Super Bowl 50 Host Committee Magazine

JANUARY 30 - FEBRUARY 7, 2016
SFBAYSUPERBOWL.COM
DOWNLOAD THE ROAD TO 50 APP
#SB50
H O S T C O M M I T T E E
OFFICIAL COMMEMORATIVE MAGAZINE
BIG GAME
BIGGER
IMPACT
THE MOST GIVING
GAME IN HISTORY
CELEBRATE
IN THE CITY
ALL THE MUST-
SEE EVENTS IN
THE BAY AREA
SUPER BOWL 50

2 SFBAYSUPERBOWL.COM
(FROMTOP)COURTESYOFNAPAVALLEYVINTNERS;COURTESYOFLACLINICADELARAZA
F E A T U R E S
2
BAY AREA’S BEST
California’s most memorable
Super Bowl moments.
INNOVATION FOR GOLD
How the Bay Area invented
the spotlight.
WELCOME TO SUPER
BOWL CITY
The heart of Super Bowl week.
TECH FOR THE WIN
Super technologies are at the
forefront of SB50.
SHOPPING LOCAL
The Business Connect program
bolsters diverse companies.
40
36
46
50
60
52
Team
Effort
How Super Bowl 50 came
to be the most giving
Super Bowl ever.
Bay Area
Beauties
Head to Sonoma County,
Pebble Beach, and Napa Valley
for killer views, food, and wine.
30

(CLOCKWISEFROMTOP)DEBORAHJONES;COURTESYOFTHEHOSTCOMMITTEE;
COURTESYOFCLEAR-HANDBAGS.COM;COURTESYOFBANANAREPUBLIC
K I C K O F F
13
14
4
SHINING MOMENT
The Bay Lights glitter again
just in time for Super Bowl 50.
HE’S SEEN THEM ALL
Larry Jacobson has been to
49 Super Bowls...and counting.
SUPERFANS
How Bay Area die-hards
celebrate the big day.
GAMEDAY STYLE
What to wear and pack
for the big game.
GREENING THE PLAYING
FIELD Taking a net positive
approach to SB50.
50 WEEKS OF AWESOME
How the SB50 Host
Committee counted down.
18
16
22
24
24
18
20
Chefs’
Choice
Top chefs share their
favorite Bay Area things.

(CLOCKWISEFROMTOP)EDANDERSON;EDCALDWELL;
COURTESYOFJUMAVENTURES
WELCOME TO THE BAY AREA
From the Castro to Campbell, playing
tourist has never been so fun.
POWERED BY THE PEOPLE
Meet some of the amazing
volunteers who made it happen.
PARTY LIKE IT’S SUPER BOWL
SUNDAY How local communities
are celebrating the big game.
MEET THE PLAYMAKERS
50 locals who are making a positive
impact in the lives of Bay Area kids.
TRANSFORMING YOUNG LIVES
The 50 Fund’s Game Changer grants
benefit nonprofits for youth.
THE BIG 50
The ultimate San Francisco Bay
Area bucket list.
66
72
76
78
96
65
D I S C O V E R
cover
PHOTOGRAPHER
ROBERT WOJTOWICZ
72
78
Locals’
Guide
to the
Bay Area
7x7 editors share their
favorite restaurants, bars,
boutiques, sights, and more.
83

editor in chief whitney hayes
executive editor stephanie martin
art director arianna pucherelli
7x7 guide editor sarah medina
photo assistant anthony rogers
contributors
neill duffy | katie morrell | spencer spellman
beth spotswood | matt villano | wes wernimont | bryce wiatrak
photography
ed anderson | ed caldwell | coopers carras | bruce damont | jake durrett
christopher dydyk | jay graham | michael graydon | nikole herriott | ana homonnay
deborah jones | mike koozmin | marc olivier leblanc | john lee | jonathan okanes
pebble beach resorts | david phan | san francisco travel
san mateo county | silicon valley convention & visitor’s bureau
santa clara convention & visitor’s bureau | lucas saugen | mike shaw
sherry tesler | sonoma county tourism | visit california | visit marin
visit oakland | visit napa valley | robert wojtowicz
publishing, design & production 7x7 bay area, inc. (info@7x7.com)
SUPER BOWL 50 HOST COMMITTEE TEAM
ceo & president keith bruce
vp, chief of staff danielle delancey
head of finance ken tamura
director of finance john amore
executive assistant to ceo nicole carpenter
general operations associate kloi terzian
general operations associate justine dutton
evp marketing, partnerships and communications pat gallagher
vp marketing & communications stephanie martin
brand lead whitney hayes
communications manager sarah hawkins
marketing manager michelle villanueva
communications associates kayla wonderly | madeleine kerr
marketing associate elaine cleland
senior director of partnership services vicky selway swift
manager partnership services jesse yeager
director of partnership sales gina beltrama
partnerships associate chris doherty
head of innovation chris garrity
svp operations walt dobrowolski
director of transportation kevin solon
operations & logistics manager kyle chank
operations & logistics manager nicole perkins
operations associates taylor williamson | camila borsato
event operations associate alena kleinbrodt
director of volunteers alissa may
manager of volunteers elle kehoe
volunteer program associate heather luna
volunteer program associate lauren winkelman
vp community relations jason trimiew
community relations manager lamecia butler
community relations associate travis gorsch
community relations associate alyssa carrion
vp event planning & operations rosie spaulding
director of special events kristi calhoun
director of super bowl city john mitchell
super bowl city manager michael perlmutter
event operations senior associate sheridan spivey
director of hospitality services danaeya johnson
concierge operations lead arielle johnson
events and operations manager sarah louise atkinson
hospitality services manager emma lowenstein
hospitality associate kathryn petkevich
events & operations associate skylar corcoran
hospitality associate taylor white
special events associate mackenzie murtagh

On behalf of the Super Bowl 50 Host
Committee, our board of advisors,
and city officials, welcome to the
beautiful San Francisco Bay Area and
Super Bowl 50.
As we approach the final countdown to
Super Bowl 50 at Levi’s® Stadium, the home of
the San Francisco 49ers in Santa Clara, we look
forward to showcasing all our region has to offer.
We are excited to mark this milestone Super
Bowl—the biggest Super Bowl ever celebrated
by the National Football League—in the San
Francisco Bay Area, and to bring the Super Bowl
back to the state where it all began in 1967.
Together with Bay Area officials and
some of the world’s most community-minded
companies, the San Francisco Bay Area Super Bowl 50 Host Committee worked to
create an experience that reflects the significance of this moment in history, as well
as the personality and values of our host region. It’s been our goal to not just host a
Super Bowl, but to redefine the Super Bowl experience.
The Bay Area has always been a place of new beginnings, innovation, and grand
ideas. That was true in the Gold Rush of 1849, and it remains so today. It’s a beautiful
region, rich with culture, art, food, and wine offerings that attract people from around
the globe. It’s also a region known for its generosity, and our philanthropic initiatives
will make this Super Bowl the most giving one yet. And, of course, we are the center
of technology, uniquely situated to look forward to the next 50 Super Bowls while
celebrating the rich history and evolution of the Big Game. You can feel that can-do
spirit in our people at the Host Committee: We’re open, excited, proud, and optimistic.
We hope that you, too, will feel that magic and inspiration during your visit here
in the Bay Area for Super Bowl 50. And in the spirit of Tony Bennett, hopefully you’ll
leave a piece of your heart here in San Francisco and throughout the Bay Area.
Enjoy your time here in the Bay Area, home to Super Bowl 50!
KEITH BRUCE
CEO & President, Super Bowl 50 Host Committee
JAKEDURRETT
BIG GAME
BIGGER
IMPACT
WELCOME LETTER

11
TK
SUPER BOWL 50 HOST COMMIT TEE

13SUPER BOWL 50 HOST COMMIT TEE
LUCASSAUGEN
SHINING MOMENT
The San Francisco Bay shines even brighter with the January 30, 2015 opening of the Host
Committee’s Super Bowl City, located just across the Embarcadero from the iconic Ferry Building.
The goal for Super Bowl 50 is simple: to be the most giving, innovative, and sustainable Super Bowl
in history. As Super Bowl Week kicks off, artist Leo Villareal’s glittering Bay Lights will shine on the
Bay Bridge once again, thanks to Illuminate the Arts and the State of California.
kickoff

14 15SFBAYSUPERBOWL.COM SUPER BOWL 50 HOST COMMIT TEE
COURTESYOFDONALDCRISMANSR.
MEETTHEMAN
WHO’SSEENTHEMALL
F
ootball fans come in a variety of breeds. There
are those who never miss a primetime game
on television, others who will follow teams
to stadiums around the country…and then
there is Larry Jacobson, a member of an ultra-
exclusive group of fans: those who’ve attended
every single Super Bowl.
Jacobson, 75, is one of the three-person Never Miss
a Super Bowl Club (the club previously consisted of five
men, but two have passed away). Pseudo-celebrities,
VISA made a TV commercial about the club back in 2010
as part of a promotion around that year’s game.
This is the story of Jacobson and his love for all
things Super Bowl.
A TRADITION IS BORN
Back in the 1960s, Jacobson was a 20-something math
teacher in the San Francisco Bay Area. He followed the
game of football, but had never played himself. When
the American Football League (AFL) and the National
Football League (NFL) decided to merge in 1966, there
was news that a celebratory game would happen the
following year in Los Angeles.
“I thought it would be like what the World Series is
today,” says Jacobson, sitting at his dining room table in
San Francisco’s Noe Valley neighborhood. “Things were
much different than they are today. Tickets were $12,
our flights were $27 each, parking was $5, and our rental
car was $8.”
Jacobson and his date got general admission tickets
to what was assumed to be an exhibition game (“the
AFL was known to be inferior to the NFL”). Even though
it wasn’t sold out, news spread about the game and by
the following year, it had become more of an event. This
time it was set for Miami.
Through a sporting goods store, Jacobson traveled
to Florida in 1968 for just $300 for four nights and five
days with roundtrip airfare. The game, between the
Larry
Jacobson
has been to
49 Super
Bowls...and
counting.
by KATIE MORELL
Oakland Raiders and the Green Bay Packers, was sold
out. While he had a great time, he didn’t consider going
the following year unless the Raiders were playing.
The Raiders didn’t make it to the Super Bowl
in 1969, but Jacobson did, thanks to a friend who’d
purchased tickets last minute. It was that game, he says,
when things started to get serious.
“That was the game between Baltimore and the
New York Jets,” he remembers. “It was a major upset,
a 17-point spread, so when the Jets beat Baltimore, it
showed that it was no longer an exhibition game. The
Super Bowl was now a game that anyone could win.”
“Ask any of us who’ve been to every Super Bowl
and we all agree—the greatest game was Super Bowl III.”
THE CLUB IS FORMED
It wasn’t until 1972, at Super Bowl VI, that Jacobson felt
dedicated to making the annual football pilgrimage. Still,
though, he hadn’t met anyone else who’d been to every
Super Bowl.
“At Super Bowl XXXIII [in 1999], I was reading
through the game program and there was a question
about who’d been to every Super Bowl,” he recalls. “I’d
always bought my tickets through the NFL, so my name
was on there. But there were two other guys on there,
too—Stan and Don.”
A man named Tom, who’d also been to every Super
Bowl (but wasn’t mentioned on the program), contacted
Jacobson and the other two men. The following year,
the foursome met at Buckhead Diner in Atlanta before
the game (this one between St. Louis and Tennessee).
Before the meeting, Jacobson felt some nerves.
“I was apprehensive at first; I didn’t know these
guys,” he says. But after a few minutes, the men started
cracking jokes. Before long, they were hitting it off.
Later, the Never Miss a Super Bowl Club welcomed
Bob, another game devotee, into the group. From then
on, the group was inseparable, meeting at every subse-
quent Super Bowl (Stan and Bob have since passed
away) and often in between.
“We see each other at non-Super Bowl things,” he
says. “Bob, who has passed away, his daughter is getting
married in July and we will all be there.”
THE SUPER BOWL EXPERIENCE
When asked about his favorite Super Bowl memory,
Jacobson doesn’t hesitate.
“Super Bowl 23—the Montana to Taylor pass—that
was the best,” he says with a smile on his face. He is
referring to January 22, 1989 when he was sitting close
to the field (“probably row four or six”) in Miami, and
the Cincinnati Bengals were taking on the San Francisco
49ers. With just 34 seconds left on the clock, 49ers
quarterback Joe Montana threw a pass to wide receiver
John Taylor for a touchdown to win the game.
What is it is like to experience a Super Bowl?
Jacobson describes it as a joyful football celebration.
NFL Experience, especially, is tons of fun for fans. “They
have the winning rings from the last 49 games on display,
photos of Hall of Famers, and things for kids to do like
football tossing, kicking, and 40-yard runs,” he says.
He recommends fans arrive in the host city the
weekend before the game—most people, he says, get to
the event’s destination on Thursday before the Sunday
game. But to avoid the crowds and get a full picture of
the city and its football culture, it is best to arrive seven
days in advance.
LOOKING AHEAD TO SUPER BOWL 50
Jacobson and his wife have lived in San Francisco, in a
home with sweeping views of downtown, for more than
30 years. As he passionately reminiscences, he walks
down to his so-called “memorabilia room,” a space filled
with encased footballs (one signed by Joe Montana),
patches protected in shadowboxes, and a rug embla-
zoned with the 49ers logo.
With the Super Bowl coming to the Bay Area for
the first time since 1985 (when it was played at Stanford
University), Jacobson is excited.
“It means a lot to have the game coming here,” he
says. “I think it gives the city a chance to really show off
for a 10-day stretch. While people wait for the game to
happen, they can explore and have fun. San Francisco
shows well, even in the rain.”
No doubt, we’ll see Larry at Levi’s®
Stadium on
February 7, and before that as an Official Super Bowl
50 Host Committee Volunteer. We’re proud of our local
legend and look forward to seeing him at many post-
Super Bowl 50 games to come.
Larry Jacobson,
Don Crisman, and
Tom Henschel at
Super Bowl XLIX.
LOCAL LEGEND
MIKEKOOZMIN

