Bloomberg News

Super Bowl Scene: Maxim Women, Bud Light Hotel, Chefs’ Charity

February 03, 2012

(For more Bloomberg Muse, click on MUSE <GO>.)

Feb. 2 (Bloomberg) -- Maxim cares a lot about the proportion of beautiful women to other guests at its annual Super Bowl party.

“I can’t tell you the exact formula, because someone would kill me if I did,” said Ben Madden, president of the men’s magazine, in a phone interview. “But there really is one. People spend a lot of time agonizing over it.”

Some of the beautiful women expected at the party, which will take place Saturday night at the Indiana State Fairgrounds, are Katrina Bowden and Jane Krakowski of “30 Rock“ (Bowden’s on the current Maxim cover), Leighton Meester of “Gossip Girl,” and Vivica Fox, an Indiana native.

Who will keep them company? “We plan for a lot of Wall Street movers and shakers to be there,” Madden said, “given that the two markets represented, New York and Boston, are hubs of the financial-services industry.”

By one estimate there will be hundreds of parties in and around Indianapolis in the few days before the big game. Magazine publishers, beer brewers and video-game makers are in on the action, looking to gain exposure with die-hard, super- social football fans.

At Maxim’s party, men get a special perk: a pop-up barber shop featuring Paul Mitchell grooming products.

The fare is gender-neutral -- if buffalo wings count. They’ll be made with a recipe by Floyd Cardoz, chef of the recently opened North End Grill in New York. Their not-so-secret ingredient: Tabasco Buffalo Style Hot Sauce.

Fortress of Solitude

The superhero-themed party will have a kryptonite bar inspired by the Man of Steel’s Fortress of Solitude, complete with bubbling towers and green rock candy. Patron Tequila is the event’s spirit sponsor. Coca-Cola Zero and Heineken have also paid to have a presence.

“We do the party because we make a lot of money from it,” Madden said. He’ll be the guy in the custom-tailored blazer, Faconnable shirt, Lucky jeans and either Cole Hahn or Kenneth Cole shoes, he said.

Parties at the Bud Light Hotel -- that’s the Hampton Inn Downtown, rechristened for the weekend -- start tonight with the Electronic Arts Inc.’s Sports Madden Bowl XVIII, where professional football players will face off in the world’s best- selling sports video game.

Denver Broncos quarterback Tim Tebow, San Francisco 49ers linebacker Patrick Willis, and New Orleans Saints tight end Jimmy Graham are scheduled to play in the tournament.

Mick Boogie

The Roots and Nas have been booked to perform after the trophy is awarded, with DJ Mick Boogie spinning until 2 a.m. (Boogie will also play at the NFL Players Association party on Friday night.)

Many of the parties this weekend have a charitable dimension. The Taste of the NFL on Saturday night is a food extravaganza where chefs from NFL cities serve small plates, with assistance from current and former NFL football players. The newly crowned Miss America, Laura Kaeppeler of Wisconsin, is also expected to make an appearance. The event, at Gleaners Food Bank, benefits nonprofit organizations across the nation that distribute food to the needy.

“Even if your team sucked, you still have a way to have a connection to the Super Bowl,” said event founder Wayne Kostroski, a restaurateur and bakery owner based in Minneapolis, in a phone interview.

Comedian and actor Mike Epps will be hosting a cocktail party to introduce the foundation he has formed with his wife, Mechelle, to support after-school activities for at-risk youth.

“I come from really humble beginnings,” said Epps, who grew up in Indianapolis, in a phone interview. “I learned a lot of life skills at the rec center I went to. I want to help kids today have the same experience.”

The party will take place Friday evening in the Style Icon Luxury Lounge at the Terrace at Market Tower. Epps performs a comedy show tonight at Bankers Life Fieldhouse.

“Material hangs off trees around here in Indiana,” Epps said. “I’m sure I’ll be talking about all the people who lie and say they’re from Indianapolis when they’re really from a small town in the farmland.”

(Amanda Gordon is a writer and photographer for Muse, the arts and leisure section of Bloomberg News. Any opinions expressed are her own.)

--Editors: Jeffrey Burke, Lili Rosboch.

To contact the writer on this story: Amanda Gordon in New York at agordon01@bloomberg.net Or on Twitter at @amandagordon.

To contact the editor responsible for this story: Manuela Hoelterhoff at mhoelterhoff@bloomberg.net.


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