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

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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.”

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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.

Beta Boston: TD Garden Unveils New B2B Network & Mobile App

The new TD Garden Business Network is designed to facilitate impromptu business meetings during arena events.

By Callum Borchers, @CallumBorchers

The Boston Bruins postseason is fast approaching, but in local business circles, the playoffs might as well be called schmooze season. As the hockey team tries to win the Stanley Cup, companies will try to win new accounts while entertaining prospective clients at TD Garden.

Now, the arena is making a new effort to grease the skids with the launch of the TD Garden Business Network, an exclusive social media club designed to get corporate leaders shaking hands and discussing deals during Garden events.

“Especially in the playoffs, you walk through those Premium Club areas and it is truly the who’s who of Boston,” said TD Garden President Amy Latimer. “I think a lot of networking happens organically, but this is giving people another opportunity to connect.”

The TD Garden Business Network is a private group within the professional networking website LinkedIn. Would-be members must be invited or ask to join, with Garden executives deciding who merits inclusion. Senior-level employees of Garden sponsors and Premium Club members were the first to receive invitations Thursday, but other business leaders are eligible as well.

Read more at Beta Boston