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CULTURAL & COMMUNITY IMPACT.
Activating Los Angeles Through Music, Culture & Community
ABOUT NPU LIVE.
For years, Non Plus Ultra and NPU Live have transformed underutilized and historic spaces into destinations for music, culture, and community gathering. From waterfront warehouses and historic landmarks to large-scale outdoor festivals, our work is rooted in creating environments that bring people together while contributing to the long-term vitality of the neighborhoods around them.
Beyond live events, NPU has also invested in projects focused on adaptive reuse, housing, and community development, with a broader mission centered around revitalization, accessibility, and cultural impact.
Project Wreckless
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DISH Supportive Housing
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Affordability Project
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WHY HOLLYWOOD?.
Investing in Hollywood During Super Bowl Week
Hollywood has long represented global entertainment, creativity, nightlife, and cultural influence. As the city continues to evolve, there is a unique opportunity to activate Hollywood Boulevard through thoughtful large-scale programming that brings together music, tourism, hospitality, local business, and community engagement.
The Lineup aims to contribute to that momentum by creating destination-caliber experiences that drive visitation, support surrounding businesses, and introduce new audiences to Hollywood as a vibrant cultural gathering place.
CULTURAL ACTIVATION & NEIGHBORHOOD REVITALIZATION.
The Lineup is designed not only as a large-scale entertainment experience, but as a broader activation of Hollywood Boulevard and the surrounding district during one of the most visible entertainment weekends in the world.
By leveraging the global attention surrounding Super Bowl week, the event aims to create meaningful cultural and economic activity throughout Hollywood through music, hospitality, nightlife, retail partnerships, and brand activations.
Key activation initiatives may include:
Activating vacant and underutilized retail storefronts through temporary brand experiences and sponsorship installations
Increasing foot traffic and visibility throughout the corridor
Driving long-term tenant interest and neighborhood investment
Creating highly visible cultural moments tied to one of the largest tourism weekends of the year
Supporting additional ancillary programming and hospitality activations that bring clients and audiences deeper into Hollywood Boulevard and the surrounding district
COMMUNITY INVESTMENT & LOCAL PARTNERSHIPS.
Building Long-Term Relationships Within the Community
Community engagement is a core component of The Lineup's long-term vision. NPU Live aims to build meaningful partnerships that extend beyond the event weekend itself while ensuring the surrounding community directly benefits from the activation.
Current initiatives under consideration include:
Prioritizing Los Angeles-based hiring across event staffing, operations, hospitality, production, and support roles whenever possible
Engaging exclusively LA-based food vendors and hospitality partners
Partnering with local schools, youth organizations, and neighborhood groups
Supporting local football and youth programs through long-term community investment initiatives developed alongside community input
Creating multi-year giveback opportunities tied directly to neighborhood needs
Reinvesting 5% or a portion of direct event proceeds back into local small business and community initiatives, with a focus on supporting Latinx and Hispanic-owned businesses and organizations
ECONOMIC & TOURISM IMPACT.
Major cultural moments like Super Bowl week generate significant tourism, hospitality, and entertainment activity across host cities. The Lineup is designed to contribute directly to that momentum by creating destination-caliber programming that attracts visitors, drives foot traffic, and supports the surrounding business ecosystem.
2026's San Francisco edition of The Lineup has already demonstrated measurable economic impact across hospitality, transportation, food service, retail, and event staffing sectors.
SUPER BOWL WEEK
ACTIVATIONS.
Expanding the Cultural Footprint
Additional related events and activations tied to Super Bowl week may also bring clients, brands, media partners, and audiences deeper into Hollywood and surrounding neighborhoods.
Potential Examples Include:
NFL Honors Awards
Industry networking events
Entertainment partnerships
Brand activation collaborations
PUBLIC PROGRAMMING
& COMMUNITY ACCESS.
Creating Accessible Community Experiences
In addition to ticketed programming, The Lineup aims to create opportunities for free and accessible community engagement before and throughout the broader event weekend.
These public-facing activations are intended to ensure local residents, families, and neighborhood organizations can participate in the cultural energy surrounding the event in a way that feels welcoming, inclusive, and community-oriented.
Potential Public Programming
Family Day / Kids Day activation open to the public with youth-focused activities and entertainment
Partnerships with local schools and community organizations
RESPONSIBLE OPERATIONS & NEIGHBORHOOD COORDINATION.
Operations, Safety & Neighborhood Coordination
NPU Live has extensive experience operating large-scale events in dense urban environments and prioritizes close coordination with city agencies, transportation partners, public safety teams, and neighborhood stakeholders.
Operational Priorities
Public Safety
Prioritizing public safety, emergency preparedness, and operational communication throughout the event footprint
24/7 Hotline
Providing a dedicated hotline available 24/7 throughout event operations to answer questions and support community concerns in real time
Traffic & Transportation
Coordinating closely with local authorities and transportation agencies to help mitigate traffic impacts and support neighborhood accessibility
SUSTAINABILITY & WASTE REDUCTION.
The event will prioritize sustainable operations that minimize environmental impact and support community goals. NPU has consistently achieved industry-leading refuse diversion rates, at times reaching 100%, while exceeding reset expectations for neighboring businesses and residents post-event.
Environmental Initiatives
Waste diversion, recycling, and composting efforts designed to minimize landfill impact
Reduction of single-use plastics wherever operationally feasible
Food recovery partnerships that redirect excess food to local community support organizations
Low-waste operational planning and post-event reset standards designed to meet or exceed municipal sustainability expectations
TRUSTED PARTNERSHIPS
& PROVEN EXPERIENCE.
Delivering Large-Scale Cultural Experiences
Over the years, NPU and NPU Live have partnered with cities, venues, hospitality groups, brands, and community stakeholders to successfully deliver large-scale live events and public experiences across a wide range of environments.
From historic landmarks and adaptive reuse projects to major festival-scale activations, our work is rooted in creating experiences that balance cultural impact, operational responsibility, and long-term neighborhood engagement.
PROJECT HIGHLIGHTS
& EXPERIENCE.
Notable Projects:
- The Midway SF
- Pier 80 Warehouse
- Palace of Fine Arts
- The Historic SF Mint
- Fresh Start Festival
- Large-scale waterfront and destination activations
- Community-facing public programming
- Hospitality and tourism partnerships
Letters of Recommendation
A young truly engaged local fan base + a VIP traveling audience in town for the Big Game - X3 Distinct Demographics.
Three days are uniquely programmed to create diverse local engagement with national influence and exposure.
Unlike most Big Game events that cater exclusively to traveling VIP audiences, The Lineup attracts tens of thousands of young, highly engaged local party goers while seamlessly entertaining thousands of VIP's, brand partners, celebrities and dignitaries.
* Demographic data from Tixr across all 3 events
"ELECTRONIC DANCE MUSIC TAKES CENTER STAGE ON SAN FRANCISCO'S WATERFRONT."
"CALVIN HARRIS AND DIPLO TO PLAY A SUPER BOWL WEEKEND SHOW AT PIER 80."
"NPU LIVE� IS HOSTING SEVERAL CONCERTS AND PARTIES AT PIER 80."
"THE LARGEST CROWDS GATHERED AT PIER 80, WHERE DJS DIPLO AND CALVIN HARRIS HEADLINED."
AP & San Francisco Chronicle Super Bowl event round-ups featuring our concerts appeared in more than 30 outlets nationwide (and in Canada).
