Bidwill: Expect changes for Super Bowl 2023 as 'game gets bigger and bigger'

Expect Arizona's next Super Bowl to be even bigger, Arizona Cardinals President Michael Bidwill said at a news conference Wednesday following the announcement that Arizona will host Super Bowl LVII in 2023. 

"There are going to be changes because the game gets bigger and bigger," Bidwill said.

Downtown Phoenix was the epicenter for NFL events during the 2015 Super Bowl, with game-day events in Glendale and parties in the Scottsdale area. 

MORE: What Super Bowl 2023 means for Arizona residents

The NFL asked Arizona organizers to reserve three times more event space with different event venues, according to Bidwill.

"Phoenix is going to have a lot of things going on in downtown, no doubt, but there also are going to be things going on around the rest of the Valley," Bidwill said.

No rotation

Despite University of Phoenix Stadium landing its third Super Bowl in 15 years, Bidwill said there is no official NFL rotation that would guarantee future games.

"The Super Bowl has been in a different city for the last 11 years," he said. "There's not really a rotation anymore, so it's hard for us to get in there."

MORE: Arizona awarded Super Bowl LVII in 2023

And competition continues to increase, including with the planned opening of stadiums in Los Angeles and Las Vegas. 

Yet Arizona was invited to participate in the new process for selecting host cities, which is invitation-only as opposed to an open-bid process. 

Invitation-only bid

Bidwill said NFL leaders were impressed that Arizona Gov. Doug Ducey attended the bid presentation in Atlanta.

"He was the closer on the pitch," said Bidwill, who was flanked by Ducey and Arizona Super Bowl Host Committee Chairman David Rousseau.

"It takes this collaborative effort from the community," said Rousseau. "That was why it was so symbolic and critical that the governor was there leading our effort."

The 2015 Super Bowl had an economic impact of $720 million for the Valley, according to a study commissioned by the host committee.

MORE: 2015 Super Bowl visitors boosted tax revenue by double digits

"This is just another validation that Arizona is a premier destination for mega events," Ducey said. "It's a validation of our economic growth and quality of life."

Pitching Arizona

Arizona representatives sold the Valley's continued growth, including 22 miles of new freeways that will be open by 2023 and 7,000 new hotel rooms, Bidwill said.

The bid also called attention to $100 million in upgrades to the stadium, including $28 million in renovations to the club area and about as much spent on parking upgrades, a pedestrian tunnel and new fan-friendly tailgate areas, he said. Other updates are planned, such as to video boards and Wi-Fi. 

MORE: City leaders tout amenities for Super Bowl 2023

Bidwill dismissed any notion that the stadium, which opened in 2006, would be old by NFL standards by 2023.

"It's still viewed as one of the best stadiums in the National Football League," he said.