It's safe to say that when you count all the NFL football fans only a small percentage have had the opportunity to attend a Super Bowl.
Currently and in the future, most true football fans will need to get some of that government stimulus porkulus to afford a trip to a Super Bowl. The face value of SBXLlll ticket alone is $1,000. not including travel expenses. Want to buy one? Check out the prices.
http://www.stubhub.com/super-bowl-tickets/super-bowl-2-1-2009-565762/?osid=sports_home-page_ln

I was lucky enough to attend a Super Bowl. It was SBX at the Miami Orange Bowl in 1977. The matchup was the Pittsburgh Steelers vs. Dallas Cowboys. First a little background.
In 1976 I was 23 years old. My employer at the time, a small Chicago marketing agency, had the McDonald’s account, the Big Mac guys. Our responsibility was to invent promotional programs to generate in-store traffic and sell burgers. We also had responsibility for all food photography, on-site signage and promotional material. I was a jr. graphic designer. Soon, Happy Meals would be part of my design responsibilities but that’s another story.
Our agency negotiated the original NFL sponsorship rights for McDonald’s. They asked our agency to come up with an idea to leverage the NFL sponsorship at their restaurants. To make the long story short, we developed a very successful Super Bowl promotional retail game (similar to the scratch off lottery cards) that led to a long term relationship between McDonald’s and the NFL.
Right after the Christmas break the man who owned our company, Bud, called everyone involved on the Super Bowl project into the large conference room for a meeting. He asked each of us to write our names on a small piece of paper. The names were placed into a football helmet and his secretary drew four names, each name drawn would win a trip to Super Bowl X at the Orange Bowl in Miami with all expenses paid courtesy of the McDonald’s Corporation. The NFL gave our client a dozen tickets and they were kind enough to give us four.
My name was the first one chosen.
An account executive, a secretary and a project coordinator were also chosen, two men, two women. Many of the other male losers were disappointed that women were included for obvious reasons. I had a few offers to sell my ticket but Bud would have fired me if I did. BTW, face value on the ticket was $20.
One problem we had was that all the hotels in the Miami area were booked by mid-January. We managed to get a flight into Ft. Lauderdale and reservations at the new Radisson across the street from the beach. Hell, I never had been to Florida and never traveled on an airliner. One more thing, the following February 28th I was getting married. Our honeymoon was a trip to Ft. Lauderdale for a week in my future father-in-law’s ocean front townhouse to the north near Pompano Beach. I was about to make two trips to Florida within one month during a very cold winter. Was this luck or what?
On Friday afternoon I traveled with the secretary on an Eastern Airlines L1011 Whisperliner. It was my first ride in a commercial airliner. We smoked and drank and ate a meal. Lots of laughs too. They had silverware back then even in coach class. Her name was Kathy and she told me she had no interest in football and was also using the trip to meet up with friends who lived in Miami. In today’s terms she would be called a MILF. I was traveling in style. Oooh yeah!
Once in Ft. Lauderdale we met up with the others, rented a car then went to the hotel. After we checked in it was time to hit the bars along A1A. One bar I think was named the Red Button. All I know is it was made famous in a movie called Where The Boys Are, a 60’s spring break flick. It was a disco and I hated discos but made the best of it dancing with Kathy.
Florida was unusually chilly with temps in the low 60’s. Not good beach weather. All I had with me was two days worth of clothes, a swimsuit and a jean jacket.

