NPU Live, the company behind The Midway and Portola Festival, is hosting several concerts and parties in one of the city's unique spaces, Pier 80.
Langer said he's been proud to invest in the greater Dogpatch area, a neighborhood on the city's east side that has seen considerable growth over the past decade.
This week, his company will attempt some of its most ambitious projects yet, including an album release party for EDM artist Illenium, and shows headlined by Calvin Harris, Diplo and T-Pain.
"(Super Bowl is) in our backyard. It's in San Francisco. It's here. Why should we not invite Bay Area residents to experience some of the glitz and glamour and all the crazy that Super Bowl has to offer," Langer said.
After residents lodged complaints, NPU and Goldenvoice put new measures in place to mitigate and monitor noise.
"We're excited about bringing people to this side of town, we're excited about the Super Bowl activities are going to do for the neighborhood of course, and just excited that people will get to see what we see and what we all know in that there are some hidden gems in San Francisco right here in the southeast sector of the city." Walton said.
Supervisor Walton pointed to the neighborhood as being one of the only areas in the city that could accommodate horizontal expansion and signaled that more development plans were in the works.
In the meantime, Langer's team will be getting ready to host tens of thousands of people this week.
"You can expect fun. So, the thing that I truly love and the thing that makes me do this every single day is not the ROI, it's not the challenge of it, it's the fact that I am able to provide joy to millions of people throughout the year."
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