The Phoenix Hub created signs to help first-time visitors to downtown Phoenix navigate local culture and support local businesses. Phoenix hosted the 2015 Super Bowl, one of the largest sporting events in the United States. Over a million people were estimated to visit the NFL Central in the heart of downtown Phoenix. Just less than a mile away, Roosevelt Row shops, restaurants and galleries hosted dozens of locally-organized events full of character. The Phoenix Hub created activation on First Street to connect the two sets of events and draw people from one to the other.