Graduate School group project in which we developed a pitch to become the food and beverage provider for the Seattle SuperSonic's fictional return to Seattle

1. RFP Response
to Seattle
SuperSonics
Prepared by Legends

2. Table of Contents
 Our Mission…………………………………………………………………………………………………3
 Company Overview……………………………………………………………………………………4
 Our Unique Offerings/Goals………………………………………………………………………5-6
 Previous Experience……………………………………………………………………………………7-12
 Regional Structure………………………………………………………………………………………13
 Key Foods……………………………………………………………………………………………………14-21
 Premium Hospitality……………………………………………………………………………………22-28
 Local Food Concepts…………………………………………………………………………………..29-45
 Menu Samples……………………………………………………………………………………………..46-70
 Technology…………………………………………………………………………………………………..71-77
 Loyalty Rewards/Promotions……………………………………………………………………….78-79
 Data/Analytics……………………………………………………………………………………………..80-89
 Strategic Planning………………………………………………………………………………………..90
 Sustainability Plan………………………………………………………………………………………..91-94
 Training…………………………………………………………………………………………………………95-96
 Marketing Concept……………………………………………………………………………………….97-99
 Staffing………………………………………………………………………………………………………..100-102
 Financials……………………………………………………………………………………………………..103-110

3. Our Mission
 Our mission for the SuperSonics Arena is to create a world-class experience
for the returning Seattle SuperSonics. Our staff will be dedicated to providing
lasting memories for the fans, community and partners of the SuperSonics.
 We will strive to
 Provide an exceptional experience in the arena
 Have best in class customer service
 Give back to the community
 Be an iconic presence in the Seattle area where fans can show unity and their
passion for Seattle

5. What We Offer That the Competition
Cannot
 Top class food, services, and atmosphere
 As a company that services two of the most valuable teams in all of sports, we know what it
means to provide an exceptional product
 Experience in large markets
 We have worked with teams in some of the top 40 largest cities in the U.S., including New York
City, Dallas, San Francisco, & Atlanta
 Tradition
 We understand the importance of both building and maintaining the traditions of both a team
and a market. We have a proven track record of accomplishing this
 We understand what running a team encompasses
 We understand your wants and needs because we are owned by two of the most well known
owners in sports in Jerry Jones and the Steinbrenner family
 Naming Rights Services
 We have a global sales division that can assist your team with the naming rights for both the
arena and the premium club locations

6. Our Goals for Your F&B Program
 To utilize popular Seattle brands to make our experience feel truly unique
 At Legends we have a very diversified product line to ensure a sense of localization
and regionalization to the area
 To create a culture which is highlighted by the diverse food, technology, music, and
entertainment
 To provide tourists with unique food that represent Seattle
 To provide outstanding quality key food concessions
 To provide locals with the opportunity to support their favorite brands and their
community
 To provide exceptional operations that results in maximum efficiency and guest
satisfaction
And most importantly…
 To make sure that the fan has such a great time that they cannot even remember the
score of the game

7. Previous Experience and Partners

8. Yankee Stadium
 Service: Hospitality - General Concessions, Premium Clubs/Restaurants,
Suites, Special Event Catering
 We deliver a new standard for the premium ballpark dining experience,
deliver the freshest and hottest concessions food, and keep lines shorter
allowing the guest to get back to their seats and enjoy the game
 More than a 25% increase in Per Cap Revenue from the old Yankee Stadium
and the Highest Per Cap Revenue in MLB
 More than a 35% increase in guest satisfaction with F&B from the old Yankee
Stadium with consistently high marks across all categories of the guest
experience
 Three-time (’09, ’10 and ’13) winner of Five Star Diamond Award

9. AT&T Stadium – Dallas Cowboys
 Hospitality: General Concessions, Premium Concessions, Clubs, Suites, Special
Event Catering
 Almost a 20% increase in Per Cap Revenue from Texas Stadium and the Highest
Per Cap Revenue in the NFL
 More than a 25% increase in overall guest satisfaction with F&B from Texas
Stadium and consistently high marks across all categories of the guest
experience
 Growth in Per Capital revenue each year while holding/growing guest
satisfaction levels

10. Golden 1 Center – Sacramento Kings
 Services provided: General Concessions, VIP Clubs/Restaurants, Box-
Seats/Suites and Special Event Catering
 One of the largest naming rights deals for a single-tenant NBA arena
 Working directly with farmers, growers, and chefs who produce the highest
quality ingredients and menus so that every bite adds to the excitement of
the main event
 Our executive chef and restaurant partners source 90% of their ingredients
from a 150-mile radius
 All leftover, edible food will be given to Sacramento Community Food Bank
and Family Services via our Second That program, supporting over 200 local
agencies
 Green waste will be treated with organic enzymes and processed in a giant
food digester. It will be “digested” and then pasteurized, filtered and put
back into the soil at local farms.

