Prudential Center, Newark, N.J., has developed a new premium hospitality space. The Primepoint Lounge, named for the New Jersey Devils’ payroll processing firm, is tied to a 2,600-sq.-ft. room on the second suite level at the Newark arena.
The lounge is a retrofit of an old storage space along an outer wall and does not have views to the event floor. It features two 85-inch televisions and nine smaller screens, plus furniture and a portable bar. The room can fit up to 150 people, said officials from Harris Blitzer Sports & Entertainment, the Devils’ parent company.
The lounge has the flexibility to be used for games, packaging tickets with food and drink for groups, and has the technology in place for corporate functions on non-game days, team President Hugh Weber said.
Primepoint, whose headquarters are in Mount Holly, N.J., signed a multiyear deal with the Devils to sponsor the lounge. Weber would not discuss specific terms or construction costs.
As part of the agreement, Primepoint has committed to donating $25 for every assist by a Devils player, up to $10,000, to support local children with disabilities. Those efforts will be displayed on the arena’s center-hung and other digital boards, as well as the Devils’ social media platforms.
The official ribbon cutting for the lounge is scheduled for Jan. 18.
Prudential Center has also unvieled a new website Jan. 9. Enhancements incude visitor wayfinding and concession guides; amplified musician content featuring Spotify and original galleries; and a new content managemet system that will allow fans to pursue a faster, smarter and personalized experience.