M
ost football fans understand that the Super Bowl represents so much more than just the
game itself. For many Americans, Super Bowl Sunday is an annual holiday worthy of such
sacred rituals and family traditions as eating, drinking, and excessive high-fiving. Meet three
Bay Area locals who do it up big for the Super Bowl.
GARY LORIAN, 61, SAN FRANCISCO
Gary Lorian’s tradition began in 1983 at Super Bowl XVII. Together with his college chum Vernon Baker, the
two football fans found themselves on the 45-yard line, seated directly in front of baseball great Joe DiMaggio.
Thus began their annual pilgrimage to the big game. Thirty-two years later, no matter the city and no matter the
teams, Lorian and Baker still attend the Super Bowl.
What began with Lorian and Baker has now grown into a core group of four fans who’ve turned Super
Bowl Sunday into an annual weekend of steakhouses and spectating. “The night before, we try to find the best
steakhouse in town,” says Lorian.
This year, Lorian and his crew plan to attend the Golden State Warriors basketball game before Super Bowl
50, and will then indulge in a spectacular local dinner. As they’ve done for three decades, the lifelong friends
How Bay Area
die-hards
celebrate the
big day.
by BETH SPOTSWOOD
THERE’S A LOT
OF FRIENDLY
COMPETITION.
—Dan Holligan
(From top) Gary Lorian has attended
nearly every Super Bowl for the past
32 years; Dan Holligan and his pals; Tim
Netherton, who throws an unrivaled
annual Super Bowl bash at his home.
Dan Holligan, 33, plans to
kick off Super Bowl 50
by grilling with friends in
the stadium parking lot.
RITUALS
plan to turn Super Bowl weekend into a bonding extravaganza of
epic proportions.
“By far, the best time was Super Bowl XX, when the Chicago
Bears beat the Patriots. It was the Super Bowl Shuffle team: Walter
Payton, the Fridge, funky QB Jimmy Mac, and Coach Ditka!”
explains Lorian.
“A very close second was Super Bowl XXI when I took my dad.”
DAN HOLLIGAN, 33, SAN FRANCISCO
“The best part about the Super Bowl: Everyone is just about the
most excited they’ve ever been in their lives,” says Dan Holligan. “It
reminds me of the last day of school where all the kids can’t sit still.”
Super Bowl 50 will be no different for Holligan, who’s already
planning his gameday celebration and friend-making in Levi’s®
Stadium’s parking lot. “It’s a big party outside with football fans
from all over the country. Everyone is wearing a different team
jersey,” says Holligan.
TIM NETHERTON, 38, WALNUT CREEK
Throwing a Super Bowl party is a tradition for thousands of football
fans, but few do it up like Tim Netherton. The Bay Area CEO hosts
80 super-fans at his home every year, turning the annual event
into a house party Olympics of sorts. Netherton hosts a double-
elimination cornhole tournament, wine tasting contest, bouncy
house for the kids, and Super Bowl squares, not to mention three or
four televisions airing the game.
Netherton’s Super Bowl shindig isn’t all about competition.
There is, of course, the food to consider. According to Netherton,
his spread of “a nacho bar, chili, seven layer dip, pigs in a blanket,
meatballs, homemade mac-and-cheese, brownies, a bundt cake
shaped like a football stadium, and pizza” is just the tip of the
gameday snack iceberg.
Super Bowl 50 hits close to home this year, and Netherton
plans to take advantage of the game’s proximity. “We will make it
San Francisco-themed,” Netherton says, as he plans his red-and-
gold toned party. “Golden Gate Bridge, Alcatraz—anything that
represents SF.”
“Regardless of whether your favorite team is playing, a great
Super Bowl still comes down to the people,” says Netherton. “Fortu-
nately, we have a group that understands this—they bring their
best party attitude every year.”
GOLD COUNTRY
SUPER FANS
PHOTOSCOURTESYOFTHESUBJECTS
PHOTOSCOURTESYOFTHESUBJECTS

COURTESYOFTHEVENDORSLEVI’S NFL
BARSTOW
PLAID SHIRT
(IN CUSTOM
TEAM COLORS)
/ $88
LEVI.COM
LEVIS 721 HIGH-
RISE SKINNY
JEAN / $78
LEVI.COM
DESIGNER INSPIRED
CLEAR SATCHEL / $30
CLEAR-HANDBAGS.COM
TODD & DUNCAN
CASHMERE SCARF
/ $248
BANANAREPUBLIC.GAP.COM
NIKE ROSHE ONE
PREMIUM PENDLETON
ID / $135
STORE.NIKE.COM
CALIFORNIA
NATUREL SUNSCREEN
SPF 30 / $35
CREDOBEAUTY.COM
NORTH FACE LOW PRO
HYBRID JACKET / $280
THENORTHFACE.COM
GAMEDAY
STYLE
Layers, comfy-cool kicks,
and a clear carryall—here’s
what to wear and pack for
Super Bowl 50.
by BETH SPOTSWOOD
GOORIN BROS.
SUREWIN
BEANIE / $80
GOORIN.COM EVERLANE MEN’S SLIM
KHAKIS / $68
EVERLANE.COM
EVERLANE
CASHMERE
TURTLENECK
/ $170
EVERLANE.COM
GEAR

DEBORAHJONES;(OPPOSITE,FROMLEFT)
MARCOLIVIERLEBLANC;JOHNLEE
T
echnological innovation may be top of mind when
visitors think of the Bay Area, but for locals, there is
one thing above all that defines the region: crazy deli-
cious, flavor-forward food. San Francisco’s history of
culinary innovation dates as far back as the Gold Rush,
when miners would line up outside the Boudin family’s bak-
ery for a fresh-baked loaf of sourdough.
Named the country’s best food city by Bon Appétit this
year, San Francisco and its surrounds are home to some of the
world’s most famous chefs.
Three incredible local
chef/restaurateurs
share a few of their
favorite things.
by WHITNEY HAYES
EAT + DRINK
THOMAS KELLER
The Super Bowl 50 Host Committee was happy to welcome Thomas
Keller to its advisory group. No doubt you’ve heard of him—Keller’s
French Laundry, located in Napa Valley, is one of the most acclaimed
restaurants in the world. Can’t get a reservation? Wait in line for
Napa’s tastiest pastries at Yountville’s Bouchon Bakery instead.
Chef Keller’s Favorites:
BAY AREA STAYCATION: Auberge du Soleil
COMFORT FOOD: roasted chicken
FAVE SF RESTAURANT: Monsieur Benjamin in Hayes Valley
MICHAEL MINA
One of SF’s foremost celebrity chefs, Michael Mina helms numerous local restau-
rants and bars, including his namesake eatery in the Financial District; RN74 (which
has won Wine Spectator’s Grand Award of Excellence several years running); and
Bourbon Steak and Pub, located at Levi’s® Stadium. Elevating the stadium food
experience, Bourbon Pub offers an all-day happy hour on Sundays and gastropub
fare such as poutine and fish and chips, alongside craft beer and cocktails.
Chef Mina’s Favorites:
GREASY SPOON: Sam’s
BAY AREA RESTAURANT: Hana in Rohnert Park
NFL TEAM: 49ers
CHEF’SCHOICE
TYLER FLORENCE
In 2007, the Bay Area inherited famed
TV personality and chef Tyler Flor-
ence, who moved with his wife Tolan
and their family from NYC to Mill
Valley. In July 2008, Florence opened
his eponymous retail kitchen there. He
is known for hosting Food 911, How
to Boil Water, Tyler’s Ultimate, and
The Great Food Truck Race on the
Food Network. He also mentors home
cooks on the Worst Cooks in America.
Chef Florence’s Favorites:
BAY AREA STAYCATION: Stinson Beach.
Walk to Parkside for cocktails and
Sand Dollar for breakfast.
COMFORT FOOD: My wife Tolan’s beef
stroganoff
FAVE SF RESTAURANT: Cotogna

