More than 100,000 visitors and one million Houston natives are expected to travel through the city during this year’s fan festival, Super Bowl LIVE.

GES, under the direction of IDEAS and the Houston Super Bowl Host Committee, and along with ARM Inc, has created a Super Bowl fan experience that will send visitors to Mars.

The full-service live event provider created the graphic look and experience that supported the Future Flight and Mission to Mars, also assisting with the development of the site. GES also organised logistics and worked with all vendors and sponsors to facilitate the event.

Super Bowl LI takes place this Sunday (5 February), with the New England Patriots and Atlanta Falcons squaring off at the NRG Stadium in Houston, Texas.

“Houston is the perfect city to host the big game,” said GES account director Jeff Snyder. “This project really displays the ingenuity that the city is known for and the influence of the space industry as one of Houston’s vital industries.

“Future Flight is the first-ever drop tower with virtual reality. It’s all custom designed to truly fit with Houston. We are grateful to be a part of this project, and to use our recognised creative and logistics capabilities to bring Future Flight to the 2017 Super Bowl LIVE fan festival.”

Also located within the festival, this 60,000 square-foot experience features several different areas that collectively present the Houston story. At the heart of the more than 20 interactive exhibits and attractions are multimedia presentations, live entertainment, local cuisine, and social media connectivity. All of this is presented in a uniquely designed environment showcasing the host city as a dynamic center of culture and innovation.