Musicians, technology and influencers will take on a bigger role during the Super Bowl week festivities in the S.F. Bay Area in February, according to a schedule of major events released Monday by the NFL and the Bay Area Host Committee.
New to Super Bowl week is the NFL Culture Club, which is being billed as an “exclusive, immersive” gathering spot “inspired by the spirit of a modern members club,” league officials said. It will be at the Pearl, an event venue near Chase Center.
The Culture Club is along the lines of the NFL House, a private hospitality space for league and team sponsors, but more focused on programmed events such as panel conversations, art installations, performances and brand collaborations. Some events will be open to the public; others will be invite-only, the NFL said.
“This Culture Club is really this place to bring to life a number of curated events, day and night there, different influencers, a series of events. We’ll publish that schedule events as we get closer but we’re excited about this new element,” said Peter O’Reilly, NFL EVP/Club Business, International & League Events.
On the music front, luxury hospitality provider On Location announced that Sting will headline the first night of its two-night Super Bowl LX Studio 60 Concert Series. Also, Thursday-Saturday, the Bay Area Host Committee will hold a series of concerts at the Bill Graham Civic Auditorium, with Chris Stapleton announced for one night.
Also Monday, YouTube was announced as the sponsor of the Super Bowl LX Innovation Summit, a one-day tech conference scheduled Feb. 6 at the San Francisco Museum of Modern Art. Details about participants are mostly still to be determined, but Acquired podcast hosts Ben Gilbert and David Rosenthal will appear on stage.
The announcements were made at NFL headquarters, where O’Reilly and Bay Area Host Committee CEO Zaileen Janmohamed presented their vision for the week.
“We are a little crazy out in the Bay, it’s true,” Janmohamed said. “A little bit weird. A lot of creativity, a lot of builders, a lot of dreamers, a lot of risk-takers. That’s the soul of who we are in the Bay, but it creates a lot of energy and there’s a ton of excitement. The city and the region are on a rebound and I’m excited to share it with all of you.”
One issue to watch for the Super Bowl week is to how parts of the Bay Area other than S.F. are used, and the resulting logistical and traffic challenges. Other than the game itself in Santa Clara, the primary activity in the South Bay region will be the opening night media availabilities with the participating teams, set for Monday at the San Jose Convention Center.
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