The Super Bowl is visiting the New York region for the first time and luxury hotels are not idly waiting for the traffic to come to them.
The St. Regis New York promises a civilized celebration, Langham Place Fifth Avenue has enlisted National Football League players to host an event and Trump SoHo will have Denver Bronco or Seattle Seahawk festooned penthouse rooms. Other hotels are simply looking to provide reliable sleeping accommodations, understanding that guests may want to be out and about during the big day.
"I think that for the luxury hotels associated with the Super Bowl, they will be busy with guests who will stay with their favorite hotel regardless, as well as the many corporate and advertising guests in town for the game and coordinating events," said Damon M. Banks, director of DMB Public Relations, New York.
Penthouse views
Although the Super Bowl is a fundamentally mainstream event, it draws the attention of consumers from every tier of society. Also, the sheer volume of football fans that will descend upon the city compels hospitality companies to fish for consumers.
For that matter, New York-based luxury hotels are devising offers that give travelers a reason to choose their property over the hundreds of other available destinations.
The St. Regis New York is transforming the atmosphere of its King Cole Bar & Salon by bringing in televisions to a traditionally TV-free zone. Normally, the venue's vibe is far more peaceful than a sports bar, with a massive Medieval-inspired mural overlooking the bar.
St. Regis New York's King Cole Bar & Salon
Langham Place Fifth Avenue's Super Bowl Celebration package includes a "Party with the Pros" event in Measure Lounge that features NFL players Nick Mangold, Andre Reed and David Nelson. Various other elements of the package include tickets to an exclusive viewing of the game with tailgating-themed treats from Chef David Vandenabeele, a Super Bowl-themed VIP gift upon arrival and a personal assistant.
Langham Place Fifth Avenue's Maserati Quattroporte
Trump Hotel SoHo is decking out a penthouse room in the colors of the competing team chosen by the host. Catering will be provided by the hotel's Executive Chef Desmond Lim and guests will receive an autographed piece of memorabilia from one of the team’s players.
Trump Hotel SoHo Penthouse
Four Seasons New York encourages travelers to book one of the most expensive suites in the United States, with a price tag of $45,000 per night.
Four Seasons New York's Ty Warner penthouse
Dancing to the music
The Super Bowl's imminent arrival in New York has spurred many luxury brands to act out of character.
For instance, New York-based luxury retailers are celebrating having the Super Bowl in their hometown for the first time with football-inspired events of their own.
Bergdorf Goodman, Bloomingdale’s and Saks Fifth Avenue have all created events and online content that cater to the out-of-town traveler.
Bloomingdale’s partnered with the Council of Fashion Designers of America and the National Football League to have fashion designers including Donna Karan, John Varvatos and Diane von Furstenberg decorate 48 football helmets with their aesthetic.
Saks will host a luxury tailgate at its Manhattan flagship during Super Bowl weekend from Jan. 30 to Feb. 2. The retailer’s restaurants will serve a fine cuisine take on tailgate food, and the store will carry a selection of cold weather and sport attire (see story).
Although rare events such as the Super Bowl are a boon to local companies, luxury hotels would be crafting special offers regardless.
"While they really don't have a need to vie for traffic, most luxury hotels will be very busy without needing to adjust their approach," Mr. Banks said.
Final Take
Joe McCarthy, editorial assistant on Luxury Daily, New York