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TD Garden Adds to Club Concept

A strong renewal program for TD Garden’s popular Boardroom, a pay-as-you-go premium concept, has driven arena officials to create an additional club.

The Green Room

The Green Room, the new club’s working title, is tied to 22 memberships. It’s situated on the first suite level in the northwest corner, where the Boston Bruins shoot twice. Delaware North Cos., owner of the arena and the Bruins, consolidated two single-game rental suites to create the new space.

The basic membership fee is $12,000, a cost that gets a single buyer one ticket for all concerts at the facility from Sept. 1 to Aug. 31. For an additional $5,000, they get tickets to half the home games for the Bruins and Celtics. The total fee is $22,000 for a full season of NBA and NHL games. Food and drink is a separate cost.

As of last week, about six seats remained unsold for the Green Room, TD Garden President, Amy Latimer said. 

The Board Room

In addition, the arena’s original Heineken Boardroom, which opened in 2006 over two floors on the suite level, is being expanded by 1,500 square feet as part of the arena upgrades, totaling $1.3 million. It now accommodates 160 people, more than doubling its original 75-person capacity. 

For a fee of $18,500, two people get access to the club, recently renamed the Cross Insurance Boardroom. Members receive tickets to all Bruins and Celtics games and are charged only for the games they attend. Food is included in the boardroom fee, and alcohol is a separate charge.

Boardroom members get access to buy concert tickets as those events are announced, arena officials said.

The space has become a valuable “shared suite experience” over the past 10 years, especially among business-to-business clientele, Latimer said. 

“Everybody struggles with the premium-seat market, and we realize it needs to evolve and change,” she said. “The products that we used 20 years ago are not the same today. We spend a lot of time trying to understand what the customer wants.”

ROSSETTI designed the upgrades, which will make their debut for the Bruins’ regular-season home opener Thursday.

Blog adapted from an article written by Don Muret for Sports Business Journal
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