ALUM Launches in Partnership with Legends

The ALUM Brand will feature Luxury Residences and Member’s Clubs Designed to Elevate the College Town Experience

New real estate brand to deliver high-end hospitality, in partnership with premium experiences company Legends, to college towns with a strong sports culture

Alum x Legends

LAUNCHING TODAY — ALUM is an elevated stomping ground for discerning alumni. A reimagined home base away from home, the luxury residences and exclusive member’s club is a celebration of school spirit, built as a refined evolution of college town accommodation. With thoughtfully designed hospitality, private residences, and fan-focused programming, ALUM strengthens community ties to renowned institutions with legendary fan and alumni culture

A real estate brand focused on college town markets, ALUM redefines home game stays, offering owners world-class residences, award-winning food and beverage, a private club for socializing, and the option to have their properties expertly managed, maintained, and rented nightly when not in use. ALUM has partnered with global premium experiences company Legends, which has extensive experience in collegiate athletics and provides hospitality at some of the most well-known venues in the world. The partnership with Legends allows ALUM to tap into Legends’ strong relationships with university and athletic leadership and their industry-leading experience in assisting colleges and universities with identifying incremental revenue opportunities.

David Vialli, Co-Founder of ALUM, says,

“College towns are special places that hold immeasurable value in our hearts, and countless people travel to these cities every year for sports games and other events. ALUM was founded to celebrate these unique destinations and foster a deeper sense of camaraderie within them. We’re hopeful that ALUM will become a beloved institution embraced and enjoyed by the community, whether they’re alumni, faculty, students, family members, or visitors.”

Catered to alumni and parents of students and athletes who frequently visit, ALUM meets the increasing demand for luxury accommodation and enriched lifestyles often missing from college town experiences. Each ALUM will offer apartments with flexible layouts, site-specific architecture, and elevated design, combining state-of-the-art amenities and five-star service with the comforts of a private residence.

Additionally, ALUM will launch a short-term rental program, allowing owners to rent their condominiums when they are not occupied. From seamless online booking and check-in to housekeeping and maintenance, ALUM will oversee the entire process, ensuring owners peace of mind while earning additional income.

Legends will operate a year-round private member’s club and restaurant at each ALUM location and develop and execute a fundraising strategy to activate the local community. Legends will also provide market feasibility studies to identify new markets and support ALUM’s strategic expansion.

Mike Behan, President, Legends College, says,

“There is a white space in college markets for contemporary and flexible living solutions. ALUM answers to a growing segment of sophisticated consumers who want the best in hospitality, no matter where they are. We are excited to partner with ALUM to deliver an exceptional private membership and dining experience at each location that brings people together around their shared passion for the local university. This partnership is a natural extension of Legends’ focus for the past decade-plus on introducing new premium experiences across college campuses.”

ALUM will break ground this summer with its inaugural building in Tuscaloosa, Alabama home to The University of Alabama’s legendary sports teams. Expected to open in early 2026, the project will include luxury private residences, a private member’s club, award-winning food and drink, a coffee shop, meeting spaces, a pool, and event space. ALUM has plans to launch in additional markets, including:

Eugene, Oregon
College Station, Texas
Columbia, South Carolina
Knoxville, Tennessee
Columbus, Ohio
Athens, Georgia
Auburn, Alabama
Ann Arbor, Michigan
Norman, Oklahoma

In addition to these cities, Legends will support the exploration of future markets for ALUM throughout the United States. For more news on ALUM, including updates on sales launches and the development pipeline, please visit

2024 NFL Draft In Detroit Scores 45% Merchandise Sales Increase

Legends Operated Eight Retail Locations in Detroit Including a 5,115 Sq. Ft. Shop 

NFL Draft Merchandise Sales

The NFL Shop presented by Visa at the 2024 NFL Draft in Detroit proved to be the ultimate destination for fans during the week of the Draft. Legends, the official on-site retail merchandise concessionaire for the 2024 NFL Draft, announced a dramatic increase in merchandise sales for the Draft with a 45% overall revenue bump from 2023 in Kansas City. 

New in 2024, Legends rented a 5,115 square foot pop-up storefront in the heart of the Draft activities (Woodward Avenue, Detroit MI) to serve as the main NFL Shop presented by Visa. The store, which accounted for half of the merchandise sales for the week, was open for a full week – Friday, April 19 through Saturday, April 27 – to give fans lots of time to pick up their favorite team gear.  

In addition to the main NFL Shop, there were seven more NFL Shop pop-up shops – six within the NFL Draft Experience footprint and one location at the Draft. The Shops offered the largest collection of NFL Draft merchandise available anywhere, featuring products from 23 different licensees, including apparel, headwear, mini helmets, and pennants from all 32 NFL teams as well as exclusive Draft x Detroit Lions product. 

Merchandise centered around the hometown and home team were the biggest sellers, including Detroit and state of Michigan-themed t-shirts, hats, and novelties, as well as the Detroit Lions new look jersey (launched the week before the Draft) and hats. A Legends-designed and produced t-shirt featuring all 32 NFL teams’ unique NFL Draft logos was another hot item, as well as the Lions Draft logo tee and novelties. Special collection products included exclusive 47 Brand Draft Hats, Hugo Boss Draft and team branded merchandise, limited edition G-III Detroit Lions Varsity Jacket, and Rock ‘Em Socks Detroit-themed 3-pk of socks. 

The NFL Shop presented by Visa at the NFL Draft is managed by Legends, the NFL’s official on-site retail merchandise concessionaire for the 2024 NFL Draft. Legends also manage on-site retail at NFL tent pole events, including the Super Bowl, Pro Bowl Games, NFL Draft, and NFL Combine.