Super Bowl Live and Super Bowl Experience will be two of the larger events preceding that massive football game coming to Atlanta on Feb. 3.
Super Bowl Live is a six-day series of concerts and other attractions outdoors at Centennial Olympic Park, while Super Bowl Experience is an eight-day football theme park indoors at the Georgia World Congress Center.
New details were released this week about both events, which are held annually in the Super Bowl host city.
Super Bowl Live
In addition to six days of musical acts from Atlanta artists across different genres, curated by Grammy-winning producer and Songwriters Hall of Famer Jermaine Dupri, Super Bowl Live will feature interactive attractions such as nacho-making competitions and virtual-reality “fan journeys.”
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Plans thus far include Hyundai’s “Fan Jam,” where fans can compete in games; the “Verizon Experience,” which will offer a look at how 5G wireless technology will change the fan experience in stadiums and homes; the “Tostitos Cantina,” which will include the nacho-making challenge and other competitions with NFL greats; and the “Built Ford Tough VR Drive-In,” where fans can “ride” to Atlanta from a variety of locations around the country via a Ford truck and virtual-reality goggles.
Super Bowl Live, described by organizers as a fan village, will be open in Centennial Olympic Park from Jan. 26-28 and Jan. 31-Feb. 2. Admission will be free.
Large tents will be set up “because we know the unpredictability of the weather here in January and February,” said Brett Daniels, chief operating officer of the Atlanta Super Bowl Host Committee.
The series of concerts and other activities in the park is aimed at attracting a large number of metro Atlanta residents along with visitors.
“One of the things that we have stressed throughout the process this year is, how do we connect to Atlanta residents to make sure a million people or more have some experience in and around the Super Bowl here?’” Daniels said.
Super Bowl Experience
The interactive theme park known as Super Bowl Experience, a ticketed event, will encompass about 800,000 square feet of space inside the Georgia World Congress Center’s Building B.
Attractions will include a wide variety of NFL-themed games and exhibits, football skills challenges, on-field clinics for kids, autograph sessions with current and former NFL stars, virtual-reality NFL experiences, and up-close displays of the Lombardi Trophy and all 52 Super Bowl championship rings.
Super Bowl merchandise will be sold in two shops that will be attached to Experience, one within the ticketed area and one in a lobby area.
Super Bowl Experience will be open to the general public Jan. 26-Feb. 2. Tickets are on sale at Ticketmaster.com. Adult tickets cost $20 or $40, depending on the day. Tickets for children age 12 and under cost $5, $10 or $25, depending on the day. For three days – Jan. 28-30 – each purchaser of a $20 adult ticket at the box office can receive up to three free tickets for kids age 12 and under.
The variable pricing is a first for Super Bowl Experience, which in past years has had the same price for all days. Last season in Minneapolis, prices were $35 for adults and $25 for children.
“We’re excited about the variable pricing because it’s so different from what we have done before,” said Mary Pat Augenthaler, NFL vice president of events. “We know the ticketing landscape has changed a lot, so we’re going to try it.”
She said the first four or five days of Super Bowl Experience are recommended for Atlanta residents before crowds swell and lines lengthen with additional arrivals into the city of fans of the Super Bowl LIII teams and other visitors.
* * *
Hours of operation for Super Bowl Live in Centennial Olympic Park:
Saturday, Jan. 26: 11 a.m.-10 p.m.
Sunday, Jan. 27: Noon-7 p.m.
Monday, Jan. 28: 4 p.m.-9 p.m.
Thursday, Jan. 31: 4 p.m.-10 p.m.
Friday, Feb. 1: 2 p.m.-10 p.m.
Saturday, Feb. 2: 11 a.m.-10 p.m.
Hours of operation for Super Bowl Experience in the Georgia World Congress Center:
Saturday, Jan. 26: 10 a.m.-10 p.m.
Sunday, Jan. 27: 10 a.m.-8 p.m.
Monday, Jan. 28: 3 p.m.-8 p.m.
Tuesday, Jan. 29: 3 p.m.-8 p.m.
Wednesday, Jan. 30: 3 p.m.-10 p.m.
Thursday, Jan. 31: 3 p.m.-10 p.m.
Friday, Feb. 1: 10 a.m.-10 p.m.
Saturday, Feb. 2: 10 a.m.-10 p.m.
Sunday, Feb. 3: 2 p.m.-5 p.m.*
* - Open on Feb. 3 only to those with Super Bowl LIII game tickets.