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WORLD STAGE: For one night on Feb. 6, 2011, the eyes of the world descended upon Cowboys Stadium in Arlington

CONTENTS Departments 10 | CALL TO ACTION For most football fans around the country, Super Bowl XLV was a one-day event, but for North Texas, it was a four-year journey.

14 | NEWS & NOTES While it’s too early to know the full economic impact of Super Bowl XLV on the region, the early results are in and are encouraging.



Like each of the regional partner CVBs, Fort Worth put its best foot forward and took advantage of the various opportunities with the Super Bowl in North Texas.

Hundreds gathered along with director Mark Birnbaum and the child stars for the world premiere of SLANT 45 The Movie.



Even if the weather didn’t cooperate, Billy Bob’s in Fort Worth was the place to be the Thursday before the game for the Host Committee Gala.

With record-breaking participation for minority- and women-owned businesses, the North Texas’ Emerging Business program was a great experience for everyone involved. BY MICHAEL HUBBARD

18 | MEDIA PARTY Every year, the annual Media Party gives the thousands of credentialed media in town the opportunity to have fun … and this year’s party might have been the best yet. PHOTOGRAPHY BY LAYNE MURDOCH


22 | A NIGHT OF CELEBRATION The satisfaction from a job well done was enough for these kids, but Kids Bowl Bash at American Airlines Center gave SLANT 45 participants an extra reason to celebrate. BY HY COTTEN



ARLINGTON Cowboys Stadium One Legends Way Arlington, TX 76011 214-252-5100

34 | SUPER WEEK IN NORTH TEXAS The week leading up to the Super Bowl can be just as exciting as the big game with the parties and events that lead up to kickoff on Super Bowl Sunday. BY CHARLEY WILSON

DALLAS 2911 Turtle Creek Blvd., Suite 1000 Dallas, TX 75219 214-252-5100 214-224-0180 (fax)

FORT WORTH 777 Taylor Street, Suite 1124 Fort Worth, TX 76102 817-258-3897 214-224-0106 (fax)

VOLUME 3. ISSUE 8. XLV INSIDER is published quarterly by the North Texas Super Bowl XLV Host Committee. All rights reserved. Printed in the USA. For subscriptions, address changes, or back issue inquiries, please call 214.252.5100, or email and put “XLV INSIDER: THE MAGAZINE” in your subject line. Please give both new and old address as printed on most recent label. Address all editorial business and production correspondence to XLV INSIDER: THE MAGAZINE, 2911 Turtle Creek Blvd., Suite 1000, Dallas, TX 75219. No part of XLV INSIDER: THE MAGAZINE may be reproduced in any form by any means without prior written consent from the North Texas Super Bowl Host Committee. For permission requests, please call 214-252-5100. For an online version of the magazine, visit COVER PHOTO: LAYNE MURDOCH



RYAN IS PROUD OF OUR NORTH TEXAS HERITAGE AND FOUNDING SPONSORSHIP OF THE NORTH TEXAS SUPER BOWL XLV HOST COMMITTEE. As a Founding Sponsor of the North Texas Super Bowl XLV Host Committee, Ryan would like to thank the entire North Texas community for making our first ever NFL Super Bowl a phenomenal success. We are extremely proud to have been a part of this historic event and the future possibilities it will provide our region.

© 2011 Ryan, LLC. All rights reserved. PMS 288 Blue or CMYK = C100-M85-Y0-C43 PMS 1255 Ochre / Yellow or CMYK = C0-M35-Y85-C30








SLANT 45 CELEBRATION On January 12 over 15,000 screaming kids gathered at the American Airlines Center for Kids Bowl Bash. The night celebrated their hard work and dedication to the SLANT 45 program. The night included performances by pop stars Jordin Sparks and Mitchel Musso, encouraging words by SLANT 45 Honorary Co-Chair President George W. Bush, and appearances by Cowboys legends Troy Aikman, Roger Staubach, Drew Pearson and SLANT 45 Chair Daryl Johnston, who co-emceed the night’s event with Sparks. Mark Birnbaum, the director of SLANT 45 The Movie, is seen here capturing the excitement of the kids as they scream ‘SLANT 45!’ for the film. FINAL ISSUE NORTHTEXASSUPERBOWL.COM




TEAM EFFORT At the January 19 Host Committee and Council of Mayors Meeting at Cowboys Stadium, the Host Committee met for the last time to discuss the final stages of preparation for Super Bowl XLV. Following the meeting, members of the North Texas Super Bowl XLV Host Committee made up of local decision-makers, dignitaries and leaders gathered on the field for a group picture, led by Jerry Jones, Roger Staubach, Bill Lively and Troy Aikman.










LET’S GET IT STARTED Ever since the Bridgestone Super Bowl XLV Halftime Act was revealed during Thanksgiving Day’s Dallas Cowboys-New Orleans Saints game, the anticipation escalated to see the Black Eyed Peas perform at the big game…and they did not disappoint. Joined by legendary guitarist Slash and R&B singer Usher, the Black Eyed Peas, who have sold almost 30 million albums since they began performing 15 years ago, put on a show that was almost as exciting as the game, accompanied by tens of thousands of glow sticks in the crowd and the larger-than-life video boards above them.





FINAL ISSUE Volume 3. Issue 8.



he journey of the North Texas Super Bowl XLV Host Committee and its standing committees called Action Teams and Councils began in the spring of 2007 when the NFL awarded Super Bowl XLV to North Texas. At the journey’s beginning, Cowboys Stadium was under construction, the great recession had not yet begun to impact America and the world and the Host Committee was creating a game plan unlike any in NFL history. By late 2007, the Committee had designed and activated its Founding Sponsorship Program which ultimately yielded 14 Founding Sponsors, 12 at the million dollar threshold. Over the next three years more than 100 other North Texas companies became Host Committee sponsors enabling the Committee to generate more than $25 million in revenue from all sources for all purposes. In early 2009, the Committee began to plan and confirm underwriting for its Century in the Making Campaign, Kick-Off Concert Series, Service Learning Adventures in North Texas (or SLANT 45) education program, initiatives never undertaken by any previous Super Bowl Host Committee. The Century in the Making Campaign was activated in February 2010 at the Fort

“The trust and friendships fostered during the build-up to Super Bowl XLV transcended the game and will benefit North Texas for years to come.”

BIG STAGE: Cowboys Stadium has hosted numerous games and various sporting events, but nothing quite the magnitude of February 6, 2011 when the Steelers and Packers met for Super Bowl XLV.



Worth Rodeo and Stock Show and concluded in Dallas in October at the 2010 State Fair of Texas. Over 700,000 North Texans and others around the world via the Internet celebrated our region’s rich football tradition by voting for their top 100 favorite football moments in North Texas’ history. SLANT 45 was activated at Pope Elementary School in Arlington in February of 2010 with the goal of involving 20,000 North Texas elementary school children who would perform 45,000 hours of community service throughout the region. By the program’s conclusion in December of 2010, almost 45,000 children had participated in SLANT 45, performing nearly a half-million hours of community service in cities and towns throughout the region. The Kick-Off Concert Series was comprised of three main stage productions, featuring renowned artists, former Dallas Cowboys and other celebrities that “connected” the concerts to the Super Bowl. The first concert was presented in March 2010 in Fort Worth’s Bass Performance Hall to a capacity audience of 2,000, featuring country artist Faith Hill and emcees Troy Aikman and Joe Buck. The second concert in May 2010 was presented in Dallas’ AT&T Performing Arts Center’s Winspear Opera House before a capacity audience of 2,400 who enjoyed a performance by international icon and artist, Sting with emcees Roger Staubach, Troy Aikman, Daryl Johnston, Tony Dorsett and Drew Pearson. The Series’ grand finale performance was presented in Cowboys Stadium last September on the Friday night before the NFL’s 2010 season started. Nearly 37,000 attended the concert which included performances by Van Cliburn, the University of North Texas Symphony Orchestra, the NFL Players Gospel Choir and country artist Tim McGraw. Brad Sham, the voice of the Dallas Cowboys, was the concert’s emcee and Jerry Jones, Emmitt Smith and a host of other former Dallas Cowboys participated in the show. Over 14,000 North Texas families and America’s men and women in uniform were provided with complimentary tickets to the concert by North Texas companies. The production provided a glimpse of the pageantry and excitement of the Super Bowl in the setting where the game was to be played the following February. As each of these programs was being planned, sponsored and operated, the Host Committee was concurrently appointing and Continued on page 12.









