Super Bowl 58, the first to be held in Las Vegas, is much more than just a football game.
It will be an entertainment extravaganza, a centerpiece to support public service, an opportunity for businesses to make money – and ultimately a game between the Kansas City Chiefs and the San Francisco 49ers that will attract millions of people around the world.
Steve Hill, president and CEO of the Las Vegas Convention and Visitors Authority, which initiated the formation of the Las Vegas Super Bowl host committee, couldn’t be happier with how the preparations went and the meeting on the field.
“There’s a lot of star power between the Chiefs and the 49ers,” Hill said minutes after San Francisco punched its ticket to the game. “The Chiefs have a little more star power right now because Taylor Swift brings a little extra spotlight to Las Vegas.”
Ah, Taylor Swift. Much attention has been placed on the pop megastar due to her romance with Travis Kelce of the Chiefs and the fact that she will be performing at a concert in Tokyo on the Saturday night before the game. Offshore betting sites have posted odds on whether she will make it to Las Vegas for the match.
While locals and fans attending the game may not catch a glimpse of Swift, studies indicate her presence at Super Bowl 58 could boost TV audiences and Las Vegas will catch the ripples of the wave.
A study by LendingTree says 75% of Americans plan to watch the Super Bowl this year and 24% of Gen Z and 20% of millennials have a growing interest in football due to Swift’s influence. An estimated 31% of the Gen Z generation said they would root for the Chiefs because of Swift.
Poynter reported that Swift’s presence at games has already been shown to increase television ratings. When she attended a Sunday night game in October, the game on NBC drew 27 million viewers, the most for a Sunday game since last season’s Super Bowl. At the time, viewership among teenage girls in particular increased by 53% for “Sunday Night Football.” Additionally, according to Poynter, ratings among women ages 18 to 24 increased by 24 percent, while audiences for women aged 35 and older increased by 34 percent.
Since the game is in Las Vegas, the city will capture some of that love.
The fact that so many care about Swift’s itinerary highlights how much entertainment and sports have converged for Las Vegas. After determining that the Chiefs would be in the game, Google Trends searches spiked with questions about flights between Tokyo and Las Vegas, the time difference between the cities and the speed of Swift’s Dassault Falcon 900 private jet.
Entertainment is definitely a staple for the Las Vegas game, as are celebrity appearances in and around the city in the days leading up to the game.
All genres covered
A-list artists will be all over the city this week, from artists in ongoing residencies to one-off performances scheduled at dozens of parties scheduled up and down the resort corridor.
Virtually every musical genre is covered to satisfy the eclectic tastes of the estimated 330,000 fans who are expected to be in town spending between $600 million and $800 million, local economists estimate.
On Sunday there will be Usher, Reba McEntire, Post Malone and Andra Day in the stadium. At various locations and dates around the city, fans can hear Bruno Mars, Kelly Clarkson, Christina Aguilera, Luke Combs, The Chainsmokers, Wu-Tang Clan, Cedric the Entertainer and Tichina Arnold. Comics Tom Segura, Bert Kreischer, Deon Cole, Sebastian Maniscalco, Earthquake, DL Hughley, Desi Banks and Aida Rodriguez also have events scheduled.
At the other parties there will be appearances by DJs and one-namers: Lil Wayne, Diplo, Alesso, Zedd, Fat Joe, Mustard, Rick Ross, Chris Brown, Meek Mill, Lil Baby, T-Pain, Illenium, Kaskade, Ludacris, Lil Jon, Nelly, Tyga, DJ Pauly D, Kygo, Marshmello, Afrojack, DJ Irie, 21 Savage, 50 Cent and DJ Diesel, who is also sports personality Shaquille O’Neal.
Many Super Bowl athletes and alumni are set to make appearances across the city with one of the largest public gatherings at the Mandalay Bay Convention Center.
The Super Bowl Experience will take place Wednesday through Friday from 3pm to 10pm and Saturday from 10am to 10pm, and admission is $25 on Wednesday and $50 on subsequent days, with children up to 12 years free every day. The event will allow fans to collect autographs from current and retired NFL players, participate in several activities and see the Lombardi Trophy and other football memorabilia.
Former Cincinnati Bengals receiver Chad “Ochocinco” Johnson, known for his flamboyant endzone celebrations while playing, connected with Grammy Award nominee Tobe Nwigwe and produced a music video that was the basis of a promotion for Las Vegas which encouraged excessive celebrations. The LVCVA-led campaign sought support from fans and visitors for the excessive celebrations with a petition on Change.org.
Another major public event is opening night of the Super Bowl, at Allegiant Stadium, the first public appearance of players and coaches for the game. Tickets can be purchased online for $30 with doors opening at 3pm and the program starting at 5pm. Fans can watch from the stands as hundreds of media members interview players and coaches.
