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Super Bowl LI

20+
Local Chefs
10+
Days of Events
1+
Big Game

Provide an all-encompassing platform to promote the diversity, culinary richness, and uniqueness of Houston during Super Bowl LI

Innovative Group conceptualized and created an experiential activation that brought the diverse local restaurant scene and massive art exhibit into a one-of-a-kind production. MAXimus (MAX for short) was programmed to provide restaurant showcases for 10 days leading up to the big game. Hundreds of thousands of attendees enjoyed the 92-foot mobile kitchen, and dined on many different Houston-themed dishes as local chefs presented their flare. MAX was hard to miss with art created by famed Houston artist, Gonzo acting as the backdrop.

Over 20 local chefs and their specialty restaurants clamored for stage time at this unique setting. Chefs such as Cafe Annie’s Robert Del Grande, David Cordua of Cordua Restaurants, Hunky Dory’s Richard Knight, and Fluff Bake Bar’s Rebecca Masson made appearances.

Vickie Kloeris, a NASA certified food scientist was also brought on to show fans what tailgating in space might look like. A truly out of this world experience!

  • Brand Experience
  • Customer Experience/Loyalty
  • Direct-to-Consumer Marketing
  • Experiential Engagements
  • Strategic Alliances
  • VIP Hospitality
  • Mobile Activation Assets
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Visit Houston had the pleasure of working with Innovative Group for our Super Bowl 51 activation of MAX, and also the Sports Illustrated Swimsuit Vibes Festival held in Houston 2 weeks later. The IG team was truly amazing, and they anticipated our every need…even ones we did not know we had! I would recommend Innovative Group to anyone looking to hold a flawless event. They are one of the best event delivery teams I have ever had the pleasure of working with!

Mike Waterman President, Visit Houston

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