Hasta La Creative!

Players and fans are not the only ones who will experience something new in the Meadowlands when the Super Bowl is held for the first time in an open stadium in a cold-weather region. Party planners will also be performing feats of endurance as they attempt to work their magic amid the traffic and crowds of New York.

Organizers of perennials like DirecTV’s Celebrity Beach Bowl and the Maxim Super Bowl Party say they started their preparations at least six months earlier than usual, partly to deal with logistical challenges unique to the city. But placing the biggest marketing event of the year in the media and advertising capital has also raised the bar for performance — while offering the chance of a windfall in publicity and sponsorship dollars.

“Nothing is bigger than New York,” said Ben Madden, president of Maxim, the once-mighty young men’s magazine that garners significant ad revenue from its signature annual event. “We’ll have to take it up to another level in terms of the kind of party we throw.”

Continue reading at AdAge.com