Legends Hospitality Expands Cowboys Stadium Offerings, Eyes Nationwide Expansion

Legends Hospitality execs said that as the company “looks to expand to sports venues nationwide, Dallas’ central location remains a plus,” according to Karen Robinson-Jacobs of the DALLAS MORNING NEWS. Legends COO Dan Smith said, “We have a big hunk of business in Dallas. And we have 70 people (on staff) there.” Smith said that the Cowboys-Yankees joint venture “is in various stages of discussions with other venues.” The New Jersey-based company "will be the concessionaire" for the independent Atlantic League Sugar Land Skeeters when the team makes its debut next year. Meanwhile, Smith said that “some of the most popular Super Bowl entrees” at Cowboys Stadium “will be back this season, including celebrity chef cooking stations.” Legends “plans to bring in at least two chefs per game, including Scott Romano of Charlie Palmer at the Joule, Anthony Bombaci of Nana at the Anatole and Bill Trevino of Cafe Pacific.” The stadium this year also is “adding 11 portable wine bar/kiosks staffed by bartenders, and it is expanding the offerings of gourmet popcorn.” Legends CFO David Hammer said that “at least 24 ‘major, stadiumwide’ events are scheduled for 2011, in line with 2010.” The company declined to release sales figures, but Hammer said that Legends’ revenue at Cowboys Stadium “gained 29 percent last year from 2009, the stadium’s inaugural year, when there were 20 major events.” Robinson-Jacobs notes Mike Rawlings, who had served as CEO of the company since ’08, was recently elected mayor of Dallas. Rawlings’ bid for mayor “prompted him to step down from Legends’ top job,” but he will continue to serve as BOD Chair. Smith said that Rawlings will offer “strategic vision for the company” (DALLAS MORNING NEWS, 7/28).