King of hospitality Danny Meyer has signed on to operate a pop-up steakhouse for the NFL during Super Bowl week in February. Forty Ate, as the restaurant will be called, will operate out of a lounge at the Renaissance New York Times Square Hotel, serving lunch, dinner and bar snacks. It will be decked out with memorabilia from the Football Hall of Fame, and graced at various times with appearances by players.
The space has seating for 80, and will be open for walk-ins and reservations, but the Forty Ate team is also selling off five VIP tables for $50,000 a pop. For that price, buyers get exclusive access to the table for three days before the Super Bowl, food and drink included, plus four tickets to the Super Bowl itself. One of the NFL's main selling points for those is that each four-seat table has a coveted windowside spot, with an unobstructed view of "Super Bowl Boulevard" (aka Broadway) and the giant toboggan run thereon. The target audience is the "business community," which the NFL imagines will use the tables for impressive client meals.
· NFL Sells $50,000 Tables at Danny Meyer's Super Bowl Forty Ate [Bloomberg]
· All Coverage of Super Bowl 2014 [~ENY~]
· All Coverage of Danny Meyer [~ENY~]