34th Street

Join In

Looking Towards Super Bowl Boulevard

Make the most of the first cold-weather Super Bowl by joining in the city's many NFL-themed activities, including a virtual theater projected onto the Macy's facade, the largest-ever NFL retail shop, and interactive game stations.

This year’s Super Bowl will be held at the Meadowlands on February 2, making the New York City area the center of the sporting world for one winter week. 

Alas, the Giants and the Jets won’t be participating, but it will still be an exciting time for Big Apple football fans as we welcome the teams, supporters, and wall-to-wall media coverage. At the heart of the experience will be Super Bowl Boulevard, a thirteen-block stretch of Broadway that will be packed with activities, exhibits, and much more, all devoted to the great sport of football. The pedestrian-only boulevard will be open Wednesday, January 29 through Saturday, February 1.

Super Bowl Boulevard stretches between 34th and 47th Streets, and 34th Street Partnership is looking forward to the influx of fans to the 34th Street District. Many will be seeing the Big Apple for the first time, so we’re going to make sure everything runs smoothly on our end.

One of the biggest features offered as part of the attraction will be the Super Bowl Virtual Theater. Gigantic images will be projected onto the Macy’s Herald Square façade. Fans will experience a visual celebration of football, with spectacular ten-minute shows playing every half-hour from 5:00-9:30pm.

Meanwhile, on the fourth floor of Macy’s, visitors will find the largest-ever Super Bowl NFL Shop. There will be a huge selection of NFL-themed gear, New York and New Jersey products, and much more, including giveaways. You’ll also want to check out Macy’s football-themed display windows while you’re out enjoying the festivities.

The NY/NJ Host Committee will offer a special activation between 35th and 36th Streets. Its "Huddle Shuttle" will include a replica stadium locker room with NY Jets, NY Giants, Super Bowl, and Vince Lombardi memorabilia. There will also be outdoor stations for participants to test their football skills, performing basic drills, vertical jumps, and touchdown and field goal kick plays.

On Super Bowl Boulevard between 36th and 37th Streets will be two tented areas: the NFL Rush Zone and NFL Play 60. At the Rush Zone, kids of all ages are welcome to experience the latest in NFL-themed video games, and at Play 60, you’ll learn how to stay healthy in any kind of weather.

There’s much more to do as you travel northward on Broadway. Click here for a map of the entire installation.

Super Bowl Boulevard is open to the public 12:00-10:00pm, Wednesday, January 29 through Saturday, February 1.

Read MidCity News next week for a preview of the events planned for Bryant Park prior to Super Bowl 2014.

*This article was updated at 9:30am on January 27, 2014.

More from January 23, 2014


Despite some poor weather throughout the year, Le Carrousel set yet more records for attendance and revenues last year.

A seasonal spot for drinks and eats at Bank of America Winter Village.


Stay informed on the street closures, parking regulations, and other operational changes that are needed to make Super Bowl Boulevard a success.

Full event listings

Sign up for MidCity News