GREENINGTHE
PLAYINGFIELD
W
hen Levi’s® Stadium opened in Santa Clara as the
first LEED Gold–certified professional football
stadium in the United States, the bar was set high
for creating a highly sustainable Super Bowl 50.
Driven by a desire to do well and do good, the Host
Committee set out to deliver a net positive event from which
the entire Bay Area would benefit.
Complementing the NFL’s longstanding focus on sustainability,
this philosophy set the tone for the Host Committee’s overall plan,
from the operation of the public experience at Super Bowl City to
creating ways for fans to actively participate to the legacy that will
remain when the event is over.
“Taking a net positive approach helped us plan more effi-
ciently, effectively, and responsibly—always with the end game in
mind,” says Keith Bruce, CEO of the Host Committee. “That meant
actively looking for ways to do good and
focusing, not only on our environmental
impacts, but also on our social and
economic impacts so we could create a
lasting benefit for the Bay Area.”
With support from our Official
Sustainability Partners over at the Bay
Area Air Quality Management District,
efforts to reduce our impact on climate
change focused on reducing emissions
from transportation and temporary
power related to the event. Fans will
be encouraged to make use of public
transit, car share, and bike share to get
around during Super Bowl week, and
the Host Committee’s 5,000 volun-
teers will travel on public transit. Fan
Express, comprising some 100 coaches
running on renewable diesel, will remove more than 12,000 cars
from the road on Super Bowl Sunday. And, Super Bowl City will be
powered using low-emissions energy solutions.
“Getting visitors out of their cars and onto mass transit—using
bicycles and walking—will be essential to reducing harmful air
pollution and greenhouse gases,” says Jack Broadbent, executive
officer of the Bay Area Air Quality Management District. “The Air
District and Super Bowl 50 Host Committee are partnering to
promote low- and zero-emissions transportation and power solu-
tions for events surrounding the game, in the hopes of making
Super Bowl visitors conscious of what they can do to reduce air
pollution as part of the event and in their daily lives.”
There is a focus on responsible use of materials and resources
during Super Bowl week, particularly of food, water, and waste.
Concessionaire Legends has supported the Host Committee’s
goal, taking every opportunity to source food locally, appoint local
vendors, and utilize compostable service ware. There will be no
single-use water bottles in Super Bowl City—fans will be encour-
aged to bring their own reusable bottles through Klean Kanteen’s
#BringYourOwn campaign, and can keep hydrated at the event
with free water stations. Official Waste Partners ABM will facili-
tate a waste plan focused on maximizing the percentage of waste
diverted from landfill.
In another first, the Super Bowl City Net Positive Production
Charter and Awards have been introduced to inspire Host Committee
partners and their production companies to embrace a sustainable
design philosophy in the build-out of their activations in Super Bowl
City. In addition, the Host Committee will share stories around its
net positive activities with visiting fans.
With support from more than 100 Net Positive Champions in
Super Bowl City, fans are being invited to personally support the
Host Committee’s net positive plan through a campaign, powered
by in/PACT and Citizen Group, that aims to inspire and reward fans
for doing net positive things. Young people in the Bay Area will also
have a role through the Bay Area Air Quality Management Districts’
Yes Conference, which will take place
during Super Bowl week and provide
300 Bay Area youth with the opportu-
nity to learn about how sustainability
has been embedded within the overall
management of the event.
Long after the big game leaves
the region, a legacy will remain for the
benefit of the entire Bay Area. By the
time the last whistle blows, 50 Fund—
the legacy fund of the Super Bowl 50
Host Committee—and its various initia-
tives will have established Super Bowl 50
as the most giving Super Bowl in history.
“We created the 50 Fund to invest
in the future of the Bay Area,” says
Kamba Tshionyi, Chair of the 50 Fund.
“To invest in young people, their fami-
lies, and the communities where they live, learn, and play. But it’s
not just about how much we give, but how we give it.”
The 50 Fund grants showcase our region’s innovative
approaches to creating lasting solutions for local challenges and
prioritize organizations that use innovative approaches to deliv-
ering measurable, replicable, and sustainable results.
Among the Host Committee’s legacy initiatives is Go Places:
Launching in January 2016 with the 50 for 50 campaign, Go Places
will make it possible for 50 classrooms of youth from low-income
communities to go on educational field trips to the Aquarium of
the Bay, Super Bowl City, Levi’s® Stadium and more—“think Uber
for school teachers,” says Bay.org President John Frawley.
Nick Astor, of Triple Pundit, sums it up well. “There’s nothing
short of religion that brings people’s spirits together the way
sport does. With just a little effort, an event like Super Bowl 50
will inspire those spirits to see beyond the game—they’ll be aware
of their connection with the greater community and indeed the
planet itself. That’s the kind of legacy we call net positive, and I’m
confident this Super Bowl will be a turning point for large-scale
sporting events to come.”
TAKING A
NET POSITIVE
APPROACH
HELPED US PLAN,
ALWAYS WITH
THE END GAME
IN MIND.
—Keith Bruce, CEO, Host Committee
SUSTAINABILITY
JASMINA007(ISTOCKBYGETTYIMAGES)
“We created the 50 Fund to invest in the future of the Bay Area,”
says Kamba Tshionyi, Chair of the 50 Fund.
by NEILL DUFFY

CHRISTOPHERDYDYK
F
or many, Super Bowl 50 is the culmination of a week of once-in-a-lifetime activities and
opportunities. For others, the big game is the conclusion to something more—50 weeks of
celebrating sports, culture, art, and community.
That explains why, last February, the Super Bowl 50 Host Committee launched a campaign
around the Bay Area dubbed 50 Weeks to 50, a concerted effort to bring together local resi-
dents and cities around the first-ever Super Bowl to be played at Levi’s® Stadium in Santa Clara,
on February 7, 2016.
The party began March 21, 2015—exactly 50 weeks before the big game. Since then, activities
have ranged from events for Bay Area residents to tree and stadium lightings. Host Committee
members gift-bombed Bay Area residents in high-traffic destinations with free memorabilia and
apparel. They even engineered a human-powered countdown clock comprised of pictures of
different people posing with giant numbers.
The Super Bowl 50 Host Committee also wants community nonprofits to benefit from all this
fanfare, and has hatched a plan to give back 25 percent raised from corporate partnerships for the
50 Fund. Over the 11 months leading up to the big game, we have had a heck of a lot of fun. Here’s
a rundown on some of the most memorable components of our popular 50 Weeks to 50 program.
How the SB50
Host Committee
celebrated
before the big
game.
by MATT VILLANO
COUNTDOWN
(Clockwise from left)
50 Tour Champions of
the Bay showcased the
Oakland Raiders’ three
Vince Lombardi trophies;
NFL’s Super Bowl High
School Honor Roll
program displayed at the
50 Tour; Hall of Famer
Steve Young, with one
of the 49ers five Vince
Lombardi trophies.
KICKOFF TO 50 CELEBRATION, PRESENTED BY HYUNDAI
The 50 Weeks to 50 campaign closed out summer in early
September with a rollicking series of events in downtown San
Francisco. On Pier 35, fans were able to take photos with the
Vince Lombardi Trophy and bronze busts of Bay Area members of
the Pro Football Hall of Fame; try on official NFL equipment; and
enter to win a free Hyundai Tucson. At the Kids’ Zone, little ones
could get temporary tattoos and see live performances from the
Gold Rush Cheerleaders, who cheer at every 49ers home game.
Closer to the Embarcadero, in Justin Herman Plaza, fans rocked
out to a free concert by international pop icon Ellie Goulding and
the nationally recognized local band, Train.
PLAY 60, PLAY ON
The PLAY 60, Play On initiative, part of the 50 Fund, focuses
squarely on encouraging kids to play for at least 60 minutes each
day on Bay Area playgrounds that inspire play-based learning,
whether on the sidewalk, in an empty lot, or anywhere. The goal:
to close the opportunity gap for kids in the Bay Area and provide
a catalyst that will inspire communities to rethink play in order to
ensure all kids get the playtime they need to thrive. As of press
time, the Super Bowl 50 Host Committee had already bankrolled
parks and play spaces, and was expecting to support more urban
play spaces across the region
THE 50 TOUR: CHAMPIONS OF THE BAY,
PRESENTED BY CHEVRON
Together, the San Francisco 49ers and the Oakland Raiders have
won a total of eight Vince Lombardi Trophies. This traveling exhibit
WEEKSOFAWESOME

CHRISTOPHERDYDYK;COURTESYOFTHEHOSTCOMMITTEE
CHRISTOPHERDYDYK
The NFL Super Bowl 50
Kickoff Concert, on San
Francisco’s Embarcadero,
featured a performance
from Train. (Below)
Marcus Allen and Jerry
Rice entertain the
crowd during Kickoff.
(Right) Volunteer
screening at Super Bowl
50 Host Committee HQ
(Below, right) Read for the Record just finished Not Norman:
A Goldfish Story, by Kelly Bennett; Super Bowl 5o Host
Committee Volunteer Program Associate Heather Luna
The Play 60, Play On
kickoff encouraged kids
to get outside with activi-
ties including an obstacle
course and flag football.
brought all eight trophies together for the first time and displayed
them in a different Bay Area community each week. Residents
were invited to come and get a closer look. In conjunction with
this tour, the trophies also traveled with the Chevron STEM Zone,
an interactive space that demonstrates how science, technology,
engineering and math (STEM) fuels innovation around us—all
through the lens of football.
THE RE(A)D ZONE
A signature initiative of 50 Fund, The Re(a)d Zone focuses on
strengthening and building the capacity of high-quality, literacy-
enhancing programs to increase third-grade reading proficiency
throughout the Bay Area. The 14-month initiative started in the
summer, aiming to reach 50,000 low-income kids and to engage
50,000 Bay Area “literacy champions” as volunteer tutors, book
donors, and early literacy advocates. At press time, the program
was on target to exceed its goals astronomically. That’s a win for
everyone involved.
50 PERFECT HOURS
This feature, which appeared on the Super Bowl 50 Host Commit-
tee’s website, is a take on The New York Times Travel section’s
“36 Hours” series. The Host Committee served up ideas for how to
spend 50 hours in Bay Area cities including Santa Clara, St. Helena,
Larkspur, and Tiburon (to name a few).
GAME CHANGERS AND PLAYMAKERS
Also in coordination with the 50 Fund, the Super Bowl 50 Host
Committee doled out grants to community organizations that
provide services to Bay Area residents who reside in low-income
households or high-risk communities. Game Changers grants for
$500,000 apiece were awarded to organizations including First
Place for Youth, Fresh Lifelines for Youth, Juma Ventures, La
Clinica de la Raza, and Summer Search. Playmakers grants, mean-
while, amounted to $10,000 apiece; as of press time, applications
for these smaller awards were still being accepted.
The opening of Super Bowl City will represent the culmina-
tion of the 50 Weeks to 50 campaign. Centered in downtown SF’s
Justin Herman Plaza—on the Embarcadero at the foot of Market
Street—the free-to-the-public fan village will feature family-
friendly activities for fans of all ages during the week before the
Super Bowl. It will be the perfect cap to nearly a year full of parties,
and a great way to get ready for the big game.

7X7.COM 29
TKROBERTWOJTOWICZ
50
ROAD TO
As if celebrating the golden
anniversary of the Super Bowl in
the Golden Gate weren’t occa-
sion enough, the Super Bowl 50
Host Committee is proud to call
this year’s championship game the
most philanthropic in NFL
history. Learn how the 50 Fund
gave back to the local Bay Area
communities, and helped us
celebrate a legacy of sustainability,
innovation, and technology here
in California. Plus, peek inside
Super Bowl City, the big event
in the heart of San Francisco.
GAME ON!

30 31
TK
SFBAYSUPERBOWL.COM SUPER BOWL 50 HOST COMMIT TEE
SEE HOW THE NFL AND THE HOST COMMITTEE
RALLIED AROUND BAY AREA CHARITIES AND
DIVERSE BUSINESSES TO MAKE SUPER BOWL 50
THE MOST GIVING GAME EVER.
B Y K A T I E M O R E L L
efforteffort
teateam
Children’s Fairyland in
Oakland, a nonprofit providing
a safe environment for kids
and parents to play since
1950, was a recipient of a
$10,000 Playmaker grant.
TK

(FROMTOP)COURTESYOFTHEHOSTCOMMITTEE;
COOPERCARRAS
(FROMTOP)ANAHOMONNAY,JONATHANOKANES
But football players won’t be the only winners of this Super
Bowl. Also coming out ahead will be more than 500,000 low-income
young people in the Bay Area who, through $10 million in grants
awarded to local nonprofits, now have better access to healthcare,
employment opportunities, legal education, and more, thanks to
efforts made by the Super Bowl 50 Host Committee and the NFL.
Hundreds of diverse businesses, which won event-related con-
tracts, are also benefiting.
“From day one, we saw an opportunity to make this more than
just a game. We wanted to make it about community,” says Daniel
Lurie, chairman of the Super Bowl 50 Host Committee, adding that,
as part of its bid for Super Bowl 50, the Host Committee dedicated
25 percent of the funds raised from its corporate partnerships to the
local community.
GRANT-MAKING PROGRAMS
Upon earning the bid for Super Bowl 50, the Host Committee cre-
ated a plan for giving back to the community through grants by way
of the 50 Fund. The committee hired Jason Trimiew, a leader at the
intersection of the marketplace and social impact, to lead the effort.
Among its philanthropic efforts was the Game Changer grant pro-
gram, which gifted $500,000 to charities focused on improving the
lives of Bay Area youth.
Game Changer grants were given to organizations such as
Fresh Lifelines for Youth (FLY), a nonprofit that provides legal edu-
cation and leadership training to at-risk youth; La Clinica de La
Raza, an organization with a robust school clinic program, and oth-
ers. FLY used the funds to expand its services to Alameda County;
La Clinica de La Raza used theirs to enhanced
behavioral health services for students.
In addition to large sum grants, the Host
Committee dedicated $10,000 grants to a num-
ber of worthy causes through its Playmaker
campaign. During each of the 50 weeks leading
up to the Super Bowl, a new Playmaker grantee
was announced with a short film (produced by
social enterprise BAYCAT) about the charity.
Signature initiatives of the 50 Fund
included The Re(a)d Zone and PLAY 60, Play
On—programs that tackled childhood lit-
eracy and gave children safe places to play,
respectively. Oakland Raiders defensive end
Justin Tuck and his wife Lauran, cofounders of
R.U.S.H. for Literacy, donated to help The Re(a)d
Zone—together with funds from the Host Com-
mittee, $1 million went to local charities aimed at improving childhood literacy.
PLAY 60, Play On encouraged 60 minutes of play for all children. PLAY 60, a long-
time NFL Foundation program, was redefined by the Host Committee, with money put
toward creating spaces for local children to play safely and toward training youth work-
ers to teach empathy and inclusion on the playground.
CONNECTING DIVERSE BUSINESSES
Beyond its grant-making programs, the Host Committee and NFL also helped diverse busi-
nesses win vendor contracts for events surrounding the Super Bowl through the Business
Connect program.
To qualify, businesses were required to be 51-percent-owned by a LGBT individual,
woman, disabled veteran, or member of another diverse group. More than 400 companies
illions of people
will cheer wildly on February 7, 2016 for the
winner of Super Bowl 50. The champions
will stand onstage on the field at Levi’s®
Stadium and accept the Vince Lombardi
Trophy while confetti floats around them
and news cameras broadcast the festivities
to fans worldwide.
(From left) A mother and daughter at La
Clinica de La Raza; Ronnie Lott, four-time
Super Bowl champion and philanthropist.
(Opposite, from top)
Oakland Raider Justin
Tuck and his wife
Lauran, cofounders of
R.U.S.H. for Literacy;
Daniel Lurie, Host
Committee Chairman

