Sun Bowl Officials Explain How Halftime Entertainment Is Chosen

Have you ever wondered what goes into booking the halftime act for the Hyundai Sun Bowl?

“We try to find someone that appeals to a lot of different people and generations,” Executive Director Bernie Olivas explained.

Officials announced this year’s halftime show will be provided by B.J. Thomas. El Pasoans ABC-7 spoke with Wednesday afternoon did not recognize the name.

“We can’t please everyone,” said Olivas. “However, when you start singing ‘Raindrops Keep Fallin’ On My Head,’ everybody says, ‘Oh! That’s the guy…'”

B.J. Thomas had several hits in the 1960s and 1970s. He is a platinum-selling artist, best known for songs including “Hooked On A Feeling”, “(Hey Won’t You Play) Another Somebody Done Somebody Wrong Song”, and a cover of Hank Williams’ “I’m So Lonesome I Could Cry.” He is still doing national tours at 69 years old.

“He’s just a great artist. I’m really excited to see him,” said Geroge Reynoso, owner of All That Music in East El Paso.

Olivas would not disclose the halftime entertainment budget for the Sun Bowl, adding the cost is covered by sponsor Hyundai of El Paso. However, he said budget is a major consideration when choosing an act. They typically work with booking agents who provide them with a list of available performers.

“It’s not always easy because sometimes the price is too high or we can’t meet the performer’s demands,” said Olivas. “But I think we’ve done pretty well.”

Olivas said local bands are not usually considered because organizers are going for artists that have “a song or two that transcend a lot of generations.”