Continued from page 10. EDITORS Tony Fay, Dane Brugler



CREATIVE Purrsnickitty Design EDITORIAL ASSISTANTS Kit Sawers, Charley Wilson, Kristen Berry EXECUTIVE COMMITTEE Roger Staubach, Chairman Troy Aikman, Vice Chair Bill Lively, President & CEO Charlotte Jones Anderson George Bayoud, Jr. The Honorable Robert Cluck, M.D. Robert Estrada The Honorable Herbert Gears The Honorable Tom Leppert The Honorable Mike Moncrief Ross Perot, Jr. Dan Petty Norma Roby Ted Skokos Emmitt Smith LAYNE MURDOCH

activating 20 Action Teams and Councils, addressing responsibilities ranging from aviation, public safety, transportation and hospitality to finance, communications, volunteer services and community outreach. More than 400 North Texans provided volunteer service to the Teams and Councils, developing and activating plans to address the region’s responsibilities included in the bid with the NFL to host the Super Bowl. By design, the Host Committee’s community out- SUPER LEADERS: (L-R) Host Committee President & CEO Bill Lively and Chairman Roger Staubach addressed the media from the Sheraton Dallas in the week prior to reach and legacy programs the big game. and projects began to wind down in the fall of 2010, contravelled to the region’s public and private current with the activation of the Committee’s airports, exceeding the projection of 700 airAction Plans addressing specific bid-related craft; DFW International Airport experienced responsibilities. As the Century in the Making the largest volume of traffic in its history; and Campaign, Concert Series and SLANT 45 North Texas restaurants, ground transportainitiatives were concluded, the Committee’s tion companies and others experienced an transportation, public safety, aviation and enormous economic impact as a result of the hospitality plans were activated on an incregame. mental basis during the balance of 2010 and As we reflect on the journey, there is much in early 2011. to remember and celebrate about Super Bowl On January 19, 2011, the Host Committee XLV, including the region’s historic build-up and Council of Mayors convened in the to the game, remarkable community outreach Committee’s and Council’s final meeting at programs that touched the lives of families Cowboys Stadium approximately three weeks and children and the Super Bowl’s unprecin advance of the Super Bowl. The photograph edented economic impact on North Texas. of these North Texas leaders on the field of However, arguably, the Super Bowl’s most Cowboys Stadium is included in this publicadramatic impact on North Texas was the way tion. The meeting was a celebration of the in which the game served as a catalyst to unite Host Committee’s journey and the business, the region. For almost four years North Texas civic, cultural, sports, education and religious cities, companies, universities, cultural orgaleaders who had devoted their time and nizations, convention and visitors bureaus, resources to helping ensure that North Texas chambers of commerce and others to work was prepared to host Super Bowl XLV. together in the interest of the region. The trust The Host Committee’s journey concluded and friendships fostered during the build-up on February 6, 2011, when the Green Bay to Super Bowl XLV transcended the game and Packers and Pittsburgh Steelers played Super will benefit North Texas for years to come. Bowl XLV in Cowboys Stadium. In spite of On a personal note, it was a privilege to the inclement weather that paralyzed most serve as the Host Committee’s president and of the nation, including North Texas, and CEO and enjoy the opportunity of working problems the NFL experienced in completing with Roger Staubach, Troy Aikman and a the construction of the temporary seats in the remarkable group of North Texans who made Stadium, Super Bowl XLV will be rememhistory in the ways they prepared North bered as a remarkable success. More than Texas to host the most important sports event 91,000 fans enjoyed the Packers’ victory over in the world in 2011, Super Bowl XLV. the Steelers, as did more than 111 million viewers who watched the game on television, the largest audience in television history. The region’s hotels experienced 350% - 1000% increases in revenue compared to the same BILL LIVELY week the previous year; 1,194 private aircraft PRESIDENT & CEO

BOARD OF DIRECTORS Roger Staubach, Chairman Troy Aikman, Vice Chair Bill Lively, President & CEO Charlotte Jones Anderson The Honorable Kenneth Barr George Bayoud, Jr. Mike Berry Alan Boeckmann Hal Brierley Al Carey Clay Christopher The Honorable Robert Cluck, M.D. Michael Eastland Robert Estrada Jeff Fegan Jeff Fehlis The Honorable Herbert Gears Mojy Haddad Michael Johnson Daryl Johnston Gene Jones Phillip Jones Karen Katz Jim Kirk Phillip E. Lawson Tom Lazo The Honorable Tom Leppert Wendy Lopez Pam Minick The Honorable Mike Moncrief Rosie Moncrief Michael Morris Ross Perot, Jr. Dan Petty T. Boone Pickens Gina Puente Pam Roach Norma Roby Matt Rose Brint Ryan Ted Skokos Emmitt Smith Bob Terrell Clarice Tinsley Terdema Ussery Alan White STAFF Bill Lively Tara Green Larry McCoy Tony Fay Kit Sawers Robbie Douglas Glenn Menard Kristen Miles Katy Rhodes Paige Smith Charley Wilson Angie Bulaich Robert Spector Amanda Whitelaw Lisa Roberts Susan Lane Carly Brasseux Dane Brugler Courtney Counts Renee Gonzalez Britt Krieger Beverly Mendoza Rachel Tice Kristen Berry Baron Cass Taylor Eastman Paul Hutzler Lesli Little Chelsea Stevens Jason Valdivia GENERAL COUNSEL Hunton and Williams Winstead PC


Arlington is proud have been one of the hosts for the Big Game. Teams of people from around the city, along with volunteers from the North Texas Super Bowl Host Committee, welcomed thousands of fans to Arlington and created a long-lasting, positive impact on our community and area businesses. Together, we raised millions of dollars for the NFL’s Youth Education Town, planted thousands of new trees around the city, revitalized many homes that were close to condemnation, welcomed eight internationally known TV networks into our backyard and scored the highest grossing weekends in history for many of our hotels and dining establishments. Thanks to all the people in Arlington and to the North Texas Host Committee for teaming up to make this Big Game one for the record books. For more information and details visit






We want you to be our online friend. You can find us on the web at the following locations:


FOR NORTH TEXAS, EARLY RESULTS INDICATE IMPRESSIVE NUMBERS Substantial early numbers and positive feedback pour in following Super Bowl XLV and all indicators point up



ith Super Bowl XLV now in the rear-view mirror, the North Texas Super Bowl XLV Host Committee has turned its efforts to the process of gathering and researching information from the region’s first Super Bowl, and the early results are positive. The full economic impact won’t be known for months, but the profitable feedback reported from airports, hotels and other categories is encouraging. “The Super Bowl is an enormous event,” said Host Committee President & CEO Bill Lively. “It’s impossible to gauge the overall impact to the region so quickly after the game, there are just too many moving parts and too many areas that need to be studied. But the anecdotal evidence suggests that, despite the obvious obstacles and challenges the region faced during Super Bowl week, the event nevertheless was a great success, and likely the largest, most economically beneficial event in the region’s history.”