(FROMTOP)ANAHOMONNAY,COURTESYOFKAMBATSHIONYI;
(OPPOSITE)COURTESYOFJUMAVENTURES
were accepted into the Business Connect directory, and many won contracts they
wouldn’t have known about otherwise. Way to Be, a promotional products company,
ended up winning a contract with the Host Committee to make uniforms for volunteers.
CHANGING THE GAME
The success of Super Bowl 50 can be attributed to collaboration between the NFL, the
Host Committee, nine counties, and 102 different cities across the Bay Area. Thousands
of people worked together not only to make the game an enjoyable experience for fans
and players, but also to give back.
“We want to change the way sporting events are thought about and the impact
they can have,” says Lurie. “The Super Bowl brings everyone together; what better way
to capitalize on that week of events than by shining a light on our entire region?”
Trimiew thinks Super Bowl 50 could change how other cities execute such events
moving forward. He says, “It is my hope that this milestone Super Bowl will make the
case that these types of events are really about involving the community.”
Katie Morell is a San Francisco–based independent journalist who writes about business,
social justice, travel, and health. Read more of her work at katiemorell.com.
(From top) A teen beneficiary of the
services at La Clinica de La Raza; Kamba
Tshionyi, Chairman of the San Francisco
Bay Area Super Bowl 50 Fund.
Game Changer
grantee Juma
Ventures connects
low-income youth
with job opportuni-
ties at stadiums.
Here, program
participants
serve coffee at a
concession stand.
TK

BAY
AREA'S
BEST
The Bay Area has more
Vince Lombardi Trophies
than any other region.
Here are some of our most
memorable Super Bowl
moments.
BY M AT T VILLA NO
T
HE GOLDEN STATE HOSTED THE FIRST-
ever Super Bowl in 1967, and has been the site of
12 out of 50 big games—making California second
only to Florida, which has hosted 15 Super Bowls.
Eight of the winners in 50 years have hailed from
California, more than any other state (Wisconsin
ranks next with six).
But the relationship is far deeper, far more intrinsic
than that: Technically speaking, California is where the
notion of a Super Bowl began.
Historians believe the name Super Bowl evolved
from the Rose Bowl, the original season-ending college
football game that was first played as the Tournament
East-West Football Game in Pasadena, California, in
1902. That game got its name because it was played in
GEORGEROSE/GETTYIMAGES
California football fans
will never forget Super
Bowl XIX in Palo Alto,
when our own Joe
Montana and the 49ers
beat the Miami Dolphins.

conjunction with the annual Pasadena Tournament of Roses,
and it was played in a stadium that looked like a bowl (don’t
they all?).
In the 1920s, the Rose Bowl was the only champion-
ship show in town. A decade later, other year-ending contests
joined the fun, and the notion of a “bowl game” soon became
synonymous with a big game to cap a season.
Fast forward to the 1960s when the National Football
League and the American Football League negotiated a merger.
Kansas City Chiefs’ owner Lamar Hunt used the phrase “Super
Bowl” to refer to a contest between the champions of each
league to determine the best team in the land. Though the
league opted to refer to the deciding game as the NFL-AFL
Championship Game, Hunt’s phrase was a fan favorite, and
became the game’s official moniker
before the 1966-1967 season.
Since then, some of the most
memorable Super Bowls have involved
California in one way or another: Such
as Super Bowl I, in which the Green Bay
PackersbeattheKansasCityChiefsinLos
Angeles; and Super Bowl XI, when the
Oakland Raiders won their first of three
titles, defeating the Minnesota Vikings
in Pasadena. There was also Super Bowl
XVI, when the San Francisco 49ers won
their first of five titles by outlasting the
Cincinnati Bengals in Pontiac, Michigan.
That was just the beginning.
In the late 1980s, the 49ers became the first team in a
decade to win back-to-back Super Bowls, taking Super Bowl
XXIII and Super Bowl XXIV (in Miami and New Orleans,
respectively). The most recent Super Bowl in California was
Super Bowl XXXVII in San Diego; in that game, the Tampa Bay
Buccaneers defeated the Oakland Raiders, 48-21. And the best
Super Bowl in California? According to some, that would have
to be Super Bowl XIX in Palo Alto, when hometown hero Joe
Montana and the 49ers bested fellow quarterbacking legend
Dan Marino and the Miami Dolphins, 38-16.
Where will Super Bowl 50 rank among the rest of the
California contests? Time will tell. But with the golden contest
being played at the brand new Levi's® Stadium here in the
Golden State, it’s sure to be a big game that sparkles.
COURTESYOFTHEHOSTCOMMITTEE
SHERRYTESLER
Super Bowl 50 at Levi’s
Stadium, the biggest
Super Bowl the NFL has
ever celebrated, and the
first and only game to use
Arabic numbers instead of
Roman numerals
Oakland Raiders defeat
Minnesota Vikings in Super
Bowl XI to capture their
first Super Bowl title
Raiders defeat
Philadelphia Eagles in
Super Bowl XV for their
second Super Bowl
Championship
Dwight Clark makes “The
Catch” as 49ers win the
NFC Championship game
at Candlestick Park. The
49ers go on to defeat the
Bengals for their first title.
Raiders defeat the
Redskins 38–9. The
Raiders’ points and margin
of victory broke Super
Bowl records; it still
remains the most points
scored by an AFC team in
a Super Bowl.
49ers get their 2nd
Lombardi Trophy after
defeating the Dolphins
in Super Bowl XIX, at
Stanford Stadium in
Stanford, California
49ers win their third Super
Bowl title after defeating
the Cincinnati Bengals
in Super Bowl XXIII. This
championship would be
coach Bill Walsh’s final in
his storied career.
49ers defeat Broncos
55-10 to capture their
second consecutive Super
Bowl Championship. The
45-point differential is the
largest margin of victory in
Super Bowl history.
49ers defeat Chargers to
capture their fifth Super
Bowl Championship;
a record at the time
for most titles by any
franchise in the NFL.
Led by Palo Alto’s Stan
Honey, Fremont-based
company Sportvision
introduces the yellow
first-down line in a NFL
game for the first time
on television.
1989 1990 1995 1998 2016
BAY AREA HIGHLIGHTS
1981 1982 1984 19851977
Santa Clara's LEED Gold–
certified Levi's® Stadium
is a perfect venue to host
the golden anniversary of
the Super Bowl this year.
The Oakland Raiders'
38-9 win against the
Redskins in Super
Bowl XVIII broke
Super Bowl records.

SERGEYGALYONKINHow the San Francisco Bay Area
invented the spotlight.
BY SPENCER SPELLMAN
INNOVATION
FORTHE
GOLD
It should come as absolutely no
surprise that the Bay Area is at
the forefront of virtual reality
technology, with companies
such as StrVR Labs based here.

(CLOCKWISEFROMTOPLEFT)MARCOSANDRÉ,
ASSOCIATEDPRESS,PIERCE,C.C.(CHARLESC.1861)
(FROMTOP)GETTYIMAGES,ASSOCIATEDPRESS
It’s fitting that Super Bowl 50,the golden edition of this game, would find itself in the
Golden State, the place where the Super Bowl began in
1967. As the NFL celebrates the milestone Super Bowl 50
and looks to set the bar for the next 50 years, it’s fitting still
for it to take place at Levi’s® Stadium, the most digitally
advanced professional football stadium in the country, in
what is arguably the most innovative region of the world.
The Bay Area has long been powering the world’s
stage, spearheading some of the most significant techno-
logical advancements—from microprocessors to new ways
of consuming content to the rise of the sharing economy.
Our relentless focus on innovation goes way beyond tech-
nology—we can trace those pioneering roots all the way to
the California Gold Rush.
When we talk about innovation here, it’s only right to
begin with the story of the man whose name is on Super
Bowl 50’s stadium. After immigrating to the U.S. from
Germany at age 18, Levi Strauss, who had worked for his
family’s wholesale dry goods business, opened a West Coast
branch in the Gold Rush’s commercial hub of San Francisco.
One of Strauss’ customers, a Reno tailor named Jacob
Davis, was making heavy cotton work pants, which he rein-
forced with copper rivets to make them more durable. Davis
needed a business partner in order to afford the patent on
invention, and Strauss fit the bill. Thus, Levi’s jeans were
born, with the waist-high overalls becoming a mainstay for
forty-niners at the peak of the Gold Rush era.
During its height, another innovation swept down
from SF’s Telegraph Hill and across the nation: a telegraph
Corporation, creators of the world’s first global radio com-
munication system, was founded around the same time in
1912. It wasn’t until the 1970s that the name Silicon Valley
took shape—born of the silicon being used by local manu-
facturers to produce computer chips for the first time.
Today,theBayAreaisattheforefrontofthelatest,most
innovativetechnology.Forexample,severalteamshavebeen
using Silicon Valley start-up StriVR Labs’ 360-degree virtual
reality technology. Designed by former Stanford University
kicker Derek Belch, StriVR uses HD video to capture every
position and every play on the football field, helping players
and coaches better analyze plays during practice. The tech-
nology uses VR, rather than 3D game style graphics, to more
accurately capture the natural gait of players.
In San Jose, Zebra Technologies is creating some of the
league’s latest and greatest innovations as the Official On-
Field Player-Tracking Provider of the NFL. The NFL began
partnering last year with Zebra to install MotionWorks,
(From far left) Gold Rush laborers needed highly
durable workwear; Levi Strauss, a German
immigrant, teamed with a Reno tailor to patent
heavy work pants reinforced with the brand’s
now-signature copper rivets; Levi’s advertising;
SF was an early innovator in radio; the city was
America’s first to receive a ship-to-shore message,
from Lighthouse 70 to the landmark Cliff House.
communication system known as the semaphore. It sig-
naled information to the rest of the city about incoming
ships to the Bay, hours before their actual arrival.
Fittingly, the city known for being an innovator in
wireless technology would become the first in the U.S., a
few decades later in 1899, to receive a wireless ship-to-
shore signal, occurring from Lightship No. 70 to the land-
mark Cliff House. The message simply stated, “Sherman
is sighted,” indicating the return of U.S. military warships
during the Spanish-American War.
Perhaps the Bay Area at that time should’ve been
called Radio Valley: The period following the first wireless
ship-to-shore message signaled the exponential growth of
radio. San Francisco was able to innovate with radio dur-
ing the early 1900s, in part because of its prominence as a
West Coast port city. Charles Herrold, the self-proclaimed
father of audio broadcasting, has largely been credited
with the first radio broadcast, while the Federal Telegraph

