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Times Square’s Super Bowl Boulevard Includes a 58-Foot Toboggan Run

Super Bowl XLVIII is coming to New Jersey’s MetLife Stadium on Feb. 2, 2014. Even though the game will be held in New Jersey, New York has its foot in the game with a slew of events planned around the big day.

The biggest of them all is the transformation of Times Square into an impromptu theme park dubbed Super Bowl Boulevard Engineered by GMC, which will run down Broadway from 34th to 47th streets from Jan. 29 through Feb. 1, noon to 11pm. Note that a length of Broadway will be closed from 33rd through 48th streets from Jan. 26 through Feb. 2, and 41st Street will be shut down during that time from 9am until midnight. The rest of the side streets are scheduled to remain open.

In order to fully take advantage of all the Super Bowl Boulevard attractions, you’ll need to register for a Super Bowl Boulevard badge. When registering online, you’ll receive a unique code, which you can use to pick up your badge from an NFL Brand Ambassador (located on the corner of every block from 34th St. to 47th St. along Broadway or at the toboggan ticket sales window at 3 Bryant Park, 40 W. 40th St.), or you can sign up for a badge in person with the same brand ambassadors. To register online, you’ll need to be at least 18 years old; parents or legal guardians can register for kids either online or in person.

More than 400,000 visitors are expected to crowd into the “boulevard” for the festivities, which include:


Super Bowl Boulevard

Rendering of Super Bowl Boulevard coming to Times Square (Credit: Times Square Alliance)

Toboggan Run (Jan. 29–Feb. 1)
Yes, you’ve read that correctly. The masterpiece of Super Bowl Boulevard — made even more spectacular the more snow we get (please, please let it snow!) — is an eight-lane toboggan run that sits 60 feet high, open daily from noon to 10pm. Stretching 180 feet down Broadway between 40th and 41st streets, the run is expected to accommodate up to 1,000 riders per hour … so make sure to get on line for a once-in-a-lifetime ride. When else will you be able to toboggan down Broadway in the middle of the day? Never. Tickets are $5 per ride and can be purchased at 3 Bryant Park Plaza (40 W. 40th St.) from 10am–9:30pm or at the NFL Shop at Super Bowl in Macy’s Herald Square. All proceeds benefit MillionTreesNYC.

NFL Rush Zone and NFL Play 60 (Jan. 29–Feb. 1)
Kids ages 6-13 can step into the world of the NFL Rush Zone animated series in heated tents on Broadway between 34th and 35th streets, and then learn how to join the NFL Play 60 movement (which encourages kids to become more physically active).

NFL Extra Points Kick (Jan. 29–Feb. 1)
Think it’s an easy job to kick a ball through the goal posts? Here’s your chance to see whether it’s as simple as it looks. Test your ability to kick an extra point through the NFL uprights daily between noon and 10pm along Broadway between 45th and 46th streets.

The Vince Lombardi Trophy Display (Jan. 29–Feb. 1)
The AFC and NFC champions will duke it out at the MetLife Stadium to see who gains possession of this coveted trophy in February, but meanwhile you’ll be able to take photo ops with the championship icon just by showing up daily between noon and 10pm.

Super Bowl XLVIII Roman Numerals (Jan. 29–Feb. 1)
On Broadway between 42nd and 43rd streets, you’ll find oversize Roman numerals commemorating this year’s Super Bowl … and you’ll be able to take a photo of yourself in front of said numerals, daily from noon to 10pm.

Autograph and Concert Stage (Jan. 29–Feb. 1)
Stop by the autograph stage (Broadway, between 39th and 40th streets) daily between noon and 5pm for free autograph sessions with current and former NFL players, then come back later (at 8pm) for concerts. A list of the NFL layers signing autographs will be available on Jan. 27.

NFL Shop at Super Bowl, Macy’s Herald Square (Jan. 17–Feb. 4)
In addition to both exclusive and customizable merchandise, the NFL Shop – located on the 4th floor of Macy’s in Herald Square (34th St. and Broadway) – will host player signings and offer free giveaways. The Macy’s windows will also be featuring NFL-themed visuals.

Super Bowl Virtual Theater (Jan. 29–Feb. 1)
After stopping at the NFL Shop, check out a visual celebration of football: NFL Films footage projected on the façade of the Macy’s flagship location in Herald Square (on Broadway between 34th and 35th streets). Shows begin at 5pm nightly and run for 10 minutes every half-hour until 9:30pm, rain (or snow) or shine.

NY/NJ Host Company Presents (Jan. 29–Feb. 1)
A celebration of the host region includes the “Join the Huddle Tour” – interactive football activities for fans of all ages – and the “Video Park,” a video journey through New York and New Jersey.

Sponsor Giveaways (Jan. 29–Feb. 1)
Super Bowl Boulevard Sponsors will be offering various giveaways and experiences daily along Broadway from noon to 10pm, including:

GMC: Create your own EA Sports Madden cover, photo ops with the Super Bowl MVP Trophy, and enter for a chance to win a 2015 Yukon. Between 42nd and 43rd streets.

Papa John’s:  Score free slices of Papa John’s pizza and check out the ’72 Camaro that inspired the pizza chain owner to start his own business. Between 37th and 38th streets.

McDonald’s: Street teams will be roaming the Boulevard with coffee to keep fans warm. Between 46th and 47th streets.

Snickers/M&Ms: Enjoy chocolate treats and fun football games. Between 41st and 42nd streets.

Xbox One: Play the hottest new games in the Xbox One Tailgaming Zone. Between 36th and 37th streets.

Pepsi/Tostitos: Run through a stadium tunnel, jump onto the field, and show your team love by filming an “Are You Fan Enough” video. Between 37th and 38th streets.

Bridgestone: Create your own performance moment in the Bridgestone CITE trailer. Between 38th and 39th streets.

SAP: Experience the Tech Zone and enter a world of numbers, images, and insights about the NFL. Between 42nd and 43rd streets.

Other street closures to traffic may follow, depending on security measures. Thus far the NYPD has announced extra precautions such as ground-based radiation sensors, heavily armed Hercules squads, additional surveillance cameras, and extra uniformed cops. The NYPD hasn’t yet decided whether backpacks and other bags will be searched or restricted in the Super Bowl Boulevard area, but be prepared for just about anything. After all, it is New York we’re talking about here. Happy tobogganing!

Click here to read more about our ultimate guide to Super Bowl 2014.

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