(Al-Jazeera) Light posts all over New York City already heralded the forthcoming Super Bowl earlier this month when U.S. Rep. Carolyn Maloney held a press conference with tourism and NFL officials at a sports bar in midtown Manhattan to announce that part of Broadway, perhaps the most famous street in the United States, would be renamed Super Bowl Boulevard for the four days preceding the game.
More officially, the new temporary name is Super Bowl Boulevard Engineered by GMC.
The 10-block stretch is now decked out with a concert stage, a Vince Lombardi Trophy display case and an eight-lane toboggan run (also sponsored by GMC). It's all in an effort to boost the tourism ripple effect that many expect the Super Bowl to create.
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"It's going to be a huge economic boon," Maloney said. "Thanks to the Super Bowl, we're seeing more hotel rooms booked and restaurant tables reserved and even more excitement than usual for this time of year."