As Super Bowl weekend reached its fever pitch, Guy Fieri turned the Cow Palace into the epicenter of pregame energy with Guy Fieri’s Flavortown Tailgate, one of the largest free Super Bowl events in the country. Just hours before kickoff, more than 10,000 fans flooded the iconic venue 40 miles north of the big game site to experience a bold, high-octane celebration that felt equal parts food festival, concert, and classic American tailgate.
The Bay Area native brought his unmistakable personality home, transforming the Cow Palace into a full-scale Flavortown takeover. From Diners, Drive-Ins and Dives restaurant pop-ups to Guy’s custom-created culinary concepts and beloved local favorites, the event featured 10+ culinary experiences designed to satisfy every craving imaginable. Guests sampled free bites from top food partners, paired with ice-cold beer, creative cocktails, and a nonstop flow of tailgate fun.
Music played a starring role in the day’s festivities, with live performances by Tucker Wetmore and Loud Luxury delivering the perfect soundtrack to Big Game Sunday. The crowd—packed with fans ready to celebrate football’s biggest day—danced, sang along, and soaked in the electric atmosphere that only a Guy Fieri production can deliver.
The star power didn’t stop on stage. The tailgate drew an impressive lineup of celebrity guests and sports legends, including Rob Gronkowski, Eli Manning, Aaron Jones, Navarro Bowman, Eric Kendricks, and comedian Bill Burr. One of the day’s most talked-about moments came when Guy and Burr shared cigars and laughs, capping off a years-long running joke as Guy finally scored Burr’s phone number—after “hounding” it from fellow comedian Bert Kreischer for years.
Produced by Medium Rare and presented by SpotOn, the event leaned hard into its fan-first mission. With support from major sponsors including Anheuser-Busch, Carnival Cruise Line, Verizon, Velveeta, King’s Hawaiian, Sabra, Pendleton Whisky, Santo Tequila, and Coke Zero, Flavortown Tailgate wasn’t just about spectacle—it was about access. Carnival Cruise Line provided free entry to 2,000 veterans and active-duty military members, while SpotOn guaranteed entry for many local food service workers, underscoring the event’s community-driven spirit.
Photoby DEMIAN BECERRA HOLY_MOUNTAIN
At its core, Guy Fieri’s Flavortown Tailgate was a celebration of the people who love food, football, and a good time—no tickets, no barriers, just pure, unapologetic fun. A deep-fried Super Bowl party in every sense, it brought together a devoted crowd of diners, drive-ins, and dives devotees and sent Super Bowl weekend in San Francisco out in unforgettable Flavortown style.
From the moment doors opened, thousands of fans packed the venue, stepping into a state-fair-style playground complete with rides, games, immersive brand activations, circus performers, and a six-hour open bar included with every ticket. Everywhere you turned, something was happening—and someone famous was nearby.
The night’s stacked lineup kept the energy soaring. T-Pain delivered a high-energy, can’t-look-away performance packed with sing-along hits, while Disco Lines kept the dance floor moving with infectious house beats. Myles O’Neal brought his own swagger to the stage, and global dance icon Tiësto capped the night with a show-stopping set that reminded everyone why he remains one of the most influential DJs in the world.
Beyond the performances, Shaq’s Fun House was powered by an impressive roster of brand partners that helped bring the carnival to life. Credit One Bank led the charge, joined by Shaq-A-Licious XL Gummies, BeatBox Beverages, Anheuser-Busch, Pepsi, Verizon, Thomasville, Forever 21, Top Cup, Belvedere, Habit Burger, Waymo, Voss, Phorm Energy, and e.l.f. Their activations transformed the venue into an interactive playground, reinforcing why the event has become one of the most viral and in-demand experiences in the country.
