Author: Ryan Schroder

Legends Hospitality Commits $3.2 Million Capital Investment Into The Loeb Boathouse, Along With $250,000 for Structural Maintenance Improvements 

Iconic Central Park Venue Hopefully Will Open to New Yorkers and Visitors This Summer

New York City Mayor Eric Adams and New York City Department of Parks and Recreation (NYC Parks) Commissioner Sue Donoghue today announced that the city has selected Legends Hospitality as its new operator for the iconic Loeb Boathouse in Central Park, for a 10-year term. If approved by the Franchise & Concession Review Committee (FCRC), the iconic venue will reopen to the public this summer.

“The Central Park Boathouse has been a landmark for generations of New Yorkers,” said Mayor Adams.“When it closed last year, many worried about its future, but our administration moved quickly to keep this piece of New York City history alive. Thanks to the fast work of NYC Parks, we’ve selected a new operator so the Boathouse can come back better than ever, ensuring tourists and New Yorkers alike can enjoy this beautiful space and scenery once again.”

“The Central Park Boathouse is a treasured space not only for the Manhattan community but everyone living in and visiting the city. It’s a beautiful building that has created countless memories for its visitors,” said Deputy Mayor for Operations Meera Joshi. “This administration has worked hard to ensure that new management was selected to reopen and manage the Boathouse in time for the summer season. I’m excited for Legends to reopen the Boathouse this summer and very appreciative of the Parks team that works tirelessly to ‘Get Stuff Done.’”

“Central Park’s Loeb Boathouse is a landmark venue that has delighted New Yorkers and visitors to our city for more than 70 years,” said NYC Parks Commissioner Sue Donoghue. “We are thrilled that the Boathouse will soon reopen under the expert management of Legends Hospitality, and we look forward to working with them as they steward this beloved park treasure.”

“Legends is honored to be selected by NYC Parks to operate the iconic Loeb Boathouse in Central Park,” said Dan Smith, president, Legends Hospitality. “We proudly serve as stewards of legendary brands around the globe and are committed to making the Loeb Boathouse a dining destination that provides memorable experiences for visitors and locals for years to come.”

First initially opened more than 150 years ago, The Loeb Boathouse shut down on December 31, 2022. In August 2022, NYC Parks launched a competitive-negotiated concession process in which operators were invited to submit their plans and interest in operating, renovating, and maintaining a high-quality restaurant, snack bar, and rowboat rental at The Loeb Boathouse. After engaging with all interested parties, NYC Parks selected Legends Hospitality to operate the site. In accordance with the competitive negotiated process, NYC Parks’ license agreement with Legends Hospitality will go before the city’s FCRC for a public hearing on March 3, 2023. If approved, the Boathouse could be open as early as summer of 2023.

As part of their agreement, Legends Hospitality has committed to a $3,250,000 capital investment into The Loeb Boathouse, along with $250,000 for structural maintenance improvements. The company is planning a complete refresh of the menus at the Boathouse, including collaborations with iconic chefs, and an overhaul of the boat rental program, with added credit card payment acceptance and an online booking system. Their restoration plans also include renovating and expanding public restrooms, connecting the upper and lower outdoor dining patios and upgrading patio service, upgrading the building systems to be more efficient and sustainable, and fostering improvements to the outdoor bar to open up views from the pathways to the pond.

Legends Hospitality is a division of global premium experiences company Legends. Within New York City, they currently operate at One World Observatory, Yankee Stadium, the Intrepid, Circle Line, and Oculus Beer Garden. Legends’ past projects, current portfolio, and financial capacity will enable the company to carry out all aspects of the license agreement and provide a key amenity to the millions visiting Central Park every year.