Ft. Lauderdale seemed to be the place for Steeler fans. RV’s cars and trucks loaded with Steeler fans paraded up and down A1A all weekend long with hardly a Dallas fan in sight. They wore ironworker helmets with “Franco’s Army” decals. They were a rowdy bunch holding six pack stringers of Iron City Beer. Carl wrote recently about the Steeler fans. He was correct.
Saturday night we were instructed to meet the McDonald’s marketing folks at the Miami Jockey Club and attend the Commissioner’s Party. Here I am with jeans and a jean jacket, would they allow me to enter? Of course, they said. You’re going. I was just a kid and very nervous. Once inside the Jockey Club ballroom the buffets had to be fifty yards long with NFL logo ice sculptures and official Riddell team helmets scattered about. Lavish food with lobster tails, steak tartare and even sliced beef tongue were there for all. Pete Rozelle was there and many ex-players mingling about. I was the only one without a suit, which drew some attention. The McDonald’s guys didn’t seem to care. There was a large group of Japanese men from Sony and other international corporate marketing people representing their corporate sponsors. I never truly realized how fortunate I was to be there until many years later. It was a big game alright but without the massive hype and excessiveness you see today.
On Sunday we started out for the Orange Bowl before sunrise to beat the traffic and to absorb as much of the scene as we could. The temperature that night dropped to 32 degrees in south Florida. We were all quite cold. Kathy the hot MILF secretary left message that she was ill and couldn’t make it. Oh well, we had her ticket and I knew what she was up to. We parked in the Orange Bowl lot and walked toward the stadium. Our first task was to scalp her ticket. We finally found a buyer and sold it for $40, which we would use for our Sunday night dinner.
Since we were not prepared for a tailgate and were thirsty for a beer we wandered to a nearby Cuban neighborhood. There was a bar open so we went in. We were the only non-Cubans in this place. The floor was dirt, real dirt! Beer was sold in cans with paper cups for obvious reasons. We slammed down a few and went back to the Orange Bowl.
As we walked around the stadium a bus pulled up with the Pittsburgh Steelers team right in front of us. We stood near the bus door and watched Mean Joe Green, Jack Lambert, Franco Harris, Terry Bradshaw, Lynn Swann and the rest file into the stadium. I was in absolute awe standing within three feet of these larger than life figures.
Once inside we found our seats. They were halfway up on the 45 yard line. The McDonald’s guys showed up not long after. Before the game the Goodyear blimp literally entered the stadium, creeping over the eastern endzone at a very low altitude. It hovered above midfield for a while before departing. They were filming footage that would end up being used in a motion picture called Black Sunday. The plot involved a terrorist who was threatening to blow up the Super Bowl. This was in 1977 not long after the Munich Olympics where Palestinian terrorists murdered Israeli athletes.

I placed a bet with Dave, the McDonald’s marketing guy that Dallas would win. It was his bet and I swallowed it. Dallas had a hot year and I felt they would win. Being an NFC fan had something to do with it. Dumb. Never bet money based on your allegiances.
Prior to Super Bowl X most of the championship games were considered lopsided and dull. This one wasn’t decided until late in the fourth quarter. Afterward the media experts called it the most exciting Super Bowl to date.
During halftime I headed to the men’s room. Celebrities were everywhere. James Garner is one I remember best because he shook my hand in the concourse. But the best, I mean the very best was when I was standing at the urinal and heard someone say, “Hello Mr. Hallas”. I turned my head to see the old man himself, fedora, trench coat and all standing there urinating right next to me. With business in hand I said, “Hey, Mr. Hallas, I’m from Chicago, when are you bringing the Bears to the Super Bowl?” He turned to me and said, “hello son, we’re working on it”. We didn’t shake hands and I don’t remember if he washed his.
The game wound down. 4th quarter. Bradshaw to Swan. Touchdown. Game over.
After the game we drove to the Miami Beach hotel where the McDonald’s guys had rooms. It was a night and day difference from Ft. Lauderdale. This is where the wealthy Dallas fans were staying, cowboy hats, fur coats, the whole schmear. I, along with those in my group were drunk and I mean really drunk. We ate in a hotshot hotel restaurant and I don’t remember much more than that. We spent more than our $40. from the scalped ticket, that I do know because when we got back to Chicago I had to pay up for the remainder of my diner tab AND for losing my bet.
At the time I had no idea what a big deal this was. I do know that the following year when the Super Bowl was played in Pasadena there was no drawing in the conference room. The agency partners grabbed the tickets and that was that for the following years.
I have no idea where my souvenir ticket and program are. I saved them for years. I think they probably got lost when we moved to Valpo. But I still have the memories, which will be with me always.
Today the Steelers are favored. I wish it were the opposite but I would never bet against the Steelers in a Super Bpwl again. I have no money on this game but I like the once Chicago Cardinals to win. They have a good chance to make it a close game.
So, Go Cardinals!
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