On Location is Putting the Super in Super Bowl—For A Price

Move over, cornhole, grilled hot dogs and beer. Tailgating has gone glam

With thousands of visitors heading to Los Angeles for the big game on Feb. 13, one company is helping them get a taste of the city — and its red carpets — for a hefty price.

“It’s about time,” Brian Wilder, executive Vice President of Experiences at On Location, told Los Angeles magazine, “We’ve been working on this one for a while, and we’re excited.” 

While Angelenos were shocked to see costs around $6,000 a ticket just to get in SoFi Stadium and watch the Rams and Bengals play from the not-so-cheap seats, On Location is offering experiences in a whole different stratosphere. The company’s “On the Fifty” package starts at $35,000, and their “On the Fifty Elite” package starts at $75,000. The good news is they won’t fluctuate like the costs do on the secondary market when ticket prices keep climbing as the big event approaches.  

Wilder said the cost is “worth every penny.”

In addition to great seats at the game and a nice hotel stay, as the official hospitality partner to the NFL, the On Location experience also includes an On Location house with local DJs performing where guests can start or end their night and maybe meet former NFL great Marcus Allen. 

There are music festivals on the Friday and Saturday before the game. They’ll meet former Dallas Cowboys quarterback Troy Aikman before the game while Wyclef Jean and the Black Crowes perform. When the actual game kicks off,  they’ll be able to eat catering by Wolfgang Puck. And after the game ends, instead of fighting traffic in Inglewood, they’ll head to the YouTube Theater for an after-party.

On the Fifty

And that’s just the tip of the very expensive iceberg as the company looks to give the luxury experience some L.A. flavor.  

Some guests will get a private tour of Dodger Stadium from former Dodgers reporter and current MLB personality Alanna Rizzo before maybe taking in a little batting practice. Some guests will spend part of their Saturday before the game at Tiffany and Co. on Rodeo Drive, checking out the AFC and NFC championship trophies as well as the famous Vince Lombardi Trophy the winners of the Super Bowl will lift up. 

Tiffany curators will tell guests about the history of the trophy, and then Super Bowl champions Joe Montana and Jerry Rice, formerly of the San Francisco 49ers, will talk about what the trophy meant to them. 

Some guests will spend the Saturday hiking Runyon Canyon with former Cleveland Brown Joe Thomas. Others will take a mixology class at the Blue Room in the L.A. Athletic Club  

And On Location is already looking ahead and incorporating some of the city’s Olympics future into this year’s events as some guests will receive surfing lessons in Santa Monica, where the Olympic surfing events will be held in 2028, followed by a meal on the beach and time with pro-surfer Kade Matson. 

“A little foreshadowing of what’s to come,” Wilder said. 

On Location was acquired by L.A.-based Endeavor in 2020, and the company is eager to demonstrate that it can provide the highest of high class experiences as the city enjoys another moment in the global spotlight.

“It was always going to be an exciting place to have a Super Bowl with a brand new [stadium], but coming out of the pandemic and not being able to to have live events for 2020 and a cut back Super Bowl [in Tampa], there was a lot of attention placed on this one,” Wilder said. 

Wilder said the company starts planning for big events three or four years in advance, and their website has links for events ranging from college sports to the Olympics to UFC to New York’s Fashion Week. 

“Anyone can get you a ticket,” Wilder said. “But what we can do is pull you inside the ropes of the event.” 

Super Bowl LV; On The Fifty Hospitality

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