Planners give ASU students insight into what it takes to stage a Super Bowl


September 21, 2022

The National Football League season has only just begun, but Arizona fans are already getting excited for the end when Glendale hosts Super Bowl LVII in early February.

About 100 ASU students studying a variety of disciplines — including tourism development, community leadership, sports economics and special events management — learned about the multitude of the during a recent event hosted by the School of Community Resources and Development, Part Community connections behind the Watts College of Public Service and Community Solutions Championship Game at Arizona State University.
Super Bowl mascot Spike, a giant soccer ball, greets ASU students at a panel event.
The students enjoy a visit from Spike, the Arizona Super Bowl Hosting Committee mascot, while attending a recent panel discussion by event planners involved in hosting next February’s Super Bowl LVII in Glendale. Photo courtesy of Erin Schneiderman
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There, a panel of experts, community leaders, and bowl organizers outlined the process for hosting the big game, explaining the economic impact of the bowl, community programming, sponsorships, and most importantly for the students, how they are participating in the can participate in action.

“Our students don’t experience a Super Bowl in Arizona every year,” said event organizer Erin Schneiderman, clinical assistant professor at the School of Community Resources and Development. “My hope is to unmask any student who wants to be involved in the plethora of opportunities that exist around the big game and side events.”

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Schneiderman served on the Arizona Super Bowl Host Committee when the 2008 game was played at the Valley.

Dozens of related events will be held around the game, each of which will include some level of community involvement, said Jennie Patel, social responsibility director and volunteer for the current hosting committee. In addition to youth football clinics, water rides and a legacy grants program, Patel cited the Bowl’s Business Connect program, which includes more than 200 small businesses and organizations owned by minorities, women, LGBTQ and veterans.

ASU graduate Darrell Perez, owner and founder of Xperience Entertainment, spoke about his membership in the Business Connect program and the opportunities his company can look forward to.

“The Business Connect program is designed not only to benefit businesses during the Super Bowl, but to help them thrive afterward,” said Patel.

Another ASU graduate, Bryanna Leone of the Dairy Council of Arizona, spoke about her organization’s partnership role in hosting two related events: Taste of the NFL 2023 and Mission 57: End Student Hunger. Leone offered sponsorship bids and don’ts and gave the students an insight into what it means to partner with the NFL and the hosting committee.

The discussion ended with Patel students walking through the voluntary registration process and a meet-and-greet with Spike, Super Bowl LVII’s popular mascot.

Super Bowl Panel Event Planner Arizona Super Bowl LVII

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A group of event planners and experts share with ASU students what it takes to stage Super Bowl LVII, which will be played in Glendale in February, at a recent meeting at the Westward Ho on the downtown Phoenix campus. Photo courtesy of Erin Schneiderman

Working behind the scenes at major sporting events is nothing new for ASU students. This semester, a group of 75 students are working at State Farm Stadium in a rotation class offered by the Arizona Cardinals and the School of Community Resources and Development’s Special Events Management program.

Students who attended the panel said they learned the impact hosting a Super Bowl can have on a region’s economy, how much work goes into an event of this size, and how excited they are to be a part of the event to be.

“I was amazed to learn of the economic impact that the Super Bowl is having on Arizona and the Phoenix area,” said Emily Duralia, a junior communications major with a specialty events management minor. “With water becoming such a scarce resource, it will be interesting to see the implications for water conservation education as we welcome our guests. I think I’ll be involved through working at State Farm Stadium and the electrical environment makes me want to be a part (of the event).

Hunter Conedera, a junior tourism development and management major who specializes in meetings and events, was impressed with the amount of money the committee has to raise.

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“I think it was $50 million, which is said to be double the 2015 Arizona Super Bowl,” Conedera said.

Heath Perry, a sophomore in materials science and engineering, was surprised at how early the preparations start.

“It’s insane that shortly after the last Super Bowl that was held here in 2015, they were already doing research and planning for this one,” Perry said. “It shows what a huge event the Super Bowl really is when you have to plan it so far in advance.”

“I’d like to be in the thick of things and help out in any way I can,” said Danny Quinonez, a senior marketing major. “I would really like to be an airport greeter and help out-of-state visitors find their way around our location. I think I would meet some really interesting people and I would love the chance to promote our state.”

There are many ways for students not enrolled in the Arizona Cardinals-sponsored class to get involved. Contact Schneiderman at [email protected] for more in-game options, charity events, and hospitality. There is already a volunteering waiting list, but faculty, staff, and students interested in joining the ASU delegation of Super Bowl volunteers can sign up to be part of the team here.



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