Top Marketing Executives Gather For Pre-Game Business Meet-Up

Even before the puck dropped Thursday night for the much anticipated Bruins/Blackhawks matchup, TD Garden was buzzing as business leaders gathered at the LinkedIn lounge area outside of the new Legends Club on the arena’s event floor.

The event — the latest in a series of TD Garden Business Network pre-game meet-ups — brought some of the country’s premier marketing minds together for an exclusive networking session.  Among those in attendance were Marty St. George, Senior VP Commercial of JetBlue, Brian Jennings, Executive VP Marketing of the NHLTodd Merry, CMO of Delaware North, and several other CMOs from the Greater Boston business community.

“I’ve been coming to the Garden for years, but tonight’s event is a unique opportunity to connect with business leaders in a casual, fun and competitive atmosphere. Networking is such an important part of the business community these days, and the Garden is a great venue for bringing people together.” ~ Robert Tas, Chief Marketing Officer at Pegasystems.

TD Garden’s B2B community was built to digitally unite corporate partners, Premium Club members and business leaders in the Greater Boston Area, as well as provide valuable in-person networking opportunities.  Business Network members are also able to check out which other executives are in attendance through the TD Garden mobile app, available now for iPhone & Android.  Complimentary access to the network is available by requesting here.

If you missed out on this meet-up, but would like to be alerted about future ones, please join the Business Network’s online LinkedIn group. You can also follow the Business Network on Twitter @TDGardenBiz to stay updated on relevant sports/business news and happenings.


RSVP Now For Next Thursday’s Pre-Game Business Meet-Up Event

Next Thursday (December 11), the Chicago Blackhawks return to TD Garden for a battle with the Black & Gold.  Join us before the game for a great business networking opportunity with some of the country’s premier marketing minds, including Marty St. George, Senior VP Commercial of JetBlue, Brian Jennings, Executive VP Marketing of the NHL, Todd Merry, CMO of Delaware North, and marketing leaders from Delaware North’s subsidiaries across the country.

The meet-up will take place in the landing area adjacent to Legends on level 3.  Attendees will also enjoy passed hors d’oeuvres and a complimentary beverage.  

All attendees must have a ticket to the game and RSVP by Wednesday, December 10 at 7:00pm to secure access.  Hope to see you there!

Business Networking Meet-Up

Thursday, Dec. 11 (Bruins vs. Blackhawks)

RSVP (by 12/10 at 7:00PM)

Grand Opening of New ProShop, powered by Reebok

Special Black Friday ‘Doubleheader Doorbuster’ Offers
Friday, November 28 from 7-11AM

TD Garden’s all-new ProShop, powered by Reebok, is having its Grand Opening and here’s your chance to get in on the best Black Friday deals on Bruins and Celtics apparel and merchandise. Beginning at 7AM on Friday, Nov. 28, the Doubleheader Doorbuster* will feature up to 30% off during the first hour, free parking in the North Station Garage with purchase, free gifts and ticket giveaways for both games of the Celtics (1PM vs. Chicago) and Bruins (7PM vs. Winnipeg) doubleheader later that day!

Learn more about the all-new ProShop powered by Reebok and get an advance look at next Thursday’s Boston Globe circular.


* Featured Black Friday (11/28/2014) Discounts: 30% off from 7-8AM; 20% off from 8-9AM; 10% off from 9-11AM. To be eligible for complimentary parking in the North Station Garage on Friday, November 28, vehicles may enter the garage beginning at 5AM and must exit the garage before 11AM with purchase from the ProShop powered by Reebok located on Level 2 of TD Garden. This parking offer does not apply to purchases made at the Level 1 TD Garden ProShop and is available on a first-come, first-served basis.

Pre-Game Business Meet-Up Series Kicks Off

Whether it was networking or working-the-net, TD Garden scored big on Thursday night on and off the ice.

