Legends International Hires UK-Based Global Planning Director

Article via Sports Industry Group

Legends International has appointed Richard Seymour as Global Planning Director.

The former Head of Consulting, UK and Ireland, Nielsen, will work alongside Legends International SVP, Global Planning Richard Cheesman to manage the agency’s feasibility, data analytics and business planning.

The London-based international arm of the US agency, which develops and delivers commercial platforms for sports and leisure experiences, has worked on projects such as the new Tottenham Hotspur stadium as well as with Liverpool, Manchester City, Barcelona and Real Madrid. Away from sport, it has also produced work such as The View from the Shard, the viewing deck of London’s tallest building.

Discussing his appointment, Seymour said: “I am tremendously excited to be joining Legends International and delivering best-in-class services to businesses in the sports, entertainment and attractions space as well as Legends International’s growing portfolio of long-term clients.

“Their clients are a who’s who of the greatest names in sport and I am delighted to be given the opportunity to join their fantastic team.”

Cheesman added: “Since the acquisition of International Stadia Group in 2016, the feasibility and business planning offering has more than doubled in size and scope.

“We are working with some of the top brands and teams in sport and continue to help them meet their growing aspirations. Richard’s passion and deep understanding of the sports landscape fits well within the Legends International business, and he will play a key role in ensuring we best utilise the wide array of data we have to provide high-value, actionable insight for clients.

“His proven track record in growing a team and dedication to high quality analytics, output and service will be a great asset for Legends International and our clients.”

PECHANGA RESORT CASINO NAMED FOUNDING PARTNER OF SOFI STADIUM AND HOLLYWOOD PARK, LOS ANGELES RAMS, AND LOS ANGELES CHARGERS

SoFi Stadium and Hollywood Park officially announced Pechanga Resort Casino as its newest Founding Partner of the new 70,000-seat stadium and 298-acre development being built by Rams Owner/Chairman E. Stanley Kroenke. As a part of this expansive agreement, Pechanga Resort Casino, owned and operated by the Pechanga Band of Luiseño Indians, will be the official California casino partner of the Rams, Chargers, SoFi Stadium and Hollywood Park. Pechanga is the first Southern California-headquartered company to announce a sponsorship with SoFi Stadium and Hollywood Park.

 

“We are thrilled to partner with the Chargers and the Rams, and to be a part of SoFi Stadium,” said Tribal Chairman Mark Macarro. “This isn’t just a Los Angeles stadium, it’s a Southern California stadium, and Southern California has always been and will always be our home. We are especially proud to be able to help local students and people in need with the grants we announced today.”

 

In honor of the holiday season and as a new member of the Inglewood community, Pechanga tribal leadership is donating $100,000 to Morningside High School in Inglewood and the Inglewood chapters of non-profits School on Wheels and U.S. Vets. This donation will be announced today at the stadium site, when Pechanga, SoFi Stadium and Hollywood Park, Rams and Chargers host a complimentary shopping experience for 50 homeless and/or at-risk veterans through U.S. Vets to give them needed items ahead of the holidays. The vets will receive items such as blankets, socks, umbrellas, hats and more. Pechanga’s efforts in Inglewood echo the millions of dollars the casino/resort has given over the years to the local communities it is involved in throughout the Southern California region.

 

“We are building a global destination that will be the pinnacle of sports and live entertainment,” said Jason Gannon, managing director, SoFi Stadium and Hollywood Park. “Pechanga is a company that not only shares Stan Kroenke’s vision to build a world-class facility and fan-first development with Hollywood Park, but also shares our passion for our surrounding communities. When our doors open in July, we look forward to working alongside Pechanga to create memorable guest moments and to give back to our Southern California home.”

 

Pechanga will have an extensive presence across the stadium, and when SoFi Stadium opens in July 2020, it will feature select Pechanga-branded spaces, including the Pechanga Founders Club. Pechanga Founders Club is a 14,000 square-foot premium club space within the stadium that is located on field level. The space will be creatively branded throughout, and guests will be up close to all the action happening on the field.

 

“We are proud to be the first Southern California-based Founding Partner with SoFi Stadium and Hollywood Park,” said Jared Munoa, President of the Pechanga Development Corporation. “This is a natural partnership between two of the top entertainment destinations in Southern California. We can’t wait for fans to experience the new Pechanga Founders Club and a lot of the other great amenities here.”

