Month: December 2023

Worldwide Company Brings Its Strategic Operating Platform to the Crescent City

Vue Orleans has announced that Legends, a global premium experiences company, has partnered with the observation deck and interactive experience that opened at the top of the Four Seasons Hotel and Residences in the spring of 2022. Legends will oversee all operations, sales, special events, and food and beverage for the New Orleans venue. Michael Lienert has been hired as the new General Manager for Legends at Vue Orleans.

“We are thrilled to partner with Legends to bring Vue to the next level,” said Paul Flower, Co-Developer, Vue Orleans. “Leveraging an extensive range of services, Legends will help drive visitors to the New Orleans Riverfront for a one-of-a-kind experience that celebrates New Orleans like never before.”

Legends is partnered with many of the world’s most iconic sports, entertainment, and attractions brands and provides first-class hospitality experiences at venues globally, including One World Observatory in New York, View Boston in Boston, and The View from The Shard in London.

Legends’ Global Attractions business provides business planning and project development, as well as managing all operations across ticketing, tourism and group sales, special events, sponsorship, food and beverage, and retail for its partners worldwide.

Lienert brings vast experience, including sales and events management, to Vue Orleans. He was most recently the Vice President of Premium Sales and Private Events for the Detroit Tigers and Detroit Red Wings, Major League Baseball and National Hockey League teams, respectively.

“Vue Orleans has created a first-class observation deck and cultural destination here in New Orleans,” said Lienert. “I am excited to work within this innovative, interactive experience and share it with a larger, global visitor market.”

Vue Orleans is located at 2 Canal Street in New Orleans and features spectacular 360° indoor and outdoor observation decks and a multi-level interactive cultural experience celebrating New Orleans.
For more information about Vue Orleans, including hours of operation, private event rentals, and more, please visit www.VueOrleans.com. Stay up to date on the latest news and happenings by following along on Facebook and Instagram.

TrailRunner-Legends joint venture to provide strategic business advisory and communications support to global sports clients spanning leagues, teams, educational institutions, investors, ownership groups, and more

TrailRunner Sports complements and extends TrailRunner International’s global strategic communications advisory business focused on corporate reputation, financial communications, crisis communications, and issues management

Strategic communications firm TrailRunner International and global premium experiences company Legends today announced the formation of a new joint venture, TrailRunner Sports.

TrailRunner International has worked on many of the most recent significant sports transactions and the firm has a significant and growing roster of high-profile sports clients, including professional teams, conferences, investors, educational institutions, non-profits, and others. Founded in 2016, TrailRunner International is headquartered in Dallas/Fort Worth, Texas with offices in Dallas/Fort Worth, New York, Abu Dhabi, Dubai, London, Nashville, Shanghai, and Northern California. TrailRunner is part of McLarty Diversified Holdings, a strategic business partnership between Jim Wilkinson and Franklin McLarty. Wilkinson and McLarty earlier this year announced their purchase of the Dutch professional football team MVV Maastricht. Wilkinson also serves on the Board of Trustees for the Women’s Sports Foundation.

TrailRunner Sports will operate as an integrated business unit of TrailRunner International, focused on delivering communications and business strategy support to clients including sports leagues, professional teams, educational institutions, owners, investors, and brands. Both TrailRunner International and Legends have proven, longstanding, and trusted relationships with the world’s most well-known sports brands and leaders globally.

“We are very excited to join with Legends, the world’s premier sports and entertainment experiences company, to launch TrailRunner Sports and expand our joint businesses further into the global sports industry,” said Jim Wilkinson, Executive Chairman of TrailRunner International. “Decisionmakers in sports today face an unprecedented set of reputational and strategic challenges. These challenges no longer fit into neat categories and strategic communications plays a more important role than ever in business success. TrailRunner has a strong and proven track record of delivering results for our sports clients, and this new joint venture will allow our firm to expand our core offerings into new areas of exciting service and growth.”