Hours before our Boston Bruins mounted a third period comeback win against the Edmonton Oilers, the TD Garden Business Network hosted the first in a series of pregame meet-ups in the LinkedIn lounge area outside of the new Legends Club on the arena’s third floor.

Connected through the Business Network’s online LinkedIn group, invitees mixed and mingled with fellow members and team/arena executives while enjoying complimentary beverages and passed hors d’oeuvres.  Bruins President Cam Neely and Garden/Bruins SVP of Marketing and Sales Glen Thornborough joined other team/arena staff and network members, including executives from AT&T, Gillette, Whole Foods, Draft Kings, AAA, MassMutual, Friendly’s, Octagon and more.

Business Network members were also able to check out which other groups were in attendance through the TD Garden mobile app, available now for iPhone & Android.  The B2B community was built to digitally unite corporate partners, Premium Club members and business leaders in the Greater Boston Area, as well as provide valuable in-person networking opportunities.  Complimentary access to the network is available by requesting here.

The Garden Business Network will be back at it with another pre-game meet-up next Friday, November 14 before the Celtics host Lebron James and the new-look Cleveland Cavaliers.  RSVP below.

Celtics Networking Meet-Up

Friday, Nov. 14 (Celtics vs. Cavs)

RSVP (by 11/14 at Noon)

Upcoming Pre-Game Networking Meet-Ups: Nov. 6 & 14

Glen Thornborough, SVP of Marketing and Sales at TD Garden/Boston Bruins, announced today that the TD Garden Business Network will be hosting its first two meet-ups of the 2014-15 season at TD Garden this month.

Join fellow Boston business executives pre-game for the Bruins vs. Oilers game on Thursday, November 6 or prior to the Celtics vs. Cavaliers game on Friday, November 14.   Mix and mingle with network members and team/arena executives. Enjoy a complimentary beverage and passed hors d’oeuvres, and get the opportunity to meet special guests Bruins President Cam Neely (Nov. 6) and Celtics President Rich Gotham (Nov. 14) when they stop by.

The meet-ups will take place an hour before each game in the all-new landing area located adjacent to Legends on level 3. As a reminder, all attendees must also have a ticket to that night’s game.

Bruins Networking Meet-Up

Thursday, Nov. 6 (Bruins vs. Oilers)

RSVP (by 11/6 at Noon)

Celtics Networking Meet-Up

Friday, Nov. 14 (Celtics vs. Cavs)

RSVP (by 11/14 at Noon)

If you are not already a member of the Garden Business Network, please click here to request your complimentary access. 


TD Garden Shines Bright With New Digital Signage Boards, Concourse Renovations

Don’t let the 70-degree days fool you – ice is back in style at TD Garden as the Bruins have launched into the 2014-15 NHL regular season.  Bruins fans have gotten the first taste, literally and figuratively, of the fresh look at the newly-completed phase 1 of the $70 million TD Garden renovation project.

Hours before the team’s Opening Night puck-drop, TD Garden President Amy Latimer welcomed members of the media for a sneak-preview of the brand new amenities, highlighted by a modern, re-designed level 4 concourse and concession area, as well as updated technology infrastructure, Wi-Fi and dynamic digital signage board upgrades, and a comprehensive renovation of the arena’s Legends Club.

After a long summer of demolition and construction by Delaware North Companies, the level 4 concourse has been completely enhanced and infused with an inspired menu of new food and beverage options, as well as the modernization of technology that inspires fan engagement physically and digitally and brings sponsorship activation to life.

The level 4 concourse is now equipped with more than 200 dynamic digital signage boards illuminated with the LED colors of TD Garden partners – including TD Bank, JetBlue, Coca-Cola, Captain Morgan’s, AT&T, and Xfinity among others – whose brand messaging ran on the concourse’s new overhead “blade” screens. The Garden has also introduced interactive Digital Directories on the level – unique touch screens allowing guests to search for various food options in the new concession areas while visually providing direction and the quickest path to arena locations (i.e. the nearest restrooms, retail stands, ticketed seat location for the event, etc.).

