Notre Dame Shamrock Village Case Study


In 2019, Legends and the University of Notre Dame Athletics Department were eager to bring a new premium hospitality experience to fans on football gamedays. Focused on hosting corporate partners, local businesses and alumni across the country, the Shamrock Suites gameday experience was created to serve as a resource for entertainment that helped drive sales, retention and employee engagement. The concept of the premium experience expanded beyond gameday hospitality, but also included coordination in lodging through local contacts as well as booking travel arrangements for all clients. This concept allowed us to create a space where guests could feel more included with the tailgating atmosphere and help establish new activation spaces for our partners.


In order to bring the concept to life, the Legends team engaged with 3rd party partners to build the structure as well as handle the logistical needs and analysis during the initial build. Together, both teams built the gameday plan to prepare for each event as well as the breakdown process postseason. A dedicated team member was appointed to oversee the operation throughout the football season.


This concept allowed Legends and Notre Dame to deliver a one-of-a-kind game day experience to the Notre Dame fan base that was suited to entertain corporate partners and clients. In the pilot year, 2019, the team secured over $550,000 in additional gameday revenue, excluding tickets to the individual games. In the second season of the program, the Legends team increased the projected sell-through rate to over 90%.