11. LiveNation
 Services provided: General Concessions, VIP Clubs/Restaurants, Box-
Seats/Suites and Special Event Catering
 Operate 34 of their most significant locations across the United States
 Providing quality food at competitive prices while enhancing the guest
experience in every area of operation throughout all of the venues
 Enhanced technology adds to the elevated service and allows the majority of
the fans to experience an increased speed of service that has not happened in
this environment in the past
 Shake it Up stations strategically placed around each venue to allow fans to
flavor their popcorn or French fries with 5 different toppings. Another great
way to allow the fans to be in the drivers seat when it comes to making their
meal exactly how they want it – Customization
 Enhanced cocktail and beverage selections are geared towards millennials
with a few classics
 8 venues in West (2 Washington), 8 Central, 18 East

12. Royal Farms Arena
 Services Provided: handle all aspects of sponsorship sales & naming rights
execution
 First 20 months of becoming the exclusive sponsorship sales agency for Royal
Farms Arena, Legends has generated a 325% increase in overall sponsorship
revenue
 Developed partnerships with several national blue chip brands
 State Farm, MillerCoors, Blue Cross Blue Shield, Caesars, Chick-fil-A, Anheuser
Busch, PepsiCo and a new, multi-year, naming rights partnership with Royal Farms
 Legends created the venues first-ever branded concept areas
 Legends delivered over THREE times the previous naming rights revenue

13. Senior Personnel at Your Disposal
 At Legends, our regional structure ensures that on-site management and the client
have quick access to senior personnel at the regional level
 This provides the client with multiple layers of resources which ensures that all needs
will be addressed
 Departments that flow into this structure include marketing, corporate, human
resources, information technology, supply chain, finance, safety & risk management,
and training
Vice President
West Region
District Manager
General Manager
SuperSonics Arena
Regional
Executive Chef
Regional Finance
Director
Human Resources
Director

14. Key Food Categories
 According to sales data, the key foods can be responsible for 70% of F&B
Revenue
 The key food categories are Hog Dogs, Beer, Salty Snacks, & Soft Drinks
 Why are these the most common food categories?
 They are most familiar to the consumer. For example, many Americans have grown
up eating hot dogs at barbeques, school trips, and other social events. Therefore,
when they are undecided on what they want to eat, they will likely refer to their
past experiences and habitually decide on a hotdog
 The lower cost. The better option for price conscious consumers and families

15. Key Food Categories-
Key Concepts
 Quality Food & Food Management
 For our hot dogs, we will be using a special recipe
that has been developed by the culinary staff at
Legends
 The hot dogs will consist of fresh ingredients and
no fillers or nitrates
 There will be strict rules as to when the food
products are shipped to the arena, how long they
are refrigerated, and how long after they are
cooked that they can be sold.
 For soft drinks and beer, we will ensure that the
drink systems are consistently cleaned and
checked daily for optimal temperature
 Outside company hired to ensure everything is up
to standard

16. Key Food Categories-
Key Concepts
 Customization
 Enhancing the experience of the key food
categories
 Fresh Rolls for our hot dogs provided by popular
Seattle bakery, Macrina Bakery
 Offering all topping options such as chili, bacon,
relish, sauerkraut, and much more
 We will have the popular Seattle style hot dog- A
polish sausage that is typically grilled, placed on a
toasted bun, and topped with cream cheese.
Popular toppings include onions, peppers, and
sriracha sauce
 Examples of our customized salty snacks include
bacon wrapped pretzels, cinnamon pretzels,
s’mores popcorn, jalapeño cheese popcorn, potato
chips stacked with toppings such as bacon or
peppers
 Snack size salty snacks and hot dogs in order to
promote socialization by having friends get
together and share a meal while conversing and
having a good time. The trays will have a separator
so that friends can share without touching each
other’s food.

17. Key Food Categories- Key Concepts
 A beer concept that offers something for everyone
 beer selection that includes light, dark, fruity, well known brands, local favorites, something
new to a guest, and so on
 This is why we visited the local breweries around Washington to find the best local beers. Some
of these are listed below:
 Immortal IPA from Elysian Brewing- An India pale ale with a medium body. Elysian Brewing’s
take on the classic English style beer.
 Robust Porter from Reuben's Brews- Won gold at the 2014 & 2015 Washington Beer Awards, the
2015 World Beer Championships, & the 2014 European Beer Star
 Citra IPA from Stoup Brewing- Called "sunshine in a glass" due to its light and bright color and
body
 Other breweries we will be working with include Populuxe Brewing, Georgetown Brewing
Company, and Holy Mountain Brewing
 Each brewery will be asked to develop a special beer created exclusively for the arena
 Some of the exclusive beer will be available on tap year round while others will only by
available on key dates that will be announced prior to the season opening
 Our hope is that these special offerings on key dates will help to improve ticket sales for games
that generally have lower attendance

18. Key Food Categories- Key Concepts
 Beer Knowledge
 We want people to really understand the beer and to know what they are getting
 The entire staff from employees to hot dog vendors will go through a training
program by the breweries themselves to understand how to explain the taste of
each beer and what other familiar flavors and beers they can compare it to
 The importance of the big name beer brands and offering a large selection
 Offerings will include Budweiser, Corona, Miller, Dos Equis, Coors, Stella Artois, Blue
Moon, and Samuel Adams
 Pouring right negotiations to decide who gets the most draft taps, how
many stands they are located in, and which beers are on tap versus in a bottle

19. Key Food Categories
 Soft Drinks
 Work with the SuperSonics to negotiate a
pouring rights deal with either Pepsi or Coke
for their line of beverages to be served
throughout the stadium
 We will work with the SuperSonics and the
beverage provider to include a sponsorship
or signage in the Arena
 Adding in these elements to the deal
will result in a better overall deal with
the soda distributor as well as increased
revenue to the SuperSonics

20. Key Food Concessions Design Layout
 Emerald City Eats!
 The preferred name for these stands
 A reference to Seattle's nickname as the
Emerald City
 Other iterations include Emerald City
Grille, SuperSonic Eats, & Jet City Grille
 Each level will consist of key food concession
areas in between local stand concepts so that
fans can see the local concepts while always
being within a short distance of a key foods
concession stand
 These stands will contain the customizable
hotdogs, the major pours of beer, soft drinks,
the customizable salty snacks, and chicken
fingers

