cASE STUDY: SALES REPRESENTATION

HOLLYWOOD BOWL

In early 2018, Live Nation and Andrew Hewitt & Bill Silva Presents (LNHS) sought to enlist sponsors for their spring and fall concert series at the Hollywood Bowl, one of the most recognized outdoor venues in the world. LNHS leased the county-owned venue from LA Phil (LAPA), the longtime venue operator which had their own summer concert calendar. While LAPA had a strong base of sponsors, Premier saw an opportunity to increase revenue for key categories. However, with only ten weeks until the start of the Spring season, the clock was ticking.

STRATEGIC APPROACH

Seeing a need to present a unified approach for sponsorship of the Hollywood Bowl, Premier collaborated with LNHS and LAPA to prepare packages offering synchronized terms and consistent partnership elements. Premier also prioritized resetting key beverage categories, which were seriously underperforming in terms of revenue compared to other like-size venues.

RESULTS

  • Secured $3 million in revenue through six multiyear sponsorship commitments

  • Optimized soft drinks by approaching stevia-sweetened beverages as a separate category

  • Enlisted a ride share partner for the first time, which brought the added benefit of enhancing operations for the traffic-challenged location

  • Created a plan to broaden sponsorship opportunities by balancing additional sponsor visibility with the authentic Hollywood Bowl experience