Scottsdale the epicenter for Super Bowl festivities

PHOENIX - The big game may be at the stadium on Phoenix's west side, but for super partygoers it's the east side all the way.

Scottsdale's nightclub enclave has long been a 24-7 playground tangled with velvet ropes, and it will now be the epicenter for the weeklong party that leads up to the Super Bowl, even though it's more than 20 miles from the game site in Glendale.

Starting Monday, Scottsdale will be the staging area for most of the red-carpet blowouts associated with the game. John Travolta, Sean "Puffy" Combs, Nick Lachey, Kid Rock and Paris Hilton are just some of the famous faces slated to perform or appear at one super-sized shindig or another.

It's only been in the last two decades that the city has evolved from being a sleepy, artsy suburb. Even in 1996, when the Super Bowl first came to the Phoenix area, party lines were drawn with a lot less hoopla, said city spokesman Mike Phillips.

"The Super Bowl this year is this explosion of events and parties. That's different from 1996," Phillips said. "The Internet was brand new. Now, it's kind of been this integration of news and entertainment."

Indeed, besides setting up broadcast booths in Scottsdale, some sports news outlets will be holding their own celebrations. Rapper Ludacris - who will entertain with Jenny McCarthy on Thursday at Fox Sports' Best Damn Super Bowl Party Period - will also headline ESPN The Magazine's Next event on Friday.

The ESPN event - which will highlight future trends in sports, technology and lifestyle - also has rapper Soulja Boy Tell'em holding a dance challenge featuring athletes.

Maxim magazine will stage its invitation-only soiree Friday inside the new Stone Rose Lounge at the Fairmont Scottsdale Princess resort. Athletes and celebrities will be greeted by media on an 80-foot red carpet.

There will also be a makeshift dance floor on a swimming pool surrounded by 12 VIP cabanas. Heidi Montag ("The Hills"), the current cover model, is among the expected guests. DJ AM and DJ Vice will entertain, along with 40 Maxim models and dancers. Like last year's party, when Fergie made a surprise performance, there will be a hush-hush musical guest.

For Maxim, the Super Bowl has been an ideal way to reaffirm its brand recognition with its target audience of males age 18 to 34.

"The party is a way to bring the magazine to life," said James Kaminsky, Maxim's editorial director. "I think there's a great strength in the fact that we're doing it on a Friday night. We sort of own the night. We set the agenda for those who are there to party."

Playboy will take over the Rawhide Pavilion at Wild Horse Pass in Chandler on Saturday. The event will include 26 Playmates clad in traditional bunny costumes. Actor Nick Cannon will be a guest DJ. The Playboy party will somehow incorporate elements of the Arizona locale in its theme, said Donna Tavoso, vice president of Playboy's special projects.

But more importantly, guests should walk away feeling like VIPs, Tavoso added.

"Playboy represents the good life and living the good life. The mission of the party is to bring that to life for people," Tavoso said.

Penthouse magazine will have its Penthouse Desire SuperParty on Saturday at the Venue of Scottsdale. Snoop Dogg will be the headliner. Penthouse Pets will mingle with guests.

Other A-list highlights include a live performance from music mogul Sean "Puffy" Combs outside the Axis/Radius nightclub on Thursday. While the block party rocks the outdoors, the VIP Super Skins Celebrity Golf Classic Bash will be going on indoors with hosts Nick Lachey and Jimmie Johnson. The list of expected guests includes Justin Timberlake, Peyton Manning, Matt Leinart, Tony Romo, Terrell Owens and Carmen Electra.

Electra will co-host the Leather & Laces part with actresses Roselyn Sanchez and Catherine Bell at the Galleria Centre in Scottsdale. Sugar Ray with frontman Mark McGrath will perform.

The Galleria will also be the backdrop Saturday for the Saturday Night Spectacular, hosted by John Travolta and former NFL great Marshall Faulk.

The 944 Super Village, which will take over the Scottsdale Waterfront for Super Bowl week, will have festivities practically day and night including food vendors, a mini Las Vegas strip and music. The evening entertainment throughout the week includes Wyclef Jean, Velvet Revolver and Paris Hilton.

City officials estimate the Super Bowl parties coupled with the PGA's annual FBR Open could bring as many as a million visitors throughout Super Bowl week. Phillips said the city feels prepared for the influx.

"We changed our trolley route. We're beefing up our police presence, our fire presence, our trash collecting presence," Phillips said.

Paramedics will also be patrolling on bikes for any emergency situations, he added.

Phillips said city officials know they have a rare opportunity to showcase Scottsdale's reputation as a happening hub to a global audience.

"It's like when you have friends come over to your house or a relative come in from out of town," Phillips said. "You want to show them your best face and do your best to accommodate your guests ... We want them to be safe, comfortable and enjoy their time here - and come back."