21. Key Food Concessions Design Layout
 Portable carts will be used to sell common snacks such as popcorn, potato chips, and
other snacks that require minimal space to prepare
 A location on the main level of the arena where the fans can actually see into the
kitchen to watch some of the hand made snacks being made
 Turns buying a snack into an experience and seeing it being made increases the perception
that it is fresh and delicious
 We expect to have four to five different major pours on draft and an additional
selection in bottles
 Two areas located on the ends of each floor will be dedicated to craft beer. Will also
include some salty snacks.
 Brave Hose Tavern
 Craft beers as well as other major pours will be available here
 Snack sized portions that promote socializing will be sold at these locations

22. Premium
Hospitality

23. Open Areas
 In Seat ordering
 Mobile ordering
 Runners to bring food to guests in seats for more convenience and they do not have
to leave their seats
 Allows data to be collected on guests and what food and beverage items are
succeeding in sales
 Legends President of Hospitality Dan Smith: “The next 12 months there will
be a concerted effort for concessionaires to push the technology. Labor costs
are rising, and we want to get more efficient in our operations and promote a
better fan experience
 All inclusive buffet of limited menu
 Includes beer, wine, soda

24. Suites, Clubs, and Boxes
 Each suite is carefully served with the culture of a fine dining destination,
with quality being delivered with the closest attention to every Guest-
Experience detail
 Suites, clubs and restaurants feature à la carte offerings, interactive chef
stations and expanded menus guided by a farm-to-table fine ingredient and
recipe culture that generates the highest guest satisfaction results
 Each suite to have attendant that will act as liaison between food and
beverage programming and guest, maintaining high levels of customer
excellence and making sure food is always stocked
 Mixologists located around suite level to offer premium cocktails
 Tiered ordering for suites
 Top of the line food and beverages vs core concession convenience

25. 5 Star Premium & Restaurant Services
 The consumer has a continual
expectation for the best and
getting the best quickly in the
high-energy event environment
 We understand the need to
deliver a fine-dining level
experience in a limited period of
service time
 In the realm and spaces for club
and restaurant, we design
exclusive environments where
guests have the experience of an
intimate social gathering, rather
than being part of a large crowd
 Carefully trained staff excel in
every way to bring five-star
experiences to guests in client
club and restaurant venue
destinations

26. Restaurants and High Profile Chefs
 Altura – chef Nathan Lockwood – Italian food
 Michelin rated
 2014 James Beard Award semifinalist
 Palace Kitchen – chef Tom Douglas – American food
 1994 James Beard Award
 To be Executive Chef for SuperSonics
 Brave Horse Tavern concept
 Radio talk show, published author, and many TV appearances
 The Whale Wins – chef Renee Erickson – Seafood
 2016 winner of James Beard Award for best chef: Northwest

27. Naming Rights for Clubs/Boxes
 Clubs and Suite level areas are yet to be named
 Legends to provide naming rights valuations
 Royal Farms Arena
 DePaul University
 We get immersed in our partners brands and cultures
 Unparalleled success
 Our signature three-stage Evaluation, Valuation and Sales Execution process
ensures that we build trusted and sustainable relationships between venues
and sponsors – partnerships that ultimately create always- exciting, new-level
guest experiences to produce maximum value.

28. Champion Level Customer Service
 The award-winning Legends hospitality model puts your guests first
 Built on a foundation of the highest standards of exceptional customer service
to guests
 The Legends signature culture-of-excellence approach to customer service
delivery will dramatically improve per cap revenue and
hospitality satisfaction after your first year of implementation

29. Local Food
Recommendations

30. Local Food Concept
 Our concept will be a mix of high end and affordable true to Seattle brands.
The fans of the Sonics will be able to get a taste of Seattle all across the
arena. Our experience for the Sonics arena will embody the spirit of Seattle in
one unique location.

31. Paseo
 Caribbean sandwich shop
 Critically acclaimed and beloved
in Seattle
 Named the 3rd best place to eat
in the U.S. by Yelp

32. Beecher's
 Located in CenturyLink Field
 Cheese is handmade
 Located in Pike’s Place Market
 Have placed within the top three
of numerous categories since
2005 in the American Cheese
Society’s annual judging
competitions
 Known for unique mac & cheese
concepts

33. Ivar's
 Seattle is located on the Pacific
Northwest coast
 Fish is very popular
 Fish and Chips
 Chowder that is said to rival New
England’s

34. Starbucks
 Iconic Seattle brand
 First store was opened in Pike’s
Place Market in 1971
 What most people associate with
the word coffee

35. Dick's Burgers
 Cheap high-quality Seattle food
 A Seattle institution since 1954
 What Five Guys and In-N-Out are
to Seattle

36. Honey Hole Sandwiches
 Vegan and gluten free options
 Sandwiches made from scratch
 Ingredients ordered from local
Seattle businesses to support
community and local business
growth

37. Molly Moon's Homemade Ice Cream
 90% of ingredients sourced from
Pacific Northwest
 Donate money to public
education funds
 100% compostable for a better
environment

38. Shiro's
 Large Asian population in Seattle
 Connect those fans to their
culture
 Seattle is known for fresh fish
which means exceptional sushi

39. Ezell's Famous Chicken
 A local Seattle brand for over 30
years
 Oprah Winfrey's favorite chicken
 Gives back to the community
 Named “The most life-changing
fried chicken in America” by
Esquire

