Kroenke Sports & Entertainment, Legends Announce Partnership

September 27, 2019

Today, Kroenke Sports & Entertainment announced a multi-year relationship with Legends, a leader in global planning, sales and hospitality, to become its new food and beverage concessionaire at Pepsi Center, Dick’s Sporting Goods Park and Paramount Theatre, located in the Denver metro area.


Legends will manage and operate food and beverage services at each venue. At Pepsi Center, as of today, Legends will manage and operate food and beverage services throughout the building, including the lower level, club level, suites, theatre boxes, upper level, special event catering and restaurant dining programs.


At Paramount Theatre and Dick’s Sporting Goods Park, Legends will take over food and beverage operations for premium, general concessions, and catering effective Sunday, December 1, 2019 and Wednesday, January 1, 2020, respectively.


“Pepsi Center has been the epicenter of entertainment in the Rocky Mountain Region for the past 20 years,” said KSE EVP/COO Matt Hutchings. “We are extremely excited to move into the next era of food and beverage offerings with our new service provider, Legends. Concessions are a huge part of the event experience and KSE couldn’t be more enthusiastic about the future offerings at our Denver-area venues. The ability to provide our patrons top-quality food and beverage service and selection at our venues is of utmost importance to both KSE and Legends.”


As part of enhancing food and beverage offerings throughout Pepsi Center, a new Local Eats initiative is being implemented, which places an emphasis on the thriving Denver culinary scene, ensuring there is something for every patron to enjoy. The arena is poised to become not only the heart of entertainment in the region, but a culinary destination with acclaimed restaurateurs and artisans to provide a wide variety of selections.


James Beard Award winner and renowned Denver chef Jennifer Jasinski will be collaborating with Pepsi Center to offer guests a re-designed premium culinary program, in addition to guest chef nights throughout the season. Jasinski and her Crafted Concepts team own Rioja, Bistro Vendôme, Euclid Hall, Stoic & Genuine and Ultreia in Downtown Denver, and will work with Pepsi Center’s Executive Chef, James Versfelt, to transform Pepsi Center into one of the city’s premier dining locations.


“Strategically aligning with the Kroenke Sports & Entertainment team, Legends’ Hospitality team saw a great opportunity to deliver our best in class culinary experience in Denver, starting at Pepsi Center,” said Dan Smith, President, Legends Hospitality Division. “We’re anxious to get started in Denver and offer fans a taste of our exceptional culinary acumen.”


Additionally, Pepsi Center will have a presence from other prominent Denver food and beverage experts, throughout all areas of the building, including Local Guest Chefs creating customized menus, rotating wines of the month curated by a master sommelier, a mobile cart serving hot dim sum, freshly baked goods and improved service levels from our newly trained staff.

See also: Press Release