Super Bowl plans set for former Nordstrom space

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An after-hours nightclub and a sports apparel shop will occupy much of the space at the former Nordstrom store in Circle Centre mall during Super Bowl festivities in downtown Indianapolis.

The Super Bowl Host Committee has dubbed the space "The Huddle" and has turned it into a temporary retail and entertainment spot right next to Super Bowl Village.

Lids Sports Group, the Indianapolis-based company formerly known as Hat World, announced Monday that it will take the entire second floor, or 23,000 square feet, of the former store from Jan. 27 through game day on Feb. 5.

Seattle-based Nordstrom Inc. closed the store July 31 after 16 years as an anchor in the mall. Mall manager Simon Property Group is still seeking a replacement tenant or tenants for the space.

The Lids temporary retail outlet will offer licensed National Football League and Super Bowl XLVI apparel and memorabilia. The company plans to bring in pro athletes for autograph sessions.

Lids has been involved at previous Super Bowls. But to be involved in a major event hosted by its headquarters city is even more meaningful, Lids President Ken Kocher said in a prepared statement.

“This is a great opportunity to elevate the Lids brand and to show our hometown pride,” he said.

About 250 Lids corporate office employees will volunteer to help about 200 employees who will travel from across the country to staff the store, Lids said.

Lids has more than 1,000 locations in the United States, Canada and Puerto Rico.

Meanwhile, the over-21 crowd searching for a nightcap can unwind at The Huddle After Hours Club, which will be open from 10 p.m. to 3 a.m. from Jan. 27 to Feb. 4.

The nightclub will be in the first-floor space formerly occupied by Nordstrom's men’s department and will feature an exclusive VIP area and entertainment. The Indianapolis-based Penrod Society is helping the Super Bowl Host Committee book entertainment for the venue.

All-access passes to the club can be purchased in advance at www.huddleafterhours.com or www.indyhuddle.com. The $100 charge allows patrons access to the bar each night it is open without waiting in line. The pass does not allow access to the VIP area.

The only space left in the vacant store is on the third floor, said Diana Boyce, the committee’s spokeswoman, but it could be used for private parties.

“The Huddle is an opportunity for people to step in, warm up and grab a bite to eat,” she said. “It’s an opportunity near the [Super Bowl] Village for people to enjoy all things Super Bowl.”

Indeed, Super Bowl Village will span Georgia Street from Capital Avenue to Pennsylvania Street. The street underwent a $12.5 million overhaul, creating a three-block pedestrian plaza that will offer 10 days of entertianment options starting Jan. 27.

WISH-TV Channel 8 will broadcast from The Huddle, and Bob & Tom will do their nationally syndicated radio station live from the venue Feb. 2-3.

The Huddle also will feature the Chef’s Table restaurant, End Zone Beer Garden, NFL Ticket Exchange and a warming area with limited seating.

Other vacant space downtown that will be temporarily occupied during Super Bowl festivities includes the CSX building at 31 E. Georgia St., slated to house a police museum after the festivities, and the second and third floors of the former Jillian’s Restaurant at 141 S. Meridian St.

Indianapolis-based Mattison Corp., an association management firm, and the owners of the Taps & Dolls bar on South Meridian Street have partnered to lease 10,000 space feet in the CSX building. The venue, opening Jan. 27, will be called Stage Left and will feature food, a full bar and dueling pianos.

“The most attractive thing about this space is that it’s located immediately next to the main stage, the Verizon stage,” said Chris Price, a Mattison Corp. partner. “We’re 20 feet away from that.”

Advance tickets to Stage Left can be purchased at http://stageleft.eventbrite.com.

Mattison Corp.’s core clients are construction associations, which provided about 20 contractors to tear down walls and install permanent bathrooms. The improvements to the building will remain to benefit the local police foundation, which plans to open a museum at the site.

At the former Jillian’s space, Indianapolis-based BMG Event Productions is transforming the second and third floors into a luxury lounge and nightclub.

The city of Indianapolis is accepting license applications until Jan. 20 to temporarily occupy vacant structures.  

One high-profile space that remains unclaimed is the former Border’s site at the intersection of Washington and Meridian streets.


  • Not all parking that expensive
    I am wondering where the $399 parking is. Everyplace I have looked so far is less than that. The NFL lots are $60.00 for the day and those are around Lucas Oil. I just paid $39.00 for a garage two blocks from the fieldhouse so only a 6/10 of a mile walk to Lucas Oil.
  • Clarifications on Door Pricing
    As you can see the article no longer states an additional cover charge. To clarify, there is no cover charge if you buy the all access Field pass which gets you in any night and allows you to cut the General admission line.

    The general admission pricing for the Opening weekend will be very reasonable. Superbowl weekend will depend on demand and will remain reasonable.
  • penrod society?
    srsly? the penrod society booking talent? people are looking to be entertained, not charmed by our indiana hospitality of over charging for mediocre folk/blues artists that cant sell out shows in their own cities? prolly pay to play with the promise of getting in front of the "right crowd." awful.
  • reasonable event
    For 100 you can get in at the Rathskeller Sat evening hord'vours, dinner buffet, and desert included with the admission. Live entertainment and DJ "Super Soul Saturday."
  • Hoosier Hospitality
    The airport had an agreement with all it's retailers and food/drink vendors requiring them to provide "street pricing" since one of the the aggravating parts of traveling is being gouged.

    Message to event leadership looking to start long term relationships and create a positive image for our community:

    You don't get new and repeat customers by ripping them off and making their experience terrible.

  • Really?
    I didn't see where it said to stay home...?? It happens in every city every year.
  • LA Newspaper Tells Readers To Stay Home
    Someone from ICVA better do some outreach really quick!!!!

    Road closings & parking restrictions in downtown, Mass Ave, and Broad Ripple are out of hand.

    Even high priced LA fans think they will get ripped off.

    $399 for Super Bowl parking? And still a 20-minute walk?

    • Anything reasonably priced
      Seriously, $100 admission PLUS a cover charge! The Taste of the NFL is out of price for the "common" man as well as The Rolling Stone/Bacardi party. I guess this really is a party for those with BIG money. And there is still no shuttle info from the Simon Malls available? Were the shuttles a last minute thought? Seems like a great place for someone to make a little money running shuttles for Indy residents in the 10 days leading up to the Super Bowl. We've purchased our NFL Experience tickets but riding a shuttle and not having to be concerned about driving is a great idea. Hello, is anyone listening?

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