Located on the eastern shore of the 72^nd Street Lake in Central Park, The Loeb Boathouse first opened in 1872 and was rebuilt in 1952, and has subsequently served as a unique dining and recreational amenity in one of New York City’s most picturesque locations. The restaurant’s main dining room opens onto the lake and features accordion style glass windows that fold back to allow the restaurant to become totally open to the lake during the warmer months, and close to allow for uninterrupted views with protection from the elements during the winter months. The building also includes an indoor bar with a large stone fireplace, a snack bar with indoor and outdoor access and seating, a Lake Room currently used for special events, and an enclosed courtyard accessible to the public. Rowboats are also rented from an outdoor kiosk with boats stored on a series of wooden docks.

“I look forward to welcoming Legends Hospitality as the new operator for Loeb Boathouse in Central Park,” said New York City Councilmember Shaun Abreu. “Their history of top-notch service and commitment to upgrading Loeb Boathouse will improve the park experience for countless families. I’m grateful to Mayor Adams for negotiating this historic investment.”

“I’m happy that New Yorkers and visitors from around the globe will once again enjoy the restaurant and boating at this iconic spot,” said New York City Councilmember Gale Brewer. “Better still, the new operator agreed to retain the union workers at the Boathouse and preserve their contract, which is huge.”

Full Press Conference

Photos: NYC Parks/Malcolm Pinckney

C³, the Fastest-Growing Food Tech Platform, Teams Up with Legends, Global Premium Experiences Company, to Build the World’s Premier Management Business to Operate Citizens Culinary Centers in the United States and Europe

**The joint venture brings together two best-in-class operators to disrupt the food hall industry, with Citizens culinary markets planned around the world.  In April 2023, the first 25,000 square foot Citizens Market will open at Phipps Plaza, a world-class destination for hospitality, shopping, dining, work and entertainment and one of the most coveted locations in Atlanta’s Buckhead neighborhood.**

**The partnership brings Legends’ industry leading culinary operations and global relationships to complement C³’s world-class innovative brands helmed by the group’s renowned chefs and famed celebrity, YouTube and influencer partners**

**The announcement follows the recent expansion of C³’s food tech with new proprietary GO by Citizens ordering platform which will embed and complement the group’s B2B and B2C offerings and provide added revenue generation for C³’s

Citizens culinary markets**

Miami, FL – February 16, 2023 – C³ (Creating Culinary Communities), the fastest-growing global food tech platform and Legends, the data-intelligence fueled global premium experiences company that specializes in delivering holistic solutions for sports and entertainment organizations and venues, today announced a joint venture to build the world’s premier management business to operate and manage Citizens culinary markets throughout the United States and Europe. The joint venture will bring two of the world’s leading operators together, combining Legends’ global operations platform used at the world’s leading sports and entertainment venues with C³‘s innovative and award-winning culinary brands and IP technology. The partnership will leverage both companies’ brand cachet, scale and global network of immersive, social and community experiences centered around a mutual appreciation of culinary excellence.

A foodie’s playground, Citizens’ culinary markets include a line-up of C³’s fan favorite brands such as Umami Burger, Krispy Rice, Sam’s Crispy Chicken, Kumi, Sa’Moto, EllaMia, Cicci di Carne, Plant Nation, El Pollo Verde, Stonie Bowls, Frankly by Snap-O-Razzo, Tastemade Me Tacos, Citizens Pizza and more.C³ and Legends have future Citizens culinary markets planned for 2023 in Chicago and Miami and in 2024 in London.

C³ and Legends are teaming up to launch their first location together in Atlanta. The 25,000 square foot space will open at Phipps Plaza, a world-class destination for hospitality, shopping, dining, work and entertainment and one of the most coveted locations in Buckhead. Citizens Market at Phipps Plaza is set to open in April.

“Whether sharing a meal at a Michelin starred restaurant or on the bleachers at a stadium, food is a powerful catalyst for connection,” said Sam Nazarian, C³ by sbe’s Founder and CEO. “The partnership with Legends will integrate solutions to our leading Citizens culinary markets – powering the next evolution of our unparalleled offerings.”

The C³ team has assembled an internationally acclaimed culinary team with menus curated by global chefs including Dani Garcia, Masaharu Morimoto, Dario Cecchini, Ralph Perrazzo, and Wes Avila  as well asa collection of leading digital creators, influencers and celebrities like Tastemade, Matt Stonie, Cindy Lou and Sofia Vergara. 

