The U.S. Open at Los Angeles Country Club this week marks the first time in 75 years that the tournament will be contested in L.A., and the USGA wanted to mark the occasion with an unmatched hospitality sales effort.
The organization, which has long used Pennsylvania-based MSG Promotions to sell hospitality for its biggest events, issued an RFP in 2019 for this week’s event, eventually landing in 2021 on Legends. The move has paid off. While Legends would not disclose specific financials, sales for the 2023 event have smashed the previous record set last year at The Country Club in Brookline, Mass.
The sales success for Legends came thanks to a number of factors, said Todd Fleming, Legends senior vice president of global sales. The Los Angeles market naturally commands a higher price tag on inventory, but Legends also went to market two years ago with a flexible sales approach.
“We gradually phased the products into the marketplace, which allowed us to follow the trends,” Fleming said.