What attracted you to the opportunity to
lead the committee? A great deal of my career
has been spent in running and producing big
sporting events in other parts of the world,
so to have the opportunity to be a part of the
single largest annual sporting event in the
world in my own backyard was very attractive.
Also, to be part of an event that will give back
to so many through our legacy charitable com-
ponent (the host committee is committing 25
percent of all revenues to fund Bay Area non-
profits) is a true privilege and honor.
What do you hope to bring to Super Bowl L
from your past experience? The World Cup
and Olympics have set very high bars in recent
efforts, so we’re looking at some of their operational best practices, such as innovative fan
experiences like they had at the London 2012
Olympics. Host committees must also deliver
venues purpose-ready — ready for our partners to move in and run their events — so we
identify, contract with and prepare venue sites
for our partners to produce events such as
the NFL Experience, which is an interactive
theme park for fans during Super Bowl week.
Super Bowl L is a significant milestone for the
NFL and is being called transformational. What
does that mean? Super Bowl L represents the
golden anniversary of the event, so there is no
better place to host it than in the Golden State.
It will be a celebration of the origins of the
game, but it is also a launch pad for the future,
both in the United States and internationally.
There will be a significant focus on innovation,
sustainability and creating opportunities for
the public to actively participate in this Super
Bowl. The Bay Area will be the perfect host for
an event of this magnitude.
One of the goals is for this Super Bowl to be
the most philanthropic ever. How will that be
accomplished? Host committee Chairman
Daniel Lurie’s vision is that 25 percent of
all monies raised from corporate donors go
directly to high-performing nonprofits in the
Bay Area. My job is to execute on that vision.
Beginning in late 2014 or early 2015, we will be
sharing how nonprofits can apply to our legacy
fund; it will be a very visible process. That is
one of the reasons we are so focused on our
fundraising, from both the corporate com-
munity as well as individual donors, because
every dollar we raise enables us to create an
even greater philanthropic legacy on behalf of
Super Bowl L.
How will technology shape this Super Bowl?
Because the Bay Area is the seat of the digital
economy, we want to be the most digitally
forward-looking Super Bowl experience seen
to date. We want to create innovative and
personally tangible ways for fans to take part,
both on game day and through the events
running up to Super Bowl week. We are lucky
to have tremendous early partners in Intel,
Apple, Yahoo and Google who will help us take
the Super Bowl experience to a completely
different level. In addition, we already have a
tremendous leg up because the 49ers’ Levi’s
Stadium will be the most technologically
advanced stadium in the country (see sidebar).
You talk about this Super Bowl as a Bay Area
property. How will the region benefit? It is
our hope that Super Bowl L will be a true
celebration of the entire region and unite the
Bay Area in a way that no other sporting event
ever has done before. Already Marin County
is well represented by not only myself but also
Pat Gallagher of Stinson Beach, who is leading
have fun and
Bowl the NFL
Opposite: Keith Bruce
takes in the sights at
the new Levi’s Stadium
in Santa Clara. Below: