↑ Scroll Up
The People's Pre-Game
An entertainment experience blending music, hospitality, and brand activations during marquee moments in the year's sports calendar.
THEN.
NPU hosted The City's most anticipated Big Game party at Pier 70. Welcoming 10,000+ fans each day as VIP's and celebrities filled the 140,000 sq ft warehouse for three unforgettable nights sponsored by DirecTV, AT&T and PepsiCO.
NOW.
February 2026 set a new benchmark at Pier 80: three massive days, three distinct genres, and more than 60,000 fans, culminating in the largest guest-first celebration built around the biggest weekend in sports. All made possible through our continued partnership with the City of San Francisco and the Port's Maritime Division.
SOON.
Building on that momentum, NPU delivered its most ambitious production to date—expanding scale, deepening partnerships, and redefining what a citywide Big Game weekend experience can be. We're especially excited to partner with the Hollywood Chamber to bring this next chapter to life and continue raising the bar for destination-driven live experiences.
HOLLYWOOD BLVD TAKEOVER.
Street closure from Highland to Whitley
In partnership with the Hollywood Chamber
The largest outdoor, ticketed event of Big Game Weekend
THREE DAYS.
THREE GENRES.
Country
A new addition, expanding the audience for all walks of life
EDM
Global headliners and top-tier DJs
Urban
In partnership with R&B and Ribs, featuring world-class R&B artists
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
The details nobody expects
are the ones everyone talks about.
NPU Live brings hospitality back to live events. Chips on the way in. Warm chocolate chip cookies on the way out. In a space where festivals have started to feel transactional, we make people feel taken care of. Phone booths connect strangers. Guests step into the spotlight. VIP actually means something. Every detail is built for connection.
ON THE WAY IN.
Dip in and start strong: savory snacks as we say hello!
WHILE YOU'RE HERE.
Amplified by brands that make every moment come to life
ON YOUR WAY OUT.
"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).
