Crypto.com Arena and its concessions partner, Levy Restaurants, broke their previous record for food sales at this year’s 66th Grammy Awards, averaging $97.17 in sales per person, says Lee Zeidman, president of Crypto.com Arena, Peacock Theater and LA Live.
The sales figure was enough to top the record per cap of $95.94 at last year’s Grammys. With an arena attendance of approximately 11,000, Levy’s final food sales figure for Sunday evening (Feb. 4) was well north of $1 million. The 66th Grammy Awards also generated merch sales of $5.14 per attendee, featuring items designed and manufactured by the Recording Academy and sold by Crypto.com retail partner Levy Rank + Rally.
Zeidman tells Billboard the event went flawlessly with zero operational setbacks despite a massive storm that brought record rainfall to much of the Southern California region.
“In spite of weather conditions this was one of the most special Grammys AEG has hosted at Crypto.com Arena, Peacock Theater and L.A. Live,” says Zeidman. “We experienced our best per cap sales in the history of the building, with our incredible team working under extreme circumstances to pull off one of the most successful Grammys in the 21 years we’ve hosted this event.”
The Crypto.com Arena opened in the fall of 1999 and has hosted the Grammys 21 times in the last 25 years. Zeidman said concession per caps at the Grammys are 50% higher than at major sporting events at the venue, including the NBA Finals, the NHL Finals and the NBA All-Star Game.
Viewership of the 2024 Grammy Awards was up 34% from last year, averaging 16.9 million viewers and marking the show’s largest audience since 2020.