Anschutz Entrertainment Group (AEG) - LA Live!
Samuels & Company advised the highly prominent international entertainment/real estate conglomerate, Anschutz Entertainment Group (AEG), in the specific merchandising and leasing strategy for LA Live!, a $1 billion, a mixed-use entertainment, dining, office and hospitality complex adjacent to Staples Center arena in Los Angeles, California. The Company was hired as the exclusive Advisor/Broker to plan, program, and lease the entertainment and dining portions of the project.
This new project was being developed at a time that the resident population in Downtown Los Angeles was limited, but growing and still trying to become a 24/7 environment. The project had a vertically integrated floor plan and was located south of the core office market. There was also significant competition from other retail-entertainment-dining venues being planned and/or leased at the time.
Services Provided - Results
Samuels and Company successfully created a marketing and leasing program which leveraged the programming and adjacency of AEG and the successful Staples Center, Microsoft Theater, Club Nokia, JW Marriott, Ritz-Carlton and the LA Convention Center to the benefit of LA Live! In addition Samuels & Company:
Created an optimal tenant merchandise mix
Identified and completed leases with several dining and entertainment concepts
Managed a movie theater RFP
Samuels & Company ultimately negotiated and completed nine major restaurant/quick serve leases ranging from Starbucks to Katsuya/Flemings/Yardhouse, as well as completing lease transactions with the Conga Room, Lucky Strike, and Regal Theater.