Brett Parker, the former president of US bowling and restaurant operator Lucky Strike Entertainment, has been appointed chief financial officer (CFO) and chief operating officer (COO) of premium experiences company Legends and its recently acquired venue management service ASM Global.
Under his new role, Parker will oversee all financial operations for the combined Legends and ASM Global business, as well as develop company strategy.
Go deeper with GlobalData
The two businesses are in the process of integrating following Legends’ acquisition of ASM Global, which was first announced in November 2023 but completed in August 2024 after a lawsuit in the US halted progress.
Dan Levy, chief executive of Legends, said: “Brett brings exceptional experience in finance and operations, further enhancing our leadership team to deliver the best for our partners and their fans and guests.
“His track record in scaling businesses and driving strategic growth will be invaluable as we bring together Legends and ASM Global and expand our global impact”
Parker joins Legends after 24 years working at Lucky Strike, where he expanded the business from a single entertainment center into a publicly traded company with hundreds of locations across the US, Canada, and Mexico.
During his time at Lucky Strike, formerly known as Bowlero Corp., he guided the company through significant acquisitions including AMF, Brunswick Bowling, Bowl American, and Lucky Strike Entertainment, while also overseeing its major financial transactions including the sale of Bowlero in 2017 and its public offering in 2021.
He served as CFO of the company from 2002 to 2023, before becoming president. His latest role was as executive vice chairman of the board, which he has held until now.
Parker said: “I’m thrilled to join Legends at such a pivotal time in the company’s evolution. The combination of Legends and ASM Global presents an unparalleled opportunity to redefine the live experience industry, and I look forward to working with Dan and the entire team to build on the company’s momentum.”
Legends provides services to sports brands including Real Madrid, Dallas Cowboys, FC Barcelona, New York Yankees, Ryder Cup, the NFL, MLB, Nascar, PGA of America, and FIFA World Cup.
ASM, meanwhile, manages live event entertainment venues including ICC Sydney Convention Center, Avicii Arena in Stockholm, OVO Arena Wembley in London, Coca-Cola Arena in Dubai, and State Farm Stadium in Arizona.
As a result of the acquisition, Legends will now be able to offer venue planning, development, and management services; content and event booking services; partnerships and premium ticketing services; and merchandise and hospitality services.
The appointment comes shortly after Legends announced it had expanded the roles of two of its most prominent executives, Chat Estis and Bill Rhoda.
Having been with Legends since the firm’s foundation, Estis has expanded his duties as executive vice president and will now also serve as chief revenue officer, while Rhoda has been elevated to the role of executive vice president for business development and ASM Global.