HOTELS & HOSPITALITY “(In February) we had a hotel general managers meeting here in Arlington,” said President & CEO of the Arlington CVB Jay Burress, who




also chaired the Host Committee’s Hospitality Action Team. “Only a month prior to the game, they still had availability, and they were nervous and ready to see what was going to happen. To a person in that room following our meeting, the feelings were incredibly positive. They had all filled up and were thrilled with the experience. Many of the hotels rooms were filled immediately once the teams were known.” Burress says he has heard similar stories from hoteliers and CVBs from across the region, but cautions that it will take several months for final numbers to be tabulated and validated by leading industry publications. Following the meeting Burress received a number of e-mails from hotel GMs from across North

SEARCH: NTSUPERBOWL Also to stay up on all the latest news, be sure to visit

Texas asking what dates they could circle for future Super Bowl bids. According to the Dallas CVB, industry tracker STR Global has reported that the largest 100 hotels in the city showed a collective revenue increase against the same weekend last year of 358% on Thursday, Feb. 3; 549% on Friday, Feb. 4; and 590% for Saturday, Feb. 5. The weekend also saw huge crowds descend on the restaurants and clubs in Fort Worth’s Sundance Square, which broke a record of its own on Saturday, Feb. 5, when the entertainment district had its highest sales day in its history. “We knew that Sundance Square would be an exciting destination to gather for visitors and the local community who wanted to be a part of the Super Bowl festivities,” said Johnny Campbell, President and CEO of Sundance Square. “Even with the challenges that the weather presented, Sundance Square’s retail and restaurant sales exceeded previous best-day-ever reports.” Sundance Square pedestrian traffic the weekend prior to Super Bowl week was double a normal weekend and during the week pedestrian counts more than tripled normal weekly counts. Sundance Square also tracked cars moving in and out of its garages. “We would most certainly qualify Super Bowl XLV as a tremendous success for Sundance Square,” said Tracy Gilmour, director of marketing for the entertainment and business district. “We presented downtown Fort Worth and Sundance Square in a fresh light to the local, regional and national audiences and that resulted in increased awareness of Sundance Square and downtown Fort Worth.”



On the Monday following Super Bowl Sunday, more than 200,000 passengers poured through Dallas-Fort Worth (DFW) International Airport, which is 45,000 more passengers than a normal day. With over 60,000 passengers originating trips at DFW, it was one of the busiest days for local-originating passengers in recent history, and one of the busiest days ever at DFW. During Super Bowl week, in addition to its usual load of 1,780 daily takeoffs and landings, DFW Airport took in an additional 44 charter aircraft, 100 corporate aircraft, and over 60 extra airline flights (14,344 flight operations in total, despite the weather forcing the cancellation of 2,200 flights). Airport personnel worked 24/7 over eight days to support airline and security operations, in the face of the largest winter storm in 40 years impacting the U.S.

“It was a remarkable week, even for DFW,” said Jeff Fegan, CEO of DFW International Airport and chair of the Host Committee’s Aviation Action Team. “Our staff and DFW’s partners went the distance in making sure the airport provided more capacity than the airlines needed.” Ensuring the smoothest operations possible were extensive pre-planning and contingency planning – for flight operations, ground transportation, customer service, passenger entertainment, community outreach, as well as teamwork among airlines, federal agencies, airport partners and the NFL. Despite unprecedented weather challenges, airport operations were suspended for only 2.5 hours over eight days as the DFW team kept runways clear.

PRIVATE PLANES EVERYWHERE Across the region, the FAA reported 1,100 more general aviation departures than normal in a 21-hour period from 9 p.m.





Super Bowl Sunday to 6 p.m. Monday. That amount of Super Bowl traffic met and exceeded most projections for North Texas in terms of corporate aviation activity, because the Host Committee’s Aviation Action Team planners had anticipated anywhere from 700 to 1,000 private aircraft making the trip to North Texas for the game. The joint effort among 15 regional airports and heliports to prepare their respective facilities, as well as a regional aviation web site, provided plenty of options for the arrival and departure of hundreds of private aircraft around the Super Bowl.

TRANSPORTATION Keeping visitors moving — especially in the midst of two winter storms — was vital to Super Bowl week. “All of our planning paid off,” said Michael Morris, Director of Transportation for the North Central Texas Council of Governments. “Our inclement weather plan worked well — not one official or sanctioned function or teamrelated practice or activity was delayed due to these storms. And folks embraced our public transportation plans. We were very pleased by the results.” Here are a few of the highlighted numbers for the week: • Additional Texas Department of Transportation (TxDOT) crews and equipment from Amarillo, Atlanta, Brownwood, Childress, Lubbock, Tyler, and Waco were brought in to supplement the local district efforts. In total, over 600 TxDOT employees (455 local plus 145 from other districts), 400 pieces of equipment (310 local and 90 from other districts), 3.2 million pounds of granular magnesium chloride, and 34,000 gallons of liquid magnesium chloride were used to clear the Dallas-Fort Worth area of snow and ice. • A new program was developed and implemented to allow limousines to operate in the region seamlessly, with one permit. Approximately 2,000 limousines and 2,000 drivers were permitted in the weeks leading up to the Super Bowl. • The Trinity Railway Express (TRE) regional rail to the NFL Experience and ESPN Zone experienced record



ridership on Jan. 30-31 and Feb. 2-6. On Saturday, Feb. 5, the TRE carried a record total 9,088 riders, evenly distributed to NFLX and ESPN Zone. Two additional trains were added for late Saturday night to respond to Downtown Fort Worth crowds. • The Trinity Railway Express/Centerport Bus Shuttles carried approximately 4,000 riders to the game and 4,000 riders after the game. • DART estimates more than 37,000 boardings on the system due to the NFL Experience. • Over 95 percent of the parkers for Super Bowl Sunday used the advance parking and routing reservation system minimizing the number of people who traveled to the game on unassigned routes.

COMMUNITY OUTREACH Community outreach and charity activities also scored big with over 50 activities occurring during Super Bowl week throughout North Texas through the efforts of the Host Committee and the NFL. Here’s a rundown:

TASTE OF THE NFL The premier food and wine tasting extravaganza sold out and raised $1 mil-

lion in financial support for food banks involved in hunger relief throughout America – the largest amount raised in the event’s 20-year history. Proceeds from Taste of the NFL will benefit affiliates of Feeding America in every NFL city.

YOUTH EDUCATION TOWN (YET) NFL Charities and the Gene and Jerry Jones Family Arlington Youth Foundation each donated $1 million to fund the establishment of the North Texas YET. At a press conference on Thursday, Feb. 3, NFL Commissioner Roger Goodell announced the gift from NFL Charities along with Jerry Jones and his wife Gene.

THE GREENING OF THE SUPER BOWL The NFL Environmental Program worked for a year to establish its contributions to the overall “greening” of the Super Bowl. Unique to North Texas was the “Touchdown for Trees” program, which planted over 6,000 trees in 12 North Texas cities. Partners included the Texas Forest Service, the Texas Trees Foundation and the U.S. Forest Service. The Environmental Program also includes a recycling program, prepared food recovery for local food banks, a materials donation drive and renewable energy credits for all major NFL venues, including Cowboys Stadium.

Seven North Texas school districts collected gently used sporting goods equipment; and, more than 500 children participated in the culminating event at the future site of the Youth Education Town (YET) in Arlington.

NFL PLAY 60 The NFL Play 60 program registered over 12,000 local children in the program implemented by physical education teachers across North Texas. The program challenged students to get at least 60 minutes of exercise each day for six weeks.

NFL ONE WORLD The NFL’s One World Super Huddle invited area fifth graders from the Fort Worth, Dallas, Irving and Arlington school districts to learn the cultural differences that make them unique and the similarities that bring them together through the pen pal program titled “One World: Connecting Communities, Cultures, and Classrooms.” The program impacted eight classrooms of varying ethnic and racial backgrounds.