Through the partnership, Legends will also provide the company’s hospitality partners at world-class sports and entertainment venues around the world the opportunity to add C³’s chef inspired and award-winning culinary brands into the fan experience.

“Legends is excited to partner with C³ to provide our operational expertise and global hospitality network to aide in the development of Citizens culinary markets, creating quality dining experiences for customers around the world,” said Shervin Mirhashemi, CEO, Legends. “As well, our partnership with C³ will further expand our in-venue offerings for our partners and their fans, reinforcing our commitment to providing an innovative, customized and delicious culinary experience.”

C³ continues to catapult its success into new ventures and markets globally, with more than 40 tier one digital brand and restaurant concepts, C³ continues to lead the industry as the pioneer in food tech and premium QSR brands.

Legends to Support the Club on Improving the Commercial Offering and Fan Experience

Agreement Incorporates Legends Holistic Service Platform to Drive Club Revenue

Getafe CF and Legends, a data-fueled global premium experiences company, announced today a 15-year strategic partnership centered around maximizing the club’s commercial offering and enhancing the fan experience.

Getafe CF will utilize Legends’ unique 360-degree service platform as part of the expansive, long-term partnership, including stadium planning and project management, premium hospitality sales, sponsorships, food and beverage operations and technology solutions. A collaborative, strategic approach will focus on driving long-term, sustainable growth across key revenue generating areas of the club’s business.

¨The Club’s evolution in recent years in the sporting, economic and social areas has led us to compete alongside some of the most important teams in European soccer. This agreement allows us to continue developing our business areas and make the Coliseum a 21st Century stadium. We are very pleased to partner with a company of such magnitude,” said Angel Torres, President, Getafe CF.

The initial phase of the partnership will focus on the planning and management to transform and modernize the stadium experience for fans at match and non-match days. Legends’ experienced team will conduct an in-depth market and feasibility study to guide a recommended approach for the stadium.

“Getafe has embraced what it takes to be on the leading edge of the sports fan experience. We are proud to partner with them to leverage our holistic expertise to accelerate the growth of the club across a number of fan and partner experiences, beginning with the development of a transformed Stadium for the future,” said Jesus Bueno, Managing Director of Iberia, Legends. “Our team will work side by side with the Getafe organization to ensure we are developing a stadium and sales strategy focused on long-term, sustainable growth for the club and delivering a first-class experience for their fans.”

Legends is partnered with many of the world’s most iconic sports, entertainment, and attractions brands. The company has a well-established presence in Madrid and will create a new team to guide and deliver the project alongside Legends’ team of global and national experts.

Throughout Europe, Legends also counts Real Madrid CF, Manchester City FC, Rugby World Cup 2023, UFC, The European Tour, and Ryder Cup as clients. The company has advised on numerous stadium development projects for clients including Real Madrid CF, FC Barcelona, Seville FC, Tottenham Hotspur FC, Liverpool FC, Everton FC, Leicester City FC, Feyenoord, Inter Milan, and Club America, among many others.

Spanish Press Release

The BNP Paribas Open announced a new partnership with global premium experiences company Legends to operate an enhanced on-site retail experience at the tournament, which will next be held at the Indian Wells Tennis Garden on March 6-19, 2023. The announcement was made as part of an unveiling of a number of upgraded amenities, partners and new events ahead of the 2023 tournament.

“Legends is proud to partner with the BNP Paribas Open to provide an unparalleled retail experience with expanded merchandise offerings to all fans visiting the Indian Wells Tennis Garden,” said Kirta Carroll, President, Legends Global Merchandise.

“The 2023 edition of Tennis Paradise is shaping up to be the best one yet,” said Tournament Director Tommy Haas. “With a completely revamped retail experience, a host of new fan activations and events, and of course – the best tennis players in the world competing for the title, we couldn’t be more excited to welcome fans to the Indian Wells Tennis Garden this March.”

