October 4, 2021

– All-Encompassing Partnership with FSU Athletics and Seminole Boosters Includes Premium Seating, Ticketing, Fundraising, Hospitality, Food & Beverage, Marketing, and Business Intelligence –

TALLAHASSEE, FL – October 4, 2021 – Florida State University and Legends today announced details of a new 10-year partnership that will be far-reaching in scope and integrate strategic planning, business intelligence, data analytics, sales and marketing, annual fundraising, food & beverage and hospitality services into a single revenue-driven program across FSU Athletics and its fundraising arm, Seminole Boosters, Inc. The partnership also involves a 360º approach to drive engagement and enhance the overall fan experience at Doak Campbell Stadium.

Dan Smith, Legends Hospitality President: “We are incredibly excited for the work ahead, and the opportunity to co-author fresh experiences that mirror the passion, dedication and spirit of FSU Athletics.”

As a key part of the holistic relationship, Legends Hospitality was tapped to deliver on a new strategic vision for the food and beverage offers at FSU’s iconic stadium properties. The Legends Hospitality team will initially be operating the in-stadium concessions as well as providing a refreshed and innovative team dining experience for the student-athletes on campus. The partnership marks Legends Hospitality’s first on-campus operation and leverages its quickly growing portfolio of performance-based athlete dining to deliver on “Only at FSU” experiences for athletes, boosters, guests, and members of the FSU/Tallahassee community.

David Coburn, FSU Vice President and Director of Athletics: “Improving the experience for those attending our events continues to be critically import to our entire athletics program. We are partnering with the best in the business in a comprehensive effort to provide our fans and student-athletes with the facilities, amenities and atmosphere they deserve.”

Beginning in 2022, Legends will begin to lay the groundwork for re-imagined premium hospitality and suite experiences at the stadium venues, as well as identify new premium assets both in and out of the stadium to further curate the FSU Athletic Story. This includes Legends’ unique approach to affinity clubs by shaping the fan experience not just on game day but as year-round destination experiences through FSU offerings that fit the needs of its most passionate supporters. The goal of the Seminole membership club is to curate the best things about FSU, Tallahassee, and the region, coalesced into a well-curated member experience that surrounds gameday and non-gameday to keep fans connected to the FSU brand.

Legends was initially engaged by Seminole Boosters in 2019 through its U.S. research arm, CSL, to conduct a comprehensive market study of Doak Campbell Stadium to solicit direct market feedback from Seminole donors, ticket holders, alumni, fans, and supporters with a focus on enhancing the fan experience. Legends will continue to assist Seminole Boosters with strategic planning for the upcoming renovation of the stadium. In addition, Legends will be responsible for leading all donor engagement, marketing and sales campaigns for the transformational project.

Michael Alford, President & CEO of Seminole Boosters, Inc.: “The stadium redevelopment project is vital to the overall success of our athletic department, and it’s exciting to partner with Legends who will bring world-class experience and expertise to our organization. FSU athletics and Seminole Boosters will benefit greatly from the data-driven strategy and process, as well as their proven knowledge across the many areas of involvement within our program.”

Moreover, Legends will introduce robust data and analytics technologies to support all revenue drivers for the athletics department, including annual athletics fundraising. Legends’ unique and differentiated fundraising platform continues to be strongly embraced by the higher education vertical. The business intelligence fueled platform will also deliver deeper, more actionable insights into fan interests, brand affinities, and behaviors, along with how to further improve engagement to ultimately drive philanthropic giving and other revenue opportunities that support the program’s future-forward vision.

Mike Behan, COO, Legends Collegiate Partnerships: “Legends has enjoyed a great relationship with FSU Athletics and Seminole Boosters over the last two years, and we’re excited to continue our work with Michael and his team to introduce a modernized approach to fan engagement and revenue generation.”

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