• by Teresa Buyikian , January 10, 2024

Taco Bell has hit the big stage -- literally. The brand today announced a new live Vegas show on Feb. 9, the intention of which is (in what can only be a nod to Apple product launches) to reveal the entire 2024 new product line-up and company innovations.

Called Live Más LIVE, the one-day event, set to be live-streamed at 1 p.m. PST, also includes yet-to-be-announced musical performances, celebrity guests and fan recognition.

The company is calling this its first “fan-only” event, one where the chain’s loyalty members will have first crack at an in-person, front-row seat.

"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," said Taco Bell Global Chief Executive Officer, Sean Tresvant in a release. "

Taking place on the Friday of Super Bowl weekend, the event will feature offers for Taco Bell Rewards members throughout the live stream. In-person attendees will have “never-before-seen access to the culinary experts and creative minds behind the Taco Bell Test Kitchen and a first look at food innovations to come, with attendees being the first to taste before anyone else,” according to the release.

Rewards program members who have reached the Fire tier will have two chances to attend the show in real life. Beginning Jan.16, Fire members will be able to sign up to qualify for access to the show, complete with hotel accommodation and a voucher towards travel and expenses. Select Fire!members who didn’t win a seat for the event will receive an email later in the month on how they can still score admission.

While never before producing an IRL and streamed Vegas fan event, Taco Bell is known for such brand experiences as 2019's Taco Bell Hotel (a pop-up in Palm Springs, California) and 2022's Taco Bell Drag Brunch, a five-city, 10-show tour.