 

Fans coming to SoFi Stadium will interact with the major resort/casino’s brand across many areas and levels of the stadium, including an 11,500 square-foot activation zone on level 8. The activation zone will provide special branding and experiential opportunities for Pechanga to utilize for guests. Pechanga has longstanding partnerships with the Los Angeles Lakers and the Los Angeles Angels and has naming rights with the Pechanga Arena in San Diego.

 

“Pechanga’s commitment to serving the community while striving to maintain its reputation as a best in class resort/casino is exactly what you hope for when it comes to a Founding Partner,” said Chargers President of Business Operations A.G. Spanos. “To have someone who competes each and every day to be the very best within their industry yet understands their place in the community comes with a responsibility to give back – that’s everything you can ask for when it comes to corporate alignment. We couldn’t be happier to welcome Pechanga to the Chargers family.” 

 

Pechanga will also entitle one of the stadium’s four VIP entrances. The resort/casino will have certain wayfinding signage and brand integration in and around its entitled VIP entrance.

 

“We are pleased to continue our relationship with Pechanga and move together into our new home at SoFi Stadium,” said Los Angeles Rams COO Kevin Demoff. “Since kicking off our partnership last summer, it has been evident that Pechanga and the Rams share many of the same values, whether it is delivering an unparalleled guest experience or making a difference in our community.  We look forward to continuing to work with Pechanga to inspire not only Angelenos but also all those across Southern California to shine bright.”

 

Hollywood Park was represented by Legends Global Partnerships division, which sourced, negotiated and represented Hollywood Park in securing this partnership.

Legends International Names Richard Seymour Global Planning Director

LONDON – 18 December 2019 – Legends International today announced the appointment of Richard Seymour as a Global Planning Director. Seymour will work alongside Richard Cheesman, Legends International Senior Vice President, Global Planning, to manage Legends International’s feasibility, data analytics and business planning.

A proven executive with over 10 years’ experience in data analysis and consumer insight, Seymour has spent the past six years at Nielsen, where he was Head of Consulting for UK and Ireland.

“Since the acquisition of ISG in 2016, the feasibility and business planning offering has more than doubled in size and scope,” said Cheesman. “We are working with some of the top brands and teams in sport and continue to help them meet their growing aspirations. Richard’s passion and deep understanding of the sports landscape fits well within the Legends International business, and he will play a key role in ensuring we best utilise the wide array of data we have to provide high-value, actionable insight for clients.

“His proven track record in growing a team and dedication to high quality analytics, output and service will be a great asset for Legends International and our clients.”

Legends International were integral to the development of the business plan for the new Tottenham Hotspur stadium and have played key roles on many other stadium projects including for Liverpool FC, Manchester City FC, FC Barcelona, Galatasaray and Real Madrid CF as well as visitor attractions such as The View from the Shard.

“I am tremendously excited to be joining Legends International and delivering best-in-class services to businesses in the sports, entertainment and attractions space as well as Legends International’s growing portfolio of long-term clients,” said Seymour. “Their clients are a who’s who of the greatest names in sport and I am delighted to be given the opportunity to join their fantastic team.”

Legends International provides a range of services to the sports, entertainment and attractions industry including feasibility and business planning, project development, ticketing and sponsorship sales, merchandising, retail, and food and drink provision.

Safety design standards in sports stadia: How Green Guide 6 is applied

via Planning & Building Control Today

Martin Jennings, senior vice president at Legends International, discusses how recent changes to safety design guidance for modern sports stadia are being applied in practice

Professional sports and the stadia they are played in are developing at an increasingly rapid pace. Fans expect more from their experiences on match days, and quite rightly expect to be kept safe and secure.

Changing fan behaviour and the development of safety and security threats and solutions have been key reasons for new design guidelines to be published for safety in stadia.  All stadia must adhere to new safety guidelines if they are to be licensed for use.

Premier League and English Football League grounds are all subject to licensing from the Sports Grounds Safety Authority (SGSA). The SGSA has oversight of Local Authorities in their duties in issuing Ground Safety Certificates and they also publish the Guide to Safety at Sports Grounds (more commonly known as the Green Guide).