MILITARY OUTREACH Military Outreach increased this year

through events for service members and their families in North Texas during Super Bowl week, including: • The Welcome Home A Hero program, with NFL players and staff welcoming troops back from Iraq and Afghanistan at Dallas-Fort Worth Airport. • 10 Wounded Warriors traveled to North Texas from San Diego and Washington, D.C., to participate in the “Rehabbing with the Troops” program at NFL Experience. The Wounded Warriors worked out with current NFL players and fans on site at the NFL Experience. • 150 children from Fort Hood families participated in youth football clinics at NFL Experience alongside NFL players. Those families were also invited to attend several NFL events, including the Tazon Latino Flag Football game, the VH1 Pepsi Fan Jam and CMT Saturday Night Party.

MAKE A WISH Through the NFL, the Make-A-Wish Foundation of America granted the wishes of 13 children to attend Super Bowl XLV.

The children and their families were provided travel, a full weekend of activities and also attended Super Bowl XLV at Cowboys Stadium.

SLANT 45 The service-learning outreach program of the North Texas Super Bowl Host Committee celebrated its success in January with two events — Kids Bowl Bash at the American Airlines Center in Dallas and the SLANT 45 The Movie Premiere at the Angelika Theater in Plano. Kids Bowl Bash drew more than 14,000 SLANT 45 participants, their families and teachers for the free event that featured pop stars Jordin Sparks and Mitchel Musso, as well as a special address by SLANT 45 Honorary Chair President George W. Bush. SLANT 45 The Movie, a feature-length film premiered to a capacity audience of 1,100, including nearly 350 children and families featured in the film. The children and film subjects and supporters walked a red carpet and were interviewed in a live broadcast by the local FOX affiliate. SLANT 45 involved nearly 45,000 children across North Texas performing an astonishing 440,000 hours of community service.






MEDIA PARTY In the week leading up to the big game, the Media Party has historically been a Super Bowl institution and North Texas hosted an unforgettable celebration for Super Bowl XLV’s version of the annual private function. At the House of Blues in Dallas on Tuesday, February 1, writers, broadcaters and many more enjoyed delicious food and beverages while being entertained by live music, including performances by the Old 97’s, Emerald City and Petty Theft. The Media Party was presented by the Dallas Convention & Visitors Bureau and hosted by Olympic gold medalist Michael Johnson and NFL on FOX analyst Daryl Johnston. The night’s festivities also included a special presentation, honoring three of the most accomplished sports media members from the North Texas region — Dan Jenkins, Frank Luksa and Pat Summerall — who were presented with lifetime achievement awards, cast in the likeness of the legendary North Texas newsman Blackie Sherrod. Several former football legends were also in attendance, including Roger Staubach and Earl Campbell.

ALL-STAR ATTENDEES: (L-R) Bill Lively, Daryl Johnston, Roger Staubach, Pat Summerall, Frank Luksa, Mayor Tom Leppert, Michael Johnson, Randy Galloway, Dan Jenkins and Sally Jenkins.

BON APPETIT: (Above) It wouldn’t be a North Texas party without some good barbeque and Tex-Mex, right? Guests lined up to get everything from brisket to nachos and everything in between. (Right) The House of Blues in Dallas served as the perfect venue for this star-studded event.

HOSTS WITH THE MOST: (L-R) Former Cowboys fullback Daryl Johnston emceed the night’s festivities along with Dallas-native and Olympic gold medalist Michael Johnson.




QUITE AN HONOR: (Above) Former Sports Illustrated writer Dan Jenkins entertained the crowd with his wit after accepting the award. (Right) Roger Staubach was the proud presenter for his longtime friend, Pat Summerall.

ROCK & ROLL: The band Petty Theft, led by Mike Rhyner (middle) of SportsRadio 1310 The Ticket, kept the party going into the night.

HOMETOWN BAND: The Old 97’s, who started in Dallas almost 20 years ago, played some of their biggest hits for the guests in attendance.



American Airlines is proud to be the official airline of the North Texas Super Bowl XLV Host Committee.


AmericanAirlines and are marks of American Airlines, Inc. oneworld is a mark of the oneworld Alliance, LLC. © 2011 American Airlines, Inc. All rights reserved.




A NIGHT OF CELEBRATION More than 15,000 SLANT 45 kids celebrated their achievements at the American Airlines Center BY HY COT TEN


hat if you threw a private party and more than 15,000 people showed up? North Texas saluted its future Wednesday, January 12 at the American Airlines Center when 15,121 were entertained at the SLANT 45 Kids Bowl Bash. A vast majority of the crowd were third-through-fifth graders who turned SLANT 45 into one of the most spectacular service-learning initiatives in U.S. history. The kids outnumbered their team coaches and parents by a large margin. Staged by the North Texas Super Bowl XLV Host Committee and SLANT 45 partner Big Thought Inc., Kids Bowl Bash included performances by pop stars Jordin Sparks and Mitchel Musso; encouraging words from SLANT Honorary Co-Chair and former President George W. Bush; appearances by former Cowboys stars Troy Aikman, Daryl Johnston, Drew Pearson and Roger Staubach; and more. With an initial goals of 20,000 participants and 45,000 service hours,



SLANT 45 (Service Learning Adventures in North Texas) recently closed registration with 44,140 kids generating an eyepopping 445,814 hours of community service. Kids Bowl Bash, presented by Texas Health Resources, was the way that the Host Committee and Big Thought chose to say “thank you” to all of those participants. Johnston, who chaired the SLANT 45 Action Team, said when he first heard about the original desire to involve 20,000 kids for 45,000 hours, he thought to himself, “Wow, that’s a pretty lofty goal.” Before the concert, Johnston said, “SLANT exceeded our expectations, really since day one. The way the kids



A NIGHT OF CELEBRATION, CONT. took to the program, the ideas they came up with, it’s just been unbelievable… Not only have they helped North Texas become a better area because of the projects that they’ve done, but what they’ve done for me is re-instill the faith that we’ve got a bunch of good kids out there.” Gigi Antoni, Big Thought’s President & CEO, echoed Johnston’s sentiments. “This is a platform to say, ‘Great job, kids, we believe in you,’” Antoni said. “And we want to say thank you for what you’ve done for our community. It’s important for our community to understand that these kids are our future leaders. These are the kids that are going to take this community forward.” She later added, “SLANT 45 is such a great way to showcase the power of children’s imagination to shape the future. The platform of the Super Bowl just raises the profile of what kids are able to do… I got up at 7 a.m. this morning ready to put my credentials on and come to the American Airlines Center and see all these kids and experience this event… I think this is about inspiration, letting them know they inspire us, and that we believe in them and we’re going to keep investing in them as a community and as a region.” After the Dallas Independent School District’s All-City Honor Choir sang “America,” American Idol star Jordin Sparks hit the stage to sing “One Step At a Time.” Daryl “Moose” Johnston congratulated the crowd, then Sparks sang “Tattoo.” The arena’s overhead video showed Co-Chair Laura Bush giving her heartfelt thanks to the crowd, and then the former President came on stage. “First I thank you for your hard work,” President Bush said. “Secondly, I praise you. And finally, I encourage you to work hard in school, read more than you watch TV, and continue to help somebody in need.” Current Cowboys Miles Austin and Demarcus Ware also offered messages of thanks to the crowd. Then filmmaker Mark Birnbaum walked onstage with his movie camera and coaxed the



crowded house to chant “SLANT 45!” and “We are SLANT 45!” — the final scene of his documentary that screened at local theaters during Super Bowl week. Johnston graciously volunteered for the dunking tank near the stage. Girls representing Girl Scout Troop 2692, the Clara Love Chorus and the Fab Four won $1,000 checks for their respective organizations for dousing the former Cowboys star. Then Staubach and Aikman brought out Drew Pearson and had the entire crowd sing “Happy Birthday” to Drew. Sparks returned with two more hits. And then Musso took the stage as the crowd’s shrill level reached that of several jets taking off. The star of Disney’s Pair of Kings put on an 11-song concert, ending with hits “Shout It” and “Shake It.” And through it all, the night’s real stars were in the audience, receiving a warm “thank you” from North Texas.

