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Volume 23 No. 23
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Legends gets Devil of a deal

The New Jersey Devils have signed a multiyear deal with Legends Hospitality to run all food service at Prudential Center.

The agreement runs at least five years, and the Devils hope that it extends for a longer term as the team gains a foothold under new ownership in Newark, said Hugh Weber, the Devils’ president of business operations.

Bon Jovi’s Soul Kitchen will open its first concession stand at a sports facility.
Photo by: LEGENDS

It includes an undisclosed investment by Legends to upgrade concessions and premium dining spaces at the 7-year-old arena. Legends is bringing in new video menu boards and the Bypass tablet ordering system in the suites and clubs.

Most major league food providers competed for the Devils’ business, but Legends stood out for its fresh ideas and its buy-in for what owners Josh Harris and David Blitzer are trying to build, Weber said. “In our mind, they were the best of the best,” he said.

For Legends, the Devils’ deal represents its first arena and NHL account since the New York Yankees and Dallas Cowboys co-founded the company in October 2008.

As part of its launch into the arena business, Legends has formed Born and Bread, a new marketing initiative specific to Prudential Center that brings local chefs and foods into the arena under the B&B banner, officials said.

Soul Kitchen, rock singer Jon Bon Jovi’s community kitchen in Red Bank, N.J., will expand its operation to Prudential Center, its first concession stand at a sports facility.

Legends will run the location. The plan is to serve locally sourced meals served by staff that have graduated from a new job placement program coordinated between the concessionaire and the restaurant tied to the Jon Bon Jovi Foundation.
The vendor officially takes over July 1, replacing Aramark.