Other celebrities with a different background will also appear this week: celebrity chefs. Dozens of food-related events are scheduled across the city.
And some celebrities have more than two legs. The Budweiser Clydesdales, the famous team of horses made famous in the Budweiser Super Bowl commercials, will make appearances throughout the city Tuesday through game day.
While Las Vegas’ Super Bowl celebration may seem all fun and games, the event is also boosting business and highlighting charitable causes across the valley.
More than 200 businesses participated in a year-long program designed to provide Super Bowl-related contracting, professional development and networking opportunities to diverse local businesses in Southern Nevada. The workshops helped women-, minority-, LGBTQ+- and veteran-owned businesses bid on 2024 Super Bowl contracts and work ranging from catering and transportation to decor, staging and set construction.
Traditional gaming and tourism businesses are expected to thrive.
Hotel room prices haven’t wavered much in recent weeks, with some rates on the Strip falling and downtown Las Vegas and off-Strip properties rising to take advantage of demand.
As of Thursday, hotel rates are averaging $403.09 per night at 161 properties, with a Strip average of $680.38 at 37 resorts, $309.53 at 15 downtown locations and $311.94 in 109 locations. Some hotels joined the Hotels.com listings used for the survey, while others have sold out and are out of business.
As hotel rates hold their value and game tickets are the highest in history, visitors are expected to bring money, a lot of money.
The least expensive game ticket on the secondary market is between $8,000 and $10,000.
“This is by far the most expensive (Super Bowl ever),” said Matt Ferrel, vice president of growth at TickPick. “If you look at 2021, when capacity was at 33% due to COVID, you see an average ticket price around just over $7,000, and this year we’re at just over $10,000.”
But some Las Vegas visitors will be able to stay a night for free if they arrive in a recreational vehicle, trailer or camper, thanks to the Harvest Hosts program, a network of small local businesses that invite campers to park at their locations. RV owners can park overnight for free in the Revere Golf Club or Legacy G0lf Club of Southern Nevada parking lots. The only stipulation: They have to buy something at the clubs, whether it’s a round of golf or a meal at a clubhouse restaurant. Purchases are done on the honor system, and Bill Zhang, marketing manager for Harvest Host, said RVs must have self-contained units since hosts have no electrical or sewer hookups.
The Super Bowl is also expected to be one of the biggest game days of the year, with debate over whether the state’s 179 sportsbooks will surpass the $179.8 million record of the 2022 game between the Los Angeles Rams and Cincinnati Bengals, or the last time. $153.2 million in bets for the year on the game between the Chiefs and the Philadelphia Eagles.
Last year, Books won $11.3 million on the game, a 7.4% share.
As usual, the state’s biggest sportsbooks are counting on bettors betting heavily on popular Super Bowl proposition bets that feature bets on everything from who scores the first touchdown to whether heads or tails will come up on the opening coin toss.
Some analysts believe the 2024 game could produce record betting.
“The fact that the Super Bowl is in Las Vegas will take what is already a busy Sunday for the city and make it even busier, bigger and better,” said Josh Swissman, founding partner and managing director of GMA Consulting based in Las Vegas.
According to him, since most people who come to Las Vegas will not attend the game, they will see it in other places: watch parties at casinos, where betting kiosks are usually set up, at sportsbooks and at bars that also have bartop. gaming machines.
Amanda Belarmino, assistant professor at UNLV’s William F. Harrah College of Hospitality, isn’t so sure.
“I will be interested to see what happens in terms of winning the game,” he said. “We will have more media than normal and other visitors will not come to bet, so it may or may not be a record win for the city. It will be especially interesting to see how hotels and restaurants off the Strip fare. I think the city center will have a record weekend, and I think we might see more footfall in other parts of the city than we did for (Formula One).”
Brendan Bussman, a Las Vegas-based analyst at B Global, said the growth of sports betting nationwide and the convergence of sports bettors toward the biggest game of the year sounds like a formula for an all-time record.
Bussmann also expects Las Vegas to host more Super Bowl games because fans will discover what Southern Nevadans already know: that having all the amenities they could want in close proximity to the airport, hotels and stadium will make the Super Bowl Las Vegas the most attractive destination in the history of the game.
And he expects things to get even better in the future with infrastructure improvements coming — think new resorts, Interstate 15 highway improvements and the underground transportation system built by The Boring Co. — and Las Vegas could be the setting for even more. Super Bowls and other top-tier sporting and entertainment events.
But for now, the Super Bowl baton for the next game will fall to New Orleans, where this year’s game was supposed to take place. Fans arriving at Allegiant Stadium on Sunday will see Super Bowl 59 billboards from Louisiana “where every day is a party.”
Just like in Las Vegas.
Contact Richard N. Velotta at [email protected] or 702-477-3893. Follow @RickVelotta on X.