Super Bowl Experience transforms Moscone Center in SF ahead of big game

SAN FRANCISCO (KGO) -- Crews are working hard at Moscone Center to prepare for the NFL's Super Bowl Experience, the league's most accessible fan event, which opens Tuesday in downtown San Francisco.

The event spans 500,000 square feet and offers fans of all ages -- even those who aren't diehard football followers -- a chance to immerse themselves in interactive exhibits, meet players and see iconic memorabilia.

"This is meant for fans of all ages," said Nicki Ewell, the NFL's vice president of events. "For everybody, especially if you don't know much about football and you just want to come down for photo opportunities."

Visitors will be able to view all 59 Super Bowl rings and the actual Vince Lombardi trophy, which will be awarded at Levi's Stadium on Feb. 8.

Other highlights include photo opportunities and autograph sessions with NFL players; the Hall of Fame bus from Canton, Ohio; an Invisalign clinic field with blue turf, where fans can learn skills and drills and pick up free t-shirts; and exhibits featuring AFC and NFC trophies.

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Ewell said fans usually spend three to four hours exploring the exhibits.

While the 49ers won't be playing in the Super Bowl, Ewell said local favorites George Kittle and Christian McCaffrey are scheduled to appear.

"We know that those guys are great representatives and ambassadors to the city in the region," Ewell said.

Another new feature of the Super Bowl Experience this year: the Pro Bowl. Instead of being played inside a stadium in a different city, the game will take place at Moscone Center with a 2,000-seat venue inside.

Fans with Super Bowl Experience tickets may have the chance to act as seat fillers.

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"So if you're a Super Bowl Experience ticket holder, you do have an opportunity to watch the Pro Bowl," Ewell said. "Not guaranteed access, but we hope that if you get in line, you can come on down and see."

Right now, tickets start at $40 on Tuesday and increase to $70 on Super Bowl Saturday, the last day of the experience. Children 12 and under are free every day.

Schedules and player appearances will be updated on the NFL OnePass app.

Ewell encouraged Bay Area residents to attend early in the week before crowds grow.

"By the time we get to Friday, Saturday, it's going to be taken over by Seahawks and Pats fans," Ewell said. "We're so excited to be here for an amazing week of events. Downtown San Francisco is such a culturally relevant city, and we're super excited for fans from all over the country and the world to come and see that."