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How much would you pay to go to the Super Bowl?
Luxury packages for events like the presidential inauguration, the Olympic Games and the Super Bowl are nothing new, but in recent years, industry professionals have noticed a rise in “ultraluxe” travel — very expensive, private and customizable V.V.I.P. travel and event services. Take the Fairmont’s $350,000 package in Washington for the recent inauguration, a four-night deal that included round-trip flights for four people (and pets) from any location in the United States, a $25,000 Saks Fifth Avenue shopping spree and customized cocktails.
The price for sports packages doesn’t have to soar so high, according to Virtuoso, a network of luxury and travel agencies, which said typical pricing for such events range from $10,000 to more than $50,000.
“The consensus,” said Misty Belles, Virtuoso’s vice president of global public relations, “is that packages for big events like the Super Bowl and F1 sell out completely.”
If you can swing five to six figures for a single experience, here’s some travel and event packages that might appeal.
The Super Bowl
For the Super Bowl on Feb. 9 in New Orleans, the luxury hospitality and ticketing agency On Location sells packages that start at $7,050 per person and include a pregame party, open bar and a ticket to a private concert with Ludacris. A pricier offering, for $62,000, has an “all inclusive” option with seats on the 50-yard line, entry to a V.I.P. club, concierge services and a hotel stay.
Roadtrips, a luxury sports travel group, also has Super Bowl packages, from $11,895 to $15,985 per person, which include game tickets, transportation during the weekend and a “V.I.P. Tailgate Party” where N.F.L. players make an appearance and the food is made by a celebrity chef.
Formula 1 Races
The Formula 1 racecar season kicks off in Melbourne, Australia, next month, and F1 Experiences, the official travel partner for F1, offers event packages for each of the 24 Grand Prix races around the world. While Melbourne packages are sold out, tickets for the Miami Grand Prix in early May, which include a four-night hotel stay and access to the Paddock Club — F1’s “luxury” service for V.I.P. guests and team sponsors with dining and prime race views — start at $20,494 per person (or $37,788 for a couple).
The GR8 Experience luxury tour operator has packages for the F1 Monaco later in May that start at $12,650 per person for a three-day yacht tour, from where people can watch the race and enjoy chef-prepared meals and appearances from former F1 drivers.
Dislike boats? Lilly’s Club, a nightclub that only operates during the F1 event, has table packages that go for up to $1 million, with caviar, bottle service and Grand Prix viewing from V.I.P. suites. The deal also includes a week of accommodation in a villa in Monaco, a private chef and round-trip private jet transfers.
Olympic Games
On Location is the hospitality partner for the next two Olympic Games — Milano Cortina 2026 in Milan, Italy, and LA 2028 in California — and receives a portion of event tickets to sell to clients.
Milan Cortina’s “official hospitality packages” require accommodations, and advertise hotel rates between 820 to 957 euros ($854 to $997) with a two-night minimum on top of event tickets. The least expensive event tickets currently available are €260 each for ski mountaineering events, and the most expensive are €3,750 for women’s free ice skating. Tickets for the opening ceremony start at €7,750 and those for the closing ceremony at €10,000. Access to the hospitality lounge, priority access into the ceremony and a food buffet are included.
Roadtrips, which also specializes in luxury sports packages, currently has one hotel package listed for the Winter Olympics in Milan — starting at $9,975 for a six-night stay in a five-star hotel, and includes gifts and a personalized itinerary.
Closer to the event, On Location will create custom packages. For the Paris Olympics, some clients spent millions.
“Our top buyers are getting premium hotels, custom transportation,” said Paul Caine, president of On Location, of the Olympics last summer. “They’re often meeting and greeting different people around the sport.”
Customized packages
When travelers are paying thousands of dollars (or millions in some cases) for event packages, sometimes they prefer a fully customized option.
For the Kentucky Derby in May, the luxury travel agency Travellustre is creating a $1.2 million birthday trip for a client and 25 of their friends and family members. The package includes custom-made derby hats and dining at Millionaires Row, a restaurant at the Churchill Downs racetrack.
“That event itself is just up over $1.2 million. We haven’t even done the private charter,” said Kristin Chambers, Travellustre’s chief executive. “You’re getting a very custom, insider experience at these events, versus a hotel, transport or ticket package.”
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