Before closing the lid on Super Bowl, 'let's learn from the mistakes'

Super Bowl XLV is now part of NFL history, but it's hardly over.

Officials with the local host committee returned to work Monday morning to start months of bookkeeping and analysis of what went right, what went wrong and what should be done differently next time — when or if there is a next time.

Preparations are well under way for the 2012 Super Bowl in Indianapolis, but North Texas isn't out of the spotlight quite yet.

"Let's do the best we can, and let's learn from the mistakes," said Bill Lively, president and CEO of the Super Bowl host committee.

The second part of that process started the day after the Super Bowl as staff members began compiling reports on everything from legacy programs to bid requirements. How well did it work? What did it cost? Was the money spent wisely?

"That will be the blueprint for the next host committee," Lively said.

Dallas Cowboys owner Jerry Jones declined to talk about the Super Bowl and the failure to get some temporary seating completed in time for the game. He did release a written statement through his staff saying he was proud of the event as a whole and is working with the league to investigate the seating problems.

"At the end of the day, the game on the field, and the stadium where it was played, exceeded the high level of expectation that the Super Bowl presents," according to the statement. "It was a great game in a great venue, and it was an experience that will begin the process of bringing future Super Bowls to North Texas."

NFL commissioner Roger Goodell has been one of the host committee's big backers in the past week. He said on multiple occasions that the winter storms shouldn't be held against the region or its ambitions to host another Super Bowl.

He offered more praise Monday morning at a news conference to present the Super Bowl MVP trophy to Green Bay Packers quarterback Aaron Rodgers.

"Let me just make one more thank you, which is to the North Texas Super Bowl Host Committee: Roger Staubach , Bill Lively, Troy Aikman, all the people that worked so hard on this event," Goodell said. "They did an absolutely terrific job, and we're grateful for their hard work and the success that they had."

There was clearly room for improvement. DART struggled to keep its light rail system running. Ice on the roof of Cowboys Stadium fell and injured people and also kept some gates closed on game day.

Lively said he could only focus on those things the host committee could control. He said a couple of items immediately come to mind.

He said adjustments would be needed for future volunteer programs to take into account the distances people have to travel. Lively said staffing proved difficult when icy roads made long commutes either difficult or in some cases, impossible. Volunteers were pulled from other assignments, including hotels and airports, so they could ensure that the NFL Experience at the Dallas Convention Center was fully staffed.

The other suggestion was one that's probably more relevant to this committee's experience than a future one. Lively said he wished no one had mentioned future Super Bowl bids.

"I wish we hadn't gotten into the debate about the 50th Super Bowl," Lively said. "We should have just countered that and said that we're working on 45. Let's worry about another game later. … It sort of distracted 45."

Those plans to pursue the 50th anniversary game shaped the perception of what happened at this Super Bowl. All week, everyone from Lively to Goodell fielded questions about how the weather and other issues might affect the next bid.

While he thinks North Texas should be a front-runner, Lively said Los Angeles could provide stout competition. That city doesn't have an NFL franchise, but there is already a naming-rights deal in place for a future stadium if a team is awarded to that region.

Los Angeles was also home to the first Super Bowl, making it a sentimental choice.

"That could be a force to any other city trying to host the game," Lively said.

It's not clear what effect some of last week's problems could have on that competition. But Lively said people need to be reminded of the long list of successes.

Sunday's Super Bowl had the largest audience in television history, breaking the record set by last year's game. The Nielsen Co. estimated the total audience at 162.9 million, 9.5 million better than last year. The average number of viewers was 111 million, topping last year's 106.5 million.

The Super Bowl Breakfast, which features the announcement of the Bart Starr Award for outstanding character and leadership, was the largest ever, Lively said. The Taste of the NFL also set an attendance record and fundraising record with its $1 million-plus total for hunger charities. The Super Bowl Gospel Celebration concert in Fair Park had its largest audience ever.

Lively said solid data about how the North Texas Super Bowl performed would be forthcoming, but for now, it's still early for a comprehensive analysis. But he said the bottom line seems clear.

"Everything we promised to do, we did," Lively said. "These volunteers kept all their commitments. And there's good reason to believe that many good things happened in spite of the crazy weather."