The Project
Heart of
the Valley
Amplified Production worked in collaboration with the Arizona Super Bowl Host Committee to produce the Super Bowl Experience presented by Lowe's at Margaret T. Hance Park — the epicenter of the FREE fan experience in the Heart of the Valley.
A multi-day outdoor festival that transitioned seamlessly from daytime family programming into night activities, featuring local cuisine and multicultural celebrations reflecting the rich character of the Phoenix community.
The Challenge
Engineering a
City-Scale Event
With Super Bowl LVII drawing a record 6,000+ accredited media outlets from 24 countries, the pressure to deliver a flawless public fan experience was immense. Hance Park needed to function simultaneously as a community gathering space, a media hub, and a premium sponsor activation zone — all free and open to the public.
The challenge was creating seamless day-to-night programming across multiple activation zones while managing the logistical complexity of a multi-day outdoor festival in the heart of downtown Phoenix during the biggest week in American sports.
Our Approach
Built to
Amplify
Working hand-in-hand with the Arizona Super Bowl Host Committee and presenting sponsor Lowe's, our team developed a comprehensive production plan that treated the park as a living, breathing event campus. Programming was designed to serve all ages and backgrounds, honoring the multicultural fabric of the Valley.
Nightly transitions transformed family-friendly afternoon zones into vibrant evening entertainment destinations, with local cuisine vendors and cultural performances keeping energy high from open to close.
Amplified Production delivered a fan experience that truly captured the spirit of the Valley. Hundreds of media hits from Hance Park — including outlets from Australia, Germany, and Japan — told the story of Phoenix like never before.
The Results
A Record-Breaking
Fan Moment
The Super Bowl Experience at Hance Park generated hundreds of media hits across international outlets from 24 countries — including Australia, Germany, and Japan — representing one of the most globally covered free fan events in Super Bowl history.
Day-to-night programming ran without incident across the full multi-day run, delivering a seamless experience for tens of thousands of fans and setting a new benchmark for host committee activations at the Big Game.
Project Gallery
