There are concerts, the NFL Experience, the Super Bowl Village - all of it designed to get thousands of fans excited about the big day.
No sign of the Indianapolis Colts at Lucas Oil Stadium - it's being transformed with 254 new seats, and the stage for Madonna's half-tim show. "It's a midwestern girl's dream," says the pop star.
But Madonna is giving few hints on what to expect. "I want people to be knocked of their seats beginning to end so I don't want to blow that surprise."
"I just hope she keeps her clothes on. No wardrobe malfunction," said the New York Giants' Mitch Petrus. But you can stock your own wardrobe at the NFL Experience. There plenty to buy here - but the Hoosier hospitality is free. "Doesn't matter what you do outside of this in your day job, everybody, when we get this scarf on, we're on the same team," said Mike Dilts of the Super Bowl Host Committee. What's not free is parking. Prices are as high as $20.00 to $60.00 NOW, but they'll likely be $60 - plus on game day.
Linda and Herb Floyd think they can squeeze 17 cars in their tiny lot nearby. "We're not trying to get rich, but you're going to have to park here," Herb Floyd, Indianapolis Resident. The city has been planning this for 5 years. "Our intention is to build a new urban model for all Super Bowl host cities that we hope will be appealing to all visitors," said the Chairman of the Indianapolis Super Bowl Host Committee, Mark Miles.
What's really appealing right now is the weather. There's no snow or ice like Dallas last year. It's actually been unusually warm here this week.
Apparently, even Mother Nature enjoys a good game!
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