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Objectives
Produce & execute an inviting space for NFL team owners, players, & sponsor executives to network and conduct business in an upscale, relaxing environment, while enjoying the exclusive level of hospitality & entertainment associated with Super Bowl
Solutions
Created the inaugural NFL HOUSE, an exclusive, multi-day drop-in hospitality center for the NFL’s key stakeholders at historic Union Station in Indianapolis.
- Managed creative & operations, including environmental design, website development, registration, access control, unique programming, and food & beverage operations for 2500+ guests across 4 days
- Created a design concept that blended the existing beauty and striking architecture of Union Station with the energy of Super Bowl XLVI’s graphic identity
- As a special enhancement, SportsMark designed & built a custom functioning fireplace as one of the focal points of the NFL HOUSE lounge area, supporting the goal of creating a luxury oasis in the middle of the cold & frenzy of Indy
- Managed the scheduling & turnkey operations of private auxiliary event & meeting spaces in the venue
- Developed an informational website, access control system, & managed guest registration on-site with 8 different types of credentials
- Worked with NFL Events to create unique program enhancements & integrate corporate partner activation, including: Motorola charging stations, The Art of Shaving Parlor, shoe shines, chair massages & manicures, Gallo wine tasting, celebrity chef demonstrations by Bravo & Food Network chefs, NFL player integration as celebrity bartenders & hosts of Chalk Talks
Results
According to NFL executives, by all accounts, NFL HOUSE was among the most-mentioned highlights of Super Bowl XLVI by NFL’s corporate partners and special guests, nominating “NFL HOUSE as the MVP of Super Bowl XLVI.” League officials said the numbers were in line with projections, ranging from 500-900 guests a day, according to SportsBusiness Journal.
NFL’s Vice President of Events stated, “We were looking to partner with an agency who could provide exceptional hospitality and management expertise, as well as creativity and innovation. We feel we found that with SportsMark. The SportsMark team has impressed me with their professionalism, out of the box creative concepts, critical IT and access control solutions, and world-class hospitality and event management experience.”