And with the big game now less than two weeks away, local companies are shifting into high gear to get the valley ready for the crowds.
It's quite an undertaking going on in downtown Phoenix as crews finish the 12 block area which will be called Super Bowl Central.
Organizers are expecting over a million people to attend the event.
Downtown Phoenix is undergoing a major transformation, getting ready for huge crowds in the buildup for the big game.
This week crews are setting up stages for the free event. The transformation also includes wrapping the buildings downtown by Tempe based company Bluemedia.
Super Bowl Central opens in downtown Phoenix starting January 28th.