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WORLD PREMIERE The stars walked the red carpet as SLANT 45 The Movie premiered at the Angelika Film Center in Plano BY STEVE PATE


movie have such dynamic personalities. Just the fact that they thought so hard about what needed to be changed in their communities and their neighborhoods is pretty amazing.” Veronica Tovar walked by on her way up the stairs with her mom and entourage, and Johnston yelled out, “Hi, Veronica! You look very pretty!” Fourth-grader Veronica led the Anti-Graffiti Team at Fort Worth’s Clarke Elementary and is one of the film’s stars. The documentary of 85 minutes ALL SMILES: Will Lourcey (center), who is one of the stars of SLANT 45 The primarily focuses on Movie, talked with the media on the red carpet as he arrived at the Angelica the exploits of seven SLANT 45 teams that Film Center. well represent the entire effort. stars, recently turned eight years old. He Veronica’s SLANT 45 team bravely stepped from several interviews on the defied the neighborhood gangs by red carpet into the lobby and exclaimed, painting over “This … is so cool! It’s going to be awegraffiti and some.” “We were expecting upwards of turning some Will’s Team FROGS (Friends Reach20,000 kids; we had 44,000 kids graffiti into art. ing Our Goals), from the Tanglewood if she Elementary School area of Fort Worth, all across North Texas, all different Asked could believe collected over 1,300 cans of food for spectrums, every community, all all the hoopla the Tarrant Area Food Bank. Nobody got of the premiere, more laughs throughout the film than different school districts.” she giggled and Will. said, “Yes.” And perhaps nobody tugged at of the project but a lot of the great more hearts than the 11 members of Veronica smiled and added, “I think personalities. And that’s what will really Team Do Something Great!, a group of I feel very grateful to be a part of SLANT become the film’s selling point. The kids Down syndrome children in Dallas who 45.” that became the feature players in the produced and performed a talent show Will Lourcey, another of the film’s tylishly walking the red carpet on Friday, January 28 at the world premiere of SLANT 45 The Movie were football Hall of Famers, Dallas Cowboys greats, dignitaries of all manner … and so many little people who made this event happen. Filmmaker Mark Birnbaum and producer Shelly Seymour captured the soul of the bold service-learning initiative with a heart-warming documentary wellreceived by 1,200 viewers packed into five different theaters at the AngelikaPlano Film Center. FOX 4 (KDFW-TV) carried the red carpet ceremony live as stars large and small all stood tall on this night. In the main lobby before the showing, Daryl Johnston forewarned, “Bring some tissues.” Chair of the SLANT 45 Action Team, Johnston had caught a sneak preview and had no doubt of the film’s impact. Sure enough, many viewers could be seen dabbing at their eyes throughout the film’s heart-wrenching and funny moments. “The people who have seen it talk about the ebb and flow of emotions,” Johnston said. “You go from laughing to crying in a very short amount of time. I think that Mark and Shelly did a great job of capturing not only the emotion



for the children at the Family Gateway Homeless Center. Among the ever-growing lobby throng were philanthropists Ted and Shannon Skokos, SLANT 45 sponsors from the program’s inception a yearand-a-half ago. “This is incredible,” Ted said. “Number one, we didn’t expect this kind of participation. We were expecting upwards of 20,000 kids; we had 44,000 kids all across North Texas, all different spectrums, every community, all different school districts. The work that these kids did is beyond anything that anybody planned for. I can tell you that because we ran out of everything – except, we didn’t run out of the emotion and the enthusiasm of the kids. We just let ‘em go, and they proved again that they can be smarter than some of us adults. They’re our future leaders, and we are so proud of them.” Shannon Skokos added, “We asked the kids, ‘What’s important to you?’ And they told us. We gave them the incentive; we gave them the resources. And these kids just jumped in there with both feet and they did it.”

POST PARTY: (Above) Represenatives from sponsors Bank of America, Cadillac and the Skokos Foundation were recognized after the Premiere. (Right) Veronica Tovar adds her autograph to the SLANT 45 The Movie posters.

HOLLYWOOD EVENT: (Above) FOX 4 broadcasted the red carpet entrance as part of the half-hour TV special. (Right) There wasn’t an open seat (or dry eye) in the theater.

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EMERGING BUSINESS RECAP North Texas Emerging Businesses exceeded many expectations en route to becoming the most successful program of its kind in Host Committee history BY MICHAEL HUBBARD


xpectations were high for the North Texas Super Bowl XLV Emerging Business Program. The Host Committee developed a strategy that would make it the most successful Emerging Business endeavor since the program’s inception. The hope was that North Texas and minority- and womenowned businesses in this region would be positively impacted for years to come. The official launch of the North Texas Super Bowl XLV Emerging Business program occurred in August 2009. That is when the program was introduced to North Texas at the Dallas Women’s Museum with 200 members of the media in attendance. “That August event was important because it introduced the region to the concept of the Emerging Business Program,” said Host Committee Director of Business Development, Robbie Douglas. Another key moment for the North Texas Emerging Business program was

SHARING SUCCESS: Host Committee Director of Business Development Robbie Douglas addresses the recordbreaking crowd at the second workshop at Cowboys Stadium in February 2010.

the addition of Dallas-based company Texas Instruments as the Presenting Sponsor. “TI has worked to promote

minority and women-owned businesses for over 20 years, so we know firsthand the benefits they provide to our



August 21

October 27

February 25




900 attendees (Fort Worth, Amon Carter Center)

1,900 attendees (Arlington, Cowboys Stadium)

200 attendees (Dallas, Women’s Museum)

A look back at the events that helped shape North Texas’ Emerging Business Program.




competitiveness and our community,” said Trisha Cunningham, Director of Corporate Citizenship-Public Affairs for TI. “Therefore, it was our objective to help these businesses get the information and training they needed to not only compete effectively for Super Bowl business but strengthen their opportunities for long-term business success in the region. “TI’s history of working with minority- and-women owned businesses added to their value as official sponsor of the North Texas Emerging Business program.” With TI joining the Host Committee in stressing the importance of certification, a record number of businesses in this region registered and completed the certification process. From the outset the Host Committee’s main goal was to saturate LISTEN & LEARN: Even if minority- and women-owned businesses didn’t earn any Super Bowl contracts, the the region with information about the Emerging Business Program was an outstanding networking and learning tool. Emerging Business program. The Super 2010, giving any customer of an workshops was held in November 2009 Bowl XLV Playbook Workshop Series Emerging Business the chance to win at Fort Worth’s Amon Carter Center was the vehicle used to help accomplish tickets to Super Bowl XLV. The only and drew 900 attendees. The second this goal, providing professional develrequirement was a minimum expendiworkshop was held in February 2010 at opment opportunities for North Texas ture of $500.00. “This was a new proCowboys Stadium minority- and-womgram initiative designed to maximize and drew an amazen owned businessrevenue for our Emerging Businesses,” ing 1,900 attendes. The Presenting “The Emerging Business Douglas said. The Emerging Business ees, a record for Sponsor acknowlthe program. North Challenge yielded 4,900 entries and edged the impact of Challenge yielded $2.6 million in total sales for North Texas went on to the workshop series. Texas Emerging Businesses. One of the set another atten“We had record4,900 entries and best things about the challenge was dance record with breaking workshop/ that the winning business, Gail Nogle nearly 5,000 total training attendance, $2.6 million in total Photography, took the emerging busiattendees for the more than doubled sales for North Texas ness that submitted her into the contest, entire workshop the number of busiLNT3 Group owned by Marqueax Price, series, easily surnesses certified to Emerging Businesses.” passing previous to the game. That’s an example of the compete for Super Emerging Business Challenge truly attendance figures. Bowl business and being a win-win proposition for all those To take advanintroduced new proinvolved. tage of the momentum from the workgrams to encourage the business comOver the course of the last two shop series, the Emerging Business munity to use these quality suppliers,” years the North Texas Super Bowl EB Challenge was launched in September said Cunningham. The first of seven

April 6

June 15

October 6




700 attendees (Dallas, The Black Academy of Arts & Letters)

(Sheraton Dallas)


600 attendees (Arlington, Convention Center)

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We Know That A Championship Team Is Built Around A Team Of Champions. With over 900 Emerging Businesses to support, North Texas has more than enough players to build a winning team – so let the competition begin! Accept the ultimate challenge to make an economic impact by purchasing goods or services with Emerging Businesses from September 20, 2010 to January 21, 2011. The grand prize? A chance for you to score a pair of Super Bowl XLV tickets.







