The 50 yard lounge - Super Bowl and Culinary Mash Up


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The 50 Yard Lounge is the premier hospitality destination during Super Bowl week and the only place where guests will be able to taste food from the best restaurants and Celebrity Chefs in NYC, meet active and retired football legends and listen to iconic NYC live music, all in a premium environment just steps away from Madison Square Garden, Penn Station and Super Bowl Blvd. Tickets are all inclusive of food, beverage and events and allow guests in and out privileges from morning to night.

Confirmed Talent & Chefs - Include Hall of Famer Cris Carter, Legendary Quarterbacks Joe Thiesmann and Doug Flutie and 3X super bowl champion, Matt Light, along with Iron Chef Marc Forgione, Chef Michael White, Chef Johnny Iuzzini, Word Class Butcher Pat Lafreida and 40+ of the best restaurants and Chefs in NYC

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The 50 yard lounge - Super Bowl and Culinary Mash Up

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  3. 3. The 50 Yard Lounge is… • The premier 2014 Super Bowl VIP hospitality destination in NYC - fusing the football, culinary, music and corporate communities like never before. • Programmed to feel like a Wine & Food Festival collided with a traditional Super Bowl Hospitality space • An exclusive ticketed event, providing access to 1,500 – 2,000 VIP guests each day (all inclusive at premium ticket price ) • Home to the NY Jets Super Bowl hospitality venue, the “Jets House” during the week • A hotbed for local, regional and national media and a popular destination for NFL Players, Celebrity Chefs, Entertainment personalities and VIP’s alike • A fully customizable canvas for brands to generate awareness, entertain VIP clients and capitalize on the biggest week in NYC History • A true embodiment of NYC, featuring NYC Chefs (food), NYC music and highlighting the characteristics which make this City one of the best in the world 3
  4. 4. Guest Experience As VIP guests come out of the cold and enter the heated walkway, they will be met by a hostess offering to take their coat, give them a hand warmer, a hot beverage or a perfectly concocted cocktail to warm their soul. As the guests exhale, express a sigh of relief and release their tension, it will signal they have entered a place of relaxation, entertainment and fun, as they prepare to experience all that is The 50 Yard Lounge. Guests can choose to relax in one of the many lounge areas, each featuring a specific theme and brand experience. They might want to stick their feet in the sand in the 70 degree beach area, mosey their way to the stage to see the demonstration by a NYC celebrity Chef or kick back and watch the thousands of NYC people walking by from the 2nd floor lounge roof deck. Later in the afternoon, they can experience live music from a NYC local band, take part in a wine and beer tasting or share some time with a NFL legend, while enjoying a cocktail from the best Mixoligist in NYC. With a prime location, food from the best Chefs NYC has to offer, athlete and celebrity sightings and a multitude of entertainment options, The 50 Yard Lounge will have something for everyone. Destined to become one of the premier spots for VIP, celebrities, athletes and media, the lounge those seeking the ultimate hangout during Super Bowl week. 4
  5. 5. Location • Directly adjacent to the Madison Square Garden, the venue complex stretches between 33rd & 34th Streets and 8th Ave, less than two avenues from Super Bowl Blvd. • Situated above Penn Station and on one of the busiest corners Manhattan, with foot traffic of more than 400,000 people daily • Over 15,000 ft2 of indoor and outdoor space inclusive of three full restaurants and an open-air plaza. All roof decks and open air spaces will be tented and heated − Local: 3500 ft2 classic American bar, 3 floors with − − − roof deck & covered patio Lucy's: 2500 ft2 Mexican cantina-style bar, 2 floors with roof deck & covered patio Caffe Lugo: 5000 ft2 Italian bistro; anchor restaurant of 1 Penn Plaza tower Local Beer Garden: 6000 ft2 outdoor space • Tent Area Tent Area 25 draft beer lines, 6 full service bars, 3 full service commercial kitchens and outdoor grill • Tent Area Total capacity of 1,500 – 2000 5
  6. 6. Location Madison Square Garden / Penn Station Subway - N,R,Q,1,2,3,A,C,E LI Railroad NJ Transit Port Authority 7 blocks Beer Garden Stage Lugo Cafe Path Station – 2 avenues Super Bowl Blvd– 2 avenues 6
