Super Bowl Experience tickets go on sale today

A scene from Super Bowl Experience at the Mineapolis Convention Center before Super Bowl LII last season.

Credit: Andy Clayton-King

Credit: Andy Clayton-King

A scene from Super Bowl Experience at the Mineapolis Convention Center before Super Bowl LII last season.

Tickets will go on sale Thursday for Super Bowl Experience, the NFL’s massive football theme park that will be held in downtown Atlanta leading to the mega-game here.

The event — featuring interactive games and experiences, player autograph sessions, merchandise shops, football skill tests and more — will be staged across 800,000 square feet of space inside the Georgia World Congress Center and will be open to the public from Jan. 26 through Feb. 2.

Ticket sales will begin at 10 a.m. Thursday on, according to the NFL.

Super Bowl LIII will be played in Mercedes-Benz Stadium on Feb. 3, the game’s first time in Atlanta in 19 years.

Mary Pat Augenthaler, NFL vice president of events, described Super Bowl Experience Driven by Hyundai as a blend of “technology, social media and football.”

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“I think what folks will see when we come to Atlanta is that there really is something for everyone there,” Augenthaler said Wednesday. “You can pretend you’re a quarterback, pretend you’re a lineman, run the 40-yard dash, but you also can look at the full set of 52 Super Bowl rings, pick your favorite one … and through technology make it look like you are taking a photo of your hand with whatever ring you choose on your finger.”

Fans also will be able to take photos with the Lombardi Trophy, which goes to the Super Bowl winner. Kids will be able to participate in football clinics.

“Anything you can imagine that defines pro football will be there – football movies, a locker room, all the participatory things,” Augenthaler said.

Prices for admission will differ depending on the day attended as the NFL adopts variable pricing for the event for the first time.

Adult prices will be $40 for admission Jan. 26-27, $20 for admission Jan. 28-30 (the Monday, Tuesday and Wednesday before the Super Bowl) and $40 for Jan. 31-Feb. 2.

Tickets for children age 12 and under will be $10 for Jan. 26-27 and Jan. 31 and $25 for Feb. 1-2.

For Jan. 28-30, each purchaser of a $20 adult ticket at the box office, which will be located at the Congress Center’s Building B, will be entitled to receive up to three free tickets for children age 12 and under. Kids’ tickets pre-purchased on Ticketmaster for Jan. 28-30 will cost $5 apiece.

Also, an “SBXtra Fast Pass,” which will provide access to expedited lines at Super Bowl Experience, will be available for $55 for all ages while supplies last.

Hours of operation will vary. Super Bowl Experience will be open from 10 a.m. until 10 p.m. on Jan. 26, 10 a.m. until 8 p.m. on Jan. 27, 3 p.m. until 8 p.m. on Jan. 28-29, 3 p.m. until 10 p.m. on Jan. 30-31 and 10 a.m. until 10 p.m. on Feb. 1-2.

“The message, if you live in Atlanta or the surrounding areas, is: Come early, before the city swells with all the fans of teams in the game and everyone that comes in to be around the sort of electricity that happens in the Super Bowl city,” the NFL’s Augenthaler said. “During the first weekend (of Super Bowl Experience) or the Monday-Tuesday-Wednesday (before the game), the lines will be shorter, and it will be easier to maneuver your way around.”