Search for Products and Services such as catering, printing, event planning and more by using the search feature above.

Spend at least $500 with an Emerging Business in the guide. Fax invoice to 214-224-0149 to enter.

FINAL ISSUE NORTHTEXASSUPERBOWL.COM For every $500 you spend, you have another chance to win a pair of Super Bowl XLV tickets. Example: Spend $2,200 with an Emerging Business, receive four (4) chances to win.



No purchase or payment of any kind is necessary to enter or win. Contest is open to residents of the State of Texas age 18 or older at time of entry. Void where prohibited by law. Contest begins September 20, 2010 and ends January 21, 2011. Entries may be submitted by fax of invoice exhibiting at least $500 expenditure with a North Texas Emerging Business listed at or free by mailing an official entry card. Official entry cards are available by mailing a hand-printed request, together with a stamped self-addressed envelope, to North Texas Super Bowl XLV Host Committee, The Emerging Business Challenge, 2911 Turtle Creek Blvd, Suite 1000, Dallas, Texas 75219. One prize winner will be randomly selected from all eligible entries on or about February 2, 2011. Prize winner will receive two tickets to Super Bowl XLV. Certain restrictions may apply. Odds of winning will depend upon the number of eligible entries received. Entrants release Sponsor from any and all liability for any injuries, losses or damages arising or resulting from the awarding, acceptance, notification, possession, use, misuse, loss or misdirection of any prize; participating or inability to participate in this sweepstakes. The prize winner is solely responsible, at prize winner's own cost, for all matters relating to the prize, including but not limited to, all federal, state and local taxes. To receive a prize, a potential prize winner will be required to complete, sign and return an Affidavit of Eligibility/Liability Release, and, where lawful, Publicity Release. Prizes are non-transferable and no substitutions are allowed, except at Sponsor's discretion. Visit for complete official rules. To obtain a list of prize winners, send a self-addressed, stamped envelope to North Texas Super Bowl XLV Host Committee, The Emerging Business Challenge, 2911 Turtle Creek Blvd, Suite 1000, Dallas, Texas 75219. Requests must be received by January 31, 2011. Sponsor: North Texas Super Bowl XLV Host Committee, Inc.


program achieved several milestones and notes: • Over 900 approved and certified businesses participated in the program • 74% of all participatingEmerging Businesses were Women-Owned • 100% of all food and beverage vendors contracted for the NFL Tailgate Party were North Texas EBs • The first Emerging Business Challenge generated more than 4,900 entries and $2.6 million in total sales for Emerging Businesses • The Host Committee set a goal of spending 15% of eligible Host Committee expenditures with EBs and ended up doing business with more than 50 EBs and spending more than $800,000 • The North Texas EB program delivered the largest Business Resource Guide in the history of the NFL’s EB program providing a complete online searchable guide • A North Texas EB, MEB Construction, was awarded the Leadership Impact Award by the NFL’s Business Leadership Forum Those are just a few of the reasons why the North Texas Super Bowl XLV Emerging Business program has become the new standard for future host cities. “We have set several milestones that have become a model for the program,” said Douglas. “The online Business Resource


LEADING THE EFFORT: (L-R) The Host Committee’s Robbie Douglas and the NFL Manager of Events, Business Development Tisha Ford talk about Emerging Business opportunities with Clarice Tinsley.

minority- and women-owned businesses Guide, the Contractor Interaction in North Texas.” Application and the Emerging Business From day one it was the intent of Challenge will all be implemented by the North Texas Emerging Business future host cities moving forward.” program to help minority- and womenTrisha Cunnningham agreed addowned businesses in ing, “Through a collaborathis region become the tive effort with the NFL, “We had the best that they could Host Committee and key largest Emerging be. “When I look at leaders in the Emerging some of the emails I’ve Business community, a Business program received from the parnew standard has been set ticipating businesses, for the program. The story in the history they expressed honor has been told. We had the and gratitude to be a largest Emerging Business of the NFL.” part of this process,” program in the history of said Douglas. “They felt the NFL. While we are that they were given the opportunity to anxious to see final business results for elevate their businesses. The game has the Emerging Business Program, we come and gone but it will have a lasting believe real success can be measured impact…a lasting legacy.” through the ongoing impact of strong

Emerging Business Timeline, Cont.

January 5

January 26

February 7




250 attendees (Dallas, SMU)

250 attendees (Fort Worth, TCU)



150 attendees (Richardson, Eisemann Center)

Home of Cowboys & Culture With Super Bowl XLV in our own backyard, Fort Worth put its best foot forward


ne of the best examples of the regional aspect of Super Bowl XLV in North Texas was felt in Fort Worth, home of the AFC Champion Pittsburgh Steelers and several events, including Taste of the NFL and the Host Committee Gala at Billy Bob’s Texas. Like all of the 12 regional CVB partners, the Fort Worth CVB was involved early and often to maximize the exposure for their city on the Super Bowl stage, including hosting ESPN and other media outlets. Fort Worth was such a hospitable host, ESPN’s Chris Mortensen called Sundance Square “one of the best set-ups ESPN has ever had for the Super Bowl.” Rosie Moncrief, who was instrumental from the beginning in helping North Texas win the bid back in 2007, shares her thoughts on the impact Super Bowl XLV had on Fort Worth.


What does it mean to be involved with North Texas’ first Super Bowl?


Why is Fort Worth interested in being involved with football and sports?


Does your participation with Super Bowl XLV tie into Fort Worth’s civic commitment to the North Texas region?

MONCRIEF: It means having an opportunity to showcase North Texas to the entire nation and all corners of the world. Business leaders and decision makers from far and wide were introduced to our region, and my hope is that leads to future job creation and economic opportunity for the Metroplex. Being involved also means working to ensure our citizens who may not have attended the game had an opportunity to enjoy or benefit from Super Bowl week. Taste of the NFL was held at the Convention Center in Fort Worth and raised money for our local food banks. That is special to me and our community. The Super Sunday HopeWalk that was staged in Fort Worth by Hall of Famers Darrell Green and Tony Dorsett was special to us because the proceeds will benefit Fort Worth ISD and Cook Children’s Hospital. Making a difference for our citizens was meaningful to my participation with the Super Bowl.


“And make no mistake, when it came to Super Bowl XLV, for any of us to succeed, the region had to succeed.”

MONCRIEF: Fort Worth is an incredibly diverse city. Our Western culture is a big part of who we are, but we also have a vibrant and lively downtown and west side that attract all ages, we are home to a top 5 zoo, a world-renowned museum and cultural district, and we have one of the top opera/performance halls in the world — Bass Hall. Sports are also a big part of our culture. The Stock Show and Rodeo is the oldest — and best — rodeo in the nation. We are home to the finest NASCAR track in the country. Ben Hogan put the Colonial PGA golf tournament on the map, and it thrives today. We have top-ranked TCU football, Fort Worth Cats baseball and much more. Sports are a way of life for us and Dallas Cowboys football and the Super Bowl are part of our fabric.

MONCRIEF: Fort Worth has a long history of working with its North Texas neighbors. We take pride in our City, and we are proud when our neighbors succeed as well. And make no mistake, when it came to Super Bowl XLV, for any of us to succeed, the region had to succeed. That formula will lead to long-term success.


How has North Texas’ first Super Bowl helped unite the region?

