Super Bowl LII – NFL Owners’ Dinner and Concert

Jerry Rose, Inc. under the creative direction of Jerry Rose, developed and produced the design concept for the NFL Owners’ Evening Event of Super Bowl LII in St. Paul, Minnesota. The evening consisted of a Cocktail Party and Dinner for 350 guests, followed by a VIP concert area for the After Party in the St. Paul Union Depot. The proposed design was inspired by the Aurora Borealis.

The original concept for the event begun with the guests’ arrival at the St. Paul Union Depot. Guests arrived at the lower level and welcomed upstairs, through a draped corridor, and into the cocktail area, where they were greeted by a scenery of Minnesota winter splendor. Upon entering the venue through the Kellogg Entrance, guests were guided upstairs and welcomed into the cocktail area through a draped corridor. A graphic “Greetings from Minnesota” welcomed guests to the depot. This sign was sourced and produced in Minnesota by a local vendor and adapted from the well-known graphic to include a depiction of the USBank Stadium. This graphic also wrapped the 360-degree photo booth at the concert space.

The Cocktail space featured a custom center bar with a collection of orchids encased in ice sculptures and printed scenic panels while mirrored panels of indigenous trees bordered the room.

After Cocktails, the guests entered Union Depot’s Grand Lobby, where they experienced an elegant dinner with entertainment under the subtly changing hues of the Northern Lights. Dinner tables were dressed with gold sequined cloths. Mirrored luminary boxes of candles, vases of purple vanda orchids, crystal candlesticks with black taper candles and glass hurricane covers, and a collection of black votives placed atop each table added warmth to the room.

In the same space, a collection of custom, mirror panels with silhouettes of trees indigenous to Minnesota surrounded the dinner area and added warmth, reflection, and natural imagery to the space. The use of mirrored panels allowed the space to appear larger, yet intimate, while also concealing the café area and catering service bars.

To conclude the evening, VIP guests enjoyed a concert by Sting.

Lighting Design
Throughout the design process, Jerry Rose devised a lighting scheme to enhance the decor elements within each space. This scheme, inspired by the beautiful changing hues of the Aurora Borealis, connects Northern symbolism to Minnesota’s geography, where the lights can be seen.

In the dinner area, lights were strategically placed throughout the space. Architectural details around the perimeter of the space were bathed in coordinating hues from floor-based lighting instruments to compliment the overall design and décor of the space. The existing ceiling skylights and beams were highlighted with projections to simulate the Aurora Borealis.