CBS Whisks 1,000 Executives Away to the Super Bowl
Last January, CBS packed up three private 737 jets and took 1,000 executives and advertisers on the ultimate dream trip—a weekend of sun, fun and football in Miami’s South Beach that went totally over the top in terms of luxury, service and amenities. With gourmet dining, top-notch entertainment, not to mention Super Bowl XLI, the experience may go down as the single largest event ever in the annals of hospitality programs.
“One of the main objectives was to showcase their broadcast. It was their city and their Super Bowl,” says John Koch, senior director-creative services at SportsMark, which developed, produced and managed the event. “Right from the start, we wanted to take advantage of the location. From there we created a look and feel that carried from the very beginning.” A gorgeous setting and gorgeous weather, at least up until game day, helped set the tone as guests filled 600 rooms at the elegant Loews hotel. Branding was subtle, like incorporating CBS’s logo via soft blue and white lighting at the post-game party.
“There were not a lot of banners, but the guests knew who invited them,” Koch says.
Weekend events included a private dinner for 250 VIPs at Emeril’s Miami Beach, featuring guest chef Emeril Lagasse and an exclusive beach party on South Beach with a surprise performance by Prince and the band Groupo Fantasmo. The concert included technical lighting for 45,000 square feet of beach front space, a 60-foot mobile stage, a premium sound system and custom video production. The next night, 1,000 CBS guests, including athletes and celebrities, filled South Beach’s hottest nightclub, Prive.
After the big game, CBS took over the ballroom and all the hotel bars with fun and food. Other activities included an exclusive CBS golf tournament at Jacaranda Country Club, hot lap rides in actual NASCAR vehicles at Homestead Speedway, shopping and Art Deco tours, fishing excursions and tours of the Vizcaya Museum.
From the very beginning until guests re-boarded the jets for the ride home, every want and need was met. Staffers even flew on the planes to ensure top service coming and going. In all, the event was the ideal platform for entertainment and high-level business discussions. “Client feedback was great,” says John Bogusz, executive vice-president at CBS Network Sales. “By far the best Super Bowl program we’ve ever done.”
“These guests get invited to a lot of these types of events,” says Koch, “and it is difficult to impress them, but we gave them ‘wow’ factors at every turn.”
Did they ever.