Marketing Motown: Detroit Sold Cold, and Super Bowl XL Was a Winter Blast

Jacquelyn Cuneen
Janet S. Fink

In order to compete with cities in more temperate climates and thus have a Super Bowl awarded to their city, the Detroit Host Committee, Detroit Metro Convention and Visitors Bureau, politicians, local government, and other agencies planned and staged a bid convincing National Football League owners that a cold climate was a perfect setting for a Super Bowl. This paper outlines the components of a hallmark bid, shows how Detroit’s bidding and planning made the city a prime site for one of the world’s largest events, and addresses some of the ultimate accomplishments of Detroit’s Super Bowl XL.