As we reach pre-Super Bowl weekend the debate rages on as to why a cold weather game vs. the warm weather locations, and it could this game ever happen again? After all, some say, it’s being played between two teams from thousands of miles away, local fans can’t get tickets, it will clog restaurants and highways, and then there is the weather. So who wins other than the Broncos or Seahawks and the select few who can afford to be involved?
The answer really is much broader, and it will probably get a New York game a second consideration down the line should there not be some logistical disaster like the one that happened with bad weather in Dallas a few years ago. Former President Calvin Coolidge once said “The Business of America is Business,” and that couldn’t be more true for the reason this year’s Super Bowl will be a success for being in the New York area.
Aside from the fact that thousands of hotel rooms on both sides of the river will make more money in a week than some will in a typical six month period, or limo drivers will rake in large sums at a time of year that is pretty quiet, or restaurants during the slowest time of the year will be fully booked, or even the millions that will be part of the legacy of the Snowflake Youth Foundation which will help young people and others for years to come with added resources, the business done away from the game will be unparalleled.
Over 500 events, both public and private, are already underway as everyone from Wall Street executives to advertising agencies to the window dressers at Macy’s get some part of the Super Bowl business experience. Those who work with hundreds of current and former players, coaches and even announcers who have some distant relationship to the Super Bowl have had a never-ending stream of requests for appearances, from intimate gatherings for clients to shopping mall appearances. Companies big and small who have never had a chance to logistically experience even part of the world’s largest sports and entertainment event can sample some of what it is like to be in and around the game for the first time, all because of location.
Yes, for every Super Bowl there is a great amount of travel and entertainment. Annual parties like the one Maxim does, are annual “must visits” for the rich and famous. However by having the event in the center of the advertising and business world, the New York area, corporations can amplify their involvement with clients and employees because there is no cost prohibitive travel involved to get people to the events around the game. That means more business can be done face to face over a longer period of time, and more money can be spent actually entertaining and engaging than travelling. Maybe it doesn’t have the “escape” feel of getting from cold and snowy New York or New Jersey to golf or sit poolside, but the area has ample spaces to keep people warm, engaged and involved, and for those wanting an outdoor experience, there are plenty of cold weather activities at least for short periods of time.
No matter where the Super Bowl is played, it is big business. However when you can bring an event like this to the place where big business takes place, it amplifies the opportunities. That certainly is not lost on the NFL or other mega-event hosts which want to engage a large public audience but also make sure the long and short term business needs of the entity are being addressed. It is why NASCAR, the Barclays Premier League, Formula One and every other global sporting event looks to engage in New York no matter what the cost. It is why tennis keeps the US Open in New York every year, and why broadcasters and business partners spend millions to engage with the USTA whether they use tennis as a tool the rest of the year or not. It is a business and entertainment destination, and until you can bring an event to Madison Avenue, at least once, you are selling yourself short.
Will there be hiccups this week? Sure. Will there be hand wringing about the weather? Of course. Will some people wish they were walking along a beach rather than chatting someone up in a ballroom? Yes. But at the end of the day the success of this experiment will be measured more on long term business relationships than on who wins on the field. The Super Bowl is here, make the most of it. President Coolidge would probably agree.