A’s hire Legends to lead sales for new ballpark in Las Vegas

The Athletics and Legends today announced a partnership in which the global premium experiences company will manage premium seating and ticket sales for the Club’s new ballpark in Las Vegas. 

A’s President, Dave Kaval, said:

We are excited to embark on this long-term partnership that will lead to the opening of our transformational ballpark in Las Vegas. Legends’ extensive industry experience and intricate knowledge of the local market will help us create products that meet the needs of our fans while building a successful ballpark experience.

Legends will deliver strategic consulting and go-to-market analysis, product design and development consultation, strategy and execution for premium and suite sales, initial valuation work, staffing, and valuable marketplace insights. Additionally, Legends will build a dedicated team for the A’s based in Las Vegas to focus on sales execution.

Mike Ondrejko, President of Legends Global Sales, said:

We are honoured for the opportunity to partner with the A’s and help bring their bold vision of delivering a first-class hospitality experience to their fans and the Las Vegas community. From the moment we started working with Dave and his team on our initial feasibility study, there has been alignment in our data-driven approach in optimising design and marketing strategy. We are excited to build on this collaboration by applying our global experience and expertise to serve the A’s on the sales execution of their new stadium.

The A’s initially engaged Legends in 2021 through its research arm, CSL, to conduct a comprehensive study on the opportunity for the Club to establish a new permanent home in Las Vegas. Legends’ Global Sales team has extensive experience partnering on the most ambitious sports projects, including the opening of Allegiant Stadium, SoFi Stadium, and Notre Dame Stadium, to deliver record-breaking results.

Legends is also currently partnered with FC Barcelona, San Diego FC, and the Buffalo Bills in developing the financial model, stadium design, data capture and analysis, and strategic planning to support the sales execution efforts of their respective stadium development projects.

About Legends

Founded in 2008, Legends is a premium experiences company with six divisions operating worldwide – Global Planning, Global Sales, Global Partnerships, Hospitality, Global Merchandise, and Global Technology Solutions – offering clients and partners a 360-degree data and analytics-fueled service solution platform to elevate their brand and execute their vision.

Currently, Legends works with marquee clients across business verticals including professional sports; collegiate; attractions; entertainment; and conventions and leisure. They are the industry leaders in designing, planning and realising exceptional experiences in sports and entertainment.

For more information, visit www.Legends.net

About the A’s new ballpark

Shaped by its location on the Las Vegas Strip, the 33,000-person capacity ballpark provides an outdoor feel with views of the city’s skyline. The tiered design will split upper and lower seating bowls to bring fans closer to the action than traditional ballparks and provide clear sight lines from every seat.

The roof’s five overlapping layers, whose design is inspired by traditional baseball pennants, open to the north to allow for natural light and views up the Strip, while also limiting direct sunlight and heat from the south.

The outfield features the world’s largest cable-net glass window, facing the corner of Tropicana and Las Vegas Boulevards. The ballpark is currently designed to include an 18,000-square-foot jumbotron, which would make it the largest screen in MLB.

Bjarke Ingels Group (BIG) will serve as the design lead and HNTB as the sports/hospitality designer and architect of record. BIG will lead the master planning of the ballpark design, with HNTB collaborating on the design and serving as the architect of record. BIG previously presented a design for the team’s Oakland ballpark, while HNTB was the architect for the Raiders’ Allegiant Stadium.

For more information, visit: athletics.com/vegas

Source & imagery, courtesy: Legends / The Athletics

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