Super city: Phoenix hopes Big Game will draw more visitors to the

0 Comments | Deseret News (Salt Lake City), Jan 27, 2008 | by Terry Tang Associated Press

PHOENIX -- It's a reunion 12 years in the making. Since hosting the 1996 Super Bowl, Phoenix and its suburbs have been preening and preparing for the return of the NFL's biggest game.

The last crucial piece finally fell into place in 2006 when the state-of-the-art University of Phoenix Stadium opened in Glendale, west of Phoenix.

Bob Sullivan, president of the Arizona Super Bowl Host Committee, knows the pressure is on not only to put on the "world's largest neighborhood party" but entice the NFL to come back a lot sooner than 12 years.

"We have the potential to get another game in the future. We're not going to get another game if we're not putting our best foot forward this time," Sullivan said.

Tourists comprise the other audience Arizona wants to win over. For the past year, the committee has been pushing a "come early, stay late" campaign. The 150,000 visitors expected to travel here -- pumping an anticipated $200 million into the local economy -- are being urged to stretch their trip to take in some sights.

"Go up to Sedona, go to Tucson ... experience more of what the state has to offer than its ability to put on a Super Bowl," Sullivan said.

While the city will temporarily be the hippest, hottest place to be seen, the region has typically been thought of as where Grandpa and Grandma go to quietly retire. The dry weather and 200-plus manicured golf courses create a real oasis in this desert valley. Although many "snowbirds" flee the heat each summer, residents say the mild temperatures year-round make living here worthwhile.

Visitors of all ages, however, can find a strong pulse beating in the night clubs of Scottsdale or Arizona State University hangouts in Tempe. In this 2,000-square-mile metropolis, it is possible to see the urban and the rural in less than a day. Travelers can have their pick of chic, artsy enclaves and four-star restaurants, and cactus-dotted landscapes rich with the history of the Old West and American Indian culture.

FOOTBALL: For the 17th year, an interactive theme park will be part of the event. The NFL will hold the NFL Experience Built By The Home Depot next to the stadium Thursday-Saturday, www.nfl.com/ superbowl/nflexperience. (Only Super Bowl ticket-holders will be admitted Sunday.) Among the activities fans can choose from: recording a voice-over commentary of memorable NFL plays, scoring a touchdown while tethered to a bungee harness, and throwing passes at a target. A nighttime party for adults, NFLX After Dark, will take place Thursday.

Visitors looking to make their trip a bit educational can attend the Sports Career Expo & College Fair Thursday at the Herberger Theater Center in Phoenix, www.whynoexpo.htm. Professionals from different aspects of the sports industry will discuss various career opportunities with students.

ARTS: Clusters of high-end galleries make up much of the art scene in metro Phoenix. Scottsdale's arts district will hold a special edition of its swanky, weekly art walks with the Scottsdale Super ArtWalk Saturday, scottsdalegalleries.com/artwalks2.html.

Aside from browsing at galleries, visitors can listen to local musicians along the designated route and sample food from local restaurants.

The downtown Phoenix Art Museum has 60 paintings, sculptures, etchings and watercolors in a new exhibit on 19th century French artists, "Masterpiece Replayed: Monet, Matisse and More," www.phxart.org. The museum also currently has works on display by photographer Richard Avedon, known for his fashion photos and celebrity portraits.

MUSIC: From "Diddy" to Dogg, a variety of musical artists host outdoor, high-priced concerts in Scottsdale. Sean "Diddy" Combs will perform Thursday outside of Axis Radius club. The club will also put on concerts for the Anheuser-Busch Bud Bowl -- rapper Snoop Dogg on Friday and Kid Rock on Saturday. Tommy Lee and Dave Navarro are slated to rock out at a block party for club e4 Saturday.

However, there are some more affordable, indoor shows.

Jobing.com Arena, next door to the University of Phoenix stadium, will be the site of the two-night Pepsi Smash Super Bowl Concert Series. Mary J. Blige and Maroon 5 take the stage Thursday. Mexican pop group RBD will perform Friday.

Singer Patti LaBelle will headline the 9th Annual Super Bowl Gospel Celebration Friday at Symphony Hall in Phoenix.

Visitors can also enjoy a free concert and fireworks Saturday at "Super Bowl Saturday Night" at Tempe Town Lake in Tempe, a town typically milling with ASU students.

FOOD: Foodies with $500 to spare can get a ticket for this year's Taste of the NFL on Saturday, which raises money to fight hunger, tasteofthenfl.com. More than 35 chefs representing cities with NFL teams will cook up a special dish. The food-and-wine fest will also have musical entertainment and an auction.

Glendale has also moved up its annual Glendale Chocolate Affaire. Chocoholics can nibble on confections made by local chocolatiers in downtown Glendale on Friday and Saturday. A 300-pound chocolate football will also be raffled off.