Legends Announces Increased Merchandise Sales for Super Bowl LVII

Overall Merchandise Sales up 14% from Last Year and 30% from Super Bowl XLIX in Arizona 

NFL Shops Score 38% Increase from Last Year in Weeklong Pregame Sales 

Legends, a global premium experiences company, today announced increased merchandise sales for Super Bowl LVII at State Farm Stadium in Glendale, Arizona and NFL Shops around town the week leading up to the game. Overall merchandise sales were up 14% from last year and 30% from Super Bowl XLIX in Arizona. Legends is partnered with the NFL to execute on-site retail for the Super Bowl and other NFL tentpole events. 

Fans turned up big in advance of the big game in Arizona with a 38% overall year-over-year increase in sales during the weeklong lead in across all NFL Shops in town. The NFL Shop presented by Visa at Super Bowl Experience at the Phoenix Convention Center outperformed last year’s main Super Bowl Experience store by 36%. This marks the second highest ever merchandise sales at Super Bowl Experience, behind Super Bowl 50, which was open for an extended eight days compared to seven days this year. Super Bowl retail pop-up and hotel locations throughout Phoenix, Scottsdale and Old Towne saw a 44% increase in merchandise sales over 2021 in Los Angeles. 

The merchandise per cap for Super Bowl LVII game day sales at State Farm Stadium saw a 31% increase over the last Super Bowl in Glendale in 2015. There were 36 merchandise locations inside State Farm Stadium and 10 portable retail trailers outside the stadium. 

“Legends is proud to have partnered with the NFL to give fans an exceptional experience and wide array of products for Super Bowl LVII at State Farm Stadium and NFL Shops throughout the surrounding area,” said Kirta Carroll, President, Legends Global Merchandise. “As the NFL continues to enhance and expand the pregame experience and events the week leading up to Super Bowl, we are seeing more fans buy merchandise in advance at our NFL Shops around town to wear game day. We expect this trend to continue and look forward to expanding our footprint further next year to provide fans even easier access to the Super Bowl gear they want in advance of the game.” 

Legends was the NFL’s official retail merchandise concessionaire for Super Bowl LVII, with more than 600 employees working to provide a first-class experience for fans across all Super Bowl merchandise operations. The NFL Shop presented by Visa at the Super Bowl Experience was open for one week from Saturday, February 4 through Saturday, February 11 and covered 30,000 square feet. The store offered the largest collection of Super Bowl merchandise anywhere, with 1,000 styles available for fans of all ages, including offerings from more than 30 different licensees with the majority of the product mix being exclusive. In addition to the main NFL Shop presented by Visa, there was an NFL Shop at Super Bowl Experience in Hance Park, six pop-up locations around Phoenix, Scottsdale and Old Towne and 35 hotels carrying merchandise, all operated by Legends. 

Legends manages on-site retail at NFL tentpole events, including the Super Bowl, Pro Bowl Games, NFL Draft and NFL Combine. In addition, Legends operates the NFL Las Vegas presented by Visa, an innovative NFL-themed store located in the renowned Forum Shops at Caesars Palace in Las Vegas, Nevada.

Mayor Adams, NYC Parks Commissioner Donoghue Announce Selection of Legends Hospitality as New Operator of the Loeb Boathouse in Central Park

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 72nd 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.”

Citizens Market to Open An Elevated Food Hall Concept at Phipps Plaza

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 GarciaMasaharu MorimotoDario 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.