SBD/August 12, 2013/Facilities

Jaguars Pick Legends To Operate On-Site Merchandising At EverBank Field

The Jaguars on Friday selected Legends Hospitality to operate all on-site merchandising at EverBank Field. Legends will operate the team's Xperience Store and all retail points of sale at the stadium (Jaguars). SPORTSBUSINESS JOURNAL's Don Muret noted the three-year deal comes as the team "moves toward using one vendor to manage all food and merchandise operations at the facility." Legends replaces Gameday Merchandising, which had "one year remaining on its stadium contract." Legends President Dan Smith noted that the city of Jacksonville "owns EverBank Field and had to approve the retail contract." The city is Legends’ client for "special events at the stadium such as the annual Florida-Georgia college football game." The Legends deal "expands the relationship between the Jaguars and Legends that began in May 2012, when the NFL team hired the company's sales division to help sell season tickets." Levy Restaurants manages EverBank Field’s premium dining, while Ovations Food Services "operates its general concessions." Jaguars Senior VP/Fan Engagement Hussain Naqi said that the Levy and Ovations deals "expire after the 2015 season, and the Jaguars’ intent is to tie all three pieces of business to one company starting with the 2016 season" (SPORTSBUSINESS JOURNAL, 8/12 issue).
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