40. Pecado Bueno
 High quality ingredients at a low
price
 Large amount of ingredients
from Washington
 Given back $200,000 to Seattle
community

41. Toshi's Teriyaki
 The original destination for
Teriyaki in Seattle
 10 best things to eat under $10
in Seattle on Zagat
 40 years of serving Seattle

42. Bar del Corso
 One of the 100 best Seattle
restaurants from Seattle Met
 Chef Jerry Corso has 30 years of
experience including multiple
restaurants in Italy

43. Pike Place Market Concept
 A market that mimics the iconic Pike Place Market in Seattle
 Includes shops with fresh fish and produce
 All market items from the local Seattle area
 Beecher's Mac and Cheese
 People can watch the cheese being made through the
clear glass
 Starbuck's coffee
 Just like the first Starbucks, our Starbucks concession
stand will be located in Pike Place Market
 Market Tiles
 A famous feature of the market are tiles with names
from donors.
 We will replicate this tradition with tiles that have the
names of old players, names of NBA legends, and tiles
that talk about key moments in basketball history
 We will also have a location where people can pay to
have their name put on a tile

44. Brave Horse Tavern
 Menu’s will include player inspired items and
drinks
 Chef Tom Douglas will oversee the kitchen to
ensure that the menu offerings are to his
standards
 Who is Tom Douglas?
 Opened his first restaurant, Dahlia Lounge,
in 1989
 Owns 20 food service operations, including
13 Seattle restaurants
 Awards include “Best Chef Northwest” in
1994, “Best Americana Cookbook” for Tom
Douglas’ Seattle Kitchen in 2001,
“Outstanding Restaurateur” Award from the
James Beard Foundation in 2012, and
“Executive of the Year” by Puget Sound
Business Journal in 2012

45. Brave Horse Tavern
 A 21 and over concept that promotes the ideal environment for adults to socialize
 We suggest an outside entrance to the tavern in order to drive additional revenue from
patrons who don’t have tickets to the game. Also drives year round revenue.
 An extensive craft beer selection that brings together some of the best beers from the
city of Seattle, Washington State, and surrounding states
 An open concept that encourages socializing both among friends and strangers
 Pieces of historic SuperSonic memorabilia can be seen around the bar, such as game
worn jerseys and old photos. The memorabilia offers an attraction for guests without
taking over the bar walls and becoming overwhelming
 Other fun concepts such as the tables containing NBA cards and the floor containing
court pieces left over from the Key Arena when the SuperSonics used to play there
 An indoor beer garden concept complete with music, special live music events, and
games such as billiards and shuffle board
 People attending the game can sign up for a shuffle board and billiards tournament
that takes place about two hours before game time

46. Menu Recommendations- An Overview
 Our Menu’s are inspired by the people
 We searched articles on local cuisine as well as consumer reviews on their favorite
dishes in order to develop our menus
 Authentically Seattle dishes that offer quality and variety
 Pricing based on the pricing at local stadiums/arenas and an approximate
15%-20% markup over the pricing at the establishments
 A beverage menu that strategically combines nationally recognizable brands
with local craft brews
 You will see samples of several detailed menus that include food & beverage
as well as a few sample menus that provide a brief overview of the food
offerings in order to get a better idea of the concepts behind each stand

47. Menu Recommendations-
Brave Horse Tavern

48. Menu Recommendations-
Brave Horse Tavern

49. Menu Recommendations-Local Concept
Concession Stands

50. Menu Recommendations-Local Concept
Concession Stands

51. Menu Recommendations-Local Concept
Concession Stands

52. Menu Recommendations-Local Concept
Concession Stands

53. Menu Recommendations-Local Concept
Concession Stands

54. Menu Recommendations-Local Concept
Concession Stands

55. Menu Recommendations- General Concessions

56. Menu Recommendations- Beer Selection
 Nationally Recognizable Beers - $9 for 16oz. $12 for Souvenir cup
 Budweiser
 Miller
 Corona
 Coors
 Dos Equis
 Stella Artois
 Samuel Adams
 Crafts Beers - $10 for 16oz.
 Immortal IPA from Elysian Brewing
 Robust Porter from Reuben's Brews
 Citra IPA from Stoup Brewing
 Craft selections from other breweries including Populuxe Brewing,
Georgetown Brewing Company, and Holy Mountain Brewing

57. Menu Recommendations- Suites
 Starters and Appetizers
 Select two items from the below offerings
 Crispy Chicken Tenders – Served with mustard or ketchup
 Cheeseburger Sliders- Served on potato rolls with Monterey Jack cheese, lettuce, & pickle
 Asian Chicken Skewers – Marinated in soy sauce and other flavors, grilled, & served with a side
of Sriracha sauce
 Pigs In a Blanket – Handmade mini hotdogs using our personal recipe. Served with mustard
 Warm Spinach & Artichoke Dip with Fresh Tortilla Chips
 Mini Italian Sandwiches- Includes provolone cheese, black forest ham, salami, capocollo,
lettuce, tomato, & house made Italian dressing
 Buffalo Chicken Sliders- Served on a potato roll
 Chicken Wings – Teriyaki, Buffalo, or BBQ

58. Menu Recommendations- Suites
 Snacks
 Select two items from the below offerings
 Bottomless Popcorn (butter, cheese, or caramel)
 Peanuts in a Shell
 Hot, Soft Pretzels
 Vegetable Platter- Includes celery, carrots, cherry tomatoes, baby zucchini,
& house made dip
 Cupcakes
 Tortilla Chips with Salsa and Guacamole
 For an additional fee, the guest can upgrade to the deluxe package. This includes:
 Two of the above offerings
 A chocolate fondue station complete with various fruits, caramel, pretzels, & cookies
 A rolling ice cream station complete with several flavors and toppings

