12:00 AM CDT on Friday, October 15, 2010

By JEFF MOSIER jmosier@dallasnews.com It’s standard practice for transportation companies to bring in extra rental cars, taxis, limousines and shuttle vans to a Super Bowl region to meet demand.
The same apparently goes for Lamborghinis and Bentleys.
Benny Black, owner of Dallas-based Platinum Motorcars, said he’s already negotiating with exotic car rental operations from as far away as Florida to supplement his fleet. At any time, Black said he has 17 to 20 high-end vehicles but plans to bring in dozens more for February’s game in Arlington.
“My goal is to do close to 100 for the Super Bowl,” he said.
Black said he rented for the 2004 Houston Super Bowl, but that situation was the reverse of what he’s doing now. In that case, he was supplying extra cars for Houston companies that were swamped with reservations.
Although he hasn’t started taking reservations yet, Black said he’s already receiving calls about availability. That’s much earlier than when he started getting interest at this year’s NBA All-Star game at Cowboys Stadium.
Surprisingly, he said this market isn’t struggling as much as some might expect during a recession and its aftermath. Black said there are a steady number of business owners and executives that draw salaries and bonuses that allow them to pay hundreds or sometimes thousands per day for a rental car.
“We touch a demographic that’s not as affected as much by the economy,” Black said.
He said a Chevrolet Corvette can go for about $350 per day, while a Lamborghini Murcielago – which sells for the price of a very nice house – can cost $3,500 per day to rent.
Perhaps just as big a surprise is that the flashiest cars weren’t the first ones snapped up when business was booming at the NBA All-Star game. The two-seat exotics were too limited for some high-rollers, Black said.
Instead, many deep-pocketed fans were renting European luxury cars or high-end SUVs that could be chauffeured.
For some at next year’s Super Bowl, the car could cost more for a day than the cost of entry to the stadium.
The NFL hasn’t publicized prices for individual Super Bowl XLV tickets, but they are now locked in. The face values will range from $600 to $1,200, an increase from last year’s range of $500 and $1,000.
These numbers have been mentioned previously, but they were tentative then. Of course, tickets at these prices won’t be available to the general public.
Anyone wanting a seat at Cowboys Stadium on Feb. 6 will need to win ticket drawings or have connections to NFL teams, the league or sponsors. The other option is paying double face value or more on the secondary market or for an official travel package.