Super Bowl Week is not just about the big game; it encompasses various events that connect athletes, celebrities, and brands. Medium Rare, an events company, differentiates itself by focusing on public-facing Super Bowl events rather than invite-only gatherings.
Since 2019, Medium Rare has been hosting events during Super Bowl Week. This year’s Super Bowl LIX in New Orleans showcased events for Shaquille O’Neal, Guy Fieri, and Sports Illustrated, all held at Mardi Gras World over consecutive days. We got an inside look at these events and conducted interviews that highlighted what makes Medium Rare’s approach exceptional.
Co-founder Joe Silberzweig shared that he and his partner Adam Richman recognized a gap in the market for more engaging Super Bowl events, aimed at a broader audience rather than just VIPs. “When we targeted Super Bowl seven years ago, the event landscape was largely corporate, offering exclusive experiences that few could access. We aimed to bring fun and accessibility to Super Bowl Weekend,” Silberzweig explained.
The standout event was Shaq’s Fun House on Friday night, which featured carnival rides, games, and high-energy concerts headlined by Shaq (as “DJ Diesel”), his son Myles, and Ludacris. Attendees enjoyed custom cocktails and Shaq-branded drinks, further enhancing the lively atmosphere. Richman emphasized that Shaq’s connection to New Orleans made this event particularly special: “Shaq is returning home, and there’s a palpable excitement about him being the king of Mardi Gras.”
On Saturday night, Sports Illustrated The Party featured remarkable DJ performances from Dom Dolla and Diplo, alongside a star-studded guest list, thanks to Sports Illustrated’s strong legacy in sports media. Silberzweig added, “Sports Illustrated is an iconic brand in sports journalism. With SI The Party, we aim to celebrate their storied heritage, making it a must-attend VIP event for the evening.”
Richman noted the party’s significant allure for athletes: “Sports Illustrated The Party has become one of the most exclusive Super Bowl Weekend events. Its legacy resonates with athletes who grew up reading the magazine, creating immense interest and excitement.” This appeal remains strong even amidst industry uncertainty. Last year saw overwhelming attendance despite changes in SI’s management, reinforcing the brand’s reliability and status.
The excitement was palpable at this year’s SI The Party, as seen with athletes like Reggie Bush recalling his iconic SI cover from 2004. He remarked on how significant that moment was for him, highlighting Sports Illustrated’s enormous impact on athletes’ careers and their connection to the brand.
NASCAR’s Joey Logano shared his childhood memories of being featured in Sports Illustrated For Kids, expressing how being in the magazine was “the coolest thing in the world” for him. These connections between athletes and the publication contribute to the growing interest in the event, prompting further celebrity attendance and sponsorship deals, elevating its status even more.
The buzz surrounding Sports Illustrated The Party fueled an impressive attendance with celebrities, setting off a domino effect where once one group decided to attend, many followed. Richman expressed delight at how prominent the event has become: “The legacy and heritage of the brand have made it a highly sought-after destination.”
Guy’s Flavortown Tailgate on Sunday attracted a record 20,000 fans with its free admission. This event featured concerts, free food from various partners, a cooking challenge, and numerous food options from local restaurants. Fieri explained that working with Medium Rare appealed to him as they embraced the idea of a free, large-scale event, allowing many to partake in the Super Bowl experience. “We need to celebrate being the greatest country in the world, and that includes doing things for one another,” Fieri stated.
Richman reiterated that offering a mass-appeal event aligned perfectly with their vision to serve a wider audience who often feel excluded from such high-profile happenings. “We noticed a lack of accessible options for local fans on Super Bowl Sunday, leading us to create an event that celebrates football and food for all.”
Medium Rare’s partnership with Fieri proved successful, showcasing potential for an event of this scale. They faced skepticism about how a free event could be financially viable but countered it with the interest in engaging a broad audience and the potential for lucrative sponsorship deals. Richman emphasized the event’s combination of football and food attracts a diverse crowd, affirming its place on Super Bowl Sunday.
Richman conveyed enthusiasm about the increasing popularity of Fieri’s event, stating it has grown tremendously in just three years, receiving over 75,000 ticket requests this year and partnering with numerous large brands that sought exposure during Super Bowl Weekend.
A key aspect of Fieri’s event is the “Taste of Flavortown,” featuring local restaurants highlighted on *Diners, Drive-Ins, and Dives*. One participant, Joey K’s co-owner Cindy Farnet, expressed gratitude toward Fieri, who supported them long ago, illustrating the warmth and collaboration within the local community.
Fieri noted the overwhelming turnout and local support, emphasizing the tremendous growth of the event: “We’re celebrating the greatest day in sports, and with all the great partners involved, it’s evident we’re doing something right.”
Silberzweig emphasized that fulfilling the visions of celebrities and brands is essential to Medium Rare’s success, stating, “We collaborate with iconic figures to bring their brands to life through live events.” Their unique model—50/50 joint ventures with stars—sets them apart from traditional event organizers, ensuring that each partnership is tailored and impactful.
Richman remarked on the evolving competitive landscape, noting fewer competitors in the public-facing Super Bowl event space compared to previous years. “Our events have become highly sought after, establishing themselves as the premier fixtures on Super Bowl Weekend,” he explained. With this year’s events all in one location, Mardi Gras World, the efficiencies gained benefitted production, offering a cohesive festival atmosphere and optimizing logistics.
There was indeed significant work behind hosting three prominent events at a single venue, with Fieri praising the Medium Rare team for their efforts. “They don’t sleep; they are truly dedicated,” he noted. The successful collaboration between celebrities, local businesses, and public engagement solidifies Medium Rare’s place as a leader in the Super Bowl event space.
