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Fans arrive from far and wide, looking forward to a week in DFW for Super Bowl XLV.
It's time to show visitors a little southern charm and receive them with a Texas-sized welcome.
Some 150,000 to 200,000 are people are expected to arrive in North Texas over Super Bowl week, and about half of them will arrive by plane.
Sunday night, football fans began arriving for Super Bowl week festivities.
Airlines added close to 40 flights at DFW International Airport to accommodate Super Bowl visitors, according to David Magana, Public Affairs Manager for DFW Airport. The NFL, tour groups and other corporate entities chartered 50 more flights arriving this week.
Greeting people at baggage claim are Super Bowl XLV volunteers and DFW Airport ambassadors, appropriately dressed in referee attire.
Fans receive a visitors guides and city maps from volunteers.
"This is awesome! I didn't expect this," said Rich Scher, a Green Bay Packers fan who flew in from Milwaukee to see the big game. "I can't wait to see what the city is like."
Super Bowl XLV T-shirts and memorabilia are on sale at busy gates inside DFW Airport.
Fans are excited to see for themselves what Cowboys Stadium looks like up close.
"Certainly Jerry Jones doesn't do anything halfway, so it's going to be over the top. We're certainly looking forward to it," said Greg Matzek, a visitor from Milwaukee.
But along with fans who came to North Texas simply to soak up the Super Bowl atmosphere, others are here to work.
"I'm here to take pictures for our local newspaper, which is the Latrobe Bulletin," said Jim Bates, wearing a yellow Steelers hat signed by Hall of Fame wide receiver, Louie Lipps and ex-coach Bill Cowher.
"Latrobe, that's where Arnold Palmer was born and Rolling Rock beer and where the Steelers practice in the summer time," Bates said.
Magana would not expound what kind of security measures have been put in place for Super Week but said DFW Airport is a part of the Regional Security Network.
While arrivals of incoming visitors will be spread throughout the week, airport officials anticipate their busiest day will the Monday after the Super Bowl.