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The Houston LIVE experience at Super Bowl LI

Capturing the essence of Houston told through a story encompassing performance art, local cuisine, science and industry, and cultural diversity. Driven by the theme “Celebration, Inspiration and Energy,” GES partnered with Orlando-based IDEAS to create a street festival atmosphere that included a 35,000-square-foot tented pavilion housing sponsor exhibits and performance areas. 

Houston Live

GES teamed up with several talented partners to bring the Houston Live experience to life at Super Bowl LI. More than 20 interactive exhibits and attractions, multimedia presentations, live entertainment, local cuisine and social media connectivity - all presented in a uniquely-designed environment showcasing the host city as a dynamic center of culture and innovation.

Super Bowl LIVE fan experience

Houston LIVE

Discovery Green (Houston)

Houston residents, Super Bowl LI visitors

Future Flight

The centerpiece of the experience was Future Flight, a virtual-reality ride created in tandem with NASA that simulated a trip to Mars while thrilling visitors with a 65-foot drop tower plunge that landed them on the 50-yard line of NRG Stadium.


Creative strategy

Experience design

Project management

Pavilion/exhibit design, fabrication and installation

Graphics theming, design and production

Technical direction and support

Audio-visual equipment rental and installation

Staging and lighting

Video production

Logistics management


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