59. Menu Recommendations- Suites
 Entrees
 Select one item from the below
 Cuban Shredded Pork- Slow roasted pork that is packed with flavor. Served with
yellow rice and Cuban black beans.
 Chicken Francese - Chicken breast, egg battered with fresh lemon juice, white
wine and butter
 Whiskey Glazed Steak- Flame-grilled steak coated with a special whiskey glaze to
form a beautiful char-grilled crust. Served with roasted potatoes
 Texas Style Smoked Beef Brisket- Slow Cooked with a special blend of seasonings.
Served with barbeque sauce and coleslaw

60. Menu Recommendations- Suites
 Beverages
 Each suite will include a small bar along with a bartender that will serve drinks
 Various packages offered to create value-pricing for the consumer
 Unlimited Beverage Package (Per Game)
 Unlimited soda cans and water bottles
 Unlimited Domestic Beer. Choice of Coors, Coors Light, Miller, Miller Light, Budweiser, & Bud Light
 Deluxe Unlimited Beverage Package
 Unlimited Soda cans and water bottles
 Choices include Samuel Adams, Blue Moon, domestic beers listed above, & select craft beers
 Beer & Liquor
 Includes unlimited domestic beer and one bottle of liquor
 Beer & Wine
 Includes unlimited domestic beer & one bottle of wine
 Beer & Cocktail
 Includes unlimited domestic beer and two hour open bar for cocktails

61. Menu Recommendations- Suites
 Below is a sample of some of the liquors offered
 Liquors
 Crown Royal
 Jack Daniels
 Bacardi Select
 Absolut
 Captain Morgan
 Jim Beam
 Jose Cuervo Silver
 Malibu

62. Menu Recommendations- Suites
 Below is a sample of some of the wines offered
 White Wine
 Chandon Brut, Sparkling, California
 Toasted Head Chardonnay, Barrel Aged, California
 Ecco Domani, Pinot Grigio, Italy
 Red Wine
 Red Diamond Cabernet Sauvignon, Washington
 Blackstone Merlot, California
 Ferrari Carano Merlot, California
 Erath Pinot Noir, Oregon

63. Menu Recommendations-
Clubs
 Our guests will have the choice to dine and
socialize within three exclusive clubs, each
containing a high end restaurant that is overseen
by a local celebrity chef
 Dining within these clubs will be offered two hours
before the start of the game, as well as
throughout and shortly after the game
 Each club will include a full service bar along with
specialty drinks created exclusively for the new
SuperSonics Arena

64. Menu Recommendations- Clubs
 Palace Kitchen Detailed Menu

65. Menu Recommendations- Clubs
 Palace Kitchen

66. Menu Recommendations- Clubs
 Palace Kitchen

67. Menu Recommendations- Clubs
 Palace Kitchen

68. Menu Recommendations- Clubs
 Palace Kitchen

69. Menu Recommendations- Clubs
 Altura Menu Sample
 Menu is based on several smaller courses that are served throughout the service
 Menu is subject to change based on the Chef’s discretion
 Beverage lists will be created on a daily basis to complement that day’s menu
 The price of dinner will be $55 for a one hour service & $100 for a two hour service

70. Menu Recommendations- Clubs
 The Whale Wins Sample Menu

71. Technology

72. Digital Menu Boards
 Bright and bold fonts and visuals
 These will capture the eyes of
the fans
 Sonics colors to resonate with
fans
 Connect the Sonics to the fans in
every way possible

73. Wi-Fi
 It is critical to have good Wi-Fi
 Fans leaving early without access
 Dedicated server room to
provide internet access
 Very important for the Sonics
app

74. Seattle SuperSonics App
 Seat upgrades
 Order food and beverage from
seats
 Check restroom lines
 Team data such as player
statistics, game schedule and
breaking news
 Promotions including Family
Sunday's
 Coupons for Sonics.com for sales
on merchandise

75. Mobile POS
 Surface and Microsoft tablets
 Microsoft located in Seattle
 Fast delivery of concessions
 Saving time which means more
sales opportunities

76. Multiple TV Screens
 Fans can watch game throughout
arena
 Even when waiting on line for
restrooms and concessions
 Fans will not want to miss the
action
 Game should be accessible in all
locations

77. Drone Cameras
 Increase fan interactions
 Fans can tag themselves on the
pictures the camera takes
 Promotes the team on social
media
 Track where fans are sitting and
how often they come

78. Loyalty Programs
 Tiered programs that see progressively better rewards
 Each will have benefits for continued support of the Seattle SuperSonics
 Visit 5 games in a season and receive a discount of 25% off concessions
 Visit 30 games within 3 years and receive a signed basketball by a current
Sonics player of your choice
 Opportunities for meet and greet with Sonics legends for all season ticket
holders
 Memorabilia giveaways for season ticket holders
 Road trip for an away game for season ticket members of 10 years

79. Valued Tickets
 Family Sundays
 4 tickets for $80
 $25 concessions voucher
 T-Shirt Thursdays
 Free shirts with select tickets on Thursday night games
 College Nights
 Heavily discounted tickets on select games for students with college ID's

80. Data and Analytics
 What separates us from the
competition is our ability to
accurately and consistently
gather information and to
identify trends, red flags, and
areas of opportunity
 We have invested heavily in a
state of the art system that
provides accurate and up to the
minute data on financial
performance, operations,
customer service, and consumer
behavior

