VenuesNow 2026 All-Star Honoree: Jorge Santana

Jorge Santana
General Manager, Hospitality
SoFi Stadium / Legends Global

WHY LEVEL 8 OF SOFI STADIUM IS THE BEST SPOT
“From up there, I can see all 70,000 guests. It’s a way for me to feel part of their stories and to witness the lasting memories they create.”

From A New Role To The World Cup
“Becoming the General Manager of Hospitality for Legends Global at SoFi Stadium was a major career milestone for me. I joined SoFi Stadium in 2020 as Director of Premium Spaces and Clubs, moved to YouTube Theater as General Manager, Hospitality, in 2022, and last August was promoted to my current role at SoFi Stadium and Hollywood Park, just before the NFL season opener. Taking on a new role and leading the team through eight FIFA World Cup matches was a challenge, but our team exceeded expectations across the board and delivered world-class service for fans.”

Running The Department Like a Small Biz
“One of the biggest challenges was inheriting a team, learning each person’s strengths and working style, and leading them through two NFL teams’ seasons at the same time. I focused on shifting the team’s mindset to lead by example and become the ‘CEO’ of their area – running their department like a small business, with an emphasis on innovation and on valuing both our team members and our guests.”

F&B As An Art Form
“We’re in the people business. People are emotional beings, and those emotions are shaped by experience. Guests expect a premium experience at live events, and we win by making that experience extraordinary, one moment at a time. Food and beverage is a form of art, and tying it to the live event is a top priority for us. It’s exciting to see the industry lean further into that approach.”

What’s Next?
“As we head into another NFL season, we’re launching a new souvenir program for both the Los Angeles Rams and the Los Angeles Chargers … We’re also heading into a historic live event season, hosting artists like BTS, Bruno Mars, Karol G, and Jay-Z — many for multi-night runs … Looking further ahead, we’ll host the Super Bowl in 2027 and the Summer Olympics in 2028 … Some of the most historic events in the world, at one of the best stadiums in the world.”