Broadway may have lost the Macy's Thanksgiving Day Parade last year, but it just gained four days of super bowl festivities. Mayor Michael Bloomberg announced at a press conference today that Super Bowl 2014 will transform Broadway from 34th St. to 44th St. into Super Bowl Boulevard, which will be closed to vehicular traffic running North and South for four days preceding the big game on Feb. 2. The ten blocks will be the site of a massive fan event called the NFL Experience, which will offer free activities such as football clinics and competitions, outdoor concerts, player appearances and possibly, according to sources, a toboggan event. "We are excited to be at the center of the city's welcoming efforts and expect our hotels, retailers and restaurants to do very well that week," said a spokeswoman for the Times Square Alliance. The size of next year's NFL Experience is far more extensive than the 2014 New York/New Jersey Super Bowl Host Committee had originally imagined. The committee had explored using the Jacob K. Javits Convention Center for the event, but Javits was already booked for that week. Most of the big buzz events, in fact, will be held in the city. The Big Apple will host the media center at the Sheraton New York Times Square, which will accommodate more than 5,000 credentialed members of the media and the media party, which will be held at Chelsea Piers on January 28; The Friday Night Party, known as NFL House, a hospitality center for business partners of the event, will also take place in Manhattan. The mayor estimates that the Super Bowl events will have a "multimillion dollar impact on the city's economy." "All of these activities are going to show our city's best face to people from around the world," he said, underscoring his goal of attracting 55 million visitors to the city in 2015, up from 52 million last year. Meanwhile, New Jersey will host both teams as well as Media Day on Jan. 28 and the NFL's Tailgate party at the Meadowlands Racetrack on Feb. 2. "The Super Bowl is not a game anymore. It's really a week of events," said Roger Goodell, National Football League commissioner. "We expect hundreds of thousands of people to come to this region for the game. Other folks are here to be entertained." Only 82,500 people will actually have a ticket to the game being held at the MetLife Stadium in East Rutherford, N.J. Super Bowl 2014 is the first game hosted by two NFL franchises—the New York Jets and the New York Giants—and it is the first to be played in the Northeast and in an open-air venue in a cold weather city. Ali Elkin contributed to this article.