The Fifty Yard Lounge is a 17,000 square foot venue in New York City that will host VIP events during Super Bowl week 2014. It will feature culinary demonstrations, live music, athlete appearances, and other programming to entertain 1,500-2,500 guests daily. Located near Madison Square Garden and Penn Station, the venue combines the spaces of three restaurants and an outdoor beer garden to create a premier destination for food, drinks, and football throughout Super Bowl week.

1. The Fifty
Yard Lounge
the ultimate Football,
Food and Drink
experience

2. CONTENTS
I. OVERVIEW
II. GUEST EXPERIENCE
III. LOCATION
IV. VENUE PHOTOS & RENDERING
V. PROGRAMMING
VI. SAMPLE SCHEDULE
VII. PARTNERSHIP OPPORTUNITIES

3. Overview
• 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 Superbowl Hospitality
space, featuring chalk talk sessions, cooking
demos from NYCs best Chefs, autograph sessions,
wine & beer tastings, Bloody Mary Bar, culinary
competitions, live music daily and more.
• a tented, heated and connected space covering
Local West, Lucy’s Cantina, Lugo Café and the
Local Beer Garden, on 33rd and 34th Streets on 8th
avenue, amassing over 17,000 square feet.
• in the shadows of Madison Square Garden and
Penn Station less than two avenues away from
Superbowl Blvd, providing the most convenient
location for all guests, VIPs and those traveling in,
out and around NYC
The Fifty Yard Lounge is...

4. Overview
• an exclusive ticketed event, providing access to
1,500 – 2,500 VIP guests each day (all inclusive at
premium ticket price )
• 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
The Fifty Yard Lounge is…

5. 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 Fifty 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 Fifty 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.

6. Location
• Directly adjacent to the "world's most famous
arena” Madison Square Garden, the venue complex
stretches between 33rd & 34th Streets and 8th Ave,
less tan two avenues from Superbowl Blvd.
• Situated directly above Penn Station, the busiest
transit hub in the USA seeing 300,000 daily
commuters
• Over 17,000 ft 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 to provide relief from the cold.
- Local: 3500 sf classic American bar, 3 floors
with heated roof deck & covered patio
- Lucy's: 2500 sf Mexican cantina-style bar, 2
floors with heated roof deck & covered patio
- Caffe Lugo: 5000 sf Italian bistro; anchor
restaurant of 1 Penn Plaza tower
- Local Beer Garden: 6000 ft outdoor space –
heated and tented
• Total capacity of 1,500 - 2000
• 25 draft beer lines, full liquor service at 6 bars, 3
full service commercial kitchens and outdoor grill
Tent
Area
Tent
Area
Tent
Area

7. Lucy’s
tented
roof deck
Beer Garden
Lugo Cafe
Stage
Madison Square Garden / Penn Station
(Subway N,R,Q,1,2,3,A,C,E
and LI Railroad and NJ Transit)
Port Authority 7 blocks
Local
tented roof
deck
Path Station – 2 blocks
Superbowl Blvd– 2 blocks
Location

8. Looking South from Lucy’s Deck General Area
Looking North from Local Roof deck General Area
Venue Photos – Beer Garden

9. Tent would extend beyond stage
Stage
Venue Rendering – Beer Garden

10. Front Entrance Roof Access Roof Deck
Lounge Main Dining Room Main Dining Room
Venue Photos – Local West

11. Main Dining Room Main Dining Room Front Entrance
Patio View from Beer Garden Roof Deck Roof Deck
Venue Photos – Lucy’s Cantina Royale

12. Main Dining Room Bar Area
Outside of Beer Garden and Plaza Front Lounge and Bar
Venue Photos – Lugo Cafe

13. Our curated programming throughout the week will use culinary, football
and entertainment to elevate the traditional Superbowl hospitality
experience and showcase the passion, personality and diversity of NYC.
With a variety of options each day, The Fifty 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 and Warm.
• Dueling Piano’s with chef and athlete integrations
• 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
• Football-themed TV/Movie screenings
Programming

14. Sample Schedule
Wednesday Thursday Friday Saturday Sunday
Cuisine Italian / French Ethnic New American Tailgate
1st Q
830am -
noon
• NYC Best Bagel
competition
• Ultimate French Breakfast
with Celeb Chef
•Sampling of Latin, Asian
and European Breakfast
Classics
• Ultimate American Breakfast
with Celebrity Chef
• Chef/Player Demo
• Ultimate Bloody and Mimosa
event
• Steaks, Bloodies and Eggs;
breakfast with Chef and
Players.
• Player chalk talk
2nd Q
Noon - 4
• Best of NJ
Lunch with
Chef Demo
and Player
appearance
• Beer tastings
•French vs. Italian Lunch
competition (judged by NFL
Personality)
•Makin’ Pasta with Celeb Chef
and NFL Athlete
• Raman, Dim Sum and
Bohn Mi’s; NYCs best Asian
Lunches
• Rollin Sushi Chef Demo
and Athlete event
• Saki Tasting
• FYL music
• Ultimate NYC Sandwich
comp; judged by Celeb,
Athletes and Chef
• Mixology demo
• Wines of NY/NJ
• 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
•Media event
•Corporate
Partner dinners
•The FYL Music
Series
• Italian Wines and Tailgating;
demo with NYC Sommelier
• Who’s Nana reigns supreme;
Competition with Celeb
Chefs / Athletes and their
grandma, to see who’s Italian
dinner is best (6-10pm)
• NYC Street Food
Competition judged by
Celebrity, Athlete and
Chef (6-10pm)
• Don’t Eat the Worm;
Tequila & Mescal Tasting
• Athlete appearances
• American Classics with a
spin demo and dinner
• FYL Music Series
• Chef and Athlete Demo with
chalk talk
• American Bourbons tastings
• The Ultimate Cookie tasting
• Ultimate Tailgate Food (8-
10 Chefs featuring their
best Tailgate flare)
• Chalk Talk with NFL
Personalities during
halftime.
4th Q
9p - mid
• The FYL Live
Music series
Begins
• FYL Music Series
• Late Night Pizza; Slices from
NYC Top pizza joints 11p – 2a
• French/Italian Spirit tastings
• FYL Music Series
• FYL Party with late night
Taco’s 11pm – 2am
• FYL Music
• Classic Cocktail Demo
• Late night Burger Bites..
End of Game – The Fifty Yard
Lounge closes @ Midnight
OT
Mid –
3am
• FYL Music Series • Late night Karaoke with
Chefs, Athletes and
Celebrity appearances
• Chefs and Athlete Music
bands

15. 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 Superbowl. In concert with our aggressive PR strategy and delivery
of an unforgettable on-site experience, The Fifty 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 Fifty Yard Lounge (The BRAND Fifty Yard Lounge)
• 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)
• Inclusion in all Media, PR, Marketing and promotional efforts
- Our designated PR agency will work with our brand partners to help drive attention and generate
media for our brand partners during the week of events.
• Product sampling and giveaways
• Hospitality passes for VIPs and promotional use
• Private meet & greets with Chefs, Athletes and Celebrity guests during the week of events
• Opportunity to assist in the curation of programming
• Social media integration and activation
• Ability to capture video and pictures of events to use for promotional and PR purposes
• Product exclusivity throughout venue
• Exclusive dinners, meet & greets and special events with NFL Personalities and Celebrity Chefs
• Product/Brand Inclusion in Invite Gift Bags
Partnership Opportunities

16. For more information:
Lonny Sweet
617.905.5711
lsweet@theconnectgrp.com
THANK YOU