This popular arena in Boston is home to both the NBA Boston Celtics and the NHL Boston Bruins. It hosts more than 3.5 million guests each year and 200 public events annually. Nearly 20 years old, the venue’s fan amenities lagged behind most pro sports arenas.
ROSSETTI’S Return on DesignTM study identified smart upgrades to enhance fan, player, and patron experience while generating new revenue opportunities. The $70 million renovation completely overhauled levels 4 and 7 of the arena. The design created colorfully branded and well-lit concourses filled with technology to bring life, information, and sponsorship opportunities to the concourses. Amenity Zones and new concessions areas feature indigenous food and aesthetics of Boston neighborhoods. Renovation of the Legends Club, the private high-end restaurant for Bruins and Celtics season ticket holders celebrates the legacy of both teams and the memory of Boston Gardens. This new premium product highlights the special culinary experiences created by Delaware North Companies.
A strong brand identity translated through graphics and team colors created excitement and team loyalty among Celtics and Bruins fans. The new premium products targeted to specific ticket-buying segments generated additional revenue to return the investment.