MONCRIEF: From the early days of my service on the North Texas Super Bowl Bid Committee through today, the spirit of community and civic pride and cooperation has been terrific. Business people and owners, governmental and civic leaders, former Cowboys players and others have come together, worked together and succeeded together. Many didn’t know each other before. Now, we have accomplished quite a lot together. That is rewarding for us all.


MONCRIEF: Between January 29-30 downtown traffic doubled as ESPN set up. When ESPN went live at 5 am on January 31, downtown was alive and electric. Along with a mass of onlookers and dignitaries, the TCU Horned Frog Band enthusiastically greeted Mike Greenberg and Mike Golic of the Mike and Mike radio show. Both said this was their “greatest Super Bowl kickoff ever”. Merchants and restaurants had record sales. Hotel occupancy soared during a week that is already high volume due to the Fort Worth Stock Show and Rodeo. On February 5, Sundance experienced it’s largest single day retail and restaurant sales in it’s history and pedestrian counts tripled. Super Bowl Week was a huge success for our visiting guests and citizens. It was inclusive and exciting from start to finish.




Now that the region’s first Super Bowl is in the rear-view mirror, what was the overall experience like for the city and the people of Fort Worth?


Congratulations North Texas on a Winning Game! By sharing our remarkable Texas hospitality and creating an exciting experience for our visitors, North Texas scored extra points during Super Bowl XLV! The “City of Cowboys and Culture” is proud to be a part of the team. Touchdown!



In the end, the Packers hoisted the Lombardi Trophy, but let’s look back at the frenzied week that led up to Super Bowl XLV BY CHARLEY WILSON, PHOTOGRAPHY BY LAYNE MURDOCH


hortly after 9 p.m., Sunday, February 6, 2011, with the final score reading Green Bay 31, Pittsburgh 25, and a spray of multi-colored confetti falling on the Super Bowl XLV playing field, a confluence of emotions permeated Cowboys Stadium in Arlington. There were the jubilant Green Bay Packers fans triumphantly dancing, hugging and slapping hands among one another. And the dejected Pittsburgh Steelers faithful proudly applauding their team’s efforts, consoling one another and graciously congratulating the green-and-yellow victors. And, as North Texas Super Bowl XLV Host Committee Chairman and former Super Bowl MPV Roger Staubach carried the Vince Lombardi Trophy to the midfield stage to present it to the Green Bay Packers, a group of weary, bleary-eyed professionals stood and admired the scene. Then they slowly looked at one another, smiled and collectively breathed a huge sigh of relief. The Host Committee staff’s job was done. Very well done. “I am exceedingly proud of the Host Committee staff and everyone who was involved for their efforts over the last two years in addressing the commitments included in the bid to host Super Bowl XLV,” said Bill Lively, Host Committee President & CEO. “And in doing so, we developed new standards for quality and productivity for future Host Committees.” It was mentioned numerous times in the months, weeks and days prior to February 6 that Super Bowl XLV was “more than a game.” In fact, the events in the days leading up to the Pittsburgh vs. Green Bay match-up provided the necessary build-up to the game’s powerful crescendo. So, just in case you missed something, here’s a highlight reel of the week-long party that was Super Bowl XLV.


The NFL Experience was already into its fourth day at the Dallas Convention Center (day one was Thursday, Jan. 27), and the steady stream of football fans of all ages indicated that North Texas was on its way to an impressive attendance for this unique, interactive NFL event. In total, nearly 170,000 fans visited the NFL Experience in Dallas. Several blocks away, the media began arriving at the Sheraton Hotel in Downtown Dallas where the vast FINAL ISSUE NORTHTEXASSUPERBOWL.COM


majority of out-of-town journalists and reporters would stay for the week. More than 5,500 media credentials were distributed for Super Bowl XLV, and the North Texas Host Committee was prepared to put its best foot forward. At the Sheraton’s Media Center, the Host Committee put the finishing touches on its eye-catching Cowboys Stadium replica booth featuring high steel arches and a large video board. Created by

Todd Events and CorporateMagic, the 800-square foot space was located next to “Radio Row” and home to local radio station SportsRadio 1310 The Ticket for the week. It also was where the Host Committee’s 12 partner convention and visitor bureaus would get a chance to strut their stuff Monday through Thursday.

COWBOYS STADIUM JR: The Host Committee’s booth in the Media Center at the Dallas Sheraton was constructed as a scaled-down version of Cowboys Stadium. It was also home of SportsRadio 1310 The Ticket for Super Bowl Week.


Players and team personnel from Green Bay and Pittsburgh arrived at DFW Airport where signs, banners, logos and Host Committee volunteers welcomed our outof-town guests to North Texas. The Packers and Steelers players and coaches briefly met with a throng of media, but a swarm of an entirely different creature was barreling its way into North Texas from the Arctic Circle. Predicted to be the worst winter storm in 50 years, it evoked people to recall the Dallas-Green Bay Ice Bowl of 1967 and other chilling experiences. One big difference, though. The climate in



Cowboys Stadium would remain 72 degrees throughout the week.


Despite the nasty overnight mix of plunging temperatures, snow and sleet, journalists donned their parkas and gamely turned out in full force for the annual Super Bowl Media Day at Cowboys Stadium. Back at the Media Center, the cities of Plano and Addison put on impressive spread in their respective CVB featured slots. It started with Frito-Lay Chef Stephen Kalil’s chicken chili Frito pies as a morning send-off for the journalists. Not to be outdone, Chef Richard Chamberlain from Chamberlain’s Steak and Chop House in Addison greeted the media upon their return with over 500 pounds of juicy, perfectly prepared prime rib. That night, almost 2,000 media and guests descended up on the House of Blues in Dallas for the annual Media




Party, presented by Dallas CVB. The Host Committee’s Events staff partnered with the House of Blues’ chefs and numerous other North Texas-based cooks to offer up a tasty combination of barbecue, TexMex and Cajun cooking. The Committee’s Communications team assembled a funfilled entertainment agenda that ceremoniously honored legendary North Texas sports journalism icons Dan Jenkins, Frank Luksa and Pat Summerall, and featured live music from three bands with storied North Texas ties: the Old 97’s, Emerald City and Petty Theft. As the night came to an end, many journalists labeled the party as ‘the best Super Bowl Media Party… ever.’


At the Media Center, the CVB showcases were: Grapevine, with a vineyard breakfast and a Legoland display for the soon-to-be-opened attraction at Grapevine Mills Mall; Dallas, with some fashion models from the Kim Dawson Agency, commemorative football giveaways and the chance to win iPods; and Fort Worth, with an exotic food display from Lonesome Dove Café Chef Tim Love, accompanied by a Who’s Who parade of Cowtown supporters, including TCU football head coach Gary Patterson, Indy 500 champ Johnny Rutherford, former Cowboys players Mike Renfro, Jay Novacek and Walt Garrison,

PARTY CENTRAL: (Above) (L-R) Daryl Johnston, Frank Luska, Randy Galloway and Michael Johnson at the Media Party. (Right) Pat Green performs at the Host Committee Gala.

writers/novelists Dan Jenkins and Sally Jenkins, and Hall of Fame pitcher and Texas Rangers President Nolan Ryan. The NFL-sanctioned activities swung into action in Addison with the NFL Charities Bowling Classic holding the first of a two-night event.


