Bay Area Kicks Off Super Bowl Week With Star-Studded Celebration

Super Bowl week has officially landed in San Francisco, and the Bay Area wasted no time making its mark with a press conference that was anything but ordinary. On the morning of February 2, 2026, inside the bustling Moscone Center, a 40-minute kickoff event set the tone for the NFL’s biggest week—not with the usual parade of officials, but with a vibrant celebration of the region’s culture, diversity, and innovation.

Zaileen Janmohamed, CEO of the Bay Area Host Committee, took center stage as emcee, determined to break the mold. “There were two goals,” Janmohamed told Bay Area News Group afterward. “No. 1, making sure the entirety of the Bay was represented geographically, but also, all of the parts that make the Bay Area special. People think about us as tech-only, and that’s important, but it’s not the entire story.”

Mission accomplished, indeed. The event’s guest list was a who’s who of Bay Area talent and influence. Rappers Too $hort and E-40, both icons in the local hip-hop scene, brought flair and humor. Too $hort dropped his Bay Area anthem “Blow the Whistle” and, with E-40, taught the assembled media some authentic local slang—expletives and all. “We want them to be themselves,” Janmohamed said of the pair. “It was a concept early on to make sure music was represented and you can’t talk about music in the Bay without having those two here. The most amazing thing is when you call them to do something like this, to represent the Bay, it’s an immediate yes.”

The cultural showcase didn’t stop with music. Michelin-starred chef Dominique Crenn of Atelier Crenn fame took the microphone to champion the vital role of immigrants in shaping the region. Crenn, who moved from France and built a world-renowned restaurant in San Francisco, introduced the city’s youth poet laureates, Aisha Rae McCullough and Karan Gupta. “What I love most about San Francisco is the people,” Crenn said. “Curious, creative, resilient. A city that believes in freedom. Freedom is a good word to use nowadays.”

McCullough and Gupta took the opportunity to recite an original poem, one that paid tribute to the Bay Area’s natural beauty, energetic spirit, and deep-rooted sense of community. The poem’s vivid imagery—waves licking the shorelines, fog tumbling down hills, bridges connecting diverse neighborhoods—left Janmohamed with “goosebumps.” It was a heartfelt reminder of what makes this region unique, especially as it prepares to host the NFL’s grandest stage.

Of course, the Bay Area’s technological prowess was never far from the spotlight. While Silicon Valley won’t host many official NFL events beyond Sunday’s game, its influence is unmistakable. The NFL’s first-ever Innovation Summit, hosted by the Bay Area Host Committee, is set for Friday, February 6, and promises to spotlight the region’s forward-thinking spirit. During the press conference, Janmohamed even received a water bottle from “Tron,” a robot that flanked the speakers onstage—just another nod to the area’s tech-savvy reputation.

Jed York, president of the San Francisco 49ers, was quick to remind everyone of local entrepreneurship, lauding Levi Strauss as “the original startup.” Genentech CEO Ashley Magargee chimed in with the biotech origin story that has helped put the Bay Area on the global map. There was even a playful touch of local flavor when York mentioned gifting Napa Cabernet Sauvignon to NFL vice president Peter O’Reilly, underscoring the region’s culinary and hospitality strengths.

San Francisco’s athletic ties ran deep throughout the event. 49ers offensive lineman Colton McKivitz, a Midwesterner now at home in the city, described how training on the steep slopes of Kearney Street has pushed him to new heights. “Running up and down Kearney (Street) is as steep as it looks,” he said. “This city has made a huge impact on my life.” With a grin, he added, “I had played in a Super Bowl before, but granted, we didn’t win.”

Andrew Luck, the former Stanford quarterback and now general manager of the university’s football program, brought a dose of humor and nostalgia. He thanked the NFL for the “cruel twist of fate” that saw the New England Patriots practicing in Palo Alto—a team that had twice eliminated his Indianapolis Colts in the postseason. Luck’s remarks drew laughter and underscored the region’s deep ties to the sport, even if the local 49ers won’t be competing for the Lombardi Trophy this year.

While the 49ers may be absent from the field, their influence on bringing the Super Bowl back to the Bay Area is undeniable. Al Guido, promoted to CEO of the 49ers on the very morning of the press conference, recalled sending gift packages to the NFL to advocate for Levi’s Stadium’s return as a host venue after the successful Super Bowl 50 in 2016. “Come on, you’ve gotta come back,” Guido recounted saying to the league. “But you need a team to pull that off. I’m proud to say the entire Bay Area caucus signed up to support our effort.”

The payoff is substantial. According to reports from Boston Consulting Group commissioned by the Bay Area Host Committee, this year’s Super Bowl is projected to generate a $500 million economic impact and create 10,000 new jobs for the region. That’s a windfall that goes well beyond the gridiron, promising lasting benefits for local businesses, workers, and communities.

Throughout the press conference, the message was clear: the Bay Area is more than just a backdrop for the NFL’s biggest game. It’s a vibrant, creative, and resilient community, woven together by bridges both literal and figurative. The youth laureates’ poem said it best: “We’re connected by these bridges, by these places, by these people. A mosaic with tiles from every corner of the world.”

As Super Bowl week kicks into high gear, the Bay Area stands ready to showcase its unique blend of innovation, culture, and hospitality. From the beats of Too $hort and E-40 to the flavors of Dominique Crenn’s kitchen, from the steep hills that test NFL linemen to the poetry that celebrates the city’s soul, San Francisco is putting its best foot forward for the world to see.

With festivities underway and anticipation building for the NFL’s first Innovation Summit, the region’s leaders, artists, and athletes are united in their message: this Super Bowl is as much about the Bay Area’s story as it is about the game itself. Let the countdown to kickoff continue!