(FROMLEFT)JONSULLIVAN;PEXEL.COM
a RFID system (similar technology to what you see in retail shops), in
numerous stadiums; Zebra is also inserting small radio-frequency chips
into players’ shoulder pads. The chips send out signals with data about
field position, distance traveled, and players’ speed, among other things.
For example, it can provide real-time data on the distance between a
receiver and defensive back on a pass route.
Of course, one of the most the most innovative things about Super
Bowl 50 is the stadium itself. With about 2,400 televisions, 400 miles of
cables and Wi-Fi routers per 100 seats (approximately), Levi’s® Stadium
is one of the most connected stadiums in the world, and the first to carry
40 Gb/s of internet capacity. In addition, Levi’s® Stadium is the first
stadium to host an NFL team with LEED Gold certification. Visitors and
guests may view a live dashboard display featuring current energy mea-
surements, water and air monitors, and other dynamic green features as
the building operates daily.
But before the game even begins, fans coming to Super Bowl City,
NFL Experience Driven by Hyundai, and other Super Bowl events will be
able to touch and feel the latest in technology, digital experiences, and
content through hands-on exhibits and experiences built for all ages.
At NFL Experience, pro football’s interactive theme park at
Moscone North and South, fans will be greeted by participatory games
and youth football clinics, as well as new attractions built specifically for
Super Bowl 50 and the Bay Area—personalized digital photos, upgraded
40-yard dash and vertical jump on LED screens, a virtual reality experi-
ence, an enhanced Super Bowl rings display, and a new NFL Draft set.
In Super Bowl City, the Host Committee’s free-to-the-public fan
village located at the foot of the Ferry Building on Market Street, fans
will encounter interactive exhibits that celebrate the Bay Area’s leader-
ship in technology with the latest in interactive gaming, social media,
and data visualizations. The heartbeat will be the Fan Energy Zone,
where fans can express their collective energy and power experiences
throughout Super Bowl City, as well as play interactive games and share
content on a giant 30-foot Fan Wall.
Connecting NFL Experience with Super Bowl City is the 50th Mile,
a mile-long fan experience along Market Street between 3rd and Davis
Streets. The 50th Mile will celebrate the past 49 Super Bowls, Super Bowl
50, and beyond through an innovative, experiential event design. The
overall concept will take into consideration the passion of the NFL fan
and the strength of the NFL brand, while highlighting the city of San
Francisco and the greater Bay Area.
When this year’s Super Bowl kicks off on February 7 in Santa
Clara, it will be a celebration of the NFL’s golden edition of this game.
But it will also be a celebration of the Bay Area and the innovations that
impact fans around the globe.
In the 1970s, Silicon Valley began to
take shape, named for the silicon being
used locally to produce early computer
chips. Today, homegrown industry
giants include Apple and more.
ONEOFTHEMOST
INNOVATIVETHINGS
ABOUTTHESUPER
BOWLISTHE
STADIUMITSELF.

46 47
TK
S
UPER BOWL CITY, PRESENTED BY VERIZON, IS A
free-to-the-public fan village where Bay Area locals
and visitors alike can geek out on football history;
soak up local experiences, flavors, and public art;
or just kick back, relax, and breathe in the salty air
coming off San Francisco Bay.
Super Bowl City is located in Justin Herman
Plaza on the Embarcadero in downtown SF, making it
centrally located for fans from all over the Bay Area and
visitors from around the world. The enclave is in the heart
of the action of the city’s commercial district, giving the
facility quite a buzz.
The attractions inside Super Bowl City are expected to
generate serious excitement. Keith Bruce, CEO & President
of the Super Bowl 50 Host Committee, says a number of
Super Bowl City exhibits will showcase interactive tech-
nology from around the Bay Area.
Visitors will have chances to experi-
ence the technology, as well as ample
opportunities to share it with others
via social media, spreading the word
about how the Bay Area makes this
year’s Super Bowl unique.
“The best way to tell our story as
a region is to leverage technology,”
Bruce says. “Because that’s what we
do best in this part of the world, we
have an obligation to celebrate it and
use it to make fans the heroes.”
Undoubtedly, people who visit
Super Bowl City will be talking about
the games: One game attempts to
imagine what football could look like
in 50 years; another, Amp It Up, is
a virtual reality game that puts fans
right in the middle of a Super Bowl halftime show, enabling
them to trigger sounds for movements and lead cheers.
Both games will be linked to lighting in the Fan Energy Zone,
presented by SAP. The more visitors play, the the brighter
the room will get. A third game, Quarterback Challenge, will
allow guests to try on a 4-D headset. Add to these diver-
sions a zipline (sponsored by CBS), a 3-D printing station
(sponsored by Intel), and dozens of food stations from local
restaurants, and SBC is a veritable wonderland.
Of course, one of the biggest events in conjunction
with Super Bowl City will be the relighting of the Bay Lights,
a glittering public art installation on the sides of the Willie
L. Brown, Jr. Bay Bridge. Created in 2013 by acclaimed
artist Leo Villareal, the sculpture comprises 25,000 LED
lights that flicker synchronously to create moving patterns
along the bridge itself. The lights were turned off in 2015,
but with the help of nonprofit Illuminate the Arts and the
State of California, the Bay Lights returns in January 2016
as a permanent fixture, keeping watch over the city’s iconic
Embarcadero, just in time for the Super Bowl.
In a break from tradition, Super Bowl City and NFL
Experience will both be open for an extra weekend this
year, providing many local residents the opportunity to
experience the excitement of Super Bowl 50 before the
crowds descend. The festivities begin January 30 and end
on Super Bowl Sunday, February 7. (For more information,
visit sfbaysuperbowl.com/super-bowl-city.)
FAN EXPERIENCES
Interactive games, activities, and entertainment will be on
tap throughout Super Bowl City, with hands-on exhibits
by companies including Dignity Health, Intel, Levi’s, Kaiser
Permanente, Macy’s, and SAP.
SONOMA WINE TASTING LOUNGE
Sonoma County will have a lounge
inside Super Bowl City where visitors
(who are 21 and older, of course) can
sample some of the county’s finest
varietals. Wines will be grouped by
appellations, or wine-growing regions,
to give fans a sense of how each
Sonoma County region differs from
the next. In many cases, fans also can
meet and chat up the winemakers.
BROADCASTERS
In addition to fan activities, Super
Bowl City will be the broadcast home
for the CBS Television Network—
the exclusive broadcaster of Super
Bowl 50. CBS will broadcast live from Super Bowl City
throughout Super Bowl Week, and the NFL Network and
CNN will do the same.
NFL EXPERIENCE DRIVEN BY HYUNDAI
Plus, don’t miss the NFL Experience! Held down the street
from Super Bowl City at Moscone Center, the NFL Experi-
ence is totally worth walking a few extra blocks. Think of
it as professional football’s interactive theme park, with
engaging games that make you feel like you’re playing
on the field with the pros; autographs from current NFL
players and legends; a giant, NFL-themed playground for
the little ones; and new technology elements. Fans will also
have the opportunity to pose for pictures with the actual
Vince Lombardi Trophy. Tickets can be purchased at the
Moscone Box Office or through Ticketmaster.
Creating a memorable fan experience
during Super Bowl week in the heart
of downtown San Francisco.
BY MATT VILLANO
WELCOME TO
GEEKOUTON
FOOTBALL
HISTORYAND
SOAKUPLOCAL
FLAVORATSUPER
BOWLCITY.

48 49
TK
TK

C
ONSIDERING THAT SUPER BOWL 50 IS BEING HELD
in the heart of Silicon Valley, it’s no surprise that Super
Bowl 50 will be the most digital Super Bowl in history, with
technology shaping up to be a huge part of the game and
its celebration.
The game itself will still be played on grass with a ball and
pads, but the lead-up, and all of the festivities on Super Bowl
Sunday, will have a decidedly high-tech vibe. The very best
of this technology comes straight from a handful of the Host
Committee’s partners—local companies that are delivering
cutting-edge innovations to enhance the
overall fan experience.
Two Host Committee partners, SAP and
Uber, will be using special technology for the
big event. Other Host Committee tech part-
ners, including Google and Verizon, will also
play a part in tech-enabling the event.
With a vision to better the world and
improve people’s lives, many of SAP’s solu-
tions revolve around the company’s powerful
in-memory database, SAP HANA. According
to Sam Yen, SAP’s chief design officer and
managing director of SAP Labs Silicon Valley,
SAP HANA is a processing engine that helps
organizations like the City of Boston to
reduce crime by leveraging data. Even health-
care companies are leveraging the power of SAP HANA to
extend and increase quality of life for patients through person-
alized medicine.
“Trends show that data is doubling every two years;
companies need to know how to manage the multitudes of
data they’re collecting,” Yen says.
SAP is not new to the Super Bowl, and as an NFL partner,
the two have collaborated on multiple projects. Most notably,
the Player Comparison Tool, which helps fantasy football
players simplify their lineup decisions each week.
Fans who visit Super Bowl City can experience this first-
hand at the Fan Energy Zone, where they can get in on the
action with interactive gaming experiences that measure their
skills and excitement through SAP’s cutting-edge technology.
Fans who love the spirit of competition will have the opportu-
nity to compete and win unique Super Bowl experiences.
One way to do so is through the Quarterback Challenge, a
virtual reality game that gives fans a chance to experience the
game through the perspective of a quarterback. In this game,
each participant wears a headset and plays quarterback in a
computer-generated graphic world. The player starts out in
a mini training camp, then goes into a live-game scenario to
find an open receiver and complete a pass.
The experience incorporates gaze-detection
technology to select which target/receiver
they want to throw to, and a handheld trigger
to detect timing and accuracy.
“These experiences are designed to
bring digital data and information to the fan
level,” says Yen. “SAP considers the role of
design synonymous with innovation.”
Uber, also will play a big role during Super
Bowl week. The ride-sharing juggernaut will
offer a pick-up and drop-off zone at Levi’s®
Stadium. The company will also be giving out
discount codes throughout Super Bowl week
at Super Bowl City in an attempt to attract
more customers.
Amy Friedlander Hoffman, head of business development
and experiential marketing, described the partnership with the
Super Bowl 50 Host Committee as an opportunity to make
a statement about its commitment to the community. “Uber
is excited to be a Super Bowl 50 Host Committee sponsor,”
she says. “The game is in our backyard, and we want to make
sure fans from our city and those who come from around the
world can easily get to the action and have the best experi-
ence possible.”
Add to these features a variety of attractions from Verizon,
and Super Bowl week will be teeming with technology. It’s only
fitting. This is Silicon Valley, after all.
Super Bowl 50 brings super technologies to the forefront.
BY MATT VILLANO
TECHNOLOGY,FORTHEWIN
Sam Yen, chief design officer, SAP
COURTESYOFUBER
MALCOLMKIMBERLIN
Host Committee partner Uber will offer pick-
up and drop-off zones at Levi’s® Stadium and
in San Francisco during Super Bowl week.

