Live Nation has signed Legends Hospitality to operate the food service at 34 amphitheaters in North America, according to Legends President & COO Shervin Mirhashemi, who added that the deal covers more than five years. All of the outdoor music venues are in the U.S., with the exception of Toronto's Molson Canadian Amphitheatre. Aramark previously ran food and beverage at those facilities. Legends’ deal took effect Jan. 1 after a seven-month RFP process. Amphitheater concessions is predominantly a “wet” business with a heavy majority of sales tied to alcohol, but Legends plans to invest capital to upgrade the food side with new point-of-sale systems and other tech, as well as bringing in local and regional chefs to add a layer of customization at every facility. “Mirhashemi: "We’re going to be doing a few things to make food an important component of the experience. Our intent is to draw people into the venues earlier with our programs geared toward a tailgating environment.” In addition, Legends sees an opportunity to potentially bring Live Nation in as a content partner at major league and college facilities, where Legends already manages food/retail and sells sponsorships and premium seats. Mirhashemi said those discussions would take place separately with team owners and operators.