TD Garden upgrades feature new state-of-the-art technology solutions using Cisco’s Connected Stadium Wi-Fi & StadiumVision to create innovative digital fan experiences, including:

  • High-density Wi-Fi accessible throughout the arena (via 400 new antennas).
  • Wi-Fi hot-spot antennas within the hockey boards – an industry first – so fans can quickly send pictures and post on their favorite social media sites.
  • Special ‘Check-In and Win’ functionality and contests for every arena event through the TD Garden app.
  • Legends, TD Garden’s largest restaurant, located on level 3 of the arena, also received a comprehensive renovation. Bruins’ icon Johnny “Chief” Bucyk officially christened the space, showing off a modern sports theme design and refreshed culinary offerings, featuring a raw bar, brick oven and charcuterie station. Legends will also feature two new bars, providing a broad selection of craft beer in addition to top-shelf drinks.

The two-year renovation project will continue at TD Garden throughout the season – major construction on the level 7 concourse is slated for the summer of 2015, additional concession stands will be upgraded, and a new 6,400 sq. foot ProShop is currently under construction on the arena’s east side second floor, featuring a complete redesign.

TD Garden’s new digital directories.


Other Recent News & Notes

It's Celtics Playoff Time! Join in some Business Networking prior to Thursday's Game 3 vs. Cleveland.

Planning to be in the building for this Thursday’s Celtics playoff match-up against the Cavs? Then join us and fellow TD Garden Business Network members at our next meet-up prior to the game in the LinkedIn lounge area adjacent to Legends on level 3. Attendees will enjoy passed hors d’oeuvres and a complimentary beverage, so don’t […]

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Beanpot TD Garden Business Meet-Up Mon., Feb. 2

For the next two Mondays, Boston’s social event of the winter season will again return to TD Garden with the 63rd Annual Beanpot Hockey Tournament (Feb. 2 & 9).  Boston College, Boston University, Harvard, and Northeastern battle for city bragging rights and the coveted Beanpot trophy.  We trust that you will be there to catch all the exciting […]

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TD Garden President Amy Latimer to be Honored as 2015 WISE 'Woman of the Year'

Women in Sports and Events (WISE), the leading voice and resource for women in the business of sports, has announced that TD Garden President Amy Latimer has been selected as one of three recipients for its prestigious 2015 WISE Women of the Year Awards.  Latimer, along with fellow honorees Lara Price (EVP, Business Operations, Philadelphia 76ers) and Mary Scott […]

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TD Garden Revamping Legends Club, With Theme Tied To Title Banners, Retired Numbers


By Don Muret, Sports Business Journal, May 1, 2014

Construction on the Legends Club will begin after the Bruins’ playoff run

The soon-to-be redeveloped Legends Club at TD Garden will bring a contemporary look to the premium space tied to digital technology and a revamped food program. Delaware North Boston, the arena’s owner/operator, shared images exclusively with THE DAILY and discussed the project ahead of this afternoon’s release detailing the club’s upgrades. The improvements are part of the arena’s $70M renovation announced last month. TD Garden President Amy Latimer said construction starts after the Bruins’ NHL playoff run, and officials expect the club to re-open sometime in November. The event-level space on the arena’s west side has been in existence since the facility opened in ’95 and has been largely untouched over the past two decades. Latimer said it was time for a refresh as the arena turns 20 years old next year. She noted the Legends Club has no view to the playing surface but it remains one of the arena’s busiest hospitality spaces for Bruins and Celtics games, concerts and press events. This season, Bruins and Celtics season-ticket holders paid a $975 membership fee for access to the club. Food and drink is a separate fee. Latimer said DNC Boston officials are still determining pricing models for the ’14-15 season and plan to disclose that information to season-ticket holders during the renewal process this summer.