Legends supports leading sports and entertainment organizations, venues, and attractions with a data-driven 360-degree service solution including feasibility and research, venue development, premium ticket sales, global partnerships, food and beverage, and omnichannel merchandise, supported by business intelligence to drive commercial revenue, fan engagement, and brand value. The company is partnered with many of the world’s most iconic and innovative brands, including Real Madrid, SoFi Stadium, One World Observatory, Dallas Cowboys, FC Barcelona, University of Notre Dame, New York Yankees, and Ryder Cup, as well as leagues and properties such as the NFL, MLB, NASCAR, and PGA of America.

“The power of communications has never been more important than today. We are proud to bring new expertise with TrailRunner Sports to our clients who will benefit significantly from our complementary offerings to help them drive revenue, enhance the fan experience, and build a diverse and inclusive future for sports,” said Stacey Escudero, Chief Communications Officer, Legends. “The business of sports is an increasingly complex industry, and we are excited to partner with TrailRunner International in serving our clients around the world.”

TrailRunner has recently begun an executive search for a new leader for the joint venture who will serve as President for TrailRunner Sports, and report to TrailRunner International CEO Jim Hughes.

For more information on TrailRunner Sports, including career opportunities, visit www.TrailRunnerSports.com.  

Unprecedented Deal Encompasses All Hurricanes Revenue Streams, Including Partnerships, Ticketing, Annual Fund, and a New Off-Campus Retail Store

Jason Layton Assumes the Role of Chief Revenue Officer of Hurricanes Sales and Partnerships 

within Legends College

University of Miami Athletics and global premium experiences company, Legends, announced a significant expansion of their partnership. Initially focused on marketing partnerships and rights since April 2021, this collaboration has evolved to encompass all facets of revenue generation within Miami’s athletics programs. The transformative partnership, the first of its kind in collegiate athletics, now includes overseeing athletics sponsorships, ticketing, annual fund initiatives, and an off-campus Hurricanes retail store. In addition to the expanded scope within athletics, Legends will help the University to enhance campuswide partnerships that include both athletic and non-athletic assets.  

As part of this expanded alliance, Jason Layton, currently the Senior Deputy Director of Athletics at Miami, will assume the role of Chief Revenue Officer of Hurricanes Sales and Partnerships within newly formed Legends College. Under his leadership, a dedicated staff will provide widespread support to drive the success of this multifaceted partnership.

“We are excited to expand our partnership with Legends,” Vice President/Director of Athletics Dan Radakovich said. “Their vision for the University of Miami is just as bold as ours and we look forward to working with Jason and his talented team to drive revenue across our entire enterprise.”

In its pivotal role, Legends is poised to enhance the overall experience for fans, partners, and student-athletes. The current partnership has seen notable success, with substantial growth and progress, including achieving all-time highs in athletics sponsorship revenue.  

“We are proud to deepen our relationship with Miami Athletics a true powerhouse in collegiate athletics,” said Mike Behan, President of Legends College. “This expansion is a testament to the success we’ve achieved together and our shared commitment to revolutionizing the overall experience for the Miami Hurricanes community in the rapidly evolving collegiate athletics landscape. We look forward to driving further growth and success in this game-changing partnership.”

Added Layton: “Having had the opportunity to work alongside Legends over the past few years, I’ve witnessed their commitment to elevating the college athletics experience. Their strategic approach, coupled with a track record of solving complex challenges, uniquely positions them to help us maintain our competitive stature. I’m excited to join the Legends team and about the possibilities this expanded partnership presents for Miami athletics and our entire community.”

Legends announced in November 2023, the launch of Legends College, a new business unit that provides the company’s integrated 360-degree service solution to support leading universities, collegiate organizations, and events. Legends College offers an industry-leading, comprehensive service solution covering research, project development, premium ticket sales, sponsorships, food and beverage, merchandise, business intelligence, marketing, and philanthropic fundraising and engagement. Legends’ college business has grown exponentially over the past 10-plus years and includes partnerships with countless marquee institutions. A core area of business has been advising leading athletic departments on major transformation facility projects to heighten fan experiences and maximize annual revenues.