81. Data and Analytics- Customer Service
 Legends will utilize a database system that maps out areas within the arena
that see the strongest customer satisfaction and areas that need to be
addressed
 The system will document any changes in sales or customer satisfaction at each
specific stand after changes are made to menus, pricing, staffing, or when
upselling incentives are put in place for employees
 Several methods will be used to collect data as seen below
 Customer satisfaction survey given to season ticket holders
 As an incentive, those who take the survey will receive a gift
 Question topics include where their seats are, if they tend to visit the stands
closest to their seats, how often they visit specific stands, how their interaction
with an employee has impacted their decision making, and so on

82. Data and Analytics- Customer Service
 Focus Groups
 At the end of each season, Legends will hire an outside market research company to create a focus
group
 Focus group participants will include season ticket holders, guests who attend four or more games a
year, and those who only attend 1-2 games a year
 The focus here is to see how the fans feel about the experience as a whole. We want to know what
they like and dislike, what they want to see happen differently, what could get the casual fan to go
to more games, how SuperSonics arena measures up to other venues they have visited, and so on
 Random visits from company representatives & guests
 Either a company rep or an arena guest will be sent to specific stands throughout the year and will
report on their experience. These visits will be included in our systems
 Guests who are chosen will be paid with a voucher for a free food item for that game day
 Customer service texting service
 A quick and convenient text messaging service where a guest can write about their experience
 This service will be promoted at each stand and each stand will have a four-digit code so that we can
identify which area the message is in regard to
 The message, whether positive or negative, will be uploaded to the systems where the appropriate
executives can view them
 The system will take all factors and use an algorithm to create a score for each concession area

83. Data and Analytics- Operations
 Systems that look at food inventory, average wait time, staffing, spoilage, and
more
 This information will be compared to other stands, numbers from previous years, and
other Legends facilities
 Allows us to see if any particular stands are having issues or whether there is an
operational issue as a whole that needs to be addressed
 Information will allow us to develop a staggered system for our staffing based on the
average number of guests at 15 minute intervals throughout the day
 Factors in determining the average wait time will include the day, the
attendance, the weather, the time of game, and the concession items being
purchased
 The operations and customer service data will efficiently flow into the same
system
 This allows us to gauge whether a stand needs to be upgraded, downsized, or the
location of the stand is inefficient based on its popularity

84. Data and Analytics- Financials
 Systems will track food cost, profit margins, cost per unit, labor cost per unit,
sales per stand, sales per menu item, sales per day, operational costs, and
staffing costs
 Much of this information will be obtained via our POS systems
 Several of the variables that will be factored in include the team’s opponent, the
weather, the time of year, the time of day, the attendance, and the score

85. Data and Analytics- The Human Element
 We understand that all the data in the world is nothing without an
experienced team to analyze the data in order to pick up on issues, trends,
and areas of opportunity
 This is why everyone in our analytics department has prior experience, have been
given test data to analyze prior to hiring, and are continuously being sent out to
training sessions to help master their skills
 Outside consultants
 Legends always works with a well-respected food consultant within the local area
of our stadiums/arenas to do a full evaluation of our food and beverage program
 They will give their opinion on many aspects which include food quality, portions,
freshness, the flow of the line, employee interaction, and the overall atmosphere
 The consultant will make trips unannounced to even Legends in order to provide
assessment throughout the season

86. Key Performance Indicators (KPI)
 An internal system that measures performance and establishes minimal
requirements
 Various algorithms will be used to place a numerical calculation on
performance
Subject of Evaluation How It Is Measured Minimal
Requirement
Minimal Target
Rating (1-10)
Data Source
Customer Service Feedback from surveys,
individual customer
reviews, average wait
time, average sales
Average
customer wait
time is below 3
minutes
7.5 Legends Reporting &
Third Party Research
Menu Choices Number of food
category options,
number of new menu
items each season,
customer feedback,
and revenue on specific
menu items
Menu choices
display an
awareness of
growing trends
within the local
area
9 Legends Reporting

87. Key Performance Indicators (KPI)
Food Quality Assessments from third
party consultants &
Legends, revenue,
customer feedback, health
& sanitation assessments
Less than 30
customer
complaints on food
quality per month
9 Legends Reporting & Third
Party Research
Beverage Quality Assessments from third
party consultants &
Legends, revenue, customer
feedback, health &
sanitation assessments
Less than 20
customer
complaints on
beverage quality
per month
9 Legends Reporting & Third
Party Research
Overall Quality Taking the average rating
from the above categories
8.5 Legends Reporting
Suite Experience Customer feedback, repeat
suite sales, percentage of
suites sold each game
Less than 10
customer
complaints per
month
9 Legends/Team Reporting

88. Key Performance Indicators (KPI)
Management-Financial
Performance
Maintain or increase net per
caps, hitting revenue
targets, costs fall within
budget, other performance
metrics fall within
expectations
Minimum of
$13Million in
revenue
To be determined in
discussions
Legends/Team Reporting
Management- Performance Financial metrics are within
expectations, timely and
accurate reports, positive
customer feedback, proper
staffing and preparation
To be determined in
discussions
Legends/Team Reporting
Employee Training Knowledge of food &
beverage product, customer
feedback, assessments of
health and sanitation,
certification in appropriate
training programs
85% of employees
pass game day
evaluations
9 Legends Reporting