NEW LOOK: All told, the club will expand to 7,700 square feet, adding about 2,000 square feet compared with the original footprint. Detroit-based architectural firm Rossetti, which is designing the upgrades, incorporated a design theme tied to the banners displaying championships and retired numbers that hung from the rafters at the old Boston Garden. Rosetti Senior Designer Tony Reiner said the club’s steel framework recalls the old arena’s roofline, and the gold-plated finishes surrounding the bar and restaurant portion reflect the character of the NBA’s Larry O’Brien Trophy. Glass signs hanging from the club’s ceiling are embedded with LED technology that can brand the space for the Bruins and Celtics depending on which team is playing that night. The room’s structural pillars also are branded through digital screens that wrap around those columns. Other pillars contain static images showcasing some of the best NBA and NHL players in the city’s history. The black-tile floor is offset by a much lighter reflective finish blending retired numbers into the floor surface. Reiner said those numbers especially sparkle when the light hits that portion of the floor. He added that a keg wall serves as a reminder of the draft beers and other amenities available at the Legends Club. Latimer noted the old Boston Garden marquee that hung on the exterior of the city’s original arena and is part of the existing Legends Club will be carried over to the renovated space looking into the restaurant piece. Delaware North Sportservice, the arena’s food provider, will eliminate the club’s old buffet setup in favor of active cooking stations. In addition, there will be a new raw bar and pizza oven. Latimer said club patrons will also have the option of ordering off a new menu. Latimer: “People like to have that interaction with the chefs and see that their food is prepared fresh.”

TD Garden Unveils NEW B2B Program

By Lisa White, Venues Today

In conjunction with the Boston Bruins hosting last week’s National Hockey League Stanley Cup playoffs, Boston’s TD Garden debuted a new LinkedIn business-to-business program for premium seat ticket holders.

Membership in the program, called the TD Garden Business Network, is free for partners and sponsors of TD Garden, the Bruins and the NBA Celtics.

“The business network is a great use of technology to connect our clients first and foremost, and then connect Boston’s business community who comes to the Garden, as well,” said Amy Latimer, president of TD Garden. “It also is a great tool for us to prospect, like clients such as premium ticket holders.”

The group’s legal counsel approved the use of the LinkedIn brand’s marks for the arena’s business network, but no sponsorship dollars are involved at this time. Instead, organizers said TD Garden is leveraging the social channel for in-arena purposes.

“We started brainstorming about this program last spring, but didn’t put the plan together until this past fall,” Latimer said.

The arena partnered with Austin, Texas-based Umbel, Cisco in San Jose, Calif., and Boston’s Activate Sports & Entertainment, to develop the new business network. The service is available via iPhone and Android devices.

“We didn’t want to create anything too difficult, and most people in the business community are already familiar with LinkedIn,” Latimer said. “We also won’t over-manage the content but, instead, just put information out there and let the group facilitate the discussion.”

With this program group members can see who is in attendance at TD Garden events, connect digitally to other members and respond to on-site meet-up invitations.

The first meet-up invitation was sent to the 500 people who joined the network last week. These members are linked through the venue rather than through a particular industry.

These face-to-face networking opportunities will be held in the venue’s new LinkedIn Lounge, a space for 100 that is located in TD Garden’s Premium Club. A more permanent space may be built out in the future, depending on the program’s response. This would be utilized through the NHL playoff and for summer events.

“The meet-up space is not a permanent area right now,” Latimer said. “We’re testing a couple of spots before we come up with a permanent location.”

The first meet-up event took place during the first intermission of Friday night’s Boston Bruins vs. Detroit Redwings playoff game. Latimer hosted about 100 Premium Club clients, corporate partners and business leaders in the pop-up LinkedIn Lounge on level six of the Premium Club.

The business network was created by the arena’s marketing department, which is led by Jen Compton, vice president of Marketing.

