Legends Hospitality has signed a huge concessions contract with Live Nation for several dozen of the company’s outdoor amphitheaters. The multi-million dollar agreement is one of the largest concessions contracts every signed and covers Live Nation’s family of outdoor venues.
Legends Hospitality has been on a tear lately, signing deals with Angels Stadium in Anaheim, Calif., Sporting KC and the Sacramento Kings. The company is co-owned by the New York Yankees and the Dallas Cowboys and has been one of the fastest growing companies in contract concessions and sponsorships, with an impressive client list that includes One World Observatory, Manchester City FC, Notre Dame and the Rose Bowl in Pasadena.
Former Levy Restaurants Director of Operations Brent Sloan will be helping to head up Legends Hospitality Live Nation. He joined the company in January after spending nearly two decades at Levy Restaurants.
Sources close to the contract told us one of the selling points for Live Nation was that Legends would develop a separate new entity that’s sole focus would be the Live Nation contract.
It’s not clear if the deal covers all of Live Nation’s amphitheaters (we’ll be following up on the story tomorrow), but Legends is currently trying to staff up the new organization and hire regional chefs and general managers in Connecticut, New York, Pennsylvania, Virginia, Georgia, North Carolina, Missouri, New Mexico, Wisconsin, Arizona and California.
“Legends is partnering with Live Nation, one of the largest live entertainment companies to deliver best in class food and beverage at their venues across the US,” an application for the regional chef position reads, “We are inspired to deliver unique culinary experiences built on a commitment to quality and freshness that are driven by a passion for innovation, connecting fans to their favorite Artist creating lifelong memories at every location.”
The contract for Legends Hospitality makes it one of the largest concession deals ever signed. Picking up several dozen venues in a single contract is an incredible accomplishment for Legends Hospitality and triples or even quadruples its client base.
For Live Nation, the Legends deal is a serious reboot of its amphitheater F&B and could be a great upgrade for guest experience.
What’s not included in the contract? The Greek Theatre in Los Angeles. If Live Nation wins the right to operate the building at LA City Council hearing on Wednesday, they’ve already indicated plans to bring on the Patina Group as its concessions partner.
We’ll have more on this breaking story in tomorrow’s edition of The Real.
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