INNOVATIVE TECHNOLOGY BUILDS REVENUE OPPORTUNITIES
As home to both the NHL Boston Bruins and NBA Boston Celtics, TD Garden hosts more than 3.5 million guests and 200 public events annually. Nearly 20 years old, the venue’s fan amenities lagged behind most pro sports arenas. Boston has a rich sports heritage that resonates with fans, however, its sports history was noticeably missing.
ROSSETTI’s Return on DesignTM study identified upgrades to enhance the fan, player and patron experience, while generating new revenue opportunities. Levels 4 and 7 were targeted as the first phase for TD Garden’s renovation. The scope of the work included a complete renovation of the concourse and concessions, as well as an expansion and renovation of the Legends Club. The design goal for the $70M renovation was to highlight both the Bruins’ and Celtics’ history while emphasizing Boston’s industrial context and local cuisine.
Return On Design™ Master Plan
The Legends Club at TD Garden is the private premium club for Bruins and Celtics season ticket holders. The Legends Club had remained largely untouched since the arena’s opening in 1995.
The design team worked with owner Delaware North Companies, which is also the arena’s food concessionaire, to expand the space by 2,000 SF and create an indigenous Boston experience through materiality and cuisine. In addition, the design team was challenged to brand the Club for each teams’ fans on game days without a laborious changeover effort.
From the moment patrons enter the Legends Club, they’re wrapped in team nostalgia. The space features the original Boston Garden marquee, steel-plated retired jersey numbers are affixed to the structural columns, and metallic accents inspired by Stanley Cup and Larry O’Brien trophies surround the bar and kitchen.
The latest technology is used to tell both the Bruins’ and Celtics’ stories. The first-ever installation of NanoLumens’ Transparent Visualization Displays create the effect of championship banners waving overhead by using non-optical particle diffusion to project the images. LED Column Wraps brand the space for either Bruins or Celtics games, as well as other private events. This content can be programmed within minutes.
Indigenous culinary moments include a “Bully Boy” inspired cask at the Club’s entry and a keg wall featuring local beers on tap. The exposed showcase kitchen serve authentic Boston fare, such as a raw bar, brick pizza oven, and active cooking stations.
Concourse Level 4
The design plan for levels 4 and 7 of the arena features a clean palette of Boston-inspired materials and technology bring to life information and sponsorship opportunities. Amenity Zones and new concessions areas feature indigenous food and aesthetics of Boston neighborhoods. A strong team identity creates excitement and team loyalty through graphics, color and technology. LED panels, programmed together, create a significant presence for sponsors along the concourse.
The dramatic ‘before’ and ‘after’ transformation says it all