EL PASO, Texas (KTSM) — While most in the Sun City are prepping their bean dip and scouting the best spot on the couch for Super Bowl Sunday, two El Pasoans are already in the heart of the action.
Alonzo Cuellar and Joe Loya, some of creative minds behind El Paso’s own Virtuoso Productions — a local media company — traded the desert heat for the foggy streets of San Francisco this week. But they aren’t just there to watch the coin toss — they are a vital part of the NFL’s “Super Bowl Experience,” a massive event the league describes as its very own theme park.
Loya said the Super Bowl Experience is every football fan’s dream, featuring everything from star player autographs and interactive games to photo ops with the legendary Vince Lombardi Trophy.
“There’s just so much going on. And it’s awesome. You look around it’s like Disneyland pretty much. For the young child that’s their first time in Disneyland that their eyes glow? It’s the same thing for adults. It’s awesome.”
To keep a production of this scale running smoothly, the NFL relies on a dedicated team of volunteers, and Cuellar and Loya are no rookies to the scene; they’ve been part of the Super Bowl Host Committee for a couple of years now.
“The host committee entails everything from, having a hundreds of people at the airport with the ‘welcome’ signs to Super Bowl, all the way to the concierge people on Super Bowl Sunday,” Loya said. “Throughout the week of Super Bowl Experience leading up to the game, all of the volunteers are serving fans, getting the people in the line, making sure that everything is running smoothly.”
However, they aren’t just directing foot traffic. These El Paso creatives are doing what they do best: capturing stories.
Equipped with their cameras and a passion for storytelling, the duo has been conducting unscripted interviews with NFL stars and fans alike. Their focus? The deeper side of the game —faith, gratitude, and community.
“Last year in New Orleans, I was able to interview some NFL players,” Loya said. “They’re beautiful conversations because you see them on screen catching touchdowns or making interceptions. But to be face-to-face with them and asking real questions, you realize they’re human.”
When they aren’t rubbing elbows with pro athletes, the Virtuoso team is known back home for their local business productions and their media content creation centered around faith. They produce docu-film series, “Bad Behavior with Joe Loya.” The series focuses on stories of redemption, showing how people overcome their darkest hours through love and faith.
You can follow Virtuoso’s journey in San Francisco or learn more about them by clicking here.
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