On Monday, Delaware North Companies, Inc., owner and operator of TD Garden and Sportservice, announced a series of privately-financed upgrades and renovations for TD Garden, the home of the Boston Bruins and Boston Celtics, over the next two years.
The $70 million upgrade will include a new ProShop, redesigned and modernized concourses, a complete renovation of Legends Club and upgraded technology infrastructure.
“We’re coming up on our 20th anniversary in 2015 and the building really needs [a facelift],” said Charlie Jacobs, principal of Delaware North Cos. and the Boston Bruins who is leading the project. “Given our hospitality background, we’re looking to set the standard in terms of hospitality for event goers, and we hope to open some eyes with these renovations in terms of how to host an event.”
The renovations will begin in June of this year, with the major concourse work completed in October and the Legends Club work finished in December. The second phase, including the concourse renovations, will begin next summer.
As part of the project, the ProShop will be repositioned from its current location on the west side of the North Station concourse to the arena's east side second floor or main turnstile area.
Construction will begin in early May with a targeted completion by year-end, and the existing store will remain operational during this time. This relocation is designed to maximize the store's location for future incorporation into the front development project and the arena's new entryway.
Plans for the new ProShop will expand retail offerings, optimize traffic flow and allow for increased accessibility for fans. The new ProShop will feature a redesign and a "Powered by Reebok/Adidas" partnership with the Bruins and Celtics respectively, representing part of a new, three-year deal with the official outfitters of the NHL and NBA.
“Currently, the ProShop is not a part of the building itself, however it does have a lot of event traffic on game nights,” Jacobs said. “With the renovations, it will be relocated to the Garden’s second floor, expanding from 2,800 square feet to 6,000 square feet.”
In addition, TD Garden's loge and balcony concourses will receive a complete refurbishment and redesign. Major construction on these areas will take place in two phases, with loge concourse slated for summer of 2014 and balcony concourse for the following summer. Incorporating fan survey feedback, concourses will feature new concession concepts and offer fans an increased variety of food and beverage options.
“As the concession industry has changed in the last 20 years, there has been a lot of prepared foods served at each location,” Jacobs said. “Now there is more of an action to it, where customers can watch food prepped. Our new concession stands will reflect more action in terms of food prep and delivery.”
Legends Club, TD Garden's largest restaurant located on level three of the arena, will also receive an overhaul. The members-only hospitality area houses the Celtics Courtside Club and is open to eligible Bruins and Celtics Season Ticket holders.
All of the projects are in final stages of planning and design, with more comprehensive development plans for TD Garden's concourses, concessions and private dining areas being announced in the coming months.
Through a partnership with PC Connection and Cisco, the installation of high density Wi-Fi throughout the arena is in its final stages and will be fully implemented at the start of the 2014-15 NHL season. New technology features will be integrated, including digital signage via Cisco StadiumVision and new point of sale technology. The TD Garden data architecture, both wired and wireless, is based on Cisco's Connected Stadium model and is designed to enhance overall fan engagement.
“We have Wi-Fi for premium customers on level five and six, but it is a major investment to bring the game experience to loge and balcony seats,” Jacobs said. “Upgrades benefit everyone, and we want chatter during the game. For this reason, we’re focusing on bringing Wi-Fi into the bowl and concourse.”
Prior to Monday’s announcement, the Jacobs family and Delaware North Companies have privately financed more than $20 million over the last four years on renovations to TD Garden's Premium Club products, a new ecofriendly roof and technology upgrades.
“We’re under a very tight schedule [with this project],” Jacobs said. “Still, our hope is the Bruins make it into the Stanley Cup Finals so we have an even greater time crunch.”
Interviewed for this article: Charlie Jacobs, (617) 624-1050