  7. 7. Venue Photos – Beer Garden Looking South from Lucy’s Deck Looking North from Local Roof Deck General Area General Area 7
  8. 8. Venue Renderings Beer Garden Stage 8
  9. 9. Venue Renderings Local Roof Deck Lucy’s Cantina 9
  10. 10. Venue Photos – Local West Front Entrance Main Dining Room Main Dining Room Lounge Roof Access Roof Deck 10
  11. 11. Venue Photos – Lucy’s Cantina Royale Front Entrance Roof Deck Main Dining Room Main Dining Room Roof Deck Patio View from Beer Garden 11
  12. 12. Jets House at 50 Yard Lounge • Jets House will be a premiere destination for the extended Jets community during the week of Super Bowl XLVIII. It will provide access and value for those New Yorkers who will be on the outside of Super Bowl looking in. • High energy, exclusive, electrifying atmosphere, reflective of the NYC vibe, bright & open layout, overlooking the streets of the city • A “Home Base” for Jets partners, season ticket holders and fans during Super Bowl week • Will consist of former and current Jets players, NFL legends, Flight Crew, celebrity Jets fans, radio & TV remotes, Jets web shows, interactive gaming, sponsor activations, live music, celebrity chefs • Will also serve as a valuable source for entertaining Jets clients and new prospects. • Promotion to begin December 1 and run through Super Bowl 12
  13. 13. Venue Photos – Lugo Café Jets House Main Dining Room Outside of Beer Garden and Plaza Bar Area Front Lounge and Bar 13
  14. 14. Programming Our curated programming throughout the week will use culinary, football and entertainment to elevate the traditional Super Bowl hospitality experience and showcase the passion, personality and diversity of NYC. With a variety of options each day, The 50 Yard Lounge programming may include: • • • • • • • • • • NFL Player chalk talk, meet and greets and autograph sessions Culinary demonstrations by NYC Celebrity Chefs Super Bowl themed brunches Thurs– Sun with NFL Legends/Celebrity Chefs Food & Wine Experiences with Celebrity Culinary personalities − Beer, Wine and Spirit tastings − Best burger competition with demo to make the perfect burger − Best NYC pizza competition with demo to make perfect pizza − Street food tastings − Mixology classes Live Music from local NYC bands and DJs Winter Beach – sand, cocktails and heat lamps set to Sunny & Warm. Massage lounge Technology zones (with charging stations) Evening parties with celebrity hosts and live music Private spaces for exclusive VIP dinners or private events with athletes and celebrity chefs 14
  15. 15. Music Programing – 50YL Music Series Focused on highlighting the NYC Music scene, 50YL Music Series will feature a variety of live music performances that embody the essence and soul of NYC music. Taking place each day/night, 50YL Music Series will include everything from street performers to Harlem Jazz to a rock band from the Village to the DJ who spins in NYC Clubs and everything in between. The purpose of the 50YL Music Series it not to wow guests with a big name act, but rather wow them with the music, the vibe, the experience and truly give them a feeling for what makes the NYC music scene so special. 15
  16. 16. Sample Schedule Wednesday Friday Italian / French Cuisine Thursday Ethnic 1st Q 830am noon • NYC Best Bagel competition • Ultimate French Breakfast with Celeb Chef •Sampling of Latin and Asian Breakfast Classics 2nd Q Noon - 4 • Best of NJ Lunch with Chef Demo and Player appearance •Soup-er Bowl •Almond event w/ Mike & Mike •Makin’ Pasta with Celeb Chef and NFL Athlete • Raman, Dim Sum and Bahn Mi’s; NYCs best Asian Lunches • Rollin Sushi Chef Demo and Athlete event • Saki Tasting 3rd Q 4p – 9p •Media event •I Love NY, Food •Chef Demo • Italian Wines and Tailgating; demo with NYC Sommelier • Whose Nana reigns supreme; Competition with Celeb Chefs / Athletes and their grandma, to see who’s Italian dinner is best (610pm) • NYC Street Food Competition judged by Celebrity, Athlete and Chef (6-10pm) • Don’t Eat the Worm; Tequila & Mescal Tasting • Athlete appearances 4th Q 9p - close • The 50YL Live Music series Begins • Late night snacks • 50YL Music Series • Late Night Pizza; Slices from NYC Top pizza joints • French/Italian Spirit tastings • 50YL Music Series • Late Night Taco’s 16
