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SBJ/20100913/This Weeks Issue
IMG-Legends wins Rose Bowl contract
Published September 13, 2010
Rose Bowl officials have selected IMG-Legends to sell new premium seats tied to a $170 million renovation of the historic stadium, according to sources familiar with the process.
The deal, pending contract negotiations, has IMG-Legends, a joint venture between IMG and Legends Hospitality Management, marketing suites, club seats and loge boxes for the next three to four years in Pasadena.
It is the first deal for IMG-Legends since principals from IMG and Legends, a group representing the Dallas Cowboys and New York Yankees, announced the joint venture in October 2009.
The IMG-Legends business model relies on IMG’s relationships in the college world, where it holds many multimedia rights deals, producing leads for the overall group. After IMG-Legends signs a deal, the Cowboys deploy members of their sales staff on campus to sell premium seats.
IMG-Legends responded to a request for qualifications and proposals issued in July by the Rose Bowl Operating Co., landlord for the 88-year-old home of UCLA football and the Rose Bowl game. The facility also plays host to the BCS title game every four years.
The proposal calls for the winning bidder to sell 44 suites, four group skyboxes, 1,428 club seats and 32 four-seat loge boxes, a key part of financing for the project.
City officials must approve a bond sale to support funding before a three-year construction schedule can start in January. They are expected to act on that measure in October, the RFP said. The plan is to complete the improvements by the beginning of the 2013 college football season.
IMG-Legends’ deal would be split into two phases. The first is preparation of sales, establishing pricing, producing collateral materials and a website, and taking refundable deposits for premium seats through Dec. 31 of this year. That is the deadline for bonds to be issued.
The second phase is the sales period itself, stretching through Feb. 1, 2014. That year marks the return of the BCS national championship game to Pasadena.
Rose Bowl general manager Darryl Dunn would not confirm that his group is negotiating a deal with IMG-Legends.