PILLAR: Vibrant
AGENDA DATE: January 28, 2026
COUNCIL DISTRICT(S): 7
DEPARTMENT: Park & Recreation Department
PRIORITY: N/A
______________________________________________________________________
SUBJECT
Title
Authorize (1) a one-year concessions agreement in the amount of $200,000.00, with a one-year renewal option in the amount of $200,000.00 to provide food and beverage operations at Fair Park, including the Cotton Bowl - Legends Hospitality dba Legends Hospitality LLC, lowest responsible bidder of three; and (2) the receipt and deposit of estimated annual revenue funds of $1,000,000.00 from Legends Hospitality dba Legends Hospitality LLC into the Fair Park Fund - Not to exceed $400,000.00 - Financing: Fair Park Fund (subject to annual appropriations) (see Fiscal Information); Revenue: Fair Park Fund $1,000,000.00
Body
BACKGROUND
On September 15, 2025, the City terminated the Fair Park First (FPF) Agreement for the management and operation of Fair Park. With the termination of the FPF agreement, any service agreement with FPF, including hospitality services, was also terminated. The Park & Recreation Department (PKR) conducted procurement for new food and beverage services (F&B) as prescribed by the City Attorney’s Office and the Office of Procurement Services. Additionally, PKR contracted with an expert consultant in the F&B industry to determine best value proposal.
Legends Hospitality dba Legends Hospitality LLC began as a concessions company in 2008 and has since expanded to many venues across the world such as One World Observatory, Levi’s Stadium, Indianapolis Motor Speedway and IndyCar, Nissan Stadium, Angel Stadium, Sofi Stadium, Allegiant Stadium, Prudential Center, Notre Dame, and numerous other professional and college venues and companies. Legends Hospitality dba Legends Hospitality LLC has a significant operational footprint in Dallas, partnering with the Dallas Cowboys at AT&T Stadium, Toyota Stadium, and Dos Equis Pavilion within Fair Park itself.
Legends Hospitality dba Legends Hospitality LLC will provide food and beverage operations for various events at Fair Park, including the Cotton Bowl while providing dynamic pricing options. They will provide the Point-of-Sale system for events, and all data generated at Fair Park will remain the exclusive property of the City.
PRIOR ACTION/REVIEW (COUNCIL, BOARDS, COMMISSIONS)
On December 11, 2025, the Park and Recreation Board approved a one-year concessions agreement with a one-year renewal option with Legends Hospitality dba Legends Hospitality LLC to provide food and beverage operations at Fair Park, including the Cotton Bowl.
FISCAL INFORMATION
|
Fund |
FY 2026 |
FY 2027 |
Future Years |
|
Fair Park Fund |
$200,000.00 |
$200,000.00 |
$0.00 |
Estimated Annual Revenue: Fair Park Fund $1,000,000.00
The annual management fee is $200,000.00 for the first twelve months and $200,000.00 for the one-year renewal option. PKR will receive 100% of the net revenue after expenses and incentive fees. Based on historical events and revenue levels, this contract would generate an estimated annual revenue of $1,000,000.00 for the City. There is also an additional incentive to the concessionaire of 8% in the case that gross revenue exceeds $4,500,000.00.
LOCAL PARTICIPATION
|
Prime |
Status |
Workforce % |
|
Legends Hospitality dba Legends Hospitality LLC |
Non-local |
0.00% |
PROCUREMENT INFORMATION
The following three bids were received and opened on September 22, 2025:
*Denotes successful bidder
Bidders Bid Amount
*Legends Hospitality dba Legends Hospitality LLC $200,000.00 annual base fee
1 Cowboys Way Suite 325 (final negotiated amount)
Frisco, Texas 75034
Levy Restaurants $200,000.00 annual base fee
Weiss Enterprises $250,000.00 annual base fee
OWNER/EXECUTIVE
Legends Hospitality dba Legends Hospitality LLC
Heather Trice, Central Region Director of Hospitality