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    What goes up

    Super Bowl LIVE's stomach-churning thrill ride is a screaming success

    Clifford Pugh
    Jan 25, 2017 | 8:42 pm

    Houston Super Bowl Host Committee officials took the media for a ride Wednesday, and from the raucous reaction emanating from Future Flight: Journey to Mars, it's bound to be a screaming success.

    With astronauts Scott Kelly and Mike Hopkins on board for the inaugural flight, along with host committee honchos Ric Campo and Sallie Sargent, the tower ride got off to a roaring start, although, while waiting for what seemed like an interminable time until takeoff, Kelly cracked, "This is just like a real space flight — hurry up and wait."

    The ride, a signature attraction of the nine-day Super Bowl LIVE fan festival in Discovery Green that begins Saturday, takes a dozen people, all wearing virtual reality goggles, for a simulated trip to Mars and back, with a lift-off from Kennedy Space Center, past the moon and International Space Station through a starry sky to touchdown on the planet Mars.

    The ride rises to 90 feet into the air — equivalent to the height of a 9-story building — and ends with a stomach-churning free fall onto the 50-yard line at NRG Stadium just before the game pitting the New England Patriots against the Atlanta Falcons is set to begin.

    The ride, which is just over two minutes and includes actual footage from the red planet, had the astronauts touting the experience. "I was really surprised," Kelly said. "It's a little scary."

    "The ride was fantastic. It's really quite a rush when you come back down to earth," Hopkins agreed. "It gives you that sense of excitement. And maybe one day that is going to inspire the next generation of astronauts and maybe they'll walk on Mars someday."

    Members of the media, who were among the first to ride the new attraction, had a different reaction — blood-curling screams as the ride dropped to the ground.

    Campo, board chairman of the Houston Super Bowl Host Committee, said he and other officials were looking for an attraction that touted Houston as Space City. "This is the first drop ride with VR and sound in America," he said. "Theme parks are going to start doing this across the country. It's really cool that you can create and stimulate something new and really cool, and that's what NASA's about, right?"

    The ride is free, but expect long lines as it can only accommodate about 150 people an hour. Officials said chances to snag a ride will probably be better this weekend or early next week before Super Bowl crowds grow bigger, and coming earlier in the day is always better than later (see hours below). Participants must fill out a waiver form, which they can do beforehand by downloading the Houston Super Bowl LI app.

    If you don't want to ride but still want the virtual reality experience without the 9-story drop, you can view the experience through VR goggles, and the wait will likely be shorter.

    Also, exhibits showcasing NASA and the aerospace industry's progress on the journey to Mars, scientific research aboard the International Space Station and the agency’s next great space telescope are scattered around Discovery Green and the surrounding area. NASA's Orion spacecraft and Space Launch System rocket engines as well as replicas of the Curiosity rover and James Webb Space Telescope set to launch in 2018 are among the prized artifacts on display.

    Future Flight is open during Super Bowl LIVE hours: 10 am - 11 pm January 28, 10 am - 9 pm January 29, 3 - 9 pm January 30 and 31, 3 - 11 pm February 1 and 2, 10 am - 11 pm February 3 and 4, 10 am - 3 pm February 5.

    The Future Flight thrill ride is expected to be a big attraction at Super Bowl LIVE.

    Future Flight Journey to Mars thrill ride at Super Bowl Live
    Photo by Clifford Pugh
    The Future Flight thrill ride is expected to be a big attraction at Super Bowl LIVE.
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    Texas grocer H-E-B seeks best new products for annual grocery competition

    Brandon Watson
    Mar 11, 2026 | 10:30 am
    My Drink Bomb Quest for Texas Best
    Photo courtesy of H-E-B
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    It’s not America’s Got Talent or The Voice, but for 12 years, H-E-B has been steadily churning out stars. Through its annual Quest for Texas Best competition, small companies have become literal household names, filling pantries across the state. Now, a new crop of products has the chance to audition.

    H-E-B’s Quest for Texas Best will take applications for its 13th annual contest from March 11 through April 22. Small business owners and entrepreneurs across the state can submit their unique and innovative products to win a combined $100,000 in cash prizes and the opportunity to feature their products on H-E-B shelves across Texas.

    Since the competition started, H-E-B has discovered over 1,000 unique products across the Lone Star State. These have included various food and non-food items, including cookies, coffees, beauty items, toys, home goods, and even roasted crickets. The contest has awarded nearly $3 million in prize money and provided valuable marketing, mentoring, and supplemental support to its winners.

    Over the years, the Houston area has been well-represented among the champions. In 2025, four Houston companies made the top 10, with My Drink Bomb, a company that makes flavor additions for sparkling water, winning third place and $10,000.

    To be considered for the contest, interested suppliers and manufacturers can submit videos online. After the Call for Entries period is complete, H-E-B's Business Development Managers will select the top applicants who will head to San Antonio in October to present their wares in person before a panel of judges.

    The jury will determine the top four winning products and award $50,000 to the Grand Prize winner, the title of "Texas Best," and placement on H-E-B store shelves. The first-place winner will receive $25,000, the second-place winner will receive $15,000, and the third-place winner will receive $10,000.

    “We look forward to connecting with Texas-based innovators each year and providing exciting opportunities through this competition,” said James Harris, H-E-B’s Sr. Director of Diversity & Inclusion and Supplier Diversity for H-E-B, in a release. “I can’t wait to see what products are brought to the table this year. After 12 years of the H-E-B Quest for Texas Best, the creativity and ingenuity of Texans still inspire me.”

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