As a bar owner or operator, when it comes to hosting a Super Bowl party, you often don’t consider a concert venue to be the best spot to hold one of the biggest games of the year.
The consensus, generally, is that a live entertainment spot doesn’t mix well with full-contact sports, but every year The Soiled Dove Underground, the Denver, Colo., live-entertainment venue, enhances the Super Bowl experience with its annual Super Bowl Party.
The 300-person capacity venue is an intimate space but perfect for the Super Bowl, explains Helen Wood, director of marketing for Tavern Hospitality Group.
“It sells out every time,” says Wood of The Soiled Dove, which is part of Tavern Hospitality’s eight owned bars and restaurants in the Denver area. “It’s something we’ve done for the past couple of years. With the $40 per-person ticket, you get a full buffet and unlimited Budweiser and Bud Light, as well as well-brand liquors.” The ticket also includes an all-you-can-eat buffet with pizza, wings and chili.
Three 4-feet-by-6-feet projection-screen TVs are set up around the venue, and the Soiled Dove holds two square pools, one that costs $5 per square and another at $10 per square. Participants receive raffle tickets, and at the end of each quarter prizes are given out to the winner; past prizes have included a grill, football jerseys, a 42-inch plasma TV, snowboard, skis and more.
At The Soiled Dove, holding an annual event like its Super Bowl party has made it the go-to spot for guests to watch the Big Game. Customers look forward to watching the game at the concert space, and after years of well-honed practice, the event practically runs itself.
“We have done this for the past few years, and it’s been so successful that we really go with the same formula. We don’t have to do a whole lot of planning.”
Wood credits The Soiled Dove’s unique spot with bringing in an abundance of fans every year. Shaped in a semi-circle, The Soiled Dove has multiple levels with cabaret seating, and “every seat has an amazing view of the screens,” Wood says.
The concert venue provides “high audio and technical capabilities, and to feature a big game in that setting with the sound and the visual pieces being shown at the highest quality available, makes for a very great way to watch the Super Bowl,” Wood explains.
Although guest interest is piqued throughout the year, Wood says that The Soiled Dove’s marketing efforts focus on social media, in-house advertising and email blasts, as well as newsletters published on the company’s website.
However, "many of our guests are repeats who book early,” Wood says.
For the team at The Soiled Dove, it’s about creating a traditional atmosphere for football lovers, and Wood says that avid sports fans won’t miss a chance to watch the Big Game.
“In general, just thinking about the theme of the Super Bowl and people’s traditions with the Super Bowl and the traditional food they like to eat — wings and dips and those kinds of things — we’re not trying to make it something it isn’t,” Wood explains.
The plan seems to be working, as The Soiled Dove makes guests watching the game at the Denver venue feel as though they’re watching the game live at Lucas Oil Stadium in Indianapolis on the biggest football day of the year.