SBD/April 9, 2014/Events and Attractions

Legends Reports Huge Per Caps For Final Four Weekend At AT&T Stadium

Legends reported monster food and drink numbers for the '14 Final Four at AT&T Stadium in Arlington. The Cowboys’ concessionaire posted a $44.39 per cap for Saturday’s UConn-Florida and Kentucky-Wisconsin men's semifinals games, generating gross sales of $3.5M. Those two games drew 79,444 in attendance, a college basketball record. For Monday’s UConn-Kentucky championship game, Legends’ per cap was $32.17, resulting from gross sales of $2.5M from game attendance of 79,238. Saturday’s numbers more than doubled the $21.50 per cap Levy Restaurants reported for last year's Final Four at the Georgia Dome. This year, the difference maker was AT&T Stadium, a facility developed specifically for hosting mega events such as the Final Four, according to Michael Bekolay, Legends VP/Operations at the venue. In addition, Legends ran concessions on plaza spaces outside the stadium for the NCAA’s Tailgate Tipoff. The vendor was able to sell beer in those public areas, offering 16-ounce cans of Miller Lite and Shiner, a local brand, for $9. Saturday’s steady rainfall put a damper on sales in the plazas, Bekolay said. Inside the stadium, alcohol sales were restricted to the premium areas. As a result, food dominated Final Four sales among the huge crowds attending the games, Bekolay said. Legends sold two specialty items, a $12 Texas BBQ sandwich served with chips, and the Champion Chicken and Waffles, a 10-ounce chicken breast topped with bacon and cheese and served on a waffle in the shape of the state of Texas. That particular item cost $15. “We sold over 6,500 pounds of barbecue,” Bekolay said. In the suites, patrons paid $150 a head for each of the days of the Final Four, he said.
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