Legends’ fully integrated retail and merchandising vertical solution works with world-class clients around the globe across e-commerce, in-venue retail, large scale live event, brick and mortar store operations, licensing, and customer merchandise. This includes vast experience developing and operating on-site retail at some of the world’s largest sporting events and premier venues including the Super Bowl, PGA Championship, SoFi Stadium and more.

Legends to Help Build Year-Round Global Partnership Portfolio for Acclaimed Country Music Organization, From Flagship Events to Original Content and more 

The Academy of Country Music ® (ACM) and Legends, a data-fueled global premium experiences company, announced today a new, exclusive multi-year partnership focused on driving 360º sponsorship portfolio growth for the Academy, including developing and launching high-impact opportunities tied to the organization’s tentpole annual live events, as well as new programs and initiatives celebrating and honoring Country Music. The alliance marks a historic union, bringing together the powerhouse forces behind many of the world’s biggest sports franchises with the innovative and celebrated Country Music organization behind the first major awards show to stream live around the globe. 

Through the agreement, Legends will lead a strategic, data-driven approach to brand partnerships for the Academy, ranging from on-site activations, original content commissions, and digital activations around ACM signature events, including the iconic Academy of Country Music Awards and surrounding events, and ACM Honors, known as the “Country Music industry’s favorite night,” as well as ACM Party for a Cause and other events benefiting ACM Lifting Lives, the philanthropic partner of the Academy. 

Legends will also work with the Academy to develop unique, new brand opportunities incorporating the Academy’s new state-of-the-art world headquarters in Nashville, Tennessee, as well as branded content franchises, social media campaigns, and dynamic new activations to engage the ever-growing global Country Music fan base. A dedicated business development team will be established by Legends to focus solely on the Academy partnership. 

“Legends has a proven track record of championing the largest and most successful brands in the world, and we’re thrilled to be able to collaborate with them, at this potent moment for the ACM, to bring new and exciting opportunities to the Academy, our industry, and our partners,” said Jen Heaton, ACM Vice President of Strategic Partnerships. “Coming off a triumphant 2022 for the Academy, we are eager to continue blazing a bright new path, particularly with the 58^th ACM Awards’ return to Texas this spring, and working hand-in-hand with Legends will deliver the vigorous, multi-faceted, and mutually beneficial programs to maintain our exceptional momentum forward.” 

“Legends is excited to work alongside the great team at the Academy of Country Music to execute a brand partnership strategy that will celebrate and help grow their unique, year-round Country Music Lifestyle platform that reaches fans around the world,” said Chris Hibbs, President, Legends Global Partnerships.  

Legends is partnered with many of the world’s most iconic sports, entertainment, and attractions brands, including The New York Yankees, Dallas Cowboys, One World Observatory, and Real Madrid. It is helping lead partnerships for the U.S. Olympic & Paralympic Properties through the 2028 Summer Games in Los Angeles.  

The 58^th Academy of Country Music Awards™ is produced by dick clark productions and will livestream exclusively on Prime Video for a global audience on Thursday, May 11, 2023, live from Ford Center at The Star in Frisco, Texas. 

Legends, a data-fueled global premium experiences company, and Cirque du Soleil Entertainment Group (“Cirque du Soleil”), a world leader in live entertainment, announced today a new business partnership centered around driving worldwide enterprise sponsorships for Cirque du Soleil Entertainment Group.

Through a strategic, data-first approach, Legends will manage the global partnership strategy for Cirque du Soleil Entertainment Group, whose portfolio includes 38 unique active shows with more than 5,000 performances globally each year. Legends has established a dedicated sales team for Cirque du Soleil that will focus solely on securing new partnership opportunities to propel the long-term growth of the organization. Ian Partilla, a veteran entertainment, sports and media industry sales executive, will lead the team as Vice President, Global Partnerships – Cirque du Soleil. 