TK
SFBAYSUPERBOWL.COM SUPER BOWL 50 HOST COMMIT TEE52 53
COURTESYOFSONOMACOUNTYTOURISM
Sonoma County, Pebble Beach, and Napa Valley
dazzle visitors with unparalleled views, delicious food
and wine, and a dedication to the environment.
BY KATIE MORELL
BEAUTIES OF THE BAY AREAONE OF THE BEST PERKS OF VISITING THE SAN FRANCISCO BAY AREA
for Super Bowl 50—besides the activities around Super Bowl City and countless
restaurants serving mouthwatering food—is the region’s close proximity to a buffet of
bucket-list vacation destinations.
Sonoma County, Pebble Beach, and Napa Valley are three of the most desirable
getaway spots within a short drive of SF. Sonoma and Napa are located north of the
city; Pebble Beach is just two hours south along the Pacific Coast. Each locale provides
a high-end experience, as well as a deep dedication to environmental sustainability. Here
are our tips for what to do in Sonoma County, Pebble Beach, and Napa Valley, along with
some information on each destination’s earth-friendly efforts.
SONOMA COUNTY

Drive just 30 minutes north of San Francisco and
you’ll find yourself in Sonoma County. Travelers
looking for fabulous food, wine, and luxurious
accommodations can venture to a few of the area’s
400 wineries, which are spread out across 60,000
acres of vineyard.
Sonoma County provides a decidedly laid-
back vibe. “About 86 percent of the vineyards here
are still family owned,” says Sean Carroll, director of
marketing and communications for Sonoma County
Winegrowers. “The timing of the Super Bowl is per-
fect for a visit to the area: Many tasting rooms will
have fireplaces going, and visitors will be able to
meet the winemakers because it is a slow period.”
Tim Zahner, chief marketing officer for
Sonoma County Tourism, notes that wine work-
ers prune the vines in January and February,
which can also be a great time to ask winemak-
ers for a tour of their properties. (The 24th Annual
Winter Wineland, where wineries offer special tours
and sales, is scheduled for Jan. 16-17.) // SONOMAWINE
.COM; SONOMACOUNTY.COM; SONOMAWINEGRAPE.ORG
ENVIRONMENTAL SUSTAINABILITY EFFORTS
Sonoma County is focused on preserving the region
in an environmentally sustainable way. While the
area is comprised of more than 1 million acres, just
6 percent are planted for grapes—the rest are pas-
ture land, coastline, rivers, towns, and open spaces.
Many of Sonoma County’s wineries have long prac-
ticed sustainability, but just recently Sonoma County
Winegrowers made a commitment to be the first 100
percent sustainable winegrowing region, by 2019.
This commitment encompasses a partnership
between 1,800 growers and 650 wineries across the
county. To date, more than 62 percent of vineyard
acres here have completed a sustainability assess-
ment, and more than 33 percent have been certified.
Sonoma County aims to reduce its greenhouse gas
emissions to 25 percent of 1990 levels by 2020.
SONOMA COUNTY: Mingle With Winemakers
Unpack your bags at The Fairmont
Sonoma Mission Inn and Spa, an
opulent resort with a renowned
spa. // fairmont.com/sonoma
“I recommend visiting Gundlach
Bundschu, a family-owned winery
with excellent wines,” says Barbara
Cox, director of marketing and
communications for Sonoma
County Vintners. “Francis Ford
Coppola Winery is also a great
option.” // gunbun.com,
francisfordcoppolawinery.com
Check out the dozens of adorable
boutiques and art galleries at
Sonoma Plaza, as well as places
to grab lunch for a picnic on the
grass. // sonomaplaza.com
Try Dutcher Crossing Winery, a
quiet spot with picnic tables; and
Russian River Vineyards, which
started planting grapes in 1963
when the surrounding farmland
was filled with apples and prunes.
// dutchercrossingwinery.com,
russianrivervineyards.com
THINGS TO DO
SONOMA COUNTY
SONOMA COUNTY

JOANNDOST
JOANNDOST
17-MILE DRIVE,
PEBBLE BEACH
Imagine your family sitting around a stone fire pit at sunset,
looking out at one of the most beautiful golf courses in the
world with the ocean as the backdrop. As you raise your wine
glass to toast your vacation, a man playing bagpipes walks out
onto the green for a serenade.
This is the reality every night at The Inn at Spanish Bay,
a luxury property in Pebble Beach, two hours south of San
Francisco. “People love it; even the locals come out to hear the
bagpipers,” says RJ Harper, executive vice president of golf and
retail at Pebble Beach Company.
Super Bowl 50 fans are smart to head to Pebble Beach
right after the game to catch the AT&T Pebble Beach Pro-Am,
February 8-14. But even if you can’t make the tournament, a
trip to Pebble Beach is always a good idea.
“This is one of the most magical spots on earth, and not
just for the golf,” says Harper. “We have everything—dining,
outdoor activities, spas, you name it. There is something for
everyone.” // PEBBLEBEACH.COM
ENVIRONMENTAL SUSTAINABILITY EFFORTS
Harper says Pebble Beach has long worked to reclaim waste-
water and use it for golf course irrigation. “We now operate on
100 percent reclaimed water and have saved more than four
billion gallons of potable water for our community.”
Since 2008, Pebble Beach has worked to reduce its
energy usage though the replacement of light fixtures, coolers,
and solar motion detector lights. The destination also recycles
vigorously and uses eco-friendly materials. The golf courses
are designated Certified Audubon Cooperative Sanctuaries.
“Sustainability is a way of life here in Northern Cali-
fornia,” Harper says. “Everyone here wants to do right by the
environment.” And what a lovely environment it is here.
Stay at The Lodge at Pebble
Beach, located on the 18th
green of Pebble Beach Golf
Links. // (800) 877-0597
Play one of the many award-
winning golf courses. //
pebblebeach.com/golf
Enjoy 17-Mile Drive, which
will take you through Pebble
Beach, to Cypress Point
Lookout, and along several
stretches of beach. The views
are tremendous.
Explore the Del Monte Forest
on horseback with the Pebble
Beach Equestrian Center.
// (831) 622-5985
THINGS TO DO
PEBBLE BEACH: Golf With a View
PEBBLE BEACH

COURTESYOFNAPAVALLEYVINTNERS
COURTESYOFNAPAVALLEYVINTNERS
Napa Valley’s lush, rolling hills, with their rows of
grapevines, look like something out of a storybook.
Drive through the 478 square miles that make up
the region, and you will undoubtedly see châteaus,
which could have been plucked right out of France,
perched atop hillsides next to tiny farmhouses,
both serving some of the finest wines in the world.
Luckily for Super Bowl 50 visitors, January
and February are some of the best months to visit
Napa Valley. Temperatures average 60 degrees
every day, harvest is long over so winemakers are
more available for tours and barrel tastings, and
restaurants tend to serve heavier meals that pair
nicely with cabernet.
“November through April is our cabernet
season,” says Angela Jackson, spokesperson for
Visit Napa Valley, adding that the Napa Truffle
Festival will take place January 15-18, and Napa
Valley Restaurant Week will occur January 24-31.
“I really encourage people to come up to Napa
Valley on the weekdays for the best hotel rates.”
// VISITNAPAVALLEY.COM; NAPAVINTNERS.COM
ENVIRONMENTAL SUSTAINABILITY
EFFORTS
In addition to wine and food tourism, Napa Valley
makes a passionate effort to protect the environ-
ment. It was 1968 when area locals got together
and created the Napa Valley Agricultural Preserve.
Today, 90 percent of the valley is protected from
some level of development, says Patsy McGaughy,
communications director for Napa Valley Vintners,
the organization that created Napa Green, an envi-
ronmental certification program for vineyards and
wineries in the area.
“Napa Green is about how the land is used.
It focuses on best practices inside of a winery to
reduce waste and recycle water,” says McGaughy,
adding that the program is voluntary and focused
on environmentally friendly farming methods.
“Today more than 37,000 vineyard acres have
been certified, which is about 40 percent of our
total vineyard acreage in Napa Valley. We believe
strongly in the program and aim to have 100 per-
cent winery participation by 2020.”
Opt for a room at The Carneros Inn,
an approachably luxurious resort with
rooms decorated in warm tones.
// thecarnerosinn.com
Have lunch at Oxbow Public Market.
“You can find a lot of local Napa
items there—artisanal cheese, home
goods—and sit outside,” says Jackson.
// oxbowpublicmarket.com
Visit V. Sattui Winery. Go to the
counter for a tasting, buy a bottle, and
get a hunk of cheese and a baguette at
the on-site market. Then, walk outside
and spread your picnic blanket under
the shade of a tree. // vsattui.com
Spend time in Yountville, also known
as Chef Thomas Keller’s domain
(Keller is an active member of the
Super Bowl 50 Host Committee
Advisory Group). Have breakfast
at Bouchon Bakery and make a
dinner reservation at The French
Laundry, one of the highest rated
restaurants on the planet. Call months
in advance and keep calling until you
get through—it will be worth it. //
yountville.com, thomaskeller.com
THINGS TO DO
NAPA VALLEY: Enjoy Cabernet Season
NAPA VALLEY
NAPA VALLEY

COURTESYOFTASTECATERING
SHOPPING
Our Business Connect program highlights
diverse Bay Area businesses.
BY KATIE MORELL
LOCAL
SUPER BOWL VIEWERS
are known to hold fun parties around their TV screens,
invite friends over to cheer during the football game,
watch highly anticipated commercials, and chat over
bowls of chips and dip. It is an American tradition that
has caught on worldwide—in 2015, a reported 114.4
million people around the world watched the Super
Bowl, and this year those numbers are expected to
rise even higher.
Super Bowl–related festivities aren’t limited to
backyards and living rooms. Parties, charity events, and
festivals abound around the game’s host city during
the weeks leading up to the game. These surround-
ing events require the participation of hundreds of
TASTE CATERING
“We are totally booked up,” says
Hayley Seed, marketing director of
Taste Catering. “We can attribute
much of our Super Bowl–related work
to the Business Connect program.”

COURTESYOFBLUEPRINTSTUDIOS
COURTESYOFWAYTOBE
businesses, thousands of support staff, and vendors of all types—from
production companies and décor experts to printing agencies, uniform
manufacturers, and graphics shops.
SUPPORTING LOCAL BUSINESSES
On May 21, 2013, NFL owners awarded Super Bowl 50 to Levi’s® Stadium
and the San Francisco Bay Area. Among the first orders of business: to
help local companies, specifically diverse businesses, win vendor con-
tracts for the events surrounding the game.
In late 2014, the Super Bowl 50 Host Committee partnered with
the NFL to launch Business Connect, a program designed to link these
businesses with contracting opportunities related to the Super Bowl. To
qualify, each business was required to be 51-percent-owned by a minor-
ity, woman, disabled veteran, or LGBT individual. The Host Committee
held workshops for interested vendors and started an in-depth vetting
and third-party certification process for each company looking to gain
entry into the program.
More than 400 diverse businesses were accepted into the Busi-
ness Connect Resource Guide, a public online directory (superbowl
50businessconnect.com), and many won contracts they wouldn’t have
known about otherwise. Here, we highlight three of those companies.
WAY TO BE
Alan McIntosh cofounded his promotional products company Way to
Be in 1991 and has grown it into a highly successful business. Based in
Hayward, 25 miles east of San Francisco, Way to Be creates uniforms
for about 2,000 McDonald’s restaurants, as well as promotional prod-
ucts, such as shirts and catalogues, for clients including Autodesk. Upon
hearing of Way to Be’s stellar reputation as a diverse business, the Super
Bowl 50 Host Committee reached out in early 2015 to inquire about the
creation of uniforms for thousands of volunteers.
“We joined the Business Connect program, filled out an RFP, and
told [the Super Bowl 50 Host Committee] that we could literally make
exactly what they wanted—color, price, fabric—better than any com-
petitor,” says McIntosh. “When they heard that, the Host Committee
hired us, which was really exciting.”
Thanks to its participation in Business Connect, Way to Be is
providing volunteer uniforms for the events leading up to the Super
Bowl, including customized jackets, polo shirts, backpacks, lanyards,
and baseball caps; and staff uniforms for Host Committee employees.
// WAYTOBE.COM
BLUEPRINT STUDIOS
Blueprint Studios is an LGBT-owned event design firm that specializes in
the creation of custom events. The company is based in South San Fran-
cisco and has a satellite office in Los Angeles.
Blueprint Studios was contacted by the Host Committee early on to
help create Business Connect meet-and-greet events, and then got more
involved with additional opportunities. “We’ve been working with the
Super Bowl 50 Host Committee on committee-specific events throughout
game week,” says Shannon Gurley, creative director for Blueprint Studios.
Since signing up for Business Connect themselves, Blueprint
Studios has received a huge influx of referrals directly from the pro-
gram and plans to design a number of events around Super Bowl.
// BLUEPRINTSTUDIOCOLLECTION.COM
TASTE CATERING
Woman-owned Taste Catering is a SF-based, high-end catering business
that puts on more than 800 events per year. “About 80 percent of our
events are corporate and private social events, and 20 percent are wed-
dings,” says Hayley Seed, director of sales and marketing, adding that
the company employs about 700 people, including 50 full-timers; the
rest are on-site contracted staffers.
Taste Catering was contacted to be part of the Business Connect
program in late 2014 and immediately jumped at the idea. Once certified
a woman-owned business, the company was included on the vendor
directory and has since received a flood of requests.
“We are at capacity, totally booked up,” says Seed, adding, “we
will be catering 10 days of events for the credit card company Visa to
the tune of nearly $1 million. We can attribute much of our Super Bowl–
related business to the Business Connect program.”
High demand for Taste Catering means high demand for on-site
staff. To meet this, the company offered incentive pay increases for staff-
ers who promised to work the week of Super Bowl. The plan worked,
and Seed says she is excited for the festive time. // TASTECATERING.COM
THE BUSINESS CONNECT EFFECT
While the Super Bowl may be a huge event, it wasn’t on the minds of many
business owners before the launch of the Business Connect program.
“It was off our radar,” says Seed. “The only events we plan a year
out are weddings. Every corporate event comes in around 30 days in
advance. And although the Super Bowl isn’t a wedding, we thought it
would just trickle in about three months out.”
But by fall 2015, Taste Catering was completely booked, thanks to
the visibility of Business Connect. “The Host Committee has been so trans-
parent and helpful through this. I do think that with all the need for cater-
ers in the city during the Super Bowl, we would have gotten business, but
without Business Connect we wouldn’t have been ahead of it and able to
execute on staffing levels. It has been a huge help.”
Blueprint Studios’ Gurley also appreciates how Business Connect
has helped the company, especially by way of building community. “The
Host Committee has done a great job wrangling the business coming into
the Bay Area to make sure it is going to local companies. The fact that
companies in this program are required to have diverse ownership sends
a great message, too.”
Over in Hayward at Way to Be, McIntosh is thrilled with the success
of the Business Connect Program. “I’ve dealt with a lot of diverse business
programs and I would say this is the best I’ve seen,” he says. “The Host
Committee worked really hard to get local businesses on that list. It is
exciting to see that they didn’t just talk about it; they actually did it. It
is fun to see how positively it has impacted businesses in the area.” //
SFBAYSUPERBOWL.COM/BUSINESS-CONNECT, SUPERBOWL50BUSINESSCONNECT.COM
WAY TO BE
The Hayward company, which creates
uniforms for 2,000 McDonald’s locations,
is providing volunteer uniforms for
events leading up to the Super Bowl.
BLUEPRINT STUDIOS
The LGBT-owned event design firm,
based in South San Francisco, will
provide the flair for various events
throughout Super Bowl week.

