Two Twin Cities business operators are capitalizing on a rare opportunity to do big business for the Super Bowl.
Eden Prairie-based Audio Logic Systems has been contracted by the Minnesota Super Bowl Host Committee to provide all of the video projection services and image displays for the concerts happening at Super Bowl Live, the 10-day fan festival on Nicollet Mall. Meanwhile, Be Events and Be Things, two related companies owned by Ryan Hanson, have been tapped to plan and furnish several high-profile corporate event spaces.
"For a local company, it’s a significant event for us," said John Simshauser, director of operations at Audio Logic Systems. "It’ll be the single largest event we do in 2018. Dollars-wise, it’s the largest."
Audio Logic Systems, which started in 1991 and has performed similar services at U.S. Bank Stadium and Target Center, is also handling the public-address system at Super Bowl Live, Simshauser said.
Minnesota-raised producers Jimmy Jam and Terry Lewis booked several artists to play concerts at Super Bowl Live, including a tribute to Minnesota native Prince featuring The Revolution, Sheila E., Morris Day, and the Time on Jan. 29 on the main stage. Other acts include Soul Asylum, Dessa, Bob Mould, The Jayhawks and Mint Condition and Stokley Williams. Some of the performances of that night will be aired on NFL Network, ESPN 2 and NBC Sports Network.
At the main performance stage, called Verizon Up Stage at Ice Mountain on Eighth and Nicollet, near the corner of the former Macy's building, Audio Logic Systems will display images on two sides of the building, Simshauser said.
Renderings show what Super Bowl Live on Nicollet Mall will look like during the Super Bowl.
Through his Be Events company, Hanson is helping several Minnesota-based corporations plan private events in the Twin Cities for the Super Bowl, though he wouldn't identify the clients. Be Things, Hanson's luxury furniture and decor-rental business, is suppling lounge furniture to companies planning events inside The Dayton's project, the former Macy's building, as well as companies constructing Target Bullseye Lodge, the remodeling of the Target Plaza Commons space on Nicollet Mall, among other Super Bowl-related events.
"It's a wonderful opportunity for us to show the world what a great city this is," Hanson said. "I'm proud our staff can provide activations and environments for companies coming in from out of town to see what we're capable of."