89. Key Performance Indicators (KPI)
Use of Data & Analytics Monthly reporting on
all measureables,
actions taken to fix any
reporting issues, action
taken on areas of
concern based on the
data, upgrades and
changes based on
insight
At least two
changes to
staffing,
operations, or
the food &
beverage that is
driven by
insights
obtained via
data & analytics
8 Legends Reporting
Favorability Rating (0-
100%)
Customer feedback from
surveys and focus
groups, comments,
analysis on health &
sanitation, and the
above subjects
8.5 Legends Reporting &
Third Party Research

90. Strategic Planning
 Use quantitative and qualitative data from Market Research Agency
 Marketing Research
 Focus Groups
 Surveys
 Concepts to be single year contracts
 Renewed/Dismissed based on sales
 Rotating Concepts in and out
 Based on performance
 Based on connection to Seattle
 Keeping up with the latest emerging food trends

91. Sustainability Plan
 Waste Reduction
 Aim to reduce waste by at
least 15% within the first two
years
 We will do this by training
our staff on efficiency and
increasing the number of
recyclable containers, cups,
and utensils within the arena
 Increases number of signs
throughout the arena
promoting recycling
 Composting
 Working with a local compost
company to ensure that the
arena garbage is put to good
use

92. Sustainability Plan
 Energy Efficiency
 Energy efficient equipment, a plan for
how long it is necessary for the
equipment to be running, and a plan for
when lights throughout the arena will be
shut off
 Discuss the possibility of investing in
solar energy
 Our goal is a 10% reduction in energy as
compared to other multi purpose arenas
 Providing unused food to local shelters
 Partner with local shelters to have them
pick up the food from the arena
 Part of the program will be working with
a local food health program to ensure
that the food given to the shelters is
stored properly and remains safe to eat

93. Sustainability Plan- Community Outreach
 Partner to establish events for local nonprofit organizations
 The SuperSonics can spotlight special stories across their social media pages of players and
employees who are making an impact
 These stories of positivity will help the SuperSonics to become a true part of the community and
to be accepted
 Boys & Girls Club basketball game
 Basketball hosted by the SuperSonics for the children of the local Boys & Girls Clubs
 The children can shoot around with current players & eat a meal in the suites
 Check donated to several of the local Boys & Girls Clubs on behalf of Legends and the
SuperSonics
 Host a food drive
 Partner with the Food Lifeline, a Western Washington charity that provides 90,000 meals to
people every day
 People who bring nonperishable foods will get to meet one of five players
 Legends will provide food at the event that can be purchased, with a portion of the proceeds
going to the charity

94. Sustainability Plan- Community Outreach
 Players and employees visit local
food banks
 Working with Food Lifeline,
the players and employees of
both Legends and the
SuperSonics will show up at
several food banks a year
and help to distribute food
to the needy
 Encourage players and
employees to become a big
brother or sister
 Volunteer with Big Brothers
Big Sisters, a charity that
aims to establish positive
relationships between a child
and a mentor that will have
a lasting impact on the
child's life

95. Training Program
 We fully understand that satisfied employees lead to ultra-satisfied guests
 Through our ongoing employee training initiative, Legends University, we equip employees
with full training to be the best professionals in a comprehensive proprietary training
program for all employees
 Training to include information on how to handle customers that are angry, how to
respond when you don’t know the answer, how to upsell, leaving a positive impression
with the guest, handling seemingly intoxicated guests, and so on
 Staged scenarios where employees will need to act out the way they will respond to
certain situations
 In depth alcohol training
 the importance of id’ing, the consequences of not doing so, programs that teach basic
information on the taste of different liquor combinations and pairings with food, how
to pour properly, and maintaining health and quality standards

96. Training Program
 Specialized Positions
 Banquet Service Training, Suite Attendant Service, Bartending
 Non-Specialized Positions
 Grill safety, hospitality, customer service excellence, food preparation and
handling, bartending management, chain of command, fire safety
 NPO Leaders and NPO Personnel
 Mystery Guests
 Regularly Scheduled refreshers

97. Marketing Concept
 Our experience for the Sonics Arena will capture the culture of Seattle and be
a premier destination in the NBA. The diverse range of food and
entertainment options will make the arena one of a kind
 Our key message to the target market will be that the SuperSonics brand new
arena offers high end food, entertainment, and the culture of Seattle all in
one place. No other place in Seattle can claim to provide all of these high
quality features in one place. The bulk of our advertising on TV, billboards,
and social media will center around this concept.
 Billboard concept- “The green is back in the Emerald city. Welcome home
Seattle Supersonics”
 “Want a true Seattle experience? Visit Sonics.com to find out more”

98. Marketing Concept
 Arena opening promotions
featuring former Sonics legends
 Gary Payton
 Rashard Lewis
 Ray Allen
 Current Players
 Meet and greet opportunities
 Paneled interview
 Former players will appear on local
news and radio to talk about the
positive impact that the returning
SuperSonics will have on the city

99. Marketing Concept
 Arena soft opening featuring a ribbon cutting ceremony
 To be attended by members of the Sonics organization as well as Seattle government
officials
 3 day event featuring our celebrity chefs and the unveiling of our premium
restaurants
 The press will be invited to write a story on the new restaurants and to try a taste of
Seattle
 Macklemore concert in September for grand opening of arena
 Famous Seattle rapper who once stood up for the Sonics when OKC was using his song
 The concert will be live streamed via Seattle SuperSonics social media platforms and
website
 Takes pride in Seattle and popular throughout the country

