Houston LIVE – Super Bowl LI

Houston, TX

IDEAS created, produced and delivered a dramatically new kind of brand activation for the city of Houston with Houston LIVE! 

It was a distinct, immersive experience that became the heartbeat of the 2017 Super Bowl LI (51) Host Committee fan experience. Across the street from Discovery Green in Houston’s city center, it was a resounding success.

“Houston LIVE! Was a celebration of the REAL story of Houston — shattering stereotypes and misperceptions — as it ignited enthusiasm for the future and inspired action and authentic conversation about what has made Houston the nation’s 4th largest city and a center for innovation.” 

—Sallie Sargent, COO of the Houston Super Bowl Host Committee

We housed the 37,000-square-foot main show pavilion in a pavilion-style tent structure. The structure took over a public parking lot the size of an entire city block. 

Next, we designed around three thematic “neighborhoods”: Energize, Inspire and Celebrate. 

The pavilion hosted more than 200,000 fans over the 10-day run. 

Meanwhile, 20 forward-thinking and visionary corporate sponsors showcased their contributions to Houston’s stories of innovation, diversity, technology, artistry and community pride. 

They highlighted opportunities radiating worldwide in multiple arenas:

  • Education
  • Energy
  • Healthcare
  • Environmental stewardship and sustainability
  • Human potential
  • Commerce
  • The arts

Entertainment Alongside Education

The 10-day block party included performances by more than 200 local live entertainers, robots and NFL Houston Texans Cheerleaders. 

Free to the public, guests explored interactive media, live performances, hands-on exhibits and VR experiences from these Houston Super Bowl Host Committee sponsors and more: 

  • Chevron
  • Shell
  • Hess
  • Texas Medical Center
  • GE
  • Conoco
  • Haliburton
  • NFG
  • Accenture
  • Sysco

At IDEAS, we crafted an integrated celebration of signature experiences that showcased Houston’s innovation, energy and diverse communities. 

Our event partner GES provided event support, stage management and production services.

In addition to Houston LIVE!, we produced Future Flight — a massive brand activation for NASA and its commercial space partners. The activation was the featured element of the Super Bowl LI Host Committee fan experience at Discovery Green in Houston’s city center.

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