Rose Bowl Case Study

ROSE BOWL PREMIUM SEAT RENOVATION

VISION:

The venerable Rose Bowl officially opened on January 1, 1923 and is best known for ringing in the New Year with the annual Rose Bowl Game, a.k.a. “The Granddaddy of Them All.”  In addition, the stadium has hosted five Super Bowls, the 1984 Olympics and the championship matches of the 1994 FIFA World Cup and the 1999 FIFA Women’s World Cup.

PROJECT:

Legends was engaged by the Rose Bowl Operating Company in 2010 to fully manage and execute suite and premium seating campaigns related to the $195 million renovation of the Rose Bowl Stadium.

RESULTS:

• Achieved sell-through of greater than 95% of inventory over the last three years
• Implemented multi-year terms of three, five and 10 years for premium seating to ensure long-term health of the business
• Assisted on all aspects of design and price, which included changes on all three levels to monetize the inventory to its fullest capabilities