant, 24-hour downtown that puts world-class dining, a state-of-the art downtown stadium and entertainment options at your fingertips. And that’s why I’m sure everyone who visits us for Super Bowl LII will plan to visit again soon.”