The leadership torch at Taco Bell has officially been passed from Mark King to Sean Tresvant and the brand seems to be going big to celebrate the occasion. The company on Wednesday announced plans for a “Live Más Live” event in Las Vegas Feb. 9 at 1 p.m. to coincide with Super Bowl weekend. According to Taco Bell, it will be the brand’s most interactive experience since The Taco Bell Hotel debuted in 2019, with musical performances, celebrity appearances, fan recognition, and a glance at (and chance to try) upcoming menu innovations.
“Live Más Live is about showing up in a way this brand has never shown up before. It’s about transparency, access and celebration for who we are as a brand and who we do it for, our biggest fans,” Tresvant said in a statement. “2024 marks a new beginning for Taco Bell and we can't wait to show everyone what we have in store for this year and beyond.”
Taco Bell’s Live Más Live will be streamed live from Las Vegas at livemaslive.com at 1 p.m. PST. Fire! Tier Rewards members have two chances to catch the show on site; on Jan. 16, those members will have the chance to sign up and qualify for access to the show with hotel accommodation and a voucher toward travel and expenses via Tuesday Drops on the app. Later this month, select Fire! Tier members will receive an e-mail on how they could score a seat.
Though Taco Bell has launched unique experiences such as its themed hotel, the Taco Bell Drag Brunch, and more, the company claims there has never been a fan-first experience like Live Más Live, as “for the first time ever,” they’ll have “never-before-seem access to the culinary experts and creative minds behind the Taco Bell test kitchen and a first look at food innovations to come.”
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