“TD Garden’s business network is something we wanted to offer the business community to add value to our current clients,” said Compton.

The arena also debuted its new mobile app last week, which is available for iPhone devices at the App Store on iTunes and for Android phones on Google Play.

Developed by B3 Connect, which has created apps for the Bruins and other NHL teams, the new app can be used to purchase tickets and get information on TD Garden events; win prizes for attending events at the venue; find information on parking and what’s nearby; download TD Garden events to a mobile device’s calendar; access and share event information through social media; upgrade seats for Bruins games; and view the venue’s photos and videos.

Organizers expect that with a few thousand fans using the app on any given game night a few hundred will access the private LinkedIn/networking features.

“The goal was to integrate the program with our app to create networking opportunities,” Compton said. “[In terms of the meet-ups], we also plan to create something more structured, like an executive speaker series, in the future.”


TD Garden ties LinkedIn into new B2B program

By Christopher Botta, Sports Business Journal Staff Writer

Published April 14, 2014

TD Garden this week is debuting a business-to-business program that features the integration of LinkedIn for business leaders and other fans in the arena’s premium-seating areas.

The program was slated to be announced last Thursday, timed for this week’s start of the Stanley Cup playoffs for the Boston Bruins.

Membership in the program, called the TD Garden Business Network, will be complimentary for partners and sponsors of TD Garden, the Bruins and the NBA Celtics. It will provide those representatives with the opportunity to attend meet-ups in the newly designated LinkedIn Lounge in The Premium Club at TD Garden.

The arena also plans to host networking events with local and national business leaders as part of the new program.

For LinkedIn, the group’s legal counsel approved the use of the brand’s marks for the arena’s business network, but no sponsorship dollars are involved at this time. Instead, organizers said, TD Garden is leveraging the social channel for in-arena purposes, and the platform gets the bonus of the exposure and promotion. The Premium Club at TD Garden comprises the arena’s exclusive, members-only areas that include the venue’s premium-seating and hospitality spaces. The new LinkedIn Lounge area is debuting as a temporary, casual-meeting space, built out in one of the main quadrants of The Premium Club with capacity for 100 people.

Building it out as a more permanent space could follow if the program is popular enough among members not only through the NHL playoffs but also for events at the arena during the summer months.

With the program, members of the TD Garden Business Network will be able to access a targeted area of an in-arena app that’s available to all in-house fans. That feature will let those members see which of their LinkedIn contacts and fellow network members are in attendance at that particular event.

The service is available via iPhone and Android devices.

Organizers expect that with a few thousand fans using the app on any given game night, a few hundred will access the private, LinkedIn/networking features of the offering.

“There are so many ways for partners and prospective partners to connect digitally, but this is a way to bring people face to face when they’re at our games and events,” said TD Garden President Amy Latimer. “Our events often bring out a ‘who’s who’ of Boston business. This gives them the opportunity to get together.”

While group membership will be limited to the arena’s Premium Club clients and corporate partners, select invitations will be sent to senior Boston business and community leaders, as well, even if they may not necessarily be Premium Club members.

Latimer said the business network was created by the arena’s marketing department, which is led by Jen Compton, vice president of marketing. The mobile app was developed by B3 Connect, which has created other apps for the Bruins, the Buffalo Sabres and the Colorado Avalanche, among other NHL teams. The arena’s other partners in the business network project are Umbel (data analytics), Cisco (Wi-Fi infrastructure) and Activate Sports & Entertainment (digital strategy and implementation).

“It’s the best of both worlds,” Compton said. “The network gives us more ways to communicate with our partners and ways for our partners to connect with each other.”

According to Activate President Jim Delaney, the program’s LinkedIn integration is “the first in the sports industry doing anything this extensive with LinkedIn and B2B audiences.”

Delaney said the groups involved are exploring the potential of a more official partnership with LinkedIn if they were to move forward with a permanent lounge location for the concept in the fall.

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