SBD/June 5, 2012/Facilities

Legends Launches Campaign To Sell Premium Seats For UCLA Football, Rose Bowl Game

Faced with a fall ’13 deadline to sell premium seating for the renovated Rose Bowl, Legends Sales & Marketing has "formally launched the public phase of its sales campaign,” according to Brenda Gazzar of the PASADENA STAR-NEWS. Club seats for UCLA football games and the Rose Bowl Game are now on sale, "and tours of the seven level premium seating ‘pavilion’... are being offered to prospective clients three times a week.” Legends “has sold just under" $2M of its $9.2M goal since the end of ’10. Legends VP/Sales Cory Shakarian said, “We have to hustle and scrap for the next 15 or 16 months but we’ve got a great start.” Shakarian, who joined the team in January, "acknowledged his predecessor in December exaggerated the number of premium seating products that had been sold.” Shakarian said that the sales team has "now sold 21 out of 54 suites,” while the number given in December was 31. In addition, “only 11 of the 48 loge boxes have been sold, not 14 as previously announced.” Shakarian said that he is “encouraged the team has already sold at least 40 club seats out of 1,180 for the fully renovated stadium in the last few weeks.” He added that “failing to meet their premium sales goal is not an option.” Shakarian said that Legends' strategy “includes mailings, events and phone calls while expanding its focus throughout Southern California.” Since the team “began selling its most expensive products first, it only recently opened up club seat sales.” Gazzar noted loge box seats and club seats “will have access to air conditioned lounges and their ticket prices include food and non-alcoholic beverages.” All premium seating products “will have the option to purchase alcohol” (PASADENA STAR-NEWS, 6/3).
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