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Industry News

New details on Super Bowl festival emerge

The Minnesota Super Bowl Host Committee (MNSBHC) has unveiled plans for its free 10-day fan festival leading up to the NFL American football championship event on February 4 at U.S. Bank Stadium.

The Super Bowl LIVE, which will take place at Nicollet Mall (pictured above) in downtown Minneapolis, will include an ice rink, an IMAX-style dome, a music stage, and several food and drink options.

The host committee released a map that includes more than two-dozen attractions to help visitors navigate the fan festival. Visitors will be able to access and download the map and other info from the soon-to-be-released Super Bowl LII Fan Mobile Pass app.

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“Super Bowl LIVE presented by Verizon is our opportunity to showcase the best of Minnesota,” said Maureen Bausch, chief executive 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.”

The schedule of live concerts includes Idina Menzel, The Revolution, Morris Day and The Time, Dessa, Cobi, New Power Soul and many more. In addition, Minnesota music legends Jimmy Jam and Terry Lewis have signed on to help recruit talent that will showcase the Minnesota Sound.

More announcements for the 10-day event, which starts on January 26 and ends on the day of the Super Bowl, are due to be revealed soon, adding to the free live concerts, national broadcast activations, food and fun, with nods to winter that showcase Minnesota’s brand.