  17. 17. Sample Schedule (cont.) Saturday Sunday Cuisine New American Tailgate 1st Q 830am - noon • Ultimate American Breakfast with Celebrity Chef • Chef/Player Demo • Ultimate Bloody and Mimosa event 2nd Q Noon - 4 • Ultimate NYC Sandwich comp; judged by Celeb, Athletes and Chef • Mixology demo • 50YL music Series 1st Half • Steaks, Bloodies and Eggs; breakfast with Chef and Players. • Player chalk talk • SB City Cook-off (1-2 Chefs from the Cities of the teams competing in game) • Chalk Talk with retired players from teams playing in game 3rd Q 4p – 9p • American Classics with a Spin; 6-8 of NYC’s best chefs serving up their American Classics with a spin • 50YL Music Series • American Bourbons tastings • NY Sweets 4th Q 9p - close • 50YL Music Series • Classic Cocktail Demo • Burger Bowl – sampling of NYCs best burgers (10pm - 2am) 2nd Half • Ultimate Tailgate Food (8-10 Chefs featuring their best Tailgate flare) • Chalk Talk with NFL Personalities during halftime. End of Game – The 50 Yard Lounge closes @ Midnight 17
  18. 18. Confirmed Talent Michael White Joe Thiesman Johnny Iuzzini Mike Golic Marc Forgione Bill Telepan Mike Greenberg Cris Carter Alex Guarnaschelli Matt Light Pat LaFrieda Doug Flutie 18 18
  19. 19. Media Partners – The Daily Meal • $250,000 digital ad buy • Fastest growing culinary content site – 8.5+ million unique visitors a month – Female/Male ratio: 63%/37% – Median age: 48 – Median HHI: $72,000 • Editorial team lead by 8x James Beard award winner Colman Andrews • Unparalleled Content Integration – Editorial programs created to align with advertiser’s message with most appropriate content • Creating “The Ultimate Super Bowl Guide” landing page – covering all things Super Bowl – Original and expertly curated editorial content, – Custom videos with talent in both the sports and culinary worlds – One-of-a-kind slideshows – Social Media Integration – Exclusive interviews with Celebrity Chefs and NFL players – Onsite promotional units to drive engagement For mock-up purposes only. Title subject to change. 19
  20. 20. Media Partners – USA Today Sports • $250,000 ad buy over digital and print • 62MM fans over a broad portfolio of assets (thebiglead, FTW, ect.) – Newspaper – 15MM daily readers – Desktop, Mobile & Tablet – 38MM monthly unique visitors – Local Broadcast – 16MM weekly households • Reaching a engaged audience comprised of: – 60% under the age of 34 – M 18-34, HHI $75,000+, 128 index – 2.5x more avg. time spent and number of pages viewed per visit than on competitors sites • Tailored proposals designed to align with brand objectives and strategically evoke ROI • Social – Focused on amplifying shareable sports experiences • Local – multi-media assets across 100+ markets & local insiders • Mobile –Leading in creating 2nd screen experiences 20
  21. 21. Partnership Opportunities Hand in hand with our brand partners, we will create an integrated offering to help meet and exceed their objectives leading into and through the Super Bowl. In concert with our aggressive PR strategy and delivery of an unforgettable on-site experience, The 50 Yard Lounge will secure Culinary and Sports media partners to amplify our efforts and guarantee exposure surrounding the big game. Additionally, for those partners looking to extend their reach and impact, we will curate a series of sports & culinary focused initiatives throughout the NFL season and playoffs. While our partner needs will vary, a customized partnership could include, but not be limited to, the following: • Naming rights to The 50 Yard Lounge (The BRAND 50 Yard Lounge) • Private meet & greets with Chefs, Athletes and Celebrity guests during the week of events • Entitlement rights to designated areas with the opportunity to build out full brand experience for guests. − 8 distinct and separate areas, including both tented roof decks, the beer garden, performance stage, lounge and main dining rooms − Outward facing signage to capture attention of foot traffic on street (300,000 – 400,000 daily) • Opportunity to assist in the curation of programming • Inclusion in all Media, PR, Marketing and promotional efforts • Social media integration and activation • Ability to capture video and pictures of events to use for promotional and PR purposes • Product exclusivity throughout venue • Product sampling and giveaways • Exclusive dinners, meet & greets and special events with NFL Personalities and Celebrity Chefs • Hospitality passes for VIPs and promotional use • Product/Brand Inclusion in Invite Gift Bags 21
  22. 22. THANK YOU For more information: Lonny Sweet 617.905.5711