Case Study: University of Southern California (USC)


Hospitality: General Concessions, Premium Clubs/Restaurants, Suites, and Special Event Catering


USC, upon being named operators of the Los Angeles Memorial Coliseum and LA Memorial Coliseum, named Legends as it’s exclusive hospitality partner for both iconic venues.


Over the course of three weeks, Legends hired over 1,000 associates, re-branded and imagined hospitality spaces and created new menus, which included new partnerships with local chefs such as Wolfgang Puck.


  • Per Cap increases of 13% vs. previous concessionaire

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