65SUPER BOWL 50 HOST COMMIT TEE
BENSONKUA
discover
SHOP
From the Castro to
Campbell, the Bay Area
is full of well-stocked
shops, vintage finds, and
the coolest locally made
products around.
DINE
Whether you are a full-on
foodie, a connoisseur of
cocktails, or craving
the ultimate Sunday
brunch, delicious things
await you here.
PLAY
Hikes through the red-
woods? World-class golf?
Miles of open space?
Nightlife that hits every
interest? Yep, we have
you covered.
EXPLORE
Thought-provoking art
galleries and museums,
Art Deco buildings, and
gorgeous landmarks—
playing tourist has never
been so fun.
RELAX
Wine country escapes,
sun-drenched beaches,
and vistas for miles.
There is no place better
to recharge than the
Bay Area.
The San Francisco Bay Area truly has something
for everyone. Whether it’s your first visit or 50th,
there is always something new to discover.
Need suggestions? Check out superbowl50.ba/planyourvisit

Host Committee
volunteers with
the 50 Tour in the
City of Campbell.
POWEREDBYTHEPEOPLEFive thousand
volunteers came
together to make this
Super Bowl a success.
Here, meet a handful
of amazing people
who helped the Host
Committee get it done.
by SPENCER SPELLMAN
O
ne million visitors to the host city, 70,000-plus fans at the
game, two teams who are competing for the Vince Lombardi
Trophy, and one champion. Those are the numbers you often hear
when people talk about the Super Bowl. But for Super Bowl 50, there is
one number that is just as important as the celebration of 50 years of Super Bowl;
it’s the 5,000 Host Committee volunteers who have come together to welcome the
world to the Bay Area.
“We look at the volunteer program as one of the most important parts of the
Host Committee—a strong volunteer crew really shapes the personality of an
event and can make it more successful in the eyes of the fans, the visitors, and the
media,” says Keith Bruce, Host Committee CEO. “We’ve assembled a tremendous
volunteer team who are true ambassadors for both Super Bowl 50 and the region,
and really showcase the tremendous diversity, spirit, and character of the San
Francisco Bay Area.”
Get to know the Super Bowl 50 Host Committee volunteer team and some of
the amazing people who make this program so great.
VOLUNTEERS
ALLPHOTOSCOURTESYOFTHEHOSTCOMMITTEE

“It’s a once-in-a-lifetime
experience, and an
opportunity to get to
know people from
all walks of life.”
—David Torres (Hayward)
“Once the opportunity
opened up to volunteer
for the Host Committee,
I signed up right
away, knowing I’d be
surrounded by a great
group of engaged and
friendly folks. It’s so
much fun to see the Bay
Area come together to
celebrate sports.”
—Natosha Safo (Oakland)
VOLUNTEERS
Host Committee volunteers
celebrated Halloween at the City
of Vallejo’s 50 Tour stop.

70
“I’m a lifelong San Franciscan, so I am
eager to show off this part of the world
to the people who will visit SF because
of the Super Bowl. And, I’m a huge
sports fan, so the minute I saw this
opportunity, I had to jump on it.”
— Adina Carter (SF)
“I want to show people
around the world what
is going on in the city—
the magic, positive
energy, and people.”
—Rufus Watkins (SF)
VOLUNTEERS
Host Committee volunteers
get in the football spirit with
their #SB50 eye black.

P
rofessional football teams are allowed 53
players on their active rosters. When it
comes to the Super Bowl, however, the
Bay Area as a whole has more than 65 key
players spread across the region. These play-
ers are cities and towns in the nine counties
that comprise the San Francisco market, or as
we’ve come to call them, Super Communities.
They represent those municipalities that have
come together to celebrate Northern Califor-
nia’s turn in the international spotlight.
PARTY
LIKEITS
SUPERBOWL
SUNDAY
SANTANA ROW, SAN JOSE
Learn how nine Bay Area
counties and 66 local
communities are celebrating
the big game.
by MATT VILLANO
SUPER COMMUNITIES
JAYGRAHAM

EDCALDWELL;(OPPOSITE,FROMTOP)COURTESYOFCITYOF
CAMPBELL;MIKESHAW;COURTESYOFSB50HOSTCOMMITTEE
Each community is celebrating in differ-
ent ways. The common thread: All celebrations
consist of free and public events designed to
honor local culture in conjunction with the
Super Bowl. Three communities in particular
have epic celebrations planned. Here’s a closer
look at each.
SANTA CLARA
It is fitting that some of the largest Super Bowl
events will take place in Santa Clara, home
to the big game itself. According to Jennifer
Yamaguma, public communications manager,
the Santa Clara events revolve around two
marquis happenings.
On January 31, the Super Community
Concert at Mission College will feature a food
alley with bites from local restaurants as well
as a fireworks display. (Headliners were still
being finalized at press time.)
On February 6, the day before the game,
Santa Clara’s Super Celebration, at Santa Clara
University, is a day-long festival including a
celebrity football game, an official NFL PLAY
60 playground for little ones, a pep rally with
local marching bands, a beer garden, and more.
“We wanted to offer something for the
entire community,” Yamaguma says. “Some-
thing that could bring everyone together in the
name of celebrating the Super Bowl.”
From January 18 through the end of
March, the NFL Pro Football Hall of Fame’s
“GridironGlory”exhibitisshowingattheTriton
Museum of Art. This is the largest-ever travel-
ing exhibit from the Hall of Fame, and includes
the Vince Lombardi Trophy, memorabilia, rare
photographs, and interactive components such
as the opportunity to put on headphones and
listen to actual in-game transmissions between
coaches and quarterbacks.
Yamaguma notes that Santa Clara is also
offering its first-ever outdoor ice skating rink
in the city’s Central Park, giving locals in the
usually warm Bay Area a chance to experience
the classic winter tradition of colder climes
right here at home.
On the following day, Campbell will offer
a Super Fun Run with 5-kilometer and 10-kilo-
meter courses that fan out from Campbell Park.
Parts of the courses will follow Campbell’s Los
Gatos Creek Trail, a popular destination for out-
door enthusiasts. Typically held later in Febru-
ary, the city’s annual fun run has been moved
up this year to coincide with Super Bowl week.
Campbell’s weekly farmers’ market will be
held as usual on Super Bowl Sunday morning.
SAN JOSE
Most people are surprised to learn that San
Jose is the 10th largest city in the country. Not
surprisingly, its official Super Communities
Super Bowl events are plentiful—a veritable
smorgasbord of options and opportunities.
The events kick off Friday, February 5
with a blowout Winter Market in the South-of-
First (also known as SoFa) neighborhood. Ben
Roschke, development director for Team San
Jose, says this market normally comprises art
and produce, but for Super Bowl weekend, will
also incorporate technology, food, and other
aspects of San Jose culture. The next day, the
city will turn San Pedro Square downtown into
a pedestrian mall, complete with turf fields and
footballs for pick-up pigskin games.
Other Super Bowl weekend activities in
San Jose will revolve around fitness. The city
will keep open its downtown ice skating rink
through the end of the Super Bowl festivities,
giving visitors and locals a chance to engage in
the quintessential California winter pastime of
ice skating in the shadow of giant palm trees.
On the morning of the Super Bowl, before we
all break out the snacks, the city will sponsor
the 5-kilometer Guadalupe River Trail Run.
As Roschke explains it, most of these
Super Community events are slated to take
place “right on top of each other” in the heart
of the city, a testament to the walkability and
accessibility of San Jose’s downtown.
“One of the greatest things about San Jose
is that you can walk everywhere once you’re
here,” he says. “Not only do we want people to
see and do everything we’ve got, but we want
them to be able to come down, park their cars,
and get to everything on foot. That’s a huge
part of the experience in downtown San Jose.
And it’s something we take very seriously.”
CAMPBELL
This bustling community is in the heart of Sili-
con Valley, between Santa Clara and San Jose.
Because it’s so centrally located, Campbell
has planned ahead and scheduled a variety of
Super Bowl–related events that will appeal to
locals and visitors alike.
On February 5, Super Friday will be a
glorified block party downtown. Shops will
have sidewalk sales. Live entertainment will
be everywhere. Deputy City Manager Al Bito
says area hotels will give out coupons for big
discounts at Campbell bars and restaurants to
entice visitors to come down.
“We’re hoping to get people downtown
so they can experience what Campbell is all
about,” Bito says.
SANTA CLARA UNIVERSITY
CAMPBELL
SAN JOSE
SANTA CLARA CAL TRAIN
SUPER COMMUNITIES

