“We really see food as the universal language that connects people across music, festivals, sporting events, all sorts of cultural events—so it’s really limitless with the possibility that the event could also be scaled down or up, depending on which market we go to,” Silberzweig said.
But everyone involved—from Fieri to Medium Rare to Pepsi and other sponsors—wants to get Las Vegas right. There’s an opportunity for brands to create longstanding goodwill within the market that can eventually extend beyond it. You can throw your Super Bowl party in Las Vegas and rename the place Flavortown, but it helps to give the locals a taste.
“We would love for the Super Bowl to be in Vegas quite frequently, and we sort of feel like stewards and ambassadors to make sure the local market says, ‘That was amazing. It was great for business, it was enjoyable for consumers … we want the Super Bowl back here,’” Richman said.
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