100. Proposed On Site Organizational Chart
District Manager
Concessions
Division
Manager
Concessions
Manager
Bar Manager
Vending
Manager
Operations
Manager
Warehouse
Manager
Premium
Division
Manager
Suites Manager
Club Managers
Catering
Manager
Bar Manager
Sales Manager
Training Table
Manager
Executive Chef
Premium Chef
Concessions
Chef
Sous Chef
Clubs
Cuisine Chef
Training Table
Human
Resources
Manager
Controller
Facilities
General
Manager
Operations
Manager
Office Manager
Chris Buffa
General Manager,
SuperSonics Arena
Assistant
General
Manager

101. Proposed General Manager
 Chris Buffa
 Spent nearly 9 years as a Concessions Manager for Legends
 Spent the last 3 years as our General Manager for Concessions at American Airlines
Arena, the home of the Miami Heat
 Prior to working at the American Airlines Arena, he spent two years as the General
Manager for Concessions at Angels Stadium in Anaheim
 At both Angels Stadium and American Airlines Arena, we saw a reduction in both spoilage
and food costs under Chris’ watch
 An eye for detail. Accounts for all aspects of the operations process in order to improve
efficiency and reduce cost
 Food junkie. Chris is in tune with all the latest food trends within the city and is known
for successfully implementing these concepts into the F&B program
 High customer satisfaction ratings on food quality, variety of food options, and wait time
 With Chris leading, arenas/stadiums saw an average of 15% increase in revenue

102. Staffing
 Staffing numbers per concession area will constantly fluctuate based on sales,
expected attendance, data, and analytics
 Below is the average number of employees for a game night and how they will
be broken into concessions and premium
Total Employees per
Avg. Game Night
Total Employees in
Concessions
Total Employees in
Premium
534 229 305

103. Strong Financial Proposal
An attractive way to look at the proposed partnership:
 Combination hybrid that includes preferred commissions to the Sonics, a
management fee to Legends, with partnership share of profit
 Capital funding strategy to upgrade POS system and provide equipment
and resources for food and beverage operations in the arena
 Providing exceptional operations that results in maximum efficiency
and guest satisfaction

104. Financial Parameters
Term
 Legends proposes a TEN (10) year term commencing on July 1, 2018 and ending
on June 30, 2028.
Suite Lease
 Legends proposes to lease a suite at the arena for the duration of the contract
term at a rate of $85,000.
Capital Reserve
 Legends will establish and maintain a capital replacement reserve in an amount
equal to 2.0% of Gross Receipts for renewal and upgrades.
 Any funds remaining in the Capital Reserve at the end of the term will be remitted
to the team.

105. Financial Parameters
Food and Beverage Investment
 Legends will provide an investment up to $10,000,000 to be used for the
purchase of a complete POS system, back of the house equipment, and
mutually agreed upon food and beverage improvements over 10 year term.
 Legends contributing $2,000,000 as additional capital for construction of
Brave Horse Tavern and all-inclusive areas of the arena
 Mid-term investment at year 5 to provide additional funding for new
innovations/ideas halfway through the contract
 The F&B Investment will be amortized on a straight-line basis pursuant to the
terms set forth in the RFP and commencing on the date of expenditure,
provided however any Lease-hold improvements shall be amortized over ten
(10) years.

106. Financial Parameters
All-Inclusive Areas
 Legends will provide the services for the current all-inclusive areas at the
arena in return for payment by the team.
 The current all-Inclusive areas are:
 Thirty-five 4-person club tables (when sold by team as all-inclusive)
 Brave Horse Tavern constructed outside the ground level of the arena
 Theater box suites
 25 4K TV screens located in suites and areas of the arena
 Digital menu boards
 Microsoft Surface tablets to speed up concessions and provide top quality
technological services

107. Proposal: Hybrid
Commission Structure
Team Events
Sales Commission Rate
Alcoholic
Beverage Sales
50.0%
Food & Non-
Alcoholic
Beverage Sales
50.0%
Suite Sales
($0 and up)
50.0%
Catering Sales 50.0%
Net Subcontractor
Receipts
50.0%
Arena & Premium
Concessions (F&B Services)
Sales Commission Rate
$0 - $5,000,000 50.0%
$5,000,001 -
$15,000,000
50.0% to 55.0%
$15,000,001 and
up
55.0%

108. Proposal: Commission Structure
City Events
Sales Commission Rate
Arena Concessions 50.0%
Suite Sales 50.0%
Catering Sales 50.0%
Clubs Sales
Alcoholic Beverage
Sales
50.0%
Food & Non-Alcoholic
Beverage Sales
50.0%

109. Proposal: Management Fee
Structure/Profit Split
 The team will pay to Legends an annual management fee equal to 2.5% of
Gross Revenue.
 Legends will, on behalf of the team, fund Direct Operating Costs from
available Gross Receipts.
 To the extent that Gross Receipts are not sufficient to fund all Direct
Operating Costs, the team will be responsible for all losses.
 Therefore, Legends and the team shall share in Net Profits as follows: 80% to
team and 20% to Legends.

110. Proposal Review: Hybrid Structure
 Investment: $10,000,000 over 10
year term
 Capital Reserve: 2.0% from
Legends' revenue given to team for
upgrades and renewals
 Legends contributing $2,000,000 as
additional capital for construction
of Brave Horse Tavern and all-
inclusive areas of the arena
 Mid-term investment at year 5 to
provide additional funding for new
innovations/ideas halfway through
the contract
 Commission Structure
 Legends pays Sonics 50% of
Commission sales
 Management Fee Structure
 2.5% Management Fee
 Sonics possess control
 Staffing
 Product Portioning
 Product Pricing
 Promotions
 Profit Split
 80% to Sonics
 20% to Legends

111. Thank You!
We appreciate your time and thank you for reviewing our proposal