The appointment of Legends follows Cirque du Soleil’s hiring of Nickole Tara as Chief Growth Officer, a newly created position focused on leading growth initiatives for the future of the brand, go-to-market strategy and value creation opportunities across Sponsorships, Consumer Products, Branded Content and Filmed/Immersive Entertainment.

“We are enthusiastic about partnering with Legends to expand our reach and explore new business ventures. With the support of their team of experts, we will be able to secure new exciting partnership opportunities for the brand and propel the business to the next level,” said Nickole Tara, Chief Growth Officer, Cirque du Soleil Entertainment Group.

“Cirque du Soleil is an incredible storied brand with massive appeal around the world. Legends is proud to work alongside Nickole and her team to create innovative new sponsorship platforms for partners that want to align with a truly global entity in Cirque du Soleil,” said Chris Hibbs, President, Legends Global Partnerships.

Cirque du Soleil has a global reach that includes more than 365 million attendees to date with performances in over 1,450 cities worldwide across six different continents. This includes selling more than 10.2 million tickets in 110 plus cities annually. In addition, the brand reaches hundreds of millions of fans across its digital and social media platforms.

Legends is partnered with many of the world’s most iconic sports, entertainment, and attractions brands, including New York Yankees, Dallas Cowboys, One World Observatory, Real Madrid, and is helping lead partnerships for the U.S. Olympic & Paralympic Properties through the 2028 Games in Los Angeles.

The Partnership will Elevate National Team Event and Digital Retail Experiences for U.S. Soccer Fans; Legends will Continue Providing the Broadest Selection of U.S. Soccer Merchandise Available

The U.S. Soccer Federation (USSF) and Legends today announced a long term, multi-year agreement, building on four years of partnership to keep Legends as the provider for all U.S. Soccer Store experiences both online and at events.

“We’re incredibly excited and energized to extend our partnership with Legends,” said Maribeth Towers, U.S. Soccer Vice President of Consumer Products. “Providing our fans with the best possible shopping experiences at our events and online is a priority for us, and Legends has a proven record of doing just that while also helping us provide an amazing range of merchandise. We’re excited to continue building on the foundation we’ve established over the past few years.”

Legends recently executed a complete best-in-class redesign of the online U.S. Soccer Store, presented by Visa. The redesign was implemented with a customer-first approach including the broadest product assortment available anywhere and features that will help U.S. Soccer further understand fan need and enhance communication with them. Legends and U.S. Soccer will continue to evolve the digital shopping experience to serve fans.

In addition, Legends will continue to operate retail experiences at all official USSF events including Visa Fan Studio, a mobile unit that can be deployed at U.S. Men’s and Women’s National Team matches.

Future plans include implementing an elevated and interactive version of the Visa Fan Studio that will feature exclusive fan engagement experiences, first-look product drops and the largest product selection available yet.

“Legends is proud to continue our partnership with U.S. Soccer both digitally and via physical footprint at all USSF events. There is so much momentum behind the sport within our nation and we are thrilled to help the federation best serve their growing fanbase through great product and custom, incredible experiences,” said Kirta Carroll, President, Legends Global Merchandise.  

U.S. Soccer and Legends first partnered in 2018. Since then, their successful collaboration has resulted in two record-setting U.S. Soccer jersey launches, with 2022 sales doubling the previous best in 2021, as well as breaking multiple merchandise per cap records for the Men’s and Women’s National Teams events.

In addition to U.S. Soccer, Legends provides its services to an array of sports organizations at the highest levels including the NFL, NBA, WNBA, MLB, WWE, UFC, PGA and more.

Legends to Manage Sponsorships, Merchandise and Make Strategic Investment in 3ICE

3ICE, a three-on-three professional ice hockey league, and Legends, a data-intelligence fueled global premium experiences company, announced today a strategic partnership to support and accelerate the growth of the new independent North American hockey league. In addition to managing several lines of revenue generating operations for 3ICE, Legends will make a minority investment in the league.

