EVENT HORIZON
Introduction
For Super Bowl 50 weekend in 2016, Non Plus Ultra (NPU) turned San Francisco’s historic Pier 70 shipyard into the city’s most talked-about party. Over three nights, more than 30,000 fans, VIPs, and celebrities packed this 140,000 sq. ft. industrial space. Proof that special venues can make the event.
Finding the Diamond in the Rough
Super Bowl 50 wasn’t just about what happened on the field. The entire Bay Area was buzzing, and Pier 70 became the beating heart of the celebration. Originally built in the 1800s, the former shipyard was little more than raw bones and major attitude. But the Team at NPU saw the possibilities, and reimagined the space—fast.
The result? The most unforgettable venue for the most sought after events in town.
The Biggest Bash of the Big Game Weekend
Produced by Jack Murphy Productions for DirecTV/AT&T and PepsiCo, Pier 70’s Super Bowl takeover was unmatched. Three nights. Three massive shows.
- Thursday: Dave Matthews Band kicked things off.
- Friday: Pharrell Williams headlined Pepsi’s Friday Night Live. DJ Khaled showed up. The place went off.
- Saturday: The Red Hot Chili Peppers and Run-DMC shut it down.
But Pier 70 was about so much more than just the headliners. Every inch of the venue was alive. Live art from Jeremy Fish and Sam Flores. Mural painting. Interactive brand lounges. DJ sets that kept the energy going between acts. Surprise moments around every corner. The kind of layered experience that guests feel—and remember.
This wasn’t just a concert. It was the weekend’s hottest ticket—and the A-list showed up. NFL legends like Eli Manning, Aaron Rodgers, Steve Young. Hollywood heavyweights like Snoop Dogg, Kate Hudson, Jeremy Renner, Vince Vaughn. Big names from business, music, and media. If you were somebody, you were at Pier 70.
Building a Venue That Could Handle It All
Pulling this off in such a short amount of time took vision and serious logistics.
NPU led the transformation:
- Designed and installed a custom three-level mezzanine from scratch adding 50,000 sq. ft. of seating, VIP lounges, and decks.
- Built out full concert stages, pro lighting, and top-quality sound to fill the massive space.
- Engineered every element for both spectacle and safety. No shortcuts.
PepsiCo at Pier 70: Not Just a Party. An Experience.
- Kola House Preview: Pepsi gave guests a first taste of the Kola House, an immersive lounge that fused art, music, and mixology. A full-service Kola Bar served cocktails inspired by the kola nut, surrounded by dynamic projection-mapped installations. Art. Drink. Vibe. All in one space.
- Hello Goodness Marketplace: PepsiCo flipped the script on what a snack break looks like. The Hello Goodness Marketplace brought forward their better-for-you options—set inside an abstract, visually striking environment built to invite curiosity. Healthy never looked this good.
- Interactive Brand Lounges: The brands showed up to play. Doritos. Lay’s. Cheetos. Tostitos. Each with its own branded lounge, interactive stations, and tasting experiences designed to pull people in and create moments worth remembering.
Bottom line: PepsiCo didn’t throw a party. They built an experience that connected consumers to their brands on a deeper level—one interaction at a time. That’s experiential done right.
How We Did It: NPU’s Playbook
The overwhelming success of this massive event wasn’t a lucky fluke. It was a strategy and experience. Some takeaways for event pros:
- Rethink Your Venue: Don’t default to the ballroom. Raw spaces with history can create unmatched energy—if you know how to shape them.
- Partner Up: Big events take big collaboration. We worked hand-in-hand with DirecTV, Pepsi, and the City to make it happen.
- Engineer Smart: Want next-level builds? Get the right structural experts on your side. Always design for both wow factor and safety.
- Design for the Senses: The best events go beyond sound and visuals. Add texture, taste, surprise. Make it immersive.
- Tell the Story: Pier 70’s industrial DNA wasn’t something we covered up—it was something we celebrated. Know your venue. Use its story.
What’s Next: We’re Ready for 2026
Pier 70’s transformation set a new bar. And with the Big Game returning to the Bay Area in 2026, NPU is already thinking bigger. Our portfolio now includes Pier 80—another waterfront space ready to deliver iconic experiences.
Looking to host something unforgettable for that special week in 2026? Let’s talk. Pier 80 or any of NPU’s one-of-a-kind venues—we know how to make spaces move people.