SoFi Stadium At Hollywood Park Case Study
SoFi Stadium is an unprecedented and unparalleled sports and entertainment destination being built in Inglewood, CA, by Los Angeles Rams Owner/Chairman E. Stanley Kroenke. The first indoor-outdoor stadium to be constructed, SoFi Stadium will be the home of the Los Angeles Chargers and Los Angeles Rams when it opens in summer 2020. The state-of-theart stadium re-imagines the fan experience and will host a variety of events year-round including Super Bowl LVI in 2022, the College Football Championship Game in 2023, and the Opening and Closing Ceremonies of the Olympic Games in 2028. Located on the site of the former Hollywood Park racetrack, the stadium is the centerpiece of a 298-acre mixed-use development featuring retail, commercial office space, a hotel, residential units, and outdoor park spaces.
To start the PSL and ticket sales process in 2017, Legends created a state-of-the-art experience center in Playa Vista, CA, complete with an immersive sales video, full Hollywood Park rendering to scale and an authentic in-suite representation for guests to see first-hand what the stadium would look like. Global Sales built out a team of over team members, with specific groups dedicated to both the Rams and Chargers, who’s sole focus was to sell-through inventory throughout the stadium. Legends also went to market gauging interest and beginning the partnership/sales process in 2016. The team put together a robust plan for both the marquee stadium naming rights opportunity, in addition to all other sponsorship and partnership pieces of inventory throughout Hollywood Park.
Prior to the COVID-19 pandemic and original stadium opening date, Legends was able to secure over $1.2B in premium ticketing sales across suites, club, premier and reserve seats. Since then, the team has successfully opened it’s doors to host both Chargers and Rams home games in the 2021 NFL season. Today, Legends is responsible for securing over $2.3B in total premium and ticketing contractually obligated income.