3ICE concluded its successful inaugural season in August with a nationally televised championship tournament live from Las Vegas on CBS. The league will return for its second season in summer 2023. As part of the comprehensive new partnership, Legends will manage sponsorships, omnichannel merchandise, media strategy and buying for 3ICE, leveraging the company’s technology solutions division to deliver innovative, data-driven actionable insights and solutions across each service. In addition, 3ICE will have access to all areas of Legends’ intelligence-fueled 360-degree service solution, including planning, sales, and hospitality, as the league expands.

“We are overjoyed to partner with Legends across so many of their skillsets, it is a large step forward that continues our rapid growth and further validates our business and will translate into better experiences for all of our fans, sponsors, players, investors and every division within 3ICE,” said E.J. Johnson, CEO of 3ICE.

“E.J. and his team at 3ICE have created an exhilarating new take on a classic sport, giving the built-in fan base more of the speed, skill and thrill they love. We are excited to work alongside them to accelerate the growth of the league following an impressive inaugural season,” said Gabby Roe, President, Legends Growth Enterprises.

In the first season, 3ICE featured six teams with professional hockey pedigree players who traveled to eight tour-stops to compete in a tournament where each game consists of two, eight-minute halves using a running clock on a full-sized rink. Craig Patrick is League Commissioner and he was joined by six NHL Hall of Fame players as team coaches: Guy Carbonneau, Grant Fuhr, John LeClair, Joe Mullen, Larry Murphy and Bryan Trottier. The inaugural season of 3ICE aired on CBS Sports in the United States, TSN in Canada and ESPN for international rights. Players competed for more than $2 million in prize money throughout the season.

3ICE joins a growing list of Legends Growth Enterprises partners, the company’s division focused on leveraging its 360° service solution to support sports and entertainment properties, attractions, events, and platforms that are positioned for accelerated growth.

The Tampa Bay Buccaneers and Legends announced today a new partnership focused on commercialization for the team in Germany. As part of the agreement, the global premium experiences company will manage a data-driven sponsorship sales strategy for the Buccaneers to assist the team’s brand building efforts in Germany.

The Buccaneers were one of four teams awarded international marketing rights in Germany as part of the NFL’s International Home Marketing Area (IHMA) initiative. Tampa Bay, led by seven-time Super Bowl champion Tom Brady, will take on the Seattle Seahawks in a groundbreaking game in Munich, Germany on Sunday, November 13, 2022, at Allianz Arena, a 75,000-seat stadium that is home to FC Bayern Munich of the Bundesliga. This first-ever NFL regular season game in Germany is sold out.

“Buccaneers fans in Germany have quickly embraced our team and there is a genuine excitement for the historic game that will be played in Munich in the coming weeks,” said Buccaneers Chief Operating Officer Brian Ford. “Our partners at Legends will play a crucial role in helping us build off this initial wave of enthusiasm as we focus on building long-term corporate relationships and establishing the Buccaneers brand throughout Germany. As leaders in the global premium experiences industry, Legends has all of the expertise required to help us maximize our opportunities as we focus on elevating and expanding our presence in Germany.”     

Legends’ Germany team based out of Hamburg will lead the engagement with the Buccaneers, which runs through the end of the team’s IHMA rights in 2026. Legends is partnered with many of the world’s most iconic sports, entertainment, and attractions brands and has extensive experience leading global partnership sales for premier professional sports teams. The company’s Hospitality division is currently also partnered with the Buccaneers, overseeing food and beverage operations at Raymond James Stadium.

“Legends is proud to partner with the Buccaneers to help the team establish a lasting brand presence in Germany through strategic marketing partnerships and activations,” said Jens König, Managing Director of Central Europe, Legends International. “Germany has a strong NFL fan base, and we look forward to working with the Buccaneers to find the right partners in Germany to build on the excitement in the market surrounding the upcoming sold-out game in Munich.”   

The Buccaneers have fans around the world and have consistently been featured in the global spotlight for the NFL. This is the fourth time the Buccaneers will take part in the NFL’s International Series of games, having previously played in London, England three times (2009, 2011 and 2019), twice at Wembley Stadium and once at Tottenham Hotspur Stadium.

German Press Release