Nolan Ryan returned to the Media Center early in the day to promote the City of Arlington, along with numerous city dignitaries, Chef Eddie Dean and even Bugs Bunny from Six Flags. Frisco’s contingent included appearances by mascots Daisy and Deuce from the Frisco RoughRiders, Double-A minor league baseball team of the Rangers. Lewisville’s crew brought various trinkets and materials to boast about their prized location next to Lewisville Lake. In the afternoon, media were treated to a 30-minute press conference with the Black Eyed Peas, the NFL’s Super Bowl halftime headliners, which included questions ranging from the group’s individual football team allegiances to a media member challenging ALL-ACCESS: Steeler’s Pro Bowl safety Troy Polamalu answers questions at Fergie to ingest a carbonMedia Day on the field at Cowboys Stadium.



ated beverage just as quickly as she does in a TV commercial. She declined. After a year of various concerts, luncheons, outings and events, the Host Committee’s most prestigious party of them all was held at Billy Bob’s Texas in Fort Worth where some 4,000 sponsors, guests and football legends attended the North Texas Super Bowl XLV Host Committee Gala. Texas country & western legend Pat Green headlined the entertainment, including leading the audience in singing “Happy Birthday” to Host Committee Chairman Roger Staubach, who celebrated Year No. 68 that evening. Grammy Award winner Randy Travis joined Green for a one-song guest appearance

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that ended in a big “amen.” But church wasn’t quite over, though, as the 1980s cover band The Spazmatics and DJ Lucy Wrubel kept things going until closing time. And, just for grins, Mother Nature “dusted” everyone with 4-6 inches of fluffy snow to make everyone’s trips home all the more interesting. Elsewhere around the region on Thursday, a community ceremony in Arlington commemorated the completion of the Rebuilding Together project, where celebrities, NFL players and local volunteers helped rebuild 20 homes on Drummond Avenue. Day 2 of the NFL Charities Bowling event continued in Fort Worth. In Dallas, the FOX Sports football network team — including Host Committee Vice Chair Troy Aikman – was honored with the Pat Summerall Award at the Legends for Charity dinner. In Grand Prairie, Kid Rock and Duran Duran delighted music fans by kicking off the opening night of the Pepsi Fan Jam.

FRIDAY, FEBRUARY 4 The overnight half-foot of champagne powder didn’t prevent flights from continuing to arrive at DFW Airport, Love Field, Meacham Field, Addison Airport and other private aviation locations throughout North Texas. In all, 1,590 corporate aircraft arrived at various airports in the FridaySunday time frame (nearly 400 more than forecasted) and 1,953 private aircraft departures took place between Friday and Monday. At the Media Center, the cities of Denton, Irving and Farmers Branch took turns boasting the strengths of their com-


munities: the Denton music, restaurant and college scene; the golf action surrounding HP Byron Nelson Championship and Four Seasons Resort & Golf Club in Irving; and information handouts from Farmers Branch. Former and current NFL players were out in full force at both the Pro Football Hall of Fame Merlin Olsen luncheon at Union Station in Dallas, as well as at the NFL Alumni Player of the Year Awards banquet at the Hyatt Regency in Dallas. The Player of the Year was Pittsburgh’s Troy Polamalu and the Coach of the Year was Kansas City’s Todd Haley. A packed house of thousands enjoyed an evening of uplifting music, testimonies and messages from acclaimed NFL players and gospel artists at the 12th Annual Super Bowl Gospel Celebration at Music Hall at Fair Park. Rev. Jesse Jackson provided the opening remarks, and CeCe Winans returned as host for a line-up that included Donnie McClurkin; Mary Mary; Israel & New Breed; Marvin Sapp; and “Players Choice,” James Fortune & FIYA. More music was in the air at the Verizon Theatre in Grand Prairie, where Latino music fans got in the groove at the Pepsi Musica concert featuring Jenni Rivera, Chino Y Nacho and Dulce Maria.



The Pro Football Hall of Fame announced its Class of 2011 at the Downtown Dallas Sheraton, which included former Dallas Cowboys defensive back Deion Sanders along with Richard Dent (Bears), Marshall Faulk (Rams, Colts), Chris Hanburger (Redskins), Les Richter (Rams), Shannon Sharpe (Broncos, Ravens) and Ed Sabol (NFL Films). Seeing and being seen was the object of the day, as the entertainment scene hit full stride with various concerts and parties throughout North Texas. Most notably, at the Fort Worth Convention Center, the Taste of the NFL met its goal of raising an all-time best of $1 million for North Texas area food banks and included entertainment from country and western star Miranda Lambert. At the Pepsi Fan Jam in Grand Prairie, music fans got a little bit of country and a little bit of rock n’ roll from Faith Hill and the Pretenders. And, at Victory Park, Usher performed at the DirectTV party cohosted by Mavericks owner Mark Cuban. All in all, not a bad week for the Host Committee and NFL, as more than 100 total pre-game events were conducted to support the community and various charitable causes. NFL Commissioner Roger Goodell, in his annual state-of-the-NFL address, said it best: “We are so grateful for the tremendous work that this community has done to put on an absolutely fantastic Super Bowl week. We know that we are going to have a great weekend, but we want to thank the leadership here in this community for all they have done.”

We Put the ING in Visiting When visitors want to play in Dallas/Fort Worth, they want to stay on the 50-yard line. Situated right between the two cities, Irving is the perfect DFW vacation location and the ideal place to start exploring all the area has to offer, from the dazzle of Dallas to the Old West tradition of Fort Worth. We look forward to welcoming fans from around the world as they experience our region’s famed Texas hospitality and visitor amenities.





Years of planning, orchestration, and just-plain hard work were finally put to the test on Super Bowl Sunday. At 10 a.m., the parking lots opened and fans started to arrive. Two hours later, the gates to Cowboys Stadium were opened and the game-day experience was under way. Many were able to enjoy the NFL Tailgate Party in the tented area on the north side of Cowboys Stadium, which featured food from numerous North Texas restaurants and food-service providers. Live musical entertainment was provided on three stages, with Keith Urban and Maroon 5 headlining the pregame event. For those keeping score, Green Bay quarterback Aaron Rodgers earned the game’s Most Valuable Player honors for leading the Packers to the 31-25 victory in front of an official attendance of 102,318. This also was the first Super Bowl to exceed 100,000 attendees since Super Bowl XXI at the Rose Bowl in Pasadena, Calif. For those who caught the game on TV, Super Bowl XLV established the record for total number of U.S. viewers, attracting an average audience of 111 million viewers, making the game the most-viewed television broadcast of any kind in U.S. history Not that we wanted to say good-bye to


our out-of-town guests, but after the post-game celebrations they headed off to various airports, including DFW and Love Field, where 115,123 passengers departed on flights on Monday, Feb. 7, which was 4,000 more people than originally expected. Said Jerry Jones, owner of the Dallas Cowboys, a few days after the game: “We had one of the greatest and most enthusiastic support staffs in the North Texas Super Bowl (Host) Committee… we had an outstanding effort and an outstanding organization that involved thousands of people in a unique coalition of people from all over North Texas. It was well-organized, and it was noted throughout the days and the weeks before the


Super Bowl by the NFL … (who) were really impressed with the structure of our North Texas Super Bowl Host Committee and impressed with how it was executing.” Indeed, a job well done.

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HOST COMMITTEE GALA To celebrate nearly four years of planning and preparation for Super Bowl XLV, the North Texas Super Bowl XLV Host Committee entertained over 4,000 guests on Thursday, Feb. 3, at Billy Bob’s Texas in Fort Worth for the Host Committee Gala. The theme of the night was “Decades” as sponsors, friends and families dressed in western chic and experienced some North Texas culture. Despite frigid conditions outside, the evening was full of hot acts on stage with the Spazmatics, DJ Lucy Wrubel and even the Kilgore Rangerettes, but the headline act was Country musician Pat Green, who performed a full concert, including a few songs with friend and fellow country artist Randy Travis.

COWBOYS AND CULTURE: (Above) While North Texas is much more than the wild west these days, Billy Bob’s gave guests a chance to explore the region’s western heritage.

TEXAS GREATS: (Left) Legendary country artist and Texas-native Pat Green performed on the main stage and played his hits for the packed dance floor. (Above) TCU head football coach Gary Patterson with his wife Kelsey.




A-LIST ATHLETES: (Above) Several notable North Texas football legends were on-hand to enjoy the night’s festivities including a few former Dallas Cowboys and their spouses, (L-R) Daryl and Diane Johnston and Amy and Jay Novacek.




XLV Insider Issue 8  
XLV Insider Issue 8