COURTESYOFTHEHOSTCOMMITTEE
Joelle Gallagher
Cope Family Center
copefamilycenter.org
Dr. Tomas Magaña
Saint Rose Hospital
Foundation-Faces for
the Future
facesforthefuture.org
MEETTHEPLAYMAKERS50 Weeks, 50 Grants, 50 opportunities to recognize Bay Area residents who
are making a difference through their service to our community in celebration
of Super Bowl 50. The 50 Fund’s Playmaker program showcases the real
difference that Bay Area nonprofits are making in the lives of our children—
and the people behind the scenes who make that impact possible.
Lakisha Hill
Child Abuse Prevention
Council (CAPC) of
Contra Costa County
capc-coco.org
Julio Serrano
Boys and Girls Club
of the Coastside
bgccoastside.org
Andrew Wilson
East Bay College Fund
eastbaycollegefund.org
Zoe Willmott
Community Works West
communityworkswest.org
Jacob Moody
Bayview Hunters Point
Foundation
bayviewci.org/
Carlos Garcia
Catholic Charities-Canal
Family Support
catholiccharitiessf.org
Susan Angell
Sonoma Ecology Center
sonomaecologycenter.org
John Hogan
Teen Force
teenforce.org
Gloria Whitaker-Daniels
California Alliance of
African-American
Educators (CAAAE)
caaae.org
Amie Williams
GlobalGirl Media
globalgirlmedia.org
Brian Stanley
Oakland Public
Education Fund
oaklandedfund.org
Jesper Nordqvist
Greenacre Homes
& School
greenacrehomes.org
Beth Schmidt
Wishbone
wishbone.com
Kelly Carlisle
Acta Non Verba
anvfarm.org
Gino Pastori-NG
United Roots/ Youth Seed
unitedrootsoakland.org
Javier Ochoa Reyes
Groundwork Richmond
groundworkrichmond.org
Julie Cates
ALearn
alearn.org
Eddy Zheng
Community Youth Center
of San Francisco
cycsf.org
PLAYMAKERS
Laura Delehunt
Junior Achievement
of Northern California
juniorachievement.org/
web/ja-norcal
Adam Karr
SEO Scholars San
Francisco
seoscholars.org
Jazmen Chavez
Third Street
Community Center
www.3street.org
Sabrina Yerena
Loco Bloco
locobloco.org
Rosalyn Thomas
Job Train
jobtrainworks.org
Natali Mendoza
San Jose Conservation
Corps
sjcccs.org
Gloria Romero
Mission Neighborhood
Centers
mncsf.org/home
Lisa Manthe
California Parenting
Institute
calparents.org
Veronica Goei
San Jose Grail
Family Services
gfsfamilyservices.org
Anne-Marie Knapen
JW House
jwhouse.org/
James T. Gardner, Ph.D
Good Karma Bikes
goodkarmabikes.org/
Bita Nazarian
826 Valencia
826valencia.org/
Dante Kaleo Alnas-Benson
Ecology Center
eco-sf.org/
Ricardo Ramirez
California Youth
Connection
calyouthconn.org
Patricia Manubay
Jefferson Awards
Eric Luckoff
San Francisco Court
Appointed Special
Advocate Program
sfcasa.org/
Liz Butler Steyer
Athletic Scholars
Advancement Program
missionasap.org/asap/
Sean Sullivan
Covenant House California
covenanthousecalifornia.
org
Dr. Washington Burns, MD
Prescott-Joseph Center
for Community
Enhancement, Inc
Angel Vanstark
San Francisco Lesbian
Gay Bisexual Transgender
Community Center
sfcenter.org/
Joi Jackson-Morgan
3rd Street Youth Center
and Clinic
3rdstyouth.org/
Eugene Rodriguez
Los Cenzontles Cultural
Arts Academy
loscenzontles.com
Ron Zeno
Oakland Children’s
Fairyland, Inc
fairyland.org
Jessica Rojas
CoachArt
coachart.org
Larry Hendricks
Chabot Space &
Science Center
chabotspace.org
Orlando Pineda Garcia
One Degree
www.1deg.org/
Dmitri Seals
Silicon Valley Urban
Debate League
svudl.org/
The final three 50 Fund
Playmakers were selected
after this magazine went
to print.
As part of the Playmaker
program, each organization
is recognized through a
video story—produced by
Bay Area social enterprise
BAYCAT—that showcases
the important resource
that both the organization
and the individual are in the
community, and how each
is making a difference.
// To learn more and watch
the videos, visit super-
bowl50.ba/playmakers

COURTESYOFJUMAVENTURES
TRANSFORMINGYOUNGLIVESGame Changer
grants allow
local nonprofits
to scale for
maximum
impact.
by KATIE MORELL
A
nyone within earshot of Marc Spencer’s office on a sunny day in mid-February 2015 likely heard
his explosion of excitement. As CEO of Juma Ventures, a San Francisco-based nonprofit that helps
low-income Bay Area youth gain access to jobs and educational opportunities, he’d just received
news that his organization had received a $500,000 Game Changer grant from the 50 Fund.
“I remember screaming with joy the minute I found out, yelling, ‘We got it, yeah!’” he says.
Juma Ventures is one of many Bay Area organizations on the receiving end of the Super Bowl 50 Host
Committee’s dedication to making its 2016 event the most philanthropic Super Bowl ever. Baked into Bay
Area’s bid for Super Bowl 50 was a commitment to invest 25 percent of every corporate sponsorship dollar
raised back into the community. The Host Committee’s 50 Fund was born, with a focus on supporting
on-the-ground nonprofits with direct links to improving the lives of Bay Area youth.
Kicking off the official countdown at 50 weeks to Super Bowl 50 with five grants totaling $2.5 million,
the Game Changer grants were the first signal to the public that the Bay Area’s Host Committee wanted
this Super Bowl to be about more than the game.
“We wanted to kick off our countdown to Super Bowl 50 with a focus on how we would give back to
our communities,” says Host Committee chairman Daniel Lurie. “We committed ourselves to creating a
lasting legacy of community impact by hosting this milestone event.”
GRANTS IN ACTION
From a pool of nearly 150 nonprofits that serve every corner of the Bay Area, the 50 Fund selected five
organizations to receive the first round of Game Changer grants. The impact is already being felt.
Juma Ventures (juma.org) helps youth by providing employment opportunities in 17 collegiate and
professional sports stadiums across seven U.S. cities. More than 200 youth work the concession stands at
Levi’s® Stadium alone. The organization opens savings and checking accounts for each youth, matches
GAME CHANGERS
Game Changer grant recipient
Juma Ventures helps low-income
youth find jobs at collegiate and pro
stadiums across the U.S., including
Levi’s Stadium in Santa Clara.

COURTESYOFTHENONPROFITS
donations for higher education purposes, and provides mentors
throughout high school and college.
For Spencer, the Game Changer grant has allowed his
organization to invest in infrastructure, marketing, technology,
and equipment—capital improvements that don’t often invite
investment, but are still essential to operations.
“It has taken a lot of stress off of our development team and
has allowed us to meet our revenue goals,” he says.
About 40 miles south of San Francisco in Milpitas, Fresh
Lifelines for Youth (FLY) is another recipient of a $500,000 Game
Changer grant. CEO Christa Gannon couldn’t be more excited.
She launched the nonprofit (flyprogram.org) more than 15 years
ago to help youth, ages 15 to 18, either inside or at risk for
entering the criminal justice system. Her program provides legal
education around rights, responsibilities, and consequences
youth need to know when it comes to the law (for example,
many are not aware of the felony “three strikes” law and the
severity of some crimes).
FLY’s 50 staffers and 200 volunteers go into schools across
Santa Clara County and San Mateo County to teach law educa-
tion as part of a 12-week course. The organization also offers
a comprehensive leadership training program for at-risk youth.
For this nonprofit, the Game Changer grant has provided a
tremendous opportunity for growth.
“We’ve been in San Mateo County and Santa Clara County
for a long time, but now that we have that money, we are
expanding to Alameda County,” says Gannon. “It helps us put
staff on the ground.”
La Clinica de La Raza (laclinica.org), headquartered in
Oakland’s Fruitvale District, is another grantee of the Game
Changer program. A nonprofit family health clinic with 33
locations throughout the Bay Area and a robust school clinic
program, the organization is using the $500,000 grant from the
Super Bowl 50 Host Committee to expand its behavioral health
services to students.
“We have some pretty tough streets, and a lot of youth
are experiencing trauma on a regular basis and bringing it to
school,” says Jane Garcia, CEO of La Clinica de La Raza.
The Game Changer grant has enabled the nonprofit to add
five new full-time behavioral health clinicians (for eight total).
These clinicians go into schools and give trauma screenings in
the classroom; students who exhibit trauma are then offered
therapy to help them through a variety of issues.
Since the institution of the grant, La Clinica clinicians have
seen 658 individual students for behavioral health services, and
the group expects to see twice as many in the coming year.
Garcia is thrilled that the Super Bowl 50 Host Committee
is exhibiting such dedication to the community and hopes it
inspires other major sporting events to follow suit.
“Sports organizations have the opportunity to be models,”
she says. “For a big sporting event like the Super Bowl to say that
giving back matters sets the tone and pace for others to follow.”
ITHASTAKEN
A LOTOF
STRESS OFF
OURTEAMAND
HAS ALLOWED
USTOMEET
OUR REVENUE
GOALS.
—Marc Spencer
(From top) Game Changer grant
awardees Jane Garcia, La Clinica
de La Raza; Marc Spencer, Juma
Ventures; and Christa Gannon,
Fresh Lifelines for Youth.

DAVIDPHAN
BUCKET LIST
BIG50
THE
01 | Walk across the Golden Gate Bridge
02 | Visit Alcatraz (the audio tour is
well worth it)
03 | Taste wine in Napa and Sonoma
04 | Ride a roller coaster at Six Flags
Discovery Kingdom in Vallejo
05 | Explore San Jose’s Winchester
Mystery House
06 | Wander through San Francisco’s
colorful and historic Chinatown
07 | Learn something new at Oakland’s
Chabot Space and Science Center
08 | Pay homage to our greatest
athletes at the Bay Area Sports
Hall of Fame at SFO
09 | Spot a shark at the California
Academy of Sciences
10 | Hike Mt. Tamalpais in Marin County
11 | Warm up with a hot beverage
at the Buena Vista Cafe
12 | Eat an It’s-It ice cream sandwich
13 | Hit some balls at historic Pebble
Beach Golf Links
14 | Take a whale watching tour
around the Farallon Islands
15 | Brave a SkyRide at the
Oakland Zoo
16 | Take in a game at San Francisco’s
first gay sports bar, Hi Tops, in
the Castro
17 | Ride a bike on Angel Island
18 | Dip your toes in the Pacific Ocean
at Half Moon Bay
19 | Listen to the changing sounds at
the majestic Wave Organ in SF
20 | Rent a kayak in Sausalito
21 | Shop the Ferry Building Farmer’s
Market on a Saturday
22 | Say hello to Yoda at his fountain at
Lucasfilm’s Presidio headquarters
23 | Eat an amazing breakfast at
Archetype in St. Helena
24 | Spot a masterpiece at the
de Young Museum
25 | Hop a ferry to sunny Sausalito
26 | Wait in line for a pastry at
Tartine Bakery
27 | See the city from the top of
Coit Tower
28 | Stroll the Boardwalk in Santa Cruz
29 | Catch a performance of San
Francisco’s legendary Beach
Blanket Babylon
30 | Indulge in a world-class dinner
at Michael Mina in SF
31 | Explore every inch of Super
Bowl City, presented by Verizon
in San Francisco
32 | Day-trip to Monterey and enjoy
the famous 17-mile drive in
Pebble Beach
33 | Hike Angel Island, the Ellis Island
of the West Coast
34 | Visit the Tech Museum of
Innovation in San Jose
35 | Visit Kezar Stadium, the original
home of the San Francisco 49ers
and the Oakland Raiders
36 | Try a Drake’s Bay oyster in
West Marin
37 | Shop historic Carmel (and see if
you can spot Clint Eastwood)
38 | Check out Chef Guy Fieri’s Tex
Wasabi in Santa Rosa
39 | Take a golf cart tour of Stanford
University
40 | Eat the real deal at Oakland’s
Home of Chicken and Waffles
41 | Milk your connections for a tour of
Google, Facebook, Pixar, or Apple
42 | Grab some Gorilla BBQ in Pacifica
43 | Take in some beauty at the
San Jose Museum of Art
44 | Celebrate Silicon Valley at the
Tech Museum of Innovation
in San Jose
45 | Go windsurfing in Foster City
46 | Toss a pigskin at Crissy Field
47 | Take a tour of the (haunted?) USS
Hornet aircraft carrier in Alameda
48 | Eat Spanish tapas at Mountain
View’s Cascal
49 | Enjoy a picnic and wine tasting at
Sonoma’s Scribe Winery
50 | Hop on a cable car for a romantic
evening ride
The big game may be the main
attraction during Super Bowl
week, but our neck of the woods
is jam-packed with extraordinary
experiences. Make the most of your
SB50 adventure with our ultimate
San Francisco Bay Area bucket list.
by BETH SPOTSWOOD
For more on what to see and do in the SF Bay Area, go to superbowl50.ba/bucketlist.

Super Bowl 50 Host Committee Magazine

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (19)

Ähnlich wie Super Bowl 50 Host Committee Magazine

Ähnlich wie Super Bowl 50 Host Committee Magazine (20)

Super Bowl 50 Host Committee Magazine