VenuesNow (02/18/22) Muret, Don

The Super Bowl at Sofi Stadium saw a record per cap of $167.37 for food, drink and merchandise thanks to Hollywood Park's 300-acre space and the National Football League's (NFL) acumen in keeping fans moving through the venue, according to Legends Hospitality President Dan Smith. Legends officials added that the game set records for a full-capacity crowd, up 14% from Super Bowl 50's previous record. Grosses topped $11.7 million based on official game attendance of 70,048, and Legends produced over $18 million in revenue for all NFL-related activities. The star-studded halftime show was most likely a key factor in an extended sales period late in the game, which Smith called atypical for a Super Bowl. "I'm just speculating, but it was a pretty interesting halftime show and people stayed in their seats," he noted. "We started to get the push right after the halftime show." There were more than 900 points of sale between permanent stands and mobile handheld units in the stadium, as well as 24 merchandise locations and a dozen portable retail trailers outside the venue. "The physical plan was laid out so well that we could flow people through the lines pretty quickly," Smith said.

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