Guide to Safety at Sports Grounds – the Green Guide

The Green Guide was revised in November 2018 to its sixth edition, which came 10 years after the publication of the fifth edition. The latest version was produced following extensive consultation with industry experts and Local Authority Licensing and Building Control Officers and introduced some significant changes.

Every club must hold a Ground Safety Certificate if they operate a designated sports ground in England, Scotland or Wales that holds more than 10,000 spectators, or a Premier League or Football League ground in England and Wales that holds more than 5,000 spectators.

This certificate is issued by the Local Authority in which the stadium resides, and it sets out the safety regime for the stadium and establishes its certified capacities, based on a range of physical and safety management factors.

In addition to updating physical and safety management factor standards, the updated version also introduced guidance on safety outside stadia, establishing the term Zone Ex to refer to the ‘last mile’ of the approach to a stadium by fans on their journey to watch a match.

Changes to stadium design standards

A year after its publication, the application of the guide to new and renovated stadium projects is becoming clear.

The majority of changes to stadium design standards have been welcomed, including the acknowledgement of the value of computer simulation crowd modelling in stadium design safety rather than outdated static calculation methods based on physical dimensions.

The introduction of rail seating is another architectural consideration that the new guide covers. It refers to seats that can improve safety where fans persistently stand on all-seated terraces and have successfully been installed by Tottenham Hotspur, Wolverhampton Wanderers, Glasgow Rangers and Wycombe Wanderers.

However, there are some areas where the new guide needs greater clarity, for example, the limitation of no more than 40 rows of seats being served by a radial gangway, which does not take account of where the vomitory that serves that gangway is placed on the terrace.  If the vomitory is at the very front of the terrace then a fan would have to climb a gangway of 40 rows to get to the back row, but if the vomitory is placed halfway up the terrace, the maximum gangway climb reduces to 20 rows.

The new guide also missed the opportunity to clarify some key design standards, such as the number of wheelchair and amenity seats that should be provided, instead referring to other published guides which lack clarity on such matters.

Although the introduction of guidance on Zone Ex is welcomed, the guide refers to its assessment and management being a ‘multi-agency’ responsibility, avoiding allocating responsibilities to the football club, Local Authority, Police and emergency services. In practice, this lack of clarity is hampering the application of the new guidance.

Stadium design and safety standards for the future

Whilst the sixth edition of the Guide to Safety at Sports Grounds is not perfect, it is a substantial progression from the previous guide and positively addresses the majority of stadium design and safety standard changes over the last 10 years and in the foreseeable future.

This includes the options for Premier League and Championship clubs to consider whether safe standing should be allowed in the future (legislation banned this from those grounds following the Hillsborough disaster in 1989). However, for fan comfort and safety, my expectation is that the new rail seating solution adopted by several clubs is likely to become the de facto answer to terraces where fans persistently stand. Rail seating does not significantly increase the capacity over a fully seated stadium, but it does provide a safer environment for fans to stand.

The new guide also makes reference to the multi-use nature of sporting venues, which we see an increasing trend towards as clubs look to increase both the revenue and social value to the community that their facilities can provide. This multi-functional approach is key to the work we do for our sporting clients, where Legends becomes a trusted partner from the start of the journey in developing a new stadium or venue to its completion and operation.

Legends International’s understanding of the business model that underpins sports stadia, its technical knowledge of design and safety standards, and its operational and commercial expertise combine to provide a service for its clients, who include Liverpool, Tottenham Hotspur, Leicester City, Fulham and several major European teams.

 

Martin Jennings

Senior vice president

Legends International

Twitter: @thelegendsway

Do English clubs actually know their fans and what they want on a matchday?

via Off The Pitch

  • Consultants from the US, who have worked with Real Madrid, Inter Milan and Spurs, explain how they help clubs to boost their revenues.
  • A deep understanding of the needs and wants of fans and partners is the foundation of improving experiences and revenue generation on matchdays.
  • Creating differentiated offerings for fans acknowledges that not all fans are the same and can help attract a more diverse group of people to the stadium.

Many consider The US to be at the forefront of developments in the business of stadium experiences. Legends is an agency which originated in the USA and has now expanded internationally.

This article is subscription-based. To read the full article please visit Off The Pitch.